AMA Madison | The Social Media Academy's NCP Model and LinkedIn
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Applied Social Media for ppBusiness
The NCP Model and LinkedIn
AMA Madison, March 9, 2010
Wendy Soucie25 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
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Traditional MarketingTraditional Marketing
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 2
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New Channel ApproachNew Channel Approach
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Social media state of the unionSocial media state of the union
• Lots of placesp
• No models for ROI
• Endless discussions
• Random engagements
• Infrequent use of many toolsInfrequent use of many tools
• Lots of groups and organizations
• Growing networks limited filteringGrowing networks limited filtering
• Free software little or no accountability
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved4
How to use it for corporate marketing dept.?
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How to get startedHow to get started
AAssess
StrategyApply StrategyModel
Action PlanMeasure Plan
Select ToolsTools
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Social Media Business StrategySocial Media Business StrategyGoal16 000 ft16,000 ft
Strategy
Tools
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Social Media TacticSocial Media Tactic
Business NetworkingBusiness Networking• Profile summarizes professional expertise and accomplishments
• Networking capabilitiescapabilities
• Professional & interactiveinteractive
• Allows for user generated content
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Social media tool ‐ LinkedIn
8© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
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Possible goals and objectivesg j
Extend your geographic reach
k f l iMake referrals easier
Manage your online reputation
Lead generation
Product development ‐ Gain new insights
Discover inside connections
Humanize your business
Thought leadership
Strictly for business9
Strictly for business© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
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Strategy ‐ BrandingStrategy BrandingPersonal
O 7000 h i fil– Over 7000 characters in core profile
– 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
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How does the network workHow does the network work
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
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Create a strategyCreate 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 Reserved12
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Apply NCP Model
Network – start with profile setup then
Apply NCP Model
focus on the nature of the network
Contribute value to the ecosystem thenydevelop trust
Participation in your contribution is the
Social Media Academy NCP Model
p yconfirmation of success and the “social media ROI”.
You want others to participate in YOURcontribution. You want BUZZ
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 13
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NCP Model ‐ NetworkingNCP Model Networking
Network size does matterNetwork 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 vendorsPartners and vendors
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 14
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NCP Model ‐ ContributionNCP Model Contribution
Contribution in the eco system is moreContribution in the eco system is more important– Counting blog posts questions– Counting blog posts, questions…
– Counting video, events, knowledge posts, presentationspresentations
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 15
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NCP Model ParticipationNCP Model Participation
Participation through feedback orParticipation through feedback or consumption is MOST important. – Comments– Comments
– Reaction
Action– Action
– Evangelism
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NCP Model ‐ LinkedIn
Determine Business Goals First
Profiles Network Search Communicate Business Profiles Network Search Communicate Applications
17© Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved
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18© Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved
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Step 1 ‐ A GREAT LinkedIn Profilep
Your Identity on LinkedInyConsider it your Biography and BrochureMatch the official company profile story
/Microsoft Word – Create/Store Master TextUse Firefox Browser
MARKETING‐ORIENTED, Focused on KEYWORDS that attract others
19© Copyright 2003‐2009 ‐ Integrated Alliances ‐ All Rights Reserved
KEYWORDS that attract others
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20© Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved
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What size network?
h bi k?• Why a big network?– More prospects– More INBOUND calls– More respect, sought after
• Why a smaller network?– Control communications – Verify first tier connections
21© Copyright 2003‐2009 ‐ Integrated Alliances ‐ All Rights Reserved
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Build your LinkedIn network ‐ InviteBuild your LinkedIn network Invite
• Only invite people already on LinkedIn!• Invite individuals• Invite Small Groups of individuals• Invite a LARGE Group – generic messagep g g• Invite Super connected people
22© Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved
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23© Copyright 2003‐2009 ‐Integrated Alliances ‐ All Rights Reserved
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Name (Re)searching( ) g
Before contacting someone…g
• Do a little research
• Look them up by NAME
• Look up COMPANY NAMELook up COMPANY NAME
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Tier 1
Tier 2
Tier 3
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How to contact someone
Tier 1 (easier):( )– Messages – Notes between connected parties– E‐Mail – Connected parties see each other’s E‐Mail address
26© Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved
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How to contact someone
Tier 2 and Tier 3 (harder): Need emailTier 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)
27© Copyright 2003‐2009 – Wendy Soucie Consulting LLC and Integrated Alliances ‐ All Rights Reserved
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28© Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved
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For the Channel People…For the Channel People…
S l P tiSales Prospecting
Marketing ‐ Online
Business Partnerships
Executive NetworkingExecutive Networking
Staffing and Recruiting
Ch l P t R l tiChannel Partner Relations
29© Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved
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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 Microsoft1,226 Groups 1,614 Groups
Better yet, start your own LinkedIn Group!30
© Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved
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LinkedIn GroupsLinkedIn 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
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Using Groups for NetworksUsing Groups for Networks
Why joinWhy join• Mini organizations• Most every interest
G l h b d• General or geography based groups
Group Statistics•425,000 Groups•Create/Manage up to 10 groupsCreate/Manage up to 10 groups
•JOIN up to 50•Largest group is almost 200,000
bmembers
•Takes 5 minutes to setup© Copyright 2003‐2009 – Wendy Soucie Consulting LLC Integrated Alliances ‐ All Rights Reserved
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Q & AQ & A
Your questions?Your questions?
