LinkedIn Workshop

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LinkedIn Workshop Presentation by Jen Bishop, Content and Copy, for attendees in Melbourne 25th October, 2010

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LinkedIn Workshop

  1. 1. 30 October 2010 1Copyright Content&Copy Australia www.contentandcopy.com.au
  2. 2. 1. What is LinkedIn? 2. Why LinkedIn? 3. The How of using LinkedIn? 30 October 2010Copyright Content&Copy Australia 2
  3. 3.  To act and not react in this new business climate.  To approach warm leads and avoid cold-calling.  More business opportunities at virtually no cost.  Relevant colleagues become comfortable pro- active business developers.  Satisfied clients to introduce you to their contacts in an organised and carefully targeted manner.  Colleagues to create more cross-selling opportunities.  To be involved in modern up-to-date business development techniques. 30 October 2010Copyright Content&Copy Australia 3
  4. 4.  What is LinkedIn?  a forum for exchanging ideas;  a networking tool; and  platform to sell your goods and services. 30 October 2010Copyright Content&Copy Australia 4
  5. 5. 30 October 2010Copyright Content&Copy Australia 5
  6. 6.  LinkedIn Members - LinkedIn has seen one of the fastest growth trends amongst social media sites in Australia, with unique audience numbers increasing by 99% from July 2009 to May 2010.  LinkedIn membership has surpassed 1 million professional users in Australia (Aug 10) Hubspot  Twitter Users - According to Tribalytic Twitter subscribers in Australia are estimated to stand at 2.5 million. 30 October 2010Copyright Content&Copy Australia 6
  7. 7.  Feel comfortable with the technology  Be able to build your personal, and your business‘s global profile  Build your network  Make introductions  Connect with 1m people in Aus. & 70 m globally  Get testimonials  Raise your profile 30 October 2010Copyright Content&Copy Australia 7
  8. 8.  According to the Optus Social Media Report October 2010, 19% of SME‘s use Linkedin while only 33% are aware of its existence  Compare this with Facebook, and Twitter that have 99% and 93% awareness and 53% and 27% usage.  http://www.bizthinktank.com.au/ebookt wo/#/8/ 30 October 2010Copyright Content&Copy Australia 8
  9. 9.  This means that more people proportionally that know about LinkedIn use it when c/f other social media sites.  It also demonstrates (if we lag behind the U.S.), the potential of LinkedIn in the next 2-3 years will grow exponentially  Thank goodness you are getting on board now 30 October 2010Copyright Content&Copy Australia 9
  10. 10.  To Add Value  Help and Assist  Engage  Connect  Trust that the process will drive people to you. 30 October 2010Copyright Content&Copy Australia 10
  11. 11. 1. Navigate LinkedIn 2. Your Profile 3. Ensure your colleagues represent your real world 4. Leverage your LinkedIn Connections 30 October 2010Copyright Content&Copy Australia 11
  12. 12. 1. LinkedIn navigation 2. Your Profile 3. Ensure LinkedIn represents your real world 4. Leverage your L.I. connections 5. Networking and Groups 6. Questions and Answers , introduction and invitation etiquette 7. Recommendations , online referrals 8. How to Generate Leads on Linked In with Advanced People Search 9. Market your business – using Linked In to promote your services 2. Your Profile 30 October 2010Copyright Content&Copy Australia 12
  13. 13.  ....Internet researchLinkedInWelcome, Jennifer! LinkedInhome.htm  View Profile, Edit profile, Profile Organiser (premium), Profile statistics  Contacts, my connections, add connections  My groups, groups you may like, groups directory,  Jobs, Find a Job, Job seeker Premium, Manage jobs, Post a job, Hiring solutions 30 October 2010Copyright Content&Copy Australia 13
  14. 14.  More = Companies, answers, learning centre, upgrade my account  Applications= Amazon, events, slideshare, Google, Tweets  Search = people, jobs,companies, answers, Inbox, groups 30 October 2010Copyright Content&Copy Australia 14
  15. 15.  Accept invitations  View messages  Compose Message  Inbox/sent/archived  What you need to know about accepting invitations  Don‘t give I.D.K‘s use archive if you must 30 October 2010Copyright Content&Copy Australia 15
