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Wendy Soucie presents to the Madison Commercial Brokers Group at the American Center in Madison WI. Commercial Brokers and Developers can easily use a business networking tool like LinkedIn to develop better referral connections and drive more opportunity.
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S i l M diSocial MediaGrowing Business With LinkedInGrowing Business With LinkedIn
Commercial Broker GroupJune 2 2010June 2, 2010
25 years + experience B2B f t i / f i l i fiB2B ‐manufacturing / professional service firms. Unique focus ‐ technical products and engineering. Based in the Midwest with national reach.
Who is “Wendy Soucie?”
48,000 lresults to
choose from
Wendy Soucie
© Copyright 2003‐2010 ‐Wendy Soucie Consulting LLC All Rights Reserved2
Social Media Business Strategy
Goal16 000 ft16,000 ft
Strategy
Tools
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved3
Social Media Tool ‐ LinkedIn
Business Networking Site• Online CV
• Online address book
• Networking
• Professional & interactive
• Share content of value
How can LinkedIn help?
Extend your geographic reachreach
Make referrals easier
M liManage your online reputation
Find others be found and beFind others, be found and be introduced
Discover inside connectionsDiscover inside connections
5
Strictly for business and free
LinkedIn Details
Controlled Link to yourconnections
Address book
Link to your blog/RSS Feed
Address book
Prospect bookMore business related applications
6
Consider Sponsored Ads
Members•68MWorld Wide68M World Wide•32M U.S. Based
Who You Can Target7 9M B i D i i M k•7.9M Business Decision Makers
•5.5M High Tech Managers•1.3M Small Business Owners•4.2M Corporate Executives
Target a Specific Audience•By geographyBy geography•By job function and seniority•By industry and company size•By gender and age•By gender and age
How does the network work
Strategy ‐ Branding
Personal– Marketing focused keywordMarketing focused, keyword enhanced
– Applications showcase portfolio
Company– Company message standardized
Collects past/current– Collects past/current employees
– And now you can follow
© Copyright 2003‐2010 ‐Wendy Soucie Consulting LLC ‐ Integrated Alliances ‐ All Rights Reserved9
y
NCP Model – A Methodology
Determine Business Goals First
Profiles Network Search Communicate Business Profiles Network Search Communicate Applications
© Copyright 2003‐2010 ‐Wendy Soucie Consulting LLC ‐ Integrated Alliances ‐ All Rights Reserved 10
Step 1 ‐ A GREAT LinkedIn Profile
Your Identity on LinkedInMatch the official company storyU Fi f BUse Firefox Browser
You wouldn’t walk into a first meeting in your swim shorts…
MARKETING‐ORIENTED, Focused on
don’t network without a complete profile.
11
KEYWORDS that attract others
Visibility
Status UpdatesStatus Updates
Info updates
Applications
Update Ideas
• Link to a newsworthy web posting or news item
• Offer a brief piece of advice
• Invite people to connect with you on p p yTwitter/Facebook
• A link to article in which YOU/Association were /quoted
• Update contacts on key activitiesp y
• Share some of your volunteer/civic activities
© Copyright 2003‐2010 ‐Wendy Soucie Consulting LLC ‐ Integrated Alliances ‐ All Rights Reserved 13
Business Applications on LinkedIn
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c
c
© Copyright 2003‐2010 ‐Wendy Soucie Consulting LLC ‐ Integrated Alliances ‐ All Rights Reserved 14
Add Slideshare
• Create slide setCreate slide set for your brochure
• Add application to• Add application to LinkedIn profile
W h i h• Watch copyrights
© Copyright 2003‐2010 ‐Wendy Soucie Consulting LLC ‐ Integrated Alliances ‐ All Rights Reserved 15
Why would I want a network?
• Why a Big Network?– More prospects– More INBOUND calls
• Why a Smaller Network?– Control communicationsControl communications– Verify first tier connections
© Copyright 2003‐2009 ‐ Integrated Alliances ‐ All Rights Reserved
16
Invite Others to Your Network
Only invite people already on LinkedIn!Only invite people already on LinkedIn!• Invite Small Groups of Individuals
• Invite Individuals• Invite Individuals
• Invite people from the groups you join
Tip – Use the LinkedIn Outlook toolbar to help you identify those already onto help you identify those already on LinkedIn and promote your profile
© Copyright 2003‐2009 ‐ Integrated Alliances ‐ All Rights Reserved
17
Using Groups for Networks
Why join• Mini organizations• Most every interest• General or geography based• General or geography based
groups
Group Statistics• Create/Manage up to 10 groups• JOIN up to 50JOIN up to 50• Largest group is almost 200,000
members• 425 000 + Groups• 425,000 + Groups
Getting Business Done…
Sales ProspectingSales Prospecting
Marketing ‐ Online
Business Partnerships
Channel Partner Relations
Executive Networking
Staffing and RecruitingStaffing and Recruiting
© Copyright 2003‐2009 ‐ Integrated Alliances ‐ All Rights Reserved
19
On the sales side…
Li k dI h lLinkedIn helps…
Hunters – Looking for NEW businessHunters Looking for NEW businessAccount Managers – Named/Targeted AccountsFarmers – More business from Existing AccountsTerritory Reps ‐Working a specific TerritoryIndustry Reps ‐Working a Vertical Market
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On the Marketing Side…
• Join the right LinkedIn GroupsTh t’ h th t• That’s where the partners and customers are!
Commercial Real Estate ‐112
Wisconsin Commercial Real Estate ‐ 1
Better yet, start your own
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LinkedIn Group!
What you can do today in LinkedIn
• Develop a personal and organizational strategy on LinkedIn
• Complete your LI profile 100%• Invite friends customers suppliers influencers• Invite friends, customers, suppliers, influencers, partners, collaborators to connect
• Ask for testimonials• Join relevant groups or start your own• Post topical and newsworthy articles• Ask and answer questions• Ask and answer questions• Promote your LinkedIn profile in email, blog, website and print
Not sure whether toNot sure whether to invest the time orinvest the time or
budget?budget?
Invest 20 minutes a day for 2 weeks
• Take 50 of your current customers/prospectsTake 50 of your current customers/prospects
• Put them into a spreadsheet and look them up in LinkedIn Facebook Twitterup in LinkedIn, Facebook, Twitter
• Visit each contact every other day
• Just respond to what you see
© Copyright 2010 xeesm.com/wendysoucie | www.wendysoucie.com | www.socialminutes.com ‐ All Rights Reserved24
Q & A
Your questions?Your questions?
Strategic Alliances• Wendy Soucie Consulting
– www.wendysoucie.com• Founder/PrincipalFounder/Principal
• Integrated Alliances• Regional Executive Director – WI
• End Result Marketing• End Result Marketing• Nurture marketing and research
• Social Media Academy C tifi d S i l M di C lt t• Certified Social Media Consultant
• Founding Gold Member and Alumni• Black Diamond Consultant
• Xeesm Social CRM• Xeesm – Social CRM • Business Partner ‐Wisconsin
Photo credits – Istockphoto.com and Wendy Soucie
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
26
p y
dWe provide: Technical Product ExpertiseManufacturing experienceg pSocial media assessmentsMarketing best practicesThought leadership strategiesThought leadership strategiesSocial media building blocksTraining on tools and strategyI l i h l d hiImplementation help and coaching
Network . Contribute . Participate© Copyright 2003‐2010 ‐Wendy Soucie Consulting LLC ‐ Integrated Alliances ‐ All
Rights Reserved27
pSocial web links: http://xeesm.com/wendysoucie