Talk about my business and what I do. I put together this workshop series because this is the process I went through for my business and I wanted to share it with other small business owners. I do no paid marketing or advertising for my business – while there is a place for both traditional marketing and social media marketing, I really want to educate small business owners on this free marketing resource if the cost of traditional marketing is going to break your bank. Housekeeping – do you have all the handouts? The URLs I’ll be referring to are listed in your resource guide. If I missed one, just let me know and I’ll email it to you. Extension cords and power strips in the back. Bathrooms are around the corner…If you need to go, GO! Short introductions through the room – 15 second, name, business and why you’re here. I want this hour to be a conversation more than a dialogue – I find that the groups I interact with get more from the discussion this way.
I like to show this slide because it is a great visual that brings everything together. Those who you engage with via social media need a place to “land” which is your website. The reason you want people coming to your website is because that’s where you’re going to house your content. You use the social media platforms to drive traffic to your website and to the other social media platforms. For example, your customers might not be aware of your business blog, but you can use Twitter to find your readers and drive them to your blog by mentioning a post you just wrote. Does this make sense?
When determining where to begin with LinkedIn, you need to figure out a STRATEGY (a game plan). How does LinkedIn fit into your overall social media marketing strategy? What are the outcomes you want to measure? Is it more phone calls? More traffic through your door – to your website? Are you trying to reach a certain demographic? TOOLS – The tool that we’re going to use is LinkedIn. CURRICULUM – You’re here because you want to learn about LinkedIn or learn more about LinkedIn as it pertains to your business. I personally do a LOT of reading – blogs, white papers – and I have social media mentors who have been great guides…I’ve also gone to a lot of workshops and presentations. And I continue to do all of this…this is a continuously changing landscape, so continuing education is a MUST. TACTICS – How are you going to implement what you’ve learned here to achieve your desired outcome? How are you going to use LinkedIn to drive your overall strategy? METRICS – How are you going to know whether you’ve been successful or not? Based upon your strategy, you need to measure progress. Whether that’s Google Analytics, the number of connections…– if we Google ourselves, are we showing up higher in the search results…what are we going to use to measure success or failure? Doug Mitchell at CreateWOWMedia created a pretty amazing case study on how his group has helped Boesen the Florist through social media. The URL to download the report is listed on the resource page.
The &quot;gated-access approach&quot; (where contact with any professional requires either a preexisting relationship, or the intervention of a contact of theirs) is intended to build trust among users. LinkedIn allows users to research companies with which they may be interested in working. When typing the name of a given company in the search box, statistics about the company are provided. These include the ratio of female to male employees, the percentage of the most common titles/positions held within the company, the location of the company's headquarters and offices, and a list of present and former employees LinkedIn Answers , allows users to ask questions for the community to answer. This feature is free and the identity of the people asking and answering questions is known. You appear as an expert in your field if you are helping others with your knowledge. Each week, I get an update indicating which of my connections have answered what questions. Pretty Powerful…I asked a WordPress question. The searchable LinkedIn Groups feature allows users to establish new business relationships by joining alumni, industry, or professional and other relevant groups. LinkedIn groups can be created in any subjects and by any member of LinkedIn. Some groups are specialized groups dealing with a narrow domain or industry whereas others are very broad and generic. In mid-2008, LinkedIn launched LinkedIn DirectAds as a form of sponsored advertising. Pay-per-click and demographic specific In October, 2008, LinkedIn enabled an &quot;applications platform&quot; that allows other online services to be embedded within a member's profile page. For example, among the initial applications were an Amazon Reading List that allows LinkedIn members to display books they are reading, and a connection to WordPress and TypePad which allows members to display their latest blog postings within their LinkedIn profile.
