imagine that it’s two years from today, and a major media ... · imagine that it’s two years...
TRANSCRIPT
Imagine that it’s two years from today, and amajormedia outlet has just run a big story about you,featuring quotes and a photo of your smiling face.Wow!1.Whatisthenameofthemediaoutlet?Chooseanactualmagazine,newspaper,orprograminwhichyouwouldbeproudtobefeatured.
2.Whatisthestoryabout?Whyareyoufeatured?
3.Writedownsomequotesfromtheinterview.
Introductiontodevelopinganall-starLinkedInprofile
MattHarrisandMarkGodenho15August2017
• BachelorofTechnology(MasseyUniversity1995)• MastersofTechnologyFirstClassHonours (MasseyUniversity1997)• PMP(2012)• ScrumMasterandScrumProductOwner• CurrentlyITProjectsManageratEANetworks
MidCanterbury’sCo-operativeElectricityandFibrenetwork.• Proactive|Customer-focused|Digitalproblemsolver|Agilemindset|ExperiencedProjectManagerandPeopleManager
• Ihelppeopleandcompaniesuse21stCenturythinking,toolsandtechniquestotransformtheirbehavioursandbusinessbyusingdisciplinedAgileProjectManagement.
• PreviouslyExecutiveClientManager,DevelopmentProgrammeManager,ProjectManager,DevelopmentTeamManager,ReservationSystemProvisioner,ReservationSystemCustomerService,DistinguishedSoftwareEngineer,EuropeanIn-FieldCustomerSupportEngineer,eXtreme ProgrammingCoach,RadioMasseyDJ,MUSASportPageEditor,Member/ChairofvariousBoards.
• DiplomaofCivilEngineering(WellingtonPolytechnic1995)• BachelorofCommunications (ChristchurchPolytechnic1999)• MBA(UniversityofAuckland2011)
• BrandStrategist• Marketing&EventsManager• BusinessOwner• DirectorofBrandEngagement• StrategicMarketingManager• CreativeDirector• DigitalProjectManager/InformationArchitect• Copywriter• RadioAnnouncer• CivilEngineer
WHATWEWANTOUTOFTODAY
UnderstandingofLinkedIn
UnderstandingofPersonalBrand
ImprovedLinkedInprofile
Benefits
Customerswillviewthebrandpositively
Wewillstayrelevant
Wehaveastorytotell
Wewillbemorevisible
Youwillbemorevisible
Youcantellyourstory
Youmayactasan“attractor”fortheemployer-brand
Whenpeoplesearchonlineforjobs,theylookatpeopleatthecompany.
Ifyouhaveagoodonlinepresence,it’sgoodforyourpersonalbrand.
It’sgoodforthecompany’simage.
EveryconnectiononLinkedIn…• reflectsanaverageof400newpeopleyoucangetintroducedtoand
begintobuildrelationshipswith;• Encompasses100newcompanieswhomaybelookingfortheskillsand
talentsyouoffer;and• Representsconnectionstoanaverageof500+jobs.
Benefits
Havingastrongpresenceonthesetypesofplatformssendastrongmessagethatthecompanythatyouworkforisafuture-focused,forward-thinkingcompany,comfortableutilisingtherelevantplatformstoengagecorrectlywithstaff,customersandwiderstakeholders.
TheFocusTest:
1 Whoareyou?
2 Whatdoyoudo?
3 Whydoesitmatter?
YouneedmoreFOCUS
1.Differentiate
The#1ruleofbrandbuilding
FACT:Ourbrainsactasfilterstoprotectusfromtoomuch
information.Wearehardwiredtonoticewhatisdifferent
FACT:Weinteractwithdifferentpeopleeveryday.
Andeverypersonisabrand.
Whyisbrandingsoimportant?
1 Peoplehavetoomanychoicesandtoolittletime
2 Mostofferingshavesimilarqualityandfeatures.
3 Wetendtobaseourbuyingchoicesontrust
DO YOU OWN YOU??
•Googleyourself•Doyouhaveapagerank?•Whatimagesareyoufinding?•Ifnot,whatdoyoudonow?
ValueProposition?
A valueproposition isapromiseof value tobedelivered.
It’stheprimaryreasonaprospectshouldbuyfromyou.
Inanutshell,valuepropositionisaclearstatementthat:
• explainshowyourproductsolvescustomers’problemsor improvestheirsituation(relevancy),
• deliversspecificbenefits(quantifiedvalue),
• tellstheidealcustomerwhytheyshouldbuyfromyouandnotfromthecompetition(uniquedifferentiation).
