S i l M diSocial MediaGrowing Business With LinkedInGrowing Business With LinkedIn

Commercial Broker GroupJune 2 2010June 2, 2010

25 years + experience B2B f t i / f i l i fiB2B ‐manufacturing / professional service firms. Unique focus ‐ technical products and engineering.  Based in the Midwest with national reach.

Who is “Wendy Soucie?”

48,000 lresults to 

choose from 

Wendy Soucie

© Copyright 2003‐2010 ‐Wendy Soucie Consulting LLC  All Rights Reserved2

Social Media Business Strategy

Goal16 000 ft16,000 ft

Strategy

Tools

© Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved3

Social Media Tool ‐ LinkedIn

Business Networking Site• Online CV

• Online address book

• Networking

• Professional & interactive

• Share content of value

How can LinkedIn help?

Extend your geographic reachreach

Make referrals easier

M liManage your online reputation

Find others be found and beFind others, be found and be introduced

Discover inside connectionsDiscover inside connections

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Strictly for business and free

LinkedIn Details

Controlled  Link to yourconnections

Address book

Link to your blog/RSS Feed

Address book

Prospect bookMore business related  applications

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Consider Sponsored Ads 

Members•68MWorld Wide68M World Wide•32M U.S. Based

Who You Can Target7 9M B i D i i M k•7.9M Business Decision Makers

•5.5M High Tech Managers•1.3M Small Business Owners•4.2M Corporate Executives

Target a Specific Audience•By geographyBy geography•By job function and seniority•By industry and company size•By gender and age•By gender and age

How does the network work

Strategy ‐ Branding

Personal– Marketing focused keywordMarketing focused, keyword enhanced

– Applications showcase  portfolio 

Company– Company message standardized

Collects past/current– Collects past/current employees

– And now you can follow 

© Copyright 2003‐2010 ‐Wendy Soucie Consulting LLC ‐ Integrated Alliances ‐ All Rights Reserved9

y

NCP Model – A Methodology

Determine Business Goals First

Profiles Network Search Communicate Business Profiles  Network Search Communicate Applications

© Copyright 2003‐2010 ‐Wendy Soucie Consulting LLC ‐ Integrated Alliances ‐ All Rights Reserved 10

Step 1 ‐ A GREAT LinkedIn Profile

Your Identity on LinkedInMatch the official company storyU Fi f BUse Firefox Browser

You wouldn’t walk into a first meeting  in your swim shorts… 

MARKETING‐ORIENTED, Focused on 

don’t network without a complete profile.

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KEYWORDS that attract others

Visibility

Status UpdatesStatus Updates

Info updates

Applications

Update Ideas

• Link to a newsworthy web posting or news item

• Offer a brief piece of advice

• Invite people to connect with you on p p yTwitter/Facebook

• A link to article in which YOU/Association were /quoted

• Update contacts on key activitiesp y

• Share some of your volunteer/civic activities

© Copyright 2003‐2010 ‐Wendy Soucie Consulting LLC ‐ Integrated Alliances ‐ All Rights Reserved 13

Business Applications on LinkedIn

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c

c

© Copyright 2003‐2010 ‐Wendy Soucie Consulting LLC ‐ Integrated Alliances ‐ All Rights Reserved 14

Add Slideshare

• Create slide setCreate slide set for your brochure

• Add application to• Add application to LinkedIn profile

W h i h• Watch copyrights

© Copyright 2003‐2010 ‐Wendy Soucie Consulting LLC ‐ Integrated Alliances ‐ All Rights Reserved 15

Why would I want a network?

• Why a Big Network?– More prospects– More INBOUND calls

• Why a Smaller Network?– Control communicationsControl communications– Verify first tier connections

© Copyright 2003‐2009 ‐ Integrated Alliances ‐ All Rights Reserved

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Invite Others to Your Network

Only invite people already on LinkedIn!Only invite people already on LinkedIn!• Invite Small Groups of Individuals

• Invite Individuals• Invite Individuals

• Invite people from the groups you join

Tip – Use the LinkedIn Outlook toolbar to help you identify those already onto help you identify those already on LinkedIn and promote your profile 

© Copyright 2003‐2009 ‐ Integrated Alliances ‐ All Rights Reserved

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Using Groups for Networks

Why join• Mini organizations• Most every interest• General or geography based• General or geography based 

groups

Group Statistics• Create/Manage up to 10 groups• JOIN up to 50JOIN up to 50• Largest group is almost 200,000 

members• 425 000 + Groups• 425,000 + Groups

Getting Business Done…

Sales ProspectingSales Prospecting

Marketing ‐ Online

Business Partnerships

Channel Partner Relations

Executive Networking

Staffing and RecruitingStaffing and Recruiting

© Copyright 2003‐2009 ‐ Integrated Alliances ‐ All Rights Reserved

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On the sales side…

Li k dI h lLinkedIn helps…

Hunters – Looking for NEW businessHunters  Looking for NEW businessAccount Managers – Named/Targeted AccountsFarmers – More business from Existing AccountsTerritory Reps ‐Working a specific TerritoryIndustry Reps ‐Working a Vertical Market

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On the Marketing Side…

• Join the right LinkedIn GroupsTh t’ h th t• That’s where the partners and customers are!

Commercial Real Estate ‐112

Wisconsin Commercial Real Estate ‐ 1

Better yet, start your own 

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LinkedIn Group!

What you can do today in LinkedIn

• Develop a personal and organizational strategy on LinkedIn

• Complete your LI profile 100%• Invite friends customers suppliers influencers• Invite friends, customers, suppliers, influencers, partners, collaborators to connect

• Ask for testimonials• Join relevant groups or start your own• Post topical and newsworthy articles• Ask and answer questions• Ask and answer questions• Promote your LinkedIn profile in email, blog, website and print

Not sure whether toNot sure whether to invest the time orinvest the time or 

budget?budget?

Invest 20 minutes a day for 2 weeks

• Take 50 of your current customers/prospectsTake 50 of your current customers/prospects

• Put them into a spreadsheet and look them up in LinkedIn Facebook Twitterup in  LinkedIn, Facebook, Twitter

• Visit each contact every other day

• Just respond to what you see

© Copyright 2010 xeesm.com/wendysoucie | www.wendysoucie.com | www.socialminutes.com ‐ All Rights Reserved24

Q & A

Your questions?Your questions?

Strategic Alliances• Wendy Soucie Consulting 

– www.wendysoucie.com• Founder/PrincipalFounder/Principal

• Integrated Alliances• Regional Executive Director – WI

• End Result Marketing• End Result Marketing• Nurture marketing and research

• Social Media Academy C tifi d S i l M di C lt t• Certified Social Media Consultant

• Founding Gold Member  and Alumni• Black Diamond Consultant

• Xeesm Social CRM• Xeesm – Social CRM • Business Partner ‐Wisconsin

Photo credits – Istockphoto.com and Wendy Soucie

© Copyright 2009  Wendy Soucie Consulting LLC ‐ All Rights Reserved

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p y

dWe provide: Technical Product ExpertiseManufacturing experienceg pSocial media assessmentsMarketing best practicesThought leadership strategiesThought leadership strategiesSocial media building blocksTraining on tools and strategyI l i h l d hiImplementation help and coaching

Network . Contribute . Participate© Copyright 2003‐2010 ‐Wendy Soucie Consulting LLC ‐ Integrated Alliances ‐ All 

Rights Reserved27

pSocial web links:  http://xeesm.com/wendysoucie