Three Keys to Social Media Success - LinkedIn Focus

T H R E E K E Y S

T O S O C I A L M E D I A S U C C E S S I N

B 2 B C O M M U N I C AT I O N S

Jenn Quader

Vice President, Client Services

Brower, Miller & Cole

jquader@browermillercole.com

@jennquader

Jenn Quader

h e l l o !

3 Things To Know About Jenn

1) Started my career as a TV journalist

2) “Big Agency” credentials

3) Hold an MA in Global Communications

from the American University of Paris

h e l l o !

Jenn Quader

Vice President, Client Services

Brower, Miller & Cole

jquader@browermillercole.com

@jennquader

Jenn Quader

Is

Business-To-Business really

a “social media” industry?

RELATIONSHIPS

Social media is all about building

trust, rapport, and relationships

beyond the services or products we

sell.

--Social Media Examiner

“ ”

• Increase Brand Awareness

H O W C A N S O C I A L M E D I A H E L P

B 2 B C O M PA N I E S ?

• Increase Brand Awareness

• Humanize the company

H O W C A N S O C I A L M E D I A H E L P

C R E C O M PA N I E S ?

• Increase Brand Awareness

• Humanize the company

• Establish Thought Leadership

H O W C A N S O C I A L M E D I A H E L P

C R E C O M PA N I E S ?

• Increase Brand Awareness

• Humanize the company

• Establish Thought Leadership

• Connect with clients,

prospects and industry

influencers

H O W C A N S O C I A L M E D I A H E L P

C R E C O M PA N I E S ?

The pr inc ip les are the

same for

per sona l brands .

• Stand out in your industry

A S A N I N D I V I D U A L , Y O U C A N

U S E S O C I A L M E D I A T O :

• Stand out in your industry

• Demonstrate your expertise

A S A N I N D I V I D U A L , Y O U C A N

U S E S O C I A L M E D I A T O :

• Stand out in your industry

• Demonstrate your expertise

• Attract referrals and new clients

A S A N I N D I V I D U A L , Y O U C A N

U S E S O C I A L M E D I A T O :

QUICK SUCCESS STORY

Coy Davidson

Q U I C K S U C C E S S S T O RY

Coy Davidson

Leasing Broker –

Colliers Houston

Q U I C K S U C C E S S S T O RY

Coy started using

social media as a

personal branding

tool.

Q U I C K S U C C E S S S T O RY

Coy started using

social media as a

personal branding

tool.

Q U I C K S U C C E S S S T O RY

Last year, Coy

reported that he had

more than doubled

the volume of his

referrals.

Q U I C K S U C C E S S S T O RY

Real estate has always been a

social business, and using the speed

and reach of online social tools to

expand your network will only

become increasingly important.”

--Coy Davidson

Colliers Houston

“

”

How To Do i t ?

1) Create a Content Strategy

2) Share Content Strategically

3) Understand (and Use) Specific Platforms

3 K E Y S T O S O C I A L M E D I A S U C C E S S

What Do I Mean By

CONTENT?

K E Y # 1 :

C r e a t e a C o n t e n t S t r a t e g y

Step 1: Positioning - decide on your message

C R E A T E A C O N T E N T S T R A T E G Y

M E E T J O E

• Joe is the same guy

M E E T J O E

• Joe is the same guy

….at the gym

M E E T J O E

• Joe is the same guy

….at the gym

….at the office

M E E T J O E

• Joe is the same guy

….at the gym

….at the office

….on vacation

M E E T J O E

• That means Bank of America is the same

….on its website

….on social media

….in its branches

M E E T J O E

• That means Bank of America is the same

….on its website

….on social media

….in its branches

Be sure your personal brand has the same

positioning on all channels.

M E E T J O E

Step 1: Positioning - decide on your message

Step 2: Strategic Selection – choose your

distribution tools

C R E A T E A C O N T E N T S T R A T E G Y

I t ’s a Jungle Out There

K E Y # 2 :

S h a r e C o n t e n t S t r a t e g i c a l l y

-39- 39

Your

Message

Blog

LinkedIn

Twitter Vimeo /

YouTube

Emails

Website

Publicity

C O N T E N T 3 6 0 U T I L I Z AT I O N

K E Y # 3 :

U s e h e l p f u l t o o l s t o s h a r e

c o n t e n t s t r a t e g i c a l l y

Two S p e c i f i c

S o c i a l M e d i a P l a t f o r m s

(Other good social media platforms to consider)

• More than 259 million users

• Most popular social network for professionals

• Extremely powerful as a credible and business-focused social

networking tool

W H Y L I N K E D I N ?

