3RdTT_LinkedIn_4_Business

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This presentation was for 3Rd Tech Tuesday at the Castle Rock Chamber of Commerce, Tuesday, June 18, 2013. It covers how to create a Powerful Profile; the Power of Groups, LI for Lead Generation, and how to create a Company Page.

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3RdTT_LinkedIn_4_Business

  1. 1. LinkedIn for BusinessMichelle Post, Ph.D., MBA, CSMS
  2. 2. Dr. Michelle Post, CSMSAuthor: Building Your Adjunct Platform, Heaven HasTea Parties, & Reflections of Weekly WordsFacebook:https://www.facebook.com/DrMichellePostLinkedin:http://www.linkedin.com/in/michellepostphdPinterest: http://pinterest.com/mpostphdSlideshare: http://www.slideshare.net/mpostphdTwitter: http://twitter.com/michellepostReachYourPotential:http://reachyourpotential.info/WorkPlaceInfluence:http://workplaceinfluence.org/
  3. 3. Video: What is LinkedinVideo Link: http://bit.ly/whatislinkedinvideo
  4. 4. Lessons to Learn• The Stats• What Can I Do With LI?• Learning LinkedIn (LI)• Creating a Powerful Profile• Groups and Their Untapped Power• LinkedIn for Lead Generation• Creating a Professional Company Page• LI Resources
  5. 5. Did You Know?“Did you know that LinkedIn users are8x more engaged with your brand, 3xmore likely to buy your product and 2xmore likely to recommend it oncethey’ve connected with you inLinkedIn?” (HootSuite, 2013)
  6. 6. • Founded in 2002 - Launched in 2003• World’s Largest Professional Networking Site• 200 Million Professional Users• CEOs from all 500 Fortune Companies are onLinkedIn• Every 2 seconds a new member joins Linkedin• 97.3% of recruiting professionals surveyedreporting they used LinkedIn for recruiting during2012The Stats
  7. 7. What Can I Do With LI?Video Link:http://www.youtube.com/watch?v=isQWlN_tKrY&list=UUr5FFa-roEok8MaOOaAyK7Q&index=11
  8. 8. Learning LinkedIn• How do you learn LinkedIn?• One of the easiest ways is to first “map” the software– Open LI• What are the options on the main window– Search– Home– Profile– Network– Jobs– Interests– Account• Then open each tab and identify what you can do under each tab– Use LI’s Help Center– Search Google for answers• Example: Dr. Post’s LI Map
  9. 9. CREATING A POWERFUL PROFILE
  10. 10. Dr. Post’s Top 10 Profile Tips1. Do not publish your profileuntil it is 100%2. Build your profile slow andensure it is a strongreflection of you3. This is a professionalnetwork, and needs to beused as such4. Add value with your profile5. Be confident, but notarrogant6. Review other profiles of topLinkedIn Experts forinspiration & ideas7. Use strong keywordsthroughout the profile8. Upload web links, PPTs, PDFsunder each job to show yourknowledge and expertise9. Don’t be afraid to shiftsections up and down to seewhat looks best10. Ask for opinions of peopleyou trust who will tell youwhat you need to hear
  11. 11. The Possible Components of a Profile• Name• Header (keywords)• Professional Headshot• Profile URL• Activity• Background– Summary– Specialties• Experience• Education• Certifications• Skills & Expertise• Organizations• Honors & Awards• Volunteering & Causes• Publications• Projects• Courses• Languages• Test Scores• Patents• Additional Info• Recommendations• Applications
  12. 12. • Use your name with the appropriate alphabet(PhD, MBA, Certifications, etc.)• Create an exciting Headline below your ProfileName• Create a Headline that is unique to you, andone that really catches a hiring managers eyeCreate a Powerful Headline
  13. 13. • Keywords are not just for websites, but forindividuals too• It is important to add the keywords of the jobsyour are looking for --- recruiters search bykeywords• Add keywords to the following sections:Headline, Specialties, Job Titles and SkillsUse of Keywords
  14. 14. • LinkedIn prefers that a user adds aprofessional headshot, not a logo or evenworse it is blank• Do not upload “action” or “family” photos,this is your calling card, make it about yourprofessional imageProfessional Photo
  15. 15. • Default - URL with lots of Numbers, Lettersand Slashes at the end• Make sure your public profile is simply yourfull name, do not try to be cleaver with this,just simple and straight forward• Video Training:http://www.youtube.com/watch?v=M9MDpmlG3SUPublic Profile URL
  16. 16. • The status bar is the box that is directly belowyour name, and if you do not stay current,then hiring managers do not think you arelooking• A status update can be a simple post once aweek about what it is you are learning, aspecial project, or your volunteer workActive Status Bar
