Getting the Most Out of

LinkedIn

• Why focus on LinkedIn?

• Get your profile in tip-top shape

• Searching for people

• Using groups

• Sharing status updates + content

• Tools to help

What We’ll Cover

sources: http://theantisocialmedia.com/category/anti-social-media/page/14/title image source: http://www.noop.nl/

• LinkedIn is business

• LinkedIn gets a lot of traffic and activity

• 300M+ users (100M+ in US alone), 200 countries, 20+ languages, 2.1M groups, 65.6M US-based unique monthly visitors, 178.4M worldwide unique monthly visitors

• Content (SlideShare)and status updates beyond 140 characters help you better connect with prospects and customers

Why LinkedIn Over Other Networks?

sources: http://press.linkedin.com/about ; http://www.marketingcharts.com/wp/online/small-biz-owners-say-linkedin-offers-them-more-potential-than-facebook-twitter-26648/

It’s All About You (this one time)

1. Add a picture (make sure it’s professional or top-notch)

2. Make sure you profile text is current and uses highly-searched keywords

3. Get a custom profile URL (see notes of slide for how)

image sources: author screenshots

It’s All About You (this one time)

4. Add specialties, skills, any publications, connect your SlideShare account

5. Edit your three custom links/URLs in the websites section

6. Check out LinkedIn’s take on “profile completeness”

image sources: author screenshots

Example: I clicked ‘share on LinkedIn’ from SlideShareOn LinkedIn, it expands in-line in the LinkedIn feed

Options to playback

deck without leaving

LinkedIn feed

image source: author screenshots

• The more relevant, targeted, accurate words (think ‘keywords’!) you use to describe yourself, the better you’re going to do in Appearances in Search.

• Power tip: Stop thinking about LinkedIn as a professional resume and start thinking about it like a pay-per-click advertisement. Construct it so it is as compelling as possible so that when you appear in search, you get clicked.

You Are Like an Ad on LinkedIn – Look Attractive

sources: http://www.christopherspenn.com/2012/03/the-biggest-linkedin-profile-power-tip-of-all ; author screenshot

• Keyword-stuffing is a bad practice for websites, and even worse on LinkedIn

DON’T Do This

image source: http://www.fillthefunnel.com/linkedin-worst-practice-youve-got-to-be-kidding/

Searching for People

1. Use the advanced search, or search using a regular term, and then use left sidebar for additional filtering options (e.g., relationship, location, … )– Example: MSP within 50 miles of 02210

2. Get more targeted by selecting some filters, like industry, location, title, company (current or past)

image source: author screenshots

Searching for People (continued)

3. Paid accounts ( ( ) get additional filtering options (like seniority level and company size)– Depending on your needs and use, you may want to consider

upgrading your LinkedIn membership

4. Save searches for repeated use– Get alerted automatically via email when people

meet this criteria

image source: author screenshots

Participating in Other Related Groups

1. Search for a term (use quotes if necessary)– I used MSP in this example

2. Use drop downs on left to limit/filter

3. Join open groups, and request access to locked ( ) groups– give it a month to test the

waters– leave groups you don’t like

after a month– Just stick with what works

image source: author screenshot

More on Groups

1. Group Profile shows who runs the show, and age of group1. click to see more2. then click ‘group profile’

2. Use the group statistics to tell you if it’s worthwhile to join (more on that in a minute)image source: author screenshots

More on Groups3. See who else in your network is in the group

• Easier to get introductions this way to other people in that group!

• Also a good way to follow prospects or competitors

4. Contributing/participating in conversations gets you noticed

image source: author screenshots

Last Bit on GroupsThe group statistics tell a great story

• Overall summary gives total member count, start date, and a snapshot of activity (comments last week)

• The seniority snapshot gives you a quick indication as to whether you might want to join

• Demographics tab gives insight in seniority, function, location, and industry

• Bar chart breakdown gives quick visual makeup of those four classifications

image source: author screenshot

Last Bit on GroupsThe group statistics tell a great story

• Growth gives sense of the velocity of a group. Stagnant growth in recent times indicates little vibrancy.

• New member join rate is telling as to how attractive (and find-able) the group is.

• Activity is the pulse of the group. Look for high volumes of comments and discussions.

• Lots of discussions and little comments typically indicate shouting and little listening. High comment count = thoughtful engagement.

image source: author screenshot

• Not just into groups. Instead, think of it as a professional newsfeed… because it is!

• Sharing out public updates builds credibility and trust in you

• Shared updates also factors into the algorithm of LinkedIn’s Pulse news (LinkedIn’s curated “News You Are Interested In”)

Share Content as Status Updates

image source: author screenshots

• The more people share or comment on the same story, the sooner it starts to rise in the “Your network’s talking about” section in LinkedIn - and starts to appear in your connections’ news feed!

• Accordingly, you should consider connecting with your customers on LinkedIn directly, outside of LinkedIn groups

Share Content as Status Updates

image source: author screenshot

There Are Tons of Ways To Share!

• Clicking the ‘Share to LinkedIn’ icon lets you do a lot!

• Pushes out from your feed (a status update)

• Can also post to a group or groups

• Can also tweet

• Can mention a person’s name (tagging)

image source: author screenshot

Not Sure What to Share? Here’s a List of Go-to Items

1. Mention what you’re working on.2. Share what you’ve read. 3. Share (professional) advice/opinion.4. Ask questions.5. Like other content, comment on discussions. 6. Mention events and organizations you’re part of.7. Share content from other sites.8. Cross-post tweets from LinkedIn status updates (via the

pop-up).9. Share job opportunities.10. Directly promote your product or service—but only

infrequently. Remember the Golden Rule:

sources: http://www.socialmediaexaminer.com/linkedin-company-pages-marketing-tips/ ; http://www.123print.com/blog/7-ways-to-improve-your-linkedin-company-page/ ; http://blog.marketo.com/2012/07/the-4-1-1-rule-for-lead-nurturing.html ;

Examples of Newsfeed Content on LinkedIn

image source: author screenshots

Use Free Tools to Help Streamline + Automate

• HootSuite (free) version lets you connect up to five social networks

– Add Twitter, your LinkedIn profile, and then up to three LinkedIn groups!

• Install the browser extension to share interesting content, as you browse, from within your browser

image source: author screenshots

Use Free Tools to Help Streamline + Automate• When posting inside the dashboard (browser and mobile), can post

to multiple places at once• HootSuite provides lots of options and features, like character

count, ability to select an image, and even post scheduling (limited)

image source: author screenshots

If You Want to Learn More

• http://blog.eloqua.com/top-10-linkedin-tips-for-lead-generation/

• http://socialmediab2b.com/2011/11/b2b-social-media-linkedin-group-statistics/

• http://www.slideshare.net/scrawforditm/power-prospecting-with-linkedin

• http://press.linkedin.com/understanding-linkedin • http://

www.marketingprofs.com/charts/2011/4890/leads-via-linkedin-groups-most-likely-to-convert?adref=nl042511

• http://www.christopherspenn.com/2012/03/the-biggest-linkedin-profile-power-tip-of-all 

• http://www.hubspot.com/eBooks/learning-linkedin-from-the-experts

BONUS CONTENT

Leverage Your Alumni Network

See who else you know in similar

groups, at companies, or industries

image source: author screenshots

Be a Snoop. Look Who’s Looking at You and Your Stuff

image source: author screenshots