 Good morning everybody. We are online and maybe for some of you, it's probably not morning. It's afternoon lunchtime evening So hello to everybody. It's Martin Itcher and Olivier Boussiard and first of all I would say Olivier the microphone is yours. Hello to you Thank you Martin and good morning. Good afternoon to everybody. It's a real pleasure to welcome you on behalf of the UP new for that second innovation talk organized by the direct marketing advisory board It's a real pleasure because we're now continuing our innovation journey with Martin and we're going to do today a very exciting part of our journey, which is deep dive into social media We saw during our previous discussions that social media are gaining a huge level of importance in direct marketing and in marketing in general so I'm very excited for to witness this this new innovation talk on social media to understand better how to use social media to better grasp the opportunities of social media for direct marketing and especially today we're going to have this this deep dive into LinkedIn and we are very excited with it so Martin I give the ball back to you and wish you all a very good webinar. I wish you good health and Wish you also a very good holiday seasons for those who will join the families and friends and be healthy and be safe Martin the mic is yours now Thanks Olivier thanks to you and I think there the wish to stay healthy and safe is probably one of the wishes which is Well, it's it's probably as old as human beings are but on the other side It got a new importance over the last year and at the same time direct marketing and Especially social selling got a lot of attention especially linked in and the B2B sector got a lot of attention over the last year And there's a direct linkage between these two So I think that was a perfect giving over to me Olivier because what we see is that the B2B selling is changing tremendously Things like fairs or like lunch meetings were not possible Over most parts of the world over the last 10 months and what we saw is that The social selling instead of person to person selling got a lot of momentum and Was getting more important So what we thought when we develop the series is to get a little bit of deep dive into this topic into social selling And B2B sales especially as for most of you, this is interesting in two ways It might be interesting well probably even three ways the first one would be it might be interesting for you as a post operator So how do you sell your products your services to your clients? And this might be a way to get into that one more the second one is You have clients who are B2B as well So you might be able to help them to get more attraction and to connect this with more direct marketing and the third one and This is a little bit different. I think some of the things I'm telling today Might be interesting for you on a personal level on your personal profile on LinkedIn Because LinkedIn is it's a big platform. It's a big When you in a way and a marketplace and it's a marketplace Where you are on or should be on and so it might be interesting not only from a postal operator view or a company view But as well from a personal point of view Hmm I have the great opportunity today to be both host Moderator and as well presenter. So I'll just take my time because I have no host who is telling me to get faster But whenever you have a question, this is a dialogue session. It should be something where you can ask questions So whenever you have a question, please just put it in the chat and I will try to answer that Why are the presentation or after the presentation? Of course, we will have some time after the presentations For your questions as well. So let's start. What are we doing in the next 45 minutes? First of all, well 60 is all in Including questions and everything First of all, I would like to get a little bit into why you should think about Linked in from your from your personal point of view, but of course, especially from your company's point of view We will have a Discuss a little bit about strategy. I brought something with me, which is called the vitamin C strategy So something which you might help you on linked in and other social platforms Then I will do something very special with you and you can already think about that one I will switch over to a live linked in view and I will have a look on some of your profiles So if somebody of you wants to have his or her profile checked I will do a little bit of coaching no problem Just tell me in there in the link in their chat and I would be happy to to check your profile Then you will have a little bit look into content on linked in and especially Contacts so the network itself and at the end we will and that is I think something very important People have a look into how you can capitalize your link to network for your company and You are your postal operator So we have a very intense session, but let's start with a little bit of Top-down view and why linked in is getting more and more important. So what I would like to do is Close your eyes You won't see anything. It's not important close your eyes And think imagine you are on a party a big party lots of people there big room very nice Surrounding a lot of people and you are on this party to meet the guy or the woman You want to have for your life. So very special party. You are looking for somebody. It's it's very important for your personally What would you do to find this person on this party? You don't know anybody and you are you are very from New to that group of people you are invited, but nobody knows you so what you do I have three opinions three ideas what you could do and now you can open your eyes again So the first one It's it's only suitable for some of you, but you could dance on the piano Especially if you do what you this naked you probably would have got a lot of attention from everybody For me, this wouldn't be the right strategy personally I think nobody of you want to see me dancing naked on the piano Especially if I start to sing Probably the room would be empty faster than I am on the piano So I think