01 linkedin - branding

2. BrandingThere are many way to strengthen your brand by using LinkedIn including: Your Profile Recommendations Company Page GroupsRemember that every employee is an ambassador for your organisation even when theydont have much contact with customers, suppliers, partners or external contacts.You should be helping them to be the best possible ambassadors they can be via theirLinkedIn Profiles by sharing key aspects of this tutorial with them.Every employee should be signing from the same song sheet!www.52lists.com 2012 All rights reserved / 52lists 3

6. Your NameTo change your name, left click on the Edit link:LinkedIn are very strict about their naming convention so dont put a company name or something at theend of your name for advertising or marketing purposes.If you need to contact LinkedIns customer service department and you havent abided by their namingconvention then they will not help you unless you rectify the error! www.52lists.com 2012 All rights reserved / 52lists 7

7. Your HeadlineTo change your headline, left click on the Edit link:It is VERY important to customise your Headline by including searchable keywords that are relevant toyour brand.Use the pipe symbol | or comers , to separate the words (120 char. limit) as per the example below: Image Consultant | Business Coach | CEO | LION | Invites Welcome | I Never IDK | Top Linked www.52lists.com 2012 All rights reserved / 52lists 8

8. Your IndustryTo change your industry, left click on the Edit link:It is important to choose an Industry that you want to be associated with:The only way to show up in the Advanced Search results of a [Selective Industry Search] is for you tohave associated that Industry with your profile. www.52lists.com 2012 All rights reserved / 52lists 9

9. Your PhotoTo change your photo, left click on the Edit Photo link:It is highly recommended that you include a photo in your LinkedIn profile to attract Invitations. Choose a photo that reflects your branding and follow the steps www.52lists.com 2012 All rights reserved / 52lists 10

10. Company NameBefore you add a Current or Past position, create a Company Page (see Section 3) if one doesnt exist.If one does exist then select it from the Company Name drop down box as you type the first few letters:If the company you choose has a Company Page on LinkedIn then a small icon will appear next to theentry on your profile:Anyone reading your profile will beable to hover their mouse overthese icons to initiate a Pop Upscreen containing more detailsabout the company: www.52lists.com 2012 All rights reserved / 52lists 11

11. Current PositionTo change or add a current position , left click on the Edit Current link:In addition to your official job title, also include some relevant searchable key words in the Title field: Example: Managing Director, Public Speaker, Business Coach www.52lists.com 2012 All rights reserved / 52lists 12

12. Past Position(s)To edit or add past positions , left click on the Edit links or scroll down to the Experience section and leftclick on the + Add a position :In addition to your official job title, also include some relevant searchable key words in the Title field: Example: Managing Director, Public Speaker, Business Coach The more past positions you add, the more you are likely to be found! www.52lists.com 2012 All rights reserved / 52lists 13

13. EducationTo edit or add education details, either left click on the Add A School link or scroll down to the Educationsection and left click on the Edit link:Listing your final years of education is ample for most professionals. www.52lists.com 2012 All rights reserved / 52lists 14

14. WebsitesYou can add URLs to up to three (3) websites on your profile which will provide additional backlinks anddirect relevant traffic to the sites.You can either choose the default website names or customise the text by selecting Other from theWebsites drop down menus: www.52lists.com 2012 All rights reserved / 52lists 15

15. TwitterYou can add multiple Twitter Accounts to your profile to promote your business & your BRAND.To add a Twitter Account, left click on the AddAccount link or to edit an existing one, leftclick on the Edit link where you can manageyour Twitter settings:www.52lists.com 2012 All rights reserved / 52lists 16

16. Public Profile (Display you Vanity URL on Business Cards, Email Signatures, Websites etc.)LinkedIn automatically assigns you a default URL to direct non-LinkedIn members to your profile.To edit the default URL, left click on the Edit link:Now left click on the Customize your public profile URL link:Type your Name or Company Name and left click Set Custom URL:www.52lists.com 2012 All rights reserved / 52lists 17

18. SummaryTo change your summary, left click on the Edit link: The Professional Experience & Add more searchable keyword in Goals section is your chance to tell here: the world who you are and is the most brandable part of your profile! Fill the Specialties area with searchable keywords that you want your Profile or Brand to be associated with.www.52lists.com 2012 All rights reserved / 52lists 19

