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Gold Mobile LinkedIn Best Practices
 

Gold Mobile LinkedIn Best Practices

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A summary of B2B sales and business best practices for LinkedIn.

A summary of B2B sales and business best practices for LinkedIn.

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    Gold Mobile LinkedIn Best Practices Gold Mobile LinkedIn Best Practices Document Transcript

    • Gold Mobile | LinkedIn Best Practices | Version 1.01
    • Gold Mobile | LinkedIn Best Practices | Version 1.0Introduction to LinkedIn Best Practices:In this report you will find a compilation of the best practices for creating and maintaining your LinkedInprofile. Making the most out of your LinkedIn profile will not only help you build your own professionalbrand but also help us in representing Gold Mobile’s greatest asset and that’s our people.The website relaunch was just the first step in improving how we highlight our products and now it istime to take the second step, to show that you, us, are what make Gold Mobile the premier company towork with.The Best Practices of LinkedIn:LinkedIn’s profiles may seem pretty straight forward; you have a picture, name, headline, summary,experiences, education, connections, and recommendations. That’s eight different aspects of yourprofile alone that you can take advantage of. But wait that’s not all! LinkedIn also incorporates a robustsearch and prospecting tool, a messaging service, tool and app platform, and a dizzying array of industryand interest specific networking groups.So the first best practice of LinkedIn is not to think of it as a social media site, but rather it is anetworking platform. And the second best practice is that your profile is never “complete”; it needs tobe continually updated and maintained, weekly if not daily.Your Profile Picture:The profile picture on any social media site is the first thingpeople look at, study after study confirms this. SinceLinkedIn is a site for professional networking, your pictureshould represent the professional in you, not the goof ballyour friends know.  A picture doesn’t have to be professionally taken but it helps  You should be dressed business casual or business professional  Your demeanor should be inviting, friendly, and amiable  Take special note of the shape of a photo as well, the picture to the right might look more professional but would have to be cropped into a square to use with LinkedIn which then wouldn’t look as good as the one on the left2
    • Gold Mobile | LinkedIn Best Practices | Version 1.0Your Name and Headline:The best practices here are to correctly spell your name and use proper capitalization. It happens andyou’ll see it fairly often, some may not take LinkedIn’s opportunities seriously enough or are rushing justto get their profile complete. Your name should also include your name and any titles or salutationsyou’ve earned. Examples might include Dr., Ph.D., M.B.A., J.D., etc… Proper use of your name andsalutations helps prospects in locating yourprofile, especially if you have a common name.The headline is just below your name is oftenconsidered a place for your current job title, butthat’s not correct it can be so much more. Theheadline has 120 characters available for youruse and should be a space for you to leverageyour personal brand as well as a place to targetkeywords.Examples of Fully Utilized Headlines:  Web and Social Media Manager |SEO, SEM, & Content Management |Social Media Marketing Blogger  Product & Project Manager | Team Lead | Mobile Marketing Implementation and Mobile CMS Expert  Sr. Sales Representative | Specializing in Food Service Mobile Transactions and Enterprise Loyalty RewardsFor Sales Representative we would like you to focus your headline on your sales vertical and key productofferings that loyalty decision makers or expertise-seekers might search for. A well worded and properlyorganized LinkedIn profile could very well put you in the spotlight where individuals will reach out to youfor your expertise.For our Support people we would like you to also focus your headline on your title, function, and area ofparticular expertise. Again people that are active in groups, have a well organized profile, and regularlyupdate are often asked for their thoughts on various subjects related to their background.LinkedIn Connections:There are two theories on which are the best way to have connections on LinkedIn, Quality or Quantity.LinkedIn’s philosophy is Quality connections are better than having a plethora of connections, and evengoes so far as to limit the number of connections a person may have. Ultimately however this depends3
    • Gold Mobile | LinkedIn Best Practices | Version 1.0on your strategy and your personality, if you’re trying to build a large connection of people that will seeyour updates and which you can contact later without using one of the paid for plans; quantity may bethe way you want to go. Or maybe you want to develop a pool of people that you know in your industry,and who know you. People that you believe when you ask them for an introduction or arecommendation they will reliably provide you with a good reference.A few other best practices to use with your connections:LinkedIn has a 3,000 connection soft cap to reduce spam and unwanted connections. What this means isthat when you send out a connection request to another user you can do that 3,000 times until LinkedInstops you from sending out more. However this is a soft cap, once you reach the 3,000 you can sendLinkedIn Support a message explaining your situation and need for additional connections. They