  16. 16. 1. LinkedIn navigation 2. Your Profile 3. Ensure LinkedIn represents your real world 4. Leverage your L.I. connections 5. Networking and Groups 6. Questions and Answers , introduction and invitation etiquette 7. Recommendations , online referrals 8. How to Generate Leads on Linked In with Advanced People Search 9. Market your business – using Linked In to promote your services 30 October 2010Copyright Content&Copy Australia 16
  17. 17.  Own a profile that truly represents you.  List your current and past positions &education along with your tenure there. This helps the right people and opportunities find you.  Add a profile photo– people never forget a face!  Add a summary paragraph. Think of it as your professional elevator pitch. 30 October 2010Copyright Content&Copy Australia 17
  18. 18.  ―Here‘s a major mistake everybody makes,‖ he said. ―Take a look at this: ‗Helena Bouchez, Principal, Helena B. Communications.‘ That doesn‘t really help you much. You‘re just repeating your position. Make it descriptive. Look at mine.‖ Amtower‘s reads: ―Leading expert on marketing to the government; consultant, speaker; LinkedIn black belt.‖ 30 October 2010Copyright Content&Copy Australia 18
  19. 19.  ―You need to change ‗My Website‘ to be the name of your company or blog. Leaving it the default does nothing to differentiate you or pique anyone‘s interest to click on the link.‖  Ie not my webiste but www.contentandcopy.com.au 30 October 2010Copyright Content&Copy Australia 19
  20. 20.  Also, don‘t be afraid to update your profile. LinkedIn has a powerful SEO structure; every time you make the slightest change, your page is crawled and updated by the search engines. And changes are then rolled up and sent out weekly in LinkedIn‘s ―update‖ email. 30 October 2010Copyright Content&Copy Australia 20
  21. 21.  Featured ....Internet researchLinkedInEdit My Profile LinkedIn.htm › Overview  Sections › Certifications › Languages › Patents › Publications 30 October 2010Copyright Content&Copy Australia 21
  22. 22. › Blog Link › Box.net Files › Google Presentation › Huddle Workspaces › My Travel › SAP Community Bio › WordPress › Legal Updates › Real Estate Pro › Portfolio Display › Lawyer Ratings › Projects and Teamspaces › FT Press Delivers  30 October 2010Copyright Content&Copy Australia 22
  23. 23.  Enhance your Professional Profile  Select a section or application from the left to preview and add it to your profile.  Languages  Are you a polyglot? Add your language fluency to show others which languages you know.  Show preview  Box.net Files  Add the Box.net Files application to manage all your important files online. Box.net lets you share content on your profile, and collaborate with friends and colleagues. 30 October 2010Copyright Content&Copy Australia 23
  24. 24. 1. LinkedIn navigation 2. Your Profile 3. Ensure LinkedIn represents your real world 4. Leverage your L.I. connections 5. Networking and Groups 6. Questions and Answers , introduction and invitation etiquette 7. Recommendations , online referrals 8. How to Generate Leads on Linked In with Advanced People Search 9. Market your business – using Linked In to promote your services Networking and Groups 6. Questions and Answers – introduction and invitation etiquette 7. Recommendations , online referrals 8. How to Generate Leads on Linked In with Advanced People Search 9. Market your business – using Linked In to promote your services 30 October 2010Copyright Content&Copy Australia 24
  25. 25.  Use webmail import to see, in seconds, all the people you know who are already on LinkedIn. You can then select who you wish to invite to join your trusted network.  Upload a contacts file from Outlook, Palm, ACT!, or Mac Address  View our list of your colleagues and classmates that are already on LinkedIn. 30 October 2010Copyright Content&Copy Australia 25
  26. 26.  Post a question on Answers and tap into the experts you‘re connected to and the entire LinkedIn network. With a professional community of 80+ million, this is the perfect place for those tough questions.  Look up someone‘s profile before you meet with them. Learn their background and see who you know in common to get off to a fast start.  Search for Service Providers and select based on trusted recommendations from people in your network. Anonymous web searches to find providers are a thing of the past. 30 October 2010Copyright Content&Copy Australia 26
