A stripped down version of a work project. Discusses 30+ steps for optimizing your LinkedIn profile. Also touches on why a team would want to have a LinkedIn strategy for public profiles.

1. @sethmsparks
Optimizing LinkedIn for Personal
AND Team Brands
Seth M. Sparks

2. @sethmsparks
Why We Care About LinkedIn
• Your Personal Brand
• It’s a foundational element of your digital resume showcasing your personal brand
• It demonstrates what you know, who you know, and the kind of work you’ve done
• Our Collective Team Brand
• Shows that we are a sophisticated group of knowledgeable professionals
• Allows us to talk about our product’s value proposition to current and future customers
• Enables keyword search that allows people to find us
• Connects us to our customers, thought leaders, and industry gurus
• Forces us to speak in a single consistent voice about our product, job functions, and
expertise
When our group looks collected, sophisticated, and professional, your personal brand
is amplified.
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3. @sethmsparks
How Do We Manage
Personal vs Professional Interests
• What do I want my LinkedIn profile to do?
– Show customers and consumers our product is great
– Show customers and colleagues that I’m great
– Connect me with internal and external industry leading peers
– Get me recruited for my dream job
– Get me recruited for professional speaking
– Etc.
• Managing Professional and Corporate Brand Interests Require Strategy
– Professional Objective and Strategy
– Corporate Objective and Strategy
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Personal
Brand
Corporate
Brand

4. @sethmsparks
Team Strategy Focuses on Consistency
• Consistent Voice
– How we talk about the product
• Value Proposition
• Differentiators
• How We Interact
– How we talk about functional roles
• Skills
• Duties
• Objectives
– What connected links we share
– How we connect with customers/colleagues/etc.
• Consistent Listening: Thought Leaders/Groups/Businesses We Follow
– Catalyst for conversations
– Opportunity to share/synthesize
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5. @sethmsparks
Personal Strategy
• Decide Your Objective and Make it Fit (Hirability/Professional Expansion/Etc.)
– Showcase Why You Do What You Do (Substance)
– Showcase Your Knowledge
– Showcase Your Experience
– Showcase Your Network
• Mold all content to fit your aspirations
– Summary
– Job Descriptions
– Skills
– Certifications
• Demonstrate Professionalism
– Complete and Quality Profile (See tips p. 18)
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6. @sethmsparks
“LinkedIn Tips” Research Returns NOISE
Everyone has Advice
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7. @sethmsparks
All the Tips/Lists Noise Breaks Down To
Four Phases of Profile Management:
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I - Update
Profile
II - Connect
III - Establish
Authority
IV - Monitor

8. @sethmsparks
Phase 1 – Complete Your Profile
Step Topic Rationale/Comments
1 Photo
Professional, Face with the Name, Consistent with other
public profiles
2 Headline Professional specialty, Not job desc.
3 Set Public Profile URL / Add to eMail Sig You are not a number
4 Customize Website Options Works for SEO, Tells people better where going
5 Summary Section Beefy, Keyword Rich - Includes listing your specialties
6 Skills and Expertise Keywords, Key Skills, This is what people endorse!
7 Prior Jobs Descriptions Keywords in descriptive, demonstrated story
8 Education Dates are optional, tell of experience & what was learned
9 Extras Courses, Projects, Publications, Honors, Etc.
10 Spell Check Every single word
11 Join Groups Will allow you to see more people, demonstrate interests
12 Audit every 60 days Set it in your calendar
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• Headline – 120 Characters
• Status Field – 140 Characters
• Summary – 2,000 Characters
• Specialties – 500 Characters
• Company Name – 100 Characters
• Position (Job) Title – 100 Characters
• Position Description – 2,000 Characters
• Interests – 1,000 Characters
Profile Restrictions

9. @sethmsparks
Phase 2 - Connect
Step Topic Rationale/Comments
13 Find Connections
Import contact list from Lotus, import from personal
emails
14 Personalize EVERY Request
Never request a connection without mentioning why you
want to connect and how you know (of) them
15 Thank/Connect Every Connection
Thank them for taking the time to connect, and offer to be
of assistance if they need it
16 Give Recommendations/Endorsements
NI Mgrs Cannot Recommend/Endorse Employees, be
honest when endorsing or don’t endorse
17 Reciprocate endorsements If warranted on relevant skills, don’t auto-endorse all skills
18
Help out in Groups / Demonstrate
Knowledge / Forge unofficial connections
prior to connecting officially Answer questions, give opinions, give praise, etc.
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10. @sethmsparks
Phase 3 – Establish Authority
Step Topic Rationale/Comments
19 Establish your brand voice/content
What do you want to demonstrate that you are an expert
of? What blend of NW/Personal story will you use?
20 Find content to curate RSS/Sites/Texts
21 Create your own content
Synthesize content from RSS/sites/texts, tell stories,
exhibit authority, your own personal blog
22 Share and track updates
Curate content, share owned content, review books, give
thoughts and impressions
23 Comment on blogs/in groups/etc.
Answer questions, give opinions, give praise, refer to you
own content/experiences
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11. @sethmsparks
Phase 4 – Monitor
Step Topic Rationale/Comments
24 Who’s viewed your profile Identify and Reciprocate
25 Outgoing link clicks On custom URLs/Shares/ www.bufferapp.com
26 Profile Completeness % done
27 People Also Viewed Gives you an idea what your brand is viewed close to
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12. @sethmsparks
Appendix
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13. @sethmsparks
sources
• http://www.copyblogger.com/linkedin-profile/
• http://www.toprankblog.com/2013/03/linkedin-optimization-tips/
• http://www.slideshare.net/jeffreylcohen/11-tips-for-linkedin-optimization
• http://www.techipedia.com/2011/linkedin-optimization/
• http://www.prdaily.com/Main/Articles/30_most_overused_buzzwords_in_digital_
marketing_14556.aspx
• http://www.entrepreneur.com/article/226583
• http://blog.vistage.com/social-media/linkedin-tips-a-12-step-checklist-for-
optimizing-your-profile/
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