Learn how to use LinkedIn to connect B2B and B2C and how to develop business relationships through this powerful social media tool. Increase your exposure and sales. For more information about relationship marketing contact Melissa McGinnis, Marketing Chameleon, www.marketingchameleon.com

1. A SOCIAL MEDIA PLATFORM
FOR PROFESSIONAL NETWORKING
Melissa McGinnis
Marketing Chameleon
mcginnis.m.melissa@gmail.com
March 2014

2. TRADITIONAL NETWORKING
• Finding an event that fits your
target market
• Risk meeting the same people
• Make 3-5 new connections
• Spend 3-4 hours at event
• Follow-up
• Maintain relationship
• Maintain top-of-mind awareness

3. BENEFITS OF LINKEDIN FOR
NETWORKING
• Advanced Search Options for
Connections
• Open for Exponential Networking
• Visual Resume to Build Credibility
• Maintain Contact and Awareness via
News Feed
• Form Professional Relationships with
Less Time Spent
• Increase Your Personal SEO

4. LINKEDIN FACTS
• Users Average 15 Years in Industry
• Average User Age is 41 Years Old
• 47% of Users are “Decision
Makers”
• Average User Income is $109,000

5. PROFILE SETTING ADJUSTMENTS
• Must Adjust Settings before making multiple changes to your profile
• Don’t annoy your connections on their Activity Feed with your
updates
• Adjust Broadcast Activity
• Activity Feed Visibility
• Anonymity Settings
• Decide on who can see your connections?

6. ADJUSTING BROADCAST ACTIVITY

11. Make
everyone
aware of your
updates and
comments
because it
allows people
to interact
with you even
if they are not
1st level
connections.

14. REASONS FOR ANONYMITY
• You may want to remain anonymous if you are “stalking” - or
gathering information on a prospect
• You may NOT want to be anonymous if you are hoping to
connect - show your sincerity with connecting by taking time
to get to know them

18. DO YOU WANT OTHERS TO SEE
YOUR CONNECTIONS?
• Do you have anything to lose by having your competitors
connect with your clients or prospects by looking through your
connections?
• Do your connections provide any competitive advantage for
you?
• Networking Advantage? Find professionals reaching out to
your target market and browse through their connections.

19. Add all
Email
Addresses
so people
can find
you

20. YOUR PROFILE
• Serves as YOUR Professional Marketing Piece
• Keywords are Important! They make you searchable!
• What does your profile communicate about you?
• Online is just as important as in-person!

21. #1: A PROFESSIONAL PICTURE
• A visual representation of you as a professional
• Everyone will look at your picture first
• Your picture may be the deciding factor on
whether someone will connect with you
• There is a greater chance that people will ONLY
look at your picture and not your written content
• Your picture is the only way someone will
recognize you at a networking event, if given
the chance
If you have a photo, you
have a
68%
better chance of
someone engaging with
you

24. Photographed by:
Mike Shea Photography
www.mikeshea-
photo.com

27. WHAT NOT TO DO …
• Don’t post a picture where your face does not fill the
frame - don’t look like a tiny speck
• Don’t post a picture with your family
• This is your site, people want to know who YOU are
• This is a Professional site, not Facebook
• Don’t include hobbies, unless it is your job

28. NAME AND HEADLINE
• Your Name
• Make it visible to everyone; may want to include alternate names
or misspellings
• Your Headline
• Make it about your career, NOT your current job title
• Your job title is temporary. YOU are lasting.
• Don’t Limit Yourself: Make yourself available for ALL
opportunities!

29. DEVELOPING YOUR HEADLINE
• KEYWORDS!
• If you did not have your current job, how would you explain who you are as a
professional?
• What are your professional goals?
• Write out your personal elevator speech. What keywords can you identify?
• If you want to include your job title, put it last.
• Don’t use industry jargon or job titles that no one will understand.
• Focus on who you are. and what you offer.

31. THE SUMMARY
• Use Searchable KEYWORDS!
• Brag about yourself
• Identify problem, solution, and outcome stories
• Give numbers if possible
• Build a general professional picture
• How do you want to position yourself?

