Expert Positioning Using LinkedIn

Expert Positioning Using LinkedIn 01/08/09 Tunheim.com | e-Strategy.com

Who We Are: About Tunheim Partners

Well-regarded thinking and crisp execution –

these are the building blocks of Tunheim Partners.

Our clients turn to us to help them capitalize

on important communications opportunities.

We respond with insightful counsel and service

to help them achieve their objectives.

What Is LinkedIn?

LinkedIn.com

A Social Networking Site

Facebook for business

A Relationship Engine

Examines relationships among your contacts

… and your contacts’ contacts

Knows who you know

… and who you should know

Trust

If you’re a friend of my friend…

Focus Of Attention

What The User Sees

Inbox

People You May Know

Network Updates

Think about how people use the site

Company research

People research

Finding people

Getting answers

Conversations

LinkedIn Login Screen

Network Updates/Newsfeed

Gossip 2.0

Most compelling feature

Who is connecting to whom?

Who is doing what?

What discussions are taking place?

Who joined what group?

Who recommends who?

What is your network up to?

Who just joined?

Who’s Interested In Me?

Search

Profiles

Groups

Q & A

Company Profile

Applications

People You May Know

Recommendation Engine

Your contacts

Your contacts’ contacts

Your associations

Schools

Employers

Industries

Organizations

Groups

Career management tool

Talent acquisition

Company research

Connect with company contact

Recruiters/HR

Expertise

Job postings

Career/Jobs

Opening & Optimizing

Accounts are free or $19.95/month

Limited contact vs. ability to freely email

Fill in completely

More information = more possible connections

Use keywords

freekeywords.wordtracker.com

google.com /insights/search

Likely search phrases

Industry keywords

Interest keywords

Job title keywords

Optimizing Your Account

Making Yourself Findable

Name keywords

Professional headline keywords

Company keywords

Titles

Descriptions

Website keywords

SEO

Public profile keywords

URL

SEO

Editing Basic Information

Editing Employment Information

Job Title

Search Optimization

Job Description

Description

Summary

Duties

Accomplishments

Industry

Editing Education Information

Education Keywords

Majors/Minors

Expertise

Industry

Activities & societies

Expertise

Industries

Additional notes

Any appropriate keywords

Editing Websites

Search Engine Optimization

Anchor Text Keywords

LinkedIn

Google, et. al.

Editing Additional Information

Editing URL

Web Address

Numeric default

Name keywords

Industry keywords

Expertise keywords

SEO

Editing Summary Information

More Keywords

Industry

Expertise

Acronyms

Written out

Terms of art

What To Show – Privacy Options

The more you give…

The more you get

More privacy =

Fewer connections

Less search benefit

Fewer opportunities

LinkedIn Search Optimization

LinkedIn SEO

Optimize for external search engines

Full view profile

Google, Yahoo!, MSN searchable

Public profile URL keywords

Links from your profile to company Web site, blog

Links on profile page

Within Groups & Q&A

Links to your profile from

Other social networking sites

Your own blogs/web sites

Search Optimization

Connecting On LinkedIn

Invitations & introductions

Searching LinkedIn

Recommendations

Questions & Answers

Groups & Associations

Events

Applications

Invitations & Introductions

Low-hanging fruit

Family, Friends & colleagues

Clients

Contacts’ connections

Introductions

Ask to connect on LinkedIn

In person

Over the phone

Through email

Link to your LinkedIn profile

Email signature

Your blog

Other social media

Company bio

LinkedIn Promotion

Searching LinkedIn

Sophisticated & Powerful Search

Keyword search

Industry search

Title search

Company search

Geographic search

Very narrow demographics

Research & Find

Learn about companies

Find people

Searching LinkedIn

LinkedIn Recommendations

Generosity pays

Give & you get

Don’t be shy

ASK for recommendations

Provide keywords

Demonstrates

Competence

Expertise

Establishes trust

Can appear on profile

LinkedIn Recommendations

Questions & Answers

Questions

Get an answer

Attract a targeted audience

Find qualified talent

Make connections

Appears on profile

Answers

Help out

Demonstrate expertise

Within group

On profile

Make connections

LinkedIn Answers

Groups & Associations

More connections

Affinity Groups – Join/Create

Like-minded or specific people

Targeted audiences

Discussions

Demonstrate expertise

Create familiarity

Trust

Share news

Post links/Add value

Expert positioning

Appears on profile

LinkedIn Events

Expert Positioning

Promote your attendance

Industry events

Speakers

Conventions

See who’s attending

Connect with attendees

Promotion

Add events

Organize events

Appear on profile

LinkedIn Events

LinkedIn Events - Attendees

Add An Event To LinkedIn

LinkedIn Applications

Expert positioning

Demonstrates knowledge & expertise

Appears on profile

Creates connections

LinkedIn Polls

Create and/or participate

Branding

Amazon Reading List

Watch others’ lists

SlideShare/Google Presentations

Blog Link/WordPress

RSS to profile

Building Your Network

Begin with your own network

Invite family, friends, colleagues & clients

Mining contacts

Raid friends’ networks

Search for former classmates & co-workers

Ask for introductions

Encourage people to join

Clients & colleagues

Search

Friends & colleagues

Clients

Industry leaders

LinkedIn Open Networker (LIONs)

Tunheim Partners’ e-Strategy

Tunheim Partners

Strategic communications company

Public relations

Public affairs

e-Strategy

e-Strategy

Tunheim Partners’ specialty Internet marketing practice

Full service Internet marketing practice

Experienced leadership, strong team

As director of e-Strategy, Tunheim Partners’ Internet marketing practice, David Erickson specializes in strategic online communication. David has been marketing online since 1995, first as a freelancer, and then in 1997 as the founder and president of e-Strategy and now with Tunheim Partners. Erickson is a student of how people use technology to communicate, and that fascination informs his work. He is a "first adopter" of the latest technologies because he wants to understand how they can be used as marketing tools. David's work has included: executing a national online media relations campaign for a presidential e-debate for the 2000 election, using e-mail marketing as an expert positioning tool, optimizing electronic press kits and press releases for the retail and fashion industries, conducting search engine marketing for numerous clients, designing and carrying out a sports marketing viral video campaign, and implementing social media optimization and marketing campaigns. David's training in the visual and language arts and his experience in retail, advertising, market research and public relations all contribute to his expertise in Internet marketing. He taught himself the technologies needed to implement online communication strategies, so he understands how Web technologies work as communications vehicles. David also has personal experience with delivering effective messages: he has written advertising copy and articles for publications, produced Web publications of his own, appeared as a pundit and commentator for media outlets, and co-hosted his own radio show. David blogs about Internet marketing at e-strategyblog.com . David earned his B.A. from Coe College in Cedar Rapids, Iowa, where he studied art and writing. He is a former Hubert H. Humphrey Policy Forum Fellow. When he's not scheming up clever new ways to communicate online, David can be found playing or watching football or reading...but most likely playing football. ” Reality is nine-tenths perception.” – Anonymous David Erickson, Director of e-Strategy

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