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What is Business Social Media?
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What is Business Social Media?

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This is a dual keynote presentation by Steven Groves (Author: ROI of Social Media) and Lori Ruff, The LinkedIn Diva (Author: Rock The World with your Online Presence and #Privacy Tweet, et al.) …

This is a dual keynote presentation by Steven Groves (Author: ROI of Social Media) and Lori Ruff, The LinkedIn Diva (Author: Rock The World with your Online Presence and #Privacy Tweet, et al.) delivered at the Think Digital Business Social Media Summit, May 2012 to big brands and businesses headquartered in Monterrey Mexico.

Published in: Business, Technology

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  • Wording in profile and communicationsConvey Action & Value – speak to your target audience about the problems you solve, the value you offer, the issues they faceAvoid defaults – like wearing a blue suit and white shirt at IBM… if you must, wear a Jerry Garcia tie!Avoid passive phrases – they languish rather than inspiring action
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    • 1. The LinkedIn Rockstar Team
    • 2. Integrated Alliancesis not associated in any way with LinkedIn® We work for the user communityto help you gain advantage from the use of LinkedIn in the Real World
    • 3. The LinkedIn Rockstar TeamPublished LinkedIn &Social Media Authors Mike O’Neil Lori Ruff Steven Groves 30,000 30,000 1,000 70,000 70,000 2,700 1,700 1,000 2,000 57 61 52
    • 4. Media NetworksEach work one with the other – Paid • $ Peso spent = ad served or clicked – Earned • Likes, posts, messages, links – Owned & Operated • The destination for Paid & Earned traffic
    • 5. How They Fit B2B / Background & Credentials B2C / Brands & Entertainment Short just-in-time messages Video = #1 preferred content
    • 6. Culture Professionals – Business-casual , one-on-one Networking, Business Development – Make connections, find business B2B audience – Decision-Makers, Executives – Marketers, Sales Reps – Recruiters, HR Pros, Technical Talent
    • 7. CultureFriends & Friends-of-FriendsB2C Audience Personal & Casual – Opt-in = Brand / Company Page Likes Mobile Users – Smartphones & Feature Phones Business Contention – Personal use during work hours NOT permitted
    • 8. Culture Micro-blog – VERY Short Message – Chatty, Frivolous? – Often One-to-Many Messaging Blended Audience – B2C – Specials, Just-in-Time Content – B2B – High Volume, FMCG/CPG – C2C
    • 9. Digital Business Platforms Internal-only (Intra-net) – GroupSite or Ning – SalesForce.com Chatter – Yammer Internal / External Private (Extra-net) – WordPress or Ning – Skype for Audio, Video, Text, File • Google Chat or Yahoo Messenger – Webinar for Training • Webex, GoToWebinar, Join.Me
    • 10. AdStock for Social ContentMessage Effectiveness and Duration – Micro-blog • Minutes – Social Network Post • Hours to a few days – Blog • Forever
    • 11. LinkedIn Architecture Global Business Social Network User Generated Content Cloud-based System – Browser-based Application – Software as a Service (SaaS) – Mobile Applications – iPhone, iPad, Android – Multiple LinkedIn Sessions Possible
    • 12. Dive Deeper… People seek relationship value Clear the competition & clutter Messaging – Convey Action & Value – Avoid defaults – Avoid passive phrases – Make it EASY for people to do business with you!
    • 13. The Integrated AlliancesLinkedIn Business Methodology 500+ Training Sessions Order is Essential 1 Craft Profile 2 Build Network 3 Use LinkedIn = Search & Engage 4 Sell, Market, Recruit, Partner
    • 14. Purpose of Your Profile Represents you, 24x7x365 Attract customers, prospects, partners, workers and co-workers – Be open to collaboration – Support their desire to find you Credibility – What are you Like? How do you treat your people? Communication between peers
    • 15. Manage Your Profile Always look for new – Keywords – Descriptors – Special characters Update Periodically – Connections get notified – Keep your name / company top of mind • Hola… leads….
    • 16. The Process Craft Profile Offline  Plain Text  Special Characters  Spell Check Copy/Paste Text into LinkedIn Rock The World LinkedIn Profile Worksheet www.RockLinkedIn.com
    • 17. Fit In on LinkedIn Profile Keywords  Include Variations  Search Engine Optimization  Computers and Humans  TEAM Language Complete All Sections Add Sections
    • 18. Stand Out on LinkedIn Your Profile  Digital Footprint  Content, Style, Call to action Your Actions  Invitations, Engagement, Thank You Your Status Updates  Projects, Progress Reports  Share Valuable Content  Recognize Important Moments
    • 19. Format Your Profile Words | Formatting | White Space  Special Characters - ♦  Short, tight copy  Lists, bullets No Defaults Move Sections
    • 20. Your Digital Footprint How You Look in Action  Accompanies Engagement  Searches & Lists Viewers have options  Choose You Feeds Google  Choose You
    • 21. Elements Photo Headline – 120 characters Location, Industry
    • 22. Respect Sets You Apart Plays Well with Others Third Party Endorsement 10-15 Enough Request 25 2-4 per Relevant Job
    • 23. What To Get……Who From Specific Positions or Projects Education Customers, Partners Superiors, Co-workers
    • 24. LinkedIn 3-Tier Network 3 Tier Network = Exponential Exposure Working for You 24/7 Connections and Group Members Remove anytime anonymously
    • 25. Who’s in your Network 1’s – Direct Connections 2’s – Connections of Connections 3’s - Connections of Conn… of Connections  Group Members  Some You Know, Most You Don’t
    • 26. LinkedIn Network Types Large Network, Open Networker, LION Targeted Network  Can Target Tier 1’s Only  Peer-level Network  Industry, Company size, Regional Closed Network
    • 27. Ways to Build 1. Business Cards 2. Who You Know 3. People You Meet 4. Locate on LinkedIn  DO NOT IMPORT from Webmail  Always Include a Custom Signature
    • 28. 3 Steps to InvitingStart at their profile…1 Add to Your Network2 Invitation Option3 Copy/Paste/Customize
    • 29. Crafting Invite Text Purpose is to Accept Customize  Reason for Request, what you Have in Common “Please accept my invitation” 300 characters No E-Mail or URL Allowed
    • 30. LinkedIn Groups Members are “in your network” Communicate – Send Messages Join up to 50 groups
    • 31. Search for LinkedIn Groups Groups TAB/Groups Directory Simple Keyword Searches AND and OR Searches Allowed Largest Groups Appear First Join Largest (>1,000 members)
    • 32. Which Groups to Join Customer Groups – IT, CEO Groups Regional Groups – Linked To “Your City” Groups Industry Groups – Telecom, Marketing Alumni Groups – Universities, Past Employers Personal Interest Groups – Horses, Futbol, Travel, Cinema, Music
    • 33. Hide or Share YourLinkedIn Connections Often Thought of as a Cheater Competitive Reasons  Recruiters  Hide Customers, Employees, Partners Turn it On/Off Anytime
    • 34. www.RockLinkedIn.com Where to Learn More Corporate Programs
    • 35. The LinkedIn Rockstar Team

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