06/04/2016 welcome to… · track the roi of your linkedin activities? conduct a short linkedin...
TRANSCRIPT
06/04/2016
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Welcome to…
The Social Media System 2016
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Linkedin’s Worst Day Ever
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Is LinkedIn worth the time and
effort for your business?
100 YES!
Core Benefits of Linkedin For You!
PROFILE CONNECTIONS CONTENT COMMUNITY
Ideal platform for
showcasing your
personal brand
Establish credibility
and social proof
through
recommendations
and endorsements
Show off your work
(projects,
presentations)
Get traffic & leads
Ability to build a
targeted base of
prospective clients &
customers
Able to email up to 50
connections at a time
Able to export
connections to get
email address
Get introduced to
people you wouldn’t
have access to
Show off your work
(projects,
presentations)
Get traffic & leads
Get visibility for your
blog posts, videos
and other content to
add value and
establish credibility
Curate relevant posts
your audience will
enjoy
Constant reminder to
your connections
about your presence
Establish credibility
through Linkedin
Pulse
Show off your work
(projects,
presentations)
Get traffic & leads
Great place to build
targeted relationships
with prospective
clients
Get traffic to your blog
posts, events & other
free content
Ability to learn from
other colleagues and
experts
Show off your work
(projects,
presentations)
Get traffic & leads
Linkedin is ALL Business!
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Your Pathway to Success in
Develop Your LinkedIn Strategy
Create Engaging Professional Profile
Publish Relevant Content
Build and Connect with Your Base of Targeted Connections
Promote high-value, free and paid offers
LinkedIn Pathway to Success
PURPOSE PRESENCE PUBLISH PARTICIPATE PROMOTE
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Develop Your LinkedIn Strategy
Create Engaging Professional Profile
Publish Relevant Content
Build and Connect with Your Base of Targeted Connections
Promote high-value, free and paid offers
Step 1: Develop Your LinkedIn Strategy
PURPOSE PRESENCE PUBLISH PARTICIPATE PROMOTE
Step One
Develop an Effective LinkedIn
Strategy
LinkedIn Purpose
Assessment Action Plan
LinkedIn Purpose
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Conduct a short LinkedIn Assessment / Audit
Purpose:
• Do you have a clearly defined purpose for WHY you
are using LinkedIn?
• Have you created specific and measurable goals to
track the ROI of your Linkedin activities?
Conduct a short LinkedIn Assessment / Audit
Presence:
• Do you currently have an engaging, relevant and up-to-
date Profile?
Quality headshot
Effective sub-title description
Custom URL
Compelling Summary
Multi-media (video, PDFs,
Presentations
Skill endorsements
Client recommendations
Concise work experience
descriptions
Groups
Education / Volunteer experience
Conduct a short LinkedIn Assessment / Audit
Presence:
• Do you have a well-designed company page to
showcase your business brand?
• Do you moderate or participate in targeted LinkedIn
groups?
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Conduct a short LinkedIn Assessment / Audit
Publish:
• Do you regularly post relevant status updates to your Linkedin
connection?
• Do you receive engagement on your posts (likes, shares, comments)
• Do you publish discussion posts in targeted groups?
• Are you publishing relevant articles to Linkedin Pulse?
• Do you create Slideshare presentations and connect to your profile?
Conduct a short LinkedIn Assessment / Audit
Participate:
• Are you active in engaging in other’s content (posts,
group threads, pulse articles?)
• Are you an active participant in target groups?
Conduct a short LinkedIn Assessment / Audit
Promote:
• Do you post and promote free events and offers to your
connections and groups?
• Do you connect “individually” with connection to build
relationship and potential business opportunities?
• Are you currently using LinkedIn Ads to reach your
target audience?
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Assessment Action Plan
LinkedIn Purpose
The Social Media System 2016
SM Channels
SM Actions
SM Strategy
SM Outcomes
LinkedIn Action Plan
Purpose Statement
Outcomes
Actions
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VAClassroom LinkedIn Purpose
1. To build a strong personal brand and
credibility as a leader in the Virtual Assistant
Training Industry
2. To build connections and relationships with
Virtual Assistants and introduce them to
VAClassroom Programs!
