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LinkedIn 102:
Getting on with business
Housekeeping
www.threesides.com.au
www.facebook.com/threesides
www.twitter.com/threesides
www.linkedin.com/company/threesides
www.slide...
www.linkedin.com/company/threesides
We help these businesses with their social media marketing:
Old Bus Depot Markets
National Parks NSW – Wild about Whales
L...
Your name, your
business and how long
have you been a
member on LinkedIn?
Months, Years?
What can we achieve today?
Inspire
Direct
Inform
Linkedin 101: Recap
1. Where does it fit?
2. Why use it?
3. How to use it?
4. Getting on with it
Linkedin 102:Overview
1. Developing a business
LinkedIn plan
2. LinkedIn for sales leads
3. Spend money to make
money
4. Y...
Where does
fit into your
marketing strategy?
Digital
Marketing
Channels
Website
and Blog
Paid and
Organic
Search
Mobile
Online and
Offline
Advertising
Media and
PR
Eve...
Source: SocialBakers
2013
2014
Australia ranks 10th in the world for
LinkedIn users.
23% of the online population is on
LinkedIn = 35% of the workforce
3...
http://socialmediatoday.com/steve-rayson/2258431/linkedin-drives-majority-
b2b-leads-and-conversions
LinkedIn converts
http://socialmediatoday.com/steve-rayson/2258431/linkedin-drives-majority-b2b-leads-and-conversions
Why are you on LinkedIn - GOALS
1. Finding new business
2. Nuturing sales leads
3. Finding employees
4. Marketing / Brand ...
Source: Digisocial
Social network
usage
in Australia
2013 v 2012
2013
2012
5 things you
need to do on
LinkedIn right
now…
#1
Brand the
Business
Build your Business Profile
1. Get to ‘All-Star’
2. Develop consistent ‘company
line’ content
3. Showcase your skills
4. U...
Improve your company Profile
1. Be found
2. Build community
3. Drive inbound web traffic
4. Promote your products & servic...
Build your showcase
pages + company
updates
CSIRO
Canberra
Best practice
example
#2 CONNECTIONS
Personal Connections
EDUCATION
School, college,
university
FRIENDS
(Real ones!)
Professional
WORKPLACE
Current and past
colleagues
CURRENT
Customers /
Suppliers
PROSPECTS
Clients, partners,
suppliers
SU...
What is your connection
criteria to decide who to
connect with?
(hint: It’s okay to say no – they won’t know)
EXISTING
CONTACTS
• Search tool
• Import via email
• Import via database
or apps
• Ideas from ‘People
You May Know’ tool
N...
Reccomendations
1. Target your best supporters
2. Personalise a message – make them an offer
they can’t refuse
3. Get and give recommendat...
#3
MARKETING
Use the newsfeed on both
personal and company profiles
1. Be interesting and topical
2. Link back to original article or
to your blog
3. Hook up to Twitter / Slideshare
4. If sh...
1. What work about you about to bid on?
2. Do you have new products to showcase
3. What is in your sale pipeline – think a...
#4
SALES INTELLIGENCE
DO YOUR RESEARCH ...
Check out the LinkedIn profiles of:
1. Current Clients / Customers
2. Potential customers (search)
3. Partners
4. Supplier...
Awareness
Leads
Prospects
Opportunities
Sales
Delivery
LinkedIn and your Sales Funnel
Low Resistance
High Resistance
1. Is this sales lead connected on LinkedIn?
2. Where they referred by someone who is?
3. Have they viewed your profile pr...
#5
INVOLVEMENT
Like
Share
Comment
Discuss
Debate
Engage
Use Groups and
Forums actively
Pay to Play
in LinkedIn
LinkedIn
Premium
Increased Visibility – more stats and
profile information
Greater Reach – Inmails and
introductions
Better Search – more c...
$$$ = Analytics =
Intelligence =
More informed
decision making.
10 mins a day for
60 working days in
LinkedIn
1. Identify your goals and your plan
2. Login each day when you check your emails
3. Update your profile and company page
...
The ‘Ultimate’
LinkedIn
To Do List
Stay In Touch
www.actdigitalenterprise.com.au
www.threesides.com.au
www.facebook.com/threesides
www.twitter.com/threesides...
LinkedIn 102: Powering on your business
LinkedIn 102: Powering on your business
LinkedIn 102: Powering on your business
LinkedIn 102: Powering on your business
LinkedIn 102: Powering on your business
LinkedIn 102: Powering on your business
LinkedIn 102: Powering on your business
LinkedIn 102: Powering on your business
LinkedIn 102: Powering on your business
LinkedIn 102: Powering on your business
LinkedIn 102: Powering on your business
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LinkedIn 102: Powering on your business

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You have your LinkedIn profile, you’ve made some connections and endorsed a few people’s skills. You are currently standing on the tip of the LinkedIn Iceberg – want to go a bit deeper?

This session, originally presented by Threesides Marketing for the ACT Digital Enterprise Program is for business owners who want to take their LinkedIn strategy and skills to the next level.

In this presentation we cover profile building techniques, pointers to creating company and showcase pages for your business, developing your influence within your network and some simple evaluation techniques to calculate your return on investment. This is an intermediate level session.

NOTE: This session is not for LinkedIn beginners or people who want to start. It is suitable for individuals who have been using the platform for 12 months or more and are starting to or already actively using it in their business.

It was originally presented by Todd Wright of Threesides Marketing who works with businesses across Canberra and the Region to improve their LinkedIn skills and strategy.

