Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Fresh Business Thinking Social Media Event - Louise Findlay Wilson

1,093 views

Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Fresh Business Thinking Social Media Event - Louise Findlay Wilson

  1. 1. More than just linking! Louise Findlay-Wilson
  2. 2. Methods used for B2B Social Media Marketing Q: Which of the following social media methods does your company currently use for your B2B marketing (i.e. Not personal use?) Source: BtoB Magazine: Emerging Trends in B2B Social Marketing, April 2011
  3. 3. One most important method of B2B social media marketing Q: Which of the following social media platforms is the ONE most important method that you can use for B2B marketing? Source: BtoB Magazine: Emerging Trends in B2B Social Marketing, April 2011
  4. 4. Potential uses of Linkedin <ul><li>To connect to others </li></ul><ul><li>To stay in touch with people </li></ul><ul><li>To build your brand and stay top-of-mind with business prospects </li></ul><ul><li>To open the door to new suppliers and professionals </li></ul><ul><li>To learn and grow from other professionals </li></ul>
  5. 5. What’s more, it’s a powerful and practical PR tool
  6. 6. Key Mindsets Be Human Participate Add Value Don’t Sell
  7. 7. Begin with 4 simple questions <ul><li>What am I trying to achieve....? </li></ul><ul><li>Who do I need to reach….? </li></ul><ul><li>What do I want them to do….? </li></ul><ul><li>So, what must they think about us….? </li></ul>
  8. 8. Your Profile <ul><li>Good Photo </li></ul><ul><li>Compelling Professional Headline </li></ul><ul><li>Good Summary </li></ul><ul><li>Well worded links back to your website(s) </li></ul><ul><li>Grab your personalised LinkedIn page URL </li></ul><ul><li>Talk Skills & Expertise </li></ul><ul><li>Give and Get recommendations </li></ul>
  9. 9. Screen Grab of my Page
  10. 10. Why pictures matter...
  11. 11. Professional Headline <ul><li>Your professional headline is the one that appears under your name and in searches </li></ul><ul><li>It must be compelling and communicate </li></ul>
  12. 12. Secrets of a Great Summary <ul><li>The problems you solve </li></ul><ul><li>The difference you make </li></ul><ul><li>Think credibility & credentials </li></ul><ul><li>Have a personality </li></ul>
  13. 13. Meaningful Web Links Create meaningful links to your website(s) Use the ‘other option’
  14. 14. Public Profile - Grab Your URL <ul><li>Using your name </li></ul><ul><li>will make it </li></ul><ul><li>easier for you to </li></ul><ul><li>be found on </li></ul><ul><li>Google </li></ul>
  15. 15. Connecting <ul><li>Connect with everyone you know </li></ul><ul><li>Don’t connect with strangers </li></ul><ul><li>Get appropriate recommendations </li></ul><ul><li>Connect with your key journalists </li></ul><ul><li>Use tagging function </li></ul>
  16. 16. Expertise – Show It! <ul><li>Create a slideshare on an area of expertise </li></ul><ul><li>Add your skills (new feature) </li></ul><ul><li>Answer questions </li></ul>
  17. 17. The Magic of More...
  18. 18. Groups – Join Them <ul><li>Forget your peers! </li></ul><ul><li>Think customers and prospects </li></ul><ul><li>Open discussions, ask questions </li></ul><ul><li>Comment </li></ul><ul><li>Add value </li></ul>
  19. 19. Updates <ul><li>News, reports, discussions, events, blogs, groups, advice </li></ul><ul><li>Linking to twitter account? Take care #in...#li </li></ul>
  20. 20. <ul><li>#in </li></ul><ul><li>#li </li></ul>
  21. 21. Basics - Recap <ul><li>Make sure your profile is relevant & up to date </li></ul><ul><li>Build connections </li></ul><ul><li>Use status updates </li></ul><ul><li>Join groups and engage </li></ul><ul><li>Promote events, news, blogs </li></ul>
  22. 22. NOW UNLOCK THE POWER!!
  23. 23. Building Business What 20 companies would you like to work with?
  24. 24. Create News <ul><li>Post a poll </li></ul><ul><li>Ask everyone you know to take part </li></ul><ul><li>Promote it in Groups </li></ul><ul><li>Tweet about it </li></ul><ul><li>Then use the findings in your PR! </li></ul>
  25. 25. Example
  26. 26. Substantiate Your News/Features <ul><li>Ask contacts for insights that can be woven </li></ul><ul><li>into your news or features </li></ul><ul><li>Views </li></ul><ul><li>Comments </li></ul><ul><li>Experiences </li></ul>
  27. 27. Create Content <ul><li>Ask people in a group for their top tips </li></ul><ul><li>Pull together into a branded mini guide </li></ul><ul><li>Host it online </li></ul><ul><li>Credit all contributors </li></ul><ul><li>When it’s ready tell the group </li></ul><ul><li>Contributors will share! </li></ul>
  28. 28. Create Content
  29. 29. Create a Group
  30. 30. Keep in touch effortlessly <ul><li>Use the updates </li></ul><ul><li>Congratulate people on their new jobs </li></ul><ul><li>Interact with their comments </li></ul>
  31. 31. An example... <ul><li>The Great Green Distribution Company </li></ul>
  32. 32. The Linkedin Approach <ul><li>Website link </li></ul><ul><li>“ Great Green Distribution – 30% greener delivery for the same cost” </li></ul><ul><li>Summary rich in relevant key words such as ‘logistics’, ‘green logistics’ </li></ul><ul><ul><li>Slideshare on “how companies can green up” </li></ul></ul><ul><ul><ul><ul><li>Respected e-tailers nationwide recommend you </li></ul></ul></ul></ul><ul><li>Suggest books, articles and blogs on the art of E-tailing, being green, saving money </li></ul><ul><li>Post comments updates, share tips </li></ul><ul><li>Find and answer relevant questions </li></ul><ul><li>Join groups aimed at: retailers, e-tailers, e-commerce, green business, logistics personnel, advisors, environmental enthusiasts - Or create your own! </li></ul><ul><li>Join conversations, ask questions, float ideas </li></ul><ul><li>Where there is interaction...ask to connect </li></ul><ul><li>Search for top 20 e-tailers you want to sell to </li></ul><ul><li>Identify your contacts reaching them </li></ul><ul><li>Ask them for insights..and introductions </li></ul><ul><li>Poll on: Pet hates when buying online </li></ul><ul><li>Organise an event – how to green your business. Promote on Linkedin & in groups </li></ul><ul><li>Connect and engage with key journalists </li></ul><ul><li>Ask experts to share top tips for e-tailing – publish a mini guide </li></ul>
  33. 34. Louise Findlay-Wilson @Louisefw

×