How to attract sales and new business with your LinkedIn Profile

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How to attract sales and new business with your LinkedIn Profile

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How to attract sales and new business with your LinkedIn Profile

  1. 1. USING LINKEDIN TO ATTRACT NEW BUSINESS Christopher Penn, Vice President, Marketing Technology
  2. 2. AGENCY INTRODUCTION
  3. 3. SHIFT COMMUNICATIONS 2012 DIGITAL/SOCIAL AGENCY OF THE YEAR BOSTON 100+ PROFESSIONALSVOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B MARKETERS NEW YORK EMPLOYEE STOCK OPTION PLAN SHIFT IS AMONG THE TOP 5 FIRMS THAT “WILLFEATURE HEAVILY IN A FUTURE WHERE PR IS AT THE HUB OF A NEW ERA OF BRAND COMMUNICATIONS THAT TRANSCENDS MARKETING.” SAN FRANCISCO TECH AND CONSUMER EXPERIENCE AWARD-WINNING BI-COASTAL PRESENCE AGENCY FACTS
  4. 4. CLIENT EXPERIENCE
  5. 5. EARNED MEDIA STRATEGY
  6. 6. EARNED MEDIA STRATEGY OWNED  MEDIA   CREATIVE   RESEARCH   CONTENT   EARNED  MEDIA   ANALYTICS   MESSAGING   PAID  MEDIA  •  As Paid, Owned & Earned Media converge, the 3rd party praise of mainstream media, bloggers and consumers grow more important than ever.•  Today we can use this Earned Media as a hub for Paid & Branded marketing efforts, extending the lifecycle of the company’s most trusted content.
  7. 7. LINKEDIN
  8. 8. WHY LINKEDIN
  9. 9. WHY LINKEDIN
  10. 10. WHY LINKEDIN
  11. 11. CORE CONCEPTS
  12. 12. STACKING HEURISTICS
  13. 13. STACKING HEURISTICS
  14. 14. LADDER UP
  15. 15. SOCIAL STRATEGY IN ONE SLIDE Work right to left Social Media Strategy Who What Why Network Content Objectives Who is going to be your target What content are you going to What are the overall business audience? create or curate to gain interest? objectives and goals? What self-identified characteristics Where will that content come from? How will you measure them? will you look for? What schedule will you use? What indicators will you use to What networks are they on? determine when something’s not Who will be responsible for content working and who makes that call? How will you build the network? creation? Social Media Strategy in One Slide (www.ChristopherSPenn.com and @cspenn)
  16. 16. NETWORK STRATEGY Symmetric Asymmetric
  17. 17. CONTENT STRATEGY Short Form Long Form
  18. 18. PREREQUISITES
  19. 19. OBVIOUSLY HAVE A PROFILE
  20. 20. GET THE APP
  21. 21. COLLATERAL
  22. 22. HEADSHOT
  23. 23. VIDEO
  24. 24. NO VIDEO? TURN ON WEBCAM & G+
  25. 25. PRESENTATIONS ON SLIDESHARE
  26. 26. PUBLICATIONS AND PAPERS
  27. 27. PROFILE
  28. 28. PROFILE LINK
  29. 29. POWER MOVE h5p://cspenn.com/l   h5p://cspenn.com/f   h5p://cspenn.com/g   h5p://cspenn.com/t   h5p://cspenn.com/n    
  30. 30. ELEVATOR PITCH
  31. 31. FIND THE THREADSPhoto  credit:  the  Shopping  Sherpa  h5p://www.flickr.com/photos/49333775@N00/2383975585/sizes/o/  
  32. 32. EXPERIENCE
  33. 33. NOT JUST JOBS
  34. 34. SPEAKING?
  35. 35. AWARDS MATTER
  36. 36. PAPERS, BOOKS, PUBLICATIONS
  37. 37. RACK UP ENDORSEMENTS
  38. 38. RECOMMENDATIONS ARE EARNED MEDIA Never, ever fake them; get as many legitimate, true ones as you possibly can.
  39. 39. CONTENT
  40. 40. PUBLISH DAILY Keep your profile active! At worst, you can always just share the daily SHIFT blog post. *wink wink nudge nudge*
  41. 41. USE BUFFER/HOOTSUITE
  42. 42. USE BUFFER W/FEED READERS Google  Reader  is  going  away  on  July  1,  but  there  are  many  other  choices.  
  43. 43. USE BUFFER W/OUR WEBSITE
  44. 44. USE BUFFER W/OUR WEBSITE
  45. 45. PARTICIPATE IN RELEVANT GROUPS
  46. 46. NETWORK
  47. 47. SAY YES SAY YES UNLESS YOU HAVE A COMPELLING REASON TO SAY NO (there shouldn’t be any drunk pictures to hide on LinkedIn)
  48. 48. DON’T BE THIS GUY #FAIL
  49. 49. BE THIS GUY Great intro that reminds me who this is and why I should connect.
  50. 50. ASK
  51. 51. ASK
  52. 52. ASK Sensing a theme yet?
  53. 53. ASK Sensing a theme yet?
  54. 54. ASK Sensing a theme yet?
  55. 55. INTERACT
  56. 56. INTERACT
  57. 57. WATCH: ARE YOU SELLING?
  58. 58. LINKEDIN IN 10 MINUTES A DAY 1.  Say  hello  every  morning.  (30  seconds)   2.  Share  your  blog  post  of  the  day.  (30  seconds)   3.  Using  Buffer  or  Hootsuite,  share  3-­‐5  industry  arbcles  that  are   worthwhile.     4.  Say  hello  to  any  first  degree  connecbon  you  don’t  know  who   shows  up  on  your  “Visited  Your  Profile”.  (2  minutes)   5.  Check  out  your  clients  or  prospects  in  Signal  every  day.  (2-­‐4   minutes)  
  59. 59. THANK YOU! Q&A

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