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The
Sessions
Ed Alexander
Chief Digital Marketer
Turn your business network
up to 11Q1 2017
playlist
2
OH, YOU AREN’T ACTIVE ON LINKEDIN?
PLEASE TELL ME HOW YOUR RELATIONSHIPS BUILD THEMSELVES.
About Ed Alexander, Session LeaderLinkedIn launched in May 2003. Ed joined in June. Since then, thanks partly to LinkedIn, he has been hired twice, made some key hires, built number-crushing sales teams, started and sold 3 companies, and is now shepherding the Social Selling effort for clients of his digital marketing company, Fan Foundry.
As Chief Digital Marketer, Ed and his global virtual team modernize sales and marketing operations for high growth organizations. With a number of brand, company and product launches, F/G500 growth stories, strategic and IPO events to their credit, the Fan Foundry team has the essential expertise to transform organizations into high performing social enterprises.
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A few LinkedIn Facts
• Launched: May 5, 2003• IPO*: May 19, 2011 (*IPO= Infinite Procrastination Opportunities)
• 455 M members Q2 ‘16 (115M in US)• ROW = 75% of recent growth• 2 new users join every second• 42 million unique mobile visitors per month, up from 29 million
a year before (45% increase)• Net revenue 2014: $254M, up 32% from 2013 ($192M) • User goal: 3 billion registered users• Average time a user spends on LinkedIn: 17 minutes per month• 25 million LinkedIn profiles are viewed every day• One in three professionals on the planet are on LinkedIn• You can increase your LinkedIn views 11X just by having a photo
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A few LinkedIn Facts (cont’d)
• 41% of users visit LinkedIn via mobile • Average number of connections on LinkedIn: 930• Profile views in Q3 2014: 28 billion • LinkedIn’s percentage of social sharing is only 4%• 39 million students and recent grads are on LinkedIn • 86% of all recruiters use Linkedin (55% FB; 47% TW; 12% YT)• Member distribution by gender: 56% male, 44% female• 30,000 long form posts published on LinkedIn each week• 41% of millionaires use LinkedIn• 13% of LinkedIn users don’t have a Facebook account• 59% of LinkedIn users don’t have a Twitter account• 26% of LinkedIn users’ session time is on the mobile app
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The Sessions
Company Pages
Talent Acquisition
CRM
Audience Building
Analytics and ROI
Social Selling
LinkedIn Resources
Profile Strategy
Networking
Personal Brand
Your Objectives
Account Settings
What’s the big deal?
Profile Components
Getting Found
6 end of section
Groups
Getting Buy-in
playlist
Hack This
Appendix
New Grad? Start here
LeadGenLearning
What are your goals for this session? What information do you need?
__Privacy and security __Business prospecting __Personal brand / Reputation __Job search __Recruiting __Company marketing __Starting a Company Page __Joining Groups, Learning, Marketing __Premium Accounts: worth it? __Posting and Publishing __Social Selling __Other ________________
Your Objectives
Portrait of a LinkedIn User
(2014 edition)
7
Your questions:
88
Individual Corporate
Crawl(Lurker)
Profile : Free skimpy outdated resume Main Page; no posting
Usage: <1 H/W; Usage: < 1 H/W
Results: slim to none Results; slim to none
Walk(Linker)
Profile: Updated; career/market Few posts, some job ads
Usage: 1-2 H/W Usage: 1-2 H/W
Results: Unplanned or spotty success 1 or 2 hires / sales / referrals
Run(Leader)
Profile: Robust, Premium Account, audience focus; media + apps
Daily/Weekly Posting, active talent channel
Usage: daily; Influential; pipelineimpact; work referrals
Influential hub; notable impact on sales and hiring
Results: Clear ROI – sales, hiring, etc. Clear ROI – sales, talent, KB
Your Objectives - - What is Your LinkedIn Style?
Profile Usage Results
Profile Usage Results
Profile Usage Results
What’s the Big Deal?
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If LinkedIn were a Country, its population would be #4 after Facebook, China and India
Top Populations (millions)
Facebook 1,940
China 1,360
India 1,240
LinkedIn 467
Twitter 319
USA 324
Indonesia 247
Brazil 202
Pakistan 186
Nigeria 173
Instagram 152
US: 124M LinkedIn users / 204M total working age population = 61%
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Q: What, exactly, is LinkedIn?
A: Global social network with unique attributes• B2B – Connections, Customers, Careers • Contact management system • Social Network • Apps - embeds & partners
Amazon reading listBlogging (Wordpress, TypePad) SlideShare (acquired 2012) Business card scanning
• Groups - Q&A section similar to Yahoo! Answers or QuoraLargest Groups are employment related
• Business journal • Search engine – and an SEO factor
What’s the Big Deal?
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Q: Should I be on LinkedIn?
A: If you aren’t, your next opportunity may wonder why not, and it could hurt you. Now, more than ever, your network is your net worth.
You can’t know it all, but you can know where to get it all. Cultivate a network of resourceful colleagues on LinkedIn.
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Q: Why is LinkedIn our focus?
A: It is the business networking site for Generation C (Connected), including:• Millennials, who are 80% of our workforce (source: PwC)• Digital natives – born on the Internet; college students a growing segment• Middle managers and executives with authority, need, urgency and budget
What’s the Big Deal?
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Mobile • Social • Always on • Real time • Networked
What’s the Big Deal?
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2 year compound growth
Q: Who uses What?
6%
13
What’s the Big Deal?
13
1.9B
64M
364M
Leveling off
Audience Growth
467 M (Q1 2017
2015 US Social Channel Users
Users (M)
Market Share
Faceboook 158 77%LinkedIn 124 61%Twitter 65 32%US Working Age Adults (15-64) 204
Leveling off
Ratcheting up
14
What’s the Big Deal?
14
Age 18-24 25-34 35-44 45-54 55+
45%
28%
28%
23%
New
Useful
15
Delegating on LinkedIn: Whose Job is it to Manage a LinkedIn presence?
What’s the Big Deal?
15
US Employers By Size 2014% of all US Employers
# Employed # Employers Portion1 to 4 3,617,764 62%5 to 9 1,044,065 18%10 to 19 633,141 11%20 to 99 526,307 9%
Employers with <100 workers 5,821,277 98%
All US employers 5,930,132
Employers >100 workers 108,855
Most US businesses have < 100 people. Someone has to do it. Looks like it’s you.
What’s the Big Deal?
How is LinkedIn best used today?
Personal Branding. After meetings, people look you up on LinkedIn. Your Profile can inspire them to connect.
Market Reach. Your Profile and Business page can supplement your website, build awareness, boost your presence on search engine results as well as referrals.
Sales Prospecting. Exchange invitations and use Search features to find more of the right contacts at prospect companies.
Talent magnet. Post openings. Smart job seekers research you. Attract them with a strong presence.
Related chapters
Personal Brand
Social Selling
Talent Acquisition
Profile
Profile Components
16
Recruiter Acct ROI Example $10,000
Placement range $100,000
Placement fee % 15%
Placement fee $ $15,000
Placements / year 12
Ann. fee income $180,000
How LinkedIn makes money
1. Talent Solutions Recruiters and corporations pay for: • branded corporate pages • PPC job ads to targeted Linkedin users • Advanced Search features
2. Marketing Solutions – PPC ads
3. Paid User Subscriptions• LinkedIn Pro • LinkedIn Business • LinkedIn Talent • LinkedIn JobSeeker• LinkedIn Sales Professional
What’s the Big Deal?
17
Since 2013
What’s the Big Deal? LinkedIn’s recent M&A history
Source: Wikipedia18
What’s LinkedIn planning next?
19
LinkedIn's “Economic Graph” goals
1. A profile on LinkedIn for every member of the global workforce — 3B people.
2. A presence for every company on the planet including all small to medium sized business — 60–70M companies.
3. A digital representation for every available job opportunity at every single one of these companies which would be digitally accessible — ~20M+ jobs.
4. A digital representation for every skill that is required to obtain these jobs offered by these companies in which you could access through standardized data — 100,000’s of skills.
