getting the most out of linkedin

Download Getting the Most Out of LinkedIn

Post on 22-Sep-2014

406 views

Category:

Social Media

0 download

Embed Size (px)

DESCRIPTION

This presentation is designed to teach prospects and partners how to leverage LinkedIn to connect with customers and leads, thus achieving business growth in the managed IT services market. Because digital marketing is here to stay, we aim to continue advocating forward-thinking business principles so as to drive revenue and profitability in the channel.

TRANSCRIPT

PowerPoint Presentation

Getting the Most Out of LinkedIn

1Why focus on LinkedIn?Get your profile in tip-top shapeSearching for peopleUsing groupsSharing status updates + contentTools to helpWhat Well Cover

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

http://theantisocialmedia.com/category/anti-social-media/page/14/2LinkedIn 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/

http://press.linkedin.com/abouthttp://www.marketingcharts.com/wp/online/small-biz-owners-say-linkedin-offers-them-more-potential-than-facebook-twitter-26648/ 3

Its All About You (this one time)Add a picture (make sure its professional or top-notch)

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

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

image sources: author screenshots http://blog.linkedin.com/2012/02/14/profile-completeness/https://www.linkedin.com/profile/guided?trk=blog

http://help.linkedin.com/app/answers/detail/a_id/87/~/customizing-your-public-profile-url Move your cursor overProfileat the top of your homepage and selectEdit Profile. It will be an address like "www.linkedin.com/in/yourname".ClickEditnext to the URL under your profile photo.In theYour public profile URLbox in the bottom right, click "Customize your public profile URL".Type the last part of your new custom URL in the text box.ClickSet Custom URL.

https://www.slideshare.net/liconnect/ss_campaign

4Its All About You (this one time)Add specialties, skills, any publications, connect your SlideShare account

Edit your three custom links/URLs in the websites section

Check out LinkedIns take on profile completeness

image sources: author screenshots http://blog.linkedin.com/2012/02/14/profile-completeness/https://www.linkedin.com/profile/guided?trk=blog

http://help.linkedin.com/app/answers/detail/a_id/87/~/customizing-your-public-profile-url Move your cursor overProfileat the top of your homepage and selectEdit Profile. It will be an address like "www.linkedin.com/in/yourname".ClickEditnext to the URL under your profile photo.In theYour public profile URLbox in the bottom right, click "Customize your public profile URL".Type the last part of your new custom URL in the text box.ClickSet Custom URL.

https://www.slideshare.net/liconnect/ss_campaign

5

Example: I clicked share on LinkedIn from SlideShareOn LinkedIn, it expands in-line in the LinkedIn feedOptions to playback deck without leaving LinkedIn feedimage source: author screenshots The more relevant, targeted, accurate words (think keywords!) you use to describe yourself, the better youre 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 http://www.christopherspenn.com/2012/03/the-biggest-linkedin-profile-power-tip-of-all

7Keyword-stuffing is a bad practice for websites, and even worse on LinkedInDONT Do This

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

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

image source: author screenshots Searching for People (continued)Paid accounts ( ( ) get additional filtering options (like seniority level and company size)Depending on your needs and use, you may want to considerupgrading your LinkedIn membership

Save searches for repeated useGet alerted automatically via email when people meet this criteria

image source: author screenshots Participating in Other Related GroupsSearch for a term (use quotes if necessary)I used MSP in this example

Use drop downs on left to limit/filter

Join open groups, and request access to locked ( ) groupsgive it a month to test the watersleave groups you dont like after a monthJust stick with what works

image source: author screenshot More on GroupsGroup Profile shows who runs the show, and age of groupclick to see morethen click group profile

Use the group statistics to tell you if its worthwhile to join (more on that in a minute)

image source: author screenshots More on Groups

See who else in your network is in the groupEasier to get introductions this way to other people in that group!Also a good way to follow prospects or competitors

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 LinkedIns Pulse news (LinkedIns curated News You Are Interested In)Share Content as Status Updates

image source: author screenshots http://kylelacy.com/10-great-linkedin-status-updates/http://mashable.com/2013/11/13/linkedin-pulse-integration/http://www.linkedintraining.net/linkedin-new-share-button/16The more people share or comment on the same story, the sooner it starts to rise in the Your networks 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 groupsShare Content as Status Updates

image source: author screenshot http://kylelacy.com/10-great-linkedin-status-updates/http://mashable.com/2013/11/13/linkedin-pulse-integration/17

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 persons name (tagging)image source: author screenshot Not Sure What to Share? Heres a List of Go-to ItemsMention what youre working on.Share what youve read.Share (professional) advice/opinion.Ask questions.Like other content, comment on discussions. Mention events and organizations youre part of.Share content from other sites.Cross-post tweets from LinkedIn status updates (via the pop-up).Share job opportunities. Directly promote your product or servicebut 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 ; 19

Examples of Newsfeed Content on LinkedIn

image source: author screenshots

Use Free Tools to Help Streamline + AutomateHootSuite (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 browserimage source: author screenshots Can install a browser extension to share interesting content, as you surf

21Use Free Tools to Help Streamline + AutomateWhen posting inside the dashboard (browser and mobile), can post to multiple places at onceHootSuite 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 Morehttp://blog.eloqua.com/top-10-linkedin-tips-for-lead-genera