More Related Content Similar to AMA Madison | The Social Media Academy's NCP Model and LinkedIn Similar to AMA Madison | The Social Media Academy's NCP Model and LinkedIn (20) More from Wendy Soucie (19) AMA Madison | The Social Media Academy's NCP Model and LinkedIn1. 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
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
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
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
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
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
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?
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