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In this hands-on workshop, I identify why LinkedIn is essential for building your online reputation; go through each of the profile sections so you have the knowledge to complete yours 100%; and talk …

In this hands-on workshop, I identify why LinkedIn is essential for building your online reputation; go through each of the profile sections so you have the knowledge to complete yours 100%; and talk about ways to professionally engage with others in your network and arm yourself with information when making sales calls.

If you're interested in having a workshop done for your organization, contact me at lisa@lisakhorn.com.

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  • If you’re only using social media as a broadcasting tool, you’re missing out on the power of connectivity networks such as LinkedIn offer.
  • You have a meeting with a new prospect. You have to expect that the prospect is talking to multiple promotional marketing firms, right? If the prospect is truly doing his or her homework, they are checking you out BEFORE the call to learn more about you. And they will make a judgment—right or wrong—about you based on what they find online (or don’t find).If you’re using social appropriately, then you’re also checking out your prospects online to see what commonalities you have so that this cold call feels a litter warmer.
  • POLLHow many of you are on linked in?How long? 1 year, 2 years, etc.Do you consider yourself active?Inactive, why?
  • 2 new members join—one of these could be your next client.Fortune 500 execs—who doesn’t want to get some of this business? You typically don’t waltz right up to these guys. It’s who you know…and who knows you.5.7 billion searches—you can’t be found unless you have a profile!
  • Company pages—are you following the pages of your clients and prospects?Actively sharing content—there’s lots to learn, and there are many ways to begin conversation.
  • My goals—all of my business is referral, so I must provide social proof that I can demonstrate the skills and expertise that I claim to have. If you don’t tell your story, someone else will. Take control of the narrative.
  • Incomplete profiles are one of the most common mistakes—and it’s one of the easiest to correct with some time and attention.As a salesperson, would you want a 40% greater chance of a sales opportunity coming your way?The difference is in the details. The only way to showcase your expertise is by explaining what you do, how you do it and what makes you different than anyone else.
  • How would you put yourself together when going on an in-person interview?Think about clothing choices—have contrast with skin tone, wear a timeless style rather than something that will easily become dated.Think about colors—typically blue, green, burgundy and brown work best.Look put together—style your hair, women wear an appropriate amount of makeup (not too much), men groom facial hair so it’s neat.
  • Take charge of your headline. This little 120-character section is prime marketing real estate. It should explain what makes you special—and different from the 200 million other people on the network. And it should be compelling enough for your target audience to read more.In the article “How To Make Your LinkedIn Headline Stand Out,” author Jenny Foss, Ladder Recruiting Group says: Done well, your LinkedIn headline can be used to promote your brand statement, core marketing message, most enticing expertise, and all-around spectacularity (please don’t use that word in your LinkedIn headline.)Bottom line: Done right, your truly unique and “branded” professional headline can increase the inbound marketing power of your LinkedIn profile.
  • After the headline, this is the most important section. You have free reign to sell yourself in the summary. You have 2000 characters, so make them count.Andy Foote, Linked Insights: 3 Stunningly Good LinkedIn Profile SUMMARIES “Because it’s the only area on the Profile where you get to define yourself from scratch, with a blank sheet unencumbered by dates, labels or other text boxes. Because it’s personal – it’s where people look to find out what makes you tick. Are you in command of your narrative? Does your Summary do you justice? Or have you just copied & pasted your 5 year old resume as a temporary measure? How long is temporary?”Tip from the MarketingThink.com blueprint: Humanize the story of YOU to say who you are and what you have done…and speak in the first person. Include phone, twitter handle and blog URL in the top of the summary (note: all this info is in the contact drop down, so you’ll have to decide if you think this is redundant. If so, put this info at the end as a call to action.)
  • From the article “3 Stunningly Good LinkedIn Profile Summaries”Something interesting happened from the time this article was published on Feb 7. Kay Allison changed her summary copy. Here’s how it read in the Feb 7. article:“Harriet the Spy” was my Bible when I was a little girl. I copied her by spying on my neighbors and writing down what I observed in a little notebook as well as noting questions that their behaviors triggered. I even spent a summer eating nothing but tomato sandwiches.Today, I still “spy” on people, although these days, respondents give me their permission to ask them nosy question and pry into their homes.My passion is inventing new, more powerful and profitable ways to listen creatively to consumers…and then turning the insights that emerge into business ideas that generate $50MM in annual revenue and above.Our Passion Point Framework shows brands how to align with consumers’ passions. These clients no longer have to settle for incremental growth, they enjoy exponential growth.Send an email to [address] to learn more.Kay: Hardly any clients I speak with are completely satisfied with the new growth they are able to produce. Incremental growth generated by incremental changes is insufficient. Traditional marketing frameworks and methods of learning about consumer motivations are inadequate to the challenge. 

I partner with people in leadership positions who are responsible for producing new revenue of $10 million - $100 million, who champion the consumer, and who are decisive and clear. 

I make sure that their marketing and sell story is distinctive, meaningful, relevant and valuable to their end-consumers - and that it motivates those consumers to buy my clients' products. Paul: No one is good at everything. As much as you may be in command of your core offering, chances are your messaging doesn’t quite make the grade.

I help businesspeople get their messages out clearly, concisely and accurately. My writing, editing and webinar management services help clients who struggle with content reach their target audiences with sharp, meaningful and relevant information.

Whether it’s your blog, website, newsletter, book, social media accounts or more, getting to the point and conveying simply and strong what you do or offer is essential. That’s where I come in.

And if you need helping setting up webinars/webcasts, managing them, moderating them, talk to me as well. I’ve conducted or supported more than 100 in the last few years. 

If I can't be of service, I may know others who can meet your needs. After all, creating and fostering relationships -- and giving back -- is a cornerstone of conducting business today.
  • From the resource: Create More Connections Using “Projects” on LinkedIn1. “Projects” allows you to name your project and input a URL. This then turns the title of the project into a hyperlink, leading the viewer of  your LinkedIn profile to the project’s website and thus creating an inbound link.2. You can specifically relate your project to a position that you hold or have held. This can be a great way to show off your expertise in a current or previous position by showing viewers evidence that you know your stuff.3. Emphasize relevancy by stating when this project started, completed or if it is still ongoing. The more current, the more likely viewers will be to check it out.4. There is a character limit-free (at least as far as I can see) Description space where you can add details to get people interested in the project itself. (Disclaimer: Be aware that this will show up on your LinkedIn profile, so be concise and to the point.)5. The best part is that you can add “Team Members.” If you are connected to your collaborators on LinkedIn, you can add them here and their name will appear as a hyperlink to their LinkedIn profile. You are not, however, limited to just your connections. You can still add other collaborators to the list and they will appear as plain text. I recommend using this as a reason to connect to someone on LinkedIn (or encourage someone to get a LinkedIn profile if they don’t have one.)
  • However, this should not look like a cut-and-paste of your resume info. Make it more relatable. Professional yet conversational. This is “social” networking.
  • If it’s important enough to connect with this person, then you can take an extra minute to write a personal note.
  • Stephanie and I share 90 connections.Brian and I share 37 connections.
  • These give profile visitors additional insight into the kind of person you are to work with as well as the traits your value in others.
  • When asking for recommendations, you may want to give some direction as to what you’re looking for—a particular skill set, project, etc.
  • If a tree falls in a forest, does it make a sound?The same thing goes for your work. If you don’t let others know what you do, did it happen? Sure, but it doesn’t contribute to overall goals: establishing your expertise, getting visibility for your skills and showing that your business is active and vibrant—all things that go into forming opinions. Opinions that matter when it comes time to purchase. Think of it as indirect selling. Give example of Paul and RFP based on status update.
  • Gregg – is in broadcasting. Him knowing about my LI workshop could be useful if there’s a segment on using LI for biz and they are in need of an interview source.Nikki is the editor at Promo Marketing. Perhaps she didn’t know about my LI experience. Could be useful if I want to pitch an article to her based on this workshop.
  • Let’s hear some of the top 3 things.If you want me to check up with you on your goals, write them down on your card and the date you’ll have it done, and I’ll follow up.


  • 1. The Publicity Gal PresentsTechTalk: LinkedInOr Left Out
  • 2. Lisa Horn, CASHello! I’m Lisa Horn, CAS,a.k.a. @ThePublicityGal,and I specialize in PR, contentmarketing & publicity using a journalisticapproach. Authentic storytelling—not spin.I put my 18 years of promotional productsindustry experience to work consulting witha number of suppliers, distributors, andservice providers on theirpublicity, catalog, social media andstrategic communication efforts.
  • 3. My LinkedIn Statswww.linkedin.com/in/lisakhorn/ Profilein Top 10% viewed for 2012 Joined February 12, 2009 500+ connections 135+ endorsements 11 recommendations received 9 recommendations given
  • 4. What Should You Expect? TechTalk is a workshop. This means you’ll be able to try the things we talk about while we’re talking about them and get help if you’re having trouble. We’ll adjust the course to your learning needs. If there are section where you’re already proficient, we’ll speed up. If there are section that need more explanation, we’ll slow down.
  • 5. Takeaways: What You’ll LearnIn today’s workshop, we will: Identify why LinkedIn is essential for building your online reputation. Go through each of the profile sections so you have the knowledge to complete yours 100%. Talk about ways to professionally engage with others in your network and arm yourself with information when making sales calls.
  • 6. Feedback: What Do You WantTo Learn?To help me tailor today’s workshop to yourspecific needs: Is there a specific topic you’d like addressed or question you’d like answered?
  • 7. Get Social: Principle 1Bring Back Social―Networking‖Social ―media‖impliesbroadcastinga monologue.Social ―networking‖ implies connectinga dialogue, a conversation with engagement.Bring back networking!
  • 8. Get Social: Principle 2Stop Advertising; Start EngagingSocial networkingis like a cocktailparty, so getdressed, comeprepared andact accordingly.
  • 9. Product Or Service PurchasingHabits In A Digital AgeBefore making a consumer purchase, froma book to a new car, what do you do? Youput Google to work—by investigating theproduct, pricing and locations. And all thishappens before dropping a dollar.The same is true in business.
  • 10. LinkedIn: Your ProfessionalPresence OnlineHR managers examine applicants, and jobseekers check out potential employers todetermine if there is a good fit.Salespeople find information on targetedbuyers to make the sale, and purchasingagents explore all the options online beforeagreeing to appointments.It’s window-shopping in the digital age—andLinkedIn is your storefront.
  • 11. LinkedIn: The Business Network
  • 12. Why LinkedIn? LinkedIn has 200+ million members in more than 200 countries and territories. Every second, two new members join. Executives from all Fortune 500 companies are members. LinkedIn members did more than 5.7 billion professionally oriented searches on the platform in 2012.
  • 13. Why LinkedIn? More than 2.7 million companies have LinkedIn Company Pages. More than 1.3 million unique publishers actively share content on the platform. Members share insights and knowledge in 1.5+ billion LinkedIn Groups.What does all this mean? LinkedIn gives youaccess to people you want to know.
  • 14. Keys To LinkedIn Success1. Determine Your Goals2. Building A Complete Profile3. Making Connections4. Giving And Receiving Endorsements And Recommendations5. Engaging With Your Network6. Finding And Sharing Valuable Information
  • 15. Key To Success – DetermineYour GoalsWhy are you on LinkedIn?  To find clients, vendors, partners, contractors, employees?  Do you want people to find you when they’re looking for the same?  A mix of both?Your goals should drive your entirepresence.
  • 16. Key To Success – Building AComplete ProfileUsers with complete profiles are 40 times more likelyto receive opportunities through LinkedIn. Whatmakes your profile complete? Your industry and location An up-to-date current position (with a description) Two past positions Your education Your skills (minimum of 3) A profile photo At least 50 connections
  • 17. Blueprint: Perfect LinkedIn Profile Source: http://marketingthink.com/social-branding-how-to-create-the-perfect-linkedin-profile-blueprint/
  • 18. Profile Element:Photo Don’t: Leave the photo blank—this sends an unprofessional message. Do: Have a professional photo taken in business attire—and smile! Do: Size the photo between 200x200 to 500x500 pixels, and crop in on your face. Don’t: Have anything other than you in the pic—not pets, spouses, shoulder or hand of person next to you in photo, etc.
  • 19. Profile Element:Headline Don’t: Use the LinkedIn default of your title and company name. BORING! Do: Think of this space as a newspaper headline or book title. Would you read further? Do: Showcase your USP, value proposition, brand statement, specialty, etc.—and do it creatively…in 120 characters. Do: Use keywords to appear in search. Do: Understand your target audience and tailor message specifically to them. RESOURCE: http://www.forbes.com/sites/dailymuse/2012/08/14/does-your- linkedin-headline-suck/
  • 20. Profile Element: HeadlineExampleDonna Serdula,LinkedIn Makeover LinkedIn Headline Generator: A Guide To Creating Highly Effective & Engaging LinkedIn Headlines  Keyword-Packed Headline  POWER Statement Headline http://www.linkedin-makeover.com/linkedin-profile-samples/linkedin-headline-examples/
  • 21. Profile Element:Custom URL &Contact Info Do: Claim your custom URL. Ex: www.linkedin.com/in/lisakhorn/ Don’t: Forget to complete all the contact info fields. Do: Include website URLs. Tip: choose ―other‖ so you can name/brand the link.
  • 22. Profile Element:Summary Don’t leave the summary blank. This area can be the difference of reading more about you vs leaving your profile. Do tell a story about yourself. Be personable and authentic. Showcase your skills and expertise. Include any metrics to offer proof.
  • 23. Profile Element: SummaryExampleshttp://www.linkedinsights.com/3-stunningly-good-linkedin-profile-summaries/
  • 24. Profile Element:Projects—NEW!Use this area to putemphasis on particularaspects of your work thatare not only key differentiators to what youdo but also examples of your expertise.It’s one thing to say you know how to dosomething; it’s another to show that can doit with tangible proof. RESOURCE: http://www.starrhall.com/create-more- connections-using-projects-on-linkedin/
  • 25. Profile Element: Skills &Expertise—New!In less than six months,1 billion endorsementsrepresenting thousandsof skills have been given. List at least 10 core skills so others can endorse you. Begin by endorsing others first; many will reciprocate in return.
  • 26. Profile Element:Experience Don’t: Stop with this section after listing companies and dates of employment. Do: Include details about your responsibilities, skills gained, projects completed, metrics achieved. Do: Explain what products and services company provides. Do: Link projects from the previous section to you work experience
  • 27. Profile Element: Organizations—New!Much can be learnedfrom volunteerexperiences, and thereare valuable connectionshere, too. With this new section, now there isa place to include volunteer work for eithercivic or charitable organizations.
  • 28. Profile Element: Honors &Awards—ReformattedThis section has beenreformatted. Whatwas once a freeformtext box now hasfields that identifyaward title, youroccupation (to linkback to specificpositions, issuer, date and description.
  • 29. Profile Element:Certifications—New!This field is perfect forour industry as thereare numerousdesignations thatpromotional consultantsmay have. This new dedicated sectionkeeps all of this info in one place.
  • 30. Profile Element:EducationThe education section contains schoolname, degree, field of study and dates attended. Ifyou were active on campus, you can now adddescriptions to provide details about your studies andgive a better sense of your background andexperience.Example: Graduated with Honors in English. Minored in Anthropology. Overseas Studies Program: 1 semester at Oxford, focus on English literature. Received National Merit Scholarship, 1997, and Washington Post Scholarship, 1998.
  • 31. Profile Element: VolunteerExperiences & Causes—New!The more you have incommon with someone,the easier it is to sparkconversation because thereis common ground.With this new section, youcan share what’s important to youpersonally—and learn the same about others.
  • 32. Profile Element: Additional InfoWhile not a super criticalpart of the profile, additionalinfo can give profile visitorsanother point of commonality.Include things your interestedin professionally and personally. And letpeople know your preferred method ofcontact.
  • 33. Key To Success – MakingConnectionsThe power of LinkedIncomes from yournetwork of contacts: 1st Level: Those with whom you are directly connected 2nd Level: Connections of the people in your first level 3rd Level: Connections of 2nd level contacts
  • 34. Connecting:Sending Invites Don’t: Use the defaut: ―I’d like to add you to my professional network on LinkedIn.‖ Do: Send a personal invite. Do: Include details of how you know this person. Do: Give a reason why you’d be a valuable contact
  • 35. Connecting: Sending InvitesExample—Personalize It Specify how you know each other Add personal note Includecurrent and relevant details
  • 36. Connecting: People You MayKnowIt’s easy to simply click―connect,‖ howeverthis automatically sendsthe generic invite.Instead, click on the person’s profile andclick the invite button next to his or herpicture. This brings up the window forpersonal correspondence.
  • 37. Connecting:Receiving Invites Don’t:Simply accept and do nothing else. Do: Say thank you! Do: Write a personal response to spark conversation. This is networking!  Inquire about something on their profile.  Include a memory of a past meeting. Don’t: Feel like you must accept every invitation.
  • 38. Connecting: Acquaintances Don’t: Send blanket invites to people you don’t really know—LinkedIn will penalize you if more than 5 people say they don’t know you. Do: Use the people you may know tool. Do: Introduce yourself to others with whom you have common connections—and explain why you’d like to connect. Do: Select the accurate way you ―know‖ the person with whom you want to connect. RESOURCE: http://www.linkedin- makeover.com/2013/02/22/linkedin-account-restricted/
  • 39. See Connections GraphicallyLinkedIn’s new functionality makes it easy tosee what you have in common with others.This is useful when evaluating potentialconnections as well as looking for similarinterest with established connections.
  • 40. Key To Success – EndorsementsAnd RecommendationsPowerful public testimonials from others speakvolumes about your skills and expertise. Endorsements: Easy one-click way to indicate one’s skills; especially useful for those with whom you’ve had limited or indirect engagement. Recommendations: More in-depth testimony; appropriate for those with whom you have directly worked.
  • 41. Endorsements Do: Add skills to your profile to get started. Don’t: Feel like you must endorse people for skills that LinkedIn auto- generates—endorse on what you know. Do: Send a personal note to say thank you when an endorsement is received— it’s a great excuse to start a conversation.
  • 42. Recommendations Do: Recommend others.  Direct Reports  Colleagues  Vendors Do: Spend time thinking about the message. Do: Ask for recommendations. Don’t: Be pressured into making recommends. It’s OK to politely decline.
  • 43. Key To Success – EngagingWith Your NetworkRemember Social Principle 1:Bring ―Networking‖ Back!LinkedIn was built specifically for networking: Monitoring LinkedIn Today Updating Your Status Following News & Companies Joining Groups Taking Polls
  • 44. Monitor LinkedIn TodayThis custom newsfeeddetails what’s happeningin your network and allowsyou to jump into theconversation:  Updates with connections  Shared articles  Content from thought leaders  Group activities
  • 45. Update Your StatusUpdating your status is an informal way ofletting your network know what you’reworking on—and this could besomething they need.
  • 46. Status Update Success StoryLast night, I updated mystatus about this workshop.In less than an hour, 8people checked outmy profile—the first stepto potential new biz.
  • 47. Follow News & CompaniesBy following news outlets andcompanies of interest, youcan stay up-to-date on thetopics that interest you most.This is especially helpful if youare looking for content toeducate yourself and youraudience.
  • 48. Join GroupsGroups bring people awith common intereststogether in a forum fordiscussion and learning. Do: Join groups where your customers are. Do: Join groups to be a thought leader as well as ones where you’re the student. Do: Follow group rules and contribute accordingly. Do: Give more than you get.
  • 49. Example: Group RulesEach groupmonitor can sethis/her own rules,but these fromthe AMA arefairly standard.Consult yourgroups forspecifics.
  • 50. Take A PollLinkedIn is alsoa place to doresearch andshare opinions.The poll featureallows you toquickly getinput on a topicof interest.
  • 51. Key To Success – Finding AndSharing Valuable InformationPart of being a valuable member of anycommunity is sharing info that is relevant toyour audience. You can find information toshare—as well as share your own—through: Status updates from your contacts Group discussions LinkedIn Influencers
  • 52. Finding Relevant &Shareable Info
  • 53. Thought-Provoking Content:LinkedIn InfluencersBy recruiting today’s top thought leaders,LinkedIn hasbecome acontentdestination.
  • 54. Final Thoughts Content that has no real value (Happy Monday!) is just noise. Don’t post unless you have something relevant to add to the conversation. Think about your audience’s needs rather than your own—and build content from there. Everything you post has the potential to build—and conversely detract—from your personal brand. Be smart about your content.
  • 55. Make A CommitmentWhat top three things that you learnedtoday will you implement immediately?Make a commitment to do it and set adeadline.Share your goals with others and keep eachother accountable.
  • 56. Connect With Me  http://thepublicitygal.com  http://www.linkedin.com/in/lisakhorn/  http://twitter.com/thepublicitygal  http://www.facebook.com/lisakhorn.biz
  • 57. You’ve been a greataudience!