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Everything You Wanted to Know About LinkedIn, but Were Too Embarrassed to Ask

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If you’re reading this, you no doubt have a LinkedIn profile. What you may not have is a comprehensive understanding of LinkedIn’s hidden powers — how it can transform your online presence from an afterthought into a model of thought leadership.

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Everything You Wanted to Know About LinkedIn, but Were Too Embarrassed to Ask

  1. 1. SlideShare 2012 Lynda.com 2015 Microsoft 2016
  2. 2. What we’ll discuss today 1. Objections 2. Sweet spots 3. Sections 4. Linking in 5. Bonus
  3. 3. Part 1 Objections
  4. 4. OBJECTION LinkedIn is useful only when I’m looking for a job. REALITY If you’re using LinkedIn only when you need a job, you could be letting your dream job pass you by.
  5. 5. “A friend wrote recently to thank me for helping his career. Not having done a damn thing, as far as I could tell, to advance this fellow’s professional life, I was pleased to know he was referring to my insistence that he spruce up his profile on LinkedIn, whether or not he wanted to find a new job. As it turns out, a new job found him when a recruiter viewed his profile on LinkedIn.” —Adam Lashinsky
  6. 6. Objection I have a profile, but it hasn’t done much for me lately. Reality You get out what you put in.
  7. 7. Link in with someone ▲20% Write a summary ▲15% Add a skill ▲15% Join a group ▲10% Post an update ▲5%
  8. 8. http://www.linkedin.com/sales/ssi
  9. 9. http://www.linkedin.com/sales/ssi
  10. 10. http://www.linkedin.com/sales/ssi
  11. 11. Part 2 Sweet spots
  12. 12. Brand yourself.
  13. 13. “Don’t ruin great messaging and positive interactions with an outdated or sparse profile.” —Emma Snider
  14. 14. Research people.
  15. 15. Stay in touch with people.
  16. 16. EMAIL It was great to meet at the career fair last night at Georgetown. I don’t remember what we discussed — or, truth be told, who you are — but I ended up with your business card, so I thought I’d send you an email. Let’s stay in touch! LINKEDIN Great to meet at the career fair last night at Georgetown. I didn’t realize you also went to UMD (go Terps!). Small world. Let’s stay in touch.
  17. 17. The 2.0 Way to Follow-up: It’s Called “Social Networking” for a Reason THE JONATHAN RICK GROUP
  18. 18. Sections Part 3
  19. 19. Part 3.1 Sections Groups
  20. 20. Part 3.2 Sections Companypage
  21. 21. Part 3.3 Sections Newsfeed
  22. 22. What content should you share on LinkedIn?
  23. 23. EVERYONE THINKS OF THEMSELVES THIS WAY I’m one of the best marketers in my field. SAVVY MARKETERS BRAND THEM- SELVES THIS WAY When it comes to free-market think tanks, I’m one of the best marketers in Washington, D.C.
  24. 24. Part 3.4 Sections Yourprofile
  25. 25. Part 3.4 Sections Yourprofile URL
  26. 26. EVERYONEELSE http://linkedin.com/profile/ view?id=6891050 YOU http://linkedin.com/in/jrick
  27. 27. LINKEDIN linkedin.com/in/jrick ELSEWHERE twitter.com/jrick facebook.com/jrick slideshare.net/jrick
  28. 28. Part 3.4 Sections Yourprofile Headshot
  29. 29. A bit blurry.
  30. 30. A bit busy.
  31. 31. Why’s your head cut off?
  32. 32. No selfies, please.
  33. 33. Step into the sunlight, willya?
  34. 34. But avoid so much sun that it makes you squint.
  35. 35. The camera doesn’t bite.
  36. 36. Ease up on the filter.
  37. 37. 19 Reasons Your Headshot May Be an Epic Fail MARKETING PROFS
  38. 38. Part 3.4 Sections Yourprofile Titles
  39. 39. This #1 way to distinguish your profile.
  40. 40. “There’s no rule on LinkedIn that says you have to meekly list your job title in your headline and that’s it. Grab attention: let peopleknow how they’ll benefit when they work with you.” —Alaura Weaver
  41. 41. JOB TITLE Managing Partner, The Whitney Group CAREERTITLE I help trade associations raise money from small-business owners.
  42. 42. JOB TITLE Branch Manager, TD Ameritrade CAREERTITLE Fired up about helping investors find the right tools, resources and solutions that give them the confidence they need!
  43. 43. SENTENCE I help PR agencies boost revenue, profits, and market share dramatically. I build and grow the world’s top public-affairs firms. FRAGMENT Trusted Communications Counselor to the C Suite Proven leader of Washington, DC’s top communications, government, and public affairs firms
  44. 44. GENERAL I’m a change agent who rolls up her sleeves to get things done. I build and empower teams that specialize in delighting customers. SPECIFIC I know how to get your customers to love food as much as I do. I help restaurants and retailers cultivate customer loyalty.
