3 mastering social media linked in
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The document provides guidance on developing action plans and measuring performance for social media channels, focusing on LinkedIn. It discusses setting up and optimizing LinkedIn company and personal profiles, developing a content plan focusing on the "4Cs", and measuring performance. Key questions are outlined to help define channel vision, objectives, actions, tools, organization, and performance metrics for effective LinkedIn implementation and strategy.
3 mastering social media linked in
- 1. ENERGISE2-0.COM Mastering Social Media Workshop 3 Implementation and Performance Measurement (Linkedin) Alan Stevenson Dr Jim Hamill Vincent Hamill www.energise2-0.com January, 2012
- 2. Focus Key issues in implementing your social media strategy – Channel Action Plans – Performance Measurement ENERGISE2-0.COM
- 3. Channel Action Plans • Once your Social Media Strategy has been agreed, brief Action Plans should be developed for each priority SM channel • Cascade the Balanced Scorecard approach to each priority channel e.g. Twitter, Facebook, Linkedin etc • But not ‘Paralysis by Analysis’ • The Action Plan for each channel should include a clear statement of….. ENERGISE2-0.COM
- 4. Channel Action Plans • Vision • Channel Objectives • KPIs and Targets • Customers • Key Channel Actions and Initiatives for ‘getting there • Organisation, resource and people issues • Tools and applications • Performance measurement • Do’s and Don’t’s ENERGISE2-0.COM
- 5. Key Questions to Address Channel Vision and Objectives • What is your overall vision for this channel? • What are the main objectives to be achieved? Are these closely aligned with and supportive of your core business objectives? (Link back to your SM Strategy Document) • What KPIs will you use for measuring on-going channel performance? What are your targets for each KPI? ENERGISE2-0.COM
- 6. Key Questions to Address Channel Actions • The Basics – for each channel, are you happy with - Page Set Up, Profile, Design, Basic Layout, Terminology, Features/Functions, Integration • Key Success Factors – the ‘4Cs’ approach – Customers – Content – Conversations – Conversion ENERGISE2-0.COM
- 7. Key Questions to Address Tools and Applications • What tools and apps should I use for this channel Organisation, People and Resource Aspects • Do we have the right organisational ‘culture’ and ‘mindset’ for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines? Performance Measurement • How should we measure channel performance and business impact? ENERGISE2-0.COM
- 8. Agenda • Action Plans for Successful Channel Development – Twitter – Facebook – Linkedin – Blogging • ‘Stop and Reflect’ Exercises/ Channel Templates • Same principles apply across all channels – ‘Be social before doing social’ ENERGISE2-0.COM
- 10. Channel Development • Linkedin – An Overview • Linkedin – Benefits and Strategic Use • Channel Set-Up and Terminology • The ‘4Cs’ - Content Plan, Customers (Building the Community), Conversations, Conversions • Performance Measurement ENERGISE2-0.COM
- 11. Linkedin Overview ENERGISE2-0.COM
- 12. LinkedIn: What is it? • Linkedin www.Linkedin.com is a social network aimed firmly at professionals • It allows users to: – create and update a personal profile – create and update a company profile – create or join groups – network (including sharing status updates etc.) – post and look for jobs • The following Common Craft style video sums up what LinkedIn is all about • What is Linkedin http://bit.ly/lBCQ ENERGISE2-0.COM
- 13. LinkedIn: Key Facts • As of August 4, 2011, LinkedIn operates in over 200 countries • LinkedIn is available in 9 languages: English, French, German, Italian, Portuguese, Spanish, Russian, Turkish and Romanian. • 120m+ professionals around the world as of August 4, 2011 • 26m+ members in Europe • 6m+ members in the UK • Its growing, here are some stats from April, 2010 • As of April 8, 2010 there were 65 million LinkedIn members • LinkedIn was available in 4 languages: English, Spanish, French and German. • 6.5 million students and 9 million recent college graduates – LinkedIn defines recent graduates as members who graduated between 2008 and 2011 ENERGISE2-0.COM
- 14. Source: http://www.vincos.it ENERGISE2-0.COM
- 15. Source: http://www.vincos.it ENERGISE2-0.COM
- 16. Source: http://www.vincos.it ENERGISE2-0.COM
- 17. Source:http://blog.lab42.com/the-linkedin-profile ENERGISE2-0.COM
- 18. Source:http://blog.linkedin.com/100million/ ENERGISE2-0.COM
- 19. LinkedIn: Benefits Provides the following benefits: 1. Manage the information that’s publicly available about you as professional 2. Find and be introduced to potential clients, service providers, and subject experts who come recommended 3. Create and collaborate on projects, gather data, share files and solve problems 4. Be found for business opportunities and find potential partners ENERGISE2-0.COM
