Using LinkedIn to drive:[community][collaboration][sales]
LINES ARE BLURRING                                    BETWEEN PUBLIC                    R E L AT I O N S , M A R K E T I N...
Why B2B [Social Media]?1. Purchases are costly; buyers seek education and   information.2. Sales cycle is long and complex...
Today’s B2B [buyers]    • 48% follow industry conversations and topics online    • 59% engage with peers who have used the...
The [LinkedIn] mission To connect the worlds professionals to make them more productive and              successful
[LinkedIn]Connect the world’s professionals to makethem more productive and successful.       Identity           Insights ...
Scale    150M+                            1       LinkedIn Members   640M+                            2  Worldwide Profess...
The globally connectedprofessional network                                               UK                               ...
[LinkedIn]More c-suite and sr. managers daily thanany other business/news site measured.                     Director/VP/O...
LinkedIn [Marketing Solution]at a glance.             Advertising              Custom / APIData &          SocialInsight  ...
LinkedIn Marketing Ecosystem           Create       Experiences             Attract Audience    • Company Page            ...
LinkedIn Groups             1,000,000 +      professionally orientated groups                 1,500+              created ...
A [process] to launch your B2Bprogram on LinkedIn:                    Create         Evaluate            Attract          ...
Discovery & StrategyCREATE
CreateCreate a clear [strategy]                  Evaluate                                                      Engage     ...
CreateClarify your priorities and                Evaluate            Attractbusiness need                                 ...
Create Research and evaluate the                                                 Evaluate            Attract social landsc...
CreateSet clear and measurable                          Evaluate            Attractobjectives                             ...
CreateDetermine the channel/product                      Evaluate            Attractmix that works for your audience      ...
Promoting community growthATTRACT
Create[Target] existing                                                        Evaluate            AttractLinkedIn members...
Create[Attract] audiences                        Evaluate            Attractexternally                                    ...
Content, Community & Lead GenerationENGAGE
CreateEstablish a strong                                               Evaluate            Attract[content strategy]      ...
CreateContribute compelling and                       Evaluate            Attract[balanced] content                       ...
CreateEstablish an internal           Evaluate            Attract[content management] system                Engage• Set yo...
CreateNurture your community                                                   Evaluate            Attracton an [ongoing b...
CreateThe [community] manager                                            Evaluate                                         ...
CreateLinkedIn as a platform for              Evaluate            Attract[lead generation]                                ...
CreateLead generation and                                                            Evaluate            Attract[decision ...
Evaluating successMEASUREMENT
CreateMeasure against                            Evaluate            Attract[objectives]                                  ...
Questions?Don’t hesitate to get in touch:brandy.fleming@fleishmaneurope.comkristen.zemlak@fleishmaneurope.comskeane@linked...
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Social Media Week 2012: Using LinkedIn to drive community, collaboration and sales

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This presentation, shared with attendees at Social Media Week 2012 in London, provides an overview of LinkedIn Marketing Solutions offering and a step-by-step approach to building and implementing a successful B2B social media strategy on LinkedIn.

The focus is mainly on using LinkedIn groups to build a strong sense of community among B2B audiences and customers specifically through: discovery, strategy, promotion, content, community, lead generation and measurement.

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Social Media Week 2012: Using LinkedIn to drive community, collaboration and sales

