linkedin educational workshop

LinkedIn Educational Workshop

mcdougall & duval advertising | Reading Co-operative Bank

Director of Social Mediaat McDougall & Duval Advertising

Amesbury, MA



Host: Carie Schelfhaudt

• A simple truth: Campaigning used to be about delivering messages

• Now, it’s about creating personal relationships

• To today’s consumer, conversations are far more important than direct messages alone

• In order to have these conversations, brand ambassadors need to identify who in the

target audience are the greatest influencers who generate the most online buzz

• 57% of people talk to other people more online than in real life



Social Media Revolution



Poll

Think of LinkedIn as your online business card. It’s a great online environment to foster business relationships and share or solicit information relevant to your industry.



What is LinkedIn?

• LinkedIn is a non-flashy, sleeping giant

• LinkedIn is the home for:

• Sharing industry-related content to establish you as a subject matter expert

• Asking for advice on industry topics

• Networking with others

• Searching for new talent in a specific field

• Posting jobs

• Promoting upcoming events



Why join LinkedIn?

• Currently has 200 mil. members (the largest professional database on the Internet)

• Comparatively, Twitter has 200 million members and Facebook just reached 1 billion members

• 4.3 billion searches for people on LinkedIn in 2011

• 13.5 million business decision makers

• 200 mil. Companies have LinkedIn Company Pages

• LinkedIn members have 2x more buying power than Facebook and Twitter

• 41% household income of $100K+

• 52% college grad or post grad



How is LinkedIn different from other social media channels?

LinkedIn has a variety of packages to fit your needs. When first starting out on LinkedIn, we recommend using the free version until you are

comfortable enough to take advantage of a paid subscription.



Do I have to pay for LinkedIn?

Go to www.linkedin.com to create your online profile. LinkedIn Educational Workshop


How do I get started?

http://www.linkedin.com/

LinkedIn Profile


Above is a screenshot of my LinkedIn profile, which includes my past and current positions, education, recommendations, connections and Twitter handle.

LinkedIn Profile


Profile Screenshot

• Profile picture

• Summary of yourself

• Industry and postal code

• Current position with description

• Two or more past positions

• Your education

• A minimum of 5 skills

• At least 50 contacts/connections

LinkedIn Profile


Complete your LinkedIn profile by adding at least the following:

Why complete your LinkedIn profile?

• Reaching 100% profile completeness will increase the likelihood of you appearing in LinkedIn search results

For example:

• If you listed “Residential Mortgages” as a skill, a potential client may come across your profile when they perform an advanced search on those keywords

LinkedIn Profile


LinkedIn Profile Completeness

• Certifications

• Awards

• Languages

• Legal Updates

• Real Estate Pro

How? Go to your LinkedIn Profile

LinkedIn Profile


Enhance your LinkedIn profile by adding sections/modules:

http://www.linkedin.com/profile/edit?trk=hb_tab_pro_top

Colleagues, clients, managers and employees can endorse each other’s work in the Skills & Expertise

section.

LinkedIn Profile


Get Endorsements for your Skills & Expertise

• Colleagues, clients, managers and employees can endorse each other’s work by requesting and receiving LinkedIn recommendations

• Get recommendations for past and current positions

• Review recommendations received

• Make recommendations

• Request recommendations for past and current positions

How? Go to LinkedIn Profile Recommendations

LinkedIn Profile


Request Recommendations

http://www.linkedin.com/references?mrs=

Clicking “Contacts” from the top menu items will bring you to a list of your current connections.

LinkedIn Profile


Sample of Recommendations

LinkedIn Contacts


• Use the search box located in the upper right-hand corner of your Home Page

• Do a few basic searches with people you currently know

• When you locate a friend by name, click the yellow “Connect” button next to their name

• Opt to send an invitation only or an invite with a personal message

LinkedIn Contacts


Start by making connections with people you know

When inviting new contacts to connect, LinkedIn requires you to specify your relationship to the contact before

allowing you to send an invitation.

LinkedIn Contacts


Invite to connect

Import ContactsEnter your email address and password to see who you already know on LinkedIn.

Add ColleaguesIf you entered your company in your profile, LinkedIn will allow you to search for colleagues from each company you have previously worked at or currently work at.

Add AlumniIf you entered your alma mater in your profile, LinkedIn will allow you to search for friends from each school you attended.

LinkedIn Contacts


Increase Your Connections

See who’s viewed your profile by clicking the link in the bottom right corner of the Home Page.

LinkedIn Contacts


Find out who’s viewed your profile

The amount of information you see about the person that viewed your profile is determined by the individual user

settings of that person. You can set your own permissions in the LinkedIn Settings area.

