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How to develop a powerful LinkedIn Presence

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supporting slides for workshop presented to ACCA members network, Isle Of Man, October 6th 2016

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How to develop a powerful LinkedIn Presence

  1. 1. 6th October 2016 How to develop a powerful presence What they don’t teach you about LinkedIn but you really do need to know!
  2. 2. Or… How to make LinkedIn more than just a list of people you kind of know!
  3. 3. You’ve been invited to … • Worlds largest business networking event/conference with an ‘A’ list attendance • All your colleagues, bosses, potential clients, employers and everyone you want to impress will be there to listen to you, talk, share ideas, best practice, collaborate on projects • You have an opportunity to add significant value to the event Would you go? ...and keep going?
  4. 4. Why use LinkedIn? • Your digital resume and stamp of approval • Networking opportunities without leaving your desk • Showcase industry expertise and demonstrate your credibility • Find a job/recruit new employees • Market yourself and your business • You can’t ignore it!
  5. 5. 5 key reasons why I use LinkedIn Business development opportunity generation Because it’s where the people are Don’t like cold calling Great way of staying in touch with my network Communicates who I am and what others say about what we do
  6. 6. LinkedIn Facts More than 450 million members worldwide UK ? million members 4 million business pages 2 New members join every second Executives from all top companies are LinkedIn members 4th Largest country in the world 4% world population Cant ignore it!
  7. 7. LinkedIn Facts September 2016
  8. 8. LinkedIn Facts 2016
  9. 9. LinkedIn Vision
  10. 10. • Average household income £73,000 • People are 2X more confident in the information found on LinkedIn that any other social media site • 4X better results for B2B than facebook/twitter
  11. 11. LinkedIn is a powerful way to… Differentiate yourself and be found in sea of competition Manage your online reputation and highlight your strengths Share value, files, news, best practice and ideas with connections Generate an endless supply of potential connections, leads and opportunities No Autopilot!
  12. 12. 3 key things to ask yourself… 1. How many connections do I have? 2. How many recommendations do I have? 3. What is your summary statement? ‘These 3 front page stat’s pretty much determine your LinkedIn prowess and prospect.’ Gitomer
  13. 13. What do I want to say? 1. Who’s your audience- who am I talking to? 2. What tunes them in? What problems/pains/issues do you solve for that audience?
  14. 14. What do I want to say? 1. Who’s your audience- who am I talking to? 2. What tunes them in? What problems/pains/issues do you solve for that audience? 3. How can you convince me of your credibility? The answers above drive your content strategy
  15. 15. Your overall objective? Be recognised as a ‘Thought Leader’ in your field. Know Like Trust
  16. 16. The biggest problem with on-line networking ‘I’ve put some time and effort into it but I’m not getting much out of it!’ 2 issues; 1. You don’t have a goal or strategy 2. Not sure how to leverage your connections and understand what social selling really is!
  17. 17. Fundamentals of networking What’s your networking attitude? ‘Sharing information in a reactive and proactive way without expecting anything immediately in return.’
  18. 18. Or to quote the late great Zig Ziglar
  19. 19. Building your connections • 1st - Your connections • 2nd - Connections of your connections • 3rd - Connections of the connections of your connections.
  20. 20. ‘The real power of your network is in the second degree’ Who do they know? Who wants to know you?
  21. 21. Building a profile that ‘Rocks’
  22. 22. Your Public Profile Fundamentals Make sure your profile is set to full view Optimising your profile Headline should be catchy and be key-word rich
  23. 23. Your Public Profile Fundamentals
  24. 24. Your Public Profile Fundamentals
  25. 25. Your Public Profile Fundamentals
  26. 26. Your Public Profile Fundamentals Make sure your profile is set to full view Include everything you do, including past companies Give your profile a custom URL (your name) Include the link to your profile on your email signature Link to your web site, blog and YouTube channel for enhanced SEO 3 quality back-links Optimising your profile Headline should be catchy and be key-word rich
  27. 27. Your Public Profile Load your current and past work history with terms you want to be found for
  28. 28. Your Public Profile Load your current and past work history with terms you want to be found for
  29. 29. Your Public Profile Load your current and past work history with terms you want to be found for
  30. 30. Optimise your profile- Key words Your Headline Current Work Experience Past Work ExperienceYour Summary
  31. 31. Building your network • Check everyday to see who’s looked at your profile via the ‘Who’s viewed your profile? and ‘People you may know’ features.
