I’m not a techy and I’m not an expert in how to use IT to solve all your business problems. What I do know and what I do believe in is common-sense marketing and using all the tools available (and calling on the right people for the job) to develop your business. If you keep an open mind you can see the benefits for yourself. This presentation is in 2 halves. The first half looks at the background to social networking and the “what’s in it for me” side of things (in terms of why and how to use it). The second half looks specifically at Linkedin and goes through some ways to use it to make a difference. I’m not going to show you how to make a profile or do any of that… I shall assume you already have one, even if it’s not filled in yet… but I am going to show you some things that you can directly apply to business needs and processes.
www links pages through metadata ie. references. Social Networking works in the same way but by linking information about people. It is a www of people. Social Networking is about maximising the return on this web. It allows for social filtering on context rather than just words. It flattens boundaries and opens doors (eg. the CEO circulating the report versus the employee circulating the report). It allows us to be more aware and engage better with people. It is even easier to get to key people and to understand what makes them tick. Like networking… but better! How has it changed the business landscape? Push-me, Pull-you. Previously we interrupted lives. Because you couldn’t know everyone much of this was seen as spam so you had a high amount of effort for lower return. The basic dynamics of push and pull marketing have been changed. Push - social filtering allows us to specify frequency as well as content. Because it is from someone we know (or knows someone we know) it has validity and credence. It isn’t seen as spam. Pull - you can opt in to pull information to you. You read a blog and start to feel you know that person. The relationship is starting to be built. We value content our friends read, often over information businesses send out. Eg. Chicago Bulls. In essence by being in the “group” it breaks down barriers and allows you share information more effectively and to more people. The hard work of cold-calling and walking into that networking group is done for you!
SALES - as I have said, it breaks down barriers. It’s useful for developing weak relationships and maintaining them. It allows you to establish credibility through association. You can monitor trends and key words using RSS feeds and a variety of online search options and websites (Google, Google blogs, Google Wiki, Digg it, Stumbledupon). It’s easy to target. You can demonstrate a “personal” link. Loads of information is available about your target eg: political strength within an organisation, whether they are a champion or a roadblock - you can work this out from their career path and interests, key interests, information on their companies, career history and links to other people you know. It fills in the CRM gap. Helps to build and sustain a rapport, you can respond to their statuses and see what they’re interested in. You can even use it to address customer support and experience issues. MARKETING - You can hyper target. You can see what people really care about and are “worried about”. “1/2 my money spent on marketing is wasted etc”. Helps with passive buyers. You can tap into existing communities and “work” on their discussions. You could build your own community. Performance advertising. Branded apps. Use existing contacts to spread a viral message. Generate opinions, ideas and recommendations. Allows you to jump in on negation comments and show you care. INNOVATE - Get inspired by statuses and what people are up to. Crowdsource (mystarbucksidea). Whole process from establishing the idea and discovery in an open forum. Collaboration. Research. Spread the word. RECRUIT - Allows you to read between the lines of a person. Research them and the role and the company. Market yourself as a desirable employer. Brand values development. You can keep in touch with those that got away or that used to work with you. Continue to build your profile.
Personal development Networking 31,151 UK HR people on Linkedin
Basic job post - you might be looking. Read and learn also. What jobs are going? What opportunities do they offer? Click on who posted the job and learn about them. Apply online or forward - use as a way to introduce your services eg: advertising for a new HR director, do they need interim. Who do you know there? What opportunities does this vacancy offer for people who are stressed or over-worked… might need you. Clearly the same benefits apply if you are advertising jobs on here. Do have to pay for it within the Jobs section but can also advertise within groups (target by the sort of person you’re looking for) for free.
Advanced search on people helps to target and research. Can do Boolean searches: X NOT Y X AND Y + = must include, - = must not include “ xys” “ xyz” AND (joe OR bloggs) Very specific. Hyper target.
“ human resources” 2,171 CIPD 79 Employment law 184 Go through each element on page - good detail
Time - everyone is sitting there either worrying about not having enough time or worrying that people will spend too much time on it. First - tackling not having enough time Second - tackling spending too much time
First of all, where to find information
Intro to social media & linkedin MC
How to juggle jelly-fish (or get started on social networking & Linkedin) Helen Hammond Managing Consultant – Elephant Creative Solutions w. www.elephantcreative.co.uk l. http://uk.linkedin.com/in/elephantcreative t. http://twitter.com/helenhammond e. [email_address]
Why bother - reason 3 <ul><li>Relax: it’s traditional networking </li></ul><ul><li>Listen -> Talk -> Engage </li></ul><ul><li>It’s not about technology </li></ul><ul><li>It’s about people and communication </li></ul>
… actually, your news might come first <ul><li>Needs to be regular </li></ul><ul><li>Pithy & opinionated, not sanitised </li></ul><ul><li>Varied content </li></ul><ul><li>Share the load </li></ul><ul><li>If your news can’t do it… </li></ul>
CIPD - 182 CIPD training - 52 Human Resources - 10,400 Employment Law UK - 404 Human Resource Management - 2,840 Employment opportunities - 4,980 Employment Tribunal - 168
<ul><li>What can you say in 140 characters? </li></ul><ul><li>It’s very “now” </li></ul><ul><li>Try and post a tweet once per day </li></ul><ul><li>Don’t post TOO often </li></ul><ul><li>Say something useful and strategic </li></ul><ul><li>Design a background </li></ul><ul><li>Ads are coming… </li></ul><ul><li>Re-tweet to build relationships </li></ul><ul><li>Hootsuite – use to schedule Tweets </li></ul>
<ul><li>Not just for “the kids” </li></ul><ul><li>Listen first, what are others saying about you? </li></ul><ul><li>Talk to people about your business </li></ul><ul><li>Engage with the younger generation for recruitment </li></ul><ul><li>Integrate video & twitter </li></ul>
So, why do you want one? <ul><li>Links to your website - SEO </li></ul><ul><li>Building the personal brand </li></ul><ul><li>Demonstrating (and gaining) knowhow </li></ul><ul><li>Client care </li></ul><ul><li>Building your network for referral </li></ul><ul><li>Opening the door to instruction </li></ul>
What makes a group successful? <ul><li>Targeted - niche focus </li></ul><ul><li>Selective </li></ul><ul><li>Managed well </li></ul><ul><li>Integrated - on and off-line </li></ul><ul><li>Varied, regular activity </li></ul><ul><li>Promoted </li></ul><ul><li>Trusted </li></ul>
There’s the theory… now what? www.elephantcreative.co.uk
Next steps… the power of five <ul><li>Sort your own profile out </li></ul><ul><li>Connect with ten people you know </li></ul><ul><li>Identify 5 groups to join </li></ul><ul><li>Participate in those groups </li></ul><ul><li>Identify 5 people (in the groups) that you don’t know and work out how to get to know them </li></ul>