Digital Marketing
Chris Muccio
March 2013
FAU
Introduction to the Power
of LinkedIn
About Me
Chris Muccio
Chief Digital Business Strategist
www.SocialFusion.com
• Executive driving revenue growth through
in...
My Experiences
20 Years Ago…
Mobile was different
Music was different
The “web” was different
First Day By Graduation
My First Laptop
Compaq
286 Processor
DOS Based
Size of a small Suitcase
Cutting Edge!
• 2 Computer Labs – 1 w/24 hour access
• Desktops with 150 Mgs of Storage
• Windows 3.1
• 2 sizes of Floppie...
My Job Search Was Different
My Job Search Was Different
My Job Search Was Different
My Job Search Was Different
Today…
“Social-centric” Students
Perception is Reality
Perception is Reality
Value
Drives Business
The Basics… Part 1
Decisions are made based on
maximizing finite resources
• Money
• Time & Attention
Price is what you pay.
Value is what yo...
Vs.
Recognizing Value
Communicating Value
Communication in the Digital World
Know the Target
Audience
• Personality Type
• Interact
• Study
• Re...
Conversations
Lead to Trust
The Basics… Part 2
Who is your target audience?
How?
• Digital Media  a Conversation (on an
exponential scale w/ target audience)
• Conversa...
Facebook vs LinkedIn
Value
Attention
Required
Analogy
Conversation with
EXISTING social
contacts
Meeting and relationship
...
LinkedIn
Leveraging its Power
Student Generated Questions
I know I need to be on
LinkedIn, but it just seems
overwhelming.
Can you share any tips to
make getting started
easier?
Qu...
Time
Initial Awareness Inflated Expectations
Disillusionment
Valley
Enlightened
Awakening
Implementation of
Productivity
A...
Define Goals
Roadmap
1. “I’m using LI for…”
2. Learn how to use
3. Identify Your Value
4. Find & Interact with
Target Audi...
Articulating Value
I understand I need to
express my value, but…
…are there any EASY things
to help me to standout?
Question #2
Standout in a Crowd
Differentiate your value from your
competition
Billy Johnson
Does this?
Billy
Johnson
Billy Johnson
Professional Headline
3 Second “Sound-bite”
Immediate Branding / Virtually Omnipresent
Billy
Johnson
Billy Johnson
Professional Headline
3 Second “Sound-bite”
Immediate Branding / Virtually Omnipresent
Help me complete these…
… serves Chicken that is
Finger-lickin’ good
Who wants you to “Just
Do It”?
… is the Breakfast of
...
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 directio...
Invest in Yourself
Learn how to compete / Get “educated”
1. Learn about Industries – LinkedIn Pulse
2. Learn from Others –...
What can I do to my
Profile to help me get
noticed by Companies
and Recruiters?
Question #4
Your Profile is Your Billboard
Let’s introduce you to Bob Smith
Perhaps you met him networking
or
Received an email and sa...
Let’s walk through this example…
http://www.linkedin.com/pub/JohnJones
/3/283/578
John Jones
Can this billboard be more effective?
Your Brand with a 3 Second
“Sound bite”
http://www.linkedin.com/pub/JohnJones
/3/283...
What else can I do to
generate positive
attention to myself?
Question #5
Simple Tactics
• In Person
• Participate in LinkedIn Groups
• Email Signature
• Being Active on Social Media
– Integrate m...
How do I “cold call” on
LinkedIn to make
contacts?
Is there a “protocol”?
Question #6
Making Contacts
• Try to make it as “warm” as possible
– Common connections
– Common interests
– Provide “Value”
• LinkedI...
Invitations
LinkedIn
John Jones has indicated you are a Friend:
I'd like to add you to my professional
network on LinkedIn...
If I wanted more
LinkedIn information,
where can I go?
Question #7
Additional Information
www.SocialFusion.com
Join our LinkedIn Group – Linking Insights
Presentation will be posted on
my LinkedIn Profile &
Slideshare
Connect with me on LinkedIn
www.LinkedIn.com/in/ChrisMuccio
FAU - Introduction to the Power of LinkedIn
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FAU - Introduction to the Power of LinkedIn

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This presentation was given to the Florida Atlantic University's Marketing Students. The topic was LinkedIn and its impact on their career search.

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Transcript of "FAU - Introduction to the Power of LinkedIn"

  1. 1. Digital Marketing Chris Muccio March 2013 FAU Introduction to the Power of LinkedIn
  2. 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
  3. 3. My Experiences 20 Years Ago…
  4. 4. Mobile was different
  5. 5. Music was different
  6. 6. The “web” was different First Day By Graduation
  7. 7. My First Laptop Compaq 286 Processor DOS Based Size of a small Suitcase
  8. 8. Cutting Edge! • 2 Computer Labs – 1 w/24 hour access • Desktops with 150 Mgs of Storage • Windows 3.1 • 2 sizes of Floppies • Microsoft Office 8” 5.25” 3.5”
  9. 9. My Job Search Was Different
  10. 10. My Job Search Was Different
  11. 11. My Job Search Was Different
  12. 12. My Job Search Was Different
  13. 13. Today… “Social-centric” Students
  14. 14. Perception is Reality
  15. 15. Perception is Reality
  16. 16. Value Drives Business The Basics… Part 1
  17. 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
  18. 18. Vs. Recognizing Value
  19. 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
  20. 20. Conversations Lead to Trust The Basics… Part 2
  21. 21. Who is your target audience? How? • Digital Media  a Conversation (on an exponential scale w/ target audience) • Conversations  Relationships • Relationships  Opportunities
  22. 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
  23. 23. LinkedIn Leveraging its Power Student Generated Questions
  24. 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. 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. 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
  27. 27. Articulating Value
  28. 28. I understand I need to express my value, but… …are there any EASY things to help me to standout? Question #2
  29. 29. Standout in a Crowd Differentiate your value from your competition Billy Johnson Does this?
  30. 30. Billy Johnson Billy Johnson Professional Headline 3 Second “Sound-bite” Immediate Branding / Virtually Omnipresent
  31. 31. Billy Johnson Billy Johnson Professional Headline 3 Second “Sound-bite” Immediate Branding / Virtually Omnipresent
  32. 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. 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. 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. 35. What can I do to my Profile to help me get noticed by Companies and Recruiters? Question #4
  36. 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. 37. Let’s walk through this example… http://www.linkedin.com/pub/JohnJones /3/283/578 John Jones
  38. 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. 39. What else can I do to generate positive attention to myself? Question #5
  40. 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. 41. How do I “cold call” on LinkedIn to make contacts? Is there a “protocol”? Question #6
  42. 42. Making Contacts • Try to make it as “warm” as possible – Common connections – Common interests – Provide “Value” • LinkedIn Invitations – Sending – Receiving • Sustaining Communication
  43. 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. 44. If I wanted more LinkedIn information, where can I go? Question #7
  45. 45. Additional Information www.SocialFusion.com Join our LinkedIn Group – Linking Insights
  46. 46. Presentation will be posted on my LinkedIn Profile & Slideshare Connect with me on LinkedIn www.LinkedIn.com/in/ChrisMuccio

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