This presentation covers the use of LinkedIn for small businesses. In particular it concentrates on how to use LinkedIn for Business development and in particular lead generation . It feature some of the new feartures released during early 2013 This deck is featured on my website on small business marketing.This can be found at: http://tinyurl.com/d4m5vvl
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1. Richard MastersLinkedIn for small businesses:201311/05/20131
[email protected]
2. Structure of Slide set1.Background 1.1 History &purpose
1.2 Revenuesources 1.3Demographics 1.4 Competitors2.The
mainElements 2.1 Personalprofiles 2.3 Connections 2.4 Groups 2.3
Companypages 2.4 Other features3. BusinessDevelopment 3.1 The
importanceof LI for Businessdevelopment 3.2 Keys to Success 3.3 The
three stageprocess.11/05/20132 [email protected]
3. 1.LinkedIn: BackgroundLinkedIn has been around since 2003
and is anestablished professional networking platform. It iswidely
considered to be the best for B2B businessdevelopment.11/05/20133
[email protected]
4. 1.1 History & PurposeStarted in 2003, so itpre dates
Twitter andfacebookGrowth inMembershipimpressive and byearly 2013
it reachedthe 225 millionmembers milestone.There are membersin over
200 countriesand 65% are outsideThe USFloated on the NYSEin 2012
and hasshown impressiveand steady growth inits share value
since:which is an indicatorthat investors like itsbasic business
model11/05/20134 [email protected]
5. What is It?In its simplest form it is a large searchable CV
system. LinkedIn call it aprofessional networking site.It is
essentially oriented towards a business people and professionals.It
is for professional interaction and not for personal
postingMembership now de rigour in the US and UK for business
people andprofessionalsIts main current revenue stream is from
recruiters but it has some revenuefrom subscriptions and
advertising.It is proving to be useful for business development for
SMBs- particularlyin the B2B sector11/05/20135
[email protected]
6. Some key LI StatisticsOver 90% of LI users use the free
version. The paid version is mainly thedomain of recruitersOver 70%
have more than 100 contacts and 20% have more than 500!The are more
than 1.5 mill groups. The majority of users join more than
10groups50% of users spend more than 2 hours on the platformThe
main uses of the platform are : Researching people and
companies;Finding Jobs; Finding new business leads and business
related networking(source:
http://theundercoverrecruiter.com/infographic-linkedin-user-statistics-network-profiles-groups-applications/)11/05/20136
[email protected]
7. 2.2 LI Revenue: 2012Recruitment (TalentSolutions)
accountsfor over half of therevenue (53%)The next mostimportant
revenuestream is
Advertising(MarketingSolutions)Subscriptions(PremiumSubscriptions)
onlyaccount for 20% ofrevenue11/05/20137
[email protected]
8. 1.3 Demographics 1: CountriesOver 65% ofmembers outsidethe
US11 mill in the UKOpening officesworldwide. (Dublin,India
Netherlands,Australia, Canada)Available in 19languages11/05/20138
[email protected]
11. Demographics: Age/GenderMales are thelargest gender. Thisis
perhaps the onlysocial media systemwhere this is thecase.The middle
agedage groups alsodominate. Thisreflected theseniority of
themembership.New graduates arethe fastest growinggroup11/05/201311
[email protected]
12. 1.4LI CompetitorsLI has differentcompetitorsdepending on
therevenue streamconcerned.In the smallbusinessmarketing spacethe
maincompetitors foronline advertisingare the portals andthe other
socialmedia platformsCV Systems Recruitment
AdvertisingViadeoXingSalesforce.comMonsterCareerBuilderEcademyGoogleFacebookTwitterDirectoriesOther
media11/05/201312 [email protected]
13. 2. The main elements of LinkedInLinkedIn has undergone a
major refocusing during theend of 2012 and early 2013 with many of
the peripheraluses: Answers and Applications dropped and the
corefunctions strengthened.11/05/201313
[email protected]
14. LinkedIn Entities and AttributesStripped rightdown, LI is
builtaround threedistinct entities withassociatedattributes.These
entities thenhave relationshipsbetween them toform more
complexfunctionsEach of these threeentities isexamined in
moredetail in thesubsequentsectionsEntity AttributesPerson CV
Information ( profile,education ,career,)Relationships,
Groups,Companies. UpdatesCompany Products & Services,Employees
& Owners,followers, UpdatesGroups/Connections Owners,
Members,Discussions & Updates11/05/201314
[email protected]
15. LinkedIn EcosystemAnother way of lookingat LI is as a
networkingecosystem basedaround personal andcompany brands and
theconnecting processesIn this model, contactsand interactions
becomethe central element, withthe other elements seenas components
of eachinteraction.Either approach worksfor me but I havestructured
thispresentation around theentities view rather thanthe processes
view.http://marketingland.com/something-has-changed-at-linkedin-33190?utm_source=pluspost&utm_medium=plus&utm_campaign=stream11/05/201315
[email protected]
16. 2.1 Personal profilesThis is the starting point of LI and
many people do not get muchbeyond this.An 100% complete profile.
