11/1/19
Social Media 101: Build Your Brand with LinkedIn
Presented by: Zak Stoiber, MGIC Digital Marketing Specialist
Hello! I am Zak Stoiber, MGIC Digital and Social Media Specialist You can find me at:
LinkedIn: linkedin.com/in/zstoiber
Email: [email protected]
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Legal Disclaimer
The information presented in this presentation is for general information only, and is based on guidelines and practices generally accepted within the mortgage finance industry and is not intended to be all- inclusive. MGIC makes no representations or warranties of any kind with respect to the accuracy, completeness or suitability for any purpose of the information contained in this presentation. MGIC expressly disclaims any and all warranties, express or implied, including without limitation warranties of merchantability and fitness for a particular purpose regarding these materials and this presentation. In no event will MGIC be liable for any direct, indirect, incidental, punitive or consequential damages of any kind with respect the presentation or materials provided. All examples are hypothetical and are for illustrative purposes only. This presentation is not intended and should not be interpreted or relied upon as legal advice. We encourage you to seek advice from a qualified professional. By downloading any of the flyers or other materials provided by MGIC through the MGIC Creative Café, you certify that you are authorized by your employer to do so.
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Source: Cone, Inc. MGIC.COM/SOCIAL
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People don’t buy from brands, they buy from people they know and trust
Social media is a relationship-building tool, not a direct sales tool.
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Social Media Insights
• Do you really need to be on social media? • 93% of customers expect companies to have a social media presence • Active on social media: • 90.4% of Millennials • 77.5% of Generation X • 48.2% of Baby Boomers • Benefits: • Virtual face-to-face interactions • Initial touch-point & reinforcing relationship • Increase validation & reduce doubt • ...and much more!
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74% of buyers choose the sales rep who first adds value during the buying process
92% of consumers believe suggestions from friends and family more than they do advertising
88% of consumers places the highest value of trust in word-of-mouth recommendations from people they know
Sources: Corporate Visions, Nielsen, invesp MGIC.COM/SOCIAL
The First-time Homebuyer & Millennials • Majority of FTHB are Millennials • 91% of Millennials start their homebuying process online • If Millennials can do it on their own, they will • However… they want their research validated MGIC.com/social
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• The site officially launched on May 5, 2003
• 64% of people on LinkedIn are looking for industry insights – not jobs
• 60% of LinkedIn visits are now via mobile
• LinkedIn is the world’s largest professional network on the Internet
• LinkedIn’s fastest growing demographic are college graduates – 50% of Americans with a college degree use LinkedIn
Source: LinkedIn.com
Degrees of Connection
3rd Degree Those your 2nd degree The LinkedIn connections know
Differentiator nd 2 Degree People your 1st degree • Leverage the degrees of connection for connections know potential leads/new hires/vendor opportunities
• Leverage relationships for 1st Degree Coworkers, friends, direct introductions, validation connections
• How does having a common connection affect that relationship?
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Degrees of Connection
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Getting Set-up: LinkedIn
Your online network and resume • Think about how you will present your expertise
• Populate all key sections of profile before engaging
• Pro tip: Use a personal email account you will always have access to
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Linkedin.com will guide you through setup
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Networking on LinkedIn
Headline & Headshot • Profile photos increase profile views 21x and increase credibility
• First and/or second impression
• Headline is visible everywhere
• SEO - Words used in headline matter
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Networking on LinkedIn Summary • Goals • Reduce doubt, get found, highlight you • Tips • Experience: # of years, variety of loans • Keywords connect with audience: mortgage, loan officer, conventional, refinancing • Credibility: NMLS#
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Networking on LinkedIn
Skills & Endorsements • Goals • Search Benefit, Visibility, Validation • Up to 17x more profile views w/ 5+ skills listed •Tips • List skills & “pin” top 3 • Endorse co-workers
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Networking on LinkedIn
Education (& Interests) • Leverage to build commonalities/ice breakers
• List all education: certifications, training, schools
• Indicator of subject matter expertise
• Don’t forget to add volunteering, clubs, interests or organizations!