5. A digital presence for every University and vocational training facility in order to obtain the skills in order to get the jobs offered by these companies.
6. A publishing platform that would enable every individual to share their professional knowledge.
What’s the Big Deal?
19 end of sectionSource: Reid Hoffman, founder; Jeff Weiner, CEO
Account Settings Free vs. Premium
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Account Settings Free vs. Premium
21
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Account Settings Free vs. Premium
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Advanced Search (Premium Account)
Unique Parameters Found only on LinkedIn.
Google? No. Bing? No.
Powerful parameters.
Free Premium Executive
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Account Settings Free vs. Premium
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Special Search TypesPremium Account Targeting capabilities: • HNW worth people in a zip radius-
VPs at companies with >1000 people • Pre-conference meeting requests with target prospects -
Zip CXO, then send an InMail invitation CAUTION: Have a kick-a** profile FIRST
Settings and Privacy Controls (find them in your Account dashboard)
Account Settings Free vs. Premium Privacy and Visibility
especially to edit and research
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Pro tip: Go incognito when you recruit, research competitors, or edit your profile.
end of section
Analytics and ROI - Profile, Group, Company
25
Profile Analytics - Individual
Switch this to “No” when
making minor edits
26
Analytics and ROI - Profile, Group, Company
26
Profile Analytics - Individual
27
Analytics and ROI - Profile, Group, Company
27
Group Analytics
https://www.linkedin.com/groups?groupDashboard=&gid= [insert your group id here ]Find your group stats page at:
Source: LinkedIn.com
Sustaining Impressions and Engagement, supported by regular (weekly) posting. Engagement % = Clicks / (Likes + Comments + Shares)
Opt-in
Acquired
Analytics and ROI - Profile, Group, Company
Opt-in Followers and Acquired Followers (promotional banner clicks) continued to increase.
Company Analytics (Client example)
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29
Follower & Audience detail – 90 day trends
In this client example, almost all Unique Visitors visited Careers pages, then visited the website.
Analytics and ROI - Profile, Group, Company
end of section
1. Status Updates: share your expertiseStay top of mind within your network by sharing interesting articles, news, or videos through Status Updates. Include your own personal comments and insights on content you share. Networks appreciate this information, and start to look to you for insights. Avoid: using Status Updates solely as a PR channel; your Groups may dis-invite you for spam.
2. LinkedIn Mobile App Helps you quickly find opportunities to nurture relationships with Connections in a meaningful way. Get relevant updates about people you know, then reach out when it matters – job change, birthday, etc. Avoid: messaging strangers on mobile. Creepy.
Audience Building
30
For the Opportunity Seeker Visit: For the Marketer
3. Reminders Good for nurturing relationships.
Keeping an active line of communication with your contacts can turn a connection into a stronger relationship.
Set daily, weekly, or monthly reminders to reach out to your connections. Build a reputation for reliable follow-up.
Avoid: birthday wishes to people you don’t know. Creepy.
Audience Building
31
For the Opportunity Seeker
32
4. LinkedIn Groups
Join up to 50 relevant Groups - profession, industry, career interests.
• Discuss key topics & trends with experts. • Share your knowledge and insights. • Build relationships with top contributors. • Become one!
Audience Building
32
Avoid: excessive linkbacks to your blog or website. Groups may block you as a spammer.
The Fix: Comment, contribute, and link to other people’s authoritative content. Be a resource, not a bullhorn. Aim for > 80% sharing, < 20% self promotion.
For the Opportunity Seeker
Audience Building
5. Publish Posts Demonstrate your expertise; share professional insights through long-form posts on your LinkedIn profile. Your posts are seen by your trusted network, and other professionals on LinkedIn can also filter them in, giving you a way to build relationships with people who seek advice on your topic. Avoid: linking only to yourself. Promote others’ work, too.
6. Use the “Who’s Viewed You” features. See who’s interested. Adjust accordingly. As you engage with your network, make sure you’re reaching the right people. Check Who’s Viewed Your Profile daily to see the roles, industries, and locations of members viewing you. Use this information to tune the types of content you’re posting based on whom you are targeting. Send customthanks/invites via InMail, especially to 1st level Connections.
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Getting Found
For the Opportunity Seeker
Audience Building
34
First degree Connections Connections to influencers
Target Companies FollowedInbound Requests to Connect
(Why? Did they view your Profile?)
First degree Connections in Target Companies
Profile Searches
Local professional groups joinedProfile Views from Group
members
Updates per weekFirst level connections at target companies
Measuring Progress – a few suggested KPIs
See also: Analytics and ROI -Company
For the Opportunity Seeker
35
Audience Building
35
Starter Metrics > Traction Metrics
Company Page Engagement Commentary on Company Posts
Employees Following Employees Commenting
Partners Following Partner Posts and Comments
Job Posting replies Job Replies that match openings
Content cadence (week, month) Audience growth over time
Marketing KPIs
Visit: For the Opportunity Seeker For the Marketer (see also Company Pages)
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Audience Building
36
For the Marketer
Marketing KPIs: the 80/20 Rule 80% useful content, 20% inbound marketing
In the digital age, reaching customers meanshaving a conversation, not sending a one-sided message.
It means delivering responsive, relevant, timely interactions, adapted to the customer’s schedule, channel and journey stage.
Marketing dollars have the most effect when you offer something of value, and when you engage your audience consistently over a period of time.
end of section
CRM (Can’t Remember Much)
LinkedIn and Email, integratedImport your Contact database from MS Outlook
Linkedin and CRM, integrated Use Sales Navigator to link directly to your CRM (Salesforce.com or other)
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LinkedIn is not CRM - or is it?
Free Lead Management features: 1. Organizing for follow-up
Solution: Contacts (tags, etc.)2. Reminding people why you’re Connected
Solution: reach-out reminders For subscription based Lead Management features: see Sales Navigator (Premium)
39
CRM
39
Managing Connections on LinkedIn
Filters Sort by Company, Tag, Geo, Title, Source
end of section
Relationship tab Store useful info –How you met, etc.
Downloading Contacts to your Email or CRM
Do it! LinkedIn recently removed some filtering features.
Two cautions1. Don’t violate the CAN-SPAM Act of 2003, enforced by FTC ($16K penalty per email)
Golden rule: People must invite you to their inbox. You can’t invite yourself.2. Sending uninvited email could anger or alienate some of your Connections.
Five Solutions• When inviting Connections, tailor the default message, including a blog/form link • Send InMail offers (up to 50 at a time) inviting people to your email/CRM list • Message people in a LinkedIn Group you own, with a similar invitation • Promote your blog content on LinkedIn, linking to an offer and subscription form • Post links on your Profile page(s) (Personal, Company) to your blog/email opt-in page.
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CRM
40 end of section
Link: Explore a few free CRM options
41
Company Pages
41
3 Major Components
Logo
Header Image
About
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Company Pages
42
Share your Company PageAttract people to your LinkedIn Company page.
1. Visit your LinkedIn Company Page and highlight the Page URL. (CTRL+C)
2. Navigate back to LinkedIn home page, click the “Share an Update…” box and Paste your LinkedIn Company Page URL (CTRL+V)
3. Type an Update about your Company: what you offer, what makes you different, and finally a Call to Action using the Share button, where you can select an audience.
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Company Pages
43
Post Updates on your Company PageAttract people to your LinkedIn Company page.
