increase visibility and personal branding on linkedin
DESCRIPTION
Presentation made at McDermott and Bull event 5/28/2010 in a WebinarTRANSCRIPT
Enhance Your Personal Brand and Visibility By Using LinkedIn, Social Media, and
Internet Marketing Strategies
Vince Ferrarohttp://www.linkedin.com/in/vlferraro
Read My Blog At: http://[email protected]
858-759-5041© Vince Ferraro – 2009-2012
Revised: April, 2012
Copyright Disclaimer
All information and material posted on this presentation or website are subject to copyrights owned by Vince Ferraro. Any reproduction, retransmission, republication, or other use of all or part of any document found in this presentation is expressly prohibited, unless prior written permission has been granted by Vince Ferraro or the appropriate copyright owner. All other rights reserved.
Purpose of this Presentation• LinkedIn is a powerful tool to improve your executive
presence, visibility, and branding• By investing in LinkedIn and “tooling your profile”, you will
increase the likelihood that your profile will be discovered and found by important people
• LinkedIn is the number one social media tool being used by recruiters and companies
• LinkedIn will help companies in their “due diligence” on you as a potential candidate or business partner
• Because LinkedIn is a web page, there are many small things that can be done to optimize search and marketing
Personal Branding Concept
Read: http:// http://www.fastcompany.com/magazine/10/brandyou.html
But First … Some Questions
• How much would it be worth to you to have a LI profile that stands out and shows up at the top of the recruiter’s search results?
• If you did, do you think it would help you improve your network, get interviews, etc.?
• If you were found and had an awesome profile, would it differentiate you from other executives and in the minds of a recruiter or company?
Who Am I?• VP of Corporate and Consumer Marketing, Eastman
Kodak Co.• Chief Marketing Officer• 25+ years of marketing and branding experience in
some of the most successful tech products in the world – HP and Michelin
• Consultant to start-ups• Advisor to non profits• Connect Domain Expert• Business plan competition judge• HP’s most successful blogger featured in the book
Groundswell• Started Tech Marketing Peitho blog in transition• Co-Author of “In It To Win It” Summer, 2012• E-Business Entrepreneur with several web sites
WHO IS USING LINKEDIN?
Which Networks Are Recruiters Using?
Source: 2012 Bullhorn Reach Social Recruiting Activity Reportwww.bullhornreach.com
LinkedIn and Twitter Dominate Recruiters’ Networks
•Despite the fact that recruiters have fewer connections on Twitter, 19 percent are connected to both LinkedIn and Twitter, while 10 percent are connected to both LinkedIn and Facebook.•Recruiters add more Twitter followers to their network per week than Facebook, and they will grow their Twitter networks much faster than their networks on Facebook.•LinkedIn drives three times the amount of job views of Twitter and six times that of Facebook.•LinkedIn also drives almost nine times more applications than Facebook and three times more than Twitter.•The typical recruiter has 616 LinkedIn connections, 245 Facebook friends, and 37 Twitter followers.•Recruiters add an average of 18.5 LinkedIn connections, 3.1 Twitter followers, and 1.5 Facebook friends per week.
Most Popular Social Media Sites Among Executives
Source: 2010 Socialcast Inc.http://blog.sironaconsulting.com/.a/6a00d8341c761a53ef0148c6ab337d970c-pi
Same sites asrecruiters
Google+ is growing in importance
DOES SOCIAL MEDIA MATTER?
Yes It Does!
Not only does it matter…If you do not do it well, you may not get hired!
