This document discusses different types of social media users and how to use LinkedIn effectively. It identifies three types of social media users: passive users who sign up but don't engage, active users who use it for networking and business purposes, and others. It provides tips for using LinkedIn to stay updated, network, and find jobs. The document emphasizes engaging others as a subject matter expert and using LinkedIn to promote your business through your profile, groups, questions and answers.

1. AASE
Jonathan Duarte
GOJobs.com

2. 3 Types of Social Media Users
1. Passive. Signed in, built a profile, took off.
2. Active users. Primarily networking,
sourcing, sales and marketing, or job
search / recruiting related.
3. The rest…

3. This is Online Networking…
to most people!

4. This is what our customers think it is!
 A way to communicate.
 A way to research companies, contacts,
vendors, information, etc.
 A way to stay up to date on news and
information.
 A place to network.

5. There will always be the weird ones!

6. LinkedIn is one of the Big 3
 A place to hang out with
the people you know!
 A place to meet the
people you want to know!
 A place to talk shop!

7. The Resume is Dead!
 There are 500,000 HR and recruiting professionals on
LinkedIn. They are using LI for sourcing candidates.
 Recruiters are using LI and other Social Networking sites
because they are free! Employers have to pay Monster or
CareerBuilder resume database is $9K to look at your
resume. With Facebook, LinkedIn, and other sites, your
profile is free!
 There are more resumes, white papers, forum discussions,
and other professional information on Google than there is all
the resume databases.

8. How to use Web 2.0
in your marketing strategy.
Engage your clients and prospects as a Subject Matter Expert (SME)
from the position of being Known, Liked, and Trusted.
You do this through providing news, information, industry updates,
customer support, and product knowledge:
• On their terms
• On their schedule
• When they are ready
• Using the sites they prefer
• In the format that they like best (white papers, video, podcasts, blog
articles, communities, groups, Facebook fan pages, Twitter
streams, press releases, etc.)

9. How does LinkedIn fit in?
“It’s not who you
know. It’s who
knows you.”
- Jeffrey Gitomer

10. The Strength of Weak Ties
It’s not the people closest to you that help you find a job. It’s the
people with which you have “weak ties”.
These “weak ties” are people you haven’t seen or spoken to in
weeks, months, or years.
The theory is suggests that our primary network of friends and
connections have the same influencers an same connections that
we do, therefore they see and hear the same information that we
do.
While people outside of your primary social network are influenced by
many other sources.
Mark Granovetter

11. Not all connections are NOT the same.
Nodes
Hubs
Constiuant
Connections

12. LinkedIn Applications

13. Linked
In
Search
Results
by
degrees
of
connec
tion.

14. Profiles
can get
you
Hired
and
Fired!

15. CareerBuilder Study
 45% of employers used Social Networking
sites to reference check job seekers.
 Social networking profiles gave some job
seekers an edge over the competition.
 24% of hiring managers who researched job
candidates via social networking sites said
they found content that helped to solidify their
decision to hire the candidate.

16. Top Influencing factors
 48% - candidate’s background supported their
qualifications for the job
 43% - candidate had great communication skills
 40% - candidate was a good fit for the company’s
culture
 36% - candidate’s site conveyed a professional
image
 31% - candidate had great references posted about
them by others
 30% - candidate showed a wide range of interests
 29% - candidate received awards and accolades
 24% - candidate’s profile was creative

17. Recommendations:
Give and Receive

18. Promoting your business through you
LinkedIn Profile
 Include Slideshows from Slideshare, or
Box.net, of Google Docs.
 Include a Video (through Slideshare)
 Upload powerpoints.
 Integrate your personal Blog.
 Link to your company website

19. Promoting your business through
Groups and Questions &Answers
 Include an image here of group questions.
 Include an image of Q&A here.

20. LinkedIn Groups
 There are groups of all shapes and sizes, from
industry trade groups, to local associations and
chambers of commerce, to alumni organizations,
to recreation and sports groups.
 You can join up to 50 groups.
 Become a member and engage the group. Don’t
just jump in and start selling.
 Don’t SELL in social media… educate!

21. LinkedIn Groups – Ways to Engage!
 Get involved in discussions. “Pay-it-forward”. Not
only are you helping others, but you are adding
backlinks and “social footprints” back to your
profile.
 Ask questions in the groups.
 Make announcements.
 Hold Webinars or Teleseminars to provide
information. Promote these in the groups.
 Most importantly, build relationships.

22. LinkedIn Questions & Answers
 Questions and Answers is great section of LinkedIn for
promoting your business. It’s not simply about promotion, but
building your credibility.
 People ask questions in your niche or area of expertise. If
you answer the question, your answer is publicly available (if
desired) and others can see your response.
 If the person asking the question thinks your answer was the
best, you get a star. The stars go on your profile (kind of like
the gold star on the fridge when you were a kid).
 The answers don’t go away, so months into the future your
expertise is still visible… with a link to your profile, of course.

23. My Social Networking Stats
 LinkedIn Connections - Over 7,000
 Facebook Friends – 300+
 Twitter Followers – 2,300
 Job seekers on email campaigns – 90,000
 Clients on newsletter campaigns – 4,000

24. Network Building
Broad or Deep Network building?
I recommend both! Why?
You come up higher in Search Results.
Go deep in your industry with vendors, clients,
prospects, competitors, employees, associates,
partners, etc.
Go broad using TopLinked, and LIONS.

25. Building a Broad Network

26. Questions and Answers

27. The Profile
 Headline
 Picture
 Updates
 Recommendat
ions
 Connections
 Links

28. Building a Broad Network

29. Building a Broad Network

30. Building a Broad Network

31. Google yourself:
How many times
are you listed in
the:
Top 10?
Top 30?
Do you control
your Personal
Brand?

32. LinkedIn Groups:
Use groups to:
•Connect
•Join Discussions
• Add Value
• Learn
• Promote
• Invite members to
events

33. Thank you!
What I do:
• Social Media Recruitment Consulting and
Implementations
• Career Site Optimization
• Search Engine Optimization
• Job Posting Aggregation and Syndication
Jonathan@gojobs.com * 949-287-4154