The Art and Science of LinkedIn

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?
3
Network
Share
Express
Play

4
Inbound Marketing is more effective

5
Outbound Decreasing, Inbound Increasing

SME’s Do More Inbound
6

Benefits of Social Media Marketing
7

Contemplate Then Act – Quickly
8

Are You Not Leveraging Your People?
9
No Strategy?
Fear of Failure?
Lack of Knowledge?
Lack of Resources?

The Landscape Can Be Confusing
10

Social Media Usage
11

Social Media Works
12

Have An Opinion and Express It Often
13

Pick the Right Social Media Channel(s)
14
Impossible to do everything!
Where are your customers?
Where can you REACH them most cost effectively?

Time Commitment To Social Media Marketing
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
16

Who Is On LinkedIn
17

It Is Not How Big It Is But How You Use It
Most Users utilize 5% of the functionality (benefits)
18

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)
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
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
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
23
Examples
Architects
Information Technology

24

25

How To Make Your Message Stand Out?
26
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?
27
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
28
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
29

Marketing Do’s – More Give, Less Take
30
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
31
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?
32
Return on Investment (Time)
Enquiries (Cost Per Response)
Etc.

References
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.

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The Art and Science of LinkedIn

by The Marketing Network - Power to Connect on Mar 07, 2011

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