Insight PR - PRSSA Sac State Presentation 4/18/2013

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Enjoy a short presentation on branding and personal brand management as well as starting up a basic LinkedIn account.

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  • LinkedIn is the world’s largest (and favorite!) professional network, connecting you to trusted contacts and helping you exchange knowledge, ideas and opportunities with a broad network of professionals.Over 100 Million LinkedIn Members and growing fast:North America – 48 MillionEurope – 23 MillionAsia Pacific – 16 MillionCentral/South America – 8 MillionMiddle East/Africa – 5 MillionAnd a new member joins every second!Average age is 45.Gender is almost evenly split – 50.8% Male, 49.2% Female.Average household income is $91,566.
  • LinkedIn is a professional network intended to create business opportunities: Maintain business contacts online Get introduced to professionals & service providers Recommend colleagues & check references Conduct research Receive industry news / ask & answer industry questions Find, post or forward jobsUnlike social networks, LinkedIn’s purpose is to present your professional, rather than your personal, image. Don’t confuse the two.
  • LinkedIn establishes your professional profile:LinkedIn gives you the keys to controlling your online identity. Have you Googled yourself lately? LinkedIn profiles rise to the top of search results, letting you control the first impression people get when searching for you online.LinkedIn makes it easy to stay in touch with colleagues and friends:In today’s professional world, people change jobs and locations constantly. By connecting on LinkedIn, your address book will never go out of date. Your contacts update their profiles, keeping you current with their latest jobs, projects and contact info. You’ll stay in closer contact with great tools to communicate and collaborate.
  • LinkedIn helps you explore opportunities:Whether you’re looking for a career opportunity, winning new clients or building your professional reputation, LinkedIn connects you to jobs, sales leads and ideal business partners. With a powerful search engine, company research tools and a jobs board that shows who you know at listed companies, LinkedIn is the place to turn for new opportunities.
  • LinkedIn helps you explore opportunities:Whether you’re looking for a career opportunity, winning new clients or building your professional reputation, LinkedIn connects you to jobs, sales leads and ideal business partners. With a powerful search engine, company research tools and a jobs board that shows who you know at listed companies, LinkedIn is the place to turn for new opportunities.
  • Go towww.linkedin.comEnter:Your First NameYour Last NameYour Email AddressCreate a PasswordClick “Join Now”
  • Click on the “Customize your public profile URL” link – enter desired URL name (your name)and click “Set Custom URL”buttonSelect “View Profile”from the Profile menu, which will now show your personalized URL This URL can be used on your resume, business card, email signature, etc., to direct people to your LinkedIn Profile
  • Everyone starts on LinkedIn with a profile. It can be as simple as your name. But there are four reasons why you want your profile to be “beefy”:1. Your Profile is an opportunity to tell your story – The depth and breadth of your experience Your professional recommendations Your certifications and educational experience Your brand – positioning as expert in your field and best choice for job2. Every word in your profile is keyword searchable – Beefy profiles increase your chances of being found, users rely on keyword searches to find those with certain types of experience, classifications, and skill sets
  • 3. A beefy profile shows that you are not a dinosaur – You keep abreast of current trends in your profession and social media You embrace technology and change in a positive manner4. Your profile will regularly be compared with those of your competitors –Include a plethora of information, keywords, and details about who you are, what you hope to accomplish, and how you might be able to assist othersSee what your competitors are saying about themselves–awards they’ve won, certifications they hold, types of projects they’ve worked on–to jog your memory and remind you of similar information you could include in your own profile
