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Making the Most of LinkedIn


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You may be on, but have you taken advantage of all it has to offer? LinkedIn can help with reputation management, branding, lead generation, search engine optimization and networking IF you are an active participant. This workshop will show you how to create personal and company profiles that works, mine LinkedIn for prospects, become a "voice of authority" in your field, and more. Perhaps best of all, you will learn how to work your profile and network for less than 15 minutes a day.

Published in: Social Media

Making the Most of LinkedIn

  1. 1. Making the Most of Share your voice of authority Judy Parisella e:
  2. 2. Stuff We‟ll Cover         What is LinkedIn By the Numbers Debunking the LinkedIn Myths What you can do with LinkedIn LinkedIn vs. Facebook vs. Twitter LinkedIn From the Top Your LinkedIn Objectives Mine through LinkedIn  Passive and Active Approach  Creating a Company Profile Page 3/3/2014 2
  3. 3. LinkedIn is…. … the world's largest professional network with 277 million strong Connect. Find. Be found.  Build your professional identity online and stay in touch with colleagues and classmates. Build and engage with your professional network.  Discover professional opportunities, business deals, and new ventures. Learn and share.  Access knowledge, insights, and opportunities. INFORM, EDUCATE, ENTERTAIN, ENGAGE 3/3/2014 3
  4. 4. LinkedIn by the Numbers 277 Million Members Includes members from ALL Fortune 500 Companies Over 6 billion professionally-oriented searches in 2013 73 of the Fortune 100 hired through LinkedIn 22nd Most Visited Site in 2013 3 million company Business Pages 41% of all LinkedIn traffic is via a mobile device 2 NEW Users every second 200 conversations occur PER MINUTE in LinkedIn Groups 2.1 million GROUPS As of February 2013 LinkedIn Replaced Facebook as the TOP SOCIAL TOOL for „Fastest Growing Private Businesses‟ 70 Amazing LinkedIn Stats – DMR/Craig Smith 2/9/14 3/3/2014 4
  5. 5. Debunking the Four Great LinkedIn Myths Myth #1: "I don't need to be on LinkedIn. I'm not looking for a job.“ Understandably pigeonholed with current emphasis on career development The Debunking: Vital to business development and advancing a business’ commercial program. AND popular opinion states, „that if you are not represented (well) on LinkedIn, then you are not for real in business. ‘ Myth #2: "If I post an update, or make changes to my LinkedIn profile, then everyone in my network will see it.“ The Debunking: LinkedIn networks have grown to a point where updates have fleeting relevance. 3/3/2014 5
  6. 6. Debunking the Four Great LinkedIn Myths ... continued Myth #3: "If my LinkedIn connections are visible, then my competitors will steal business from me." The Debunking: Your LinkedIn network is an essential element of your brand. Revealing that to others lays a foundation of trust; promotes relationship building and invites business opportunities. „You are judged by the company you keep‟ Myth #2: "You have to be a techie to be successful in using LinkedIn." The Debunking: There is a learning curve, but LinkedIn is a highly intuitive platform. With practice comes agility. With agility comes success. Source: THE LINKEDIN CATALYST: The Neuroscience of LinkedIn – JD Gershbein 6 3/3/2014
  7. 7. Another LinkedIn Myth.. “If you build it they will come.” NOT TRUE! Your level of participation determines your activity. No Activity – NO ACTIVITY Know Activity – KNOW ACTIVITY 3/3/2014 7
  8. 8. With LinkedIn… You can… Build online referrals Find Business Partners, Clients and Service Providers – mine lists created by YOU Increase traffic to your website Recruit Generate Leads Access expert advice Search Engine Optimization Attract like minded individuals Expand your business network Advertise Participate in and create your own GROUPS 3/3/2014 8
  9. 9. LinkedIn vs. Facebook vs. twitter LinkedIn Facebook twitter Target Audience for business EASY - User selects GROUPS to participate in CHALLENGING - User selects companies to LIKE, but not always permitted to post content CHALLENGING - User can select who to follow, but sharing content with participants is fleeting Strength Exclusively Professional information Citical Mass - Keeping up with family and friends Brevity and 3rd party content tracking Weakness Conections are blurred - too Segmenting - lists are many L.I.O.N.S. clunky Analytics Robust and immediate Easy within network, groups Ease of Engagement and companies Easy through insights Brevity and potential overload Overall traffic metrics can be difficult to compile unless leveraging a 3rd tool Easy to be expressive Extremely easy to comment on ALL content Privacy mechanisms constantly changing Limited settings Privacy Fully integrated and completley self managed Following Content Can follow specific posts No elegant way to and associated comments acomplish but its not twitter Environment Advertising is respectful Advertising encroaches on personal feeds Preferred platform to tack and participate in conversations Paid tweets rank at top of feeds but not throughout 3/3/2014 9
  10. 10. From the TOP Judy Parisella e: 3/3/2014 10
  11. 11. LinkedIn Objectives Build a KEYWORD RICH profile Reach and maintain ALL STAR profile strength Become a Marketable Brand Be active in LinkedIn WEEKLY (at minimum)  Work it 3/3/2014 11
