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The      Publicity       Gal  PresentsTechTalk: LinkedInOr Left Out
Lisa Horn, CASHello! I’m Lisa Horn, CAS,a.k.a. @ThePublicityGal,and I specialize in PR, contentmarketing & publicity using...
My LinkedIn Statswww.linkedin.com/in/lisakhorn/ Profilein Top 10% viewed  for 2012 Joined February 12, 2009 500+ connec...
What Should You Expect? TechTalk  is a workshop. This means you’ll  be able to try the things we talk about  while we’re ...
Takeaways: What You’ll LearnIn today’s workshop, we will: Identify why LinkedIn is essential for building   your online r...
Feedback: What Do You WantTo Learn?To help me tailor today’s workshop to yourspecific needs: Is there a specific  topic y...
Get Social: Principle 1Bring Back Social―Networking‖Social ―media‖impliesbroadcastinga monologue.Social ―networking‖ impl...
Get Social: Principle 2Stop Advertising; Start EngagingSocial networkingis like a cocktailparty, so getdressed, comeprepar...
Product Or Service PurchasingHabits In A Digital AgeBefore making a consumer purchase, froma book to a new car, what do yo...
LinkedIn: Your ProfessionalPresence OnlineHR managers examine applicants, and jobseekers check out potential employers tod...
LinkedIn: The Business Network
Why LinkedIn? LinkedIn  has 200+ million members in more  than 200 countries and territories. Every second, two new memb...
Why LinkedIn? More  than 2.7 million companies have  LinkedIn Company Pages. More than 1.3 million unique publishers  ac...
Keys To LinkedIn Success1.   Determine Your Goals2.   Building A Complete Profile3.   Making Connections4.   Giving And Re...
Key To Success – DetermineYour GoalsWhy are you on LinkedIn?     To find clients, vendors, partners,      contractors, em...
Key To Success – Building AComplete ProfileUsers with complete profiles are 40 times more likelyto receive opportunities t...
Blueprint: Perfect LinkedIn Profile Source: http://marketingthink.com/social-branding-how-to-create-the-perfect-linkedin-p...
Profile Element:Photo   Don’t: Leave the photo    blank—this sends an unprofessional message.   Do: Have a professional ...
Profile Element:Headline   Don’t: Use the LinkedIn    default of your title and company name. BORING!   Do: Think of thi...
Profile Element: HeadlineExampleDonna Serdula,LinkedIn Makeover LinkedIn Headline Generator: A Guide To  Creating Highly ...
Profile Element:Custom URL &Contact Info Do:  Claim your  custom URL.       Ex: www.linkedin.com/in/lisakhorn/ Don’t: Fo...
Profile Element:Summary Don’t  leave the summary  blank. This area can be  the difference of reading  more about you vs l...
Profile Element: SummaryExampleshttp://www.linkedinsights.com/3-stunningly-good-linkedin-profile-summaries/
Profile Element:Projects—NEW!Use this area to putemphasis on particularaspects of your work thatare not only key different...
Profile Element: Skills &Expertise—New!In less than six months,1 billion endorsementsrepresenting thousandsof skills have ...
Profile Element:Experience   Don’t: Stop with this section    after listing companies and    dates of employment.   Do: ...
Profile Element: Organizations—New!Much can be learnedfrom volunteerexperiences, and thereare valuable connectionshere, to...
Profile Element: Honors &Awards—ReformattedThis section has beenreformatted. Whatwas once a freeformtext box now hasfields...
Profile Element:Certifications—New!This field is perfect forour industry as thereare numerousdesignations thatpromotional ...
Profile Element:EducationThe education section contains schoolname, degree, field of study and dates attended. Ifyou were ...
Profile Element: VolunteerExperiences & Causes—New!The more you have incommon with someone,the easier it is to sparkconver...
Profile Element: Additional InfoWhile not a super criticalpart of the profile, additionalinfo can give profile visitorsano...
Key To Success – MakingConnectionsThe power of LinkedIncomes from yournetwork of contacts: 1st Level: Those with  whom yo...
Connecting:Sending Invites Don’t:  Use the defaut:  ―I’d like to add you to  my professional network  on LinkedIn.‖ Do: ...
