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LinkedIn
Training
The premiere B2B network
Social Influencer / Brand Advocate Training
May 2013
Brian Crouch
Content Marketing Director
He’s on LinkedIn! (w00t)

He “might as well be dead”?
Maximizing LinkedIn networks for business impact

1.

Determine your business objective:
what’s your goal?

2.

Optimize your profile
 Include key relevancy/discovery points in your
title: how will you help your profile be found?
 This helps Branding, for yourself, for your brand

3.

Grow your network
 Upload your contacts from Outlook
Improve searchability.
Complete your profile
LinkedIn recommends the following
minimums for a “100%” complete profile:
 Industry

 Education

 Postal code

 At least five skills

 Current position with

 Profile photo

description
 Two prior positions

 At least 50 connections
 Keyword-rich summary
Optimize your headline (160 char.) for max
search value:

And include
your
nickname/
maiden
name, if
applicable.
6
Name redacted

Your LinkedIn Profile can change
the tenor of the conversation.
Leverage your Contact Info: customize web links.

Use “Other” instead of “Company Website” or “Blog,” then add
your own text along with the links.

8
Add media..
Show your experience to add credibility..
Include additional info about yourself.
Manage your recommendations.
Include skills for people to endorse you.
More on recommendations.
My recommendation: make every effort to give more
Recommendations… but do it sincerely.
Endorse everyone you can legitimately endorse.
PRO TIP: Don’t use the auto-generated suggested
endorsements only.
Type in the most relevant endorsement you can deliver.
Then you’ll be in a unique position in your contact’s
profile.
"I will speak ill of no one, and speak all the good
I know of everybody.“ - Benjamin Franklin

14
What are you posting on LinkedIn?
Status updates, shares and likes:
simple tips
If you post 20 status updates per
month, you will reach approximately
2/3rds of your active network on
LinkedIn. Top-of-mind takes work.
2. You can follow users that you want to
connect with: no “request” needed.
3. Please—don’t share an update unless
you’ve read the linked article.
1.

◦ If you comment on a linked article/blog post, share from
their social widget, if possible.
Use the bookmarklet to share a URL from
a page without a share button.

Go to “Tools” at the bottom of any LinkedIn page
(or click image).
17
WHAT TO SHARE:
1. Interesting articles and blog posts.

2. Thought leadership content related to your area of
expertise.
3. Videos (YouTube, Vimeo, TED)

4. Useful presentations and whitepapers (Slideshare)
5. Insights (people love stats) and quotes
6. General business and leadership tips and advice

7. Keep self-promotion and marketing to 20% or less
8. Infographics and images
WAYS TO INTERACT ON LINKEDIN:
1. Like someone’s activity

2. Share a post
3. Comment on a post
4. Endorse someone’s skill(s)

5. Recommend a colleague, partner or customer
6. Send someone a direct message or share a link
7. Visit someone’s profile.
Advanced search features
Create saved searches for topical
focus.

Just click “Advanced” next to search bar to get to
this page…
21
Connect Outlook to LinkedIn: Click
“Tools” in footer
(Click image to visit the link.)
EVERY WEEK YOU SHOULD ADD
NEW CONTACTS:
1.
2.
3.
4.
5.

Anyone with whom you had a meeting.
People you met at social events.
New colleagues with whom you interacted.
People from other networks.
Significant email contact.
Use Rapportive when in Gmail environment.

Visit Linksy.me to generate emails
if needed.
rapportive.com

linksy.me/find-email

24
Groups.
Join a relevant active community and
participate in a genuine, respectful way.
◦ Look for a niche forum (such as a LinkedIn
Group) that maps to your objectives.

◦ Screen it.
◦ Invest the time to know those within it.
How to find the right group: start
with target topics, then…
Look for a high comment/discussion ratio.
Easy way to check: look at Group Stats.

Easy way to check a group: look at Group
Stats.
Many Discussions, almost no Comments.
Adding your content = wasted time.
Interact with the Group Owner

Send a personal thank you/greeting. You’ll be in the top
0.5%!
Optional: Make a promise to never spam.
Ask if there’s anything you can do to promote the group.
Consider following the owner on other social channels
too.
Stand out in a Group: Know
people. Talk to them.

When you can identify members by face and name, you’ve “arrived.”
Leveraging 3rd degree connections
to open conversations for business
How to use LinkedIn’s newest feature to find
out who your friends (and their friends)
know.

LinkedIn’s new feature allows you to peruse your connections’
connections (also known as 2nd and 3rd degree connections.)


First step: go to the profile page of 1st
degree contact who you feel certain would
be willing to extend an introduction. Click
on their “connections.”

