maximise your web marketing B2B SOCIAL NETORKING WITH LINKEDIN

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29.09.10 and 02.12.10 Maximise your web marketing - B2B LINKEDIN

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  • Paul Tansey/ Tall Pansey Memory Hook
  • Founded in December 2002 and launched in May 2003 As of October 2009, LinkedIn had more than 50 million registered users, [2] spanning more than 200 countries On June 17 , 2008 , venture capital firms purchased a 5% stake in the company for $53 million, giving the company a post-money valuation of approximately $1 billion
  • 11 million are from Europe. With 3 million users, India is the fastest-growing country as of 2009. The Netherlands has the highest adoption rate per capita, outside of the United States, at 30% Average age 41 Average household income $109,000 (£65,600) 46% are business decision makers
  • What it is It is about going online, joining a networking site like Facebook or Linkedin and creating a personal profile so that you connect your profile with the profiles of others you know. As you link to others, you get to see who they are linked to and in turn who links to them. This way you can browse each others’ contacts and find interesting people to meet and to do business with. Because everybody maintains their own information, you build up an online contacts database that is always up-to-date and which you can access anywhere you can connect to the internet – including on your iPhone and other smart phones. Contact tools such as e-mail are provided but usually in such a way as to discourage SPAM and those who would abuse the tool to consistently annoy others. Nobody wants to join a network to increase the amount of SPAM they receive. Usually, whenever you update your profile your contacts are advised of your update, so it becomes an effortless way to communicate with others and to see what your contacts are up to. It’s a self-policing community and users can report those who misbehave, leading ultimately to serial offenders being banned or removed. Community members can endorse each others work and provide references for others to see. They can make and assist with introductions to others and join groups to find people with similar interests – forming groups to discuss specialist topics and interests Online networking is actually fun and fulfills a need in all of us to feel part of a tribe or community – we are social animals and this tool allows us to enjoy and gain benefit from our business networks in a way that would be impossible - or at least hugely time consuming – in any other way. Networks usually allow businesses to have a presence too, a separate profile to which team members can be attached and from which customers and potential customers can gain background information. What it isn’t A silver bullet. An opportunity to overtly sell at people
  • What it is It is about going online, joining a networking site like Facebook or Linkedin and creating a personal profile so that you connect your profile with the profiles of others you know. As you link to others, you get to see who they are linked to and in turn who links to them. This way you can browse each others’ contacts and find interesting people to meet and to do business with. Because everybody maintains their own information, you build up an online contacts database that is always up-to-date and which you can access anywhere you can connect to the internet – including on your iPhone and other smart phones. Contact tools such as e-mail are provided but usually in such a way as to discourage SPAM and those who would abuse the tool to consistently annoy others. Nobody wants to join a network to increase the amount of SPAM they receive. Usually, whenever you update your profile your contacts are advised of your update, so it becomes an effortless way to communicate with others and to see what your contacts are up to. It’s a self-policing community and users can report those who misbehave, leading ultimately to serial offenders being banned or removed. Community members can endorse each others work and provide references for others to see. They can make and assist with introductions to others and join groups to find people with similar interests – forming groups to discuss specialist topics and interests Online networking is actually fun and fulfills a need in all of us to feel part of a tribe or community – we are social animals and this tool allows us to enjoy and gain benefit from our business networks in a way that would be impossible - or at least hugely time consuming – in any other way. Networks usually allow businesses to have a presence too, a separate profile to which team members can be attached and from which customers and potential customers can gain background information. What it isn’t A silver bullet. An opportunity to overtly sell at people
  • What it is It is about going online, joining a networking site like Facebook or Linkedin and creating a personal profile so that you connect your profile with the profiles of others you know. As you link to others, you get to see who they are linked to and in turn who links to them. This way you can browse each others’ contacts and find interesting people to meet and to do business with. Because everybody maintains their own information, you build up an online contacts database that is always up-to-date and which you can access anywhere you can connect to the internet – including on your iPhone and other smart phones. Contact tools such as e-mail are provided but usually in such a way as to discourage SPAM and those who would abuse the tool to consistently annoy others. Nobody wants to join a network to increase the amount of SPAM they receive. Usually, whenever you update your profile your contacts are advised of your update, so it becomes an effortless way to communicate with others and to see what your contacts are up to. It’s a self-policing community and users can report those who misbehave, leading ultimately to serial offenders being banned or removed. Community members can endorse each others work and provide references for others to see. They can make and assist with introductions to others and join groups to find people with similar interests – forming groups to discuss specialist topics and interests Online networking is actually fun and fulfills a need in all of us to feel part of a tribe or community – we are social animals and this tool allows us to enjoy and gain benefit from our business networks in a way that would be impossible - or at least hugely time consuming – in any other way. Networks usually allow businesses to have a presence too, a separate profile to which team members can be attached and from which customers and potential customers can gain background information. What it isn’t A silver bullet. An opportunity to overtly sell at people
  • What it is It is about going online, joining a networking site like Facebook or Linkedin and creating a personal profile so that you connect your profile with the profiles of others you know. As you link to others, you get to see who they are linked to and in turn who links to them. This way you can browse each others’ contacts and find interesting people to meet and to do business with. Because everybody maintains their own information, you build up an online contacts database that is always up-to-date and which you can access anywhere you can connect to the internet – including on your iPhone and other smart phones. Contact tools such as e-mail are provided but usually in such a way as to discourage SPAM and those who would abuse the tool to consistently annoy others. Nobody wants to join a network to increase the amount of SPAM they receive. Usually, whenever you update your profile your contacts are advised of your update, so it becomes an effortless way to communicate with others and to see what your contacts are up to. It’s a self-policing community and users can report those who misbehave, leading ultimately to serial offenders being banned or removed. Community members can endorse each others work and provide references for others to see. They can make and assist with introductions to others and join groups to find people with similar interests – forming groups to discuss specialist topics and interests Online networking is actually fun and fulfills a need in all of us to feel part of a tribe or community – we are social animals and this tool allows us to enjoy and gain benefit from our business networks in a way that would be impossible - or at least hugely time consuming – in any other way. Networks usually allow businesses to have a presence too, a separate profile to which team members can be attached and from which customers and potential customers can gain background information. What it isn’t A silver bullet. An opportunity to overtly sell at people
  • We’re all here because we’re networkers. Networking isn’t easy – many people find it uncomfortable and self-promotional LinkedIn is a tool for networkers. Critical mass/ 50 Million users/ 1 million additional users a month! Some of us use it already Many of us a just scratching the surface It’s evolving REALLY fast
  • There are
  • Describe your self as you would like to be found (even if it might seem a little arrogant) Use the Google search tool if that helps… Ensure you have a photo of you looking as good as possible
  • maximise your web marketing B2B SOCIAL NETORKING WITH LINKEDIN

    1. 1. Personal online networks (B2B) <ul><li>Paul Tansey – Intergage </li></ul>
    2. 2. <ul><li>Started in December 2003/launched May 2003 </li></ul><ul><li>Valued in June 2008 at $1 billion </li></ul><ul><li>Freemium model </li></ul><ul><li>78m+ registered users </li></ul>LinkedIn (very) brief history
    3. 3. LinkedIn users <ul><li>78m+ Members globally </li></ul><ul><li>18m+ in Europe </li></ul><ul><li>4.6m in the UK </li></ul><ul><li>Average age 41 </li></ul><ul><li>46% business decision makers </li></ul><ul><li>Average household income $109,000/£65,000 </li></ul>
    4. 4. Online networking – It’s easy
    5. 5. Online networking – Sharing contacts
    6. 6. Your network – How big??? <ul><li>Guess the network size </li></ul><ul><li>351 contacts…. </li></ul><ul><li>Include specialist groups </li></ul>351 ? ?
    7. 7. Online networking – What does it mean?
    8. 8. The business benefits of online networking <ul><li>Growing a business </li></ul><ul><li>Maintaining relationships </li></ul><ul><li>Finding business partners & suppliers </li></ul><ul><li>Recruitment (and job hunting) </li></ul><ul><li>Checking references </li></ul><ul><li>Organising and promoting events </li></ul><ul><li>Building a reputation and demonstrating expertise </li></ul><ul><li>Get help and advice </li></ul><ul><li>Help people! </li></ul>
