The document outlines different levels of engagement on LinkedIn, from basic to social influencer. Level 1 involves a minimal profile with less than 50 contacts and no regular activity. Level 2 includes a fuller profile, 50-200 contacts, and weekly checking of connections. Level 3 involves greater engagement like daily posting, curating content for 10+ groups, and having 200-500 contacts. Level 4 is focused on becoming an authority through high quality content creation and discussion, with 1000+ contacts. Level 5 influencers have extensive networks, are top group contributors, and spend 10+ hours per week on advanced social selling activities. The levels progress from minimal benefit to strategic social selling and generating inbound leads.

1. Leveraging LinkedIn – the journey to Social Selling
L5 - Influencer
Where are you on your
LinkedIn Journey?
L3 - Engaging
Mark Stonham
LinkedIn Trainer
Social Selling Consultant
L2 - Professional
Level 1 - Basic
• Name
• Default Headline
• Skeleton roles
• Minimal/No background
• <50 contacts
• No activity
• Not checking VIE *
• Not inviting people
• Photo
• Custom URL
• Full Contact Details
• Custom Web URLs
• All Roles, with text
• Education
• Skills
• 50-200 contacts
• Weekly check on VIE *
• Invite Customers to connect
• Generocity evident
• Trigger events highlighted
• Multi-media added to profile
• Testimonials Given & Rec’d
• Expertise & Authority evident
• in profile wording
• in content created
• in behaviour
• in insight given
• in contact journey
• 500+ contacts
• Groups - 20+ prof + cust sector
• Endorsements hitting 99s
• 1000+ contacts
• Group Top Contributor
• Running a group?
• Check VIEN * 3 x daily - mobile
• Curating Content
• Daily Status Updates
• Links to own / company articles
• Group activity daily
• Contributing
• Initiating
• Always on – mobile + assistance
• Creating Content
• Blogging
• Slideshare
• Video
L4 - Social
• Custom Headline
• Summary re:
• target audience
• market issues
• customer value
• results/evidence
• Roles show customer value
• Keyword focused profile
• 200-500 contacts
• 10+ Groups
• Endorsements building 50+
• Daily check on VIE *
• Commenting into Home Stream
• Find + Invite people to connect
• 30 -60 minutes / day
•10 hours + per wk incl. content
• 60 minutes+ per day
• <30 minutes / week
What’s your plan to get
to the next level?
• No time spent on LinkedIn
Barely online
Invisible
Vehicle Chassis
Bring Offline Online
Building Network
Axle
Value focus
Starting Conversations
Hub
Dialogue focus
Developing Relationships
Spokes
Community focus
Reinforcing Reputation
Rim
Minimum benefit
Possibly detrimental
Support Offline activity
Occasionally found
Customer Mgmt Focus
Underpin Outbound
Regularly Found
Tactical Lead Gen
Accelerate Outbound
Inbound Inquiries growing
Opportunities by Referral
Replace Outbound
Inbound Fills the Funnel
Strategic Social Selling
* VIE VIEN – Views, Invites, Emails, Notifications
Copyright Wurlwind 2014
Find and connect with us on LinkedIn and at www.wurlwind.co.uk
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