AMA Madison | The Social Media Academy's NCP Model and LinkedIn

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Presentation given at the March 9, 2010 AMA Madison workshop on social media held at the American Family hadquarters in Madison WI. The topic covers applying the Social Media Academy's NCP model with LinkedIn after completing an assessment and strategy development.

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AMA Madison | The Social Media Academy's NCP Model and LinkedIn

  1. 1. Applied Social Media for  pp Business  The  NCP Model and LinkedIn AMA Madison, March 9, 2010 Wendy Soucie 25 years + experience B2B ‐ manufacturing / professional service firms.  Unique focus ‐ technical products and engineering.   Based in the Midwest with national reach. © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  2. 2. Traditional Marketing Traditional Marketing © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 2
  3. 3. New Channel Approach New Channel Approach © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 3
  4. 4. Social media state of the union Social media state of the union • Lots of places p • No models for ROI • Endless discussions • Random engagements • Infrequent use of many tools Infrequent use of many tools • Lots of groups and organizations • Growing networks limited filtering  Growing networks limited filtering • Free software little or no accountability How to use it for corporate marketing dept.? 4 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  5. 5. How to get started How to get started Assess Apply  Strategy Model Action  Measure  Plan Select  Tools © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  6. 6. Social Media Business Strategy Social Media Business Strategy Goal 16,000 ft 16 000 ft Strategy Tools 6 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  7. 7. Social Media Tactic Social Media Tactic Business Networking Business Networking • Profile summarizes   professional expertise  and accomplishments  • Networking  capabilities • Professional &  interactive • Allows for user  generated content
  8. 8. Social media tool ‐ LinkedIn  8 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  9. 9. Possible goals and objectives g j Extend your geographic reach Make referrals easier k f l i Manage your online reputation Lead generation Product development ‐ Gain new insights  Discover inside connections Humanize your business Thought  leadership Strictly for business Strictly for business © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 9
  10. 10. Strategy ‐ Branding Strategy  Personal –OOver 7000 characters in core profile 7000 h i fil – Applications enhance portfolio  Company – Company message and info standardized – Collects past and current employees – Makes your company easy to find © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  11. 11. How does the network work How does the network work © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  12. 12. Create a strategy Create a strategy Let’s get started • What do you want?  • Where will you find it? Where will you find it? • What you will do?  • Where you will do it?  y • Who will help you?  • Where do you want to be in 3 months? One  year? • How will you get there? © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 12
  13. 13. Apply NCP Model Apply NCP Model Network – start with profile setup then  focus on the nature of the network Contribute value to the ecosystem then y develop trust  Social Media Academy NCP Model Participation in your contribution is the  p y confirmation of success and the “social  media ROI”. You want others to participate in YOUR contribution. You want BUZZ © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 13
  14. 14. NCP Model ‐ Networking NCP Model  Network size does matter Network size does matter large or small (It does matter) • Start with friends alumni colleagues customers Start with friends, alumni, colleagues, customers • Groups and associations • Partners and vendors Partners and vendors © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 14
  15. 15. NCP Model ‐ Contribution NCP Model  Contribution in the eco system is more  Contribution in the eco system is more important – Counting blog posts questions Counting blog posts, questions… – Counting video, events, knowledge posts,  presentations © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 15
  16. 16. NCP Model Participation NCP Model Participation Participation through feedback or  Participation through feedback or consumption is MOST important.  – Comments – Reaction – Action – Evangelism © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 16
  17. 17. NCP Model ‐ LinkedIn Determine Business Goals First Business  Profiles  Profiles Network Search Communicate Applications 17 © Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved
  18. 18. © Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved 18
  19. 19. Step 1 ‐ A GREAT LinkedIn Profile p Your Identity on LinkedIn y Consider it your Biography and Brochure Match the official company profile story Microsoft Word – Create/Store Master Text / Use Firefox Browser MARKETING‐ORIENTED, Focused on  KEYWORDS that attract others KEYWORDS that attract others © Copyright 2003‐2009 ‐ Integrated Alliances ‐ All Rights Reserved 19
  20. 20. © Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved 20
  21. 21. What size network? • Why a big network? h bi k? – More prospects – More INBOUND calls – More respect, sought after • Why a smaller network? – Control communications  – Verify first tier connections © Copyright 2003‐2009 ‐ Integrated Alliances ‐ All Rights Reserved 21
  22. 22. Build your LinkedIn network  Build your LinkedIn network ‐ Invite • Only invite people already on LinkedIn! • Invite individuals • Invite Small Groups of individuals • Invite a LARGE Group – generic message p g g • Invite Super connected people © Copyright 2003‐2009 – Wendy Soucie Consulting LLC and  Integrated Alliances ‐ All Rights Reserved 22
  23. 23. © Copyright 2003‐2009 ‐ Integrated Alliances ‐ All  23 Rights Reserved
  24. 24. Name (Re)searching ( ) g Before contacting someone… g • Do a little research • Look them up by NAME • Look up COMPANY NAME Look up COMPANY NAME © Copyright 2003‐2009 ‐ Integrated Alliances ‐ All Rights Reserved 24
  25. 25. Tier 1 Tier  2 Tier 3 25 © Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved
  26. 26. How to contact someone Tier 1 (easier): ( ) – Messages – Notes between connected parties – E‐Mail – Connected parties see each other’s E‐Mail address © Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved 26
