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The Art and Science of LinkedIn


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Gain Exposure, Engage Customers, Grow Your Business Success on LinkedIn and in fact in all Social Media channels relies on the principle of leveraging and building your reputation with your existing professional (and personal) connections as well as building new connections that will also hold you in high regard. Yet many LinkedIn users fail to do this effectively and damage their reputations because they forget the simple rules of engagement when it comes to interacting with their existing and prospective audience online.

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The Art and Science of LinkedIn

  1. 1. The Art of Linked In: Discovering How To Use The Relevant Social Media Channels In Your Business. Gain Exposure, Engage Customers, Grow Your Business.a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823e w v1
  2. 2. Contents 1)  Social Media Overview a.  Why LinkedIn, Blogs and Twitter are the 3 essential Social Media Applications for your practice. b.  Which one should you use or do you have to use all of them? c.  How much time you will need to invest into social media marketing to reap the benefits? 2)  LinkedIn a.  How to find your target market online? b.  How to make your message stand out and be noticed? c.  What are the marketing Do’s and Don’ts of Social Media d.  How can you measure your efforts?© 2
  3. 3. 1   W h y a l l t h e fu s s a b o u t S o c i a l M e d i a ? Network   Express   Share   © Play 3
  4. 4. 1   I n b o u n d M a r k e t i n g i s m o r e e ff e c t i v e © 4
  5. 5. 1   Outbound Decreasing, Inbound Increasing © 5
  6. 6. 2   SME’s Do More Inbound © 6
  7. 7. 2   Benefits of Social Media Marketing © 7
  8. 8. 2   Contemplate Then Act Quickly65% of Marketers surveyed have only been involved with socialmedia for a few months or less! © 8
  9. 9. 2   Are You Not Leveraging Your People? "  No Strategy? "  Fear of Failure? "  Lack of Knowledge? "  Lack of Resources? © 9
  10. 10. 2   T h e L a n d s c a p e C a n B e C o n fu s i n g © 10
  11. 11. 2   Social Media Usage © 11
  12. 12. 2   Social Media Works © 12
  13. 13. 2   Have An Opinion and Express It Often © 13
  14. 14. Pick the Right Social Media Channel2   ( s ) fo r Y o u Impossible to do everything! Where are your customers? Where can you REACH them most cost effectively? © 14
  15. 15. Time Commitment To Social2   Media Marketing © 15
  16. 16. 2   LinkedIn “ Fa c e b o o k fo r B u s i n e s s ” 1.  Provides a meeting place where people expect to “do business” 2.  Leverages relationships by making connections visible 3.  Helps maintain personal relationships and build new ones. 4.  Provides a platform for the most effective form of Marketing - Word of Mouth 5.  It can link all other essential Social Media Tools © 16
  17. 17. 2   Who Is On LinkedIn © 17
  18. 18. It Is Not How Big It Is But How You2   Use It "  1,000,000+ Users in Australia "   Most Users Utilise 5% of the functionality (benefits) © 18
  19. 19. 2   What Do You Want To Do Google  Page  Rank;  Personal  &  Company   Answer  Ques>ons   -­‐   Speak  to  Successes  &    Failures   -­‐   Opinions  /  Polls   Promote -­‐  An  Industry   Personal -­‐  Track  Start-­‐Ups   Brand -­‐  Groups     Proactive -­‐  Advanced  Search   Research -­‐  Events   Networking -­‐  Employer  &  Employee   Reference -­‐  Company  Culture   Productivity -­‐  Growth  Poten>al   Check -­‐  Staff  Turnover   Job Search, Recruit  /  Head  hunt   Find Experts, Hire & Partners Get  Head  hunted   Interviews Ask for Advice Sales Lead   Genera>on     Sales   Accelera>on   © 19
  20. 20. M e d i a E ff e c t i v e n e s s :2   Professional Services (B2B) At least half of 1.  REFERRALS these didn’t exist 1.  Existing customers 10 years ago! 2.  Influencers (who are not customers) 2.  Networking 1.  Physical – Dedicated Networking Groups, Industry Associations, Expos, etc 2.  Virtual (LinkedIn, Facebook, etc) 3.  Website, Blog, Online Video 4.  Search Engine Marketing 3 years ago you 1.  Paid Search / Pay Per Click couldn’t manage 2.  Search Engine Optimisation most of these from 3.  Banner Ads one interface! 5.  Email (Existing Customers) – Keep in Touch 6.  PR – Online 7.  PR - Traditional 8.  Direct Mail & Telemarketing 9.  Trade Press / Local Paper / Niche Magazines © 20