  17. 17. • The Background consists of two sections: (1)Summary and (2) Specialties• The Summary Section is WHO YOU ARE, not whatyou can do– Use powerful, confident (not arrogant) words to tellYOUR STORY – There is only one of you• The Specialties section are the areas or abilitiesyou are the BEST at and have the passion for –Don’t be afraid to toot your own hornBackground
  18. 18. • Really think about what you are going to writein each section, especially what you did forpast and current employers• Look at other LinkedIn profiles in your areas ofexperience and see how each section lookslike• Look up job descriptions of what you havedone, are doing, and want to do in the futureExperience: Strong Job Descriptions
  19. 19. Education & More• Education– Most current to oldest• Certifications• Courses• Organizations• Honors & Awards• Projects• Publications
  20. 20. Skills & Expertise• Skills & Expertise are a list of your bestabilities• You can list up to 50 skills• Level 1 connections can endorse you for yourskills• Endorse someone, and receive anendorsement
  21. 21. • Seek out recommendations for current andpast employers• Seek out recommendations from yourprofessors or university administrators• It is good to have at least onerecommendation for every job you list;however, the more the betterRecommendations
  22. 22. • LinkedIn has added a new Skills / Expertisesection and it is more easy to seekendorsements for your skills and expertise• If you receive endorsements, you should giveendorsements• And if you give endorsements, you normallyreceive endorsementsEndorsements
  23. 23. • Join groups in the areas you are interested in• Or better yet, start a group• Be active in your group, start with one andlisten and engage• It is recommended in joining 50 groupsGroup Membership
  24. 24. • Worse thing you can do on LinkedIn --- notcompleting your profile• Use LinkedIn’s built in function of “ImproveYour Profile” to ensure you have put your bestfoot forward• Creating a profile is time consuming, but agood profile could mean your next job, sales,client, lead generation, and more100% Complete Profile
  25. 25. • Social media is your friend and can be criticalin finding your “dream” job• If you have more than a LinkedIn accountmake sure your other social media accountsare professional in look and content, do notpost anything you would be embarrassed tohave a hiring manager read• Ensure all your social media accounts have thesame look – Professional LookCross Promote Yourself
  26. 26. • Do Not Label Websites Generically• The Profile has Lack of Consistency/Discrepancies in Formatand Structure• The Profile Contains Spelling, Grammar and PunctuationErrors• A Static (Unchanging, Outdated) Profile – and thinking allyou need is a KILLER LinkedIn profile• Recommendations that Contain Spelling, Grammar andPunctuation Errors – or are Just Plain Boring• You have Fewer than 500 Connections• LinkedIn Partner Applications and Special Sections NotUtilizedAdditional Tips
  27. 27. GROUPS AND THEIR UNTAPPEDPOWER
  28. 28. Power of Groups• Topic specific• Industry specific• Full of professionals• Concentrated on niche industry, nichelocation, or a combination of both• People regularly visit the Discussion Boardswithin groups• Stay up with industry information
  29. 29. Power of Groups, Cntd.• LI Groups are a great place for professionals looking forbusiness or a business partner (Schaffer, 2009, p. 139)• Types of Groups– Regional– Industry– Occupational– Large– Networking– Alumni– Special Interest• Making connections easier• Creating your own group
  30. 30. Power of Groups, Cntd.• Discussions• Members• Promotions• Jobs• Search• Group Updates• Group Profile• Groups are like virtual networkingTraining: http://www.slideshare.net/exhibitcraft/how-to-unleash-the-power-of-linkedin-groups-9876065
  31. 31. Power of Groups, Cntd.• “You have a chance to learn from and engage inonline conversations with potential prospects.• You can demonstrate you’re a valuable resourceby offering insights, ideas and information that’shelpful to group members.• You can send also send messages directly togroup members – even if you’re not personallyconnected to them.” (Konrath, 2013, para. 4)• Article: http://www.jillkonrath.com/sales-blog/bid/142915/Video-The-Secret-Power-of-Using-LinkedIn-Groups