  27. 27. 1. LinkedIn navigation 2. Your Profile 3. Ensure LinkedIn represents your real world 4. Leverage your L.I. connections 5. Networking and Groups 6. Questions and Answers , introduction and invitation etiquette 7. Recommendations , online referrals 8. How to Generate Leads on Linked In with Advanced People Search 9. Market your business – using Linked In to promote your services 30 October 2010Copyright Content&Copy Australia 27
  28. 28.  Identify geographic and special interest peer and customer groups  Ie: Australian, Melbourne, networking, CEO/CMO, I.T., professional, digital etc.  Join Groups. This is powerful. This can be prospects or people you‘re trying to recruit.  Think of Groups as targeted audiences. If you or your brand appeals to a particular demographic, find groups that are made up of that demographic.  You can join up to 50 groups and there are all kinds of groups from Professional Groups to Alumni Groups. Check out the Groups Directory and use the Search Groups feature on the upper left-hand side. 30 October 2010Copyright Content&Copy Australia 28
  29. 29.  Joining groups is free  Connecting with people in groups is free!!  Posting discussions, jobs (changing now), investment wanted, job wanted are all free  Connecting in Groups on L.I. is not like groups on F/B.  Groups are active, connected and discussing business all the time. 30 October 2010Copyright Content&Copy Australia 29
  30. 30. 1. LinkedIn navigation 2. Your Profile 3. Ensure LinkedIn represents your real world 4. Leverage your L.I. connections 5. Networking and Groups 6. Questions and Answers , introduction and invitation etiquette 7. Recommendations , online referrals 8. How to Generate Leads on Linked In with Advanced People Search 9. Market your business – using Linked In to promote your services Networking and Groups 30 October 2010Copyright Content&Copy Australia 30
  31. 31.  Your opportunity to demonstrate your expertise  A great opportunity for business development, recommendations and developing your professional brand  This allows you to have a much bigger footprint within your network and to communicate in different ways with your 1st degree network.  For example, at least once per month ask a question about a problem you faced recently or if anybody else has heard of a particular vendor that called you the other day. If you have a big network, you can ask questions more frequently. 30 October 2010Copyright Content&Copy Australia 31
  32. 32.  This is a great way to profile you/your brand and to generate leads and real business. Remember, to be considered an “expert‖ in any particular area, you only need to know more than the person reading the answer! Get in there, search for questions that you think you can answer and answer them.  Start Group Discussions. Once you‘ve joined some groups, go in there and participate in discussions that are happening or start group discussions. Remember that these are targeted audiences and people have joined these groups for a specific reason. You can also set up notifications within the group so you get a digest of discussions that are happening within the groups you‘ve joined. 30 October 2010Copyright Content&Copy Australia 32
  33. 33.  Remember this is a business forum  Your online results are powerfully SEO‘d by Google  Behave as if you are emailing a customer you are not intimately acquainted with  As much as group discussions may rope you into personal discussions, avoid it all costs. This is not F/B. 30 October 2010Copyright Content&Copy Australia 33
  34. 34. 1. LinkedIn navigation 2. Your Profile 3. Ensure LinkedIn represents your real world 4. Leverage your L.I. connections 5. Networking and Groups 6. Questions and Answers , introduction and invitation etiquette 7. Recommendations , online referrals 8. How to Generate Leads on Linked In with Advanced People Search 9. Market your business – using Linked In to promote your services 30 October 2010Copyright Content&Copy Australia 34
