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HKD2 - LinkedIn - Demystifying Social Networking


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Kevin Eyres, Managing Director Europe at LinkedIn, describes how to use LinkedIn to engage your audience

Published in: Technology, Business
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HKD2 - LinkedIn - Demystifying Social Networking

  1. 1. Demystifying Social Networking
  2. 2. What is social media? Two way communication…everyone has a voice and identity Interactive I i User generated Self moderated People Relationships
  3. 3. Brands Safety Fun, Family, Entertainment ? Excellent Service Overnight Delivery Low Cost
  4. 4. Brand You Your reputation is your brand… You are your own business… We are all entrepreneurs entrepreneurs. “…To be in business today, our most important job is to be head marketer for the brand called 'You.” - Tom Peters
  5. 5. How to Engage in Social Networks? Who Context Listen Engage Learn ea
  6. 6. Difference between social and professional networks? The grey line of purpose Entertainment/Socializing Knowledge/Productivity Age Geography Function/ Friends Title Travel Industry Nationality Education Professional  Professional Sports affiliations Separation b S ti becoming even more pronounced i d Context of relationship, behavior and mind space driving the clarity
  7. 7. Employees are part of the company brand From IBM’s Social Computing Guidelines IBM s ( ) Be thoughtful about how you present yourself in online social networks. networks The lines between public and private, personal and professional are blurred in online social networks. By virtue of identifying yourself as an IBMer within a social network you are now connected to your colleagues managers and network, colleagues, even IBM's clients. You should ensure that content associated with you is consistent with your work at IBM. If you have joined IBM recently, be sure to update your social profiles to reflect IBM's guidelines. IBM s guidelines “Add value” “Respect” “Use your best judgment”
  8. 8. Social media: Surface people in your company “With the human faces coming forward due to social media With tools, the opportunity for employees to build real human relationships can be the most natural bridges for prospects to become customers.” customers ”
  9. 9. Companies becoming more transparent By way of social profiles & technologies, your people will be discoverable b di bl by: Customers Partners P t Employees Even recruiters
  10. 10. Where did all the finance professionals go? © 2007 LinkedIn All rights reserved.
  11. 11. Is this an audience open to your message? Yes, but…be authentic How can an airline make you more p productive? 137 essay-length answers to Kelly’s question essay length Kelly s Viral distribution of answers to 10,000’s more LinkedIn members >100,000 visitors to the answers section, sponsored by SouthWest
  12. 12. Southwest Airlines Starts The Conversation 137 Answers - in 7 Days
  13. 13. Be authentic with your audience Combine message with desire to help… How can we do more to encourage young people to pursue careers i in science and technology? CTR s CTR’s for MSFT campaign were greater than 3% 3567 answers to Bill Gates’ question in one week Increased daily PV’s for by > 5 times
  14. 14. Ways to engage your audience Interact with your audience, give them a voice IoD members were already on LinkedIn Over 6,000 members 70 new discussions per week p 75% visit weekly IoD can engage directly and listen to members needs
  15. 15. Engage with Knowledge Polls and CNBC… Use your knowledge and insight to engage your audience
  16. 16. Ways to engage your audience
  17. 17. 6 practical steps for marketers Get your hands dirty 1. Sign up and connect to friends on the key social networks 2. Sign up and connect to trusted professionals on professional networks 3. Consciously build out your networks - connect to the influencers 4. Join groups & engage with people 5. Understand opportunities for virality 6. Focus on the authenticity of the dialog
  18. 18. Thank you