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LinkedIn Workshop

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

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

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    LinkedIn Workshop LinkedIn Workshop Presentation Transcript

    • www.contentandcopy.com.au Copyright Content&Copy Australia 1 30 October 2010
    • 1. What is LinkedIn? 2. Why LinkedIn? 3. The How of using LinkedIn? Copyright Content&Copy Australia 30 October 2010 2
    •  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. Copyright Content&Copy Australia 30 October 2010 3
    • What is LinkedIn?  a forum for exchanging ideas;  a networking tool; and  platform to sell your goods and services. Copyright Content&Copy Australia 30 October 2010 4
    • Copyright Content&Copy Australia 30 October 2010 5
    •  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. Copyright Content&Copy Australia 30 October 2010 6
    •  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 Copyright Content&Copy Australia 30 October 2010 7
    •  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/ Copyright Content&Copy Australia 30 October 2010 8
    •  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 Copyright Content&Copy Australia 30 October 2010 9
    •  To Add Value  Help and Assist  Engage  Connect  Trust that the process will drive people to you. Copyright Content&Copy Australia 30 October 2010 10
    • 1. Navigate LinkedIn 2. Your Profile 3. Ensure your colleagues represent your real world 4. Leverage your LinkedIn Connections Copyright Content&Copy Australia 30 October 2010 11
    • 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 Copyright Content&Copy Australia 30 October 2010 12
    •  ....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 Copyright Content&Copy Australia 30 October 2010 13
    •  More = Companies, answers, learning centre, upgrade my account  Applications= Amazon, events, slideshare, Google, Tweets  Search = people, jobs,companies, answers, Inbox, groups Copyright Content&Copy Australia 30 October 2010 14
    •  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 Copyright Content&Copy Australia 30 October 2010 15
    • 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 Copyright Content&Copy Australia 30 October 2010 16
    •  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. Copyright Content&Copy Australia 30 October 2010 17
    •  ―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.‖ Copyright Content&Copy Australia 30 October 2010 18
    •  ―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 Copyright Content&Copy Australia 30 October 2010 19
    •  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. Copyright Content&Copy Australia 30 October 2010 20
    •  Featured ....Internet researchLinkedInEdit My Profile LinkedIn.htm › Overview  Sections › Certifications › Languages › Patents › Publications Copyright Content&Copy Australia 30 October 2010 21
    • › 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  Copyright Content&Copy Australia 30 October 2010 22
    •  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. Copyright Content&Copy Australia 30 October 2010 23
    • 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 Copyright Content&Copy Australia 30 October 2010 24
    •  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. Copyright Content&Copy Australia 30 October 2010 25
    •  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. Copyright Content&Copy Australia 30 October 2010 26
    • 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 Copyright Content&Copy Australia 30 October 2010 27
    •  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. Copyright Content&Copy Australia 30 October 2010 28
    •  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. Copyright Content&Copy Australia 30 October 2010 29
    • 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 Copyright Content&Copy Australia 30 October 2010 30
    •  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. Copyright Content&Copy Australia 30 October 2010 31
    •  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. Copyright Content&Copy Australia 30 October 2010 32
    •  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. Copyright Content&Copy Australia 30 October 2010 33
    • 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 Copyright Content&Copy Australia 30 October 2010 34
    •  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 Copyright Content&Copy Australia 30 October 2010 35
    •  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. Copyright Content&Copy Australia 30 October 2010 36
    •  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 Copyright Content&Copy Australia 30 October 2010 37
    •  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. Copyright Content&Copy Australia 30 October 2010 38
    •  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 Copyright Content&Copy Australia 30 October 2010 39
    • 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/ Copyright Content&Copy Australia 30 October 2010 40
    •  Inbound Marketing Outbound marketing costs more Blog SEO Social Media Copyright Content&Copy Australia 30 October 2010 41
    •  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. Copyright Content&Copy Australia 30 October 2010 42
    • Copyright Content&Copy Australia 30 October 2010 43
    • Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
    •  Outbound Marketing  Inbound Marketing  Telemarketing  SEO  Trade Shows  Blogging  Direct Mail  Social media  Email blasts  RSS  Print ads  Free tools/trials  Tv/radio ads  PR/Buzz  Interruption  Permission Copyright Content&Copy Australia 30 October 2010 45
    • SEARCH ENGINE OPTIMISATION Content Provision Video Images Audio Podcast Online Copywriting Professional Facebook Create CMS online copy Blog Copyright Content&Copy Australia 30 October 2010 46
    • Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
    •  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 Copyright Content&Copy Australia 30 October 2010 48