1. ENERGISE2-0.COM
Mastering Social Media
Workshop 3
Implementation and Performance
Measurement (Linkedin)
Alan Stevenson
Dr Jim Hamill
Vincent Hamill
www.energise2-0.com
January, 2012

2. Focus
Key issues in implementing your
social media strategy
– Channel Action Plans
– Performance Measurement
ENERGISE2-0.COM

3. Channel Action Plans
• Once your Social Media Strategy has been agreed, brief Action
Plans should be developed for each priority SM channel
• Cascade the Balanced Scorecard approach to each priority
channel e.g. Twitter, Facebook, Linkedin etc
• But not ‘Paralysis by Analysis’
• The Action Plan for each channel should include a clear
statement of…..
ENERGISE2-0.COM

4. Channel Action Plans
• Vision
• Channel Objectives
• KPIs and Targets
• Customers
• Key Channel Actions and Initiatives for ‘getting there
• Organisation, resource and people issues
• Tools and applications
• Performance measurement
• Do’s and Don’t’s
ENERGISE2-0.COM

5. Key Questions to Address
Channel Vision and Objectives
• What is your overall vision for this channel?
• What are the main objectives to be achieved? Are these
closely aligned with and supportive of your core business
objectives? (Link back to your SM Strategy Document)
• What KPIs will you use for measuring on-going channel
performance? What are your targets for each KPI?
ENERGISE2-0.COM

6. Key Questions to Address
Channel Actions
• The Basics – for each channel, are you happy with - Page
Set Up, Profile, Design, Basic Layout, Terminology,
Features/Functions, Integration
• Key Success Factors – the ‘4Cs’ approach
– Customers
– Content
– Conversations
– Conversion
ENERGISE2-0.COM

7. Key Questions to Address
Tools and Applications
• What tools and apps should I use for this channel
Organisation, People and Resource Aspects
• Do we have the right organisational ‘culture’ and
‘mindset’ for this channel to succeed? How will the
channel be managed and resourced? Policies and
Guidelines?
Performance Measurement
• How should we measure channel performance and
business impact?
ENERGISE2-0.COM

8. Agenda
• Action Plans for Successful Channel Development
– Twitter
– Facebook
– Linkedin
– Blogging
• ‘Stop and Reflect’ Exercises/ Channel Templates
• Same principles apply across all channels – ‘Be social
before doing social’
ENERGISE2-0.COM

9. ENERGISE2-0.COM

10. Channel Development
• Linkedin – An Overview
• Linkedin – Benefits and Strategic Use
• Channel Set-Up and Terminology
• The ‘4Cs’ - Content Plan, Customers (Building the
Community), Conversations, Conversions
• Performance Measurement
ENERGISE2-0.COM

11. Linkedin Overview
ENERGISE2-0.COM

12. LinkedIn: What is it?
• Linkedin www.Linkedin.com is a social network aimed firmly
at professionals
• It allows users to:
– create and update a personal profile
– create and update a company profile
– create or join groups
– network (including sharing status updates etc.)
– post and look for jobs
• The following Common Craft style video sums up what
LinkedIn is all about
• What is Linkedin http://bit.ly/lBCQ
ENERGISE2-0.COM

13. LinkedIn: Key Facts
• As of August 4, 2011, LinkedIn operates in over 200 countries
• LinkedIn is available in 9 languages: English, French, German,
Italian, Portuguese, Spanish, Russian, Turkish and Romanian.
• 120m+ professionals around the world as of August 4, 2011
• 26m+ members in Europe
• 6m+ members in the UK
• Its growing, here are some stats from April, 2010
• As of April 8, 2010 there were 65 million LinkedIn members
• LinkedIn was available in 4 languages: English, Spanish, French and
German.
• 6.5 million students and 9 million recent college graduates
– LinkedIn defines recent graduates as members who
graduated between 2008 and 2011
ENERGISE2-0.COM

14. Source: http://www.vincos.it
ENERGISE2-0.COM

15. Source: http://www.vincos.it
ENERGISE2-0.COM

16. Source: http://www.vincos.it
ENERGISE2-0.COM

17. Source:http://blog.lab42.com/the-linkedin-profile
ENERGISE2-0.COM

18. Source:http://blog.linkedin.com/100million/
ENERGISE2-0.COM

19. LinkedIn: Benefits
Provides the following benefits:
1. Manage the information that’s publicly available about
you as professional
2. Find and be introduced to potential clients, service
providers, and subject experts who come recommended
3. Create and collaborate on projects, gather data, share
files and solve problems
4. Be found for business opportunities and find potential
partners
ENERGISE2-0.COM

