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LinkedIn: Networking, generating leads and building authority

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LinkedIn is the only social network exclusively dedicated to professionals and has 400 million users. Of those, 60% earn $75,000 or more per year, with 40% earning $100,000. However, it's still a well-kept secret with many professionals content to use it only as a resume repository. Unlock your potential for networking, generating leads and building your professional authority and reputation.

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LinkedIn: Networking, generating leads and building authority

  1. 1. Networking, generating leads and building authority.
  2. 2. Because you have a very particular set of skills.
  3. 3. Why LinkedIn?  More than 400 million users worldwide.  60% of members earn $75,000.  40% of members earn $100,000 or more.  1 in 3 professionals are members.  It’s the premiere social network devoted exclusively to business.  There are literally billions of searches for specific LinkedIn profiles each year. The business case
  4. 4. Why LinkedIn?  Your LinkedIn profile “serves as your default, online professional identity.”1  Your LinkedIn profile is one of the first search returns when someone queries your name on Google or other search engines.  It is your digital first impression to current and potential clients. 1 Stephanie Sammons, “Linked to Influence” The personal case: More than a resume
  5. 5. Why LinkedIn?  It’s an opportunity to drive traffic to your website from your profile.  It gives you the opportunity to demonstrate that you are a thought leader and expert in your industry.  It allows others to provide third-party endorsements through recommendations and endorsements. The personal case: continued
  6. 6. LinkedIn vs. Other Social Networks  It’s only for business.  It’s business-to-business and professional to professional.  You won’t find cat pictures, lunch pictures and #LOL.  Facebook has some B2C application, but generally not B2B.  Twitter lacks the business depth of LinkedIn, though it can be a supplement.
  7. 7. It begins with your profile. What does it say about you?
  8. 8. Before you begin Turn off your “notify my network” setting so that you do not auto-post about each comma that you add.
  9. 9. Then, when you are done … After you are done updating your profile, turn activity broadcasts back on so people can see the updates you are sharing.
  10. 10. A few tips  Complete your profile. Fill out every section.  Provide full contact information so people can reach you easily.  Investigate the settings area and take full advantage of it. Allow maximum exposure of your information so the largest number of people (prospects) can see you.  Connect your profile to Twitter. This gives you something to Tweet about, automatically. How to: http://tinyurl.com/p464qt7
  11. 11. Profile Picture 1. It’s essential. 2. It’s professional. 3. It’s personal and authentic.
  12. 12. Profile Headline Statement Use this as an opportunity to share your expertise, skills and solutions. Do not default to your formal title.
  13. 13. Customize Your LinkedIn Address Before linkedin.com/in/bernie-madoff-7974481a After linkedin.com/in/berniemadoff This is: 1.Easier to remember and share. 2.Fits nicely under your email signature line. 3.Is professional and demonstrates competence. A how-to is at tinyurl.com/lb4a2ac
  14. 14. Craft a real-life, conversational summary Your summary is your personal, career overview. It’s you at a glance.
  15. 15. Craft a real-life, real-world summary  Use the first-person “I help clients ...” instead of “Bob helps clients …”  Use complete sentences and paragraphs.  Be yourself. Do not use mind-numbing corporate- speak. Imagine yourself reading it as a client or member of your network.
  16. 16. Share Your Gold Use your profile to show, not merely tell. Upload videos, presentations, reports and other media that demonstrate your professional competency.
  17. 17. Seek 3rd -Party Endorsements  As you fill out your profile, you have an option to identify your skills.  Your network members can then endorse you for those skills.
  18. 18. Seek 3rd -Party Recommendations  Recommendations are more valuable than skill endorsements because they are more credible and detailed. You must personally ask for a recommendation.
  19. 19. How to obtain a recommendation  Go to privacy and settings, then “manage recommendations”
  20. 20. How to obtain a recommendation  Click on “Ask for recommendation” and follow the prompts. Remember to return the favor.
  21. 21. Connecting and Networking It’s what you know and who you know.
  22. 22. Not a Popularity Contest  Connect with people based on mutually-shared business interests.  Who can you benefit and bring business and professional value to?  A larger network is not necessarily a better network. Think carefully about accepting invitations from strangers who do not introduce themselves with a personal message. Build a strategic network.