  1. 1. Using LinkedIn to drive:[community][collaboration][sales]
  2. 2. LINES ARE BLURRING BETWEEN PUBLIC R E L AT I O N S , M A R K E T I N G , B RANDING AND SALES.Decision-makers Unflattering It’s possible tocan obtain more news, negative connect on a nearly one-information from commentary, or to-one basis with verymore sources than a poor product review targeted customersever before can spread rapidly 2
  3. 3. Why B2B [Social Media]?1. Purchases are costly; buyers seek education and information.2. Sales cycle is long and complex.3. Buyers are influenced by peer reviews and expert insights.4. Companies have fewer customers.5. Buyers highly value their supplier relationships. All of these factors are positively impacted by social media
  4. 4. Today’s B2B [buyers] • 48% follow industry conversations and topics online • 59% engage with peers who have used the product or service in the past • 37% have posted questions on social networking sites while making a buying decision • 20% have connected directly with a potential solution provider via a social networking channel • 59% have shared learnings from their research and buying process with others Source: Inside the Mind of the New B2B Buyer DemandGen/Genius Report 20104
  5. 5. The [LinkedIn] mission To connect the worlds professionals to make them more productive and successful
  6. 6. [LinkedIn]Connect the world’s professionals to makethem more productive and successful. Identity Insights Everywhere Connect, find and Be great at what We work where our be found you do members work
  7. 7. Scale 150M+ 1 LinkedIn Members 640M+ 2 Worldwide Professionals3,300M+ 2 Worldwide Workforce 1 LinkedIn members as of November 3, 2011 | 2 Source: International Planning & Research
  8. 8. The globally connectedprofessional network UK NL 8M+ 2M+ DACHregistered members (as of Feb 2012) 2M+ France 2M+ Italy Canada Spain 2M+ 5M+ Europe 1M+ USA 35M+ 60M+ India 13M+ Brazil Australia 7M+ 2.9M +
  9. 9. [LinkedIn]More c-suite and sr. managers daily thanany other business/news site measured. Director/VP/Other Sr Mgmt C-suite 19.2% LinkedIn 14.8% BBC.com 17.7% 10.4% 2.8% FT.com 3.3% Bloomberg.c… 1.7% 1.8%Economist.com 1.2% 1.2% 0.3% WSJ.com 0.6% HBR.org 0.6% 0.5% CNBC.com 0.6% 0.4% CNN.com 1.9% 0.3% Source: BE:Europe 2011
  10. 10. LinkedIn [Marketing Solution]at a glance. Advertising Custom / APIData & SocialInsight Custom / API 10
  11. 11. LinkedIn Marketing Ecosystem Create Experiences Attract Audience • Company Page • Display/LinkedInAds • Groups • Social Ads • Platform • Partner Messages • Followers/Members Amplify through Engage in Network Conversation• Network Update Status • Polls/Content Ads• Share, Comment, Discuss, V • Groups ote • Company Status• Viral effect Updates
  12. 12. LinkedIn Groups 1,000,000 + professionally orientated groups 1,500+ created every day 81% Of users belong to at least 1 group with 52% Participating in discussions
  13. 13. A [process] to launch your B2Bprogram on LinkedIn: Create Evaluate Attract Engage
  14. 14. Discovery & StrategyCREATE
  15. 15. CreateCreate a clear [strategy] Evaluate Engage Attract1. Clarify your priorities and business need2. Research your social media landscape3. Evaluate your findings4. Set clear and measureable objectives
  16. 16. CreateClarify your priorities and Evaluate Attractbusiness need EngageDefine value [internally] What business need will you affect? How must your business benefit? How can you extract value from the community?
  17. 17. Create Research and evaluate the Evaluate Attract social landscape EngageDefine value [externally] Social media audit: What audiences will you connect  Target audience with? – Interests What needs will you fulfill, what – Preferences value will you provide? – Behaviours Where do they discuss these topics – Influencers online?  Share of Voice – Who influences the conversations? Brand mentions – Brand opportunities – Competitive climateKey considerations: – Sentiment – “Value” is subjective and can come in  Key influencers many forms i.e. access, insight, two- – Brand preference way dialogue – Brand opportunities – What are you willing to offer; what’s – Preferences, behaviours & relationships off limits?
  18. 18. CreateSet clear and measurable Evaluate Attractobjectives Engage• Define what success • Sample objectives: looks like: – Change perception of  Brand Brand X as a leader in awareness, preference, a the category dvocacy – Drive innovation through  Lead generation customer/partner  Support before/after collaboration, feedback sales and future product development  Customer retention and loyalty – Impact the sales pipeline by driving £X in potential  Customer insights leads through LinkedIn  Thought leadership
  19. 19. CreateDetermine the channel/product Evaluate Attractmix that works for your audience EngageLinkedIn Group options and customization levels:
  20. 20. Promoting community growthATTRACT
  21. 21. Create[Target] existing Evaluate AttractLinkedIn members EngageTarget members within Linkedinthrough:• Display advertising• Social ads• Partner InMail 30-35% open rate and 6-10% CTR are typical after a 4-6 week period (partner message) Target specific based on: industry, function, location, se niority, age and profile keywords* *Profile keyword targeting only available for Partner InMail
  22. 22. Create[Attract] audiences Evaluate Attractexternally Engage- Digital advertising- Online influencer outreach- Earned media trade and business coverage- Face to face events and activations- Integration with owned digital platforms- Integration with offline marketing materials
  23. 23. Content, Community & Lead GenerationENGAGE
  24. 24. CreateEstablish a strong Evaluate Attract[content strategy] EngageWhat you want to say and how you say it is justas important as where it’s said. •Define brand positioning and key characteristics within theVoice communityStyle •Define a list of themes to focus onTopics •Weave in topics that are directly and indirectly related toThemes business priorities •Ensure you have a steady flow of long-term inspirationAssets •Remember your focus is always dialogue and exchange, notSources broadcasting •Consider expertise within the community as a source of content
  25. 25. CreateContribute compelling and Evaluate Attract[balanced] content Engage Product Content that extends and reinforces awareness Practical Content that teaches and supports Passion Content that forges a connection
  26. 26. CreateEstablish an internal Evaluate Attract[content management] system Engage• Set yourself up for a steady and strategic flow of content• Create a system that addresses your unique needs:  Aligning topics & themes with marketing campaigns  Organizing platform, publisher and timing details  Tracking development and approval progress
  27. 27. CreateNurture your community Evaluate Attracton an [ongoing basis] EngageWhen you create an online community, itbecomes your responsibility to ensure itslong-term quality.Listen •Actively listen to discussionsRespond •Look for opportunities to engageEngage •Prioritize what’s important to you •Don’t ignore what’s important to your membersActivate •Reprimand members who are detracting from the quality of the groupLead by Example •Choose a good community manager – high emotional intelligence, social savvy •Spark discussion around topics that are important to you •Drive discussion in the right direction •Plan to be in it for the long haul
  28. 28. CreateThe [community] manager Evaluate Engage Attract• Role: Guiding principles: – Your eyes and ears – Central point of contact (internal & external) – Social intelligence agent 1. Be authentic, transparent – Voice of the brand, 24 hours a day and consistent – Part of internal team or external agency 2. Share knowledge and passion• Responsibilities: – Upholds brand reputation within 3. Show interest in others the community – Sets the tone of conversation 4. Facilitate meaningful – Responds to customer questions conversations – Reacts quickly to negative incidents – Manages what, how and when 5. Establish yourself as a go- content is published to resource
  29. 29. CreateLinkedIn as a platform for Evaluate Attract[lead generation] Engage1. Support customers as they consider and research your products/services2. Nurture connections and relationships with qualified leads within your community3. Be aware of peer-generated reviews and opinions as they relate to your brand4. Encourage positive WOM where appropriate5. …but recognize that Community Manager is not a sales rep or business developer
  30. 30. CreateLead generation and Evaluate Attract[decision support] for members EngageSales opportunities can come in several forms:• Inquiries about your brand, products, services• Questions related to your area of expertise• Advice around specific situationsPrepare for 1. Establish internal subject matter experts 2. Educate your community managers on your sales processeffective lead 3. Educate your sales team on social media best practicesmanagement: 4. Provide guidance around the impact of private vs. public answers 5. Manage internal expectations – not a direct sales platform![Be direct but not too aggressive.]In this environment, decision support often takes the form of nurturing customerrelationships by sharing relevant information, insight and guidance.
  31. 31. Evaluating successMEASUREMENT
  32. 32. CreateMeasure against Evaluate Attract[objectives] Engage• Develop metrics that support the measurement of social media objectives• Consider multiple sources of data: – LinkedIn data – Qualitative research and analysis – Customer support data – Sales funnel data
  33. 33. Questions?Don’t hesitate to get in touch:brandy.fleming@fleishmaneurope.comkristen.zemlak@fleishmaneurope.comskeane@linkedin.comhcliffordjones@linkedin.com Sally Keane Henry Clifford-Jones Brandy Fleming Kristen Zemlak Account Director Director EMEA Digital Director Digital Global Marketing Marketing Fleishman-Hillard Account Manager Solutions, LinkedIn Solutions, LinkedIn Fleishman-Hillard

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