Creating Your Personal Brand
&
LinkedIn Prospecting
By: Joel Katz
Sales Engineering Manager
Joel.Katz@Centurylink.com
407-...
Agenda
• Creating Your Personal Brand
– What Is branding
– What Is My Personal Brand
– How To Beef Up Your Personal Brand
...
•
•
•
•
•
•
•
•
•

84 Million Users in USA (259 Million Worldwide)
184 Million Unique Visits to Linked In Monthly
40% of L...
78% of those who use social media in
sales outperform those who don‘t.
— The Impact of Social Media on Sales Quota and
Cor...
Creating Your
Personal Brand
The Wikipedia definition of brand
begins with ―Branding includes a name,
logo, slogan, and/or design scheme
associated wit...
The Wikipedia definition of brand
begins with ―Branding includes a name,
logo, slogan, and/or design scheme
associated wit...
Awareness
Awareness

Trust
Awareness

Trust

Perception
Awareness

Trust

Reputation

Perception
BRANDS ARE BORN OF

EXPERIENCE
AND REFLECT

TRUST

on
IT IS A MEASURE OF

REPUTATION
IN THE MIND OF A CONSUMER.

PERCEPTIONS
SEARCH =
COPY =
=
=
―A brand is the sum of all feelings, thoughts and
recognitions – positive and negative – that
people in the target audienc...
―A brand for a company is like a reputation for a
person.
You earn reputation by trying to do hard things well.‖
–Jeff
Bez...
More solid brands mean strong identities
both for the products and for
the people using them.
–Jeff
Bezos
―We choose one over the other
on the basis of our
‗perception‘ of its
reputation‖

–Shivam
Dhawan
Perceptions are verbs:
•
•
•
•
•

―Apple Thinks
Different
IBM Solves
Nike Exhorts
Virgin
Enlightens
Sony
Dreams…‖

- Jean Marie Dru,
Disruption
Just like PERSONALITIES
What is your

BRAND?
Develop A Personal Brand for Yourself

WHAT do I
DO?
WHO do I do it
FOR?
HOW am I
UNIQUE?
(WHERE do I
do it?)

= YOU: The
...
For Most of Us Linked In is our Online Brand
(Remember the four components of branding)

• Awareness – Who we are: Name, T...
Awareness: Good Use Of – Photo, Name, Title, Summary
• Use a professionally done head shot photo if
possible (Smile)
• Cha...
Trust and Reputation
• Highlight Work Experience
– Especially if you can show how you helped
prospects achieve measurable ...
Let’s Look At Some Examples
•Good Photo
•Good Title
•Good Summary
•Good Examples
of Work
•Good Use of
Recommendations
•Good Photo
•Good Title
•Good Summary
Different Style
•Good Use of
Recommendations
•Good Title: Who I am
what I do, and for who
•Good Summary, (A Bit To
Long Though) Sample of
my Work and Who I Am
Following at Bottom
•Good Use of Recommendations
• CTL Company Link Included
•Good Photo
•Good Title
•Don’t Do This!!!
•Look at the Title!!!
•But Funny though
•Certainly a
Differentiator 
Let‘s explore some ways to use
LinkedIn for prospecting.
Searches and Advanced Searches
• You can search contacts
• You can search companies (you can follow
them as well)
• You ca...
Groups!!!
• Choose Groups Where Your Contacts Are
– Industry Based
– Education / Charity Based (Alumni Associations, ETC.)...
Develop Contact Based Prospecting !!!
• Often Takes Between 10-12 Emails and Phone Calls Before
You Have Relevant Contact ...
Keeping In Touch With Prospects

• Become a Content Provider

– Sift through info. to find articles valuable to prospects....
To Summarize!!!
Other Relevant Info.
• Social Warrior Success Stories
– http://bmi.corp.intranet/bmgq/socialwarrior/success-stories

• Soc...
―Do what you want to be
famous for Because you are
famous for what you do‖

