This document provides an overview of a LinkedIn workshop presented by Brenda Meller of Meller Marketing. The workshop aimed to teach attendees how to optimize their LinkedIn profiles, build their professional networks, and leverage LinkedIn for business development and career advancement. Attendees learned about profile building techniques, developing their personal brands, using LinkedIn for business development, and staying active on LinkedIn throughout their careers. The workshop covered various LinkedIn profile optimization strategies and provided homework for attendees to improve their LinkedIn presence.

1. LinkedIn 101:
Unlocking the Power of LinkedIn:
Presented by Brenda Meller of Meller Marketing
www.linkedin.com/in/BrendaMeller
to my new YP Connections at the Troy Chamber
Wednesday, July 25, 2018

2. © 2018 Meller Marketing 2
This Session
LinkedIn is the #1 professional networking site, but do you know how to
leverage LinkedIn to make it work best for you as a young professional, for
business development and throughout your career?
Bring your laptop and smart phone with the LinkedIn app and join us as
Brenda Meller, Owner and Marketing Consultant at Meller Marketing delivers
a hands-on workshop to help you optimize your use of LinkedIn.
Attend and you will learn:
• Profile-building techniques to optimize your presence
• Strategies to develop and expand your personal brand through LinkedIn
• Tips for using LinkedIn for business development
• Ways to use LinkedIn throughout your career, including for career search
All attendees are encouraged to connect with Brenda Meller at
www.linkedin.com/in/brendameller

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Introvert at
Heart
LinkedIn
Coach
LinkedIn
Ambassador
Side Hustler
who
Leaned In
Marketing &
Social Media
PIE
COFFEE
CHOCOLATE
www.linkedin.com/in/brendameller
Brenda@mellermarketing.com
https://twitter.com/brendameller
About Brenda Meller
@brendameller
@MELLERMARKETING
#socialmediapie

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Who are You?
• What are you goals as it relates
to LinkedIn?
• What are you hoping to learn
today?
• What is your favorite flavor of
pie?
GOAL = EVERYONE LEARNS
SOMETHING NEW

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1. Reminders
2. What is LinkedIn
3. Getting Started
4. Optimizing Your
Profile
5. Sending
Invitations
6. Building Dialog
through New
Connections
7. Maximizing Your
Visibility
Throughout Your
Career
8. Staying Top of
Mind with Status
Updates
9. Homework
(+BONUS)

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LinkedIn Reminders
 Company rules / policies
 LinkedIn will change… again
 Your view of LinkedIn 
My view of LinkedIn
 Everyone has a different comfort level
 Refer to my profile as often as you’d like
 Listen, learn, consider… then decide

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What is ?
• Professional networking site:
• Launched in 2003 (Me: 2006)
• 562 million members, 200 countries*
• Every Fortune 500 company and small businesses too!
• “Connections”
1
3
As of 7/24/18
https://press.linkedin.com/about-linkedin
2

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Three Areas to Begin
1. Create a FREE account
2.Build your profile
3.Invite and accept connections

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1. Create a FREE Account
• Look for your name NOW to make sure you don’t have two LinkedIn accounts
• If you find two, close the inactive account

10. 2. Build Your Profile
10
@brendameller
@MELLERMARKETING
#socialmediapie

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2. Build Your Profile
Pick One:
❑ Build Your Profile
OR
❑ Invite and Accept Invitations

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DO BOTH
Pick One:
❑ Build Your Profile
OR
❑ Invite and Accept Invitations
12
• Snowball effect
• Your profile will always be “in progress”
✓
✓

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FIRST: Adjust your settings so your network doesn’t see profile changes as
you’re making them:
1. Click on
the
dropdown
by the
“Me” icon
2. Select
“Settings
& Privacy”
5. Make sure “No”
is selected before
you begin your
profile updates
3. Select “Privacy”
4. Click here
DESKTOP MOBILE (APP)

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Make sure all emails on your LinkedIn are still valid.
Consider using your work email as your primary email.
1. Click on the
dropdown by
the “Me” icon
2. Select
“Settings &
Privacy”
4. Select “Change” under “Email
addresses” to review email
addresses on your account
3. Select “Account”
DESKTOP MOBILE (APP)

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Review your email addresses now:
1. Review the email you have set as your
“Primary” email. This is the email that will
appear on your profile for your 1st level
connections to view.
FYI: your connections can click “See
contact info” to view your email

16. Now, let’s
modify your
profile!
16
@brendameller
@MELLERMARKETING
#socialmediapie

17. New Profile View
Mobile view
Desktop view
www.linkedin.com/pulse/what-you-need-know-your-new-linkedin-profile-view-brenda
Notice what looks different when viewed on mobile:
• Background header image
• Summary statement length – and where it cuts
off on mobile
• Visibility of Contact Information

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1. Photos
a. Profile Photo: Pleasant, smiling, professional, face 50%
b. Background Image: aligns with industry or personal
brand
2. Headline
• Descriptive and Appealing.
• Doesn’t need to match your job title
• It’s what people see when you come up in search
results. Make it interesting!
3. Connections
10+ = active; average user has 400 connections
4. Summary
• Up to 2,000 characters. IMPORTANT: 3-lines – or
about 25-42 words show on desktop (LESS on mobile!)
so make the first few words compelling.
• First Person
My suggested profile checklist
1a
2
3
4
https://www.linkedin.com/pulse/what-maximum-
linkedin-character-your-summary-12-top-2017-caprelli
1b

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My suggested profile checklist
(continued)
5. Experience
a) First, describe your company and
products/services your company
offers
b) Then, describe your role and key
achievements, or what
products/services you offer
c) Add a list of Specialties (keyword
list) – this is for “search” (not
necessarily for a human to read
d) Showcase projects using “Media”
section
a
b
c
d

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 Company Page,
Linked
 No company page
 OR not linked
www.linkedin.com/company/hire-a-wife-llc
“Gray is NOT OK”

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Follow the Meller Marketing company page on LinkedIn
www.linkedin.com/company/meller-marketing-llc
• Follow my page for
marketing tips, social
media tips, LinkedIn
tips, inspiration
• Share one of my posts
as a status update and
add your comments.