1. Highlight the URL of the page or article you wish to share (CTRL+C)
2. Navigate to your Company Page on LinkedIn and paste the URL in the Status Update box (CTRL+V).
3. Write a compelling summary about the content you are sharing, and add a Call to Action using the Share button.
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Company Pages
44
Posting on Company Page
• Build Engagement • Keep it professional • Ideal: Educational content
Other publishing options: • Updates • Pulse • Groups
Advertising Partner Solutions Includes targeting features
• Premium Display Ads • Sponsored InMail• “Follow Company” Ads • “Join Group” Ads
Setup checklist• Basic info, administrators (just like a website)• Add marketing copy and images • Add products and services • Proofread and review
Operations checklist• Plan regular updates with a Content Calendar• Maintain it daily – engage Followers and visitors
Company Pages
45
Prep checklist• Review other profiles; copy what you admire • Research competitors to differentiate and
avoid rookie mistakes • Set goals – keywords, traffic growth, etc. • Collect imagery, graphics, “about us” blurb
Company Pages
46
DO:Start discussions among your Followers Ask questions; share short quizzes Publish the results; celebrate wins
Light up your Careers Page Build brand recognition; reduce cost of talent acquisition
DON'T: Be a self serving bullhorn It's OK to share news and exclusive content; just balance it - customer stories, relevant 3pty content
Posting tips: Always include RELEVANT images linked to fulfillmentCompelling, eye catching, rich media
Large companies: use Showcase pages for each entity
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Company Pages
47 end of section
34 minutes ago
Who’s doing it? Examples of Brand Journalism on LinkedIn
48
Company Pages
48
Company Feature: Elevate (currently by invitation only)
Premise: Individual profiles average 10X as many Connections as Company profiles. Remedy: Enable people to share Company posts, extending reach of Company pages.
• Easy Content Curation • Seamless Sharing • Actionable Insights
Companies can track sharing and response to gauge effectiveness of content and improve Brand Journalism.
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Company Pages
49end of section
Courtesy of our friends at
New (May 2016) :
* for freelance and consulting work
Be a Power UserLinkedIn favors 100% complete profiles, so when LinkedIn adds fields & options ... “up” yours.
Getting Found
How LinkedIn Helps you Get Found SEO matters - LinkedIn results appear at the top of Google search results. Google ranks you on its search results pages based on:
(1) Title (2) Summary (3) Skills
50
Reasons for Getting Found Social selling Brand ExposureAttract clients, partners and referrals Recruit talent
51
Getting Found
How LinkedIn's Algorithm Works
Keywords in your: ❶ Name ❷ Headline ❸ Company Name ❹ Job Title❺ Skills and Summary
…can rank your Profile higher in search results
❶
❷
❸
❹
❺
Connections
“ABC” - Always Be Connecting.
The more Connections you have, the more likely you are to appear in searches by members of your extended network.
Connect mainly to people you know. Avoid: LIONs, scammers, spammers (oh, my!)Keyword searches on LinkedIn show the most relevant results among your Connections first.
Getting Found
52
Connections (continued)
Invitations: personalize them! Don’t rely on LinkedIn’s default text. It implies you couldn’t be bothered to write a personalized message or even think of a reason why you should be connected. Give them a good reason, even if they already know you well.
Mobile App Glitches1. “People you may know” LinkedIn sends off that invitation to connect without an option to customize it. LinkedIn needs to fix this. For now, rely on desktop, not mobile, to tailor each invite you send.
2. “Friend” option Use it ONLY for legitimate friends. It’s a major pet peeve for many, and they won’t want to connect with you.
Getting FoundGetting Found
53
Oops
Getting Found
How much is enough?
Getting Found
54
If you spend more than 2 hours per week on LinkedIn, you are likely getting greater benefit from your membership.
Good for you! You are building visibility and influence.
This is not a contest. Connect mainly to people you know.
Getting Found
Profile Views Analytics (see also Analytics)
Getting Found
55
56
Getting Found
Link your Profile to attract visitors
• Email signature
• On your blog: link buttons
• On your Twitter Profile
• Other relevant social channels
Getting Found
56
Cheers,
Ed Alexander Cell: 781-492-7638 USA East
Learn more about me on LinkedIn Schedule a time to talk on my calendar here
Don’t Get Flagged
Don’t abuse LinkedIn’s algorithm by: Falling victim to “link farming” – examples:
eLink.club , Allison U.S. Loan (see LI profile)Misrepresenting your name or work history Sending inappropriate messages
Your online comments are public, so temper them: via InMailin Group discussions Everywhere online. Period.
Getting Found
Ask yourself: Would you put this comment on a resume?
Once LinkedIn flags your profile, you will have a much harder time finding and connecting with people.
Getting Found
57 end of section
58
Linked Resources - for lead generation, career management, learning
FREE
NOT SO
FREE
(See Groups)(LinkedIn now charges for LeadGen)
595959
Linked Resources - for lead generation
59
Publish
Why: Contribute your professional insights Establish your identity Share experiences and professional opinions
What: Posts and content you publish• Is added to your Profile • Is hared with your Connections and Followers • Invites people to Follow you • Is searchable on and off LinkedIn
For more tips and insights on using LinkedIn Publisher features,
click here
60606060
Linked Resources - for lead generation
Publish
60
Publish
34 minutes ago
Pro tip: Link like crazy
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Linked Resources - for lead generation
Publish
61
Publish
May 2015: Analytics
❶
❷
❸
62
Linked Resources - for lead generation
Publish
62
Publish
Study the masters.
Linked Resources - for lead generation
Slideshare.net (acquired by LinkedIn 2013)
Sales and Lead Capture tips1. Lead capture form 2. Include links in slides
(except .pdf)3. Action Links & graphics
(arrow, button)4. Description of slide deck
(Keywords for SEO!)
63
5. Bonus idea: branded social
icon
64
Linked Resources - for lead generation
Company Pages Best practice: Create a brief summary and image linking to your blog, article or other source you own. Remember, on social channels you are “building on rented land”.
65
Linked Resources - for career management
LinkedIn Job Seeker Account
5 top job seeker mistakes – and how LinkedIn helps you solve them
1. Un-informed • Follow Companies and
Influential Authors • Join & participate in Groups
2. Losing Touch • Build relationships • Link to everyone you know
3. Uncommon jargon • Scan job listings • Find relevant keywords • Add them to your Profile
4. Telling, not showing • Add rich media (graphic, video, .ppt)
5. Delay, Hesitation, Missed Opportunity • Use the mobile app
#NYFO *
*Networking Your Face Off
6666
Linked Resources - for career management
Reality: excerpts from “The Startup of You” (by LinkedIn founder Reid Hoffman and Ben Casnocha)
• The Career Escalator (“single employer track”) is jammed. The career ladder is more like a jungle gym.
• For the first time since WWII, today’s generation may NOT do as well as, let alone better than, the previous.
• College grads can’t find jobs. Retirement-age people can’t afford to retire on their 401(k).
• How well you navigate depends on how well you brand yourself to meet marketplace needs.
IsWas
67
Linked Resources - for career management
Job Seeker Power Tips
1. Custom URL
2. Relevant Title and crisp, detailed career Summary (100-300 words; think SEO)
3. Experience: expand beyond current or most recent; keep it current
4. Skills – list up to 50, re-sorted by relevance, not recency
5. Recommendations – get at least 5
6. Link to online portfolio or websites (Google docs and SlideShare are free)
7. Connect regularly; send tailored (not default text) invitations.
LinkedIn Mobile App
end of section
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Linked Resources - for learning
LinkedIn Learning
LinkedIn’s reincarnation of Lynda.com (acquired 2015)
end of section
Business Courseware
Business Software | Digital Literacy | Education and Instructional Design | Finance and Accounting | Leadership and ManagementMarketing | Professional Development | Projects Management Writing
Technology Courseware
Data Science | Game Design and Development Information Management | IT InfrastructureSoftware Development | User ExperienceWeb Design | Web Development
Creative Courseware
3D and Animation | Art and Illustration | Audio and Music | CAD Graphic Design | Motion Graphics and VFX | PhotographyVideo
Imagine LinkedIn comparing
the skill sets of its users against
those required to apply for a
particular job—and then
offering users the courses
necessary to fill the gaps.
69
Networking
69
Benefits of Networking Networks add impact. They keep you informed, add new perspectives, foster innovation, offer advice, lend expertise, and appreciate yours too.
5 Common Misperceptions that may need a reset
Myth Debunk/reset
Waste of time Think long term. Aim to give and receive (see Benefits, above)
For extroverts onlyGrowth mindset: any skill can be built. You achieve what you believe. Believe in opportunity
Forced, unnatural, unethical
Closed networks distort reality. Intentionally build a diverse network. Everyone wins.
