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- 1. © Constant Contact 2014 LinkedIn for Business and Other Social Media How Can You Use LinkedIn to Grow Your Business? © 2014
- 2. www.LizBESocial.com www.facebook.com/LizBeSocial www.twitter.com/LizBESocial Liz Olimpio Principal Mallory Stanton Content Marketing Strategist Cosponsored by the Fall River Office of Economic Development
- 3. 3 Agenda Why Social Media Top 6 Social Networks Is LinkedIn right for my business? Page vs Profile Optimize + Stand Out + Get Found Groups Connecting + Relationship Building Next steps Take Relationship Offline Social Selling
- 4. Why use social media? It influences decisions 55% Source: Fedelta share purchases on social networks 68% Source: MDG Advertising learn more about a charity if they see a friend posting about it 74% rely on social networks to guide purchase decisions Source: Fedelta
- 5. 5 Why use social media? Engagement is the new word of mouth
- 6. Why use social media? | Top 6 social networks | What do I say?| Get started today
- 7. 7 Top 6 social networks Which social media? The top networks Facebook Pinterest TwitterLinkedIn Google+ Instagram
- 8. 8 Top 6 social networks Facebook All Primary Audience Useful, interesting, informative content Looking For Sharing text, photos, videos and reaching a large audience Best For B2B, B2C, nonprofit Used By
- 9. 9 Top 6 social networks Twitter Young adults Primary Audience News, brand updates, trends Looking For Sharing news, and original and curated content Best For B2C, nonprofit Used By
- 10. 10 Top 6 social networks Pinterest Women, foodies, crafters Primary Audience Photos, videos, products, tips Looking For Sharing visual content for products, how-to, e-books Best For B2C Used By
- 11. 11 Top 6 social networks Google+ Men, students, software developers Primary Audience Links, photos, video, news, blog posts Looking For Increasing your searchability and expertise Best For B2B, B2C, nonprofit Used By
- 12. 12 Top 6 social networks Instagram Younger 18-34 (20% 12-17) Male & Female Primary Audience Useful, interesting, informative content Looking For Sharing photos, videos and reaching a large audience Best For B2B, B2C, nonprofit Used By
- 13. 13 Top 6 social networks Linkedin Business Primary Audience Industry news, tips, solutions Looking For Sharing thought leadership Best For Mostly B2B Used By
- 14. Facebook | Twitter | LinkedIn | Google+ | Pinterest | Next steps
- 15. LinkedIn Is it right for my business? Nonprofit 53%use LinkedIn Source: Nonprofit Content Marketing 2014 Benchmarks, Budgets and Trends 71%use LinkedIn B2C Source: B2C Content Marketing 2014 Benchmarks, Budgets and Trends 91%use LinkedIn B2B Source: B2B Content Marketing 2014 Benchmarks, Budgets and Trends
- 16. 16 If you are a B2B If you are (or want to be) a thought leader LinkedIn Is it right for my business?
- 17. 17 What’s the difference? Business Building Stand Out Company culture Products & services Solve Problems Recommendations LinkedIn Page vs. profile
- 18. 18 Get Found LinkedIn Search Results
- 19. 19 Get Found Optimize Your Profile
- 20. 20 Who are your ideal clients? What are they searching for? It’s not about you, what’s in it for them. What’s the goal you are trying to attain through LinkedIn? (find clients, nurture relationships, build credibility, etc.) Write down 3 Keywords that describe your ideal client. Determine Your Keywords
- 21. 21 Attract Ideal Client Speak to Your Ideal Clients
- 22. 22 Get Endorsed for Keywords Keyword: Skills & Experience
- 23. 23 Stand Out Use Projects Area to Promote
- 24. Keywords in Current & Past Experience 24
- 25. Load Keywords – 4 Sections 25 Headline Summary Skills & Experience Current & Past Work Experience
- 26. Join Groups (up to 50) 26 Over 2 million LinkedIn Groups
- 28. 28 Read & Follow Group Rules Click I to reveal drop down group details
- 29. 29 Become a top contributor
- 31. Low volume/high value Minimum: 2 X per week Maximum: 5 X per week More formal and technical 31 LinkedIn LinkedIn content sharing
- 32. 32 LinkedIn Content types: About you Product updates Recruiting Behind the scenes
- 33. 33 LinkedIn Content types: Useful info Blog posts Industry newsGuides/ebooks
- 34. Asks questions Shares multimedia Be helpful LinkedIn How others are communicating MarketMeSuite
- 35. LinkedIn content exercise Post at least 2 X per week Share content that’s about you Post something useful for your audience Tips: 1 About you Product updates, behind the scenes or recruiting: 2 Useful info Blog posts, guides or ebooks, or industry news : 35
- 36. 36 Keep the conversation going Offer something helpful No sales pitch Move relationship offline Build Relationships
- 37. 37 Offer something of value Take the relationship offline
- 38. Grow relationships + Keep the conversation going 38 Private Conversions/Sales You own your list Segment to target campaigns Transactional Why Email? Social Media? Relational Engagement Grow past your list
- 39. 39 Email + Social Email & Social You have to use both Customers Prospects Fans Leads
- 40. 40 Send a Welcome Message after connecting Respond Promptly to messages Don’t Criticize or comment negatively Never ask someone you don’t know for an endorsement Don’t post self serving content in Groups LinkedIn Do’s & Don’ts
- 41. LinkedIn Profit Formula 41 Mastering Your Profile Social Proof Finding Your Ideal Client How to Position Yourself as a Leading Authority Optimize Company Page Group Secrets Click this link to get started http://tinyurl.com/qb7484m Melonie Dodaro 6 Modules + 2 Bonuses + Live Virtual Event $247 - $50 = $197
- 42. www.LizBESocial.com www.facebook.com/LizBeSocial www.twitter.com/LizBESocial 42 Liz Olimpio Principal Mallory Stanton Content Marketing Strategist Get started today… 60-day free trial http://bit.ly/EMAILFREEfor60
Notas do Editor
- Intro/Welcome/What we’re doing today At the core of marketing is the idea that it’s intended to elicit a physical, measurable response…you don’t create and send newsletters, or post updates, or solicit feedback or plan events without some objective in mind, some goal in mind that your campaign is intended to achieve. We often refer to the “call to action” as part of your communications…the request for someone to join your mailing list, to visit your store, to sign up for your annual fundraising gala…because at the end of the day that’s what marketing is all about. It’s about getting someone with whom you, your business or your organization has a relationship to take an action that will help your organization to succeed. DN Note: this isn’t intended to educate about goals/objectives…we have other sessions for that. We’re not going to talk about marketing principles, or goals and objectives today. No, today we’re here to talk about marketing campaigns: those collections of marketing activities that make up an effort intended to drive an action that leads to achieving a specific goal. Specifically we’ll be focusing on newsletters and announcements, and their close cousin, social engagement. Simply put, these activities are primarily about communication, and about connecting with your readers. But that doesn’t mean that they aren’t also a great way to drive action. And today we’re going to talk about how you can deliver the most effective newsletters possible.
- If you’ve attended our beginners’ social media webinar, Getting Started with Social Media, we briefly overviewed each of the big 5 social networks – Facebook, Twitter, LinkedIn, Google+ and Pinterest – so you could get a better idea of what each channel was about. Today’s webinar is going to go more in-depth into each of these social networks. And that’s why we’re here today. You want to make sure that you’re using the right social media network to promote your business or nonprofit. Each of these channels is a little bit different. Some may be a good fit for you, and some may not. And that’s OK. You don’t need to use every social network. We’re going to help you find out what’s right for your business so you can focus your time on the social networks that matter for you, your business and your audience. Within each network, we’ll look at the following: We’re going to help you answer the question “Is this right for my business?” We’ll show you how to create content specifically for each social network. You’ll see an example of how other organizations are using these channels After a look at the networks, we’ll give you some next steps to move forward, including specific recommendations and The also dos and don’ts of social media marketing. You’ll learn the etiquette so you can make a good impression online. We’ll also discuss how to know if the channels you’re using and the content you’re creating is working.
- The social media impact on your business or organization is huge. It drives people to your door. [click to build] It influences purchasing – 74% of shoppers rely on social networks to guide purchase decisions. Social media has made it easier for people to buy from you. 2 out of 10 Facebook users have made a purchase by clicking on ads or comments [click to build] They tell your friends about you – 55% of people share information about their purchases on social media. [click to build] It influences people’s connections to nonprofits – 68% of people will go online and learn more about the charities and causes that their friends support when their friends post about it on social media. Purchasing stats: http://www.mediabistro.com/alltwitter/social-commerce_b46141 68% take the time to learn more about a charity if they see a friend posting about it http://mashable.com/2012/12/12/non-profits-social-media-infographic/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable+%28Mashable%29 Consider how to add… Those referrals are very important to your business: 71% of consumers are more likely to purchase a product based on social media referrals. Every day, people are going online to review or recommend the businesses and nonprofits that they support, and people in their networks trust those referrals because they know the people who write them, or – if they don’t – they trust unbiased reviews from people just like them. Source: http://blog.hubspot.com/blog/tabid/6307/bid/30239/71-More-Likely-to-Purchase-Based-on-Social-Media-Referrals-Infographic.aspx
- And this influence happens on social media because of audience engagement. We used to tell people things over the back fence, [click to build] now we tell everyone – our family, our friends, our colleagues, our clients, even our BFFs– through social media channels. It’s less about spending all of your time/money and energy finding new customers and more about fully engaging your existing happy customers and making it easy for them to tell others. The changes have leveled the playing field for smaller organizations like yours to compete with the big boys. The point we’re making is that social media is the new word of mouth. Social media helps to kickstart that word-of-mouth marketing. Because your messages have the chance to be amplified and shared, social media marketing will bring you new customers (and donors, supporters and volunteers if you’re a nonprofit, repeat business from your current customers, and referrals from your happy customers. Is this starting to make sense – why social media is important? It’s a part of your entire business. Social media, the social visibility that it gives you, and how your business and customers engage with each other make up what we call the engagement marketing cycle. Let’s look at the engagement marketing cycle, and talk about how social media and engagement work together in the day to day life of your business.
- Now that we’ve laid out why you should be considering social media as part of your marketing mix, let’s jump into a reveal of the top 5 social networks.
- [click to build] These are what we collectively refer to as “The Top 5” social networks…there’s a pretty good chance that you’re using, or considering using, one of these. We’re going to walk through each of these, quickly discussing what each network is good for, who’s using it, etc. This isn’t going to be an in-depth analysis of each channel, or a thorough how-to for each…what we want to do is familiarize you with these Top 5 channels so you’ve got some more insight as you either confirm your decision to focus on one or as you weigh the decision on where to start. Also, one note: we haven’t listed these in a particular order of importance…we recognize that one organization might have more of a reason to use and focus on Facebook or Pinterest while another might exclusively use LinkedIn. [Speaker note: this would be a good place to do a “show of hands” exercise and find out how many in the audience are using these networks]
- Let’s get started with the big one, Facebook. It’s the most popular of the networks, with 1.1 billion users. [click to build] It spans all age groups, class and geography. [click to build] It’s the place where people go to find out what their friends and family are doing, and it’s a primary source of news and information for many – but Facebook is also where people look for interesting and useful content. [click to build] What do people share on Facebook? Just about everything. It’s as simple as a status update with a sentence or two. But many people and businesses also share multimedia – photos and video – and links to helpful information from their blog or from other blogs or websites. Facebook is the best place to go if you want to share engaging content that your Facebook fans interact with and respond to. And it’s the best of the social networks to use if you want reach a large audience because of its population. [click to build] Just about all types of businesses – business to consumer and business to business use Facebook, as well as nonprofits.
- Twitter is a feed of real-time updates and conversations. It has 228 million users. Primary Audience: A majority of them are young adults from late teens through 40s (http://pewinternet.org/Reports/2013/Social-media-users/The-State-of-Social-Media-Users.aspx), but you will find a bit of everyone on Twitter. In fact, Twitter’s fastest growing age demographic is 55 to 64 year olds, registering an increase in active users of 79%. (Read more at http://www.jeffbullas.com/2013/05/06/21-awesome-social-media-facts-figures-and-statistics-for-2013/#C5Fhj0cgaAUZ4i57.99) Looking For: People join Twitter to find out the latest news and information, posts from brands and businesses, and to discover trends. You might know that Twitter has a 140-character limit – that’s all you’re allowed to use in a Twitter post, also known as a tweet. Best for: What do people share on Twitter? Links to news and tips, just plain text updates or comments, and links to information like blog posts or multimedia – photos and video they’ve created. Twitter is another great place to develop thought leadership. You can gain a following by sharing value – your original content and helpful content from others. Used by: Twitter has become a popular tool for B2C and nonprofits, but some B2Bs are starting to explore it too. Twitter, LinkedIn and Facebook – those are the more established social media networks. They’ve been around for a while, and even if you haven’t used them, you’ve probably heard of them. Let’s now take a look at the 2 newer kids on the block – Pinterest and Google+.
