Linkedin Essentials for SocialMediaMcr 02Dec15 FINAL

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Rene's presentation at Social Media Manchester conference including 81 tips and general advice on creating a high impact Linkedin profile, status updates, advanced search, connection etiquette, using Linkedin groups, publishing on Linkedin and managing company pages.

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  • Add in the current state of play – big numbers, engagement, markets,
    Add some marketing / social media manchester figures too
  • Too much noise - clutter
    Too little attention – engagement
    Not enough time
    Not knowing what to say
    Not saying the right thing
  • Image
    Spread out on quick fire slides with screen grabs from my profile…
  • Image
    Spread out on quick fire slides with screen grabs from my profile…
  • Image
    Spread out on quick fire slides with screen grabs from my profile…
  • Image
    Spread out on quick fire slides with screen grabs from my profile…
  • Image
    Spread out on quick fire slides with screen grabs from my profile…
  • Image
    Spread out on quick fire slides with screen grabs from my profile…
  • Image
    Spread out on quick fire slides with screen grabs from my profile…
  • Image
    Spread out on quick fire slides with screen grabs from my profile…
  • Image
    Spread out on quick fire slides with screen grabs from my profile…
  • Some of mine – posing questions
    Asking for feedback
    [See the Linkedin in slides]
  • Some of mine – posing questions
    Asking for feedback
    [See the Linkedin in slides]
  • Some of mine – posing questions
    Asking for feedback
    [See the Linkedin in slides]
  • Some of mine – posing questions
    Asking for feedback
    [See the Linkedin in slides]
  • Some of mine – posing questions
    Asking for feedback
    [See the Linkedin in slides]
  • Linkedin Essentials for SocialMediaMcr 02Dec15 FINAL

    1. 1. @renepower @visionb2b www.visionb2b.co.uk Linkedin for business (and you) René Power Founder, Vision B2B Hi, I’m a professional That’s not what it says online…
    2. 2. @renepower @visionb2b www.visionb2b.co.uk 45 minutes • Do you want to • build your profile? • position your authority? • strike up new business relationships • uncover new business opportunities
    3. 3. @renepower @visionb2b www.visionb2b.co.uk WARNING: THIS IS AN ALL DAY SESSION CONDENSED INTO 45 MINUTES There are 81tips littered through this presentation All based on my own personal experience of using Linkedin since 2006.
    4. 4. @renepower @visionb2b www.visionb2b.co.uk What we’re covering today Your profile Status updates Advanced search Connection etiquette Using groups Publishing Company profile
    5. 5. @renepower @visionb2b www.visionb2b.co.uk Context 70% outside USA 13-40% log in every day Average user spends 17 minutes a month on the site 1 billion endorsements Most overused profile word = “motivated”
    6. 6. @renepower @visionb2b www.visionb2b.co.uk Context 3m long form posts on Linkedin 130,000 added every week 2m + groups Home to 19.7m Slideshare presentations
    7. 7. @renepower @visionb2b www.visionb2b.co.uk The benefits Massive platform Mainstream and niche Majority of members are lurkers Still an early adopter opportunity
    8. 8. @renepower @visionb2b www.visionb2b.co.uk
    9. 9. @renepower @visionb2b www.visionb2b.co.uk The shop window 1 2 3 4
    10. 10. @renepower @visionb2b www.visionb2b.co.uk Contacts and links 5 6 7 8
    11. 11. @renepower @visionb2b www.visionb2b.co.uk 9 Key profile elements
    12. 12. @renepower @visionb2b www.visionb2b.co.uk 10 11 12 13 14 15
    13. 13. @renepower @visionb2b www.visionb2b.co.uk 16 17 18
    14. 14. @renepower @visionb2b www.visionb2b.co.uk 19 20 X
    15. 15. @renepower @visionb2b www.visionb2b.co.uk 21 22
    16. 16. @renepower @visionb2b www.visionb2b.co.uk 23
    17. 17. @renepower @visionb2b www.visionb2b.co.uk 24 25 X
    18. 18. @renepower @visionb2b www.visionb2b.co.uk 26 27
    19. 19. @renepower @visionb2b www.visionb2b.co.uk Other profile elements
    20. 20. @renepower @visionb2b www.visionb2b.co.uk Profile summary  Be clear about what you are on Linkedin for  Make sure key elements position you to stand out  Talk about what you offer and your achievements  Reorder everything to tell your story  Reorder the skills you are endorsed for – and ask for specific endorsements/recommendations  Use all aspects open to associate yourself with the right people, companies, groups and topics
