Linked In Power User Secrets
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Linked In Power User Secrets

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With over 55 million members LinkedIn is the best no-nonsense social network for transforming your time into business results. ...

With over 55 million members LinkedIn is the best no-nonsense social network for transforming your time into business results.
98% of professionals use LinkedIn as an online rolodex and a bit more. 2% of users realize LinkedIn is a goldmine that can help them find clients and jobs, build quantity and quality networks, establish a high profile leadership position, crowdsource for leading edge industry information, save their company money and much more.
This program will teach you how to become a LinkedIn Power User and harness a giant that can take a business and professional’s career to its next level.

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  • 1. LinkedIn Power User Secrets Social Media Telesummit 2010 Created and Facilitated by Andrew Ballenthin President of Sol Solutions, an integrated marketing consultancy All rights reserved. Copyright © 2010. andrew@solsolutions.ca Network. Discuss. Follow. Connect. ca.linkedin.com/in/andrewballenthin communintymarketing.typepad.com twitter.com/solsolutions groups.to/socialmediamonetization 1
  • 2. LinkedIn Power User Secrets Program Overview With over 55 million members LinkedIn is the best no-nonsense social network for transforming your time into business results. 98% of professionals use LinkedIn as an online rolodex and a bit more. 2% of users realize LinkedIn is a goldmine that can help them find clients and jobs, build quantity and quality networks, establish a high profile leadership position, crowdsource for leading edge industry information, save their company money and much more. This session will teach you how to become a LinkedIn Power User and harness a giant that can take a business and professional’s career to its next level. Learning Outcomes Bonus: Planning Pointers – Tips and 10 areas that put you on the path to monetization 1. Time Management - Devise a plan for getting results based on your time 2. Leading The Pack - 5 super user tips for standing apart from your competition 3. Growing Your Database - 3 smart ways to build a quality and quantity Contact database 4. Unlock LinkedIn’s Secret - 1 key point that creates potential or wastes your time 5. Reach Huge Audiences - Learn how to reach 500,000 to 1.5 million people 2
  • 3. LinkedIn Power User Secrets Planning For Results “Good plans shape good decisions. That’s why good planning helps to make the elusive come true.” Lester R. Bittle, writer Defining Your Success Plan One of the secrets to becoming a Power User is having an excellent plan and defining what you want and how you will get there. Many people waste their time because they do not have a clear picture of what they are going to do in the following areas: • Branding and alignment with your other marketing • Defining and segmenting your audience • Setting direct and indirect monetization goals • Resource planning: who and how much time a week can be applied • Defining LinkedIn features to specialize in • Understanding how to create dynamic content • Communication planning: knowing what you want to say in advance • Defining success measurements and reporting • Ecosystem planning (how Linkedin, blogs, Twitter and other social networks work together) • Integration with your sales and advertising programs and more These 10 points are a starting list of areas you should define in as much detail as possible before putting too much time into using LinkedIn. Why? If one or several of these areas are missing it can take more time to become a Super User and monetize your results. What usually prevents success is an invisible barrier that prevents you from making the progress you should. When invisible roadblocks appear it’s because one of the points above that has not been addressed and your results are telling you to go back and fix it. The good news is social media marketing is always about learning and improving. 3
  • 4. LinkedIn Power User Secrets Why Planning And Goals Matter: A Study From Harvard Business School “Goal setting is more effective when specific steps are integrated with written time frames and dates to document our thinking. Reality: written goals clarify thinking, objectify their potential, and reinforce commitment. Another secret of successful people is that they keep their written goals visible and review them daily. Harvard Business School did a study on the financial status of its students 10 years after graduation and found that: • As many as 27% of them needed financial assistance • A whopping 60% of them were living paycheck to paycheck. • A mere 10% of them were living comfortably. • And only 3% of them were financially independent. The study also looked at goal setting and found these interesting correlations: • The 27% that needed financial assistance had absolutely no goal setting process in their lives. • The 60% that were living paycheck to paycheck had basic survival goals; such as managing to live paycheck to paycheck. • The 10% that were living comfortably had general goals. They thought they knew where they were going to be in the next five years. • The 3% that were financially independent had written out their goals and the steps required to reach them.” Source: Pius Ephenus, Goal Setting - The Power of Writing Down Your Goal. Full article -http://bit.ly/635l9G. 4
  • 5. LinkedIn Power User Secrets S.M.A.R.T Goal Setting Once you know what you want in your success plan it’s best to turn it into a goal. You may have heard of the S.M.A.R.T. methodology for effective planning. 3M was using it as early as the 1970’s and since then it has not gone out of style. This system will help you apply a razor sharp focus that makes becoming a LinkedIn Power User absolutely possible. Defining what you want and what you’re going to do to get there is an essential secret that transforms your time from being busy to being effective. S – specific M – measurable A – achievable R – realistic T – time bound Examples of using S.M.A.R.T, planning and LinkedIn Example 1 - Our engineering company will have all 12 of its employees on LinkedIn. Each person will be a member of 5 groups. Collectively we will identify 1,000 highly targeted prospects within 5-15 Groups. This will be completed in 45 days: due for day/month/year. Example 2 - As a sole businesses owner I will spend 5 hours a week answering 5 to 10 questions related to my industry in Polls or Group Discussions. I will also invite 10-25 highly targeted customers and industry influencers to be part of my network each week. I will keep a weekly report for tracking people I start discussions with so I can nurture those relationships as potential clients and future business alliances. 5