20. LinkedIn: Benefits
Provides the following benefits:
5. Gain new insights from discussions with like minded
professionals in private group settings
6. Discover inside connections that can help you land jobs
and close deals
7. Post and distribute job listings to find the best talent for
your company
8. Reply to job listings that might help you find a job
ENERGISE2-0.COM

21. Linkin: Familiarisation
The most important pages to understand are:
• The Homepage: Newstream
• Profile Page(s)
• Company Page(s)
• Contacts
• Network Statistics
• Groups
• Answers
• Search
ENERGISE2-0.COM

22. Newstream
ENERGISE2-0.COM

23. Profile
ENERGISE2-0.COM

24. ENERGISE2-0.COM

25. ENERGISE2-0.COM

26. ENERGISE2-0.COM

27. ENERGISE2-0.COM

28. http://learn.linkedin.com/company-pages/overview/
ENERGISE2-0.COM

29. ENERGISE2-0.COM

30. ENERGISE2-0.COM

31. ENERGISE2-0.COM

32. ENERGISE2-0.COM

33. ENERGISE2-0.COM

34. Latest News
ENERGISE2-0.COM

35. So What?
LinkedIn can support the following key organizational processes:
• Knowledge and Research
• Reputation and Branding
• Business Development
• Relationship Management
• Job and Candidate Search
ENERGISE2-0.COM

36. Knowledge and Research
• Review the videos and information around search- it is very
powerful and understanding how it works will provide
additional benefit in using Advanced search
http://learn.linkedin.com/linkedin-search/
• Use Advanced Search http://bit.ly/aHuvWf to find subject
matter experts or relevant contacts with the experience you
need.
• Find others within your firm and in industry at-large that have
the right expertise to round out your team and vet external
experts by steering towards those that have been previously
used by your firm.
• Find and Join relevant groups http://bit.ly/bAmsBZ to network
with individuals with similar interests and working in similar
areas. ENERGISE2-0.COM

37. Knowledge and Research
• Post your questions on LinkedIn Answers http://bit.ly/dAplaj
to get experienced perspective from your network and
beyond.
• Use Company Pages http://bit.ly/b7Kmv0 to get real-time
information about the employees at other companies or
organisations. Follow your customers and competitors.
• Use Status Updates and Latest News to stay informed
• Quickly find companies that have received recommendations
from people in your network and other LinkedIn members.
Past customer feedback is more valuable than what a
company or individual says in their marketing materials.
ENERGISE2-0.COM

38. Reputation and Branding
• Who you are connected to projects credibility to others.
Always seek to nurture a network of quality relationships.
• Recommendations on your profile provide actual experience
past colleagues and clients have had working with you. Check
out this video on key steps for receiving and giving
recommendations http://bit.ly/966lou
• Encourage your high-profile stakeholders to add their
company or organisation involvement to their LinkedIn
profile. As their profile gets traffic (from press, corporations,
etc,) your company’s exposure (and web traffic) will increase.
ENERGISE2-0.COM

39. Reputation and Branding
• Post to Answers http://bit.ly/dAplaj when questions are asked
about the problem your company or organisation is involved
or general background on your industry questions. Use
LinkedIn Answers to demonstrate your expertise.
• Increase your Social Graph. Use of Apps, such as Twitter
integration or Slideshare can notify others what you are doing
and provide a call to action. Keep you and your company or
organisation 'front of mind'.
• Add twitter to LinkedIn and Linkedin to Twitter, details here
http://learn.linkedin.com/twitter/
• Discuss and share news with your network
http://learn.linkedin.com/news/
• Cross reference your slides on Slideshare, blog on Wordpress or
add files from Box.net, etc. http://bit.ly/av95qE
ENERGISE2-0.COM

40. Business Development
• Utilize Keyword Search http://bit.ly/aHuvWf to discover the
people, companies or organisations that you have the closest
connections to in the desired space.
• Performing an Advanced Search will quickly find the right
person at the company or organisation and determine who
you know in common for a warm Introduction. You also have
the option to reach out directly via an InMail
http://bit.ly/c4RCSI
• Find and Join relevant groups http://bit.ly/bAmsBZ to network
with key target audiences.
ENERGISE2-0.COM

41. Business Development
• Leverage Answers http://bit.ly/dAplaj to find suggestions on
the right people and companies to work with given your
strategic goals.
• Viewing an individual’s profile can help bridge the gap by
providing mutual contacts, background, recommendations,
etc.
ENERGISE2-0.COM

