MPI Meeting: Mastering LinkedIn as a strategic business asset, to improve brand awareness and increase sales

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Slide deck from presentation to Meeting Professionals International. How to master LinkedIn as a strategic business asset, to improve brand awareness and increase sales

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MPI Meeting: Mastering LinkedIn as a strategic business asset, to improve brand awareness and increase sales

  1. 1. MPI Meeting: Mastering LinkedIn as a strategicbusiness asset, to improve brand awareness andincrease salesPhilip Calvert, Founder of LifeTalk@PhilipCalvert
  2. 2. Why is Social Media important?
  3. 3. Why is Social Media important?
  4. 4. Why is Social Media important?
  5. 5. “We’re not going to use Social Mediabecause all our clients aregrandparents – and they aren’tinterested in all this nonsense.”The average age of becoming agrandparent in the UK is 47.Daycare Trust Survey 2012
  6. 6. Do you know how your clients areusing the Internet?Have you ever asked them?
  7. 7. “I’m not very good at technology”…is no longer an excuse.Make learning about the Internet partof your personal and professionaldevelopment.
  8. 8. Reputation andImage managementtoolsForget “Social Media”
  9. 9. Stop seeing yourwebsite as the beall and end all ofyour onlinepresence.
  10. 10. Tell us something we don’t already know
  11. 11. Tell us something we don’t already know
  12. 12. Tell us something we don’t already know
  13. 13. Many businesses still struggle to get noticedAnd...The Internet is our first choiceas consumers
  14. 14. …we feel under threat from it.Do Doctors feel underthreat from the Internet?
  15. 15. The problem with consumers• They have too many choices• You don’t stand out enough• They don’t have enough time• The Internet is seen as a shortcut• You don’t stand out enough online
  16. 16. Differentiateor Die!
  17. 17. Your Differentiation Plan• In the industry• In your community• In your nicheYour most powerful differentiator is...
  18. 18. What are you doing to get noticed?
  19. 19. • Google Places• YouTube• Blog• LinkedIn• Facebook• Twitter• Google+• SunZu (Ecademy)• Slideshare• EventBrite• FoursquareImage Management tools
  20. 20. What is• May 2003• 200m users. 2 members per second• 200 countries, 10 languages• 21 m visits pm (US) (47m globally)• Up 63% on 2010• 50% in US, 11+ million in UK• Viadeo (35m), Xing (10m), Fast Pitch,Ecademy• Shift from a Jobs site to real-timenetworking• 1 m groups• 2 m company pages• Value: $1.5 - $2 bn• Mobile 2008. 400% growth in pageviews per year• A HUGE mine of data.All LI products help youleverage that data• Invest time because it’sa People Search Engine
  21. 21. NameActive useraccountsFacebook 800 millionTencent QQ 674 millionQzone 480 millionNetease 360 millionWindows LiveMessenger330+ millionTencent Weibo 233 millionHabbo 203 millionTwitter 200 millionSina Weibo 200 millionSkype 145 millionVkontakte 135+ millionBadoo 121+ millionOrkut 120+ millionBebo 117 millionLinkedIn 200+ million
  22. 22. Why are you on LinkedIn?• Find contacts• Find likeminded• Share contacts• Highlight expertise• Shape your personal brand• Get/give answers• Get/give company news• Find/advertise jobs• Find/promote events
  23. 23. Why are you on LinkedIn?• Share status• Find personalised news• Career discussions• Build Community• Search topics andpeople• SEO• Share content• Find contacts• Find likeminded• Share contacts• Highlight expertise• Shape your personal brand• Get/give answers• Get/give company news• Find/advertise jobs• Find/promote events
  24. 24. Invest time in your Profile• People Search Engine• Looking for contacts & expertise – not friends!• Professional credibility• Differentiation• “People Buy People”• Shape your personal brand
  25. 25. Invest time in your ProfileArt Flater
  26. 26. Invest time in your Profile“Specialties: Exceptionally good with sarcastic,smart ass remarks.”“Able to sit in my chair for extended periods of timewithout numbness or fatigue.”“Invented the 2 hour lunch break, which has been adapted by sales slackerseverywhere.”“Attempted to train dealer staff until I realized most were too stupid to accept thetraining. Once I realized that fact, I would just take them to lunch.”Art Flater
  27. 27. Invest time in your Profile“Sat on my chair and bitched at sales reps.”“Sometimes I make a sales call.”“Went to lunch a lot.”“I avoid meaningful engagement and work, if at all possible.”“Talked on the phone and hung out. Took credit for others accomplishments.”Art Flater