Connecting: Sending InvitesExample—Personalize It Specify       how you know each other Add   personal note Includecurr...
Connecting: People You MayKnowIt’s easy to simply click―connect,‖ howeverthis automatically sendsthe generic invite.Instea...
Connecting:Receiving Invites Don’t:Simply accept  and do nothing else. Do: Say thank you! Do: Write a personal response...
Connecting: Acquaintances   Don’t: Send blanket    invites to people you don’t really    know—LinkedIn will penalize you ...
See Connections GraphicallyLinkedIn’s new functionality makes it easy tosee what you have in common with others.This is us...
Key To Success – EndorsementsAnd RecommendationsPowerful public testimonials from others speakvolumes about your skills an...
Endorsements Do:   Add skills to your  profile to get started. Don’t: Feel like you must  endorse people for skills  tha...
Recommendations Do:   Recommend others.     Direct Reports     Colleagues     Vendors Do: Spend time thinking  about ...
Key To Success – EngagingWith Your NetworkRemember Social Principle 1:Bring ―Networking‖ Back!LinkedIn was built specifica...
Monitor LinkedIn TodayThis custom newsfeeddetails what’s happeningin your network and allowsyou to jump into theconversati...
Update Your StatusUpdating your status is an informal way ofletting your network know what you’reworking on—and this could...
Status Update Success StoryLast night, I updated mystatus about this workshop.In less than an hour, 8people checked outmy ...
Follow News & CompaniesBy following news outlets andcompanies of interest, youcan stay up-to-date on thetopics that intere...
Join GroupsGroups bring people awith common intereststogether in a forum fordiscussion and learning. Do: Join groups wher...
Example: Group RulesEach groupmonitor can sethis/her own rules,but these fromthe AMA arefairly standard.Consult yourgroups...
Take A PollLinkedIn is alsoa place to doresearch andshare opinions.The poll featureallows you toquickly getinput on a topi...
Key To Success – Finding AndSharing Valuable InformationPart of being a valuable member of anycommunity is sharing info th...
Finding Relevant &Shareable Info
Thought-Provoking Content:LinkedIn InfluencersBy recruiting today’s top thought leaders,LinkedIn hasbecome acontentdestina...
Final Thoughts   Content that has no real value (Happy    Monday!) is just noise. Don’t post unless you    have something...
Make A CommitmentWhat top three things that you learnedtoday will you implement immediately?Make a commitment to do it and...
Connect With Me    http://thepublicitygal.com    http://www.linkedin.com/in/lisakhorn/    http://twitter.com/thepublici...
You’ve been a greataudience!
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LinkedIn Or Left Out

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In this hands-on workshop, I identify why LinkedIn is essential for building your online reputation; go through each of the profile sections so you have the knowledge to complete yours 100%; and talk about ways to professionally engage with others in your network and arm yourself with information when making sales calls.

If you're interested in having a workshop done for your organization, contact me at lisa@lisakhorn.com.

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LinkedIn Or Left Out

  1. 1. The Publicity Gal PresentsTechTalk: LinkedInOr Left Out
  2. 2. Lisa Horn, CASHello! I’m Lisa Horn, CAS,a.k.a. @ThePublicityGal,and I specialize in PR, contentmarketing & publicity using a journalisticapproach. Authentic storytelling—not spin.I put my 18 years of promotional productsindustry experience to work consulting witha number of suppliers, distributors, andservice providers on theirpublicity, catalog, social media andstrategic communication efforts.
  3. 3. My LinkedIn Statswww.linkedin.com/in/lisakhorn/ Profilein Top 10% viewed for 2012 Joined February 12, 2009 500+ connections 135+ endorsements 11 recommendations received 9 recommendations given
  4. 4. What Should You Expect? TechTalk is a workshop. This means you’ll be able to try the things we talk about while we’re talking about them and get help if you’re having trouble. We’ll adjust the course to your learning needs. If there are section where you’re already proficient, we’ll speed up. If there are section that need more explanation, we’ll slow down.