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Transcript of "LinkedIn 102: Powering on your business"

  1. 1. LinkedIn 102: Getting on with business
  2. 2. Housekeeping
  3. 3. www.threesides.com.au www.facebook.com/threesides www.twitter.com/threesides www.linkedin.com/company/threesides www.slideshare.net/threesides www.pinterest.com/threesidespins
  4. 4. www.linkedin.com/company/threesides
  5. 5. We help these businesses with their social media marketing: Old Bus Depot Markets National Parks NSW – Wild about Whales Lantern Apartments Thredbo Canberra Business Council Sportsmans Warehouse Deeks Health Foods Michael Milton Canberra BusinessPoint Capital Region Farmers Market The RUC (and more…)
  6. 6. Your name, your business and how long have you been a member on LinkedIn? Months, Years?
  7. 7. What can we achieve today? Inspire Direct Inform
  8. 8. Linkedin 101: Recap 1. Where does it fit? 2. Why use it? 3. How to use it? 4. Getting on with it
  9. 9. Linkedin 102:Overview 1. Developing a business LinkedIn plan 2. LinkedIn for sales leads 3. Spend money to make money 4. Your 60 day plan
  10. 10. Where does fit into your marketing strategy?
  11. 11. Digital Marketing Channels Website and Blog Paid and Organic Search Mobile Online and Offline Advertising Media and PR Events Direct and Email Marketing Social Media
  12. 12. Source: SocialBakers 2013 2014
  13. 13. Australia ranks 10th in the world for LinkedIn users. 23% of the online population is on LinkedIn = 35% of the workforce 3rd highest population penetration globally
  14. 14. http://socialmediatoday.com/steve-rayson/2258431/linkedin-drives-majority- b2b-leads-and-conversions LinkedIn converts
  15. 15. http://socialmediatoday.com/steve-rayson/2258431/linkedin-drives-majority-b2b-leads-and-conversions
  16. 16. Why are you on LinkedIn - GOALS 1. Finding new business 2. Nuturing sales leads 3. Finding employees 4. Marketing / Brand Building 5. Business Intelligence 6. Networking
  17. 17. Source: Digisocial Social network usage in Australia 2013 v 2012 2013 2012
  18. 18. 5 things you need to do on LinkedIn right now…
  19. 19. #1 Brand the Business
  20. 20. Build your Business Profile 1. Get to ‘All-Star’ 2. Develop consistent ‘company line’ content 3. Showcase your skills 4. Upload product overviews or a video 5. Check your privacy
  21. 21. Improve your company Profile 1. Be found 2. Build community 3. Drive inbound web traffic 4. Promote your products & services*
  22. 22. Build your showcase pages + company updates
  23. 23. CSIRO Canberra Best practice example
  24. 24. #2 CONNECTIONS
  25. 25. Personal Connections EDUCATION School, college, university FRIENDS (Real ones!)
  26. 26. Professional WORKPLACE Current and past colleagues CURRENT Customers / Suppliers PROSPECTS Clients, partners, suppliers SUPPORTERS Past customers / suppliers (that still like you!)
  27. 27. What is your connection criteria to decide who to connect with? (hint: It’s okay to say no – they won’t know)
  28. 28. EXISTING CONTACTS • Search tool • Import via email • Import via database or apps • Ideas from ‘People You May Know’ tool NEW CONTACTS • Reach out • Market yourself and drive invitations Grow Your Connections
  29. 29. Reccomendations
  30. 30. 1. Target your best supporters 2. Personalise a message – make them an offer they can’t refuse 3. Get and give recommendations 4. Thank people on email, phone, let’s catch up 5. Reorganise your best recommendations to the top Reccomendations
  31. 31. #3 MARKETING
  32. 32. Use the newsfeed on both personal and company profiles
  33. 33. 1. Be interesting and topical 2. Link back to original article or to your blog 3. Hook up to Twitter / Slideshare 4. If sharing, add thoughts and comments and have an opinion
  34. 34. 1. What work about you about to bid on? 2. Do you have new products to showcase 3. What is in your sale pipeline – think ahead 4. How are you trying to position yourself Be tactical – use your content strategy
  35. 35. #4 SALES INTELLIGENCE DO YOUR RESEARCH ...
  36. 36. Check out the LinkedIn profiles of: 1. Current Clients / Customers 2. Potential customers (search) 3. Partners 4. Suppliers 5. Your competitors
  37. 37. Awareness Leads Prospects Opportunities Sales Delivery LinkedIn and your Sales Funnel Low Resistance High Resistance
  38. 38. 1. Is this sales lead connected on LinkedIn? 2. Where they referred by someone who is? 3. Have they viewed your profile prior to calling you? 4. Have the followed your company page? 5. Did you use LinkedIn to background and contact them? Attribute value to LinkedIn
  39. 39. #5 INVOLVEMENT
  40. 40. Like Share Comment Discuss Debate Engage
  41. 41. Use Groups and Forums actively
  42. 42. Pay to Play in LinkedIn
  43. 43. LinkedIn Premium
  44. 44. Increased Visibility – more stats and profile information Greater Reach – Inmails and introductions Better Search – more criteria and results Kudos – the gold LinkedIn badge
  45. 45. $$$ = Analytics = Intelligence = More informed decision making.
  46. 46. 10 mins a day for 60 working days in LinkedIn
  47. 47. 1. Identify your goals and your plan 2. Login each day when you check your emails 3. Update your profile and company page 4. Post on your company page 5. Establish new relevant connections 6. Follow, Share, Like posts 7. Participate in Groups 8. Research and build intelligence on leads 9. Setup a recommendations plan 10. Setup your evaluation metrics and start measuring results. The plan…
  48. 48. The ‘Ultimate’ LinkedIn To Do List
  49. 49. Stay In Touch www.actdigitalenterprise.com.au www.threesides.com.au www.facebook.com/threesides www.twitter.com/threesides www.linkedin.com/company/threesides www.slideshare.net/threesides www.pinterest.com/threesidespins
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