thenwill most likely lift your cap for another 500-1,000 people. Each time you reach this new cap you cansend another request to raise the cap but LinkedIn will consider each request based on your profile,feedback scores, and connection ratio (which is not clearly defined).Leading LinkedIn marketers believe that you should end emails with a prospect stating that you will sendthem an invitation to connect on LinkedIn shortly. The thought being that this provides you with anotherway to communicate with the prospect and with that prospect’s connections within the company. It alsohelps make your information readily available to them should they need it.Another best practice of LinkedIn connections is to review a person’s profile for a few minutes prior to ameeting or call. Assuming they have filled out their LinkedIn profile you should be able to remember afew key details about them so that you have something in common to better relate to them and theircompany.And finally the last recommendation is not to SPAM your connections with messages or constant statusupdates about Gold Mobile products and services. Occasionally mentioning in a comment on another’sstatus is acceptable as long as it is applicable to the subject at hand. Don’t be afraid to share outsidearticles regularly and often, but vary the content so that your connections are interested in what you aresharing.4
    • Gold Mobile | LinkedIn Best Practices | Version 1.0The Summary don’t Underutilize it:Many people neglect their personal summary, fill itdirectly from their resume, or worse don’t use it atall. Develop your professional brand andincorporate the Gold Mobile brand. This area is notonly great for you to summarize your specialtiesand strengths but it is also a great area to usekeywords to help your LinkedIn search ranking. Awell thought out and properly organizedprofessional summary will go a long way todemonstrate the understanding, insight, andunique abilities that you bring to your industry.Within the summary there is also a section forSpecialties which you focus on. This differs fromSkills and Expertise, which appears separately in your profile. When selecting your specialties you shouldonly pick 6-8 areas which you specifically specialize in. Examples of this could be, Loyalty Marketing,Mobile Marketing Implementation, Food Service Mobile Transactions, Social Media Management, etc. Itis common and acceptable to see keywords listed both Specialties and Skills and Experience; howeverSkills and Expertise should be a much more robust list. The second difference is that while Specialties arekeyword rich, they are not linked to keyword search like with Skills and Expertise.RecommendationsMatthew Levy a Senior HR Director for Johnson & Johnson and President of Corner Office CareerCoaching stresses the idea of being a Go-giver, as outlined in the book called “The Go-Giver” by BobBurg as the key behind gathering great LinkedIn recommendations.To the book’s author the key to success in business is giving rather than trying to receive and that youwill achieve more as a Go-giver than a Go-getter. In this case rather than soliciting LinkedInrecommendations’, offer them and send them out to your connections. Following the template belowwill help you create references that are organized and which show thorough thought in therecommendation. Often your connections will return the favor with the same time and considerationthat you demonstrated in your recommendation. Matthew also suggests that if you are in the middle ofyour career you should have 10 or more recommendations to stand out in the minds of your prospects.5
    • Gold Mobile | LinkedIn Best Practices | Version 1.0When creating a recommendation consider the following questions:  What makes this person unique?  What project did they work on which exceeded your expectations?  Why do you like working/would you want to work with this person again?  What hard skills and soft skills did they bring to the project?  What accomplishments are notable from this project?ApplicationsLinkedIn like Facebook and Twitter is not just awebsite; it is a social media platform. LinkedIncan be used on many sites as a Single-Sign-On(SSO) solution and has opened its platform andAPI’s to other third-party sites so that you canincorporate their offerings into your LinkedInprofile. Notable applications to use are, SlideShare, Amazon’s Reading list, WordPress, Box.net, and forour coders GitHub. SlideShare in particular is a great site (and LinkedIn application) where you canupload our Gold Mobile takeaways and PowerPoint presentations to have publically shareable andindexed by search engines like Google. We would like everyone to create either a Box.net or SlideShareaccount and upload our documents for easy sharing and distribution on your LinkedIn profiles.Experience and Education:You should follow many of the resume writing best practices in this section; however unlike on a resumeyou can and should consider listing all of your previous work history and education. This will help fill outyour career and experience pool in the eyes of your visitors, and at the same time also gives you moreopportunities for keywords.Don’t be afraid to list your accomplishments at prior companies and your accomplishments at GoldMobile. However your accomplishments at Gold Mobile might be better framed in the terms ofaccomplishments you helped your customers achieve. Reduced transaction costs, promotion successes,and increased CRM data are some examples.6