    21. 21. @renepower @visionb2b www.visionb2b.co.uk
    22. 22. @renepower @visionb2b www.visionb2b.co.uk • Status updates should support your positioning • Be relevant to your target group of connections (and prospective connections) • Support what you are trying to achieve Status updates
    23. 23. @renepower @visionb2b www.visionb2b.co.uk Your updates 28 29 30 31
    24. 24. @renepower @visionb2b www.visionb2b.co.uk Being a good ‘member’ 32 33 34
    25. 25. @renepower @visionb2b www.visionb2b.co.uk • Thought provoking • Ask a question • Offer some advice • Direct action • Have an image • Contain a link Engaging updates 35
    26. 26. @renepower @visionb2b www.visionb2b.co.uk
    27. 27. @renepower @visionb2b www.visionb2b.co.uk
    28. 28. @renepower @visionb2b www.visionb2b.co.uk 36 37
    29. 29. @renepower @visionb2b www.visionb2b.co.uk
    30. 30. @renepower @visionb2b www.visionb2b.co.uk
    31. 31. @renepower @visionb2b www.visionb2b.co.uk
    32. 32. @renepower @visionb2b www.visionb2b.co.uk
    33. 33. @renepower @visionb2b www.visionb2b.co.uk
    34. 34. @renepower @visionb2b www.visionb2b.co.uk
    35. 35. @renepower @visionb2b www.visionb2b.co.uk
    36. 36. @renepower @visionb2b www.visionb2b.co.uk Search • Basic free account search results include – Full profiles with names of everyone in your network (1st, 2nd, 3rd level connections and shared group members) – A maximum of 1000 results per search – Basic search result filters
    37. 37. @renepower @visionb2b www.visionb2b.co.uk Search • Premium account search results include – Full profiles with names of everyone in your network (1st, 2nd, 3rd level connections and shared group members) – A maximum of 1000 results per search – Anything marked gold in the search page incl. • Function/job title • Years of experience • Seniority • Caveat: I have a legacy Business account. Some of the advanced search functionality will cost you £40/month.
    38. 38. @renepower @visionb2b www.visionb2b.co.uk Using search 38
    39. 39. @renepower @visionb2b www.visionb2b.co.uk Advanced search 39
    40. 40. @renepower @visionb2b www.visionb2b.co.uk New staff / prospects? 40
    41. 41. @renepower @visionb2b www.visionb2b.co.uk
    42. 42. @renepower @visionb2b www.visionb2b.co.uk Principles of connecting • ‘Connecting’ – Research – Personalise – Be relevant – Flatter – Don’t sell – Don’t use mobile apps! 41
    43. 43. @renepower @visionb2b www.visionb2b.co.uk Where to connect from 42 43
    44. 44. @renepower @visionb2b www.visionb2b.co.uk Where to connect from 44
    45. 45. @renepower @visionb2b www.visionb2b.co.uk 8 ways to personalise a connection • Link to another platform (Twitter easiest) • Something they did • Something their company did • Something that happened to them • Something one of their competitors did • Something in a shared group • Something about a shared interest • Mention a shared connection 45 46 47 48 49 50 51 52
    46. 46. @renepower @visionb2b www.visionb2b.co.uk Accepting connections • ‘If someone wants to connect with you’ – You don’t have to connect – Ask about recipirocal value – Message once connected – Like some of the early status updates they make – Share some of their content 53 54 55 56
    47. 47. @renepower @visionb2b www.visionb2b.co.uk
    48. 48. @renepower @visionb2b www.visionb2b.co.uk 57
    49. 49. @renepower @visionb2b www.visionb2b.co.uk Beware salespeople & friend collectors 58
    50. 50. @renepower @visionb2b www.visionb2b.co.uk Privacy settings to check 59 61 60
    51. 51. @renepower @visionb2b www.visionb2b.co.uk Making the most of groups
    52. 52. @renepower @visionb2b www.visionb2b.co.uk NEW: Updates to groups A raft of recent changes have been made on Linkedin Groups in November 2015 More here:https://help.linkedin.com/app/answers/detail/a_id/61173/~/new- groups-features
    53. 53. @renepower @visionb2b www.visionb2b.co.uk What changed? Groups are now standard or unlisted (private, invitation only) All Groups are private All Groups are member only No moderation is required but content can be vetted/removed after posting Job posts moved straight to Jobs Promotion tab removed altogether Add images to discussion posts @ group members into conversations
