Linkedin, Misunderstood goldmineClunky, occasionally lame, absolutely unmissable, and most lucrative.

Quick facts• 430 Mill users as of Q2 2016 – Growing by

circa 20 Million users PER QUARTER• http://www.statista.com/statistics/274050/qua

rterly-numbers-of-linkedin-members/• By very far, most effective SM platform at

lead generation and BD.• Average # of connections per user: 800-900• 49% of traffic now from mobile• Mobile users 150% more involved than

desktop

NETWORK SIZE REALLY REALLY DOES MATTER: Exponential visibility,

and accessibility:

1st Level Connections2nd Level Connections3rd Level Connections

Traditional uses• Jobseeking• Clickbait, « solve if your a geniuz 99% will get it wrong ».• Huge reservoir of potential resources, but usually bluntly, directly tapped

into:• Ex: InMail: « Heeeeeey… I see you are the procurement manager at XYZ tech!

Which is bril-li-ant since I sell X and Y! »• Recruiters: « I have this job, pays £20k per annum (inc. holidays) Location:

Ebola 9. Inbox me for details. »• Supplier: Wall update, or Group parasitic fodder such as « Buy 10 shots and and

get 1 free tonight at Pete’s smashage drinkery! So awwwweessome lolz »

Why is it the best platform for BD• 1. Create awareness and improve reputation.

• 2-3 new user per second, that can be reached by update, blogs, groups, ads, sponsored ads.

• 2. Thought leadership and influencer marketing.• Platform natively allows for thought leadership through effective blogging,

profile detail and functionalities. Viral nature. Groups.• 3. Selling and generating leads.

• LI allows for all the required social media steps:• Social Listening: Know what your core audience cares about (Groups, Posts)• Content creation and promotion: Pulse, wall updates, tagging, groups.• Social Monitoring: Immediate notifications

• 4. Social CRM.• All contacts are potential clients, or referrals. All have their contact details listed,

interaction history, group memberships. (See: LI Sales funnel)• 5. Smart Traffic building.

• Beautiful blogging platform, allowing rich content: Video, Infographics, polls, articles. Tagging of users.

• Blogging allows for the creation of Calls-To-Action (This link will lead you to a page with a couple of CTA’s at the bottom) OR THIS is actually a CTA leading straight to a landing page. Note: A landing page can also simply be this or that.

• 6. Listening and gaining insights.• Great tool for social media listening.

• Followers• Groups• Updates and blog entries originated by your LI network cue you in very quickly.

So. Network size does matter. A lot.

Basics of your LI profile• Completion • Visibility (network strength)• Authority (endorsements, recommendations, % and $)• Summary effectiveness• Style, tone and keywords• Visual Impact• Content value (past employers, academic background)https://drive.google.com/file/d/0Bx5Yggf0azXRSFIyc1UwN09vVk0/view?usp=sharing https://drive.google.com/file/d/0Bx5Yggf0azXRa3B3OVRkM1RFQm8/view?usp=sharing

Let’s have some fun together!

• www.linkedin.com

OK Stéphane, cool cool, but where’s my money?• You seem to recall the words “Misunderstood goldmine” being used. Fair

enough. There are 2 Main ways to generate revenue, that will apply to any business:

• 1- Use LinkedIn as a marketing tool.• 2- Use LinkedIn as a sales tool.

LinkedIn as a Marketing tool:• Reminder:

• Grow your network size• Build your on-page authority

• Build Branding• Generate Leads

• HOW?• 1- Start with your why 2- Social Listening• 3- Define & Document Core Audiences 4- Produce & Promote smart content• 5- Convert Traffic into Leads (CTA / SP) 6- Close• 7- Measure & Repeat

LinkedIn as a Sales Tool• Reminder:

• Grow your network size• Build your on-page authority

• Sales funnel: http://topdogsocialmedia.com/social-selling-funnel/• Step 1: Identify Prospects Step 2: Send a Connection Request• Step 3: Send Thank You Message Step 4: Send Relationship Building

Messages• Step 5: Engage on Shared L.I. Groups Step 6: Connect & Engage On Other SM• Step 7: Move Relationships Offline

A fool-proof action items listBEFORE VISIBILITY & CONTENT• Grow your network size (# of connectins and reach at 1st, 2nd, 3rd degrees)• Build your on-page credibility, authority, expertise (Endorsements &

Recommendations)• Conduct social proofing: Followers of your Co. Page / Showcase Pages• Define and document your core audiences (3-4 to start) For Sales & Mkg. SEO.• ---------------------------------------------------------------• Produce and Promote smart, targeted content on LI (Wall, Groups, Pulse)• Convert visibility into leads, outcomes or at least measured branding• Close your leads. Learn how to use a free, high-perf. email server (Mailchimp)• Measure and Repeat