Social Media - The Art & Science of Linked In - March 2011

The Art and Science of LinkedIn:
Gain Exposure, Engage Customers, Grow Your Business.

a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823
e connect@TheMarketingNetwork.com.au w TheMarketingNetwork.com.au v1

The Marketing Network

© www.TheMarketingNetwork.com.au 2

The Marketing Network


The Marketing Network Power to Connect


Contents
A.  Social Media Overview

1.  Why all the fuss about Social Media?
2.  Outbound v Inbound Marketing
3.  Social Media Usage
4.  Time commitment required to reap the benefits

B.  LinkedIn

1.  What is LinkedIn?
2.  Why LinkedIn is perfect for Professional Services & B2B
3.  Case Studies
4.  How to find your target market online?
5.  How to make your message stand out and be noticed?
6.  Importance of Creativity
7.  What are the marketing Do’s and Don’ts of Social Media
8.  How can you measure your efforts?

W h y a l l t h e fu s s a b o u t S o c i a l M e d i a ?

Network

Express
Share

© www.TheMarketingNetwork.com.au Play 6

Why Use Social Media?

1.  Social Media enhances your Referral
Process

2.  Social Media is where your prospects are
(Inbound)


Recommendations are the most trusted
fo r m o f P r o m o t i o n
Today’s consumers trust recommendation from their peers more than any
other source.
Their peers are ready and willing to recommend the brands they like to
their personal, social and professional networks.


Referrals are critical to success

FACT
"   98% of Businesses rely on referrals to gain
new business

FACT
"   3% of businesses have a strategy for
referrals

REFERENCE:
"  BNI – Business Network International


Benefits of a Referral system

"   Lower Marketing Costs
"   Higher Revenues
"   Prospects convert to Customers
"   Better customer behaviour
"   You can concentrate on your business


W h a t ’ s t h e d i ff e r e n c e b e t w e e n W O M
Advertising and Referral systems

"  Word of Mouth advertising
"  By Chance

"  Referral Systems
Review
Who

"  Predictable
"   Consistent
"   Repeatable
When
What

Where
How


Referral Process

Identify

Recognize WOW
& Reward Experience

Ask For Stay Top
Referral of mind

Help Them
Help You


I n b o u n d M a r k e t i n g i s m o r e e ff e c t i v e


Outbound Decreasing, Inbound Increasing


SME’s Do More Inbound


Benefits of Social Media Marketing


Contemplate, then Act Quickly!

65% of Marketers surveyed have only been involved with social
media for a few months or less!

Why Are You Not Leveraging Your
People?

"  No Strategy?

"  Fear of Failure?

"  Lack of Knowledge?

"  Lack of Resources?


T h e L a n d s c a p e C a n B e C o n fu s i n g


Social Media Usage


Social Media Works


Have An Opinion and Express It Often


Pick the Right Social Media Channel(s)
Impossible to do everything!
Where are your customers?
Where can you REACH them
most cost effectively?


Time Commitment To Social Media


What is LinkedIn?


A place that will help you
Google
Page
Rank;
Personal
&
Company

Answer
QuesBons

-‐ 
Speak
to
Successes
&

Failures

-‐ 
Opinions
/
Polls
Promote
-‐
An
Industry

Personal -‐
Groups

-‐
Track
Start-‐Ups

Brand -‐
Advanced
Search

Proactive
Research -‐
Events

Networking

-‐
Employer
&
Employee

-‐
Company
Culture

Reference -‐
Growth
PotenBal

Productivity
Check -‐
Staﬀ
Turnover

Job Search, Recruit
/
Head
hunt

Find Experts,
Hire & Get
Head
hunted

Partners
Interviews

Ask for
Advice
Sales Lead

GeneraBon

Sales

AcceleraBon


W h y L i n k e d I n i s p e r f e c t fo r
Professional Services & B2B
At least half of
1.  REFERRALS these didn’t
1.  Existing customers exist 10 years
2.  Influencers (who are not customers) ago!
2.  Networking
1.  Physical – Dedicated Networking Groups, Industry
Associations, Expos, etc
2.  Virtual (LinkedIn, Facebook, etc)
3.  Website, Blog, Online Video
4.  Search Engine Marketing 3 years ago you
1.  Paid Search / Pay Per Click couldn’t manage
2.  Search Engine Optimisation most of these
3.  Banner Ads from one
5.  Email (Existing Customers) – Keep in Touch interface!
6.  PR – Online
7.  PR - Traditional
8.  Direct Mail & Telemarketing
9.  Trade Press / Local Paper / Niche Magazines


