Discover How To Use The
Relevant Social Media Channels
In Your Consulting Practice.

Gain Exposure, Engage Customers, Grow...
PRESENTATION OUTLINE

1. SOCIAL MEDIA OVERVIEW
  1.   Why LinkedIn, Blogs and Twitter are the 3 essential Social Media App...
WHY ALL THE FUSS ABOUT SOCIAL MEDIA?




                                      Network



                                ...
INBOUND MARKETING IS MORE EFFECTIVE




                                      4
OUTBOUND DECREASING, INBOUND INCREASING




                                          5
SME’S DO MORE INBOUND




                        6
BENEFITS OF SOCIAL MEDIA MARKETING




                                     7
CONTEMPLATE, THEN ACT – QUICKLY!




65% of Marketers surveyed have only been involved
with social media for a few months ...
WHY ARE YOU NOT LEVERAGING YOUR PEOPLE ?

                      ▲   No Strategy?
                      ▲   Fear of Failure...
THE LANDSCAPE CAN BE CONFUSING




                                 10
SOCIAL MEDIA USAGE




                     11
SOCIAL MEDIA WORKS




                     12
PICK THE RIGHT SOCIAL MEDIA CHANNEL(S)
FOR YOU

                                   Impossible to do everything!
          ...
TIME COMMITMENT TO SOCIAL MEDIA MARKETING




                                            14
LinkedIn – “Facebook for Business”


1. Provides a meeting place where
   people expect to “do business”

2. Leverages rel...
WHO IS ON LINKEDIN?




                      16
IT’S NOT HOW BIG IT IS BUT HOW YOU USE IT




▲ 1,000,000+ users in Australia
▲ Most users utilise 5% of the
  functionali...
WHAT DO YOU WANT TO DO?
                                          Google Page Rank; Personal & Company
                   ...
MEDIA EFFECTIVENESS:
PROFESSIONAL SERVICES (B2B)

   1. REFERRALS
        1. Existing customers
        2. Influencers (wh...
CASE STUDIES

FROM LINKED IN    FROM MY NETWORK




                 “I get about 25% of my business through Linkedin.”
  ...
1. FIND YOUR TARGET MARKET ONLINE

1. Build your network

2. Look at the most connected in your network

3. Start with tho...
ADVANCED
PEOPLE SEARCH

Examples:
1. Architects
2. Information Technology




                            22
23
24
2. HOW TO MAKE YOUR MESSAGE STAND OUT AND BE
NOTICED?

1. Practice Marketing
Principles


2. “In order to be irreplaceable...
2. HOW TO MAKE YOUR MESSAGE STAND OUT AND BE
NOTICED?
UTILISE THE PRINCIPLES OF WORD OF MOUTH MARKETING:
▲ Give people a r...
BE DIFFERENT – YOUR BRAND, YOUR PROFILE

▲ It is like a resume but it
  doesn’t have to be
  boring
▲ Make sure you have t...
CREATIVITY BUYS PRECIOUS ATTENTION




                                     28
3. MARKETING DO’S – More Give, Less Take

1. Develop a unique profile – Design your Brand, e.g.: Matthew Banks
2. Maximize...
3. MARKETING DON’TS

DON’T ACT ANY DIFFERENTLY TO WHAT YOU WOULD DO IN
  “REAL LIFE”
▲ Have a reason to connect – answer t...
4. HOW CAN YOU MEASURE YOUR EFFORTS?


▲ Return on Investment (Time)
▲ Enquiries (Cost Per Response)
▲ Etc.




          ...
REFERENCES


1. http://www.hubspot.com/ .
   You can subscribe to their blog
   for new marketing data as it is
   availab...
CONNECT WITH US ON LINKED IN

GENE STARK

  LinkedIn: http://www.linkedin.com/in/genestark

  twitter:        @starkrealit...
Social Media - The Art & Science of Linked In - March 2011
Social Media - The Art & Science of Linked In - March 2011
Social Media - The Art & Science of Linked In - March 2011
Social Media - The Art & Science of Linked In - March 2011
Social Media - The Art & Science of Linked In - March 2011
Social Media - The Art & Science of Linked In - March 2011
Social Media - The Art & Science of Linked In - March 2011
Social Media - The Art & Science of Linked In - March 2011
Social Media - The Art & Science of Linked In - March 2011
Social Media - The Art & Science of Linked In - March 2011
Social Media - The Art & Science of Linked In - March 2011
Social Media - The Art & Science of Linked In - March 2011
Upcoming SlideShare
Loading in...5
×

