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

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Using LINKED IN to gain exposure, engage customers, and grow your business. …

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.

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  • 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. 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. WHY ALL THE FUSS ABOUT SOCIAL MEDIA? Network Share Express Play 3
  • 4. INBOUND MARKETING IS MORE EFFECTIVE 4
  • 5. OUTBOUND DECREASING, INBOUND INCREASING 5
  • 6. SME’S DO MORE INBOUND 6
  • 7. BENEFITS OF SOCIAL MEDIA MARKETING 7
  • 8. CONTEMPLATE, THEN ACT – QUICKLY! 65% of Marketers surveyed have only been involved with social media for a few months or less! 8
  • 9. WHY ARE YOU NOT LEVERAGING YOUR PEOPLE ? ▲ No Strategy? ▲ Fear of Failure? ▲ Lack of Knowledge? ▲ Too hard? ▲ Lack of Resources? 9
  • 10. THE LANDSCAPE CAN BE CONFUSING 10
  • 11. SOCIAL MEDIA USAGE 11
  • 12. SOCIAL MEDIA WORKS 12
  • 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. TIME COMMITMENT TO SOCIAL MEDIA MARKETING 14
  • 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. WHO IS ON LINKEDIN? 16
  • 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. 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. 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. 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. 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. ADVANCED PEOPLE SEARCH Examples: 1. Architects 2. Information Technology 22
  • 23. 23
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  • 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. 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. 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. CREATIVITY BUYS PRECIOUS ATTENTION 28
  • 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. 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. 4. HOW CAN YOU MEASURE YOUR EFFORTS? ▲ Return on Investment (Time) ▲ Enquiries (Cost Per Response) ▲ Etc. 31
  • 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. 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