  5. 5. Takeaways: What You’ll LearnIn today’s workshop, we will: Identify why LinkedIn is essential for building your online reputation. Go through each of the profile sections so you have the knowledge to complete yours 100%. Talk about ways to professionally engage with others in your network and arm yourself with information when making sales calls.
  6. 6. Feedback: What Do You WantTo Learn?To help me tailor today’s workshop to yourspecific needs: Is there a specific topic you’d like addressed or question you’d like answered?
  7. 7. Get Social: Principle 1Bring Back Social―Networking‖Social ―media‖impliesbroadcastinga monologue.Social ―networking‖ implies connectinga dialogue, a conversation with engagement.Bring back networking!
  8. 8. Get Social: Principle 2Stop Advertising; Start EngagingSocial networkingis like a cocktailparty, so getdressed, comeprepared andact accordingly.
  9. 9. Product Or Service PurchasingHabits In A Digital AgeBefore making a consumer purchase, froma book to a new car, what do you do? Youput Google to work—by investigating theproduct, pricing and locations. And all thishappens before dropping a dollar.The same is true in business.
  10. 10. LinkedIn: Your ProfessionalPresence OnlineHR managers examine applicants, and jobseekers check out potential employers todetermine if there is a good fit.Salespeople find information on targetedbuyers to make the sale, and purchasingagents explore all the options online beforeagreeing to appointments.It’s window-shopping in the digital age—andLinkedIn is your storefront.
  11. 11. LinkedIn: The Business Network
  12. 12. Why LinkedIn? LinkedIn has 200+ million members in more than 200 countries and territories. Every second, two new members join. Executives from all Fortune 500 companies are members. LinkedIn members did more than 5.7 billion professionally oriented searches on the platform in 2012.
  13. 13. Why LinkedIn? More than 2.7 million companies have LinkedIn Company Pages. More than 1.3 million unique publishers actively share content on the platform. Members share insights and knowledge in 1.5+ billion LinkedIn Groups.What does all this mean? LinkedIn gives youaccess to people you want to know.
  14. 14. Keys To LinkedIn Success1. Determine Your Goals2. Building A Complete Profile3. Making Connections4. Giving And Receiving Endorsements And Recommendations5. Engaging With Your Network6. Finding And Sharing Valuable Information
  15. 15. Key To Success – DetermineYour GoalsWhy are you on LinkedIn?  To find clients, vendors, partners, contractors, employees?  Do you want people to find you when they’re looking for the same?  A mix of both?Your goals should drive your entirepresence.
  16. 16. Key To Success – Building AComplete ProfileUsers with complete profiles are 40 times more likelyto receive opportunities through LinkedIn. Whatmakes your profile complete? Your industry and location An up-to-date current position (with a description) Two past positions Your education Your skills (minimum of 3) A profile photo At least 50 connections
  17. 17. Blueprint: Perfect LinkedIn Profile Source: http://marketingthink.com/social-branding-how-to-create-the-perfect-linkedin-profile-blueprint/
  18. 18. Profile Element:Photo Don’t: Leave the photo blank—this sends an unprofessional message. Do: Have a professional photo taken in business attire—and smile! Do: Size the photo between 200x200 to 500x500 pixels, and crop in on your face. Don’t: Have anything other than you in the pic—not pets, spouses, shoulder or hand of person next to you in photo, etc.
  19. 19. Profile Element:Headline Don’t: Use the LinkedIn default of your title and company name. BORING! Do: Think of this space as a newspaper headline or book title. Would you read further? Do: Showcase your USP, value proposition, brand statement, specialty, etc.—and do it creatively…in 120 characters. Do: Use keywords to appear in search. Do: Understand your target audience and tailor message specifically to them. RESOURCE: http://www.forbes.com/sites/dailymuse/2012/08/14/does-your- linkedin-headline-suck/
  20. 20. Profile Element: HeadlineExampleDonna Serdula,LinkedIn Makeover LinkedIn Headline Generator: A Guide To Creating Highly Effective & Engaging LinkedIn Headlines  Keyword-Packed Headline  POWER Statement Headline http://www.linkedin-makeover.com/linkedin-profile-samples/linkedin-headline-examples/
  21. 21. Profile Element:Custom URL &Contact Info Do: Claim your custom URL. Ex: www.linkedin.com/in/lisakhorn/ Don’t: Forget to complete all the contact info fields. Do: Include website URLs. Tip: choose ―other‖ so you can name/brand the link.