Manipulative, flouts meritocracy
Look for reciprocity and ways to exchange value
Close relations matter more
Reach beyond that echo chamber to gain perspective and collide with more opportunity
LinkedIn is Networking on Steroids – it helps you scale up• Be intentional; attract resources to yourself and your business • Build strong connections; create interest and engagement • Build a community that delivers mutual value • Emphasize Quality over Quantity (beware the “Majority Illusion”)
Networking
70
Voice
Listening
Content
Network
71
Networking
Joy’s Law
“No matter who you are, most of the smartest people
work for someone else”
Bill Joy, Founder Sun Microsystems
Upshot:
Network to collaborate.Leverage Network Intelligence.
Encourage your team to link and engage with outside experts. You will all be stronger because of it.
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1. Build a baseWho - Your first foundational core group of Connections: • Key people you see on a regular basis professionally • colleagues, clients, friends, and family Do – Interact with them regularly, including on LinkedIn • Promote them (their posts, career moves, etc.) • Write recommendations • Make it easy for them to help promote you and your brand
2. Build a network Who – Your 2nd level Connections. Diversify! • Recent grad? Include classmates, faculty, staff Do – Request introductions, or reach out directly if appropriate • Interact with them on LinkedIn (same as above) • Grads: Visit the Students & Alumni to find more classmates
72
Peer power
Hidden Opportunity
Networking
Networking
3. Join Groups - find people with similar interestsFind new contacts in LinkedIn Groups. Groups are a great place to expand your knowledge around a given topic, find like-minded professionals, and build new business relationships. Contribute in Groups that match your professional interests. Observe others with whom you may wish to Connect.
4. Build a habit Make connecting part of your routine. Anyone you come in contact with at events, conferences and meetings could become a valuable contact in your network someday. Enhance the relationship by connecting and engaging on email, social and LinkedIn.
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Networking
5. Search for key contacts on LinkedInLinkedIn Search can find contacts by industry and location.
Premium filters like function, seniority level, and years of experience can further help you pinpoint the exact person. Often you’ll find someone in your network is also connected with them, and can facilitate an introduction. How? Read on.
6. Reach out If you share a mutual connection, engaging with a contact
is as easy as requesting an introduction (look for the "Introductions" module on the right of their profile page).
Even without a mutual connection, you can reach out to any LinkedIn member using InMail, which on average gets a response rate three times higher than email.
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Networking
Connect the DotsThose 6 degrees of separation just became 3 or 4 – and a part of doing business.
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Playbook for Networkers and Managers:• Connect your team, customers and partners • Make it a Day 1 onboarding task for new hires • Be disciplined; invest the time to do your
connect-the-dots research • Make it routine. Connect dots early and often • Be relentless. Don’t be shy. Aim high. • Share with your network. Give before taking. • Be respectful of time and relationships when
asking for introductions. • Ghost-write a few introductory referral Inmails• Express gratitude by supporting others
Benefits for Sellers: • Build relationships • Share and gain resources• Get to power faster• Qualify deals faster• Qualify champions• Uncover direct & indirect
influencers• Mitigate deal risk• Expand deals• Close deals faster
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Networking
A word about Trolls, Spammers and Scammers Every social channel has them: Link Farms, outsourcers, pouncers, etc. Some offer to outsource your Networking (really?) for a fee (ex: eLink.club), ExchangeLeads.io ). Beware dubious LinkedIn connection requests such as:
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• Invitations from strangers c/w come-hither photos or didn’t view your Profile• Outlandish “secret sauce” sales pitches that promise an end to tedium• Name droppers who haven’t first confirmed your mutual acquaintance• Generic “join me on LinkedIn” messages – they might even be misfires• Legitimate looking profiles with scant detail, citing mutual connections • Business and company names you don’t know and can’t verify• Group members you don’t know (start a dialogue first; see where it goes)
Ask yourself: would you hand your address book to a stranger? Once you link to a less scrupulous person or entity, they may feign legitimacy through you and send InMail to your Connections with irrelevant pitches, which could discredit you.
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Networkin
Pop Quiz Would you accept an invitation from any of these people? Why or why not? How could they improve?
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7979
Networking
Pop Quiz Would you respond to this InMail?
What could the sender do to improve response?
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808080
Networking
Pop Quiz Would you respond to this InMail?
What could the sender do to improve response?
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Networking
Meet up Keep connected in a meaningful way
1. Habit: a 10-name “pay it forward” weekly call list 2. Keep call notes – topics discussed, etc.; tag it in LinkedIn or CRM.3. Hold at least 1 strategic 1-on-1 networking meeting a month. 4. Make your calls and meetings mutually beneficial - or don’t bother. 5. Follow the heck up. You world-beater, you.
81 end of section
#NYFO (Network Your Face Off)
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New Grad? Start here
100% complete = 40x more opportunities.
Building connections starts with people seeing all you have to offer. Members with complete profiles are 40x more likely to receive Opportunities through LinkedIn.
You’re more experienced Than you think.
Think broadly about all your Experience, including summer Jobs, unpaid internships. Volunteer Work, and student organizations. You never know what might catch Someone’s eye.
Use your inbox.
Networking doesn’t mean reaching Out cold to strangers. Start buldingYour LinkedIn network by uploading Yur online address book (from Your email account) and connecting To people you know and trust.
How to Network using LinkedIn
83
New Grad? Start here
Get personal. As you build your connections, Customize your requests with a Friendly note and, if necessary, A reminder of where you met, who You met through, or what Organization you have in common.
Join the “In” crowd. LinkedIn Groups can help you form new connections. Start with your school groups and reach out to alumni (they love to connect with students). Find volunteer organizations and associations you belong to.
Lend a (virtual) hand. As you build connections, think about how you can support others. Comment on a classmate’s status update or forward a job listing to a friend. Your generosity will be returned!
How to Network using LinkedIn
84
New Grad? Start here
How to Network using LinkedIn
85
New Grad? Start here New Grad? Start here
How to Network using LinkedIn
#NYFO Network Your Face Off
Personal Brand
“Awk - ward! “
“I'm not in marketing or sales.” “I'm not the brash, bold type. ““I'm not a shameless self-promoter.”
Right, right and right. But …like it or not, you have a Personal Brand.
It's called a Reputation. It's what people think of you based on interactions – theirs and others’. It’s what they say when you’re not present.
Use LinkedIn platform to build a positive reputation for your personal brand. Big brands take pains to manage theirs.
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Pro tip: Ditch the Pitch.• Rephrase your elevator pitch as an elevator question • Ask and answer it in terms of how you solve the problem • End your answer with a question to start conversation
What is your personal brand? Here are a few thought starters. 1. What is your expertise? 2. What are you passionate about? 3. Where is there a demand or need for your expertise and passion?
This takes time, experimenting, and sacrifice, a lifelong work in progress. What matters to you? What are you trying to accomplish? Why? Say it aloud. Make sure it rings true. Ask for feedback. If it resonates, others will say it about you too.
What is your statement? Avoid verbal oatmeal. Saying "I'm good at a lot of things“ doesn’t work. Be specific. Say one thing clearly. It aids memory and builds brand value.
87
Personal Brand
?
!
Demand $weet!
Social Media’s Role
In a word: powerful!
Use it to shape your brand • Promote your expertise to your target audience. • Write Posts and Group comments that reveal
your interests and expertise.
Don’t make it all about you, though • Tell customer stories. • Discuss customer, industry and other relevant
news and ideas that reflect your brand values.
88
Personal Brand
Idea: branded
social icons
A blog or website is the social media rug that ties the room
together.
89
LinkedIn Platform’s Role (see “LinkedIn Resources”)
89
Personal Brand
FREE
NOT SO
FREE
end of section
SlideShare Groups
Publish
Company Pages Pages
Sponsored Updates
Showcase
Power Tips
Research!