Including a photograph, is seen as thebasic starting point to be
taken seriously on LI. Over half ofmembers have achieved this!There
are a number of good guides on how to complete a good LIprofile. A
number of these are referenced in the ResourceDocument at the
end.However, in October 2012 LI introduced some major
profilechanges. These have yet to be fully incorporated in
publishedadvice. The revised basics are covered below:11/05/201316
[email protected]
17. Basic InformationThe headline isimportant as this iskey
search fieldThe contact datashould be completedas fully as
possibleThe remainder of thedata is generatedfrom elsewhere inthe
profileAn up to datebusiness typephotograph isessential11/05/201317
[email protected]
18. The SummaryThis is crucialas it is the mainarea that isread
by visitorsThe threesymbols arethe: Edit button (pencil), The add
document(square and +).More on this below. The move symbol(two
ended arrow.This allows you toreorder theelements in yourprofile as
you wish.11/05/201318 [email protected]
19. Added Rich Media ProfilesThis is an important newfeature
which allows keyinformation to beshowcased.It allows you to
adddocuments, links,images, publicationsand videos to yoursummaryIn
this exampleSlidesharepresentations, You Tubevideos and
Boxdocuments are shown.11/05/201319 [email protected]
20. ExperienceWork experience inchronological order are
input.If there is a company pageassociated with the employerthen
the logo is shownAs with the summary,documents can be added
tohighlight achievements.The first two references forthat
employment(see later)areshown.This data feeds into thesummary
information shownabove11/05/201320 [email protected]
21. Volunteer ExperienceThis is a relativelynew area to
theprofileAimed atpresenting abalanced view ofindividual and
thirdsector experience.Includesorganisations andcauses
yousupport.11/05/201321 [email protected]
22. Skills and ExpertiseThis is another new areaYou are
prompted to identifyyour skill areas.Your contacts can thenendorse
you for these skillswith the aim of highlightingthose areas
considered ofparticular expertise.This feature has had a
mixedreception, some finding ituseful and some finding it asort of
reciprocal exchangewithout value.11/05/201322
[email protected]
23. Education and PublicationsEducation can be listedin
chronological orderand videos, imagesand documents can beadded to
enhance asrequiredPublications can belisted along with linksto
online to stores suchas Amazon or otherwebsites. This is seenas
further evidence ofaccomplishment.11/05/201323
[email protected]
24. Additional Informationthis includes the
followinginformation on: interests,personal details andprofessional
certifications.There are number of furthersections which
providesummary data on activitiescollected elsewhere :
Recommendations Professional Connections Groups you belong to.
Companies you are followingSome of this data can beedited to be
shown in theorder you wish.11/05/201324
[email protected]
25. Other profile InformationThere are even more
optionalsections that can be added ifyou feel you have
informationto populate themFor example for selfemployed people the
projectsa can be useful to showcaseimportant projects you havebeen
part of.Similarly additionallanguages, awards or testscores can be
showcased11/05/201325 [email protected]
26. 2.2 Connections 1: Who andWhy?Connections are used to build
professional networks on LIThese networks should be strategic
networks to enhance yourpersonal career or your business.Ultimately
these contacts can be develop these into personalcontacts and then
into better jobs or more businessGood acceptance criteria is: do
you trust the person enough tolet them see your email
address?Generally best to aim for quality rather than quantity.