Social Media - The Art & Science of Linked In - March 2011

758

Published on

Using LINKED IN to gain exposure, engage customers, and grow your business.
Discover why Linked In is the most powerful yet underutilised Social Media platform for Business-to-Business (B2B) enterprises and Professional Services Firms.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
758
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
27
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Social Media - The Art & Science of Linked In - March 2011

  1. 1. Discover How To Use The Relevant Social Media Channels In Your Consulting Practice. Gain Exposure, Engage Customers, Grow Your Business. Presented by: Simone Cohen – Blog SOS Date: 27/09/2010 Sam Mutimer – Thinktank Media Gene Stark – Stark Reality
  2. 2. PRESENTATION OUTLINE 1. SOCIAL MEDIA OVERVIEW 1. Why LinkedIn, Blogs and Twitter are the 3 essential Social Media Applications for your practice. 2. Which one should you use or do you have to use all of them? 3. How much time you will need to invest into social media marketing to reap the benefits? 2. LINKED IN / BLOGS / TWITTER 1. How to find your target market online? 2. How to make your message stand out and be noticed? 3. What are the marketing Do’s and Don’ts of Social Media 4. How can you measure your efforts? 3. Q &A 2
  3. 3. WHY ALL THE FUSS ABOUT SOCIAL MEDIA? Network Share Express Play 3
  4. 4. INBOUND MARKETING IS MORE EFFECTIVE 4
  5. 5. OUTBOUND DECREASING, INBOUND INCREASING 5
  6. 6. SME’S DO MORE INBOUND 6
  7. 7. BENEFITS OF SOCIAL MEDIA MARKETING 7
  8. 8. CONTEMPLATE, THEN ACT – QUICKLY! 65% of Marketers surveyed have only been involved with social media for a few months or less! 8
  9. 9. WHY ARE YOU NOT LEVERAGING YOUR PEOPLE ? ▲ No Strategy? ▲ Fear of Failure? ▲ Lack of Knowledge? ▲ Too hard? ▲ Lack of Resources? 9
  10. 10. THE LANDSCAPE CAN BE CONFUSING 10
  11. 11. SOCIAL MEDIA USAGE 11
  12. 12. SOCIAL MEDIA WORKS 12
  13. 13. PICK THE RIGHT SOCIAL MEDIA CHANNEL(S) FOR YOU Impossible to do everything! Where are your customers? Where can you REACH them most cost effectively? 13
  14. 14. TIME COMMITMENT TO SOCIAL MEDIA MARKETING 14
  15. 15. LinkedIn – “Facebook for Business” 1. Provides a meeting place where people expect to “do business” 2. Leverages relationships by making connections visible 3. Helps maintain personal relationships and build new ones. 4. Provides a platform for the most effective form of Marketing - Word of Mouth 5. It can link all other essential Social Media Tools 15
  16. 16. WHO IS ON LINKEDIN? 16
  17. 17. IT’S NOT HOW BIG IT IS BUT HOW YOU USE IT ▲ 1,000,000+ users in Australia ▲ Most users utilise 5% of the functionality (benefits) 17
  18. 18. WHAT DO YOU WANT TO DO? Google Page Rank; Personal & Company Answer Questions - Speak to Successes & Failures - Opinions / Polls Promote - An Industry Personal - Groups - Track Start-Ups Brand - Advanced Search Proactive - Events Research Networking - Employer & Employee Reference - Company Culture Productivity - Growth Potential Check - Staff Turnover Job Search, Find Experts, Recruit / Head hunt Hire & Get Head hunted Partners Interviews Ask for Advice Sales Lead Generation Sales Acceleration 18
  19. 19. MEDIA EFFECTIVENESS: PROFESSIONAL SERVICES (B2B) 1. REFERRALS 1. Existing customers 2. Influencers (who are not customers) At least half of these didn’t exist 10 years 2. Networking 1. Physical – Dedicated Networking Groups, Industry ago! Associations, Expos, etc 2. Virtual (LinkedIn, Facebook, etc) 3. Website, Blog, Online Video 4. Search Engine Marketing 3 years ago you 1. Paid Search / Pay Per Click couldn’t 2. Search Engine Optimisation manage most of 3. Banner Ads these from one 5. Email (Existing Customers) – Keep in Touch interface! 6. PR – Online 7. PR - Traditional 8. Direct Mail & Telemarketing 9. Trade Press / Local Paper / Niche Magazines 19
