An overview of how LinkedIn can be used for business. Delivered to managers, owners and employees at Manufacturing companies through the South East Business Network based in Dandenong, Victoria, Australia

1. LinkedIn for Business
Fergal Coleman
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2. INTRODUCTION
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Fergal Coleman
Director of Symphony3
Email: fcoleman@symphony3.com
LinkedIn: au.linkedin.com/in/fergalcoleman/
Twitter: @Symphony3Think
Introduction
2

3. Learning Outcomes
At the end of this session you will be able to:
1. Understand how LinkedIn can help you in your business
2. Update your profile correctly, meaning you:
1. Project a professional image to the world and help build your
brand and the company brand
2. Can be easily found by potential and existing clients
3. Give you the skills to create an all-star profile!
3. Manage your settings in order to control the information you
receive and protect your privacy.
4. Know how to search and find contacts
5. Be able to manage
6. Be able to share updates and content
7. Join Groups, follow companies and influencers
1. Photo
2. Job
descriptions
3. List 5 skills
4. Summary
5. Industry and
location
6. Education
7. 50 connections
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Achieving these outcomes will lead ultimately to better relationships with
clients, increasing awareness and loyalty.

4. What’s in it for you and your business?
• LinkedIn is your online professional persona
• LinkedIn is your “live” online business network
• It will help you learn more about your industry and current issues in the business
world
• It will help your company build better client networks
• It will help you build better referral networks
• It will help you build better networks within your company/industry/region
• It will help you deliver better business value to clients
• It will allow you to build more personalised relationships with clients and to
develop long-term relationships
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5. Remember….
• When working with LinkedIn always put
yourself in the shoes of the person you
want to interact with, your customer or
prospect..
• What will they be thinking? When and
where are they accessing from?
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6. Netiquette
How you should behave online…..
Follow your company social media policy – if it exists….
Be a good online citizen!
• Rule 1: Remember the Human
• Rule 2: Adhere to the same standards of behaviour online that you follow in real life
• Rule 3: Know where you are in cyberspace
• Rule 4: Respect other people's time and bandwidth
• Rule 5: Make yourself look good online
• Rule 6: Share expert knowledge
• Rule 7: Help keep flame wars under control
• Rule 8: Respect other people's privacy
• Rule 9: Don't abuse your power
• Rule 10: Be forgiving of other people's mistakes
The Core Rules of Netiquette are excerpted from the book Netiquette by Virginia Shea. Click on each
rule for elaboration. http://www.albion.com/netiquette/corerules.html
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7. 7
First 4 steps to ‘social selling’ (courtesy of LinkedIn)
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Developing a Reputation: Building a strong online
reputation that showcases your experience and
increases your credibility
Gathering Intelligence: Researching social information to
prepare for sales conversations – get to know your
customers
Building your Network: Developing relationships with
people who can share information and provide referrals
Offering Insights: Providing meaningful insights that earn
opportunities to engage with and influence contacts –
adding value when you talk
1. Build Your PROFILE
3. Gather INSIGHTS
2. Develop Your NETWORK
4. Contribute INSIGHTS

8. The customer journey
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9. Your Customer’s Journey
Awareness
Evaluation
PurchaseSupport
Loyal
Advocacy
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What the customer is thinking….
1. I (now) know who you are
2. I understand what you do
3. I need a service you offer
4. I’ll compare you to the competition
5. I’m going to buy from you
6. I need ongoing support
7. You are great! – I’ll buy from you
again and I’m going to tell all my
friends about you!
Increasingly these activities happen on social media (including LinkedIn)…

10. Where LinkedIn can fit into the customer journey
Awareness
Evaluation
PurchaseSupport
Loyal
Advocacy
10
Unaware
• Content –readable
• Introductions from others
• LinkedIn Search
• Maintaining your network
• Groups
• Content –readable
• Endorsements
• Recommendations
• Connections in common
• Comments on content
• Company pages
• Who’s viewed your
profile
• Meeting preparation – 3 x 3
matrix
• Links to website
• Company pages/showcase
pages
• Content – shareable
• Introductions
• Recommendations
• Likes, comments,
shares,
endorsements
• Content – solves a
problem
• Answering questions/
direct messages
• LinkedIn Search
• Introductions
• LinkedIn Groups
• Managing your network

11. 11

12. Free v. Premium
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13. Hands-on with LinkedIn
1
2
3
4
1. Overview of LinkedIn (from Homepage)
2. Setting up your profile
3. Managing your settings
4. Creating and maintaining connections
5. Searching on LinkedIn
6. Pulse, Groups and Companies
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5
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14. Summary: Profile
• Be yourself – your profile is
YOUR online persona
• Be descriptive
• Have a good photo
• Speak in language and
keywords your audience will
recognise and understand
• Use bullet points and short
sentences
• Use good images and
multimedia
• Be mindful of the your
company brand
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15. Why Keywords Matter
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• Customers use Google or LinkedIn directly to find experts and professionals
• Example LinkedIn Search for “Financial Planner in Melbourne”