    54. 54. @renepower @visionb2b www.visionb2b.co.uk The implications Groups should see a step up in engagement and quality of conversation It is now harder to sell in a group It is now harder to place links to content in a group without really good reason The community polices the group and persistent offenders will eventually be removed
    55. 55. @renepower @visionb2b www.visionb2b.co.uk Best ways to contribute 1. Answer questions 2. Ask questions 62
    56. 56. @renepower @visionb2b www.visionb2b.co.uk Contributing to a discussion post • Flatter/compliment • Stay positive • Add value • Reference other material but don’t link to it • Offer further ‘out of group’ discussion 63 64 65 66 67
    57. 57. @renepower @visionb2b www.visionb2b.co.uk Creating a discussion post • Pose a question • Offer some additional narrative • Provide a link (if you need to) • Allow the question to be answered without clicking away • Be genuine 68 69 70 71 72
    58. 58. @renepower @visionb2b www.visionb2b.co.uk Creating a discussion post
    59. 59. @renepower @visionb2b www.visionb2b.co.uk
    60. 60. @renepower @visionb2b www.visionb2b.co.uk The benefits of Linkedin Pulse • Build your professional profile and brand • Reach a significantly larger audience than blogging alone • Influence a wide variety of customers, prospect and specifiers
    61. 61. @renepower @visionb2b www.visionb2b.co.uk My top tips for Linkedin publishing  Create a calendar for Linkedin Pulse articles – different to blogging elsewhere  Write about the same or related topics  Write for skim reading – use all formatting tools to make it easy to read  Use Pixabay for free images and Canva to bring them to life  Use video, audio and slides to make content more attractive  Select the right / best keywords  Link your other articles in the footer (update and edit as you build your bank)  Publish once weekly  Promote regularly through your profile and social media  If you add to groups, turn into a question and be highly selective 68 69 70 71 72 73 74 75 76 77
    62. 62. @renepower @visionb2b www.visionb2b.co.uk What works best  According to Marketing Experiments  How to’s get many more views – best for views, likes and shares  Listicles do well  Question posts do poorly  http://blog.hubspot.com/marketing/linkedin-publishing- beginner-guide 78
    63. 63. @renepower @visionb2b www.visionb2b.co.uk Good examples
    64. 64. @renepower @visionb2b www.visionb2b.co.uk Bad examples
    65. 65. @renepower @visionb2b www.visionb2b.co.uk
    66. 66. @renepower @visionb2b www.visionb2b.co.uk Company page • More than just a HR landing page – Raise awareness – Educate and entice customers – Promote products and services – Promote career opportunities – Nurture a community – A supplement to your website
    67. 67. @renepower @visionb2b www.visionb2b.co.uk Create brand personality • Creative header • Complete About section • Add links to website, blogs, other channels • Use interactive content esp. video 79
    68. 68. @renepower @visionb2b www.visionb2b.co.uk Empower employees to promote • Employees biggest and best advocates • Expand reach • Story and content • Sense of pride • Rich content • Adding Co Page to personal profile automatically enrolls as follower 80
    69. 69. @renepower @visionb2b www.visionb2b.co.uk Engage with content • Post relevant and interesting articles as you would on your personal profile • Consistent topics, varied style & format • Post daily late morning / late afternoon to coincide with optimal log in times 81
    70. 70. @renepower @visionb2b www.visionb2b.co.uk Summary A focused, expansive profile Targeted, audience relevant status updates Improved use of advanced search A deeper awareness of connection etiquette Better understanding of how to use groups Building thought leadership with publishing Making the most of your company profile
    71. 71. @renepower @visionb2b www.visionb2b.co.uk About Rene & Vision B2B Help companies selling to other companies (b2b) position on expertise and value 20 year business marketing professional Well networked and connected Vice Chair, Manchester CIM Published, blogger, speaker, trainer
    72. 72. @renepower @visionb2b www.visionb2b.co.uk

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