LinkedIn As a Marketing Tool
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July 2009 Presentation given at the W Hotel for the South Florida Interactive Marketing Association Event by Best Selling Author, 42 Rules for 24-Hour Success on LinkedIn, Chris Muccio
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LinkedIn As a Marketing Tool
- 1. 42 Rules for 24-Hour Success on LinkedIn PRESENTS by Chris Muccio www.LinkToProsper.com July 9, 2009
- 2. 42 Rules for 24-Hour Success on LinkedIn Welcome! Thank You for your Interest! We trust that you will find many rules in our book that benefit your LinkedIn experience. Social Networking is a lot like Fishing. So let’s begin with a question, “Is Your Hook in the Water?”
- 3. 42 Rules for 24-Hour Success on LinkedIn About Us Our Best Selling www.LinkToProsper.com Book To learn more about me: www.LinkToProsper.com/Chris
- 4. 42 Rules for 24-Hour Success on LinkedIn Why don’t we hear more about Marketing on LinkedIn?
- 5. 42 Rules for 24-Hour Success on LinkedIn What is LinkedIn? Operationally Functionally Raised $100 M Funding An additional networking “channel” 43,000,000 users in 170 industries A place to find people and be found All 500 of Fortune 500 represented Additional potential that requires follow- through LinkedIn is a Conduit… not a Substitute for meeting people
- 6. 42 Rules for 24-Hour Success on LinkedIn Many of us start like this… How does this benefit me???
- 7. 42 Rules for 24-Hour Success on LinkedIn LinkedIn Marketing Constraints Mistakes • Company Presences – Limited • Haphazard participation • Education – DIY • Premature invitations & the naked profile • “Controlled environment” • Unrealistic expectations – an – Very Little Layout Control account does not equal results – Excessive Email – Monitored • Promotion without – Minimal Advertising providing value – Very Few Applications • Not using the right tools / no – No Direct Multi-Media connection to w/business – Photos – 1 Thumbnail strategy • Giving up after a short period of time
- 8. 42 Rules for 24-Hour Success on LinkedIn Social Media Marketing Adoption Curve Y The Adoption Curve Activity 1. Receive random invitations. 4 Not sure what it is all about 2. Influenced by friends, colleagues and media to “get on board” 3. Dazzled by buzzwords 7 4. Engage feverishly to add 3 contacts 5. Step back and realize no strategic direction set, no goals reached, time wasted. 2 6 6. Education about the strategic uses 7. Implement a disciplined, strategic, goal oriented approach to social marketing 1 5 for the brand Inflated Disillusionment Enlightened Implementation of Initial Awareness Expectations Valley Awakening Productivity Time X
- 9. 42 Rules for 24-Hour Success on LinkedIn What do we need to do to Market on LinkedIn?
- 10. 42 Rules for 24-Hour Success on LinkedIn User Types Business Intermediate Advanced Basic User User User “LinkedIn “Active Individual “Thought 101” Participant” Leader”
- 11. 42 Rules for 24-Hour Success on LinkedIn Part A - Part B - Presence Participation STRATEGY EXECUTION BRAND CONNECTIONS COMMUNICATIONS PROFILE
- 12. 42 Rules for 24-Hour Success on LinkedIn Part A - Part B - Presence Participation STRATEGY EXECUTION BRAND CONNECTIONS COMMUNICATIONS KEY - Coordinate PROFILE with your other Marketing Efforts
- 13. 42 Rules for 24-Hour Success on LinkedIn Ask the Most Important Questions First 42 Rules -- Rule # 2 1. Why are you on LinkedIn? Grow Career Revenue 2. What are looking to Focus achieve with it? Customer Interaction 3. Are your goals realistic? 4. Have you created a strategy and supported it with realistic action Define Your Success plan?
- 14. 42 Rules for 24-Hour Success on LinkedIn Is Your Target on LinkedIn? LinkedIn Members are Educated & Affluent Household Income Age Average Age 41 6 5+ 71 % over 35 2% 18 -2 4 55-64 4% Household Income $109,703 $150K+ 11% $100K-$150K 25-34 26% 54 % over $100,000 28% 25% 45-54 Male 64% 24% $75-$100K 95% Are College Educated 18% <$75K 28% 35-44 37% Are Post-Grads 34% C-Level Executives 7.8% EVP/SVP 6.5% 50% are Business Decision Makers Source: @plan Summer 2008 A More Affluent, More Influential and Harder-To-Find Audience
- 15. 42 Rules for 24-Hour Success on LinkedIn You Are Your Brand 42 Rules -- Rule # 18 Fill these in • My Company is known for ______________ • Three adjectives to describe our USP _________ _________ _________ • Using the above, in 10 words or less, describe your expertise (for example – Offering 300 cost saving solutions to the data constrained executive) ______________________________________________ ______________________________________________
- 16. 42 Rules for 24-Hour Success on LinkedIn Professional Description 3 Second Bumper Sticker 42 Rules -- Rule # 17 Immediate Branding / Virtually Omnipresent John Doe – 20 year expert facilitating $100,000,000 in High Tech Mergers or Bob Doe – Owner, Doe & Associates
- 17. 42 Rules for 24-Hour Success on LinkedIn Fun Exercise Ask the person on your RIGHT Either What is your strategy for using LinkedIn or social media? Or What is your brand/expertise that you would want people to know about you?
