Uploaded byPhilip Calvert
MPI Meeting: Mastering LinkedIn as a strategic business asset, to improve brand awareness and increase sales
The document discusses the importance of leveraging LinkedIn as a strategic business asset for enhancing brand awareness and driving sales. It emphasizes the need for businesses to differentiate themselves online, invest time in optimizing their LinkedIn profiles, and actively engage with their network to be noticed. Additionally, it highlights various strategies for managing one's online reputation and effectively using social media to connect with potential clients and promote expertise.
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MPI Meeting: Mastering LinkedIn as a strategic business asset, to improve brand awareness and increase sales
- 1. MPI Meeting: MasteringLinkedIn as a strategic business asset, to improve brand awareness and increase sales Philip Calvert, Founder of LifeTalk @PhilipCalvert
- 5. Why is SocialMedia important?
- 6. Why is SocialMedia important?
- 7. Why is SocialMedia important?
- 9. “We’re not goingto use Social Media because all our clients are grandparents – and they aren’t interested in all this nonsense.” The average age of becoming a grandparent in the UK is 47. Daycare Trust Survey 2012
- 10. Do you knowhow your clients are using the Internet? Have you ever asked them?
- 11. “I’m not verygood at technology” …is no longer an excuse. Make learning about the Internet part of your personal and professional development.
- 12. Reputation and Image management tools Forget“Social Media”
- 14. Stop seeing your websiteas the be all and end all of your online presence.
- 15. Tell us somethingwe don’t already know
- 16. Tell us somethingwe don’t already know
- 17. Tell us somethingwe don’t already know
- 18. Many businesses stillstruggle to get noticed And... The Internet is our first choice as consumers
- 19. …we feel underthreat from it. Do Doctors feel under threat from the Internet?
- 20. The problem withconsumers • 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
- 21.
- 22. Your Differentiation Plan •In the industry • In your community • In your niche Your most powerful differentiator is...
- 24. What are youdoing to get noticed?
- 25. • Google Places •YouTube • Blog • LinkedIn • Facebook • Twitter • Google+ • SunZu (Ecademy) • Slideshare • EventBrite • Foursquare Image Management tools
- 27. What is • May2003 • 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-time networking • 1 m groups • 2 m company pages • Value: $1.5 - $2 bn • Mobile 2008. 400% growth in page views per year • A HUGE mine of data. All LI products help you leverage that data • Invest time because it’s a People Search Engine
- 28. Name Active user accounts Facebook 800million Tencent QQ 674 million Qzone 480 million Netease 360 million Windows Live Messenger 330+ million Tencent Weibo 233 million Habbo 203 million Twitter 200 million Sina Weibo 200 million Skype 145 million Vkontakte 135+ million Badoo 121+ million Orkut 120+ million Bebo 117 million LinkedIn 200+ million
- 29. Why are youon 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
- 30. Why are youon LinkedIn? • Share status • Find personalised news • Career discussions • Build Community • Search topics and people • 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
- 31. Invest time inyour Profile • People Search Engine • Looking for contacts & expertise – not friends! • Professional credibility • Differentiation • “People Buy People” • Shape your personal brand
- 32. Invest time inyour Profile Art Flater
- 33. Invest time inyour Profile “Specialties: Exceptionally good with sarcastic, smart ass remarks.” “Able to sit in my chair for extended periods of time without numbness or fatigue.” “Invented the 2 hour lunch break, which has been adapted by sales slackers everywhere.” “Attempted to train dealer staff until I realized most were too stupid to accept the training. Once I realized that fact, I would just take them to lunch.” Art Flater
- 34. Invest time inyour 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
- 35. Invest time inyour Profile • Check visibility > Philip’s Activity > edit
- 36. Invest time inyour Profile • Check visibility > Philip’s Activity > edit
- 37. Invest time inyour Profile • Monitor your profile
- 38. Pro tip: Thankpeople who look at your profile
- 39. ...as a SearchEngine.
- 40.
- 41. Profile • Decide yourkeywords – 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
- 42. Note the keywordsin name and summary
- 43. Note the keywordsin name and summary
- 45. 1. Note thekeywords
- 46. 1. Note thekeywords 2. Customise your public URL
- 49. Add keywords nearthe top of your Summary section
- 50. Include keywords inyour Specialties
- 51. Profile pages availablein other languages
- 52. Include keywords inthe Experience section
- 55. Show your human side byadding non-work interests – plus a couple of keywords
- 56.
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- 61. Connect – butdon’t be lazy!
- 62. Connect – butdon’t be lazy!
- 63. Contact Tina Include acouple of keywords in your Contact details too
- 64.
- 65. 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 advertisements Change the order to suit what you want people to see
- 66.
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- 68.
- 69.
- 70.
- 71. Skills Add Skills toyour profile. LinkedIn will show you a wealth of related resources...
- 72.
- 73. Philip Calvert -Skills
- 74. Tina Weeks -Skills
- 75. Skills – ArtFlater
- 76. Profile add ins •Applications – Events – Polls – Projects – Trips – WordPress blog – SlideShare • More Applications – Company Buzz – Amazon reading list – Box.net – Google presentations – iPhone /Android Change the order to suit what you want people to see
- 77.
- 78. Companies • Build followersby – Adding value – Engaging – Informing • They may never become customers... • But are – Your network – Your advocates
- 79. Companies • Promote yourcompany page – Phone – Email – Letters – Business cards – LinkedIn group – Facebook etc – Presentations
- 80. Companies Follow button foryour website, blog etc
- 81. Companies Status Updates of500 characters
- 82. Companies Status Updates of500 characters
- 83.
- 84. Companies Pro tips • Keepit 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
- 85. Companies Measure whatworks Also: Compare against similar companies Check your website visits from LinkedIn
- 86. Answers • More tab> Answers • Enhance and recognise perception of expertise
- 87. News Personalised newsbased on your profile page
- 88. Groups • Build yourown Social Network and Community • Join (50) and/or create your own • Groups tab > Groups you may like • Join groups that your target markets join • “Feed the fish” • Promote your group on other Social sites
- 89.
- 93. 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 other people 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
- 95.
- 96. Through our connections,links, likes, locations, interactions, reputation, interests, content, persona, behaviour and emotions – computers will tell us who we should meet and why. Google will bring to our attention people and information that we didn’t know we needed. And even newer…!
- 98. Are you onboard?
- 99.