  22. 22. Profile Element:Summary Don’t leave the summary blank. This area can be the difference of reading more about you vs leaving your profile. Do tell a story about yourself. Be personable and authentic. Showcase your skills and expertise. Include any metrics to offer proof.
  23. 23. Profile Element: SummaryExampleshttp://www.linkedinsights.com/3-stunningly-good-linkedin-profile-summaries/
  24. 24. Profile Element:Projects—NEW!Use this area to putemphasis on particularaspects of your work thatare not only key differentiators to what youdo but also examples of your expertise.It’s one thing to say you know how to dosomething; it’s another to show that can doit with tangible proof. RESOURCE: http://www.starrhall.com/create-more- connections-using-projects-on-linkedin/
  25. 25. Profile Element: Skills &Expertise—New!In less than six months,1 billion endorsementsrepresenting thousandsof skills have been given. List at least 10 core skills so others can endorse you. Begin by endorsing others first; many will reciprocate in return.
  26. 26. Profile Element:Experience Don’t: Stop with this section after listing companies and dates of employment. Do: Include details about your responsibilities, skills gained, projects completed, metrics achieved. Do: Explain what products and services company provides. Do: Link projects from the previous section to you work experience
  27. 27. Profile Element: Organizations—New!Much can be learnedfrom volunteerexperiences, and thereare valuable connectionshere, too. With this new section, now there isa place to include volunteer work for eithercivic or charitable organizations.
  28. 28. Profile Element: Honors &Awards—ReformattedThis section has beenreformatted. Whatwas once a freeformtext box now hasfields that identifyaward title, youroccupation (to linkback to specificpositions, issuer, date and description.
  29. 29. Profile Element:Certifications—New!This field is perfect forour industry as thereare numerousdesignations thatpromotional consultantsmay have. This new dedicated sectionkeeps all of this info in one place.
  30. 30. Profile Element:EducationThe education section contains schoolname, degree, field of study and dates attended. Ifyou were active on campus, you can now adddescriptions to provide details about your studies andgive a better sense of your background andexperience.Example: Graduated with Honors in English. Minored in Anthropology. Overseas Studies Program: 1 semester at Oxford, focus on English literature. Received National Merit Scholarship, 1997, and Washington Post Scholarship, 1998.
  31. 31. Profile Element: VolunteerExperiences & Causes—New!The more you have incommon with someone,the easier it is to sparkconversation because thereis common ground.With this new section, youcan share what’s important to youpersonally—and learn the same about others.
  32. 32. Profile Element: Additional InfoWhile not a super criticalpart of the profile, additionalinfo can give profile visitorsanother point of commonality.Include things your interestedin professionally and personally. And letpeople know your preferred method ofcontact.
  33. 33. Key To Success – MakingConnectionsThe power of LinkedIncomes from yournetwork of contacts: 1st Level: Those with whom you are directly connected 2nd Level: Connections of the people in your first level 3rd Level: Connections of 2nd level contacts
  34. 34. Connecting:Sending Invites Don’t: Use the defaut: ―I’d like to add you to my professional network on LinkedIn.‖ Do: Send a personal invite. Do: Include details of how you know this person. Do: Give a reason why you’d be a valuable contact
  35. 35. Connecting: Sending InvitesExample—Personalize It Specify how you know each other Add personal note Includecurrent and relevant details
  36. 36. Connecting: People You MayKnowIt’s easy to simply click―connect,‖ howeverthis automatically sendsthe generic invite.Instead, click on the person’s profile andclick the invite button next to his or herpicture. This brings up the window forpersonal correspondence.
  37. 37. Connecting:Receiving Invites Don’t:Simply accept and do nothing else. Do: Say thank you! Do: Write a personal response to spark conversation. This is networking!  Inquire about something on their profile.  Include a memory of a past meeting. Don’t: Feel like you must accept every invitation.
