Strengthen your network sales via social Medias as LinkedIn. But before you post any content or create the profile or company page you need to understand your business and products. Different companies and industries need different social media strategies. You should define involvement strategy before creating the engaging content. When Using LinkedIn you should optimize your personal profile, company page and product offerings as a beginning. Then use the features as Groups, Lead search, InMail and LinkedIn Answers.

1. Strengthen your network sales
… via Social medias as LinkedIn
”Social Media marketing costs 61% LESS per
lead than traditional marketing”
Source: State of inbound marketing, hubspot, march 2012

2. Agenda
1. Introduction
2. Why Social media?
• Understand your business and products
• Define involvement strategy
• Create engaging content
3. Why LinkedIN ?
• Personal profile optimization
• Lead search / InMail
• Company & product pages
• LinkedIN Answers
• All this in 15 minutes a day?

3. Who am I, why am I here ?

4. Me and Social Medias / Cross media
LinkedIN facebook
Goalcube/Blog
Twitter
Slideshare
www.goalcube.com
YouTube

5. Online media vs. Social media ?
Average hours per week spent on each online activity
Fig.: Avg. hours/week spent on this online activity, worldwide
Source: TNS, October 2010

6. Why Social Media ?
Consumers of valuable content + time = customers
Strangers –> consumers of information and education –> customers.
Total market
Network/Friends of Fans
Followers/Fans

7. How to reach your network potential
Engage followers to reach network
1% Creators
9 % Editors
90% Listeners
Fig.:, 1% rule of internet culture
Source:: McConnell, Ben; Huba, Jackie (May 3, 2006).

8. The 10 Steps of Social Media
1. Understand your business and products
2. Define involvement strategy and set metrics and clear goals
3. Understand your customers and their platforms = Listen!
4. Develop a social media policy
5. Choose channels and content strategy
6. Publish your initial content, Engage your fans and followers
7. Use current network, share your content
8. Cross media, use more platforms simultaneously
9. Monitor and measure
10. It is a marathon not a sprint
View presentation on:
http://www.slideshare.net/goalcube

9. Understand your business and products
Where are your products placed - Can you create related social services ?
Non-Professionals creates Has the company's products
the product become (or becoming) digital
and easy to copy so marginal
• Syddanske Medier
cost is approaching zero?
• Kursuscentret Haderslev
• Metaphor
Is the company’s products
• (Beierholm)
suitable to user creation?
• (Advokaterne Dahl & Guldager)
Physical Digital
Exconomy Economy
Only Proffesionals
Creates the product
Fig.: The perfect storm
Source: Peter Svarre, www.denperfektestorm.dk

10. Define involvement strategy
High involvement of customers
• Claims
Co-creation of products • Suggestions for improvement
• Customer service
Involvement in products • Use of the products
• Conversation about products
Creation of relating services • Product creation
Involving campaigns
Digital one-way communication
Low involvement of customers
Fig.: The perfect storm
Source: Peter Svarre, www.denperfektestorm.dk

11. Create engaging content
Desired Engagement Required Engagement
Reward Risk Avoidance
Pleasure, Evisioning Reliability
Enthusiast, Brand Fans Case Studies
Evangelism Back up
Fig.: Reward and Risk areas in the brain
Source: Engaging your B2B Audience Webinar, Hootsuite, August 2012

12. Content examples
Reward Risk Avoidance
(Desired Engagement) (Required Engagement)
Co-creation of products Customer service
- With Tina Dickow - With Danish tax administration
on Facebook ”SKAT” on Twitter

13. Content discussion
Reward Risk Avoidance
(Desired Engagement) (Required Engagement)
• Advokaterne Dahl &
• Audi Fredericia • Cafax Sydjylland
Guldager
• Beierholm
• Bowl'n'Fun • Frank Sørensen - Din
• Danish Computer Group
Anlægsgartner
• Haderslev Andels
• Reick Møbler A/S
Boligforening
• Initzial
• JKS
• Syddanske Medier
• Krifa
• Kursuscentret Haderslev
• Kuben Management
• Vin & Vært
• Meldgaard
• Metaphor
• PFA Pension A/S
• Sønderjysk Forsikring
• TDC Erhvervscenter
• X&CO A/S

14. 3 Types of content
Unique Content Linked Content Sourced Content

15. B2C – Envisioning, Enthusiasts, Brand fans and Evangilists
Desired Engagement
• Videos
• Industry News
• Galleries • Cross-post from groups
• News coverage of
• Blog posts • Guest posts from
your company
• Interviews v/ execs partners
• Best of lists
• Events • Brand fan discussions
• Demonstrations
Unique Content Linked Content Sourced Content
• Interviews v/ execs • Testimonials
• Blog posts • Expert third-party • Product tests
• Webinars research • Polls
• White papers • News coverage of • Guest posts from
• Case studies your company partners
• FAQ • Industry News
• Best of lists
Required Engagement
B2B – Risk Avoidance, reliability, Case studies, Back up

16. LinkedIn the preferred B2B Network
B2B – Risk Avoidance, reliability, Case studies, Back up…
Fig.: State of the inbound marketing
Source: Hubspot, march 2012

17. Why LinkedIN ?
• Company • Product
Reach Awareness
Customers can
Every follower or learn about the
employee has the products and see
opportunity to how many of their
promote your connections have
company recommended
them.
If you’re not there,
you will miss the Company updates
opportunity to be and Products page
found by a has huge
potential customer opportunity for
or employee, also lead generation.
on Google!
• Search Engine • Lead
Optimization Generation

18. LinkedIN – Personal profile
• Professional Headline: Identify
important keywords
• Customize your Website URL’s: Create
a call-to-action
• LinkedIn Applications: Slide share,
Blog link, Outlook
• Recommendations: ask and give
recommendations
• Tag your connections: To manage
many connections
• Post updates: Employee can promote
company updates to their network

19. LinkedIN - Lead search
Be introduced to leads by your current network or by InMail

20. LinkedIN - Company & product pages
• Product Awareness: Target product
page = Geo targeting
• Post status updates: Create a follower
base and engage. (Target posts)
• Post Jobs: Paid and unpaid via status
updates or job adds
• Events: promote your exhibitions,
conferences and other events
• LinkedIn Groups: Join also groups in-
and outside your Industry

21. LinkedIN - NEW Company pages
Facebook alike Cover photo
Job opportunities at the right
Products and services at the right

22. LinkedIN - NEW Product pages
Recommendations on the right

23. LinkedIn Answers
Top Expert of the week
- Best answered questions

24. LinkedIn – Time usage?
Use Social media monitoring and posting tools
“Posting, monitoring, responding to comments, and analyzing statistics
should take you no more than 15 minutes a day – For all social medias”

25. Follow Goalcube
http://www.facebook.com/goalcube
http://www.linkedin.com/company/goalcube-consulting
http://twitter.com/#!/goalcube