The Art and Science of LinkedIn

The Art of Linked In:Discovering How To Use The Relevant Social Media Channels In Your Business.Gain Exposure, Engage Customers, Grow Your Business.

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

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Contents

1) Social Media Overview

a. Why LinkedIn, Blogs and Twitter are the 3 essential Social Media Applications

for your practice. b. Which one should you use or do you have to use all of them? c. How much time you will need to invest into social media marketing

to reap the benefits?

2) LinkedIn

a. How to find your target market online? b. How to make your message stand out and be noticed?c. What are the marketing Do’s and Don’ts of Social Mediad. How can you measure your efforts?

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Why al l the fuss about Social Media?

Play

ShareExpress

Network


Inbound Marketing is more effective


Outbound Decreasing, Inbound Increasing


SME’s Do More Inbound


Benefits of Social Media Marketing


Contemplate Then Act – Quickly


Are You Not Leveraging Your People?

No Strategy?

Fear of Failure?

Lack of Knowledge?

Lack of Resources?


The Landscape Can Be Confusing


Social Media Usage


Social Media Works


Have An Opinion and Express It Often


Pick the Right Social Media Channel(s)

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


Time Commitment To Social Media Marketing


LinkedIn – “Facebook for Business”

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

Most Users utilize 5% of the functionality (benefits)


What Do You Want To DoGoogle Page Rank; Personal & CompanyAnswer Questions

Recruit / Head hunt

Get Head hunted

- Employer & Employee- Company Culture- Growth Potential- Staff Turnover

Lead Generation Sales Acceleration

- Speak to Successes & Failures- Opinions / Polls

- An Industry- Track Start-Ups - Groups

- Advanced Search- EventsResearch

Productivity

Find Experts,Partners

Ask forAdvice Sales

Job Search,Hire &

Interviews

Reference Check

Proactive Networking

Promote Personal

Brand


Media Effectiveness:Professional Services (B2B)1. REFERRALS

1. Existing customers 2. Influencers (who are not customers)

2. Networking1. Physical – Dedicated Networking Groups, Industry

Associations, Expos, etc2. Virtual (LinkedIn, Facebook, etc)

3. Website, Blog, Online Video4. Search Engine Marketing

1. Paid Search / Pay Per Click2. Search Engine Optimisation3. Banner Ads

5. Email (Existing Customers) – Keep in Touch6. PR – Online7. PR - Traditional8. Direct Mail & Telemarketing9. 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!


Case Studies

“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 mention!

From LinkedIn From My Network


Find Your Target Market Online1. 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. People2. Groups


Advanced People SearchExamples

1. Architects

2. Information Technology




How To 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 Stand Out and Be Not iced?Utilise The Principles of Word 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:

Educating people about your products and servicesIdentifying people most likely to share their opinionsProviding tools that make it easier to share informationStudying how, where, and when opinions are being sharedListening and responding to supporters, detractors, and neutrals


Be Different – Your Brand, Your Profile

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 Prec ious Attent ion


Market ing Do’s – More Give, Less Take1. Develop a unique profile – Design your Brand, e.g.: Matthew Banks2. Maximize your profile3. Connect - Import Contacts - people you have a relationship with:

1. Clients2. Suppliers3. Prospects

4. Recommendations: Giving and Asking for5. Participate: Join Groups6. Research: Listen, Understand member needs, Ask Questions7. Analyse8. Build Credibility by developing content by focusing and delivering on your Brand9. Build Relationships:

Add Value (Promote Content, e.g.: Blog), Answer Questions

10. Help others get more connected: Teach and Encourage11. Promote Content with Applications12. Get in Front of Prospects

1. Introductions2. LinkedIn Mail3. LinkedIn Advertising


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:


How Can You Measure Your Efforts?

Return on Investment (Time)Enquiries (Cost Per Response)Etc.


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

http://www.hubspot.com/

http://blog.hubspot.com/

http://www.socialmediaexaminer.com/

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Connect With Us on L inkedIn

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

GENE STARK

LinkedIn: http://www.linkedin.com/in/genestark

twitter: @starkreality4u

Stark Reality delivers big brand marketing communication disciplines and processes to Small and Medium Enterprises, specifically professional services and b2b technology companies.

We also run tailored LinkedIn workshops to assist our clients find, attract and retain customers.