Linkedin means business
Numbers vs. environmentFacebook                   Linkedin• Launched 2004            • Launched 2003• 850m users          ...
OverviewThree broad areas of activity:1. Getting noticed   – Setting up your profile.   – Being discoverable through Googl...
Getting noticed    A google search for my namebrings up my Linkedin profile, and on  my company name brings up my      Lin...
Getting noticed – personal profile       1. Professional headline – use          meaningful key words – not ‘owner’.      ...
Getting noticed – bells & whistles         Ask for recommendations for both          personal and company profiles
Getting noticed – bells & whistles                Apps include Google       Presentations, Slideshare, polls, Wordpr      ...
Getting noticed – company profile       1. Claim it before someone else does.       2. Don’t forget to add          servic...
Getting noticed – company profile
Part 2 – Circulating & Meeting                       people!       Being able to access the email     addresses of your co...
Meeting people – the rules1. You can connect with anyone whose email you already have.2. You can invite ex and current col...
Meeting people – scenarios
Meeting people – connectivity       See how your network grows!
Circulating – groups          1. You can join in the             conversation and make             posts.          2. You ...
Part 3 – What your network should know                    1. Posts or updates are                       seen on your      ...
Free1. All the features shown so   far are free2. Paid account (from   $160/month):    • Contact anyone directly        wi...
PricelessIn a recent study of over 5,000businesses, HubSpot found that trafficfrom LinkedIn generated the highestvisitor-t...
Thank you      Find me on Linkedin for a copy of the presentation (with notes)        Katie McGregor, orHong Kong Women in...
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WiC conduit communications linkedin means business presentation

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Linkedin means business - why Linkedin can be effective for business development, in particular for small- and medium-sized businesses. Originally presented with Women in Business Hong Kong as part of Social Media Week 2012.

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  • GOOD EVENING and congratulations on being early birds and getting all the seats for tonight. We’re all looking forward to hearing Ali speak, but first I am going to talk a little about one of social media’s generally under-appreciated heros – Linkedin. Because Linkedin is less in your face than say Facebook or Twitter, then for many businesses it is the one tool that gets left until last. Linkedinis a superb tool for easily building your contacts’ list, and it isn’t bad at getting your name about either.It does become scary when you are pushed for time and someone tells you about yet another ‘must use’ social media tool but I would say that for most businesses, especially small to medium sized ones since we tend to focus on other businesses or a higher net worth individuals, Linkedin gets you worthwhile results for a modest time investment.So much so that I don’t really spend much time on it these days as it was so helpful to me in getting the ball rolling. And now that ball is just rolling with word of mouth and I spend much of my time on Linkedin setting up profiles for my clients.
  • People talk numbers and demographics when comparing Facebook and Linkedin, saying Linkedin boasts a more mature audience with 68% of users being over 35 years old and 74% with a degree or more, but with Facebook’s much larger base, Facebook still has more mature people by a long shot. See figures for the US.It’s about the environment – Facebookis effective in a different, more casual way and making a direct display or your experience knowledge and qualifications is considered unseemly but on Linkedin it is positively welcomed.
  • If you are into Facebook networking you will notice that it is not dissimilar, although on FacebookPages, option 2 is not possible. That is you can’t really go around and invite people directly to link with you – and this is an important difference!
  • In Linkedin there are two profiles you need to be aware of, one is your personal profile and the other is a company profile - a relatively new feature added four years ago.If you have a Linkedin account and you do a google (or other search engine search) on your name, chances are yourLinkedin profile will show up high in the rankings. Perhaps even higher than your own website. If you are starting a business, I would definitely recommend setting up a Linkedin account as you can count on your Linkedin profile being ranked higher far fasterthan your own website – unless you or your web designer are a search engine optimization SEO genius.. While Linkedin requires you to login, you do get a public profile so when people find you via a search engine, they can click and see details about you. You can control this and make it private – but then why would you be on Linkedin. Public profiles do not link to your website, but to Linkedin (as this would not serve Linkedin).Within Linkedin, people also use search for finding experts in certain fields. I recently had a need to find some financial journalists, so I typed in ‘financial journalists Hong Kong’ and although I had to do some weeding, before contacting – I got a result. But I have jumped ahead.
