This document provides an overview and agenda for using LinkedIn effectively. It discusses building a strong LinkedIn presence through a professional profile, engaging with customers by sharing content and updates, and staying informed using LinkedIn's publishing and group features. The key benefits of LinkedIn for personal branding, search engine optimization, business opportunities and job prospects are outlined. Guidelines are provided for sharing different types of content updates and posts to engage connections and followers.

2. Lana Khavinson
LinkedIn
The Power of LinkedIn

3. 1. LinkedIn overview – setting the stage
2. How to build your presence on LinkedIn and why it matters
3. Engaging with customers
4. Staying informed
Agenda

4. LinkedIn Overview

5. Connect the world’s professionals to make them
more productive and successful
Our mission

6. Source: Mindset Divide Research, TNS, September 2012.
Personal Networks Professional Networks
Career info
Updates on brands
Industry Trends
Info on friends
Info on personal interests
Entertainment updates
1
2
3
“Spend Time” “Invest Time”
Top 3 content types expected on each network
Professional mindset is ideal for brand education

7. Building Your LinkedIn Presence

8. Why does having a LinkedIn Profile matter?
Personal
Brand
SEO
Goodness
Business
Oppts
Job
Oppts

9. Add a professional
photo to drive clicks
1
More views with a profile
photo than without
14x

10. Include an engaging
headline
2
- Explain what it is you do
- Include terms for which you
want to be found
- Show your passion
Multimedia & Emotion Architect

11. Tell your story3
- Write in 1st person
- Focus on accomplishments & aspirations
- Go past 40 words to tell your story
- Include keywords, not buzzwords

12. Detail your work
experience
4
More profile views than
those without
12x

13. 5 Bring your story to life
- Include videos, images,
presentations, website links etc…

14. Let your profile speak
for you
6
- Gather recommendations from
customers, partners, past
employers, business contacts
- Add your skills and get endorsed
for them

15. Include Volunteer
Experiences &
Causes
7
More profile views than
those without
6x

16. Add a background
image
8

17. On LinkedIn, it’s
not just about who
you know
Friends
Alumni
Family
Business
Contacts
Colleagues

18. It’s also about who
your connections
know
Friends
Alumni
Family
Business
Contacts
Colleagues

19. Add connections:
you never know who
will bring you your
next big opportunity
Friends
Alumni
Family
Business
Contacts
Colleagues

20. On average,
every new connection means
110 new second degree connections

21. As you meet new
business contacts through events,
business meetings, etc.
Connect with them

22. Get suggestions
on people you
may want to
connect with using
People You May
Know

23. Or, find the
exact person
you’re looking
for with
LinkedIn
advanced
search

24. When you’re ready to connect
with someone, be personal

25. When making a
connection request,
add a personal note
to give extra
context and break
the ice
Hi Paul,
It was so great to meet you at last night’s…
- Alexandra Watkins
Small Business Segment Director at StudioMoon

26. See if a mutual connection can make an
introduction or introduce yourself through inMail

27. Find a common group and join the discussion

28. Engaging with Customers

29. 7Xmore page views vs.
jobs pages
JOBS
CONTENT
Content pages
receive

30. 1. Status Update
1. Published Posts
1. Company Page Updates
Three ways to share content:

31. 1. Status Update
1. Published Posts
1. Company Page Updates
Three ways to share content:

32. Once your profile
is in great shape,
start engaging
with your network
by sharing
updates
Listened to a spectacular speaker at AdWeek today. Here is a link to find
out more…
32

33. Listened to a spectacular speaker at AdWeek today. Here is a link to find
out more…
33
Sharing updates lets
you share info that
you find interesting
and presents you as
a thought leader in
your space

34. Business
updates
Fun factsTrendsIndustry
news
Try different topics:

35. Share news, blog posts, thought starters…

36. Include images, video, SlideShare and more

37. Alexandra Watkins published
Before you know
it, your amazing
updates will mark
you as someone
in the know -
someone that
your network can
count on for the
latest and
greatest
Ben Metzker Great post, Alexandra. Thanks for sharing!

38. And it only gets better! As people like,
comment, and share your updates -
your viral reach will continue to grow
POST

39. “With LinkedIn’s help, I
established the credibility needed
to launch my business.”
Alexandra Watkins
Brand name expert, Author
39

40. 1. Status Update
1. Published Posts
1. Company Page Updates
Three ways to share content:

41. Publish Long Form Posts

44. Published posts are not the same as status updates
Share links, articles,
images, quotes or anything
else your followers might be
interested in
Deeply explore topics that
matter to you, then watch
the comments to see your
impact
UPDATES PUBLISHING

45. Tips for publishing posts
Remember your audience,
who you want to reach
Add images that stand out
Be authentic, write about
what you know
Create a catchy headline

46. Members engage with posts in a number of ways
1 Posts are shared with connections and followers in their feed
2 People can like, comment, share– so more people see it
3 Members can follow you in order to see more posts
4 Posts become part of your permanent profile

47. Give your leadership a voice with posts

48. 1. Status Update
1. Published Posts
1. Company Page Updates
Three ways to share content:

49. Bring your company to life

50. Post compelling content to engage with followers

51. See what others are doing to get ideas…

52. The updates that get the most action
Fun facts
and quotes
Employment branding
and career opportunities
Tips and
best practices
Company branding: inside
looks and interviews

53. Amplify your message with Sponsored Updates

54. Amplify your message with Sponsored Updates

55. Amplify your message with Sponsored Updates

56. Leverage your employees

57. Members
Current
members
540
Connections
Unique 1st
degree connections
201,863
Why is it important for your employees to
have great LinkedIn profiles?
Employees
Monthly viewers
of employees profiles
14,876

58. Encourage
employees to
get on LinkedIn
Engage with
Company Page
content & posts
Amplify employee
posts through
Company Page &
externally
Post status
updates and long
form posts
Encouraging executive & employee engagement
is the secret sauce to increasing reach

59. Staying Informed

60. The definitive professional publishing platform
Stay Informed
GroupsSlideShare Influencers &
Publishing
Pulse