Upload
paul-bourdillon
View
377
Download
0
Tags:
Embed Size (px)
Citation preview
For Business Growth
Using
© Peter Lisney and Irun Business Intelligence 2009
Linked In for Business Growth – Tools & Strategies
© Peter Lisney and Irun Business Intelligence 2009
Context (Blended Marketing)
SocialNetworking
SocialBookmarking
Multi-Media
Email Mktg.
Link Strategy PPC/Banners
WebsiteOptimisation
Blogging
SEO
PrintAdvertising
Exhibitions & Events
Teleseminars
Joint Ventures
P.R.Direct Mail
Field Mktg.
Networking
Testing &Measuring
© Peter Lisney and Irun Business Intelligence 2009
Today’s Workshop• Intros: Attendee Objectives / Challenges
• Why use Social Media? Why Linked In?
• Examples of Business Successes via Linked In
• Review your Business & Marketing Goals
• Who am I trying to target?
© Peter Lisney and Irun Business Intelligence 2009
Today’s Workshop
• Setting up an account & profile
• LinkedIn Etiquette
• Groups, Events, Ads, Discussions, Answers
• What else should I be doing?
• What Next?
© Peter Lisney and Irun Business Intelligence 2009
Introductions
• 30 second pitch (USP’s)
• Attendee Objectives for today / Challenges
© Peter Lisney and Irun Business Intelligence 2009
Why Use Social Media?
• Social Media can (if used properly) help you or your brand stay ‘top of mind’ with your ideal prospects and customers
• If you have a relationship, when they’re in the market, you’re in contention and you’re above others who don’t
© Peter Lisney and Irun Business Intelligence 2009
Why LinkedIn?
• 120m+ professionals around the world as of August 4, 2011
• 26m+ members in Europe
• 6m+ members in the UK
© Peter Lisney and Irun Business Intelligence 2009
More Facts About LinkedIn
• Professionals are signing up to join LinkedIn at a rate that is faster than two new members per second.
• The company is publicly held and has a diversified business model with revenues coming from hiring solutions, marketing solutions and premium subscriptions.
• LinkedIn has 1,515 full-time employees up from 1000 in Jan 11 and from 500 at the beginning of 2010.
© Peter Lisney and Irun Business Intelligence 2009
Facts About LinkedIn
• All 2011 Fortune 500 companies have executives that are LinkedIn members
• Linked In’s corporate hiring solutions are used by 75 of the Fortune 100 companies
• More than 2 million companies have LinkedIn Company Pages
• LinkedIn represents a valuable demographic for marketers with an affluent & influential membership
© Peter Lisney and Irun Business Intelligence 2009
Why Use Linked In?
• Get to know other local businesses• Learn from others Worldwide• Share your ideas and experience• Find new suppliers• Find new customers (Sales!)• Find new employees• UK Companies on LinkedIn
© Peter Lisney and Irun Business Intelligence 2009
IRUN and LinkedInCorporate Policy & Strategy
• All members are to have an account• Use this to publish events and market• For clients that sign up, use to support
marketing strategy
© Peter Lisney and Irun Business Intelligence 2009
Examples of Local Successes• Mike Cruse, Vigil Security
• Having been on Linked-In since February this year – an earlier attempt in December 2010 was abandoned due to ignorance of the process – I was contacted seemingly out of the blue by a security consultant, requesting that we connect. Having undertaken a profile check, I decided to agree. A little while later, I received an e-mail asking me if I/my company would be interested in quoting for an electronic security project in the South-East. I was happy to say “Yes” and was contacted with details of the site and a meeting date.
• What I could never have imagined was the sheer size of the project, which has involved proposals of between £140K & £160K. We have gone through the first 2 stages of a 3 stage review and now await the sign-off from the money-men.
• Why did this take place? According to the security consultant, it was initially because my
profile popped up on the Linked-In radar. Having been happy with my profile, the consultant was then very happy with the details found on our company’s website and decided to ask if we were interested.
© Peter Lisney and Irun Business Intelligence 2009
Examples of Local Successes• Would we have achieved this without Linked-In? Highly unlikely!
• How do both my directors and I feel about Linked-In? Very enthusiastic!
• Would we recommend the best use of Linked-In? Absolutely!
• More information about Vigil Security can be found on our two websites: -www.vigil-security.comww.vigildirect.co.uk
© Peter Lisney and Irun Business Intelligence 2009
Examples of Local Successes• IRUN Canterbury’s latest Linked In success - just
quoted for a 4.5K job directly as a result of a new connection made on Linked In.
• I met an IFA at BoB Networking last week, asking about Linked In and our Social Media and Internet Marketing services.
• He was excited at meeting, on Linked In, a new Business Rescue / Insolvency Practitioner to refer his clients to.
• Turns out it’s our client, and we created the Linked In updates that found him!
© Peter Lisney and Irun Business Intelligence 2009
3 Steps To Success on LinkedIn:
Start Conversations
Exchange Information
Build Relationships
© Peter Lisney and Irun Business Intelligence 2009
Social Media - Measuring ROI• Is time spent on social networking a cost or an
investment? • It depends on the resultsRecommendations:• Nonfinancial impacts (website traffic)• Financial data (advanced Analytics)• Plot social media activity against sales
revenue, transactions, new customers, loyalty data and market research
© Peter Lisney and Irun Business Intelligence 2009
Strategy• Set objectives (Business & Marketing
objectives)
Q: Who are my ideal customers?
