Presentation for DFW Social Media Marketing on August 17, 2009

Are You &/or Your Company
ready to be LinkedIn ?
®

DFW Social Media Marketing
August 17, 2009

© Copyright 2003-2008 - Integrated Alliances - All Rights Reserved
August 17, 2009 1
PDF compression, OCR, web optimization using a watermarked evaluation copy of CVISION PDFCompressor

Business Õnline Networking
North TX Affiliate of Integrated Alliances
BÕN Instructors • Est. 2003 in Denver, Colorado
– Training on LinkedIn since Q1
• Diana Gats 2006
The Alternative Board–Dallas – 10 US Training Locations with
Metro West IA-Certified Instructors
VPT Enterprise, LLC
• CEO - Mike O’Neil
P: 972-255-5634
diana.gats@TAB-DallasMetroWest.com – (24,000 LinkedIn Connections)
http://linkedin.com/in/dianagats
• World leader with 400+ Group
• Lucinda Ruch Training +7000 students
– Workshops, Webinars, Speaking
The Alternative Board–N. Dallas at conferences
Facilitating Into The Future, LLC

P: 972-370-2386
• Dozen varieties of LinkedIn,
lruch@TAB-NDallas.com Social Media training
http://linkedin.com/in/lucindaruch – Basics, Sales, Marketing,
Recruiting, Profiles, Groups…

August 17, 2009 2

Key Social Media Players
• A Social Network
is a community of
Harvard Stanford people
Stanford, Oxford • Social Networks
vary - interests,
members & uses

• LinkedIn caters to
a BUSINESS
r? MIT
se fo
audience
he
sing t
y are u
man ess
How Busin g
- itin
-R ecru arch
Se g
-Job onnectin
c
-Re- ecting nce
n Inte llige
-Con petitive
-Com l Fun
ia
-Soc

August 17, 2009 33


Today’
Today’s Objective:
Answer these questions . . .
What is LinkedIn?

Why would I use LinkedIn?

What are key components?

What can you do immediately?

Tips

Property of Diana S. GatsIntegrated Alliances - All Rights Reserved
© Copyright 2003-2008 -
August 17, 2009 4

Value & Success Stories
• Assemble LinkedIn components to support your new
Marketing strategy
• Tool to Obtain more clients or a new job
• Connect with prior colleagues
• Build awareness of your business & you – how many
people are looking at you?
• Leverage Google searches
• Huge user compiled database
• Post events to get to (invisible) people
• Find & share with others who have common interests
• Resource for questions
© Copyright 2003-2008 -
August 17, 2009 5

LinkedIn = Strategic Marketing Tool
• HUGE Database on www
– 43M users

• Information about you and
your company is a record

• The records are connected

• The connections form a network
YOU can use

• What can you do with a LinkedIn
database of 43M users? Database

© Copyright 2003-2008 -
August 17, 2009 6

7

LinkedIn ®

• Launched in May 2003 (Founded in CA, Bay area)

• A free business-oriented social networking site mainly used for
professional networking

• Double in Size in the past year:
– July 2008: 22 million members and 157 staff
– July 2009: 43 million members and 375 staff

• Includes professionals from 170 different industries and
Executives from ALL of the Fortune 500

• Adding 500,000 new users per WEEK

• Owned by Bain Capital

• #1 On-Line Business Network
August 17, 2009 7

LinkedIn Member Demographics ®

LinkedIn’s targeting
LinkedIn s rich profile data allows for highly accurate and valuable targeting

Entire Network = 43+ Million Professional Members

Segment Examples
Small &
Business Financial
Medium Sales Marketing Startup Corporate IT Career
Decision Service
Business Professionals Professionals Professionals Executives Professionals Changers**
Makers Professionals
Professionals

Professionals Directors & Finance Professionals Marketing Professionals Directors & Professionals Professionals
working in Above At Professionals, Whose Job Professionals, working at Above At whose job who have
companies with Any Size or those who Function is or those who companies with Companies function is IT changed
between 50 Company work in the Sales work in the 1-50 With More or positions or
and 500 Financial Marketing & employees Than 500 Engineering employers in
employees Services Advertising employees the last 60
Industry Industry days

3.6 million 5.8 6.2 million 2.4 million 2.3 million 3.4 million 2.0 million 4.6 million 970k
million

