Get LinkedIn Savvy for Yankee PRSA
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You are an expert in your field, but do you know how to effectively promote yourself and sell your services? Whether you are an attorney, accountant, architect, or other professional, LinkedIn is a powerful tool you can use to create relationships, build your client base and reach the influencers who support your practice.
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Get LinkedIn Savvy for Yankee PRSA
- 1. Welcome!
- 2. Introduction
- 3. Get LinkedIn Savvy For Ambassadors
- 4. About LinkedIn Largest B2B with over 400,000,000 Members in over 200 Countries
- 7. How do you use LinkedIn? Improve relationships and expand your network
- 9. Six Reasons I use LinkedIn 1. Develop a professional brand and identity 2. Expand your network – keep in contact as people change companies 3. Interact with other professionals 4. Use a business intelligence tool 5. Obtain targeted news delivered daily by LinkedIn 6. Stay on top of industry trends by following and participating in groups
- 10. Your Profile, Your Brand
- 11. A Savvy Profile
- 12. Creating a Savvy Profile
- 15. LinkedIn Skills & Endorsements
- 17. LinkedIn Activities Activities include status updates, new connections, recommendations, answers, comments and articles liked or shared.
- 18. LinkedIn Settings & Privacy
- 19. LinkedIn Social Media Policy
- 20. On LinkedIn, the basic type of connection is a contact you know personally and who you trust on a professional level. You create connections by sending and accepting invitations. Once you've "connected" to them on LinkedIn, you can communicate with them directly and see their entire profile. You also have an extended network of connections made up of people who your connections know. What is a Connection?
- 24. Connections, by Company See Connections, by company for targeted, direct marketing
- 25. Connections, By Industry Connections, by Industry for targeted, direct marketing
- 26. The LinkedIn User Agreement states that they have the right to restrict, suspend, or close your account if warranted. The most common reason for a restriction is sending too many invitations to people you don't know. • A restriction is automatically triggered if too many invitations are: – Declined with the I don't know response. – Flagged as Spam. Fair Warning
- 27. Tips to prevent restrictions: • Invite only people that you personally know. • Invite only those you'd recommend to others. • Personalize your invitation message. Explain how you know them or why you want to connect. • Add a current, professional, head-shot photo to your profile so people recognize you. • Use an InMail or Introduction if you don't know someone's email address. Making Safe Connections
- 28. Export Your LinkedIn Database To Excel LinkedIn Exporting Connections
- 29. The Most Current Database You can Use: LinkedIn Exporting Connections
- 31. LinkedIn Our Company Page
- 32. Our Company Page
- 33. For a business, it's the opportunity to: • Tell your company's story • Highlight your products and services • Engage with followers • Share career opportunities • Drive word of mouth at scale LinkedIn Company Pages
- 34. For millions of professionals, a Company Page is a place to: • Explore companies of interest • Get the latest company updates and industry news • Research products & services • Learn about job opportunities LinkedIn Company Pages
- 35. Using LinkedIn Groups is a great way for organizations to keep in touch with their members about current events and to discuss issues of common interest. LinkedIn Groups
- 36. Here are a few types of groups that are currently on LinkedIn: – Corporate – College alumni – Nonprofit – Trade organizations – Conferences – Industry-specific LinkedIn Types of Groups
- 38. LinkedIn Groups
- 39. LinkedIn Groups
- 40. Email updates, from Groups
- 41. LinkedIn Build your Network Posting updates and sharing within Groups builds out your LinkedIn Network
- 42. LinkedIn Example
- 47. How many degrees away are you from the people you need to know? LinkedIn Leverage Your Network
- 48. LinkedIn Leveraging for Sales
- 49. LinkedIn Leveraging Your Network
- 50. Inside Track: Second Degree Connections
- 51. By Title LinkedIn Filter by Title
- 55. LinkedIn Ads and Sponsored Updates
- 56. Ads LinkedIn Ads and Sponsored Updates
- 57. LinkedIn Ads – Pay Per Click
- 58. LinkedIn Ads – Targeted By Location
- 59. LinkedIn Ads Targeted By Industry, Size
- 60. LinkedIn Ads – Setting a Budget
- 62. LinkedIn Reporting: Ads and Sponsored Updates
- 63. LinkedIn Reporting: Ads and Sponsored Updates
- 64. LinkedIn Monitoring: Ads and Sponsored Updates
- 66. LinkedIn Reporting: Sponsored Updates
- 71. • Remember: the written word is forever. • Don’t be too spammy – Social networks are all about the conversation. Engage with people, add value, listen, share ideas, like other peoples comments, and present your marketing – don’t just present your marketing. • Don’t be confrontational. Try to resolve problems the same way you would if you were face to face with the person… on stage… in front of thousands… and as if it’s being recorded. • Use the same decorum that you would use in any public event you attend when representing our brand. • Support each other’s comments where you agree and share. LinkedIn Protecting your brand
- 72. Measure success - Measure quarterly for growth: • The number of people in network • Website referral traffic from LinkedIn • Measure new names to Salesforce with LinkedIn key code. • Measure sales leads and closed sales. LinkedIn ROI
- 73. Questions?
