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Purpose of this Presentation• LinkedIn is a powerful tool to improve your executive presence, visibility, and branding• By investing in LinkedIn and “tooling your profile”, you will increase the likelihood that your profile will be discovered and found by important people• LinkedIn is the number one social media tool being used by recruiters and companies• LinkedIn will help companies in their “due diligence” on you as a potential candidate or business partner• Because LinkedIn is a web page, there are many small things that can be done to optimize search and marketing
Personal Branding ConceptRead: http:// http://www.fastcompany.com/magazine/10/brandyou.html
But First … Some Questions• How much would it be worth to you to have a LI profile that stands out and shows up at the top of the recruiter’s search results?• If you did, do you think it would help you improve your network, get interviews, etc.?• If you were found and had an awesome profile, would it differentiate you from other executives and in the minds of a recruiter or company?
Who Am I?• VP of Corporate and Consumer Marketing, Eastman Kodak Co.• Chief Marketing Officer• 25+ years of marketing and branding experience in some of the most successful tech products in the world – HP and Michelin• Consultant to start-ups• Advisor to non profits• Connect Domain Expert• Business plan competition judge• HP’s most successful blogger featured in the book Groundswell• Started Tech Marketing Peitho blog in transition• Co-Author of “In It To Win It” Summer, 2012• E-Business Entrepreneur with several web sites
Which Networks Are Recruiters Using? Source: 2012 Bullhorn Reach Social Recruiting Activity Report www.bullhornreach.com
LinkedIn and Twitter Dominate Recruiters’ Networks•Despite the fact that recruiters have fewer connections onTwitter, 19 percent are connected to both LinkedIn andTwitter, while 10 percent are connected to both LinkedIn andFacebook.•Recruiters add more Twitter followers to their network perweek than Facebook, and they will grow their Twitternetworks much faster than their networks on Facebook.•LinkedIn drives three times the amount of job views of Twitterand six times that of Facebook.•LinkedIn also drives almost nine times more applicationsthan Facebook and three times more than Twitter.•The typical recruiter has 616 LinkedIn connections, 245Facebook friends, and 37 Twitter followers.•Recruiters add an average of 18.5 LinkedIn connections, 3.1Twitter followers, and 1.5 Facebook friends per week.
Most Popular Social Media Sites Among ExecutivesGoogle+ isgrowing inimportance Same sites as recruiters Source: 2010 Socialcast Inc. http://blog.sironaconsulting.com/.a/6a00d8341c761a53ef0148c6ab337d970c-pi
10 Rules of the Road for LinkedIn1. Complete your profile with a professional photo2. Create a compelling tag line3. Create a compelling summary that sells your unique brand4. Connect with other social media5. Give and receive recommendations6. Categorize and organize your relationships7. Optimize your profile for LinkedIn SEO8. Utilize 3rd party applications9. Ask and answer questions10. It is social media – so start socializing!
1. Create Profile with a Pro Photo Good Photo Needs Improvement • Invest in a great head shot – get casual and formal shots • Photo should be warm, friendly, and inviting • Head/shoulder shot – don’t get clever! Np body shots! • Wear your “power outfit” and look your very best • Photos will display best as long as they are at least 80x80 pixels and have a maximum limit of 400 x 400 pixels. • Person in the center of the photograph, from the chest up with their eyes approximate 1/3 down from the top of the picture. • Professional you not the personal you • Make sure you have digital repro rights for your online photos • Also … no avatars, special effects, over poses, etc. • Like online dating – people are more likely to connect with people they can see.
Photo Resources – San DiegoMy photographer:Tara Luz Stevens619-981-4743http:// www.TLSimages.comtara@TLSimages.com• Order for CD of images - not physical photos• Or go to your family photographer, weddingphotographer, Sears, or other retail locations•Doesn’t have to be expensive to be good (but itdoesn’t hurt)
2. Create a Compelling Tag Line Quality Tag LineBEST VP of Global Marketing |CMO| Boldly delivering game-changing results for customer-driven companies & people every day!BEST Corporate Social Media Solutions | Social Media ROI Strategist | Author | Speaker | CEO at DemingHillBETTER Director of Talent Acquisition at PC Mall, Inc.BETTER President/Principal of Woo AgencyDESPEERATE Unemployed and Looking for WorkDESPERATE Currently looking out for a Senior position with ITES Companies.(All Invites Accepted)
3. Create a Compelling SummaryDon’t• Speak of yourself in the 3rd person as a company, entity, orcelebrity.• Paste copy from your website bio or resume. This is boring andmakes you seem small - incapable of writing a few originalsentences beyond your existing website or resume.• Write one big block of text• Be too conversational or unprofessional. That’s what Facebook isfor.Do• Grow your personal brand with a unique, differentiated message• Talk about quantitative results• Write your LinkedIn profile for your future, not your past job• Be confident …but approachable• Incorporate your elevator pitch and value proposition• Utilize all of the real estate – include your most important URLs
Connect with Other Social Media Some Creative Examples • Name with email • Blog with name/tag line • Using “websites” to make connections to other social media • Chinese/local language characters in name • Include email or website links in summary or contact settings • Can connect to Twitter too! Spammer Alert - Do not use your primary email account!
5. Give and ReceiveRecommendations • At least 3 – more than 10 is probably overkill • Find the people with whom you had great working relationships • Quid pro quo – offer to write somebody else’s recommendation first – pay it forward! • Get recommendations across the many jobs you have had – just not the last one or two • They can be different or same as your formal “employment” references (mine are different) • Managers, peers, and subordinates
5. Organize Your Connections Tag Your Contacts Add additional content Use Contact Notes! http://www.linkedin.com/static?key=microsoft_outlook
One Approach for Categorizing LinkedIn Contacts Source: RobContingham.ca
6. Who Should You Connect With?Should you know everyone you are connected with onLinkedIn? One approach.• With 1,805 direct contacts, 17.2M are available to me (1-2 levelsaway)• My strategy is a hybrid approach• 60% I know – work colleagues, business connections, people whoI have met through networking, recruiters, etc.• 30 % are people from school, professional groups, etc. that wantto connect and I would benefit from that connection• 10% are strategic people – LinkedIn LION’s, strategic recruiters,rainmakers, etc. They know people I want to connect with.• Some LinkedIn searches have relevance to people with whom youare connected to.• Quality more than quantity, but quantity gets you additional LIaccess and coverage• LI Groups give you direct email access rights (up to 50). Use themall!
7. Optimize Profile for LinkedIn SEO Keywords listed as a separate job listingKeywords added under each roleSearch for people, relevance, and put searchwords in “quotes”. Example “Chief MarketingOfficer”
Summary: Ways to Optimize LI SEO• Repeat your key words over and over and over again!• Place key words everywhere – jobs descriptions, interests, skills,titles of jobs – everywhere. Be creative• Place the name of the city in your job title to be found in that cityor county• Set up more than one current job (especially if you are aconsultant, advisor, BOD member, etc.) to magnify search results• Connecting with more people seems to be an algorithm in SEO• Key words can be jobs, roles, strengths, geographies,competencies, locations, etc.• Customize your URL with your name(www.linkedin.com/vlferraro)• Add custom anchor text to your three web and blog site links• Add a Twitter account
LIs New Capability - Skills• New capability which is keyword friendly• Use and optimize it• At bottom of your LI profile
Examples of Search Results CMO #1 Marketing #8 San Diego + Marketing #4
Does It Work? You DecideSEO Results•CMO - #1 out of 22K• Chief Marketing Officer - #1 out of 115K• Marketing - #8 out of 4.5M• San Diego - #6 out of 355K Search by keyword or• San Diego Marketing - #3 out of 80K relevance• San Diego Business - #2 out of 126K• San Diego CMO - #1 out of 507• Orange County CMO - #1 out of 111K• San Diego Chief Marketing Officer - #1 out of 3K• Hewlett-Packard Marketing - #4 out of 39K• Hewlett-Packard Business - #5 out of 73K• Kodak Marketing - #1 out of 13K• HP Marketing - #2 out of 57K
My Favorite Applications • SlideShare – for presentation and video sharing • Box.net – store your resume, bio, and other career documents online for instant downloading • Twitter – link “tweets” to LinkedIn updates • My Travel - TripIt – connect with people where you travel to • Amazon Reading List – my favorite books • WordPress – links to my WP blog postings • TypePad’s Blog Link – my connections’ blogs • Polls – ask questions of your professional networkUp to 6 on Home Page. Access in “More”– just under your profile “Summary”
9. Ask and Answer Questions – 2Ways – Polls App and Groups Goal – Raise industry credibility, SEO, and visibility In your area of expertise!
