AMA Madison | The Social Media Academy's NCP Model and LinkedIn
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Presentation given at the March 9, 2010 AMA Madison workshop on social media held at the American Family hadquarters in Madison WI. The topic covers applying the Social Media Academy's NCP model with LinkedIn after completing an assessment and strategy development.
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AMA Madison | The Social Media Academy's NCP Model and LinkedIn
- 1. Applied Social Media for pp Business The NCP Model and LinkedIn AMA Madison, March 9, 2010 Wendy Soucie 25 years + experience B2B ‐ manufacturing / professional service firms. Unique focus ‐ technical products and engineering. Based in the Midwest with national reach. © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
- 2. Traditional Marketing Traditional Marketing © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 2
- 3. New Channel Approach New Channel Approach © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 3
- 4. Social media state of the union Social media state of the union • Lots of places p • No models for ROI • Endless discussions • Random engagements • Infrequent use of many tools Infrequent use of many tools • Lots of groups and organizations • Growing networks limited filtering Growing networks limited filtering • Free software little or no accountability How to use it for corporate marketing dept.? 4 © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
- 5. How to get started How to get started Assess Apply Strategy Model Action Measure Plan Select Tools © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
- 6. Social Media Business Strategy Social Media Business Strategy Goal 16,000 ft 16 000 ft Strategy Tools 6 © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
- 7. Social Media Tactic Social Media Tactic Business Networking Business Networking • Profile summarizes professional expertise and accomplishments • Networking capabilities • Professional & interactive • Allows for user generated content
- 8. Social media tool ‐ LinkedIn 8 © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
- 9. Possible goals and objectives g j Extend your geographic reach Make referrals easier k f l i Manage your online reputation Lead generation Product development ‐ Gain new insights Discover inside connections Humanize your business Thought leadership Strictly for business Strictly for business © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 9
- 10. Strategy ‐ Branding Strategy Personal –OOver 7000 characters in core profile 7000 h i fil – Applications enhance portfolio Company – Company message and info standardized – Collects past and current employees – Makes your company easy to find © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
- 11. How does the network work How does the network work © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
- 12. Create a strategy Create a strategy Let’s get started • What do you want? • Where will you find it? Where will you find it? • What you will do? • Where you will do it? y • Who will help you? • Where do you want to be in 3 months? One year? • How will you get there? © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 12
- 13. Apply NCP Model Apply NCP Model Network – start with profile setup then focus on the nature of the network Contribute value to the ecosystem then y develop trust Social Media Academy NCP Model Participation in your contribution is the p y confirmation of success and the “social media ROI”. You want others to participate in YOUR contribution. You want BUZZ © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 13
- 14. NCP Model ‐ Networking NCP Model Network size does matter Network size does matter large or small (It does matter) • Start with friends alumni colleagues customers Start with friends, alumni, colleagues, customers • Groups and associations • Partners and vendors Partners and vendors © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 14
- 15. NCP Model ‐ Contribution NCP Model Contribution in the eco system is more Contribution in the eco system is more important – Counting blog posts questions Counting blog posts, questions… – Counting video, events, knowledge posts, presentations © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 15
- 16. NCP Model Participation NCP Model Participation Participation through feedback or Participation through feedback or consumption is MOST important. – Comments – Reaction – Action – Evangelism © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 16
- 17. NCP Model ‐ LinkedIn Determine Business Goals First Business Profiles Profiles Network Search Communicate Applications 17 © Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved
- 18. © Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved 18
- 19. Step 1 ‐ A GREAT LinkedIn Profile p Your Identity on LinkedIn y Consider it your Biography and Brochure Match the official company profile story Microsoft Word – Create/Store Master Text / Use Firefox Browser MARKETING‐ORIENTED, Focused on KEYWORDS that attract others KEYWORDS that attract others © Copyright 2003‐2009 ‐ Integrated Alliances ‐ All Rights Reserved 19
- 20. © Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved 20
- 21. What size network? • Why a big network? h bi k? – More prospects – More INBOUND calls – More respect, sought after • Why a smaller network? – Control communications – Verify first tier connections © Copyright 2003‐2009 ‐ Integrated Alliances ‐ All Rights Reserved 21
- 22. Build your LinkedIn network Build your LinkedIn network ‐ Invite • Only invite people already on LinkedIn! • Invite individuals • Invite Small Groups of individuals • Invite a LARGE Group – generic message p g g • Invite Super connected people © Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved 22
- 23. © Copyright 2003‐2009 ‐ Integrated Alliances ‐ All 23 Rights Reserved
- 24. Name (Re)searching ( ) g Before contacting someone… g • Do a little research • Look them up by NAME • Look up COMPANY NAME Look up COMPANY NAME © Copyright 2003‐2009 ‐ Integrated Alliances ‐ All Rights Reserved 24
- 25. Tier 1 Tier 2 Tier 3 25 © Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved
- 26. How to contact someone Tier 1 (easier): ( ) – Messages – Notes between connected parties – E‐Mail – Connected parties see each other’s E‐Mail address © Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved 26
- 27. How to contact someone Tier and Tier 3 (harder): Need email Tier 2 and Tier 3 (harder): Need email – Invitations – one invites another to connect – Introductions – A request to be introduced ‐ 2’S only – InMails – Contact anyone directly (Business Accounts) © Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved 27
- 28. © Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved 28
- 29. For the Channel People… For the Channel People… Sales Prospecting S l P ti Marketing ‐ Online Business Partnerships Executive Networking Executive Networking Staffing and Recruiting Channel Partner Relations Ch lP t R l ti © Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved 29
- 30. On the Marketing Side… On the Marketing Side… • Join the right LinkedIn Groups Join the right LinkedIn Groups • That’s where the partners and customers are! Telecom Groups Microsoft 1,226 Groups 1,614 Groups Better yet, start your own LinkedIn Group! 30 © Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved
- 31. LinkedIn Groups LinkedIn Groups Join at least 5‐ 20 Groups 50 Groups and 50 Subgroups allowed Groups in your profession, geography Groups where customers/partners are Click Logo OR Text to join from Profiles 31 © Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved
- 32. Using Groups for Networks Using Groups for Networks Why join Why join • Mini organizations • Most every interest • G General or geography based l h b d groups Group Statistics •425,000 Groups •Create/Manage up to 10 groups Create/Manage up to 10 groups •JOIN up to 50 •Largest group is almost 200,000 members b •Takes 5 minutes to setup 32 © Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved
- 33. Q & A Q&A Your questions? Your questions?
- 34. B2B Example Using NCP Model B2B Example Using NCP Model © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 34
- 35. Professional Services (Engineering) Professional Services (Engineering) • GOAL: Face to face meetings, increase proposal success with relationship l i h l i hi building • OBJECTIVE: Drive people to Website, look as big as they are, consistency look as big as they are consistency across offices and states • STRATEGIES: Listen, thought leadership, track market conversations, become track market conversations become the trusted resource © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 35
- 36. Professional Services Firm ‐ Tactics Professional Services Firm Tactics Industrial Business LinkedIn Government Government Profile #1 Profile #1 Sponsored Groups Commercial Business Join Group Value Content Mtgs & Blog Generation Facebook Fan Page Network Articles Newsletter Value Ezine Twitter Brand Profile • FUTURE: FaceBook, Twitter © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 36
- 37. Professional Services Professional Services ‐ Assessment • Site: LinkedIn – Profiles: complete, keyword emphasis, group, affiliations p , y p , g p, – Branded: company profile, experience, summary, specialties – Consistent message – Search optimized keywords • Competition: 22 companies – Evaluate – Rank • Employees: 300 total, 100 profiles, 25 pull into company • Customers: 275 total, 75 profiles from those companies • Partners: 15 total, 13 profiles from those companies • Potential: 1000+ companies on LI that fit target size • Group: 1100+ Wisconsin executive groups • Applications: Slideshare, Box.net, TripIt © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 37
- 38. Professional Services ‐ Network Professional Services LinkedIn: Devote regular time LinkedIn: Devote regular time Network: direct connections, groups, clients, partners clients partners Invite after face to face events Target companies in states with Target companies in states with offices. Track growth on LinkedIn, email signup for newsletter, leads, phone calls leads phone calls © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 38
- 39. Professional Services – Contribute Professional Services Value to network: targeted education g – Box.net, Ezines, Howto.com, Small Business pub. Types: articles, whitepapers, comments, Questions, slide presentations Q ti lid t ti Add recommendations for others Add comments Add comments Q&A Track incoming referral links, #comments, #downloads, slideshow favorites, #downloads, © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 39
- 40. Professional Services ‐ Participate Professional Services LinkedIn Q & A, group discussion, news sharing Introductions Recommendations Slideshare comments Referrals Track growth, #comments, , p #referral links, #responses to Q&A © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 40
- 41. Q & A Q&A Your questions? Your questions?
- 42. Resources • Books – Rock the World with Your Online Presence by Mike O’Neill • Most up to date LinkedIn book www.rocktheworldbook.com Most up to date LinkedIn book www rocktheworldbook com • Blogs – LinkedIn ‐ http://blog.linkedin.com – Integrated Alliances http://www.integratedalliances.com/blog Integrated Alliances http://www.integratedalliances.com/blog – WSC Blog ‐ http://www.wendysoucie.com – End Result Marketing – http://endresultmarketing.com/blog • Slide Presentations – http://www.slideshare.net/wsoucie • Social Media Assessment – Citrix Go to Meeting/Webex – http://www.wendysoucie.com/social‐media/citrixwebex‐social‐media‐assessment‐by‐ p y y social‐media‐academy‐alumni/ • Photo credits – Istockphoto.com and Wendy Soucie
- 43. We provide: Technical Product Expertise Manufacturing experience f i i Social media assessments Marketing best practices g p Thought leadership strategies Social media building blocks Training on tools and strategy on tools and strategy Implementation help and coaching Network . Contribute . Participate Network Contribute Participate © Copyright 2003‐2009 – Wendy Soucie Consulting and Integrated Alliances ‐ All Rights Reserved 43
- 44. Contact Wendy Soucie y Engage with your customers. Enter the conversation. Engage with me. Wendy Soucie Consulting, LLC Applied Social Media for Business 608‐225‐1985 Social web links: http://xeesm.com/wendysoucie wsoucie@wendysoucie.com Presentation avail on slideshare.net/wsoucie 44 © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
- 45. Strategic Alliances • Wendy Soucie Consulting • Founder/Principal • Integrated Alliances • R i Regional Executive Director – WI lE ti Di t • End Result Marketing • Social Media Strategist Social Media Strategist • Social Media Academy • Certified Social Media Consultant • Founding Gold Member and Alumni • Black Diamond Consultant 45 © Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved