Post on 17-Feb-2017
transcript
% Social CEOs (by tenure)
> 3 years 3+ years0
10
20
30
40
50
60
70
80
201020122014
ABA 2014 Technology ReportLinkedIn participation by firm size:
99% - large, over 100+ attorneys97% - midsize, 10 - 4994% - small, 2 – 993% - solo
Source: American Bar Association
How We Can Do That
Audience Composition?
7
1.4 billion20s30s
Female
225 million20s30s
Adults
450 million40s CXO
ProfessionalsColleagues
Scope of LinkedIn?
450M+ Members across the globe
Business mindset
56% mobile accessPurely
Professional
LinkedIn Members (in millions)
11811
7
53
USACanadaMexicoLatam
Source: LinkedIn
1.2 Million in Miami/FTL
10
Demographics / Education• Affluent $75k+• More CXOs• Business purpose• Average age is 44• 56% Male; 44% Female
Graduate DegreeCollege DegreeNone
Source: LinkedIn
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Your titleBuild your brand
Attract your ideal professional
Highest conversion of all social for B2B
What’s in it for me?
Your title1. SEO for your
name2. SEO for your
company name3. Networking smart4. Geo-specific
targeting
What’s in it for me?
Your titleIrresistible value
propositions
Market to who matters
Track metrics to know what’s working
What’s in it for me?
Your title1. Your Profile2. Your Company
Page3. Your Content4. Your CPC
campaign
We
We develop your strategy
Case Study – Proof Points• Challenge – couldn’t get past the gate keeper
with competitors and endless call volume• Solution – we identified possible titles of
influencers with geo-targeting for key prospects
• Messaging templates / social plan to engage• Result – 6 month period, client had 27
meaningful, scheduled conversations with CXOs, 8 meetings converted to new clients
• $$ million contracts
16
Share Content Lead Gen
Strategic Customer Vertical
Do it Differently
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The power of your network
Your Account
The power of your network
FriendFormer ColleagueAttorneyClient
Your Account
The power of your network
FriendFormer ColleagueAttorneyClient
COI ProspectProspectCOI
Your Account
COI ProspectProspectCOI COI ProspectProspectCOI COI ProspectProspectCOI
© 2012 The Oechsli Institute. All Rights Reserved.
The power of your network
FriendFormer ColleagueAttorneyClient
COI ProspectProspectCOI
Your Account
COI ProspectProspectCOI COI ProspectProspectCOI COI ProspectProspectCOI
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
3rd Degree
© 2012 The Oechsli Institute. All Rights Reserved.
The power of your network: endless prospectsS.M.A.R.T Goals (p.119 from workbook)1. Train you how to prospect efficiently2. When to use InMails & what to say3. Advance searches4. Nurture relationship5.(3) prospecting lists each week / free account6. How to listen
Publishing for free
Shape Purchase DecisionsOrganic campaign 1. Repurpose your content 2. Create long form posts3. Use Slide Share for pptx 4. Add media /URLs
Lead Gen
Shape Purchase DecisionsPublish your own content in a premium context of LinkedIn “wall” tied to Marlins landing page
Target the professionals with accurate precision, the only professional feed available today
Generate high-quality leads, raise awareness, and build social call-to-action
B2B content shared by site
FB
YouTube
Google+
0 10 20 30 40 50 60 70 80 90 100
B2B Content Shared
B2B Content Shared
Source: Content Marketing Institute
B2B Lead Gen by site
FB
Google+
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Lead Gen
Lead Gen
Source: “B2B Marketing 2016 Benchmarks, Budgets and Trends - Content Marketing Institute
Self-provided professional database to target / repurpose content to optimize and expand your LinkedIn strategy
The 3 Pillars of Success
BudgetCPC or CPM
Audience Content
30
Identify and create campaigns for your target audience
Precision TargetingJob TitleJob FunctionSeniorityIndustrySkillsAlumnaeLinkedIn groupKeywordMSA (Metropolitan Statistical Area)Zip code
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Sponsored Updates Testing Strategy Launch content “waves” of 3 – 4 and switch off as performance
peaks Determine top performers within each wave and then run them
together
Wave 1
Week 1 Week 2 Week 3 Week 4 Week 5 Week 6
Wave 2
Wave 3
Wave 4
SMB
Ow
ners
Ta
rget
• 35
Optimize your landing page experience for lead generation
Keep your forms short. No one wants to spend time filling out a lengthy form. Only capture the information you absolutely need—this will help with conversions, especially on mobile.
Name
Phone
SUBMIT
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Takeaways Customer Facing Marketing Social engagement
Optimize profile Optimize Company Page
Lead Gen
Strategic connections
Build brand Geo-targeted segmentation
Prospect lists Graphic imagery Create funnel15+ minutes of daily productive activity
Fan experience Test MonitorRevise
Convert Top of Mind Convert
Business Development
Brand
Awareness
Lead Gen
We are partners in success
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Your titleSolve client challenge
with content relevancy
Precision targeting to your ideal professional
Highest conversion of all B2B
We develop your strategy
Further Questions?
Linkedin.com/in/dbwienkedbwienke@linkedinclub.com
Sources1. Harvard Business Review “What CEOs have
Learned about Social Media” by Leslie Gaines-Ross May 18, 2015
2. “The CEO Reputation Premium” by Weber Shandwick in partnership with KRC Research
3. Corporate Excellence, 2015 – Center for Reputation Leadership