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LinkedIn Beyond the Resume

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LinkedIn is a powerful professional business networking tool for both B2B and B2C marketers. There are dos and don'ts, opportunities to build brand awareness, get known as a expert in your field. …

LinkedIn is a powerful professional business networking tool for both B2B and B2C marketers. There are dos and don'ts, opportunities to build brand awareness, get known as a expert in your field. Learn how to use LinkedIn properly to grow your business.

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  • 1. Giselle Aguiar AZSocialMediaWiz.com | @AZSocialNetWiz Beyond the Resume Tuesday, October 8, 13
  • 2. LinkedIn Is... • World’s largest professional network • Your virtual roll-o-dex • 238+ million members in 200+ countries • Facebook: 1+ billion • Twitter: 500+ million • Google+: 400+ million • Pinterest: 70+ million • Over 3 million company pages © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 3. LinkedIn Demographics • 65% Male / 35% Female • Over 75% are college educated • Majority between age 35 and 54 • Avg. household income over $110,000 © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 4. Metrics • Members did over 5.7 billion searches on the platform in 2012 • Over 1.5 million unique publishers have a “Share on LinkedIn” button on their content/website. • In Q2 of 2013, 33% members used mobile apps vs. 21% in 2012. • LinkedIn is available in 20 languages http://press.linkedin.com/about © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 5. Buying Power 5 Tuesday, October 8, 13 © AZSocialMediaWiz.com | @AZSocialNetWiz
  • 6. http://press.linkedin.com/about © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 7. LinkedIn Stats • Over 2.1 million groups* • 81% of users belong to at least 1 group** • 61% of users use LI as their primary professional networking site** • 2 new members sign up every second** • LI is 277% more effective at generating leads than Facebook or Twitter*** • 77% of B2B marketers say they have acquired a customer through LI*** *http://press.linkedin.com/about **Website-monitoring.com ***Wishpond.com © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 8. Website Traffic Using WordPress JetPack plug-in AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 9. It’s About Networking LinkedIn Labs © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 10. The Power Formula • For each Unique Relationship in your first level • You will have approx. 100 additional number 2’s • and 4,700 number 3’s Your Friends - #1s Your Friends’ Friends - #2s Your Friends’ Friends’ Friends #3s © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13 You s
  • 11. It’s not about B2B or B2C. It’s P2P: People to People © 2012 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 12. Your Profile • It’s more than just your resume • It’s about what you can do for... • an employer • a client • a colleague or friend • Become known as an Expert in your field • Establish Credibility • Helps with Reputation Management & Google searches © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 13. Profile Strength • The stronger it is... • The higher you’ll come up in searches! © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 14. #1 Picture • Professional-looking Headshot • Crop it correctly • Make sure your face is not too dark or small © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 15. Strong Profile Elements • Full name & location • Headline - 1 sentence • Position in Current Company (add URL) • Summary - more than just one line • Experience (at least 2 past jobs) with descriptions • Skills & Expertise © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 16. Strong Profile Elements • Education • Recommendations • Extras: publications, volunteer work, certifications • At least 50 connections! • Custom URL © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 17. Custom URL © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 18. © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 19. Headlines That Don’t Work • “Market Manager” • “Self-Employed” • “Something from Something” • “Owner” • “31% Left Brain 69% Right Brain” • “Entrepreneur” • “I Am Here to Serve” • “at ABC Company” • “Entrepreneurial Juggernaut” • “XYZ Company” • “Store Manager” © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 20. Adding Your Website URL © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 21. Recommendations vs Endorsements • Endorsements don’t carry as much weight as a recommendation • Recommendations - written by someone who knows you or your work • Don’t ask people who don’t know you for a recommendation • Ask former colleagues or clients who know your work • Friends • If you can’t ask those, volunteer or do pro-bono work • Give to get © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 22. Recommendations Moved • Edit profile • Experience • Recommendations • Click on blue edit icon © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 23. Your Summary • It’s not your life story! • A brief summary of who you are and what you do and what you’re looking for • Highlights of accomplishments & what you do • A brief description of positive business relationships • Keywords © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 24. Skills • You can put up to 50 skills • These are keywords that help you come up in searches • Think of other ways to say the same thing © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 25. Get Connected • Find contacts using your email address book, former employers, classmates, friends • Upload a .csv file of your contacts from Outlook • Invite them to connect • Connect your Twitter account • Add links to your website & blog • Add a link to your profile from your website © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 26. Buttons for Your Site https://developer.linkedin.com/ plugins/follow-company © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 27. Connecting Rules • You should know or have a relationship or something in common with a person before you invite them to connect. • Did you work together? • Have you done business together? • Do you both belong to a group? • What do you have in common? • Do you have a mutual connection? • Remind people where you met. © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 28. Searching • Updates, People, Groups, Companies, Jobs • Search by keywords or names • Narrow down search by location & industry • Follow people & companies • People come up in order of connection • Use “Advanced Search” to find prospects © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 29. New on LinkedIn • Facebook-like Updates • Share, Like & Comment • #hashtags • New Navigation • New Group Layout • Tags © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 30. Tag Connections © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 31. On Their Profile © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 32. Company Pages • Company information • Website • Products or Services • Updates • Comments - new! • Analytics - new! © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 33. 646 x 220 pixels © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 34. Analytics © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 35. Insights • Follower demographics • position • industry • company size • seniority • function © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 36. Insights • Reach - the potential unique views • Engagement - The number of interactions, clicks, & followers acquired divided by the number of impressions. • Impressions - The number of times each update was shown to LinkedIn members. • Likes • Comments • Shares © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 37. Groups • Network with like-minded people • Find your target market • Search groups • Private vs. Public groups • Daily vs. Weekly digest emails • Participate & get known • Max - 51 groups • Don’t over post or over sell © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 38. Sharing on LinkedIn • Share your blog posts • Share other articles of interest to your target market • Share to Updates • Share to Twitter • Share to Groups • New: have to have a Subject Line © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 39. © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 40. LinkedIn Don’ts • Don’t ask for recommendations from folks who don’t know you or your work • Don’t SPAM people • Don’t over do sharing with groups • Don’t ask to connect to people just to grow your network • Don’t be SHY! © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 41. LinkedIn Dos • Do share an occasional article, blog post or news item with your groups - once or twice a week • Respond to invitations and messages in a timely manner • Report spammers • Do request recommendations from clients - the more the better • Ignore invitations to connect from people you don’t know or with whom you have nothing in common • Be honest © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 42. More Tips • When posting, add a line or two • Comment - contribute • Think like your target market • Stay away from industry jargon - KISS • Easy on the self-promotion • Check your inbox daily - at least 3 x a week • Respond in a timely manner • Upload photos, presentations & videos • Connect with peers & strategic partners © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 43. Inbound Marketing © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 44. “New” Media Marketing © 2013 AZSocialMediaWiz.com 44 Tuesday, October 8, 13
  • 45. Plan & Learn Before Diving In • Analysis • Define your Target Market • Research • Strategic Plan • Tactical Plan • Set-up of WordPress blog & social pages • Training • Implementation - building a following • Create, curate & share content • Monitor & measure © 2013 AZSocialMediaWiz.com | @AZSocialNetWiz Tuesday, October 8, 13
  • 46. Questions? Email: Giselle@AZSocialMediaWiz.com LinkedIn.com/giselleaguiar Twitter: @AZSocialNetWiz Facebook.com/AZSocialMediaWiz AZSocialMediaWiz.com 46 Tuesday, October 8, 13 © AZSocialMediaWiz.com | @AZSocialNetWiz