- 18. 42 Rules for 24-Hour Success on LinkedIn Why is your Profile important? Bob Smith Let’s introduce you to Bob Smith YOUR PROFILE Perhaps you met him networking or Received an email and saw he was on LinkedIn or Came across his name in a LinkedIn Search Contact Bob Smith If you arrived at this Profile, Bob_Smith@yahoo.com what would you do next?
- 19. 42 Rules for 24-Hour Success on LinkedIn Your Profile is a Billboard for You John Jones Photo 42 Rules -- Rule # 19 Your Brand with a 3 Second Bumper Sticker 175 Direct Connections http://www.linkedin.com/pub/JohnJones /3/283/578 Directing Web Traffic ???? Vanity Link Key Words
- 20. 42 Rules for 24-Hour Success on LinkedIn Remember these Demographics? People go to you Profile for many reasons – Curiosity is a big one Average Age 41 Your Profile is a passive way to engage 71 % over 35 with someone who is curious about you Household Income $109,703 Your Profile can direct traffic 54 % over $100,000 Male 64% You Need a Hook 95% Are College Educated 37% Are Post-Grads Relationships can lead to … lots of things C-Level Executives 7.8% • Revenue • Attracting Talent EVP/SVP 6.5% • Jobs/ Career Mgmt 50% are Business Decision Makers What can you do to Maximize your Profile?
- 21. 42 Rules for 24-Hour Success on LinkedIn Communication is Not Interruptive
- 22. 42 Rules for 24-Hour Success on LinkedIn Participation 42 Rules -- Rule # 35
- 23. 42 Rules for 24-Hour Success on LinkedIn Invitations Default LinkedIn Personalized LinkedIn Communication John Jones has indicated you are a Friend: John Jones has indicated you are a Friend: Hi Chris, I'd like to add you to my professional network on LinkedIn. Pleasure meeting you yesterday and look forward to talking further about growing your revenue. - John View Invitation from John Jones Not sure if mentioned this yesterday, but we offer a free diagnostic that typically uncovers at least $100,000 of revenue opportunities. I know you mentioned you were busy and we can set it up to provide you value at your convenience. I'd also like to add you to my professional network on LinkedIn. - John View Invitation from John Jones
- 24. 42 Rules for 24-Hour Success on LinkedIn What Are You Working On… Communication • Permission Based Communication • Stay in front of your connections – without interrupting them • Provide Value - Don’t misuse / Over use
- 25. 42 Rules for 24-Hour Success on LinkedIn LinkedIn Apps Communication
- 26. 42 Rules for 24-Hour Success on LinkedIn Add People to Your Network - Strategies to Grow Connections 42 Rules -- Rule # 24 More Effort LinkedIn Your Answers Outlook Connection’s Toolbars Connections LION’s TopLinked Colleague Reconnect Easiest Your Contact Strategy: Connect List to what you are looking to achieve
- 27. 42 Rules for 24-Hour Success on LinkedIn Let’s Apply What We Discussed!
- 28. 42 Rules for 24-Hour Success on LinkedIn Starts w/ Strategy & Branding Before After
- 29. 42 Rules for 24-Hour Success on LinkedIn Quick, Subtle & Powerful Before After
- 30. 42 Rules for 24-Hour Success on LinkedIn Summary & Specialties
- 31. 42 Rules for 24-Hour Success on LinkedIn
- 32. 42 Rules for 24-Hour Success on LinkedIn Additional Information/Interests Before After
- 33. 42 Rules for 24-Hour Success on LinkedIn Contact Settings Before After
- 34. 42 Rules for 24-Hour Success on LinkedIn TONIGHT’S TAKEAWAYS Budget 10-15 minutes a day on LinkedIn Define your Strategy Understand your Brand Update your Professional Description Update your Vanity Link, Summary, Specializations and Contact Settings
- 35. 42 Rules for 24-Hour Success on LinkedIn Additional Resources • Workbook (Free) – www.LinkToProsper.com/24HourSuccess • e.Course (Free) - www.42for24.com
- 36. 42 Rules for 24-Hour Success on LinkedIn www.LinkedIn.com/in/ChrisMuccio