- Kristian
Anderson
Thank You 

?
Joel Katz
Sales Engineering Manager
Joel.Katz@Centurylink.com
407-628-6624
Personal branding and linked in prospecting v2
Personal branding and linked in prospecting v2
Personal branding and linked in prospecting v2
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Personal branding and linked in prospecting v2

  1. 1. Creating Your Personal Brand & LinkedIn Prospecting By: Joel Katz Sales Engineering Manager Joel.Katz@Centurylink.com 407-628-6624
  2. 2. Agenda • Creating Your Personal Brand – What Is branding – What Is My Personal Brand – How To Beef Up Your Personal Brand • Prospecting In Social Media World – Searches – Groups – Contact Based Prospecting – Be Information Provider • Additional Info.
  3. 3. • • • • • • • • • 84 Million Users in USA (259 Million Worldwide) 184 Million Unique Visits to Linked In Monthly 40% of Linked In Users Check Everyday 38% of Linked In Visits Are Via Mobil Device Average Time Users Spend on Linked In 17 Min./Month 3 Million Business Pages & 1.2 Mil. Featured Products and Services. 2.1 Million Groups on Linked In Average Number of Groups Members Join 7 Most Used or Over Used Adjectives: Responsible, Creative * Stats According to Digital Marketing Rambling
  4. 4. 78% of those who use social media in sales outperform those who don‘t. — The Impact of Social Media on Sales Quota and Corporate Revenue, A Sales Guy Consulting
  5. 5. Creating Your Personal Brand
  6. 6. The Wikipedia definition of brand begins with ―Branding includes a name, logo, slogan, and/or design scheme associated with a product or service‖
  7. 7. The Wikipedia definition of brand begins with ―Branding includes a name, logo, slogan, and/or design scheme associated with a product or service‖
  8. 8. Awareness
  9. 9. Awareness Trust
  10. 10. Awareness Trust Perception
  11. 11. Awareness Trust Reputation Perception
  12. 12. BRANDS ARE BORN OF EXPERIENCE AND REFLECT TRUST on
  13. 13. IT IS A MEASURE OF REPUTATION
  14. 14. IN THE MIND OF A CONSUMER. PERCEPTIONS
  15. 15. SEARCH =
  16. 16. COPY =
  17. 17. =
  18. 18. =
  19. 19. ―A brand is the sum of all feelings, thoughts and recognitions – positive and negative – that people in the target audience associate with a company, a product or service.‖ - Steve McNamara, AdCracker.Com
  20. 20. ―A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.‖ –Jeff Bezos
  21. 21. More solid brands mean strong identities both for the products and for the people using them. –Jeff Bezos
  22. 22. ―We choose one over the other on the basis of our ‗perception‘ of its reputation‖ –Shivam Dhawan
  23. 23. Perceptions are verbs:
  24. 24. • • • • • ―Apple Thinks Different IBM Solves Nike Exhorts Virgin Enlightens Sony Dreams…‖ - Jean Marie Dru, Disruption
  25. 25. Just like PERSONALITIES
  26. 26. What is your BRAND?
  27. 27. Develop A Personal Brand for Yourself WHAT do I DO? WHO do I do it FOR? HOW am I UNIQUE? (WHERE do I do it?) = YOU: The Brand
  28. 28. For Most of Us Linked In is our Online Brand (Remember the four components of branding) • Awareness – Who we are: Name, Title, Photo, Summary • Trust – Our Credentials, Our Experience • Reputation – Skills, Achievements, Recommendations • Perception – Interests, Personal Details, overall feeling from profile (Hopefully a Verb) • YOUR PROSPECTS ARE CHECKING YOUR PROFILE OUT TRY TO DIFFERENTIATE YOURSELF!!!
  29. 29. Awareness: Good Use Of – Photo, Name, Title, Summary • Use a professionally done head shot photo if possible (Smile) • Change your default work title, Try To Say: – What you do – Who you do it for • Change Linked In URL to your name. • Make The Summary Engaging: – – – – – Say how you do what you do Make It measurable if at all possible Write It from your prospects point of view Have a call to action if at all possible Include Samples of your work