  32. 32. LINKEDIN FOR LEAD GENERATION
  33. 33. LinkedIn For Lead Generation• LinkedIn is 277% more effective for leadgeneration than Facebook and Twitter(HubSpot, 2012)• Your profile speaks “volumes” to potentialclients• Quickly find content that is relevant to yourtarget market• Connect with various & “active” groups• Be a “teacher” by educating and adding value
  34. 34. LinkedIn For Lead Generation• Build you network connections• Use a Company Page• Use Self-Service Ads• Create leads using your LI Company pagethrough special offers• Use LI’s Lead Collection Widget
  35. 35. LI For Lead Generation: Resources• LI Skills & Expertise: Lead Generation -http://www.linkedin.com/skills/skill/Lead_Generation• Generating Leads With LinkedIn: What You Need to Know -http://www.socialmediaexaminer.com/lead-generation-with-linkedin/• 8 Ways to Get More Leads for Your Business on LinkedIn -http://www.socialmediaexaminer.com/more-leads-for-your-business-on-linkedin/• 3 Places to Get Easy Leads on LinkedIn -http://christinehueber.com/tag/linkedin-lead-generation/• Optimizing Your LinkedIn Presence for Lead Generation -http://www.smartinsights.com/social-media-marketing/linkedin-marketing/optimising-linkedin-presence-for-lead-generation/• 6 ways to leverage your LinkedIn company page for lead generation -http://www.lifehealthpro.com/2013/04/04/6-ways-to-leverage-your-linkedin-company-page-for?page=3
  36. 36. CREATING A PROFESSIONALCOMPANY PAGE
  37. 37. LinkedIn Company Page• Ask yourself these questions -http://www.entrepreneur.com/article/226637• Steps to Creating a Company Page– Interests > Companies– Add a Company– Enter Company Name & email of Official Representative– Complete email Verification– Fill out all Company information• Publish Page– Add a Product / Service– Add a Job– Post value added updates daily– Cross promote the your company page (FB, TW, and other social mediasites)
  38. 38. LI Company Page: Best Practices• Establish your company’s presence• Attract a following– “Did you know that LinkedIn users are 8x more engagedwith your brand, 3x more likely to buy your product and 2xmore likely to recommend it once they’ve connected withyou in LinkedIn?” (HootSuite, 2013)• Engage with your audience• Amplify your brand• Analyze and perfect• Full article: http://blog.hootsuite.com/linkedin-best-practices-brands/
  39. 39. LI Company Page: Targeted Updates• If youre a Company Page administrator, you can create aTargeted Company Status Update.– In the Share an update box on the Company Page Home tab,move your cursor over Share with all followers and selectTargeted Audience.– Select the criteria from each tab (Company size, Industry,Function, Seniority, and Geography).– At the bottom of the pop-up box, select either employees andnon-employees or non-employees only.• Note: A company must have at least 100 followers withinthe selected target group in order to post a Targeted StatusUpdate.• LI Help -http://help.linkedin.com/app/answers/detail/a_id/26038
  40. 40. LI Company Page: View Analytics• Go to your Company Page.• Click the down arrow next to the Edit buttonin the upper right.• Select View follower insights or View pageinsights.• LI Help -http://help.linkedin.com/app/answers/detail/a_id/4499
  41. 41. LI Company Page: 2012 Best• Adobe• Aurecon• CNBC• HireVue• HubSpot• Insead• The IT Media Group• Magna PowerTrain• Pacific Dental Services• Tata Consultancy Services• The Walt Disney Company• Xactly Corporation• Tops tips from the best– Add inviting images– Post status updates thatcreate relationships, not salea product– Add products/services– Feature relevant groups• Blog post -http://blog.linkedin.com/2012/12/12/best-linkedin-company-pages-of-2012/
  42. 42. LinkedIn Company Page: Resources• Top 10 Tips from Best LinkedIn Company Pages form 2012 -http://blog.linkedin.com/2013/04/11/top-10-tips-from-best-linkedin-company-pages-of-2012/• 10 Steps to Create a LinkedIn Company Page -http://www.forbes.com/sites/work-in-progress/2013/01/20/10-steps-to-create-a-linkedin-company-page/• Create a LinkedIn Company Page: Step-by-Step Instructions- http://socialmediatoday.com/node/1255091• How to Boost Engagement on Your LinkedIn Company Page- http://www.socialmediaexaminer.com/how-to-boost-engagement-on-your-linkedin-company-page/