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Follow the Troy Chamber company page on LinkedIn
www.linkedin.com/company/troy-chamber-of-commerce
• Follow your company
page – or tell your
company to create
one (FREE)
• A few times a month,
share your company
page updates with
your network

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My suggested profile checklist (continued)
6. Endorsements
❑ Only the top 3 are visible, so
move your top 3 to the top 3.
“People are lazy” *
❑ You can list up to 50
❑ Even if they are hidden, use
of skills helps with SEO (think
like Google)
7
• Review & reorder your top 3 skills.
• Look at other LinkedIn members with your current or future (aspirational) job title:
what skills do they have?
Click to re-order
your top 3
*Maybe they’ll click.
But probably not.

24. 3. Invite and Accept
Invitations
24© 2018 Meller Marketing
@brendameller
@MELLERMARKETING
#socialmediapie

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Be ON their profile when you click to connect

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The Personalized Invitation
27
ALWAYS
ALWAYS
ALWAYS PERSONALIZE and “ADD A NOTE”
Your Personalized Message:
• Hi (firstname),
• Have you met or not?
• Why you wish to connect
• Ask for the connection
• (your name)
HINT: Make it ALL ABOUT THEM

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Be ON their profile when you click to connect

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ON MOBILE
• Click to view profile
• Click on “More…” or the three dots

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Click “Personalize your invitation”

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SHOULD YOU ACCEPT?
1. Go to your invitations by
clicking on “My Network”
2.Click on “Manage all”
1
2
Be aware of LIONs:

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TIP: Screen Them In – and Create a DIALOG
The Short Version – message me if you’d like the long version
Click “Message” to reply without accepting:
Reply with this text – feel free to copy or create your own:
Hi (firstname), Thanks for the LinkedIn invitation. Have we met? Brenda
Meller

33. Simplify Your LinkedIn URL
Maximize Your Visibility
33© 2018 Meller Marketing
@brendameller
@MELLERMARKETING
#socialmediapie

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Make it Simple: FirstnameLastname
34
NOTE: unable to do this on
the mobile app at this time.

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Maximize Your Visibility
35
“BLUE”
shows us
YOU

36. Maximizing Your Visibility &
Posting Status Updates
36© 2018 Meller Marketing
@brendameller
@MELLERMARKETING
#socialmediapie

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Social Media Karma
• Focus on your homepage feed: 15 mins every day
• Like
• Comment (5+ words)
• Share
• Do not expect them to repay the favor
(but they will)
• This creates network visibility and
social capital for you
• This will help you THROUGHOUT
your career

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Post a Status Update to Stay Top of Mind
1. Update your status TODAY. Tag sparingly and strategically. OK to take pic and tag
me! You WILL get additional profile views if you do this. I have nearly 7K connections.
Tag Ara Topouzian too. He has about 5.5K connections.
2. Update your status once per week. When reading an industry article, click to share it!
Post your status update here
TO TAG:
Type “@” then click
name of business or
first and last name.
Type slowly…
Hint: tags are blue –
like Sheila’s tag of
Sterling Insurance
Group

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Suggested Status Update BONUS
Conferences, workshops,
attended
ADD: photo (and tag) of presenter(s) and tell
your network what you LEARNED
Industry news item ADD: your key takeaways
Organization news (Troy
Chamber, etc.)
ADD: a 1-sentence preview
Tips based on your expertise ADD: how this can help the reader
Share an item from a 1st level
connection
ADD a comment of five or more words
Job postings from your
network
ADD: offer instructions on how to apply (will
you refer them?)
Inspirational messages and
pep talks
Speak to the reader and add a few words of
your own.

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Engage like NEVA before
News or
information:
educate or
inform
N
A
V
E
Engage by
tagging:
people,
businesses,
organizations
Visual:
photo or
video
Action:
call to
action

41. N = The news I’m sharing
E = I’m engaging with
these tags
41© 2018 Meller Marketing LLC
V = Visuals (several
photos including my notes)
A = A link to visit her
website

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Homework
YES!
42© 2018 Meller Marketing

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HOMEWORK: LinkedIn
1. Get active on LinkedIn
2. Set up your profile
• Photo
• Update your summary
• Make sure your company is linked. “Gray is not OK”
• One other item from my checklist
3. Connect with me
4. Connect with 2 people who have looked at your profile
5. Post one status update a week
6. Create Social Media Karma: like, share, comment
7. Take a photo of a presenter and share it as a status update, tagging them in
the post.
8. Reply with “Have we Met?”
BONUS: spend 15 minutes a day EVERY WEEKDAY on LinkedIn 43
www.linkedin.com/in/brendameller
INCENTIVE:
Complete this homework and
message me on LinkedIn and I’ll
look over your profile for you!