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HKD2 - LinkedIn - Demystifying Social Networking

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H&K Demystifying Digital
H&K Demystifying Digital

Kevin Eyres, Managing Director Europe at LinkedIn, describes how to use LinkedIn to engage your audience

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Demystifying Social Networking
What is social media? Two way communication…everyone has a voice and identity Interactive I i User generated Self moderated People Relationships
Brands Safety Fun, Family, Entertainment ? Excellent Service Overnight Delivery Low Cost
Brand You Your reputation is your brand… You are your own business… We are all entrepreneurs entrepreneurs. “…To be in business today, our most important job is to be head marketer for the brand called 'You.” - Tom Peters
How to Engage in Social Networks? Who Context Listen Engage Learn ea
Difference between social and professional networks? The grey line of purpose Entertainment/Socializing Knowledge/Productivity Age Geography Function/ Friends Title Travel Industry Nationality Education Professional  Professional Sports affiliations Separation b S ti becoming even more pronounced i d Context of relationship, behavior and mind space driving the clarity
Employees are part of the company brand From IBM’s Social Computing Guidelines IBM s (http://www.ibm.com/blogs/zz/en/guidelines.html ) Be thoughtful about how you present yourself in online social networks. networks The lines between public and private, personal and professional are blurred in online social networks. By virtue of identifying yourself as an IBMer within a social network you are now connected to your colleagues managers and network, colleagues, even IBM's clients. You should ensure that content associated with you is consistent with your work at IBM. If you have joined IBM recently, be sure to update your social profiles to reflect IBM's guidelines. IBM s guidelines “Add value” “Respect” “Use your best judgment”
Social media: Surface people in your company “With the human faces coming forward due to social media With tools, the opportunity for employees to build real human relationships can be the most natural bridges for prospects to become customers.” customers ”
Companies becoming more transparent By way of social profiles & technologies, your people will be discoverable b di bl by: Customers Partners P t Employees Even recruiters
Where did all the finance professionals go? © 2007 LinkedIn All rights reserved.
Is this an audience open to your message? Yes, but…be authentic How can an airline make you more p productive? 137 essay-length answers to Kelly’s question essay length Kelly s Viral distribution of answers to 10,000’s more LinkedIn members >100,000 visitors to the answers section, sponsored by SouthWest
Southwest Airlines Starts The Conversation 137 Answers - in 7 Days
Be authentic with your audience Combine message with desire to help… How can we do more to encourage young people to pursue careers i in science and technology? CTR s CTR’s for MSFT campaign were greater than 3% 3567 answers to Bill Gates’ question in one week Increased daily PV’s for LinkedIn.com by > 5 times
Ways to engage your audience Interact with your audience, give them a voice IoD members were already on LinkedIn Over 6,000 members 70 new discussions per week p 75% visit weekly IoD can engage directly and listen to members needs
Engage with Knowledge Polls and CNBC… Use your knowledge and insight to engage your audience
Ways to engage your audience
6 practical steps for marketers Get your hands dirty 1. Sign up and connect to friends on the key social networks 2. Sign up and connect to trusted professionals on professional networks 3. Consciously build out your networks - connect to the influencers 4. Join groups & engage with people 5. Understand opportunities for virality 6. Focus on the authenticity of the dialog
Thank you www.linkedin.com/in/kevineyres

More Related Content

HKD2 - LinkedIn - Demystifying Social Networking

  • 2. What is social media? Two way communication…everyone has a voice and identity Interactive I i User generated Self moderated People Relationships
  • 3. Brands Safety Fun, Family, Entertainment ? Excellent Service Overnight Delivery Low Cost
  • 4. Brand You Your reputation is your brand… You are your own business… We are all entrepreneurs entrepreneurs. “…To be in business today, our most important job is to be head marketer for the brand called 'You.” - Tom Peters
  • 5. How to Engage in Social Networks? Who Context Listen Engage Learn ea
  • 6. Difference between social and professional networks? The grey line of purpose Entertainment/Socializing Knowledge/Productivity Age Geography Function/ Friends Title Travel Industry Nationality Education Professional  Professional Sports affiliations Separation b S ti becoming even more pronounced i d Context of relationship, behavior and mind space driving the clarity
  • 7. Employees are part of the company brand From IBM’s Social Computing Guidelines IBM s (http://www.ibm.com/blogs/zz/en/guidelines.html ) Be thoughtful about how you present yourself in online social networks. networks The lines between public and private, personal and professional are blurred in online social networks. By virtue of identifying yourself as an IBMer within a social network you are now connected to your colleagues managers and network, colleagues, even IBM's clients. You should ensure that content associated with you is consistent with your work at IBM. If you have joined IBM recently, be sure to update your social profiles to reflect IBM's guidelines. IBM s guidelines “Add value” “Respect” “Use your best judgment”
  • 8. Social media: Surface people in your company “With the human faces coming forward due to social media With tools, the opportunity for employees to build real human relationships can be the most natural bridges for prospects to become customers.” customers ”
  • 9. Companies becoming more transparent By way of social profiles & technologies, your people will be discoverable b di bl by: Customers Partners P t Employees Even recruiters
  • 10. Where did all the finance professionals go? © 2007 LinkedIn All rights reserved.
  • 11. Is this an audience open to your message? Yes, but…be authentic How can an airline make you more p productive? 137 essay-length answers to Kelly’s question essay length Kelly s Viral distribution of answers to 10,000’s more LinkedIn members >100,000 visitors to the answers section, sponsored by SouthWest
  • 12. Southwest Airlines Starts The Conversation 137 Answers - in 7 Days
  • 13. Be authentic with your audience Combine message with desire to help… How can we do more to encourage young people to pursue careers i in science and technology? CTR s CTR’s for MSFT campaign were greater than 3% 3567 answers to Bill Gates’ question in one week Increased daily PV’s for LinkedIn.com by > 5 times
  • 14. Ways to engage your audience Interact with your audience, give them a voice IoD members were already on LinkedIn Over 6,000 members 70 new discussions per week p 75% visit weekly IoD can engage directly and listen to members needs
  • 15. Engage with Knowledge Polls and CNBC… Use your knowledge and insight to engage your audience
  • 16. Ways to engage your audience
  • 17. 6 practical steps for marketers Get your hands dirty 1. Sign up and connect to friends on the key social networks 2. Sign up and connect to trusted professionals on professional networks 3. Consciously build out your networks - connect to the influencers 4. Join groups & engage with people 5. Understand opportunities for virality 6. Focus on the authenticity of the dialog