a marketers guide to linked in strategy jd
TRANSCRIPT
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JOHN DEGRAFFFOUNDER, PARTNER INNOVATRIUM
A Marketers Guide to Linked In StrategyAMA Regional Conference
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Introduction
Over 25 years as a Marketer/Innovator/Educator
Launched over 150 new products!Two sold over 1 billion dollars
Worked with 25 of the Fortune 500
Work on “Wicked Cool” programs and projects all over the world!
FPL largest solar array that powers a city
Nanotechnology could cure colon cancer
EV/CNG Buses in China
CMS utility of the future
Honeywell Aerospace Online Services
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+Innovatrium
•I work with complex organizations create
sustainable innovation capabilities and solutions
that drive growth
Managing Partner in Ann Arbor and Whitewater
Innovatrium.
•According to the Financial Times, the CVF is
one of the top 40 Business Models of all time
•The CVF is based on 25 years of research with
over 3,400 companies
•Fortune 500 are using the CVF and methods
•Dozens of books, hundreds of articles, dozens
of validating research studies
Jeff DeGraff
3
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Who do I work with on leading innovation?
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How are you going to Market your own brand?
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So What?
Why should I care about Linked In?Do you want to get a job after graduation or start a business ?
It is all about Brand YOU!
94% of Recruiters use Linked In to vet candidates
First rule of marketing is create awareness?So how many business leaders are aware of you?
Does your Linked In profile break through the clutter?
One of the toughest thing to do is hire good people!
Can they really find you?
How can you help?
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Resources: Slides from Jason Hammer Linked In New York Office
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Connect the world’s professionals to make them
more productive and successful
Our mission
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9
380Mmembers
worldwide
>2new members
per second
93Mmonthly
unique visitors
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Source: Mindset Divide Research, TNS, September 2012.
Personal Networks Professional Networks
Career info
Updates on brands
Industry Trends
Info on friends
Info on personal interests
Entertainment updates
1
2
3
“Spend Time” “Invest Time”
Top 3 content types expected on each network
Professional mindset is ideal for brand education
and content
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Why Do I love Linked In?Network* Network*Network!
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+My Brand!
Marketer, Innovator and Educator
Making Innovation Happen!
The last ten years John has lead innovation and growth executive education and consulting programs with notable companies like
Boehringer Ingelheim ,Ceridian, DMGI, DSM, Eaton, Florida Power and Light, GE, Hagerty , Haworth, Honeywell, Ingersoll Rand, Johnson & Johnson, McDonald’s, NBC, Pfizer, Prudential, ProQuest, Syngenta and Zoetis.
Presently an Adjunct Professor of Marketing at the University of Wisconsin Whitewater and Partner at the Innovatrium Innovation Institution in Ann Arbor, and has taught in Executive Education programs at the University of Michigan, University of Dayton and Notre Dame.
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+Does it Work?
1. You rank in the top 1% for profile views at University of Wisconsin - Whitewater.
1. #3 out of 1,666
2. You rank in the top 1% for profile views at University of Michigan.
1. #93 out of 24,103
2. Steady last 7 days!
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+ Who is in my network?1,030 professionals
Top Industries:
29% Management Consulting
10% Marketing and Advertising
10% Furniture
8% Information Technology and Services
6% Retail
6% Construction
4% Financial Services
4% Insurance
4% Computer Software
4% Telecommunications
Top Locations:
26%-Chicago Area
12%-Milwaukee Area
9%-Grand Rapids, Michigan Area
7%-Detroit Area
5%-Janesville/Beloit, Wisconsin Area
5%-Madison, Wisconsin Area
4%-Fort Wayne, Indiana Area
4%-Columbus, Ohio Area
4%-Los Angeles Area
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So what is your story?
Why should I listen to you?
What’s in it for me?
What are the three most
important things I need to
know?
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Optimizing Your Profile Consuming and Sharing
Content on LinkedIn
Telling Your
Organizations Story
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Profile Optimization
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Beginner Profile
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Professional names
Use a professional looking photo
Optimize your location and industry
Professional headline
Customize your Profile URL
Expand upon your headline and support it
Show examples of your work
Manage your endorsements
Add projects, test scores, courses, patents,
certifications and volunteering/causes
Make yourself contactable
Simple ways to optimize
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Creating a great profile
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Content on LinkedIn
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7Xmore page views vs.
jobs pages
JO
BS
CO
NT
EN
T
Content pages
receive
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The definitive professional publishing platform
Knowledge
GroupsSlideShare InfluencersPulse
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Share visual stories with SlideShare
Tip: SlideShare has
major SEO ranking impact
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Join and engage in groups
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Increase profile views by engaging via Groups
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Gain insight through Pulse
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Gain Insights from our Influencers
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Share this & other content your status updates
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Share your
own insight
through new
publishing
platform
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Getting started is easy…
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What to write about
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+Linked In New York
43
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My Simple Rules
1. Take 10 minutes a day and update Linked In
2. Tell your story and keep it fresh!
3. Invite professionals that you have meet yesterday to your community
4. Picture tells a better story than words
5. Look professional and act professional! Block anyone who is not!
6. DO NOT SEND POFILE UPDATES TO YOU’RE COMMUNITY (Button on profile)
7. Post only great content, peoples time is very valuable!
8. Share great content, that you think your community are interested in!
9. Look at top ranked profiles and use them as a template, Then make it your own!
10. Join communities, follow companies and leaders that will help your career.
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Resources
help.linkedin.com
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+ 46
Thank You!
John DeGraff
Innovatrium.org
Join me on Linked In!