  • PERSONAL PROFILE:First -- Fill out your personal profile. This is not difficult to do as Linkedin prompts you and bullies you. You can add a bit at a time and don’t be worried, if you don’t fill in experience, Linkedinwill not display a big empty experience box. Because Linkedin really leads you through this, I won’t go into too much details here.However, there are 5 + 1 things you should attend to make the most of your presence:Give yourself a meaningful title right up front using key words that people might use to search for you. (132 characters)Customiseyour URL for your profile so that is searchableAdd your specialties using keywords so that you might be found if someone searches with these keywordsAnd to optimize the discoverability of your company website etc, label your web links with meaningful descriptive words.Complete your summary - descriptive and bulleted lists.Add the basics about past companies as Linkedin allows you to link with ex-colleagues
  • BELLS & WHISTLESAsk for recommendations – Linkedin makes this easy and a recommendation can take the form of your invitee simply clicking a button that they recommend you, or they can choose to give details which is preferable. Or they can ignore you. But it really is painless to try – and having them is worth its weight in gold.
  • APPS:Thelist isn’t exhaustive but you can use google presentations or slideshare to host presentations to give a more visual insight into what you do. You can also put a link and thumbnail of aYoutubehosted video which is very nice.Other apps include polls, Wordpress to get a blog feed (nice), Box.net to manage files online, some industry specific apps such as ‘Lawyer Ratings’ but also a new app introduced late last year called ‘Events’. If you do set up an event it appears on your profile and you can promote it through status update posts. People can also search for events in their area so this is all good news. If you are organizing an event I would recommend considering posting it on Linkedin.However my caveat is, don’t spend so much time making yourself look good that you have no time to b) set up your company profile and c) go networking!
  • COMPANY PROFILETo set this up, simply go to the company tab, and click on the add button (circled in red). Follow instructions but important things to note:Claim it before someone else does.Don’t forget to add services/productsOnce set up, go back to personal profile and link back to your official company site.
  • COMPANY PROFILEThis can be pretty much a copy of your website. Some gurus will suggest you put something different here so that people have a reason to visit yourLinkedin. I say, sure if you have the time. But getting out there and meeting people is more of a priority….Don’t forget to use the Add services and products option. Too many companies don’t use this and it is just getting more and more interesting – see next slide. Use keywords and videos especially if they are hosted on youtube. You more clicks on Youtube is also a key driver for search engine discoverability – especially google (so people say) since it owns youtube.Once you have set up your company name, go back to your personal profile and under current company, type in your company name again and you should see it from a drop down menu. Select it and then it will be a clickable link from your profile.But again, don’t spend the whole evening (so to speak) dressing up and leave yourself no time to go out and meet people. People will be happy to read a reasonable amount of content. I am not sure that they would watch every video or presentation, even if you did post them. What is not important is going out and meeting people.
  • PART 2 - EXPANDING YOUR NETWORKThis is the bit you can’t do on Facebook Pages. Besides being discoverable, the most exciting and fabulous thing about Linkedin is that, with minimal effort you can build your contacts or connections list, but more than that, you can download your contact’s email addresses for targeted marketing. This is worth every minute you might spend on Linkedin.Because a lot of people don’t know you can do this, I will take you straight there. It is in the small print at the bottom. Circled in red.Another feature you can use is that you can tag people so as an example, I have made a tag for potential customers. However this tag doesn’t get exported.
