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LinkedIntelligence: Networking for Sales, Marketing, HR
- 1. LinkedIntelligence… A unique approach to Executive Networking Sales – Marketing – HR
- 2. 200 25+ Million Million Members 12 Decision Makers Million 7+ Owners and VPs 3+ Million Million Directors CxOs
- 3. Building Network Equity… Business Intelligence & Network Activation • You know LinkedIn is a big deal…Now turn your digital rolodex into a digital lead generation engine! LinkedIn 101: Best Practices for Executives Building Your Network with $ Value in Mind Strategic Targeting & Goals Tracking, Analysis, Activation (Sales – Marketing – HR)
- 4. Step 1: Put the PRO in PROfile! Optimize your profile for visual appeal + SEO • BEFORE: 50% complete • AFTER: 100% complete Small blurry headshot or • 40% more acceptances no picture at all! High-resolution headshot No summary with logo Limited contact info Bulleted services in Low value connections detailed exec summary No recommendations Key ‘tier 1’ connections No endorsements Request endorsements No passion for career Search Friendly No search-ability Demonstrated expertise Demonstrated passion
- 5. Step 2: Popularity Equity Connect with Friends, Family, Co-workers
- 6. Don’t wait to network – Weight your network: Mutual connections require having connections!
- 7. How do I know you again? 6 Degrees of Kevin Bacon
- 8. Step 3: Credential Potential Connect with Alumni and industry members
- 9. Titans of Industry Run America! Demonstrate Expertise in your industry
- 10. Getting LinkedIntelligent… C-Level Business Intelligence •Set Goals: Sales/Marketing/HR •Qualifying, Tracking & Analytics •Categorize & CRM
- 11. Laser vs. Shotgun Approach Setting Goals for Targeted Networking •Warm messaging – NOT the LinkedIn Default Invite (50% higher acceptance) •Know your audience – Define & Find high-value connections (Sales, Marketing, HR Targets) •Set a conversion goal – (what is success?) for connections, meetings, referrals, sales, hires
- 12. 1 CEO = $ ??? Qualifying, Tracking, Analyzing Networks •Qualifying – By industry, title, referral potential, 2nd tier network, $ Value of a lead/partner/hire •Tracking – Use landing pages, keep reports on invites/accepts, originate meetings on LinkedIn •Analyzing – (what is success in $ $$?) for connections, meetings, referrals, sales, hires
- 13. So I caught a CEO, Now What? Categorize & Manage CRM to Activate New Biz •Categorize/Tag for Marketing – By industry, title, referral potential, 2nd tier network, $ Value •Incentivize & Activate – Use events, invitations, holiday greetings, shared connections •Manage Relationships – Keep it human… ‘Hey Marc, how’d it go?’
- 14. Step 4: NETWORK EQUITY! Build and Maintain New Valuable Connections
- 15. Opt-In Marketing SELL ME SOMETHING PLEASE!!!! Thought Leadership & Connecting Others… BEFORE: SPAM AFTER: FOLLOWER
- 16. HR Evolution Are you equal opportunity if you’re not online? BEFORE AFTER
- 17. LinkedIntelligence… Your LinkedIn Connection Strategy • Connect with people you know and trust • Friends & family • Former colleagues & classmates • Fellow group members • New contacts • Employees & Vendors • It’s okay to “Archive” (ignore) requests • Track, Analyze, & Activate Network Equity
- 18. LinkedIntelligence… Your LinkedIn Network Equity Strategy QUESTIONS? Call 347-915-5465 • Set Goals • Analyze • 6 Degrees
Notas del editor
- Reinforce/punctuate key point that key influencers are on LinkedIn and the numbers are growing daily. Actually at 200 mm+ already! 135 million people on LinkedIn representing almost every industry and functional area – providing a wealth of insights through their self-described Profiles, through their network actions 50% of LinkedIn's users are decision makers in their company 41% of people using LinkedIn for marketing have generated business with it 20% of C-level executives network professionally in an online community daily ; 39% network online weekly. 80% of companies use social media for recruitment ; 95% of these using LinkedIn 65% of journalists use social media sites like LinkedIn to conduct research for stories Define Professional Community quickly and highlight a couple of the compelling data points Reinforce their reach and power as a vehicle for branding A professional community (or, professional network ) is a type of social network service that is focused solely on interactions and relationships of a business nature rather than including personal, nonbusiness interactions 50% of LinkedIn's users are decision makers in their company (Hubspot.com) 41% people using LinkedIn for marketing have generated business with it (Hubspot.com) 20% of C-level executives network professionally in an online community daily ; 39% network online weekly. (Forbes.com) 43% of employees of large U.S. corporations have a membership on LinkedIn (only 11% on Facebook and 3% on Twitter) (marketingprofs.com) Employees of Microsoft are the most actively involved in social networking, followed by eBay, Amazon, and Walt Disney (marketingprofs.com) 80% of companies use social media for recruitment ; 95% of these using LinkedIn (Socialnomics) 65% of journalists use social media sites like LinkedIn to conduct research for stories (Cision.com) THE TAKEAWAY: Professionals are conducting business on LinkedIn, much more than on other social networks. Professionals on LinkedIn are receptive to learning about new products and solutions. THE TAKEAWAY: Members of the business social network have a lot of buying power and a lot of clout. These are the people you want to be interacting with in discussions and have clicking through to your blog and educational content. This study also shows, that most LinkedIn marketers are already bringing in new business from their on site activity. THE TAKEAWAY: Journalists are using LinkedIn to research topics and companies. Use a presence on LinkedIn, especially the new company page feature, as another branch of your public relations. Provide links to press releases, white papers, case studies and any other educational content. Gain better visibility and better control over what's said about your company in the press and give journalists a channel to get in touch with you directly. THE TAKEAWAY: That's a total of 59% of C-level executives using social media every week for business purposes. How many of these decision-makers and influencers might be interested in your company's white paper or latest blog post? LinkedIn is a great forum for reaching these users and generating connections, leads and influence. For finding and converting new business leads and establishing thought leadership, small business marketers are already seeing results from networking on sites like LinkedIn. All these trends point to the power of LinkedIn for B-to-B marketing. Business buyers and decisions makers are on the site, ready to interact and find new ideas and solutions.