  • Research shows you will be 40 times more effective on LinkedIn if you havea fully completed profile. Failing to complete your profile is like playing golf with a bag full of putters. Use all the tools that LinkedIn offers!LinkedIn’s definition of a 100% Complete Profile: Name and Position……………………..25% Picture………………………………………….5% Summary………………………………………5% Specialties…………………………………….5% Education……………………………………15% Past Job #1………………………………….15% Past Job #2………………………………….15% Recommendation #1…………………….5% Recommendation #2…………………….5% Recommendation #3…………………….5%
  • Identifies your key information:Your NameYour HeadlineYour PhotographYour LocationYour IndustryThis key info travels with you, and is displayed whenever you participate in discussions with Groups, Answers, or are connecting with new people
  • Insight PR - PRSSA Sac State Presentation 4/18/2013

    1. 1. WHAT IS BRAND? CONFIDENCE PASSIONBRAND VALUESA SET OF UNIQUE IS… BELONGING ACTION SECURITY
    2. 2. BUILDING EQUITY IN YOU• LOOK AT YOUR PERSONAL BRAND AS AN INVESTMENT• SET GOALS FOR YOUR PUBLIC IMAGE• RUN A BLOG OR WEBSITE THAT IS ALL YOU• BE UBIQUITOUS AND CONSISTENT• ENGAGE AND GET PEOPLE TALKING• ALWAYS CONTINUE LEARNING AND GROWING
    3. 3. The Basics of PRSSA SAC STATE | APRIL 18, 2013
    4. 4. LINKEDIN: WHY YOU NEED IT What is LinkedIn?LinkedIn is the world’s largest (and favorite!) professional network, connecting you totrusted contacts and helping you exchange knowledge, ideas and opportunities with a broadnetwork of professionals.Over 100 Million LinkedIn Members and growing fast: North America – 48 Million Average age is 45. Europe – 23 Million Gender is almost evenly split – Asia Pacific – 16 Million 50.8% Male, 49.2% Female. Central/South America – 8 Million Middle East/Africa – 5 Million Average household income is And a new member joins every second! $91,566. Page 1 Statistics from http://marketing.linkedin.com/audience, June 2011
    5. 5. LINKEDIN: WHY YOU NEED ITDistinguishing Between Social vs. Professional Networks LinkedIn is a professional network intended to create business opportunities:  Maintain business contacts online  Get introduced to professionals & service providers  Recommend colleagues & check references  Conduct research  Receive industry news / ask & answer industry questions  Find, post or forward jobs Unlike social networks, LinkedIn’s purpose is to present your professional, rather than your personal, image. Don’t confuse the two.Page 2
    6. 6. LINKEDIN: WHY YOU NEED ITWhy Do We Care? LinkedIn establishes your professional profile: LinkedIn gives you the keys to controlling your online identity. Have you Googled yourself lately? LinkedIn profiles rise to the top of search results, letting you control the first impression people get when searching for you online. LinkedIn makes it easy to stay in touch with colleagues and friends: In today’s professional world, people change jobs and locations constantly. By connecting on LinkedIn, your address book will never go out of date. Your contacts update their profiles, keeping you current with their latest jobs, projects and contact info. You’ll stay in closer contact with great tools to communicate and collaborate.Page 3
    7. 7. LINKEDIN: WHY YOU NEED ITWhy Do We Care? (continued) LinkedIn helps you explore opportunities: Whether you’re looking for a career opportunity, winning new clients or building your professional reputation, LinkedIn connects you to jobs, sales leads and ideal business partners. With a powerful search engine, company research tools and a jobs board that shows who you know at listed companies, LinkedIn is the place to turn for new opportunities.Page 4
    8. 8. LINKEDIN: WHY YOU NEED ITWhy Do We Care? (continued) LinkedIn helps you boost your PR efforts: • Research journalists before you pitch to them, to discover insights and other background information that will help you make a better pitch • Get introduced to journalists, editors and bloggers • Be discoverable by a different audience than you’re already reaching • Improve your company website’s SEO • Gather intelligence on your market, audience, and competitorsPage 4
