Famous Folks developed this Slideshare for everyone from beginners to experts! Famous Folks is a creative communications shop. They help create and sustain culture for their clients through experiential marketing, content marketing, and digital and traditional advertising - all backed with a deep understanding of brand, research and strategy. Learn more about Famous Folks: www.famousfolks.ca

1. HOW TO BE A
LINKEDIN SUPERSTAR

2. HOW TO BECOME A
LINKEDIN SUPERSTAR

3. LINKEDIN CURRENTLY
HAS 259 MILLION+
MEMBERS.
With 184 million monthly visits, and a net worth around $24 billion.
It’s rolling in the dough, and it can help you do the same.

4. LINKEDIN IS THE
MOST IMPORTANT
CROSS-INDUSTRY
PROFESSIONAL
NETWORK.
Anyone who is serious about their career and their business
should get an account.

5. LINKEDIN IS LIKE YOUR
VERY OWN PUBLICIST.
It helps you manage your professional identity. Who doesn’t
want to shine amongst their peers, be recognized by and
connect with leading professionals in their industry?

6. YOU HAVE THE POWER!
LinkedIn helps you build and engage with your professional
network, gain access to industry insights and create your
own opportunities.

7. HOW ARE
YOU PROMOTING
YOUR BUSINESS?
Sure, you’re sponsoring and attending events, you have
a website, you’re doing traditional advertising, and
attending conferences.
LinkedIn is another way to get increased visibility, but with way more substance than your
other marketing tactics.

8. TABLE OF CONTENTS
BAKING A
SCRUMPTIOUS
LINKEDIN PRESENCE.
9 INGREDIENTS – Creating a basic but outstanding profile
21 MAKING THE DOUGH – Profile details to make you delicious
?
32 SECRET INGREDIENTS – Establishing yourself with content
44 ADDING THE CHEESE – Paid accounts
50 EXTRA SAUCE ANYONE? – LinkedIn business pages and content
56 TASTING THE PIZZA – Devour those delicious results!

9. INGREDIENTS
9

10. INGREDIENTS
JOIN LINKEDIN.COM
AND ADD ALL YOUR
PERSONAL DETAILS.
ADD A PROFILE PHOTO:
Upload a professional photo,
or at least one that looks
professional, which is cropped
to clearly show your face.
Make sure there is no lettuce in your
teeth and that your background isn’t a
visit to the aquarium.

11. INGREDIENTS
YOUR HEADLINE LETS
PEOPLE KNOW WHAT
YOU DO.

12. INGREDIENTS
MAKE YOUR CURRENT
POSITION CATCHY AND
KEYWORD RICH.
(PMAC-certified project manager –
Known for successfully leading
multi-million dollar projects in
developing countries.)

13. IT SHOULD ENTICE
PEOPLE TO FIND OUT
MORE ABOUT YOU.
Your headline comes up on company listings pages,
invitations to connect, messages, and when someone
hovers over you.
Keep it keyword optimized to help when people search for your LinkedIn profile.
Accreditations are awesome. If you’ve got it, flaunt it.

14. INGREDIENTS
SUMMARY:
What makes you a killer professional? Bring it.
Use active language.
Keep it written in the first person.
Highlight your best skills and use keywords relevant to
your field.
Keep it short and sweet. People are interested, but keep your
memoir for your mother.
Include contact information so people outside your network
can get in touch.

15. INGREDIENTS
EXPERIENCE:
How have you kicked ass in each of your roles?
Why would you just upload your resume? Being precise with past and current roles
and experiences will be more beneficial. You can include lots of details, more than
you would on your resume.
Use active language and mention what skills brought you deliverable results.

16. UPLOAD PROJECTS
INGREDIENTS
USE LINKEDIN
AS A PORTFOLIO.
Showcase the best of your completed work.
Use media to stand out – enrich your profile with videos, presentations or photos.
There are hundreds of ways visual elements can help you market yourself.
Charts, photos, videos are all great since they speak for themselves.
LASTLY, CHECK FOR TYPOS!

17. INGREDIENTS
DON’T LEAVE
ANY GAPS IN
YOUR BASIC
INFORMATION.
Let LinkedIn’s step-by-step wizard
guide you towards a completed profile.
It prompts you to include any work samples or projects,
published works, education, awards, volunteer experience,
causes you care about, and organizations you belong to.
Remember that this is a professional networking site – so
don’t include your cheesecake of the month membership.

18. INGREDIENTS
YOU’LL ALSO BE
ABLE TO ADD
MORE SECTIONS
TO YOUR PROFILE.
Take note that any sections you haven’t filled out
yet show up on the right side of your screen when
you go to edit your profile.
You can also rearrange your sections. Showcase your best background
elements by putting them at the top, the same way the grocer does with
the fruit aisle.