Define Linkedin Outcomes
ACTION GOALS
(Lead Indicators)
OUTCOME GOALS
(Lag Indicators)
• Post two quality status updates
per day
• Update Profile Summary and
add new videos
• Spend 30 minutes per week
focusing on one targeted group
• Write one weekly LinkedIn
article
• 15% increase in status update
engagement
• Add 100 new event attendees
in the next 30 days
• 300 visits to your blog posts
• Add 150 new email
newsletter subscribers
Action Task #1
In your Linkedin Planner Guide…
1. Complete the LinkedIn
assessment.
2. Create your LinkedIn action plan.
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Develop Your LinkedIn Strategy
Create an Engaging Professional Profile
Publish Relevant Content
Build and Connect with Your Base of Targeted Connections
Promote high-value, free and paid offers
LinkedIn Pathway to Success
PURPOSE PRESENCE PUBLISH PARTICIPATE PROMOTE
Let’s get honest for a moment…
My LinkedIn Profile…UGH! My LinkedIn Profile…YEH!
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Step 1: Design a quality background
Best Resolution: 1400X425
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Step 2: Add a Professional Headshot
Step 2: Add a Professional Headshot
AVOID:
• Pixelated or grainy images
• Black and white images without
reason
• Selfies
INSTEAD:
• Use natural lighting & a quality
camera
• Use a clear light colored
background
• Relax your face and expression
and smille!
Step 3: Create relevant & captivating headline
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Step 3: Create relevant & captivating headline
Step 3: Create relevant & captivating headline
• Showcase your primary passions
and skills
• Clearly define your primary role
• Utilize relevant keywords
• Remember, the headline follows
you everywhere in LinkedIn!
Step 4: Customize Your Public Profile & URL
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Step 4: Customize Your Public Profile & URL
Make Your Profile
SUPER visible to all!
Step 5: Create a relevant and engaging summary!
Mission / Purpose
Experience
Passion
Social Proof
Call-to-Action
Step 5: Create a relevant and engaging summary!
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Step 5: Create a relevant and engaging summary!
Address WIIFM right away. States passion Role Practical benefits Call to Action
Step 5: Create a relevant and engaging summary!
• Offer an engaging and professional summary
• Speak the language of your “target audience” and seek to address how
your skills will help them
• Use targeted keywords that people may be searching for
• Include small, easy-to-read paragraphs
• Highlight your special skills, experience and accomplishments
• Sell the benefit and answer the “WIIFM” question for clients
• Include some call to action
Step 6: Incorporate Multimedia into your Profile
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Step 6: Incorporate Multimedia into your Profile
Slideshare
Presentation
Step 6: Incorporate Multimedia into your Profile
YouTube
Video
Step 6: Incorporate Multimedia into your Profile
Pulse Articles
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Step 7: Add Skills & Endorsements
Be sure to clean up your skill endorsements to ensure they are relevant!
Step 8: Add Relevant Work History & Media!
Step 10: Give and Ask For Recommendations
Important to “Give & Ask” for
recommendations in LinkedIn.
Recommendations are a perfect
way to instantly ignite your
credibility.
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10. Regularly update your profile!
Company Pages
Refer to Company Page Tutorial
Action Task #2
In your Linkedin Planner Guide…
1. Based on the 10 steps discussed,
review and update your LinkedIn
Profile to better engage your
audience.
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Develop Your LinkedIn Strategy
Create an Engaging Professional Profile
Publish Relevant Content
Build and Connect with Your Base of Targeted Connections
Promote high-value, free and paid offers
Step 3. Publish Relevant Content
PURPOSE PRESENCE PUBLISH PARTICIPATE PROMOTE
Three Ways to Publish on LinkedIn
Status Updates Pulse
Articles Group
Discussions
Status Updates
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What to Post on LinkedIn
• Business how-to videos
• Practical blog posts
• Quick inspirational photos
with business quotes
• Infographics
• Industry News
• Slideshare pres
• Polls and surveys
• Free report, guide, course
or white paper
• Thought-provoking
question
• Amusing biz-related
content
• Events
How Often to Update Status in Linkedin.