33. JOB HISTORY SECTION
• KEYWORDS!
• Job title - Can be more than what title the company gave you - Identify
what you accomplished
• Summary - what you accomplished, challenges overcome, what you
offer, collaborators and competitors
• Additional Info - Use keywords - Think like your client - services, title,
competitors, conferences (ex. accountant, bookkeeper, accounting,
bookkeeping)

35. PROJECTS AND SPECIAL SECTIONS
• KEYWORDS!
• Include clients and collaborators
• Include websites, if possible
• Include Publications, interests, volunteer

38. PERSONALIZE
YOUR PUBLIC PROFILE LINK
• KEYWORDS!
• Use Name, Company, or Area of Specialization
• Increases chance you will come up in a web
search
• It’s a public URL - only one person can have it
and it may be taken

41. ADD WEBSITES
• Go to “Edit Contact Info”
• Add websites under “other” so you can title your website
with either a call to action or the name of your company
• Add blogs, articles, portfolio items, or other important pages

43. ADDING MEDIA
• Summary, Experience, or Education Sections
• Upload a file or link - “The Proof is in the Pudding!”
• Include on your profile or make an update:
• Slideshows
• Videos (Short 2 min. videos - www.two-head.com)
• Presentations

45. RECOMMENDATIONS
• Make a written recommendation for people you have worked with as
• Business Partners
• Colleagues
• Service Provider
• Students
• Make recommendations based off of only what you experienced
• Don’t request large blanket recommendations - make them individualized

54. ENDORSEMENTS
• List of skills that you can endorse others for
• add to their list of skills
• add your endorsement to their existing skills

56. MANAGE YOUR ENDORSEMENTS
• When others endorse you, you can adjust who sees them
• You may not want the endorsement because:
• It’s not a skill you have
• You would rather not be associated with the endorser

62. WAYS TO ADD CONNECTIONS
• Email
• People You May Know
• Who’s Viewed Your
Profile
• Groups
• Connections-
Connections
• Advanced Search
• Company Pages
• Introductions

66. PEOPLE YOU MAY KNOW
• Connect with 2nd level connections
• Similar people, professions, industries, and/or connections
• Benefit: Does not require that you state how you know them

70. ADVANCED SEARCH STRATEGY
• Titles
• Company
• Industry
• Groups
• Keywords

72. BOOLEAN SEARCH
• + keeps words together
• OR when either will do
• AND when you are clarifying
an audience or industry niche
• NOT to ignore and audience

76. GOOGLE SEARCH
Type in your Google browser:
site:linkedin.com/in”group””location”
site:linkedin.com”business professionals association”
“Gainesville”

80. CONNECTING ON LINKEDIN
• Invitations
• click on “Connect” button on their profile
• You can be connected via “groups” or other category
• Invite them showing that you have a reason for connecting
with them and show your interest in them

81. CONNECTING ON LINKEDIN
• Look at your Connections-Connections
• Find someone in a position who is a competitor or someone
that you could benefit from
• Search their connections to find people you could connect
with
• Use the Introduction tool if necessary

84. RECORD INFO ON CONNECTIONS
• Under “Network”
• Make new connections via email
• Organizes connections and conduct searches
• Keep up with birthdays and job changes

90. MAKE NOTES
FOR YOUR CONTACTS

98. GROUPS
• “Groups” is the easiest ways to communicate and engage with
people who are not 1st degree connections
• Types of Groups
• Open groups - content is visible to everyone
• Closed groups - company, industry, and alumni groups - the
content and membership is protected in some way - can serve
as a forum
• Request to Join

99. TIPS FOR GROUPS
• Go to the “more” tab to learn more about the group
• Your target market?
• Informational?
• In your area?
• Search Members to Connect With

103. WHO’S VIEWED MY PROFILE
• If someone has viewed your profile, reach out to them!
• Free account - see the last 5 people who have viewed your
account
• You can gather information on who you are attracting
• Are you attracting the wrong people?
• Do you need to change some keywords on your profile?

106. CONCLUSION
• Get your Personal Profile READY!
• Build Your Connections
• Reach Out and Stay Connected
• Engage and Post