Use cases: People and Companies • Competitor departments & staffing • Background checks • Advanced people finder • Dispute resolution • Business prospects
The benefit: SPEED If it takes ~6 contact incidents to turn a prospect into a buyer, LinkedIn helps you get the first few touches done quickly, in a professional manner
Pro tipProspecting? Don’t ignore LinkedIn. Use it to find relevant mutual interests and topics.
If you cold call a prospect without first researching them on LinkedIn, Google, Bloomberg (OTC) etc., you could instantly lose credibility.
If you don’t research prospects, what will they think about the diligence and quality of your work?
90end of section
Pro tip: in Profile Edit mode, switch the “Notify your network?” setting to “No” when making changes, fixing typos, and doing prospect research.
91
Introduction Success in any communication channel requires focus. Focus on answering these questions.
• What would your audience like to know? • What is your brand trying to say? • What style of communication best portrays you? • What proof can you offer?
With these answers in mind, let’s examine how your LinkedIn Profile can exhibit these answers to help you attract your target audience.
Profile Strategy See also “Profile Components”
91
1. Understand your audience. How do you tell your story? That depends. Who is/are your audience(s)? Write your Profile to serve their needs.
2. Photo: Put a face to your name. First impressions count. Include a professional photo. Bring your story to life.
Profiles with photos receive 14x more profile views than those without. More on this later.
Profile Strategy See also “Profile Components”
92
customer
partner
talent
colleague
prospect
3. Title: your “headline”Along with your photo, your headline is the first thing people see. Use this area to speak directly to your target audience. Include phrases or keywords they might use to find you. Avoid self serving adjectives (“creative, seasoned” etc.).
4. Summary: Tell your professional storyDemonstrate your expertise. Use the Summary and Experience sections of your profile to showcase your career and experience – and show others why you’re someone worth knowing. Include keywords and phrases that highlight your best skills. This improves your visibility in LinkedIn and Google search results.
Profile Strategy Visit “Profile Components”
93
These 2 parts of your Profile, plus your Skills section, are indexed by Google. Placing keywords here improves your visibility in both LinkedIn and Google search results.
5. Projects: Showcase your work.Show your quality of work to potential business contacts with tangible examples. Upload or link to previous work, such as blog posts, presentations, images, and websites. Your live work examples build value, trust and engagement.
6. Recommendations: Your network speaks.Social Proof is king. Get Recommendations and Endorsements from colleagues, employers, and customers who can speak to your abilities and contributions. Your personal advocates give you the credibility and authority to attract resources.
Profile Strategy Visit “Profile Components”
94
7. Links (all of them)Include relevant links to your contact information.This helps people discover your brand value and make direct contact, avoiding InMail’s limits.
8. PURL (Personal URL): SEO! Customize your public profile URL to improve your ranking in search results and make it easy for people to find you.
Profile Strategy Visit “Profile Components”
95www.linkedin.com/in/edalexander end of section
Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
Name – First and last
Title / Headline – Defaults to current job title; customize it with key search terms
Summary – info about your mission, accomplishments, and goals.
Contact Info – Email, phone, IM, address, Twitter handle and websites.
Experience – Positions held, accomplishments, volunteer work. Include relevant history.
Recommendations – a major asset!
Skills & Endorsements – focus on your real strengths, so Contacts can Endorse them.
Industry – Choose from drop-down menu
Location – City in/near where you work
Education – school names, courses studied
Certifications – job related
Publications – Specifically relevant for marketers, writers and researchers
Projects – noteworthy projects that would impress connections or employers
Languages – Bilingual? Can be major asset!
Volunteer Experience & Causes – Organizations you support, causes you care about, and types of volunteer opportunities you seek.
Additional Information – If it isn’t professional, keep it out of this section (ie omit marital status)
Honors & Awards – relevant noteworthy awards
Anatomy of a complete Profile
96
Infographic: the Ideal LinkedIn Profile
Creative
Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
97
Title (Headline): “Title is Vital”
Be distinctive. A first impression is lasting, and possibly your only chance. LinkedIn auto-fills it with your current Title and Company Name. Edit! Include 2-3 key terms.
Think like a Search Engine. Use terms that will help you get found on search results – skills, roles, common acronyms.
Be specific. Avoid self-serving, vague cliches. They make you forgettable. People don’t type cliches into search engines. Let Connections’ Recommendations do that brag.
Use Select Keywords. Include the most relevant 2 or 3. Repeat them in your Summary and your Profile details. Focus on where you’re headed, NOT where you’ve been.
Industry keywords boost SEO 15X
Top 10 overused buzzwords in LinkedIn Profiles in the USA1. Extensive Experience 2. Innovative 3. Motivated (2014: #1)4. Results- oriented 5. Dynamic 6. Proven track record 7. Team player 8. Fast – paced 9. Problem solver 10. Entrepreneurial
“BlaBla
Bla”
About that Photo …
Up to date. Look like you do on a typical day, not a heavily airbrushed glamour pose, unless you’re a model or actor.
Focus on your face. It should fill 50% of the frame, not be a dot in a landscape. Crop at or near shoulders. Omit pets, props, cleavage, solo cups.
Brighten up. Smile with your eyes, a welcoming expression, not a goofy grin or scowl. Face a light source; backlighting makes you look sinister. Background: neutral, non-distracting.
Dress the part. Wear what you normally wear to work. Swap uniform, tux, sequins and sweats for business casual clothes. No wedding gowns, Spring Break candids or selfie-stick mugs.
stats: Profiles with a photo get 14X more views
FBI informant?
Fashion model?
Default imageProfile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups “I don’t
care. You shouldn’t
either.”
I am in a witless
protection program
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Pro tip: Brand it! Use the same photo on all social profiles
Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
Summary
Fill this 2,000 character spaceIt is the most-often viewed part of your Profile. Relevant keywords will help you appear in searches.
is all you have. Make it count.
First PersonNot ghost-written, i.e. “Jane is a seasoned executive with…” You wrote it; own it. Speak like you. Inject personality. People want you, not your ghost writer. Ed hates when you do that.
Terse Verse Consider the audience and the medium. Who are you trying to reach? Speak to them. Make it “skimmable” to fit the reader’s pace. Well constructed, logical phrases. Not necessarily complete sentences. Like this paragraph.
99
Work History
Show, don’t just tellGive specific examples of accomplishments. You can even upload visuals - pictures, videos, declassified documents .
Be thorough Use wordle.net to include keywords. Your Profile is 12X more likely to be viewed if you list multiple jobs in your work history.
Volunteer WorkCareer related or not, list it. 42% of managers surveyed equate it to formal experience.
Interests Don’t limit them to career related, if they help you come across as human. LinkedIn is a great place to do it, whereas a resume may not be the place for this.
100
Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
Education Increase profile views 10X by completing this section.
Accuracy counts:
Degree conferred
Conferring Institution
Dates Make it easy for an employer to verify. On LinkedIn, listing a degree requires you to include date received.
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Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
Recommendations
WhyProof, Credibility and Authority(high value)
WhoBoss, subordinate, client, colleague, professor, partner
WhatDraft it, or at least give guidance Post, hide & placement features
102
How & WhenWhen praised, make the request. Don’t use default InMail. Consider ghost writing it. Elements to include: roles, relationships, project, org, skills used, date(s)
Endorsements
WhyCredibility. Help your Connections praise you.
WhoAny LinkedIn Connection can Endorse you
WhatYour top skills (sort them to fit your goals)
HowPost / hide
Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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Skills
Choose up to 50 Skills. Anything less puts you at a disadvantage.
Repeat key skills already highlighted in Title, Summary, and Experience to boost your ranking in searches for those specific skills.
Don’t be humble! Share all of your skills and abilities .
Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
104 end of section
Re-sort them by relevance to suit your changing goals. Career changer? Ruthlessly ditch the past, and re-sort to highlight newly relevant skills.
Groups
Joining and Finding Groups (easy as ❶, ❷, ❸ - see graphic below) • Search and find target audiences. Members can invite, discuss, publish etc. • Join up to 50 Groups. Select by relevance, not size (some are un-monitored spammy) • Contribute and comment! Your Discussions, Likes, Comments and Shares appear in
your Connections’ newsfeeds (see Profile Settings). With practice, you become a recognized Subject Matter Expert (SME) – and maybe even an Influencer.
