How to Get More Out of LinkedIn


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How to make more of an impact with your personal profile and Company Page on LinkedIn. A breakout session at the Heartland Byways conference April 2014 in Manhattan, Kansas.

My Tourism Currents team and I do online and in-person training in social media for tourism and hospitality -

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  • در اغوشم بگیر از فتاح بحرانی :بهمن ماه 90 به جا مانده دوستان وفا دارم باران که می بارد در اغوشم بگیر شاید نباشد بعد از این امکان پذیر در اوج باران روی دستت مرده بودم راهی ندیدم خز فرار از این کویر در مخمل اغوش تو مردن چه ریباست این مردن شایسته را از من نگیر بر بودنم مهر خلاصی زن تو امشب دنیا چو زندانی و من هم چون اسیر موج خیالت کرده ویران فکر ما را موجی که ویران می کند صد گله شیر با خاطر ات عشق من روز فراق است یادی که می ماند در این خط خطیر در دست اغو شت جوانی کرده فتاح امشب چرا گشتی تو هم پیمان پیر از فتاح :بحرانی
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  • There's more to LinkedIn than uploading your resume and waiting for something to happen.
  • There are no magic shortcuts to building human relationships, which is what you're doing on LinkedIn.
  • Don't lost sight of your overall marketing goals.
  • Stop sign in Chickasaw.
  • Know what you are trying to accomplish on LinkedIn!
  • The social web has upended much of the traditional sales funnel. People are doing their own research ("self-qualifying") before they ever connect with you.
    Do you have enough information out there to help them decide to email or call you?
  • There are a squillion social media platforms and tools. Stay focused.
  • You can have more than one booth on the B2B trade show floor, too (Twitter, Facebook etc.) but for now we'll focus on LinkedIn.
  • Two sides to a LinkedIn "booth" – they feed each other. Your presence on LinkedIn is an ecosystem.
  • Elements of a strong profile:
    MUST have a photo
    Good headline – "What do I do?"
    Brand link should be to an active Company Page.
    Give people many ways to contact you. Don't miss SEO opportunities & anchor text in the links to your website, blog, etc.
    Your summary should be a quick, punchy, skimmable read, NOT your boring resume-speak.
  • The power of LinkedIn is in the Groups.
  • Quote from Kami Huyse – don't build a network and then never talk to it.
  • My first post on the LinkedIn publishing platform. Went pretty well, but I haven't yet figured out how much time to give it or how to incorporate it into my business strategy. Lots of possibilities, though.
  • Your brand storefront on LinkedIn, similar to Facebook Pages.
  • Elements of a strong Company Page:
    Big images at top (can have more than 1)
    Product & Services tabs (now defunct as of 14 April 2014.)
    Customize your description. Those are all keywords and help in search.
    Regular updates (use photos & video in them)
  • These replace Product and Services tabs.
  • Microsoft LinkedIn Showcase Page as example.
  • Microsoft LinkedIn Showcase Page as example, (cont)
  • Microsoft LinkedIn Showcase Page as example, (cont.)
  • Your staff's personal networks are important for supporting your Company Page.
  • Takes time to build a Company Page following (4-6 months.) Consider buying LinkedIn Sponsored posts to get more visibility. Warning: they're expensive.
  • How to Get More Out of LinkedIn

    1. 1. Help Me Get More Out of LinkedIn! Sheila Scarborough - @SheilaS Tourism Currents - @TourismCurrents
    2. 2. No Magic Beans! Photo credit rich13 Flickr CC
    3. 3. Any marketing strategy asks.... What are your goals? Who is your market? Where can you get in front of that market (including online?)
    4. 4. What are your organization's goals? How do you think your LinkedIn presence might support them?
    5. 5. Social media isn't the place to be "sales-y" BUT That doesn't mean that Likes/followers can't become sales opportunities & leads
    6. 6. "Hand out knowledge, not brochures" Real Lawyers Have Blogs
    7. 7. Social media for B2B is like a trade show Photo credit siebenthalercreative Flickr CC
    8. 8. Your LinkedIn Trade Show Booth People's personal profiles and activity on LinkedIn Organization's LinkedIn Company Page
    9. 9. New to LinkedIn .... Publishing from your personal profile
    10. 10. LinkedIn Company Pages
    11. 11. New to LinkedIn .... "Showcase" sub-pages for your LinkedIn Company Page
    12. 12. How People Can Help Pages Help create Page content (or at least ideas) Like & Share Company Page updates Tag the Page in their personal updates Tell their other networks about it
    13. 13. "Hand out knowledge, not brochures" Real Lawyers Have Blogs
    14. 14. No Magic Beans! Photo credit rich13 Flickr CC
    15. 15. Thanks very much! Sheila Scarborough Tourism Currents @SheilaS @TourismCurrents