Getting “LinkedIn”
Using LinkedIn to its fullest
potential
© Sparrey Consulting, 2010
Why LinkedIn night?
Ensure
you have
the
“basics”
down
Apply
advanced
concepts to
your
business
LinkedIn has been getting business
owners real results
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
New clients Uncertain
N...
© Sparrey Consulting, 2010
What is LinkedIn for?
To benefit from trusted
relationships
You
Your connections
Their connecti...
© Sparrey Consulting, 2010
Create or improve your personal
profile
• Brainstorm what to include on your profile
▫ Summary ...
© Sparrey Consulting, 2010
Summary statement brainstorming
My current summary statement
My revised summary statement
What ...
© Sparrey Consulting, 2010
Determine who you want to accept
invitations from
“LinkedIn has been most valuable to me when I...
© Sparrey Consulting, 2010
Update your personal profile:
Making sure the basics are right!
Item Requires
update
Update
com...
© Sparrey Consulting, 2010
Should you create a company profile?
• If you are the only employee, consider the time/effort i...
© Sparrey Consulting, 2010
Identify five new connections today
• Who should you invite?
▫ Consider people that you know in...
© Sparrey Consulting, 2010
Update your LinkedIn profile to remain
top-of-mind for contacts
Potential updates Valuable upda...
© Sparrey Consulting, 2010
Before we move on… some other
“quick hits”
Potential updates Valuable updates to share
Add new ...
© Sparrey Consulting, 2010
Why LinkedIn night?
Ensure you
have the
“basics”
down
Apply
advanced
concepts
to your
business

© Sparrey Consulting, 2010
How entrepreneurs can use LinkedIn to
build their business
Find new customers
Build
credibility...
© Sparrey Consulting, 2010
Identify new customers
• Who are your best customers?
▫ Organizations, roles,
demographics
• Ar...
© Sparrey Consulting, 2010
Find new customers
Join relevant groups
• Find relevant industry groups
• Peers and advisors sh...
© Sparrey Consulting, 2010
Conduct valuable research about
prospects using “follow company”
• Use the follow company featu...
© Sparrey Consulting, 2010
Maintain contact with existing customers
as a way to find new customers!
• Determine overall st...
© Sparrey Consulting, 2010
Position yourself as an expert
• Include URL links in your summary or descriptions to
sample wo...
© Sparrey Consulting, 2010
Build credibility through
recommendations
Who should you ask?
Should you have recommendations?
...
© Sparrey Consulting, 2010
Build credibility through
recommendations
• Giving recommendations to others can be a powerful
...
© Sparrey Consulting, 2010
Generate publicity:
Create your own groups
• Add keywords in the description of your group
to i...
© Sparrey Consulting, 2010
Create valuable LinkedIn events
• Great viral marketing: When someone
RSVPs to an event, shows ...
© Sparrey Consulting, 2010
Finding suppliers
Real business owners have found this
useful in their supplier search
Figure o...
© Sparrey Consulting, 2010
Review questions pertaining to any of
the topics covered tonight!
Ensure
you have
the
“basics”
...
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Advanced LinkedIn for Business Owners

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Presentation for "Getting Linked In" for entrepreneurs

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  • Tonight we will:
    Briefly revisit the basics
    Create or update your profile
    Invite people to connect
    Discuss other creative uses for LinkedIn
    Plan how to keep your profile current
    Review more advanced concepts for business owners
    Identify and contact potential partners
    Position yourself as an expert
    Use recommendations to build credibility
    Develop contact list of publications and use LinkedIn for PR
    Participate effectively in groups
    Create valuable Linked In events
  • Responses to recent LinkedIn question.
  • Benefits of being “open”:

    Risks of being open: TBD
  • Survey to see if people have done these things and/or if they had trouble with any of them
    Walk them through how to update public profile link
    Make a note about including public link in email signature file
  • Discussion: what groups do people belong to that are helpful?
    Discussion re: slideshare: do you “give away the farm”?
  • Tonight we will:
    Briefly revisit the basics
    Create or update your profile
    Invite people to connect
    Discuss other creative uses for LinkedIn
    Plan how to keep your profile current
    Review more advanced concepts for business owners
    Identify and contact potential partners
    Position yourself as an expert
    Use recommendations to build credibility
    Develop contact list of publications and use LinkedIn for PR
    Participate effectively in groups
    Create valuable Linked In events
  • Group discussions can be incredibly valuable if you’re thinking about expanding to a new industry sector or customer vertical

  • Should you have recommendations?
    Running your own company?
    Conducting a job search?
    Seeking an internal company promotion?
  • Tonight we will:
    Briefly revisit the basics
    Create or update your profile
    Invite people to connect
    Discuss other creative uses for LinkedIn
    Plan how to keep your profile current
    Review more advanced concepts for business owners
    Identify and contact potential partners
    Position yourself as an expert
    Use recommendations to build credibility
    Develop contact list of publications and use LinkedIn for PR
    Participate effectively in groups
    Create valuable Linked In events
  • Advanced LinkedIn for Business Owners