A: Revisit your P&L --> bottom line
– Local clients– National– International
© Peter Lisney and Irun Business Intelligence 2009
Setting Up an Account
© Peter Lisney and Irun Business Intelligence 2009
• Edit your profile• Add your picture• Manage your account settings
Basic Settings
© Peter Lisney and Irun Business Intelligence 2009
Improving and Optimising Your Profile
• Select a profile headline that is keyword rich and says what you do and not who you are
• Make your profile ‘public’ so Google can see it and prospects can read it
• Add descriptions to your 3 websites• Use keywords where ever possible• Connect to your Twitter account and even a
blog
© Peter Lisney and Irun Business Intelligence 2009
Do's and Don'ts• Do
– Ask questions– Answer Questions– Post Interesting posts of others’– Engage
• Don't– Try to sell all the time– Be spammy– Be dull– Let LinkedIn consume you!
© Peter Lisney and Irun Business Intelligence 2009
Linked In Etiquette
1. Don't say yes to an invitation from a person you don't really know (or have some connection with).
2. ALWAYS personalise an invitation to reflect where/when/how you met or the common ground or reason you wish to connect. Make it easy for the person to remember you and accept your invitation.
3. Don't send invitations to people who don't know you.
4. Don't put your email address under your name on your profile.
5. When you send an invitation, don't apologise.
6. Remind me how I know you.
7. Think about LinkedIn from the other person's perspective.
8. Keep things a little informal.
© Peter Lisney and Irun Business Intelligence 2009
Linked In Updates
• To Sell or Not to Sell?• Services & offerings• Start conversations• Ask questions• Take a few minutes to think about a short-
list of questions you might ask
© Peter Lisney and Irun Business Intelligence 2009
Linked In Updates
• Answer questions• Enter conversations, give informed
opinions• Don’t be inflammatory• Repost topical information & events• Special offers & guarantees• Take a few minutes to think about a short-
list of topics & events to post
© Peter Lisney and Irun Business Intelligence 2009
LinkedIn Groups• Join
relevant groups in your sector, and your target audience sectors
• A group gives you a reason to connect (required by LinkedIn)
• Use other people’s groups to find relevant people you may be interested in connecting with
• As the number of connections grows, create your own groups to engage, segment connections and connect with them appropriately.
© Peter Lisney and Irun Business Intelligence 2009
Publish your Events
© Peter Lisney and Irun Business Intelligence 2009
LinkedIn Pay per Click Ads
• Like Google and Facebook PPC
• Only pay when someone clicks
• Target your ads
© Peter Lisney and Irun Business Intelligence 2009
Setting Up Direct Ads
© Peter Lisney and Irun Business Intelligence 2009
Target Your Ads & Measure
© Peter Lisney and Irun Business Intelligence 2009
Measure Your LinkedIn KPI’s
• Number of connections (as long as they are meaningful)!
• Direct enquiries• Sales• Website visits - Google Analytics• Advanced Analytics – Goals / Sales
© Peter Lisney and Irun Business Intelligence 2009
Discussions / Answers
© Peter Lisney and Irun Business Intelligence 2009
What else should you be doing?
© Peter Lisney and Irun Business Intelligence 2009
BoB – Best Networking Format• It combines the best of all the other networking
organisations
• It is professional, business-focussed, friendly, enjoyable, promotes your business, regular, not too regular, affordable, excellent web presence, structured but not too strict.
• If you’d like an invitation to visit (Canterbury, Ashford, Maidstone, or other areas), let me know.
© Peter Lisney and Irun Business Intelligence 2009
Start a Blog – Wordpress.com
© Peter Lisney and Irun Business Intelligence 2009
Facebook page for fans
© Peter Lisney and Irun Business Intelligence 2009
FaceBook page for fans
© Peter Lisney and Irun Business Intelligence 2009
Hootsuite.com
• Can manage multiple accounts
• On multiple social networks
• Integrates Twitter, Facebook, LinkedIn, Blog etc into one panel.
© Peter Lisney and Irun Business Intelligence 2009
What Next?
• Please complete our Feedback form
• Let us have your email address so we can send you a link to this presentation
• Register your account and start using it, find me and connect!
• Or email me back with your LinkedIn username, I will connect
• Contact IRUN for further support
© Peter Lisney and Irun Business Intelligence 2009
Summary (Blended Optimisation)
SocialNetworking
SocialBookmarking
Multi-Media
Email Mktg.
Link Strategy PPC/Banners
WebsiteOptimisation
Blogging
SEO
PrintAdvertising
Exhibitions & Events
Teleseminars
Joint Ventures
P.R.Direct Mail
Field Mktg.
Networking
Testing &Measuring
© Peter Lisney and Irun Business Intelligence 2009
A Bit About Irun• Business development specialists who take the
complexity & pain out of Internet Marketing, harnessing it to grow your business. How?– Business Website Design– Search Engine Marketing & Optimisation– Customer Databases & Email Marketing– Social Media Marketing– Referral System (collects Feedback, Testimonials & Referrals)– Ongoing Web Management
• Clients large and small UK wide including Holiday Inn Express, Abacus Accountants
and Thames Water
© Peter Lisney and Irun Business Intelligence 2009
A Bit About Irun
Offers• One to one, 60 minute Internet marketing clinic.
Normally £120. Offer £90 (ex vat)
• Develop and manage your Social Media account(s).Normally £250 per month. Offer £199 per month (ex vat)
• Or if your website needs an overhaul arrange an appointment with one of our team
© Peter Lisney and Irun Business Intelligence 2009
Any Questions?