Getting Started With LinkedIn

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A presentation for internal staff on how to start using LinkedIn to develop a business network and referral sources

A presentation for internal staff on how to start using LinkedIn to develop a business network and referral sources

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  • Secret shopping for professional service firms
  • Word of mouth marketing works - the same principal applies to social networking, you trust someone in your network. Unfortunately, building trust can be difficult . Not surprisingly, a 2007 survey from Bridge Ratings found that the most trusted source among US consumers was their own friends, family and acquaintances. In 2009, a TNS poll indicated that the number one trusted source across all media was “recommendations by friends.” Therefore, it is essential for businesses to find evangelists for their brands who spread the gospel on their own.
  • As of March 2009, approximately 70% of all searches were done in Google, then Yahoo, MSN (new search engine Bing), and other smaller search engines Google awards sites that have new content, regular updates, links from other sites, and they recently gave more weight to older sites that have stayed active over the years – like PBTK
  • More than 350 social media sites and counting – Facebook recently surpassed MySpace in terms of new visitors/users but not total visitors. Not all sites are appropriate or geared towards Businesses, although Facebook is making big changes to work with companies not just individuals
  • LinkedIn is the most widely used business social media site today
  • The question is, what is social-networking exactly and how can it benefit you–an experienced professional? Networking has always been key to building strong business relationships. Similar to coffee shops, chambers of commerce and golf clubs in the brick-and-mortar world, online networking sites allow people to connect with others who have common interests or work experiences. Besides allowing members to communicate remotely and test the six degrees of separation theory by cross-referencing members and organizations, social networking comes with four primary advantages.
  • Sample – Ryan Whitman Las Vegas Shannon Hiller Las Vegas
  • Like the example in the beginning about using this as a research tool, it is a great way to quickly find the right person at the company and determine who you know in common for a warm Introduction. If this isn’t possible, you also have the option to reach out directly via an InMail.
  • Find a group to join – suggest starting with college alumni, PBTK’s group, local news or professional organizations   Groups Group Directory Sample Search: AICPA Young CPAs AICPA Tax Section Sample Search: UNLV UNLV Alumni UNLV College of Business Alumni
  • Recommend at least 1 hour a week Pick on day a week you will try to reach out on LinkedIn Alumni relations need improvement? Focus on the LinkedIn group instead of the in-town meetings
  • Ways I Have Used Linked In Reporters asking for sources Referrals for business Recommending a friend to a 2 nd contact People search to prep for meetings Joining my alumni and association groups Add contacts with Outlook   Tricia – background check for a forensic project Others?


  • 1. Social Networks: LinkedIn Building connections Shannon Hiller Technical Excellence. Superior Service.
  • 2. Agenda
      • Social media/networking
      • LinkedIn 101
      • Personal profiles
      • Build a network
      • Business development
      • Time management
      • Firm policies
    Technical Excellence. Superior Service.
  • 3. Power of Relationships
    • Customer Priorities in Next 12 Months (first priority)
      • Low price – 30%
      • Trusting relationships – 20%
      • Superior quality – 19%
      • Superior service – 16%
      • Source: Duke University School of Business CMO survey, Feb 25, 2009
    Technical Excellence. Superior Service.
  • 4. The Network
    • The #1 most trusted source across all media is a “recommendation by friends”
    • Businesses must have “evangelists” to spread their brand
    • Source: 2009 survey, TNS International Research
    Technical Excellence. Superior Service.
  • 5. Technical Excellence. Superior Service.
  • 6. Top Social Media Sites
    • 1. Facebook
    • 2. MySpace
    • 3. Twitter
    • 4.
    • 5.
    • 6. Windows Live
    • 7.
    Technical Excellence. Superior Service. 8. Bebo 9. Digg 10. YahooBuzz 11. LinkedIn 19. Plaxo Source : Comscore Media Metrix June 15, 2009
  • 7. LinkedIn
    • Largest professional network with 40 million users worldwide
    • Research new biz targets
    • Manage your reputation online
    • Increase credibility
    • Position you higher in search engine results
    • Contacts stay current
    Technical Excellence. Superior Service.
  • 8. LinkedIn Profile Basics
    • Sample profile
    • Contacts
      • 2 nd generation contacts
    • Getting to 100%
    • Recommendations
    • Specialties
    • Job description/position
    • Questions on profile?
    Technical Excellence. Superior Service.
  • 9. Manage Your Image Technical Excellence. Superior Service.
    • If you don’t, someone else might
    • You control what is written about you
    • Establish credibility
    • Expertise
    • Recommendations
    • Post articles, profiles, photos
  • 10. A Stand-out Profile Technical Excellence. Superior Service.
    • Photo
    • Interests
    • Specialties
    • Applications
    • Groups
    • Recommendations
    • Regular updates – business items
    • Dialogue
  • 11. Google Yourself
    • How do people find you?
    • LinkedIn profiles on Google get high rankings
    • Try to “own” a search term
      • Geographic location + your name
    • Examples
    Technical Excellence. Superior Service.
  • 12. Research
    • Use to prep for new business meetings/mixers
    • Find out who you may know at a company, or 2 nd generation contacts
    • Find common interests, contacts
    • Scope out competition
    • Example: Winder Farms search
    Technical Excellence. Superior Service.
  • 13. Boost Connections
    • Join groups – AICPA and UNLV search
    • Create a group
    • Start a conversation thread
    • Build contacts when you travel
    • Add vanity URL to email signature
    • Email your network
    Technical Excellence. Superior Service.
  • 14. Example: Vanity URL
    • Shannon Hiller Director of Marketing and Administration
    • 6100 Elton Ave, Ste 1000 Las Vegas, NV 89107-0123 Phone: 702.384.1120 Fax: 702.870.2474 Email:  [email_address]
    Technical Excellence. Superior Service.
  • 15. Time Management
    • How long will this take?
    • Set a schedule each week
    • Set goals
      • Number of contacts
      • Meetings per month
      • Group involvement
    • What needs improvement or can be supplemented?
    Technical Excellence. Superior Service.
  • 16. Face Time
    • Don’t move all networking online
    • Eventual face time is critical
    • Online and face time interaction compliment each other
    • A mix of both is best
    Technical Excellence. Superior Service.
  • 17. Applications
    • Sent a reporter a pitch via LinkedIn connection – response same day vs email, no response
    • Recommending a contact for a job
    • Asking for a introduction to a 2 nd generation contact
    • Background check for employee or even client
    Technical Excellence. Superior Service.
  • 18. Firm Policies
    • You are responsible for content you post
    • Client confidentiality applies
    • Professionalism
    • Firm reputation and brand will be monitored online
    • Draft policy being finalized
    Technical Excellence. Superior Service.
  • 19. Facebook, MySpace, etc
    • Business vs. personal profiles
      • Suggest creating two versions
      • Very difficult to keep them separate
    • Would you want your boss to see what you are about to post?
    • Photos on public profiles
    • Manage your reputation online
    Technical Excellence. Superior Service.
  • 20. Questions?
    • Shannon Hiller
    • Director of Marketing and Admin
    • Piercy Bowler Taylor & Kern
    • [email_address]
    • 702-384-1120 x1215
    Technical Excellence. Superior Service.