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How to Use LinkedIn 
….and NOT Look Stupid 
Heather MacLean 
CMO 
TaylorMade Solutions 
@MacLeanHeather
Learn from an Industry Practitioner 
Heather-Anne MacLean is the CMO of TaylorMade 
Solutions who specializes in integrate...
Who am I? 
@MacLeanHeather
Key Take-aways 
! 
1.What you SHOULD have in your 
profile 
! 
2.How Often you SHOULD post 
! 
3.How to avoid ticking peop...
Assumptions 
You have a LinkedIn Profile already 
! 
LinkedIn is the largest professional social 
network with more than 3...
Social Media 
101
100,000’ View
Myth Busting: 100,000’ View 
LinkedIn, Twitter, Facebook, Google+, etc. 
etc. 
LI is ONLY for people job hunting 
! 
You c...
1. LinkedIn 
Profile 101
Top 10 MUST Do Actions 
10.Complete your profile
Top 10 MUST Do Actions 
9. Complete your summary 
•Action oriented words 
•Avoid using “I” excessively 
•Avoid buzz words ...
Top 10 MUST Do Actions 
8. Don’t Speak in the 3rd person
Top 10 MUST Do Actions 
Forgo birthdays 
! 
! 
! 
! 
! 
Forget your marital status
Top 10 MUST Do Actions 
5. Perfect your headline 
! 
“You have 120 characters at 
the top of your profile to 
GRAB people’...
Top 10 MUST Do Actions 
4. Get recommendations & the right 
endorsements 
HINT: 
You need at least three recommendations 
...
Top 10 MUST Do Actions 
3. Build your 
Network, 
thoughtfully!
Top 10 MUST Do Actions 
2. Complete your contact information
Top 10 MUST Do Actions 
1. A picture is worth a THOUSAND words 
!
2. Posting
How Often to Post? 
THIS IS SUPER DUPER EASY!
What do you post
3. Major 
Faux Pas 
(that annoy people)
People you DON’T Know 
Image courtesy of bigfatoofta.blogspot.com
Spamming People
Lazy Invites
Asking People to Vote for You
Recommendations/Endorsements 
Don’t ask for them from people you don’t 
know 
Don’t accept them from people you don’t 
kno...
This isn’t your grandmother’s social 
network 
Don’t share: 
what you ate for breakfast 
what you think about something 
p...
4. Integrated 
Marketing
Integrated Marketing 
Social media is not a stand alone strategy 
Social media is not a strategy, but a tool 
or tactic 
Y...
Questions 
http://www.slideshare.net/HeatherMacLean/ 
Ask me about a Social Profile Audit
Images courtesy of 
! 
slide 22 www.healthhub.co.ke 
slide 22 tweakyourbiz.com 
slide 22 www.survey-reviews.net 
Slide 24 ...
Doing LinkedIn the right way!
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Doing LinkedIn the right way!

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On LinkedIn but not really sure what you should do? Getting invites from people but terrified to connect in fear that you might say or do something that will make you look bad? Fear not. You are not alone and there is help.

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Doing LinkedIn the right way!

  1. 1. How to Use LinkedIn ….and NOT Look Stupid Heather MacLean CMO TaylorMade Solutions @MacLeanHeather
  2. 2. Learn from an Industry Practitioner Heather-Anne MacLean is the CMO of TaylorMade Solutions who specializes in integrated marketing strategies and tactics for small, medium and large for profit and not-for-profits. ! • PR and Marketing > 15 years • Headed up Marketing and PR for a $1.5B company • Chief Spokesperson • Contributed to 5 PR News Books • Published in the Workplace Review & UK Guardian • Top Blogger (Business 2 Community) • Finalist in Canada’s Top 40 Under 40 • Worked in 6 industries, public and private sector and in about 50 different countries !!! Follow me on Twitter: @MacLeanHeather
  3. 3. Who am I? @MacLeanHeather
  4. 4. Key Take-aways ! 1.What you SHOULD have in your profile ! 2.How Often you SHOULD post ! 3.How to avoid ticking people off ! 4. Integrated Marketing/ Communications ! Questions Photo: HA MacLean 2013
  5. 5. Assumptions You have a LinkedIn Profile already ! LinkedIn is the largest professional social network with more than 313 million users and a targeted audience of business professionals ! There are more than 9 million users in Canada
  6. 6. Social Media 101
  7. 7. 100,000’ View
  8. 8. Myth Busting: 100,000’ View LinkedIn, Twitter, Facebook, Google+, etc. etc. LI is ONLY for people job hunting ! You can’t use it for Lead Gen ! It isn’t safe to use LinkedIn
  9. 9. 1. LinkedIn Profile 101
  10. 10. Top 10 MUST Do Actions 10.Complete your profile
  11. 11. Top 10 MUST Do Actions 9. Complete your summary •Action oriented words •Avoid using “I” excessively •Avoid buzz words •Demonstrate accomplishments & success
  12. 12. Top 10 MUST Do Actions 8. Don’t Speak in the 3rd person
  13. 13. Top 10 MUST Do Actions Forgo birthdays ! ! ! ! ! Forget your marital status
  14. 14. Top 10 MUST Do Actions 5. Perfect your headline ! “You have 120 characters at the top of your profile to GRAB people’s attention. Use it wisely.”
  15. 15. Top 10 MUST Do Actions 4. Get recommendations & the right endorsements HINT: You need at least three recommendations for LinkedIn to consider your profile complete!
  16. 16. Top 10 MUST Do Actions 3. Build your Network, thoughtfully!
  17. 17. Top 10 MUST Do Actions 2. Complete your contact information
  18. 18. Top 10 MUST Do Actions 1. A picture is worth a THOUSAND words !
  19. 19. 2. Posting
  20. 20. How Often to Post? THIS IS SUPER DUPER EASY!
  21. 21. What do you post
  22. 22. 3. Major Faux Pas (that annoy people)
  23. 23. People you DON’T Know Image courtesy of bigfatoofta.blogspot.com
  24. 24. Spamming People
  25. 25. Lazy Invites
  26. 26. Asking People to Vote for You
  27. 27. Recommendations/Endorsements Don’t ask for them from people you don’t know Don’t accept them from people you don’t know Think carefully about giving them Don’t add endorsements for skills you don’t have - think 5
  28. 28. This isn’t your grandmother’s social network Don’t share: what you ate for breakfast what you think about something personal/local thing your vacation photos etc. !
  29. 29. 4. Integrated Marketing
  30. 30. Integrated Marketing Social media is not a stand alone strategy Social media is not a strategy, but a tool or tactic You need to know/understand your BUSINESS objectives You can’t do marketing in isolation Business functions are no longer in silos You need an overall plan to build trust, gain influence and manage your resources
  31. 31. Questions http://www.slideshare.net/HeatherMacLean/ Ask me about a Social Profile Audit
  32. 32. Images courtesy of ! slide 22 www.healthhub.co.ke slide 22 tweakyourbiz.com slide 22 www.survey-reviews.net Slide 24 www.robdale.ca

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