  32. 32. Building your network • Check everyday to see who’s looked at your profile via the ‘Who’s viewed your profile? and ‘People you may know’ features.
  33. 33. Building your network • Check everyday to see who’s looked at your profile via the ‘Who’s viewed your profile? and ‘People you may know’ features. Click on home Click on people you may know
  34. 34. Tips for building your network • Check everyday to see who’s looked at your profile via the ‘Who’s viewed your profile? and ‘People you may know’ features. Shared connections Sends default connect request
  35. 35. Tips for building your network • Check everyday to see who’s looked at your profile via the ‘Who’s viewed your profile? and ‘People you may know’ features. • Browse through and see who you want to connect to • Check which contacts bridge you and the potential new connection • You can then send them an invitation to connect or make contact ‘I see we have a number of connections in common…’ or you can see who would be best to make an introduction for you. • When someone accepts an invitation to connect go to their profile and see who they know
  36. 36. See who they know! Click on their connections
  37. 37. See who they know
  38. 38. Cultivating your network
  39. 39. Cultivating your network
  40. 40. Cultivating your network
  41. 41. Cultivating your network
  42. 42. Invitations to connect • 1st rule of LinkedIn ALWAYS personalise an invitation to connect. Too many invites come through where people haven’t bothered to change the standard message. • If you don’t personalise the message to me it looks like you’re just ‘trawling’ for connections • Would you walk up to someone at a networking event , just give them your card, say call me then walk off?
  43. 43. Invitations to connect: The lazy way The default message: Sending this is impersonal, it makes it look like you are trawling for connections
  44. 44. Invitations to connect: The right way A personalised message: Makes the recipient feel like you value them
  45. 45. Invitations to connect: how to deal with them • Should I accept every invitation and how do I decide? In thinking about accepting ask yourself - does the addition of this connection strengthen and add value to my network? If yes, then accept. If no, then reject them politely. • How do I reject the invites I don’t want to connect with? Its ok to say no and is more polite than simply ignoring them!
  46. 46. Invitations to connect cont… Hi John, I usually only accept invitations to connect from people I have already done business with or by introductions and recommendations from others in my network. I'm not sure if/where we've met? A generic request to connect gives me little to go on in terms of if we've ever met or how your connection might add value to my network. It could be interpreted as trawling for connections! If you have a twitter account lets get to know each other that way. I look forward to reading your tweets and maybe we can connect some other time. Kindest regards
  47. 47. Cultivating your network Status Updates Publish a post
  48. 48. Status Updates
  49. 49. Post Updates
  50. 50. Cultivating your network • Aim to update every day/a few times a week • Publish a new post once a week • Comment on other member connections status updates up-dates, anniversaries • Stay business focused • Be useful/create value Status Updates and Posts
  51. 51. Status Updates/Posts What to share? • Share a helpful article or blog post you’ve found • An interesting statistic • If you are attending an interesting event • Your take on something topical • Ideas from the latest book you are reading Be Interesting ! Be Useful ! Be Helpful !
  52. 52. Recommendations • Accessed via a direct link on your profile and under each of your previous roles or and in a separate recommendations section • Essential as they establish your credibility; who else says so besides you? • Great evidence of the value you create • Much more credible than endorsements
  53. 53. Recommendations
  54. 54. Recommendations Click here Click on profile
  55. 55. Recommendations
  56. 56. Recommendations Video testimonials
  57. 57. Recommendations cont… Here’s some done for me! Keep them current Aim for a minimum of 10 Don’t be afraid to ask What’s the best way to get a recommendation?