  27. 27. How to contact someone Tier and Tier 3 (harder): Need email Tier 2 and Tier 3 (harder): Need email – Invitations – one invites another to connect – Introductions – A request to be introduced ‐ 2’S only – InMails – Contact anyone directly (Business Accounts) © Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved 27
  28. 28. © Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved 28
  29. 29. For the Channel People… For the Channel People… Sales Prospecting S l P ti Marketing ‐ Online Business Partnerships Executive Networking Executive Networking Staffing and Recruiting Channel Partner Relations Ch lP t R l ti © Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved 29
  30. 30. On the Marketing Side… On the Marketing Side… • Join the right LinkedIn Groups Join the right LinkedIn Groups • That’s where the partners and customers are! Telecom Groups Microsoft 1,226 Groups 1,614 Groups Better yet, start your own LinkedIn Group! 30 © Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved
  31. 31. LinkedIn Groups LinkedIn Groups Join at least 5‐ 20 Groups 50 Groups and 50 Subgroups allowed Groups in your profession, geography Groups where customers/partners are Click Logo OR Text to join from Profiles 31 © Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved
  32. 32. Using Groups for Networks Using Groups for Networks Why join Why join • Mini organizations • Most every interest • G General or geography based  l h b d groups Group Statistics •425,000 Groups •Create/Manage up to 10 groups Create/Manage up to 10 groups •JOIN up to 50 •Largest group is almost 200,000  members b •Takes 5 minutes to setup 32 © Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved
  33. 33. Q & A Q&A Your questions? Your questions?
  34. 34. B2B Example Using NCP Model B2B Example Using NCP Model © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 34
  35. 35. Professional Services (Engineering)    Professional Services (Engineering) • GOAL: Face to face meetings, increase  proposal success with relationship  l i h l i hi building • OBJECTIVE: Drive people to Website,  look as big as they are, consistency  look as big as they are consistency across offices and states • STRATEGIES: Listen, thought leadership,  track market conversations, become  track market conversations become the trusted resource  © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 35
  36. 36. Professional Services Firm ‐ Tactics Professional Services Firm  Tactics   Industrial Business LinkedIn Government  Government Profile #1 Profile #1 Sponsored  Groups Commercial Business Join Group Value Content  Mtgs &  Blog  Generation Facebook Fan  Page Network  Articles Newsletter Value Ezine Twitter Brand  Profile • FUTURE: FaceBook, Twitter © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 36
  37. 37. Professional Services  Professional Services ‐ Assessment • Site: LinkedIn  – Profiles: complete, keyword emphasis, group, affiliations p , y p , g p, – Branded: company profile, experience, summary, specialties – Consistent message – Search optimized keywords • Competition: 22 companies – Evaluate – Rank • Employees: 300 total, 100 profiles, 25 pull into company  • Customers: 275 total, 75 profiles from those companies • Partners: 15 total, 13 profiles from those companies • Potential: 1000+ companies on LI that fit target size • Group: 1100+ Wisconsin executive groups • Applications: Slideshare, Box.net, TripIt © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 37
  38. 38. Professional Services ‐ Network Professional Services  LinkedIn: Devote regular time LinkedIn: Devote regular time Network: direct connections, groups,  clients, partners clients partners Invite after face to face events Target companies in states with  Target companies in states with offices.  Track  growth on LinkedIn,  email signup for newsletter,  leads, phone calls leads phone calls © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 38
  39. 39. Professional Services – Contribute Professional Services  Value to network: targeted education  g – Box.net, Ezines, Howto.com, Small Business pub. Types: articles, whitepapers, comments,  Questions, slide presentations Q ti lid t ti Add recommendations for others Add comments Add comments Q&A Track incoming referral links, #comments,  #downloads, slideshow favorites, #downloads,  © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 39
  40. 40. Professional Services ‐ Participate Professional Services  LinkedIn Q & A, group discussion, news  sharing Introductions Recommendations Slideshare comments Referrals  Track  growth, #comments,  , p #referral links, #responses to Q&A © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved 40
  41. 41. Q & A Q&A Your questions? Your questions?
  42. 42. Resources • Books – Rock the World with Your Online Presence  by Mike O’Neill • Most up to date LinkedIn book www.rocktheworldbook.com Most up to date LinkedIn book www rocktheworldbook com • Blogs – LinkedIn ‐ http://blog.linkedin.com – Integrated Alliances http://www.integratedalliances.com/blog Integrated Alliances http://www.integratedalliances.com/blog – WSC Blog ‐ http://www.wendysoucie.com – End Result Marketing – http://endresultmarketing.com/blog • Slide Presentations – http://www.slideshare.net/wsoucie • Social Media Assessment – Citrix Go to Meeting/Webex – http://www.wendysoucie.com/social‐media/citrixwebex‐social‐media‐assessment‐by‐ p y y social‐media‐academy‐alumni/ • Photo credits – Istockphoto.com and Wendy Soucie
  43. 43. We provide:  Technical Product Expertise Manufacturing experience f i i Social media assessments Marketing best practices g p Thought leadership strategies Social media building blocks Training on tools and strategy on tools and strategy Implementation help and coaching Network . Contribute . Participate Network Contribute Participate © Copyright 2003‐2009 – Wendy Soucie Consulting and Integrated Alliances ‐ All Rights Reserved 43
  44. 44. Contact Wendy Soucie y Engage with your customers. Enter the conversation.  Engage with me. Wendy Soucie Consulting, LLC Applied Social Media for Business 608‐225‐1985 Social web links: http://xeesm.com/wendysoucie wsoucie@wendysoucie.com Presentation avail on slideshare.net/wsoucie 44 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved
  45. 45. Strategic Alliances • Wendy Soucie Consulting  • Founder/Principal • Integrated Alliances • R i Regional Executive Director – WI lE ti Di t • End Result Marketing  • Social Media Strategist Social Media Strategist • Social Media Academy  • Certified Social Media Consultant • Founding Gold Member  and Alumni • Black Diamond Consultant 45 © Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved

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