Custom Audience Segments
Job function Industry Company Size Seniority
Gender # of Connections DMA Age
August 17, 2009 8

LinkedIn Members
• LinkedIn User Stats
– Average Household Income - $109,000
– Average Years of Experience – 15 yrs.
– Average Age – 41 yrs.
– >36% “Decision-makers”
– 2.3M have >3 PC’s in the home
– 3M listened to iTunes in the last 30 day
– 1.8M own a Blackberry or Treo device

1Source: LinkedIn Web site & Advertising Age
© Copyright 2003-2008 -
August 17, 2009 9

Basics:
LinkedIn.com Home Page Tour Live

• Key Components
– People - Jobs - Answers - Companies - Accounts & Settings
© Copyright 2003-2008 -
August 17, 2009 10

Basics:

• Search
– People - Jobs - Companies - Answers - Inbox - Groups
© Copyright 2003-2008 -
August 17, 2009 11

Basics:

• Home

• Groups**

• Profile*

• Contacts*

• Inbox*

• Applications
- Events**

*This is a subject of: Profiles Plus Class
**This is a subject of: Sales & Marketing Class

© Copyright 2003-2008 -
August 17, 2009 12

Basics:

• Inbox

• Network Updates

• Group Updates*

*This is a subject of: Sales & Marketing Class

© Copyright 2003-2008 -
August 17, 2009 13

Basics:
LinkedIn Components LinkedIn

Accounts &
People Jobs Answers Companies Search
Settings

Search
Home Jobs Home Answer Home Account People
Companies

Advanced Job Advanced Browse
Groups Setting Jobs
Search Answer Search Industries

Add a
Profile My Q&A Profile Setting Companies
company

Ask Companies in Email
Contacts Answers
Questions your network Notification

Answer Home Page
In Box Inbox
Questions Setting

Applications
RSS Setting Groups

Reading List Groups

Events Personal

Google Privacy

Slideshare
My Network

© Copyright 2003-2008 -
August 17, 2009 14

Methodology Overview
STEP 0 STEPS 1- 4

Strategy Profile Network Applications Searching

• Most start / started here

• Very few have developed a clear strategy for how to use LinkedIn

© Copyright 2003-2008 -
August 17, 2009 15

Step 0: Your Strategy

Your Strategy for using LinkedIn
Think about the people you know, would like to get
Think about
the people you know, would like to get
reacquaintedwith, those who could be beneficialbe beneficial in
reacquainted with, those who could in
providing them as well or credibility. Think about how
providing information
to attract
information or credibility.
as find them.
Think about how to attract them as well as find them.

© Copyright 2003-2008 -
August 17, 2009 16

Step 1a: LinkedIn Profile

Who are you?
Who is your
company?
Who do you want
to attract?

Profile Development
Harnessing the power of a well-developed profile.

© Copyright 2003-2008 -
August 17, 2009 17

(Personal) Profile Is . . .
Live

• Your web page on the
LinkedIn web site
– Your Identity
• Biography, Brochure, or Ad

– About YOU and your organization

– Must Match the official company
story
– Forward Thinking
– MARKETING-ORIENTED
– Focused on KEYWORDS
that attract others

Tip: Microsoft Word Template – Provided in LinkedIn Workshops

© Copyright 2003-2008 -
August 17, 2009 18

Profile Components Live
• Header/Headline
– Incl. photo
• Summary and Specialties*
• Experience (Work History)*
• Education*
• Additional Information*
– Web Sites
– Interests
– Groups and Associations
• Contact Settings*
• Recommendations*

*This is a subject of: Profile Plus Class

© Copyright 2003-2008 -
August 17, 2009 19

Tip: Ask for Recommendations Live

August 17, 2009 20

LI Profile:
Your Face to the World

August 17, 2009 21

Tip: Get the Word Out –
Use your Status Bar to communicate! Live

August 17, 2009 22

Tip: Track your Marketing Presence Live

• Your profile has been viewed by 15 people in the last 7 days
• Who’s Viewed My Profile?
Tip: To see more people, upgrade your account.
© Copyright 2003-2008 -
August 17, 2009 23

Information without Searching*
• Who is:
– Updating their profile
– Connecting to who
– Joining what group
– Recommending who

• When viewing an individual profile who else did they
also view

• Etc. . .