it's not the right strategy for me, but if you look from this from a from a market view from a Well marketing perspective business perspective. This is in a way classical advertising getting a lot of attention disturbing the people classic advertising and Dancing naked on the piano on the party You don't see the others the others are seeing you the others are seeing what you're doing and there might be One or two or three or more who like you who likes you singing on the piano And then afterwards if you are really lucky these two or three might go to you and start a conversation with you But it's not depending on you. It's depending on them. So if you sing group to have a great figure This might be a way But I think we all agree for most of us. It's not the right way to do advertising And probably not the right way to do A party the second idea the second strategy I could give you is Hitting on every woman or man. Well depending on your personal preferences Um, which is on the party. So you're just trying to get speaking to everyone and just well Getting very directly to some some say saying something like well, I'm uh on the Journey to find my life partner. Would you be interested to be my life partner? So you're talking to 10 15 20 50 800 people whatsoever everybody on this party is not safe from you You're very direct and just telling them. I am looking for my life partner. Would you be interested? And probably Most of them would be very astonished and most of them wouldn't be directly interested in getting your life partner There might be luck There might be sometimes something somebody in between these hundred people who might be interested, but in the end This is what we all call cold acquisition. So it's a very cold and harsh way To speak to people and trying to get them interested in you and who is doing this in a b2b sales environment? We all know it's a hard work It's it's not easy. You get a lot of no's before you get one yes And especially if you do cold calling it's it's not very nice a lot of countries have forbidden it So probably strategy number two is not the right strategy for your party as well And then there's a third strategy And to be honest that would be the one I would look for and that is getting in touch with people Having a conversation with them Of course, you might have a look around you might have a look who is doing what who is looking interesting You're looking maybe what they what the closes of the people are who might be having the right Things of your target group and then you start to talk with people you are getting in talk Yeah, you're getting to know them getting in touch with them And in the end you might find the right partner. It's the harder way the way takes a little bit longer um Then hitting on everybody or just dancing on the piano but in the end This way seems for me personally more like good direct marketing good crm Or as the new term for this is social selling Getting social and of course you're selling something you are selling yourself of that party of that party um, but in a way you're doing it in a different way, so If I say this might be the right way for a party, it's probably even Especially the right way for business and especially for b2b business And the good thing is there is a big party out there. There's a really really huge party out there There's a party with 722 million Participants and that party is called linked in and the interesting thing is All these 722 million people are on linked in because they are looking for their partners They are looking for vendors. They are looking for new employees. They are looking for capital They are looking for business partners, but they are on there in a business to business point of view And they are all interested in finding your partners. So That's a very interesting party For you to be on and on the other side, there's one special thing on this party, which is even better than Real party meaning on this party on linked in everybody has to give his cv his Past things his interests To give somebody at the starting of the party and you can see you get a big big file on on everybody What they are interested in what they are doing did before what they would like to do So you have a profile of 722 million people on this party and even before You're starting to talk to somebody, you know quite a lot about them imagine this imagine You know everything On everybody on the party you are going to if you're looking for a partner wouldn't that be great? And this is exactly what you're getting on linked in if you are doing it right And of course you have to do that in the right way so There are other parties out there to be honest. It's not only linked in and if you have a look into this There are of course other parties. There are parties like facebook instagram tick tock and so on Who are more the let's say the the b2c parties For a different target group for a different audience. They are great parties Don't get me wrong But they are very different to this b2b linked in party. Why? Because people you me everybody Is on facebook instagram tick tock and so on because we are there from a private point of view We want to show our friends what our lunch looks like we want to show our great holidays We want to connect with Friends and people's we know from the past from school, baby Um, we want to connect with our friends there. So it's a private point of view. So um, first of all these parties have a private character and linked in Is the only global social network or the only global party for professional content Where people would like to have professional partners and not private personal partners And that's a big difference even if you're looking for b2b Especially if you are looking for b2b or high-end b2c sales these people Are on linked in because that's what they are looking for. So you are in the right environment If you sell b2c, of course, there are better parties than linked in If you're selling normal b2c mass market then facebook instagram and so on they are great parties to be on But if you're looking for b2b sales or high-end b2c sales Then linked in is the