This document provides tips for using LinkedIn effectively for business purposes. It discusses the importance of awareness, adaptability, and analytics in avoiding commercial extinction. Specific recommendations include using LinkedIn to monitor competitors and threats, branding one's personal and company profiles, connecting regularly with contacts, and treating LinkedIn as a customer relationship management and competitor intelligence tool. The document emphasizes keeping active on LinkedIn through regular posting and continuity in order to build awareness, engagement, and credibility for one's business.

1. May 2013
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“ABC of Linkedin…”
Angus Grady
May 2013
Why a few simple things could save your business….

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Why do we need to think about this ABC?
 Urgent drives out the important…we get side tracked…lists rule our day..
 Sadly that means that running the business becomes a side issue… we deal with what's in front of us..
 The Squeaky wheel gets the oil..but often the wrong wheel gets the attention
 Running the business means oiling that wheel AND trying to plan ahead.. Can be difficult to do both
 Waste energy and resources prolonging the past and not exploring the future..deadly as new sectors spring up and you
don’t pay attention to the threat never mind the opportunity..
 Success can breed complacency which is also deadly…it can render your business obsolete..think Kodak, Clintons, Woolies,
HMV…
 To survive we need to be consistently visible, valuable and timely…
 It’s about Communication and Engagement…

3. May 2013
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ABC of Linkedin… A
 So to avoid commercial extinction from our own work load we need to keep the following in mind..
 Awareness – we all spend squillions on web sites, letter heads, business cards etc
 It is impossible not to communicate and we radiate communication to create that awareness..
 BUT we forget to be AWARE.. who is that company who is stealing our customers? What are they offering that we are
not? Are their prices competitive? Are they any good and a tangible threat or an imagined one?
 Help awareness strategy with Linkedin Today, Updates, Signal, searches and company information.. Use the persons
network visual (Company, School, Location, Industry, Skills) to monitor where they are strongest.. Advanced Search…
keep using to monitor
 Adaptability – you are not the same company that you were last year and you be the same this time next year…it’s not
possible to not change and it’s a must for survival survive… doesn’t apply to you? You are in good company..Clintons,
HMV, Kodak, there are a ton of them, thought the same
 By keeping up with what is happening you can give yourselves a fighting chance..and Future Proof your company, check
updates for company, people, connections, profiles, shares, news
 Analytics – get some…make sure your Linkedin page is Linkedin with your Google Analytics..

4. May 2013
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Digital Social Media Map
 All our platforms are Linkedin…
 If Linkedin supports it Use It…..

5. May 2013
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ABC of Linkedin… B
 We live in the age of Attraction marketing so..
 Branding ..this applies to you as the brand as much as it does to your company
 Use Summary, Experience, Projects Headline to bang home what you do add that media information
 In a crowd of accountants or web designers the only point of difference becomes YOU
 Think, about.me, Brandyourself.com and Telnames…
 Make sure your profile tells your story in Summary and Experience sections, give a compelling reason to connect with you
 Back Links – add links from posts to your web site pages, review them on a regular basis
 Banners – you get 3 FREE banners on the company page with links to a web page that you choose..
 Brainstorming….use Groups to ask questions and get good feedback…Polls are a handy tool
 Bitly … make sure you Bitly your links…media and files…easier to track impact and madness not to..
 Who clicked on your link, when, how many times?

6. May 2013
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ABC of Linkedin… C
 Connecting … make sure that you keep in contact with connections…you are connected to more people that you have
done business with…your new business pot is on your PC…..
 CRM ..use Linkedin as a CRM system…easy to keep contacts organised, Communication
 Call To Action… Inject some zip into what you post, especially in terms of media..make sure videos tell people what to
do.. They won’t if you don’t.. Nudge them along the sales path
 Continuity… keep posting on a regular basis…the Activity feature will give you away
 Congruence… Do make sure that what you say on your Linkedin sites matches what you say on other platforms…keep
the same photo but make it a good one..same message
 Company Page …make sure you get one and have products and service tabs, very important for Branding, Awareness
and Adaptability.. Credibility… without a link from personal page you lack impact, it looks like you don’t care, you are
flying with one wing without a link…people can’t get a full picture of you and what you stand for..do you want that?
 Customer Feed back and Competitor Intelligence.. Look at updates, Signal, Groups
 And finally after ABC comes ….

7. May 2013
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And Finally….D
 Always remember………This is the most powerful social media tool there is…
A weapon of mass Discussion