of m ’s iano - res. · pdf filenetworks, linkedin stands out for having a larger...
TRANSCRIPT
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THE MISSING LINKS OF
:
UNDERSTANDING SOCIAL MEDIA’S
MOST UNDERAPPRECIATED PLATFORM
PRESENTED BY ANTHONY JULIANO
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IS MISUNDERSTOOD
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IT’S ONLY FOR JOB SEEKERS AND RECRUITERS
IT’S ALL ABOUT OPTIMIZING YOUR PROFILE AND MAKING CONNECTIONS
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IT’S FOR ANYONE WHO DEPENDS UPON B2B RELATIONSHIPS
OPTIMIZING YOUR PROFILE AND MAKING CONNECTIONS ARE JUST THE START
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HOW
IS DIFFERENT
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IS A NICHE NETWORK
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“LINKEDIN IS NOT A SERVICE THAT ENABLES YOU TO PASS THE TIME; IT’S A SERVICE THAT ENABLES YOU TO SAVE TIME.
AND THAT GOES BACK TO OUR MISSION, WHICH IS TO CONNECT THE WORLD’S PROFESSIONALS TO MAKE THEM
MORE PRODUCTIVE AND SUCCESSFUL.”
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THE
AUDIENCE IS…
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A MINORITY OF THE U.S. POPULATION
% U.S. ADULT POPULATION OVERALL ON LINKEDIN
23%
PEW RESEARCH CENTER, 2014 DATA
% OF U.S. ADULT INTERNET USERS ON LINKEDIN
28%
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IT’S NOT UNUSUAL% OF ONLINE ADULTS WHO USE…
0%
20%
40%
60%
80%
Social media overall Facebook LinkedIn Pinterest Instagram Twitter
23%26%28%28%
71%74%
PEW RESEARCH CENTER, 2014 DATA
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OLDER
THE ONLY PLATFORM WHERE THOSE AGES 30-64 ARE MORE LIKELY TO BE USERS THAN THOSE AGES 18-29.
PEW RESEARCH CENTER, 2014 DATA
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BETTER EDUCATED
COLLEGE GRADUATES CONTINUE TO DOMINATE USE OF THE SITE. FULLY 50% USE LINKEDIN
PEW RESEARCH CENTER, 2014 DATA
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AMONG THE MAJOR SOCIAL NETWORKS, LINKEDIN STANDS OUT FOR HAVING A LARGER PROPORTION OF HIGH-EARNING USERS AND A LOWER PROPORTION OF LOW-EARNING USERS
WHY CONSUMER BRANDS SHOULDN’T OVERLOOK THE POWER OF LINKEDIN ADS, 2015
MORE AFFLUENT
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NO CONTEST ON B2B LEAD GENERATION% OF B2B LEAD GENERATED AMONG SOCIAL MEDIA PLATFORMS
0%
20%
40%
60%
80%
LinkedIn Twitter Facebook
7%13%
80%
OKTOPOST, 2015
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IS MORE ABOUT RELATIONSHIPS BETWEEN PEOPLE THAN
RELATIONSHIPS BETWEEN PEOPLE & ORGANIZATIONS
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THE INDIVIDUAL PROFILE IS GENERALLY WHERE THE ACTION IS
▪ RELATIONSHIPS ARE BUILT PERSON-TO-PERSON, NOT PERSON-TO-ORGANIZATION (EVEN B2B)
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“CONTENT SHARED BY EMPLOYEES… GETS EIGHT TIMES MORE
ENGAGEMENT THAN CONTENT SHARED BY BRAND CHANNELS.”
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THE INDIVIDUAL PROFILE IS GENERALLY WHERE THE ACTION IS
▪ RELATIONSHIPS ARE BUILT PERSON-TO-PERSON, NOT PERSON-TO-ORGANIZATION (EVEN B2B)
▪ MANY EMPLOYEES HAVE MORE CONNECTIONS THAN THE COMPANY HAS FOLLOWERS
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CONSIDER THE CUMULATIVE EFFECT AMONG ALL
YOUR EMPLOYEES
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THE KEY TO SUCCESS: UNDERSTAND EVERYONE’S ROLE
ANDLEVERAGE THE STRENGTHS OF YOUR
COLLECTIVE & INDIVIDUAL PRESENCES
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THE MISSING LINKS OF
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HAVE A SPECIFIC GOAL
MAKE YOUR EFFORTS FUTURE FACING
LEVERAGE ADVANCED
SEARCH
SHARE STATUS UPDATES/
CONTENT
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HAVE A SPECIFIC
GOAL
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WHAT’S YOUR GOAL?▪ CONNECTING WITH SPECIFIC PEOPLE? ▪ BUILDING A REFERRAL BASE? ▪ BEING SEEN AS A RESOURCE? ▪ TOP-OF-MIND AWARENESS IN A NICHE? ▪ INCREASED LEADS? ▪ IT SHOULD NOT BE NUMBER OF CONNECTIONS
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MAKE YOUR EFFORTS
FUTURE FACING
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PEOPLE DON'T CARE WHAT YOU DID 20,10, OR EVEN
5 YEARS AGO...UNLESS IT HELPS THEM
SOLVE A PROBLEM TODAY
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THE EQUATION:
WHO DO YOU HELP (STATED EXPLICITLY OR IMPLICITLY)
+ WHAT DO YOU DO?
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WHERE SHOULD YOU DO THIS?▪ HEADLINE (YOU DON’T HAVE TO USE YOUR JOB TITLE) ▪ SUMMARY ▪ SKILLS ▪ EXPERIENCE ▪ WHEN SHARING CONTENT IN GROUPS (OR ANYWHERE ELSE) ▪ EVERYWHERE YOU CAN!
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SHARE STATUS UPDATES/
CONTENT
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YOUR PROFILE IS JUST ONE WAY TO TELL YOUR STORY—AND IT MAY NOT EVEN BE THE BEST WAY
STATUS UPDATES ALLOW YOU TO STAY TOP-OF-MIND WITH YOUR CONNECTIONS
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GOOD STATUS UPDATES: EXAMPLES▪ WHAT YOU’RE WORKING ON ▪ CONTENT YOU’VE CREATED ▪ NEWS ABOUT YOUR COMPANY ▪ INDUSTRY NEWS THAT’S RELEVANT TO YOUR AUDIENCE ▪ ADVICE/OPINION ▪ QUESTIONS ▪ EVENTS ▪ JOBS
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LINKEDIN PULSE
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LEVERAGE
ADVANCED SEARCH
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A COUPLE TAKEAWAYS▪ THE STRONGER YOUR NETWORK, THE MORE
EFFECTIVE ADVANCED SEARCH BECOMES, BUT… ▪ IT’S VITAL THAT YOUR 1ST DEGREE
CONNECTIONS BE PEOPLE YOU KNOW
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HAVE A SPECIFIC GOAL
MAKE YOUR EFFORTS FUTURE FACING
LEVERAGE ADVANCED SEARCH
SHARE STATUS UPDATES/
CONTENT
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QUESTIONS?