linkedin workshop summary
DESCRIPTION
My Workshop 2010 on how to leverage LinkedIn for business growth.TRANSCRIPT
1. What is LinkedIn?
2. Why LinkedIn?
3. The How of using LinkedIn?
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1. What is LinkedIn?
2. Why LinkedIn?
3. The How of using LinkedIn?
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To act and not react in this new business climate.
To approach warm leads and avoid cold-calling.
More business opportunities at virtually no cost.
Relevant colleagues become comfortable pro-active business developers.
Satisfied clients to introduce you to their contacts in an organised and carefully targeted manner.
Colleagues to create more cross-selling opportunities.
To be involved in modern up-to-date business development techniques.
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What is LinkedIn?
a forum for exchanging ideas;
a networking tool; and
a platform to sell your goods and
services.
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LinkedIn Members - LinkedIn has seen one of the fastest growth trends amongst social media sites in Australia, with unique audience numbers increasing by 99% from July 2009 to May 2010.
LinkedIn membership has surpassed 1 million professional users in Australia (Aug 10) Hubspot
Twitter Users - According to Tribalytic Twitter subscribers in Australia are estimated to stand at 2.5 million.
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Feel comfortable with the technology
Be able to build your personal, and your business‘s global profile
Build your network
Make introductions
Connect with 1m people in Aus. & 70 m globally
Get testimonials
Raise your profile
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According to the Optus Social Media
Report October 2010, 19% of SME‘s use
Linkedin while only 33% are aware of its
existence
Compare this with Facebook, and Twitter
that have 99% and 93% awareness and
53% and 27% usage.
http://www.bizthinktank.com.au/ebookt
wo/#/8/
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This means that more people
proportionally that know about LinkedIn
use it when c/f other social media sites.
It also demonstrates (if we lag behind
the U.S.), the potential of LinkedIn in the
next 2-3 years will grow exponentially
Time on LinkedIn correlates with the size
of your network – Now is the time to get
on board.
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To Add Value
Help and Assist
Engage
Connect
Trust that the process will drive people to
you.
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1. Navigate LinkedIn
2. Your Profile
3. Ensure your colleagues represent your
real world
4. Leverage your LinkedIn Connections
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1. LinkedIn navigation
2. Your Profile 3. Ensure LinkedIn represents your real world
4. Leverage your L.I. connections 5. Networking and Groups
6. Questions and Answers , introduction and invitation etiquette
7. Recommendations , online referrals
8. How to Generate Leads on Linked In with Advanced People Search
9. Market your business – using Linked In to promote your services
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View Profile, Edit profile, Profile Organiser
(premium), Profile statistics
Contacts, my connections, add
connections
My groups, groups you may like, groups
directory,
Jobs, Find a Job, Job seeker Premium,
Manage jobs, Post a job, Hiring solutions
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More = Companies, answers, learning
centre, upgrade my account
Applications= Amazon, events,
slideshare, Google, Tweets
Search = people, jobs,companies,
answers, Inbox, groups
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Accept invitations
View messages
Compose Message
Inbox/sent/archived
What you need to know about
accepting invitations
Don‘t give I.D.K‘s use archive if you must
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Own a profile that truly represents you.
List your current and past
positions &education along with your
tenure there. This helps the right people
and opportunities find you.
Add a profile photo– people never
forget a face!
Add a summary paragraph. Think of it as
your professional elevator pitch.
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―Here‘s a major mistake everybody makes,‖ he said. ―Take a look at this: ‗Helena Bouchez, Principal, Helena B. Communications.‘
That doesn‘t really help you much. You‘re just repeating your position. Make it descriptive.
Amtower‘s―Leading expert on marketing to the government; consultant, speaker; LinkedIn black belt.‖
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―You need to change ‗My Website‘ to
be the name of your company or blog.
Leaving it the default does nothing to
differentiate you or pique anyone‘s
interest to click on the link.‖
For example, not my website but
contentandcopy.com.au
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Also, don‘t be afraid to update your
profile.
LinkedIn has a powerful SEO structure;
every time you make the slightest
change, your page is crawled and
updated by the search engines.
Changes are then rolled up and sent out
weekly in LinkedIn‘s ―update‖ email. To
your network.
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Featured
›Overview
Sections
›Certifications
› Languages
› Patents
› Publications
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› Blog Link
› Box.net Files
› Google Presentation › Huddle Workspaces
› My Travel
› SAP Community Bio
› WordPress › Legal Updates
› Real Estate Pro
› Portfolio Display
› Lawyer Ratings › Projects and Teamspaces
› FT Press Delivers
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Enhance your Professional Profile Select a section or application from the left to
preview and add it to your profile.
Languages Are you a polyglot? Add your language fluency
to show others which languages you know.
Show preview
Box.net Files Add the Box.net Files application to manage all
your important files online. Box.net lets you share content on your profile, and collaborate with friends and colleagues.
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1. LinkedIn navigation
2. Your Profile
3. Ensure LinkedIn represents your real
world
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Use webmail import to see, in seconds,
all the people you know who are
already on LinkedIn. You can then select
who you wish to invite to join your trusted
network.
Upload a contacts file from Outlook,
Palm, ACT!, or Mac Address
View our list of your colleagues and
classmates that are already on LinkedIn.
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Post a question on Answers and tap into the experts you‘re connected to and the entire LinkedIn network. With a professional community of 80+ million, this is the perfect place for those tough questions.