ValuePropositionTemplates
WehelpX doY byZ (SteveBlank)
Example:Ihelpcompaniesdevelopandstreamlinetheirmarketingstrategy byuncoveringthoughtleadersandimprovingtheirdigitalfootprint.
QUICKFACT
Thereare5levelstoprofilestrengthonLinkedIn:• Beginner• Intermediate• Advanced• Expert• All-Star
http://www.linkedin-makeover.com/2014/07/29/linkedin-profile-strength/
TotalNumberofLinkedInusers:500million(asofApr24th 2017)
Percentageofnon-USALinkedInusers:71.5%
NumberofLinkedInusersactivemonthly:252million(asofApr24th 2017)
PercentageofusersthatuseLinkedInDaily:40%
NumberofnewLinkedInmemberspersecond:2
What’sinitforyou?• LinkedInisyouronlineprofessionalpersonaandyour“live”onlinebusinessnetwork
• Itwillhelpyoulearnmoreaboutyourindustryandcurrentissuesinthebusinessworld
• Itwillhelpyoubuildbetterreferralnetworks
• Itwillhelpyouformrelationshipswithinyourcompany/industry/region
• Itwillhelpyourcompanybuildbetterclientnetworks,willallowyoutobuildmorepersonalisedrelationshipswithclientsandtodeveloplong-termrelationships
• Itwillhelpyoudeliverbetterbusinessvaluetoclients
• LinkedInnowownedbyMicrosoft.TheirroadmapincludesaddingpersonalizedinsightsinyourMyNetworktab soyoucanstartlearningmoreaboutthetopconnectionsyou’vealreadymade,andhoweachpersoncanhelpyouworktowardyourcareergoals.
AchievingAll-StarStatus
LinkedIncreatedthe ProfileStrengthmeter thatisontherightsideofyourprofiletogaugehowrobustyourprofileis.Thestrengthlevelwillincreaseasyouaddmorecontenttoyourprofile.AchievingAll-Starprofilestatusisn’tnearlyasdauntingataskasitmayseem.
UploadaProfessionalPhoto
AccordingtoLinkedIn, addingaprofilephotomakesyourprofile7xmorelikelytobefoundinsearches.Profileswithnophotoareperceivedasincompleteordormantandarelesslikelytobeviewed.• Avoidselfies.• Chooseaphotothatlookslikeyou.• Faceshouldbe>60%offrame.• Smilewitheyesandteeth.• Wearwhatyou’dweartowork.• Chooseabackgroundthatisn’tdistracting.
UploadaProfessionalPhoto
Avoidphotoswithpets,kids,significantothersandanythingthatcouldbeviewedasinappropriateforbusiness.
UploadaProfessionalPhoto
Usingthewrongtypeofphotocanbeevenworsethanhavingnophotoatall.
UploadaProfessionalPhoto
Remember,LinkedInisaprofessionalnetworkingsiteforbusiness,souseaphotothatreflectsaprofessionalbusinessimage.
Uploadabackgroundimage
Remember,LinkedInisaprofessionalnetworkingsiteforbusiness,souseanappropriatebackgroundimage.Note:youcan’teditthisfromamobiledevice.• Backgroundimagesmustbe:
• FiletypeJPG,GIForPNG.• Nolargerthan8MB.• Recommendedpixeldimensionsare1584(w)x396(h)pixels.
• Seelinkedbackground.comforfreeimages.
CreateaninformativeheadlineandincludeyourindustryandlocationYouhave120charactersinyourheadlinetoquicklytellpeoplewhatyoudo.Don’tjustuseyourjobtitle,includetheareasofexpertiseforwhichyouwishtobeknownandfoundinsearches.Usingbrief,informativeandcompellingkeywordswillhelppeoplefindyouandwillleadtomoreprofileviews.
CreateaninformativeheadlineandincludeyourindustryandlocationMakesureyoutellpeoplewhatitisthatdefinesyourpersonalbrand.Also,besuretoincludetheindustryyouworkinandyourgeographiclocationunderyourheadlineaswell.