  58. 58. The best way to get recommendations? • Work hard to earn them! Deliver Value. Only ask if you think you have earned one. • People will ask them from you. The best test here is would you give them a reference offline for a job? Or for a tender? • If someone does recommend you, you can reciprocate, but wait until the next day or so. • Don’t be afraid to turn down a request, but do it kindly.
  59. 59. Adding media Adds media •Video •Presentations •Image •Document Edits wording Adds more jobs/experience
  60. 60. Your LinkedIn Secret Weapons
  61. 61. Your LinkedIn Secret Weapons
  62. 62. My Groups Can join up to 50 groups What’s your plan? Posting strategy • Raise your profile • Access to people • Education/learn • General interest Contribute! Evaluate
  63. 63. Groups Aim to become key influencer/top contributor Create and contribute to discussions Post thought provoking questions Don’t self promote it turns people off
  64. 64. Thought provoking questions
  65. 65. Groups After 5 days 103 comments! Key Influencer in Group
  66. 66. Thought provoking questions 12 days 152 comments!
  67. 67. Profile statistics/who’s viewed 14 to 75!
  68. 68. Groups: start your own
  69. 69. Advanced Search
  70. 70. Advanced Search One of the most exciting aspects on LinkedIn Allows you search LinkedIn for anyone on many criteria What’s your definition of a high-quality lead/opportunity? • Who are the Key Decision Makers and buyers in the companies you want to engage with? • What’s their job title? • What’s their seniority level? • How big is the company? • Are they in specific industries?
  71. 71. Advanced Search
  72. 72. Advanced Search ctd…
  73. 73. Click on Companies
  74. 74. Click on see all
  75. 75. Advanced Search ctd… Internal referrals from current client Map the key contacts
  76. 76. Advanced Search ctd… Make a list of top 50 company prospects then check them out in company search section!
  77. 77. Advanced Search ctd… Looking for Senior HR professionals in the region
  78. 78. Advanced Search ctd… Looks interesting 307 leads
  79. 79. Advanced Search ctd…
  80. 80. LinkedIn Media
  81. 81. LinkedIn Media Click on edit profile Edit/add media
  82. 82. LinkedIn Media
  83. 83. LinkedIn Media
  84. 84. LinkedIn Video YouTube
  85. 85. LinkedIn Media Add video content testimonials or best practice clips
  86. 86. LinkedIn Media
  87. 87. LinkedIn Media Add slideshare content to your profile. EBooks, White Papers, anything with a URL or PDF
  88. 88. LinkedIn Media
  89. 89. LinkedIn Media Write down titles of 5 things that you could write about that demonstrates your personal level of knowledge or expertise and adds value to… Your clients, potential clients, industry, profession or potential employer
  90. 90. LinkedIn Projects Use the ‘Projects’ section to promote events, white papers, free downloads or to showcase products you are currently promoting Click the link
  91. 91. LinkedIn Projects
  92. 92. LinkedIn Projects Use the ‘Projects’ section to promote events, white papers, free downloads or to showcase products you are currently promoting Click the link
  93. 93. LinkedIn Projects
  94. 94. LinkedIn Projects
  95. 95. LinkedIn Publications
  96. 96. Endorsements
  97. 97. So in summary… You now know what it takes to make your LinkedIn profile and presence ROCK! The imperatives are…
  98. 98. The 15 imperatives of LinkedIn • Build a complete profile • Update and engage frequently with your connections • Recommend others and ask for recommendations for yourself • Solve other peoples problems • Join and participate in groups
  99. 99. The 15 imperatives of LinkedIn • Start your own group • Search companies and harvest new leads • Respond to everyone who communicates with you • Set up a slide-share, you-tube account for sharing media • Update your status/post regularly
  100. 100. The 15 imperatives of LinkedIn • Promote your blog • Add the projects and publications application to showcase your work • Integrate twitter • Start to Leverage LinkedIn's search power • Have a plan and dedicated time
  101. 101. @LinkedIn.com/in/michaelbarkerpdg @Twitter.com/pdgtips @pdgclips @ PDG-Performance-Development-Group Contact me at Performance Development Group www.performancedg.com 0113 2288808 michael@performancedg.com

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