LinkedIn As a Marketing Tool

42 Rules for 24-Hour Success on LinkedIn

PRESENTS

by Chris Muccio

www.LinkToProsper.com

July 9, 2009


Welcome!Thank You for your

Interest!

We trust that you will find many rules in our book that benefit your LinkedIn experience. benefit your LinkedIn experience.

Social Networking is a lot like Fishing. So let’s begin with a question,

“Is Your Hook in the Water?”


About Uswww.LinkToProsper.com

Our Best Selling

Book

To learn more about me:

www.LinkToProsper.com/Chris


Why don’t we hear more about

Marketing on LinkedIn?Marketing on LinkedIn?


What is LinkedIn?

OperationallyRaised $100 M Funding

43,000,000 users in 170 industries

All 500 of Fortune 500 represented

FunctionallyAn additional networking “channel”

A place to find people and be found

Additional potential that requires follow-through

LinkedIn is a Conduit… not a Substitute for meeting people


Many of us start like this…

How does this

benefit me???


• Company Presences – Limited

• Education – DIY

• “Controlled environment”– Very Little Layout Control

LinkedIn

Constraints

Marketing

Mistakes

• Haphazard participation

• Premature invitations & the naked profile

• Unrealistic expectations – an account does not equal results– Very Little Layout Control

– Excessive Email – Monitored

– Minimal Advertising

– Very Few Applications

– No Direct Multi-Media

– Photos – 1 Thumbnail

account does not equal results

• Promotion without providing value

• Not using the right tools / no connection to w/business strategy

• Giving up after a short period of time


Social Media Marketing

Adoption Curve Activity

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Y The Adoption Curve

1. Receive random invitations.

Not sure what it is all about

2. Influenced by friends,

colleagues and media to “get

on board”

3. Dazzled by buzzwords

4. Engage feverishly to add

Time

Initial AwarenessInflated

Expectations

Disillusionment

Valley

Enlightened

Awakening

Implementation of

Productivity

11

22

33

55

66

77

X

4. Engage feverishly to add

contacts

5. Step back and realize no

strategic direction set, no

goals reached, time wasted.

6. Education about the strategic

uses

7. Implement a disciplined,

strategic, goal oriented

approach to social marketing

for the brand


What do we need to do to Market on LinkedIn?Market on LinkedIn?


User Types

Basic UserIntermediate Advanced

Business

Basic User

“LinkedIn

101”

Intermediate

User

“Active

Participant”

Advanced

User

“Thought

Leader”Individual


Part A -

Presence

Part B -

Participation

STRATEGY

BRAND

PROFILE

EXECUTION

CONNECTIONS COMMUNICATIONS


Part A -

Presence

Part B -

Participation

STRATEGY

BRAND

PROFILE

EXECUTION

CONNECTIONS COMMUNICATIONS

KEY - Coordinate

with your other

Marketing Efforts


Ask the Most Important

Questions First

1. Why are you on LinkedIn?

2. What are looking to

achieve with it?

Career Focus

Grow Revenue

--R

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# 2

3. Are your goals realistic?

4. Have you created a strategy and supported it with realistic action plan?

achieve with it?

Define Your Success

Customer Interaction

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Is Your Target on LinkedIn?

AgeAgeAgeAge

55-64

11%

65+65+65+65+

2%2%2%2%

25-34

25%

18-2418-2418-2418-24

4%4%4%4%

45-54

Household IncomeHousehold IncomeHousehold IncomeHousehold Income

$150K+

26%$100K-$150K

28%

LinkedIn Members are Educated & Affluent

� Average Age 41

� 71 % over 35

� Household Income $109,703

� 54 % over $100,00045-54

24%

35-44

34%

<$75K

28%

$75-$100K

18%

� 54 % over $100,000

� Male 64%

� 95% Are College Educated

� 37% Are Post-Grads

� C-Level Executives 7.8%

� EVP/SVP 6.5%

� 50% are Business Decision Makers

Source: @plan Summer 2008

A More Affluent, More Influential and Harder-To-Find Audience


You Are Your Brand

--R

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# 1

8 Fill these in

• My Company is known for ______________

• Three adjectives to describe our USP_________ _________ _________

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-- _________ _________ _________

