Building your brand on LinkedIn
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Presentation to IABC Golden Horseshoe chapter on building your personal brand using LinkedIn. By Shawna Dennis, AVP, Communications, Manulife
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Building your brand on LinkedIn
- 1. Building your brand on LinkedIn Shawna Dennis AVP, Communications, Manulife @writingjunkie |www.linkedin.com/shawnadennis
- 2. @writingjunkie The basics: Start with your profile
- 3. @writingjunkie What’s your Social Selling Index? Get yours: https://www.linkedin.com/sales/ssi
- 4. @writingjunkie Four elements of SSI Source: https://business.linkedin.com/sales-solutions/social-selling/the-social-selling-index
- 5. @writingjunkie LinkedIn: what you should know 1. LinkedIn sends nearly 4X more people to your homepage than Twitter & Facebook 2. The most in-demand content is industry insights 3. Avoid evenings, late afternoons & weekends 4. Post at least 20X per month 5. A single status update reaches 20% of your followers 6. Help your employees help you 7. Learn & optimize from your engagement percentage Source: https://blog.bufferapp.com/7-vital-statistics-to-help-with-your-linkedin-marketing-strategy by Kevan Lee, posted March 24, 2014
- 6. @writingjunkie Sharing your own content
- 7. @writingjunkie The content cycle • Search Trends • Listening • Communities of Interest • Audience Learnings Insight • Internal Authors • Topics • Formats • Sources Creation • Owned • Earned • Paid Distribution • Scorecards Metrics
Editor's Notes
- Let’s start with the basics: Photo – have one and make sure it’s professional! You can get 14x more profile views – people want to see the people they’re connecting with Headline – this should be who you are, not your title (save that for your Experience section) URL – customize it – takes 2 seconds and looks so much nicer than the auto generated URL… and use it – business cards, email signatures, etc. Summary – include key words so you can be found in search
- Social selling leverages your professional brand to fill your pipeline with the right people, insights and relationships The social selling index is a measurement of your (or your company’s) use of LinkedIn as a social selling tool The leaders in SSI by industry are Technology – Software, Professional Services and Media & Entertainment Why should you care about social selling? Marketing ROI – you can actually measure this, which makes selling social easier
- The four elements are: Establish your professional brand Aim for a complete profile – you want to be an all-star Add rich multimedia content (i.e., SlideShare) Post & interact with content (long form posts) Generate endorsements (endorse your connections, they’ll often reciprocate) Find the right people Use the search function on LinkedIn Take advantage of warm introductions Look for commonalities – join groups to find likeminded people Watch who’s viewed your profile and engage when appropriate Engage with insights Post content that can position you as a thought leader Stay tuned to LinkedIn Pulse for industry trends and data and share with your audience Leave thoughtful, constructive comments on content shared by your connections When connecting on LinkedIn – always customize your request or InMail Build relationships Grow your connections – connect right after meeting while it’s still fresh Engage with decision makers and senior level people where possible Connect with your colleagues and use those connections to establish relationships with senior people in your org Cultivate relationships by staying engaged – comment, like or share – reach out occasionally
- LinkedIn sends nearly 4X more people to your homepage than Twitter & Facebook The most in-demand content is industry insights Avoid evenings, late afternoons & weekends Post at least 20X per month A single status update reaches 20% of your followers Help your employees help you – employee advocacy is a big thing right now Learn & optimize from your engagement percentage
- First – get reading. Look at top posts (click on Pulse, top posts) and see what makes a post engaging Your long-form posts should share your professional expertise. Write about challenges you've faced, opportunities you've seized, or important trends in your industry. Keep your writing focused. Avoid covering too many topics in the same long-form post. Keep your voice authentic. Publish whenever you have something valuable to share with LinkedIn members. In general, the more long-form posts you publish, the more credibility you will build, and the stronger your professional profile will become. There are no limits on word count, but the long-form posts that are best received are more than three paragraphs. Upload pictures, videos, presentations, and documents to add to your content. It helps bring your insights to life and is a good way to showcase concrete examples of your experience. Always have someone review and edit your posts!
- INSIGHT Search Trends: Google volumes • Opportunities Listening: Trending topics • Social conversation • News Communities of Interest: Travel • Family • Wellness • Finance • Giving Audience Learnings: Content Scorecard • Advisor feedback • Sales feedback • Audience Surveys CREATION Internal Authors: Thought leaders • Brand teams • Product teams Topics: Knowledge • Audience Interests • Products Formats: Live event • 1st person opinion • Market response • Interviews • Infographics • Video / Images • Whitepapers • Webcasts Sources: Repurpose existing • Curate • Create original DISTRIBUTION Owned: Brand channels • JohnHancock.com • Manulife.com • JohnHancock social • Manulife social • Email • Individuals • Executives • Thought Leaders • Sales people Earned: (sharing) Advisors • Employees • Influencers • Media Paid: Ads • Placements • Sponsored content METRICS Scorecards: Content Performance tracking • Reach / Engagement / Business Impact • Feedback • Surveys
- Reach – potential # of people we can reach (connections, followers) Engagement – how do people interact with our content? Comments, likes, shares Content Publishing – we measure content shared that we’ve created as a brand, content prepared by third parties and content created by our employees Business Value – by creating and sharing content internally, how much money do we save? Instead of each area creating their own content Case Study We looked at insights from our audience – what was trending We created content based on those trends We distributed the content digitally Then we measured and our results were positive