Gain Exposure, Engage Customers, Grow Your Business Success on LinkedIn and in fact in all Social Media channels relies on the principle of leveraging and building your reputation with your existing professional (and personal) connections as well as building new connections that will also hold you in high regard. Yet many LinkedIn users fail to do this effectively and damage their reputations because they forget the simple rules of engagement when it comes to interacting with their existing and prospective audience online.

1. The Art of Linked In:Discovering How To Use The Relevant Social Media Channels In Your Business.Gain Exposure, Engage Customers, Grow Your Business. a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823 e connect@TheMarketingNetwork.com.au w TheMarketingNetwork.com.au

2. Contents Social Media Overview Why LinkedIn, Blogs and Twitter are the 3 essential Social Media Applications for your practice. Which one should you use or do you have to use all of them? How much time you will need to invest into social media marketing to reap the benefits? LinkedIn How to find your target market online? How to make your message stand out and be noticed? What are the marketing Do’s and Don’ts of Social Media How can you measure your efforts? © www.TheMarketingNetwork.com.au 2

3. Why all the fuss about Social Media? © www.TheMarketingNetwork.com.au 3 Network Share Express Play

4. © www.TheMarketingNetwork.com.au 4 Inbound Marketing is more effective

5. © www.TheMarketingNetwork.com.au 5 Outbound Decreasing, Inbound Increasing

6. SME’s Do More Inbound © www.TheMarketingNetwork.com.au 6

7. Benefits of Social Media Marketing © www.TheMarketingNetwork.com.au 7

8. Contemplate Then Act – Quickly © www.TheMarketingNetwork.com.au 8

9. Are You Not Leveraging Your People? © www.TheMarketingNetwork.com.au 9 No Strategy? Fear of Failure? Lack of Knowledge? Lack of Resources?

10. The Landscape Can Be Confusing © www.TheMarketingNetwork.com.au 10

11. Social Media Usage © www.TheMarketingNetwork.com.au 11

12. Social Media Works © www.TheMarketingNetwork.com.au 12

13. Have An Opinion and Express It Often © www.TheMarketingNetwork.com.au 13

14. Pick the Right Social Media Channel(s) © www.TheMarketingNetwork.com.au 14 Impossible to do everything! Where are your customers? Where can you REACH them most cost effectively?

15. Time Commitment To Social Media Marketing © www.TheMarketingNetwork.com.au 15

16. LinkedIn – “Facebook for Business” Provides a meeting place where people expect to “do business” Leverages relationships by making connections visible Helps maintain personal relationships and build new ones. Provides a platform for the most effective form of Marketing - Word of Mouth It can link all other essential Social Media Tools © www.TheMarketingNetwork.com.au 16

17. Who Is On LinkedIn © www.TheMarketingNetwork.com.au 17

18. It Is Not How Big It Is But How You Use It Most Users utilize 5% of the functionality (benefits) © www.TheMarketingNetwork.com.au 18

20. Opinions / Polls- An Industry- Track Start-Ups- Groups - Advanced Search- Events - Employer & Employee - Company Culture - Growth Potential - Staff Turnover Recruit / Head hunt Get Head hunted Lead Generation Sales Acceleration

21. Media Effectiveness:Professional Services (B2B) © www.TheMarketingNetwork.com.au 20 At least half of these didn’t exist 10 years ago! REFERRALS Existing customers Influencers (who are not customers) Networking Physical – Dedicated Networking Groups, Industry Associations, Expos, etc Virtual (LinkedIn, Facebook, etc) Website, Blog, Online Video Search Engine Marketing Paid Search / Pay Per Click Search Engine Optimisation Banner Ads Email (Existing Customers) – Keep in Touch PR – Online PR - Traditional Direct Mail & Telemarketing Trade Press / Local Paper / Niche Magazines 3 years ago you couldn’t manage most of these from one interface!

23. Find Your Target Market Online © www.TheMarketingNetwork.com.au 22 Build your network Look at the most connected in your network Start with those that you have the greatest “emotional credits with” Search 1. People 2. Groups

24. Advanced People Search © www.TheMarketingNetwork.com.au 23 Examples Architects Information Technology

25. © www.TheMarketingNetwork.com.au 24

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27. How To Make Your Message Stand Out? © www.TheMarketingNetwork.com.au 26 Practice Marketing Principles “In order to be irreplaceable one must always be different.” - Coco Chanel

28. How To Make Your Message Stand Out and Be Noticed? © www.TheMarketingNetwork.com.au 27 Utilise The Principles of Word of Mouth Marketing: Give people a reason to talk about your productsand services, and make it easier for that conversationto take place. You’ll need to be creative. Basic Elements: Educating people about your products and services Identifying people most likely to share their opinions Providing tools that make it easier to share information Studying how, where, and when opinions are being shared Listening and responding to supporters, detractors, and neutrals

29. Be Different – Your Brand, Your Profile © www.TheMarketingNetwork.com.au 28 It is like a resume but it doesn’t have to be boring Make sure you have the right keywords Get someone else to proofread it or write it for you!

30. Creativity Buys Precious Attention © www.TheMarketingNetwork.com.au 29

31. Marketing Do’s – More Give, Less Take © www.TheMarketingNetwork.com.au 30 Develop a unique profile – Design your Brand, e.g.: Matthew Banks Maximize your profile Connect - Import Contacts - people you have a relationship with: Clients Suppliers Prospects Recommendations: Giving and Asking for Participate: Join Groups Research: Listen, Understand member needs, Ask Questions Analyse Build Credibility by developing content by focusing and delivering on your Brand Build Relationships: Add Value (Promote Content, e.g.: Blog), Answer Questions Help others get more connected: Teach and Encourage Promote Content with Applications Get in Front of Prospects Introductions LinkedIn Mail LinkedIn Advertising

32. Marketing Don’ts © www.TheMarketingNetwork.com.au 31 DON’T ACT ANY DIFFERENTLY TO WHAT YOU WOULD DO IN “REAL LIFE” Have a reason to connect – answer the W.I.F.M! Education & Communication v Promotion Everyone wants to know the Do’s and Don’ts No-one wants to be “Sold!” Real Example:

33. How Can You Measure Your Efforts? © www.TheMarketingNetwork.com.au 32 Return on Investment (Time) Enquiries (Cost Per Response) Etc.

34. References © www.TheMarketingNetwork.com.au 33 http://www.hubspot.com/You can subscribe to their blog for new marketing data as it is available: http://Blog.HubSpot.com www.socialmediaexaminer.com

35. Connect With Us on LinkedIn a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823 econnect@TheMarketingNetwork.com.auwTheMarketingNetwork.com.au v1 34 GENE STARK LinkedIn: http://www.linkedin.com/in/genestark twitter: @starkreality4u Stark Reality delivers big brand marketing communication disciplines and processes to Small and Medium Enterprises, specifically professional services and b2b technology companies. We also run tailored LinkedIn workshops to assist our clients find, attract and retain customers.