LinkedIn Workshop

30 October 2010 1 Copyright Content&Copy Australia

www.contentandcopy.com.au

1. What is LinkedIn?

2. Why LinkedIn?

3. The How of using LinkedIn?

30 October 2010 Copyright Content&Copy Australia 2

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.


What is LinkedIn?

a forum for exchanging ideas;

a networking tool; and

platform to sell your goods and

services.


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.


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


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/


http://www.bizthinktank.com.au/ebooktwo/

http://www.bizthinktank.com.au/ebooktwo/

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

Thank goodness you are getting on

board now


To Add Value

Help and Assist

Engage

Connect

Trust that the process will drive people to

you.


1. Navigate LinkedIn

2. Your Profile

3. Ensure your colleagues represent your

real world

4. Leverage your LinkedIn Connections


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

2. Your Profile


..\..\Internet research\LinkedIn\Welcome, Jennifer! LinkedInhome.htm

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


../../Internet research/LinkedIn/Welcome, Jennifer! LinkedInhome.htm











More = Companies, answers, learning

centre, upgrade my account

Applications= Amazon, events,

slideshare, Google, Tweets

Search = people, jobs,companies,

answers, Inbox, groups


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



2. Your Profile

3. Ensure LinkedIn represents your real world







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.


http://www.linkedin.com/myprofile?trk=msitenewguide




http://www.linkedin.com/memberPicture?trk=msitenewguide


―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. Look at

mine.‖ Amtower‘s reads: ―Leading

expert on marketing to the government;

consultant, speaker; LinkedIn black belt.‖


―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.‖

Ie not my webiste but

www.contentandcopy.com.au


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.


Featured ..\..\Internet research\LinkedIn\Edit My Profile LinkedIn.htm

› Overview

Sections

› Certifications

› Languages

› Patents

› Publications


../../Internet research/LinkedIn/Edit My Profile LinkedIn.htm











http://www.linkedin.com/profile/add-profile-section?goback=.npe_22171074_*1_*1

http://www.linkedin.com/profile/add-profile-section?sectionID=CERT&goback=.npe_22171074_*1_*1

http://www.linkedin.com/profile/add-profile-section?sectionID=LANG&goback=.npe_22171074_*1_*1

http://www.linkedin.com/profile/add-profile-section?sectionID=PTNT&goback=.npe_22171074_*1_*1

› 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


http://www.linkedin.com/profile/add-profile-section?appID=1500&goback=.npe_22171074_*1_*1














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.






2. Your Profile



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 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


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.


https://www.linkedin.com/secure/uploadContacts?displayWebMail=&trk=msitenewguide

http://www.linkedin.com/uploadContacts?displayUploadContacts=&trk=msitenewguide

http://www.linkedin.com/reconnect?displayCategories=&trk=msitenewguide

http://www.linkedin.com/edurec?display=&trk=msitenewguide

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.


http://www.linkedin.com/answers?trk=msitenewguide

http://www.linkedin.com/search?trk=msitenewguide

http://www.linkedin.com/svpRecommendations?trk=msitenewguide


2. Your Profile








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.


http://www.linkedin.com/groupsDirectory

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.



2. Your Profile 3. Ensure LinkedIn represents your real world





9. Market your business – using Linked In to promote your services Networking and Groups


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.


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.


http://www.business.com/directory/advertising_and_marketing/sales/selling_techniques/lead_generation/

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.



2. Your Profile


4. Leverage your L.I. connections

5. Networking and Groups






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


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.


http://www.dexknows.com/

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


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.


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


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/







Inbound Marketing

Blog SEO Social Media


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.


http://www.communityengine.com/australian-organisations-rush-to-embrace-social-media














Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

http://bit.ly/aewfHr

http://twitter.com/?status=Over 50 Marketing Charts and Graphs from @HubSpot http://www.HubSpot.com/Charts

http://www.facebook.com/share.php?u=http://www.HubSpot.com/Charts

http://www.linkedin.com/shareArticle?mini=true&url=http://www.HubSpot.com/Charts&title=Over 50 Marketing Charts and Graphs&summary=Original marketing research with over 50 charts and graphs available for download&source=HubS

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


Co

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Pro

vis

ion

O

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op

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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

http://bit.ly/XDkQV

http://twitter.com/?status=Over 50 Marketing Charts and Graphs from @HubSpot http://www.HubSpot.com/Charts

http://www.facebook.com/share.php?u=http://www.HubSpot.com/Charts

http://www.linkedin.com/shareArticle?mini=true&url=http://www.HubSpot.com/Charts&title=Over 50 Marketing Charts and Graphs&summary=Original marketing research with over 50 charts and graphs available for download&source=HubS

Thanks for the opportunity

I look forward to the opportunity of

connecting with you online presence and

conversions

And to work in partnership with you

THANKYOU


LinkedIn Workshop

Documents

Transcript of LinkedIn Workshop