- 74. LinkedIn Live
- 75. Thank You! Connect with me on LinkedIn https://www.linkedin.com/in/llandry
Editor's Notes
- Opening/Welcome Welcome! Savvy Workshop is pleased to present How to Be LinkedIn Savvy. If networking seems like ‘work’ to you, I’d like to share some tips that will help make your networking efforts more effective and more fruitful. Introductions Speaker Bio Lisa Landry, Founder, Savvy Workshop Lisa Landry has been in the marketing industry for more than 25 years. As a seasoned marketing professional and business owner, she speaks regularly on topics of branding, content marketing strategy, and using event based marketing and social media to grow business. An early adopter of LinkedIn and other social media channels, she supports her clients (and her own business) in developing and implementing effective social media strategies. Lisa believes that the best customer is an educated customer and enjoys sharing her knowledge about the wonderful world of marketing and promotion with everyone who wants to be more Marketing-Savvy! 603-792-0080 lisa@savvyworkshop.com https://www.linkedin.com/in/llandry @savvyworkshop About Savvy Savvy Workshop develops multi-channel marketing campaigns and education-based marketing events that help clients reach their targets. They are experts at developing brand roadmaps, creative graphic design, crafting compelling messaging and producing impactful marketing collateral. They are experienced in social media strategy and implementation, special event production and tradeshow management. Digital services include the execution of high-impact websites, video content, e-mail marketing and online sales tools. www.savvyworkshop.com Let’s get LinkedIn Savvy!
- You’ve been out networking. You’ve met some great people, had some terrific conversations. Now, keep the conversation going. Nurture the relationship. Follow through on providing any requested information. Send invite to connect on LinkedIn. Let’s dive deeper into LinkedIn. I would like to share some tips and suggestions that will help you build a dynamic online network leveraging LinkedIn.
- Connect with the world's largest audience of active, influential professionals. You are an expert in your field, but do you know how to effectively promote yourself and sell your services? Whether you are an attorney, accountant, architect, or other professional, LinkedIn is a powerful tool you can use to create relationships, build your client base and reach the influencers who support your practice
- Largest B2B network LinkedIn is a social networking site with >400 Million members LinkedIn operates the world’s largest professional network on the Internet in over 200 countries and territories. The company is publicly held and has a diversified business model with revenues coming from hiring solutions, marketing solutions and premium subscriptions.
- Professional audience Connect with the world's largest audience of active, influential professionals.
- LinkedIn’s mission is simple: connect the world's professionals to make them more productive and successful. When you join LinkedIn, you get access to people, jobs, news, updates, and insights that help you be great at what you do. Company Info LinkedIn started out in the living room of co-founder Reid Hoffman in 2002, and it officially launched on May 5, 2003. Jeff Weiner is the CEO, and the company's management team is made up of seasoned executives from companies like Yahoo!, Google, Microsoft, TiVo, PayPal, and Electronic Arts.
- Largest B2B network The company is publicly held and has a diversified business model with revenues coming from hiring solutions, marketing solutions and premium subscriptions.
- Networking with other professionals Fostering their professional identity Keep up with industry news *Business Intelligence
- You can learn a lot from reading other conversations Wanting to target a certain demographic – find people, build your intelligence – who is still there? Who has left? If you are targeting a specific market segment you can get involved in groups that specialize in that market and learn their industry and their players.
- Creating a LinkedIn profile is an excellent way to establish and own your professional identity online. LinkedIn profiles typically appear among the top search results when people search by name. First impression. Take a look at your profile. Do you have: A picture Are your skills and experience up-to-date? Is it what you want to be selling? Is there a way for someone to contact you? Consolidate your profiles if you have more than one.
- Include Summary Experience Education Awards Skills Recommendations Endorsements PROFESSIONAL HEADSHOT Background Header/Banner
- This is an example of a good profile. People will be more likely to accept your invitations if you profile is professional The summary is an important section where you can tell your professional story: goals, objectives, background, interests and aspirations. If you don’t yet have a summary, you may add one. Write your summary in the first person and share your passion for what you do. It should be more conversation – like you are talking to the reader – and less like a resume post.
