Referrals and positive word-of-mouth are the most effective ways to build a network for prospective business opportunities, and LinkedIn is one of the most powerful tools available to you. See how LinkedIn can work for you and take home valuable tips for creating your profile and working your LinkedIn network for success. | Held at the Enterprise Center & Co-sponsored by MA Small Business Development Center. [NOTE: This presentation leverages LinkedIn's soon to be obsolete profile view, hence some functionality will change with NEW profile view]

1. Judy Parisella
e: judy.parisella@yahoo.com or gmail.com
linkedin.com/in/judyparisella
Enterprise
Center
2/16/17

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Is the BEST
Lead Conversion SMS
for Business
Is the #1 SMS
for Recruiters

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3LinkedIn is a Conversion Machine
LinkedIn Best Social Network for Lead Generation
2.74%
In a recent study of over
5,000 businesses, HubSpot
found that traffic from
LinkedIn generated the
highest visitor-to-lead
conversion rate.
• LinkedIn at 2.74%
• Twitter .69%
• Facebook .77%

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94%
JobVite
Recruiter
Response

5. What You’ll Learn:
 How to acquire new opportunities/prospects
 Ways to keep in touch with people who care most about the
services/products or skills you offer
 Approaches to build your industry network—online and in person
 Networking with peers in your industry for repeat referrals and/or
recommendations
 Convincing potential clients or employers of your expertise by
sharing content.
Take Aways-ish:
 How to ‘Create a Summary’ Guide
 14-Point Checklist to a LINKEDIN PROFILE
 5 ways to make LinkedIn part of your morning routine 2/18/2017
5 Stuff We’ll Cover

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LinkedIn
Spotlights a
BRAND!

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YOU! Are the BRAND...

8. Is YOU,
the BRAND
Referral
Worth?
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9. Would People
Want to do
Business with
YOUR online
BRAND?
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10. Can YOU,
the BRAND
be found on
LinkedIn?
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Think… Title, Skill Set, Summary, Picture etc.

11. Better yet…
Would you want
to do business
with YOUR,
online BRAND?
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Donnie Wahlberg
FAUX
PROFILE
But what if…
‘Freak’n Awesome Entertainer
(Just ask me….)
Greater Boston Area | Entertainment
Alma’s Kid | Jenny’s Guy | Mark’s Brother
Wicked Cool Boy Band| TV | Movies | Oh Yeah
Marky Mark
Boston Celtics U
I’m wicked SMARHT!
Intermediate
29

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Donnie Wahlberg
FAUX
PROFILE
Now that’s
Wicked SMAHT!!
Singer-Songwriter | Actor | Record Producer |
Film Producer | Restaurateur | Advocate
Greater Boston Area | Entertainment
Blue Bloods | Jenny’s Guy | Mark’s Brother
New Kids on the Block | Band of Brothers |
Sixth Sense | Boomtown
Boston Celtics U
Born in Dorchester (pronounced Doh-chestah), a neighborhood
of Boston. I’m the eighth of nine kids, with older siblings, Arthur,
Jim, Paul, Robert, Tracey, Michelle, and Debbie (died in 2003),
and younger brother, Mark, who began his entertainment career
in the former rap group Marky Mark and the Funky Bunch. And
oh yeah… I’ve got three half-siblings from Dad’s first marriage:
Donna, Scott, and Buddy. Mom, Alma Elaine (née Donnelly), was
a bank clerk and nurse's aide while we were growing up. Dad,
Donald Edmond Wahlberg, Sr. (May 8, 1930 – February 14,
2008), was a teamster . Did’ja know that I’m distantly related to
author Nathaniel Hawthorne. Yep! I am. More…

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Boomers &
GenXers
Need to
Embrace
the
Millennial
World
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‘Characteristics of Three Generations’
Source: GA Tech President Dr. Bud Peterson -
The difference among the generations.

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25 World of Mouth…

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ARE YOU
REFERRAL
WORTHY?
Maintain an
ALL STAR Profile

27.  “Users with ‘All-Star’ profile strength are
40 times more likely to receive
opportunities through LinkedIn.” –LinkedIn
 Robust ‘keyword rich’ headline
 A current position with description
 Two more positions
 Education
 At least 5 skills
 Include Media
 Profile photo
 At least 50 connections
 Keyword rich summary
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27 LinkedIn Profile Strength–MATTERS
Beginner
Intermediate
Expert
2/18/2017
The Profile Strength meter is on the
right side of your view profile and
gauges how robust your profile is.

