Post on 11-Dec-2015
transcript
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
1
Building and managing a presence and a network
NMTC Briefing 1/9/14
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
2
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
3
Why LinkedIn?
• Facebook has the most members, but it is not a B2G platform
• Facebook also has security issues• Twitter is used by Federal agencies to push
info, but not as a connecting tool
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
4
Why LinkedIn?• All business all the time• Groups for ALL occasions• Search by geography, specialty, industry –
whatever!• Info Tech is the largest member segment• Entry fee: $0
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
5
LinkedIn Background
• Launched May 5, 2003• Initial population was heavily skewed to
recruiters (hence the lingering myth about why people are there)
• Growth slow-moderate until 2008• Today- 275 million members (over 1/3 in the US)• 3.4 million company profiles• 1.9 million groups
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
6
Effective
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
7
LinkedIn’s Tipping Point
LinkedIn’s population doubled from 2011 to 2013- 135 million to more
than 275 million; same span of time saw B2G grow
exponentially
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
8
A few LinkedIn Facts(as of 1/7/14)
• 275 million members• 1,881,605 groups • 3,361,775 company profiles• 5.7 billion internal searches on LI in 2012• Fortune 500 all here• Washington Technology Top 100 are all here
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
9
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
10
LinkedIn for GovCon• Federal social media rules loosen up mid-2010• Feds start joining in significant numbers late
2010- early 2011• By early 2012- all federal agencies present,
most in significant numbers• Hundreds of groups focused on various
governmental functions• Thousands of groups focused on various
technologies
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
11
Using LinkedIn’s Advanced search and Aberdeen ZIP code 21001
There are 192,509 LinkedIn members within 25 miles of that ZIP
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
12
Why does this matter?
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
13
It matters because
• Decline in federal & corporate spending means a decline in marketing budgets
• Decline in federal attendance at events means you need another venue to “meet” them
• LinkedIn provides a means of access and visibility where you control your message
• LinkedIn fits any budget
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
14
So how are companies leveraging
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
15
LinkedIn is being used for
• Sales– Account development and management– Scheduling meetings with influencers
• Marketing– Sales support– Overall company and product visibility
• Thought leadership– Highlighting and supporting area(s) of expertise
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
16
LinkedIn is being used for• Content sharing– Original content– Pertinent content from other sources– Slideshare and other apps on LinkedIn
• Research– Researching people, companies, technologies,
competitors and prospects– 5.7 billion internal searches on LI in 2012
• Building and managing an industry network • Gaining visibility in targeted communities
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
17
The Seven Steps to LI Success
• Plan• Profile• Connect• Groups• Activity• Integrate• Review and adjust
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
18
Plan- What are your goals?• Do you have specific companies you need to
do business with?• Do you need to generate qualified leads?• Are you a thought leader/subject matter
expert and need more visibility? • Do you have geographic goals?• Other…
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
19
It all starts with the Profile!
• Your profile must tell an interesting story• It must be compelling• Explain what you do & who you do it for• Details• White space
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
20
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
21
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
22
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
23
Connecting
With 192,509 LI members within 25 miles, and 275 million total, who do
you want to know?
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
24
Ideas for connecting
• Your current contacts• Co-workers & former co-workers• Those connected to your connections• Those in pertinent groups• Those “viewing” your profile• Those “you may know”• Invite key connections from other social
networks
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
25
Ideas for connecting
• Look up those whose business cards you pick up at conferences, meetings, and the like. Invite them within 48 hours.
• Look up those you read about in trade publications and see if they are in your “network”
• Never send the invitation “form letter”
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
26
The Power of Groups!
Communities of professionals who have identified their primary
business interests
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
27
Types of Groups
• Professional Associations• Alumni- college• Alumni – business• Regional/geographic• Business interest• Technical interest• Jobs/HR
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
28
Select groups based on
• Will you “meet” the right people?• Can you leverage other members?• Can they leverage you?• Can you add value?• Will you participate?• Will this create visibility?
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
29
First look at the Group Profile
• Description• When the group
started• Type of group• # of members• Sub-groups
• Group owner• Related URL• 1st degrees• Group rules
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
30
Then look at the
Group Statistics
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
31
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
32
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
33
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
34
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
35
ActivityThe more active you are, the more
visible you become.As you add value,
your credibility goes up.
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
36
Activity
• Posting and commenting in groups• “Liking” discussions• Endorsements and recommendations
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
37
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
38
Integrate
Your social presence into your web site, email signature, collateral
material and business card
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
39
Review and adjust(rinse & repeat)
When your goals change, adjust your activity to compensate for that
change
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
40
Final thought
If your company is not fully leveraging LinkedIn,
you are losing marketshare.
Copyright 2014 Amtower & Company - Marketing Advisors to the Most Successful Government Contractors
41
Thank you for your time and attention-and have a great 2014!
Mark Amtower301 854 9493
mark@federaldirect.netwww.linkedin.com/in/markamtower(send me an email for a copy of the slides)