Slide deck from presentation to Meeting Professionals International. How to master LinkedIn as a strategic business asset, to improve brand awareness and increase sales

1. MPI Meeting: Mastering LinkedIn as a strategic
business asset, to improve brand awareness and
increase sales
Philip Calvert, Founder of LifeTalk
@PhilipCalvert

5. Why is Social Media important?

6. Why is Social Media important?

7. Why is Social Media important?

9. “We’re not going to use Social Media
because all our clients are
grandparents – and they aren’t
interested in all this nonsense.”
The average age of becoming a
grandparent in the UK is 47.
Daycare Trust Survey 2012

10. Do you know how your clients are
using the Internet?
Have you ever asked them?

11. “I’m not very good at technology”
…is no longer an excuse.
Make learning about the Internet part
of your personal and professional
development.

12. Reputation and
Image management
tools
Forget “Social Media”

14. Stop seeing your
website as the be
all and end all of
your online
presence.

15. Tell us something we don’t already know

16. Tell us something we don’t already know

17. Tell us something we don’t already know

18. Many businesses still struggle to get noticed
And...
The Internet is our first choice
as consumers

19. …we feel under threat from it.
Do Doctors feel under
threat from the Internet?

20. The problem with consumers
• They have too many choices
• You don’t stand out enough
• They don’t have enough time
• The Internet is seen as a shortcut
• You don’t stand out enough online

21. Differentiate
or Die!

22. Your Differentiation Plan
• In the industry
• In your community
• In your niche
Your most powerful differentiator is...

24. What are you doing to get noticed?

25. • Google Places
• YouTube
• Blog
• LinkedIn
• Facebook
• Twitter
• Google+
• SunZu (Ecademy)
• Slideshare
• EventBrite
• Foursquare
Image Management tools

27. What is
• May 2003
• 200m users. 2 members per second
• 200 countries, 10 languages
• 21 m visits pm (US) (47m globally)
• Up 63% on 2010
• 50% in US, 11+ million in UK
• Viadeo (35m), Xing (10m), Fast Pitch,
Ecademy
• Shift from a Jobs site to real-time
networking
• 1 m groups
• 2 m company pages
• Value: $1.5 - $2 bn
• Mobile 2008. 400% growth in page
views per year
• A HUGE mine of data.
All LI products help you
leverage that data
• Invest time because it’s
a People Search Engine

28. Name
Active user
accounts
Facebook 800 million
Tencent QQ 674 million
Qzone 480 million
Netease 360 million
Windows Live
Messenger
330+ million
Tencent Weibo 233 million
Habbo 203 million
Twitter 200 million
Sina Weibo 200 million
Skype 145 million
Vkontakte 135+ million
Badoo 121+ million
Orkut 120+ million
Bebo 117 million
LinkedIn 200+ million

29. Why are you on LinkedIn?
• Find contacts
• Find likeminded
• Share contacts
• Highlight expertise
• Shape your personal brand
• Get/give answers
• Get/give company news
• Find/advertise jobs
• Find/promote events

30. Why are you on LinkedIn?
• Share status
• Find personalised news
• Career discussions
• Build Community
• Search topics and
people
• SEO
• Share content
• Find contacts
• Find likeminded
• Share contacts
• Highlight expertise
• Shape your personal brand
• Get/give answers
• Get/give company news
• Find/advertise jobs
• Find/promote events

31. Invest time in your Profile
• People Search Engine
• Looking for contacts & expertise – not friends!
• Professional credibility
• Differentiation
• “People Buy People”
• Shape your personal brand

32. Invest time in your Profile
Art Flater

33. Invest time in your Profile
“Specialties: Exceptionally good with sarcastic,
smart ass remarks.”
“Able to sit in my chair for extended periods of time
without numbness or fatigue.”
“Invented the 2 hour lunch break, which has been adapted by sales slackers
everywhere.”
“Attempted to train dealer staff until I realized most were too stupid to accept the
training. Once I realized that fact, I would just take them to lunch.”
Art Flater

34. Invest time in your Profile
“Sat on my chair and bitched at sales reps.”
“Sometimes I make a sales call.”
“Went to lunch a lot.”
“I avoid meaningful engagement and work, if at all possible.”
“Talked on the phone and hung out. Took credit for others accomplishments.”
Art Flater

35. Invest time in your Profile
• Check visibility > Philip’s Activity > edit

36. Invest time in your Profile
• Check visibility > Philip’s Activity > edit

37. Invest time in your Profile
• Monitor your profile

38. Pro tip: Thank people
who look at your
profile

39. ...as a Search Engine.