    • Gold Mobile | LinkedIn Best Practices | Version 1.0Groups for your Industry and Associations:Join groups that share your history, interests, associations, andindustry topics. Examples of groups to join would be Alumnigroups, Mobile Marketing Association, Loyalty360, Healthcare,Food Services, etc. There is a max of 50 groups that any oneperson can join so don’t necessarily join every group under thesun. Instead pick 10-20 which you know you can devote time to.The best practice with LinkedIn Groups is to be an activemember, and that doesn’t mean pushing Gold Mobile and ourproducts regularly. The best practice with LinkedIn groups wouldbe to be an active participate, providing insight on questionsraised within the group. Start engaging conversations with groupmembers by sharing content that is applicable to the peoplewithin the group.Within group pages there is a section which highlights Top Influencers for the Week. To get highlightedin this way you have to start a conversation that receives both likes and comments from members. Thiswill put your name and picture in the sidebar of every discussion raised within that group.Another advantage of LinkedIn groups is that you can reach out to anyone within that group tocommunicate with them directly. This does not require an inMail or a 2nd degree connection. Whenmessaging people of course be sure to address them correctly and with information that they will findhelpful or relevant to a discussion which they were a part of.Your Last Cannot Miss Points:  Claim your identity by making sure you select your vanity URL rather than the generic long URL  List Gold-Mobile.com in your website sections, whether you post to it or not, it helps with our SEO  Use the correct Title and Company name. If you have Gold Group in your company name it will not direct people to Gold Mobile’s LinkedIn page and will cause confusion  Updating your LinkedIn status weekly or even daily by sharing articles and interesting information can show that you’re aware of the current trends in your industry  Finally never send the standard invitation to a new connection, always personalize the invitation request.7
    • Gold Mobile | LinkedIn Best Practices | Version 1.0LinkedIn’s Premium ServicesLinkedIn like all job board sites offers premiumservices, but as I pointed out earlier it is not just ajob board. LinkedIn is a networking platform, on ityou can connect with old colleagues, friends,family, alumni, and potential prospects. Potentialprospects can be those that extend your career orthat help you develop business leads. LinkedIncaters to both ideas whether for careeradvancement or new sales leads LinkedIn offersdiffering services at various price points.The Included Features Explained:InMail- InMail is the ability to directly messagesomeone that is not in your network. Meaningthey are three or more degrees of peopleseparated from you and don’t share a group with you. Every month depending on your plan you accrueadditional InMails which add to any unused InMails you might already have. Keep in mind however thatif you don’t thoroughly review and target your InMails’ they may be wasted or worse result in a poorrating for you. Any time you send someone an InMail message they have the ability to rate you andanyone else that receives an InMail message from you will see your rating. Additionally repeated poorratings will garner the attention of LinkedIn’s anti-spam monitors.Lead Builder and Profile Organizer- Allows you to save your searches of a company for prospects byseniority and functions. Profile Organizer helps you sort your connections and prospects into folderswhere you can see message history and notes that you have added to them.Premium Search Filters- The additional filtering options are nice because if you want to reach out to justthe CXO’s of a particular vertical these allow you to do that. The four filters included in the basic plansare, Seniority level, Interested in, Company Size, and Fortune 1000. The 4 additional ones for the highertier plans are Function, Years of Experience, Shared Groups, and Newness to LinkedIn.Getting Introduced- Allows you to leverage a connection you have in a company to communicate withanother person in that company. This is great if you’re able to connect to one of their Quanity overQuality LinkedIn connectors.8
    • Gold Mobile | LinkedIn Best Practices | Version 1.0Viewed Your Profile- People who have viewed your profile can be exceptionally useful. If you havearranged a demo with a company for example you’ll be able to see who specifically has looked at yourprofile. There is an exception however; if the person that visited your profile is browsing anonymouslyyou will not see any information about them.OpenLink- Allows you to send a message to any other OpenLink member without them having to be inyour network and without an InMail Message. This is a way for sales people and job hunters tocommunicate across an entire industry quickly and easily. If you use a premium service, you should beusing OpenLink.9
    • Gold Mobile | LinkedIn Best Practices | Version 1.0Sources and Suggested Further Readings:Matthew Levy, Johnson & Johnson (www.linkedin.com/in/matthewflevy)Powerpoint on Slideshare: http://slidesha.re/MU3zmDKen Krogue, InsideSales.com (www.linkedin.com/in/kenkrogue)Forbes: 27 LinkedIn Tips: LinkedIn Best Practices for Entrepreneurshttp://www.forbes.com/sites/kenkrogue/2012/06/29/27-linkedin-tips-linkedin-best-practices-for-entrepreneurs/Scott Armstrong, BrainRider (ca.linkedin.com/in/rscottarmstrong)LinkedIn for B2B Marketing: 8 Best Practice Tips To Get Customershttp://blog.brainrider.com/better-programs/linkedin-for-b2b-marketing-8-best-practice-tips-to-get-customers/Powerpoint on Slideshare: http://www.slideshare.net/BrainRider/10-linkedin-best-practices-for-b2b-sales-and-marketing10