  35. 35.  Recommend others you have had positive experiences with as a colleague, friend, service provider, or employer  As your network grows you may wish to provide recommendations of people who you believe have been helpful on L.I.  L.I. automatically asks them to reciprocate. However, this is not necessary 30 October 2010Copyright Content&Copy Australia 35
  36. 36.  Do An Advanced People Search. In the upper right hand corner click on Advanced. Search for titles of people or people at companies that you may want to connect with.  Search for Companies. This is competitive intelligence. What are your competitors doing? Who should you be connecting with?  What content are they publishing? A new feature called Follow Company ―allows you to keep up with them by sending you updates through your LinkedIn account‖ and gives you something to talk about with the contacts that you find. 30 October 2010Copyright Content&Copy Australia 36
  37. 37.  Connect with everyone you know (even a little bit) and that you also respect.  Join groups, start conversations, and comment on them.  Be sure to add unique value. (Read: Do not just rehash old ideas or ―Me-too‖ it.)  Also, don‘t be afraid to update your profile. LinkedIn has a powerful SEO structure; every time you make the slightest change, your page is crawled and updated by the search engines. And changes are then rolled up and sent out weekly in LinkedIn‘s ―update‖ email 30 October 2010Copyright Content&Copy Australia 37
  38. 38.  Update Your Network Status.  Do this once per week.  Remember, this is not Facebook but status updates serve a similar purpose in a business context.  Status updates are essentially mini performances. When you post a status update, you‘re giving your network information about yourself or your brand.  ―Fantastic article — The Difference Between B2B and B2C SEO – Proteus SEO.‖ What does this tell me about the person that posted this? He‘s in the know. He has access to information that might help me. His status update has elevated his profile in my mind as a possible expert in this area. 30 October 2010Copyright Content&Copy Australia 38
  39. 39.  Link your profile,website, blog, content updates, slides and video to L.I.  Ensure you join and participate in groups and discussions relevant to your target market.  Understand L.I. is one of the best Seo tools you have for your business  L.I. puts you in control of your information 30 October 2010Copyright Content&Copy Australia 39
  40. 40. There are 100‘s of How to video‘s on Utube  http://slidesha.re/95zhsS  The unofficial site for everything Linkedin is:  http://linkedintelligence.com/smart- ways-to-use-linkedin/ 30 October 2010Copyright Content&Copy Australia 40
  41. 41.  Inbound Marketing Blog SEO Social Media 30 October 2010Copyright Content&Copy Australia 41 Outbound marketing costs more
  42. 42.  The social media phenomenon that has swept Australian consumers has been vigorously embraced by the corporate sector, with the number of organisations using social media almost doubling in the last two years.  The inaugural Nielsen-Community Engine 2010 Social Media Business Benchmarking Study found that 70 per cent of all Australian businesses intend conducting some form of social media activity this year, compared with just 40 per cent in 2008. 30 October 2010Copyright Content&Copy Australia 42
  43. 43. 30 October 2010Copyright Content&Copy Australia 43
  44. 44. Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  45. 45.  Outbound Marketing  Telemarketing  Trade Shows  Direct Mail  Email blasts  Print ads  Tv/radio ads  Interruption  Inbound Marketing  SEO  Blogging  Social media  RSS  Free tools/trials  PR/Buzz  Permission 30 October 2010Copyright Content&Copy Australia 45
  46. 46. ContentProvisionOnlineCopywriting 30 October 2010Copyright Content&Copy Australia 46 Video Images Audio Podcast Professional online copy Facebook Create CMS Blog SEARCH ENGINE OPTIMISATION
  47. 47. Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  48. 48.  Thanks for the opportunity  I look forward to the opportunity of connecting with you online presence and conversions  And to work in partnership with you  THANKYOU 30 October 2010Copyright Content&Copy Australia 48

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