social media - the art & science of linked in - march 2011
DESCRIPTION
Using LINKED IN to gain exposure, engage customers, and grow your business. Discover why Linked In is the most powerful yet underutilised Social Media platform for Business-to-Business (B2B) enterprises and Professional Services Firms.TRANSCRIPT
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The Art and Science of LinkedIn: 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 1823 e [email protected] w TheMarketingNetwork.com.au v1
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The Marketing Network
© www.TheMarketingNetwork.com.au 2
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The Marketing Network
© www.TheMarketingNetwork.com.au 3
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The Marketing Network ‒ Power to Connect
© www.TheMarketingNetwork.com.au 4
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Contents A. Social Media Overview
1. Why all the fuss about Social Media?
2. Outbound v Inbound Marketing
3. Social Media Usage
4. Time commitment required to reap the benefits
B. LinkedIn
1. What is LinkedIn?
2. Why LinkedIn is perfect for Professional Services & B2B
3. Case Studies
4. How to find your target market online?
5. How to make your message stand out and be noticed?
6. Importance of Creativity
7. What are the marketing Do’s and Don’ts of Social Media
8. How can you measure your efforts? © www.TheMarketingNetwork.com.au 5
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Why a l l the fuss about Soc ia l Media?
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Share Express
Network
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Why Use Social Media?
1. Social Media enhances your Referral Process
2. Social Media is where your prospects are (Inbound)
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Recommendat ions are the most trusted form of Promot i on
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Today’s consumers trust recommendation from their peers more than any other source. Their peers are ready and willing to recommend the brands they like to their personal, social and professional networks.
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Referra ls are cr it ica l to success
FACT " 98% of Businesses rely on referrals to gain
new business
FACT " 3% of businesses have a strategy for
referrals
REFERENCE: " BNI – Business Network International
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Benef its of a Referra l system
" Lower Marketing Costs " Higher Revenues " Prospects convert to Customers " Better customer ‘behaviour’ " You can concentrate on your business
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What ’s the d ifference between WOM Advert is ing and Referra l systems
" Word of Mouth advertising " By Chance
" Referral Systems " Predictable " Consistent " Repeatable
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Who
What
How Where
When
Review
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Referra l Process
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Identify
WOW Experience
Stay Top of mind
Help Them Help You
Ask For Referral
Recognize & Reward
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Inbound Market ing is more effect ive
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Outbound Decreas ing , Inbound Increas ing
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SME’s Do More Inbound
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Benef its of Soc ia l Media Market ing
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Contemp late, then Act ‒ Qu ick ly !
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65% of Marketers surveyed have only been involved with social media for a few months or less!
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Why Are You Not Leverag ing Your Peop le?
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" No Strategy?
" Fear of Failure?
" Lack of Knowledge?
" Lack of Resources?
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The Landscape Can Be Confus ing
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Socia l Media Usage
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Socia l Media Works
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Have An Op in i on and Express It Often
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Pick the Right Soc ia l Media Channe l(s)
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Impossible to do everything! Where are your customers? Where can you REACH them most cost effectively?
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Time Commitment To Soc ia l Media
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What is LinkedIn?
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A p lace that w i l l he lp you…
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Google Page Rank; Personal & Company Answer QuesBons
Recruit / Head hunt Get Head hunted
-‐ Employer & Employee -‐ Company Culture -‐ Growth PotenBal -‐ Staff Turnover
Lead GeneraBon Sales AcceleraBon
-‐ Speak to Successes & Failures -‐ Opinions / Polls -‐ An Industry -‐ Track Start-‐Ups
-‐ Groups -‐ Advanced Search -‐ Events Research
Productivity
Find Experts, Partners
Ask for Advice Sales
Job Search, Hire &
Interviews
Reference Check
Proactive Networking
Promote Personal
Brand
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Why LinkedIn is perfect for Profess iona l Serv ices & B2B
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1. REFERRALS 1. Existing customers 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
1. Paid Search / Pay Per Click 2. Search Engine Optimisation 3. Banner Ads
5. Email (Existing Customers) – Keep in Touch 6. PR – Online 7. PR - Traditional 8. Direct Mail & Telemarketing 9. Trade Press / Local Paper / Niche Magazines
At least half of these didn’t
exist 10 years ago!
3 years ago you couldn’t manage
most of these from one interface!
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LinkedIn ‒ “Facebook for Bus iness”
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
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Who Is On LinkedIn
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I t Is Not How Big It Is But How You Use It
" 1,500,000 Users in Australia " Most users utilize 5% of the functionality (benefits)
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Case Stud ies
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“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 menBon!
From LinkedIn From My Network
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F ind Your Target Market On l ine
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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
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Advanced Peop le Search
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Examples
1. Architects
2. Information Technology
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Make Your Message Stand Out
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Practice Marketing Principles
“In order to be irreplaceable one must always be different.” - Coco Chanel
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How To Make Your Message Be Not i ced?
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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: " Study how, where, and when opinions are being shared
" Educate people about your products and services
" Identify people most likely to share their opinions
" Provide tools that make it easier to share information
" Listen and respond to supporters and detractors
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Be Different ‒ Your Brand , Your Prof i l e
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" 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!
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Creat iv i ty Buys Attent i on
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Market ing Do ’ s ‒ More G ive , Less Take
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1. Develop a unique profile (Personal & Company) 2. Maximize your profile 3. Connect with people you have a relationship with 4. Give and Receive Recommendations 5. Participate: Join Groups 6. Listen, Learn, Ask Questions, Provide Answers 7. Develop unique CONTENT and PROMOTE it. 8. Enhance Relationships; e.g.: Answer Questions, Connect Contacts 9. Help others get more connected. 10. Get in front of Prospects
" Introductions " LinkedIn Mail " LinkedIn Advertising
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3. Market ing Don ’ ts
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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:
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Measure Your Efforts , ROI on T ime and Money
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References
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1. http://www.hubspot.com/ You can subscribe to their blog for new marketing data as it is available: http://Blog.HubSpot.com
2. www.socialmediaexaminer.com
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Next Steps
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1. Establish your Personal Brand & Company Brand
2. Optimise your LinkedIn Profile (Personal and Company)
3. Build Your Network
4. Listen and Learn
5. Communicate / Add Value to your Network
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Connect W ith Us on L inked In
a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823 e [email protected] w TheMarketingNetwork.com.au v1 45
GENE STARK
LinkedIn: http://www.linkedin.com/in/genestark
One on One Tailored LinkedIn workshops as well as more general Group Workshops are available to you to find, attract and retain customers.