• Active Group members can receive up to more Profile Views
105
❶
❷❸
106
Groups
Group Participation Tips
Join – find groups your customers and prospects use. If you can’t find one, consider starting one.
Comment - In Discussions, add your experience, not your pitch. Contribute advice. Ask questions. Aim for an 80/20 balance of helpful/promo posts.
Initiate - Ask questions; elicit feedback; share a link or article, explaining its relevance; question it.
Reply - If someone inquires, reply / clarify privately. If you can’t help, refer someone who can.
Connect – Invite people you know to Connect. Tailor the canned invitation; mention your mutual Group membership, activity or subject matter. 106
107107
Groups
Starting a Group
Get the Moderator Guide - great tips on:
• Engaging and Growing Membership• Fostering Community • Enabling discussions • Discovering and curating relevant content • Avoiding rookie mistakes
107
108108108
Groups
Moderating a Group
Growing your Group involves:
1. Fostering Activity • Be provocative but serious • Encourage respectful disagreement • Seed questions that crowdsource helpful
responses (“How does one do…?”)
2. Fostering Community • Cheerlead – be generous with positive
feedback and acknowledgement• Be a safe harbor; maintain respect • Value others’ time and contribution
108
109109109
Groups
Inviting Influencers
Jump start your Group! Invite people who already demonstrate a Following.
PS I checked out this Group invitation. The members are a who’s who of potential clients. Bingo! ~Ed
109 end of section
110110
Social Selling
What is Social Selling, and Why Should I Care?
(Hint: it’s not a sales technique)
• A new framework for high-performance business habits
• Based on how society has reorganized; we are all now Generation C (Connected)
• For serving buyers on the networks they use
110
• build personal brand – teach where customers are learning• build trust online before sales conversation begins • achieve trusted advisor status by curating content
111111111
Social Selling
How Has Social Changed Selling?
New performance habits based on the changing character of success
• Beyond transactional, toward relationships and mutual value
• Understanding buyers using all available tools
• Transformation of Selling Expertise …
111
Was: Is:
Accessing info Curating info
Answering Asking
Problem Solving
Problem Finding
Listen Speak
Publish Network
• build personal brand – teach where customers are learning• build trust online before sales conversation begins • achieve trusted advisor status by curating content
112112112112
Social Selling
What is your Social Selling Index?
LinkedIn calculates it for you, based on how effectively you use LinkedIn to:
• Establish your professional brand • Find the right people • Engage with insights • Build relationships
112
Click this graphic to see your Social Selling dashboard, courtesy of LinkedIn
113113
Social Selling
What do top performers do on LinkedIn? 1. They use more of LinkedIn’s capabilities 2. They do it more often 3. They cultivate a professional presence by
showcasing their expertise on:
113
What do they need most? 1. Advice on how to leverage it 2. Time to cultivate the habit
ADVICESlideShare Groups
Publish
Company PagesShowcase
Pages
Sponsored Updates
+
FREE
NOT SO
FREE
114114114
Social Selling
About time: What is the impact of “time crunch” on buyers and sellers?
114
US Business By Number Employed
2014% of all US Employers
# Employed # Employers Portion1 to 4 3,617,764 62%5 to 9 1,044,065 18%10 to 19 633,141 11%20 to 99 526,307 9%Employers with <100 workers
5,821,277 98%
All US employers 5,930,132
Employers >100 workers
108,855
Most US businesses have just 1 marketer, maybe 2 sellers. Someone has to do . Looks like it’s everyone.
115
Who is “crushing it” on LinkedIn?
Example: F/G 500 client • Branded campaign for 150K talent base• Company Pages, rich multimedia • Balanced “Brand Journalism”
Community, financial, partner & industry news
How do they do it?
115
Social Selling
Free playbookClick here to read, share, subscribe, follow, comment
116
Social Selling
Social Selling: Are you and your team ready? Some self-test thought starters
116Credit: Paul Mosenson
Agenda Items > Relevant Test Questions
ROI(a): How Social drives pipeline Expected ROI (Expect 5x)
ROI(b): Risk of Inactivity In your competitive space, do you lead or lag?
Culture Organization views of the need and benefits
Curriculum How you will define and measure success?
Change Management How you will learn, adapt and standardize?
Champions Who will model and prove it out?
Collaboration How do sales and marketing align around the buyer journey (it’s not linear)
With these answers, you may then proceed…
117117117
Social Selling
Top dogs: What do top sellers do with LinkedIn?
117Credit: Jill Konrath, Cracking the LinkedIn Sales Code
118
Social Selling
Credit: Jill Konrath, Cracking the LinkedIn Sales Code
Social Selling
Top dogs: What do top sellers do with LinkedIn?
119119
Social Selling Social Selling
Pro Tip: NEW FEATURE (June 2015)
Pro tip: Account ResearchAccount research on Linkedin is “table stakes”. Find relevant mutual interests to warm up cold calls.
If you cold call a prospect without first researching them on LinkedIn, Google, Bloomberg (OTC) etc., you may instantly lose credibility.
Avoid casting doubt. Start strong. Research prospects before you call.
Social Selling
Tactical Execution on LinkedIn
Get found. Create a searchable, professional brand.Establish a professional presence on LinkedIn (not just an online resume): A complete Profile can showcase your experience and build credibility. LinkedIn profiles appear in Google search results based on Title, Summary and Skill keywords.
Go find. Meet the right people. With your Settings on Private, research social identities to build a target’s org chart, assess competitors, and prepare to link with prospects.
Build something. Nurture strong relationships. Invite. Connect. Share information and referrals. Reciprocate! Thank people who share and help. Leverage all available, relevant social tools. 120
Pro tip:Go Incognito when researching Prospects and Accounts.
Engage with insights. Observe conversations. Contribute meaningful insights. Earn the opportunity to engage, influence, and make new Contacts.
Use social selling tools Consider a selling solution like LinkedIn Sales Navigator.
Engage key contacts at pivotal pointsJob change, promotion, etc.
Find and Follow influencers Ask and answer questions.
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122122122122
Social Selling
Measuring Success
Set Your Social Selling KPIs (Key Performance Indicators) Throughout the Customer’s Lifetime, note success factors and amplify success stories
Early Mid Late
Inbound Inquiries
Shortlisting
Faster Sales Cycles
Higher Close Rates
Bigger Deal Size
Increased Customer
Loyalty
Higher Lifetime
Value
Pro tip: stop selling products to customers. Start selling customers to products.
123123123
Social Selling
Vanity Metrics - - turn them into > > Meaningful Metrics
*Profile views > Contact rate from profile views
Connections Made >First degree Connections in Prospect and Customer Companies
Content shares > Influencer engagement
*Group / Company Page posts > Group members/Followers engaged
Requests to Connect sent to Prospects > Prospects who accepted
Group comments > Influencer comments / shares
Prospect companies org-charted > Prospect companies engaged
Inbound connection requests > Requests you accept (know)
First degree connections > Recommendations
Social Selling KPIs (Key Performance Indicators) Replace the vanity metrics with meaningful ones (*=examples to follow)
Example: Profile Views Changing vanity metrics to meaningful metrics
How do you increase the value of Profile views?
Research their Profile for ideas, then:
124
Known Contact
Contributed in your Group discussion; Viewed your Profile or your content
124
Social Selling
Unknown; search result; did they view your Profile?
Thank / Ask
them
Thank / Invite them
How did you “meet”?
125
Example: Group and Company Page PostsHere is how one FG500 company is nailing it
Free playbook! Click to read, share,
subscribe, follow, comment
Social Selling
126126126126
Social Selling
Pirate Metrics (AARRR)
Element Function Relevant metrics
AcquisitionGenerate attention through a variety of means, both organic and inorganic
Traffic, mentions, cost per click, search results, cost of acquisition, open rate
ActivationTurn the resulting drive-by visitors into users who are somehow enrolled
Enrollments, signups, completed onboarding process, used service 1+ times, subscriptions
Retentionconvince users to come back repeatedly, exhibiting sticky behavior
Engagement, time since last visit, daily and monthly active use, churns
Revenue
Business outcomes (which vary by your business model: purchase, ad click, content creation, subscription, etc.)
