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Copyright 2009 Patrick O’Malley Corporate Training Pg 1
LinkedIn For Government Contractors
Contact Information:
Patrick O’Malley(617)[email protected]
Kimberlee Hayward,CEO, Center for Business Relationship Strategieshttp://Marketing2gov.com202-448-1997
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Your Prerequisites/Needs
• From description– have a LinkedIn account – know how to invite connections and accept
connections • You want to understand
– what LinkedIn is– how to use it to network for government
business
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Goals/Objectives• You will
– understand the basic concepts of LinkedIn to• create a more effective profile• build your network
– understand how to use LinkedIn as a research tool for • prospecting, teaming partners, B2B & B2G• cold calling• setting up a meeting & entertaining• referrals• keeping in touch
– learn a few of my undocumented tips
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Why Are We Here? • Pat O’Malley
– I do keynote speeches and corporate training• LinkedIn• Facebook, Twitter, Social Media• Internet Marketing• Google SEO & PPC
– VP of Operations for search engine that was tied with Google in 2000
• Kimberlee Hayward– CEO of CBRS – Govt business is about relationships
• We do NOT work for LinkedIn
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Outline• Social networking today vs 10 years ago• What is LinkedIn?
– Your LinkedIn “profile”– Searching for others– Building a network– More profile tips– Other features
• Implementing sales techniques using LinkedIn • Along the way
– Some of my “Missing LinkedIn Tips”– Mistakes to avoid
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Social Networking • 10 years ago
– who is the decision maker or COTR in some target agency
– do I know someone there– learn what I can about the COTR
• Business always done– People you know, like and trust– Through referrals
• What if information was more available?• LinkedIn …
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Old School NetworkingFriends & Business
AssociatesPeople they
know
You
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What Is LinkedIn?
• A web site http://www.LinkedIn.com– Profiles, not “resumes”– Each Profile has a database of “friends”
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Your LinkedIn Profile• Make it simple
– Not a resume– Add
• Companies• Schools• Years
– For a LinkedIn tutorial • Google “LinkedIn tutorial”• or http://www.marketing2gov.com/linkedinwebinar.html• or http://www.patrickomalley.com
– Resources• Go to bottom to Government Contractors Webinar
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Connections – Your LinkedIn “Friends”
• 1st level connections are “friends”– You (and your “friend”) both agreed to connect
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Connections – Your LinkedIn “Friends”
• 2nd level connections are “friends of friends”
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Connections1st Level
Connections2nd Level
Connections
Purchaser at Raytheon
is looking for a sales job
VP of Operations at Lockheed
You
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2nd Level Connections
• Heart & Soul of LinkedIn• Beauty of mathematics
• 50 times 50 = 2500• 200 times 200 = 40,000
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3rd Level Connections
• 3rd level connections are “friends of friends of friends”
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How To Build Your Network
• When you first create your profile– Add contacts from Hotmail, Outlook, etc
• Tip – ok to give password• Find profiles by name
– Example• Meg Toland from convention
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Networking With LinkedIn1st level
connections2nd level
connections
You
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Networking With LinkedIn1st level
connections2nd level
connections
You
Thomas Lee
Maria (Masha) Ratanova
Myles Bristowe
John Cass
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More Ways To Build Your Network
• Someone invites you• Give LinkedIn email addresses in bulk
– “Add Connections” in green on left– See my web page
• http://www.patrickomalley.com/elearning_linkedin_add_text_file_of_email_addresses.html
• or http://www.marketing2gov.com/linkedinwebinar.html
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Who would you connect to?• Work related
– Current colleagues– Clients– People you met at conventions– Competitors/teaming partners??
• Social– Friends– College roommates, social club members, teammates– High school friends– Neighborhood groups– Parent groups– Military friends– Childhood friends, i.e. Cub Scout, Girl Scout, Baseball, Gymnastics, …– Relatives– Others
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Summary So Far
• Editing your profile• Connections
– 1st level connections are “friends”– 2nd level connections are “friends of friends”
• Building your network through– email addresses from Hotmail, Outlook, etc– invites you receive– invites you sent
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Undocumented LinkedIn Tips• Misspell your last name?
– See my web page for details and video• http://www.the-linkedin-speaker.com/blog/2009/01/27/missing-linkedin-tip-
%e2%80%93-misspell-your-last-name-in-your-linkedin-profile/• or http://www.marketing2gov.com/linkedinwebinar.html
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Undocumented LinkedIn Tips• Maiden name
• http://www.the-linkedin-speaker.com/blog/2009/04/15/linkedin-training-best-way-to-put-your-maiden-name-linkedin-profile/
• or http://www.marketing2gov.com/linkedinwebinar.html
• Nickname• Yours ….