LinkedIn Contacts


Who’s viewed your profile

LinkedIn’s algorithm determines people you may know based on their relationship to your connections.

LinkedIn Contacts


People you may know

• Use this “People You May Know” feature to search for friends of friends

• degree connections – people you have already connected with on LinkedIn

• degree connections – people that are DIRECTLY linked to your 1st degree connections

• degree connections – people that are friends of friends of your connections

• connections – people who are members of groups that you are a member of

LinkedIn Contacts


People you may know:

Get introduced to new contacts through your current connections.

LinkedIn Contacts


Get introduced to new prospects

Use the Introduction Request Form to specify which shared connection you would like to introduce you.

LinkedIn Contacts


Introduction request form

LinkedIn Company Pages


Company pages include a banner image to promote and reinforce your financial institution’s brand, as well as an

information area to specify the details of your organization.



LinkedIn Company Page – Home tab

Customize the tab by spotlighting featured products/services with a large, rotating banner image.

You can also create and customize individual products/services pages to showcase your variety of

offerings.



LinkedIn Company Page – Products/Services tab

• Brands are driving results from their presence

• Company followers are 2x more likely to purchase and recommend

• B2B conversions are 4x better vs. Twitter and Facebook

• People are 50% more likely to purchase from a company they engage with on LinkedIn



Why? Audience + Context = Results

LinkedIn automatically created many Company Pages based on the user profiles of LinkedIn members. To see if your Company Page has already been created, view your

profile and hover over your company name.



How do you create a LinkedIn Company Page?

If you have searched for your Company Page and cannot locate a page that already exists, you can create one

from scratch. Click “Companies” on the top navigation bar and click “Add a Company” to get started.



Add a Company Page from Scratch

Share an update with your followers by typing an update into the status box at the top of your Company Page.

Only admins of the Company Page will have this option.



Share status updates with your Company Page followers

• Frequently post status updates to your followers

• Industry articles

• Events/conferences

• Mobile apps

• Research

• Download the “follow” button for your website

• Spotlight Groups you belong to or have created

• Collect recommendations from current customers on products/services

• Review page insights



Company Page Tips

Interacting on LinkedIn


Above is an example of a LinkedIn Home Page, which automatically defaults to the News Feed.



LinkedIn Home Page

• Frequently post status updates that will appear on the Home Page news feed of your connections

• Posting status updates (about 1/week) will increase your engagement and top-of-mind awareness

• Status updates should be professional and/or industry-related (unlike Facebook updates)

• Share links, events, topics and statistics

• Like, comment, or share status updates made by your connections



Use status updates to establish yourself as a subject matter expert.

• Just like people, you can follow companies, except they cannot follow you back

• Simply search for a company in the search box and click “Follow”

• You’ll automatically be connected to the company and receive updates in your news feed

• These updates can be used in new business strategies or “shared” by your personal account

Note: Company pages should not be confused with groups



Follow LinkedIn company pages for content:

• Currently more than 1.3 mil. groups on LinkedIn

• Some are open to the public; others require authentication

LinkedIn Groups are places where professionals can

• Share industry-related content

• Ask for advice

• Network with others

• Post jobs

• Promote upcoming events



Utilize LinkedIn Groups to network with industry professionals

• “Groups” “Groups You May Like” to find groups suggested for you

• “Groups” “Group Directory” to search for groups based on your interests

Interacting in Groups

• Discussions

• Polls

• Members

• Promotions

• Jobs

• Search

How? Go to your LinkedIn Group



How to find a group that interests you

http://www.linkedin.com/groups?gid=43901&trk=hb_side_g

Above is an example of a group page on LinkedIn for NEFMA. The group is currently in discussion over the

most recent NEFMA conference, as well as the dos and don’ts of creating videos.



Participate regularly in group activity

• Try to reach 100% profile completeness; show off your skills

• Invite everyone in your rolodex to be a connection

• Send a personal message along with connection requests

• If someone recommends or endorses you, return the favor

• Utilize the new features of the LinkedIn Company pages

• Regularly share status updates from your personal profile and Company Page

• Encourage customers and prospects to follow your Company page



Best Practices

Q & A


• Open an account at www.LinkedIn.com

• Dust off your resume and use it to update your profile

• Find past coworkers, colleagues and professional acquaintances to connected with

• Determine when you have time during your week to post rich content

• Begin building and customizing your LinkedIn Company Page

Q & A


Start now!

http://www.linkedin.com/

Thank You!


linkedin educational workshop

Education

subject matter

introduction

linkedin contactsmcdougall

linkedin profilemcdougall

linkedin company

linkedin home

linkedin company

degree connections