- Pinterest Pinterest – which has 48 million users – is a social channel that relies heavily on visuals. Pinterest users create boards – think of bulletin boards – and pin images of things they like to them. Those images can link to anything – a recipe, a how-to video, or a product that you can purchase online – and they can take many forms of multimedia. Primary Audience: Who’s using Pinterest? Women make up the majority – it’s a great tool for foodies to find recipes, and crafters to organize and display projects or provide links to their products on Etsy. Looking For: Pinterest users pin photos, video and graphics of the things they’re interested in – not just products but tips and useful information. Best for: Pinterest is a great way for you to share products, how-to information or tips, and digital assets like e-books. Link those images to your website – make it easy for people to buy from you as soon as they see something they like on Pinterest. A lot of people are now using Pinterest as a way to discover or research things they want to buy – 21% of Pinterest users have purchased something they saw on Pinterest (http://www.marketingprofs.com/charts/2012/9671/facebook-pinterest-trigger-more-offline-actions-than-other-social-sites) Used by: There are a lot of B2C – business to customer there – because Pinterest has been a successful way to promote products. But anyone can use Pinterest if they have great visual content they want to share.
- Google+ has 359 million users – Primary Audience: most of them are men, and its 2 biggest user groups are college students and software developers, but its audience is growing to include other groups as well. Looking For: It’s similar to Facebook. You can share text updates, multimedia, and links to your content or content created by others – and that’s what users are looking for on Google+. Best for: The reason to think about Google+ is the fact that Google loves Google. Having a page on Google+ gives you a leg up on your competitors who aren’t there. When someone searches on Google, it’s going to look at its own resources first, so having a presence on Google+ can help you get to the top of a Google search. So take that thought leadership – your original content – and make sure to share it through Google+ to establish yourself as an expert. Used by: Businesses are still figuring out how to leverage Google+ - there’s not a dominant area yet; B2B, B2C and nonprofits have all jumped in. If you’re looking for even more information on the networks, we’ll cover that in the second session in this series, You’re Social, Now What? Making Social Media Work for You. Stats sources: Google + - men and students http://www.mediabistro.com/alltwitter/social-media-stats-2012_b30651 Google + - students and software developers http://www.mediabistro.com/alltwitter/social-media-revolution_b30974
- Let’s get started with the big one, Facebook. It’s the most popular of the networks, with 1.1 billion users. [click to build] It spans all age groups, class and geography. [click to build] It’s the place where people go to find out what their friends and family are doing, and it’s a primary source of news and information for many – but Facebook is also where people look for interesting and useful content. [click to build] What do people share on Facebook? Just about everything. It’s as simple as a status update with a sentence or two. But many people and businesses also share multimedia – photos and video – and links to helpful information from their blog or from other blogs or websites. Facebook is the best place to go if you want to share engaging content that your Facebook fans interact with and respond to. And it’s the best of the social networks to use if you want reach a large audience because of its population. [click to build] Just about all types of businesses – business to consumer and business to business use Facebook, as well as nonprofits.
- Next we’ll discuss LinkedIn, which has 225 million users, and Primary Audience: has more of a business focus. It started as a network where people could post their resumes and search for jobs – and you can still do that Looking For: it’s become a great source of industry news. Your business or nonprofit can create a LinkedIn page. Share news – either about your organization or other happenings in your industry – or your blog posts, and talk about product information. Share testimonials from satisfied customers. Best for: LinkedIn is the best place to demonstrate your thought leadership as an expert in your industry. Used by: LinkedIn is primarily used by business to business – but B2C and nonprofits do use it in their marketing as well.
- LinkedIn is our next social network. It has more than 238 million members. If you haven’t spent too much time on LinkedIn or haven’t started using it, LinkedIn is strictly a professional network focused on sharing industry news, tips and stats, as well as jobs, resumes and businesses.
- So who is using LinkedIn to market their organization? [click to build] There are many B2Cs – business to consumer organizations – using LinkedIn at 71%. [click to build] As for B2Bs, this is probably not a surprise, a majority – 91% - are using LinkedIn to promote their business. [click to build] There are fewer nonprofits on LinkedIn. A little more than half have been using it. So would LinkedIn be a good fit for your business? B2C http://www.marketingprofs.com/assets/files/pdf/B2C_Content_Marketing_Research_2014_MP.pdf B2B http://contentmarketinginstitute.com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdf NP http://contentmarketinginstitute.com/wp-content/uploads/2013/11/Nonprofit_Research_2014_CMI.pdf
- If you are a [click to build] B2B – business to business – and you sell products or services to other businesses, you really should be on LinkedIn. But there are plenty of B2Cs there, and nonprofits do have a presence as well. [click to build] Another reason to use LinkedIn is because it’s a great place to show your expertise by being helpful – share your blog posts, answer questions, participate in discussions, and posting links to useful information created by you or others, including digital assets like slide decks, ebooks, studies and guides.