    9. 9. LINKEDIN: HOW TO JOINBecoming a Member is Easy Go to www.linkedin.com Enter: Your First Name Your Last Name Your Email Address Create a Password Click “Join Now”Page 5
    10. 10. LINKEDIN: SETTING UP YOUR ACCOUNTAdjusting Your Account Settings Now that you have a LinkedIn account, you can personalize your LinkedIn Public Profile URL Go to the Profile menu and select “Edit Profile” Then click on the “Edit” link next to the Public Profile URLPage 10
    11. 11. LINKEDIN: SETTING UP YOUR ACCOUNT Adjusting Your Account SettingsClick on the “Customize yourpublic profile URL” link – enterdesired URL name (your name)and click “Set Custom URL” buttonSelect “View Profile”from the Profile menu, which will now showyour personalized URLThis URL can be used on your resume,business card, email signature, etc., to directpeople to your LinkedIn Profile Page 11
    12. 12. LINKEDIN: BUILDING YOUR PROFILEWhere’s the Beef?Everyone starts on LinkedIn with a profile. It can be as simple as your name. But thereare four reasons why you want your profile to be “beefy”:1. Your Profile is an opportunity to tell your story – The depth and breadth of your experience Your professional recommendations Your certifications and educational experience Your brand – positioning as expert in your field and best choice for job2. Every word in your profile is keyword searchable – Beefy profiles increase your chances of being found, users rely on keyword searchesto find those with certain types of experience, classifications, and skill setsPage 17
    13. 13. LINKEDIN: BUILDING YOUR PROFILEWhere’s the Beef?3. A beefy profile shows that you are not a dinosaur – You keep abreast of current trends in your profession and social media You embrace technology and change in a positive manner4. Your profile will regularly be compared with those of your competitors –Include a plethora of information, keywords, and details aboutwho you are, what you hope to accomplish, and how you might beable to assist othersSee what your competitors are saying about themselves–awardsthey’ve won, certifications they hold, types of projects they’ve worked on–to jog yourmemory and remind you of similar information you could include in your own profilePage 18
    14. 14. LINKEDIN: BUILDING YOUR PROFILEWhy You Want a 100% Complete Profile LinkedIn’s definition of a 100% Complete Profile: Research shows you will be  Name and Position……………………..25% 40 times more effective on  Picture………………………………………….5% LinkedIn if you have  Summary………………………………………5% a fully completed profile.  Specialties…………………………………….5% Failing to complete your  Education……………………………………15% profile is like playing golf  Past Job #1………………………………….15% with a bag full of putters.  Past Job #2………………………………….15% Use all the tools that  Recommendation #1…………………….5% LinkedIn offers!  Recommendation #2…………………….5%  Recommendation #3…………………….5%Page 19
    15. 15. LINKEDIN: BUILDING YOUR PROFILE The Personal Identification Box – Your “15-Second Introduction”Identifies your key information: Your Name Your Headline Your Photograph Your Location Your IndustryThis key info travels with you, and isdisplayed whenever you participatein discussions with Groups, Answers,or are connecting with new people Page 20
    16. 16. LINKEDIN: BUILDING YOUR PROFILE The Personal Identification Box – Your “15-Second Introduction” Your PhotographExtremely important to includeprofessional-looking headshotPeople remember faces easier thannamesSmile, wear business attireMaintain a good representation ofyourself Page 22
    17. 17. LINKEDIN: BUILDING YOUR PROFILE The Personal Identification Box – Your “15-Second Introduction” Your HeadlineBasic: The company you work for andposition you holdHeadline field can contain 120characters, so use themBetter: Clearly express what you do andhow you can helpLinkedIn’s search ranking gives extraweight to words in headline Page 23
    18. 18. LINKEDIN: BUILDING YOUR PROFILE The Personal Identification Box – Your “15-Second Introduction” Your Location and IndustryLinkedIn assigns the region based onprovided ZIP codeIndustry categories offered by LinkedInare not very specific in some cases, butthey are adding more all the time, socheck often if your specific industry isnot on the current list Page 24
