intergage linked in workshop november 2011 gt

LinkedIn Workshop

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

LinkedIn Profile

Intergage Ltd

Gary Trudgett

http://uk.linkedin.com/in/garytrudgett

Elements & Content for Today

Personal Profile

Company Page

Advertising

Analytics

Share Buttons

Applications

History of…

15 point planUsing

LinkedIn

Uses by Job Function

INTRODUCTION & HISTORYSocial Web

4 Ways To Grow A Business

• Cold Calling

• Advertising

• PR

• Word of mouth / referral

The Social Web – An introduction

• What is it?

• Where does it fit with

existing online

marketing?

UK Social Web statistics

Social Media Tools

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……

The Evolution Of Search Engines

Localisation

Personalisation

Realtime Social influences

Recommendations

The Social Graph

Our changed worldTraditional Marketing

Our changed worldSocial Media’s Influence &

Importance

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

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

B2C B2B

Choose Your Tools

Common Attributes

• Communities

• Etiquette & rules

• Conversation opportunities

• Advertising opportunities

• Better to do two things well…

Build Your Channels

• Focus on one at a time

• Decide which order makes sense

– link them up

• Work as a team – everybody has

contacts

• Appoint a coordinator

• Consider management tools like

Hootsuite

• Use every traditional media to

promote new channels

• Promote your channels on your

website

• Allow your content to be shared

easily

• Build a big base of testimonials

• Don’t forget search and social

media traffic generators

How to use the Social Web

• Get involved

• Listen and watch

• Converse

• Add value

• Engage

• Build trust

• Build influence

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

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

What is LinkedIn?

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

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

Alternatives to LinkedIn

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

Online networking – Sharing contacts

Your network – How big???

• Guess the network size• 438 contacts….• Include specialist groups

438

?

?

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

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

• Researching prospects

• Using productivity, collaboration and marketing tools within the

network

• Preparing for events and meetings

• Advertising to each other

• Sharing valuable content

What are people doing on LinkedIn?

What should we do on LinkedIn?

• Profile ourselves

What should we do on LinkedIn?

• Profile our business

New Developments

• LinkedIn Company Pages - Enhancements

• Profile our services

What should we do on LinkedIn?

• Collect recommendations

What should we do on LinkedIn?

• Raise our profile

What should we do on LinkedIn?

New Developments

• LinkedIn Share & Recommend Buttons

The 15 point plan

1. Decide why you are doing this

2. Sign up and create a profile

3. Connect to contacts

4. Learn how the home page works

5. Explore and join groups

6. Try out questions and answers

7. Add a company record

8. Profile your products and services

9. Make and request recommendations

10. Attend and organise events

11. Check out the applications you can add

12. Promote your profile

13. Ongoing updates

14. Explore the advertising opportunity

15. Add LinkedIn “Share” and “Recommend” buttons to site and blog

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

1. Decide why you are doing this!

• Clear objectives – begin with the end in

mind

• Build a big network

• Build a quality network

• LION

2. Create a complete & full profile

3. Connect to contacts

• Searching and browsing

• Add via email addresses/address book

• Former colleagues and classmates

• People you may know feature

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

5. Explore and join groups

• Join groups of people with the same business

interests

• Join discussions, “meet” experts and build

relationships

• Demonstrate expertise

6. Questions and answers

• Find help

• Provide help

• Make new contacts

• Demonstrate expertise in your niche

• Dave “The Wireman” Maskin

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

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

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

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

11. Applications

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

12. Promote your profile

• On your email footer

• On your website

• On your blog

• On your business

cards/brochures

• Via Twitter

13. Ongoing updates

• Status updates

• Adding connections

• Save your searches

• Request introductions

• Ask & answer questions

• Join group discussions &

contribute

• Upload presentations to

share

• Make recommendations

• Organise & publicise

events

• Update your reading list

• Add polls

13. Ongoing updates

• Read blog updates and

update your blog

• Share and “Like” content

by others

• Keeping delighting

customers and adding

recommendations!

14. Advertising on networking sites

• Targeting

• Video vs static text ads vs e-mail

• CPC vs CPM

• Search advertising vs social network advertising

15. Update your web properties

• Website (s)• Blog

By job function…

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

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

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

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

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

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

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

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

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

Any questions?

Notices

• Feedback Forms• Training Workshops

• Google+• Facebook• Twitter• Blogging

• Seminar: 7th December• LinkedIn Recommendations

Contact Details

www.intergage.co.ukblog.intergage.co.ukgtrudgett@intergage.co.uk

@garytrudgett

Gary Trudgett

Gary Trudgett

@intergage

Intergage Ltd

Intergage