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Using LinkedIn to drive:
[community]
[collaboration]
[sales]
LINES ARE BLURRING
                                    BETWEEN PUBLIC
                    R E L AT I O N S , M A R K E T I...
Why B2B [Social Media]?
1. Purchases are costly; buyers seek education and
   information.
2. Sales cycle is long and comp...
Today’s B2B [buyers]
    • 48% follow industry conversations and topics online
    • 59% engage with peers who have used t...
The [LinkedIn] mission


 To connect the worlds professionals
 to make them more productive and
              successful
[LinkedIn]
Connect the world’s professionals to make
them more productive and successful.
       Identity           Insigh...
Scale

    150M+
                            1



       LinkedIn Members



   640M+
                            2



  W...
The globally connected
professional network
                                               UK
                            ...
[LinkedIn]
More c-suite and sr. managers daily than
any other business/news site measured.
                     Director/V...
LinkedIn [Marketing Solution]
at a glance.

             Advertising
              Custom / API



Data &          Social
...
LinkedIn Marketing Ecosystem

           Create
       Experiences             Attract Audience
    • Company Page        ...
LinkedIn Groups

             1,000,000 +
      professionally orientated groups

                 1,500+
              cr...
A [process] to launch your B2B
program on LinkedIn:

                    Create




         Evaluate            Attract

...
Discovery & Strategy
CREATE
Create




Create a clear [strategy]                  Evaluate




                                                      E...
Create




Clarify your priorities and                Evaluate            Attract




business need                       ...
Create




 Research and evaluate the                                                 Evaluate            Attract




 soc...
Create




Set clear and measurable                          Evaluate            Attract




objectives                   ...
Create




Determine the channel/product                      Evaluate            Attract




mix that works for your audi...
Promoting community growth
ATTRACT
Create




[Target] existing                                                        Evaluate            Attract




Linked...
Create




[Attract] audiences                        Evaluate            Attract




externally                          ...
Content, Community & Lead Generation
ENGAGE
Create




Establish a strong                                               Evaluate            Attract




[content strat...
Create




Contribute compelling and                       Evaluate            Attract




[balanced] content             ...
Create




Establish an internal           Evaluate            Attract




[content management] system                Enga...
Create




Nurture your community                                                   Evaluate            Attract




on an ...
Create




The [community] manager                                            Evaluate




                               ...
Create




LinkedIn as a platform for              Evaluate            Attract




[lead generation]                      ...
Create




Lead generation and                                                            Evaluate            Attract




...
Evaluating success
MEASUREMENT
Create




Measure against                            Evaluate            Attract




[objectives]                        ...
Questions?
Don’t hesitate to get in touch:
brandy.fleming@fleishmaneurope.com
kristen.zemlak@fleishmaneurope.com
skeane@li...
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Social Media Week 2012: Using LinkedIn to drive community, collaboration and sales

This presentation, shared with attendees at Social Media Week 2012 in London, provides an overview of LinkedIn Marketing Solutions offering and a step-by-step approach to building and implementing a successful B2B social media strategy on LinkedIn.

The focus is mainly on using LinkedIn groups to build a strong sense of community among B2B audiences and customers specifically through: discovery, strategy, promotion, content, community, lead generation and measurement.

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Social Media Week 2012: Using LinkedIn to drive community, collaboration and sales