  30. 30. Trust and Reputation • Highlight Work Experience – Especially if you can show how you helped prospects achieve measurable results • Highlight Special Skills – Trainings – Certifications • Ask and Use Recommendations: – Others vouching for you is great, especially if it is customers – Best way to get recommendations is to give them
  31. 31. Let’s Look At Some Examples
  32. 32. •Good Photo •Good Title •Good Summary
  33. 33. •Good Examples of Work
  34. 34. •Good Use of Recommendations
  35. 35. •Good Photo •Good Title •Good Summary Different Style
  36. 36. •Good Use of Recommendations
  37. 37. •Good Title: Who I am what I do, and for who
  38. 38. •Good Summary, (A Bit To Long Though) Sample of my Work and Who I Am Following at Bottom
  39. 39. •Good Use of Recommendations • CTL Company Link Included
  40. 40. •Good Photo •Good Title
  41. 41. •Don’t Do This!!! •Look at the Title!!! •But Funny though •Certainly a Differentiator 
  42. 42. Let‘s explore some ways to use LinkedIn for prospecting.
  43. 43. Searches and Advanced Searches • You can search contacts • You can search companies (you can follow them as well) • You can save searches and it will notify you of changes in your search profile • Searches will show you 1st, 2nd, and 3rd level connections to that person. • Prospecting Class on BMI Social Warrior Site – http://bmi.corp.intranet/bmgq/socialwarrior/prospecting
  44. 44. Groups!!! • Choose Groups Where Your Contacts Are – Industry Based – Education / Charity Based (Alumni Associations, ETC.) • • • • • • • Max Group Membership 50 Different Groups Observe First Ask Questions On Discussion Threads Start Relevant Discussion Threads Post Relevant Articles To Group NOT SALES INFO OR ADVERTISING Groups Allow You to Send In Mail To Other Group Members Even if They Are Not Your Contacts
  45. 45. Develop Contact Based Prospecting !!! • Often Takes Between 10-12 Emails and Phone Calls Before You Have Relevant Contact With Prospect • You Are More Likely to Get Sales Call Returned if You Have Personal Connection – Check Profile to see if you have people in common – Check if you have University or Company in Common – When you reach out to them make sure you mention commonality. This increases your odds 3x – When Mutual Connection calls on your behalf for introduction , this increases your odds 4x – When you contact direct connection odds increase 12x • Cultivate contacts similar to your ideal prospect. – Go Where they are off line and online – Initiate Conversations – Keep in touch with them • Newsle.com
  46. 46. Keeping In Touch With Prospects • Become a Content Provider – Sift through info. to find articles valuable to prospects. (Doing this Daily or Weekly is best.) – This elevates your credibility in prospects eyes – Be Constantly on look out for relevant info. • Industry News Letters • Business Press • Videos and Magazines Prospects likely to read – Send your Prospects short note with article link attached. Can send same note to multiple prospects. • Share Articles online via Linked In, Face book, Twitter. – Simply click on share icon for relevant service – Post to your profile, or actually send to your contacts or group. – If you post to profile, when contacts sign on they will see your post.
  47. 47. To Summarize!!!
  48. 48. Other Relevant Info. • Social Warrior Success Stories – http://bmi.corp.intranet/bmgq/socialwarrior/success-stories • Social Warrior Tutorials – http://bmi.corp.intranet/bmgq/socialwarrior/tutorials • Don’t Be A Pest: LinkedIn Settings Mistakes – http://www.forbes.com/sites/cherylsnappconner/201 4/01/25/the-important-linkedin-settings-mostpeople-miss/
  49. 49. ―Do what you want to be famous for Because you are famous for what you do‖ - Kristian Anderson
  50. 50. Thank You  ? Joel Katz Sales Engineering Manager Joel.Katz@Centurylink.com 407-628-6624

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