  • 6. LinkedIn Power User Secrets Time Management “The definition of insanity is doing the same thing over and over and expecting a different result.” Albert Einstein Now that you have goals you need to determine how much time you can put into getting your results. There are a few factors that will either make you a Super User or a super time waster. By weeding out what wastes your time versus what is a valuable use of time you can master LinkedIn and be highly productive. Exercise 1 Write TW (Time Waster) on the line beside the bullet point if it is an area you are unclear about or you feel under-experienced doing. Write SU (Super User) if it’s an area you feel confident of your knowledge or your skills are equal or above average for getting results now. ___ Do you which parts of LinkedIn you have excellent knowledge of how to use ___ Are you operating from business goals rather than random activity ___ Do you have the focus to keep asking yourself, am I being busy versus effective ___ Do you know how to interact and bringing out the best in connections ___ Do you know what enables direct and indirect monetization for your business ___ You have a clear knowledge of who your audience is and how many people ___ Do you know how to convey a consistent brand image ___ The ability to give your audience original, valuable and inspiring content ___ Consistency in your use so you become a well recognized name ___ Are you excellent at the art of valuable and compelling communication ___ The ability to watch for subtle changes and continually adapt 6
  • 7. LinkedIn Power User Secrets Exercise 2 What makes exceptional achievers different than average or poor performers is their ability to judiciously apply their skills to get the maximum results for the least amount of effort. List your Super User Strengths below (include additional points if you want to). 1. 2. 3. 4. 5. Write out 1 of your goals that is aligned with your Super User strengths. Note how much time you will apply to your goal using your strengths each week. Exercise Summary By matching your strengths, to your goals and your weekly time budget you will be well positioned to get excellent results. The areas where you need to improve should be seen as investment time outside of your weekly budget that will pay back in the future. 7
  • 8. LinkedIn Power User Secrets LinkedIn Success Stories Job Searching “In addition to networking with most of her real world professional connections on LinkedIn, and joining groups, she researched LinkedIn for company information and potential connections before applying for any jobs. She saw a dramatic difference in how many phone interviews or offers she got from traditional online boards (5% response rate) versus online and offline networking (31% response rate). During her search, she made a weekly goal of 3 meetings with her connections, to learn what might be happening in the job market. When she saw a job posting for what is now her current job, she looked up and connected to a former co-worker through LinkedIn, who introduced her to the hiring manager.” Story by Kathy Robinson, Career coach at Turning Points Career Consulting. Article on Christine Midwood, program director and product manager. http://blog.linkedin.com/2009/08/11/kathy-robinson-why-linked-in-is-high-octane-fuel-for-job-searching New Business Growth “Linkedin has been a very valuable tool for my business. I’m based in Singapore running a boutique PR company and have been contacted through Linkedin by companies from the US, UK, Australia and other parts of Asia. I’ve had the opportunity to work with some major clients who I would never normally had access too. As well as form some strategic alliances with other small PR companies in other countries... The individuals on Linkedin are all professionals and take both their business and other businesses seriously... Put simply Linkedin is terrific!” Linda Ruck - Director Linda Ruck Communications, Public Relations & Branding, Events, Media Campaigns http://www.communitymarketing.typepad.com/my_weblog/2009/10/an-understated-hero-linkedin-a-global-village-of-goodwill.html 8
  • 9. LinkedIn Power User Secrets Leading The Pack: 5 Super User Tips 98% of people on LinkedIn don’t get more than a bit of networking, a rolodex and some valuable tips and feedback. Super Users are clearly different. The following points were found to be consistent after interviewing several group managers on LinkedIn who had members ranging from 20,000 – 100,000 and over 10,000 network connections in the personal following. What they all had in common was: 1. An 18 month vision and clear goals. 2. A clear and compelling personal and company profile. 3. They knew who their audience was and talked to them regularly. 4. Their ideas were innovative and offered compelling value. 5. They were dedicated to nurturing their audience and developing real relationships. These 5 points were implemented with the highest level of professionalism, persistence, and tenacity. Their drive in these areas enabled them to stand apart from their competition. Keep in mind it’s tougher than ever to be unique on LinkedIn with over 55 million members and 55,700+ groups. However these 5 points together are a secret that makes master networkers and group leaders stand apart from their competition. Exercise The above points are only effective if you know what makes you highly different than your competition and you have bigger plans for getting there than your competitors. Describe what is highly unique about your plans and why that puts you in the top 2% category. 9