19. DOIN’ IT WELL

20. DOIN’ IT WELL
CHANTELLE
LOUTH
A pastry chef with
an outstanding profile.
Her relevant visual posts and excellent work details
made her one of LinkedIn’s Must See Profiles of 2013.
https://www.linkedin.com/pub/chantelle-louth
/51/397/655?trk=ss-trsry-cl

21. MAKING
THE DOUGH
21

22. MAKING THE DOUGH – Marketing Yourself
USE YOUR PROFESSIONAL
EMAIL ADDRESS.
Connect with contacts in your industry and people you know
who are already on LinkedIn.
You can conveniently use your existing email address book. Leave the drama at home.
Don’t add personal connections unless you met them through business.
Find people from previous jobs and former classmates
– not the kind you partied with, but the kind you did
school presentations with.

23. MAKING THE DOUGH – Marketing Yourself
CREATE A STRONG
NETWORK OF PEOPLE.
Connect with those you know before connecting with
those you don’t.
When you add people you will be prompted to explain how you know them. You should ALWAYS
change the personal note to show that you’re not just click-to-connect-happy, but genuinely
interested in making their acquaintance, especially if it’s someone you don’t already know.

24. MAKING THE DOUGH – Connections Explained
FIRST DEGREE
CONNECTIONS ARE
PEOPLE WHO ARE
ALREADY IN YOUR
NETWORK.
Second degree connections are people who are
connected to people you are connected to – sort
of like friends of friends.
Without trying to get all Inception-y, third level connections are
connections of those second degree connections. People who
are in the same groups as you are listed as group.

25. MAKING THE DOUGH – Links
KEEP YOUR
LINKS LIMITED.
Stick to mostly professional accounts, but if you feel like
your personal accounts are still a professional representation
of yourself, by all means add away!
• Add a company website or a personal website
• Add your company or personal twitter account
• Add any professional or personal blogs you manage

26. MAKING THE DOUGH – Groups
THERE ARE
2.1 MILLION
LINKEDIN
GROUPS IN
TOTAL.
The average user joins 7 groups,
so join a few!
Join relevant groups as it improves your visibility
within your industry. They allow you to contact
any group member even if they are outside your
network, which you’re normally not allowed to do.

27. MAKING THE DOUGH – Skill Endorsements
SKILLS:
Add skills that you actively use in your career.
You can only have 50 skills listed, so consider carefully! Tying a knot in a cherry stem
with your tongue does not need to be included.
When people view your profile, they will be prompted to endorse you for the skills that
you have listed. They can also add their own but its best to showcase the skills YOU
want others to see.

28. MAKING THE DOUGH – Skill Endorsements
GET
ENDORSEMENTS.
The more you get, the better your search
ranking becomes, and the more popular
you’ll get!
You get notifications and emails when others endorse you, which gives
you the opportunity to pay it back and endorse some of their skills.

29. MAKING THE DOUGH – Recommendations
GET 5-10
RECOMMENDATIONS
Don’t be afraid to ask valued and trusted colleagues, bosses
and subordinates.
PAY IT FORWARD: Endorse others and write recommendations for people you valued working with.
The easiest route to getting a recommendation is writing one for someone else. When they
get the recommendation, they are prompted to write one for you in return. Nothing like making someone feel guilty!

30. DOIN’ IT WELL

31. DOIN’ IT WELL
JASON C
MAYDEN
Jason has a great profile, complete
with photos, skills, recommendations,
and relevant group membership.
Check out this LinkedIn Superstar:
https://www.linkedin.com/in/jasonmayden?trk=ss-trsry-jm

32. ?
SECRET
INGREDIENTS
32

33. ?
SECRET INGREDIENTS – ngagement establishing yourself
E
with content
DON’T JUST CREATE
A PROFILE.
Posting updates and pushing out original content
makes you stand apart and gets you noticed for all
the right reasons.
Spend some time developing original content like presentations, whitepapers,
and blogs. You gotta put in the work to reap the rewards.

34. ?
SECRET INGREDIENTS – Reactive Engagement
SCROLL THROUGH
YOUR DAILY FEED.
View updates from your network at least
once a day.
Scroll through at optimal times, usually around noon and early evening.
If others are posting content you find interesting, comment and let them
know you appreciate their post. Commenting is a great way to get attention
from other networks.

