Using LinkedIn & other social media to win business - the slides from Kelso Consulting's recent webinar: http://www.kelsopr.com/seminars.

1. Using LinkedIn & other social media
to win business
Webinar - May 2013
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2. Please note
• These are the slides used in our recent webinar on using LinkedIn
and other social media to win business.
• This webinar was supplemented with live demonstrations of various
LinkedIn features. These bits are not included in this slide deck –
but many are covered on this presentation on SlideShare:
http://www.slideshare.net/agencypja/smpp-linked-inseofinal
• To view the full video webinar (which has all the missing
bits), please go to www.clubkelsopr.com
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3. About Kelso Consulting
– Public Relations & thought leadership
consultancy
– Award-winning thought leadership campaigns
– Kelso Consulting is all about:
• Headline thinking:
– creating campaigns with strong ideas and powerful
content
• Hardline results:
– delivering high-impact national and business media
coverage
– Ensuring campaigns across marketing, sales and digital
to bring commercial results
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4. What we are going to cover
• Social media – what is it & why important
• Making it work for you
• Applying this to LinkedIn
• Twitter (if we have time)
• Questions
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5. What is social media and
why it is important
for B2B businesses
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6. Why is social media important TODAY?
Social media is now a fundamental part of day
to day business and social life
1.Normal for a manager, professional, customer or
entrepreneur to use it
2.Communication via social media often preferred over
email by its users
3.It is used by your clients, prospects and potential recruits
4.Gets you to the top of Google

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9. Common elements of social media
• Network element – typically the ability to:
– follow: people, subjects, brands, discussions
– interact: whether publicly, semi publicly( eg in
forums) and/or direct private interaction
– updates
• Content sharing: blogs, videos, photos, cat
pictures, etc
• Endorsement of content and views:
– Share it
– Comment / grade / recommend it
– Popularity / visits / views 9

10. How to succeed
• Build up a network (or followers)
• Interact with them
• Have content worth sharing and recommending
• Link back the real world… how will you turn online
interest and “relationships” into clients
• Be easy to be found
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11. LinkedIn – have a purpose & strategy
What do you want to achieve?
Who do you want to connect with to achieve
this?
People who you know well?
People who you have met?
People you want to meet?
Lots of randoms?
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12. Think keywords
• What search phrase will the people you are
looking to attract probably use
• Make sure these are in your profile as
prominently and as frequently as possible
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13. LinkedIn optimisation
• Optimising your profile
• Optimising your Company profile
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14. LinkedIn – making social media work
What do you want to achieve?
Who do you want to connect with to achieve
this?
Think key words
Think content strategy
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15. Different content and formality
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16. Making LinkedIn work
• The more contacts you have, the larger your
extended network
• Have a strategy for who you connect to
• Regular cultivation
• Be easy to find and remember
• It is a supplement to the real world, not a
replacement to phone, meetings, etc
• Use it actively, not passively
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17. Top 10 buzzwords on LinkedIn
Avoid using:
1. Extensive experience
2. Innovative
3. Motivated
4. Results-oriented
5. Dynamic
6. Proven track record
7. Team player
8. Fast-paced
9. Problem solver
10. Entrepreneurial
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18. Using LinkedIn proactively
• Background research on people
• Linking to people you want to meet
• Discovering useful connections and getting
introduced
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19. Prospects: what you can learn from
profiles
• Career background
• Interests (esp from their Forums and
hobbies)
• What are their views (if they post comments)
• Photo (usually)
• Who you know that knows them)
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20. If approaching cold leads
Make the initial approach compelling & relevant to
them and not a sales pitch.
Eg
“I am a consultant who specialises in xxxx
businesses and I often distribute interesting
research and host events for senior directors –
could I add you to my network”
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21. Emails to your contacts
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22. Next steps - LinkedIn
• Set aside a morning for improving your profile
and inviting contacts
• Set aside a morning for looking at forums and
joining relevant ones
• Set aside a morning for researching your
“second degree” contacts and identify key ones
• Identify an initial 10 and phone your contact to
ask “I would really like to meet X. I saw on
LinkedIn that you know them. If you were me,
what would you do?”
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23. 23
http://www.kelsopr.com/twitter-strategy-
download

24. Why important
• Helps you and your company be found by
potential customers & recruits
• Keeps you in touch with your network
• Shows you their network & communications
• A direct communication channel
• Great source of market intelligence
• Strong viral potential
• Demonstrating expertise
• Putting a human face on businesses
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25. Bringing social media into
your campaigns
• Get the strategy right first
• Make it easy for people. Ensure campaigns
includes:
– Tweets
– Facebook posting
– Posting on relevant popular blogs
– Your people given authored comments to post on their
LinkedIn page
• Make it fun – eg quirky competitions to reward your
social media heroes
• Find the enthusiasts - consider creating specific
elements that different people and teams are
responsible for.

26. How Kelso Consulting can help
26Kelso Consulting

27. How Kelso can help
• Content generation (thought leadership
research, articles, white papers)
• Sounding board for ideas and issues
• LinkedIn coaching
• PR campaigns that generate online impact and
debate
• Coverage from highly-rated media sites to
dramatically improve SEO
• Campaigns that bring all the elements together

28. Questions please
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29. Next seminars:
Summer 2013
Using thought leadership to successfully retain and win clients – 14 June 2013
Autumn 2013 – dates TBC
Using LinkedIn & social media to win business
Creating the perfect proposal
Maximising your law firm’s rankings in the legal directories
Creating & launching a successful business book
www.kelsopr.com/seminars
Kelso Consulting
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30. 21 Bloomsbury Way
London
WC1A 2TH
020 7242 2286
30Kelso Consulting
www.kelsopr.com
Kelso Consulting