Presentation to the Maryland Chapter of PRSA, April 21, 2011

1. LinkedIn: The Best-kept Secret in the Professional Social Media Toolbox Fran Simon Chief Engagement Officer Engagement Strategies, LLC-------- April 21, 2011 PRSA MD 1 HASHTAG: #LI4PR

2. About Me * Inbound Marketing * * Webinar Production * * Social Media * * SaaS Product Management * 2 HASHTAG: #LI4PR

3. About You 3 HASHTAG: #LI4PR

5. PR for a corp

6. Not in PRHASHTAG: #LI4PR

8. Small biz or start-up

9. Large corp

10. OtherHASHTAG: #LI4PR

12. Small business/start up

13. Large corp

14. All of the aboveHASHTAG: #LI4PR

16. personal use

17. professional use

18. bothHASHTAG: #LI4PR

20. rarely

21. monthly

22. several times a week

23. heavilyHASHTAG: #LI4PR

24. Agenda Context Overview Online Tour + Secrets Questions BONUS!? 9 HASHTAG: #LI4PR

25. Setting the Stage 10 Context HASHTAG: #LI4PR

26. 21st Century PR and Marketing EVOLUT I ON Web 1.0Pushing out messages for TRANSACTION Web 2.0 Using content to invite INTERACTION 11 HASHTAG: #LI4PR

27. Personal Vs. Business Uses of Social Networking 12 * Strategies * Tactics * Messages * Motivation * 2.0 HASHTAG: #LI4PR

28. Marketing and PR 2.0 13 HASHTAG: #LI4PR

29. Engagement: The inverse of interruption marketing 14 HASHTAG: #LI4PR

30. Engagement 15 Marketing. It’s not a dirty word. Get over it.

32. Immediate

33. Pervasive

34. High-impact

35. Low barrier to entry16 HASHTAG: #LI4PR

36. Myth or Reality? 17 MYTH: Build it and they will come. HASHTAG: #LI4PR

37. What does this have to do with business? 18 Today’s Hashtag: #>FB

39. Drive traffic

40. Raise money

41. Get and share info

42. Get and share news

43. Respond to problems

44. Share ideas

45. Build partnershipsBuild Credibility 19 HASHTAG: #LI4PR

46. Free Keys for Monitoring 20 Monitoring: Listening to respond Content to share Today’s Hashtag: #>FB HASHTAG: #LI4PR

48. From/about colleagues & peers20% Promotion About your company news, products, & services HASHTAG: #LI4PR

49. Who are your target audiences? 22 HASHTAG: #LI4PR

50. Developing Personas 23 Image from: The Fluid Project An open, collaborative project to improve the user experience of community source software HASHTAG: #LI4PR

52. Share

53. Promote

54. EngageToday’s Hashtag: #>FB 24 HASHTAG: #LI4PR

56. Video

57. Email newsletters

58. Twitter

59. Events

60. News

61. Website

62. Other SM Pages/GroupsHASHTAG: #LI4PR

64. Add this

65. SharaholicHASHTAG: #LI4PR

66. Not blogging? Figure it out! 27 HASHTAG: #LI4PR

67. 28 Getting to the heart of the matter Overview HASHTAG: #LI4PR

69. > 100 mil members

70. 200 countries-½ in the US

71. Very focused development

72. Free and paid membershipsBusiness to business networking HASHTAG: #LI4PR

74. Company Profiles

75. Groups

76. Answers

77. Status updates

78. Recommendations

79. EventsHASHTAG: #LI4PR

80. 31 Profiles on LinkedIn A very public company mosaic HASHTAG: #LI4PR

81. 32 LinkedIn Pro HASHTAG: #LI4PR

82. 33 Getting to the heart of the matter Live Demo HASHTAG: #LI4PR

84. Profile PUBLIC

85. Connect and join Groups

86. Company Profile

87. Official company name

88. Use all the profile links

89. Update status often

90. Publicize LI presencesHASHTAG: #LI4PR

92. Update your Status

93. Update your Personal Profile

94. Tweak your Settings

95. Promote LI presences on your web site

96. Make friends with Learning CenterHASHTAG: #LI4PR

98. Ask & answer Qs in Answers

99. Ask for & give Recommendations

100. Create a Company Profile

101. UseAppsHASHTAG: #LI4PR

103. Start and manage a group

104. Become an “Expert” in Answers

105. Evaluate LI ProHASHTAG: #LI4PR

106. 38 To Love LinkedIn… Nathan Kievman Peter King http://www.linkedstrategies.com @nathankievman Jason Alba http://imonlinkedinnowwhat.com/ @jasonalba HASHTAG: #LI4PR

107. 39 BONUS! 10 Participation Tips Best Practice HASHTAG: #LI4PR

108. 1. Social Media Policy comes FIRST 40 HASHTAG: #LI4PR

109. 2. Be authentic 41 HASHTAG: #LI4PR

110. 3. Once you start, don’t stop 42 HASHTAG: #LI4PR

111. 43 4. Always respond HASHTAG: #LI4PR

112. 44 5. Share your expertise and content 80% value add 20% Promotional HASHTAG: #LI4PR

113. 45 Best Practice: 12 Participation Tips 4. Share other idea’s and content 80% 80% HASHTAG: #LI4PR

114. 46 5. Show gratitude and humility HASHTAG: #LI4PR

115. 47 6. Show your company’s personality HASHTAG: #LI4PR

116. 6. Reach out: Participate 48 Best Practice: 12 Participation Tips HASHTAG: #LI4PR

117. 49 7. Ask and answer questions HASHTAG: #LI4PR

118. 9. Answer questions 50 Best Practice: 12 Participation Tips HASHTAG: #LI4PR

119. 7. Add value 51 Best Practice: 12 Participation Tips HASHTAG: #LI4PR

121. Web site

122. Blog

123. Communities.HASHTAG: #LI4PR

124. 53 9. Be NICE! Behave like you are interacting with Grandma! HASHTAG: #LI4PR

125. 54 Getting to the heart of the matter Social Media Policies by mappamundi HASHTAG: #LI4PR

126. 5 Basic Recommendations for Social Media Policies: 55 Colworkers and Supervisors It takes a village to develop a social media policy HASHTAG: #LI4PR

127. 56 5 Basic Recommendations for Social Media Policies: 2. Keep it short, simple, and sweet! HASHTAG: #LI4PR

128. Basic Recommendations for Social Media Policies 57 3. It’s about what people CAN do! Keep it positive! HASHTAG: #LI4PR

129. Basic Recommendations for Social Media Policies 58 4. Think 360! Think like the people you want to engage. HASHTAG: #LI4PR

130. Basic Recommendations for Social Media Policies 59 5. It is a journey, not a destination! Be prepared to revise your policy. Often! HASHTAG: #LI4PR

131. Slides Available! 60 /LIPR www.ESbyFS.com/LIPR 60 HASHTAG: #LI4PR

132. Connect with me! Twitter: @FSSimon Twitter: @EngageStrat Twitter: @WebinarWiz LinkedIn: http://LinkedIn.com/in/FranSimon Email: Fran.Simon@ESbyFS.com 61 HASHTAG: #LI4PR

133. Resources you cannot live without The Nonprofit Marketing Guide, Kivi Leroux Miller http://www.nonprofitmarketingguide.com * blog * website * book * webinars * NTEN- The Nonprofit Technology Network http://www.nten.org/ * webinars * training * articles *conferences * blog * 62 HASHTAG: #LI4PR

134. Thank you! 63 HASHTAG: #LI4PR