5 B2B social networking with linkedin -maximise your web marketing 03.02.11

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B2B Social Networking with LinkedIn
03.02.11 Maximise your web marketing

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5 B2B social networking with linkedin -maximise your web marketing 03.02.11

  1. 1. Personal online networks (B2B) <ul><li>Paul Tansey – Intergage </li></ul>
  2. 2. <ul><li>Started in May 2003/launched December 2003 </li></ul><ul><li>Valued in June 2008 at $1 billion </li></ul><ul><li>Freemium model </li></ul><ul><li>78m+ registered users </li></ul>LinkedIn (very) brief history
  3. 3. LinkedIn users <ul><li>78m+ Members globally </li></ul><ul><li>18m+ in Europe </li></ul><ul><li>4.6m in the UK </li></ul><ul><li>Average age 41 </li></ul><ul><li>46% business decision makers </li></ul><ul><li>Average household income $109,000/£65,000 </li></ul>
  4. 4. Online networking – It’s easy
  5. 5. Online networking – Sharing contacts
  6. 6. Your network – How big??? <ul><li>Guess the network size </li></ul><ul><li>351 contacts…. </li></ul><ul><li>Include specialist groups </li></ul>351 ? ?
  7. 7. Online networking – What does it mean?
  8. 8. The business benefits of online networking <ul><li>Growing a business </li></ul><ul><li>Maintaining relationships </li></ul><ul><li>Finding business partners & suppliers </li></ul><ul><li>Recruitment (and job hunting) </li></ul><ul><li>Checking references </li></ul><ul><li>Organising and promoting events </li></ul><ul><li>Building a reputation and demonstrating expertise </li></ul><ul><li>Get help and advice </li></ul><ul><li>Help people! </li></ul>
  9. 9. The business benefits of online networking <ul><li>Provide help and advice </li></ul><ul><li>Find events and even attend them </li></ul><ul><li>Introduce people </li></ul><ul><li>Recommend and endorse people </li></ul><ul><li>Laser targeted advertising </li></ul><ul><li>Market research </li></ul><ul><li>Prepare for networking events </li></ul><ul><li>Help people! </li></ul>
  10. 10. B2B online networking <ul><li>How to do it </li></ul><ul><li>What not to do </li></ul><ul><li>Employers’ considerations </li></ul>
  11. 11. 1. Decide why you are doing this! <ul><li>Clear objectives – begin with the end in mind </li></ul><ul><li>Build a big network </li></ul><ul><li>Build a quality network </li></ul>
  12. 12. 2. Choose a tool
  13. 13. LinkedIn – Getting More Popular
  14. 14. LinkedIn vs Competition <ul><li>Not the only show in town </li></ul>
  15. 15. 3. Create an account and a profile
  16. 16. 4. Connect to contacts <ul><li>Searching and browsing </li></ul><ul><li>Saving searches </li></ul><ul><li>Add via email addresses/address book </li></ul><ul><li>Former colleagues and classmates </li></ul><ul><li>People you may know feature </li></ul>
  17. 17. 5.The home page <ul><li>Your information centre </li></ul><ul><li>Your inbox </li></ul><ul><li>Update your status </li></ul><ul><li>Keep your finger on the pulse of your network </li></ul>
  18. 18. 6. Explore and join groups <ul><li>Join groups of people with the same business interests </li></ul><ul><li>Join discussions, “meet” experts and build relationships </li></ul><ul><li>Demonstrate expertise </li></ul>
  19. 19. 7. Questions and answers <ul><li>Find help </li></ul><ul><li>Provide help </li></ul><ul><li>Make new contacts </li></ul><ul><li>Demonstrate expertise in your niche </li></ul><ul><li>Dave “The Wireman” Maskin </li></ul>
  20. 20. 8. Add a company record <ul><li>Companies have records too </li></ul><ul><li>Individual people profiles linked to companies </li></ul><ul><li>Upload logo and create description and specialties </li></ul><ul><li>It will show up in the search engine results! </li></ul><ul><li>Links to your website </li></ul><ul><li>Is shown to non-members </li></ul><ul><li>You can now “Follow” companies </li></ul><ul><li>NEW – Company products & services </li></ul><ul><li>Build on-line testimonials & recommendations </li></ul>