Customer lifetime value, conversion rate, shopping cart size, click-through revenue
ReferralViral and word of mouth invitations to other potential users
Invites sent, viral coefficient, viral cycle time
Credit: Dave McClure, 500startups.com
127
Test your Social Selling IQ (thanks, Microsoft!)
127
Social Selling
Free resource! Click to check out one measure of
your Social Selling
128128
Sales Manager’s Tip Sheet
Monitor your own and your team’s connectedness to:• Key Accounts• Must-win deals • Significant forecast opportunities
With Whom should your Reps connect at these key accounts? • Economic decision makers • Influencers • Champions • Power Users
Quiz: What does each of the following KPIs tell you? • Lag time between invitation and acceptance, if accepted at all• Delta between LinkedIn connections accepting meetings • Can Salesreps penetrate and expand Accounts better if LinkedIn?• Does degree of LinkedIn connectedness affect sales win ratio? 128
Social Selling
Map your power base -advocates, mobilizers, champions, blockers,
frenemies etc.
Recruiting and Hiring • Training and Coaching • Equipping
129129129
Marketing Manager’s Tip Sheet
Help your Sales and Marketing team to leverage LinkedIn
Start with Training on Essential Profile Components
Provide detailed instructions for:• Background graphic – company logo or other branded graphics • Suggested videos, documents, sales collateral • Contact information – company details (phone, email, other)
Give team members precise instructions that make this EASY to do. Hint: Feel free to lift the tips in this presentation.
Pro tip: Train users on Advanced Search
129
Social Selling
Tipsheet
SM Policy
Examples at WOMMA.org
Customer & CommunityNurturing Campaigns
Revenue
Yes Yes
No
130
Social Selling
Marketing, Sales and Service Alignment :
Marketing Qualified
Lead
Sales Qualified
Lead
Repurpose content assets
Grant free access
Call to Action
No
Lead Capture
Sales
Landing page
131131131131
3 Words about Advertising on LinkedIn: It. Beats. PPC.
LinkedIn’s “Sponsored Updates” feature, compared to PPC ads… • Lower cost per lead • Higher conversion rate to sales
Best Practice:• Identify your top buyer personas • Tailor rich, free, high value content to each buyer’s needs and journey stage• Use LinkedIn’s ad targeting and Sponsored Updates features to target buyers • Publish your content via Sponsored Updates, linking to your intake process
Pro tips• Use hyperlinks in your LinkedIn profile to drive buyers to resources / fulfillment • Use tailored InMail to reach targeted Connections • Enlist clients and partners to share your content with their Connections
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Social Selling
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Social Selling
11% open Rate(4)
Blog
42% open Rate (7)
Email or InMail? A Comparison
What results can you expect? Here’s a sampling of one client’s business lead generation results.
InMail is used less frequently than marketing email, yet InMails get opened more frequently (3X) than InMails.
Upshot: Consider an InMail campaign if your target buyers are on LinkedIn.
What beats InMail? LinkedIn Group commentary!
Measure the one metric that matters. What’s yours?
133
Social Selling
Ask:
What channels does your audience use?
Which channels deserve greater investment?
Ex.:
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Social Selling
Social Selling Best Practice - summary
1. Passion – believe in what you sell, including yourself. Tell your story your way. 2. Invest in yourself – Learn daily; build a learning daily loop to share lessons 3. Get support – learn with others; built that community 4. Master time – Make social network time quality time 5. Adapt – Stay ahead of the value curve, or risk irrelevance and commoditization 6. Be a resource – Share value; it builds reputation 7. Seek introductions – replace cold calls with warm calls; don’t “pitch”. Ask! 8. Build relationships – loyal, repeat business beats churn and quotas 9. Prove yourself – be the resource buyers consult before they choose 10. Build pipeline – proactively qualify leads early to make best use of time 11. Note what works and what doesn’t, and amplify success stories
135
Master Book Title Neil Rackham SPIN Selling Jill Konrath Agile SellingSkip Miller Proactive Sales ManagementJeff Thull Mastering the Complex SaleAthony Parinello Selling to VITO Frank Cespedes Aligning Strategy Jason Jordan Cracking the Sales Management Code Mike Weinberg Sales. Simplified.
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Social Selling
Study the masters.
Greg Alexander Josiane Feigon S. Anthony Iannarino Lee Salz
Miles Austin Jon Ferrara Jason Jordan Tamara SchenkJay Baer Sonja Firth Jim Keenan Mike SchultzDaniel Barber Michael Fox Alice Kemper Tom SearcyTrish Bertuzzi Colleen Francis Nikolaus Kimla Anneke Seley
Joanne Black Barb Giamanco Jill Konrath Koka SextonJeb Blount Jeffrey Gitomer Ken Krogue Jamie Shanks
Tiffani Bova John Golden Mike Kunkle Tibor ShantoDavid Brock Charles H. Green Kendra Lee Jeff SheehanBob Burg Gerhard Gschwandtner Jack Malcolm Art Sobczak
Alyson Button Stone Celina Guerrero Paul McCord Colleen StanleyDeb Calvert Ann Handley Paul McCord Dave SteinElay Cohen Gary S. Hart Eric Quanstrom Babette Ten Haken
Marsha Collier Matt Heinz Steve Richard Robert Terson
John Cousineau Leanne Hoagland Smith Lori Richardson Ken Thoreson
Donal Daly Tom Hopkins Kelly Riggs Brynne TillmanDoug Davidoff Timothy Hughes Steven A. Rosen Brian TracyJohn Dougan Mark Hunter Keith Rosen Mike Weinberg
Craig Elias Tim Hurson Jill RowleyJonathan Farrington Michael Hyatt Ted Rubin
Appendix: Top 100 Social Selling Masters (Google them, follow & learn)
136
Social Selling
137
Jay Baer Convince and Convert Rick Nash Spotlight Analyst Relations
John Hall Influence & Co. Andrew Davis Monumental ShiftAnn Handley MarketingProfs Mickael Brenner Marketing Insider Group
Brian Solis Altimeter Group Phil Labook Eyeflow Marketing Shama Hyder Marketing Zen Tami Cannizzaro EeBay Enterprise Adam Singolda Tabools Rohit Bhargava Influential Marketing Group
Pete Krainik The CMO Club Matt CroninJorn Lyseggen Meltwater Michal Maslansky Maslnansky and PartnersBob Glazer Acceleration Partners Jason Miller LinkedIn
Erik Huberman Hawke Media Hoah Brier Percolate John Rampton Carrie Kerpen Likeable Media
Travis Wright CCP Global Scott Yates BlogMutt
Brent Freeman StealhSocial
Appendix: Top 25 Social Marketing Masters (Google them, follow & learn)
137
Social Selling
138
Social Selling
Social Selling Add-ons
Rapportive• Replace ads with info • See social activity • Make notes for later• Find common interests • Establish rapport
139
Sales Navigator a premium service
Social Selling – special supplement: Sales Navigator premium service
140
Social Selling – special supplement: Sales Navigator premium service
Sales Navigator a premium service
141
Social Selling – special supplement: Sales Navigator premium service
Sales Navigator a premium service
142
Social Selling – special supplement: Sales Navigator premium service
Sales Navigator a premium service
143143
Social Selling – special supplement: Sales Navigator premium service
Sales Navigator a premium service
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Social Selling
Parting ShotDon’t anger your network.
end of section
145145145
HR = Staffing = Engagement = Marketing = Social
Employees are your first social audienceLinkedIn gives them: • A hyper-connected community
Staff Customers Investors
• Broad communication capability Stronger relationshipsBetter collaboration
• Access to knowledge Groups Publishers
Talent Acquisition
146
Talent Acquisition
146
Recruiter Accounts
Agency
Corporate
147
LinkedIn Company Page + Recruiting Pages = Impact on Connections:
Talent Acquisition
148148
LinkedIn Company Page + Recruiting Pages = Impact on Connections
Talent Acquisition
149149149
ROI Benefits of Cultivating your Social Brand on LinkedIn
Talent Acquisition
1. Improved performance and success rate among new hires 2. Better overall productivity across employment span 3. Better early traction from hires in revenue-generating positions4. Higher employee referral rate 5. Higher employee retention rate 6. Better applicant selection from top competitive firms7. Positive giveaway/takeaway ratio
Source: Employee Benefits Research Institute
150150150
How one FG500 client is Crushing it on LinkedInROI of Branded Talent Acquisition Campaign
Pre-campaign Post-campaign
Global employment 250,000 270,000
Attrition rate 15% 11%
Annual hiring demand 37,500 29,700
Average cost per hire $11,500 $9,400
Global hiring costs $431,250,000 $279,800,000
Savings $151,450,000
35%
Talent Acquisition
InMail to Coworkers (2015 pilot)Online database of office / client / colleague contacts. Upload your coworker directory to your Contacts, and send a personalized InMail or invitation to coworkers.
