Social Media for Brokers: LinkedIn
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Transcript of Social Media for Brokers: LinkedIn
Social Media for Brokers: LinkedIn
June 26, 2012
Today’s Presenters
Barbi Reuter, RPA
Principal Cushman & Wakefield | PICOR Commercial
Real Estate
Angela BrownExternal
Communications Manager
CoStar Group
Today’s Presenters
Barbi Reuter, RPAPrincipalCushman & Wakefield | PICOR Commercial Real Estatepicor.com
facebook.com/PICORcres
@PICORcres @BarbiReuter
linkedin.com/in/barbireuter
gplus.to/barbireuter
blog.picor.com/
Today’s Presenters
Angela BrownExternal Communications ManagerCoStar Group, Inc.costar.com
facebook.com/CoStarGroup
@TheCoStarGroup @angelambrown
linkedin.com/in/angelambrown
Youtube.com/costargroup
gplus.to/CoStarGroup
Housekeeping
Recording and slides
A link to a recording of today’s presentation will be available tomorrow – keep an eye on your inboxes for the link and a PDF of today’s presentation
Questions
Questions will be addressed at the end, but you may submit them at any time both through gotomeeting and Twitter
Please use the hash tag #CoStarSocial when live-tweeting during this program or submitting questions via Twitter. Send questions to @TheCoStarGroup.
Disclaimer
All information provided is based on the best research available to CoStar. CoStar provides no guarantees concerning the effectiveness of the methods or advice presented herein.
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
LinkedIn…
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
Sources: LinkedIn website, June 2012; Hubspot’s The State of Inbound Marketing, March 2012
What Can You do with LinkedIn?
Build your personal brand Promote your company Expand your network Become a thought leader Generate and nurture leads
Which Account Type is Right for You?
Which Account Type is Right for You?
LinkedIn currently offers four premium account types for:– Business Users– Recruiters– Job Seekers– Sales Pros
Which Account Type is Right for You?
Basic Free Ideal for lightweight LinkedIn use Simpler, more limited search capabilities
Business $24.95 - $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
Source: LinkedIn website, June 2012
Which Account Type is Right for You?
Sales $19.95 - $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
Source: LinkedIn website, June 2012
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?
Is Your Profile Up to Par?
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.
Is Your Profile up to Par?
Have an informative headline (be specific)
Take advantage of opportunities to highlight other sites
Make sure education and work info are complete and current
Use an appropriate photo
Use a custom URL
Keep your status up to date
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
Third-party Applications
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
Third-party Applications
Bonus: LinkedIn Productivity Tools
Outlook Connector Build your network from frequent contacts Manage your LinkedIn contacts in Outlook
Lotus Notes Widget Get your email and LinkedIn updates all in one place Quickly learn more about people who send you email 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
Navigating Groups
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!
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?
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
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
Building Your Network
Building Your Network
Start with professional contacts you know and trust
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)
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
Building Your Network
Remember the social media golden rule:
Take online relationships offline for maximum benefit.
Summary
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
…for brokers
A Word About “Experts”
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
Know Your Strategy
What do I want to accomplish? Visibility and credibility Lead generation Thought leadership Branding Network growth Research Track competition
The Do’s
Engage3
Be consistent & authentic Follow traditional rules of
– Networking– Communication– Business etiquette
Give credit to sources
The Don’ts
Post listings Be a taker – give back Spam (groups, individuals) Over automate
Engage!
Consistency over frequency Status updates – personal, company, groups Comment and like – keep discussions active LinkedIn Answers LinkedIn Polls Springboard to personal contact
Connections
“People You May Know”– Always personalize ask
Second degree connections Accepting invitations – which? Connecting with competitors – should I? When do I disconnect?
Connections
Contacts > Add connections > People You May Know
Recommendations
Quality over quantity Strike while the iron is hot Client testimonials over co-workers Personalize requests Make it easy Reciprocate Handling requests
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?
Search and Research
Get Your Group On
Top source of referrals to PICOR Connect
Get Your Group On
Types of groups to target Location centric Prospect’s business Associations/networks Companies
Get Your Group On
How to interact Two way Discussions & polls Be relevant and user-focused Respect group rules Control digest frequency
Get Your Group On
Summary
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
Questions?