42. Relationship Management
• Keep in touch and up to date with past and present clients
and co-workers through Network Updates, Status, etc.
• Make it easy for potential clients to find you in the service
provider directory by getting recommended.
• Include your vanity URL, such as http://uk.linkedin.com/in/xxx
in communications, potential clients or partners can quickly
and easily see common connections that can provide an
additional perspective.
• Connect with relevant professionals you meet while traveling
who you think could be important contacts in the future
(clients or influencers). Don’t take the chance that you might
lose their business card. Check out the mobile Linkedin apps
http://learn.linkedin.com/mobile/ to make this process even
easier. ENERGISE2-0.COM

43. Relationship Management
• Create a Group on LinkedIn http://bit.ly/9NaWzM. A great
way to meet and engage like-minded individuals. The
following article http://bit.ly/C9CTv provides advice on Group
creation, promotion and management, including:
• When naming the group use keywords which your target members
will search for.
• Create a group for your industry, not your company.
• Display the group in the Group Directory and on members'
profiles.
• Invite coworkers, past colleagues, and customers to join and start
discussions.
• Promote the group on your website, blog, email newsletter, and
social media networks.
• Use featured discussions to highlight particular content or offers.
• Send announcements. ENERGISE2-0.COM

44. Job Candidate Search
• Posting a job specifically on LinkedIn http://bit.ly/bX0CBs
allows you tap into the Linkedin network in a passive sense
(anyone can search on vacancies and with a job module on
every user’s home page, new opportunities frequently come
across their radar).
• Then forward your listing to the key stakeholders in your
LinkedIn network (investors, advisors, mentors, etc) so they
can forward and recommend one of their trusted
connections. The cost is $195 and the job is visible for 30 days.
• You need not post through LinkedIn Jobs you can also post as
a group message, network message, status update or inmail.
ENERGISE2-0.COM

45. Job Candidate Search
• Use Advanced Search http://bit.ly/aHuvWf to find prospective
candidates that feature the needed experience and skill-sets.
Ask for an introduction or send them an InMail to provide
further details and inquire about their interest.
• Review jobs being posted by other “competing” organisations.
• Find and reference check “candidates” and contractors by
finding others that they worked with at their various
companies for an unbiased, honest opinion.
ENERGISE2-0.COM

46. Linkedin Exercise 1
What do you want to use it for?
What business benefits do you hope to derive?
ENERGISE2-0.COM

47. Getting Started
Linkedin Exercise 2 – Channel Set Up
ENERGISE2-0.COM

48. Exercise 2
• Set up a Linkedin account for your business?
• Happy with your profile?
• Understand the basic layout of your Linkedin
page e.g. Home Page, Profile, Groups etc.
ENERGISE2-0.COM

49. Getting Started
• Go to LinkedIn www.linkedin.com
• Create a Profile: The key here is to complete your profile as
much as possible -list your current and past positions and
education. This helps the right people and opportunities find
you. Add a profile photo and carefully craft your summary
paragraph. Many will read or scan your summary paragraph.
Check that the company is listed and otherwise add your
company or subsidiary – this helps people find and connect to
you. Check out the 1 minute videos on Profile development
http://bit.ly/9kno9M
ENERGISE2-0.COM

50. Getting Started
• Find People you Know: Use webmail import to see all the
people you know who are already on LinkedIn. You can then
select who you wish to invite to join your network. Similarly,
upload a contacts file from Outlook, Palm, ACT! or Mac
Address. View the list of your colleagues that are already on
LinkedIn.
• Use LinkedIn Networking Tools
ENERGISE2-0.COM

51. Start Using it…
• Use the community building tools provided by LinkedIn:
• Add Connections
• Colleagues
• Classmates
• People You May Know
• Create a company profile
• Follow companies relevant to your business
• Search for Service Providers http://bit.ly/9a2TmM and select
based on trusted recommendations from people in your
network.
ENERGISE2-0.COM

52. Key Success Factors
The 4Cs of Building a
Successful Linkedin Profile
ENERGISE2-0.COM

53. The 4Cs Framework
• Customers
– engage with the right ‘customers’ and build your
community
• Content
– be ‘customer led’ and add value
• Conversations
– Linkedin is not a broadcast channel. It is marketing as
a ‘conversation’
• Conversions
– the ‘call-to-action’; core business objectives
ENERGISE2-0.COM

54. Linkedin Exercise 3
Start to “really” Build Your Community or
Network
ENERGISE2-0.COM

55. Building Your Community
• Look up someone’s profile before you meet with
them. Learn their background and see who you know
in common to get off to a fast start.
• Search for prospective Contacts and Groups
• Connect with business contacts you meet
• Use tools like Rapportive, Gist and Flowtown to find
potential LinkedIn connections AND connect
ENERGISE2-0.COM

56. ENERGISE2-0.COM

57. Linkedin Exercise 4
Content and Conversations
ENERGISE2-0.COM

58. Linkedin Exercise 4
• Review and revise your profile
• Post 1 status update http://www.linkedin.com/home
• Reply or comment on 1 other status update
http://www.linkedin.com/home remember this can be an
article but also a network contact finding a new job
• Find and Join 3 groups relevant to your business
http://www.linkedin.com/myGroups
• Ask or answer 1 relevant question
http://www.linkedin.com/answers
ENERGISE2-0.COM

59. Content
Updates
• Check settings as this controls what people see
https://www.linkedin.com/settings
• Quality content is the key to success
• Similar to Twitter, status updates should be “140
character” or similar length
• Include links to articles
• Agree tone, theme, frequency of content
• About adding value to your network
ENERGISE2-0.COM

60. ENERGISE2-0.COM

61. Content
Create an Interdependent Presence
• Networks thrive on interconnectedness and cross fertilization
• Ensure multi channel coordination
• You can integrate Linkedin with Twitter (#li), Slideshare and
your Blog http://linkd.in/10fEY2
Consider Automating Your Updates
• If you regularly post your own articles, use of an application
can make sense
• But consider carefully your use of these tools and don’t spam
• Manual updates are more personal - there is a balance to be
struck here
ENERGISE2-0.COM

62. ENERGISE2-0.COM

63. Conversations
• Join some interest groups http://bit.ly/bAmsBZ and browse
discussions and sub-groups. Check out the level of activity and
then get involved. All you need to know is contained here
http://learn.linkedin.com/groups/
• Think about level of listening / engagement in Groups
• Post a question on Answers http://bit.ly/dAplaj to tap into the
experts you’re connected to and the entire LinkedIn network.
• Likely to be YOU that does this – make the time
• What makes a great LinkedIn networker
ENERGISE2-0.COM

64. Conversations
• Social media is ‘marketing as a conversation’ with your
network
• It is not about one way broadcasting
• This has time and resource implications
ENERGISE2-0.COM

65. Conversion
• It is critical to measure the performance of your Linkedin
activities
• This can be done in two ways – ‘lag’ and ‘lead’ measures
• ‘Lag’ measures are your ultimate ‘business’ objectives
e.g. feedback, insights, service awareness, accountability,
marcoms effectiveness and efficiency, ROI etc
• ‘Lead’ measures are the main ‘drivers’ that help to
achieve your core objectives
• This could include....
ENERGISE2-0.COM

66. Performance Measurement
• Number of connections
• Number of contacts % by Region
• Number of contacts % by Industry
• Profile Views
• LinkedIn is behind others in terms of analytics.
• LinkedIn provides a range of ‘out-the-box’ KPIs here
http://www.linkedin.com/network and on your homepage
http://www.linkedin.com/nhome/
ENERGISE2-0.COM

67. Performance Measurement
• Advanced search can provide even more detailed information
on the range and quality of your network over time. And, of
course, be sure to measure the traffic, leads, and customers
you get from LinkedIn. You will need to save this information
in a spreadsheet or similar.
• In terms of measuring link effectiveness you will need a
combination of Google Analytics and creative use of the
analytics through url shortening services such as bit.ly
• We advise that you view your LinkedIn activities with a
feedback loop whereby a number of Key Performance
Indicators are used to indicate areas for continual
improvement. Keep objectives simple and focused and then
refine and add detail in future passes.
ENERGISE2-0.COM

68. Do’s and Dont’s
ENERGISE2-0.COM

69. Do’s and Don’t’s
• Don’t Be a Showoff
– Your tweets should add value to the ‘customer’ – it’s not
about ‘me,me,me’
• Don’t Use Poor Grammar or Spelling
– Don’t try to be too cool
• Don’t Get Too Personal (business users)
– Keep the conversations warm but professional; it’s what
business users expect and anything else comes off as
creepy
ENERGISE2-0.COM

70. Do’s and Don’t’s
• Don’t overdo Auto-Updates
– It’s OK to schedule updates for specific times but don’t
automate everything.
– Linkedin is about personal/brand engagement not blatant
promotion.
• Don’t Leave Air in the Conversation
– Respond as quickly as possible – within hours not days.
• Don’t Over Update
– Don’t flood your network’s homepage
ENERGISE2-0.COM

71. Do’s and Donts
• Do Converse
– Respond to those that comment, be social, thank those
that connect to you
• Do Make an Informative Profile
– See earlier guidance
• Do Fish Where the Fish Are
– Where your customers hang out
ENERGISE2-0.COM

72. Thank You
Questions
ENERGISE2-0.COM