  1. 1. Using LinkedIn to drive: [community] [collaboration] [sales]
  2. 2. LINES ARE BLURRING BETWEEN PUBLIC R E L AT I O N S , M A R K E T I N G , B RANDING AND SALES. Decision-makers Unflattering It’s possible to can obtain more news, negative connect on a nearly one- information from commentary, or to-one basis with very more sources than a poor product review targeted customers ever before can spread rapidly 2
  3. 3. Why B2B [Social Media]? 1. Purchases are costly; buyers seek education and information. 2. Sales cycle is long and complex. 3. Buyers are influenced by peer reviews and expert insights. 4. Companies have fewer customers. 5. Buyers highly value their supplier relationships. All of these factors are positively impacted by social media
  4. 4. Today’s B2B [buyers] • 48% follow industry conversations and topics online • 59% engage with peers who have used the product or service in the past • 37% have posted questions on social networking sites while making a buying decision • 20% have connected directly with a potential solution provider via a social networking channel • 59% have shared learnings from their research and buying process with others Source: Inside the Mind of the New B2B Buyer DemandGen/Genius Report 2010 4
  5. 5. The [LinkedIn] mission To connect the worlds professionals to make them more productive and successful
  6. 6. [LinkedIn] Connect the world’s professionals to make them more productive and successful. Identity Insights Everywhere Connect, find and Be great at what We work where our be found you do members work
  7. 7. Scale 150M+ 1 LinkedIn Members 640M+ 2 Worldwide Professionals 3,300M+ 2 Worldwide Workforce 1 LinkedIn members as of November 3, 2011 | 2 Source: International Planning & Research
  8. 8. The globally connected professional network UK NL 8M+ 2M+ DACH registered members (as of Feb 2012) 2M+ France 2M+ Italy Canada Spain 2M+ 5M+ Europe 1M+ USA 35M+ 60M+ India 13M+ Brazil Australia 7M+ 2.9M +
  9. 9. [LinkedIn] More c-suite and sr. managers daily than any other business/news site measured. Director/VP/Other Sr Mgmt C-suite 19.2% LinkedIn 14.8% BBC.com 17.7% 10.4% 2.8% FT.com 3.3% Bloomberg.c… 1.7% 1.8% Economist.com 1.2% 1.2% 0.3% WSJ.com 0.6% HBR.org 0.6% 0.5% CNBC.com 0.6% 0.4% CNN.com 1.9% 0.3% Source: BE:Europe 2011
  10. 10. LinkedIn [Marketing Solution] at a glance. Advertising Custom / API Data & Social Insight Custom / API 10
  11. 11. LinkedIn Marketing Ecosystem Create Experiences Attract Audience • Company Page • Display/LinkedInAds • Groups • Social Ads • Platform • Partner Messages • Followers/Members Amplify through Engage in Network Conversation • Network Update Status • Polls/Content Ads • Share, Comment, Discuss, V • Groups ote • Company Status • Viral effect Updates
  12. 12. LinkedIn Groups 1,000,000 + professionally orientated groups 1,500+ created every day 81% Of users belong to at least 1 group with 52% Participating in discussions
  13. 13. A [process] to launch your B2B program on LinkedIn: Create Evaluate Attract Engage
  14. 14. Discovery & Strategy CREATE
  15. 15. Create Create a clear [strategy] Evaluate Engage Attract 1. Clarify your priorities and business need 2. Research your social media landscape 3. Evaluate your findings 4. Set clear and measureable objectives
  16. 16. Create Clarify your priorities and Evaluate Attract business need Engage Define value [internally]  What business need will you affect?  How must your business benefit?  How can you extract value from the community?
  17. 17. Create Research and evaluate the Evaluate Attract social landscape Engage Define value [externally] Social media audit:  What audiences will you connect  Target audience with? – Interests  What needs will you fulfill, what – Preferences value will you provide? – Behaviours  Where do they discuss these topics – Influencers online?  Share of Voice –  Who influences the conversations? Brand mentions – Brand opportunities – Competitive climate Key considerations: – Sentiment – “Value” is subjective and can come in  Key influencers many forms i.e. access, insight, two- – Brand preference way dialogue – Brand opportunities – What are you willing to offer; what’s – Preferences, behaviours & relationships off limits?
  18. 18. Create Set clear and measurable Evaluate Attract objectives Engage • Define what success • Sample objectives: looks like: – Change perception of  Brand Brand X as a leader in awareness, preference, a the category dvocacy – Drive innovation through  Lead generation customer/partner  Support before/after collaboration, feedback sales and future product development  Customer retention and loyalty – Impact the sales pipeline by driving £X in potential  Customer insights leads through LinkedIn  Thought leadership
  19. 19. Create Determine the channel/product Evaluate Attract mix that works for your audience Engage LinkedIn Group options and customization levels:
  20. 20. Promoting community growth ATTRACT
  21. 21. Create [Target] existing Evaluate Attract LinkedIn members Engage Target members within Linkedin through: • Display advertising • Social ads • Partner InMail  30-35% open rate and 6-10% CTR are typical after a 4-6 week period (partner message)  Target specific based on: industry, function, location, se niority, age and profile keywords* *Profile keyword targeting only available for Partner InMail