Amanageable network size is between 100 and 400
connections11/05/201326 [email protected]
27. Connections 2: How?The easiest way to start is to import
your contacts from your chosenaddress book (e.g. Gmail or Outlook)
and select ones you wish to invite.Go through your business cards
and recent contacts and use the peoplesearch function to see if
they are members.Always use a personal invite and not the
default.Make connecting part of your ongoing business process.Ask
your existing to connections to introduce you to new connectionsLI
will suggest to you people who you may know. The algorithm it uses
issurprisingly clever!11/05/201327 [email protected]
28. Connections 3: What?The key activity is the update. This
keeps your connections informed of whatyou are doing. these can be
posted directly to your home pageLI also posts notifications to
your feed automatically on your new connections,profile updates,
activity in groups, participation in discussions etc.This is also a
major opportunity to share content to demonstrate yourknowledge and
establish your expertise.Taken together these show your network
that you are professionally active andbusyUltimately it is up to
you, and which of your connections you develop intopersonal
contacts. This is a vital aspect of business development (see
later)11/05/201328 [email protected]
29. 2.3 Groups 1: WhyGroups are an affinity group composed of
members,which naturally segments itself based on a sharedinterest.
Interests can be wide and varied!The primary role of groups is to
conduct discussionsof interest to the affinity group concerned. In
additionit is possible to post promotions and jobs to groups.Once
you are accepted as a member of a group it ispossible to connect
directly to other group membersand increase your
connections11/05/201329 [email protected]
30. Groups 2: Which Groups?There are in excess of 1.5 million
groups currently on LinkedIn so selection isimportant.Selection is
via keyword search of the Group Directory which is accessed from
themain menu.An alternative method is to look at the groups your
existing contacts are membersof, as the chances are these will be
relevant.It is important to research the groups with care before
joining. The next slide showsthe statistics for two groups with
very different activity profiles. Clearly you are goingto get very
different experience from each one!It is possible to join up to 50
groups but generally the best strategy is to go for a fewgroups and
achieve a deep engagement. It is also sensible to join some groups
justto learn rather than participate.11/05/201330
[email protected]
31. Select groups with careHigh comment todiscussion ratioLots
of posts, jobs andpromotions littlecomment11/05/201331
[email protected]
32. Groups 3: How to exploitParticipation in discussions is the
key activityThis helps you establish a personal reputationGenerally
it is best to lurk for a while before posting to understand
thedynamics of a groupPick popular discussions to comment or add
information to.Promote your own content- but optimally in an
indirect mannerOvert promotion tends to put people off and can have
a negative effectConnect with people whose ideas interest you or
may form a useful futurebusiness contact.11/05/201332
[email protected]
33. 2.4 The Company SectionThe company functionality was added
as a major upgrade latein 2010.It was significantly refreshed in
September 2012, giving it amore up to date look and feel.The
Resources Paper at the end contains some detailed howto type
publications on how to create a LI company sectionThe main elements
of significance for small businesses areshown in the next
diagram.11/05/201333 [email protected]
34. Main ElementsThe diagramshows themainelements in aLI
companysection: The companyprofile Products andServices
(andpromotions) Employees Jobs Followers (andUpdates)11/05/201334
[email protected]
35. Company ProfileCan input basiccompanyinformation tocreate
aProfileCan add aheadline bannerimage to displayabove the
profileCan also addlogos forinclusion onprofiles
andposts11/05/201335 [email protected]
36. Products and ServicesIndividual productsand services canbe
described insome detail. Caninclude images
andvideos.Recommendationscan also berequested andassociated
witheachproduct/service.Promotions canalso be associatedwith each
specifiedproduct/service11/05/201336 [email protected]
37. EmployeesEmployees canassociate themselveswith
companiesThis allows a potentialclient to get see theskills and
backgroundof a companiesemployeesCompany links arealso shown
onindividual personalprofiles for current andpast
employments11/05/201337 [email protected]
38. Jobs/CareersThis feature allows youto display a simple
listof jobs.In addition there arepaid options whichallow you to
presentmuch more informationsuch as images andvideos.The
Recruitment (TalentSolutions) optionsallow you to search andconnect
to suitablecandidates.11/05/201338 [email protected]
39. Followers and UpdatesCompanies can befollowed
(followers)These can be viewedby company owners.Insights into
thedemographics offollowers are alsodisplayed.Companies can
alsosend updates tofollowers in the sameway as individuals canto
