linked in for small business
DESCRIPTION
In this workshop, communications strategist and social media manager Sasha Wasley of Razzed Communications will introduce you to Linked In, the social media channel used by professionals to talk business. Do you get sent random requests on Linked In? Do you see other people posting links and articles and wonder why? Do you know how to make meaningful connections and follow the best business etiquette on Linked In? What we will cover: • What Linked In is all about? • Developing your own profile • Making the right connections • Managing your network • Developing a page for your business • Growing your page’s followingTRANSCRIPT
Linked In for Small Business
How to make the most of Linked In
Goals for this session
Introduction to Linked In
How to develop your own profile
How to make the right connections and manage your network
How to develop a page for your business
How to grow your page’s following
What is Linked In?
Professional online ‘social’ network
Approximately 4 million users in Australia
Approximately 250 million users worldwide
Global network
Some consider it ‘Facebook for business’
Why Linked In?
Online rolodex
Networking every day, 24/7
Nurture relationships
Stay top of mind
Establish expertise
Optimise recruitment
Showcase products and services
Learning and sharing
But it’s not perfect!
Linked In Liars and Half Truth Harries
Self promotion meets content sharing – the fine line
False endorsements
Non-legit recommendations
Connection junkies
Getting started: your profile
The sign up process is simple (there are video tutorials available)
PLEASE spell your name right and use correct case!
Build your profile
Dust off your resume
Be thorough – it will take a couple of hours
Choose whether you wish to use first or third person – and stick to it
Create a strong cover statement / headline
Add video, presentations, website, your blog and other media
Linked In picks up your details to create a kind of snapshot ‘business card’
Choose a professional photo
Bad Photos
• Blurry• Cropped• Distorted• Logo not
photo• Too small• Too far away• Unprofession
al
Making connections
Use your business card collection Do a search for:
Colleagues Clients Peers Friends and family
Look at your connections’ connections Use Linked In’s suggested connections feature Use a personalised invitation
Making connections well
The personalised invitation
Better response rate – jogs person’s memory – makes you look good
Making Connections (continued)• Use the social connectors (under ‘Tools’ at bottom of page)• Or just go to ‘Connections’ – ‘add connections’
Making connections (continued)
Request an introduction from their profile page
Fielding connections
This isn’t Facebook – business, not personal! So don’t be afraid of connections
You may be a target if you are in a desirable industry or have powerful connections
Two options: confirm or ignore
If no personal request, don’t ignore; view the profile.
Any valuable mutual connections?
In a related industry?
Posting interesting or relevant updates?
How many connections?
Are they in your target market?
You can ask questions (premium members!)
If it’s an introduction request, you can ask your mutual connection questions
You can think about it
Your personal brand
Your profile Your connections Your business page What Linked In shares about you What you share Your photo Your interactions Your personal brand
Your business on Linked In
Why put your business on Linked In?
Ownership of the brand, control of messages Staff can list your business as their employer People can follow your company Allows you to showcase products and services Some SEO value Recruitment
Why not? If you ARE your business and brand
Company Profile When adding info about your business:
There are word limits
The appearance is standardised as shown here
Products and Services
• Upload media – images, videos, presentations
• Add a product banner (calls to action, linkable)
• Link to specific people within your company as contact people
• Request recommendations• Add link to product page on
your website• Add promotions and special
deals
Recruitment
Add jobs and manage applicants
Showcase company culture
Linked In talent solutions
Content and Updates
ADD VALUE!! Relevant and appropriate (no cat videos!)
Company news Industry news Product news Website and blog updates Partner and client news, if appropriate Staff achievements
Mix it up: links, multimedia and images add interest for users Linked In’s Share Bookmarklet (under tools) to help you share content Other apps like Buffer and Hootsuite allow you to schedule your posts
Review your progress using analytics
Look at impressions (numbers of people who have seen your post)
Look at interactions on posts (clicks, etc)
Compare post stats to see what type of posts work better than others
Learn and adapt from the information in Analytics
Google Analytics
Shows network referrals to your website
Also shows referrals to your blog and other social media
Alows you to develop goals
Optimising your Page’s Performance
Add your social connectors to your email signature Get your staff on board, listing your business as an employer Send In-mail to your (close) connections to let them know you
have a company page and invite them to follow Share and comment on your page updates using your personal
profile Respond to anyone who engages Encourage staff to share/engage with your page updates Join industry groups and contribute to relevant conversations Learn to use the more advanced features – banners, media
sharing, audience targeting, recommendations, etc. Considered shared administration Post at strategic times
Linked In Best Practices
Try to visit daily and spend a little time Get mobile Connect respectfully – quality not quantity Stay professional and be considerate Don’t spam or self-promote Thank people for endorsements and recommendations Engage – congratulate, share, respond Be useful and provide insights that will help others Join groups and leave those that don’t work for you
Thanks for your attention!
I’d love to connect:I’d love to connect:
ozcopywriter.blogspot.com.au/www.razzed.com.au
Linked In: Sasha Wasley / Razzed Communications
Facebook: Razzed CommunicationsTwitter: @RazzedComms