1. LINKEDIN WORKSHOP 2011
USING LINKEDIN FOR
COMMERCIAL BENEFIT
Delivered by James Taylor
@macs_jamest

2. Agenda
Key Information/stats
Changing buyer behaviour
Linkedin – for commercial benefit:
The opportunity
How/what to do
SMART Profiles
Searching/Lead Chasing
Networking/nurturing
Market Intelligence

3. LINKEDIN WORKSHOP 2011
Key Information

4. A few basics & Key Info
It’s SOCIAL media
Over 12 million users in the UK
Over 230 million users world-wide
Linkedin Contacts = free CRM
Anonymity rules
Based on Key Word criteria & BOOLEAN search
Most up to date database….EVER?

5. Walk the Walk…
2 New Divisions = 24% Sales
10th July Aggregate Industry
It works, but you have to work out how it works best
for you…
What are your Customers doing – how are buyers
behaving?

6. LINKEDIN WORKSHOP 2011
Buyer behaviour

7. Buyer behaviour has changed!
And so to has the way we communicate with each
other.

8. But ultimately…
‘Relationships’ are still critical
And in many organisations/transactions…

9. LINKEDIN WORKSHOP 2011The best social site for B2B…

10. MISSION
“CONNECT THE WORLDS
PROFESSIONALS – TO MAKE
THEM MORE PRODUCTIVE &
SUCCESSFUL”
(* the rules/spamming and anonymity)

11. It’s also changing (all the time!)
And mine changed last week
Loads of new exciting functionality
Best is totally relevant for today – CRM functionality
Whilst I’m good – I’m not that good!
Mr Linkedin = Mark Williams

12. The Opportunity
For you, as an individual
become more DISCOVERABLE
increase brand/profile of yourself /your
business
differentiate yourself from competitors
build an on-line testimonial portfolio
Make “networking” easier & less time
consuming

13. The Opportunity
For Businesses
Account Management – CRM utilisation
Strategic Sales
Competitor intelligence
Be found first, by buyers

14. Aim = HOW rather than WHAT
Building a SMART profile – Personal and Company
Utilising groups
Boolean Searching
for customers
for Suppliers
Making contact – the etiquette
Gaining Market Intelligence

15. SMART PROFILES - you
Let’s go:
Keyword/s and Scoring
Name & number in headline = more contactable
Be memorable - visually
Recommendations –
“people buy from people who other people rate &
trust”

16. New- Profile SEO Maximisation

17. Your SEO
Are now ordered by relevance to the person running the
search:
Relationship
Keyword scoring
Skill endoresements (for the keywords searched on)
Profile Strength (All star is important)
You go from ‘expert’ to ‘all star’ by having more than 100
connections (we believe)
You can now make your profile ‘dynamic’ by adding
video/slideshare etc

18. SMART PROFILE - Company
See who “follows” you
Send meaningful updates to customers
Give buyers/procurement an on-line route to:
Specialist sales teams, by division
Customer Service
CEO/COO
Company Page to support website & enhance
SEO

19. The Power of Groups
Groups – be more “contactable”
50 is the magic number (now 99?)
The most important groups

20. BOOLEAN SEARCH
Identification of potential customers
Thinking outside the box e.g “Artificial Grass”
AND “council” (including variations)

23. CHASING A LEAD…(real life example)
A.E Yates Ltd have won a sizeable contract
You know they need a supplier = you/someone
like you
But you’ve never worked with them before…

26. LINKEDIN WORKSHOP 2011
Commercial Excellence

27. IS THE A.I. EXAMPLE APPLICABLE?
Aggregate supply to Birse
Birse are suppliers to Severn Trent
The challenge –
If you’re able to find out the challenges facing Severn Trent,
you could help Birse provide them with improved solutions
Birse gain loyalty from Severn Trent
You gain loyalty from Birse
Which ultimately leads to increased sales

29. NETWORKING STRATEGY
Making the approach
2nd tier & groups
Keeping in touch
email < linkedin < phone < face2face
< GOLF!
target to advocate…

30. Linkedin ‘Contacts’
This is brand new
Gives individuals some CRM capability.
Improves efficiency of searching for customers
When found relevant contact…(tag, make note,
schedule)
Syncs to smart phone

31. Once you’ve searched, tag.
You can also set reminders for when to follow up.
And…

32. Syncs to smart phone app…

33. And, it organises you…

34. WEEKLY MARKET INTEL
Saved boolean searches
Linkedin Signal
Both can give invaluable:
Current Customer Insight
Target Customer Insight
Competitor Insight

35. Advanced Search
Boolean Search
Keyword criteria/scoring – a quick example search
Specific searches – for buyers/suppliers

37. LINKEDIN WORKSHOP 2011A few quick extras…

38. And finally
Linkedin official youtube channel
LinkedIn Outlook Toolbar
Productivity Tools