COMTO New York - LinkedIn Best Practices Event

ASC – LinkedIn 2020 March 3, 2020
Experienced
in a Changing World.™
COMTO
New York LinkedIn Best
Practice Event
Tuesday, March 3, 2020

Weallknowhowtoopena
LinkedInaccountandmostof
ushavefiguredouthowtopost.
Butnowwhat?
Are you leveraging LinkedIn correctly?
Do colleagues, potential business partners and/or
employers know where to find you?
Does your LinkedIn profile accurately reflect your
personal brand?
Spend an evening with us to learn how to maximize
LinkedIn usage to generate the best impressions, get
positive attention, and attract the right audience with
tips to remember when creating your LinkedIn Profile.
Tonight, you’ll…
• LinkedIn Handout for Profile Success
• Receive new headshots taken at the meeting and
provided to you on a USB drive

COMTONY
The New York Chapter of COMTO is a leading association
of minority and women transportation officials committed to
advancing the professional growth and career
development of all levels of the workforce in the
transportation arena and affiliated professions.
They are committed to building the best leaders for our
industry from both the ranks of the public sector and
private corporations.
The mission includes supporting the growth and cultivation
of Minority and Women Enterprises as well as
Disadvantaged Business Enterprises within New York’s
transportation industry.

RachelAdler,
SeniorAccountManager
ArchStreetCommunications

Whyweuse
SocialMedia
• Communication
• Building relationships
• Reputation management
• Corporate social responsibility
• Customer service
• Information
• Entertainment
5

LinkedIn: Social media platform geared to professionals. 500 million+ members |
Manage your professional identity. Build and engage with your professional network.
Access knowledge, insights and opportunities.
Twitter: Microblogging Platform. Online news and social networking service on which
users post and interact with messages known as "tweets". Tweets were originally
restricted to 140 characters, but on November 7, 2017, this limit was doubled to 240.
326 million Q3 2018 versus 335 million for Q2 2018.
Facebook: Worldwide, there are over 2.27 billion monthly active Facebook users for
Q3 2018 (Facebook MAUs) which is a 10 percent increase year over year. Social
networking site intended to connect friends, family, business associates. Used by
companies to connect with customers.
Instagram: Instagram is a photo-sharing social networking app that enables users to
take pictures and edit them with a selection of digital filters. It has 1 billion active
users.
Not all Platforms are
created equal

—Sir Richard Branson
7
7 WTS-GNY 2019 Webinar Social Media Branding | January 29, 2019
“Brandingdemandscommitment;commitmentto
continualre-invention;strikingchords with
peopletostirtheiremotions;andcommitmentto
imagination.Itiseasytobecynicalaboutsuch
things,muchharderto besuccessful.”

Activity:
Howareyouperceived?
Google yourself.
• What did you find?
• Were you able to find your LinkedIn?
• What did you learn about yourself?
• Is your online presence professional?

Branding
Yourselfon
LinkedIn.
If the goal is personal branding, there are
certain practices that typically yield the
best results when followed. Here are tips
for those who want an influential
personal brand on LinkedIn.

Developingyour“professional
brand”throughsocialmedia
• What are your goals?
• Gain awareness (be visible)
• Build trust (be consistent)
• Earn loyalty (be valuable)
• Let’s work on these three steps…
• Discover who you are
• Your USPs (Unique Selling Points)
• Your passions
• Your skills
• Create your identity
• Consistency is key
• Make it visible
10
“Personal Branding is allabout your uniquepromise of valueand
what you bring to the table. It's (also) about getting your
potential clients to choose you as the only solution to their
problem.”
Dr. Sarah David

ASC – LinkedIn 2020 March 3, 2020WTS-GNY 2019 Webinar Social Media Branding | January 29, 2019
WhyLinkedInisapowerfulpersonalbrandingtool?
According to Varun Choraria, the Founder and CEO of WiseWords
Interactive Studio Pvt. Ltd., LinkedIn is the best business
professional social media channel. ”Here's the profound, true secret
that you may have not known (no-brainer, actually), LinkedIn has
become the best tool for personal branding and it's guilty of being
that because since the beginning of Mesopotamian times,
customers have always preferred the ‘human touch’ over a cold
and pretentious ‘corporate caress’,” said Choraria.
1111

LinkedIn2020
660M
Active LinkedIn Users LinkedIn users share
content on a weekly
basis.
310M HubSpot found that LinkedIn is
277% more effective at
generating leads than
Facebook and Twitter.
277%
Individuals making over
$75,000 per year use
LinkedIn.
45%
LinkedIn users are women.
44%
50%Americans with a college
degree use LinkedIn.
LinkedIn is responsible
for more than 50% of all
traffic leads to B2B
websites
50%
Mobile is huge for LinkedIn.
They get 63 million unique
mobile users monthly.
63M

Whatareyouradjectives,
nounsorskills
thatdefineyou?

