Using social media for YOU:Professional branding on LinkedInScott Brown, Social Information GroupSLA Pacific Northwest Cha...
2                      Twitter: @socialinfo© 2011 Social Information Group
3What are we doing today? What do we mean by brand? And what does LinkedIn have to  do with that??? LinkedIn    The ess...
4                                  Branding© 2011 Social Information Group
5                                  Branding© 2011 Social Information Group
6                 What’s your brand?© 2011 Social Information Group
7      Professional vs. personal                                  Vs.© 2011 Social Information Group
8               Intentional branding© 2011 Social Information Group
9               Intentional branding© 2011 Social Information Group
10               Intentional branding© 2011 Social Information Group
11Owning your brand – and your future         What are your passions?         Combined with - what are your skills?     ...
12       Social tools give you another       means of being in the world.© 2011 Social Information Group
© 2011 Social Information Group
14Why LinkedIn?    More than 120 people signing up every hour.More than 150 million members in over 200 countries.        ...
15Why LinkedIn?• Familiar format• Great place to jump in and “get good” at social  networking practice• Centralized place ...
16                                  The essentials© 2011 Social Information Group
17                                    Photo• Why?  • People can put a face to    a name  • And because, this looks    unpr...
18                                      Headline• Why?    • Your “one-liner” about you and your impact    • Gets posted an...
19                                   Customized profile link• Why?    • Personal branding – looks professional    • Put an...
20                                   Customized URLs• Why?   • Personal/customized look   • And because, even though this ...
21                        Writing for LinkedIn© 2011 Social Information Group
22                                           Summary• Why?   •    This is your “elevator pitch” in written form   •    Qui...
23                                  Summary examples© 2011 Social Information Group
24                                  Summary examples© 2011 Social Information Group
25                                  Position descriptions• Why?    • Specifics of your experience & impact    • Add in key...
26                                          26                         Talk about benefitsSome words and phrases that migh...
27                                              27                                  Benefits! “We don’t make the strategic...
28                                               28                                   Benefits!“I saved $50K in a very tig...
29            More “advanced” features© 2011 Social Information Group
30                                                Skills• Why?   • “Tag” yourself for more “findability”   • People search...
31                                  Honors & awards • Why?       • Highlight your awesomeness!© 2011 Social Information Gr...
32                                   Publications• Why?   • Draw in your additional content   • Let your employers/clients...
33                       Applications & extras• Slides, blogs, skills, certifications, reading list,  events• Why?     • D...
34                   Connecting & visibility© 2011 Social Information Group
35                                      Connecting•   Search•   Import email contacts•   Colleagues•   “People you may kno...
36                                  Connecting© 2011 Social Information Group
37You never know who you might find! © 2011 Social Information Group
38                                               Groups• Why?      •   See your industry/employer pain points      •   Dem...
39                                   Status updates• Why?   • Demonstrate your industry awareness   • Keeps you in your co...
40                     Settings and that                 Maintenance and workflow© 2011 Social Information Group
41                                       Settings • Go through them all & understand them • Check and set your public prof...
42                      How do you market?© 2011 Social Information Group
43                                     Maintenance • Update bit by bit • Moving around your profile sections • Review quar...
44                                           Workflow • Task-oriented       • “I update LinkedIn after I check my email” •...
45                                  Building social capital        •   Expertise                 •   Participation        ...
46                                  Keeping the big picture• What’s working for me?• What’s not working for me?• How does ...
47                                  Why subscribe? • InMail: LinkedIn “email”, can send without   connection or introducti...
48© 2011 Social Information Group                                  48
49                                  In summary                                    Be visible.                             ...
50                        Your next three steps© 2011 Social Information Group
51                       Now… It’s your turn.        What are your questions?      What are your next three steps?        ...
52                                     Thank you!Scott BrownSocial Information GroupDon’t hesitate to contact and connect ...
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Using social media for YOU: Professional branding on LinkedIn

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Using social media for YOU: Professional branding on LinkedIn

  1. 1. Using social media for YOU:Professional branding on LinkedInScott Brown, Social Information GroupSLA Pacific Northwest Chapter23 May 2012© 2011 Social Information Group
  2. 2. 2 Twitter: @socialinfo© 2011 Social Information Group
  3. 3. 3What are we doing today? What do we mean by brand? And what does LinkedIn have to do with that??? LinkedIn  The essentials  Writing for LinkedIn  “Advanced” features Connecting and visibility How does this fit into my “brand?”  Settings and that  Maintenance and workflow Q&A © 2011 Social Information Group
  4. 4. 4 Branding© 2011 Social Information Group
  5. 5. 5 Branding© 2011 Social Information Group
  6. 6. 6 What’s your brand?© 2011 Social Information Group
  7. 7. 7 Professional vs. personal Vs.© 2011 Social Information Group
  8. 8. 8 Intentional branding© 2011 Social Information Group
  9. 9. 9 Intentional branding© 2011 Social Information Group
  10. 10. 10 Intentional branding© 2011 Social Information Group