Look up someone‘s profile before you meet with them. Learn their background and see who you know in common to get off to a fast start.
Search for Service Providers and select based on trusted recommendations from people in your network. Anonymous web searches to find providers are a thing of the past.
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1. LinkedIn navigation
2. Your Profile
3. Ensure LinkedIn represents your real
world
4. Leverage your L.I. connections
5. Networking and Groups
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Identify geographic and special interest peer and customer groups
Ie: Australian, Melbourne, networking, CEO/CMO, I.T., professional, digital etc.
Join Groups. This is powerful. This can be prospects
or people you‘re trying to recruit.
Think of Groups as targeted audiences. If you or your brand appeals to a particular demographic, find groups that are made up of that demographic.
You can join up to 50 groups and there are all kinds of groups from Professional Groups to Alumni Groups. Check out the Groups Directory and use the Search Groups feature on the upper left-hand side.
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Joining groups is free
Connecting with people in groups is free!!
Posting discussions, jobs (changing now), investment wanted, job wanted are all free
Connecting in Groups on L.I. is not like groups on F/B.
Groups are active, connected and discussing business all the time.
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6. Questions and Answers , introduction
and invitation etiquette
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Your opportunity to demonstrate your expertise
A great opportunity for business development, recommendations and developing your professional brand
This allows you to have a much bigger footprint within your network and to communicate in different ways with your 1st degree network.
For example, at least once per month ask a question about a problem you faced recently or if anybody else has heard of a particular vendor that called you the other day. If you have a big network, you can ask questions more frequently.
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This is a great way to profile you/your brand and to generate leads and real business. Remember, to be considered an “expert‖ in any particular area, you only need to know more than the person reading the answer! Get in there, search for questions that you think you can answer and answer them.
Start Group Discussions. Once you‘ve joined some
groups, go in there and participate in discussions that are happening or start group discussions. Remember that these are targeted audiences and people have joined these groups for a specific reason. You can also set up notifications within the group so you get a digest of discussions that are happening within the groups you‘ve joined.
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Remember this is a business forum
Your online results are powerfully SEO‘d
by Google
Behave as if you are emailing a
customer you are not intimately
acquainted with
As much as group discussions may rope
you into personal discussions, avoid it all
costs. This is not F/B.
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1. LinkedIn navigation
2. Your Profile
3. Ensure LinkedIn represents your real world
4. Leverage your L.I. connections
5. Networking and Groups
6. Questions and Answers , introduction and invitation etiquette
7. Recommendations , online referrals
8. How to Generate Leads on Linked In with Advanced People Search
9. Market your business – using Linked In to promote your services
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Recommend others you have had positive experiences with as a colleague, friend, service provider, or employer
As your network grows you may wish to provide recommendations of people who you believe have been helpful on L.I.
L.I. automatically asks them to reciprocate. However, this is not necessary
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Do An Advanced People Search. In the upper right hand corner click on Advanced. Search for titles of people or people at companies that you may want to connect with.
Search for Companies. This is competitive intelligence. What are your competitors doing? Who should you be connecting with?
What content are they publishing? A new feature called Follow Company ―allows you to keep up with them by sending you updates through your LinkedIn account‖ and gives you something to talk about with the contacts that you find.
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Connect with everyone you know (even a little bit) and that you also respect.
Join groups, start conversations, and comment on them.
Be sure to add unique value. (Read: Do not just rehash old ideas or ―Me-too‖ it.)
Also, don‘t be afraid to update your profile. LinkedIn has a powerful SEO structure; every time you make the slightest change, your page is crawled and updated by the search engines. And changes are then rolled up and sent out weekly in LinkedIn‘s ―update‖ email
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Update Your Network Status.
Do this once per week.
Remember, this is not Facebook but status updates serve a similar purpose in a business context.
Status updates are essentially mini performances. When you post a status update, you‘re giving your network information about yourself or your brand.
―Fantastic article — The Difference Between B2B and B2C SEO – Proteus SEO.‖ What does this tell me about the person that posted this? He‘s in the know. He has access to information that might help me. His status update has elevated his profile in my mind as a possible expert in this area.
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Link your profile,website, blog, content
updates, slides and video to L.I.
Ensure you join and participate in groups
and discussions relevant to your target
market.
Understand L.I. is one of the best Seo
tools you have for your business
L.I. puts you in control of your information
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There are 100‘s of How to video‘s on Utube
http://slidesha.re/95zhsS
The unofficial site for everything Linkedin
is:
http://linkedintelligence.com/smart-
ways-to-use-linkedin/
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Inbound Marketing
Blog SEO Social Media
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Outbound marketing costs more
The social media phenomenon that has swept Australian consumers has been vigorously embraced by the corporate sector, with the number of organisations using social media almost doubling in the last two years.
The inaugural Nielsen-Community Engine 2010 Social Media Business Benchmarking Study found that 70 per cent of all Australian businesses intend conducting some form of social media activity this year, compared with just 40 per cent in 2008.
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Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
Outbound Marketing
Telemarketing
Trade Shows
Direct Mail
Email blasts
Print ads
Tv/radio ads
Interruption
Inbound Marketing
SEO
Blogging
Social media
RSS
Free tools/trials
PR/Buzz
Permission
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Video Images Audio Podcast
Professional
online copy Facebook Create CMS
Blog
SEARCH ENGINE OPTIMISATION
Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV