All you've ever wanted to know about social media but were too shy to ask!

2. Linkedin,
Misunderstood
goldmine
Clunky, occasionally lame, absolutely unmissable, and most lucrative.

3. Quick facts
• 430 Mill users as of Q2 2016 – Growing by circa 20
Million users PER QUARTER
• http://www.statista.com/statistics/274050/quarterly-
numbers-of-linkedin-members/
• By very far, most effective SM platform at lead
generation and BD.
• Average # of connections per user: 800-900
• 49% of traffic now from mobile
• Mobile users 150% more involved than desktop

4. NETWORK SIZE REALLY REALLY DOES MATTER:
Exponential visibility, and
accessibility:
1st Level Connections
2nd Level Connections
3rd Level Connections

5. Traditional uses
• Jobseeking
• Clickbait, « solve if your a geniuz 99% will get it wrong ».
• Huge reservoir of potential resources, but usually bluntly, directly tapped into:
• Ex: InMail: « Heeeeeey… I see you are the procurement manager at XYZ tech! Which is bril-
li-ant since I sell X and Y! »
• Recruiters: « I have this job, pays £20k per annum (inc. holidays) Location: Ebola 9. Inbox me
for details. »
• Supplier: Wall update, or Group parasitic fodder such as « Buy 10 shots and and get 1 free
tonight at Pete’s smashage drinkery! So awwwweessome lolz »

6. Why is it the best platform for BD
• 1. Create awareness and improve reputation.
• 2-3 new user per second, that can be reached by update, blogs, groups, ads,
sponsored ads.
• 2. Thought leadership and influencer marketing.
• Platform natively allows for thought leadership through effective blogging, profile
detail and functionalities. Viral nature. Groups.
• 3. Selling and generating leads.
• LI allows for all the required social media steps:
• Social Listening: Know what your core audience cares about (Groups, Posts)
• Content creation and promotion: Pulse, wall updates, tagging, groups.
• Social Monitoring: Immediate notifications

7. • 4. Social CRM.
• All contacts are potential clients, or referrals. All have their contact details listed, interaction
history, group memberships. (See: LI Sales funnel)
• 5. Smart Traffic building.
• Beautiful blogging platform, allowing rich content: Video, Infographics, polls, articles.
Tagging of users.
• Blogging allows for the creation of Calls-To-Action (This link will lead you to a page with a
couple of CTA’s at the bottom) OR THIS is actually a CTA leading straight to a landing page.
Note: A landing page can also simply be this or that.
• 6. Listening and gaining insights.
• Great tool for social media listening.
• Followers
• Groups
• Updates and blog entries originated by your LI network cue you in very quickly.

8. So. Network size does matter. A lot.

9. Basics of your LI profile
• Completion
• Visibility (network strength)
• Authority (endorsements, recommendations, % and $)
• Summary effectiveness
• Style, tone and keywords
• Visual Impact
• Content value (past employers, academic background)
https://drive.google.com/file/d/0Bx5Yggf0azXRSFIyc1UwN09vVk0/view?usp=sharing
https://drive.google.com/file/d/0Bx5Yggf0azXRa3B3OVRkM1RFQm8/view?usp=sharing

10. Let’s have some fun together!
• www.linkedin.com

11. OK Stéphane, cool cool, but where’s my money?
• You seem to recall the words “Misunderstood goldmine” being used. Fair enough.
There are 2 Main ways to generate revenue, that will apply to any business:
• 1- Use LinkedIn as a marketing tool.
• 2- Use LinkedIn as a sales tool.

12. LinkedIn as a Marketing tool:
• Reminder:
• Grow your network size
• Build your on-page authority
• Build Branding
• Generate Leads
• HOW?
• 1- Start with your why 2- Social Listening
• 3- Define & Document Core Audiences 4- Produce & Promote smart content
• 5- Convert Traffic into Leads (CTA / SP) 6- Close
• 7- Measure & Repeat

13. LinkedIn as a Sales Tool
• Reminder:
• Grow your network size
• Build your on-page authority
• Sales funnel: http://topdogsocialmedia.com/social-selling-funnel/
• Step 1: Identify Prospects Step 2: Send a Connection Request
• Step 3: Send Thank You Message Step 4: Send Relationship Building Messages
• Step 5: Engage on Shared L.I. Groups Step 6: Connect & Engage On Other SM
• Step 7: Move Relationships Offline

14. A fool-proof action items list
BEFORE VISIBILITY & CONTENT
• Grow your network size (# of connectins and reach at 1st, 2nd, 3rd degrees)
• Build your on-page credibility, authority, expertise (Endorsements & Recommendations)
• Conduct social proofing: Followers of your Co. Page / Showcase Pages
• Define and document your core audiences (3-4 to start) For Sales & Mkg. SEO.
• ---------------------------------------------------------------
• Produce and Promote smart, targeted content on LI (Wall, Groups, Pulse)
• Convert visibility into leads, outcomes or at least measured branding
• Close your leads. Learn how to use a free, high-perf. email server (Mailchimp)
• Measure and Repeat