  43. 43. LinkedIn Company Page: Resources• Guide to Using LinkedIn Company Pages: Get Followers,Share Stories, Post Products -http://www.wordstream.com/blog/ws/2013/02/25/how-to-creatively-use-linkedin-company-pages#.• 5 Creative Ways to Use LinkedIn Company Pages -http://www.socialmediaexaminer.com/5-creative-ways-to-use-linkedin-company-pages/• 5 steps to building a great LinkedIn Company Page -http://hearsaysocial.com/2013/05/linkedin-company-page-tips/• LI Company Page FAQs -http://help.linkedin.com/app/answers/detail/a_id/1561
  44. 44. RESOURCES FOR LI
  45. 45. LinkedIn Training• LinkedIn Strategies You Tube -http://www.youtube.com/user/linkedstrategies?feature=watch• Viveka Von Rosen -http://www.youtube.com/user/LinkedInExpert?feature=watch
  46. 46. • 4 Components to Supercharge Your LinkedIn Profile -http://www.thegloculgroup.com/mag/superchargeyourlinkedinprofile/• LinkedIn Intelligence - http://linkedintelligence.com/• 20 Tips to Becoming Successful on LinkedIn – Refreshed and Expanded -http://linkedintobusiness.com/linkedin-tips-tricks/• 6 Tips for Using LinkedIn the New Endorsements -http://www.socialmediaexaminer.com/linkedin-endorsements/• LinkedIn Profile Tips: The 10 Mistakes You Want to Avoid and Why -http://bit.ly/lzEbx• Video: How to Job Search on LinkedIn -http://video.about.com/jobsearch/Job_Search_LinkedIn.htm• Simple ways to get your resume on top of the pile - http://usat.ly/Z57Idh• 27 LinkedIn Tips: LinkedIn Best Practices for Entrepreneurs -http://www.forbes.com/sites/kenkrogue/2012/06/29/27-linkedin-tips-linkedin-best-practices-for-entrepreneurs/Resources
  47. 47. Resources, Cntd.• Linked University - http://linkeduniversity.com/• 11 Tips to Find the Best LinkedIn Groups - http://www.inc.com/jeff-haden/11-tips-to-find-the-best-linkedin-groups.html• How to Use LinkedIn Powerfully: 10 Tips to Know -http://socialmediatoday.com/tracycgold/479022/how-use-linkedin-powerfully-10-tips-know• Fancy Yourself as a LinkedIn Expert? Better Add These 4 Tips & Tricks to YourToolkit - http://www.business2community.com/linkedin/fancy-yourself-as-a-linkedin-expert-better-add-these-4-tips-tricks-to-your-toolkit-0253998• Are you “In”? 10 Reasons To Use Linkedin - http://www.islandconnect.net/are-you-in-10-reasons-to-use-linkedin/• The Power of LinkedIn Groups for Lead Generation -http://www.tomskotidas.com/index.php/the-power-of-linkedin-groups-for-lead-generation/• Creating the perfect LinkedIn profile to generate leads -http://www.jumplead.com/blog/2012/08/creating-the-perfect-linkedin-profile-to-generate-leads#.UcACKpwQNK4
  48. 48. Resources, Cntd.• Recruiters Say, “Avoid LinkedIn at Your Peril” -http://www.forbes.com/sites/work-in-progress/2012/05/11/recruiters-say-avoid-linkedin-at-your-peril/• New Expert Tips For Using LinkedIn -http://www.forbes.com/sites/susanadams/2012/05/08/new-expert-tips-for-using-linkedin/• LinkedIn Labs - http://engineering.linkedin.com/linkedinlabs/• LinkedIn Strategies - http://linkedstrategies.com• LinkedIn To Business - http://linkedintobusiness.com/• Climbing Your Way Out of a Professional Rut -http://blog.linkedin.com/2013/03/01/climbing-your-way-out-of-a-professional-rut/?sf10060462=1• Best Advice I Ever Got -http://www.linkedin.com/today/se/bestadvice?trk=nus-mktg-bestadvice-0301-gen&sf10040899=1
  49. 49. The LinkedIn Experts• Sahar Andrade: http://linkedin.com/in/saharandrade• Bernie Borges: http://www.linkedin.com/in/bernieborges• Wayne Breitbarth: http://www.linkedin.com/in/waynebreitbarth• Melonie Dodaro: http://www.linkedin.com/in/meloniedodaro• JD Gershbein, http://linkedin.com/in/jdgershbein• Lewis Howes: www.linkedin.com/in/lewishowes• Rick Itzkowich: http://www.linkedin.com/in/ritzkowich• Nathan Kievman: http://linkedin.com/in/nathankievman• Colleen McKenna: http://www.linkedin.com/in/colleenmckenna• Flynn Penoyer: www.linkedin.com/in/flynpenoyer• Neal Schaffer: http://www.linkedin.com/in/nealschaffer• Jan Vermerien: http://be.linkedin.com/in/janvermeiren• Viveka von Rosen: http://linkedin.com/in/linkedinexpert
  50. 50. Neal Schaffer’s Top LinkedIn Books
  51. 51. • Bernstein, B. (2012). How to write a killer LinkedInprofile. . .And 18 mistakes to avoid. Wise Media Group.Kindle Edition.• De Weaver, G. (2012). How to use LinkedIn… 10 secretsthe LinkedIn experts don’t share. Kindle Edition.• LinkedIn. (n.d.). Company page. Retrieved fromhttp://www.linkedin.com/company/linkedin• Qualman, E. (2012, November 7). Social mediarevolution 2013 [Youtube Video]. Retrieved fromhttp://www.youtube.com/watch?v=QUCfFcchw1wReferences

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