- Your profile becomes your ‘virtual’ resume It credentials you.
- Add Certifications and organizations you’ve served or supported. Won any awards? List them!
- Recommendations are other people endorsing you = credibility.
- References available – anytime! Recommendations are other people endorsing you = credibility.
- An activity is any time you post something, share something, comment on something, join a group, connect, update your profile, basically everything you do on LinkedIn shows in your stream and its visible to your connections. The more people who “like” or comment on it it the higher it appears in the feed. You’ll make it into peoples’ email inbox.
- The Privacy & Settings or Sign out links can be found when you move your cursor over your profile picture in the top right of your homepage.
- Know and understand your companies social media policy and abide by their guidelines. Everything you do on line has the potential to reflect on your companies brand, not just your own personal brand.
- The more people you know the further your voice is going to reach.
- Recommend using the “More ways to connect” For example if you go to a conference and you get email addresses from people reach out to them via this and connect.
- Remind them how you met, tell them why you want to connect.
- This is your “contact list” on LinkedIn. Becomes an address book that is accurate. You can filter this in a number of different ways… Classic challenge: when a person leaves a company and you lose track of him/her. LinkedIn is a great way to stay in contact with people throughout their career. Prepare – make connections - You should: Send an invitation to “connect” to every person in your professional contact list who is on LinkedIn. Give recommendations. Give Endorsements. Ask for recommendations from people you’ve had successful professional encounters with. Share marketing collateral. When OW produces a new white paper or case study etc. we “share it” with our networks on Linkedin. You should also. You can do this by simply clicking “share” or “like” beneath the post; thereby sharing it with your connections.
- Filter by company
- Look up Retail, Chemicals, Medical Devices, Pharma, etc…. Huge tool for marketing intelligence. Need to have a network. Be generous with your accepting and offering invitations.
- Build you network over time. Be timely. If you are at a conference, connect with those people as soon as you get back to the office.
- You can purchase a business account that will allow you to send more InMails.
- Import your connections into your CRM – most likely more up to date on linkedin. Follow them where they go.
- How to export connections
- Removing Connections
- You can build your network and stay on top of industry trends is to follow Companies, I follow companies I work for, I follow companies I want to work for, I follow companies that influence deals, I follow companies that are competitors. By following companies, you will be able to find ways to connect with their leaders, decision makers and employees. It will also give you a great news feed that offers a pulse of what is going on (who’s merging, who’s hiring, who’s launching a new product, who’s been promoted, etc). You can follow a company by looking up their name under “Companies” and simply click Follow. People will look up our company and this is the page they will see. People who follow our company share a common bond. These people may never visit our website, but this is another way for us to get in front of them as a company. If you don’t follow it already, please go follow the company. Invite people to follow the company on LinkedIn – expands our reach You may want to look at who our followers are and connect with them as a way to expand your network.
- You can build your network and stay on top of industry trends is to follow Companies, I follow companies I work for, I follow companies I want to work for, I follow companies that influence deals, I follow companies that are competitors. By following companies, you will be able to find ways to connect with their leaders, decision makers and employees. It will also give you a great news feed that offers a pulse of what is going on (who’s merging, who’s hiring, who’s launching a new product, who’s been promoted, etc). You can follow a company by looking up their name under “Companies” and simply click Follow. People will look up our company and this is the page they will see. People who follow our company share a common bond. These people may never visit our website, but this is another way for us to get in front of them as a company. If you don’t follow it already, please go follow the company. Invite people to follow the company on LinkedIn – expands our reach You may want to look at who our followers are and connect with them as a way to expand your network.