16. Summary: Privacy and Settings
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• Know where the “Privacy and Settings” area is!
• Focus on the Profile and Communications tabs
• On the Profile tab know how to:
– Turn on off activity feeds
– Select what others see when you’ve viewed their profile
– Select who can see your connections
• On the communications tab know how to:
– Set the frequency of emails
– Turn on and off push notifications

17. Building your Network - The Network Effect
• The Network Effect
• Online Word of Mouth
• Influencers are important
• Fish where the fish are!
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18. Summary: Your Network and Search
• Decide on some principles to guide who you add to your network
– e.g. we have met in person, we have more than two connections in common
• Know how to invite someone to connect
• Personalise the invitation where possible
• Understand how to filter and organise your network using tags
• If you don’t have the new contacts interface you can get it at
http://contacts.linkedin.com
• We will discuss this are further in the next session
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19. Building and Managing your Network
1
2
3
1. Adding connections
a) See who you already
know on LinkedIn
b) People you may know
2. Managing contacts
3. Building personal
relationships
4. 1st, 2nd, 3rd connections
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20. Using LinkedIn Search to Find Contacts
• How to use advanced
people search
– How to search for
people
– How to save searches
• Search groups
• Search companies
• Other searches
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21. Adding value when you talk
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• What are you going to say?
• Where are you going to say it?
• When are you going to say it?
• Try to elicit a response!
• Remember don’t just talk; listen and support

22. What content can you share?
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• Discuss

23. What content can you share? Content Ideas
• How to articles – “How to choose a good widget builder”
• Top 5 tips – top five tips when…..
• Make a list of the top 20 questions most often asked by your customers – find or
develop content that answers those questions
• Industry blogs and websites
• Use videos and infographics
• Ask questions
• Understand when your connections are on LinkedIn – and post then
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24. Delivering value via LinkedIn
To properly engage in social media you need to do more than talk.
Social
Media
How can you use the communication types?
Internal • Connect to your colleagues
• Share information you find on LinkedIn with your team
• Work together on LinkedIn (see Talk)
Listen • Listen to the conversations in groups
• Watch what your clients are doing online
• Mine LinkedIn profiles for clues
Talk • Share valuable information with your contacts
• Work together to build the company brand in groups
(with your colleagues)
Support • Answer queries and questions for clients quickly,
efficiently and fully
Engage and
Energise
• Get your clients to share your information and to talk
about your brand
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25. Using LinkedIn to better understand your customers
• LinkedIn should be used as a call/meeting
preparation tool
• Use it in conjunction with your internal systems,
Google, and other social media.
• Explicit Information
LinkedIn can tell you:
– Where they are from and what their background is
– Where they studied?
– People you have in common
• Professional interests
• Personal interests
• Implicit Information
– Recommendations they give and receive can tell
you what they value, what people value in them.
– Updates they post can tell you what their current
interests are
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26. Interests
1
3
2
1. Companies
2. Groups
3. Pulse
4. Education
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27. Groups
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Join the SEBN group!

28. News, Influencers, Channels and Publishers
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29. How to grow loyal advocates?
• Growing loyal advocates is an organic process (in my opinion!)
• If you deliver great information and great services – customers will share your content with their
network
• Providing content that is interesting and informative will generate comments and likes
• These will be shared with other users’ networks
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30. Where LinkedIn can fit in
Awareness
Evaluation
PurchaseSupport
Loyal
Advocacy
30
Unaware
• Content –readable
• Introductions from others
• LinkedIn Search
• Maintaining your network
• Groups
• Content –readable
• Endorsements
• Recommendations
• Connections in common
• Comments on content
• Company pages
• Who’s viewed your
profile
• Meeting preparation – 3 x 3
matrix
• Links to website
• Company pages/showcase
pages
• Content – shareable
• Introductions
• Recommendations
• Likes, comments,
shares,
endorsements
• Content – solves a
problem
• Answering questions/
direct messages
• LinkedIn Search
• Introductions
• LinkedIn Groups
• Managing your network

31. Questions?
Tell us the one thing you will do on LinkedIn
as a result of today’s session?
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32. Conclusion and Next Steps
• You should now have the information to:
– Develop a professional brand online
– Manage your settings for information updates and privacy
– Find, connect with, and manage contacts on LinkedIn
– Share content on updates, in groups etc.
• If nothing else you should:
– Add your profile picture
– Add a headline and summary
– Add your current position
– Connect with your colleagues on LinkedIn (or at least
connect with me!)
• Don’t forget to read your company social media guidelines
• Contact Fergal for a step by step user guide
• Send us your success stories to share
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33. INTRODUCTION
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Fergal Coleman
Director of Symphony3
Email: fcoleman@symphony3.com
LinkedIn: au.linkedin.com/in/fergalcoleman/
Twitter: @Symphony3Think
Thank you!
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34. 34
Questions?