Presentation given at the Greater Phoenix Chamber of Commerce on how to best utilize your LinkedIn profile for B2B business

1. Maximize Your LinkedIn
Connections
November 15, 2011
Greater Phoenix Chamber of Commerce
Donovan Ray Hardenbrook
The Alternative Board Valley of the Sun
Leap Innovation LLC
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2. Our Goal Today!
• Make the business case for social
media and LinkedIn
• Show how to complete your LinkedIn
profile
• Share ideas on how to use LinkedIn to
market your company
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3. Donovan Ray Hardenbrook
• Leap Innovation LLC & The Alternative Board Valley of the Sun
• Global Business Bank board member
• John Maxwell Team Certified Speaker, Teacher and Coach
• The Alternative Board Certified Facilitator and Coach
• 28+ years of experience in engineering, manufacturing, quality
and product development
– Intel Corporation, Salt River Project, Orbital Sciences and Sandia
National Labs
• Product Development Subject Matter Expert
• RAB-Certified Quality Management Systems Auditor
• Executive MBA from University of Arizona
• MS and BS Electrical Engineering degrees from NMSU
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4. My Mission
Grow business leaders in our community
through business advisory boards and leadership
coaching
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5. The Alternative Board
Peer Advisory Private Coaching
Board Meetings Sessions
Four hours a month with 9 other A certified coach who helps you
non-competing business owners prioritize and think strategically
Practical, candid, and objective Works with you to plan the
advice and ideas regarding your execution of your strategies
plans and challenges
An opportunity to work on your Assists in board meeting
business without distractions preparation
An expert resource to discuss
An accountability team that new business challenges and
wants to see you succeed issues
Focus, Alignment, and Accountability!
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6. Business Owner’s Strategic Advantage
Learning Leverage Benefits
Perspective
Business Clarity
Diagnostics
Monthly TAB Improved
Strategic Planning Decision Making
Peer Board
Meetings Mutual
Behavioral Accountability
Assessments
Private Advice & Ideas
Business
Networking
Coaching Increased Sales
Business
Sessions Increased
Education Profitability
Personal Growth
6
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7. Why Social Media?
• Nearly 800 million active users on Facebook*
– 3rd largest country
– ~200 million users in the USA*
• 175 million users on Twitter (April 2011)
• 96% of the Millennials have joined a social
network
• 80% of companies use social media for
recruitment
* Source https://www.facebook.com/press/info.php?statistics
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8. Why Use ?
• 135+ million users as of November 2011
– 60 million users in North America
– 18.8 million business decision makers
– 4.6 Small & Medium Business Professionals
• 3 out of 4 members use LinkedIn for everything
business
• 64% agree that LinkedIn helps develop new
relationships and grow new business
SOURCE: http://marketing.linkedin.com/audience/
LinkedIn is a better platform for professional social networking
than Facebook
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10. Plan Your Trip
• Destination?
– Sales
– Marketing
– Customer Relationship Management (CRM)
– Thought leadership
• Method of Transportation?
– Social Media
– Face to Face
– Blend of both
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11. Pre-Flight Checklist
 Attractive website
o Company
o Products/Services
o Social media elements
Strategic and integrated marketing plan
o Market segmentation
THINK STRATEGIC
o Brand differentiation
o Marketing communications
Good on-line reputation
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14. Your Flight Plan!
1. Complete your profile 100%
2. Import contacts
3. Create company page
4. Search Engine Optimization (SEO)
5. Groups
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15. TIPS:
• Be consistent with website
• High quality headshot
• Keywords in descriptions are
important
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16. 1. 100% Complete Criteria
Business/Work Experience
Education
TIPS:
Picture • Use keywords in your
descriptions
Summary • Use industry terminology
• Spell check!
Specialties
Three (3) Recommendations
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17. TIPS:
• Summary should be
consistent with CV / Bio
• Use keywords relevant to
your target market and
industry
• Use industry terms NOT
your company specific
terms
• Don’t use acronyms unless
they are commonly
understood
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18. TIPS:
• You can approve
recommendations before
they’re posted
• A recommendation for
recent work is ideal
• Don’t post too many from
one customer
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19. LinkedIn is Part of Your On-line:
• Brand image
• Reputation
• Relationship tool
• Communication tool
…Manage it carefully!!
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20. 2. Import Contacts
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21. Connect with Business Contacts
TIPS:
• Invite contacts
already on
LinkedIn
• Focus on quality
NOT quantity!
• Those with a lot
of connections
are good!
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22. On-line Etiquette
• Similar to conventional networking
• 3rd degree connections max
• Do you know the person?
– Referral
– No invites from strangers
• Use InMail if appropriate
– LinkedIn Premium accounts allows more InMails but
cost $24.95-$99.95/month
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23. 3. Create a Company Page
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24. Company Page: Products & Services
TIPS:
• Create products and
services page
• Create links to your
website
• Add embedded
YouTube videos
• Post jobs (paid service)
• View Analytics
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25. 4. Search Engine Optimization (SEO)
• Keywords
• Company
• Industry
TIPS:
• Expertise • Find people & groups in
target companies
• Geography • Get introduced through your
network
• Must be 3 degrees or less
• Also useful for SEO rankings
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26. Keywords
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27. Use Keywords in Profile
TIPS:
• Optimize for key words used
in the industry or profession
• Keywords in Headline
• Keywords in summary
• Keywords in work history
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28. 5. Participate in LinkedIn Groups
• Areas of expertise
TIPS:
• Professional organizations • Pay it forward
• Follow up with members
• Industry associations privately
• Target companies • Only pick relevant groups
• Never solicit!
• Past company groups • DON’T SPAM!!!
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29. Group Page
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30. Why Create a LinkedIn Group?
• Subject Matter Expert TIPS:
• Determine if there is
• Thought leadership already a group like the one
• Interactive forum for you have in mind
• Invite clients, customers,
like-minded people prospects
• Be inclusive not exclusive
• Build relationships with • Avoid selling
customers & prospects • Keep the Three C’s in mind
• Content
• Moderate discussions • Connection
• Control (loose not tight)
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31. LinkedIn Groups
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32. “Feel Free to Move About the Cabin”
• Recommendations • Answers Section
• Set company alerts – Post questions
• Market research – Answer questions
– Advanced Answer
• Advertise
Search
• Track your profile &
• Post jobs
others
• Get introduced via
• Lead Generation
InMail
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33. Key Takeaways
1. Think relationships not transactions
2. Know your objective and be intentional
3. Manage your on-line brand
4. 100% Complete Personal Profile
5. SEO optimization on key words
6. Participate in relevant groups
7. Commit to nurturing your network
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34. SPECIAL OFFER to Business Owners
FREE One Hour Business Assessment
– Find out about your business
– Identify your key business challenges
– Determine if I can help you
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35. Happy Landings!
don@leapinnovation.com
(480) 264-9009
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36. Useful LinkedIn Resources
• www.linkedin.com
• http://marketing.linkedin.com/audience/
• Linked Strategies Group
• 30-Minute Social Media Marketing, Susan
Gunelius, $17 U.S (amazon.com)
• Valley of the Sun Business Owners Networking
Group
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