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Strengthen your network sales via social Medias as LinkedIn. But before you post any content or create the profile or company page you need to understand your business and products. Different companies and industries need different social media strategies. You should define involvement strategy before creating the engaging content. When Using LinkedIn you should optimize your personal profile, company page and product offerings as a beginning. Then use the features as Groups, Lead search, InMail and LinkedIn Answers.
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Strengthen your network sales
… via Social medias as LinkedIn
”Social Media marketing costs 61% LESS per lead than traditional marketing” Source: State of inbound marketing, hubspot, march 2012
Agenda
1. Introduction
2. Why Social media? • Understand your business and products • Define involvement strategy • Create engaging content
3. Why LinkedIN ? • Personal profile optimization • Lead search / InMail • Company & product pages • LinkedIN Answers • All this in 15 minutes a day?
Me and Social Medias / Cross media
www.goalcube.com
Goalcube/Blog
Slideshare
YouTube
Online media vs. Social media ?
Fig.: Avg. hours/week spent on this online activity, worldwide Source: TNS, October 2010
Average hours per week spent on each online activity
Why Social Media ?
Network/Friends of Fans
Followers/Fans
Total market
Consumers of valuable content + time = customers Strangers –> consumers of information and education –> customers.
How to reach your network potential
Engage followers to reach network
Fig.:, 1% rule of internet culture Source:: McConnell, Ben; Huba, Jackie (May 3, 2006).
9 % Editors 90% Listeners
1% Creators
The 10 Steps of Social Media
1. Understand your business and products 2. Define involvement strategy and set metrics and clear goals 3. Understand your customers and their platforms = Listen! 4. Develop a social media policy 5. Choose channels and content strategy 6. Publish your initial content, Engage your fans and followers 7. Use current network, share your content 8. Cross media, use more platforms simultaneously 9. Monitor and measure 10. It is a marathon not a sprint
http://www.slideshare.net/goalcube
View presentation on:
Understand your business and products
Only Proffesionals Creates the product
Non-Professionals creates the product
Physical Exconomy
Digital Economy
Where are your products placed - Can you create related social services ?
Fig.: The perfect storm Source: Peter Svarre, www.denperfektestorm.dk
Has the company's products become (or becoming) digital and easy to copy so marginal cost is approaching zero? Is the company’s products suitable to user creation?
• Syddanske Medier • Kursuscentret Haderslev • Metaphor • (Beierholm) • (Advokaterne Dahl & Guldager)
Co-creation of products Involvement in products Creation of relating services Involving campaigns Digital one-way communication
High involvement of customers
Low involvement of customers
• Claims • Suggestions for improvement • Customer service • Use of the products • Conversation about products • Product creation
Define involvement strategy
Fig.: The perfect storm Source: Peter Svarre, www.denperfektestorm.dk
Create engaging content
Reward Pleasure, Evisioning
Enthusiast, Brand Fans Evangelism
Risk Avoidance Reliability
Case Studies Back up
Fig.: Reward and Risk areas in the brain Source: Engaging your B2B Audience Webinar, Hootsuite, August 2012
Required Engagement Desired Engagement
Content examples
Risk Avoidance (Required Engagement)
Reward (Desired Engagement)
Co-creation of products - With Tina Dickow
on Facebook
Customer service - With Danish tax administration
”SKAT” on Twitter
Content discussion
• Audi Fredericia
• Bowl'n'Fun
• Reick Møbler A/S
• Syddanske Medier
• Vin & Vært
• Cafax Sydjylland
• Frank Sørensen - Din Anlægsgartner
• Initzial
• Kursuscentret Haderslev
• Metaphor
• TDC Erhvervscenter
• Advokaterne Dahl & Guldager
• Beierholm • Danish Computer Group • Haderslev Andels
Boligforening • JKS • Krifa • Kuben Management • Meldgaard • PFA Pension A/S • Sønderjysk Forsikring • X&CO A/S
Risk Avoidance (Required Engagement)
Reward (Desired Engagement)
Desired Engagement
Required Engagement
Unique Content Linked Content Sourced Content
• Videos • Galleries • Blog posts • Interviews v/ execs • Events • Demonstrations
• Industry News • News coverage of
your company • Best of lists
• Expert third-party research
• News coverage of your company
• Industry News • Best of lists
• Interviews v/ execs • Blog posts • Webinars • White papers • Case studies • FAQ
• Cross-post from groups • Guest posts from
partners • Brand fan discussions
• Testimonials • Product tests • Polls • Guest posts from
partners
B2C – Envisioning, Enthusiasts, Brand fans and Evangilists
B2B – Risk Avoidance, reliability, Case studies, Back up
LinkedIn the preferred B2B Network
B2B – Risk Avoidance, reliability, Case studies, Back up…
Fig.: State of the inbound marketing Source: Hubspot, march 2012
Why LinkedIN ?
• Lead Generation
• Search Engine Optimization
• Product Awareness
• Company Reach
Every follower or employee has the
opportunity to promote your
company
Customers can learn about the
products and see how many of their connections have
recommended them.
Company updates and Products page
has huge opportunity for lead generation.
If you’re not there, you will miss the opportunity to be
found by a potential customer or employee, also
on Google!
LinkedIN – Personal profile
• Professional Headline: Identify
important keywords
• Customize your Website URL’s: Create a call-to-action
• LinkedIn Applications: Slide share, Blog link, Outlook
• Recommendations: ask and give recommendations
• Tag your connections: To manage many connections
• Post updates: Employee can promote company updates to their network
LinkedIN - Lead search
Be introduced to leads by your current network or by InMail
LinkedIN - Company & product pages
• Product Awareness: Target product page = Geo targeting
• Post status updates: Create a follower base and engage. (Target posts)
• Post Jobs: Paid and unpaid via status updates or job adds
• Events: promote your exhibitions, conferences and other events
• LinkedIn Groups: Join also groups in- and outside your Industry
LinkedIN - NEW Company pages
Job opportunities at the right
Facebook alike Cover photo
Products and services at the right
LinkedIn – Time usage?
“Posting, monitoring, responding to comments, and analyzing statistics should take you no more than 15 minutes a day – For all social medias”
Use Social media monitoring and posting tools
Follow Goalcube
http://www.facebook.com/goalcube
http://www.linkedin.com/company/goalcube-consulting
http://twitter.com/#!/goalcube
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