Content Sharing (2015 pilot) Administrators can send out information to Groups of relevant employees, who can then share it with their network. Helpful for targeted recruitment referrals.
Company Pages Purchase a bundle of monthly job postings, and link them to your in-house recruitment software.
151
Here is how one F500 company is nailing it
Click to read and download this free playbook
Talent Acquisition
152
April 2015: the Elevate Platform Employee self-publishingEncourages team members to share content, leading to gains for Employees and Employers:
Employee gains Company gains
Profile views Company page views
New Connections Company job post views
Brand Visibility Company page Followers
Credibility and authority
Hiring, Marketing and Sales
Source: LinkedIn blog
end of section
Talent Acquisition
153153
Employers are also using:
Source: LinkedIn blog
end of section
Talent Acquisition
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Getting Buy-in for a Company presence
Step 1: Make the case
Dive into behavior of your audiences • Monitor conversations • Follow dialog about your brand • Tune into industry trends • Track content
Assess your situation • Do you have a plan in place to
assess what’s being said about you? • Are you tracking the conversations
of your network members? • Do you have an Advocate program?
Identify & Engage Advocates & Influencers • Mentions • Comments • Influence
Klout scoreAudience size Media coverage Blog coverage
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Getting Buy-in
Step 2: Adopt Change
1. Corporate buy-in • Observe customer & competitor practice • Find new or missed opportunities
2. Identify potential wins • HR & PR • Sales & Marketing • Product & Service
3. Organize Teams • Participants• Roles • Goals
4. Give Guidance • Policy • Curriculum & Training • Best Practice • Communications
5. Continuing Programming • Netiquette • Alignment with business goals • Management
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Getting Buy-in
Step 3: Aim for Digital Mastery
Customer Experience • Think context first, not mobile first• Know the customer at a granular level • Understand what they buy; how; why • Mesh physical and digital experiences
Operations • Digitize – go paperless • Use Collaboration tools to manage
performance and empower people • Apply metrics to business outcomes
Experiment • Adopt a Lean Startup mentality • Control experiments using CMS • Apply analytics to outcomes • Iterate: (1) test, (2) measure, (3) adapt
Set Content Goals • User experience / visual storytelling • Informative – make users smarter • Useful – perennially applicable • Entertaining – people like fun • Compelling – people prefer you
end of section
2. Scan Business
Cards
3. Free Recipes
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Hack This
end of section
(If This, Then That)
1. Mobile Templates
.com
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Hack This
end of section
Not a Hacker? Try this app:
Realtime notifications Monitors your Twitter, Instagram & AngelList Contacts
Relevance Engine based on your Industry, Product, Customer, etc.
Sync Information Leads, contacts, accounts from CRM, Social, address book
Social Media Noise
Actionable Sales Intelligence
159159159159159
Hack This
end of section
Job search is now mobile with:
Some apps can provide:
• Realtime notifications Monitor your Contacts
• Relevance Engines based on geo-proximity, connection, etc.
• Sync Capability Contacts from LinkedIn, address book, etc.
Thank you!
Ed Alexander Chief Digital Marketer [email protected](781) 492-7638 USA East
High performing individuals repeatedly cite LinkedIn mastery as an essential ingredient.
Level-up! If you or your organization would like to discuss a tailored experience, a deep-dive session, a public workshop, an executive briefing, an event keynote, or you just have a question, contact me.
You may also wish to subscribe to my blog at fanfoundry.com to receive timely, relevant updates which you can filter by topic.
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Appendix
The Science of Persuasion, or Why LinkedIn Works so Well
1. ReciprocityPeople give back what they receive.People say yes to those they owe.Ex: giving diners a single mint at end of meal increases tip by 14%. Giving 2 mints quadruples tips. Personalized, unexpected, it really rocks.
2. ScarcityScarce? People want it more.Promote (a) benefits; (b) what is unique; (c) what people stand to lose if they opt out.
3. AuthorityDiscover what contributes to your authority before you make the ask.LinkedIn Recommendations affect your authority.Referrals that mention credentials and expertise are more likely to persuade.Ex.: People are more likely to give money to a stranger if s/he is in uniform.
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Appendix
The Science of Persuasion, or Why LinkedIn Works so Well (cont’d)
4. ConsistencyLook and ask for initial small commitments that can be made, before making the big ask. It grows buying 4x.Voluntary, active, public commitment, preferably in writing, works great.
5. LikingPeople say yes to those they like. 3 "likability" factors:
• Similar• Pay compliments • Cooperative
Idea: Add an icebreaker / search for similarity and compliment, before you begin a business negotiation. It has been proven to double sales closure rates.
6. ConsensusPeople look at others' actions to determine their own choices. Point to what others with similar circumstances are doing; it can lead to 33% increase in desired action.
Twitter Facebook YouTube SlideShare Pinterest LinkedIn
Benefits
Highly viral, conversational
RTs can increase trust and credibility
Chatty; good for showing your informal side
Great for growing email lists and testing content
Authentic –showcase yourself telling stories
Best content can go viral
Strong professional context
Strong SEO platform
Host site - longer form content, embed in blog or site, capture leads
Visual focus –charts, images, graphics can enliven your brand
Professional platform
Trusted networks
Loyal audience
Limits
Noisy ; often not professional
Limits (140 characters etc.)
Go beyond Tweeting to Engage
Social, not professional
Most people do not mix social & professional identities
Lowest Reach & Follower Engagement
Resourceintensive to produce
May require outside help
Growing a following takes time
Best used in conjunction with Facebook, Twitter, LinkedIn
Not a professional platform
Limited demographics (mainly women ages 18-34)
Messaging is comparatively asynchronous
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Appendix
Social Business Platform Selection: Thought Starters - Here are some of the most widely used social platforms. Claiming your brand identity on each is relatively simple. Attaining a sustained presence, lasting value and platform mastery require a commitment of time and resources. Focus on the few platforms that work for your audience.
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How Brand Journalism on LinkedIn supports either/or/both strategy choices
How are you organized?
How are you driven?
How do you interact?
End goals
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Appendix
https://hbr.org/2015/06/the-best-digital-strategists-dont-think-in-terms-of-eitheror
Go fast, go alone (agile experiments)
Go far, go together(consistent compliance)
Tech (algorithm)
Touch (social)
Share (relationship)
Visit (transaction)
Profit (money)
Purpose (meaning)
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Marketing on one page
Company Overview include SEO terms in Description and Specialties
Logo and Banner Reflect accomplishments, events, offerings. Colors, design, flow all communicate something. Be intentional about that.
CareersCut cost per hire up to 50%. Use rich media (video) to open up positive conversation
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Appendix
Showcase Pages Dedicated pages for each product and service offering. Establish your page as a trusted info source.
Featured Groups Display groups where you participate
Company Updates Every Like, Comment and Share increases your reach. Prompt Followers to take action by posing questions.
Page Analytics Test frequency, topics and formats. Focus your marketing efforts on what works. Experiment.
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