trovus slides emap construction conference feb10
TRANSCRIPT
![Page 1: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/1.jpg)
Extracting business value from
Web 2.0LinkedIn for the Built Environment
February 3rd 2010
Collaborating to extract value
![Page 2: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/2.jpg)
© White Label Intelligence Limited, 2010
All trademarks are acknowledged. All rights reserved.
Copyright in this document is and shall remain vested in White Label
Intelligence Ltd. It has been issued in confidence and is applicable only to
the purpose for which it was requested. This document may not be
reproduced, in whole or in part, except with the consent in writing of White
Label Intelligence Ltd, and then only on the condition that this copyright
information remains included in the reproduction and the recipient
undertakes to ensure agreement is procured from all other parties to the
terms of this agreement.
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
![Page 3: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/3.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Agenda
• Is LinkedIn easily defined?
• How many uses does LinkedIn have in today’s commercial context today?
• Can the construction marketing community make use of LinkedIn in a
meaningful way?
• How does LinkedIn connect with other social media to deliver significant
competitive advantage to construction marketing and business
development teams?
• How are construction industry marketers exploiting LinkedIn as part of their
online and offline marketing campaigns for commercial gain, today?
![Page 4: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/4.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Defining LinkedIn – the standard way
![Page 5: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/5.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Definitions
![Page 6: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/6.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Defining LinkedIn – the standard way
![Page 7: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/7.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Defining LinkedIn – Some stats Oct '09
• Of course, its a social network... aimed at “Business Users”
• 50 million registered users
• 200 countries
• Revenue - $17m (FY08)
• Post Money Valuation - $1bn. (June 08)
– Valuable based ownership of “attention and information”
![Page 8: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/8.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Defining LinkedIn – Passive Usage
OR
OR
![Page 9: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/9.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Defining LinkedIn – moving forward
• Platform Technology
![Page 10: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/10.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Defining LinkedIn – moving forward
• Platform Technology
![Page 11: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/11.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Defining LinkedIn – moving forward
• Platform Technology
![Page 12: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/12.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Defining LinkedIn – moving forward
• Platform Technology
![Page 13: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/13.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Defining LinkedIn – moving forward
• “A” Platform Technology
![Page 14: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/14.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Defining LinkedIn – Platform Technology
![Page 15: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/15.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
LinkedIn – Standard Uses
OR
?
Introductions Recruitment
![Page 16: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/16.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Building on the concept of "smarter working"
![Page 17: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/17.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
LinkedIn – Other Uses
Group:
Centralising
the value
CommunityCommunity
Knowledge Transfer
Informed Opinion
Common Interests
Connectivity
Market Intelligence
Social Interaction
![Page 18: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/18.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
What are the uses of LinkedIn
• Core proposition
• However, taking maximum value is where the service is
combined with other online and offline media strategies
![Page 19: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/19.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Value of LinkedIn for Construction Marketers
• Understanding your market
![Page 20: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/20.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Market Characteristics – High Value Transactions
![Page 21: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/21.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Market Characteristics - Competitive
![Page 22: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/22.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Market Characteristics – Long Lead Times
![Page 23: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/23.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Market Characteristics – Differentiators are “soft”
Experience
Reputation
Referrals and
Relationships
![Page 24: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/24.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Value of LinkedIn for Construction Marketers
![Page 25: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/25.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Value of LinkedIn for Construction Marketers
• BIG......
• If it is linked to other social media and software and used as part
of an overall online and offline marketing strategy....
![Page 26: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/26.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
LinkedIn – A piece in the Social Software Puzzle..
“CLICHE!!”
![Page 27: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/27.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Definitions
![Page 28: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/28.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
So how can Marketers use LinkedIn
![Page 29: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/29.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
One Idea...
![Page 30: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/30.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Find Convert Farm
Measure Timing InsightSuspects Conversions X-selling
Connecting Sales and Marketing
The context of the idea
![Page 31: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/31.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
One Idea...
+
![Page 32: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/32.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
IP Lookups
![Page 33: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/33.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Details
![Page 34: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/34.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
One Idea...
+
![Page 35: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/35.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Does it work....
• 12% conversion on traditional “TARGETED” Direct Marketing
– Globally renowned “Consultancy and Construction company”, 2009• Target groups of profiled companies of up to 250
• 5% increasing in top line revenue growth, directly attributed to
this process.
– UK’s leading display specialist, operating exclusively within the Construction
Industry, 2009
![Page 36: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/36.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Now, you take the value – get ready
![Page 37: Trovus Slides Emap Construction Conference Feb10](https://reader035.vdocuments.mx/reader035/viewer/2022081400/555ab123d8b42a405b8b4def/html5/thumbnails/37.jpg)
© White Label Intelligence Limited, 2010.
All trademarks are acknowledged. All rights reserved.
Now, you take the value – GO!
+ =
Technology Process