Once you are at their “Connections” section….
To the right of that section will be a
magnifying glass. Click that:
Type any keyword, e.g., “Content Strategy”, “marketing”, “finance”,
“real estate.”

A list of profiles matched by target keyword will appear, along with a
count of your overlapping connections. Lots in common? Connect.
Use “Advanced Search” to filter 2nd & 3rd degree
contacts.
For example: company name, industry, degree of separation, location.

You can also search within specific groups.
Best way to use this knowledge?
When you’ve identified 2nd and 3rd degree connections you’re hoping to
meet, don’t send an Introduction request through LinkedIn.
Instead:
1.
Call or otherwise reach your 1st degree connection: you’ve met them, right?
2.
Inquire about the person you’d like to meet and your contact’s relationship
with him or her.
3.
Get your connection’s opinion regarding this person, and share your reasons
to connect.
After creating that permission, send an introduction request through LinkedIn—
the phone call or personal request assures it won’t be ignored.
Bonus: you’ve strengthened your relationship by conversing and asking for an
opinion (the way introductions used to be done.)
Sincere
Open
Collaborative
Interested
Authentic
Likeable

THANK YOU!
No relation.
38

Brian Crouch, Content Marketing Director. @BrianCrouch
Questions?
40
Duty Calls
41

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LinkedIn Training for Employees: Building Relationships with Influencers and Brand Advocates

  • 1. LinkedIn Training The premiere B2B network Social Influencer / Brand Advocate Training May 2013 Brian Crouch Content Marketing Director
  • 2. He’s on LinkedIn! (w00t) He “might as well be dead”?
  • 3. Maximizing LinkedIn networks for business impact 1. Determine your business objective: what’s your goal? 2. Optimize your profile  Include key relevancy/discovery points in your title: how will you help your profile be found?  This helps Branding, for yourself, for your brand 3. Grow your network  Upload your contacts from Outlook
  • 5. Complete your profile LinkedIn recommends the following minimums for a “100%” complete profile:  Industry  Education  Postal code  At least five skills  Current position with  Profile photo description  Two prior positions  At least 50 connections  Keyword-rich summary
  • 6. Optimize your headline (160 char.) for max search value: And include your nickname/ maiden name, if applicable. 6
  • 7. Name redacted Your LinkedIn Profile can change the tenor of the conversation.
  • 8. Leverage your Contact Info: customize web links. Use “Other” instead of “Company Website” or “Blog,” then add your own text along with the links. 8
  • 10. Show your experience to add credibility..
  • 11. Include additional info about yourself.
  • 13. Include skills for people to endorse you.
  • 14. More on recommendations. My recommendation: make every effort to give more Recommendations… but do it sincerely. Endorse everyone you can legitimately endorse. PRO TIP: Don’t use the auto-generated suggested endorsements only. Type in the most relevant endorsement you can deliver. Then you’ll be in a unique position in your contact’s profile. "I will speak ill of no one, and speak all the good I know of everybody.“ - Benjamin Franklin 14
  • 15. What are you posting on LinkedIn?
  • 16. Status updates, shares and likes: simple tips If you post 20 status updates per month, you will reach approximately 2/3rds of your active network on LinkedIn. Top-of-mind takes work. 2. You can follow users that you want to connect with: no “request” needed. 3. Please—don’t share an update unless you’ve read the linked article. 1. ◦ If you comment on a linked article/blog post, share from their social widget, if possible.
  • 17. Use the bookmarklet to share a URL from a page without a share button. Go to “Tools” at the bottom of any LinkedIn page (or click image). 17
  • 18. WHAT TO SHARE: 1. Interesting articles and blog posts. 2. Thought leadership content related to your area of expertise. 3. Videos (YouTube, Vimeo, TED) 4. Useful presentations and whitepapers (Slideshare) 5. Insights (people love stats) and quotes 6. General business and leadership tips and advice 7. Keep self-promotion and marketing to 20% or less 8. Infographics and images
  • 19. WAYS TO INTERACT ON LINKEDIN: 1. Like someone’s activity 2. Share a post 3. Comment on a post 4. Endorse someone’s skill(s) 5. Recommend a colleague, partner or customer 6. Send someone a direct message or share a link 7. Visit someone’s profile.
  • 21. Create saved searches for topical focus. Just click “Advanced” next to search bar to get to this page… 21
  • 22. Connect Outlook to LinkedIn: Click “Tools” in footer (Click image to visit the link.)
  • 23. EVERY WEEK YOU SHOULD ADD NEW CONTACTS: 1. 2. 3. 4. 5. Anyone with whom you had a meeting. People you met at social events. New colleagues with whom you interacted. People from other networks. Significant email contact.
  • 24. Use Rapportive when in Gmail environment. Visit Linksy.me to generate emails if needed. rapportive.com linksy.me/find-email 24
  • 25. Groups. Join a relevant active community and participate in a genuine, respectful way. ◦ Look for a niche forum (such as a LinkedIn Group) that maps to your objectives. ◦ Screen it. ◦ Invest the time to know those within it.
  • 26. How to find the right group: start with target topics, then… Look for a high comment/discussion ratio.
  • 27. Easy way to check: look at Group Stats. Easy way to check a group: look at Group Stats.
  • 28. Many Discussions, almost no Comments. Adding your content = wasted time.
  • 29. Interact with the Group Owner Send a personal thank you/greeting. You’ll be in the top 0.5%! Optional: Make a promise to never spam. Ask if there’s anything you can do to promote the group. Consider following the owner on other social channels too.
  • 30. Stand out in a Group: Know people. Talk to them. When you can identify members by face and name, you’ve “arrived.”
  • 31. Leveraging 3rd degree connections to open conversations for business How to use LinkedIn’s newest feature to find out who your friends (and their friends) know. LinkedIn’s new feature allows you to peruse your connections’ connections (also known as 2nd and 3rd degree connections.)
  • 32.  First step: go to the profile page of 1st degree contact who you feel certain would be willing to extend an introduction. Click on their “connections.” Once you are at their “Connections” section….
  • 33. To the right of that section will be a magnifying glass. Click that:
  • 34. Type any keyword, e.g., “Content Strategy”, “marketing”, “finance”, “real estate.” A list of profiles matched by target keyword will appear, along with a count of your overlapping connections. Lots in common? Connect.
  • 35. Use “Advanced Search” to filter 2nd & 3rd degree contacts. For example: company name, industry, degree of separation, location. You can also search within specific groups.
  • 36. Best way to use this knowledge? When you’ve identified 2nd and 3rd degree connections you’re hoping to meet, don’t send an Introduction request through LinkedIn. Instead: 1. Call or otherwise reach your 1st degree connection: you’ve met them, right? 2. Inquire about the person you’d like to meet and your contact’s relationship with him or her. 3. Get your connection’s opinion regarding this person, and share your reasons to connect. After creating that permission, send an introduction request through LinkedIn— the phone call or personal request assures it won’t be ignored. Bonus: you’ve strengthened your relationship by conversing and asking for an opinion (the way introductions used to be done.)
  • 38. No relation. 38 Brian Crouch, Content Marketing Director. @BrianCrouch
  • 40. 40