  20. 20. CASE STUDIES FROM LINKED IN FROM MY NETWORK “I get about 25% of my business through Linkedin.” - Insurance Sales, USA “New clients and contacts, but more than that, I began speaking on podcasts and webinars about LinkedIn and as a result got invited to speak at a conference in Canada last June.” - IT Services, Australia “New contacts, More knowledge, Personal Branding, Found partner - started up company, Sales”. -Consultant, UK “Headhunted…” - Too many too mention! 20
  21. 21. 1. FIND YOUR TARGET MARKET ONLINE 1. Build your network 2. Look at the most connected in your network 3. Start with those that you have the greatest “emotional credits with” 4. Search 1. People 2. Groups 21
  22. 22. ADVANCED PEOPLE SEARCH Examples: 1. Architects 2. Information Technology 22
  23. 23. 23
  24. 24. 24
  25. 25. 2. HOW TO MAKE YOUR MESSAGE STAND OUT AND BE NOTICED? 1. Practice Marketing Principles 2. “In order to be irreplaceable one must always be different.” - Coco Chanel 25
  26. 26. 2. HOW TO MAKE YOUR MESSAGE STAND OUT AND BE NOTICED? UTILISE THE PRINCIPLES OF WORD OF MOUTH MARKETING: ▲ Give people a reason to talk about your products and services, and make it easier for that conversation to take place. You’ll need to be creative. BASIC ELEMENTS: ▲ Educating people about your products and services ▲ Identifying people most likely to share their opinions ▲ Providing tools that make it easier to share information ▲ Studying how, where, and when opinions are being shared ▲ Listening and responding to supporters, detractors, and neutrals 26
  27. 27. BE DIFFERENT – YOUR BRAND, YOUR PROFILE ▲ It is like a resume but it doesn’t have to be boring ▲ Make sure you have the right keywords ▲ Get someone else to proofread it or write it for you! 27
  28. 28. CREATIVITY BUYS PRECIOUS ATTENTION 28
  29. 29. 3. MARKETING DO’S – More Give, Less Take 1. Develop a unique profile – Design your Brand, e.g.: Matthew Banks 2. Maximize your profile 3. Connect - Import Contacts - people you have a relationship with: 1. Clients 2. Suppliers 3. Prospects 4. Recommendations: Giving and Asking for 5. Participate: Join Groups 6. Research: Listen, Understand member needs, Ask Questions 7. Analyse 8. Build Credibility by developing content by focusing and delivering on your Brand 9. Build Relationships: ▲ Add Value (Promote Content, e.g.: Blog), ▲ Answer Questions 10. Help others get more connected: Teach and Encourage 11. Promote Content with Applications 12. Get in Front of Prospects 1. Introductions 2. LinkedIn Mail 3. LinkedIn Advertising 29
  30. 30. 3. MARKETING DON’TS DON’T ACT ANY DIFFERENTLY TO WHAT YOU WOULD DO IN “REAL LIFE” ▲ Have a reason to connect – answer the W.I.F.M! ▲ Education & Communication v Promotion ▲ Everyone wants to know the Do’s and Don’ts ▲ No-one wants to be “Sold!” ▲ Real Example: 30
  31. 31. 4. HOW CAN YOU MEASURE YOUR EFFORTS? ▲ Return on Investment (Time) ▲ Enquiries (Cost Per Response) ▲ Etc. 31
  32. 32. REFERENCES 1. http://www.hubspot.com/ . You can subscribe to their blog for new marketing data as it is available: http://Blog.HubSpot.com 2. www.socialmediaexaminer.com 32
  33. 33. CONNECT WITH US ON LINKED IN GENE STARK LinkedIn: http://www.linkedin.com/in/genestark twitter: @starkreality4u Stark Reality delivers big brand marketing communication disciplines and processes to Small and Medium Enterprises, specifically professional services and b2b technology companies. We also run tailored LinkedIn workshops to assist our clients find, attract and retain customers. 33
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×