Effective Networking Techniques Cl July 2012


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Presentation to Salem NH Networking Group July 2012

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Effective Networking Techniques Cl July 2012

  1. 1. Effective Networking TechniquesPrepared for Salem Networkers July 2012
  2. 2. Why Bother Networking?• FACT: Most jobs are secured through personal networking – NOT through applications!• Meet people inside & outside your professional field• Help someone – they may be in a position to help you someday 7/28/2012 2
  3. 3. Refine Your Personal Brand Three-Minute Branding TutorialPresented by C. Lazinsky 3
  4. 4. So what is a brand? General definition: • A promise of value -- associated with a company, product or service -- that is relevant, enduring and credible • It conveys deeply held expectations based on experiences and perceptions • A good brand holds “Equities”Presented by C. Lazinsky 4
  5. 5. What are Brand Equities? • Deeply rooted positive associations • Customer experiences & perceptions • Two types: – Functional = price, performance, delivery – Emotional = personal associationsPresented by C. Lazinsky 5
  6. 6. Difference Between Brand and Product? • Products and services are tangible: – An item, hardware, software, component or process • A Brand is intangible: – The image, reputation, character and personality traits that are associated with a product or service – Represented by a name, logo or symbolPresented by C. Lazinsky 6
  7. 7. Product Brand Architecture• Sometimes brand is defined by the company – Products draw their intangible characteristics from corporate name – Marketing communications supports the brand – Product “names” function as descriptors or labelsPresented by C. Lazinsky Sub-brands 7
  8. 8. Sub-brands7/28/2012 8
  9. 9. Product Brand Architecture• Sometimes brand is defined by specific products – Company name is incidental or unknown to customer – Product name is the brand name, supported by marketing – A name becomes a brand when customers develop definite expectations of the company, product or service Procter & GamblePresented by C. Lazinsky 9
  10. 10. Refine Your Personal Brand• Enhance your “personal brand” – Resume, business cards, “elevator” pitch • Everything a potential employer might see – Online: LinkedIn, Twitter, Facebook, blogging – “Google” thyself! Be aware of any damaging mis-information, before an employer sees it! • Often comments you leave on a website may appear for years afterwards! 7/28/2012 10
  11. 11. Networking Resource Sites – Marketing & Technology• Mass High Tech online events calendar: http://www.masshightech.com/; Community & Business Events• Marketing Professionals Network: http://www.mpn-boston.org/• Merrimack Valley Venture Forum: http://www.mvvf.org/• New Hampshire High Technology Council - http://www.nhhtc.org/• Acton Mass. Networkers Group: http://www.actonnetworkers.com/ – Resource book http://www.actonnetworkers.com/resource_book.html• Public Relations Society of America job site: http://www.prsa.org/jobcenter/• Simply Hired aggregator job site http://www.simplyhired.com/• http://www.LinkedIn.com "Jobs search” feature 11
  12. 12. Specialized Search Websites• Chaloner Associates national executive recruiters for marketing professionals (see "current searches": http://chaloner.com/• For pharmaceutical/biomedical and medical device networking: http://meddevgroup.org/• For technology and biopharmaceutical networking: • http://nstc.org/ • "First Friday Bioscience Seminar Series"• Mass Bio - http://www.MassBio.org• Environmental Business Council, New England green jobs and networking: http://www.ebcne.org/• Venture capital + Entrepreneurs – Route 128 Innovation Capital Group7/28/2012 12
  13. 13. What’s the Cost & How Do I Register?• Event cost varies from FREE to $50+• Register on the website, or send e-mail to organizer asking for consideration – Discount for first-time attendee? – Discount with an affiliate organization or as a job-seeker? – Ask to volunteer your time in exchange for admission 7/28/2012 13
  14. 14. We Introverts Must Work Harder• Introverted leaders embrace solitude – Warren Buffett – Bill Gates – Charles Schwab – Pres. Barack Obama• Think First, Talk Later • Networking may seem• Focus on Depth difficult, but sitting• Exude Calm home alone is ultimately much harder!• Prefer Writing to Talking7/28/2012 14
  15. 15. How Should I Prepare?• Practice your 30-second introduction – Clear, concise, to-the-point• Have sufficient business cards – Hand out cards only to those you find helpful or interesting• Prepare a Networking Summary Sheet – Hand out ONLY to others who are networking – This is a more detailed summary of your skills & target companies• Resource article from Forbes “How To Network in 2012” 7/28/2012 15
  16. 16. 7/28/2012 16
  17. 17. How Do I Approach People?• Introduce yourself to multiple individuals – “Hi, my name is ______ and I help companies with _____ (accounting, project management, marketing, administrative support, consulting services…)” – “What’s your name and professional interest?” – “Have you attended this meeting previously?” • Why do you like it? • Who else should I speak with?• “Can you refer me to someone involved with _______ (name of company or profession)?”• Exchange business cards and move on! 7/28/2012 17
  18. 18. How Should I Follow Up?• Invite specific individuals to connect on LinkedIn later• Or, send brief e-mail reminding where you met• Include link to interesting article or website• If they are of particular interest or can provide connections, invite to meet for coffee or brief networking discussion at mutual convenience – Consult Google Maps for nearby coffee shop or restaurant - include link to that location and suggest a couple of options for day & time• “If you’re available Wednesday, let’s meet for coffee at Panera in Wilmington.” 7/28/2012 18
  19. 19. Optimize Your LinkedIn Search• LinkedIn is the single most rapidly growing means to connect! – Recruiters – internal company & independent – Hiring managers, job seekers, consultants• Review LinkedIn Learning Center for Best Practices• Focus your profile on specific achievements, not just a list of job skills• Advanced Search 7/28/2012 19
  20. 20. Use Effective KeywordsFind the keywords your target market is using: o Identify recurring words/phrases in job descriptions o Search for industry/functional peers on LinkedIn and review their profiles o Network with contacts at your target organizations to uncover company- specific terms1. Find your keywords by visiting job boards, such as indeed.com, linkup.com2. Copy & paste 5-10 job descriptions that fit your interests and experience into a Word document3. Remove headers and company information from the job descriptions. Paste all 5-10 job descriptions at one time into one of the following word cloud sites: www.Tagcrowd.com or www.Wordle.net4. Identify the 3-5 ‘core’ keywords that appear the largest - integrate those into the important keyword sections in your profile5. Test it – type in your keywords in the LinkedIn search bar for “people” in your geographic area – change the “Sort by: Relevance” at the top left to “Sort by: Keywords” - ideally, you should appear on first two or three pages! 20
  21. 21. Example Cloud Keywords for “Marketing Communications”7/28/2012 21
  22. 22. • Use concise skills summary with “|” separating each skill7/28/2012 22
  23. 23. NETWORKING = CONNECTING So get out and CONNECT!7/28/2012 23