Source: Eurocom Worldwide - 2012
What is LinkedIn? HTML.<li id="nav-primary-groups" class="tab "> <a href="/myGroups?trk=hb_side_grps_top
"><span>Groups</span></a> <ul class="menu"> <li><a href="/myGroups?trk=hb_side_mygrps">Your Groups</a></li> <li><a href="/groupsDirectory?recommendations=&trk=hb_side_gyml">Groups You May Like</a></li> <li><a href="/groupsDirectory?trk=hb_side_grpsdir">Groups Directory</a></li> <li><a href="/createGroup?displayCreate=&trk=hb_side_crgrp">Create a Group</a></li> <li class="user-group separator"><a href="/groups?gid=62&trk=hb_side_g">AIPMM</a></li> <li class="user-group"><a href="/groups?gid=108054&trk=hb_side_g">ASU Arizona State University</a></li> <li class="user-group"><a href="/groups?gid=43707&trk=hb_side_g">B2B Technology Marketing Community</a></li> <li><a href="/myGroups?trk=hb_side_seegrps">See all »</a></li> </ul> </li> <li id="nav-primary-jobs" class="tab "> <a href="/jobs?displayHome=&goback=%2Enpv_136150_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1&trk=hb_tab_jobs_top"><span>Jobs</span></a> <ul class="menu"> <li><a href="/jobs?displayHome=&trk=hb_tab_findjobs">Find Jobs</a></li> <li> <a href="/subscriptionv2?displayProducts=&family=jss&trk=hb_tab_jss">Job Seeker Premium</a> </li> <li class="separator"><a href="/jobs/post?editAttributes=&trk=hb_tab_postjob">Post a Job</a></li> <li><a href="/hiring?manageActives=&trk=hb_tab_mngjob">Manage Jobs</a></li> <li><a href="/subscriptionv2?displayProducts=&family=talent&c=25&trk=lnl_job_nav">Find Talent</a></li> <li class="separator"><a href="/redir/redirect?url=http%3A%2F%2Ftalent%2Elinkedin%2Ecom%2Frecruiter%3Fpin%3DLINav&urlhash=jcjH" target="_blank">Recruiting Solutions</a></li>
Now - The Meat of the Presentation
Anatomy of a Profile
Anatomy of a Profile
Tag Line
Latest Newsfeed
Experience Summary Newsfeed
Recommendations
Vanity URL
Personal URLs
HOW TO USE LINKEDIN
10 Rules of the Road for LinkedIn
1. Complete your profile with a professional photo2. Create a compelling tag line 3. Create a compelling summary that sells your unique
brand4. Connect with other social media5. Give and receive recommendations6. Categorize and organize your relationships7. Optimize your profile for LinkedIn SEO8. Utilize 3rd party applications9. Ask and answer questions 10. It is social media – so start socializing!
1. Create Profile with a Pro Photo
Good Photo
Needs Improvement
• Invest in a great head shot – get casual and formal shots• Photo should be warm, friendly, and inviting• Head/shoulder shot – don’t get clever! Np body shots!• Wear your “power outfit” and look your very best• Photos will display best as long as they are at least 80x80 pixels and have a maximum limit of 400 x 400 pixels. • Person in the center of the photograph, from the chest up with their eyes approximate 1/3 down from the top of the picture. • Professional you not the personal you• Make sure you have digital repro rights for your online photos• Also … no avatars, special effects, over poses, etc.• Like online dating – people are more likely to connect with people they can see.
Photo Resources – San Diego
My photographer:
Tara Luz Stevens619-981-4743http:// [email protected]
• Order for CD of images - not physical photos
• Or go to your family photographer, wedding photographer, Sears, or other retail locations
•Doesn’t have to be expensive to be good (but it doesn’t hurt)
2. Create a Compelling Tag LineQuality Tag Line
BEST VP of Global Marketing |CMO| Boldly delivering game-changing results for customer-driven companies & people every day!
BEST Corporate Social Media Solutions | Social Media ROI Strategist | Author | Speaker | CEO at DemingHill
BETTER Director of Talent Acquisition at PC Mall, Inc.
BETTER President/Principal of Woo Agency
DESPEERATE Unemployed and Looking for Work
DESPERATE Currently looking out for a Senior position with ITES Companies.(All Invites Accepted)
3. Create a Compelling SummaryDon’t• Speak of yourself in the 3rd person as a company, entity, or celebrity.• Paste copy from your website bio or resume. This is boring and makes you seem small - incapable of writing a few original sentences beyond your existing website or resume.• Write one big block of text• Be too conversational or unprofessional. That’s what Facebook is for.
Do• Grow your personal brand with a unique, differentiated message• Talk about quantitative results• Write your LinkedIn profile for your future, not your past job• Be confident …but approachable• Incorporate your elevator pitch and value proposition• Utilize all of the real estate – include your most important URLs
Use Elevator Pitch Content
Avoid Bad or Over Positioning Statements (Avoid Most Interesting Man/Woman in the World Positioning)
http://www.youtube.com/watch?v=fYdwe3ArFWA
4. Connect with Other Social Media
Connect with Other Social MediaSome Creative Examples
• Name with email• Blog with name/tag line• Using “websites” to make connections to other social media• Chinese/local language characters in name• Include email or website links in summary or contact settings• Can connect to Twitter too!
Spammer Alert - Do not use your primary email account!