    1. 1. Getting “LinkedIn” Using LinkedIn to its fullest potential
    2. 2. © Sparrey Consulting, 2010 Why LinkedIn night? Ensure you have the “basics” down Apply advanced concepts to your business
    3. 3. LinkedIn has been getting business owners real results 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% New clients Uncertain No new clients 60% of respondents to informal survey indicated they build new client relationships because of LinkedIn! “A recent status update on LinkedIn reminded my network of what I do and created a couple of valuable referrals.” “I use TripIt regularly. One of my contacts noticed that I was traveling to Boston. Although she didn’t live there herself, she suggested someone else that I should meet who did. My new contact ended up becoming a paid client.” “Clients can connect with ME. I essentially become personable and in reach so to speak. People only do business with my business after they know me.”
    4. 4. © Sparrey Consulting, 2010 What is LinkedIn for? To benefit from trusted relationships You Your connections Their connections Their connections 1 2 3
    5. 5. © Sparrey Consulting, 2010 Create or improve your personal profile • Brainstorm what to include on your profile ▫ Summary statement ▫ Most relevant job experiences ▫ Education ▫ Link to website ▫ Affiliation with groups (professional organizations) • Review profile details now!
    6. 6. © Sparrey Consulting, 2010 Summary statement brainstorming My current summary statement My revised summary statement What I want people to know about me:
    7. 7. © Sparrey Consulting, 2010 Determine who you want to accept invitations from “LinkedIn has been most valuable to me when I am open to new people and ideas. I am willing to connect with anyone, but I also manage my connections actively. If it’s unclear to me why someone is connecting, I clarify.” “I only accept connection requests from people who I know well. My network is valuable and I don’t want to open it up to just anyone.”
    8. 8. © Sparrey Consulting, 2010 Update your personal profile: Making sure the basics are right! Item Requires update Update completed Make sure location is right Ensure current job title is accurate Link Twitter account (a professional account) Add company website (as “other” website) Update website link to your company name Include only relevant past roles Streamline public profile link Only one profile Ensure each job is only listed once Include accomplishments with roles
    9. 9. © Sparrey Consulting, 2010 Should you create a company profile? • If you are the only employee, consider the time/effort it will require to manage your company page ▫ Will you realize good returns on search efforts? ▫ What would you include about your company? ▫ Best to simply link to your web page for the time being? • As an owner with employees, manage who has control over content ▫ If you don’t yet have a company account, the next person to add the position with that company name will be prompted to create the company ▫ Any person who works at the company can create or edit the company profile (note: they would have to click a button indicating that they are the official representative) ▫ To set-up or “fix” a company profile, ensure that the company name in your profile is the same as the profile online (updates need to be made through LinkedIn) • You have 2000 characters to describe your company, use them well • Audit employees listed in your company ▫ If someone is incorrectly claiming to be an employee, you can report them at abuse@LinkedIn.com
    10. 10. © Sparrey Consulting, 2010 Identify five new connections today • Who should you invite? ▫ Consider people that you know in the real world! ▫ Review contacts your Outlook address book and connected to them through LinkedIn ▫ Connect with people at current and former employers ▫ Follow-up on suggested connections from LinkedIn and re-connect with people who you would be willing to help in the future ▫ People you volunteer with ▫ Review group members that you are a part of within Linked In. Connect with people that you’ve met discussing topics online ▫ Easiest to invite people to connect through main add connections screen The Goal: 10X your age in contacts
    11. 11. © Sparrey Consulting, 2010 Update your LinkedIn profile to remain top-of-mind for contacts Potential updates Valuable updates to share Update your profile status • Include links to recent work Answer questions • Show competence in a particular area Add new positions within the same company • Show promotions directly Join new groups • Find potential clients, review profiles of interesting people to find out what groups they belong to Update with accomplishments • Track accomplishments actively and share in short bullets so that prospective clients can see your impact Notify people of travel using TripIt • Get a list of people in your network who may be in the city you’re traveling to Provide valuable information via SlideShare • Relevant to the work you’re doing • Broad appeal
    12. 12. © Sparrey Consulting, 2010 Before we move on… some other “quick hits” Potential updates Valuable updates to share Add new contacts • Makes you more relevant to others too! Review WordPress links • Make sure it’s a blog you keep current • Ensure it is related to your business if included Remove old information • Limit details for very old jobs, especially if unrelated Interests • Focus on those related to the business first Consider awards & associations that could go with your work • Consider associations that may give you credibility Reconnect with 2-3 contacts • If everything else is updated, use the opportunity to reconnect with 2-3 contacts you haven’t heard from in a while!
    13. 13. © Sparrey Consulting, 2010 Why LinkedIn night? Ensure you have the “basics” down Apply advanced concepts to your business 
