Social Media - The Art & Science of Linked In - March 2011

The Art and Science of LinkedIn: Gain Exposure, Engage Customers, Grow Your Business.

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The Marketing Network


The Marketing Network ‒ Power to Connect


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

Why a l l the fuss about Soc ia l Media?

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Share Express

Network

Why Use Social Media?

1.  Social Media enhances your Referral Process

2.  Social Media is where your prospects are (Inbound)


Recommendat ions are the most trusted form of Promot i on


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.

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


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


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


Who

What

How Where

When

Review

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


Outbound Decreas ing , Inbound Increas ing

SME’s Do More Inbound


Benef its of Soc ia l Media Market ing


Contemp late, then Act ‒ Qu ick ly !


65% of Marketers surveyed have only been involved with social media for a few months or less!

Why Are You Not Leverag ing Your Peop le?


"   No Strategy?

"   Fear of Failure?

"   Lack of Knowledge?

"   Lack of Resources?

The Landscape Can Be Confus ing


Socia l Media Usage


Socia l Media Works


Have An Op in i on and Express It Often


Pick the Right Soc ia l Media Channe l(s)


Impossible to do everything! Where are your customers? Where can you REACH them most cost effectively?

Time Commitment To Soc ia l Media


What is LinkedIn?


A p lace that w i l l he lp you…


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

Why LinkedIn is perfect for Profess iona l Serv ices & B2B


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!

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


Who Is On LinkedIn


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)


Case Stud ies


“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

F ind Your Target Market On l ine


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

Advanced Peop le Search


Examples

1.  Architects

2.  Information Technology



Make Your Message Stand Out


Practice Marketing Principles

“In order to be irreplaceable one must always be different.” - Coco Chanel

How To Make Your Message Be Not i ced?


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

Be Different ‒ Your Brand , Your Prof i l e


"   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!

Creat iv i ty Buys Attent i on


Market ing Do ’ s ‒ More G ive , Less Take


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

3. Market ing 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:

Measure Your Efforts , ROI on T ime and Money


References


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

Next Steps


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

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.

Social Media - The Art & Science of Linked In - March 2011

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donts of social media

social media overview

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relevant social media

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