linkedin essentials for socialmediamcr 02dec15 final

@renepower @visionb2bwww.visionb2b.co.uk

Linkedin for business (and you)René PowerFounder, Vision B2B

Hi, I’m a professional

That’s not what it says

online…

45minutes

• Do you want to • build your profile?• position your

authority?• strike up new

business relationships

• uncover new business opportunities

WARNING: THIS IS AN ALL DAY SESSION CONDENSED INTO 45 MINUTES

There are 81 tips littered through this presentation

All based on my own personal experience of using Linkedin since 2006.

What we’re covering today

Context

The benefits

The shop window

Contacts and links56

Key profile elements

Other profile elements

Profile summaryBe clear about what you are on Linkedin forMake sure key elements position you to stand out Talk about what you offer and your achievementsReorder everything to tell your storyReorder the skills you are endorsed for – and ask

for specific endorsements/recommendationsUse all aspects open to associate yourself with

the right people, companies, groups and topics

• Status updates should support your

positioning• Be relevant to your target group of

connections (and prospective connections)

• Support what you are trying to achieve

Status updates

Your updates28

Being a good ‘member’32

• Thought provoking• Ask a question• Offer some advice• Direct action• Have an image• Contain a link

Engaging updates35

Search• Basic free account search results

include– Full profiles with names of everyone in

your network (1st, 2nd, 3rd level connections and shared group members)

– A maximum of 1000 results per search– Basic search result filters

Search• Premium account search results include– Full profiles with names of everyone in your network

(1st, 2nd, 3rd level connections and shared group members)

– A maximum of 1000 results per search– Anything marked gold in the search page incl.

• Function/job title• Years of experience• Seniority

• Caveat: I have a legacy Business account. Some of the advanced search functionality will cost you £40/month.

Using search38

Advanced search39

New staff / prospects?40

Principles of connecting• ‘Connecting’– Research – Personalise– Be relevant– Flatter– Don’t sell–Don’t use mobile apps!

Where to connect from42

Where to connect from44

8 ways to personalise a connection• Link to another platform (Twitter easiest)• Something they did• Something their company did• Something that happened to them• Something one of their competitors did• Something in a shared group• Something about a shared interest• Mention a shared connection

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Accepting connections• ‘If someone wants to connect with

you’– You don’t have to connect– Ask about recipirocal value–Message once connected– Like some of the early status updates

they make– Share some of their content

Beware salespeople & friend collectors

Privacy settings to check

Making the most of groups

NEW: Updates to groupsA raft of recent changes have been made on Linkedin Groups in November 2015

More here:https://help.linkedin.com/app/answers/detail/a_id/61173/~/new-groups-features

What changed?Groups are now standard or unlisted (private,

invitation only)All Groups are privateAll Groups are member onlyNo moderation is required but content can be

vetted/removed after postingJob posts moved straight to Jobs Promotion tab removed altogetherAdd images to discussion posts@ group members into conversations

The implicationsGroups should see a step up in

engagement and quality of conversationIt is now harder to sell in a groupIt is now harder to place links to content

in a group without really good reasonThe community polices the group and

persistent offenders will eventually be removed

Best ways to contribute

Contributing to a discussion post

• Flatter/compliment

• Stay positive• Add value• Reference other

material but don’t link to it

• Offer further ‘out of group’ discussion

Creating a discussion post• Pose a question• Offer some

additional narrative• Provide a link (if

you need to) • Allow the question

to be answered without clicking away

• Be genuine

Creating a discussion post

The benefits of Linkedin Pulse• Build your professional profile and

brand• Reach a significantly larger audience

than blogging alone• Influence a wide variety of

customers, prospect and specifiers

My top tips for Linkedin publishing Create a calendar for Linkedin Pulse articles – different to

blogging elsewhere Write about the same or related topics Write for skim reading – use all formatting tools to make it

easy to read Use Pixabay for free images and Canva to bring them to life Use video, audio and slides to make content more attractive Select the right / best keywords Link your other articles in the footer (update and edit as you

build your bank) Publish once weekly Promote regularly through your profile and social media If you add to groups, turn into a question and be highly

selective

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What works best According to Marketing

Experiments How to’s get many more

views – best for views, likes and shares

Listicles do well Question posts do poorly

http://blog.hubspot.com/marketing/linkedin-publishing-beginner-guide

Good examples

Bad examples

Company page• More than just a HR landing page– Raise awareness– Educate and entice customers– Promote products and services– Promote career opportunities– Nurture a community– A supplement to your website

Create brand personality• Creative header• Complete About

section• Add links to

website, blogs, other channels

• Use interactive content esp. video

Empower employees to promote• Employees biggest

and best advocates• Expand reach• Story and content • Sense of pride• Rich content• Adding Co Page to

personal profile automatically enrolls as follower

Engage with content• Post relevant and interesting articles

as you would on your personal profile• Consistent topics, varied style &

format• Post daily late morning / late

afternoon to coincide with optimal log in times

Summary

About Rene & Vision B2B

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