Skills.
Hardworking
People- oriented
Entrepreneurial
EfficientIndependent
Innovative
Resourceful
Boss
Motivated
Authority
Organized
TransportationExpert
Conscientious
Alert
Collaborative
Dependable Practical
Persuasion
Creative
Adaptability
Time Management
Decision Making

Activity:
Listyourskills
• This is your pitch - your “elevator speech”
• Write an introductory statement about yourself. With
your top three skills, write three sentences. After, end
with a sentence about your professional goal.
• Example Skills: Connector, Motivate and Innovative
• Example Sentences:
• Rachel inspires, motivates and educates businesses on
how to leverage emerging technologies and digital
marketing.
• A fan of all things digital and social media, emerging
technologies, & innovation.
• She works with business & creative thought leaders,
entrepreneurs, executives, and influencers to help them
achieve their personal & professional goals.
• Now try to write one sentence.
• Innovator who connects great people with great people
who do great things!
• This is your creative header, your twitter bio or your
personal statement.
• Remember you have 2.5 seconds to impress.
16

SkillstoAdd
toYourProfile

LinkedInChecklist
Headline: Your profile headline is the first thing someone sees
after your name. Make it memorable. It should help someone
understand the role you want to do next and/or contain key
words important to your profession. You have 120 characters
Photo & Background Image: Choose a professional, high
quality headshot for your photograph. Also use the blue space
at the top of your profile to further brand yourself by inserting an
image.
Email: List all your active email addresses so they are
associated with your LinkedIn profile. You can set the default
email which will be viewable by your connections and the
account that receives InMail and updates from LinkedIn.
Vanity URL: Your LinkedIn profile has a URL (an Internet
address). You can and should edit this by adding your name
(www.linkedin.com/in/yourname). This also looks more
professional when you include it on your resume, business card,
or email signature.
Other Web References: If you have a personal website,
professional Twitter account, or links elsewhere on the web, you
can add them to your profile within the “contact info” section at
the top. You should change the label from “other” to a short,
descriptive title.
Personal Details: Your birth date and marital status are the least
important details. You may choose not to include this
information on your profile.
Summary: Consider this section as the answer to “tell me about
yourself.” Highlight the best of your background, experience and
skills. You could also provide insight into your leadership style,
personality, values, longer term goals, or outside interests.
Keep the reader’s attention by using short paragraphs. And
make it more personal. Add a specialties section within your
summary to list important hard and technical skills. Make the
most of the 2,000 characters available.
Work Experience: Include all the significant work history and
include strong, keyword rich descriptions and accomplishments
under each position.
Embed Media: Add media (documents, video, images, audio) to
your profile to make it an online portfolio. You can embed these
links in your summary, work experience and education sections.
Skills and Expertise: List all the skills and areas of expertise
which are most important to your profession and you want to
highlight.
Education: Include all the institutions you’ve attended. List your
concentration, major, and/or minor.
Certifications: List the most relevant and important information.
Projects: You can reference class projects, special work
assignments and side gigs as a project. This is another way to
showcase skills and experience.
Recommendations: Ask & Give recommendations from
colleagues, managers or even clients who know your work.
Honors & Awards, Publications, Patents: Complete these
sections with as much detail as necessary to highlight why it is
important.
Organizations, Volunteering & Causes: Provide details about
your involvement in professional associations and the
organizations you belong to or committees you serve on. Join
college alumni groups, professional associations, and any
industry related groups.
Make it An All-Star Profile: Don’t leave information blank or
overlook the criteria LinkedIn uses to boost your profile to all-
star. Your industry and location, an up-to-date current position
(with description), two past positions, education, a minimum of 3
skills, profile photo and at least 50 connections.
Make It Public: By default, LinkedIn sets your profile to be
viewable to the public. For active job seekers this is the best
option.
18

Completeyourprofile
Tip: If you don’t see people in your industry in
the section, “People Also Viewed”, your profile is
not optimized.

CompleteYourProfile

LinkedIn
ImageRecap
• Max file size 8MB and file type must be
PNG, JPEG, or GIF.
• LinkedIn profile cover photo: 1584 wide by
396 high. This is exactly 4:1 proportion.
• LinkedIn profile picture: Per LI, upload any
size between 400 x 400 pixels and 20,000 x
20,000 px.
• LinkedIn blog post link shares: 1200 x 627
px.
• LinkedIn photo share: 1200 x 1200 square
looks best on desktop, 1200 x 627 on
mobile.
• LinkedIn Page cover photo size: 1,128 x 191
px.
• LinkedIn logo size: 300 x 300 square. No
more horizontal.

NeedHelp
withanImage?
• Utilize Canva
• Canva makes design simple for everyone.
Create designs for Web or print; blog graphics,
presentations, Facebook covers, flyers,
posters, invitations and so on.

