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More than just linking! Louise Findlay-Wilson

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Methods used for B2B Social Media Marketing Q: Which of the following social media methods does your company currently use for your B2B marketing (i.e. Not personal use?) Source: BtoB Magazine: Emerging Trends in B2B Social Marketing, April 2011

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One most important method of B2B social media marketing Q: Which of the following social media platforms is the ONE most important method that you can use for B2B marketing? Source: BtoB Magazine: Emerging Trends in B2B Social Marketing, April 2011

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Potential uses of Linkedin <ul><li>To connect to others </li></ul><ul><li>To stay in touch with people </li></ul><ul><li>To build your brand and stay top-of-mind with business prospects </li></ul><ul><li>To open the door to new suppliers and professionals </li></ul><ul><li>To learn and grow from other professionals </li></ul>

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What’s more, it’s a powerful and practical PR tool

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Key Mindsets Be Human Participate Add Value Don’t Sell

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Begin with 4 simple questions <ul><li>What am I trying to achieve....? </li></ul><ul><li>Who do I need to reach….? </li></ul><ul><li>What do I want them to do….? </li></ul><ul><li>So, what must they think about us….? </li></ul>

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Your Profile <ul><li>Good Photo </li></ul><ul><li>Compelling Professional Headline </li></ul><ul><li>Good Summary </li></ul><ul><li>Well worded links back to your website(s) </li></ul><ul><li>Grab your personalised LinkedIn page URL </li></ul><ul><li>Talk Skills & Expertise </li></ul><ul><li>Give and Get recommendations </li></ul>

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Screen Grab of my Page

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Why pictures matter...

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Professional Headline <ul><li>Your professional headline is the one that appears under your name and in searches </li></ul><ul><li>It must be compelling and communicate </li></ul>

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Secrets of a Great Summary <ul><li>The problems you solve </li></ul><ul><li>The difference you make </li></ul><ul><li>Think credibility & credentials </li></ul><ul><li>Have a personality </li></ul>

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Meaningful Web Links Create meaningful links to your website(s) Use the ‘other option’

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Public Profile - Grab Your URL <ul><li>Using your name </li></ul><ul><li>will make it </li></ul><ul><li>easier for you to </li></ul><ul><li>be found on </li></ul><ul><li>Google </li></ul>

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Connecting <ul><li>Connect with everyone you know </li></ul><ul><li>Don’t connect with strangers </li></ul><ul><li>Get appropriate recommendations </li></ul><ul><li>Connect with your key journalists </li></ul><ul><li>Use tagging function </li></ul>

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Expertise – Show It! <ul><li>Create a slideshare on an area of expertise </li></ul><ul><li>Add your skills (new feature) </li></ul><ul><li>Answer questions </li></ul>

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The Magic of More...

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Groups – Join Them <ul><li>Forget your peers! </li></ul><ul><li>Think customers and prospects </li></ul><ul><li>Open discussions, ask questions </li></ul><ul><li>Comment </li></ul><ul><li>Add value </li></ul>

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Updates <ul><li>News, reports, discussions, events, blogs, groups, advice </li></ul><ul><li>Linking to twitter account? Take care #in...#li </li></ul>

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<ul><li>#in </li></ul><ul><li>#li </li></ul>

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Basics - Recap <ul><li>Make sure your profile is relevant & up to date </li></ul><ul><li>Build connections </li></ul><ul><li>Use status updates </li></ul><ul><li>Join groups and engage </li></ul><ul><li>Promote events, news, blogs </li></ul>

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NOW UNLOCK THE POWER!!

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Building Business What 20 companies would you like to work with?

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Create News <ul><li>Post a poll </li></ul><ul><li>Ask everyone you know to take part </li></ul><ul><li>Promote it in Groups </li></ul><ul><li>Tweet about it </li></ul><ul><li>Then use the findings in your PR! </li></ul>

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Example

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Substantiate Your News/Features <ul><li>Ask contacts for insights that can be woven </li></ul><ul><li>into your news or features </li></ul><ul><li>Views </li></ul><ul><li>Comments </li></ul><ul><li>Experiences </li></ul>

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Create Content <ul><li>Ask people in a group for their top tips </li></ul><ul><li>Pull together into a branded mini guide </li></ul><ul><li>Host it online </li></ul><ul><li>Credit all contributors </li></ul><ul><li>When it’s ready tell the group </li></ul><ul><li>Contributors will share! </li></ul>

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Create Content

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Create a Group

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Keep in touch effortlessly <ul><li>Use the updates </li></ul><ul><li>Congratulate people on their new jobs </li></ul><ul><li>Interact with their comments </li></ul>

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An example... <ul><li>The Great Green Distribution Company </li></ul>

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The Linkedin Approach <ul><li>Website link </li></ul><ul><li>“ Great Green Distribution – 30% greener delivery for the same cost” </li></ul><ul><li>Summary rich in relevant key words such as ‘logistics’, ‘green logistics’ </li></ul><ul><ul><li>Slideshare on “how companies can green up” </li></ul></ul><ul><ul><ul><ul><li>Respected e-tailers nationwide recommend you </li></ul></ul></ul></ul><ul><li>Suggest books, articles and blogs on the art of E-tailing, being green, saving money </li></ul><ul><li>Post comments updates, share tips </li></ul><ul><li>Find and answer relevant questions </li></ul><ul><li>Join groups aimed at: retailers, e-tailers, e-commerce, green business, logistics personnel, advisors, environmental enthusiasts - Or create your own! </li></ul><ul><li>Join conversations, ask questions, float ideas </li></ul><ul><li>Where there is interaction...ask to connect </li></ul><ul><li>Search for top 20 e-tailers you want to sell to </li></ul><ul><li>Identify your contacts reaching them </li></ul><ul><li>Ask them for insights..and introductions </li></ul><ul><li>Poll on: Pet hates when buying online </li></ul><ul><li>Organise an event – how to green your business. Promote on Linkedin & in groups </li></ul><ul><li>Connect and engage with key journalists </li></ul><ul><li>Ask experts to share top tips for e-tailing – publish a mini guide </li></ul>

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Louise Findlay-Wilson @Louisefw