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17-12-2014
Social media, added value for Sales
“Seven simple steps to improve your LinkedIn profile”
http://planonsoftware.com
Agenda
• Introduction to social media marketing
• How is Planon using social media?
• Social media results for Planon
• Seven simple steps to improve your LinkedIn profile
Introduction to ..... social media marketing
Facebook thanks to the Dutch?
.... But let’s start with the basics ....
How Planon is using social media?
5
• We share content on
Planon’s LinkedIn
company page (over
2,000 followers) and in
the Planon group (560
members)
How Planon is using social media?
6
• We share content on
Planon’s LinkedIn
company page (over
2,000 followers) and in
the Planon group (560
members)
• We tweet to raise
awareness of our new
content and share
industry news (1,300
followers globally)
How Planon is using social media?
7
• We share content on Planon’s LinkedIn company page (over 2,000 followers) and in the Planon group (560 members)
• We tweet to raise awareness of our new content and share industry news (1,300 followers globally)
• We use Twitter to network with industry peers (as well as customers and prospects where possible)
How Planon is using social media?
8
• We share content on Planon’s LinkedIn company page (over 2,000 followers) and in the Planon group (560 members)
• We tweet to promote our new content and share industry news (1,300 followers globally)
• We use Twitter to network with industry peers (as well as customers and prospects where possible)
• We also follow competitors on Twitter to see what they are doing and saying
Social media results for Planon
• People are sharing our content through social media. The record so far goes to Nico van Dijk with his maintenance management blog that was shared 189 times via LinkedIn in the US
9
Please note: This is
the WordPress
version of our blog,
which we have now
moved to
planonsoftware.com
so these counts have
changed
Social media results for Planon
10
0
500
1000
1500
2000
2500
Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14
The number of people following the Planon company page on LinkedIn has grown from 1400 to over 2000 in the last year
Social media results for Planon. Continued...
11
0
100
200
300
400
500
600
700
800
900
1000
2013 (May-Nov) 2014 (May-Nov)
Activity on planonsoftware.com for people coming from LinkedIn has doubled
Social media results for Planon. Continued...
12
0
200
400
600
800
1000
2013 2014 year to date 2015 target 2016 target
New leads coming from social media has almost doubled in the last year.
Targets for 2015 and 2016 anticipate even bigger growth
Social media results for Planon. Continued...
13
Social media26%
Other74%
Of the 273 new contacts that downloaded the 2014 Gartner report, 26% came from social media
Seven simple steps to improve your LinkedIn profile
1. Switching off profile change notifications to avoid
spamming your network
Avoid LinkedIn emailing all of your connections every time
you make a change to your profile
14
Seven simple steps to improve your LinkedIn profile
2. Writing a great headline
An ideal headline should:
Contain keywords to help people find your profile
Communicate a benefit/reason to connect with you
Demonstrate expertise
Fit within the 120 character limit
15
Great LinkedIn Headlines
16
Great LinkedIn Headlines
17
Great LinkedIn Headlines
18
Seven simple steps to improve your LinkedIn profile
3. Writing the perfect summary
Similar to your headline, an ideal summary should:
Contain keywords to help people find your profile
Communicate a benefit/reason to connect with you
Demonstrate expertise
19
Seven simple steps to improve your LinkedIn profile
4. Making your profile URL user friendly
A user friendly URL looks more professional in email
signatures and on business cards etc.
20
Seven simple steps to improve your LinkedIn profile
5. Adding links to your profile to generate leads
Adding websites to your profile:
Provides valuable information/resources for your
connections
Helps improve our search engine ranking
21
Seven simple steps to improve your LinkedIn profile
6. Sharing content with your connections to demonstrate
expertise
Sharing content with your connections:
Positions you/Planon as an expert
Provides useful information/resources (that can generate
leads when sharing white papers, webinars etc)
Helps improve our search engine ranking
Keeps Planon front of mind for potential customers
22
Seven simple steps to improve your LinkedIn profile
7. Joining groups for customer, prospect and competitor
insights
Joining groups:
Can provide insight by looking at the questions people
ask and the content competitors share
Provides an opportunity to raise your personal/company
profile and expertise by responding to questions (in a
non-direct-sales way)
23
Next steps
What’s next?
The recording of this webinar as well as the slides with full instructions for each of these steps will be circulated
Launching Revenue Cycle Analytics in Marketo to better track the impact of social
Investing in social media advertising
Running further courses on engaging in social media, using social media for research, and using LinkedIn’s Sales navigator – any other topics people would like covered?
I will circulate ‘How to Use Social Selling at every Stage of the Buyer’s Journey’ white paper http://bit.ly/1tCZSll
24
Questions?
25
Image source: http://cdn3.dogomedia.com/pictures/9613/content/questionsfry-panique-questions.jpg?1327098220
26
1) Switching off profile change notifications
1. Go to linkedin.com and log in
2. Under ‘Profile’ in the dropdown menu choose ‘Edit
profile’
3. Click on ‘Notify your network?’ in the right hand column
and choose ‘No’
27
2) Changing your headline
1. Edit your profile as per step one
2. Click on the pen icon next to your headline
3. Update your headline
4. Click ‘Save’
28
3) Writing your summary
1. Edit your profile as per previous instructions
2. Click on ‘Edit’ next to your summary
3. Update your summary (you should get somebody to
proofread your summary to ensure you have no typos
or missed words etc)
4. Click ‘Save’
29
4) Making your profile public
1. Edit your profile as per
previous instructions
2. Click on ‘Edit’ text next to
your profile’s URL
3. Choose which elements of
your profile you want to be
visible to all and click
‘Save’
4. You can also change the
web address of your profile
by clicking on the pen icon
next to your URL
30
5) Adding websites to your profile
1. Edit your profile as per
previous instructions
2. Click on the ‘Edit
Contact Info’ button
3. Click on the pen icon
next to ‘Websites’
31
5) Continued...
4. Choose ‘Other:’ instead of one of the predetermined website options. This way you can name the link something more engaging than ‘Company website’, for example ‘Planon IWMS software’ or similar
32
5) Continued...
5. As well as the company website, you can add links to the blog or white papers and webinars that you think are of particular interest to your connections
6. Click the ‘Save’ button when you are finished
33
6) Sharing content with your connections
1. Visit planonsoftware.com and choose ‘Blog’ from the
‘Resources/Downloads’ dropdown
34
6) Continued...
2. Choose a blog post you would like to share with your
connections and click on the LinkedIn share button
35
6) Continued...
3. Add a ‘call to action’ type comment to the pop-up box
eg ‘Read this blog post to discover...’
4. Click on the ‘Share’ button
36
7) Joining groups
1. On LinkedIn search for FMIS, IWMS, CAFM or similar phrase related to our market using the search bar at the top of the page
2. On the results page choose ‘Groups’ from the left hand menu
37
7) Continued...
3. Click on the ‘Join’ button to join the group
38
7) Continued...
4. To avoid receiving too many emails, click on the word
‘here’ to adjust your group settings and change updates
to once a week instead of daily
39
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