Leveraging LinkedIn for Lawyers
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The document discusses how lawyers can leverage LinkedIn for networking and business development. It outlines the "5 P's" approach: having a complete Profile, increasing Popularity by connecting with others, participating in relevant Groups, regularly Posting valuable content, and Publicizing content to share it widely. Lawyers are encouraged to optimize their profile, build their network, provide high-quality content, and be consistent with their LinkedIn strategy over time to get the most benefit.
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Leveraging LinkedIn for Lawyers
- 1. Leveraging LinkedIn for Lawyers
- 2. Networking 2
- 3. LinkedIn 3 Launched 2003 433+ million users 128+ million users in US Largest professional network on the internet Personal profiles Company profiles
- 4. LinkedIn for Lawyers How can Lawyers use LinkedIn? 4
- 5. LinkedIn for Lawyers • Thought Leadership • Networking • Nurture Prospects • Increase “Findability” • Generate Traffic • To Learn 5
- 6. The 5 “P’s” of LinkedIn 1. Profile 2. Popularity 3. Participation 4. Posting 5. Publicizing 7
- 7. The 5 “P’s” of LinkedIn 8 “P”rofile Make sure your profile is 100% complete and optimized
- 8. Tips for Having an “All-Star” Profile 9
- 9. Tips for Having an “All-Star” Profile 10 • Include a professional photo with your profile
- 10. Tips for Having an “All-Star” Profile 11 Don’t Do This.
- 11. Tips for Having an “All-Star” Profile 12 Or This!
- 12. Tips for Having an “All-Star” Profile 13 • Headline – be descriptive and sell yourself
- 13. Tips for Having an “All-Star” Profile 14 • Highlight the industry you work in
- 14. Tips for Having an “All-Star” Profile 15 • Include keywords in your summary
- 15. Tips for Having an “All-Star” Profile 16 • Authored content – providing content is a great way to “get noticed”
- 16. Tips for Having an “All-Star” Profile 17 • Add content, video and other rich media
- 17. Tips for Having an “All-Star” Profile 18 • Provide detail – don’t just gloss over subject matter
- 18. Tips for Having an “All-Star” Profile 19 • Order your skills to place the most important on top
- 19. Tips for Having an “All-Star” Profile 20 • Join relevant groups, they show up on your profile
- 20. Tips for Having an “All-Star” Profile 21 • Be specific and detailed with your Education
- 21. The 5 “P’s” of LinkedIn 22 “P”opularity Start networking and connecting
- 22. Popularity 23 Start with your “known” network
- 24. Popularity 25 Connect with the “right” professionals • Connect with like-minded professionals and influencers • Extend your network, industry knowledge • Build up your personal brand
- 25. Popularity 26 Tips for connecting with “Strangers”
- 26. Tips for Connecting with “Strangers” • Make sure your profile is up-to-date 27
- 27. Tips for Connecting with “Strangers” • Always add your own personal message 28
- 28. Tips for Connecting with “Strangers” • Explain why you're connecting 29
- 29. Tips for Connecting with “Strangers” • Describe what you do 30
- 30. Tips for Connecting with “Strangers” • Say some nice words and sign off 31
- 31. The 5 “P’s” of LinkedIn 32 “P”articipate Join communities and contribute
- 32. Participate 33 Join groups that are relevant to you and your audience • Alumni Groups • Industry Groups • Geography • Demographic
- 33. Tips for How to Find Relevant Groups 1. Go to the Groups Directory and search 34
- 34. Tips for How to Find Relevant Groups 2. Look to your network 35
- 36. Participate 37 Weigh in on discussions
- 38. The 5 “P’s” of LinkedIn 39 “P”osting Provide valuable and interesting content and information
- 39. Posting vs. Updates 40 Sharing an Update vs. Publishing a Post Updates – shorter form; fleeting Posts – longer form; permanent
- 40. Posting vs. Updates 41 Updates: A LinkedIn update is typically for when you have a quick thought or are linking to an outside source
- 41. Example of an Update 42
- 42. Posting vs. Updates 43 Posts: A LinkedIn post is more appropriate when you are delivering a lengthy piece of content to your readers
- 43. Example of a Post 44 http://bit.ly/1T9ECDO
- 44. Posting 45 When to post? Weekdays - Before or after work Except Monday and Friday
- 45. Posting 46 Be consistent with post structure People are creatures of habit. We crave familiarity and respond to it.