“Ifyou’renotonLinkedInyoumightaswellnot
existinthisworld.Everybodyneedstobeon
LinkedIn.”
Guy Kawasaki, Original Apple Evangelist
23

Status
Update
Status Update: Regularly update your status
so your network can see what you are up to. A
status update could include a link to an article,
information about a presentation you are
attending, or it might be a question you would
like feedback from.
24

• Is it valuable?
• Does it fit with my personal brand?
• Did I include source attribution?
• Did I add relevant hashtags?
25
Beforeyoupost,
askyourself

Anatomyofaneffective
LinkedInUpdate
Strong Visuals: Attention grabbing images such
as recognized leaders, interesting infographics
Be Concise: Keep your introduction to 240
characters.
Type of content: Snack-able content, Lists,
valuable industry insights
Address your audience directly, ask them
questions.
KEEP THE URL

Sampleof
updatesbytype

Besttimetopost.
• The best time to post on LinkedIn is on
Wednesday @ 3 to 5 p.m.
• Typically, Wednesday is the best day to post to
LinkedIn.
• Engagement varies per day, but Tuesday through
Thursday rank best.
• Friday through Monday receive the least amount of
engagement.
• LinkedIn’s feed algorithm promotes those who
post frequently.
• Most advice suggests at least 1–2 times per day.

AutomateEverything–Butbe
HUMAN
You have better things to do than execute the
same repetitive tasks repeatedly. When it comes
to social media marketing, automation is
everything. Here’s a short list of some of the
tasks you can automate now and no longer
waste your time on:
• Following people back when they follow you
• Retweeting interesting messages on Twitter
• Mentioning other users in your messages
• Responding to direct messages
• Automating posts from another expert’s
website
• Posting to LinkedIn ,Twitter, or Facebook from
another network
29

Hashtag=ContentDistribution
• Use ones relevant to your destination
(research in www.iconosquare.com )
• Add popular hashtags to relevant images to
grow audience & engagement
• #Transportation
• Add a unique hashtag to source content and
build a community
• Communicate your hashtag in your profile

Listeningon
LinkedIn
Listening is the most important tool on social
media. Before you can know what to say on any
social media platform, you need to know what
your customers/prospects want to hear.
31
So listen up to hear what people are
saying about your brand or product.

LinkedInPublishing
• Way for members to contribute
professional insight
• Long-form content becomes part of
your profile
• Publishing articles on LinkedIn
• Searchable on/off LinkedIn
• Added to Pulse (if content is relevant)
• Read more: Writing tips

Thisismorethanjustregularposting,thisisthekindof
publishingthatcanhelpyouestablishyourselfasathought
leaderandanexpertinyourindustry.
The Fast Five Step to Publishing
• Think of a great headline
• Find/Take a compelling photo
• Write a concise post
• Include strong calls to action at the bottom of your
post
• Share across different social media channels
33

MakeConnections
Participate by answering questions, sharing links
to interesting articles and engaging in
conversation with other like-minded
professionals.
• LinkedIn makes it easy to stay connected with
colleagues, associates and friends.
• It is just a click!

LinkedInGroup
• Join Groups based on your…
• Interests
• Industry
• Area
• Start and Join Discussions
• Network!

Howtouse
LinkedInin2020

What’sNew
onLinkedIn
• LinkedIn Events
• QR Codes
• Video
• Visuals
• Services
• Skill Assessments
• Show your Work
• Reaction and Conversations
• News

38

10LinkedInVideobest
practices
1. Optimize your setup
• Lighting
• Camera Position
• Camera
• Background
• Body Language
2. Aim to capture attention from the start
3. Put essential information upfront
4. Design for sound off
5. Include closed captions
6. Vary the shot
7. Choose the right video length
8. Close with a strong call to action
9. Don’t forget supporting copy
10. Use the word “video” for promotions

12IdeasforLinkedInNative
Video
1. Share company news and updates
2. Announce the launch of a new product
or service
3. Take customers behind-the-scenes
4. Offer an explainer
5. Preview an upcoming event
6. Provide insider coverage of an industry
event
7. Introduce C-suite members
8. Tell a story with a case study
9. Let your customers know what you
stand for
10. Spotlight inspiring employees
11. Highlight the good you’re doing
12. Share something fun

Reid Hoffman, Co-Founder of LinkedIn
“Youneedtothinkandactlike
you’rerunningastart-up:your
career.”
WTS-GNY 2019 Webinar Social Media Branding | January 29, 201941
41

WhatnottodoonLinkedIn
• Posting Inflammatory Comments
• Connect and Sell
• Tagging Unrelated People in Your Posts
for Exposure
• Talking Politics
• Flirting

