Social Media for Brokers: LinkedIn. June 26, 2012

Transcription

1 Social Media for Brokers: LinkedIn June 26, 2012

2 Today s Presenters Barbi Reuter, RPA Principal Cushman & Wakefield PICOR Commercial Real Estate Angela Brown External Communications Manager CoStar Group

3 Today s Presenters Barbi Reuter, RPA Principal Cushman & Wakefield PICOR Commercial Real Estate linkedin.com/in/barbireuter blog.picor.com/ gplus.to/barbireuter

4 Today s Presenters Angela Brown External Communications Manager CoStar Group, Inc. linkedin.com/in/angelambrown Youtube.com/costargroup gplus.to/costargroup

5 Housekeeping Recording and slides The recording will be available tomorrow morning and the slides are available right now. (Links are case sensitive) Recording Slides - Questions Questions will be addressed at the end, but you may submit them at any time both through GoToMeeting and Twitter Twitter Please use the hash tag #CoStarSocial when live-tweeting during this program or submitting questions via Twitter. Send questions

6 What We ll Cover LinkedIn What you can do with LinkedIn Which account type is right for you? Is your profile up to par? Third-party apps Navigating groups Building your network for brokers Testimonial: Is it worth your time? Nailing your strategy Do s and don ts Getting engaged Next-level networking: Recommendations Testimonial: Group participation

7 LinkedIn

8 Quick Facts About LinkedIn 161+ million users in over 200 countries and territories 87 million monthly visitors 61% of companies have acquired a customer through LinkedIn LinkedIn, more than any other social media site, is driving customers for B2B organizations 80% of LinkedIn members influence business decisions

9 What Can You do with LinkedIn? Build your personal brand Promote your company Expand your network Become a thought leader Generate and nurture leads

10 Which Account Type is Right for You?

11 Which Account Type is Right for You? LinkedIn currently offers four premium account types for: Business Users Recruiters Job Seekers Sales Pros

12 Which Account Type is Right for You? Basic Free Ideal for lightweight LinkedIn use Simpler, more limited search capabilities Business $ $99.95/mo More powerful search with higher results and premium filters Ideal for open, aggressive networking and research See full list of who s viewed your profile

13 Which Account Type is Right for You? Sales $ $99.95/mo Similar to Business, but entry level option does not offer InMail Offers Lead Builder, which allows you to create and save lists of prospects

14 Which Account Type is Right for You? Think about Your individual and business needs what is your role within the company? How open do you want your network to be? How often do you need to connect with people outside your network? What are you trying to achieve? Who do you want to connect with? How might your needs change in the future?

15 Is Your Profile Up to Par?

16 Is Your Profile up to Par? Did you spend enough time setting up your profile? A good rule of thumb is to spend at least two hours on initial set up.

17 Is Your Profile up to Par? Have an informative headline (be specific) Use an appropriate photo Keep your status up to date Make sure education and work info are complete and current Take advantage of opportunities to highlight other sites Use a custom URL

18 Is Your Profile up to Par? The summary statement, specialties and skills & expertise fields give more context to who you are what is your skill set? What territories do you cover? Fill the Specialties and Skills & Expertise sections with keywords and phrases that you want associated with you and your areas of expertise

19 Third-party Applications

20 Third-party Applications LinkedIn has partnered with companies such as WordPress, TripIt and Microsoft to develop free applications to help users enhance their profiles A new way to define and showcase what you and your business have to offer Best for business: WordPress, SlideShare, BlogLink and Box.net

21 Third-party Applications

22 Bonus: LinkedIn Productivity Tools Outlook Connector Build your network from frequent contacts Manage your LinkedIn contacts in Outlook Lotus Notes Widget Get your and LinkedIn updates all in one place Quickly learn more about people who send you Search for people you want to contact and work with Share your status, see what your connections are working on Sharing Bookmarklet Share webpages to LinkedIn from your browser

23 Navigating Groups

24 Navigating Groups Groups are a great way to build visibility and make new connections, but The simple act of joining a group won t get you very far You can join up to 50, but only join as many as you can actively participate in One or two are better than ten The CoStar CRE Forum is a great place to start!

25 Navigating Groups Feeling things out Understand that it s a process joining a group won t result in closing a deal right away Read the group rules in the top right corner is promotional activity allowed?

26 Navigating Groups Feeling things out Take a look at the group stats (right side) is the group active? Who are its members? Observe first participate where appropriate and take time to build trust with other members

27 Navigating Groups Becoming an active participant Target the most active discussions in the group for the most visibility Wait until you ve spent some time participating in top discussions before starting your own Study the most popular posts what do people respond to? Add value respond to existing comments, provide an insight or opinion or ask a thought-provoking question

28 Building Your Network

29 Building Your Network Start with professional contacts you know and trust

30 Building Your Network Make the effort include a personal note when you send invitations to connect Follow up with new connections - send a personal note back when you accept an invitation Have a goal in mind what types of professionals do you want to connect with? Why? Did you just return from an event? Take action with those business cards (and be timely)

31 Building Your Network Are you asking for an introduction or connecting with someone you don t know personally? Explain the mutual benefit. Take advantage of introductions but tread lightly - the most effective intro tactic is to pick up the phone Connect with purpose focus on quality, not quantity

32 Building Your Network Remember the social media golden rule: Take online relationships offline for maximum benefit.

33 Summary

34 Summary Make sure your profile is complete and professional Keep your profile and your updates current Get involved in groups but don t go crazy Make note of group rules and stats before you join Listen first before engaging in groups Actively pursue new connections but make it personal and avoid spam Take online relationships offline for maximum benefit

35 for brokers

36 A Word About Experts

37 Value Proposition Is this worth my time? Industrial user requirement found via Search State Commerce Authority connection resulted in event attendance/key listing tours Presentation opportunity lunch/learn on CRE 10,000 sf law firm tenant rep via Groups

38 Know Your Strategy What do I want to accomplish? Visibility and credibility Lead generation Thought leadership Branding Network growth Research Track competition

39 The Do s Engage 3 Be consistent & authentic Follow traditional rules of Networking Communication Business etiquette Give credit to sources

40 The Don ts Post listings Be a taker give back Spam (groups, individuals) Over automate

41 Engage! Consistency over frequency Status updates personal, company, groups Comment and like keep discussions active LinkedIn Answers LinkedIn Polls Springboard to personal contact

42 Connections People You May Know Always personalize ask Second degree connections Accepting invitations which? Connecting with competitors should I? When do I disconnect?

43 Connections Contacts > Add connections > People You May Know

44 Recommendations Quality over quantity Strike while the iron is hot Client testimonials over co-workers Personalize requests Make it easy Reciprocate Handling requests

45 Search and Research 277% more effective for lead gen than Facebook & Twitter for B2B Powerful search tool Prospecting Basic vs Premium accounts Company research Who can introduce you?

46 Search and Research

47 Get Your Group On Top source of referrals to PICOR Connect

48 Get Your Group On Types of groups to target Location centric Prospect s business Associations/networks Companies

49 Get Your Group On How to interact Two way Discussions & polls Be relevant and user-focused Respect group rules Control digest frequency

50 Get Your Group On

51 Summary

52 Recap Focus and target Will this activity drive business? Will it expand my network? Can we help each other? He that gives Resources HubSpot How To Guides WindMill Networking LinkedIn Category Social Media Examiner LinkedIn tag YouTube InTips playlist on LinkedIn Channel

53 Questions?