© Copyright 2003-2008 -
August 17, 2009 24

Step 1b: Company Profile

Description

Specialties

Employees

Statistics

© Copyright 2003-2008 -
August 17, 2009 25

Company Profile:
Live

• Company
Overview
• Locations
• Company
Statistics
• News

August 17, 2009 26

Step 2: Build Your Network:
What’s Your Plan?

Build Your LinkedIn Network
Think about who you want to be
connected to strategically as well as
colleagues. Connections matter!

© Copyright 2003-2008 -
August 17, 2009 27

Philosophy of Connecting:
Small vs. Large
Six degrees of separation “Example”
• Small Networks
– Nice to “vouch” for and qualify Your Connections 183
your connections Your trusted friends
– Best for Executives, especially & colleagues
at large companies Two Degrees away 82,300
Friend of friends,
each connected to
one of your
• Big Networks connections
– More prospects
Three degrees 6,035,200
– More INBOUND connections away
– More respect, sought after Reach these users
– Best for Sales, Recruiting, Job through a friend and
Seekers one of their friends

• Personal decision – how many
you connect to

© Copyright 2003-2008 -
August 17, 2009 28

Invite Super-Connected People
• Builds overall network size FAST

• Recruiters have largest LinkedIn networks

• Profiles say 500+ connections

• Invite to connect

• Search on “LION” and “TopLinked.com”

© Copyright 2003-2008 -
August 17, 2009 29

Invitation Process
• Invite people already on LinkedIn!
– Conserves Invitations, already have networks

• Invite individuals
– Custom message to each, reference info in profile

• Invite Small Groups of Individuals*
– Networking event (business cards)
– Alumni meeting
– Custom message to group

• Invite a LARGE Group*
– Same message to all
– Upload a database (Excel, CSV)
– Beware of potential issues if not done right
Tip: People Not on LinkedIn - Forward email of BÕN training sessions

© Copyright 2003-2008 -
August 17, 2009 30

Invitation Accepting Process Live

Use this for Invitations you
Use this in most cases do not want to accept
Tip: Never use
this
© Copyright 2003-2008 -
August 17, 2009 31

Turn Invitations into Opportunities

© Copyright 2003-2008 -
August 17, 2009 32

Step 3: Applications
Join or Create Groups Live

• Join to get notice of meetings, education, people of same
interest, etc
• Create groups (for Social Media Marketing)
© Copyright 2003-2008 -
August 17, 2009 33

Group Messaging Bus
in ess
Ex amp
le

• Invite group to view your website or video on YouTube
© Copyright 2003-2008 -
August 17, 2009 34

Find or Create Events

Property of 2003-2008 -
© CopyrightDiana S. GatsIntegrated Alliances - All Rights Reserved
August 17, 2009 35

Integrated Business Applications

Using applications in LinkedIn
Think about which tools support your strategy?
What tools will you still use with LinkedIn?
Which applications attract? Find your targets?
Are you using them individually or integrated?

August 17, 2009 36

Tool: Presentation and Slideshare
Jamey Milionis Wozniak – Business Owner
Joe’
Joe’s Hitch, Trailer and Truck Accessories

• Slide Share
.ppt
• Share
• Download
• Favorite
• Tweet

Attracted
24 Views!
© Copyright 2003-2008 -
August 17, 2009 37

Tool: Create Polls

August 17, 2009 38

Tip: Use LinkedIn Answers

August 17, 2009 39

Tip: Be Seen As An Expert –
Answer Questions

August 17, 2009 40

Step 4: Search Capabilities

Search the LinkedIn Network
Wealth of information at your fingertips!
Think about how to leverage user
generated data into knowledge you can
use.

© Copyright 2003-2008 -
August 17, 2009 41

Searching (SEO)
Search for an Individual target by:
– Name and other distinguishing characteristics to quickly locate the person
– Common interests – Groups & keywords
– Shared relationships – Get introduced

Search for Information & Knowledge:
– Access information never available before and member reliable
– Find the right knowledge, or groups to make you more productive
– Find the right groups to get you noticed
– Know your competition

Search on Events
Search by skill sets to surface “inroads” to be “Advocates” into your
target companies

Conduct reference searches on potential job candidates and business
partners

Saved Searches

© Copyright 2003-2008 -
August 17, 2009 42

Tip: Master Search Screen

Full Name

First and
Last name
Company

Always by
Key words
anywhere!