- 20. LinkedIn: Benefits Provides the following benefits: 5. Gain new insights from discussions with like minded professionals in private group settings 6. Discover inside connections that can help you land jobs and close deals 7. Post and distribute job listings to find the best talent for your company 8. Reply to job listings that might help you find a job ENERGISE2-0.COM
- 21. Linkin: Familiarisation The most important pages to understand are: • The Homepage: Newstream • Profile Page(s) • Company Page(s) • Contacts • Network Statistics • Groups • Answers • Search ENERGISE2-0.COM
- 22. Newstream ENERGISE2-0.COM
- 23. Profile ENERGISE2-0.COM
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- 28. http://learn.linkedin.com/company-pages/overview/ ENERGISE2-0.COM
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- 34. Latest News ENERGISE2-0.COM
- 35. So What? LinkedIn can support the following key organizational processes: • Knowledge and Research • Reputation and Branding • Business Development • Relationship Management • Job and Candidate Search ENERGISE2-0.COM
- 36. Knowledge and Research • Review the videos and information around search- it is very powerful and understanding how it works will provide additional benefit in using Advanced search http://learn.linkedin.com/linkedin-search/ • Use Advanced Search http://bit.ly/aHuvWf to find subject matter experts or relevant contacts with the experience you need. • Find others within your firm and in industry at-large that have the right expertise to round out your team and vet external experts by steering towards those that have been previously used by your firm. • Find and Join relevant groups http://bit.ly/bAmsBZ to network with individuals with similar interests and working in similar areas. ENERGISE2-0.COM
- 37. Knowledge and Research • Post your questions on LinkedIn Answers http://bit.ly/dAplaj to get experienced perspective from your network and beyond. • Use Company Pages http://bit.ly/b7Kmv0 to get real-time information about the employees at other companies or organisations. Follow your customers and competitors. • Use Status Updates and Latest News to stay informed • Quickly find companies that have received recommendations from people in your network and other LinkedIn members. Past customer feedback is more valuable than what a company or individual says in their marketing materials. ENERGISE2-0.COM
- 38. Reputation and Branding • Who you are connected to projects credibility to others. Always seek to nurture a network of quality relationships. • Recommendations on your profile provide actual experience past colleagues and clients have had working with you. Check out this video on key steps for receiving and giving recommendations http://bit.ly/966lou • Encourage your high-profile stakeholders to add their company or organisation involvement to their LinkedIn profile. As their profile gets traffic (from press, corporations, etc,) your company’s exposure (and web traffic) will increase. ENERGISE2-0.COM
- 39. Reputation and Branding • Post to Answers http://bit.ly/dAplaj when questions are asked about the problem your company or organisation is involved or general background on your industry questions. Use LinkedIn Answers to demonstrate your expertise. • Increase your Social Graph. Use of Apps, such as Twitter integration or Slideshare can notify others what you are doing and provide a call to action. Keep you and your company or organisation 'front of mind'. • Add twitter to LinkedIn and Linkedin to Twitter, details here http://learn.linkedin.com/twitter/ • Discuss and share news with your network http://learn.linkedin.com/news/ • Cross reference your slides on Slideshare, blog on Wordpress or add files from Box.net, etc. http://bit.ly/av95qE ENERGISE2-0.COM
- 40. Business Development • Utilize Keyword Search http://bit.ly/aHuvWf to discover the people, companies or organisations that you have the closest connections to in the desired space. • Performing an Advanced Search will quickly find the right person at the company or organisation and determine who you know in common for a warm Introduction. You also have the option to reach out directly via an InMail http://bit.ly/c4RCSI • Find and Join relevant groups http://bit.ly/bAmsBZ to network with key target audiences. ENERGISE2-0.COM
- 41. Business Development • Leverage Answers http://bit.ly/dAplaj to find suggestions on the right people and companies to work with given your strategic goals. • Viewing an individual’s profile can help bridge the gap by providing mutual contacts, background, recommendations, etc. ENERGISE2-0.COM
- 42. Relationship Management • Keep in touch and up to date with past and present clients and co-workers through Network Updates, Status, etc. • Make it easy for potential clients to find you in the service provider directory by getting recommended. • Include your vanity URL, such as http://uk.linkedin.com/in/xxx in communications, potential clients or partners can quickly and easily see common connections that can provide an additional perspective. • Connect with relevant professionals you meet while traveling who you think could be important contacts in the future (clients or influencers). Don’t take the chance that you might lose their business card. Check out the mobile Linkedin apps http://learn.linkedin.com/mobile/ to make this process even easier. ENERGISE2-0.COM
- 43. Relationship Management • Create a Group on LinkedIn http://bit.ly/9NaWzM. A great way to meet and engage like-minded individuals. The following article http://bit.ly/C9CTv provides advice on Group creation, promotion and management, including: • When naming the group use keywords which your target members will search for. • Create a group for your industry, not your company. • Display the group in the Group Directory and on members' profiles. • Invite coworkers, past colleagues, and customers to join and start discussions. • Promote the group on your website, blog, email newsletter, and social media networks. • Use featured discussions to highlight particular content or offers. • Send announcements. ENERGISE2-0.COM
- 44. Job Candidate Search • Posting a job specifically on LinkedIn http://bit.ly/bX0CBs allows you tap into the Linkedin network in a passive sense (anyone can search on vacancies and with a job module on every user’s home page, new opportunities frequently come across their radar). • Then forward your listing to the key stakeholders in your LinkedIn network (investors, advisors, mentors, etc) so they can forward and recommend one of their trusted connections. The cost is $195 and the job is visible for 30 days. • You need not post through LinkedIn Jobs you can also post as a group message, network message, status update or inmail. ENERGISE2-0.COM
- 45. Job Candidate Search • Use Advanced Search http://bit.ly/aHuvWf to find prospective candidates that feature the needed experience and skill-sets. Ask for an introduction or send them an InMail to provide further details and inquire about their interest. • Review jobs being posted by other “competing” organisations. • Find and reference check “candidates” and contractors by finding others that they worked with at their various companies for an unbiased, honest opinion. ENERGISE2-0.COM
- 46. Linkedin Exercise 1 What do you want to use it for? What business benefits do you hope to derive? ENERGISE2-0.COM
- 47. Getting Started Linkedin Exercise 2 – Channel Set Up ENERGISE2-0.COM
- 48. Exercise 2 • Set up a Linkedin account for your business? • Happy with your profile? • Understand the basic layout of your Linkedin page e.g. Home Page, Profile, Groups etc. ENERGISE2-0.COM
- 49. Getting Started • Go to LinkedIn www.linkedin.com • Create a Profile: The key here is to complete your profile as much as possible -list your current and past positions and education. This helps the right people and opportunities find you. Add a profile photo and carefully craft your summary paragraph. Many will read or scan your summary paragraph. Check that the company is listed and otherwise add your company or subsidiary – this helps people find and connect to you. Check out the 1 minute videos on Profile development http://bit.ly/9kno9M ENERGISE2-0.COM
- 50. Getting Started • Find People you Know: Use webmail import to see all the people you know who are already on LinkedIn. You can then select who you wish to invite to join your network. Similarly, upload a contacts file from Outlook, Palm, ACT! or Mac Address. View the list of your colleagues that are already on LinkedIn. • Use LinkedIn Networking Tools ENERGISE2-0.COM
- 51. Start Using it… • Use the community building tools provided by LinkedIn: • Add Connections • Colleagues • Classmates • People You May Know • Create a company profile • Follow companies relevant to your business • Search for Service Providers http://bit.ly/9a2TmM and select based on trusted recommendations from people in your network. ENERGISE2-0.COM
- 52. Key Success Factors The 4Cs of Building a Successful Linkedin Profile ENERGISE2-0.COM
- 53. The 4Cs Framework • Customers – engage with the right ‘customers’ and build your community • Content – be ‘customer led’ and add value • Conversations – Linkedin is not a broadcast channel. It is marketing as a ‘conversation’ • Conversions – the ‘call-to-action’; core business objectives ENERGISE2-0.COM
- 54. Linkedin Exercise 3 Start to “really” Build Your Community or Network ENERGISE2-0.COM
- 55. Building Your Community • Look up someone’s profile before you meet with them. Learn their background and see who you know in common to get off to a fast start. • Search for prospective Contacts and Groups • Connect with business contacts you meet • Use tools like Rapportive, Gist and Flowtown to find potential LinkedIn connections AND connect ENERGISE2-0.COM
