Business success seminar - Leveraging LinkedIn


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Businesses today are realizing that they need to have a presence on one or more of the popular social media platforms. LinkedIn is a good place to start, since it is the most business-focused of the social media options available to all users. At this seminar, Mike Lesczinski, the public relations manager of Excelsior College will help you to discover ways that business professionals can use LinkedIn to their advantage. He will run through functionality that can be used to generate leads, recruit, seek advice and demonstrate thought leadership. Mike also serves as communications chair of the Capital Region Public Relations Society of America (PRSA). Use his expertise to get your businesses LinkedIn account to start working for you!

Presented August 9, 2011 at Albany-Colonie (NY) Chamber of Commerce.

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Business success seminar - Leveraging LinkedIn

  1. 1. Business Success Seminar: Leveraging LinkedIn<br />Mike Lesczinski<br />Public Relations Manager, Excelsior College<br />August 9, 2011<br />
  2. 2. Mike Lesczinski <br />Resume<br />Current:<br />Public Relations Manager, Excelsior College<br />Communications Chair, PRSA Capital Region<br />Blogger,<br />Past:<br />PR & Social Media Manager, Portfolio PR Group<br />Communications & Media Coordinator, NYS Assembly<br />Local & State Assembly Campaign Management<br />
  3. 3. Excelsior College<br />Regionally-Accredited, Private, Nonprofit, Distance-Learning Institution in Albany, N.Y.<br />30,000 students; Over 140,000 grads worldwide<br />Four schools: Liberal Arts, Business & Technology, Health Science, Nursing<br />Motto: What You Know is More Important Than How or Where You Learned It<br />
  4. 4. Overview<br />Making the Case for LinkedIn<br />Optimizing Your Profile <br />Building a Brand Page<br />Advanced People and Company Search<br />Power of LinkedIn Groups<br />Crowd-sourcing Solutions<br />
  5. 5. II. Optimizing Your Profile<br />Offers level of privacy distinct from other social networks<br />Must be willing to put yourself out there<br />Resume on “Steroids”<br />Optimize profile for SEO <br />Robust bio, specialties, tags drive Google page rank and LinkedIn search<br />Customize profile URL <br />Customize company/personal links<br />Provide specific “interests” and contact information to streamline turning virtual connections into real-world relationships<br />Custom heading makes personal statement; memorable profile<br />LinkedIn Today tracks industry news<br />
  6. 6. Optimizing Your Profile (cont.)<br />Sections/Recommendations<br />Promote your honors and awards/organizations<br />Demonstrate your experience/success<br />Bundle those awards to you!<br />Outline specific projects<br />Recommendations<br />Thoughtful recommendations (only those you truly recommend!)<br />Two-way benefits<br />Recommendations show up on connections profiles<br />Reciprocation; Demonstrates you’re someone worth knowing<br />
  7. 7. Optimizing Your Profile (cont.)<br />Applications<br />Integrating other social networks<br />Create and share valuable content<br />RSS your blog<br />Display slideshare presentations or your portfolio<br />Promote events<br />Collect and share information that others display<br />Share files<br />
  8. 8. III. Building a Free Company Page<br />Profile is for humans, company page is about humanizing your company<br />Boost visibility<br />Help public, job seekers, media, industry, employees understand your company culture<br />RSS Feeds<br />Social network integration<br />Basic analytics<br />
  9. 9. Building a Company Page (cont.)<br />Premium benefits<br />Content adapts to viewer’s LinkedIn profiles<br />inMail – automatically send messages to anyone on LinkedIn<br />Track who views your page<br />Promote employee stories, introduce video testimonials<br />More detailed analytics<br />Determine what you want out your page first, then determine if premium version is necessary!<br />
  10. 10. IV. Advanced Search Market Research <br />Company Profiles <br />Access basic information<br />Discover connections that work there<br />Keep updated on company news<br />Lead Generation<br />Filter by keywords and parameters<br />Location, industry, connections, company size, network popularity, revenue, even whether hiring on LinkedIn<br />Keep updated on company news<br />Business Trip?<br />Identify potential business<br />Leverage connections for introduction<br />
  11. 11. Market Research (cont.)<br />Market/Competitor Research<br />Keywords/parameters to find companies<br />Advanced “People” search<br />Search company name<br />Click on “Past Not Current”<br />Get introduced<br />Why? Ex-employees likely to be more honest on your competition or willing to discuss problems within market<br />Remember that business trip? Use advanced search to get to know which members of company share key characteristics<br />
  12. 12. Market Research (cont.)<br />Job Recruitment<br />Set parameters/keywords by previous position, location, skills sets, etc.<br />Premium Membership filter for groups, seniority level, years experience, etc.<br />Reference Tool – Premium Membership<br />Identify previous employers, candidate<br />Ask for introduction!<br />
  13. 13. Thought-Leadership/Networking<br />Join an industry/interest group<br />Virtual networking<br />Share important industry news or other people’s work<br />Demonstrate your expertise, offering up advice, best practices, etc.<br />Promote your upcoming events, translating virtual connections into real-world ones<br />
  14. 14. Thought Leadership (cont.)<br />Create a group<br />Brand yourself as an independent industry leader<br />Build an online community where you set the rules of engagement<br />Invite industry competitors, media, experts, etc.<br />Share industry news and invite honest discussion<br />Provide a platform for people to congregate around your company brand<br />Soft sell<br />Interject periodically for feedback on new products, white papers, announcements, etc., but keep group focused on industry, not you<br />Build trust, earn respect<br />
  15. 15. Crowd-Sourcing Advice<br />LinkedIn Q & A<br />Thought leadership works both ways<br />You offer solutions<br />You ask the important questions<br />Broadcast inquiries to both industry members and to your own contacts<br />Expand network, get higher value answers<br />How much does a VP make?<br />Should a tech start up place more focus on PR, Marketing or Advertising in year one?<br />
  16. 16. Questions?<br />Contact Information:<br />Michael.Lesczinski (at)<br />MLesczinski (at)<br />Social Connections:<br />Michaellesczinski<br />@MikeLesczinski<br /><br />