August 17, 2009 43

Search (LinkedIn) Events

August 17, 2009 44

Use Reference Search

August 17, 2009 45

Searching* “Examples”

Objective: Business Development or Job
Search
– Companies that you need contact info
– Possibly size and employees
– Possibly by Industry or Geography
– Individuals – Titles, Summary, Interests
– Competitors
– A relationship who can introduce you to a key contact
– Etc.


August 17, 2009 46

Use Company Search
to Gain Insights

ge
s l ed ees
iew w oy
rv k no pl
n te e em
I i v r
b tit io
- Jo pe Pr
om n t& t
-C re tac
ur on
-C c
to

August 17, 2009 47

Success Stories
Job Search Monster & Dice failed. LinkedIn: 2 Interviews and
a job thru linking to a former TI colleague —
Ron Scott, DRS

Job Search LinkedIn was key to landing 2 jobs in a row —
Scott Schultz, Enterprise Sales Executive, KRONOS Software

Intelligence LinkedIn provided information that would never
Search be readily available on the internet, providing a
small company the inside knowledge to bid like a
large company; Several $1000’s in the pipeline
now
- David Lethe, SANSTools, Inc.

© Copyright 2003-2008 - Integrated Alliances - All RightsCopyright
© Reserved 2003-2009 - IntegratedSocial Media Marketing Rights Reserved
DFW
August 17, 2009- All
Alliances 48

Success Stories
Get noticed Mayor Candidate hit page 1, 2 entries, within 4
FAST!! days of posting on LinkedIn. LinkedIn kept Mayor
Candidate in the top 2 slots on Google, pg 1 -
some days ahead of the existing Mayor. Was
always ahead of (6 yr) councilman opponent.

Here’s the traffic on LinkedIn: “Your profile has been
Increase SEO!! viewed by 7 people in the last 7 days. In the last 3 days, you
have appeared in search results 8 times.” - Mayor Candidate

Sales ROI: 1 Hour on LinkedIn generated $10K in sales and
a bid for $75K Kimberly May, President of WnR, Inc, TAB

Sales Posted LinkedIn Profiles Plus as Event. Yogi Patel,
searched, found & attended class. 3x since Yogi
Yogi Patel, Pratham USA

August 17, 2009 49

Paula's LinkedIn Success Story ®

• In January 2003 Paula was a research analyst at Verizon who worked
with Leigh Ann, a research manager.
• In April of 2003 Leigh Ann moved to Seattle to work for Microsoft.
• Before Leigh Ann moved she connected with Paula via LinkedIn.
• Fast forward to 2007 – Paula became a Virtual Assistant and updated
her LinkedIn profile to reflect her career change.
• Leigh Ann read the weekly “Status Update” email that LI sends out
and noted Paula’s career change.
• Fast forward to 2008 – Leigh Ann has lunch with Brenda, a vendor who
lives in San Francisco, who mentions that Brenda is looking for an
administrative support. Leigh Ann remembers Paula’s career change
and connects Brenda with Paula.

Paula gained Brenda as a client because of LinkedIn.
August 17, 2009 50

Success Stories
LinkedIn’
Refer to LinkedIn’s Resource Center for $250K – Millions Successes:
• Investment Banker Uses LinkedIn to Land
$300,000 in New Business
• SVP Gets $250,000 Opportunity Because of
LinkedIn
• VP of Sales and Business Development Makes
Millions Using LinkedIn

Independent Surveys *:
81% Generated exposure for my business 52% Helped rise in search engine rankings
61% Increased my traffic/opt in list 35% Helped me close business

*Source: Michael Stelzner, Social Media Marketing Industry Report 2009 Market Tools

© Copyright 2003-2008 -
August 17, 2009 51

Define Your LinkedIn Strategy
Strategy Profile Network Applications Searching
Attracting: Find Me
Targeting: Find New Opportunities
Profile Network Applications Searching
Robust profile Join / Create Presentations / Targeted
Groups Slideshare / Video Searches
Robust Individual Tool bars Routine
company profile Connections Searches
Open / super Polls
connections
Find Events Mobile
Blog
Ask / respond
to messages

© Copyright 2003-2008 -
August 17, 2009 52

Tip:
Do You Know these: Gotcha’s*
• LinkedIn gives you a lifetime supply of 3,000 invitations
– You don’t know how many you have left until you are down to your last 1,000.
– Replying to an Invite through LinkedIn counts as an Invite
(Invite is different then connecting)
• “I Don’t Know Bob” – IDK
– One option for responding to an invitation
– Penalizes the sender
– Just a few of these (5) and your account gets restricted
• Direct Selling
– A partnership approach to selling activities works best.
– Leads to IDK’s, ignoring of communications
• Account Frozen
– Send an e-mail to customer_service@linkedin.com asking for re-instatement
• Make sure you have only 1 profile
– If more then one, need to delete others (Make sure you know how to do it!)


