1. SUSAN LARSON
P R E S E N T E D : A P R I L 3 0 , 2 0 1 3
Getting Started with LinkedIn
For Consultants and Solopreneurs
Networking Fort Collins—AKA The
Caffeinated Business Network
2. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Twenty Minutes
• What I know…and don’t know
• The magic of Social Media
• Success story one
• Success story two
• Getting started
• Do’s and Don’ts
• Resources to help you on your way
• A little something special
3. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
What I know and don’t know
4. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
What I know and don’t know
5. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
The Magic of Social Media
6. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
The Magic of Social Media
9. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Getting Started
What is LinkedIn?
• World’s largest professional network
• Useful for
• Establishing your professional brand
• Controlling one of the top search results for your name.
• Building a professional network
• Reconnecting
• Learning
• Tapping into other people’s knowledge
• Uncovering new opportunities
11. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Getting Started
Profile page components
• Overview
• Photo
• Background
• Summary
• Experience
• Projects
• Skills & Expertise
• Education
• Additional info
• Interests
• Personal Details
• Advice for connecting
• Recommendations
• Connections
• Groups
• Following
12. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Getting Started
Profile page components
• Overview
• Photo
• Background
• Summary
• Experience
• Projects
• Skills & Expertise
• Education
• Additional info
• Interests
• Personal Details
• Advice for connecting
• Recommendations
• Connections
• Groups
• Following
13. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Getting Started
Profile page components
• Overview
• Photo
• Background
• Summary
• Experience
• Projects
• Skills & Expertise
• Education
• Additional info
• Interests
• Personal Details
• Advice for connecting
• Recommendations
• Connections
• Groups
• Following
14. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Getting Started
Profile page components
• Overview
• Photo
• Background
• Summary
• Experience
• Projects
• Skills & Expertise
• Education
• Additional info
• Interests
• Personal Details
• Advice for connecting
• Recommendations
• Connections
• Groups
• Following
15. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Getting Started
Profile page components
• Overview
• Photo
• Background
• Summary
• Experience
• Projects
• Skills & Expertise
• Education
• Additional info
• Interests
• Personal Details
• Advice for connecting
• Recommendations
• Connections
• Groups
• Following
16. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Getting Started
Profile page components
• Overview
• Photo
• Background
• Summary
• Experience
• Projects
• Skills & Expertise
• Education
• Additional info
• Interests
• Personal Details
• Advice for connecting
• Recommendations
• Connections
• Groups
• Following
17. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Getting Started
Profile page components
• Overview
• Photo
• Background
• Summary
• Experience
• Projects
• Skills & Expertise
• Education
• Additional info
• Interests
• Personal Details
• Advice for connecting
• Recommendations
• Connections
• Groups
• Following
A little more
about:
Your Summary
Your Groups
18. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Getting Started
Profile page components
• Overview
• Photo
• Background
• Summary
• Experience
• Projects
• Skills & Expertise
• Education
• Additional info
• Interests
• Personal Details
• Advice for connecting
• Recommendations
• Connections
• Groups
• Following
19. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Getting Started
Profile page components
• Overview
• Photo
• Background
• Summary
• Experience
• Projects
• Skills & Expertise
• Education
• Additional info
• Interests
• Personal Details
• Advice for connecting
• Recommendations
• Connections
• Groups
• Following
20. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Getting Started
Profile page components
• Overview
• Photo
• Background
• Summary
• Experience
• Projects
• Skills & Expertise
• Education
• Additional info
• Interests
• Personal Details
• Advice for connecting
• Recommendations
• Connections
• Groups
• Following
21. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Getting Started
Profile page components
• Overview
• Photo
• Background
• Summary
• Experience
• Projects
• Skills & Expertise
• Education
• Additional info
• Interests
• Personal Details
• Advice for connecting
• Recommendations
• Connections
• Groups
• Following
22. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Getting Started
Profile page components
• Overview
• Photo
• Background
• Summary
• Experience
• Projects
• Skills & Expertise
• Education
• Additional info
• Interests
• Personal Details
• Advice for connecting
• Recommendations
• Connections
• Groups
• Following
Your Profile is the
foundation for
everything else you do
on LinkedIn.
Any questions so far?
23. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Do’s and Don’ts
DO
• Complete your profile!
• Include a photo!
• Participate!!!!!
• Be a booster!
