LinkedIn Training Workshop November 2011

1. LinkedIn Workshop

2. Welcome & introductions
• Gary Trudgett
– Member of CSV
– MM on demand
– Google+ and LinkedIn Intergage
expert
• Social media tools
– Twitter
– Facebook
– LinkedIn
– Google+
– Blogger
– WordPress
– Foursquare
– Delicious
– iGoogle
• Browser of Choice
– Chrome

3. LinkedIn Profile
Intergage Ltd
Gary Trudgett
http://uk.linkedin.com/in/garytrudgett

4. Elements & Content for Today

5. Social Web
INTRODUCTION & HISTORY

6. 4 Ways To Grow A Business
• Cold Calling
• Advertising
• PR
• Word of mouth / referral

7. The Social Web – An introduction
• What is it?
• Where does it fit with
existing online
marketing?
UK Social Web statistics

9. Social Media Tools

10. Don’t Panic!
• They are all kind of the same
• They all offer great new opportunities
• For now, lets just pick out the major players……

11. The Evolution Of Search Engines
Recommendati
ons
Social
Realtime
influences
Personalisation
Localisation

12. The Social Graph

13. Our changed world Marketing
Traditional

14. Social Media’s Influence &
Our changed world
Importance

15. Our Beliefs
Customers who are willing to evangelise, based on direct
experience, are the only sustainable source of long-term
profits
Profits earned through coercion, trickery, or misleading
advice are at best short term and will – if left unchecked –
ultimately destroy the company
Fred Reichheld, author of “The ultimate question”
“Trust is the currency of the social Web”
Paul Ellis

16. Online Influence & Sales Strategy
• Your name crops up in all the right
places for all the right reasons
• You are building very real
commercial value in yourself and
your personal brand
• You are building familiarity and
trust over time
• Your collective influence builds
your business influence and
reputation

17. Choose Your Tools
B2C B2B

18. Common Attributes
• Communities
• Etiquette & rules
• Conversation opportunities
• Advertising opportunities
• Better to do two things well…

19. Build Your Channels
• Focus on one at a time • Use every traditional media to
• Decide which order makes sense promote new channels
– link them up • Promote your channels on your
• Work as a team – everybody has website
contacts • Allow your content to be shared
• Appoint a coordinator easily
• Consider management tools like • Build a big base of testimonials
Hootsuite • Don’t forget search and social
media traffic generators

20. How to use the Social Web
• Get involved
• Listen and watch
• Converse
• Add value
• Engage
• Build trust
• Build influence

21. The Social Web
• Can deliver more Website traffic
• Can deliver better conversion rates
• Can help you build a better relationship
• Gives switched-on individuals huge potential influence
• Gives switched-on teams outstanding opportunities
• Can kill scumbags STONE DEAD

22. Issues you may face…
• Resource – who’s going to do it?
• When? Timing can be everything.
• It’s not my job to talk to customers…
• Training
• Time (how much)
• Measurement
• Incentives
• Agree a Social Media Policy

23. What is LinkedIn?

24. LinkedIn (very) brief history
• An online network professional network
• Started December 2002 / launched May 2003/
• Valued in June 2008 at $1 billion
• Freemium model
• 135m+ registered users
“Every individual is a small business”
– Reid Hoffman, LinkedIn Founder

25. LinkedIn users
• 135m+ Members globally
• 31m+ in Europe
• 6m in the UK
• Average age 41
• 46% business decision makers
• Average household income $109,000/£65,000

26. Alternatives to LinkedIn

27. The Basics
• Start a business network
of hundreds of thousands
today
• It’s Free*
• You can do it
• Teach other good people
how to do it too

28. Online networking – Sharing contacts

29. Your network – How big???
• Guess the network size
• 438 contacts….
• Include specialist groups
438
?
?

32. What are people doing on LinkedIn?
Business professionals are building the largest and most credible
network on the planet so they can:
• Profile themselves and their company
• Build their personal business networks
• Keep each other updated (status updates)
• Form groups
• Introduce each other
• Recommend each other

33. What are people doing on LinkedIn?
• Having conversations
• Asking questions
• Answering questions, demonstrating expertise & building
reputations, helping each other
• Recruiting & checking references
• Finding experts, business partners, suppliers and influencers
• Organising, promoting and attending events
• Market research

34. What are people doing on LinkedIn?
• Researching prospects
• Using productivity, collaboration and marketing tools within the
network
• Preparing for events and meetings
• Advertising to each other
• Sharing valuable content

35. What should we do on LinkedIn?
• Profile ourselves

36. What should we do on LinkedIn?
• Profile our business

37. New Developments
• LinkedIn Company Pages - Enhancements

38. What should we do on LinkedIn?
• Profile our services

39. What should we do on LinkedIn?
• Collect recommendations

40. What should we do on LinkedIn?
• Raise our profile

41. New Developments
• LinkedIn Share & Recommend Buttons

42. The 15 point plan
1. Decide why you are doing this 8. Profile your products and
services
2. Sign up and create a profile 9. Make and request
3. Connect to contacts recommendations
4. Learn how the home page 10. Attend and organise events
works 11. Check out the applications
you can add
5. Explore and join groups 12. Promote your profile
6. Try out questions and 13. Ongoing updates
answers 14. Explore the advertising
7. Add a company record opportunity
15. Add LinkedIn “Share” and
“Recommend” buttons to site
and blog

43. Using Your LinkedIn Account
• Put time aside at least once a week
• Go through all those business cards you’ve collected!
• Link to Outlook – see YouTube
• Use RSS

44. 1. Decide why you are doing this!
• Clear objectives – begin with the end in
mind
• Build a big network
• Build a quality network
• LION