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- 57. Linkedin Exercise 4 Content and Conversations ENERGISE2-0.COM
- 58. Linkedin Exercise 4 • Review and revise your profile • Post 1 status update http://www.linkedin.com/home • Reply or comment on 1 other status update http://www.linkedin.com/home remember this can be an article but also a network contact finding a new job • Find and Join 3 groups relevant to your business http://www.linkedin.com/myGroups • Ask or answer 1 relevant question http://www.linkedin.com/answers ENERGISE2-0.COM
- 59. Content Updates • Check settings as this controls what people see https://www.linkedin.com/settings • Quality content is the key to success • Similar to Twitter, status updates should be “140 character” or similar length • Include links to articles • Agree tone, theme, frequency of content • About adding value to your network ENERGISE2-0.COM
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- 61. Content Create an Interdependent Presence • Networks thrive on interconnectedness and cross fertilization • Ensure multi channel coordination • You can integrate Linkedin with Twitter (#li), Slideshare and your Blog http://linkd.in/10fEY2 Consider Automating Your Updates • If you regularly post your own articles, use of an application can make sense • But consider carefully your use of these tools and don’t spam • Manual updates are more personal - there is a balance to be struck here ENERGISE2-0.COM
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- 63. Conversations • Join some interest groups http://bit.ly/bAmsBZ and browse discussions and sub-groups. Check out the level of activity and then get involved. All you need to know is contained here http://learn.linkedin.com/groups/ • Think about level of listening / engagement in Groups • Post a question on Answers http://bit.ly/dAplaj to tap into the experts you’re connected to and the entire LinkedIn network. • Likely to be YOU that does this – make the time • What makes a great LinkedIn networker ENERGISE2-0.COM
- 64. Conversations • Social media is ‘marketing as a conversation’ with your network • It is not about one way broadcasting • This has time and resource implications ENERGISE2-0.COM
- 65. Conversion • It is critical to measure the performance of your Linkedin activities • This can be done in two ways – ‘lag’ and ‘lead’ measures • ‘Lag’ measures are your ultimate ‘business’ objectives e.g. feedback, insights, service awareness, accountability, marcoms effectiveness and efficiency, ROI etc • ‘Lead’ measures are the main ‘drivers’ that help to achieve your core objectives • This could include.... ENERGISE2-0.COM
- 66. Performance Measurement • Number of connections • Number of contacts % by Region • Number of contacts % by Industry • Profile Views • LinkedIn is behind others in terms of analytics. • LinkedIn provides a range of ‘out-the-box’ KPIs here http://www.linkedin.com/network and on your homepage http://www.linkedin.com/nhome/ ENERGISE2-0.COM
- 67. Performance Measurement • Advanced search can provide even more detailed information on the range and quality of your network over time. And, of course, be sure to measure the traffic, leads, and customers you get from LinkedIn. You will need to save this information in a spreadsheet or similar. • In terms of measuring link effectiveness you will need a combination of Google Analytics and creative use of the analytics through url shortening services such as bit.ly • We advise that you view your LinkedIn activities with a feedback loop whereby a number of Key Performance Indicators are used to indicate areas for continual improvement. Keep objectives simple and focused and then refine and add detail in future passes. ENERGISE2-0.COM
- 68. Do’s and Dont’s ENERGISE2-0.COM
- 69. Do’s and Don’t’s • Don’t Be a Showoff – Your tweets should add value to the ‘customer’ – it’s not about ‘me,me,me’ • Don’t Use Poor Grammar or Spelling – Don’t try to be too cool • Don’t Get Too Personal (business users) – Keep the conversations warm but professional; it’s what business users expect and anything else comes off as creepy ENERGISE2-0.COM
- 70. Do’s and Don’t’s • Don’t overdo Auto-Updates – It’s OK to schedule updates for specific times but don’t automate everything. – Linkedin is about personal/brand engagement not blatant promotion. • Don’t Leave Air in the Conversation – Respond as quickly as possible – within hours not days. • Don’t Over Update – Don’t flood your network’s homepage ENERGISE2-0.COM
- 71. Do’s and Donts • Do Converse – Respond to those that comment, be social, thank those that connect to you • Do Make an Informative Profile – See earlier guidance • Do Fish Where the Fish Are – Where your customers hang out ENERGISE2-0.COM
- 72. Thank You Questions ENERGISE2-0.COM