This document provides guidance on using LinkedIn for business development purposes. It discusses connecting with first, second, and third degree connections; searching for and connecting with prospects; engaging with connections by commenting on and sharing content; using groups to engage your network; and tips for using social media safely and ethically for business development. The overall message is that LinkedIn can be leveraged to stay top of mind with your network and find new opportunities if used strategically and in accordance with privacy and ethics guidelines.

1.  2018 Best Best & Krieger LLP
Best Best & Krieger
LinkedIn: Business Development
Alyssa Selogie
2018
Company/BestBestKrieger
@BBKlaw

2. Business Development Cycle
connections

3. Contacts
Who am I
connected to?
connections

4. Who am I connected to?
1st Degree Connection
A contact you’re directly connected to because you accepted
an invitation from them or they’ve accepted your invitation.
2nd Degree Connection
People who are connected to your 1st degree connections.
3rd Degree Connection
People who are connected to your 2nd degree connections.
connections

5. How do I contact them?
1st Degree Connection
A contact you’re directly connected to because you
accepted an invitation from them or they’ve accepted
your invitation.
Send them a message.
connections

6. How do I contact them?
2nd Degree Connection
People who are connected to your 1st degree
connections.
Send them an invitation by clicking “Connect” on their
profile page, or send them an InMail.
InMail is only available with LinkedIn Premium (paid)
accounts & is limited based on your subscription.
connections

7. How do I contact them?
3rd Degree Connection
People who are connected to your 2nd degree
connections.
• If their full first and last names are displayed, you can
send them an invitation by clicking “Connect”.
• If only the first letter of their last name is displayed,
clicking “Connect” isn’t an option but you can contact
them though InMail.
connections

8. Contacts vs. Connections
Contacts are people &
email addresses that
LinkedIn has pulled in
from your personal or
professional email
accounts if you ever
provided your
password and access
to these accounts.
Connections are
anyone who has
accepted your invitation
to connect or you’ve
accepted theirs.It is not recommended
to give LinkedIn access
to your email accounts
or contacts.
connections

9. Connections
Are you connected
to the right
people?connections

10. Are you connected to the
right people?
• Colleagues at BB&K
• Clients (past & present)
• Members of alumni association(s)
• Past colleagues
• Members of groups/clubs/associations
• Influencers in your industry
• Prospective clients
connections

11. How do I find the right people?
Use search bar at the top to search for contact name
1
1
2 Use filters to filter search results by location, company, etc.
2
connections

12. How do I search for prospects?
Use search bar to
search for people,
select filters based
on your target
audience
1
2 Hit “Apply” to view
search results
1
2
connections

13. How do I search for prospects?
Add connections
that fit into your
target audience.
Pay attention to
shared
connections.
connections

14. Contacts
How should you
connect with your
contacts?connections

15. How should you connect
with your connections?
• Invitations
• LinkedIn milestone notifications
• Comment on content they’ve shared
• Send them a message about content they’ve
shared
• Send them a message about content you’ve
shared
connections

16. Invitations
Limited to 300
characters
Great to meet you at ACWA, are
you free for lunch next week?
Glad Bob introduced
us. Looking forward
to learning more
about water rights.
Your piece on
PublicCEO was spot
on, do you think that
will have a long term
effect on the city?
connections

17. Milestone Notifications
Instead of the default
message, choose to
personalize it –
perhaps try “Wow,
Kristie, I can’t believe
it’s been 5 years
already. Are you free
for lunch soon?”
connections

18. Engage with your connections
Scroll through your feed
and comment or “like”
any content you are
interested in, is relevant
to your field, or was
posted by someone
you’re interested in
developing a stronger
relationship with.
connections

19. Business Development Cycle
connections

20. Content
What should I
post?

21. What should I post?
• Original content
• Legal Alerts, Authored Articles, blog posts
• Content by or shared by connections
• Relevant news articles or industry publications
Do not post:
• Personal
• Political (unless professionally related)
• Cartoons or jokes

22. Sharing content

23. Sharing content via link
Paste link you
want to share.
After link preview
(below) populates
you can erase the
URL & write your
own note
Link preview is
automatically
generated once
you paste link &
cannot be
changed.

24. Sharing content via link
Always include a
note letting your
contacts know
why you’re
sharing this
content.

25. Sharing content via link
Tag the author of
the content.

26. Sharing content via link
Share a quote
from the content.

27. Sharing content via link
Ask a question to
encourage
engagement.

28. Sharing content via link
Recommended!

29. Sharing content from others
Share with
description as you
would original
content.

30. Sharing content from others
Share to feed or
send as a
message.

31. Why post content?
Almost 4,000 visits to bbklaw.com
in 2017 came directly from social
media.
Sharing your content reminds your
contacts what you do and keeps
you top of mind.

32. Did you know?
More than one-third of
respondents said casual
conversation on LinkedIn
Messaging has led to
new business
opportunities.
* According to a LinkedIn global survey
released in June 2017.

33. Share content in groups
Click at the top of
a group page to
share content via
link.

34. Share content in groups
Paste link to
content, delete
after link
preview appears
& replace with
your own
message.
Put in title of content
or message of your
choosing.

35. Engage with your content
Respond back to any
comments or
questions you receive
on anything you post.

36. Business Development Cycle
connections

37. Groups
How do I use
LinkedIn Groups?

38. Which groups should I join?
• Best Best & Krieger LLP Alumni
• Alumni association(s)
• Other groups/clubs/associations
• Industry related
• City/municipality related

39. Which groups should I join?
Search for known
organizations or industry
topics
You might need to “see all results” if
you can’t find what you’re looking for.

40. Which groups should I join?
View search results
by “Groups”.
Groups are in no
particular order so
scroll down for
most relevant
groups.

41. How do I find my groups?
Select “Work” drop down
1
2
1
2 Choose “Groups”

42. Engage with your groups
Scroll through your
group’s feed and
comment or “like” any
content you are
interested in, is relevant
to your field, or was
posted by someone
you’re interested in
developing a stronger
relationship with.
Don’t forget, you’re part
of the community!

43. Business Development Cycle
Repeat
often!
connections

44. Let’s Talk About Social Media
• Do not be afraid
• BB&K Social Media Guidelines
• Marketing Department Resources
• Common Sense
• You can be a “people” person online and
in person
• Be great to more people at once
• Leverage your knowledge and
personality

45. Let’s Talk About Social Media
• Privacy concerns
• Business of lawyering based on
relationships
• You choose what you share
• You choose your privacy settings

46. Let’s Talk About Social Media
• Ethics
• State Bar of California lawyer advertising
rules apply to social media posts
(California Ethics Opinion No. 2012-186)
• Do not disclose privileged or confidential
information
• Do not inadvertently create attorney-
client relationships
• More information:
https://www.americanbar.org/publications/blt
/2014/01/03_harvey.html

47.  2017 Best Best & Krieger LLP
Best Best & Krieger
 2017 Best Best & Krieger LLP
Alyssa Selogie
Best Best & Krieger LLP
Office: Los Angeles
Phone: (213) 787-2578
Email: alyssa.selogie@bbklaw.com
www.bbklaw.com