Using LinkedIn & other social mediato win businessWebinar - May 2013

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Please note

• These are the slides used in our recent webinar on using LinkedIn and other social media to win business.

• This webinar was supplemented with live demonstrations of various LinkedIn features. These bits are not included in this slide deck – but many are covered on this presentation on SlideShare: http://www.slideshare.net/agencypja/smpp-linked-inseofinal

• To view the full video webinar (which has all the missing bits), please go to www.clubkelsopr.com

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About Kelso Consulting– Public Relations & thought leadership

consultancy– Award-winning thought leadership campaigns– Kelso Consulting is all about:

• Headline thinking: – creating campaigns with strong ideas and powerful

content• Hardline results:

– delivering high-impact national and business media coverage

– Ensuring campaigns across marketing, sales and digital to bring commercial results

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What we are going to cover

• Social media – what is it & why important• Making it work for you• Applying this to LinkedIn• Twitter (if we have time)• Questions

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What is social media and

why it is important

for B2B businesses

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Why is social media important TODAY?

Social media is now a fundamental part of day to day business and social life

1.Normal for a manager, professional, customer or entrepreneur to use it2.Communication via social media often preferred over email by its users3.It is used by your clients, prospects and potential recruits4.Gets you to the top of Google

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Common elements of social media

• Network element – typically the ability to:– follow: people, subjects, brands, discussions– interact: whether publicly, semi publicly( eg in forums)

and/or direct private interaction – updates

• Content sharing: blogs, videos, photos, cat pictures, etc

• Endorsement of content and views:– Share it– Comment / grade / recommend it– Popularity / visits / views

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How to succeed

• Build up a network (or followers)

• Interact with them

• Have content worth sharing and recommending

• Link back the real world… how will you turn online interest and “relationships” into clients

• Be easy to be found

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LinkedIn – have a purpose & strategy

What do you want to achieve?

Who do you want to connect with to achieve this?

People who you know well?

People who you have met?

People you want to meet?

Lots of randoms?

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Think keywords

• What search phrase will the people you are looking to attract probably use

• Make sure these are in your profile as prominently and as frequently as possible

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LinkedIn optimisation

• Optimising your profile

• Optimising your Company profile

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LinkedIn – making social media work

What do you want to achieve?

Who do you want to connect with to achieve this?

Think key words

Think content strategy

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Different content and formality

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Making LinkedIn work

• The more contacts you have, the larger your extended network

• Have a strategy for who you connect to• Regular cultivation• Be easy to find and remember• It is a supplement to the real world, not a

replacement to phone, meetings, etc• Use it actively, not passively

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Top 10 buzzwords on LinkedIn

Avoid using:

1. Extensive experience2. Innovative3. Motivated4. Results-oriented5. Dynamic6. Proven track record7. Team player8. Fast-paced9. Problem solver10. Entrepreneurial

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Using LinkedIn proactively

• Background research on people• Linking to people you want to meet• Discovering useful connections and getting

introduced

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Prospects: what you can learn from profiles• Career background• Interests (esp from their Forums and

hobbies)• What are their views (if they post comments)• Photo (usually)• Who you know that knows them)

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If approaching cold leads

Make the initial approach compelling & relevant to them and not a sales pitch.

Eg

“I am a consultant who specialises in xxxx businesses and I often distribute interesting research and host events for senior directors – could I add you to my network”

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Emails to your contacts

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Next steps - LinkedIn

• Set aside a morning for improving your profile and inviting contacts

• Set aside a morning for looking at forums and joining relevant ones

• Set aside a morning for researching your “second degree” contacts and identify key ones

• Identify an initial 10 and phone your contact to ask “I would really like to meet X. I saw on LinkedIn that you know them. If you were me, what would you do?”

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http://www.kelsopr.com/twitter-strategy-download

Why important

• Helps you and your company be found by potential customers & recruits

• Keeps you in touch with your network • Shows you their network & communications • A direct communication channel• Great source of market intelligence • Strong viral potential• Demonstrating expertise• Putting a human face on businesses

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Bringing social media into your campaigns• Get the strategy right first• Make it easy for people. Ensure campaigns

includes:– Tweets– Facebook posting– Posting on relevant popular blogs– Your people given authored comments to post on their

LinkedIn page• Make it fun – eg quirky competitions to reward your

social media heroes• Find the enthusiasts - consider creating specific

elements that different people and teams are responsible for.

How Kelso Consulting can help

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How Kelso can help

• Content generation (thought leadership research, articles, white papers)

• Sounding board for ideas and issues• LinkedIn coaching• PR campaigns that generate online impact and

debate• Coverage from highly-rated media sites to

dramatically improve SEO• Campaigns that bring all the elements together

Questions please

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Next seminars:

Summer 2013

Using thought leadership to successfully retain and win clients – 14 June 2013

Autumn 2013 – dates TBC

Using LinkedIn & social media to win business

Creating the perfect proposal

Maximising your law firm’s rankings in the legal directories

Creating & launching a successful business book

www.kelsopr.com/seminars

Kelso Consulting 29

21 Bloomsbury WayLondonWC1A 2TH020 7242 2286

30Kelso Consulting

www.kelsopr.com

Kelso Consulting