LinkedIn “ Fa c e b o o k fo r B u s i n e s s ”

1.  Provides a meeting place where people expect to “do business”

2.  Leverages relationships by making connections visible

3.  Helps maintain personal relationships and build new ones.

4.  Provides a platform for the most effective form of Marketing -
Word of Mouth

5.  It can link all other essential Social Media Tools


Who Is On LinkedIn


It Is Not How Big It Is But How You
Use It

"  1,500,000 Users in Australia
"   Most users utilize 5% of the functionality (benefits)


Case Studies
From LinkedIn From My Network

“I
get
about
25%
of
my
business
through
Linkedin.”

-‐
Insurance
Sales,
USA

“New
clients
and
contacts,
but
more
than
that,
I
began
speaking

on
podcasts
and
webinars
about
LinkedIn
and
as
a
result
got

invited
to
speak
at
a
conference
in
Canada
last
June.”

-‐
IT
Services,
Australia

“New
contacts,
More
knowledge,
Personal
Branding,

Found
partner
-‐
started
up
company,
Sales”.

-‐ Consultant,
UK

“Headhunted…”

-‐
Too
many
too
menBon!


Find Your Target Market Online
1.  Build your network

2.  Look at the most connected in your network

3.  Start with those that you have the greatest
“emotional credits with”

4.  Search

1. People
2. Groups


Advanced People Search
Examples

1.  Architects

2.  Information
Technology


Make Your Message
Stand Out

Practice Marketing
Principles

“In order to be
irreplaceable
one must always be
different.”
- Coco Chanel


How To Make Your Message Be Noticed?

Utilise The Principles of Work of Mouth Marketing:

"  Give people a reason to talk about your products and services, and make it
easier for that conversation to take place. You’ll need to be creative.

Basic Elements:

"  Study how, where, and when opinions are being shared
"  Educate people about your products and services
"  Identify people most likely to share their opinions
"  Provide tools that make it easier to share information
"  Listen and respond to supporters and detractors


B e D i ff e r e n t Your Brand, Your Profile

"  It is like a resume but it
doesn’t have to be boring

"  Make sure you have the
right keywords

"  Get someone else to
proofread it or write it for
you!


C r e a t i v i t y B u y s A tt e n t i o n


Marketing Do’s More Give, Less Take

1.  Develop a unique profile (Personal & Company)
2.  Maximize your profile
3.  Connect with people you have a relationship with
4.  Give and Receive Recommendations
5.  Participate: Join Groups
6.  Listen, Learn, Ask Questions, Provide Answers
7.  Develop unique CONTENT and PROMOTE it.
8.  Enhance Relationships; e.g.: Answer Questions, Connect Contacts
9.  Help others get more connected.
10. Get in front of Prospects
"  Introductions
"  LinkedIn Mail
"  LinkedIn Advertising


3. Marketing Don’ts

DON’T ACT ANY DIFFERENTLY TO WHAT YOU WOULD DO IN “REAL
LIFE”

"  Have a reason to connect – answer the W.I.F.M!

"  Education & Communication v Promotion

"  Everyone wants to know the Do’s and Don’ts

"  No-one wants to be “Sold!”

"  Real Example:


M e a s u r e Y o u r E ffo r t s , R O I o n T i m e a n d M o n e y


References

1.  http://www.hubspot.com/
You can subscribe to their blog for new
marketing data as it is available:
http://Blog.HubSpot.com

2.  www.socialmediaexaminer.com


Next Steps

1.  Establish your Personal Brand & Company Brand

2.  Optimise your LinkedIn Profile (Personal and Company)

3.  Build Your Network

4.  Listen and Learn

5.  Communicate / Add Value to your Network


Connect With Us on LinkedIn

GENE STARK

LinkedIn: http://www.linkedin.com/in/genestark

One on One Tailored LinkedIn workshops as well as more general Group Workshops are available to you to find,
attract and retain customers.

a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823
45
e connect@TheMarketingNetwork.com.au w TheMarketingNetwork.com.au v1

Social Media - The Art & Science of Linked In - March 2011

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