I know this is a lot to take in. Please make good use of the resource guide I’ve give you, my contact information is on the bottom. If there’s a workshop that you’d like to come to, but you have a conflict, based on demand for this series, I’ll put together another series for the fall. I encourage you to sign up for my newsletter which is where I’ll be announcing the dates for those. I also keep office hours to answer questions about starting your business and social media marketing and anything else that’s on people’s mind. Sign up for my newsletter which is where I’ll announce the dates/times.
Small Business Social Media Marketing Suzanne Hull Contemporary Business Solutions [email_address] Twitter: @contempbusiness LinkedIn
LinkedIn 101 <ul><li>What is LinkedIn? </li></ul><ul><li>Create a Profile </li></ul><ul><li>Create a Company Page </li></ul><ul><li>How to Engage </li></ul><ul><li>Homework </li></ul>
What is LinkedIn? <ul><ul><li>LinkedIn is a business-oriented social networking site. Founded in Dec 2002 and launched in May 2003, it is mainly used for professional networking. As of 15 June 2010, LinkedIn had more than 67 mil registered users, spanning more than 200 countries. </li></ul></ul><ul><ul><li>www.wikipedia.org </li></ul></ul>
How Does it Work? <ul><li>The purpose of the site is to allow users to maintain a list of contact details of people they know and trust in business. The people in the list are called Connections . Users can invite anyone (whether a site user or not) to become a connection. </li></ul><ul><ul><li>www.wikipedia.org </li></ul></ul>
How do I Use my Connections? <ul><li>Your network of first-degree, second-degree and third-degree connections can be used to gain an introduction to someone a person wishes to know through a mutual, trusted contact. </li></ul><ul><li>It can then be used to find jobs, people and business opportunities recommended by someone in one's contact network. </li></ul><ul><li>Employers can list jobs and search for potential candidates. </li></ul><ul><li>Job seekers can review the profile of hiring managers and discover which of their existing contacts can introduce them. </li></ul><ul><li>Users can save jobs for which they would like to apply. </li></ul><ul><ul><li>www.wikipedia.org </li></ul></ul>
How Does it Help My Business? <ul><ul><li>“ Gated-access approach" </li></ul></ul><ul><ul><li>Company Research </li></ul></ul><ul><ul><li>LinkedIn Answers </li></ul></ul><ul><ul><li>LinkedIn Groups </li></ul></ul><ul><ul><li>LinkedIn DirectAds </li></ul></ul><ul><ul><li>“ Applications platform" </li></ul></ul>
<ul><li>Let’s create a LinkedIn Profile </li></ul>
<ul><li>Let’s create a LinkedIn Company Page </li></ul>
NOW WHAT DO I DO? <ul><li>Get Involved in Groups </li></ul><ul><ul><li>Answer questions that match your expertise </li></ul></ul><ul><ul><li>Post questions for discussion </li></ul></ul><ul><li>Ask and Answer Questions </li></ul><ul><ul><li>Answer 2-4 more questions than you ask </li></ul></ul><ul><ul><li>Answer questions that match your expertise </li></ul></ul><ul><li>Connect with Prospects via Search Feature </li></ul><ul><li>Update your status </li></ul><ul><li>Logging in 1-2 times/week is usually enough: < 1hour/week </li></ul>
HOMEWORK <ul><li>Build out the Summary, Specialties, Experience, Education & Additional Information sections </li></ul><ul><li>Add Connections – Everyone you know </li></ul><ul><li>Add your “vanity URL” to your business card, website, e-signature, Facebook & Twitter profiles </li></ul>
HOMEWORK <ul><li>Send out 10 requests for recommendations </li></ul><ul><li>Join 10 local, national and international Groups </li></ul><ul><ul><li>CarpeDM (Seize Des Moines!) </li></ul></ul><ul><ul><li>Des Moines, Iowa Network Group </li></ul></ul><ul><ul><li>LinkedIowa </li></ul></ul><ul><ul><li>YPIowa </li></ul></ul>
QUESTIONS? Suzanne Hull Contemporary Business Solutions [email_address] Twitter: @contempbusiness