1) Ensure your profile reflects your personal brand

2) Establish your expertise

– Post status updates

– Use Pulse to follow and comment on relevant news

3) Build your business network

– Join Groups

– Use Advanced Search to identify potential new connections

4) Nurture your business network

– Make your profile easy to find and share

– Export emails

U S I N G L I N K E D I N S T R A T E G I C A L L Y

E N S U R E YO U R P R O F I L E

R E F L E C T S YO U R

P E R S O N A L B R A N D

1) Professional Profile Photo

2) Complete Your Profile

3) Customize your public profile URL

– Make your profile look more professional (and easier to share)

– Instead of a URL with bunch of numbers at the end, can look like

this: http://www.linkedin.com/in/jennquader.

– Customize your URL by going here and clicking Customize your public

profile URL down on the right-hand side.

E N S U R E Y O U R P R O F I L E R E F L E C T S

Y O U R P E R S O N A L B R A N D

E S TA B L I S H YO U R E X P E R T I S E

E S T A B L I S H Y O U R E X P E R T I S E :

P O S T Y O U R C O N T E N T

• Keep it focused on your message

• Answer questions

• Build on other people’s content

• Don’t be boring!

S T R A T E G I C P O S T I N G

Use Pulse to keep track of industry news

• Follow specific Influencer contributors, publishers, or topic-related

channels to stay on top of news and stories in your industry

• Sign up for daily or weekly email summary notifications of Pulse

news

• Sign up for instant notifications when Influencers you're following post

something new

• Use all of the above as fuel for your content – comments, discussions,

etc.

E S T A B L I S H Y O U R E X P E R T I S E

Experiment with LinkedIn's publishing platform

• You don't have to be an influencer to publish a new article

to LinkedIn Pulse.

• Publishing is now available to all users

• Experiment with how this feature can support your personal

brand. Hubspot has a good article about how to do it here.

E S T A B L I S H Y O U R E X P E R T I S E

BU I L D YO U R

BU S I N E S S N E T WO R K

Use Advanced Search options

• Use Advanced Search to find prospects

B U I L D Y O U R B U S I N E S S N E T W O R K

Make New Connections

• Take the time to be personal and real

B U I L D Y O U R B U S I N E S S N E T W O R K

Join Relevant Groups and Leverage Connections

• Join relevant groups to enable more messaging and profile

viewership capabilities

• Group members can:

– Bypass the need to be a first-degree connection in order to

message someone

– View profiles of other members of the same group without

being connected

B U I L D Y O U R B U S I N E S S N E T W O R K

N U R T U R E YO U R

BU S I N E S S N E T WO R K

Connect via email by exporting connections

• Under Connections in

LinkedIn's top navigation,

just click on Keep in Touch,

click the settings gear icon

on the top right, and click

Export LinkedIn

Connections under

Advanced Settings on the

right.

You'll have the option of either exporting as a .CSV or .VCF

file.

N U R T U R E Y O U R B U S I N E S S N E T W O R K

Leverage @mentions in your status updates

• You can tag or @mention other users and companies in status

updates (like Twitter and Facebook)

• If you want another LinkedIn user or company to see your status

update, include the @ symbol immediately followed by the

user's/company's name in your update.

• As a result, that user/company will get alerted that you

mentioned them, and their name will also link to their

profile/page in the status update itself.

N U R T U R E Y O U R B U S I N E S S N E T W O R K

• Huge potential audience - Over 550 million

registered users

• Growing in popularity - Fastest growing

network with a 44% growth from 2012-2013

• It’s easy – tweet as you go

W H Y T W E E T ?

• Position yourself as an expert

– Distribute LinkedIn commentary, company news, and

other content.

– Share industry news and other interesting curated

content

• Practice Smart Targeting

– Make a list of the people you want to meet

– Follow them, Re-Tweet them – support them

S T R A T E G I C T W E E T I N G

• Use Hootsuite to cut through the clutter

https://hootsuite.com/

T I P S & T R I C K S : T W I T T E R

• Use Hootlet to share things while you browse

https://hootsuite.com/features/extensions

T I P S & T R I C K S : T W I T T E R

1) Create a Content Strategy

– Define your message

– Choose your social media channels

2) Share Content Strategically

3) Understand (and Use) Specific Platforms

– LinkedIn

– Twitter

T O W R A P I T U P

-71- 71

Your

Message

Blog

LinkedIn

Twitter Vimeo /

YouTube

Emails

Website

Publicity

C O N T E N T 3 6 0 U T I L I Z AT I O N

T h a n k Yo u .

Jenn Quader, VP, Client Services

Brower, Miller & Cole

jquader@browermillercole.com

@jennquader

Jenn Quader