Slide stack from my 16-Jan-16 Presentation in Edinburgh at #vipmastermind about how to use LinkedIn to build a personal brand and market yourself more effectively.

1. How to build a Personal Brand
using LinkedIn
David Petherick Amazes.me
16-Jan-16 #VIPmastermind

2. Who is David Petherick?
• LinkedIn Profile Writer
“The Digital Biographer”
– Born and bred in Edinburgh
– Speaks Russian, Spanish
– Co-Founder at NewsBase, 1993
– BBC: ‘World’s first Digital Biographer’ 2007
– Ex UK Editor for The Next Web 2008-9
– Head of Digital at EnergySys, FVL, 2011-14
– I make you visible, legible, credible
– @petherick on Twitter

3. What’s on for the next 30 minutes?
1. Why does LinkedIn even matter?
2. Why does “Personal Branding” matter?
3. Ten Tips for a better LinkedIn profile
4. Five Tips for better LinkedIn networking
5. Consistency, consideration, and crap
6. Takeaway: – vip@mzs.es
7. Your questions answered

4. Remember to tweet or share a photo:
• “Seeing @petherick
presenting at
#vipmastermind. So dull:
I need more Prosecco!”

5. 1: Why does LinkedIn even matter?
• 400,000,000 reasons worldwide
– 19,000,000 UK Business Professionals here
– You need to be in the same room, and talking
• What can I do there?
– Showcase your expertise
– Grow a network of customers, suppliers, friends
– Find jobs, opportunities, contacts, advocates
• Why should I spend time with it?
– Learn about topics you don’t know about
– Share your news and content with engaged audience

6. 1.2: Why does LinkedIn even matter?

7. 1.3: Why does LinkedIn even matter?

8. 2: Why does “Personal Branding” matter?
• Still 400,000,000 reasons
– 330,588 people with job title of “Manger” on LinkedIn
– You need to be visible and be legible
• Try a Google Search for your name
– If you’re not on page one, you’re invisible
– Is there a consistent, controlled presence?
• What do people know you for?
– Single idea of what you offer – and the benefits
– Easy ways to contact you or buy what you sell

9. 2: Why does “Personal Branding” matter?

10. 2.1: Why does “Personal Branding” matter?

11. 2.2: Why does “Personal Branding” matter?
• “LinkedIn is now responsible for a staggering
64% of all visits from social media channels to
corporate websites.”
– Source: Econsultancy
– https://sumome.com/stories/linkedin-traffic

12. 3: Ten Tips for a better LinkedIn profile
• 1: Forget your CV
– Your summary is key. Brevity, clarity, simplicity.
– You’re selling yourself as a useful product
• 2: Look good
– Get the best headshot that you can. Pay a pro.
– Look like you mean business. Dress the part.
• 3: Show me the benefits
– Tell me why it will benefit me to do business with you -
precisely, measurably, and specifically

13. 3.2: Ten Tips for a better LinkedIn profile
• 4: Talk to me
– Use sound or video! Talk. The pitch and quality of your
voice let me connect with you as a human being.
• 5: Use recommendations effectively
– Have other people tell me why it benefited them to deal
with you.
– I can believe them immediately: it's credibility.
• 6: Be human...
– People buy people, and they buy their loves and
passions.
– Show people what makes you tick.

14. 3.3: Ten Tips for a better LinkedIn profile
• 7: Tales of the Unexpected
– Surprise people with something unusual and fun in your
profile.
– I can teach you how to read Russian in 75 minutes.
• 8: Talk to strangers
– Get someone you trust to check your profile.
– I’ll do this for you, free. Book a time at mzs.es/talk
• 9: Don't bury the lead
– Use your headline to introduce your story - and make
the reader want to read the full story.

15. 3.4: Ten Tips for a better LinkedIn profile
• 10: Call for action
– If you want people to do something, ask them to do it.
– For example:
– If you found my tips useful, buy me a beer:
http://mzs.es/beer
– If you want to talk, free, book a call at
http://mzs.es/talk
• All ten tips are explained in full detail on LinkedIn at
http://mzs.es/ttt

16. 4: Five Tips for better LinkedIn networking
• 1: Always personalise connection requests
– “I’d like you to join my network on LinkedIn” NO
– For example:
– “I enjoyed your presentation, and would like to connect
to share information”
– “I’m interested in expanding my network, and was
impressed by the story you told.”
– “We’ve not met, but I follow you on Twitter and would
like to benefit from your ideas”

17. 4.2: Five Tips for better LinkedIn networking
• 2: Add comments, don’t just ‘like’ things
– “Great article!”
– “I agree, this is so important David”
• 3: Tag people (appropriately)
– “I enjoyed your presentation, @David and appreciated
what you said about building a network. @Angus also
made a great point about connecting”
• 4: Don’t just share your own stuff
– Be generous and pay attention to others
– Updates that are only about you will turn people off

18. 4.3: 5 Tips for better LinkedIn networking
• 5: Use Advanced Search
– You can be laser-targeted in who you approach. And do
this over and over by saving your search.
– Don’t spam or bulk-message. Business is personal.

19. 5: Consistency, consideration, and crap
• 1: Consistency
– Always ensure your updates are self-contained and
make sense standing on their own.
– It’s OK to repeat yourself. But not too often.
– Set up a Company Page. All you need is your own
domain. See http://iownmyownname.com
• 2: Consideration
– Make your information useful, worth sharing, concise,
and present it well. Don’t be an amateur, be a pro.
– Mention others, acknowledge them, value them
• 3: Crap
– Don’t publish self-promotional sales crap. Add value.

20. 6: Takeaway: Get all this in your inbox
• Send one email to
vip@mzs.es
– You’ll instantly get links to everything mentioned here
(plus some bonus material)
– You will not be added to any crappy mailing list
• You will also get 12% off any of my services
– From monthly coaching at £30 a month
– To Full ‘Classic Profile Makeover’ at £319
– Full information at amazes.me or, of course
– Connect with me on LinkedIn at mzs.es/l

21. I’m David Petherick. It was nice to meet you.
• I will be around to talk afterwards
• LinkedIn: mzs.es/l
• Twitter: mzs.es/t @petherick
• Let’s talk: mzs.es/talk
• Web: amazes.me
• Email: david@amazes.me

22. Win Prosecco! Tweet and share:
• “Just saw @petherick
present at
#vipmastermind and he
was utter pish.”

23. Questions? Don’t be shy.
• @petherick
• #vipmastermind
• vip@mzs.es
• david@amazes.me