• Be a connector
• Share other people’s content
• Be timely and relevant with:
• Content
• Endorsement/recommendation
requests
• Updates
• Participation in conversations
• Join groups
• Experiment and have fun
DO
• Ask for referrals
• Be kind
• Be funny
• Be a little controversial
• Be apolitical—this is not
Facebook!
• Connect in real-life!
• Give praise away freely
• Give knowledge away freely
• Share lessons learned
• Be humble
• Remember, this is your
reputation you are building—
your personal brand!
24. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Do’s and Don’ts
DON’T
• Send cold invitations to connect-ever!!
• Will the person remember where they met you?
• Over self-promote
• Connect with people you don’t know
• Swap recommendations as a practice
• Write untrue or insincere recommendations
• Take political or religious positions unless it is your business
• Make it personal
• Be arrogant
• Let your profile get stale
• Have duplicate profiles
• Break group rules
• Skip steps or take short cuts…fundamentals count
25. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
Resources to help you on your way
Google searches to help you find good information
• LinkedIn training and support
• LinkedIn’s timeless guide to small business success
• LinkedIn Learning Webinars
• LinkedIn Company Pages
• LinkedIn premium accounts
• LinkedIn apps and widgets
• LinkedIn analytics
Social media experts and blogs to follow
• Beth Kanter www.bethkanter.org
• The LinkedIn blog http://blog.linkedin.com/
• Likeable Media blog http://www.likeable.com/blog/
• Mashable http://mashable.com/social-media/
26. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
A little something special
27. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
August, 2003
You
are
here
31. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
September, 2003
Director
Marketing &
Communications
KnowNow, Inc.
November, 2003
32. Twitter @Susan_Larson 970-672-6314 www.susanlarsonfinance.com
www.linkedin.com/in/susanlarson1 4mrslarson@gmail.com
The end
There is a lot more to know about LinkedIn and
social media in general but these basics should
get you off on the right foot with LinkedIn.
Editor's Notes
This presentation is presented April 30, 2013 to the Networking group in Fort Collins, Co for Consultants and Solopreneurs just trying to get started with LinkedIin
20+++ communications and marketing for b2b tech & nonprofitsBroad knowledge baseSelf-taughtNot a social media specialist…have hired & managed manyHave experienced considerable success with social media over the years
How’d I do it--10 minutes a day on average….sometimes just 10 minutes a week--participating--contributing to a community--adding value--creating some controversy
What do you think I mean by “the magic of social media”?
Sorry, I kind of set you guys up. I wanted to make a point here. Whether it is FB, Twitter, your own blog, Linkedin. It isn’t magic. It is a tool like any other tool. And as with any other marketing tool, the fundamentals matter. And as with any other online marketing tool, content is still king. Social media isn’t an event—it is a process…so don’t get discouraged. And don’t think you’ve done everything there is to do…..there is always more to do.
Small, not well known environmental education nonprofit.Wanted to add advocacy to its missionHad been naval gazers for 40 years…..does everyone get what I mean when I say naval gazers?What they desired was a seat at the legislative table where national parks and education in national parks were concerned.Subcommittee on National Parks Senator Mark Udall from Colorado chairman
I was on the board of a nonprofit, trying to launch a for-profit venture. A challenge in itself.So, I got involved in LinkedIn Groups that were related to the offering.A consulting group in the market we were targeting saw my activity in the groups, wanted to learn more about what we were up to.It turns out that we both had a very close relationship with the Salesforce Foundation. The consulting group was actually one of the very top preferred providers for the Foundation. Through those relationships, within a couple of months the consulting company started bringing us revenue-generating opportunities. They quickly became a primary partner, a primary source of new business, and a primary source of word-of-mouth for our new product.
Whether you are networking on line or in person, sitting in a meeting, talking to someone 1-1, your motivation matters.I don’t know why this is true. I just know that it is.If your intention is to share valuable information that might help people and be of interest to them your outcomes are more likely to be positive. If your intention is to prove you are the smartest person in the room, on the subject, or in the networking group, your outcomes are much more likely to be negative or neutral….even if you think you are saying the exact same thing. Check your motivation and your intentions before taking any action online or in person.