19. Skills & ExpertiseTo add or edit your skills & expertise, left click on the Edit link:You can add up to 50 skills in your profile which are all searchable text or keywords! Start typing and the Auto Complete function will make suggestions or you can define your own unique skills and add them: www.52lists.com 2012 All rights reserved / 52lists 20

20. Personal InformationTo add or edit your personal information, left click on the Edit link:The vast majority of LinkedIn users choose NOT to put their personal information in this area of theirprofile to limit people marketing too them! We solve this problem! + Standardise the DATAThe vast majority of LinkedIn users choose NOT to put their personal information in this area of theirprofile to limit people marketing too them!www.52lists.com 2012 All rights reserved / 52lists 21

21. Contact PreferencesTo edit your contact preference, left click on the Change contact preferences link: This is the area where YOU decide how other LinkedIn users may contact you! You can even add a special note:www.52lists.com 2012 All rights reserved / 52lists 22

22. Additional InformationTo add or edit additional information, left click on the Edit link:This section of your profile allows you add a personal touch and show that you are not all business. Fun Share Common Interests Successful! Left click Save Changes: www.52lists.com 2012 All rights reserved / 52lists 23

23. ApplicationsLinkedIns Applications enable you to enrich your profile, share and collaborate with your network, andget the key insights that help you be more effective.They include :WordPress, Blog Link, Projects and Teamspaces, Portfolio Display, My Travel, SlideShare Presentations, Reading List byAmazon, Legal Updates, E-Bookshelf, Box.net Files, Real Estate Pro, Polls, Events, GitHub & Lawyer RatingsTo add or edit your applications, left click on the Add an application link: www.52lists.com 2012 All rights reserved / 52lists 24

25. OverviewA recommendation is a comment written by a LinkedIn member to endorse acolleague, business partner, student, or service provider.People interested in hiring or doing business with someone often considerrecommendations in making their decisions.Recommendations provide your LinkedIn profile with additional credibility andare an excellent way of strengthening your professional BRAND!Every LinkedIn member requires a minimum of three (3) recommendations for their profileto be considered 100% completed.Just like a referral, recommendations are a POWERFUL SALES TOOL!www.52lists.com 2012 All rights reserved / 52lists 26

27. Option # 1 (Mass Request)Left click on the Request Recommendations tab: Choose a current or past Job Title from the drop down menu or add one: Left click on the LinkedIn icon to select up to 200 connections to send your request too: Select your preferred email address and customise the Subject: Replace the default generated message with a more personalised one: Left click Send:www.52lists.com 2012 All rights reserved / 52lists 28

28. Option # 2 (1:1 Personalised Request)Left click on the Contacts tab followed by the Connections tab: Left click on the Send message link:Search throughyour existingconnections andthen left click ontheir name:www.52lists.com 2012 All rights reserved / 52lists 29

29. Continued Select one of your preferred email address from the From drop down menu: Create a Subject that will catch the eye: c/o Bill Smith *** LinkedIn Recommendation *** Write a personalised message in the body requesting a LinkedIn recommendation: Left click Send Message:www.52lists.com 2012 All rights reserved / 52lists 30

30. Option # 3 (Request + Instructions + Existing Testimonial)Left click on the Contacts tab followed by the Connections tab: Left click on the Send message link:Search throughyour existingconnections andthen left click ontheir name:www.52lists.com 2012 All rights reserved / 52lists 31

31. Continued Select one of your preferred email address from the From drop down menu: Create a Subject that will catch the eye: c/o Bill Smith *** LinkedIn Recommendation *** See next page for sample instructions: Write a personalised message in the body with detailed instructions requesting a LinkedIn recommendation that incorporates an existing testimonial: Left click Send Message:The best way to receive LinkedIn Recommendations is to send your connections testimonials they havepreviously written about you and / or your company so they can reuse the words!www.52lists.com 2012 All rights reserved / 52lists 32

32. TipsA smart way to save time when you are sending Recommendation Request messages is to use GoogleDocs, Notepad, OneNote or Microsoft Word to create MASTER templates.All you then need to do then is CUT & PASTE your preferred template into the RecommendationRequest message field and personalise it as needed:www.52lists.com 2012 All rights reserved / 52lists 33