- 46. 4 Tips for How to Structure Your Content 1. Use short sentences 47
- 47. 4 Tips for How to Structure Your Content 2. Add lots of subheads 48
- 48. 4 Tips for How to Structure Your Content 3. Highlight key text 49
- 49. 4 Tips for How to Structure Your Content 4. Include images and graphics 50 As an ancient Greek parable states: “The fox knows many things, but the hedgehog knows one big thing.” Copyright 2002 © Jim Collins. “Good to Great”
- 50. Posting 51 Most important key to success? Create valuable, relevant and interesting content a.k.a Great Content
- 51. Great Content 52 What makes great content? • Writing for your audience • Providing value • Making it relevant
- 52. The 5 “P’s” of LinkedIn 53 “P”ublicizing Share and share often
- 53. Publicizing 54 The “Thank You” Factor
- 54. Publicizing 55 •Tip: Ask yourself “Will my network thank me for it?”
- 55. Publicizing 56 Don’t be a one-hit wonder •Tip: Create a content calendar and stick to it.
- 56. Publicizing 57
- 58. The 5 “P’s” in 5 weeks 59 • Week 1: Sign up for LinkedIn (if you haven’t) - Make an All-Star Profile • Week 2: Start building your network and making connections • Week 3: Identify and join groups you want to be involved in • Week 4: Brainstorm ideas for content • Week 5: Post content on your profile and within groups
- 59. One Last Tip 60 •Tip: Be Patient and Persistent
Editor's Notes
- HANDS: WHO HERE HAS BEEN TO A NETWORKING EVENT IN THE LAST 6 MONTHS? Face-to-Face still happens – but the nurturing of relationship has changed. It often happens online. Think about the networking experience 1. You meet someone new 2. You exchange cards Here’s where it changes – What is your desired reaction? Set up a lunch? Maybe eventually, but before that probably LinkedIn or Email. Social media is virtual networking. Take the time to build relationships online just as you would in person.
- Launched 2003 433+ million users 128+ million users in US LinkedIn is the largest professional network on the Internet Two ways to be on LinkedIn: Personal and Company profiles Company pages must be managed by a personal profile that has your company URL as the registered email
- Thought Leadership Deliver valuable and relevant content to your network and audience Weigh in on current events and news that demonstrates your ability and knowledge Benefit: People look to you as a valuable resource for information Networking It’s called social media because it’s about connecting Build and grow your professional network. Find like-minded professionals and engage with them Benefit: Develop a referral network and career growth opportunities Nurture Prospects Reach a larger, yet very specific audience Demonstrate value and expertise and communicate on a mass scale Benefit: Position yourself to get your next “Big Client” Increase “Findability” Social media sites tend to rank well with search engines Putting yourself and your content on another platform enhances your digital footprint Amplifies efforts in other areas – If you’re posting on a website or blog – promote it here Benefit: Increase the chances of people finding you online and in a positive light Generate Traffic Linking to content on your website is a great way to increase traffic to your site Amplification of your message – push to your audience, don’t make them to come to you Benefit: More visitors, exactly where you want them To Learn Social media is a great resource for educating yourself Seek out interesting and relevant content Benefit: Staying up to do date with your industry and emerging trends
- LinkedIn is original and the largest professional network on the Internet with 300 million members Boasts executives from all 2013 Fortune 500 companies as members Corporate talent solutions are used by 94 of the Fortune 100 companies More than 3 million companies have LinkedIn Company Pages LinkedIn members are sharing insights and knowledge in more than 2.1 million LinkedIn Groups
- Members who include a photo are 14x more likely to be viewed vs someone without one
- Don’t leave it blank. Gives the impression that you aren’t invested or it’s a fake profile.
- This is a professional networking site. Don’t look unprofessional.
- Your headline will be the second thing someone notices after your picture. Make sure it communicates Litigation – practice area – location – be descriptive
- Adding an industry results in roughly 15x more profile views Ex: Law Practice – Legal Services
- Include keywords that you want to be found for in your summary – more likely to come up in a general search People don’t know what you do unless you tell them.
- We’ll discuss this more in a bit. Speeches or publications
- Call attention to content and makes your profile more interesting than reading a glorified resume. This is your opportunity to make your profile valuable and dynamic with content that demonstrates your expertise.
- Tell a story. Easy thing to do is put a bullet list, but people want to know what you’ve done. Pitch yourself. Gather recommendations.
- Prioritize you skills so people see what you want them to see first Members who include skills receive 13x more profile views
- 5x more likely to be viewed if you join and are active in groups. Groups are also a great opportunity to establish common-ground with others looking at you on LinkedIn.