  45. 45. EXERCISE Write five career titles for yourself.
  46. 46. Part 3.4 Sections Yourprofile Experience
  47. 47. The #1 way to dazzle a recruiter.
  48. 48. RESPONSIBILITY Coordinated press releases. ACCOMPLISHMENT Coordinated 8 artist press releases that contributed to an increase in annual sales by 14%
  49. 49. RESPONSIBILITY Maintained a mailing list of customers. ACCOMPLISHMENT Managed a mailing list of 12,000 customers, the art center’s largest ever.
  50. 50. RESPONSIBILITY Designed pamphlets. ACCOMPLISHMENT Designed pamphlets that won over a difficult client.
  51. 51. How to transform your responsibilities into accomplishments.
  52. 52. ✓ increase the number of subscriptions, downloads, conversions, members, users, prospects? ✓ generate repeat business? ✓ close more lucrative clients? ✓ implement a faster sales cycle? ✓ shrink the online checkout process from 3 pages to 1, thus tripling conversions? If you’re in sales, did you
  53. 53. ✓ deliver projects consistently on time, on budget, and within scope? ✓ develop templates for repeat forms, thus making the kick-off process for new clients more efficient? ✓ reduce the number of complaints, escalations, or support calls? If you’re in operations, did you
  54. 54. ✓ lead annual internal workshops to sharpen writing skills across the division? ✓ mentor junior staff to assume larger responsibilities? ✓ invest $5,000 to create an on-site test facility, thus saving $17,000/year? ✓ bring a $10,000/month contract in-house? If you’re in management, did you
  55. 55. One weird trick to make your internships newly relevant.
  56. 56. Seriously: I sold phone-book ads. Right when smartphones came out. In the Detroit area. The joke just writes itself. What does phone-book advertising sales have to do with my current copywriting calling? Only everything. As a salesman, I hit the streets and talked every day with small- business owners about their passions, dreams, and challenges. I learned that the best small-biz owners have (1) a deep appreciation for the power of marketing and (2) a heightened BS detector. I learned how to shut up and listen, how to unearth hidden emotional pains and triggers, how to have authentic conversations, and how to convince people to buy with their hearts. This B2B knowledge now informs every copywriting task I take on.
  57. 57. Part 3.4 Sections Yourprofile Formatting
  58. 58. MOST PEOPLE • Managed $100K in ads for two Commerce Department conferences, tripling the number of attendees • Grew the S&T email list by 225%, e-newsletter click- through rate by 75%, and website traffic by 50% • Led must-win new-business proposals, winning contracts worth up to $6.5M YOU • Managed $100K in ads for two Commerce Department conferences, tripling the number of attendees • Grew the S&T email list by 225%, e-newsletter click-through rate by 75%, and website traffic by 50% • Led must-win new-business proposals, winning contracts worth up to $6.5M
  59. 59. YOU • Managed $100K in ads for two Commerce Department conferences, tripling the number of attendees • Grew the S&T email list by 225%, e-newsletter click- through rate by 75%, and website traffic by 50% • Led must-win new business proposals, winning contracts worth up to $6.5M THAT OTHER GUY ✓ Managed $100K in ads for two Commerce Department conferences, tripling the number of attendees ✓ Grew the S&T email list by 225%, e-newsletter click- through rate by 75%, and website traffic by 50% ✓ Led must-win new business proposals, winning contracts worth up to $6.5M
  60. 60. Part 3.4 Sections Yourprofile Promotions
  61. 61. Senior Vice President Washington Writers 2011 – Present Began as a senior director, and earned promotions to executive director, vice president, and, now, senior vice president. Oversee a team of 11 ghostwriters and editors (in-house and freelance). Senior Vice President Washington Writers 2011 – Present Oversee a team of 11 ghostwriters and editors (in-house and freelance). Senior Vice President Washington Writers 2017 – Present Oversee a team of 11 ghostwriters and editors (in-house and freelance). Vice President Washington Writers 2013 – 2017 Served as the chief political speechwriter. Executive Director Washington Writers 2011 – 2013 Ghostwrote op-eds for executives and celebrities.
  62. 62. Part 3.4 Sections Yourprofile Summary
  63. 63. creative interactive effective communication skills organizational problem solving extensive experience motivated track record
  64. 64. Gordon Rae Quite possibly the only person on LinkedIn who isn’t a results- oriented team player with excellent interpersonal skills Torquay, United Kingdom | Management Consulting
  65. 65. Part 3.4 Sections Yourprofile Cover photo
  66. 66. Part 3.4 Sections Yourprofile Endorsements
  67. 67. “So, you call yourself a social media expert?” “Uh, yeah — I’ve been doing this stuff for 10 years.” “Then why don’t any of your contacts endorse you for this stuff?”