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Networking on LinkedIn
Recommendations
• Goals • Reduce Doubt & Build Trust • Strengthen Relationships (Referral Partners)
• Tips • Convert positive e-mail to endorsement • Ask co-workers and management to endorse • Referral partners & real estate agents
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Your Profile is Now Set Up for Success!
These changes have… • Validated who you are to customers & referral partners • Headshot / Summary / Education / Experiences • Increased your chances of being found from search • Summary / Headshot / Endorsements / Recommendations • Laid groundwork to bond over shared experiences • Education / experience / volunteering • Provided opportunity for follow-up • You can see who looked at your profile!
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Content Best Practices
All social media channels require content – this is how you engage
Think about what behavior and content you want to share with the world
Not hot button issues – same for “liking”
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Sharable Content
What’s Interesting?
• Articles • Listings • Blogs • Training/education • Infographics • Awards • Events
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When to Post
Start with these recommendations, tailor based on your performance
Sources: CoSchedule MGIC.COM/SOCIAL
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Content Sources
Where to Find Content
• Establish a library of credible and diverse sources for content
• “Share” directly from app or website – look for social icon
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Content Sources
Google Alerts
• Use Boolean style search to set up funnel of content • News • Blogs • Websites • Video • Books • Discussions • Finance
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Sourcing Content
Content Golden Rule 10% • 60% curated (industry sources, professional organizations, news) 30% 60% • 30% your own company’s material
• 10% promotional/sales
• Make sure source is credible, content is accurate
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Creating a LinkedIn Post Moving on to Posting
• Use #hashtags
• “Mention” (or “tag”) other people • Bring them & their network into the conversation, amplifies visibility • Type “@” symbol, then their name
• Add article or media to increase engagement
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Creating Posts
Selecting Post Capabilities
• LinkedIn includes icons to help guide what features you can have as part of your post
• Click on the icon to include in your post
• Also offers a selection of #hashtag suggestions
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Bringing it all together in a photo collage!
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Networking on LinkedIn
Joining Groups
• Share knowledge
• Grow network/referrals
• Connect through hobbies, professional, community organizations
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Networking on LinkedIn
Group Engagement
• Ask thoughtful questions
• Answer questions in discussions
• Share quality content
• Make it relevant to your audience
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Networking on LinkedIn
The value in being helpful…
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Settings & Searching
• A few key clicks can make your LinkedIn usage smoother
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LinkedIn Account Settings
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LinkedIn Search
How to Find Things
• Search by keyword, hashtag for content
• Can also search by company, name and other sorting features
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LinkedIn Search
How to Find (more) Things
• Make selections through the menu options to fine tune results
• “Follow” function feeds results to you so you no longer have to seek it out • Great for following #Hashtags!
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New Features
• Recently added functions for LinkedIn users
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New Features
Recent Rollouts
• Smart replies & chat-like messaging with emojis
• Post analytics (only visible to you)
• Native video
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Basic Analytics
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Give Kudos
Type in person’s name
Select a background
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Personal QR Code
• The personal QR code is designed to be an alternative for searching for someone by name This is available in the app • When meeting someone in person, if both people have the LinkedIn app, this is a Tap on the grid icon to get your QR code to share shortcut to find each other to connect
Select either scan (to scan someone else’s, or My Code to share your with someone
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Social Selling Index - linkedin.com/sales/ssi
Source: LinkedIn.com | https://business.linkedin.com/sales-solutions/social-selling/the-social-selling-index-ssi MGIC.COM/SOCIAL
Social Selling Index Explained • Measures effectiveness at establishing professional brand, connections, engagement and relationship building
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Summary
Maximize Value • Think about how you want to present yourself and follow through – Validate, SEO, First Impression, etc.
• Use LinkedIn to track your network (online Rolodex)
• Stay visible to your network and stay aware of what your connections are doing
• Be strategic about content planning
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LinkedIn: linkedin.com/in/zstoiber
Email: [email protected]
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