2. Raise your hands if…
You have a LinkedIn Profile
You have more than 100 connections
You have benefited from LinkedIn
3. Startup raised $230,000 using
only LinkedIn
"Attracting investment is all
about trust, LinkedIn is the
largest collection of trust
agents on the planet.
Frank Hannigan
Chairman, goshido
7. How do we achieve success like them?
It all starts with your
personal brand
8. Personal branding is vital for
startup owners
1. You’re the main story teller
(lack client referrals)
2. Your credibility is vital
(limited track record)
3. People buy from people
9. Social Media is transforming how we
communicate, consume information, and build relationships
10.
11. Social Networks – What are the Differences?
Biz contacts
Investors
Professional
Personal
Friends
Public
Fans
12. The world’s largest professional network on
the internet
> 80% of professionals in Singapore
Over 50% are decision makers/influencers
26. LinkedIn Followers are future leads and advocates
Following is not just a popularity vote
Marketing Objectives
2X more
engaged
3X more likely to
purchase
Employer Branding Objectives
79%
of members are interested in
updates on job opportunities
from companies they follow
78%
2X more likely
to recommend
Enduring
More likely to accept
Recruiter InMail
6x
More likely to view
LinkedIn Career Page
Relative to non-Followers
Source/s: LinkedIn Follower Analysis, January 2012; LinkedIn Follower Impact Study, 2012
26
28. People follow companies on social
platforms for different reasons
Most follow for
incentives, rewards, or
discounts.4
Follow for news, insights, and
product information.5
4eMarketer
5
(Lab42 study, August 2011)
LinkedIn Follower Analysis, January 2012
28
30. Three things you should start doing
today to build your startup
1. Setup/Complete your LinkedIn profile
2. Build your network
3. Create a company page on LinkedIn and
start acquiring and engaging your followers
31. "You Google other people, so don't you think they're
Googling you? Part of a networked world is that people
will be looking you up, and when they do, you want to
control what they find.“
- Reid Hoffman, LinkedIn Founder
31
Think about who is valuable to you in a professional contextThe larger your network, the greater your reach and visibilityDON’T sacrifice quality for quantity (only connect with people you actually know)
It’s clear that members don’t just Follow as a popularity vote. Remember the consumer electronics client we mentioned before? When we surveyed their Followers, we found that:They were engaged, having opted into an ongoing dialogue with that company. In fact, LinkedIn members who Follow companies are also 2X more likely to join LinkedIn Groups, indicating their dedication to learning and engaging on our site.They were more likely to consider purchasing. In fact, they reported being 3X more likely to consider purchasing, as compared to non-Followers. By building relationships with members at varying points in the purchase funnel, you can help to drive consideration, preference, and advocacy. They were 2X more likely to recommend than non-Followers. This means that your messages will be shared and amplified across their networks of like-minded professionals, driving brand awareness.They’re likely long-term Followers. More than 50% of Followers reported that they would follow companies indefinitely, creating an opportunity for lasting relationships with your target audience.(LinkedIn Follower Analysis, May 2012; LinkedIn internal data)
People follow companies on different social platforms for different reasons. There is a context to these social platforms that you need to be aware of. Missing the signal on context means your business content can be lost among your audiences, or worse…ignored. On Facebook and Twitter, people follow companies for deals and discounts. This is the context of the site and what people expect to get.Alternatively, on LinkedIn, people follow companies for news, actionable insights, and information. This is the context of the site and what people expect to get.Key Takeaway: People expect different things from the companies they follow on the different social platforms. Facebook – 46% looking for incentives or rewards for engaging with the brandTwitter – 66% to get discounts, 48% to participate in contestsLinkedIn – 68% for news, insights, informationhttp://totalaccess.emarketer.com/Chart.aspx?R=112793&dsNav=Ntk:basic%7ctwitter%7c1%7c-basic%7cfollow%7c1%7c,Ro:15,N:1045-500&kwredirect=n%2cn%2cn1+2eMarketer (Lab42 study, August 2011)3 LinkedIn Follower Analysis, January 2012
