how to attract sales and new business with your linkedin profile

USING LINKEDIN TO ATTRACT NEW BUSINESS

Christopher Penn, Vice President, Marketing Technology

AGENCY INTRODUCTION

SHIFT COMMUNICATIONS

2012 DIGITAL/SOCIAL AGENCY OF THE YEAR

VOTED “SAVVIEST SOCIAL PR AGENCY” BY 500+ B2C AND B2B MARKETERS

SHIFT IS AMONG THE TOP 5 FIRMS THAT “WILL FEATURE HEAVILY IN A FUTURE WHERE PR IS AT THE

HUB OF A NEW ERA OF BRAND COMMUNICATIONS THAT TRANSCENDS MARKETING.”

BOSTON

NEW YORK

SAN FRANCISCO

100+ PROFESSIONALS

EMPLOYEE STOCK OPTION PLAN

TECH AND CONSUMER EXPERIENCE

BI-COASTAL PRESENCE AGENCY FACTS AWARD-WINNING

CLIENT EXPERIENCE

EARNED MEDIA STRATEGY

EARNED MEDIA STRATEGY

•  As Paid, Owned & Earned Media converge, the 3rd party praise of mainstream media, bloggers and consumers grow more important than ever.

•  Today we can use this Earned Media as a hub for Paid & Branded marketing efforts, extending the lifecycle of the company’s most trusted content.

RESEARCH  

CREATIVE  

CONTENT   EARNED  MEDIA   ANALYTICS  

MESSAGING  

OWNED  MEDIA  

PAID  MEDIA  

LINKEDIN

WHY LINKEDIN

WHY LINKEDIN

WHY LINKEDIN

CORE CONCEPTS

STACKING HEURISTICS

STACKING HEURISTICS

LADDER UP

SOCIAL STRATEGY IN ONE SLIDE

Social Media Strategy

Who What Why

Who is going to be your target audience?

What self-identified characteristics will you look for?

What networks are they on?

How will you build the network?

What content are you going to create or curate to gain interest?

Where will that content come from?

What schedule will you use?

Who will be responsible for content creation?

What are the overall business objectives and goals?

How will you measure them?

What indicators will you use to determine when something’s not

working and who makes that call?

Network Content Objectives

Social Media Strategy in One Slide (www.ChristopherSPenn.com and @cspenn)

Work right to left

NETWORK STRATEGY

Symmetric Asymmetric

CONTENT STRATEGY

Short Form Long Form

PREREQUISITES

OBVIOUSLY HAVE A PROFILE

GET THE APP

COLLATERAL

HEADSHOT

VIDEO

NO VIDEO? TURN ON WEBCAM & G+

PRESENTATIONS ON SLIDESHARE

PUBLICATIONS AND PAPERS

PROFILE

PROFILE LINK

POWER MOVE

h5p://cspenn.com/l  h5p://cspenn.com/f  h5p://cspenn.com/g  h5p://cspenn.com/t  h5p://cspenn.com/n    

ELEVATOR PITCH

FIND THE THREADS

Photo  credit:  the  Shopping  Sherpa  h5p://www.flickr.com/photos/49333775@N00/2383975585/sizes/o/  

EXPERIENCE

NOT JUST JOBS

SPEAKING?

AWARDS MATTER

PAPERS, BOOKS, PUBLICATIONS

RACK UP ENDORSEMENTS

RECOMMENDATIONS ARE EARNED MEDIA

Never, ever fake them; get as many legitimate, true ones as

you possibly can.

CONTENT

PUBLISH DAILY

Keep your profile active! At worst, you can always just share the daily SHIFT blog

post. *wink wink nudge nudge*

USE BUFFER/HOOTSUITE

USE BUFFER W/FEED READERS

Google  Reader  is  going  away  on  July  1,  but  there  are  many  other  choices.  

USE BUFFER W/OUR WEBSITE

USE BUFFER W/OUR WEBSITE

PARTICIPATE IN RELEVANT GROUPS

NETWORK

SAY YES

SAY YES UNLESS YOU HAVE A COMPELLING REASON TO SAY NO

(there shouldn’t be any drunk pictures to hide on LinkedIn)

DON’T BE THIS GUY

#FAIL

BE THIS GUY

Great intro that reminds me who this is and why I should connect.

ASK

ASK

ASK

Sensing a theme yet?

ASK

Sensing a theme yet?

ASK

Sensing a theme yet?

INTERACT

INTERACT

WATCH: ARE YOU SELLING?

LINKEDIN IN 10 MINUTES A DAY

1.  Say  hello  every  morning.  (30  seconds)  2.  Share  your  blog  post  of  the  day.  (30  seconds)  3.  Using  Buffer  or  Hootsuite,  share  3-­‐5  industry  arbcles  that  are  

worthwhile.    4.  Say  hello  to  any  first  degree  connecbon  you  don’t  know  who  

shows  up  on  your  “Visited  Your  Profile”.  (2  minutes)  5.  Check  out  your  clients  or  prospects  in  Signal  every  day.  (2-­‐4  

minutes)  

THANK YOU! Q&A