  38. 38. Connecting: Acquaintances Don’t: Send blanket invites to people you don’t really know—LinkedIn will penalize you if more than 5 people say they don’t know you. Do: Use the people you may know tool. Do: Introduce yourself to others with whom you have common connections—and explain why you’d like to connect. Do: Select the accurate way you ―know‖ the person with whom you want to connect. RESOURCE: http://www.linkedin- makeover.com/2013/02/22/linkedin-account-restricted/
  39. 39. See Connections GraphicallyLinkedIn’s new functionality makes it easy tosee what you have in common with others.This is useful when evaluating potentialconnections as well as looking for similarinterest with established connections.
  40. 40. Key To Success – EndorsementsAnd RecommendationsPowerful public testimonials from others speakvolumes about your skills and expertise. Endorsements: Easy one-click way to indicate one’s skills; especially useful for those with whom you’ve had limited or indirect engagement. Recommendations: More in-depth testimony; appropriate for those with whom you have directly worked.
  41. 41. Endorsements Do: Add skills to your profile to get started. Don’t: Feel like you must endorse people for skills that LinkedIn auto- generates—endorse on what you know. Do: Send a personal note to say thank you when an endorsement is received— it’s a great excuse to start a conversation.
  42. 42. Recommendations Do: Recommend others.  Direct Reports  Colleagues  Vendors Do: Spend time thinking about the message. Do: Ask for recommendations. Don’t: Be pressured into making recommends. It’s OK to politely decline.
  43. 43. Key To Success – EngagingWith Your NetworkRemember Social Principle 1:Bring ―Networking‖ Back!LinkedIn was built specifically for networking: Monitoring LinkedIn Today Updating Your Status Following News & Companies Joining Groups Taking Polls
  44. 44. Monitor LinkedIn TodayThis custom newsfeeddetails what’s happeningin your network and allowsyou to jump into theconversation:  Updates with connections  Shared articles  Content from thought leaders  Group activities
  45. 45. Update Your StatusUpdating your status is an informal way ofletting your network know what you’reworking on—and this could besomething they need.
  46. 46. Status Update Success StoryLast night, I updated mystatus about this workshop.In less than an hour, 8people checked outmy profile—the first stepto potential new biz.
  47. 47. Follow News & CompaniesBy following news outlets andcompanies of interest, youcan stay up-to-date on thetopics that interest you most.This is especially helpful if youare looking for content toeducate yourself and youraudience.
  48. 48. Join GroupsGroups bring people awith common intereststogether in a forum fordiscussion and learning. Do: Join groups where your customers are. Do: Join groups to be a thought leader as well as ones where you’re the student. Do: Follow group rules and contribute accordingly. Do: Give more than you get.
  49. 49. Example: Group RulesEach groupmonitor can sethis/her own rules,but these fromthe AMA arefairly standard.Consult yourgroups forspecifics.
  50. 50. Take A PollLinkedIn is alsoa place to doresearch andshare opinions.The poll featureallows you toquickly getinput on a topicof interest.
  51. 51. Key To Success – Finding AndSharing Valuable InformationPart of being a valuable member of anycommunity is sharing info that is relevant toyour audience. You can find information toshare—as well as share your own—through: Status updates from your contacts Group discussions LinkedIn Influencers
  52. 52. Finding Relevant &Shareable Info
  53. 53. Thought-Provoking Content:LinkedIn InfluencersBy recruiting today’s top thought leaders,LinkedIn hasbecome acontentdestination.
  54. 54. Final Thoughts Content that has no real value (Happy Monday!) is just noise. Don’t post unless you have something relevant to add to the conversation. Think about your audience’s needs rather than your own—and build content from there. Everything you post has the potential to build—and conversely detract—from your personal brand. Be smart about your content.
  55. 55. Make A CommitmentWhat top three things that you learnedtoday will you implement immediately?Make a commitment to do it and set adeadline.Share your goals with others and keep eachother accountable.
  56. 56. Connect With Me  http://thepublicitygal.com  http://www.linkedin.com/in/lisakhorn/  http://twitter.com/thepublicitygal  http://www.facebook.com/lisakhorn.biz
  57. 57. You’ve been a greataudience!

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