Linked In: Key Component of a Social Media Strategy
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Linked In: Key Component of a Social Media Strategy

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A step-by-step guide to creating a dynamic profile, building 1st degree connections, and mining 2nd degree connections on LinkedIn. Pointers on how to use the power of your employee's connections to ...

A step-by-step guide to creating a dynamic profile, building 1st degree connections, and mining 2nd degree connections on LinkedIn. Pointers on how to use the power of your employee's connections to prospect for new customers and maintain your existing customer base.

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  • Start with the PEOPLE, not with the TECHNOLOGY
  • Lincoln Financial has over 500 employees (primarily advisors who have profiles on LinkedIn)

Linked In: Key Component of a Social Media Strategy Linked In: Key Component of a Social Media Strategy Presentation Transcript

  • LinkedIn: Active Business Networking Tool
    November 17, 2009
    Presentation Agenda:
    • What is a Social Media Ecosystem?
    • Creating a profile
    • Choosing from ALL available features
    • Using LinkedIn Applications
    • Getting actively involved
    • Understanding your Network Statistics
    • Building a network
    • Power searching by companies
    • Mining 2nd degree connections
    • Asking for introductions
    • Managing contacts
    Presented By:
    Catherine Sherwood:
    Social Media Consultant with 20+ years of marketing and product strategy experience. Serving US & Canada.
    LinkedIn: Active Business Networking Tool
  • Look, Listen, and then Talk:
    Twitter: Social Media Prospecting Tool
    LinkedIn is just one part of your Social Media Ecosystem, but you will find many of your customers, prospects, employees, partners – and your competition – there.
    A good Social Media Assessment will let you know where and how to get engaged.
  • Engage All Departments in a Social Media Strategy:
    Twitter: Social Media Prospecting Tool
    • Create multiple touch points with your customers, partners and prospects
    • Many employees are already active in the social media; others can be trained
    • Create policies / escalation procedures to maximize success and avoid problems
  • The Power of LinkedIn:
    • LinkedIn has 50M +members in over 200 countries and territories worldwide
    • About half of the members are from outside the U.S.
    • A new member joins LinkedIn approximately every second
    • Executives from all Fortune 500 companies are LinkedIn members
    LinkedIn: Active Business Networking Tool
    Source: LinkedIn, November 4, 2009
  • Exponential Networking Capabilities:
    LinkedIn: Active Business Networking Tool
    If Willie Loman could have turned 189 relationships into 57,500+ connections, his son would have been proud of him.
  • First things first…
    LinkedIn: Active Business Networking Tool
    Fully optimize profiles
    Build a network
    Leverage your network
    Image adapted from Intersection Marketing’s Visual Marketing collection
  • LinkedIn Profile:
    LinkedIn: Active Business Networking Tool
    • Aziz has over 500+ connections and is a strong networker based on his many years in business development
    • His past contacts, as well as is industry areas of expertise, are critical to his success
  • LinkedIn Profile:
    LinkedIn: Active Business Networking Tool
    • Summary
    • Strong, resume-style overview of capabilities
    • Specialties
    • Shows areas of expertise
    • Experience
    • Education
  • LinkedIn Profile:
    LinkedIn: Active Business Networking Tool
    • Recommendations
    • Aziz’s 21 recommendations show that he is trusted and admired
  • LinkedIn Profile:
    LinkedIn: Active Business Networking Tool
    • Groups
    • Aziz is a member of 25 industry and networking groups
  • LinkedIn Profile:
    LinkedIn: Active Business Networking Tool
    • Barbara is a master networker and advertises that in the top section of her profile
    • She uses every part of LinkedIn to her advantage.
  • LinkedIn Profile:
    LinkedIn: Active Business Networking Tool
    • Barbara got creative with her Education section, really spelling out the value of her Social Media Academy training.
    Create a simple descriptions about company-sponsored training programs (both internal and outsourced) and urge employees to add the information to the Education / Additional Note section of their LinkedIn Profiles
  • LinkedIn Profile | Groups:
    LinkedIn: Active Business Networking Tool
    • Not only is Barbara a member of 44 groups, she has founded her own group on LinkedIn
    • Social Media Caffe = 233 members
    Create groups of relevance to your customers and have your employees join:
    • 38,000+ English-speaking corporate groups
    • ~105,000 English-speaking professional groups
    Have your employees join groups relevant to them:
    • 391,000+ English-speaking groups in total
    • 72,000+ English-speaking corporate or school groups
