how to attract sales and new business with your linkedin profile
DESCRIPTION
How to attract sales and new business with your LinkedIn ProfileTRANSCRIPT
USING LINKEDIN TO ATTRACT NEW BUSINESS
Christopher Penn, Vice President, Marketing Technology
AGENCY INTRODUCTION
SHIFT COMMUNICATIONS
2012 DIGITAL/SOCIAL AGENCY OF THE YEAR
VOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B MARKETERS
SHIFT IS AMONG THE TOP 5 FIRMS THAT “WILL FEATURE HEAVILY IN A FUTURE WHERE PR IS AT THE
HUB OF A NEW ERA OF BRAND COMMUNICATIONS THAT TRANSCENDS MARKETING.”
BOSTON
NEW YORK
SAN FRANCISCO
100+ PROFESSIONALS
EMPLOYEE STOCK OPTION PLAN
TECH AND CONSUMER EXPERIENCE
BI-COASTAL PRESENCE AGENCY FACTS AWARD-WINNING
CLIENT EXPERIENCE
EARNED MEDIA STRATEGY
EARNED MEDIA STRATEGY
• As Paid, Owned & Earned Media converge, the 3rd party praise of mainstream media, bloggers and consumers grow more important than ever.
• Today we can use this Earned Media as a hub for Paid & Branded marketing efforts, extending the lifecycle of the company’s most trusted content.
RESEARCH
CREATIVE
CONTENT EARNED MEDIA ANALYTICS
MESSAGING
OWNED MEDIA
PAID MEDIA
WHY LINKEDIN
WHY LINKEDIN
WHY LINKEDIN
CORE CONCEPTS
STACKING HEURISTICS
STACKING HEURISTICS
LADDER UP
SOCIAL STRATEGY IN ONE SLIDE
Social Media Strategy
Who What Why
Who is going to be your target audience?
What self-identified characteristics will you look for?
What networks are they on?
How will you build the network?
What content are you going to create or curate to gain interest?
Where will that content come from?
What schedule will you use?
Who will be responsible for content creation?
What are the overall business objectives and goals?
How will you measure them?
What indicators will you use to determine when something’s not
working and who makes that call?
Network Content Objectives
Social Media Strategy in One Slide (www.ChristopherSPenn.com and @cspenn)
Work right to left
NETWORK STRATEGY
Symmetric Asymmetric
CONTENT STRATEGY
Short Form Long Form
PREREQUISITES
OBVIOUSLY HAVE A PROFILE
GET THE APP
COLLATERAL
HEADSHOT
VIDEO
NO VIDEO? TURN ON WEBCAM & G+
PRESENTATIONS ON SLIDESHARE
PUBLICATIONS AND PAPERS
PROFILE
PROFILE LINK
POWER MOVE
h5p://cspenn.com/l h5p://cspenn.com/f h5p://cspenn.com/g h5p://cspenn.com/t h5p://cspenn.com/n
ELEVATOR PITCH
FIND THE THREADS
Photo credit: the Shopping Sherpa h5p://www.flickr.com/photos/49333775@N00/2383975585/sizes/o/
EXPERIENCE
NOT JUST JOBS
SPEAKING?
AWARDS MATTER
PAPERS, BOOKS, PUBLICATIONS
RACK UP ENDORSEMENTS
RECOMMENDATIONS ARE EARNED MEDIA
Never, ever fake them; get as many legitimate, true ones as
you possibly can.
CONTENT
PUBLISH DAILY
Keep your profile active! At worst, you can always just share the daily SHIFT blog
post. *wink wink nudge nudge*
USE BUFFER/HOOTSUITE
USE BUFFER W/FEED READERS
Google Reader is going away on July 1, but there are many other choices.
USE BUFFER W/OUR WEBSITE
USE BUFFER W/OUR WEBSITE
PARTICIPATE IN RELEVANT GROUPS
NETWORK
SAY YES
SAY YES UNLESS YOU HAVE A COMPELLING REASON TO SAY NO
(there shouldn’t be any drunk pictures to hide on LinkedIn)
DON’T BE THIS GUY
#FAIL
BE THIS GUY
Great intro that reminds me who this is and why I should connect.
ASK
ASK
ASK
Sensing a theme yet?
ASK
Sensing a theme yet?
ASK
Sensing a theme yet?
INTERACT
INTERACT
WATCH: ARE YOU SELLING?
LINKEDIN IN 10 MINUTES A DAY
1. Say hello every morning. (30 seconds) 2. Share your blog post of the day. (30 seconds) 3. Using Buffer or Hootsuite, share 3-‐5 industry arbcles that are
worthwhile. 4. Say hello to any first degree connecbon you don’t know who
shows up on your “Visited Your Profile”. (2 minutes) 5. Check out your clients or prospects in Signal every day. (2-‐4
minutes)
THANK YOU! Q&A