  • THE RULES OF LINKEDINLinkedinlets you connect with anyone you already have the email address of.You can upload a .csv or excel file of contacts, or Linkedin can run you through steps to important contacts from your online email account from your desktop address books eg Outlook, Apple Mail, etc. You can choose who you do want to send an invitation to but I have to admit when I first did this, it sent to everyone in my gmail. Something I wouldn’t have done voluntarily but in hindsight it was good because a lot of people I wouldn’t have expected to accept, did accept. And the good thing about this is, the more connections you have, the more potential people you can connect to. And I will get to that.LinkedIn lets you invite ex and current colleagues, classmates, people you have done business with and people in the same group as you -- without having to otherwise proving you have a relationship by entering their email addresses. UNLESS they have set their privacy settings that they only want to receive invitations from people ….Linkedinwill also make suggestions of people you may know, by connecting you with people where you share a mutual connection, and especially if you share a few mutual connections. This is quite fascinating as you find all sorts of people you perhaps met briefly, thought perhaps had left Hong Kong or have simply lost contact with.In this case, you can generally just click, and send them an invitation to connect. Most people accept those invitations.
  • You can also search people but then Linked in will ask for proof of a relationship, asking if you have done business with them, been a colleague, attended school – and you will have to check which company or school from a drop down menu of companies or schools you have already entered on your profile. So make sure you do enter your recent past businesses to generate those degrees of beingLinkedin.If you have no relationship, you can either check the ‘I don’t knowJohn Smith’ and get a stern warning from LInkedin: Linkedin values users’ privacy and responds to complaints about unwelcome invitations’ or you can take your life in your hands and check ‘We’ve done business together’ – and in the note that will go to the person, explain in a nice note why you would like to connect. Most people do want to connect so if you lay down a reasonable case, you can hope the person will not mark you as an unwelcome invitation sender – so getting you blacklisted – and link with you.Going back to my links to the financial media – I have had 75% of the invitations accepted and as far as I know, no “spam” reports against me.
  • 4. As you network grows, then your list of 2nd and 3rd degree connections will grow – and these are people that LInkedin lets you connect with. It’s always changing so it is worth spending 20 minutes a week with a coffee and just click through the “people you might know” list – it’s faster than any speed networking event.
  • GROUPSI also mentioned that Linkedin lets you connect with fellow group members. From my mini-survey it was clear that those that got involved with groups felt they got a lot out of Linkedin.Again, LInkedin will help you with groups, suggesting groups for you to join. Some groups are private, some groups are open. Professional development & meeting prospects Personally I have found groups useful for my own professional development as I hang out in groups for marketing professionals where they post some interesting stuff. This is also good for sharing with my customers.However, for business development you are recommended to go hang out where your customers hang. As an example, I have a client who is a caterer and by being in a group of PR professionals, he has picked up 2 new customers for corporate events – and he only joined about 2 months ago.Visit WiC Group to try our your group networking skillsBeing in a group can be a bit nerve-wracking so I can recommend one group where you should be comfortable trying out your networking and that is in the Women in Business’ own Linkedin Group which, hats off to Alison for grabbing the name, is called Hong Kong Women in Business. Not to be confused with Women in Business Hong Kong.Start your own groupNow, as far as I can see, although there are close to half a million Linkedin Users in Hong Kong, the floor is open for more HK specific groups so go on in there and set up a group for Women interested in beauty – if that is your area of expertise. You’ll benefit by:Being a thought leaderGetting clicks to your websiteMaking more contactsScoping out your competition
  • WHAT YOUR NETWORK SHOULD KNOW / ABOUT POSTINGJust as in Facebook, you can post your status updates from your personal profile, and as of last year from your company profile. You can also post on groups and in questions.Unlike Facebook, because this is a business environment there is less clutter and nonsense.Just as in Facebook, you can share interesting data, make comments and provide links back to your blog or website. Monitor what works and do more of it!HOW THIS INFORMATION IS SEEN: If you log in you will see a stream of updates from your contacts, but also if you receive a daily or weekly update email, you will see a list of recent updates. Most of the time it is about who is now connected to whom, so interesting posts do stand out. This feature seems to be underutilized.You can also Tweet posts and by adding the hashtag ‘in’ or ‘li’ your tweet will be posted inside Linkedin and it is said that this get a better penetration.
  • All the features shown so far are free. I have also not shown you several other featured but one is shown here – questions!You can ask up to 10 questions per month. Ask questions for problems you need help with, but you can also ask thought provoking questions that might open a discussion. You can also search for questions and go answer them, or join in the discussion.The question asked here is it it worth upgrading to the paid account. For most people this is not worth it.