© Copyright 2003-2008 -
August 17, 2009 53

Value & Success Stories
Assemble LinkedIn components to support your new
Marketing strategy
Tool to Obtain more clients or a new job
Connect with prior colleagues
Build awareness of your business & you – how many
people are looking at you?
Leverage Google searches
Huge user compiled database
Post events to get to (invisible) people
Find & share with others who have common interests
Resource for questions
© Copyright 2003-2008 -
August 17, 2009 54

Recommendations for Attendees
• What are possible next steps?
– Do You Have a LinkedIn strategy
– Join groups
– Search for events, colleagues, companies, and new connections
– Update your status regularly
– Add at least one application

• Training Sessions with BÕN Instructors

• Other BÕN Services for Individuals and Businesses
– Customized Training & Consulting
– Profile Setup Services

August 17, 2009 56

Hands-
Hands-on Training Workshops

LinkedIn Workshops
Presented by
Business Online Networking (BÓN)
LinkedIn Profile Plus “The Official North Texas Affiliate of Integrated Alliances”

September 11, 2009 This series of two-hour, instructor-led, hands-on workshops will be taught with web access so you can work on
your LinkedIn® profile in class. When you finish this series you will be able to strategically use LinkedIn® to find
customers and be found by them. Your on-line business presence with be greatly improved.

Class #1: LinkedIn® Profiles PLUS September 11, 2009 1:30–3:30 pm Cost: $69.00
The Profile PLUS Development Workshop is for new or experienced LinkedIn users. A strong LinkedIn® profile builds your
professional brand, increases your credibility, positions you higher in Google® searches, and makes you more attractive to
do business with and a more desirable candidate. This nuts and bolts program will help you to create a professional, eye
catching profile that will put you ahead of your competition. This two-hour workshop provides
expert education. You must have a LinkedIn profile in place prior to the workshop! Please visit www.LinkedIn.com to
begin your profile.
To Register click here, or type in:
http://lippftwcarrollton091109.eventbrite.com

Location of Workshops: eeParts 1505 Wallace Drive, Suite 102, Carrollton, TX 75006
Sponsored by EduCorp
_____________________________________________________________________________
LinkedIn Sales & Class #2: LinkedIn® Sales & Marketing August 21, 2009 1:30–3:30pm Cost: $69.00
The LinkedIn® Sales and Marketing Workshop teaches those responsible for bringing business in the door how to use the

Marketing LinkedIn® tool most effectively to make more money for your company and for you. Beyond basic education on LinkedIn,
it covers specific strategies for the most common selling scenarios – hunting for business, named/targeted accounts,
territories, vertical markets, business partners and sales channels. This course jump starts you on your marketing plan

September 25, 2009 with strategies for on-line branding, creating/managing LinkedIn Groups and search engine optimization.
It is highly recommended that you take Profiles Plus Class prior to Sales & Marketing.

To Register click here, or type in:
http://lismftwrichardson092509.eventbrite.com

Location of Workshop: DeVry University 2201 N. Central Expressway, Suite 200, Richardson, TX 75080

Contact BóN Instructors
Diana S. Gats 972-255-5634 Diana.gats@TAB-DallasMetroWest.com
Lucinda Ruch 972-370-2386 LRuch@TAB-NDallas.com

© © Copyright 2003-2008Integrated Alliances - AllAll Rights Reserved
Copyright 2003-2008 - - Integrated Alliances - Rights Reserved
August 17, 2009 57

• Please take our survey!

• Invite us (Lucinda & Diana) to be speakers at Lunch &
Learn sessions or other events

• Sign up for Training

• Come see us and invite us to be “LinkedIn”
– http://linkedin.com/in/dianagats
– http://linkedin.com/in/lucindaruch

• Business card for drawing

August 17, 2009 58

Presentation for DFW Social Media Marketing on August 17, 2009

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