5. Give and Receive Recommendations
• At least 3 – more than 10 is probably overkill• Find the people with whom you had great working relationships• Quid pro quo – offer to write somebody else’s recommendation first – pay it forward!• Get recommendations across the many jobs you have had – just not the last one or two• They can be different or same as your formal “employment” references (mine are different)• Managers, peers, and subordinates
5. Organize Your Connections
Use Contact Notes!
http://www.linkedin.com/static?key=microsoft_outlook
Add additional content
Tag Your Contacts
One Approach for Categorizing LinkedIn Contacts
Source: RobContingham.ca
6. Who Should You Connect With? Should you know everyone you are connected with on LinkedIn? One approach.
• With 1,805 direct contacts, 17.2M are available to me (1-2 levels away)• My strategy is a hybrid approach• 60% I know – work colleagues, business connections, people who I have met through networking, recruiters, etc.• 30 % are people from school, professional groups, etc. that want to connect and I would benefit from that connection• 10% are strategic people – LinkedIn LION’s, strategic recruiters, rainmakers, etc. They know people I want to connect with.• Some LinkedIn searches have relevance to people with whom you are connected to.• Quality more than quantity, but quantity gets you additional LI access and coverage • LI Groups give you direct email access rights (up to 50). Use them all!
7. Optimize Profile for LinkedIn SEO
Keywords added under each role
Keywords listed as a separate job listing
Search for people, relevance, and put search words in “quotes”. Example “Chief Marketing Officer”
Summary: Ways to Optimize LI SEO
• Repeat your key words over and over and over again!• Place key words everywhere – jobs descriptions, interests, skills, titles of jobs – everywhere. Be creative• Place the name of the city in your job title to be found in that city or county• Set up more than one current job (especially if you are a consultant, advisor, BOD member, etc.) to magnify search results • Connecting with more people seems to be an algorithm in SEO• Key words can be jobs, roles, strengths, geographies, competencies, locations, etc.• Customize your URL with your name (www.linkedin.com/vlferraro)• Add custom anchor text to your three web and blog site links• Add a Twitter account
LI's New Capability - Skills• New capability which is keyword friendly• Use and optimize it• At bottom of your LI profile
Examples of Search Results
San Diego + Marketing #4
Marketing #8
CMO #1
Does It Work? You DecideSEO Results •CMO - #1 out of 22K• Chief Marketing Officer - #1 out of 115K• Marketing - #8 out of 4.5M • San Diego - #6 out of 355K• San Diego Marketing - #3 out of 80K• San Diego Business - #2 out of 126K• San Diego CMO - #1 out of 507• Orange County CMO - #1 out of 111K• San Diego Chief Marketing Officer - #1 out of 3K• Hewlett-Packard Marketing - #4 out of 39K• Hewlett-Packard Business - #5 out of 73K• Kodak Marketing - #1 out of 13K• HP Marketing - #2 out of 57K
Search by keyword or relevance
8. Utilize 3rd Party ApplicationsFavorites
My Favorite Applications
• SlideShare – for presentation and video sharing• Box.net – store your resume, bio, and other career documents online for instant downloading• Twitter – link “tweets” to LinkedIn updates• My Travel - TripIt – connect with people where you travel to• Amazon Reading List – my favorite books• WordPress – links to my WP blog postings• TypePad’s Blog Link – my connections’ blogs• Polls – ask questions of your professional network
Up to 6 on Home Page. Access in “More”– just under your profile “Summary”
9. Ask and Answer Questions – 2 Ways – Polls App and Groups
Goal – Raise industry credibility, SEO, and visibility In your area of expertise!
10. It is Social Media - So Start Socializing!
7 Ideas to Get Started
• Join LinkedIn Groups and participate in discussions• Engage in conversations• Start a blog and connect into LinkedIn• Find interesting people and develop them as connections• Update your profile frequently• Make and respond to announcements of others•Update your network on your status frequently
Do’s and Don’ts of Social Networking
Connect social media together using hootsuite.com/plans
Create a Signature File to Promote Your Social Media Links
Regards, Vince Vincent L. FerraroPMB 9, PO Box 5000Rancho Santa Fe, CA 92067-5000 [email protected]/Fax: 858-759-5041 Cell: 858-837-1837Read my blog at: http://www.techmarketingpeitho.com
Links:Wise Stamp: http://www.wisestamp.com/Social Media Icons: http://www.evohosting.co.uk/blog/web-development/design/more-free-social-media-icons/Outlook: http://www.worldstart.com/create-a-sig-file-signature-file/
How Not to Use LinkedIn
How Not to Use LinkedIn• A way to ask people, who do not know you to refer, help, or make recommendations for you• Generic invitations – “since your a person I trust …”• Stalk people for a job. Don’t be pushy!• A place for only anonymous connections. For example, you have 1000 LI connections and you know only 20 of them• A platform for career puffery or bravado. Be honest!• A passive Web 2.0 tool – just set it and forget it• Engaging in LinkedIn “voyeuristic” behavior - it’s more fun watching than participating! • A substitute for f-2-f networking, relationships, and business meetings• An infrastructure to use primarily for identifying sales leads and selling stuff to your connections
7 NEW LINKEDINTECHNIQUES
Plus 7 New, Secret IM Rules
11. Use Google keyword analytics to find high search volume keywords. Use them in your online documents and profile
12. Use special characters13. Add video to your profile14. Create value added content and publicity15. Spruce up online resume with new tools16. Become an authority – develop a personal
branding or blog web site17. Run an e-business. Easier than you think
11. Use Google Analytics to Optimize Keywords for Online
Documents
https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_IDEAS
Keyword Analysis
Assumption – people search on LI the same way as they search on Google.
Find Key Words with search volumes <10K and with low competition
12. Use Special Characters
• In LinkedIn, can use Unicode characters like Dingbats or Block characters• Embellish you profile page but use them sparingly
What are Unicode characters? Examples -http://en.wikipedia.org/wiki/List_of_Unicode_characters
Character Description ░ Light shade ▒ Medium shade ▓ Dark shade ▕ Right one eighth block ▖ Quadrant lower left ✑ White nib ✒ Black nib ✔ Heavy check mark ✖ Heavy multiplication X ✗ Ballot X ✘ Heavy ballot X ✚ Heavy Greek cross ✛ Open center cross
13. Add Video To Your Profile
How to Insert Videos in LinkedIn
Complete tutorials can be found at: http://blog.slideshare.net/category/linkedin/
1. Get a SlideShare and YouTube accountsUpload your presentation to SlideShare like any other document.2. Copy the URL of the YouTube video you want to insert3. Once your presentation converts, go to the Edit Slideshow and choose Insert YouTube videos and paste the above URL in the form4. Add the SlideShare application on your LinkedIn profile and link your account.5. Go to the Settings page and choose “Show complete presentation in player”6. That’s it. Your content (with the embedded YouTube video) is on your LinkedIn profile!
14. Create Value-Added Content1. Use Google key words to find high search
words
2. 4 ways to create content• Write it• Outsource it (ghostwriter)• Spin it (content curation)• PLR Rights
3. Resources• http://www.plrprivatelabelrights.com/• http://www.plr.me/• http://ghostusa.com/• http://www.spinrobot.com/
Or you can combineapproaches!
And Create Publicity
Outsource release on eLance!
15. Spruce Up Online Resume with New Tools
LinkedIn Resume Builder http://resume.linkedinlabs.com/ MightyCV (In Beta)http://www.mightycv.com/ Visualize.me http://vizualize.me/vferraro InfoResume http://inforesume.heroku.com/ Visual.lyhttp://visual.ly/
Additional Resource Guides
http://stephenslighthouse.com/2012/03/23/over-100-incredible-infographic-tools-and-resources-categorized/
http://www.vikitech.com/11214/best-tools-for-creating-infographics
16. Become an Authority – Build a Web Site
• eLance• Stickermule• Fiverr• iFreelance• oDesk• Freelancer• 99 Designs• Serv.ioEdit
More writing content sources located at:http://getinternetmarketingstrategies.com/2009/06/content-development-
list-of-100-outsource-article-sites/
Some Fiverr Examples
• I will write 1 high quality, 500 plus word article, that is seo optimized for $5
• I will create a perfect slogan or tagline for $5
• I will enthusiastically talk about your ANYTHING like an Australian Nature Enthusiast for $5
• I will design your personal web page for $5
Example - Modest
• Use you name first.last.com … or• Use authority words – hub, zone, hq, world, tips• Use functional name + authority words (e.g. supplychainhub.com)
Example - Extreme
17. Run an e-Business• Show people you understand the future of business -
SoLoMo• Understand basics of HTML coding• Learn basics of Word Press• Find somebody to build your site or buy an existing
one• Outsource (eLance, eBay, Freelancer, 99 Designs, etc.)• Buy off the shelf web sites (Flippa, ConsultSites,
eVirtualWebs)
My E-Business Examples
CONCLUSION
Final Thoughts
• Experiment and have fun with LI• Emulate profiles you like• Aspire to show up higher in search results• Put a phone # and email address so you can be contacted• Store your resume, bio, photos, and media links online for instant downloading by recruiters• Consider starting a blog to “feed” content to your LinkedIn site and Twitter or feed LI content (outsourced) to other sites• Tailor your profile to look similar to people whose careers you want – not what you are doing today• Optimize your searchability• Go the extra mile to include content that clearly differentiates you from your competition• What’s after LinkedIn? A personal branding web site?
Thank You!Download the Presentation At:
http://www.slideshare.net/vferraro
[email protected]://www.linkedin.com/in/vlferraro