40. Search:
Financial
Planner

41. Profile
• Decide your keywords – Very important
• Add them to these key profile sections:
– Headline
– Current work
– Past work
– Website
– Public profile URL
– Summary
– Specialities
– Contact settings
• Interests
• Skills
• Honours and Awards
• Groups and Associations
• Add extra sections

42. Note the keywords in name and summary

43. Note the keywords in name and summary

45. 1. Note the keywords

46. 1. Note the keywords
2. Customise your public URL

49. Add keywords near the top of your
Summary section

50. Include keywords in your Specialties

51. Profile pages available in other languages

52. Include keywords in the Experience section

55. Show your
human side
by adding
non-work
interests –
plus a
couple of
keywords

56. “Bouzouki”

58. Kickboxing

59. Kickboxing

60. Kickboxing

61. Connect – but don’t be lazy!

62. Connect – but don’t be lazy!

63. Contact Tina
Include a couple of keywords in your Contact details too

64. Contact Art
Humour works too!

65. Profile add ins
• Applications
– Events
– Polls
– Projects
– Trips
– WordPress blog
– SlideShare
• More Applications
– Company Buzz
– Amazon reading list
– Box.net
– Google presentations
– iPhone App
– Paid advertisements
Change the order to suit what
you want people to see

66. Events

67. Events
Choose Event
Keywords

68. Events

69. Events
First page
Google results

70. Pulls in your
presentations
from
SlideShare
Presentations

71. Skills
Add Skills to your profile. LinkedIn will show
you a wealth of related resources...

72. Skills

73. Philip Calvert - Skills

74. Tina Weeks - Skills

75. Skills – Art Flater

76. Profile add ins
• Applications
– Events
– Polls
– Projects
– Trips
– WordPress blog
– SlideShare
• More Applications
– Company Buzz
– Amazon reading list
– Box.net
– Google presentations
– iPhone /Android
Change the order to suit what
you want people to see

77. Companies

78. Companies
• Build followers by
– Adding value
– Engaging
– Informing
• They may never become customers...
• But are
– Your network
– Your advocates

79. Companies
• Promote your company page
– Phone
– Email
– Letters
– Business cards
– LinkedIn group
– Facebook etc
– Presentations

80. Companies
Follow button for your website, blog etc

81. Companies
Status Updates of 500 characters

82. Companies
Status Updates of 500 characters

83. Companies
Measure what works

84. Companies
Pro tips
• Keep it short
• Occasionally ask questions
• Include a link
• Include an image
• Be different and intriguing
• How-to articles
• ‘Like’ competitions
• Ask for a ‘Like’
• Test what works
– Topic types
– Questions
– News
– Articles
– Contests
– Events
– Day and Time
– Style and Tone

85. Companies Measure what works
Also:
Compare against similar companies
Check your website visits from LinkedIn

86. Answers
• More tab > Answers
• Enhance and recognise perception of
expertise

87. News Personalised news based on your profile page

88. Groups
• Build your own Social Network
and Community
• Join (50) and/or create your
own
• Groups tab > Groups you may
like
• Join groups that your target
markets join
• “Feed the fish”
• Promote your group on
other Social sites

89. Apps

93. New and Important!
• Search results will show content from people you know
• Your content will show up when other people search
• Search results about you, will be based on what other
people say about you
• (Authentic) Content will rank higher in search results
• Engage with people and content
– Share, Comment, Like and +1
– Answer questions
• Adviser Apps

95. Apps

96. Through our connections, links, likes, locations,
interactions, reputation, interests, content,
persona, behaviour and emotions – computers
will tell us who we should meet and why.
Google will bring to our attention people and
information that we didn’t know we needed.
And even newer…!

98. Are you on board?

99. www.philipcalvert.com