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Linkedin for business - how businesses can use LinkedIn
The document serves as a guide on how LinkedIn can enhance business networking and personal branding, outlining key outcomes such as achieving a professional image, expanding connections, and managing privacy. It emphasizes the importance of social selling, maintaining a positive online reputation, and understanding the customer journey on social media. Best practices are provided for profile management, content sharing, and adhering to netiquette principles.
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Linkedin for business - how businesses can use LinkedIn
- 1. LinkedIn for Business FergalColeman 1
- 2. INTRODUCTION 2 Fergal Coleman Director ofSymphony3 Email: fcoleman@symphony3.com LinkedIn: au.linkedin.com/in/fergalcoleman/ Twitter: @Symphony3Think Introduction 2
- 3. Learning Outcomes At theend 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 3 Achieving these outcomes will lead ultimately to better relationships with clients, increasing awareness and loyalty.
- 4. What’s in itfor 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 4
- 5. Remember…. • When workingwith 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? 5
- 6. Netiquette How you shouldbehave 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 6
- 7. 7 First 4 stepsto ‘social selling’ (courtesy of LinkedIn) 7 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
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- 9. Your Customer’s Journey Awareness Evaluation PurchaseSupport Loyal Advocacy 9 Whatthe 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 canfit 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
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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 13 5 6
- 14. Summary: Profile • Beyourself – 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 14
- 15. Why Keywords Matter 15 •Customers use Google or LinkedIn directly to find experts and professionals • Example LinkedIn Search for “Financial Planner in Melbourne”
- 16. Summary: Privacy andSettings 16 • 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! 17
- 18. Summary: Your Networkand 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 18
- 19. Building and Managingyour 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 19
- 20. Using LinkedIn Searchto Find Contacts • How to use advanced people search – How to search for people – How to save searches • Search groups • Search companies • Other searches 20
- 21. Adding value whenyou talk 21 • 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 canyou share? 22 • Discuss
- 23. What content canyou 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 23
- 24. Delivering value viaLinkedIn 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 24
- 25. Using LinkedIn tobetter 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 25
- 26. Interests 1 3 2 1. Companies 2. Groups 3.Pulse 4. Education 26
- 27. Groups 27 Join the SEBNgroup!
- 28. News, Influencers, Channelsand Publishers 28
- 29. How to growloyal 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 29
- 30. Where LinkedIn canfit 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 theone thing you will do on LinkedIn as a result of today’s session? 31
- 32. Conclusion and NextSteps • 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 32
- 33. INTRODUCTION 33 Fergal Coleman Director ofSymphony3 Email: fcoleman@symphony3.com LinkedIn: au.linkedin.com/in/fergalcoleman/ Twitter: @Symphony3Think Thank you! 33
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