    9. 9. The business benefits of online networking <ul><li>Provide help and advice </li></ul><ul><li>Find events and even attend them </li></ul><ul><li>Introduce people </li></ul><ul><li>Recommend and endorse people </li></ul><ul><li>Laser targeted advertising </li></ul><ul><li>Market research </li></ul><ul><li>Prepare for networking events </li></ul><ul><li>Help people! </li></ul>
    10. 10. B2B online networking <ul><li>How to do it </li></ul><ul><li>What not to do </li></ul><ul><li>Employers’ considerations </li></ul>
    11. 11. 1. Decide why you are doing this! <ul><li>Clear objectives – begin with the end in mind </li></ul><ul><li>Build a big network </li></ul><ul><li>Build a quality network </li></ul>
    12. 12. 2. Choose a tool
    13. 13. LinkedIn – Getting More Popular
    14. 14. LinkedIn vs Competition <ul><li>Not the only show in town </li></ul>
    15. 15. 3. Create an account and a profile
    16. 16. 4. Connect to contacts <ul><li>Searching and browsing </li></ul><ul><li>Add via email addresses/address book </li></ul><ul><li>Former colleagues and classmates </li></ul><ul><li>People you may know feature </li></ul>
    17. 17. 5.The home page <ul><li>Your information centre </li></ul><ul><li>Your inbox </li></ul><ul><li>Update your status </li></ul><ul><li>Keep your finger on the pulse of your network </li></ul>
    18. 18. 6. Explore and join groups <ul><li>Join groups of people with the same business interests </li></ul><ul><li>Join discussions, “meet” experts and build relationships </li></ul><ul><li>Demonstrate expertise </li></ul>
    19. 19. 7. Questions and answers <ul><li>Find help </li></ul><ul><li>Provide help </li></ul><ul><li>Make new contacts </li></ul><ul><li>Demonstrate expertise in your niche </li></ul><ul><li>Dave “The Wireman” Maskin </li></ul>
    20. 20. 8. Add a company record <ul><li>Companies have records too </li></ul><ul><li>Individual people profiles linked to companies </li></ul><ul><li>Upload logo and create description and specialties </li></ul><ul><li>It will show up in the search engine results! </li></ul><ul><li>Links to your website </li></ul><ul><li>Is shown to non-members </li></ul><ul><li>You can now “Follow” companies </li></ul>
    21. 21. 9. Recommendations <ul><li>How do you feel when people recommend you? </li></ul><ul><li>How do you feel about the person that recommended you? </li></ul><ul><li>Why you should recommend others </li></ul><ul><li>Users with recommendations are 3 times more likely to get enquiries through searches </li></ul>
    22. 22. 10. Attend and organise events <ul><li>Create an event </li></ul><ul><li>Share it with up to 50 of your contacts </li></ul><ul><li>If they attend or flag it as interesting they pass it on </li></ul><ul><li>Online and offline events </li></ul>
    23. 23. 11. Applications <ul><li>Reading lists </li></ul><ul><li>Events </li></ul><ul><li>Polls </li></ul><ul><li>Blog link </li></ul><ul><li>Slideshow </li></ul><ul><li>File sharing and collaboration </li></ul><ul><li>Travel tools </li></ul><ul><li>Company Buzz </li></ul><ul><li>Projects & team spaces </li></ul>
    24. 24. 12. Promote your profile <ul><li>On your email footer </li></ul><ul><li>On your website </li></ul><ul><li>On your blog </li></ul><ul><li>On your business cards/brochures </li></ul><ul><li>Via Twitter </li></ul>
    25. 25. 13. Ongoing updates <ul><li>To your status </li></ul><ul><li>Adding connections </li></ul><ul><li>Save your searches </li></ul><ul><li>Request introductions </li></ul><ul><li>Ask and answer questions </li></ul><ul><li>Join group discussions and contribute </li></ul>
    26. 26. 13. Ongoing updates <ul><li>Upload presentations to share </li></ul><ul><li>Make recommendations </li></ul><ul><li>Organise and publicise events </li></ul><ul><li>Update your reading list </li></ul><ul><li>Add polls </li></ul><ul><li>Read blog updates and update your blog </li></ul>
    27. 27. 14. Advertising on online networking sites <ul><li>Targeting </li></ul><ul><li>Video vs static text ads vs e-mail </li></ul><ul><li>CPC vs CPM </li></ul><ul><li>Search advertising vs social network advertising </li></ul>
    28. 28. The 14-point plan <ul><li>Decide why you are doing this </li></ul><ul><li>Choose your tool </li></ul><ul><li>Sign up and create a profile </li></ul><ul><li>Connect to contacts </li></ul><ul><li>Learn how the home page works </li></ul><ul><li>Explore and join groups </li></ul><ul><li>Try out questions and answers </li></ul>
    29. 29. The 14-point Plan <ul><li>8. Add a company record </li></ul><ul><li>9. Make and request recommendations </li></ul><ul><li>10. Attend and organise events </li></ul><ul><li>11. Check out the applications you can add </li></ul><ul><li>12. Promote your profile </li></ul><ul><li>13. Ongoing updates </li></ul><ul><li>14. Explore the advertising opportunity </li></ul>
    30. 30. Using Your LinkedIn Account <ul><li>Put Time Aside At Least Once A Week </li></ul><ul><li>Go Through All Those Business Cards You’ve Collected! </li></ul><ul><li>New! Link to Outlook – see YouTube </li></ul><ul><li>Use RSS </li></ul>
    31. 31. Summary <ul><li>There are four ways to grow a business (advertising, PR, word of mouth and cold calling). LinkedIn can help with all of these </li></ul><ul><li>LinkedIn fulfils a need in all of us and is actually fun </li></ul><ul><li>It’s not a silver bullet however… </li></ul>

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