  68. 68. Part 3.4 Sections Yourprofile Recommendations
  69. 69. “I’m proud to be considered creative and client-focused by my colleagues and clients. My greatest accomplishments are the recommendations, below, which I’ve received from professionals I have had the privilege to work for and with.” —Greg Wilson
  70. 70. From: Gisele Bundchen Subject: Will you recommend me? Hi Jonathan, I’m about to start a job search, and a recommendation from you would help significantly. I’m hoping to highlight my entrepreneurial skills, and would appreciate anything you can write to these ends. A single paragraph is perfectly fine. If you’d prefer, I’m happy to provide a draft for you to edit. Thanks so much for your consideration.
  71. 71. Part 3.4 Sections Yourprofile Multimedia
  72. 72. Part 3.4 Sections Yourprofile Volunteer Experience
  73. 73. Part 3.4 Sections Yourprofile Publications, Certifications, and Projects
  74. 74. Part 3.4 Sections Yourprofile Layout
  75. 75. Linking in Part 4
  76. 76. What do you do after you see that someone’s viewed your profile?
  77. 77. “I noticed you recently viewed my profile. (I swear I’m not stalking you — LinkedIn alerts me whenever this happens. :) What brought you by? Did I post something interesting? Are you looking for communications succor?” —Jonathan Rick
  78. 78. “After you peeked at my profile, I peeked at yours. Our field has so many pretenders, I seldom reach out to other ‘writers.’ But you’re the real deal. I’m impressed how you’ve carved out a niche in writing about security. And I see that you live in York, PA, which is not ‘too’ far from Columbia, MD (where I work).” —Paul Stregevsky
  79. 79. What’s the best way to connect with someone?
  80. 80. The #1 mistake everyone makes on LinkedIn.
  81. 81. “Treat an invitation like a miniature cover letter for a job. Sell me on the idea that we should be connected to each other, whether because of common values or interests, or because you’d like to do business together. In other words, edit the default message.” —Ari Herzog
  82. 82. Want People to Accept Your LinkedIn Requests? Use These 10 Templates THE MUSE
  83. 83. Who should you accept friend requests from?
  84. 84. MOST PEOPLE • Managed $100K in ads for two Commerce Department conferences, tripling the number of attendees • Grew the S&T email list by 225%, e-newsletter click- through rate by 75%, and website traffic by 50% • Led must-win new-business proposals, winning contracts worth up to $6.5M YOU • Managed $100K in ads for two Commerce Department conferences, tripling the number of attendees • Grew the S&T email list by 225%, e-newsletter click-through rate by 75%, and website traffic by 50% • Led must-win new-business proposals, winning contracts worth up to $6.5M
  85. 85. EXCUSE #1 I don’t know this rando. EXCUSE #2 Connecting with him implies that I know or support him. EXCUSE #3 Accepting too many requests diminishes the value of my network.
  86. 86. Who should you send friend requests to?
  87. 87. I see we both went to Hamilton. I’m a graduating senior interested in freelance writing, and would love to connect because you contribute to some of my favorite websites. I’m contacting you because you came up in my “People you may know” feed. I see that we both worked at ACU, and I’m looking to transition back into political consulting. I’d love to get your advice if you ever have a few minutes. I just read the article you wrote for Mashable on making networking less fake and horrible, which is how I’ve always felt about it! I’d like to connect on LinkedIn so I can stay abreast of your work.
  88. 88. Bonus Part 5
  89. 89. Part 5.1 Bonus Websiteredirect
  90. 90. http://yourname.com http://linkedin.com/in/yourname/
  91. 91. Part 5.2 Bonus Salary
  92. 92. http://www.linkedin.com/salary
  93. 93. Part 5.3 Bonus Rapportive
  94. 94. Part 5.4 Bonus Bacn
  95. 95. “If LinkedIn were a person, it would be the guy who looks nice enough, but has a tendency to pelt strangers with business cards at happy hour.” —Katie Rogers
  96. 96. Part 5.5 Bonus Contacting yourcontacts
  97. 97. From: Jonathan Rick Subject: So, we’re connected on LinkedIn. Now what? Have you ever wondered why you’ve been accumulating all those LinkedIn contacts over the years? Here’s one possible reason: so you can check in with them from time to time. A quick refresher about me. I run a social media consultancy in Washington, DC, and teach business writing at the University of Maryland. I also offer a variety of communications workshops that are affordable, fun, and epiphany-engendering. Now it’s your turn. When you get a chance, I’d love to know what’s keeping you busy these days? Any exciting projects slated for the fall? I look forward to hearing from you. In the meantime, stay cool during the relentless humidity.
  98. 98. Part 5.6 Bonus Wantmore?
  99. 99. The Ultimate List of LinkedIn Tips HUBSPOT
  100. 100. The LinkedIn Privacy Settings Most People Don’t Know About FORBES
  101. 101. http://www.linkedin.com/in/jrick

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