Editor's Notes

  1. (
  2. What do you want to be known for? What do you want your prospect to believe about you? What would make them click your name and remember? Find the right copy. Posiiton yourself.
  3. Improve your LinkedIn Profile’s searchability.
  4. The words “lead generation” changed my perspective on what was expected of this conversation.
  5. Use this to convert people who view your profile: don’t use the defaults!!
  6. Your profile may not have media add yet, but if you can, just go to “Edit Profile” and you should see a small box with a plus sign, allowing you to add links to media content. Media links can be added to the Summary, Education and Experience sections:Move your cursor over Profile at the top of your homepage and select Edit.Scroll down to the section you want to add content to and click the add media icon. The icon is a square with a plus sign. Note: You must use a compatible content provider for best results.Type or paste the link to your content into the Add a link field that appears. A picture of your content will then display with pre-filled Title and Description fields. Note: This may take several seconds. You can edit the content in these fields if you wish.Click Save.
  7. Experience - Professional positions and experience, including jobs, volunteer posts, military, board of directors, nonprofit, or pro sports. Your profile may not have media add yet, but if you can, just go to “Edit Profile” and you should see a small box with a plus sign, allowing you to add links to media content. http://www.linkedin.com/static?key=tools&trk=hb_ft_toolsJob hunting vs. networking mode. You can now add media to your experience as well.
  8. Additional Information - Interests, personal details like your birthday or marital status, and advice for people who want to contact you.More things to have in common with people.
  9. Make your profile public and customize privacy settings.
  10. Skills & Expertise - A relevant list of skills on your profile will help others to understand your strengths and improve your ability to be found when opportunities present themselves. Your connections can endorse these skills.
  11. Activity – What are you posting? How are you interacting with others on LinkedIn? Are you just spamming people? Are you adding value to the conversation or is it just self-promotion?
  12. Benefits for sellers in using Twitter
  13. It’s about the meaningful interactions
  14. You can search for names, topics, companies, titles, whatever.
  15. Linksy.me is a way of creating a list of names for research and experimentation. Enter the name and domain, get a generated list of possible emails. Then visit Rapportive and test them one by one. You can use Rapportive to research a single email and find the social account connected with it.