  12. 12. Gaze Tracking Study In 2012 Ladders commissioned ground-breaking research* on how recruiters scan resumes:  Where they look  What they look for  And how long they review Findings: they spend SIX Seconds reviewing a resume By all indications the numbers are similar on LinkedIn whether a recruiter or vetting for business engagement Our work experience is worth a mere SIX SECONDS? #SuckIt 3/3/2014 12
  13. 13. LinkedIn Profile Strength–MATTERS “Users with „All-Star‟ profile strength are 40 times more likely to receive opportunities through LinkedIn.” -LinkedIn Users Robust „keyword rich‟ headline A current position with description Two more positions Education At least 5 skills Include Media Profile photo At least 50 connections Keyword rich summary Beginner Intermediate Expert The Profile Strength meter is on the right side of your profile and gauges how robust your profile is. 3/3/2014 13
  14. 14. Let‟s Take it From the TOP I urge you to find out what Google says about you first. “Don‟t need no surprises!” 1. 2. 3. 4. 5. 6. 7. Professional Title PURL Contact Info Summary Experience Skills & Endorsements Volunteer Experience & Causes 8. Education 9. Additional Info 10. Groups 11. Follows 3/3/2014 14
  15. 15. Header 1. Professional Title 1 – approx. 40 characters Example: Experienced Transportation Executive, Web Designer and Information Architect, Visionary Entrepreneur and Investor 2. PURL 3 3. Contact Info a) 2 Include other SMS, websites, e mail etc. 3/3/2014 15
  16. 16. Summary Summary First person It reflects the culmination of all you have to offer TODAY • Include METRICS • Add a video, image, document, presentation… Not sure which keywords to use, do your own search. 3/3/2014 16
  17. 17. Summary – Keyword search 3/3/2014 17
  18. 18. Summary – Keyword search Find a JOB DESCRIPTION that fits your skill set, copy the DESCRIPTION and RESPONSIBILITIES 3/3/2014 18
  19. 19. Summary – Keyword search Go to and create a word cloud The larger the word, the MORE focus weight it has. This is a KEYWORD or KEYWORD PHRASE 3/3/2014 19
  20. 20. Experience Include Accomplishment Statements, metrics where possible  Add files Duties Accomplishment Statement Responsible for the startup of a manufacturing facility. Led the planning, design, an construction of a multipurpose manufacturing facility in Japan. Improved product quality and delivery time for local customers. Responsible for sales in Northeast region. Manage a team of three account executives and two inside sales representatives. Produced $6M in new revenue in less than 12 months. 3/3/2014 20
  21. 21. Skills & Endorsements You need to add at least 5 Your network will eventually do the rest. 3/3/2014 21
  22. 22. Skills & Endorsements Add, edit or delete HIDE if required as dictated by your firm or industry 3/3/2014 22
  23. 23. Volunteer Experience & Causes NEW! Check Out The LinkedIn Volunteer Marketplace: Connecting Professionals to Nonprofit Volunteer Opportunities LinkedIn for Volunteers 3/3/2014 23
  24. 24. Education Be precise in your dates/years 3/3/2014 24
  25. 25. Additional Info Use your best judgment regarding what you share here 3/3/2014 25
  26. 26. Groups Select Groups that MATTER to your profile Manage your Groups through your ‘Privacy & ‘Settings’ function 3/3/2014 26
  27. 27. Mine through LinkedIn Judy Parisella e: 3/3/2014 27
  28. 28. Passive Approach Find out who has already found you If intrigued, reach out to them. Free account will only see latest 5 viewers Ask me about a 63% increase in profile views. 3/3/2014 28
  29. 29. Passive Approach Business owners should reach out to the people following their company. 3/3/2014 29
  30. 30. Passive Approach Go to one of your Groups and start or comment on a discussion. Share an article. Add an event… 3/3/2014 30
  31. 31. ACTIVE Mining on LinkedIn – Deep dive into network Upgrade to a Premium Account 3/3/2014 31
  32. 32. ACTIVE Mining on LinkedIn– Advance Search – Vetting Prospects Target      GEO Keywords Company Size Industry Etc…… 3/3/2014 3/3/2014 32
  33. 33. ACTIVE Mining on LinkedIn– Advance Search – Vetting Prospects Create a prospect list: Go to People in the search box an click on ADVANCED 33 3/3/2014
  34. 34. ACTIVE Mining on LinkedIn – Create a Prospect Tool View actual spread sheet 3/3/2014 34
  35. 35. Create a Company Profile Page Judy Parisella e: 3/3/2014 35
  36. 36. Business Owner ? Then add your Company Profile Prequalifies for adding a company profile  You must have a personal LinkedIn profile set up with your true first and last name.  Your profile strength must be listed as Intermediate or All Star.  You must have several connections on your profile.  You're a current company employee and your position is listed in the Experience section on your profile.  You have a company email address (e.g. added and confirmed on your LinkedIn account.  Your company's email domain is unique to the company. Note: A domain cannot be used more than once to create a Company Page. Because domains like, or similar generic email services are not unique to one company, those domains cannot be used to create a Company Page. You might consider creating a group if your company doesn't have a unique email domain. Drives traffic to your website | Assist in company SEO 3/3/2014 36
  37. 37. Judy Parisella e: 978.491.7444 3/3/2014 37