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USE
‘Your Words’

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29Finding the Right KEYWORD(S)
Find the KEYWORDS used by THOSE
searching:
• Use LinkedIn’s job search for an assist – pay
close attention to the DESCRIPTION and
RESPONSIBILITIES
• Create a WORD CLOUD
to determine the
KEYWORDS used
• Do a COMPARISON of
other LinkedIn profiles

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Wordle.net

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 90% of large companies use Applicant Tracking
Systems to search for qualified candidates from large
applicant pools.
 An ATS helps employers analyze resumes/CVs, yielding
candidates that best match the position and filtering out
those who don't.
 JobScan has built an algorithm based on the common
patterns among them.
https://www.jobscan.co/

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Search Algorithm’s Differ From One
Searcher to the Next
FOCUS on NAME and Professional HEADLINE First

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33Tell Your Story in a Profile Header Image
Add visual interest. Create, find or buy an image that
speaks to what it is you do PROFESSIONALLY.
Canva.com, FreeDigitalPhotos.net, Flickr.com or use your own.
Note attributions and licensing restrictions.

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Be impactful!
Summary – Above the Fold

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Write a SUMMARY with Impact
A SUMMARY is to be written in the FIRST person!
Culmination of who you are TODAY. What is it that makes you so SPECIAL?
Why are you the answer to an employer/prospect/patron’s problem? This is
not a job description…
It is a brand statement --and the brand is YOU!

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Building the
Network… a
Referral Engine

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No matter your idea of networking…

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38Networking is Networking
Start networking before you need it
Networking when you have no ulterior motive, you can begin to build
relationships and a reputation for being generous rather than self-serving.
Have a plan
Since every person has value, it’s essential that you know what yours is. Map
out what you want to talk about, particularly how you may be able to help other
people, either now or in the future.
Forget your personal agenda
Generosity is an attractive quality and it’s something
special that people will remember about you.
Never dismiss anyone as unimportant
Make it your mission to discover the value in each person you talk to.
Connect the dots. Make it a point to connect people you feel have something of
genuine value to each other.

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Figure out how you can be useful
Before any conversation comes to a close, be sure to ask, “How can I help
you?” OR “If you need anything, please reach out to me or connect via
LinkedIn” and present your business card.
Follow up and follow through
If you told someone you’d get in touch with them, do it and reaffirm your
intent to assist in any way you can. If you promised to introduce someone
to a person you know, take the time to do it. Little things mean a lot to
people and just one introduction can end up changing someone’s life for
the better.
Believe in the power of networking
When you believe that the true value of networking lies in helping others
and you do your part, you’ll soon discover magic happening all around you.
Networking is Networking
Source: Forbes.com

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USE the "FORD" technique:
Family
Occupation
Recreation
Dreams
Ask a person about any one of these and you're bound
to start a conversation. REMEMBER to only use a
sentence or two of your own experiences to show that
you're listening and have insight and continue letting
them talk.
Initiate a Conversation

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Now Build Your
Referral
Network

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42 Referral Network Strategies
 Respond to the InBox
 Create Target Lists
 Work ‘Who’s Viewed’ your profile
 Nurture your network
 Check out ‘Who You May Know’
 Review your ‘Alumni List’
 Don’t be an ASK-HOLE – Reciprocate

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43Respond to the InBox

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44 Create Target Lists

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45 Create Target Lists

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46 Work the Lists
 List updates
served up weekly
 Get introduced
via a shared
contact
 Review profiles
for contact
information

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47 Who’s Viewed You

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48 Who’s Viewed You
Stalk ‘em back!

49. Nurture Network
 Pay attention to your
networks activity
• New Job
• Work Anniversary
• Other Profession events
Home tab
Top right corner
Like or comment

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50 Who You May Know
View
‘Who You May Know’
The list is served up
based on YOUR
CONNECTION’S
CONNECTIONS

51. Alumni List

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52 Reciprocate

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53Create or Find Relevant SHARABLE
FIND Worthy Content
• Google Alert – www.google.com/alert
• Join industry websites
• Signup for SmartBriefs (Industry News) –
http://www.smartbrief.com/
• YouTube
• Monitor Hash Tags on Twitter
• Industry Sites
• Content from OTHER Thought Leaders
• CREATE your own content and POST on a status
UPDATE or BLOG post

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54 SOOOooo….
You

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555 Ways to Make LinkedIn Part of Your Morning Routine

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56 ProFinder by LinkedIn

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Judy Parisella
e: judy.parisella@yahoo.com
http://www.linkedin.com/in/judyparisella
978.491.7444