Using LinkedIn & Other Social Media to Market Your Program, Your Product & Yourself

Transcription

1 Using LinkedIn & Other Social Media to Market Your Program, Your Product & Yourself Presentation: - by John Hoeschele, Creative Director Smith Marketing Services -- Ithaca, NY - to Global Business Travelers Association Upstate New York Chapter - May 17, Canandaigua, NY Wwww.onlinesms.com Also find us on S M I T H M A R K E T I N G S E R V I C E S, L L C

2 SMS 101: Founded 1999 Experienced marketing planners B2B & consumer clients Strong suits: flat organization responsive service advisors, not order takers Services: consulting advertising (print, digital, broadcast, outdoor) research media planning/buying collateral (literature, sales tools, videos) PR digital (websites, social, e-news) events Clients include:

3 What we ll cover today What is social media Some adoption stats Drill down into LinkedIn Some ways GBTA members can use LI Other social media platforms (brief overview) Misc tidbits Q&A

4 What is social media? Unlike broadcast, narrow-cast, outdoor, transit, or other traditional media where an advertiser pays a 3 rd party to publish content and distribute it to a broad, largely passive audience Social media allow individuals to publish & distribute content using the power of the web to reach self-selected individuals based on some social commonality: friends, peers, organizations, causes, or interests

5 In other words It s an easy & cheap way to share your story with people who might be interested in hearing it for free or little $ measurable results

6 Is social media really all that?

7 Adoption Source:

8 Adoption (cont.)

9 Adoption (cont.)

10 Adoption (cont.)

11 Adoption (cont.)

12 Adoption (cont.)

13 Since it s B2B focused, let s drill into The world's largest professional network with more than 400 million members in 200 countries & territories around the globe. - note: approx. 100 million are Monthly Active Users (MAUs) Mission: To connect the world's professionals to make them more productive and successful. you get access to people, jobs, news, updates, and insights that help you be great at what you do. Basics: Started in the living room of co-founder Reid Hoffman (2002) & officially launched in 2003 Publicly held (NYSE) with $16B market cap & $780M rev/yr Revenues from member subscriptions (~$140M), advertising, and talent solutions (aka: HR) Only major social network that secures major revenues from member subscriptions

14 What can you do on LinkedIn You can passively participate as an individual: network (aka: promote yourself, substantiate your expertise & experience) stay informed, explore, gain insights, have fun endorse others find jobs You can actively: manage & promote a company page create & curate a group recruit advertise (unpaid & paid) prospect Note: LI is for business -- not a place to post cat vids, political views, religious views, inspiration, risqué content, or personal content

15 1 It starts with your profile The free membership is actually a quid pro quo: allow our network s members to find you and we ll give you tools to find and reach out to them Note: Today, we ll only be touching on free subscriptions & promo tools

16 What you publish in your profile tags you: - helps others find you (e.g.: peers, advertisers, recruiters, etc.) - help you find others (if & when you want to share)

17 Of particular importance to GBTA members - Groups, Following & Companies More on this in a moment

18 2 Profile done, now you link in You can formally link into Or you can follow, like, share, comment on Other individuals ( your network ) Groups Companies, posts, trends, topics, companies, advertisers, etc.

19 3 To fully engage, you need to publish content Share a brief update on your profile: new project assigned or completed new credential or promotion you ve earned other on-the-job tidbit Share or comment on content you appreciate Or publish a formal post (e.g. white paper, commentary, etc.) to demonstrate your expertise / experience

20 4 En route, LI gives you tools to Communicate with your network members ( InMail ) Search for peers, alums, companies, topics, interests, jobs Expand your network (via LI suggestions or via contact list uploads) Endorse others (1-click skill confirmations or full endorsements) See who s viewing your profile Find prospective employees, customers, allies, competitors And, again, tell your story

21 How might a GBTA member use LinkedIn?

22 Travel program managers Either link to individual fellow employees & send them individual updates -- or create a company travel group to notify all at once Travel policies & procedures Expensing policies & procedures Possible posts Homeland security & weather advisories Special offers from suppliers (eg: freq flyer discounts, clubs) Coro compliance (ITAR, traveling w/ equipment) Passport & visa info Health advisories Airport security info General travel tips (eg: packing, food, power converters, transport) Geography specific info, tips & etiquette Phone use tips & international plans Staff or contact info changes

23 Suppliers Either link to individual corp travel planners & send them individual updates -- or create your own group to notify all at once Special, limited-time offers Hotels: New locations, facilities or build-outs Customer testimonials (esp. videos) Possible posts Solicitations / enrollment to clubs & loyalty programs Airlines & rental cars: fleet updates, new features, infrastructure investments Corporate news (eg: management changes, M&As, service or policy updates) Policy, procedure or rate changes Awards won (eg: ABCD voted most responsive rental car company ) Corporate marketing campaign messaging

24 Yourselves New professional credentials you ve earned Major projects you ve completed or overseen (eg: conversion to electronic expense reporting) Possible posts Training completed or skills acquired Participation in professional orgs like GBTA Personal travel insights & observations (blog) Promotions or other career changes & advancements

25 A good place to start?

26 What about other social media? Infographic from LeverageMedia

27 Misc tidbits Quick profile? Go ahead and use your resume/cv When promoting your program or service: stick to 3-5 posts per week (walk vs. run) graphics, info-graphics & vids are generally better than long text define your goals & what constitutes a social worthy post (should support brand, marcom, sales strategy) don t crib / always give credit where due Repurpose content on other social media and use Hootsuite or equivalent to save time

28 Before Q&A, a shameless plug for one of our clients DC-based Railway Supply Institute is seeking travel sponsors for Railway Interchange 2017 in Indianapolis October 2017 Largest railway tradeshow in North America 10,000 attendees, including execs from: Railroad operators (CSX, UP, NS, etc.) Railroad suppliers (GE, Siemens, Loram, etc.) Introduce yourself if your corporate sales / national accounts office might be interested ; )

29 S M I T H M A R K E T I N G S E R V I C E S, L L C Thanks for your time! Presentation: - by John Hoeschele, Creative Director Smith Marketing Services -- Ithaca, NY - to Global Business Travelers Association Upstate New York Chapter - May 17, Canandaigua, NY Wwww.onlinesms.com Also find us on