  • Effective networking is priceless and Linkedin is undervaluedIn a recent study of over 5,000 businesses, HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%).Personally I feel it is too low. Used intelligently, you will gain quality contacts and a large percentage of these will turn to business. Linkedin does mean business. Spend some time there!
  • Find me on Linkedin! Or by googling me.Otherwise:katie@conduitcomms.com
  • WiC conduit communications linkedin means business presentation

    1. 1. Linkedin means business
    2. 2. Numbers vs. environmentFacebook Linkedin• Launched 2004 • Launched 2003• 850m users • 150m users• US – 51m > 35yrs • US – 22.5m > 35yrs Facebook wins on numbers but it’s about the environment. On Linkedin an up-front display of your experience, knowledge and qualifications is not considered unseemly.
    3. 3. OverviewThree broad areas of activity:1. Getting noticed – Setting up your profile. – Being discoverable through Google / within Linkedin.2. Circulating – Through 1st, 2nd, 3rd degree connections. – Joining interest groups. – Actively searching for new prospects.3. Announcements – Posting information. Networking from the comfort of your own desk and at a time – Setting up events. of your choosing! – Advertising.
    4. 4. Getting noticed A google search for my namebrings up my Linkedin profile, and on my company name brings up my Linkedin company profile.
    5. 5. Getting noticed – personal profile 1. Professional headline – use meaningful key words – not ‘owner’. 32 characters allowed. 2. Website link – personalise from default. 3 web links allowed. 3. Public profile link – personalise. 4. Summary – complete this if nothing else. 5. Specialties – use meaningful key words. 6. Add previous companies to extend your connections. Having a profile that is good to look at is one thing, being discoverable is another.
    6. 6. Getting noticed – bells & whistles Ask for recommendations for both personal and company profiles
    7. 7. Getting noticed – bells & whistles Apps include Google Presentations, Slideshare, polls, Wordpr essBox.net, industry specific apps such as ‘Lawyer Ratings’ and the new ‘Linkedin Events’ .
    8. 8. Getting noticed – company profile 1. Claim it before someone else does. 2. Don’t forget to add services/products 3. Once set up, go back to personal profile and link back to your official company site.
    9. 9. Getting noticed – company profile
    10. 10. Part 2 – Circulating & Meeting people! Being able to access the email addresses of your connections is a winning feature!
    11. 11. Meeting people – the rules1. You can connect with anyone whose email you already have.2. You can invite ex and current colleagues, classmates and ‘people you have done business with’ to connect without having their email address.3. You can invite people to connect who are in the same interest group without having their email address.4. You can search for people -- but Linkedin will want to know if you have an approved relationship. They may be ‘people you have done business with’.5. Linkedin will suggest connections based on people who are connected to people you already know.
    12. 12. Meeting people – scenarios
    13. 13. Meeting people – connectivity See how your network grows!
    14. 14. Circulating – groups 1. You can join in the conversation and make posts. 2. You can connect with fellow group members. 3. Can start your own group. 4. Visit HK Women in Business AKA WiC. People who use groups are morelikely to feel that Linkedin is effective for business development. But it may be because they are doing everything else right too!
    15. 15. Part 3 – What your network should know 1. Posts or updates are seen on your homepage and also in email updates. 2. Post from Twitter using #in or #li 3. You can post from company and personal profiles 4. You can back link to your website or blog
    16. 16. Free1. All the features shown so far are free2. Paid account (from $160/month): • Contact anyone directly with InMail -- Response Guaranteed! • See more profiles when you search. • Zero in on profiles with Premium search filters. • See expanded profiles of everyone on LinkedIn • Whos Viewed Your Profile: Get the full list.
    17. 17. PricelessIn a recent study of over 5,000businesses, HubSpot found that trafficfrom LinkedIn generated the highestvisitor-to-lead conversion rate at2.74%, almost 3 times higher (277%)than other social networks.
    18. 18. Thank you Find me on Linkedin for a copy of the presentation (with notes) Katie McGregor, orHong Kong Women in Business Group

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