33. Raw TextThis will make it easy for you to cut & paste / customise your templates:PS: Feel free to copy this technique / you will learn a LOT by responding to this request :)c/o Bill Smith *** LinkedIn Recommendation ***Hi ,I am pleased that you were happy with our services and would appreciate if you could recommend me on LinkedIn by following these few simplesteps:# 1 Copy (Ctrl C) your "Original Testimonial" from the bottom of this LinkedIn message to the clipboard# 2 Go to my profile and then click on "Recommend Bill" located under the BIG yellow box marked - "Suggest a Profile Update for Bill"# 3 Select the 2nd option radio button "Service Provider" & make the appropriate drop down menu selections# 4 Choose THREE attributes# 5 PASTE (Ctrl V) your "Original Testimonial" in the "Written Recommendation" boxMUCH Appreciated!Bill Smith - Managing DirectorACME IT========================================================================================I have been using ACME IT for years and I am very happy with them. They are excellent at what they do. The websites they create are beautifuland customizable. Their designer is very creative. Their team is very professional and they get the work done fast. They are easily reachable andreply to email and calls fast. I am continuing to use their services and highly recommend them to anyone! www.52lists.com 2012 All rights reserved / 52lists 34

35. OverviewWhat is a LinkedIn Company Page?Its a centralised location where millions of LinkedIn members can go to stay in the loop oncompany news, products and services, business opportunities and job openings.For a business, its the opportunity to: Tell your companys story; Highlight your products and services; Engage with followers; Share career opportunities; and Drive word of mouth at scaleIts also free so secure your Vanity URL so do it before someone else does!www.52lists.com 2012 All rights reserved / 52lists 36

37. Continued Type in your preferred Company Name & contact Email Address at the company: Check this box:Left click Continue: Follow these instructions: www.52lists.com 2012 All rights reserved / 52lists 38

38. Vanity URLOne of the main reasons for creating your Company Page ASAP is to secure your preferred Vanity URL:As with ALL Vanity URLs facebook.com/???, youtube.com/??? & slideshare.net/??? they costnothing however when they are taken by someone else; they are GONE FOREVER!www.52lists.com 2012 All rights reserved / 52lists 39

39. Find Your CompanyBefore you can add, edit or promote your company you may need to find it.If it is not listed in the drop down menu of the Companies menu then start typing the name of thecompany in the Search for Companies box and left click on the Search button: ACME ITwww.52lists.com 2012 All rights reserved / 52lists 40

41. Overview, Careers and Products & ServicesAs a bare minimum, you should provide a summary of your Company in the Overview tab. Select theother tabs to continue building your Brand:www.52lists.com 2012 All rights reserved / 52lists 42

43. OverviewBy starting or sponsoring a LinkedIn Group, companies can benefit by: Building long-lasting relationships with customers; Gaining exclusive access to an audience of professionals; and Raising awareness and position yourself as a thought leaderAs a member of LinkedIn Groups, you can: Connect with like-minded professionals related to your industry in over a million groups; Join discussions by sharing insights, posting articles or creating polls; and Showcase your affiliation with organisations by displaying group icons in your profileIts also free so secure your Group Name so do it before someone else does! www.52lists.com 2012 All rights reserved / 52lists 44

44. Choose a Group NameAs a business owner or manager, you have two options to consider when you choose a Group Name foryour company:Option # 1 (Protect Your Brand!)Use your company name, derivative of your company name or an acronym as the Group NameExample: Airborne Cloud Measurement Equipment Cloud Measurement Equipment ACMEAs with ALL Group Names on LinkedIn they cost nothing however when they are taken by someoneelse; they are GONE FOREVER!Option # 2Your second option is to choose a generic Group Name associated with the industry your companyoperates in. This will potentially attract more people to join your group and allow you to establish yourselfas a subject matter expert so you can indirectly sell your products & services to your members!Example: Test & Measurement Equipment www.52lists.com 2012 All rights reserved / 52lists 45

45. Creating Your GroupTo create a new group on LinkedIn; left click on the Groups tab and select Create a Group from the dropdown menu:You can either upload your company logo or design a new logo specifically for the group and tick theUser Agreement check box:Type in your preferred group name: www.52lists.com 2012 All rights reserved / 52lists 46

