intergage linked in workshop november 2011 gt
DESCRIPTION
LinkedIn Training Workshop November 2011TRANSCRIPT
LinkedIn Workshop
Welcome & introductions• Gary Trudgett
– Member of CSV– MM on demand– Google+ and LinkedIn Intergage expert
• Social media tools– Twitter– Facebook– LinkedIn– Google+– Blogger– WordPress– Foursquare– Delicious– iGoogle
• Browser of Choice– Chrome
LinkedIn Profile
Intergage Ltd
Gary Trudgett
http://uk.linkedin.com/in/garytrudgett
Elements & Content for Today
Personal Profile
Company Page
Advertising
Analytics
Share Buttons
Applications
History of…
15 point planUsing
Uses by Job Function
INTRODUCTION & HISTORYSocial Web
4 Ways To Grow A Business
• Cold Calling
• Advertising
• PR
• Word of mouth / referral
The Social Web – An introduction
• What is it?
• Where does it fit with
existing online
marketing?
UK Social Web statistics
Social Media Tools
Don’t Panic!• They are all kind of the same
• They all offer great new opportunities
• For now, lets just pick out the major players……
The Evolution Of Search Engines
Localisation
Personalisation
Realtime Social influences
Recommendations
Our changed worldSocial Media’s Influence &
Importance
Our Beliefs
Customers who are willing to evangelise, based on direct experience, are the only sustainable source of long-term profits
Profits earned through coercion, trickery, or misleading advice are at best short term and will – if left unchecked – ultimately destroy the company
Fred Reichheld, author of “The ultimate question”
“Trust is the currency of the social Web”Paul Ellis
Online Influence & Sales Strategy
• Your name crops up in all the right
places for all the right reasons
• You are building very real
commercial value in yourself and
your personal brand
• You are building familiarity and
trust over time
• Your collective influence builds
your business influence and
reputation
B2C B2B
Choose Your Tools
Common Attributes
• Communities
• Etiquette & rules
• Conversation opportunities
• Advertising opportunities
• Better to do two things well…
Build Your Channels
• Focus on one at a time
• Decide which order makes sense
– link them up
• Work as a team – everybody has
contacts
• Appoint a coordinator
• Consider management tools like
Hootsuite
• Use every traditional media to
promote new channels
• Promote your channels on your
website
• Allow your content to be shared
easily
• Build a big base of testimonials
• Don’t forget search and social
media traffic generators
How to use the Social Web
• Get involved
• Listen and watch
• Converse
• Add value
• Engage
• Build trust
• Build influence
The Social Web
• Can deliver more Website traffic
• Can deliver better conversion rates
• Can help you build a better relationship
• Gives switched-on individuals huge potential influence
• Gives switched-on teams outstanding opportunities
• Can kill scumbags STONE DEAD
Issues you may face…
• Resource – who’s going to do it?
• When? Timing can be everything.
• It’s not my job to talk to customers…
• Training
• Time (how much)
• Measurement
• Incentives
• Agree a Social Media Policy
LinkedIn (very) brief history
• An online network professional network• Started December 2002 / launched May 2003/ • Valued in June 2008 at $1 billion• Freemium model• 135m+ registered users
“Every individual is a small business” – Reid Hoffman, LinkedIn Founder
LinkedIn users
• 135m+ Members globally
• 31m+ in Europe
• 6m in the UK
• Average age 41
• 46% business decision makers
• Average household income $109,000/£65,000
Alternatives to LinkedIn
The Basics
• Start a business network
of hundreds of thousands
today
• It’s Free*
• You can do it
• Teach other good people
how to do it too
Your network – How big???
• Guess the network size• 438 contacts….• Include specialist groups
438
?
?
What are people doing on LinkedIn?
Business professionals are building the largest and most credible network on the planet so they can:
• Profile themselves and their company
• Build their personal business networks
• Keep each other updated (status updates)
• Form groups
• Introduce each other
• Recommend each other
What are people doing on LinkedIn?
• Having conversations
• Asking questions
• Answering questions, demonstrating expertise & building
reputations, helping each other
• Recruiting & checking references
• Finding experts, business partners, suppliers and influencers
• Organising, promoting and attending events
• Market research
• Researching prospects
• Using productivity, collaboration and marketing tools within the
network
• Preparing for events and meetings
• Advertising to each other
• Sharing valuable content
What are people doing on LinkedIn?
What should we do on LinkedIn?
• Profile ourselves
What should we do on LinkedIn?
• Profile our business
New Developments
• LinkedIn Company Pages - Enhancements
• Profile our services
What should we do on LinkedIn?
• Collect recommendations
What should we do on LinkedIn?
• Raise our profile
What should we do on LinkedIn?
