A Marketers Guide to Linked In AMA Workshop
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AMA presentation on March 9, 2016. How to create your own personal brand on Linked In. Build employer awareness on how you can help grow thier business. All UWW AMA memebers this is for you!
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A Marketers Guide to Linked In AMA Workshop
- 1. JOHN DEGRAFF FOUNDER, PARTNER INNOVATRIUM ADJUNCT MARKETING PROFESSOR A Marketers Guide to Linked In Strategy AMA Workshop March 9, 2016
- 2. Introduction Over 25 years as a Marketer/Innovator/Educator Launched over 150 new products! Two sold over 1 billion dollars Worked with 25 of the Fortune 500 Work on “Wicked Cool” programs and projects all over the world! FPL largest solar array that powers a city Nanotechnology could cure colon cancer EV/CNG Buses in China CMS utility of the future Honeywell Aerospace Online Services
- 3. How are you going to Market your own brand?
- 5. So What? Why should I care about Linked In? Do you want to get a job after graduation or start a business ? It is all about Brand YOU! 94% of Recruiters use Linked In to vet candidates First rule of marketing is create awareness? So how many business leaders are aware of you? Does your Linked In profile break through the clutter? One of the toughest thing to do is hire good people! Can they really find you? How can you help?
- 6. + My Brand! Marketer, Innovator and Educator Making Innovation Happen! The last ten years John has lead innovation and growth executive education and consulting programs with notable companies like Boehringer Ingelheim ,Ceridian, DMGI, DSM, Eaton, Florida Power and Light, GE, Hagerty , Haworth, Honeywell, Ingersoll Rand, Johnson & Johnson, McDonald’s, NBC, Pfizer, Prudential, ProQuest, Syngenta and Zoetis. Presently an Adjunct Professor of Marketing at the University of Wisconsin Whitewater and Partner at the Innovatrium Innovation Institution in Ann Arbor, and has taught in Executive Education programs at the University of Michigan, University of Dayton and Notre Dame.
- 7. + Does it Work? 1,246 connections 1. Top 1% for profile views at University of Wisconsin - Whitewater. 1. #3 out of 1,736 2. Top 1% for profile views at University of Michigan. 1. #69 out of 24,644
- 8. What Is Your Super Power? 8
- 9. Example: AMA Member AMA International Chapter of the Year 10 Times in 15 Years! Record setting organization!
- 10. You Are A New Brand! What is your unique value proposition? So what, why you? Who is your Target? What is your headline? What three words describe who you are to employers in the target? What is your Positioning? What problem are you going to solve? What should your picture look like, your “logo”?
- 11. So what is your brand story? Why should I listen to you? What’s in it for me? What are the three most important things I need to know?
- 12. Brand You Take 5 minute develop your brand, 45 second pitch Pitch to a partner, receive possible improvement points 75-80% of jobs start in Social Media: “LinkedIn”
- 13. Now let’s build your Linked In profile together Please pull up Linked In
- 14. Resources: Slides from Jason Hammer Linked In New York Office
- 15. Why Do I love Linked In? Network* Network*Network! Builds Professional Brand Awareness!
- 16. Source: Mindset Divide Research, TNS, September 2012. Personal Networks Professional Networks Career info Updates on brands Industry Trends Info on friends Info on personal interests Entertainment updates 1 2 3 “Spend Time” “Invest Time” Top 3 content types expected on each network Professional mindset is ideal for brand education and content
- 18. Beginner Profile
- 19. Professional names Use a professional looking photo Optimize your location and industry Professional headline Customize your Profile URL Expand upon your headline and support it Show examples of your work Manage your endorsements Add projects, test scores, courses, patents, certifications and volunteering/causes Make yourself contactable Simple ways to optimize
- 21. 7Xmore page views vs. jobs pages JOBS CONTENT Content pages receive
- 22. The definitive professional publishing platform Knowledge GroupsSlideShare InfluencersPulse
- 23. Join and engage in groups
- 24. Increase profile views by engaging via Groups
- 25. Gain insight through Pulse
- 26. Gain Insights from our Influencers
- 27. Share your own insight through new publishing platform
- 30. What to write about
- 37. My Simple Rules 1. Take 10 minutes a day and update Linked In 2. Tell your story and keep it fresh! 3. Invite professionals that you have meet yesterday to your community 4. Picture tells a better story than words 5. Look professional and act professional! Block anyone who is not! 6. DO NOT SEND POFILE UPDATES TO YOU’RE COMMUNITY (Button on profile) 7. Post only great content, peoples time is very valuable! 8. Share great content, that you think your community are interested in! 9. Look at top ranked profiles and use them as a template, Then make it your own! 10. Join communities, follow companies and leaders that will help your career. 37
- 39. + 39 Thank You! John DeGraff Innovatrium.org Join me on Linked In!
Editor's Notes
- With that in mind – why do I need to be on LI Many of you might think about LI as a job board, etc. When you are on personal networks – spend time Professional networks – invest time Another key finding from the research is that there is a huge difference between the content people expect on the different networks. Personal network users are looking for content and info that gives immediate gratification – info on friends, entertainment, updates on their personal interests Professional networks users want content that can help them build for the future – info related to their work and careers and updates from brands they are interested in. When we asked people what type of information they wanted to hear from brands/companies/products, the personal side was about hobbies, entertainment, concert updates, etc. The professional side was about how to improve yourself, how to be better in your career and in your industry, they want brands to talk to them in a relevant way to tap into this type of content. You can build relationships with professionals by sharing insights and listening.
- Raise your brand (and your company’s) through profile optimization For you, your employees, and your executives
- From a 4:3 slide – how can we make this work better in 16:9?
- [TRANSITION and Close on this section:] Key Message: Given this focus on content, the usage of our platform has dramatically shifted. [Tell your perspective – “when I joined LinkedIn, we were primarily considered a platform for hiring and jobs. Today, we are the definitive platform for professionals to gain and share content and insights.] We see 6x more engagement as defined by PV’s when looking at our content properties vs. the jobs specific section of our platform.
- There are many ways for your to share what you know on LinkedIn, and to also learn from others who are sharing their expertise. I am going to dive deeper into a couple of these. SlideShare – upload you presentations, or infographics. New functionality now where you can with one click from SlideShare, add a presentation to you LinkedIn profile Groups – We have over 2M groups on LinkedIn – connect with other professionals with similar interests to you. Collaborate, share, discuss Pulse – Consume content on the topics that interest you. Influencers – Follow industry influencers We also have member publishing, which hopefully you’ve heard of. We’re going to dive deeper into that in a little bit.