Part 1 of Technorati’s annual State of the Blogosphere report…
SMCYD: Using LinkedIn To Build Brands
I just finished moderating tonight’s discussion for Social Media Club Sydney (SMCSYD) at the Oxford Arts Factory. The conversation I had was with Cliff Rosenburg, MD of LinkedIn AU/NZ, and Michael Field – a sole practitioner in the marketing strategy space, as a case study. I’m sure there’ll be some further content generated from the event (speakers presentations etc.) but there were some really interesting insights for me. I’m doing a bit of a brain dump, but I’ll break it up into key areas. Oh, and have we connected on LinkedIn?
Different benefits for:
- Agencies (and their clients – brands)
- Sole Practitioners
Key outake: it’s about knowing your business objectives, and devising a strategy where the return on investment is positive
Some ideas I had (when I was summing up for all the groups – bar sole practitioners, which both speakers covered).
- Agencies: paid ads and paid polls seem to be the best form of engagement and return
- Brands: finding new employees
- Sole Practitioners: building relationships online*
- Recruiter: access to 65 million users across the world for $500 a month
*- Although Michael Fields outlined all his leads were now inbound – I feel that the time and effort he puts in was understated. If he charges at say $400 an hour (totally a mock figure here, no quoting etc) then the time he puts into his LinkedIn group, Next Director, would have a cost.
Time is precious, and should be valued as such.
Bigger Opportunity for Agencies
I rushed my closing remarks on stage, but my main point was this: when people – clients, brands, other agencies, potential employees, management, anyone – interacts with a business, it’s the people who are involved (their skill sets, aptitude, personality, passion) that really seals the deal.
Brands and agencies have an opportunity to use LinkedIn to help promote their own staff as subject matter experts, who are passionate about their jobs and really want the best outcome for clients and partners alike.
If this challenge is too big for you then there may be a problem in the culture or attitude – what I’ve said is nothing new, LinkedIn just provided a new platform to provide, yes, you guessed it
to potential customers and partners and delivering your real, bottom line business outcomes.