- Expand your network is to join Groups in your area of expertise and that service and support the industries you want to reach. In other words, get into the groups where potential clients and buyers are. You can do this passively at to begin with – and just watch the traffic, conversations, monitor trends, who’s discussing what, who the players are. As time goes on, you may see articles and news items that affect the industry. You can share that content in these groups and “get noticed” by the folks that might hired you – building awareness of you, your services and your brand. You can also develop your own content (what you write for your blog) and then share it here. The ideas is to develop an ‘inbound’ marketing strategy that gets folks to come and visit your website and connect with your there. Also, when you are watching traffic in groups, you will notice folks you want to be connected to. I believe with a basic LinkedIn account, you can invite a few of these folks a month -I need to look this up as it may have changed. ( I have a premium account which allows me to do more—which is one benefit of paying for the premium account that I think makes it worth it. It is not necessary to pay for LinkedIn – but if you get very active here you may find value. There is a great deal you can do with a free “basic” account that will serve you well until you are ready to do more!) Research contacts in your space or near your space and the topics that might interest you. Take a look and see if you think some of these would be good for you to join. You can easily join and leave groups (look under Interests / Groups and then search for group under the name you would like to check out. When you join a group, you can select how you want to get notified about discussions going on in that group. I like to have a “weekly digest email” sent to my email inbox. You can make other selections based on your preferences. I find the weekly thing helps me stay on top of what is what, without getting overwhelmed in email… You also can find more groups that might interest you by looking at your connections’ profile pages and seeing who THEY follow. When you do it this way, you need only click on the group they follow and you’ll be able to go right to it and check it out.
- Expand your network is to join Groups in your area of expertise and that service and support the industries you want to reach. In other words, get into the groups where potential clients and buyers are. You can do this passively at to begin with – and just watch the traffic, conversations, monitor trends, who’s discussing what, who the players are. As time goes on, you may see articles and news items that affect the industry. You can share that content in these groups and “get noticed” by the folks that might hired you – building awareness of you, your services and your brand. You can also develop your own content (what you write for your blog) and then share it here. The ideas is to develop an ‘inbound’ marketing strategy that gets folks to come and visit your website and connect with your there. Also, when you are watching traffic in groups, you will notice folks you want to be connected to. I believe with a basic LinkedIn account, you can invite a few of these folks a month -I need to look this up as it may have changed. ( I have a premium account which allows me to do more—which is one benefit of paying for the premium account that I think makes it worth it. It is not necessary to pay for LinkedIn – but if you get very active here you may find value. There is a great deal you can do with a free “basic” account that will serve you well until you are ready to do more!) Research contacts in your space or near your space and the topics that might interest you. Take a look and see if you think some of these would be good for you to join. You can easily join and leave groups (look under Interests / Groups and then search for group under the name you would like to check out. When you join a group, you can select how you want to get notified about discussions going on in that group. I like to have a “weekly digest email” sent to my email inbox. You can make other selections based on your preferences. I find the weekly thing helps me stay on top of what is what, without getting overwhelmed in email… You also can find more groups that might interest you by looking at your connections’ profile pages and seeing who THEY follow. When you do it this way, you need only click on the group they follow and you’ll be able to go right to it and check it out.
- Expand your network is to join Groups in your area of expertise and that service and support the industries you want to reach. In other words, get into the groups where potential clients and buyers are. You can do this passively at to begin with – and just watch the traffic, conversations, monitor trends, who’s discussing what, who the players are. As time goes on, you may see articles and news items that affect the industry. You can share that content in these groups and “get noticed” by the folks that might hired you – building awareness of you, your services and your brand. You can also develop your own content (what you write for your blog) and then share it here. The ideas is to develop an ‘inbound’ marketing strategy that gets folks to come and visit your website and connect with your there. Also, when you are watching traffic in groups, you will notice folks you want to be connected to. I believe with a basic LinkedIn account, you can invite a few of these folks a month -I need to look this up as it may have changed. ( I have a premium account which allows me to do more—which is one benefit of paying for the premium account that I think makes it worth it. It is not necessary to pay for LinkedIn – but if you get very active here you may find value. There is a great deal you can do with a free “basic” account that will serve you well until you are ready to do more!) Research contacts in your space or near your space and the topics that might interest you. Take a look and see if you think some of these would be good for you to join. You can easily join and leave groups (look under Interests / Groups and then search for group under the name you would like to check out. When you join a group, you can select how you want to get notified about discussions going on in that group. I like to have a “weekly digest email” sent to my email inbox. You can make other selections based on your preferences. I find the weekly thing helps me stay on top of what is what, without getting overwhelmed in email… You also can find more groups that might interest you by looking at your connections’ profile pages and seeing who THEY follow. When you do it this way, you need only click on the group they follow and you’ll be able to go right to it and check it out.
- Connect. It’s all about the conversation.
- Many many more Expand your network is to join Groups in your area of expertise and that service and support the industries you want to reach. In other words, get into the groups where potential clients and buyers are. You can do this passively at to begin with – and just watch the traffic, conversations, monitor trends, who’s discussing what, who the players are. As time goes on, you may see articles and news items that affect the industry. You can share that content in these groups and “get noticed” by the folks that might hired you – building awareness of you, your services and your brand. You can also develop your own content (what you write for your blog) and then share it here. The ideas is to develop an ‘inbound’ marketing strategy that gets folks to come and visit your website and connect with your there. Also, when you are watching traffic in groups, you will notice folks you want to be connected to. I believe with a basic LinkedIn account, you can invite a few of these folks a month -I need to look this up as it may have changed. ( I have a premium account which allows me to do more—which is one benefit of paying for the premium account that I think makes it worth it. It is not necessary to pay for LinkedIn – but if you get very active here you may find value. There is a great deal you can do with a free “basic” account that will serve you well until you are ready to do more!) Research contacts in your space or near your space and the topics that might interest you. Take a look and see if you think some of these would be good for you to join. You can easily join and leave groups (look under Interests / Groups and then search for group under the name you would like to check out. When you join a group, you can select how you want to get notified about discussions going on in that group. I like to have a “weekly digest email” sent to my email inbox. You can make other selections based on your preferences. I find the weekly thing helps me stay on top of what is what, without getting overwhelmed in email… You also can find more groups that might interest you by looking at your connections’ profile pages and seeing who THEY follow. When you do it this way, you need only click on the group they follow and you’ll be able to go right to it and check it out.
- You can see who is talking. Follow the conversation. Business Intelligence/ interesting way to meet new people. Make comments and post to extend your voice and make them aware of you.
- One great way to expand your voice and expand your network is to start a discussion. Say important things that are relevant to other’s industry. The more people who “like” or comment on it it the higher it appears in the feed. You’ll make it into peoples’ email inbox.
- You can choose frequency of updates
- Post a comment and put in a link to the website (in this example where they can read the course description and register). You can easily “share” the links that we put out there.
- Sample industry / trade groups
- Sample industry / trade groups
- Sample industry / trade groups
- Sample industry / trade groups
- Sample industry / trade groups
- 6th degrees of separation. Get introduced to the people you need to know
- Can go to the company and look at their recent updates and can see who I am already connect to and can ask for an introduction.
- Look up a company, see who you know. If I really want to know someone at this company I can probably get introduced and get them to look at me and my company.
- Being connected to people who are high up in HR can be valuable connections in terms of who they know in a company.
- A free or basic account can take you a long way, but if you want more, consider a premium account.
- The additional investment will offer you a certain number of InMails, depending which plan you choose, to members you are not yet connected to. It is a “use it or lose it” situation – so you need to use them before the month goes by. Also, you get more introductions and can see further into the LinkedIn network – last names, titles, etc. and have better filtering and search results. Also, with premium accounts, you can see who’s viewed your profile.
- There are more and more premium subscription products from LinkedIn like Recruiter or Sales Navigator. They are pricey, but they give you an unbelievable advantage for building your business or finding just the right candidate.
- If you are looking to reach a highly targeted B2B Audience, consider LinkedIn Advertising.
- Ad formats Text and image ads Video ads Text only ads
- You get 25 characters for the headline, and 75 for the text. You can add your url for where you want to target your audience to click through and add an image that speaks to your call to action.
- Precision B2B targeting Location
- Precision B2B targeting By industry and company size By seniority or title or job function
- Set your own budget Pay by clicks or impressions Stop your ads at any time No long-term contracts No commitments
- Example overview of the campaign parameters – location, who it was targeted at, the budget, how long it was to run, etc. You can turn it on or off whenever you’d like.
- Test, Measure, Re-Test
- Test, Measure, Re-Test
- Test, Measure, Re-Test Set your own budget Pay by clicks or impressions Stop your ads at any time No long-term contracts No commitments
- Sponsored Updates Raise brand awareness, build relationships, and drive quality leads with Sponsored Updates. Extend your reach to the LinkedIn feed across web, mobile, and tablet.
- With this ad, I filled my workshop twice, once for a breakfast and once for a lunch and learn, with executives. It was targeted only to VP, Executive Directors, Presidents and CEOs. Once I sold out, I turned it off and had no more additional ad spend!
- There are many high profile individuals on LinkedIn who gained millions of followers. These are called “influencers”.
- Following influencers can keep you up to date on what’s going in the world of business – and in the world, in general!
- Influencers often have a lot of great content to share. When you follow them, this content ends up in your newsfeed, making it easy for you to share with your network.
- Follow people who inspire you!
- Protect Your Brand, Personally & Professionally.
- You can’t manage what you don’t measure.
- Let’s go deeper?
- LinkedIn On Line
- Lisa Landry Savvy Workshop 603-792-0080 lisa@savvyworkshop.com