Your Network is a Store of Distributed Intelligence That Can Enable You ―Reid Hoffman, LinkedIn This was the presentation that Richard Sink shared with us at the Advisory Meeting of the Executive Next Practices Board. It was amazing to learn how valuable and simple a tool LinkedIn can be if used properly to market yourself and your services.

1. Your Network is a Store of Distributed
Intelligence That Can Enable You
―Reid Hoffman, LinkedIn
Critical Connections
2015
Richard Sink
ENP Advisors Meeting
March 20

2. Event Marketing
• Pre-event searches provide countless opportunities
• Anticipate the adjacent event searches and be present with
your message, including creating & promoting event-
specific content
• Talk about the behind the scenes of an event in an
article or have key influencers or bloggers write about
your session material before the event
• During your event, make sure to capture multiple angles of
the event with interviews, videos, photos, quotations…
• Post event flyers to your LinkedIN feed

3. Connecting to your 3rd degree connections
• Send them a Connection Request. Include a personalized
message that states: "We don't know each other yet but I would
like to connect with you because [insert reason]. I hope you will
accept this request to connect." By including a personalized
note, the person will be more apt to accept your connection.
Once you are 1st degree connections, you can message them
normally and share your latest content.
• Join a Group that your 3rd degree connection is already a
member of. Once you are a member of this shared Group, you
can go to the Members section of the Group and message your
3rd degree connection directly.
• Check out your 3rd degree connection's profile. Do they list
their phone number or email? If so, give them a call on the
phone or send them an email.

4. Connecting to your 3rd degree connections
• Can’t see their complete profile? Highlight and copy the first 2
or 3 lines of what you can see and search via Google. Results
will show full name and profile link. Click on link to see complete
profile.
• You can send an InMail-- but this is only available to you if you
are a premium member.
• Use Open Profile. If you are a premium member and your 3rd
degree connection is also a premium member, and you both
opted into Open Profile, you can freely send messages to each
other.

5. Profiling is More Important than Search
• Traditional Demographics = Age, Location,
Sex/Gender, Race/Ethnicity, Income
• New Demographics = Interests, Passions,
Skills, Beliefs, Values
• The difference? It’s about truly discovering
“who” your customer is — at a deeper level.

7. A More Effective Campaign for Your Event
• Contact your social media-savvy speakers & fellow
advisors and help them craft great content.
• Do an email trade with other similar events so the
message is getting out to a new audience.
• Have some of your best sponsors provide a give-away for
a free pass to their prospects and customers.

8. After an Event Concludes
• Even after an event is over, online interest lives on
• People often turn to search and social media channels to catch
up on what they’ve missed or to relive what they’ve
experienced
• Look for ‘moments of opportunity’ for your business to
continue to capture the momentum once an event is over
• Add event footage to your site to capture post-event interest
• Alter the creative messaging of your online campaigns based on
the most-searched-about topics or newsworthy moments

9. LinkedIn Launches New Marketing Solutions
1) Expanded version of its Marketing Solutions platform to enable
advertisers to nurture customers at all points of the sales cycle
2) Five main pieces — LinkedIn Lead Accelerator, Sponsored
Updates, LinkedIn Onsite Display, LinkedIn Network Display,
and Sponsored InMail
3) Lead Accelerator is the big product launch, allowing businesses
to divide their audiences into different segments, and then to
deliver ads and content in the right sequence, targeted to each
group.
4) These new services are built in part on products LinkedIn
acquired from Bizo in 2014

10. Action Plan for Social Media
Monday Morning
- Inventory your digital assets & how social media is already impacting your
business
- Connect with existing partners, clients, database, prospects and Open
Networkers. Join 50 LinkedIn Groups. Start building your value-based
network now!
Next 90 Days
- Assemble a team and build a social media strategy. Look at competitors,
clients and prospects conversations and associations
- Deploy a social media initiative from the strategy
- Begin evolving leadership and corporate culture in a direction towards social
media familiarity
- Plan for and execute on building a corporate competency in social media

11. LinkedIn Launches New Marketing Solutions
1) Expanded version of its Marketing Solutions platform to enable
advertisers to nurture customers at all points of the sales cycle
2) Five main pieces — LinkedIn Lead Accelerator, Sponsored
Updates, LinkedIn Onsite Display, LinkedIn Network Display,
and Sponsored InMail
3) Lead Accelerator is the big product launch, allowing businesses
to divide their audiences into different segments, and then to
deliver ads and content in the right sequence, targeted to each
group.
4) These new services are built in part on products LinkedIn
acquired from Bizo in 2014

12. Richard’s Contact Info
www.linkedin.com/in/rsink
Richard- (949) 226-9844
ENP Group on LinkedIN:
Executive Next Practices for C-level Leaders
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Executive Next Practices Institute 888.857.9722
Events Calendar and Registration-
www.enpinstitute.com/events