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LinkedIn Tip
• Your “Professional Headline”– Not your title– Marketing slogan– Shows up in a lot of places, including Q&A
• Blog entry at– http://www.the-linkedin-speaker.com/blog/2009/05/07/linkedin-training-
tip-professional-headline-should-be-a-marketing-phrase-not-your-job-title/– or http://www.marketing2gov.com/linkedinwebinar.html
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LinkedIn Tip
• Don’t invite people you don’t know!• If 5 people say “I Don’t Know” you, you
are “blacklisted”• Apologize, and you get 5 more
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Whoah
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LinkedIn – Rolodex
• Rolodex or Address Book– Connections, i.e. friends
• 1st level connections
– Gets updated when connections move• Deb Lavoie story
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LinkedIn For Sales - My Opinion
• A Rolodex• A research tool for
– Prospecting, B2B & B2G– Teaming Partners
• Primes and subs
– Cold calling – Preparing for meetings– Referrals
• Many other things
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Buying & Selling 10 years ago …
• Ask people you trust about …– Personal
• doctor, auto mechanic, et cetera– Business
• do you know someone who purchases ….• referrals for who needs my product
• How many people could you realistically ask?
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Connections1st Level
Connections2nd Level
Connections
Purchaser at Raytheon
is looking for a sales job
VP of Operations at Lockheed
You
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Elements Of Sales• Research
– Finding decision makers– First meetings– More…
• Prospecting– Teaming partners
• Cold calls• Referrals• More …
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LinkedIn For Research
• Use Search People in upper right corner, which should say “Search Profiles”
– http://www.the-linkedin-speaker.com/blog/2009/05/04/linkedin-training-tip-search-people-search-profiles/
– or http://www.marketing2gov.com/linkedinwebinar.html
• Search by– location– title– company– much more
• advanced class
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LinkedIn For Research
• What words would be in your target’s LinkedIn profile– By category:
• DOD• D.O.D.• Department of Defense• Dept of Defense
– By company: Raytheon, Lockheed, GE
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LinkedIn For Prospecting (Teaming)
• Use Search People in upper right corner, which should say “Search Profiles”
• What words would be in your target’s LinkedIn profile– By title: VP of Sales– By company: Raytheon, Lockheed, GE– By skill: Top Secret, Java Coder
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Prospecting
• Find someone?– Do you know someone that knows the decision
maker?• If you do find someone…
– Play nice, LinkedIn style• Ask for an Introduction through some “connection”
– or • Call the intermediate contact directly
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LinkedIn For Cold Calling
• Look up the target person’s profile– Do you know someone who knows them?
• Look on the right hand side of their profile – So you have anything else in common?
• Schools• Old companies• Interests
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LinkedIn For 1st Meetings
• First meeting– Scrutinize their profile
• Former companies• Schools• People in common• “Interests” at the bottom
• To entertain them …
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Referrals Thorough LinkedIn
• Pick your best clients– you must be a 1st level connection to see their
connections– look at their profile – click Connections (5 lines under their name)– “browse”
• Rules?– Useful for strong referrals– Be careful not to overstep boundaries
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Referrals Through LinkedIn1st level
connections2nd level
connections
You
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Privacy Concerns? • Upper right
– Account Settings– Email Notifications (on left)
• Prevent your connections from seeing your other connections?– http://www.the-linkedin-speaker.com/blog/2009/05/29/linkedin-
training-tip-hiding-your-connections/– or http://www.marketing2gov.com/linkedinwebinar.html
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Keeping In Touch
• Emails– To get all email addresses for connections
• http://www.the-linkedin-speaker.com/blog/2009/05/12/linkedin-training-tip-exporting-your-connections-or-how-do-i-send-a-bulk-email-to-my-connections-mass/
• or http://www.marketing2gov.com/linkedinwebinar.html– Careful
• Updates remind them of you– your status field– picture– answer questions
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Miscellaneous LinkedIn Features• Questions & Answers• Groups
– Join ones related to your industry– Join ones that your “targets” would join
• Recommendations (Formal)• Events• Services
– Company (at top) -> Services -> Real Estate• More in Advanced class …
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More?• My website
– www.PatrickOmalley.com– Left navigation
• LinkedIn videos and tips• LinkedIn Blog
• CBRS Training web site– http://www.marketing2gov.com/linkedinwebinar.html
• Invite me if you want
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LinkedIn - A Bad Name
• What do you need?• You are
– looking for knowledge– relevant information– fast
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Call it …P
A
T
R
I
C
K
rompt
ccess
o
elevant
nformation
ontaining
nowledge
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LinkedIn - My Opinion• Different things to different people
1) A way to find old friends & colleagues2) A Rolodex or Address Book that gets updated when people move3) A research tool4) A way to get referrals from great clients5) A tool to find services or contacts for business6) A “trust” network7) Job hunting8) A place to ask and answer questions9) A networking tool to meet new people10) A way to form groups with people11) A way to passively remind people about you12) Staffing 13) More…
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Summary Of Goals/Objectives• You now
– understand the basic concepts of LinkedIn• create a profile• set up your network• use LinkedIn for research
– understand how to use LinkedIn for • prospecting• cold calling• setting up a meeting & entertaining• keeping in touch
– learn a few of my “Missing LinkedIn Tips”
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Conclusion
• Power of a “friends of friends” network• LinkedIn will be huge
– something like it?– best right now
• If you don’t use LinkedIn, …
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Advanced Class
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The End
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Bonuses
• 15 minutes on phone at 617-PATRICK• Free “How To Use Twitter” webinar
– In a month or two• Free LinkedIn webinar if
– Fill out our survey