- 10x more likely to be viewed if you include detailed Education summary. People still closely identify with their colleges and law schools. Reason why you include this on your bios to this day. Expand on it here. People are viewing your education on your attorney bio – this is a great opportunity to expand on your experiences there.
- Consists of friends and professional contacts Import your email addresses, send invites, connect and start conversations
- Beware of this step that sends invites to your entire address book asking them to join LinkedIn.
- Connect with like-minded professionals and influencers – do some research and figure out who you want to connect with. Extend your network, industry knowledge – learn from those you connect with Build up your personal brand – guilt by association – who’s in your running crew?
- 1. Your picture is the first thing that will show up 2. They will look at your profile to so make sure it represents you well
- Address them by name and with a salutation Don’t use the generic LinkedIn message - it’s obvious and defeats your purpose Don’t connect via your phone APP – won’t allow you to customize your message
- This is very important, you are establishing the relationship Don’t want to look like you’re just building your network numbers
- Always include a sentence or two explaining what you do
- A little flattery and a warm, but professional sign off goes a long way.
- See where like-minded professional are and join.
- Trial and error Very often it’s can start with a question to engage other group members
- Share your opinion or provide an answer to someone else’s question Allows you to demonstrate value and position yourself as an expert or thought-leader
- Again, demonstrates value and positions you as an expert
- 600 characters limit Spark commentary and engagement Link to your blog or external content to READ MORE Will appear in your follower’s feed - temporarily
- Short blurb Image Link to external content
- More customization Self-contained on LinkedIn Stay posted on your account and live in perpetuity Pushed to your connections as a “notification”
- Remain on your profile in perpetuity Include images and videos Customizable and eye catching Develop a series of posts to establish yourself as an expert.
- When to post? LinkedIn is all about work, so it makes sense that the best times to post are weekdays, just before or after work. Tuesdays – 10-11 a.m., 7-8 a.m., and 5-6 p.m. Wednesdays and Thursdays – 7-8 a.m. and 5-6 p.m. Avoid Mondays and Fridays
- ****
- Most online readers are skimmers. Accommodate them.
- Break your sections using bolded subheads and paragraph breaks Get creative with subheads to lure readers to read your copy
- Use call-outs or creative cues to highlight key points you are trying to make
- They’re eye catching. Illustrate a complicated thought and distill it into an easy concept When used properly help make your point and make it memorable. “Hedgehogs see what is essential and ignore the rest.”
- Writing for your audience The content that will have the greatest impact makes your audience stop, pay attention, and realize yes, this was written for me and yes, I can use this. Providing value When you deliver something of value, your network will not only open your emails and pay attention to you on Social Media, but they’ll share. This is where you’ll have the opportunity to reach your next great customer - A “friend of a friend.” Making it relevant With all the noise that exists in our day-to-day: consumers have gotten better and better at filtering out messages that aren’t relevant to their needs or interests.
- Get your message out there. Don’t wait for people to come to you.
- When your network says thank you to a piece of content, they’re essentially thanking you for relevant marketing or better yet, a meaningful conversation. Create and Share meaningful content that connects with your audience/network. Ask yourself this question when coming up with ideas and when deciding to share it with your network.
- When you are developing and sharing content ask yourself this question. Often they will if you’ve done what you are supposed to
- Quality trumps quantity, but quality and quantity is gold. If you want to become the thought-leader, guru or influencer in your area of expertise, you have to commit to providing quality content on a regular basis.
- Example content schedule: Define a topic on Monday – Tuesday Finalize by Wednesday Post on Thursday Accept Connections on Friday
- We’ve covered a lot. So how do we get started. Let’s talk about how to be actionable leaving this workshop.
- Week 1: Sign up – Upload a professional photo – fill out every section – add skills – add descriptions Week 2: Invite people from your address book – look at LinkedIn recs – Look for people you “know” Week 3: Do a search for Groups you find interesting – look at your network for options – join and listen Week 4: Brainstorm ideas for content – look at what others are posting – Start with a question. Week 5: Post a question or content on your profile – start a group discussion – share someone else’s content
- You will not become a LinkedIn celebrity overnight A lot of trial and error to find your sweet spot Providing structure and goals where you can will help you stay on the path to success
- Blunders on personal accounts may reflect poorly on the company Social media is deceptively informal – Offensive or unprofessional communication can be the result LinkedIn is all about professional development and networking. Don’t talk politics, religion or post a picture of your dog. Typing before you think – tendency to react quickly can get you into trouble Keeping your account secure – Don’t want messages about Viagra being sent out to all of your clients The internet has taken away our ability to forget. Example – Janet Jackson Super Bowl