  • LinkedIn Profile | Applications:
    LinkedIn: Active Business Networking Tool
    • Barbara invites people to events that she has organized AND lets other know about events she is attending.
    Have employees invite contacts to company events and webinars
    Have employees let their contacts know which events (trade shows, conferences, etc.) they will be attending
  • LinkedIn Profile | Applications:
    LinkedIn: Active Business Networking Tool
    • Barbara takes advantage of the ability to integrate her SlideShare presentations into her LinkedIn Profile.
    Ask employees to create free SlideShare accounts and create approved company presentations that they can post
    …and create a company SlideShare and put a link to your presentations on your website.
  • LinkedIn: Active Business Networking Tool
    LinkedIn Profile | Applications:
    • Steve Gasser has included his latest blog posts in his LinkedIn Profile
    Company thought leaders can blog and integrate their posts in their LinkedIn Profile
  • LinkedIn: Active Business Networking Tool
    LinkedIn Profile | Applications:
    • My friend – Stewart Alsop – is a venture capitalist and a road warrior and he likes to let people know when and where he is travelling.
    Employees who are in sales or travel to work with partners can let their connections know when trips are planned. (Stewart might get a potential investor to contact him and ask him to stop by when he is in Washington DC.)
  • LinkedIn: Active Business Networking Tool
    LinkedIn Profile | Applications:
    • Trevor Loy – another VC – provides thought leadership so book recommendations fit in with his profile.
    Book recommendations can be tricky. However, if an employee is a thought leader or a subject-matter expert, book recommendations can be a nice gesture.
  • LinkedIn: Active Business Networking Tool
    LinkedIn Profile | Applications:
    • LinkedIn has a Polls application that lets you ask a series of questions to your connections.
    Polls could be a nice touch (and useful) for product managers
  • LinkedIn: Active Business Networking Tool
    LinkedIn Profile | Applications:
    • You can also target a specific demographic or “…all US LinkedIn Members” – for a fee.
    Can limit number of responses to conserve costs.
    This could be a good tool for companies. Can be used to build a relationship with your brand or to softly introduce your product or services.
  • LinkedIn | Building a Network:
    • Join and participate actively in GROUPS
    • Check out the ANSWERS section and help out other LinkedIn members
    • RECOMMEND former co-workers and business colleagues.
    • Use UPDATES to give information, not just promote.
    LinkedIn: Active Business Networking Tool
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Building a Network | Network Statistics:
    • Second-degree connections provide a powerful link for sales & business development.
    • On average, each of my 189 connections is worth 305 potential introductions!
    My connections are doing the work for me.
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Building a Network | Network Statistics:
    Regional Access
    Top locations in your network:
    Industry Access
    Top industries in your network:
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Building a Network |Personal Contacts:
    Make sure that you have connected to all of your offline contacts by importing your email contact list
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Building a Network | Customer Contacts:
    Enter a specific company to find your customers.
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Building a Network | Customer Contacts:
    Once you select a company, you will see Current Employees. Click on See more> to view the full list
    Online Resources
    Then go through all 871 employees to connect to those that you interface with.
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Building a Network | Customer Contacts:
    If you find someone you should be connected with, you shouldn’t need an introduction
    Select “We’ve done business together” and select the company from your dropdown list.
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Building a Network | Customer Contacts:
    Relationship managers may also want to reach out to new hires…
    ..and congratulate recent promotions and changes.
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Building a Network | Prospecting:
    For prospecting, enter a company name
    …or Browse by Industry
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Building a Network | Prospecting:
    • Prospecting in the Financial Services Industry created a lot of results:
    • Narrowed search to only those people with whom there are 1st and 2nd degree connections:
    Increased likelihood of getting a referral.
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Building a Network | Prospecting:
    • Can further narrow results by location:
    • Or narrow results by company size:
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Building a Network |Prospecting:
    • LinkedIn provides some good company information.
    Once you select a company, you will see Current Employees with degree-of –connection indicators
    If you are prospecting, and looking for a past connection, look at Former Employees.
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Building a Network | Asking for an Introduction:
    • In addition to looking for connections by Company, Sales and Biz Dev can work existing connections
    • This is how you turn 189 connections in to 57,500 contacts!
    I am starting with Duff Bailey. He has already been active in promoting me.
    I want to look at the 434 connections that we don’t already have in common.
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Building a Network | Asking for an Introduction:
    I found Dean Banfield – Duff and worked with him at previous employer
    I don’t need an introduction, I can just add Dean to my network on my own.
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Building a Network | Asking for an Introduction:
    This woman who is an Information Architect at JP Morgan Chase looks interesting…
    …I’ll ask Duff to introduce us.
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Building a Network | Asking for an Introduction:
    It turns out that both Duff and Ken are connected to her. I know Duff better, so I’ll ask him for the introduction…
    …but it looks like Ken recently worked with her at JP Morgan Chase, so I will mention this connection in my message to Peppy.
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Building a Network | Asking for an Introduction:
    The Category section includes:
    • Career opportunity
    • Consulting offer
    • New venture
    • Job inquiry
    • Expertise request
    • Business deal
    • Reference request
    • Get back in touch
    The Category that is selected could, but doesn’t have to match up with what the kind of contacts a person is interested in receiving
    This note will only be seen by your contact.
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Maintaining a Network | Tools:
    Once you have mined your connections, you will want to keep on top of any new connections they have added.
    If you are not using a contact management system, you can use the LinkedIn’s Profile Organizer.
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Maintaining and Extending Your Network:
    • Groups> More>Updates
    LinkedIn has recently created a “Following” function that lets you follow specific people with a group.
    • People I’m Following
    Automatically follow 1st degree connections – or opt out if you wish. Proactively select to follow any group members .
    Comment on their comments.
    Start a discussion about their recommendation or update.
  • LinkedIn: Active Business Networking Tool
    LinkedIn | Corporate Social Media Policies:
    • Be proactive about Social Media Policies
    • LinkedIn Groups
    • Personal Profiles (for financial services companies)
    Social Media Governance: 100+ examples of social media policies (US)
    Laurel Papworth:40 examples of social media policies (US / AU)
  • LinkedIn: Active Business Networking Tool
    Pay it forward…
    • Aziz Akin is co-founder of Buzzfile – a Web 2.0 database of US business – and is looking for some angel investors (www.buzzfile.com)
    • Stewart Alsop is a partner at Alsop-Louie. Check out their unusual and agile investment company at www.alsop-louie.com
    • Trevor Loyheads the successful Flywheel Ventures VC firm. Check out their portfolio companies at www.flywheelventures.com
    • Duff Bailey works at Actionable Strategies, a global strategies consulting firm based in New York City with correspondent office in China, Romania and Saudi Arabia (www.actionablestrategies.com)
    • If you are one of the few people in Arizona who does not know Barbara Daniels, check her out at Caffe Social Media (www.caffesocialmedia.com)
  • LinkedIn: Active Business Networking Tool
    Credits and links…
    • Some images provided by Intersection Marketing and available on Flickr
    • http://www.flickr.com/photos/intersectionconsulting/sets/
    • Social Media Governance (100+ social media policy examples)
    • http://socialmediagovernance.com/policies.php
    • Laurel Papworth – Australian blogger with links to 40 US / AU social media policies
    • http://laurelpapworth.com/enterprise-list-of-40-social-media-staff-guidelines/
  • LinkedIn: Active Business Networking Tool
    Thank You !
    Follow Up:
    • Presentation available on SlideShare:
    www.slideshare.net/CatherineABQ
    • Comments, questions, feedback?
    Blog post set up for discussion:
    http://.CatherineSherwood.com
    Email:
    Catherine@CatherineSherwood.com
    Phone: 505-660-6106
    Presented By:
    Catherine Sherwood:
    Social Media Consultant with 20+ years of marketing and product strategy experience. Serving US & Canada.
    LinkedIn: Active Business Networking Tool
    For links to all my Social Sites:
    XeeSM.com/CatherineSherwood