  23. 23. Who to connect with  Who do I already know but am not yet Linked with? Clients and former clients Former colleagues Industry colleagues Media personnel
  24. 24. Use the search function to find and request connections
  25. 25. Let LinkedIn suggest contacts Note: Never, ever send a mass, impersonal invitation.
  26. 26. How to connect  Always send a personal note. Never, ever, ever use the default, robotic invitation.  If you know them, but do not have a direct connection through LinkedIn, you will need to provide an email address.  If you do not have the address, sleuth it out and then email them and ask if it’s OK to send them a connection request.  View the entire process, from the request on, as a relationship- and trust-building opportunity.
  27. 27. After you connect  Immediately thank them for the connection. No one does this, so you will stand out. You can have a customized blurb saved on your computer for this purpose.  Without overdoing it, offer yourself as a resource.  Tell them you look forward to staying in touch.
  28. 28. People I’d like to know There are only 6.6 degrees of separation between you, the Dalai Lama, Madonna and the Queen.1 LinkedIn can close that gap! View your network connections and get introduced Look at your second-degree connections and move them into your network with a request or a referral. 1 www.theguardian.com/technology/2008/aug/03/internet.email
  29. 29. Use Your Network to Connect
  30. 30. Finding leads
  31. 31. Finding leads
  32. 32. Finding leads
  33. 33. Reverse engineering You can see who has viewed your profile.
  34. 34. Responding to a profile view This is an opportunity to respond to the viewer: “Thanks for viewing my profile on LinkedIn. I’m part of the (name) Company team, providing business solutions (be specific) for professionals. You can learn more about us at www.mycompany.com. Please let me know if I can be of service in any way.”
  35. 35. Nurturing Your Network How can I give them what they need?
  36. 36. Benefits to being a 1st degree connection  You can stay consistently visible to your network.  You can message them one-on-one.  You can connect with your network’s contacts by asking for referrals.  Remember, your motivation must always be, “How can I serve my network?” No spamming.
  37. 37. Investing in your network  Read, like and comment on their status updates. Mention them by typing their name in your update. They will be notified via email.  Share status updates that you think benefit your network.  Endorse their skills.  Send them a direct message if you find an article or contact that may benefit them.
  38. 38. Investing in groups  LinkedIn has thousands of industry-specific groups.  Investigate which groups are right for you. Pick a maximum of three and engage in them.  You can also directly message (and make a connection) with anyone in a group you join.  Remember, the goal is always to add value, not to spam.
  39. 39. Finding groups
  40. 40. Which groups?  If you want to connect with potential customers, join groups they are in. Consider not only national groups, but state- and local-level groups.  If you want to connect with peers for professional development, then investigate security-related groups.
  41. 41. Finding groups
  42. 42. Demonstrating authority and thought leadership It’s what you who you know and what you know.
  43. 43. Becoming visible on LinkedIn  Profile updates: new connections, new skills, endorsements and recommendations. These will update automatically if your settings are turned on.  Status updates  Posts  Social activity, including likes, comments and shares  Suggested activities Types of activity on LinkedIn
  44. 44. The easy ones  When you log in, LinkedIn notifies you of birthdays, work anniversaries and suggests connections. Simply respond.
  45. 45. Status updates Update Comment Like
  46. 46. Be circumspect when you post. Your professional reputation is on the line. This is not the place to rant about [fill in blank]. If you have any hesitation, don’t do it. Will it benefit your network? How does it reflect on you and Strategos? Will you have any regrets?
  47. 47. Tactics  It’s fairly easy to stand out on LinkedIn, as opposed to Facebook and Twitter. There are simply not as many members posting and sharing due to the more serious nature of LinkedIn.  Goal: Three status updates per week. Hint: Whenever possible, use a picture along with your text.  Goal: 15-30 minutes a day viewing, connecting and nurturing your network.  Big goal: Write a post.
  48. 48. Publishing a post  LinkedIn lets you be a publisher.  Posts show up in your profile.  Posts are published to your entire network.  They demonstrate authority and competence.
  49. 49. See who is viewing your posts
  50. 50. Share Current Thoughts & Trends Use Google alerts to stay informed on niche topics: www.google.com/alerts Choose your topic, delivery and frequency preferences.
  51. 51. There’s much more. Don’t be afraid to explore. Let LinkedIn open doors of opportunity.

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