CompletetheSummarySection
Thesummarysectionisyourprofessionalelevatorpitch.Thisis your personalprofile,notyourcompany’sprofile.Peopleareonyourpagebecausetheyareinterestedinlearningaboutyou,sobesuretodistinguishyourselffromyourcompany.Also,yourLinkedInprofileisn’taformalresume,soavoidsoundinglikeoneinthesummary.Makeyoursummarypersonalandconversational.Tellstoriesandpaintapictureofyourself,butremembertokeepitprofessional.Itgoeswithoutsaying,butbesuretoproofreadyoursummarybeforepostingtoyourprofile.
CompletetheSummarySection–inthe1stperson!!!!
AddyourcurrentpositionandpreviousworkhistoryLinkedInstatesthat havingyour2mostrecentpositionsmakesyourprofile12xmorelikelytobefound.Besuretoincludeadescriptionwithyourcurrentpositionandatleastlist2ormorepreviouspositions.Also,includeanyboardorvolunteerpositionsthatmaybeofinterestorvaluetoyournetwork.Sinceitisn’taresume,don’tgooverboardwithpreviousworkhistorydetailsandaccolades.Asimplesummaryandsometopaccomplishmentsshouldsuffice.Unlessyouarearecentgraduatewithverylittleexperience,avoidaddingjobsyouhadinhighschooloruniversity.
Addskillsandexpertise
TheskillsandexpertisesectionofyourLinkedInprofilegivesyouanopportunitytoshowspecificanddetailedareasofyourexpertise.Yougettoshowcaseallthatyoubringtothetable,soavoidbeingtoovagueorgeneral,butratherlistspecialties.Addingskillsandexpertisealsogivesyourconnectionstheabilitytoendorseyouinthosespecificareas.Ataminimum,youshouldincludeatleast5ormoreskills.
IncludeyoureducationAddthehighereducationschool(s)youattended,degree(s)received,specialisations,awardsandanydetailsthatarerelevanttoyourprofessionalprofile.Oneoftheancillarybenefitsofaddingtheschoolyouattendedisthatitallowsyourfellowalumnitofindyouandconnect.Ifyoudidn’tfinishadegree,youshouldstillincludeinformationaboutyourattendance.Listinghighschoolispreferredtolistingnoeducationdetailsatall.Notincludingeducationdetailsonyourprofilewillcauseyourprofiletobeincompleteandcouldraiseunnecessaryquestions.
GetConnectedLinkedInrequiresyoutohaveatleast50ormoreconnectionsinordertoachieveacompletedprofile.
Personalise yourinvite.
Customise yourURLLinkedInrequiresyoutohaveatleast50ormoreconnectionsinordertoachieveacompletedprofile.Buttheyhavemadeitveryeasytofindandaddpeopletoyournetwork.YoucaneasilyuploadcontactsfromOutlook,Hotmail,Gmail,etc.byloggingintoyourpersonalemailandseeingwhohasaLinkedInprofile.Also,youcanbrowseprofilesofyourcoworkers,formercoworkersandclassmatesOnepieceofoften-ignoredadviceyoushouldfollowistobesuretowriteapersonalmessagewhenyousendoutinvitationstoconnect.Trytogivesomecontexttoyourassociationaswell.
CompanypagesCreatingafreecompanypagetobuildyourbusinesspresenceisalsostraightforward.AllyouneedtogetstartedisaLinkedInaccountandaverifiedemailaddress.LinkedInwillverifyifyou’reeligibletocreateapageonyourcompany’sbehalf.Addyourcompany’slogoandacoverimagetobringyourpagetolive.Yourlogoappearswhenmemberssearchforyourcompany,anditwillbeonyouremployees’profiles.
Getcreatingcontent
Whatcontentcanyoushare?Whatareyouknownfor?
• Ifsomeoneaskedyoutowriteapostaboutyouandyourindustry,whatwouldyouwrite?
• Ifyoumetsomeonefromadifferentcountry,whodidwhatyoudid,whatwouldyoutalkabout?
Interests
1
3
2
1. Companies
2. Groups
3. Pulse
4. Education
GroupsJointhePMINZgroup!
News,Influencers,ChannelsandPublishers
WHATWEWANTEDOUTOFTODAY
UnderstandingofLinkedIn
UnderstandingofPersonalBrand
ImprovedLinkedInprofile
CORPORATES& SOCIAL
MEDIA MARKETING
Thanks
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“Mark is one of those rare breeds of unstoppable knowledgeable, creativity
and communication. His thirst and passion for
everything he puts his mind to is contagious and he
brings the best out in the people he works with.”
Mark Godenho, bbc., mba.P. 027 46 33 646 E. [email protected]. simplifyandamplify.co.nz