Dedicate15minuteseachweektoyourLinkedIn
Network
Connect with 10 new people each week. Send them
a personal message asking to connect.
• By doing so, you are communicating with them
as an individual and laying the foundation for
future contacts. You are starting to build the
relationship. Now, get to know them. Ask what
she or he does. Ask them who you can connect
them to within your network. Ask how you can
help them. By approaching a new connection
this way, you are establishing a connection and
adding value. Thereby, building trust and a solid
relationship that will help to grow your business.
Send 5-7 new messages each week to people you
have connections with.
• This does not have to be lengthy or in-depth.
The message can be as simple as, “Hey there,
it’s been a while since we last talked, What are
you up to?” This is beneficial for 2 reasons: 1)
You’re starting communication. 2) You’re front of
mind again. By contacting 7 people in your
network each day, you quickly get to know
everyone in your network so you’re better able to
connect people within your network and know
who can help when and where. Post or share an
update at least once/week
• Leave and request a recommendation from
colleague/manager
Keep it about them! We all know what it’s like to get
a new connection, only to be followed by a lengthy
sales pitch the following day.
• LinkedIn is not the appropriate platform for
this. When you are good at what you do, AND
you have good relationships with the people in
your network, then you won’t have to tell people
what you do. They will ask you and they will be
happy to help you.
43
YourHomework:

CustomizeYourLinkedIn
FeedtoHelpYou
AccomplishYourGoals
• Start with the basics – Complete Your
Profile
• Follow companies and executives
• Use Hashtags for the Big Picture
Perspective
• Your Voice Matters--Chime In!

Arch Street Communication
Experienced
in a Changing World.
45
Connect with us:
31 Mamaroneck Avenue, Suite 400
White Plains, New York 10601
Tel: 914-821-5100 | Fax: 914-821-5111
www.asc-pr.com
A small business certified as a Women’s
Business Enterprise (WBE) and a
Disadvantaged Business Enterprise (DBE).
GSA Advertising & Integrated Marketing
Schedule.

WanttoLearnMore?
Lynda.comhttp://www.lynda.com
SkillSharehttps://www.skillshare.com
Courserahttps://www.coursera.org
Slideshare http://slideshare.com
46

Sources LEARN MORE.
Succeed in 2020with These LinkedIn Marketing Resources.
47
• https://blog.linkedin.com/2019/december/5/new-tools-to-build-your-community-and-grow-your-career-on-
linked
• https://www.leisurejobs.com/staticpages/18285/the-ultimate-linkedin-cheat-sheet/
• https://www.slideshare.net/monte344/linkedin-in-your-2020-marketing-strategy?qid=735f1ba2-278a-
45f3-9eb4-5bf524a7ea65&v=&b=&from_search=2
• https://business.linkedin.com/talent-solutions/blog/trends-and-research/2020/most-in-demand-hard-and-
soft-skills
• https://blog.linkedin.com/2019/june/12/new-features-to-help-you-start-conversations-and-build-
community
• https://blog.linkedin.com/2019/june/18/introducing-new-tools-to-help-you-prep-for-your-next-interview
linked
• https://blog.linkedin.com/2019/october/22/-finding-news-on-linkedin
• https://blog.linkedin.com/2019/october/15/planning-an-in-person-event-just-got-easier-with-linkedin
• https://blog.linkedin.com/2019/september/26/closing-the-network-gap
• https://blog.linkedin.com/2019/september/17/announcing-skill-assessments-to-help-you-showcase-your-
skills
• https://99firms.com/blog/linkedin-statistics/#gref
• https://blog.linkedin.com/2019/october/15/planning-an-in-person-event-just-got-easier-with-linkedin
linked
• https://blog.hootsuite.com/linkedin-video/
• https://cultivatedculture.com/linkedin-profile-tips/
• https://www.linkedintraining.co.uk/linkedin-tips/use-linkedin-effectively/
• https://www.resumesrightaway.com/news/2020/1/13/linkedin-profile-checklist-to-maximize-your-success
• https://www.searchenginejournal.com/linkedin-users-can-now-list-the-services-they-offer-on-their-
profile/317967/#close
• https://www.searchenginejournal.com/linkedin-lets-users-showcase-samples-of-work-on-their-
profiles/350856/#close
• https://www.linkedintraining.co.uk/linkedin-tips/use-linkedin-effectively/
• https://www.searchenginejournal.com/become-influencer-on-linkedin/346390/
• https://wersm.com/linkedin-now-lets-you-feature-samples-of-your-work-on-your-profile/
• https://www.leisurejobs.com/staticpages/18285/the-ultimate-linkedin-cheat-sheet/
• https://okdork.com/linkedin-publishing-success/
• https://www.mainstreethost.com/blog/social-media-image-size-cheat-sheet/
• https://www.linkedin.com/pulse/77-linkedin-tips-getting-head-start-2020-lynnaire-johnston/

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