their connections.11/05/201339 [email protected]
40. Website BadgesShare and followbuttons forcompany pagescan
be put onwebsites etc.In additionspecial badgeswhich
providesummarycompanyinformation.These also allowpeople to
follow.11/05/201340 [email protected]
41. 2.5 Other Useful featuresFeature ContentlinkedIn Today
Daily news curation serviceStructured into subject area to
subscribe toKey influencers Updates from designated
influencershighlightedCan elect to follow
themAdvertising(marketingsolutions) Display advertisements to dive
awareness andleadsTargeted demographicsJobs (job seeker) Three
levels of additional accessRecruitment (talent solutions) Three
levels of different accessTarget individuals based on their
profilesSales professionals Three levels of accessTarget individual
decision makers to buildrelationshipsSignalFeature ContentlinkedIn
Today Daily news curation serviceStructured into subject area to
subscribe toCan share and comment on individual itemsKey
influencers Updates from designated influencershighlightedCan elect
to follow themAdvertising(marketingsolutions) Display
advertisements to drive awareness andleadsTargeted demographicsJobs
(job seeker) Three levels of additional accessRecruitment (talent
solutions) Three levels of different accessTarget individuals based
on their profilesSales professionals Three levels of accessTarget
individual decision makers to buildrelationships 11/05/201341
[email protected]
42. 3. Business Development usingLinkedInThis is the one of the
main reasons for putting time andeffort into LI. You can progress
your career- Me Plc- ordevelop new opportunities for your
business.11/05/201342 [email protected]
43. 3.1 Importance for businessdevelopmentRecent (2013)survey
shows that30% of smallbusinesses useLI for business41% also think
italso has the mostpotential amongstsocial networksThis ranks
itsignificantlyahead of the othersocial networks11/05/201343
[email protected]
44. B2B rather than B2CHubSpot surveyof all usersshows that it
isin the area ofB2B that LI isparticularlyrelevantThis is
notsurprising as themajority of themembers areprofessionalbusiness
people11/05/201344 [email protected]
45. Most effective at lead generationIn particular LIis seen
asbeing effectiveat convertingvisitors toleads(prospects)2.74% is
highby anystandards11/05/201345 [email protected]
46. 3.2 The keys to success in LIBusiness DevelopmentA recent
in depth study of successful LI users byJill Conrath revealed the
following: A relatively few people are successful in using LinkedIn
forbusiness development. Those that are successful tend to be very
successful! Successful people regard LI as strategic and put lots
of timeand effort into it The key is to identify, develop and
nurture targetedrelationships Treating LI as a stamp collecting
exercise does not bringsuccess. Some of Jill Conraths key findings
are presented in the nexttwo slides........11/05/201346
[email protected]
47. Only a few are very successful!4.7% of LI usersgenerate
lots ofopportunities usingLI. This is high.A further 39.4%have
generatedseveralopportunities55.5% havegenerated
noopportunities4.7% Lots ofOpportunities39.4%
SeveralOpportunities55.5% NoOpportunitiesSource: Jill Conrath
http://bit.ly/Crack-LI-Sales-Code11/05/201347
[email protected]
48. What do successful people do?Top sellers see LI as
Strategicand central to their businessdevelopment strategy.Top
sellers spend a lot of timeon LITop sellers spend time findingand
researching potentialcontacts.In more detail success can beseen as
a 3 stage process..http://bit.ly/Crack-LI-Sales-CodeSource: Jill
Conrath11/05/201348 [email protected]
49. 3.3 The Three Stage processBusiness development success
onlinkedIn can be seen as a threes stageprocess: Stage1
Establishing a presence Stage2 Identifying key prospects and leads
Stage 3 Relationship development (lead nurturing) These three steps
are described in more detailbelow:-11/05/201349
[email protected]
50. Stage1: Establish your presence 100% completion is de
rigueur Describe your qualifications, experience andachievements
Add multimedia evidence via the new visual profilefeaturesComplete
your personalprofile Import contacts from your existing address
books. Nowenhanced with Pulse integration Send out personalised
invitesout to connect. Join or create a groups and contribute your
expertise andknowledge Invite other group members to connect with
you Put your LI profile on your email signature to gain
connectionsBuild your network Initiate and participate in group
discussions Post status updates featuring news/comments etc. Use
linkedIn curated news service(linkedIn today) andshare/comment on
articlesDemonstrate yourknowledge andshowcase your expertise
Showcase your products and services using text/images andvideo and
link it to your personal profile Encourage
connections/clients/employees to follow yourcompany Use updates to
post key content promotional material such asblogs, white papers
and offers etc..Create a professionalcompany page11/05/201350
[email protected]
51. Stage2: Lead generationactivities Gaining Referrals from
existing contacts is a key process ( see nextslide for details).
