linkedin beyond the resume
DESCRIPTION
LinkedIn is a powerful professional business networking tool for both B2B and B2C marketers. There are dos and don'ts, opportunities to build brand awareness, get known as a expert in your field. Learn how to use LinkedIn properly to grow your business.TRANSCRIPT
Beyond the Resume
Giselle AguiarAZSocialMediaWiz.com | @AZSocialNetWiz
Tuesday, October 8, 13
© 2013 AZSocialMediaWiz.com | @AZSocialNetWiz
LinkedIn Is...• World’s largest professional network
• Your virtual roll-o-dex
• 238+ million members in 200+ countries
• Facebook: 1+ billion
• Twitter: 500+ million
• Google+: 400+ million
• Pinterest: 70+ million
• Over 3 million company pages
Tuesday, October 8, 13
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LinkedIn Demographics
• 65% Male / 35% Female
• Over 75% are college educated
• Majority between age 35 and 54
• Avg. household income over $110,000
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Metrics• Members did over 5.7 billion searches on
the platform in 2012
• Over 1.5 million unique publishers have a “Share on LinkedIn” button on their content/website.
• In Q2 of 2013, 33% members used mobile apps vs. 21% in 2012.
• LinkedIn is available in 20 languageshttp://press.linkedin.com/about
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Buying Power
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http://press.linkedin.com/about
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LinkedIn Stats
*http://press.linkedin.com/about**Website-monitoring.com***Wishpond.com
• Over 2.1 million groups*
• 81% of users belong to at least 1 group**
• 61% of users use LI as their primary professional networking site**
• 2 new members sign up every second**
• LI is 277% more effective at generating leads than Facebook or Twitter***
• 77% of B2B marketers say they have acquired a customer through LI***
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Website Traffic
AZSocialMediaWiz.comUsing WordPress JetPack plug-in
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It’s About Networking
LinkedIn Labs
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The Power Formula• For each Unique Relationship in your first level
• You will have approx. 100 additional number 2’s
• and 4,700 number 3’s
sYouYour Friends - #1s
Your Friends’ Friends - #2s
Your Friends’ Friends’ Friends #3s
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It’s not about B2B or B2C. It’s P2P: People to People
© 2012 AZSocialMediaWiz.com | @AZSocialNetWizTuesday, October 8, 13
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Your Profile• It’s more than just your resume
• It’s about what you can do for...
• an employer
• a client
• a colleague or friend
• Become known as an Expert in your field
• Establish Credibility• Helps with Reputation Management & Google searches
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Profile Strength
• The stronger it is...• The higher you’ll come up in
searches!
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#1 Picture• Professional-looking Headshot
• Crop it correctly
• Make sure your face is not too dark or small
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Strong Profile Elements
• Full name & location
• Headline - 1 sentence
• Position in Current Company (add URL)
• Summary - more than just one line
• Experience (at least 2 past jobs) with descriptions
• Skills & Expertise
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Strong Profile Elements
• Education
• Recommendations
• Extras: publications, volunteer work, certifications
• At least 50 connections!
• Custom URL
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Custom URL
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Headlines That Don’t Work• “Market Manager”
• “Self-Employed”
• “Owner”
• “Entrepreneur”
• “at ABC Company”
• “XYZ Company”
• “Something from Something”
• “31% Left Brain 69% Right Brain”
• “I Am Here to Serve”
• “Entrepreneurial Juggernaut”
• “Store Manager”
Tuesday, October 8, 13
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Adding Your Website URL
Tuesday, October 8, 13
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Recommendations vs Endorsements• Endorsements don’t carry as much weight as a
recommendation
• Recommendations - written by someone who knows you or your work
• Don’t ask people who don’t know you for a recommendation
• Ask former colleagues or clients who know your work
• Friends
• If you can’t ask those, volunteer or do pro-bono work
• Give to get
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Recommendations Moved
• Edit profile
• Experience
• Recommendations
• Click on blue edit icon
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Your Summary• It’s not your life story!
• A brief summary of who you are and what you do and what you’re looking for
• Highlights of accomplishments & what you do
• A brief description of positive business relationships
• Keywords
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Skills• You can put up
to 50 skills
• These are keywords that help you come up in searches
• Think of other ways to say the same thing
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Get Connected• Find contacts using your email address book,
former employers, classmates, friends
• Upload a .csv file of your contacts from Outlook
• Invite them to connect
• Connect your Twitter account
• Add links to your website & blog
• Add a link to your profile from your website
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Buttons for Your Sitehttps://developer.linkedin.com/
plugins/follow-company
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Connecting Rules• You should know or have a relationship or something
in common with a person before you invite them to connect.
• Did you work together?
• Have you done business together?
• Do you both belong to a group?
• What do you have in common?
• Do you have a mutual connection?
• Remind people where you met.
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Searching
• Updates, People, Groups, Companies, Jobs
• Search by keywords or names
• Narrow down search by location & industry
• Follow people & companies
• People come up in order of connection
• Use “Advanced Search” to find prospects
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New on LinkedIn
• Facebook-like Updates
• Share, Like & Comment
• #hashtags
• New Navigation
• New Group Layout
• Tags
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Tag Connections
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On Their Profile
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Company Pages• Company
information
• Website
• Products or Services
• Updates
• Comments - new!
• Analytics - new!
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646 x 220 pixels
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Analytics
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Insights
• Follower demographics
• position
• industry
• company size
• seniority
• function
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Insights• Reach - the potential unique views
• Engagement - The number of interactions, clicks, & followers acquired divided by the number of impressions.
• Impressions - The number of times each update was shown to LinkedIn members.
• Likes
• Comments
• Shares
Tuesday, October 8, 13
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Groups• Network with like-minded
people
• Find your target market
• Search groups
• Private vs. Public groups
• Daily vs. Weekly digest emails
• Participate & get known
• Max - 51 groups
• Don’t over post or over sell
Tuesday, October 8, 13
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Sharing on LinkedIn• Share your blog posts
• Share other articles of interest to your target market
• Share to Updates
• Share to Twitter
• Share to Groups
• New: have to have a Subject Line
Tuesday, October 8, 13
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LinkedIn Don’ts
• Don’t ask for recommendations from folks who don’t know you or your work
• Don’t SPAM people
• Don’t over do sharing with groups
• Don’t ask to connect to people just to grow your network
• Don’t be SHY!
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LinkedIn Dos• Do share an occasional article, blog post or news item
with your groups - once or twice a week
• Respond to invitations and messages in a timely manner
• Report spammers
• Do request recommendations from clients - the more the better
• Ignore invitations to connect from people you don’t know or with whom you have nothing in common
• Be honest
Tuesday, October 8, 13
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More Tips• When posting, add a line or two
• Comment - contribute
• Think like your target market
• Stay away from industry jargon - KISS
• Easy on the self-promotion
• Check your inbox daily - at least 3 x a week
• Respond in a timely manner
• Upload photos, presentations & videos
• Connect with peers & strategic partners
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Inbound Marketing
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“New” Media Marketing
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Plan & Learn Before Diving In• Analysis
• Define your Target Market
• Research
• Strategic Plan
• Tactical Plan
• Set-up of WordPress blog & social pages
• Training
• Implementation - building a following
• Create, curate & share content
• Monitor & measure
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Questions?
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Email: [email protected]
LinkedIn.com/giselleaguiarTwitter: @AZSocialNetWiz
Facebook.com/AZSocialMediaWizAZSocialMediaWiz.com
Tuesday, October 8, 13