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Trovus Slides Emap Construction Conference Feb10
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Trovus Slides Emap Construction Conference Feb10

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  • 1. Extracting business value from LinkedIn for the Built Environment Web 2.0 February 3rd 2010 Collaborating to extract value
  • 2. Copyright in this document is and shall remain vested in White Label Intelligence Ltd. It has been issued in confidence and is applicable only to the purpose for which it was requested. This document may not be reproduced, in whole or in part, except with the consent in writing of White Label Intelligence Ltd, and then only on the condition that this copyright information remains included in the reproduction and the recipient undertakes to ensure agreement is procured from all other parties to the terms of this agreement. © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved. © White Label Intelligence Limited, 2010 All trademarks are acknowledged. All rights reserved.
  • 3. Agenda • Is LinkedIn easily defined? • How many uses does LinkedIn have in today’s commercial context today? • Can the construction marketing community make use of LinkedIn in a meaningful way? • How does LinkedIn connect with other social media to deliver significant competitive advantage to construction marketing and business development teams? • How are construction industry marketers exploiting LinkedIn as part of their online and offline marketing campaigns for commercial gain, today? © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 4. Defining LinkedIn – the standard way © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 5. Definitions © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 6. Defining LinkedIn – the standard way © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 7. Defining LinkedIn – Some stats Oct '09 • Of course, its a social network... aimed at “Business Users” • 50 million registered users • 200 countries • Revenue - $17m (FY08) • Post Money Valuation - $1bn. (June 08) – Valuable based ownership of “attention and information” © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 8. Defining LinkedIn – Passive Usage OR OR © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 9. Defining LinkedIn – moving forward • Platform Technology © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 10. Defining LinkedIn – moving forward • Platform Technology © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 11. Defining LinkedIn – moving forward • Platform Technology © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 12. Defining LinkedIn – moving forward • Platform Technology © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 13. Defining LinkedIn – moving forward • “A” Platform Technology © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 14. Defining LinkedIn – Platform Technology © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 15. LinkedIn – Standard Uses Introductions Recruitment OR ? © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 16. Building on the concept of "smarter working" © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 17. LinkedIn – Other Uses Community Community Knowledge Transfer Market Intelligence Informed Opinion Group: Social Interaction Centralising Common Interests the value Connectivity © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 18. What are the uses of LinkedIn • Core proposition • However, taking maximum value is where the service is combined with other online and offline media strategies © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 19. Value of LinkedIn for Construction Marketers • Understanding your market © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 20. Market Characteristics – High Value Transactions © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 21. Market Characteristics - Competitive © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 22. Market Characteristics – Long Lead Times © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 23. Market Characteristics – Differentiators are “soft” Experience Referrals and Relationships Reputation © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 24. Value of LinkedIn for Construction Marketers © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 25. Value of LinkedIn for Construction Marketers • BIG...... • If it is linked to other social media and software and used as part of an overall online and offline marketing strategy.... © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 26. LinkedIn – A piece in the Social Software Puzzle.. “CLICHE!!” © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 27. Definitions © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 28. So how can Marketers use LinkedIn © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 29. One Idea... © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 30. The context of the idea Find Convert Farm Suspects Measure Conversions Timing X-selling Insight Connecting Sales and Marketing © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 31. One Idea... + © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 32. IP Lookups © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 33. Details © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 34. One Idea... + © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 35. Does it work.... • 12% conversion on traditional “TARGETED” Direct Marketing – Globally renowned “Consultancy and Construction company”, 2009 • Target groups of profiled companies of up to 250 • 5% increasing in top line revenue growth, directly attributed to this process. – UK’s leading display specialist, operating exclusively within the Construction Industry, 2009 © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 36. Now, you take the value – get ready © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.
  • 37. Now, you take the value – GO! Technology Process + = © White Label Intelligence Limited, 2010. All trademarks are acknowledged. All rights reserved.