New Developments
• LinkedIn Share & Recommend Buttons
The 15 point plan
1. Decide why you are doing this
2. Sign up and create a profile
3. Connect to contacts
4. Learn how the home page works
5. Explore and join groups
6. Try out questions and answers
7. Add a company record
8. Profile your products and services
9. Make and request recommendations
10. Attend and organise events
11. Check out the applications you can add
12. Promote your profile
13. Ongoing updates
14. Explore the advertising opportunity
15. Add LinkedIn “Share” and “Recommend” buttons to site and blog
Using Your LinkedIn Account
• Put time aside at least once a week• Go through all those business cards you’ve collected!• Link to Outlook – see YouTube• Use RSS
1. Decide why you are doing this!
• Clear objectives – begin with the end in
mind
• Build a big network
• Build a quality network
• LION
2. Create a complete & full profile
3. Connect to contacts
• Searching and browsing
• Add via email addresses/address book
• Former colleagues and classmates
• People you may know feature
4.Make the home page your friend
• Your information centre
• Your inbox
• Update your status
• Keep your finger on the pulse of your network
• Customise the information you see
5. Explore and join groups
• Join groups of people with the same business
interests
• Join discussions, “meet” experts and build
relationships
• Demonstrate expertise
6. Questions and answers
• Find help
• Provide help
• Make new contacts
• Demonstrate expertise in your niche
• Dave “The Wireman” Maskin
7. Add a company record
• Companies have records too
• Individual people profiles linked to companies
• Upload logo and create description and specialties
• It will show up in the search engine results!
• Links to your website
• Is shown to non-members
• You can now “Follow” companies
8. Profile your products and services
• Companies have records too
• Individual people profiles linked to companies
• Upload logo and create description and specialties
• It will show up in the search engine results!
• Links to your website
• Is shown to non-members
• You can now “Follow” companies
9. Recommendations
• How do you feel when people recommend you?
• How do you feel about the person that recommended you?
• Why you should recommend others
• Users with recommendations are 3 times more likely to get
enquiries through searches
• Build testimonials and recommendations into your sales
process
10. Attend and Organise events
• Create an event
• Share it with up to 50 of your contacts
• Ask colleagues to like or recommend the event
• If they attend or flag it as interesting they pass it on
• Online and offline events
11. Applications
• Reading lists• Events• Polls• Blog link• Slideshow• File sharing and collaboration• Travel tools• Company Buzz• Projects & team spaces
12. Promote your profile
• On your email footer
• On your website
• On your blog
• On your business
cards/brochures
• Via Twitter
13. Ongoing updates
• Status updates
• Adding connections
• Save your searches
• Request introductions
• Ask & answer questions
• Join group discussions &
contribute
• Upload presentations to
share
• Make recommendations
• Organise & publicise
events
• Update your reading list
• Add polls
13. Ongoing updates
• Read blog updates and
update your blog
• Share and “Like” content
by others
• Keeping delighting
customers and adding
recommendations!
14. Advertising on networking sites
• Targeting
• Video vs static text ads vs e-mail
• CPC vs CPM
• Search advertising vs social network advertising
15. Update your web properties
• Website (s)• Blog
By job function…
If You Cold Call
• Search For The Company – Find Contact Details
• Research Your New Potential Contact
• Look For Common Ground
• Open Your Conversation With, “Hello Sue – We Are
LinkedIn Connections…”
• How Much Better Would Your Chances Be?
• Preparing for meetings
If You Sell
• Search For Your Target Market• Target highly connected prospects• Find Potential Users of Your Product/ Buyers and Decision
Makers• Find Your Customers’ Customers• Find Influential Consultants• Get Introduced or Point to Your Recommendations• Join Groups, Listen, Advise & Build Relationship• Delight customers and solicit LinkedIn recommendations for
your products and services
If You Are Looking For An Employee
• Search The Single Largest Network of Recruiters
Available
• Do Reference Checks – Contact Former Colleagues
• Check CVs Against LinkedIn
• See Who They Know
• Check Out They Present Themselves Online
If You Are Looking For Information
• Check Out LinkedIn Answers
• Ask Questions And Forward The Question By Email To
Relevant Contacts
• Rate The Answers You Receive
• Search For Experts
• Experts Will Contact You To Sell Their Services
If You Need Business Partners
• Find Local And International Suppliers And
Resellers/Partners
• Find Joint Venture Opportunities
• Check Their Experience and Background – You May Get
More Than You Would Have Asked For In Person
• Find Contacts to Verify Their Claims of Capability
If You Need To Create A Reputation
• Watch the Questions and Monitor Your Subject(s)
• Provide Answers – People Will Check Out Your Profile
• Great Answers Turn You Into a Visible Expert
• You May Create Customers Around the Globe
• Collect personal and company testimonials and
recommendations
If You Need To Advertise
• Define Your Target Market in Terms of Geography, Company
Size, Seniority, Sex, Age and Industry
• Choose a Payment Model
• Choose Your Budget Level
• Create Compelling Ads – Each Targeted at Variations of the
Above
• See new microsite http://advertising.linkedin.com/solutions
If You Organise Events
• Create your event
• Share Your Event With Your Contacts (Ask Them To
Respond “Attending” Or “Interested” And
Forward/Recommend To Contacts)
• Mark Yourself As Attending/Presenting
• Publicise Your Events
If You Want To Grow Contacts
• Join LinkedIn Groups/ Read Questions/ Answers & Get Involved!
• Outright Selling Is Obvious And Worthless
• Add Relevant Content And News – People Notice
• Start Discussions And Debate – Ask The Burning Questions
• Follow The Conversations And Get Updates Automatically
• Start A Group On A Niche Topic
• Get Introduced Using LinkedIn Introductions
• Get a Premium Account And Join The OpenLink Network
Any questions?
Notices
• Feedback Forms• Training Workshops
• Google+• Facebook• Twitter• Blogging
• Seminar: 7th December• LinkedIn Recommendations
Contact Details
@garytrudgett
Gary Trudgett
Gary Trudgett
@intergage
Intergage Ltd
Intergage