  21. 21. 2   Case Studies From LinkedIn From My Network “I  get  about  25%  of  my  business  through  Linkedin.”   -­‐  Insurance  Sales,  USA   “New  clients  and  contacts,  but  more  than  that,  I  began  speaking   on  podcasts  and  webinars  about  LinkedIn  and  as  a  result  got   invited  to  speak  at  a  conference  in  Canada  last  June.”   -­‐  IT  Services,  Australia   “New  contacts,  More  knowledge,  Personal  Branding,     Found  partner  -­‐  started  up  company,  Sales”.   -­‐ Consultant,  UK   “Headhunted…”   -­‐  Too  many  too  men>on!   © 21
  22. 22. 2   1. Find Your Target Market Online 1.  Build your network 2.  Look at the most connected in your network 3.  Start with those that you have the greatest “emotional credits with” 4.  Search 1. People 2. Groups © 22
  23. 23. 2   Advanced People Search Examples 1.  Architects 2.  Information Technology © 23
  24. 24. © 24
  25. 25. 2. How To Make Your Message Stand Out2   and Be Noticed? Practice Marketing Principles “In order to be irreplaceable one must always be different.” - Coco Chanel © 25
  26. 26. 2. How To Make Your Message Stand Out2   and Be Noticed? Utilise The Principles of Work of Mouth Marketing: "  Give people a reason to talk about your products and services, and make it easier for that conversation to take place. You’ll need to be creative. Basic Elements: "  Educating people about your products and services "  Identifying people most likely to share their opinions "  Providing tools that make it easier to share information "  Studying how, where, and when opinions are being shared "  Listening and responding to supporters, detractors, and neutrals © 26
  27. 27. 2   B e D i ff e r e n t Your Brand, Your Profile "  It is like a resume but it doesn’t have to be boring "  Make sure you have the right keywords "  Get someone else to proofread it or write it for you! © 27
  28. 28. 2   C r e a t i v i t y B u y s P r e c i o u s A tt e n t i o n © 28
  29. 29. 2   3. Marketing Do’s More Give, Less Take 1.  Develop a unique profile – Design your Brand, e.g.: Matthew Banks 2.  Maximize your profile 3.  Connect - Import Contacts - people you have a relationship with: 1.  Clients 2.  Suppliers 3.  Prospects 4.  Recommendations: Giving and Asking for 5.  Participate: Join Groups 6.  Research: Listen, Understand member needs, Ask Questions 7.  Analyse 8.  Build Credibility by developing content by focusing and delivering on your Brand 9.  Build Relationships: "  Add Value (Promote Content, e.g.: Blog), "  Answer Questions 10.  Help others get more connected: Teach and Encourage 11.  Promote Content with Applications 12.  Get in Front of Prospects 1.  Introductions 2.  LinkedIn Mail 3.  LinkedIn Advertising © 29
  30. 30. 2   3. Marketing Don’ts DON’T ACT ANY DIFFERENTLY TO WHAT YOU WOULD DO IN “REAL LIFE” "  Have a reason to connect – answer the W.I.F.M! "  Education & Communication v Promotion "  Everyone wants to know the Do’s and Don’ts "  No-one wants to be “Sold!” "  Real Example: © 30
  31. 31. 2   H o w C a n Y o u M e a s u r e Y o u r E ffo r t s ? "   Return on Investment (Time) "   Enquiries (Cost Per Response) "   Etc. © 31
  32. 32. 2   References 1. You can subscribe to their blog for new marketing data as it is available: 2. © 32
  33. 33. 2   Connect With Us on LinkedIn GENE STARK LinkedIn: twitter: @starkreality4u Stark Reality delivers big brand marketing communication disciplines and processes to Small and Medium Enterprises, specifically professional services and b2b technology companies. We also run tailored LinkedIn workshops to assist our clients find, attract and retain customers. a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823 33 e w v1