35. ?
SECRET INGREDIENTS – Reactive Engagement
ENGAGE
WITH YOUR
CONNECTIONS.
Spark interesting conversations.
Make others notice just how brilliant you are!
POST YOUR OWN STATUS UPDATES: What you’re working on,
sharing what you’ve read, resources you use, giving advice and opinions,
posting about events and asking questions.
You can also share your status updates with groups you’re part of. This helps
drive traffic to your blog or website. Be wary that not all groups welcome
members sharing links so use your judgement.

36. ?
SECRET INGREDIENTS – Storytelling
WHAT IS
CONTENT
MARKETING?
Brand relevant + interesting story
= content marketing.
Post content on your Newsfeed around noon and early evening.
Posting between 10pm and 6am is great if you want to make
sure absolutely no one sees what you post.

37. ?
SECRET INGREDIENTS
MAKE SURE WHAT YOU
POST IS RELEVANT TO
YOUR INDUSTRY.
It should be engaging and promote what you’re doing and
where your expertise lies. It doesn’t necessarily need to be
limited to your industry, but it should speak to your audience.
Post your slideshares and blog posts if they will create conversations or connect with
members of your network. Don’t post updates on your personal life. That’s what Facebook
is for. Family and personal life is inappropriate unless you’re working for Pampers.

38. ?
SECRET INGREDIENTS – Where To Get Content
CURATE
YOUR
CONTENT.
It’s a quick and easy way to put
together some blog posts that are
industry relevant.
Use sites like Forbes, Business Week and dailyfinance.com
for specific topics that you can develop into a blog post.
Use images and call to actions.

39. ?
SECRET INGREDIENTS – Where To Get Content
POST AT LEAST
ONCE A WEEK.
Never post more than once a day.
Again, we’ve got to remind you to post during times when
people are trolling their news-feeds – noon and early evening.
Be smart and create a content plan and strategy. Picture
yourself having a big meeting. Everyone is staring at you.
Hopefully you’ve prepared and got something to say. Content
is pretty much the same thing – it’s ensuring you have
something for people to look at when they are expecting it.

40. ?
SECRET INGREDIENTS – Pulse
PULSE IS A FULLY
INTEGRATED APP
WITHIN LINKEDIN.
Whether you want it or not, Pulse is there.
It can be a goldmine of excellent content from influencer blogs, major publications and
other trusted sources.
Pulse provides you with news that is relevant to you. It provides valuable content which is
generated based on your profile, your job, your interests and the companies you follow. It’s a
great place to start looking for blog ideas.
A recent addition to Pulse will allow anyone, including you, to become an elite influencer
on Linkedin. Members will be able to write articles using a new tool and if you get lots of
traction from your network on the article, they will push it out to a larger audience. You will
retain ownership of your content but LinkedIn can publish it. This new tool will help you
raise your professional profile and become better known in your field.

41. DOIN’ IT WELL

42. DOIN’ IT WELL
MICHAEL M.
Michael is the chairman of
Sequoia Capital.
While not all his posts are relevant to the financial
industry, they are all interesting – and the content is
still relatable to his professional audience.
http://www.linkedin.com/today/influencer?authorId=25760goback
=%2Elit_*1_*1trk=tod-yn-sname

43. DOIN’ IT WELL
BRUCE
KASANOFF
This was the Most Engaging Influencer
post of 2013 on LinkedIn.
Be sure to check out his other posts as well for some
great content.
http://www.linkedin.com/today/post/
article/20130516122628-36792-the-best-talentis-bringing-out-talent-in-others?trk=corpblog_1213_
chipcutter_stories

44. ADDING
THE CHEESE
44

45. ADDING THE CHEESE
– LinkedIn Pro Accounts
LINKEDIN
OFFERS
PREMIUM
ACCOUNTS.
They’re geared towards recruiters,
job seekers, sales professionals
and business owners.
The majority of people are happy with the free, basic LinkedIn. However, you can always try the paid
features for a month to see whether you will benefit from them or not. Often they will offer the paid
accounts at a discounted rate as part of a promo to get you to join – why not take the deal and see
if it helps you become a Superstar? Click Upgrade in the top right hand corner to see how.

46. ADDING THE CHEESE
– Different types of Pro Accounts
LINKEDIN PREMIUM
BUSINESS PLUS
Starting at $10.95 per month.
Allows you to see who has viewed your profile, see full profiles of
people you are not connected to and send them direct messages,
get more introductions, let anyone message you, gain access to
premium search filters, see more profiles in search results, create
saved search alerts, and get a full list of people who can provide a
reference for someone you are interested in.

47. ADDING THE CHEESE
– Different types of Pro Accounts
LINKEDIN
PREMIUM
TALENT FINDER
Starting at $39.95 per month.
Allows you to see who has viewed your profile, gives you full network visibility
regardless of connection and send direct messages to anyone, and use
premium search filters.