Many LI users do not do this! Identify and approach individuals in
your groups to connect, basedon their activities/profiles who would
benefit from your offerings Advanced Search based on key is another
vital prospecting activity(see next slides for details). Only 26%
of LI users do this!DirectProspecting Post content, updates and
offers with landing pages and CTAs toattract prospects to your
company pages Develop landing pages on your website to record leads
from yourcompany page Include a lead generation widget on your
website and direct visitors toLI. Search other company websites
employee sections for potentialprospects based on their
profilesCompanyPages Place targeted ads on individuals home pages
Use LI demographics to target key prospect groups Develop a high
converting landing page on your website to capturethe
leadsAdvertising11/05/201351 [email protected]
52. Referrals: A key source of leadsReferrals are vital as they
are warm leads, who are, therefore, easier toapproachThe first
place to look for new contacts is your existing first tier
contactsconnections.You can browse the basic details of second tier
contacts and those offellow group membersThese are your second tier
contacts. You can ask your first tier contacts tointroduce you to
their contacts.LI also provides you with a list of potential
contacts based on your profile,groups and connections.The paid
subscription option allows you to contact third tier connections
aswell11/05/201352 [email protected]
53. Advanced Search: Vital for leadsNext step is to
identifypotential leads fromthe generalmembershipLI has an
advancedsearch capability whichallows accuratetargetingThe basic
criteria canbe used to search.Such as Job Title,Organisation,
Industrysector etc.Further criteria areavailable under thepaid
options.11/05/201353 [email protected]
54. Stage 3: Developing Leads intoProspects then Customers
Research prospects profiles to further qualify them Paid options
allow broader and more in depth research Identify best leads to
follow-up Can output to a CRM system or use LI Social CRM
capabilities(currently in Beta)Consolidated list ofleads
fromprospecting activities Some are referrals so can ask for an
introduction Some in groups so can contact direct Paid options
allow you a number of additional approach Inmailsevery month
Alternately look outside LI and search other social platforms
orGoogle to get telephone numbers.Approach leads toestablish
relationship Target information and content at specific prospects
via in mailsto develop and nurture the relationship Ongoing
qualification process to identify key prospects Engage prospect on
other social platforms and via generalemail Links to CRM systems
again important at this stageDeveloprelationships andqualify
prospects The ultimate goal to get one to one contact to discuss
businesswith a well qualified prospect By this stage the
relationship should be such that this isachievable either face to
face, telephone or video (Skype,Google hangout etc) as both parties
should see the potential.Physical, phone orvideo
meeting.11/05/201354 [email protected]
55. Summary of LinkedInLinked In is a well established and
respected professional networkingsystem.It is relatively simple to
set up and maintain a presence both as anindividual and as a
companyIt can be used for both personal career development and for
gaining newbusiness.For business development it is mainly a B2B
platformThe key to successful business development is to treat it
as strategic andnot a stamp collecting exercise.Developing
relationships, beyond simple connection, is the key tobusiness
success11/05/201355 [email protected]
56. Resource PapersTitle View/Download Link (Box.net)LinkedIn
background:
ResourcesDochttps://www.box.com/s/oxv4z2ksceiqgvsnrmykPersonal
Profile Resources Doc
https://www.box.com/s/mk6vu7ew0u5auk8vkmhxGroups and Connections
ResourcesDochttps://www.box.com/s/rf3wf3vi1n3jozy20jgaCompany Pages
Resources Doc https://www.box.com/s/8bk6uwx0c8cnm5oj24pyBusiness
Development
ResourcesDochttps://www.box.com/s/vsxfua47krve70bn0oyyPowerPoint
Presentation Slides
https://www.box.com/s/3419bbohoqzscxr2l91h11/05/201356
[email protected]
57. Further information and contact Email:
[email protected] Website: www.rjmasters.co.uk LinkedIn:
http://lnkd.in/vTp8Kw
G+:http://www.google.com/profiles/richardmasters.richard
Facebook:https://www.facebook.com/richardmastersj Twitter:
www.twitter.com/mastersassoc11/05/201357
[email protected]