  11. 11. 11Owning your brand – and your future  What are your passions?  Combined with - what are your skills?  What do you want to learn?  What do you really want?  Your uniqueness © 2011 Social Information Group
  12. 12. 12 Social tools give you another means of being in the world.© 2011 Social Information Group
  13. 13. © 2011 Social Information Group
  14. 14. 14Why LinkedIn? More than 120 people signing up every hour.More than 150 million members in over 200 countries. 4.2 billion people searches in 2011. © 2011 Social Information Group
  15. 15. 15Why LinkedIn?• Familiar format• Great place to jump in and “get good” at social networking practice• Centralized place to have your professional content• Part of your marketing of yourself and your services © 2011 Social Information Group
  16. 16. 16 The essentials© 2011 Social Information Group
  17. 17. 17 Photo• Why? • People can put a face to a name • And because, this looks unprofessional: © 2011 Social Information Group
  18. 18. 18 Headline• Why? • Your “one-liner” about you and your impact • Gets posted anytime you are active in LinkedIn!© 2011 Social Information Group
  19. 19. 19 Customized profile link• Why? • Personal branding – looks professional • Put anywhere – signature, business card, web site, etc. © 2011 Social Information Group
  20. 20. 20 Customized URLs• Why? • Personal/customized look • And because, even though this is standard, this looks unprofessional/unbranded: © 2011 Social Information Group
  21. 21. 21 Writing for LinkedIn© 2011 Social Information Group
  22. 22. 22 Summary• Why? • This is your “elevator pitch” in written form • Quickly illustrate your impact, key points • Key words and phrases for searching • Can also call out “Specialties” © 2011 Social Information Group
  23. 23. 23 Summary examples© 2011 Social Information Group
  24. 24. 24 Summary examples© 2011 Social Information Group
  25. 25. 25 Position descriptions• Why? • Specifics of your experience & impact • Add in keywords & details that don’t fit in your summary© 2011 Social Information Group
  26. 26. 26 26 Talk about benefitsSome words and phrases that might show up inyour skills:• Value-added• Provide insights, identify trends• Facilitate good decision-making, better decisions• Competitive advantage• Customer service (not just “reference”)• In-depth research for content Google can’t find(not just “online searching”)• Information analysis (not just “search results”) © 2011 Social Information Group
  27. 27. 27 27 Benefits! “We don’t make the strategic decisions; we make them better” “I bring insights from the outside” “I help people make better decisions” “I make critical information findable”© 2011 Social Information Group
  28. 28. 28 28 Benefits!“I saved $50K in a very tight budget year byidentifying non-essential programs that couldbe reduced.”“Ensured excellent customer service byproviding quick and accurate search results.” © 2011 Social Information Group
  29. 29. 29 More “advanced” features© 2011 Social Information Group
  30. 30. 30 Skills• Why? • “Tag” yourself for more “findability” • People searching for you use these to find you! © 2011 Social Information Group
  31. 31. 31 Honors & awards • Why? • Highlight your awesomeness!© 2011 Social Information Group
  32. 32. 32 Publications• Why? • Draw in your additional content • Let your employers/clients know more about you © 2011 Social Information Group
  33. 33. 33 Applications & extras• Slides, blogs, skills, certifications, reading list, events• Why? • Draw in your additional content • Let your employers/clients know more about you© 2011 Social Information Group
  34. 34. 34 Connecting & visibility© 2011 Social Information Group
  35. 35. 35 Connecting• Search• Import email contacts• Colleagues• “People you may know”• Groups – and “Groups You May Like”• Good connections for expanding your network: • HR recruiters • “500+” connections • Large groups © 2011 Social Information Group
  36. 36. 36 Connecting© 2011 Social Information Group
  37. 37. 37You never know who you might find! © 2011 Social Information Group
  38. 38. 38 Groups• Why? • See your industry/employer pain points • Demonstrate your knowledge and expertise • Connect with industry and professional experts • Capture industry “buzz”© 2011 Social Information Group
  39. 39. 39 Status updates• Why? • Demonstrate your industry awareness • Keeps you in your connections’ awareness • “Like” & comment on others’ posts © 2011 Social Information Group
  40. 40. 40 Settings and that Maintenance and workflow© 2011 Social Information Group
  41. 41. 41 Settings • Go through them all & understand them • Check and set your public profile settings • What are your goals? • Visibility? • Research? • Both? • Review quarterly© 2011 Social Information Group
  42. 42. 42 How do you market?© 2011 Social Information Group
  43. 43. 43 Maintenance • Update bit by bit • Moving around your profile sections • Review quarterly • Add articles, new presentations • Tweak your summary, specialties, descriptions • See what new features are available© 2011 Social Information Group
  44. 44. 44 Workflow • Task-oriented • “I update LinkedIn after I check my email” • Schedule-oriented • “Friday AM is my LinkedIn time” • “Real-time” interaction • It has to work for you • It’s OK to take a break© 2011 Social Information Group
  45. 45. 45 Building social capital • Expertise • Participation • Contribution • Inclusion • Openness • Quality • Integrity • Service© 2011 Social Information Group
  46. 46. 46 Keeping the big picture• What’s working for me?• What’s not working for me?• How does this fit into my career objectives?• How does it change with my career plan and goals?• Am I having fun?© 2011 Social Information Group
  47. 47. 47 Why subscribe? • InMail: LinkedIn “email”, can send without connection or introduction • Who’s Viewed My Profile • “Featured applicant” • Job seeker community on LinkedIn • Additional features© 2011 Social Information Group
  48. 48. 48© 2011 Social Information Group 48
  49. 49. 49 In summary Be visible. Be yourself. Your value is in your passion, your skills, and your experience. Your brand and career are bigger than your current position.© 2011 Social Information Group
  50. 50. 50 Your next three steps© 2011 Social Information Group
  51. 51. 51 Now… It’s your turn. What are your questions? What are your next three steps? What’s got you fired up?© 2011 Social Information Group
  52. 52. 52 Thank you!Scott BrownSocial Information GroupDon’t hesitate to contact and connect with me: scott@socialinformationgroup.com http://www.linkedin.com/in/scottrbrown http://www.socialinformationgroup.com @socialinfo 303-834-7553Coaching also available virtually © 2011 Social Information Group
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