45. 2. Create a complete & full profile

46. 3. Connect to contacts
• Searching and browsing
• Add via email addresses/address book
• Former colleagues and classmates
• People you may know feature

47. 4.Make the home page your friend
• Your information centre
• Your inbox
• Update your status
• Keep your finger on the pulse of your network
• Customise the information you see

48. 5. Explore and join groups
• Join groups of people with the same business
interests
• Join discussions, “meet” experts and build
relationships
• Demonstrate expertise

49. 6. Questions and answers
• Find help
• Provide help
• Make new contacts
• Demonstrate expertise in your niche
• Dave “The Wireman” Maskin

50. 7. Add a company record
• Companies have records too
• Individual people profiles linked to companies
• Upload logo and create description and specialties
• It will show up in the search engine results!
• Links to your website
• Is shown to non-members
• You can now “Follow” companies

51. 8. Profile your products and services
• Companies have records too
• Individual people profiles linked to companies
• Upload logo and create description and specialties
• It will show up in the search engine results!
• Links to your website
• Is shown to non-members
• You can now “Follow” companies

52. 9. Recommendations
• How do you feel when people recommend you?
• How do you feel about the person that recommended you?
• Why you should recommend others
• Users with recommendations are 3 times more likely to get
enquiries through searches
• Build testimonials and recommendations into your sales
process

53. 10. Attend and Organise events
• Create an event
• Share it with up to 50 of your contacts
• Ask colleagues to like or recommend the event
• If they attend or flag it as interesting they pass it on
• Online and offline events

54. 11. Applications
• Reading lists
• Events
• Polls
• Blog link
• Slideshow
• File sharing and collaboration
• Travel tools
• Company Buzz
• Projects & team spaces

55. 12. Promote your profile
• On your email footer
• On your website
• On your blog
• On your business
cards/brochures
• Via Twitter

56. 13. Ongoing updates
• Status updates • Upload presentations to
• Adding connections share
• Save your searches • Make recommendations
• Request introductions • Organise & publicise
• Ask & answer questions events
• Join group discussions & • Update your reading list
contribute • Add polls

57. 13. Ongoing updates
• Read blog updates and
update your blog
• Share and “Like” content
by others
• Keeping delighting
customers and adding
recommendations!

58. 14. Advertising on networking sites
• Targeting
• Video vs static text ads vs e-mail
• CPC vs CPM
• Search advertising vs social network advertising

59. 15. Update your web properties
• Website (s)
• Blog

60. By job function…

61. If You Cold Call
• Search For The Company – Find Contact Details
• Research Your New Potential Contact
• Look For Common Ground
• Open Your Conversation With, “Hello Sue – We Are
LinkedIn Connections…”
• How Much Better Would Your Chances Be?
• Preparing for meetings

62. If You Sell
• Search For Your Target Market
• Target highly connected prospects
• Find Potential Users of Your Product/ Buyers and Decision
Makers
• Find Your Customers’ Customers
• Find Influential Consultants
• Get Introduced or Point to Your Recommendations
• Join Groups, Listen, Advise & Build Relationship
• Delight customers and solicit LinkedIn recommendations for
your products and services

63. If You Are Looking For An Employee
• Search The Single Largest Network of Recruiters
Available
• Do Reference Checks – Contact Former Colleagues
• Check CVs Against LinkedIn
• See Who They Know
• Check Out They Present Themselves Online

64. If You Are Looking For Information
• Check Out LinkedIn Answers
• Ask Questions And Forward The Question By Email To
Relevant Contacts
• Rate The Answers You Receive
• Search For Experts
• Experts Will Contact You To Sell Their Services

65. If You Need Business Partners
• Find Local And International Suppliers And
Resellers/Partners
• Find Joint Venture Opportunities
• Check Their Experience and Background – You May Get
More Than You Would Have Asked For In Person
• Find Contacts to Verify Their Claims of Capability

66. If You Need To Create A Reputation
• Watch the Questions and Monitor Your Subject(s)
• Provide Answers – People Will Check Out Your Profile
• Great Answers Turn You Into a Visible Expert
• You May Create Customers Around the Globe
• Collect personal and company testimonials and
recommendations

67. If You Need To Advertise
• Define Your Target Market in Terms of Geography, Company
Size, Seniority, Sex, Age and Industry
• Choose a Payment Model
• Choose Your Budget Level
• Create Compelling Ads – Each Targeted at Variations of the
Above
• See new microsite http://advertising.linkedin.com/solutions

68. If You Organise Events
• Create your event
• Share Your Event With Your Contacts (Ask Them To
Respond “Attending” Or “Interested” And
Forward/Recommend To Contacts)
• Mark Yourself As Attending/Presenting
• Publicise Your Events

69. If You Want To Grow Contacts
• Join LinkedIn Groups/ Read Questions/ Answers & Get Involved!
• Outright Selling Is Obvious And Worthless
• Add Relevant Content And News – People Notice
• Start Discussions And Debate – Ask The Burning Questions
• Follow The Conversations And Get Updates Automatically
• Start A Group On A Niche Topic
• Get Introduced Using LinkedIn Introductions
• Get a Premium Account And Join The OpenLink Network

70. Any questions?

71. Notices
• Feedback Forms
• Training Workshops
• Google+
• Facebook
• Twitter
• Blogging
• Seminar: 7th December
• LinkedIn Recommendations

72. Contact Details
www.intergage.co.uk
blog.intergage.co.uk
gtrudgett@intergage.co.uk
@garytrudgett @intergage
Gary Trudgett Intergage Ltd
Gary Trudgett Intergage