LINKEDIN GROUPSfreesocialmembers are your targeted audience and either work or are genuinely interested in your industryeffective at driving traffic to your siteeffective at getting you noticed in industry circles
LINKEDIN GROUPSfreesocialmembers are your targeted audience and either work or are genuinely interested in your industryeffective at driving traffic to your siteeffective at getting you noticed in industry circles
LINKEDIN GROUPSfreesocialmembers are your targeted audience and either work or are genuinely interested in your industryeffective at driving traffic to your siteeffective at getting you noticed in industry circles
LINKEDIN GROUPSfreesocialmembers are your targeted audience and either work or are genuinely interested in your industryeffective at driving traffic to your siteeffective at getting you noticed in industry circles
LINKEDIN GROUPSfreesocialmembers are your targeted audience and either work or are genuinely interested in your industryeffective at driving traffic to your siteeffective at getting you noticed in industry circles
LINKEDIN GROUPSfreesocialmembers are your targeted audience and either work or are genuinely interested in your industryeffective at driving traffic to your siteeffective at getting you noticed in industry circles
LINKEDIN GROUPSfreesocialmembers are your targeted audience and either work or are genuinely interested in your industryeffective at driving traffic to your siteeffective at getting you noticed in industry circles
LINKEDIN GROUPSfreesocialmembers are your targeted audience and either work or are genuinely interested in your industryeffective at driving traffic to your siteeffective at getting you noticed in industry circles
LINKEDIN GROUPSfreesocialmembers are your targeted audience and either work or are genuinely interested in your industryeffective at driving traffic to your siteeffective at getting you noticed in industry circles
LINKEDIN GROUPSfreesocialmembers are your targeted audience and either work or are genuinely interested in your industryeffective at driving traffic to your siteeffective at getting you noticed in industry circles
LINKEDIN GROUPSfreesocialmembers are your targeted audience and either work or are genuinely interested in your industryeffective at driving traffic to your siteeffective at getting you noticed in industry circles
LINKEDIN GROUPSfreesocialmembers are your targeted audience and either work or are genuinely interested in your industryeffective at driving traffic to your siteeffective at getting you noticed in industry circles
This was me in August 2003In September 2003 I returned home after 2 years of being completely disconnectedI started reaching out via Linkedin which was still in Beta testingA friend Greg, who had moved to Boulder since I last worked with him in Santa Cruz said, “Hey, I’m doing consulting work for a company in Sunnyvale. They need a marketing director. I’m going to call them and I’ll get back to you.”3 weeks later I had a job.
This was me in August 2003In September 2003 I returned home after 2 years of living on a boat in Mexico and Central America and being completely disconnected from the “real world”. I started reaching out via Linkedin which was only 4 months old and still officially in Beta testingA friend Greg, who had moved to Boulder since I last worked with him in Santa Cruz said, “Hey, I’m doing consulting work for a company in Sunnyvale. They need a marketing director. I’m going to call them and I’ll get back to you.”3 weeks later I had a job.
In September 2003 I returned home after 2 years of living on a boat in Mexico and Central America and being completely disconnected from the “real world”. I started reaching out via Linkedin which was only 4 months old and still officially in Beta testingA friend Greg, who had moved to Boulder since I last worked with him in Santa Cruz said, “Hey, I’m doing consulting work for a company in Sunnyvale. They need a marketing director. I’m going to call them and I’ll get back to you.”3 weeks later I had a job.
In September 2003 I returned home after 2 years of living on a boat in Mexico and Central America and being completely disconnected from the “real world”. I started reaching out via Linkedin which was only 4 months old and still officially in Beta testingA friend Greg, who had moved to Boulder since I last worked with him in Santa Cruz said, “Hey, I’m doing consulting work for a company in Sunnyvale. They need a marketing director. I’m going to call them and I’ll get back to you.”3 weeks later I had a job.
This was me in August 2003In September 2003 I returned home after 2 years of being completely disconnectedI started reaching out via Linkedin which was only 4 months old and officially in Beta testingA friend Greg, who had moved to Boulder since I last worked with him in Santa Cruz said, “Hey, I’m doing consulting work for a company in Sunnyvale. They need a marketing director. I’m going to call them and I’ll get back to you.”3 weeks later I had a job.
So…back to the “magic of social media”. I guess this is the closest I‘ve seen to “magic”. But keep in mind, I connected with 40 or 50 people and got this one great response. So even though it seems magical, it really isn’t. And this won’t happen every time.
Show of hands…Who would be interested in a presentation on using more advanced features of LinkedIn? Okay, we’ll, I’ll talk to Shirley and Ken about that and see what we can do.Thanks everyone. I hope you enjoyed the presentation and learned something that you can put to use in your everyday business.