- One thing I want to note about LinkedIn – there are 2 kinds of accounts you can have. One is a business page, and the other is a personal profile. [CLICK TO BUILD] This is a business page. [CLICK TO BUILD] This is a personal profile. You can use both for business purposes, but for the sake of today’s talk we’re concentrating on what you can do with a business page. It’s important for nearly all businesses to have a business page, but for B2Bs, it’s really quite critical. One of the reasons for using the business page is that someone’s personal profile sticks with them. So if you have someone at your organization that’s been really vocal, and engaging people on LinkedIn on behalf of your business, those relationships will follow that employee if they move on. With business pages, your content and interactions belong to your business.
- Let’s talk about content on LinkedIn - what to post and when. [click to build] LinkedIn is a low volume/high value network. This is similar to Facebook. Make sure you’re not taking over the news feed on LinkedIn with a lot of posts on a daily basis. Plan them out, and make sure each one is a valuable post to your audience. [click to build] You should be posting at least twice a week on LinkedIn to help maintain a presence. [click to build] And not more than five times per week. [click to build] The content you post should be more formal and technical – it should be about your industry and your business. But not everything has to be completely serious. You can talk about your company’s culture or your industry’s culture too so you can show your personality.
- Some of the content on LinkedIn is going to be about your business. You can be a little more vocal on LinkedIn about your business because of the culture here. [click to build] Share news or announcements about your business. This Constant Contact post is an update of new features to our event marketing tools. [click to build] Give people a look at your personality and your business’ personality with information on what’s going on beyond your products. Share some behind the scenes information or photos and videos of your employees. [click to build] Finally, you can share recruiting posts on LinkedIn. Here’s a video we created that talks about what happens behind the scenes at Constant Contact and highlights some of our employees and what they think about working here.
- There’s a lot of educational/informative posts on LinkedIn, including [click to build] blog posts [click to build] electronic publications such as guides or ebooks [click to build] Or industry news, tips or information. We often share blog posts, guides, facts or tips on LinkedIn as well. These kinds of posts show off your expertise to your followers. QUESTION: For those of you who have been using LinkedIn, what kind of content has worked best for you and why? Let us know by telling us in the chat window. Fake answers: We have a few people saying that the recruiting content has worked the best. One of our audience members said that their audience primarily uses LinkedIn to look for jobs. Industry news and education are working for some in our audience. They said they do get some thank yous and likes when they share tips.
- A good example of a business using LinkedIn well is MarketMeSuite. MarketMeSuite is a marketing company and their product is a social media dashboard. They’re a B2B – business to business – so LinkedIn is a perfect way for them to start conversations with other businesses and share their expertise. How does MarketMeSuite use LinkedIn? [click to build] They share blog posts they’ve written, which educate their customers and establishes their expertise. [click to build] They’re helpful – they post guides and other digital assets that customers can use. [click to build] They also use LinkedIn to ask for customer input to make their services even better. [click to build] And they have some fun and show their personalities by talking about the industry and office culture – this post is about coffee and how the kind of coffee you drink says something about you.
- Now you are official! Your page has all of your information and photos. It’s time to tell everyone about your page. [click to build] Link to your page in your email marketing. You might want to send a separate email announcing your page and telling people what they can find there. [click to build] Put signs up in your physical location – in your store or office. [click to build] Make sure you have a link to your Facebook page on your website [click to build] Don’t forget to tell people at your events – include it in your event communications [click to build] Put it on your business cards to let new customers or clients know that you are social The key here: any place you talk to your customers or supporters online or in-person is a place that you should mention your Facebook presence.
- That’s why it’s so important to shift your thinking When you combine email with social media, [click to build] the combination will both increase the reach of your email campaigns that enjoy 97% deliverability (it’s actually a even higher with Constant Contact but on average that is a standard rate). [click to build] Sharing your email on social media will get it in front of more people, with the potential to grow your list. And if you’re doing it right, keeping it short, making the action or response obvious and simple and providing access, information and real value then you will grow your business. Let’s look at just a few businesses that have taken this to heart…
- http://tinyurl.com/qb7484m