  • 10. LinkedIn Power User Secrets LinkedIn Users That Leave Their Competition Behind “I'd be lost without LinkedIn. Quite simply, it is essentially my professional home page. I probably spend more time searching on LinkedIn than I do on Google. I am thankful for the ability to create and cultivate my network, to find and connect (and stay connected!) with new and old contacts, to be found by potential partners, clients and employers, to research companies of interest and seek connections there, to read and participate in discussions on innumerable topics of interest with thoughtful professionals around the world, to request and provide information, advice and contacts, to join and participate in groups, to create and build an alumni network for my former employer that has helped our members succeed.” Larry Robiner - Business Development Executive and Strategic Marketing Consultant http://www.communitymarketing.typepad.com/my_weblog/2009/10/an-understated-hero-linkedin-a-global-village-of-goodwill.html “Linked In is now part of my daily business life. It has allowed me to meet people, all be it virtually. Created business opportunities and provided tons of invaluable information. Best of all through the site I have been able to prove and confirm that product design and definition and product acceptance on a world wide basis. With LinkedIn the World is a smaller place and working cross boarders is suddenly easy.” Mark Alford - Director at StorePOINT International Ltd http://www.communitymarketing.typepad.com/my_weblog/2009/10/an- understated-hero-linkedin-a-global-village-of-goodwill.html 10
  • 11. LinkedIn Power User Secrets Techniques For Growing Your Database There are a multitude of ways you can reach more people and grow your database on LinkedIn including Groups, Polls, Jobs, Events, search returns, TopLinked.com, invites, and more. One of the secrets to being effective, and therefore a Power User, is defining in advance what size of database is most important for you and who your prospects are. For some 50 contacts are enough, for other it’s 500, for others it’s hundreds of thousands. The number doesn’t matter; it’s the quality of that database in relation to its size that counts. Quality Comes Before Quantity Many people who do not get results on LinkedIn, Twitter, Facebook, and YouTube all have the same problem, only a fraction of their following are the right people who would do business with them. One of the greatest reasons why businesses do not monetize their social media is because they don’t have the right quality audience in the right quantity. Social media marketing has certain parallels with marketing: low target audience matches to your business equal no to low customer conversion opportunities. Ask yourself the following questions to see if you’re on the right track: 1. How many in your LinkedIn contacts know you or your business personally? 2. When you add new contacts are they people that are within 80% of your ideal customer or strategic alliance profile? 3. Are your activities on LinkedIn talking to your peers, your general industry or just an interest group that you like to hang out with? 4. How many people on LinkedIn are in your business’s geographical reach? 5. How many contacts in your personal LinkedIn network are decision makers, influencers, and advocates and within the 80% range of being relevant to your business? 11
  • 12. LinkedIn Power User Secrets 3 Steps To Grow Your Database After deciding what you want your contacts on LinkedIn to look like in terms of quality and quantity it’s now a good time to grow. Following are 3 techniques for increasing the quantity of contacts on LinkedIn by several hundred to several thousand within months: 1. Organic 2. Being highly visible 3. TopLinked.com membership 1. Growing organically includes: 2. Being highly visible includes: 3. Growing through TopLinked.com includes: 12
  • 13. LinkedIn Power User Secrets The 1 Secret That Unlocks All Of LinkedIn Yes there is one point more important than anything else mentioned so far. It’s deceptively simple, it hides in the open, its essence connects all of the other points to each other, and you don’t have to be master to get exponential results. The Biggest Secret Of Being A LinkedIn Power User Is… Following are 10 ways 90% of people get it wrong: 1. Staying in broadcast mode like traditional marketing 2. Forgetting every single person you come into contact with is real 3. Spreading efforts to thin and missing opportunities that fall on your doorstep 4. Being “afraid” to get out of comfort zones 5. Giving up when obvious results are not there 6. Failing to be consistently visible 7. Making errors that project poor attention to detail 8. Putting forward an image that has mixed messages 9. Not realizing it’s the little things that lead to big things 10. Becoming frustrated because sales leads aren’t just popping up 13
  • 14. LinkedIn Power User Secrets How To Reach Huge Audiences It is possible to reach between 500,000 to 1.5 million people on LinkedIn without paying a dollar. When using this secret correctly these numbers and this technique can be a game changer even for Power Users. So What’s The Big Secret? Groups! Things You Need To Know About Groups: 14
  • 15. LinkedIn Power User Secrets 4 Steps To Join New Groups and Post News Step1 - Select “Groups” on your top menu bar. This will take you to the search page where you can enter a search term for a new group you want to look for. Step 2 - Select the Group you want to join. The group manager does not have to approve any new joiner. Some groups will approve people automatically, others will take 1-5 days. You can join up to 50 groups. Step 3 - Once you are a member of a Group, click on it to open it. You will see listings for Discussions, News, Jobs, Sub Groups, etc. Click on News. Step 4 - Enter the URL that posts your content to that group’s news listings. This can be repeated for all your groups. Beware: Over posting to groups that overlap can quickly give you a reputation as a spammer. If the content is self-promotional expect nil response rates. If the group manager does not like your activity they can remove you without warning and ban you from the group. Keep track of being busy versus effective. This can be a time consuming process with great or no payback. Watch results and measure activity closely. If things are not going well, don’t get discouraged if you hit a low spell of traffic, people are still watching you. Do the marketing audit on page 3 to see where you might be getting it wrong. 15