Making Money on LinkedIn and Facebook
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Jim Jubelirer hosted a seminar on using Facebook and LinkedIn for business. He discussed developing online marketing strategies using these platforms, focusing on content, context, and calls to action. While online platforms are growing in importance, direct selling remains most effective for small businesses. The presentation covered best practices for profiles, engagement, and lead generation on LinkedIn. Social media should be one part of a multi-pronged marketing plan and not distract from core business operations.
Making Money on LinkedIn and Facebook
- 1. WELCOME TO FIRST FRIDAYS! Making Money Using Facebook and LinkedIn April 13, 2012
- 2. About Jim Jubelirer • 14 years of $1M+ sales • Expert in sales, marketing and leadership • Angel investor, RTP Capital • Coach and trainer for Duke Leadership Program • Frequent speaker, trainer and facilitator • BA University of California, Santa Cruz • MBA, Cornell • Graduate of Sandler Sales, Strategic Coach, numerous other personal and professional development programs
- 3. About ActionCOACH… • Our Mission: World Abundance through Business Re-Education • Our Goal: Improve Business Performance and Personal Satisfaction • Combines the best practices in leadership, management, business excellence, and personal development • 1,300+ Coaches worldwide in 40 countries
- 6. Upcoming Events • May 3 First Fridays – Vote on your favorite topic today • Summer Intern Program
- 7. Making Money on Facebook and LinkedIn? • No, you can’t. Forget about it. • Any questions? • For a small business, direct selling will beat anything online, every time. • BUT, online marketing platforms are becoming increasing important
- 8. Today’s Focus Topic Amount of time we’ll spend on it •Strategic A lot •Tactical Some •Technical A little “Closed course. Expert driver. Do not try this at home.”
- 9. Sales vs. Marketing • Marketing objective: –Generating leads • Sales objective: –Converting leads into customers
- 10. Marketing • Target Market • Unique Selling Proposition • Guarantee • Must pursue multiple marketing strategies at the same time (“10x10”)
- 11. Sales funnel • Suspect Use • Prospect different social media • Lead strategies to • Shopper/customer touch people who • Client are in • different Fan parts of the • Raving Fan funnel
- 12. Follow JJ’s Rule of Threes Domains of Action • Content –Marketing Objectives • Context –Types of Messages • Contacts –Call to Action
- 13. Follow JJ’s Rule of Threes Marketing Objectives (Content) • Awareness (Know) • Engagement (Like) • Conversion (Trust)
- 14. Follow JJ’s Rule of Threes Types of Messages (Context) • Promotional • Relational • Informative
- 15. Follow JJ’s Rule of Threes Call to Action (Contacts) • Instructions for next steps • Additional information • Create a sense of urgency, why to do it now
- 16. Expense vs. Investment • When getting started, just get momentum started – don’t worry about results • Goal is a positive virality* • Don’t assume that if you build it, they will come – beware of the shiny new object syndrome • ROI remains weak on many social marketing investments *”Social Transmission, Emotion, and the Virality of Online Content”, Berger and Milkman
- 18. 2011 $388M R&D – 4 times greater than 2 years ago Average Gen Yer (under 30 yrs. old) has 696 friends (I have 276)
- 20. The World According to Facebook • “People are increasingly relying on their friends to learn about brands, make purchase decisions and engage with brands in social situations,” a Facebook spokesperson said in a statement. “These conversations about brands are happening in social channels all the time. To make sure your brand is guiding that conversation and taking advantage of the opportunity to deepen relationships with your customers, you must build a connected brand.” • Mark Zuckerberg: “A squirrel dying in your front yard may be more relevant to your interests now than people dying in Africa.”
- 22. New Timeline – Better? • Eye movement study of 6 leading brands, according to SimpleUsability – Many of the new features going unnoticed or being misunderstood. – "The average user doesn't fully understand the new layout, or interact with it in the way intended," said Guy Redwood, managing director of SimpleUsability. • Users liked the "About" button on brand pages: in many cases, easier to learn about a brand than it was on a corporate Web site. • Pages can "pin" a post to the top of their Timeline for 7 days. Few brands are using the pin feature and, when they do, they have little impact on users.
- 23. New Timeline – Better?
- 27. Linked – who - whaa? • Your LinkedIn profile is your second- most important web identity (after your website). – Everything else is a distant third. • LinkedIn is about relationship building. It is not a sales tool; it is a lead generation tool.
- 28. LinkedIn Step-by-Step • Create a complete profile – Create a unique profile name • Request 5 recommendations • Give 5 recommendations • Join 5 groups • Reach out to all your contacts • Link to the relevant contacts from your contacts’ networks • Add value by posting interesting information, updates, book reviews, etc • To (cross-post) tweets or not to tweet? NOT!! Different mediums require different messages • “Stalk your Stalkers” – Check weekly to see who has viewed your profile and if interested, invite them to connect • View your contacts’ slide presentations and give them feedback • Generate 3 new prospects from your current contacts or invite desired prospects to connect
- 29. LinkedIn CRM • Both LinkedIn and Facebook are under tremendous pressure to grow revenue to support their high valuations • Providing cloud-based business applications is a high priorty for both companies • Expect to see more and more fee-based apps and features that attempt to replace traditional software-based programs like email and contact management • LinkedIn has many contact management features that are worth understanding and using
- 30. LinkedIn CRM Custom field to tag people for follow-up
- 34. Closing Thoughts • Money is replaceable • Time is not – you can never get this moment back • Attention is scarce, and more demands are being placed on our time and attention than ever – For instance, do you check your email first thing in the morning before doing anything else? At night before bed? • Multi-tasking is a myth – it is really serial tasking – The mind tires when being asked to switch between different tasks frequently throughout the day • Social media marketing holds great promise, but don’t let it distract you from your day job (unless it is your day job!) • Social media is only one leg of a “10x10” marketing plan and, most likely, is not the most important strategy to execute.
- 36. Questions? 36
- 37. Jim Jubelirer Certified ActionCOACH 308 West Rosemary Street, Suite 307 Chapel Hill, NC 27516 (919) 969-7818 jimjubelirer@actioncoach.com www.actioncoach.com/jimjubelirer