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How to attract sales and new business with your LinkedIn Profile

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How to attract sales and new business with your LinkedIn Profile

How to attract sales and new business with your LinkedIn Profile

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  • 1. USING LINKEDIN TO ATTRACT NEW BUSINESS Christopher Penn, Vice President, Marketing Technology
  • 2. AGENCY INTRODUCTION
  • 3. SHIFT COMMUNICATIONS 2012 DIGITAL/SOCIAL AGENCY OF THE YEAR BOSTON 100+ PROFESSIONALSVOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B MARKETERS NEW YORK EMPLOYEE STOCK OPTION PLAN SHIFT IS AMONG THE TOP 5 FIRMS THAT “WILLFEATURE HEAVILY IN A FUTURE WHERE PR IS AT THE HUB OF A NEW ERA OF BRAND COMMUNICATIONS THAT TRANSCENDS MARKETING.” SAN FRANCISCO TECH AND CONSUMER EXPERIENCE AWARD-WINNING BI-COASTAL PRESENCE AGENCY FACTS
  • 4. CLIENT EXPERIENCE
  • 5. EARNED MEDIA STRATEGY
  • 6. EARNED MEDIA STRATEGY OWNED  MEDIA   CREATIVE   RESEARCH   CONTENT   EARNED  MEDIA   ANALYTICS   MESSAGING   PAID  MEDIA  •  As Paid, Owned & Earned Media converge, the 3rd party praise of mainstream media, bloggers and consumers grow more important than ever.•  Today we can use this Earned Media as a hub for Paid & Branded marketing efforts, extending the lifecycle of the company’s most trusted content.
  • 7. LINKEDIN
  • 8. WHY LINKEDIN
  • 9. WHY LINKEDIN
  • 10. WHY LINKEDIN
  • 11. CORE CONCEPTS
  • 12. STACKING HEURISTICS
  • 13. STACKING HEURISTICS
  • 14. LADDER UP
  • 15. SOCIAL STRATEGY IN ONE SLIDE Work right to left Social Media Strategy Who What Why Network Content Objectives Who is going to be your target What content are you going to What are the overall business audience? create or curate to gain interest? objectives and goals? What self-identified characteristics Where will that content come from? How will you measure them? will you look for? What schedule will you use? What indicators will you use to What networks are they on? determine when something’s not Who will be responsible for content working and who makes that call? How will you build the network? creation? Social Media Strategy in One Slide (www.ChristopherSPenn.com and @cspenn)
  • 16. NETWORK STRATEGY Symmetric Asymmetric
  • 17. CONTENT STRATEGY Short Form Long Form
  • 18. PREREQUISITES
  • 19. OBVIOUSLY HAVE A PROFILE
  • 20. GET THE APP
  • 21. COLLATERAL
  • 22. HEADSHOT
  • 23. VIDEO
  • 24. NO VIDEO? TURN ON WEBCAM & G+
  • 25. PRESENTATIONS ON SLIDESHARE
  • 26. PUBLICATIONS AND PAPERS
  • 27. PROFILE
  • 28. PROFILE LINK
  • 29. POWER MOVE h5p://cspenn.com/l   h5p://cspenn.com/f   h5p://cspenn.com/g   h5p://cspenn.com/t   h5p://cspenn.com/n    
  • 30. ELEVATOR PITCH
  • 31. FIND THE THREADSPhoto  credit:  the  Shopping  Sherpa  h5p://www.flickr.com/photos/49333775@N00/2383975585/sizes/o/  
  • 32. EXPERIENCE
  • 33. NOT JUST JOBS
  • 34. SPEAKING?
  • 35. AWARDS MATTER
  • 36. PAPERS, BOOKS, PUBLICATIONS
  • 37. RACK UP ENDORSEMENTS
  • 38. RECOMMENDATIONS ARE EARNED MEDIA Never, ever fake them; get as many legitimate, true ones as you possibly can.
  • 39. CONTENT
  • 40. PUBLISH DAILY Keep your profile active! At worst, you can always just share the daily SHIFT blog post. *wink wink nudge nudge*
  • 41. USE BUFFER/HOOTSUITE
  • 42. USE BUFFER W/FEED READERS Google  Reader  is  going  away  on  July  1,  but  there  are  many  other  choices.  
  • 43. USE BUFFER W/OUR WEBSITE
  • 44. USE BUFFER W/OUR WEBSITE
  • 45. PARTICIPATE IN RELEVANT GROUPS
  • 46. NETWORK
  • 47. SAY YES SAY YES UNLESS YOU HAVE A COMPELLING REASON TO SAY NO (there shouldn’t be any drunk pictures to hide on LinkedIn)
  • 48. DON’T BE THIS GUY #FAIL
  • 49. BE THIS GUY Great intro that reminds me who this is and why I should connect.
  • 50. ASK
  • 51. ASK
  • 52. ASK Sensing a theme yet?
  • 53. ASK Sensing a theme yet?
  • 54. ASK Sensing a theme yet?
  • 55. INTERACT
  • 56. INTERACT
  • 57. WATCH: ARE YOU SELLING?
  • 58. LINKEDIN IN 10 MINUTES A DAY 1.  Say  hello  every  morning.  (30  seconds)   2.  Share  your  blog  post  of  the  day.  (30  seconds)   3.  Using  Buffer  or  Hootsuite,  share  3-­‐5  industry  arbcles  that  are   worthwhile.     4.  Say  hello  to  any  first  degree  connecbon  you  don’t  know  who   shows  up  on  your  “Visited  Your  Profile”.  (2  minutes)   5.  Check  out  your  clients  or  prospects  in  Signal  every  day.  (2-­‐4   minutes)  
  • 59. THANK YOU! Q&A