  28. 28. Invest time in your Profile• Check visibility > Philip’s Activity > edit
  29. 29. Invest time in your Profile• Check visibility > Philip’s Activity > edit
  30. 30. Invest time in your Profile• Monitor your profile
  31. 31. Pro tip: Thank peoplewho look at yourprofile
  32. 32. ...as a Search Engine.
  33. 33. Search:FinancialPlanner
  34. 34. Profile• Decide your keywords – Very important• Add them to these key profile sections:– Headline– Current work– Past work– Website– Public profile URL– Summary– Specialities– Contact settings• Interests• Skills• Honours and Awards• Groups and Associations• Add extra sections
  35. 35. Note the keywords in name and summary
  36. 36. Note the keywords in name and summary
  37. 37. 1. Note the keywords
  38. 38. 1. Note the keywords2. Customise your public URL
  39. 39. Add keywords near the top of yourSummary section
  40. 40. Include keywords in your Specialties
  41. 41. Profile pages available in other languages
  42. 42. Include keywords in the Experience section
  43. 43. Show yourhuman sideby addingnon-workinterests –plus acouple ofkeywords
  44. 44. “Bouzouki”
  45. 45. Kickboxing
  46. 46. Kickboxing
  47. 47. Kickboxing
  48. 48. Connect – but don’t be lazy!
  49. 49. Connect – but don’t be lazy!
  50. 50. Contact TinaInclude a couple of keywords in your Contact details too
  51. 51. Contact ArtHumour works too!
  52. 52. Profile add ins• Applications– Events– Polls– Projects– Trips– WordPress blog– SlideShare• More Applications– Company Buzz– Amazon reading list– Box.net– Google presentations– iPhone App– Paid advertisementsChange the order to suit whatyou want people to see
  53. 53. Events
  54. 54. EventsChoose EventKeywords
  55. 55. Events
  56. 56. EventsFirst pageGoogle results
  57. 57. Pulls in yourpresentationsfromSlideSharePresentations
  58. 58. SkillsAdd Skills to your profile. LinkedIn will showyou a wealth of related resources...
  59. 59. Skills
  60. 60. Philip Calvert - Skills
  61. 61. Tina Weeks - Skills
  62. 62. Skills – Art Flater
  63. 63. Profile add ins• Applications– Events– Polls– Projects– Trips– WordPress blog– SlideShare• More Applications– Company Buzz– Amazon reading list– Box.net– Google presentations– iPhone /AndroidChange the order to suit whatyou want people to see
  64. 64. Companies
  65. 65. Companies• Build followers by– Adding value– Engaging– Informing• They may never become customers...• But are– Your network– Your advocates
  66. 66. Companies• Promote your company page– Phone– Email– Letters– Business cards– LinkedIn group– Facebook etc– Presentations
  67. 67. CompaniesFollow button for your website, blog etc
  68. 68. CompaniesStatus Updates of 500 characters
  69. 69. CompaniesStatus Updates of 500 characters
  70. 70. CompaniesMeasure what works
  71. 71. CompaniesPro tips• Keep it short• Occasionally ask questions• Include a link• Include an image• Be different and intriguing• How-to articles• ‘Like’ competitions• Ask for a ‘Like’• Test what works– Topic types– Questions– News– Articles– Contests– Events– Day and Time– Style and Tone
  72. 72. Companies Measure what worksAlso:Compare against similar companiesCheck your website visits from LinkedIn
  73. 73. Answers• More tab > Answers• Enhance and recognise perception ofexpertise
  74. 74. News Personalised news based on your profile page
  75. 75. Groups• Build your own Social Networkand Community• Join (50) and/or create yourown• Groups tab > Groups you maylike• Join groups that your targetmarkets join• “Feed the fish”• Promote your group onother Social sites
  76. 76. Apps
  77. 77. New and Important!• Search results will show content from people you know• Your content will show up when other people search• Search results about you, will be based on what otherpeople say about you• (Authentic) Content will rank higher in search results• Engage with people and content– Share, Comment, Like and +1– Answer questions• Adviser Apps
  78. 78. Apps
  79. 79. Through our connections, links, likes, locations,interactions, reputation, interests, content,persona, behaviour and emotions – computerswill tell us who we should meet and why.Google will bring to our attention people andinformation that we didn’t know we needed.And even newer…!
  80. 80. Are you on board?
  81. 81. www.philipcalvert.com

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