The Art and Science of LinkedIn
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The Art and Science of LinkedIn

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Gain Exposure, Engage Customers, Grow Your Business Success on LinkedIn and in fact in all Social Media channels relies on the principle of leveraging and building your reputation with your existing ...

Gain Exposure, Engage Customers, Grow Your Business Success on LinkedIn and in fact in all Social Media channels relies on the principle of leveraging and building your reputation with your existing professional (and personal) connections as well as building new connections that will also hold you in high regard. Yet many LinkedIn users fail to do this effectively and damage their reputations because they forget the simple rules of engagement when it comes to interacting with their existing and prospective audience online.

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The Art and Science of LinkedIn The Art and Science of LinkedIn Presentation Transcript

  • The Art of Linked In:Discovering How To Use The Relevant Social Media Channels In Your Business.Gain Exposure, Engage Customers, Grow Your Business.
    a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823
    e connect@TheMarketingNetwork.com.au w TheMarketingNetwork.com.au
  • Contents
    Social Media Overview
    Why LinkedIn, Blogs and Twitter are the 3 essential Social Media Applications for your practice.
    Which one should you use or do you have to use all of them?
    How much time you will need to invest into social media marketing to reap the benefits?
    LinkedIn
    How to find your target market online?
    How to make your message stand out and be noticed?
    What are the marketing Do’s and Don’ts of Social Media
    How can you measure your efforts?
    © www.TheMarketingNetwork.com.au
    2
  • Why all the fuss about Social Media?
    © www.TheMarketingNetwork.com.au
    3
    Network
    Share
    Express
    Play
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    4
    Inbound Marketing is more effective
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    5
    Outbound Decreasing, Inbound Increasing
  • SME’s Do More Inbound
    © www.TheMarketingNetwork.com.au
    6
  • Benefits of Social Media Marketing
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    7
  • Contemplate Then Act – Quickly
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    8
  • Are You Not Leveraging Your People?
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    9
    No Strategy?
    Fear of Failure?
    Lack of Knowledge?
    Lack of Resources?
  • The Landscape Can Be Confusing
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    10
  • Social Media Usage
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    11
  • Social Media Works
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    12
  • Have An Opinion and Express It Often
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    13
  • Pick the Right Social Media Channel(s)
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    Impossible to do everything!
    Where are your customers?
    Where can you REACH them most cost effectively?
  • Time Commitment To Social Media Marketing
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    15
  • LinkedIn – “Facebook for Business”
    Provides a meeting place where people expect to “do business”
    Leverages relationships by making connections visible
    Helps maintain personal relationships and build new ones.
    Provides a platform for the most effective form of Marketing - Word of Mouth
    It can link all other essential Social Media Tools
    © www.TheMarketingNetwork.com.au
    16
  • Who Is On LinkedIn
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    17
  • It Is Not How Big It Is But How You Use It
    Most Users utilize 5% of the functionality (benefits)
    © www.TheMarketingNetwork.com.au
    18
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    19
    Promote
    Personal
    Brand
    Research
    Proactive
    Networking
    Productivity
    Reference
    Check
    Find Experts,Partners
    Job Search,Hire & Interviews
    Ask forAdvice
    Sales
    What Do You Want To Do
    Google Page Rank; Personal & Company
    Answer Questions
    • Speak to Successes & Failures
    • Opinions / Polls- An Industry- Track Start-Ups
    - Groups - Advanced Search- Events
    - Employer & Employee
    - Company Culture
    - Growth Potential
    - Staff Turnover
    Recruit / Head hunt
    Get Head hunted
    Lead Generation Sales Acceleration
  • Media Effectiveness:Professional Services (B2B)
    © www.TheMarketingNetwork.com.au
    20
    At least half of these didn’t exist 10 years ago!
    REFERRALS
    Existing customers
    Influencers (who are not customers)
    Networking
    Physical – Dedicated Networking Groups, Industry Associations, Expos, etc
    Virtual (LinkedIn, Facebook, etc)
    Website, Blog, Online Video
    Search Engine Marketing
    Paid Search / Pay Per Click
    Search Engine Optimisation
    Banner Ads
    Email (Existing Customers) – Keep in Touch
    PR – Online
    PR - Traditional
    Direct Mail & Telemarketing
    Trade Press / Local Paper / Niche Magazines
    3 years ago you couldn’t manage most of these from one interface!
  • Case Studies
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    21
    From LinkedIn
    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!
  • Find Your Target Market Online
    © www.TheMarketingNetwork.com.au
    22
    Build your network
    Look at the most connected in your network
    Start with those that you have the greatest “emotional credits with”
    Search
    1. People
    2. Groups
  • Advanced People Search
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    Examples
    Architects
    Information Technology
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  • How To Make Your Message Stand Out?
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    Practice Marketing Principles
    “In order to be irreplaceable one must always be different.”
    - Coco Chanel
  • How To Make Your Message Stand Out and Be Noticed?
    © www.TheMarketingNetwork.com.au
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    Utilise The Principles of Word of Mouth Marketing:
    Give people a reason to talk about your productsand services, and make it easier for that conversationto 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
  • Be Different – Your Brand, Your Profile
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    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!
  • Creativity Buys Precious Attention
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  • Marketing Do’s – More Give, Less Take
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    Develop a unique profile – Design your Brand, e.g.: Matthew Banks
    Maximize your profile
    Connect - Import Contacts - people you have a relationship with:
    Clients
    Suppliers
    Prospects
    Recommendations: Giving and Asking for
    Participate: Join Groups
    Research: Listen, Understand member needs, Ask Questions
    Analyse
    Build Credibility by developing content by focusing and delivering on your Brand
    Build Relationships:
    Add Value (Promote Content, e.g.: Blog),
    Answer Questions
    Help others get more connected: Teach and Encourage
    Promote Content with Applications
    Get in Front of Prospects
    Introductions
    LinkedIn Mail
    LinkedIn Advertising
  • Marketing Don’ts
    © www.TheMarketingNetwork.com.au
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    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:
  • How Can You Measure Your Efforts?
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    Return on Investment (Time)
    Enquiries (Cost Per Response)
    Etc.
  • References
    © www.TheMarketingNetwork.com.au
    33
    http://www.hubspot.com/You can subscribe to their blog for new marketing data as it is available: http://Blog.HubSpot.com
    www.socialmediaexaminer.com
  • Connect With Us on LinkedIn
    a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823
    econnect@TheMarketingNetwork.com.auwTheMarketingNetwork.com.au v1
    34
    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.