48. ADDING THE CHEESE
– Different types of Pro Accounts
LINKEDIN JOB
SEEKER PREMIUM
Starting at $19.95.
Allows you to send direct messages regardless of connection, be a
featured applicant when applying to jobs on LinkedIn, get a premium
badge so you stand out in search results when recruiters are
looking to hire, see who has viewed your profile, and get access to a
job seeker group and webinar.

49. ADDING THE CHEESE
– Different types of Pro Accounts
LINKEDIN SALES
NAVIGATOR
Starting at $15.95 per month.
Sends you sales alerts for leads, gives access to a lead builder
to manage your pipeline, pinpoint leads with premium search
filters, see full profiles, see who has viewed your profile, get
introductions, and send direct messages to anyone.

50. EXTRA SAUCE
50

51. EXTRA SAUCE – LinkedIn For Business
ADD A
COMPANY PAGE.
Perhaps you noticed when you were adding your job history
that some companies come up as pages. If you’re a business
owner and your page doesn’t come up it’s time for that to
change. If you’re not on LinkedIn, you essentially don’t exist
:) (insert sarcasm)
Go to Add a Company. You will need an email address at your company’s domain such
as you@yourcompany.com since LinkedIn does not accept the generic emails like
Gmail or Hotmail.

52. EXTRA SAUCE – LinkedIn For Business
FILL OUT ALL YOUR
COMPANY’S BASIC
INFORMATION.
Do it in the page overview section: name,
description, company size, website, and industry.
This is the stuff that will show up when someone
hovers over your company name throughout LinkedIn.
You can also add company specialties, featured groups
and page admins that will be able to make changes to
your company page. Choose your admins wisely. You
don’t want a disgruntled employee going postal on your
business’ LinkedIn page.

53. EXTRA SAUCE – LinkedIn For Business
DRIVE TRAFFIC TO
YOUR WEBSITE.
Add a banner image with a call to action that links
to your website.
Add status updates to help drive engagement. This is similar to your own
status updates.
If your company is hiring, create a careers section for your company page where
people will be able to find job listings and hiring information. There is a fee
associated with having job listings.

54. EXTRA SAUCE – Content marketing for your business page
MARKET YOUR
BUSINESS PAGE
Do it with content much like your own:
relevant messages + interesting story = content marketing
Post engaging and industry relevant content,
like slideshows, videos, blog posts and
reports. Again, it doesn’t have to be specific
to your company as long as it’s relevant.

55. EXTRA SAUCE – Content marketing for your business page
POST COMPANY
STATUS UPDATES:
What you’re working on, if you’re
hiring, resources you use, advice and
opinions, and events. And ask your
readership questions to get some
interaction.
Recycle, reuse, recycle: Duplicate your own personal
content efforts by showcasing them on your business
profile. Make sure your intent is accessible on
every platform.
To see how your content is performing, go to your page
and click the Edit button. You’ll see tabs for follower
insights, page insights, and employee insights.

56. TASTING
THE PIZZA
56

57. TASTING THE PIZZA – Devour Those Delicious Results!
JOINING LINKEDIN
CAN IMPACT YOUR
PRESENCE.
It increases your visibility and allows people
to connect with you.
It showcases that you are a superstar at what you do! Your network can become
a valuable resource that you can draw off of for jobs and future projects.

58. TASTING THE PIZZA
IT’S DEFINITELY RISKY
TO DELVE INTO BRAND
NEW TERRITORY.
A profile revamp and creating your own content
can be intimidating.
However, let’s be honest: the risk of not doing it will leave you on the sidelines with millions of
other wannabe’s who have underdeveloped profiles and no intent. It’s riskier to not do it than to
dedicate some time to making a superstar profile.

59. TASTING THE PIZZA
MARKET YOURSELF
AS AN EXPERT.
With the right branded content, you can also market
yourself as a leading expert in your field, expand past
your current network and gain international attention.
Put yourself in the lane for business opportunities - become associated with
similar people who are doin’ it good. It’s all about people knowing who you are and
what you and your company stand for in hopes of attracting both the right clients,
the right employees and the right conversations.

60. TASTING THE PIZZA
2014 IS THE YEAR
OF LINKEDIN.
LinkedIn is set up to become the most important
publisher of 2014:
100 million captive readers and writers, including people like Richard
Branson, will push LinkedIn to become a premium destination for industry
news. The time is now to create your profile, publish original content,
network in groups, and become a LinkedIn Superstar. Go get ’em, Tiger!

61. QUESTIONS?
COMMENTS?
www.famousfolks.ca
www.linkedin.com/company/famous-folks
twitter.com/famousfolks
facebook.com/famousfolks
@famous_folks

62. THANK YOU