  21. 21. 8. Add a company record
  22. 22. 8. Your company products & services
  23. 23. 8. Your company products & services
  24. 24. 8. Your company recommendations
  25. 25. 8. Company Page Views
  26. 26. 9. Recommendations <ul><li>How do you feel when people recommend you? </li></ul><ul><li>How do you feel about the person that recommended you? </li></ul><ul><li>Why you should recommend others </li></ul><ul><li>Users with recommendations are 3 times more likely to get enquiries through searches </li></ul>
  27. 27. 10. Attend and organise events <ul><li>Create an event </li></ul><ul><li>Share it with up to 50 of your contacts </li></ul><ul><li>If they attend or flag it as interesting they pass it on </li></ul><ul><li>Online and offline events </li></ul>
  28. 28. 11. Applications <ul><li>Reading lists </li></ul><ul><li>Events </li></ul><ul><li>Polls </li></ul><ul><li>Blog link </li></ul><ul><li>Slideshow </li></ul><ul><li>File sharing and collaboration </li></ul><ul><li>Travel tools </li></ul><ul><li>Company Buzz </li></ul><ul><li>Projects & team spaces </li></ul>
  29. 29. 12. Promote your profile <ul><li>On your email footer </li></ul><ul><li>On your website </li></ul><ul><li>On your blog </li></ul><ul><li>On your business cards/brochures </li></ul><ul><li>Via Twitter </li></ul>
  30. 30. 13. Ongoing updates <ul><li>To your status </li></ul><ul><li>Adding connections </li></ul><ul><li>Save your searches </li></ul><ul><li>Request introductions </li></ul><ul><li>Ask and answer questions </li></ul><ul><li>Join group discussions and contribute </li></ul>
  31. 31. 13. Ongoing updates <ul><li>Upload presentations to share </li></ul><ul><li>Make recommendations </li></ul><ul><li>Organise and publicise events </li></ul><ul><li>Update your reading list </li></ul><ul><li>Add polls </li></ul><ul><li>Read blog updates and update your blog </li></ul>
  32. 32. 14. Advertising on online networking sites <ul><li>Targeting </li></ul><ul><li>Video vs static text ads vs e-mail </li></ul><ul><li>CPC vs CPM </li></ul><ul><li>Search advertising vs social network advertising </li></ul>
  33. 33. The Intergage 14-point plan <ul><li>Decide why you are doing this </li></ul><ul><li>Choose your tool </li></ul><ul><li>Sign up and create a profile </li></ul><ul><li>Connect to contacts </li></ul><ul><li>Learn how the home page works </li></ul><ul><li>Explore and join groups </li></ul><ul><li>Try out questions and answers </li></ul>
  34. 34. The Intergage 14-point Plan <ul><li>8. Add a company record (products & services) </li></ul><ul><li>9. Make and request recommendations </li></ul><ul><li>10. Attend and organise events </li></ul><ul><li>11. Check out the applications you can add </li></ul><ul><li>12. Promote your profile </li></ul><ul><li>13. Ongoing updates </li></ul><ul><li>14. Explore the advertising opportunity </li></ul>
  35. 35. One last thing…
  36. 36. 15. Update your web properties <ul><li>Website (s) </li></ul><ul><li>Blog </li></ul>
  37. 37. Using Your LinkedIn Account <ul><li>Put Time Aside At Least Once A Week </li></ul><ul><li>Go Through All Those Business Cards You’ve Collected! </li></ul><ul><li>New! Link to Outlook – see YouTube </li></ul><ul><li>Use RSS </li></ul>
  38. 38. Summary <ul><li>There are four ways to grow a business (advertising, PR, word of mouth and cold calling). LinkedIn can help with all of these </li></ul><ul><li>LinkedIn fulfils a need in all of us and is actually fun </li></ul><ul><li>It’s not a silver bullet however… </li></ul>

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