Presentation given at Acsenda School of Management, Vancouver, BC In How to create a powerful #BusinessNetwork in the era of Networking 2.0.

1. Linkedin for Service Providers
Luis Ricardo Espinal
@lespinalrivera Linkedin.ca/lespinalrivera

2. About me…
Originally from this country:
Luis Ricardo Espinal 2
Industrial Engineer by Profession.
Ten years solid experience in the areas of General Management,
Manufacturing, Project Mgmt. & Execution, Continuous Process
and Cost Improvement.
Spanish is my first language.

3. What are we going to talk about 1/2
• Statistics on social media for professionals.
• How could Linkedin involvement can improve your business
engagement.
• Difference between Linkedin vs other social media.
• Some of the benefits of connecting to strangers thru Linkedin
vs other social media.
• How to build an “expert to all star” profile.
Luis Ricardo Espinal 3

4. What are we going to talk about 2/2
• Sharing thoughts on Linkedin.
• Validation of Skills and how to get them.
• Professional recommendations.
• Publishing a post on Linkedin, when and how to do it.
• It is not just about attracting talent and clients, it is about
COLLABORATION.
• Creating your own Linkedin QR Code.
Luis Ricardo Espinal 4

5. What are we going to talk about 1/2
• Statistics on social media for professionals.
• How could Linkedin involvement can improve your business
engagement.
• Difference between Linkedin vs other social media.
• Some of the benefits of connecting to strangers thru Linkedin
vs other social media.
• How to build an “expert to all star” profile.
Luis Ricardo Espinal 5

6. Growth rate of Linkedin in past years
2002
Launched with
10 members.
Luis Ricardo Espinal 6
2005
Had added
1,500,000
users.
2010
The subscriptions
were at 90 millions
2014
Accesed Lynda’s network of
courses and certifications.

7. Interesting Facts: Linkedin
It was going to be called “Colleguester”
Luis Ricardo Espinal 7
90% of Linkedin users are more likely to answer
a Linkedin request or inmail than a cold email.
1 out of 3 Professionals in the world are on
Linkedin.
Your network is really bigger than you think.

8. 2015
Luis Ricardo Espinal 8
United States 93 million.
Canada 9 million.

9. What are we going to talk about 1/2
• Statistics on social media for professionals.
• How could Linkedin involvement can improve our business
engagement.
• Difference between Linkedin vs other social media.
• Some of the benefits of connecting to strangers thru Linkedin
vs other social media.
• How to build an “expert to all star” profile.
Luis Ricardo Espinal 9

10. Linkedin & Smallbiz
Luis Ricardo Espinal 10

11. Linkedin & Smallbiz
Luis Ricardo Espinal 11

12. Linkedin & Smallbiz
Luis Ricardo Espinal 12

13. Linkedin & Smallbiz
Luis Ricardo Espinal 13

14. What are we going to talk about 1/2
• Statistics on social media for professionals.
• How could Linkedin involvement can improve your business
engagement.
• Difference between Linkedin vs other social media.
• Some of the benefits of connecting to strangers thru Linkedin
vs other social media.
• How to build an “expert to all star” profile.
Luis Ricardo Espinal 14

15. The Followers
Luis Ricardo Espinal 15
The Fans The Network
• It is fine to follow Strangers,
even to interact with them
because everything is public.
• It feels awkward to add
Persons you don’t know to
your “Friends” List.
• It is Perfectly fine to connect
with someone because is a
Business Network.
• It is fine to share your thoughts
about Justin Trudeau being the
new Prime Minister.
• Completely normal to share
the hilarious video of the dog
almost talking.
• Better share something that
the industry is working on or
trends surrounding our
business .
• 140 characters that can build a
strong sharing community.
• A Fan Page that can help you
market your Business to
Customer at a low to no cost.
• Profile insight that can easily
help locate yourself as a leader
in your industry.
• Companies connect with
potential buyers and contacts
in a first basis.
• Potential buyers follow the
Company fan page.
• There is no company.
It’s about Professional to
Professional connections.

16. Luis Ricardo Espinal 16

17. What are we going to talk about 1/2
• Statistics on social media for professionals.
• How could Linkedin involvement can improve your business
engagement.
• Difference between Linkedin vs other social media.
• Some of the benefits of connecting to strangers thru Linkedin
vs other social media.
• How to build an “expert to all star” profile.
Luis Ricardo Espinal 17

18. How does it feel to humanize?
Luis Ricardo Espinal 18

19. Luis Ricardo Espinal 19
Priceline Negotiator

20. It’s about giving.
Luis Ricardo Espinal 20

21. What are we going to talk about 1/2
• Statistics on social media for professionals.
• How could Linkedin involvement can improve your business
engagement.
• Difference between Linkedin vs other social media.
• Some of the benefits of connecting to strangers thru Linkedin
vs other social media.
• How to build an “expert to all star” profile.
Luis Ricardo Espinal 21

22. Tips about your profile
Luis Ricardo Espinal 22

23. Understanding
the Linkedin
algorithm
Luis Ricardo Espinal 23

24. Luis Ricardo Espinal 24
Reads your Profile Picture
Evaluates your headline
An up-to-date current position
Asks for at least 50 connections
Two past positions
Skills added by user (Not
Endorsements)
Understanding
the Linkedin
algorithm

25. Your profile picture suggested not to do it.
Luis Ricardo Espinal 25
Selifes
Too
Serious
Wedding Day
Small pixels
Well…. Cool, but no.

26. Your profile picture suggested “do it”.
Luis Ricardo Espinal 26
Personal Logo.

27. Your headline
It should be who you are, or who you are becoming to.
Luis Ricardo Espinal 27

28. Why your Headline is important?
It gives the visitor a quick
insight on whether they
want to continue looking o
not.
Luis Ricardo Espinal 28
It is the only
information that is
shown of your
profile in an
invitation.