only global social network. The only party you should be on Secondly Beside of all these b2c parties. There are some local b2b parties. I know there's a b2b Network in china. For example, there is one in in the european in the german-speaking region, which is called sing There are some other local business to business networks, but There is only one global network linked in has no competitor on a global base Does anybody from new know who linked in is belonging to what is the mother company there? Who is the owner of linked in just why didn't the sound does anybody know? Some people trying to writing yes, microsoft is a question mark behind it Yeah You're right linked in belongs to microsoft they bought linked in for some billion dollars in 2016 And they are integrating it more and more into their professional networks So it's very interesting to see how this might be integrated in the future in Networks like microsoft teams how it might be integrated in microsoft 365 It's not yet there. It's already integrated with the cim system microsoft dynamics um But this party belongs to microsoft and microsoft is really really investing in that network And it's the only professional network out there So coming from that and looking more into okay, what should we be aware of and what should we be doing is The next thing i have to tell you there's something else which is really important which most of you Probably haven't even thought of um If you are doing your social networking like instagram or facebook and so on even linked in You are normally have never got the Education about you just learn it by doing and you don't probably have a strategy how often you post your lunch Or how often you show your holidays or which people to show which holidays or which side of your holidays uh, so normally we use our social networking on a Pure coincidence or intuition intuition Our way of doing things and that's okay. That's absolutely okay. If you're on facebook It's absolutely okay. If you're instagram just do what you do and have fun with it, but Linked in is a professional tool and for every professional tool you should have a strategy So ask yourself Do you have on a personal level not from a company point of view at the moment, but from your personal point of view? Do you have a strategy what you are doing on linked in? Do you have a strategy you would who you would like to speak to on linked in who you would like to find on linked in? What you would like to sell on linked in? So do you have a strategy for linked in? Maybe some of you have But from my experience most of the people don't have any well at least written or any other rate strategy For the linked in they started linked in maybe a month ago Maybe some years ago. Maybe even 10 or 15 years ago They put on their profile. It is not regularly Act current to make current. I just spoke with Olivier for example his photo is about eight years old Which is well, he's good looking on that photo. He's good looking in real life, but it's not really current And most of the people I know they don't really have a strategy for linked in And from my point of view, this is a mistake Because linked in is not a private social network linked in is a professional social network And if you're going to a fair or if you're going to To see people in a professional networking situation, you probably have a strategy if you're going to a fair You are thinking beforehand, which would be the booth of the vendors I would like to visit You probably even make some appointments beforehand. You are going over the fair You are looking which are the ones who are interesting to speak to So you have a strategy you are working on So you should have one as well for this big marketplace, which is called linked in So let's think about how could your strategy look like? So first of all As all social networks even every every social network as well linked in is around contacts the members And content What is going on there? So if you look for facebook, it's about people on facebook posting content So it's for every social network the same Some social networks are more around the content. For example, let's say twitter is more around the content The persons the network is not so interesting Others as well like instagram is more about content others like facebook is a little bit more about both Contacts and content and there might be others who are more about the context Thank you olivier for letting me make this example. Sorry for that so If you see this contacts and contact the question is how do you combine these on linked in because on linked and both Contacts and content are the two relevant things and they are there. Let's say same level They are same. They have the same importance the network and the content which is combining the people in the network So how could you combine them in a strategy and I would recommend you this strategy? It's a lot of c's. That's the reason why it's called c strategy But it starts very simple at number one So compose your strategy your Orientation on linked in Think about what you would like to do there then second You configure your profile according to your strategies. So you will make your profile looking not only nice But going along on what you would like to get there on linked in Afterwards You have number three four and five comment create and create and these three Are all around the content on linked in so you comment react on content You're creating new content and especially you are creating content We will talk about this a little bit deeper later on and after that You start to connect with other people number six you communicate with these people number seven And in the eight end you're starting to capitalize on these network you build up and if you look at this Strategy you will see that is it's a continuously strategy. So it's not Unimportant that this is the the mathematical mark of of Endless, so it's continue continuity, which is important And you'll have of course to have some controlling of what you're doing there as well And if you look at this steps, it's not that different from direct marketing to be honest in the end Social selling on linked in Is a new way a new different way, but in the end it's nothing else than a good direct marketing And you can do great direct marketing on linked and why? Because you know much more about your target audience about the individuals in your target audience Then you know in any other way Of direct marketing in the past in the past in the b2b market, for example, you knew The industry of somebody you knew maybe the job name the job position Name, but that was it you might have known that he was interesting in this or that but The amount of information you had especially in b2b Was quite low. It was better in b2c You had a little bit more information about housing and interest In geodemographic data and so on in b2c But in b2b, there wasn't a lot of information out there In linked in you have all this and you can use your direct marketing strategy And in the end this is not not more than a direct marketing strategy You can use this on a much deeper level on linked in So let's have a look in the different parts. So starting with your linked in orientation number one You're setting your goals What do you want to reach on linked in? Do you want to find customers? Do you want to find a new job? You want to find capital for your startup? What do you want to get there? Then you define your target context Who are the people you want to have in your network? That might be potential clients that might be potential employers It might be somebody who has the capital So these are the ones who can help you to reach your goals and you should strategically think about Who is it you want to have in your network? Then you think about how you are positioned in this network. So what is your usp? What is what you are delivering for your network? What is your brand in this network your personal brand or your company brand or especially both? And in the end you as well have to think about the keywords you want to be a find Found in linked in why? Because linked in is a big search machine. That's a big thing like google Everybody is looking on linked in for searching for somebody and as well google is Has linked in in this registers and in audience database and is using linked in so you have to connect Your profile with the keywords you want to be found for And then linked in is a good way to start for you I will have some small tips for you as well So my tip here is even if you're a marketing professional and I think most of you Are probably marketing professionals. I think The same time most of you haven't thought about your linked oriented linked in orientation about your linked in strategy So what I really would recommend to you is to sit down take a piece of paper or Start your word processor And then write down your goals your target group your positioning and your keywords And really start to have your strategy afterwards If you have your strategy if you know who you want to reach You optimize your profile on linked in there are a lot of elements in a good linked in profile And what I will do now is go with you a little bit live into profiles of linked in and have a look at them And there was somebody. Yeah, I just give you a second. I'm copying the link So you might see that I'm not looking at you now That is the reason is that I have two Monitors here to this place here. So don't be mad that I'm not looking at you for the next minutes, but Yeah, I will So we have here Gregory Lukowski from let's have a look from switzerland And this is his linked in profile profile Let's start At the top here and he has a nice photo of himself. He has a nice background photo here This is good. He has a lot of connections and it looks good from the first impression um There's something about the profile photo, which is not perfect because the background of the profile photo is quite Well, let's let's say a little bit disturbing. It's not really Quite not really calm. So his his face could be a little bit bigger and the background could be a little bit calmer, but in the end, it's a good profile as a start. Then he has done something very interesting If you look at this part here developing new business models with innovative external partners to shape the swiss posts of tomorrow this is called the job the the profile slogan and From originally, if you start linked in linked in will put here in your position at your company And this is quite boring. This one is a great slogan because everybody is knowing now What is Gregory about and this is important as a kind of usp for him And then we see the about section the about section here is very interesting because it's the biggest section in the linked In profile with about 2000 characters Which you can use in your way So what you have to do is The 3000 characters are not shown directly, but there is only shown the first two sentences or the first two lines And then you have to see more So what you have to do is you have to have a cliffhanger here in this first sentence Making people clicking on see more and that is something I think which Gregi could do a little bit better He is talking about his self here himself here, which is okay But it's not really the the sentence is not really a question It's not really a reason why I should click click on see more. So that one could be done a little bit more And he is just using about let's say 200 characters of 2000. So 10 He could use much better this about feel this about thing for himself But it's okay That could be more about what he is looking for what he is interested in what he has is you he's usps So there are some more chances to use here So we are going down And then here's something not doing. Um, you could offer here your last Activities, I will show this to you in one other profile. Let's have a look here Featured so adrian he is online as well He is using this feature section where you can feature some of your content So everybody on your profile going on your profile We'll see this featured section and this is very important. It's a very nice place to place some things So this is something Gregory is not doing Where you could do better Then we have something here. This is his experience. This is his work experience, which is good um He is showing in which companies he worked before He's mixed it a little bit up because The mba wouldn't be a work experience. There's an extra section for education So I put probably wouldn't put the mba below the education but in the end he has his as his Education his working experience here and what he did good is that he put some sentences in what he did This is good. He could even do it a little bit better. Not only telling what you did there this job, but what you reached What you did good what your successes were So this might be something where you can even optimize this very good profile Then we are going down. This is his education This is good. Again. He put some things in there, which is good And then we are going down to to see his licenses. This is good an ironman fishing finisher Of course, it's great. This showing that he is doing in sports and has a long duration of things. So this is great And then we have something here, which is a good idea, which is which is done not perfect his volunteering experience It's good that he has it in here, but he should Um combine it with the right Aluminium network so that we don't have this uninteresting blocks here, but the right icon from the hsg alumni network Then we have some skills and endorsements Which are good with him as well Because he has the right ones here. You can Organize them yourself and he has a lot of people 9 49 people 46 people 43 people Who are saying he is good about digital strategy? He is good about net business networking. He is good about learn ability Which is good as well. Then he has some recommendations Three is not really that money, but at least he has some he has given one But he has received three And that might be a point where he even a Gregory who has a great profile to be honest Can optimize his profile a little bit and to add more recommendations And then he has some accomplishments, especially some honors and some languages Which is good as well. So what we see here is what you just saw is a really really good profile There are some smaller things he can could change or optimize But in the end it's a good profile to show Wait a second. I will show you once one more We had one more Person who would like to do that. That's Gustavo Again, Switzerland. We can't always use Switzerland. So if you look at Gustavo's Profile here, there are some things I would see on the first view you see you can do better For example, you see here this big gray picture That that's a standard image from from linkedin and it's not really interesting to be honest So he should build his own background picture Second his photo is okay, but it's very small His face is very small and look here. You see some other people on linkedin and if you see that Photo in that size you couldn't see his face anymore. So he should make his face bigger in this photo Then we have his name which is Gustavo D Well D is nice, but it's not really his full name and you want to show yourself you want to sell yourself So you should show your name on linkedin. So who are you people want to know your name? Then we have about section again. He put a lot of more information here And he put some use p's in so he is fluent in some languages and so on But I think again, it's not very good structured You should structure it a bit more And giving more help to read that So we have some activities. We have some experience. So he's from upu, which is good He put some text in here, which is good as well But again, if you look at this year, for example, we have again these uninteresting blocks block buildings pictures you could do better in connecting these with the right companies And if you look down to skills, he has some skills here as well, but less people And he has some recommendations as well. So again, we have a good profile Not a perfect one, but a good profile here from Gustavo And I will do a short one on the last one because I wanted to show you something here And Olivier told me that I'm allowed to use this profile If you look into this one, it's again, there are some things to see. For example, look into the url This is the standard url you're getting from LinkedIn and you can change it and nobody wants to have a 9288 something in this url So you should change this in your name on LinkedIn so that you have a great LinkedIn url Again, we have the background picture, which is not nice I've always talked about already talked about his profile picture, which is a bit old He's looking nice. Well, he could smile. That would be nicer, but it's okay He's telling everybody what he is, but he is not telling everybody What he could do for them. So this one might be nicer And if you're looking down to experience, he has put in there what he did in the past Sometimes he connected it to the upu sometimes not so again, we have here the boxes And he didn't really tell what he did in there in these things and what his success is worth So he could do better on that one He has some skills, but not a lot endorsements So there you could ask other people to tell them So for example me, I could say well, he has a lot of knowledge about direct marketing As not a lot of about internal international relations. So I could endorse his skills And again, he has only one received recommendation. I think he could do better I know that he's speaking not only English, but for example, French as well So he didn't put the languages in here. So again, we have a profile which could be better so coming back to this What I'm telling you is really think about your personal LinkedIn profile and what you want to read Each what are your goals and then optimize your profile along your goals and as I already told with the Olivier's thing Change your url so that you have your personal LinkedIn address and put this url of your LinkedIn And every email you're sending out so that everybody can connect with you on your url That's an easy way to do it So if you have optimized your url You should start Ah, I will answer one question One question from muhammad ebtizam What's the benefit of profile in marketing? Well If you have an unoptimized profile, you are not interesting And when the people are going on your profile, for example, because you want to connect with them They don't know why they should connect with you. Let's let's get back to the party example If you're staying in the end on the edge of a party You have uninteresting clothes You don't speak with everybody and if somebody asks you something you're looking to the other side and are very shy This is something like a not good profile on LinkedIn because you don't give the people information about you Which is interesting for them So You shouldn't tell them they're everything but you should be open about what your successes are What you have what your usp is what you can do and what you maybe cannot do And especially what your value your benefit to other people could be And that's what you should show on your profile on LinkedIn and Afterwards if you have your right strategy and you are optimized your profile you are going into content So you start to react on other people's content You start to comment on this content And there are a lot of ways to connect with other people already about reacting and commenting So for example, there's a good trick a good tip you can do You can mention other people in your content So if you comment something and you think okay, that might be interesting for Gregory You could put in an ad sign and then start to type his name and then his name is coming on And afterwards you're just writing something like oh, wouldn't this be interesting for you Gregory at Gregory And then Gregory gets an email from LinkedIn. Even if you're not connected to him telling him, okay Olivier sent me a mention in this comment About this contact about this content And then you can start to get into a conversation with Gregory in that case That's an interesting way to to get a connection But reacting and commenting of course is not enough. Um, you should start to Present and to to create your own content And the easiest way to do that is not to really create absolutely new content, but to create content What is creating content creating is you know the curator in a museum is the one who is collecting The exhibition and presenting the exhibition. So he's not the one The the the art guy the one who develops new things But here's the one who is who is creating the exhibition who is creating the exhibition And you could do that the same in Showing contents from others on your LinkedIn profile on your company profile and even in groups You could do this from content from LinkedIn from other groups Or you can do this with content you already have for example on your postal operators website So if you have a blog if you have a website if you have a good New study if you have a good white paper if you have whatever content you have You should use this content and really share it On LinkedIn so that other people can see this content and can benefit from this content But you shouldn't only share it sharing is easy. It's just a click But you should always have a comment on that yourself. So for example a very good way to to create in content is Using hashtags and as well A very good tip for you is using content in another language. So for example, if you live in Hungary Let's say or Romania or Russia or new no, New Zealand doesn't matter. Let's say Japan doesn't really matter where you live And you are a good speaker of English. What you could do is have take a english article from somewhere, which is about for example direct marketing You read it and you comment on that one you even do a summary like a three sentence five sentence What are the key learnings out of this article? And then you share this article in your country It's coming from another country. It's speaking in a different it's written in a different language But you share it on your network together with your summary in your country's language And what is happening? Everybody first of all sees that you are an international person Secondly, they see that you are interested in this topic and you are an expert in this topic Because you found this topic for them And then you even did something good because you did a summary of that content And they will love you for giving you that summary So that's a great way to creating content beside of that Not only commenting and creating but of course you should create your own content as well You can do text. You can do photos. You can do video. These are the ones who are quite often used But there are better things you can do links like creating. Yes, you can do articles which are longer texts And then you can even do documents. You can put pdfs. For example, you can put word files You can put power points on linked in And show them in your in your screen to everybody. So if you have a great pdf white paper If you have a good presentation, you can put it on linked in and everybody can see it there and can read it there So it's a great way to share your content. You already have or even develop some new content And oh, sorry, this is in german. We'll change that. I forgot to change that sentence What you should always do if you have your own content and if you share it on linked in You should use the first hour After you presented that content To get some people to react on that content within the first hour You should get some comments. You should get some reactions Some likes by other people you can even mail them and your friends and tell them Please connect. Please comment. Please react on that content And if you do this in the first hour the linked in algorithm will use that And show this content to much much more people. I did a test last week with a group I did a master class on linked in and I showed that normally content, which I don't push Gets about 500 views from other people without doing anything And then when we did we were about 15 people in that master class I put some content live in this master class And eight of these people in the master class were commenting directly in the first 15 minutes on this content And I got not five from it, but now more than 1500 views on that same content. So with these some comments I got a triple in exposure for that content. So that is Use the golden hour after publishing your content To show it and then If you have the right strategy the right profile and you started to Present some some content Then you start to network with other members. You want to have a big network on linked in you want to have more direct contacts Why because you can only message direct contacts You want to have a lot of second and third degree contacts because these are the ones who will be shown to you in searches You want as well to have a lot of second and third degree contacts because these are the ones who can find you in their searches And then of course more contacts give you a better status and linked in give you higher trust and linked in And in the end you get a greater range. You get a greater exposure to your network, but To make that clear it's always quality versus quantity. You don't don't and shouldn't accept everybody You should try to get your network According to your strategy So and that's important and that's the difference in the past you probably You're sometimes connected with somebody a lot of times you would probably got connection requests from others And you said yes or no But you didn't build your network on a strategic way And that's something you really should do different. You should think Who are the contacts I want to have and after you Optimize your profile you put on some content You really should go active To that contacts you would like to have so let's say you are Working in the sales of one of your postal operators and you want to have more leather shops in there Or you are working for an industry sector like let's say pharmacies and you want to have pharmacies in there whatsoever You should really go into that Industry and really look for these contacts and then directly contact them And ask them to be in your network and of course you have to offer them some trust So you should optimize your profile for them. So that they think okay, that's an interesting guy That's an interesting woman. I have to connect with them because they have interesting content They have an interesting cv I would like to be connected to them and then you really start to build your quality network and One very special tip from me. It's very easy to just send out an unperson personalized anonymous message So if you click on just connect You normally will be directly connected What you should always do Is to personalize this first message to the person you would like to connect to And you should tell them why you would would like to connect with them So let's go on You communicate with them. There are a lot of ideas. You can do that birthday and commenting and messages and company news You can ask questions. Well, you all know that And in the end you start to capitalize your network So what you are doing is you are looking for target group capitalization meaning for example, you're doing a webinar You can capitalize your network in showing them that you are doing this webinar and inviting them to that webinar and of course you can use individual targets to have b2b selling And what you should always remind is that you will do your business not on linked in but you will do that Off linked in you are using linked in to prepare your business and then you go offline or online But not on linked in and you will make your sale but Linked in is the base for this connection for your communication for your relationship You should have some controlling some keep kpis. So what I would recommend for you go on this link so vita.com go linked in SSI and linked in is calculating your personal social selling index every night and have a look The maximum is 100 Really good is everything about 75 and more And you probably have a little bit less at the moment So you should have a look what you are linked in SSIs and try to get it better And last but not least This is not done in a day. So everything about linked in is about continuing to eat So you should really do your work sometimes daily sometimes only weekly or quarterly But you should really do this on a day to day work This was your personal perspective and the company perspective is nearly the same but of course there is come something add on So if you're looking this from your postal operators perspective, first of all, you should evaluate the potential for linked in in your country and in your target groups In germany, for example, there are about 15 million people on linked in already So about half or nearly a half of everybody who's working is on linked in so the potential is really huge There are nearly every company is on linked in and nearly every industry sector the bigger the company the more likely it's on linked in This might be a little bit different in your country So have a look which companies are on linked in which people in these companies are on linked in and how big is the potential there is But believe me the potential with 722 million people on linked in is huge Then define your strategy as a company Afterwards build up your company profile. So you don't have only a personal profile. There are company profiles as well And nearly the same I talked about in the personal profile is going for the company profile And then this is very important. You have to give your employees training because The company profile is not really that important on linked in the company is made of people That's made of the employees of this company And linked in is wanting to connect people with people So the most important part is To give the employees training how to optimize their linked in profiles for the company And even to start to have corporate influencers on linked in that might be your co But it might be sales people. It might be even technical people And really have these people on linked in to go there to out there into post content And then you have to help everybody with creating great content. And that's the company perspective on that It's not that different from the strategy you have on a personal level, but it's connecting Your company strategy with your personal strategy And if you are doing this on a very Daily and and continuous level You're not any more locked out And even in a locked out lockdown like a lot of countries have at the moment You can have connections. You can relate have relationships to a lot of people And you can make a lot of sales and especially as the next months in a lot of countries will not be very easy At least in europe and the americas It's a great time to be on linked in and it's a great time to optimize your profile and your work there And really start using that and building up your personal network And your company's network on linked in So I hope you've got some good ideas and i'm open to questions For from everybody. Thanks a lot for this first of all And I hope there are some questions now So i'm now both moderator and well speaker. So Thanks robot for that nice words. So i'm happy about that, but i would be happy as well The link for the ssi we will do this runny. Yes, I will do that I can even do it now. Give me a second I put that link in the comments. Give me one second working Yep I will put that one here So you saw the link the link is now in the links So recommendation do you give and receive from the same persons? Is that not strange? Very yes and no That's a very good question It's quite often that you do something like a If you give me one, I give you one as well Recommendation and of course, this is a little bit strange On the other side if you give a recommendation to somebody and you are on the same Well, if it's not as in chrome, but well, if it's a connection on the same level For example, you work together in a project It would be quite normal that you would give your recommendations to each other because you know each other on the same level It would be different now if one of you would give me a recommendation on linked in for my link in knowledge Of course, you could give me one. Well, I hope so and on the other side I couldn't give you one because I don't know know you Gregory So that would be a little bit ridiculous and strange But normally it's okay. At least if you work on the same level or if you work with each other in a project or together in a company Um, young care is asking about the open to work tech that pop some people in their profile photo. That's something linked in developed over the last I think it's about six months old. So they invented it with covet 19 and the problems a lot of countries. So Um, for the ones who haven't seen it. It's in the profile photo. There's some written in there open to work I think there are two two two sides to this coin on one side It makes very clear that you are open to work meaning you are looking for a job And if you don't have a job at the moment, it might be a good way to show that you are open to work On the other side if you have a profile which has this open to work, but then it's not a good profile There's no you know, you know usp from you in there. It's not a good profile You don't have a good picture in there. You don't have a good info about yourself in there Then this is not a good way to do it. So it's a little bit You have to have a great profile and if you are really looking for a job hard, it might be a good way, but There might be better ways like for example Don't have this open to work in your profile picture But target the people who might give you work and get in connection with them and to really have a dialogue with them So that might be the better way So next question from Olivier the complementary between linked in and direct mail campaign Would you advise direct marketing mentioned opposed to use linked in coupled with direct mail? Yes, I would advise so but not on a huge level So if we are thinking about direct mail like 100,000 mail pieces, then the answer is not really But to connect this on a smaller level, it's a great way With everybody you have connected who has this mail address It's not email, but normal mail postal mail address on linked in He will show it to you and that's something which is really great because You can then for example sent him a postal mail And I did this several times now. I connected with somebody on linked in I sent him a postal mail afterwards With a book or something else and I got really really great connections out of that So it's a little bit more, let's say smaller smaller campaigns But these small campaigns might give you a really really great feedback Then we have a tip from robot in office 364 You're corporate outlook. Yes You can do that. You can integrate a linked in not only I think with office 365 An outlook you can do it as well. I think that's your Gmail account But from a data security and data protection point of view This has two sides because linked in is getting your contacts as well So think about it whether you would like to do it or not. It's a good way. It's an easy way But sometimes It's a it might be not perfect. So Think about that one if you want to do it From a data protection point of view as well So we are coming to an end. I would like to do the following I would stay on for some minutes and if there are anybody who wants to discuss So I have a question. I will answer them But first of all, I would like to say thank you to everybody. I hope you had a fun session in the morning. You had a good hour And I would like to invite you already on behalf of the upu direct marketing advisory board to our next innovation session That one will be the next innovation talk will be on Wednesday the 27th of January 27th of January We will send around the date in the next days and you will Can be sure that we will have a very very interesting innovative topic again So we had artificial intelligence. We had social settings Stay tuned what our next topic might be but already put in your calendar the 27th of January Again the same times the nine in the morning and six in the evening in european time And I wish all of you a great christmas time A happy new year and please stay healthy Wherever you are and have a good time And if you have questions, I will stay on and answer every question There might be thanks a lot to everybody and have a good day. Bye. Bye