building and managing a presence and a network nmtc briefing 1/9/14 copyright 2014 amtower &...

Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors

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Building and managing a presence and a network

NMTC Briefing 1/9/14


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Why LinkedIn?

• Facebook has the most members, but it is not a B2G platform

• Facebook also has security issues• Twitter is used by Federal agencies to push

info, but not as a connecting tool


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Why LinkedIn?• All business all the time• Groups for ALL occasions• Search by geography, specialty, industry –

whatever!• Info Tech is the largest member segment• Entry fee: $0


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LinkedIn Background

• Launched May 5, 2003• Initial population was heavily skewed to

recruiters (hence the lingering myth about why people are there)

• Growth slow-moderate until 2008• Today- 275 million members (over 1/3 in the US)• 3.4 million company profiles• 1.9 million groups


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Effective


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LinkedIn’s Tipping Point

LinkedIn’s population doubled from 2011 to 2013- 135 million to more

than 275 million; same span of time saw B2G grow

exponentially


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A few LinkedIn Facts(as of 1/7/14)

• 275 million members• 1,881,605 groups • 3,361,775 company profiles• 5.7 billion internal searches on LI in 2012• Fortune 500 all here• Washington Technology Top 100 are all here


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LinkedIn for GovCon• Federal social media rules loosen up mid-2010• Feds start joining in significant numbers late

2010- early 2011• By early 2012- all federal agencies present,

most in significant numbers• Hundreds of groups focused on various

governmental functions• Thousands of groups focused on various

technologies


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Using LinkedIn’s Advanced search and Aberdeen ZIP code 21001

There are 192,509 LinkedIn members within 25 miles of that ZIP


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Why does this matter?


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It matters because

• Decline in federal & corporate spending means a decline in marketing budgets

• Decline in federal attendance at events means you need another venue to “meet” them

• LinkedIn provides a means of access and visibility where you control your message

• LinkedIn fits any budget


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So how are companies leveraging


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LinkedIn is being used for

• Sales– Account development and management– Scheduling meetings with influencers

• Marketing– Sales support– Overall company and product visibility

• Thought leadership– Highlighting and supporting area(s) of expertise


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LinkedIn is being used for• Content sharing– Original content– Pertinent content from other sources– Slideshare and other apps on LinkedIn

• Research– Researching people, companies, technologies,

competitors and prospects– 5.7 billion internal searches on LI in 2012

• Building and managing an industry network • Gaining visibility in targeted communities


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The Seven Steps to LI Success

• Plan• Profile• Connect• Groups• Activity• Integrate• Review and adjust


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Plan- What are your goals?• Do you have specific companies you need to

do business with?• Do you need to generate qualified leads?• Are you a thought leader/subject matter

expert and need more visibility? • Do you have geographic goals?• Other…


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It all starts with the Profile!

• Your profile must tell an interesting story• It must be compelling• Explain what you do & who you do it for• Details• White space


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Connecting

With 192,509 LI members within 25 miles, and 275 million total, who do

you want to know?


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Ideas for connecting

• Your current contacts• Co-workers & former co-workers• Those connected to your connections• Those in pertinent groups• Those “viewing” your profile• Those “you may know”• Invite key connections from other social

networks


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Ideas for connecting

• Look up those whose business cards you pick up at conferences, meetings, and the like. Invite them within 48 hours.

• Look up those you read about in trade publications and see if they are in your “network”

• Never send the invitation “form letter”


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The Power of Groups!

Communities of professionals who have identified their primary

business interests


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Types of Groups

• Professional Associations• Alumni- college• Alumni – business• Regional/geographic• Business interest• Technical interest• Jobs/HR


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Select groups based on

• Will you “meet” the right people?• Can you leverage other members?• Can they leverage you?• Can you add value?• Will you participate?• Will this create visibility?


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First look at the Group Profile

• Description• When the group

started• Type of group• # of members• Sub-groups

• Group owner• Related URL• 1st degrees• Group rules


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Then look at the

Group Statistics


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ActivityThe more active you are, the more

visible you become.As you add value,

your credibility goes up.


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Activity

• Posting and commenting in groups• “Liking” discussions• Endorsements and recommendations


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Integrate

Your social presence into your web site, email signature, collateral

material and business card


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Review and adjust(rinse & repeat)

When your goals change, adjust your activity to compensate for that

change


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Final thought

If your company is not fully leveraging LinkedIn,

you are losing marketshare.


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Thank you for your time and attention-and have a great 2014!

Mark Amtower301 854 9493

[email protected]/in/markamtower(send me an email for a copy of the slides)

mailto:[email protected]

http://www.linkedin.com/in/markamtower

building and managing a presence and a network nmtc briefing 1/9/14 copyright 2014 amtower &...

Documents

company profiles

zip copyright

effective copyright

budget copyright

linkedin members

marketing budgets decline

various technologies

linkedin background