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B2B Example Using NCP ModelB2B Example Using NCP Model
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Professional Services (Engineering)Professional Services (Engineering)
• GOAL: Face to face meetings, increase l i h l i hiproposal success with relationship
building
• OBJECTIVE: Drive people to Website, look as big as they are consistencylook as big as they are, consistency across offices and states
• STRATEGIES: Listen, thought leadership, track market conversations becometrack market conversations, become the trusted resource
35© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
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Professional Services Firm ‐ TacticsProfessional Services Firm Tactics
Profile #1
Industrial BusinessGovernment Profile #1
Sponsored Groups
Join Group
Government Commercial Business
Mtgs & Network
Blog
Articles
NewsletterFacebook Fan
Page
Value Content Generation
Value Ezine
Brand Profile
36© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
• FUTURE: FaceBook, Twitter
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Professional Services ‐ AssessmentProfessional Services Assessment• Site: LinkedIn
– Profiles: complete, keyword emphasis, group, affiliationsp , 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
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Professional Services ‐ NetworkProfessional Services Network
LinkedIn: Devote regular timeLinkedIn: Devote regular timeNetwork: direct connections, groups, clients partnersclients, partners
Invite after face to face events
Target companies in states withTarget companies in states with offices.
Track growth on LinkedIn, email signup for newsletter, leads phone calls
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 38
leads, phone calls
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Professional Services – ContributeProfessional Services Contribute
Value to network: targeted education g– Box.net, Ezines, Howto.com, Small Business pub.Types: articles, whitepapers, comments, Q ti lid t tiQuestions, slide presentationsAdd recommendations for othersAdd commentsAdd commentsQ&A
Track incoming referral links, #comments, #downloads, slideshow favorites, #downloads,
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 39
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Professional Services ‐ ParticipateProfessional Services ParticipateLinkedIn
Q & A, group discussion, news sharing
Introductions
Recommendations
Slideshare comments
Referrals
Track growth, #comments, #referral links, #responses to Q&A
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved 40
, p
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Q & AQ & A
Your questions?Your questions?
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ResourcesResources• 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/blogIntegrated 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
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We provide: Technical Product Expertise
f i iManufacturing experienceSocial media assessmentsMarketing best practicesg pThought leadership strategiesSocial media building blocksTraining on tools and strategyTraining on tools and strategyImplementation help and coaching
Network Contribute Participate© Copyright 2003‐2009 – Wendy Soucie Consulting and Integrated Alliances ‐ All Rights Reserved 43
Network . Contribute . Participate
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Contact Wendy Souciey
Engage with your customers.Enter the conversation. Engage with me.
Wendy Soucie Consulting, LLC
Applied Social Media for Business
608‐225‐1985Social web links:http://xeesm.com/[email protected] avail on slideshare.net/wsoucie
44© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved
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Strategic Alliances
• Wendy Soucie Consulting • Founder/Principal
• Integrated AlliancesR i l E ti Di t WI• Regional Executive Director – WI
• End Result Marketing • Social Media StrategistSocial Media Strategist
• Social Media Academy • Certified Social Media Consultant• Founding Gold Member and Alumni• Black Diamond Consultant
© Copyright 2009 Wendy Soucie Consulting LLC ‐ All Rights Reserved45