10. It is Social Media - So Start Socializing! 7 Ideas to Get Started • Join LinkedIn Groups and participate in discussions • Engage in conversations • Start a blog and connect into LinkedIn • Find interesting people and develop them as connections • Update your profile frequently • Make and respond to announcements of others •Update your network on your status frequently
Do’s and Don’ts of Social NetworkingConnect social media together using hootsuite.com/plans
Create a Signature File to Promote Your Social Media LinksRegards, VinceVincent L. FerraroPMB 9, PO Box 5000Rancho Santa Fe, CA firstname.lastname@example.orgOffice/Fax: 858-759-5041Cell: 858-837-1837Read my blog at: http://www.techmarketingpeitho.com Links: Wise Stamp: http://www.wisestamp.com/ Social Media Icons: http://www.evohosting.co.uk/blog/web-development/design/more-free-social-me Outlook: http://www.worldstart.com/create-a-sig-file-signature-file/
How Not to Use LinkedIn• A way to ask people, who do not know you to refer, help,or make recommendations for you• Generic invitations – “since your a person I trust …”• Stalk people for a job. Don’t be pushy!• A place for only anonymous connections. For example,you have 1000 LI connections and you know only 20 ofthem• A platform for career puffery or bravado. Be honest!• A passive Web 2.0 tool – just set it and forget it• Engaging in LinkedIn “voyeuristic” behavior - it’s more funwatching than participating!• A substitute for f-2-f networking, relationships, andbusiness meetings• An infrastructure to use primarily for identifying salesleads and selling stuff to your connections
Plus 7 New, Secret IM Rules11. Use Google keyword analytics to find high search volume keywords. Use them in your online documents and profile12. Use special characters13. Add video to your profile14. Create value added content and publicity15. Spruce up online resume with new tools16. Become an authority – develop a personal branding or blog web site17. Run an e-business. Easier than you think
11. Use Google Analytics to Optimize Keywords for Online Documentshttps://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_IDEA
Keyword Analysis Assumption – people search on LI the same way as they search on Google.Find Key Words withsearch volumes <10Kand with low competition
12. Use Special Characters• In LinkedIn, can use Unicode characters like Dingbats or Block characters• Embellish you profile page but use them sparinglyWhat are Unicode characters? Examples -http://en.wikipedia.org/wiki/List_of_Unicode_characters Character Description ░ Light shade ▒ Medium shade ▓ Dark shade ▕ Right one eighth block ▖ Quadrant lower left ✑ White nib ✒ Black nib ✔ Heavy check mark ✖ Heavy multiplication X ✗ Ballot X ✘ Heavy ballot X ✚ Heavy Greek cross ✛ Open center cross
How to Insert Videos in LinkedIn1. Get a SlideShare and YouTube accountsUpload your presentation to SlideShare like any otherdocument.2. Copy the URL of the YouTube video you want to insert3. Once your presentation converts, go to the EditSlideshow and choose Insert YouTube videos and paste theabove URL in the form4. Add the SlideShare application on your LinkedIn profileand link your account.5. Go to the Settings page and choose “Show completepresentation in player”6. That’s it. Your content (with the embedded YouTubevideo) is on your LinkedIn profile! Complete tutorials can be found at: http://blog.slideshare.net/category/linkedin/
14. Create Value-Added Content1. Use Google key words to find high search words2. 4 ways to create content • Write it • Or you can combine Outsource it (ghostwriter) approaches! • Spin it (content curation) • PLR Rights3. Resources • http://www.plrprivatelabelrights.com/ • http://www.plr.me/ • http://ghostusa.com/ • http://www.spinrobot.com/
And Create Publicity Outsource release on eLance!
15. Spruce Up Online Resume with New ToolsLinkedIn Resume Builderhttp://resume.linkedinlabs.com/MightyCV (In Beta)http://www.mightycv.com/Visualize.mehttp://vizualize.me/vferraroInfoResumehttp://inforesume.heroku.com/Visual.lyhttp://visual.ly/Additional Resource Guideshttp://stephenslighthouse.com/2012/03/23/over-100-incredible-infographic-tools-and-resources-categorized/http://www.vikitech.com/11214/best-tools-for-creating-infographics
16. Become an Authority – Build a Web Site• eLance• Stickermule• Fiverr• iFreelance• oDesk• Freelancer• 99 Designs• Serv.ioEditMore writing content sources located at:http://getinternetmarketingstrategies.com/2009/06/content-development- list-of-100-outsource-article-sites/
Some Fiverr Examples• I will write 1 high quality, 500 plus word article, that is seo optimized for $5• I will create a perfect slogan or tagline for $5• I will enthusiastically talk about your ANYTHING like an Australian Nature Enthusiast for $5 • I will design your personal web page for $5
Example - Modest• Use you name first.last.com … or• Use authority words – hub, zone, hq, world, tips• Use functional name + authority words (e.g. supplychainhub.com)
17. Run an e-Business• Show people you understand the future of business - SoLoMo• Understand basics of HTML coding• Learn basics of Word Press• Find somebody to build your site or buy an existing one• Outsource (eLance, eBay, Freelancer, 99 Designs, etc.)• Buy off the shelf web sites (Flippa, ConsultSites, eVirtualWebs)
Final Thoughts• Experiment and have fun with LI• Emulate profiles you like• Aspire to show up higher in search results• Put a phone # and email address so you can be contacted• Store your resume, bio, photos, and media links online forinstant downloading by recruiters• Consider starting a blog to “feed” content to your LinkedInsite and Twitter or feed LI content (outsourced) to other sites• Tailor your profile to look similar to people whose careersyou want – not what you are doing today• Optimize your searchability• Go the extra mile to include content that clearlydifferentiates you from your competition• What’s after LinkedIn? A personal branding web site?
Thank You! Download the Presentation At: http://www.slideshare.net/vferraro email@example.com://www.linkedin.com/in/vlferraro
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