    19. 19. LINKEDIN: BUILDING YOUR PROFILE The Summary Section – Your “60-Second Commercial”The Heart of Your ProfileThink of this section as your cover letter –a short time to grab the reader’s attentionCan contain up to 2,000 characters – useevery one!List quantifiable accomplishmentsUse keywords of your profession andspecialtiesKeyword searches give extra weight toSummary content Page 25
    20. 20. LINKEDIN: BUILDING YOUR PROFILE The Experience Section – The “Meat and Potatoes”Resembles the traditional resumeInformation from this section is alsosummarized in the top box – to edit info in topbox, must go to the Experience section belowInclude volunteer activitiesDescribe in detail with relevant keywords – theposition you held, what you accomplished,what unique experience you gainedHighlight present expertise, as well asspecialties relating to previous positions –combination of keywords will increase yourchances of being found Page 26
    21. 21. LINKEDIN: BUILDING YOUR PROFILE The Skills Section – “Words are Key”Another chance to be foundNew Skills “search page” provides new ways toenhance your profile and be found throughkeywordsExample: Skill search for “Public Relations”Skills search page results: Description of PR skills & Professionals withPR skills Relative growth of PR skills & Related skillsthat you may be able to include in your profile Companies in the PR industry, PR Groups & PRJobs Page 27
    22. 22. LINKEDIN: MAKING CONNECTIONS How to Build Your NetworkYou can go to the Add Connections menuProvide Email Password and LinkedIn willsearch your email contact list for newconnectionsCheck boxes next to those you want toadd as ConnectionsThis will send a mass, generic LinkedIninvitation to connectBest method is to add connections individuallyand personalize each invitation for betteracceptance Page 28
    23. 23. LINKEDIN: MAKING CONNECTIONS How to Build Your NetworkBest Method:Send personalized invitations to connectWhen you log in, LinkedInsuggests people to connectwith based on companiesyou’ve worked for and theGroups you’ve joined. Click on the name of the person you want to invite, and find their Connect link Be sure to personalize the message so that the person knows who you are and why you want to connect. Make it easy for them to accept! Page 29
    24. 24. LINKEDIN: JOINING GROUPS The Value of GroupsJoining LinkedIn Groups allows you toshare in professional conversationsabout your industry or areas of interestLinkedIn allows you to join as many as 50groupsThe more groups you join, the more membersyou will have access toAs long as the group is relevant to yourinterests, go for ones with largermemberships Page 30
    25. 25. LINKEDIN: JOINING GROUPSThe Value of GroupsJoining a group is also a wonderfulway to reach out to executives andhiring managers who are notconnected to your LinkedIn networkOnce you join the same group as theperson you want to meet, you areable to send them a LinkedInmessage free of chargeLinkedIn ROI correlates directly withuser engagement!Page 31
    26. 26. LINKEDIN Remember…To make the most of your LinkedIn account!Complete your LinkedIn Profile to 100%Personalize your Public Profile URL, and use it on your resume, business cards, and email signaturesList quantifiable accomplishments, skill sets, key words, and common misspellings of your nameBuild your LinkedIn network by sending personalized, rather than generic, invitations to connectAsk for LinkedIn recommendations from managers, co-workers, and clientsJoin Groups that are relevant to your industry and get engaged!Log in and use your LinkedIn account every day! Page 32
    27. 27. ONE LAST THING… RAISE YOURIF YOU HAVE A SMART PHONE HAND
    28. 28. QUESTIONSI KNOW YOU HAVE ONE
    29. 29. STAY IN TOUCHSOCIAL DIRECT• www.facebook.com/TimUncork Cell: 916.390.0537 ed Email: Tim@insightpr.net• @TimUncorked | @10DollarWino• www.linkedin.com/in/TimUncorWEB ked RADIO• www.GolfandGrapeGuys.com • The Golf & Grape Guys Radio• www.10dollarWino.com Show on KFBK 1520am & 92.5fm Every Sunday From• www.insightpr.net 1pm – 2pm
    30. 30. THANKSHAVE A GREAT NIGHT

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