Social Media Club Sydney - 24 May 2010


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Using LinkedIn to Build Your Business and Your Professional Brand - Social Media Club Sydney presentation with Clifford Rosenberg and Michael Field

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Social Media Club Sydney - 24 May 2010

  1. 1. <ul><li>Using LinkedIn to build your business and your professional brand </li></ul><ul><li> </li></ul><ul><li>24 May 2010 </li></ul>
  2. 2. <ul><li>What will we discuss tonight? </li></ul><ul><li>The people in this room are the leading lights on social media in this market </li></ul><ul><li>What could you possibly learn about LinkedIn that you don’t already know? </li></ul>
  3. 3. <ul><li>Social Media is mainstream </li></ul><ul><li>Everybody is playing with it, talking about it or advising on it </li></ul><ul><li>Everybody is using it </li></ul><ul><ul><li>watch the Twitter stream on Q&A, </li></ul></ul><ul><ul><li>follow your local café on FaceBook </li></ul></ul><ul><ul><li>compete with your friends on FourSquare to be the mayor of small bar </li></ul></ul><ul><li>Which platform should you be investing in and which will produce the most effective business outcomes? </li></ul>
  4. 4. <ul><li>Disclaimer </li></ul><ul><li>I do not work for LinkedIn </li></ul><ul><li>This is not a pitch and I am not selling </li></ul><ul><li>I don’t use all of the LinkedIn functionality </li></ul><ul><li>This is not a tutorial on how to use every aspect of LinkedIn </li></ul><ul><li>I have not tailored this presentation to your particular circumstance </li></ul><ul><li>The following examples are my personal experiences of using LinkedIn to grow my business and that of my clients </li></ul>
  5. 5. <ul><li>How do most people use LinkedIn? </li></ul><ul><li>Online CV </li></ul><ul><li>Online address book </li></ul><ul><li>Research tool </li></ul><ul><li>Join groups, post articles, post status updates across multiple platforms </li></ul>
  6. 6. <ul><li>How do I use LinkedIn? </li></ul><ul><li>Online CV </li></ul><ul><li>Online address book </li></ul><ul><li>Research tool </li></ul><ul><li>Join groups, post articles, post status updates across multiple platforms </li></ul><ul><li>Community builder and value generator </li></ul>
  7. 7. <ul><li>Connections – how many and what type? </li></ul><ul><li>Calibre of the connection </li></ul><ul><li>Quality of the conversation </li></ul>
  8. 8. <ul><li>LinkedIn– Groups </li></ul>
  9. 9. <ul><li>How do I use Groups? </li></ul><ul><li>Join Groups that are populated by prospective clients </li></ul><ul><li>Engage in conversations </li></ul><ul><li>Start discussions </li></ul><ul><li>Ask/answer questions </li></ul><ul><li>Post news articles </li></ul><ul><li>Be helpful, decent and non judgmental </li></ul>
  10. 10. <ul><li>The story of Next Director </li></ul>
  11. 11. <ul><li>The history of Next Director </li></ul><ul><li>In November 2008, I established a group called Next Director, for aspiring, emerging and practicing company directors </li></ul><ul><li>The purpose of the group was to provide a forum for company directors to connect </li></ul><ul><li>Next Director provides practicing directors with the opportunity to contribute to the director community through sharing their experience and connecting with emerging directors </li></ul><ul><li>At around that time, I also launched a strategic marketing consulting business </li></ul><ul><li>My target market audience was C-suite executive and board/director level </li></ul>
  12. 12. <ul><li>The history of Next Director </li></ul><ul><li>2008 </li></ul><ul><li>Launched November </li></ul><ul><li>2009 </li></ul><ul><li>February – 300 members </li></ul><ul><li>September 780 members </li></ul><ul><li>2010 </li></ul><ul><li>January - launched Silent Director </li></ul><ul><li>February 1000 members </li></ul><ul><li>Today 1,700 members </li></ul>
  13. 13. <ul><li>Global reach </li></ul><ul><li>47% Australia </li></ul><ul><li>30% United States </li></ul><ul><li>7% United Kingdom </li></ul><ul><li>* Remainder are from Canada, Chile, Ireland, Netherlands, Belgium, Switzerland, Russian Federation, UAE, Japan, China, Hong Kong, India, Singapore and New Zealand. </li></ul>
  14. 14. <ul><li>Role and influence </li></ul><ul><li>50% senior managers seeking directorships </li></ul><ul><li>16% executive directors </li></ul><ul><li>2% are Chairmen </li></ul><ul><li>* remainder are academics, regulators, governance advisors etc </li></ul>
  15. 15. <ul><li>Successes </li></ul><ul><li>Global Fashion Brand – Introduction to the US market </li></ul><ul><li>Telco – Appointed to major project </li></ul><ul><li>Investment Bank – Access to $20mill+ in funding </li></ul><ul><li>TripIt – Multiple high level introductions </li></ul><ul><li>100% of business generated has been INBOUND! </li></ul>
  16. 16. <ul><li>Starting a group – who do you need involved? </li></ul><ul><li>If you absolutely MUST establish your own group, please consider the following guidelines. </li></ul><ul><ul><li>Check and see if there is already a related group </li></ul></ul><ul><ul><li>Are they doing a good job? Perhaps they would appreciate some help? </li></ul></ul><ul><ul><li>Offer to manage or moderate the group </li></ul></ul><ul><ul><li>It may be better to join and support an existing group </li></ul></ul><ul><ul><li>Start by posting articles, asking/answering questions and engaging in the community </li></ul></ul>
  17. 17. <ul><li>Starting a group – what is required? </li></ul><ul><li>Strategy </li></ul><ul><li>Structure </li></ul><ul><li>People </li></ul><ul><li>Processes </li></ul>
  18. 18. <ul><li>Starting a group – what is the strategic objective? </li></ul><ul><li>Staff engagement </li></ul><ul><li>Customer engagement </li></ul><ul><li>Competitive positioning </li></ul><ul><li>Trojan horse </li></ul><ul><li>Other </li></ul>
  19. 19. <ul><li>Starting a group – what is the appropriate structure? </li></ul><ul><li>Open group </li></ul><ul><li>Invitation only </li></ul><ul><li>Membership criteria </li></ul><ul><li>Participation criteria </li></ul><ul><li>Segmentation (subgroups) </li></ul>
  20. 20. <ul><li>Starting a group – what processes do you need? </li></ul><ul><li>Membership Guidelines </li></ul><ul><li>Participation Guidelines </li></ul><ul><li>Moderation and management </li></ul><ul><li>Content sourcing </li></ul><ul><li>Dispute resolution </li></ul>
  21. 21. <ul><li>Starting a group – who do you need involved? </li></ul><ul><li>Members </li></ul><ul><li>Contributors </li></ul><ul><li>Moderators </li></ul><ul><li>Managers </li></ul><ul><li>Industry support </li></ul><ul><li>Influencers </li></ul>
  22. 22. <ul><li>What can you do right now to utilise LinkedIn to build your business and your professional brand </li></ul><ul><li>Develop a personal and organisational LinkedIn strategy </li></ul><ul><li>Establish and/or update your LinkedIn profile 100% </li></ul><ul><li>Invite friends, employers, suppliers, collaborators and influencers to connect </li></ul><ul><li>Ask for testimonials </li></ul><ul><li>Join relevant groups </li></ul><ul><li>Consider starting your own group </li></ul><ul><li>Post relevant, newsworthy links, articles </li></ul><ul><li>Ask and answer questions </li></ul><ul><li>Promote your LinkedIn profile on your website, email, blog etc </li></ul>
  23. 23. [email_address] Mobile: 0417 900 109