• Using the above, in 10 words or less, describe your expertise (for example – Offering 300 cost saving solutions to the data constrained executive)

______________________________________________

______________________________________________


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# 1

7

Professional Description

3 Second Bumper StickerImmediate Branding / Virtually

Omnipresent

John Doe – 20 year expert facilitating $100,000,000 in High Tech Mergers

orBob Doe – Owner, Doe & Associates

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Fun Exercise

Ask the person on your RIGHTEither

What is your strategy for using LinkedIn What is your strategy for using LinkedIn or social media?

Or

What is your brand/expertise that you would want people to know about you?


Why is your Profile important?

Bob Smith

Let’s introduce you to Bob Smith

Perhaps you met him networking

YOU

R P

RO

FILE

Perhaps you met him networking

or

Received an email and saw he was on LinkedIn

or

Came across his name in a LinkedIn Search

If you arrived at this Profile,

what would you do [email protected]

Contact Bob Smith

YOU

R P

RO

FILE


Your Profile is a Billboard for You

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# 1

9

Your Brand with a 3 Second

Bumper Sticker

John Jones Photo

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http://www.linkedin.com/pub/JohnJones

/3/283/578

175 Direct Connections

Directing Web Traffic

Vanity Link????

Key Words


Remember these Demographics?

People go to you Profile for many reasons – Curiosity is a big one

Your Profile is a passive way to engage

with someone who is curious about you

Your Profile can direct traffic

� Average Age 41

� 71 % over 35

� Household Income $109,703

� 54 % over $100,000

� Male 64%You Need a Hook

Relationships can lead to … lots of things

• Revenue

• Attracting Talent

• Jobs/ Career Mgmt

What can you do to Maximize your Profile?

� Male 64%

� 95% Are College Educated

� 37% Are Post-Grads

� C-Level Executives 7.8%

� EVP/SVP 6.5%

� 50% are Business Decision Makers


Communication is Not Interruptive


Participation

--R

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54

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Invitations

LinkedInJohn Jones has indicated you are a Friend:

I'd like to add you to my professional

network on LinkedIn.

LinkedInJohn Jones has indicated you are a Friend:

Hi Chris,

Pleasure meeting you yesterday and look forward to

talking further about growing your revenue.

Co

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Default Personalized

- John

View Invitation from John Jones

talking further about growing your revenue.

Not sure if mentioned this yesterday, but we offer a

free diagnostic that typically uncovers at least

$100,000 of revenue opportunities.

I know you mentioned you were busy and we can

set it up to provide you value at your convenience.

I'd also like to add you to my professional network

on LinkedIn.

- John

View Invitation from John Jones

Co

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What Are You Working On…

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• Permission Based Communication

• Stay in front of your connections –

without interrupting them

• Provide Value - Don’t misuse / Over use

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LinkedIn Apps

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on


Add People to Your Network - Strategies to

Grow Connections

Outlook Your Connection’s

More Effort

--R

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# 2

4

LinkedIn Answers

Your Contact List

Colleague Reconnect

LION’s TopLinked

Outlook Toolbars

Connection’s Connections

Easiest

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Strategy: Connect

to what you are

looking to achieve


Let’s Apply What We

Discussed!Discussed!


Starts w/ Strategy & Branding

Before After


Quick, Subtle & Powerful

Before After


Summary & Specialties



Additional Information/Interests

Before

After


Contact Settings

Before After

42 Rules for 24-Hour Success on LinkedIn TO

NIG

HT

’S T

AK

EA

WA

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� Budget 10-15 minutes a day on LinkedIn

� Define your Strategy

� Understand your Brand

� Update your Professional Description

� Update your Vanity Link, Summary, Specializations and Contact Settings

TON

IGH

T’S

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KE

AW

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Additional Resources

• Workbook (Free) –

www.LinkToProsper.com/24HourSuccess

• e.Course (Free) - www.42for24.com• e.Course (Free) - www.42for24.com


www.LinkedIn.com/in/ChrisMuccio