Linkedin Pulse
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Why LinkedIn Pulse
• Functions almost a “shared blog”
• Enables you to significantly expand your
reach and following
• Ability to tag with targeted keywords
• Ability to add rich media (images,
videos, cover photo)
• Opportunity to build “Follower Base”
• Add links to website & Social Media
Pulse Pointers
• Write an amazing headline to hook your audience
• Re-purpose your blog content and post a variation in LinkedIn
• Share everywhere – Twitter & Facebook
• Closely monitor views, shares and comments to see what might be the
most popular.
• Research other content in your industry to see what topics are hot!
• Include links to website, blog or free offers
• Add rich media to enhance the post
LinkedIn Groups
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LinkedIn Groups
New LinkedIn Group Features
• Simplified the group options: Standard which show up in Search Engines and
Unlisted which does not.
• All groups are now private (not public posts in groups)
• Content Moderation: Discussion posts will automatically be posted in
community (without moderator approval)
• Improved filtering of spammy content
• Removal of Promotions Tab and sub-groups
• Post media/images in group discussions
• Ability to mention a group member in a discussion just like Facebook.
Refer to LinkedIn Groups
Tutorial
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Action Task #3
1. Practice creating a short blog post
in Pulse.
2. Determine what your publishing
schedule will be for your LinkedIn
status-updates (Connect it to
Buffer).
3. Review Groups and see if there is
one that you can really participate
in and join the conversation.
Develop Your LinkedIn Strategy
Create an Engaging Professional Profile
Publish Relevant Content
Build and Connect with Your Base of Targeted Connections
Promote high-value, free and paid offers
Step 4. Build Your Base of Target Connections
PURPOSE PRESENCE PUBLISH PARTICIPATE PROMOTE
1. People You May Know Feature
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2. Seek Introductions in your target market
2. Seek Introductions in your target market
2. Seek Introductions in your target market
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2. Seek Introductions in your target market
3. Make Connections with Group Members
3. Make Connections with Group Members
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3. Make Connections with Group Members
Personalize the Message!
• Find common ground (Group)
• Reference something
complimentary about website
• Mention “mutual connection”
• Clearly state the “WHY for the
connection!
4. “People Also Viewed” Feature
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5. “People Similar To” Feature
Screening Your Invitations
Five Ways to Engage Your
LinkedIn Community
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1. Share & Comment on Posts in Your Network.
2. Share or Comment on Targeted Posts in Pulse.
3. Actively comment on discussion threads in groups.
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4. Connect directly with NEW Connections.
5. Respond promptly to invites and direct messages.
Action Task #4
1. Using the strategies discussed,
add 15 new targeted contacts.
2. Respond to 5 targeted posts in
Pulse or a group you belong to
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Develop Your LinkedIn Strategy
Create an Engaging Professional Profile
Publish Relevant Content
Build and Connect with Your Base of Targeted Connections
Promote high-value, free and paid offers
Step 4. Build Your Base of Target Connections
PURPOSE PRESENCE PUBLISH PARTICIPATE PROMOTE
Create your LinkedIn Marketing Funnel
Linkedin Pulse
Profile
Status Updates
Group Discussions
Blog Posts / Website
Opt-in Page / Squeeze Page
Free Offers (Event, PDFs, Videos)
LinkedIn Ads
Email Leads
New Buyers / Clients
Linkedin Ads
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1. Select Currency
2. Create Campaign Name
3. Create Ad Copy and Add Image
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4. Target Region, Industry and Job Title
5. Set PPC bid and budget.
6. Enter Credit Card information
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Action Task #5
1. Set-up your LinkedIn Marketing
Funnel
2. Check out LinkedIn Ads
Module Two Resources
Company Page Tutorial
Groups Tutorial
Slideshare Tutorial
LinkedIn Planner Guide
Linkedin Service Checklist (Daily, Weekly, Monthly)