  22. 22. Create [Attract] audiences Evaluate Attract externally Engage - Digital advertising - Online influencer outreach - Earned media trade and business coverage - Face to face events and activations - Integration with owned digital platforms - Integration with offline marketing materials
  23. 23. Content, Community & Lead Generation ENGAGE
  24. 24. Create Establish a strong Evaluate Attract [content strategy] Engage What you want to say and how you say it is just as important as where it’s said. •Define brand positioning and key characteristics within the Voice community Style •Define a list of themes to focus on Topics •Weave in topics that are directly and indirectly related to Themes business priorities •Ensure you have a steady flow of long-term inspiration Assets •Remember your focus is always dialogue and exchange, not Sources broadcasting •Consider expertise within the community as a source of content
  25. 25. Create Contribute compelling and Evaluate Attract [balanced] content Engage Product Content that extends and reinforces awareness Practical Content that teaches and supports Passion Content that forges a connection
  26. 26. Create Establish an internal Evaluate Attract [content management] system Engage • Set yourself up for a steady and strategic flow of content • Create a system that addresses your unique needs:  Aligning topics & themes with marketing campaigns  Organizing platform, publisher and timing details  Tracking development and approval progress
  27. 27. Create Nurture your community Evaluate Attract on an [ongoing basis] Engage When you create an online community, it becomes your responsibility to ensure its long-term quality. Listen •Actively listen to discussions Respond •Look for opportunities to engage Engage •Prioritize what’s important to you •Don’t ignore what’s important to your members Activate •Reprimand members who are detracting from the quality of the group Lead by Example •Choose a good community manager – high emotional intelligence, social savvy •Spark discussion around topics that are important to you •Drive discussion in the right direction •Plan to be in it for the long haul
  28. 28. Create The [community] manager Evaluate Engage Attract • Role: Guiding principles: – Your eyes and ears – Central point of contact (internal & external) – Social intelligence agent 1. Be authentic, transparent – Voice of the brand, 24 hours a day and consistent – Part of internal team or external agency 2. Share knowledge and passion • Responsibilities: – Upholds brand reputation within 3. Show interest in others the community – Sets the tone of conversation 4. Facilitate meaningful – Responds to customer questions conversations – Reacts quickly to negative incidents – Manages what, how and when 5. Establish yourself as a go- content is published to resource
  29. 29. Create LinkedIn as a platform for Evaluate Attract [lead generation] Engage 1. Support customers as they consider and research your products/services 2. Nurture connections and relationships with qualified leads within your community 3. Be aware of peer-generated reviews and opinions as they relate to your brand 4. Encourage positive WOM where appropriate 5. …but recognize that Community Manager is not a sales rep or business developer
  30. 30. Create Lead generation and Evaluate Attract [decision support] for members Engage Sales opportunities can come in several forms: • Inquiries about your brand, products, services • Questions related to your area of expertise • Advice around specific situations Prepare for 1. Establish internal subject matter experts 2. Educate your community managers on your sales process effective lead 3. Educate your sales team on social media best practices management: 4. Provide guidance around the impact of private vs. public answers 5. Manage internal expectations – not a direct sales platform! [Be direct but not too aggressive.] In this environment, decision support often takes the form of nurturing customer relationships by sharing relevant information, insight and guidance.
  31. 31. Evaluating success MEASUREMENT
  32. 32. Create Measure against Evaluate Attract [objectives] Engage • Develop metrics that support the measurement of social media objectives • Consider multiple sources of data: – LinkedIn data – Qualitative research and analysis – Customer support data – Sales funnel data
  33. 33. Questions? Don’t hesitate to get in touch: brandy.fleming@fleishmaneurope.com kristen.zemlak@fleishmaneurope.com skeane@linkedin.com hcliffordjones@linkedin.com Sally Keane Henry Clifford-Jones Brandy Fleming Kristen Zemlak Account Director Director EMEA Digital Director Digital Global Marketing Marketing Fleishman-Hillard Account Manager Solutions, LinkedIn Solutions, LinkedIn Fleishman-Hillard
  • mattiasguilotte

    Feb. 16, 2012

This presentation, shared with attendees at Social Media Week 2012 in London, provides an overview of LinkedIn Marketing Solutions offering and a step-by-step approach to building and implementing a successful B2B social media strategy on LinkedIn. The focus is mainly on using LinkedIn groups to build a strong sense of community among B2B audiences and customers specifically through: discovery, strategy, promotion, content, community, lead generation and measurement.

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