2. About Me
Chris Muccio
Chief Digital Business Strategist
www.SocialFusion.com
• Executive driving revenue growth through
innovative & strategic uses of digital technology
• Authored Amazon Best Seller
• Named as 2014 Top 40 Digital Marketing
Strategists
• 24 years of corporate, consulting and small
business success
17. Decisions are made based on
maximizing finite resources
• Money
• Time & Attention
Price is what you pay.
Value is what you get
-Warren BuffetValue is everywhere
• Think about a conversation…
How often do YOU think like
this?
Why?
Whose perspective counts?
• Yours AND the other party
19. Communicating Value
Communication in the Digital World
Know the Target
Audience
• Personality Type
• Interact
• Study
• Research
Time / Attention
Span
• 3 Second Brand
• Elevator Pitch
• An Event
Medium
• In person / Online
• Verbal / Non Verbal
• Leverage?
Frequency
• One Time
• First Impression
• Built Over Time
• Sustainability
21. Who is your target audience?
How?
• Digital Media a Conversation (on an
exponential scale w/ target audience)
• Conversations Relationships
• Relationships Opportunities
22. Facebook vs LinkedIn
Value
Attention
Required
Analogy
Conversation with
EXISTING social
contacts
Meeting and relationship
building with (new & existing)
business contacts
Immediate
Gratification
INCREMENTAL gratification
through relationship building
with BUSINESS contacts
Interacting over
Happy Hour
Networking over
Cocktail Hour
24. I know I need to be on
LinkedIn, but it just seems
overwhelming.
Can you share any tips to
make getting started
easier?
Question #1
25. Time
Initial Awareness Inflated Expectations
Disillusionment
Valley
Enlightened
Awakening
Implementation of
Productivity
Activity
1
2
3
4
5
6
7
Y
X
The Adoption Curve
1. Receive random invitations.
Not sure what it is all about
2. Influenced by friends,
colleagues and media to
“get on board”
3. Dazzled by buzzwords
4. Engage feverishly to add
contacts
5. Step back and realize no
strategic direction set, no
goals reached, time wasted.
6. Education about the
strategic uses
7. Implement a disciplined,
strategic, goal oriented
approach to digital
marketing for the brand
LinkedIn Adoption Curve
26. Define Goals
Roadmap
1. “I’m using LI for…”
2. Learn how to use
3. Identify Your Value
4. Find & Interact with
Target Audience
Getting Started
32. Help me complete these…
… serves Chicken that is
Finger-lickin’ good
Who wants you to “Just
Do It”?
… is the Breakfast of
Champions
…is the Worldwide
Leader in Sports
Examples of “Sound Bites”
The Ultimate Driving
Machine…
33. I’m just starting to get up
to speed on LinkedIn.
Are there any tools on the
site that can help me in
planning my direction?
Question #3
34. Invest in Yourself
Learn how to compete / Get “educated”
1. Learn about Industries – LinkedIn Pulse
2. Learn from Others – Via LinkedIn Groups
3. Researching Companies & People – Company Follow
4. Job Search – Via Job Search Function or Via Group Postings
35. What can I do to my
Profile to help me get
noticed by Companies
and Recruiters?
Question #4
36. Your Profile is Your Billboard
Let’s introduce you to Bob Smith
Perhaps you met him networking
or
Received an email and saw he was on LinkedIn
or
Came across his name in a LinkedIn Search
If you arrived at this Profile, what
would you do next?
Bob Smith
Bob_Smith@yahoo.com
Contact Bob Smith
37. Let’s walk through this example…
http://www.linkedin.com/pub/JohnJones
/3/283/578
John Jones
38. Can this billboard be more effective?
Your Brand with a 3 Second
“Sound bite”
http://www.linkedin.com/pub/JohnJones
/3/283/578
John Jones
175 Direct Connections
Directing Web Traffic
Vanity Link
Photo
????
Key Words
39. What else can I do to
generate positive
attention to myself?
Question #5
40. Simple Tactics
• In Person
• Participate in LinkedIn Groups
• Email Signature
• Being Active on Social Media
– Integrate my activities
• LinkedIn Introductions (relationship build)
• Through Referrals
– Students
– Faculty & Staff
41. How do I “cold call” on
LinkedIn to make
contacts?
Is there a “protocol”?
Question #6
42. Making Contacts
• Try to make it as “warm” as possible
– Common connections
– Common interests
– Provide “Value”
• LinkedIn Invitations
– Sending
– Receiving
• Sustaining Communication
43. Invitations
LinkedIn
John Jones has indicated you are a Friend:
I'd like to add you to my professional
network on LinkedIn.
- John
View Invitation from John Jones
LinkedIn
John Jones has indicated you are a Friend:
Hi Chris,
Pleasure meeting you yesterday and look forward to
talking further about growing your revenue. I know
you mentioned you were busy and we can set it up
to provide you value, at your convenience.
I'd also like to add you to my professional network
on LinkedIn.
- John
View Invitation from John Jones
Default Personalized
1. Refrain from using the default invite alone
I'd like to add you to my professional network on LinkedIn.
2. Manage “the invite space allowed” (300 Characters)
44. If I wanted more
LinkedIn information,
where can I go?
Question #7