29. Your profile link
Luis Ricardo Espinal 29

30. Your profile link
Luis Ricardo Espinal 30

31. Getting connections
• Start with the Basic “Import all my contacts from email”.
• Become a member of groups with common interest and
update constantly.
• Create and share your QR and link with other persons.
And Remember: Always personalize the invitation if you actually
don’t know the person you are inviting to network.
Luis Ricardo Espinal 31

32. Getting connections / About the invitations
Luis Ricardo Espinal 32

33. Breaking down a personalized invitation.
Luis Ricardo Espinal 33

34. Here are some ideas of groups:
Luis Ricardo Espinal 34

35. BREAK

36. Linkedin for Service Providers
Part 2
Luis Ricardo Espinal
@lespinalrivera Linkedin.ca/lespinalrivera

37. What are we going to talk about 2/2
• Sharing thoughts on Linkedin.
• Validation of Skills and how to get them.
• Professional recommendations.
• Publishing a post on Linkedin, when and how to do it.
• It is not just about attracting talent and clients, it is about
COLLABORATION.
• Creating your own Linkedin QR Code.
Luis Ricardo Espinal 37

38. What are we going to talk about 2/2
• Sharing thoughts on Linkedin.
• Validation of Skills and how to get them.
• Professional recommendations.
• Publishing a post on Linkedin, when and how to do it.
• It is not just about attracting talent and clients, it is about
COLLABORATION.
• Creating your own Linkedin QR Code.
Luis Ricardo Espinal 38

39. Hint 1: It is not about what you ate today..
Luis Ricardo Espinal 39

40. Hint 2: It is not to remember the drunk night
Luis Ricardo Espinal 40
• Share every time that you think it is interesting for someone
else.
• Sharing is caring, and on Linkedin, caring is being the expert in
your field.

41. What are we going to talk about 2/2
• Sharing thoughts on Linkedin.
• Validation of Skills and how to get them.
• Professional recommendations.
• Publishing a post on Linkedin, when and how to do it.
• It is not just about attracting talent and clients, it is about
COLLABORATION.
• Creating your own Linkedin QR Code.
Luis Ricardo Espinal 41

42. Validation of Skills
• Skills are there to show people that you are trustworthy.
• It shows the level of expertise that you may have (not
accountable in years of experience but in experience itself).
• It shows how many people see you as a leader in your
industry.
Luis Ricardo Espinal 42

43. Validation of Skills
Luis Ricardo Espinal 43
Person 1 Person 2

44. Validation of Skills
Luis Ricardo Espinal 44
Person 1 Person 2

45. So.. How do you get skills
validations?
Luis Ricardo Espinal 45

46. What are we going to talk about 2/2
• Sharing thoughts on Linkedin.
• Validation of Skills and how to get them.
• Professional recommendations.
• Publishing a post on Linkedin, when and how to do it.
• It is not just about attracting talent and clients, it is about
COLLABORATION.
• Creating your own Linkedin QR Code.
Luis Ricardo Espinal 46

47. How recommendations help you?
• The person has to recommend you on an specific basis.
• The person recommending you has to know you to
recommend you.
• They are as good as someone giving your presentation card to
the person looking at your profile.
Luis Ricardo Espinal 47

48. How recommendations help you?
Luis Ricardo Espinal 48

49. What are we going to talk about 2/2
• Sharing thoughts on Linkedin.
• Validation of Skills and how to get them.
• Professional recommendations.
• Publishing a post on Linkedin, when and how to do it.
• It is not just about attracting talent and clients, it is about
COLLABORATION.
• Creating your own Linkedin QR Code.
Luis Ricardo Espinal 49

50. Let’s talk about being the best!
Luis Ricardo Espinal 50

51. Let’s talk about being the best!
Luis Ricardo Espinal 51

52. GETTING
TO
Linkedin Pulse.
Luis Ricardo Espinal 52
When followers see content created and
published by you on Pulse regularly:
• You gain more credibility and authority …
• You become more front-of-mind for your
potential prospects …
• Your content gains more visibility.
1- Don’t Publish sale pitches.
2- Write attractive post headlines.
3- Add Stunning imagery to your post.
4- Expand your network.
Tweet the link to your post with
an engaging 140 characters with
tag “Tip @LinkedinPulse”.

53. What are we going to talk about 2/2
• Sharing thoughts on Linkedin.
• Validation of Skills and how to get them.
• Professional recommendations.
• Publishing a post on Linkedin, when and how to do it.
• It is not just about attracting talent and clients, it is about
COLLABORATION.
• Creating your own Linkedin QR Code.
Luis Ricardo Espinal 53

54. What are you doing for your network today?
Luis Ricardo Espinal 54

55. This is something that you can do for them:
Luis Ricardo Espinal 55
• Share something of interest directly to one person in your
network.
• Recommend someone even if they have not asked for it.
• Endorse skills that you know they have.
• Share what they posted.
• Say “Hello” From time to time.

56. What are we going to talk about 2/2
• Sharing thoughts on Linkedin.
• Validation of Skills and how to get them.
• Professional recommendations.
• Publishing a post on Linkedin, when and how to do it.
• It is not just about attracting talent and clients, it is about
COLLABORATION.
• Creating your own Linkedin QR Code.
Luis Ricardo Espinal 56

57. Useful resources: QR Generator.
http://www.qrcode-monkey.com/
Luis Ricardo Espinal 57

58. @lespinalrivera Linkedin.ca/lespinalrivera
• Share some links where I got this information:
• Invitations template.
• QR Code Generator Link.
What I can do for you today?

59. Thank you.
Luis Ricardo Espinal
@lespinalrivera Linkedin.ca/lespinalrivera