46. Continued Select the type of group you want to create from the Group Type drop down menu:Create a brief summary about your group that will capture the interest of your target market! Warning! You can only change the Summary and Description text a maximum of five (5) times.Create a more detailed description about the group for your members: www.52lists.com 2012 All rights reserved / 52lists 47

47. Continued Provide a link between the Group & your Company website and an email address for Group Members:Many group owners choose the default Request to Join radio button however if you dont plan to rejectanyone applying to join your group then why not automate the process by selecting Auto-join!Note: You can always EJECT any members that abuse the groups rules and guidelines if needed. www.52lists.com 2012 All rights reserved / 52lists 48

48. Continued Leave the default language as English:Make sure the Location box is un-checked as there is no point putting geographic restrictions on a group!Linking your Twitter Announcements is also another great Branding opportunity:If you select Create an Open Group, your Group will be searchable! Group members will also be able todisplay your group logo in their profiles. www.52lists.com 2012 All rights reserved / 52lists 49

49. Promoting GroupsTo promote your Group, left click on the Groups tab and select your group name from the drop down menu:Then left click on the Manage tab where you can find all the Group Management Tools:www.52lists.com 2012 All rights reserved / 52lists 50

50. Continued The easiest way to promote your group is by selecting the Send Invitations link: Option # 1 / See next page: Option # 2 Cut & Paste email addresses: Left click the Send button:www.52lists.com 2012 All rights reserved / 52lists 51

51. Continued Option # 1 Check the connections from your existing network that you want to invite to join your group: Left click the Finished button:www.52lists.com 2012 All rights reserved / 52lists 52

52. Continued Option # 3Another way to promote your group is by cutting & pasting the automatically generated Group Join LinkURL into an email that you can send via Outlook or a 3rd party Email Marketing Service: The method explained above of cutting & pasting the Group Join Link URL will allow you to personalise your invitation messages to join the group!Example:http://www.linkedin.com/groups/52lists-4417888/aboutwww.52lists.com 2012 All rights reserved / 52lists 53

53. Continued To ensure your Group is not buried amongst the 1 Million + LinkedIn groups; make sure it is easilysearchable by either planting keywords in the Groups Name or in the Groups Summary.Example:Note: Keywords include: Sales & Managerwww.52lists.com 2012 All rights reserved / 52lists 54

54. Managing GroupsTo manage your Group, left click on the Groups tab and select your group name from the drop down menu:Then left click on the Manage tab where you can find all the Group Management Tools:www.52lists.com 2012 All rights reserved / 52lists 55

55. Continued The default Submission Queue screen is the heart of the management engine where you can managediscussions, promotions or jobs submitted to the group:www.52lists.com 2012 All rights reserved / 52lists 56

57. Continued One of the most useful features of group management is being able to send a weekly announcement toyour group members via email; left click on the Send an Announcement link: Write your announcement or message: Left click the Send Announcement button:www.52lists.com 2012 All rights reserved / 52lists 58

58. Continued The Group Rules link enables group managers to provide their group members with a set of detailedparticipation expectations and guidelines. This is a SPAM free zone! Left click the Save Changes button:www.52lists.com 2012 All rights reserved / 52lists 59

59. Continued It is also possible to fully automate many aspects of managing a group by selecting the Templates linkwhich will enable you to create customised message templates :www.52lists.com 2012 All rights reserved / 52lists 60

60. Provide Value To Group MembersApart from sending Announcements as previously explained, you also have the ability to create GroupDiscussions.You should get into the habit of starting at least one group discussion per week that isinteresting, provides real value and is likely to generate some lively responses.To start a NEW discussion, select the Discussions tab from the Groups menu: Enter a discussion topic or ? + Any addition information Left click the Share button: www.52lists.com 2012 All rights reserved / 52lists 61

61. Continued Dont forget to comment on everyones discussions to encourage them to contribute more: The original discussion was started by one of the Groups members: The Groups owner and / or moderator is the 3rd person to comment on the discussion:www.52lists.com 2012 All rights reserved / 52lists 62

01 linkedin - branding

Business

official job title

preferred email address

limit people marketing

group management tools

send message link

linkedin users choose

title field

vanity url