01 LinkedIn - Branding

Your Profile
Branding
Groups

Company Page Recommendations

www.52lists.com © 2012 All rights reserved / 52lists®

Branding
There are many way to strengthen your brand by using LinkedIn including:

• Your Profile
• Recommendations
• Company Page
• Groups

Remember that every employee is an ambassador for your organisation even when they
don’t have much contact with customers, suppliers, partners or external contacts.

You should be helping them to be the best possible ambassadors they can be via their
LinkedIn Profiles by sharing key aspects of this tutorial with them.

Every employee should be signing from the same song sheet!

www.52lists.com © 2012 All rights reserved / 52lists® 3

Section 1 Your Profile

Section 2 Recommendations

Section 3 Company Page

Section 4 Groups


Section 1

YOUR PROFILE


Edit Profile
To get started, left click on the Profile tab and select Edit Profile:


Your Name
To change your name, left click on the Edit link:

LinkedIn are very strict about their naming convention so don’t put a company name or something at the
end of your name for advertising or marketing purposes.

If you need to contact LinkedIn’s customer service department and you haven't abided by their naming
convention then they will not help you unless you rectify the error!


Your Headline
To change your headline, left click on the Edit link:

It is VERY important to customise your Headline by including searchable keywords that are relevant to
your brand.

Use the pipe symbol “|” or comers “,” to separate the words (120 char. limit) as per the example below:

Image Consultant | Business Coach | CEO | LION | Invites Welcome | I Never IDK | Top Linked


Your Industry
To change your industry, left click on the Edit link:

It is important to choose an Industry that you want to be associated with:

The only way to show up in the Advanced Search results of a [Selective Industry Search] is for you to
have associated that Industry with your profile.


Your Photo
To change your photo, left click on the Edit Photo link:

It is highly recommended that you include a photo in your LinkedIn profile to attract Invitations.

Choose a photo that reflects your
branding and follow the steps …


Company Name
Before you add a Current or Past position, create a Company Page (see Section 3) if one doesn’t exist.
If one does exist then select it from the Company Name drop down box as you type the first few letters:

If the company you choose has a Company Page on LinkedIn then a small icon will appear next to the
entry on your profile:

Anyone reading your profile will be
able to hover their mouse over
these icons to initiate a Pop Up
screen containing more details
about the company:


Current Position
To change or add a current position , left click on the Edit Current link:

In addition to your official job title, also include some relevant searchable key words in the Title field:

Example:

Managing Director, Public Speaker, Business
Coach …


Past Position(s)
To edit or add past positions , left click on the Edit links or scroll down to the Experience section and left
click on the + Add a position :

In addition to your official job title, also include some relevant searchable key words in the Title field:

Example:

Managing Director, Public Speaker, Business
Coach …

“The more past positions you add, the more you
are likely to be found!”


Education
To edit or add education details, either left click on the Add A School link or scroll down to the Education
section and left click on the Edit link:

Listing your final years of education is ample for most professionals.


Websites
You can add URLs to up to three (3) websites on your profile which will provide additional backlinks and
direct relevant traffic to the sites.

You can either choose the default website names or customise the text by selecting Other from the
Websites drop down menus:


Twitter
You can add multiple Twitter Accounts to your profile to promote your business & your BRAND.

To add a Twitter Account, left click on the Add
Account link or to edit an existing one, left
click on the Edit link where you can manage
your Twitter settings:


Public Profile (Display you Vanity URL on Business Cards, Email Signatures, Websites etc.)
LinkedIn automatically assigns you a default URL to direct non-LinkedIn members to your profile.

To edit the default URL, left click on the Edit link:

Now left click on the Customize your public profile URL link:

Type your Name or Company Name and left click Set Custom URL:


Profile Badge
To access your Profile Badge, left click on
the Edit link of your Public Profile:

Follow the instructions:

Branding!


Summary
To change your summary, left click on the Edit link:

The Professional Experience &
Add more searchable keyword in Goals section is your chance to tell
here: the world who you are and is the
most brandable part of your profile!

Fill the Specialties area with searchable
keywords that you want your Profile or
Brand to be associated with.


Skills & Expertise
To add or edit your skills & expertise, left click on the Edit link:

You can add up to 50 skills in your profile which are all searchable text or keywords!

Start typing and the Auto Complete
function will make suggestions or you
can define your own unique skills and
add them:


Personal Information
To add or edit your personal information, left click on the Edit link:

The vast majority of LinkedIn users choose NOT to put their personal information in this area of their
profile to limit people marketing too them!

We solve this problem!
+
Standardise the DATA

The vast majority of LinkedIn users choose NOT to put their personal information in this area of their
profile to limit people marketing too them!


Contact Preferences
To edit your contact preference, left click on the Change contact preferences link:

This is the area where YOU decide
how other LinkedIn users may
contact you!

You can even add a special note:


Additional Information
To add or edit additional information, left click on the Edit link:

This section of your profile allows you add a personal touch and show that you are not all business.

Fun

Share Common Interests

Successful!

Left click Save Changes:

23

Applications
LinkedIn’s Applications enable you to enrich your profile, share and collaborate with your network, and
get the key insights that help you be more effective.

They include :

WordPress, Blog Link, Projects and Teamspaces, Portfolio Display, My Travel, SlideShare Presentations, Reading List by
Amazon, Legal Updates, E-Bookshelf, Box.net Files, Real Estate Pro, Polls, Events, GitHub & Lawyer Ratings

To add or edit your applications, left click on the Add an application link:


Section 2

RECOMMENDATIONS


Overview
A recommendation is a comment written by a LinkedIn member to endorse a
colleague, business partner, student, or service provider.

People interested in hiring or doing business with someone often consider
recommendations in making their decisions.

“Recommendations provide your LinkedIn profile with additional credibility and
are an excellent way of strengthening your professional BRAND!”

Every LinkedIn member requires a minimum of three (3) recommendations for their profile
to be considered 100% completed.

Just like a referral, recommendations are a POWERFUL SALES TOOL!


How Do I Request A Recommendation?
To get started, left click on the Profile tab and select Recommendations:


Option # 1 (Mass Request)
Left click on the Request Recommendations tab:

Choose a current or past Job Title from the
drop down menu or add one:

Left click on the LinkedIn icon to select up to
200 connections to send your request too:

Select your preferred email address and
customise the Subject:

Replace the default generated message
with a more personalised one:

Left click Send:


Option # 2 (1:1 Personalised Request)
Left click on the Contacts tab followed by the Connections tab:

Left click on the Send message link:

Search through
your existing
connections and
then left click on
their name:


Continued …
Select one of your preferred email address from the From drop down menu:

Create a Subject that will catch the eye:

c/o Bill Smith *** LinkedIn Recommendation ***

Write a personalised message in the body
requesting a LinkedIn recommendation:

Left click Send Message:


Option # 3 (Request + Instructions + Existing Testimonial)
Left click on the Contacts tab followed by the Connections tab:

Left click on the Send message link:

Search through
your existing
connections and
then left click on
their name:


Continued …
Select one of your preferred email address from the From drop down menu:

Create a Subject that will catch the eye:


See next page for sample instructions: Write a personalised message in the body
with detailed instructions requesting a
LinkedIn recommendation that incorporates
an existing testimonial:
Left click Send Message:

The best way to receive LinkedIn Recommendations is to send your connections testimonials they have
previously written about you and / or your company so they can reuse the words!


Tips
A smart way to save time when you are sending Recommendation Request messages is to use Google
Docs, Notepad, OneNote or Microsoft Word to create MASTER templates.

All you then need to do then is CUT & PASTE your preferred template into the Recommendation
Request message field and personalise it as needed:

33

Raw Text
This will make it easy for you to cut & paste / customise your templates:

PS: Feel free to copy this technique / you will learn a LOT by responding to this request :)


Hi ,

I am pleased that you were happy with our services and would appreciate if you could recommend me on LinkedIn by following these few simple
steps:

# 1 Copy (Ctrl C) your "Original Testimonial" from the bottom of this LinkedIn message to the clipboard

# 2 Go to my profile and then click on "Recommend Bill" located under the BIG yellow box marked - "Suggest a Profile Update for Bill"

# 3 Select the 2nd option radio button "Service Provider" & make the appropriate drop down menu selections

# 4 Choose THREE attributes

# 5 PASTE (Ctrl V) your "Original Testimonial" in the "Written Recommendation" box

MUCH Appreciated!

Bill Smith - Managing Director

ACME IT

========================================================================================

I have been using ACME IT for years and I am very happy with them. They are excellent at what they do. The websites they create are beautiful
and customizable. Their designer is very creative. Their team is very professional and they get the work done fast. They are easily reachable and
reply to email and calls fast. I am continuing to use their services and highly recommend them to anyone!

34

Section 3

COMPANY PAGE


Overview
What is a LinkedIn Company Page?

It’s a centralised location where millions of LinkedIn members can go to stay in the loop on
company news, products and services, business opportunities and job openings.

For a business, it’s the opportunity to:

• Tell your company’s story;
• Highlight your products and services;
• Engage with followers;
• Share career opportunities; and
• Drive word of mouth at scale

It’s also free so secure your Vanity URL so do it before someone else does!


Adding Your Company
To add a NEW company; left click on the Companies tab:

Left click on the Add a Company link:


Continued …
Type in your preferred Company Name & contact Email Address at the company:

Check this box:

Left click Continue:

Follow these instructions:


Vanity URL
One of the main reasons for creating your Company Page ASAP is to secure your preferred Vanity URL:

As with ALL Vanity URLs … facebook.com/???, youtube.com/??? & slideshare.net/??? … they cost
nothing however when they are taken by someone else; they are GONE FOREVER!


Find Your Company
Before you can add, edit or promote your company you may need to find it.

If it is not listed in the drop down menu of the Companies menu then start typing the name of the
company in the Search for Companies box and left click on the Search button:

ACME IT


Add Company Details
Left click on the Admin tools drop down menu and select Edit:


Overview, Careers and Products & Services
As a bare minimum, you should provide a summary of your Company in the Overview tab. Select the
other tabs to continue building your Brand:


Section 4

GROUPS


Overview
By starting or sponsoring a LinkedIn Group, companies can benefit by:

• Building long-lasting relationships with customers;
• Gaining exclusive access to an audience of professionals; and
• Raising awareness and position yourself as a thought leader

As a member of LinkedIn Groups, you can:

• Connect with like-minded professionals related to your industry in over a million groups;
• Join discussions by sharing insights, posting articles or creating polls; and
• Showcase your affiliation with organisations by displaying group icons in your profile

It’s also free so secure your Group Name so do it before someone else does!


Choose a Group Name
As a business owner or manager, you have two options to consider when you choose a Group Name for
your company:

Option # 1 (Protect Your Brand!)

Use your company name, derivative of your company name or an acronym as the Group Name

Example:

• Airborne Cloud Measurement Equipment
• Cloud Measurement Equipment
• ACME

As with ALL Group Names on LinkedIn … they cost nothing however when they are taken by someone
else; they are GONE FOREVER!

Option # 2

Your second option is to choose a generic Group Name associated with the industry your company
operates in. This will potentially attract more people to join your group and allow you to establish yourself
as a subject matter expert so you can indirectly sell your products & services to your members!
Example:

• Test & Measurement Equipment


Creating Your Group
To create a new group on LinkedIn; left click on the Groups tab and select Create a Group from the drop
down menu:

You can either upload your company logo or design a new logo specifically for the group and tick the
User Agreement check box:

Type in your preferred group name:


Continued …
Select the type of group you want to create from the Group Type drop down menu:

Create a brief summary about your group that will capture the interest of your target market!

Warning!

You can only change the Summary
and Description text a maximum of
five (5) times.

Create a more detailed description about the group for your members:


Continued …
Provide a link between the Group & your Company website and an email address for Group Members:

Many group owners choose the default Request to Join radio button however if you don’t plan to reject
anyone applying to join your group then why not automate the process by selecting Auto-join!

Note: You can always EJECT any members that abuse the group’s rules and guidelines if needed.


Continued …
Leave the default language as English:

Make sure the Location box is un-checked as there is no point putting geographic restrictions on a group!

Linking your Twitter Announcements is also another great Branding opportunity:

If you select Create an Open Group, your Group will be searchable! Group members will also be able to
display your group logo in their profiles.


Promoting Groups
To promote your Group, left click on the Groups tab and select your group name from the drop down menu:

Then left click on the Manage tab where you can find all the Group Management Tools:


Continued …
The easiest way to promote your group is by selecting the Send Invitations link:

Option # 1 / See next page:

Option # 2
Cut & Paste email addresses:

Left click the Send button:


Continued …
Option # 1 Check the connections from your
existing network that you want to
invite to join your group:

Left click the Finished button:


Continued …
Option # 3

Another way to promote your group is by cutting & pasting the automatically generated Group Join Link
URL into an email that you can send via Outlook or a 3rd party Email Marketing Service:

The method explained
above of cutting &
pasting the Group Join
Link URL will allow you
to personalise your
invitation messages to
join the group!

Example:

http://www.linkedin.com/groups/52lists-4417888/about


Continued …
To ensure your Group is not buried amongst the 1 Million + LinkedIn groups; make sure it is easily
searchable by either planting keywords in the Group’s Name or in the Group’s Summary.

Example:

Note: Keywords include: Sales & Manager


Managing Groups
To manage your Group, left click on the Groups tab and select your group name from the drop down menu:

Then left click on the Manage tab where you can find all the Group Management Tools:


Continued …
The default Submission Queue screen is the heart of the management engine where you can manage
discussions, promotions or jobs submitted to the group:


Continued …
The following screen will be displayed: The next few pages highlight a few of the Manage Group features
available to you.


Continued …
One of the most useful features of group management is being able to send a weekly announcement to
your group members via email; left click on the Send an Announcement link:

Write your announcement or
message:

Left click the Send Announcement button:


Continued …
The Group Rules link enables group managers to provide their group members with a set of detailed
participation expectations and guidelines.

“This is a SPAM free zone!”

Left click the Save Changes button:


Continued …
It is also possible to fully automate many aspects of managing a group by selecting the Templates link
which will enable you to create customised message templates :


Provide Value To Group Members
Apart from sending Announcements as previously explained, you also have the ability to create Group
Discussions.

You should get into the habit of starting at least one group discussion per week that is
interesting, provides real value and is likely to generate some lively responses.

To start a NEW discussion, select the Discussions tab from the Groups menu:

Enter a discussion topic or ?
+
Any addition information

Left click the Share button:


Continued …
Don’t forget to comment on everyone’s discussions to encourage them to contribute more:

The original discussion was
started by one of the Group’s
members:

The Group’s owner and / or
moderator is the 3rd person to
comment on the discussion:


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