    14. 14. © Sparrey Consulting, 2010 How entrepreneurs can use LinkedIn to build their business Find new customers Build credibility Generate publicity Establish expertise Update existing customers Find new suppliers Create events Conduct research
    15. 15. © Sparrey Consulting, 2010 Identify new customers • Who are your best customers? ▫ Organizations, roles, demographics • Are there specific positions / people that would be most relevant? • Do you know anyone there? • Is there anyone in your network there? • Use the advanced search feature to locate people in your network. Plan to contact people through others and ask for introductions. Consider LinkedIn ads to identify new customers “I’ve really liked how LinkedIn ads can be targeted by geography, market, position level (seniority) and only deliver my ad when appropriate. Although I have only had a few leads, they are generally higher quality that we receive from Google and, measured from a conversion perspective, are about a third of the Google cost.” Use your own network to identify new customers
    16. 16. © Sparrey Consulting, 2010 Find new customers Join relevant groups • Find relevant industry groups • Peers and advisors sharing relevant information • Follow discussions for specific groups • Some groups are valuable to allow you to connect with people • Discussion boards (unless well moderated) can be filled with spam • Other groups have great discussion features (usually groups associated with a specific industry) • Think about where potential customers are going to be • Parent groups? • Local networking groups? • Specific trade associations? • GROUP QUESTION: What are the most valuable groups for you? • Lets pause and find a group to add Job seeker tip: hide potentially contentious groups
    17. 17. © Sparrey Consulting, 2010 Conduct valuable research about prospects using “follow company” • Use the follow company feature on LinkedIn to find out the following helpful information: ▫ Common career paths before and after the company ▫ Where employees are most connected ▫ Departments & levels for new hires ▫ Former employees and where they have departed to ▫ Recent promotions and changes Job seeker tip: use “follow company” feature!
    18. 18. © Sparrey Consulting, 2010 Maintain contact with existing customers as a way to find new customers! • Determine overall strategy ▫ Connect via company page OR through personal page • Make a point of staying in touch ▫ Set goals for weekly / monthly connections ▫ Track who you’re in touch with • Find out who has been following you! • Tools to make managing contacts easier ▫ XOBNI ▫ Outlook toolbar ▫ Browser toolbar ▫ Gist
    19. 19. © Sparrey Consulting, 2010 Position yourself as an expert • Include URL links in your summary or descriptions to sample work ▫ Thanks to Margot from The Word Factory for the tip • Ask questions to build credibility ▫ Rate answers to thank respondents ▫ If one stood out, select that as the “best” answer • Include answers application on your main profile page ▫ Identify categories where you may be an expert ▫ Review questions (put 30 minutes on your calendar on a weekly basis) ▫ Research person asking question to offer a personal response based on their LinkedIn profile ▫ Provide valuable tips in your response, including website links or introductions to experts ▫ Request “best answer” rating if appropriate
    20. 20. © Sparrey Consulting, 2010 Build credibility through recommendations Who should you ask? Should you have recommendations? (Personal or business)? How should you ask them?
    21. 21. © Sparrey Consulting, 2010 Build credibility through recommendations • Giving recommendations to others can be a powerful tool ▫ Be thoughtful in what you promote / say about others, provide specific examples where you can ▫ Talk specifically about what you know and be careful not to address what you don’t! ▫ Read other recommendations to see what ones impress you! • Don’t be shy about asking for recommendations ▫ In a group setting, if you’re doing feedback surveys, you could suggest that they follow-up with a LinkedIn recommendation ▫ If someone is writing a recommendation and asks about characteristics you want highlighted, be prepared • Save your recommendations in a standalone PDF file ▫ Look up Wally Feigenson’s blog for more information:
    22. 22. © Sparrey Consulting, 2010 Generate publicity: Create your own groups • Add keywords in the description of your group to increase group rankings • Add keywords in group title to be found on Google • Add company website / blog to drive traffic to your site • Add blog RSS feed to group so every new article is posted to the group • Send a weekly message to the group that adds value and drives traffic to site • Connect people in the group who could do business with each other
    23. 23. © Sparrey Consulting, 2010 Create valuable LinkedIn events • Great viral marketing: When someone RSVPs to an event, shows up in their weekly update to all of their contacts • Ensure you have people attending your events • Lets practice adding an event
    24. 24. © Sparrey Consulting, 2010 Finding suppliers Real business owners have found this useful in their supplier search Figure out what suppliers you need and ask a related question “It was very useful as I looked for an IT professional to solve a computer issue.” •Technology support •Graphics / design •Writers •Coaches •Marketing specialists •Admin / outsourcing support •Organization help (anyone w/a home office)?!
    25. 25. © Sparrey Consulting, 2010 Review questions pertaining to any of the topics covered tonight! Ensure you have the “basics” down Apply advanced concepts to your business 

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