irc social media linkedin handout

Social Media: Linkedin Presented by Dawn Jensen of Virtual Options Coaching & Training

© 2012 All Rights Reserved. All materials are proprietary. This workbook includes data that will not be disclosed outside the workshop class and will not be duplicated, used, or disclosed, in whole or in part, for any purpose other than participant use.

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Welcome! We invite you to participate throughout the series to build your business through Social Media channels. In this three-‐part series of workshops, we will cover Social Media, online marketing strategy, Social Business profiles, and best practices. We look forward to supporting what you are up to and how we can help you grow your business!

Table of Contents A. Social Profiles Checklist ........................................................................................................................ 3

B. Research First: ...................................................................................................................................... 3

C. Social Media Definitions ....................................................................................................................... 4

D. Social Media Strategy Worksheet ........................................................................................................ 5

E. Linkedin Profile Tips: ............................................................................................................................ 6

F. Linkedin Profile Mock ........................................................................................................................... 7

G. Linkedin Profiles ................................................................................................................................... 8

H. LinkedIn Company Profile .................................................................................................................... 9

I. Additional LinkedIn Resources ............................................................................................................ 10

J. Recommended Linkedin Applications ................................................................................................. 11

K. How to Use Social Media to Build Your Brand, Decrease Your Costs, and Increase Your Sales” ....... 12

Virtual Options Coaching & Training ..................................................................................................... 13

Speaker Profile: Dawn Raquel Jensen http://about.me/dawnjensen ...................................................... 13

Social Media Coaching & Next Steps ......................................................................................................... 14


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This guide accompanies the workshop and will help you get started and get going. For most, Social Media can seem overwhelming at first. If you are new, plan on investing 5-‐6 hours setting up your Social networks, and 1-‐2 hours planning and posting a week. Does it really have to take that long? No. Not if you are focused. And, there are tools to help. However, you want to be able to build your business and your brand by:

1) Starting small 2) Building Deliberately 3) Providing Clear, Consistent Action

Remember as you move through these sessions, strategy and clarity will be important. We are here to help you along your way. By the way, there are a lot of questions around what cost and value would putting a business on Social Media. Most businesses see Social Networks as “new media” versus “traditional media” like print, newspaper, radio/TV advertisement. It is recommended for optimal results that you have a combination of new and traditional media. For bootstrapping entrepreneurs and those with a limited marketing budget, Social Media is a great start.

A. Social Profiles Checklist Check list for Social Media profiles

Headshot photo – prefer head and shoulder shot Business Logo Resume Feature Biography – two to three paragraphs that share what you do and who you are

outside of any nine-‐to-‐five job. Some of this content can come from your website or existing collateral/marketing material

“Writer’s” Byline Bio – two or three line quick “tell” of who you are and what you do Keywords or Tags – words, phrases that describe you, who you are, what you do, who

you’d like to connect with, what business you represent, and sometimes what businesses or strategic partners you’d like to connect with

Tagline, Personal Brand or Ethos Statement – This can look like a business tagline, a personal motto, or a way that people remember you. Ideally, let’s try and keep this at 120 characters

Business Backgrounder / BIO

B. Research First: Recommended Places to Start Below are good starting points to look at what’s being said about yourself, your business, your brand, and your perceived competition.

1. Google 2. Google Alerts 3. Hyper Alerts

4. SocialMention.com 5. Klout.com*

C. Social Media Definitions Facebook Page: Pages are for organizations, businesses, celebrities, and bands to broadcast great information to fans in an official, public manner. (see also Page) Profile/User Account: A Facebook profile is intended to represent an individual person to connect with their friends and share information about their interests. (see also Profile) Administrator: A page administrator, or admin, controls the content and settings of a group and must administer the page via a personal profile. Applications: A set of Facebook or third-‐party developed applications that can be added to a profile or page to increase engagement and enhance content; a program that allows users to share content and interact with other users Application –Fan – Facebook users who choose to become a “fan” and follow an organization’s page Friend – 1.) (n) personal connection on Facebook; 2.) (v) to add a Facebook user as a friend Friend List – organized groupings of friends Group -‐ a collection of Facebook users with a common interest; any Facebook user can create and join a Facebook group Network – an association of Facebook users based on a region, school, or workplace News Feed: Top News aggregates the most interesting content that your friends are posting, while the Most Recent filter shows you all the actions your friends are making in real-‐time ; 1. feed of content posted to one’s Wall; 2.) aggregation of one’s friends’ newsfeeds published on a user’s Facebook homepage Page – official presence for public figures or businesses to share information and interact with fans on Facebook Profile – presence for individuals to share information and interact with friends and organizations on Facebook Publisher: The Publisher lets you share content on Facebook and is located at the top of both your home page and on your profile Wall: The Wall is a central location for recent information posted by you and about you. It’s where you keep your up-‐to-‐date content, and where Fans can contribute; the core of a profile or page that aggregates new content, including posted items (i.e. status updates) and recent actions (i.e. becoming a fan of a page)


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D. Social Media Strategy Worksheet

Name three features:

1) __________________________________________________________________

2) __________________________________________________________________

3) __________________________________________________________________

Name three benefits:

1) __________________________________________________________________

2) __________________________________________________________________

3) __________________________________________________________________

What one thing defines you? e.g. Disney = magic

How will you be human?


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E. Linkedin Profile Tips: Add additional keywords under “Interests” that you believe people looking for you will be

likely to search for. You can edit Interests by clicking “edit” for your websites list.

Add descriptions to your current and past positions. You can especially add wording (key words) that might be searched by others when they are looking for people. If you write proposals or resumes, you may already have some of this wording on hand.

Include your volunteer positions, such as committee work, in your profile since these demonstrate experience and skills attained in addition to your day job.

To format the text in your profile summary as you might have seen others do: while formatting features such as bullets are not available inside the linkedin system, you can copy and paste from elsewhere for a better look.

You can add a Publications section to your profile, to which you can add any books you may have written, articles, and blog posts. You need to add these in the order you would like to see them as you will not be able to rearrange them later.

If you are organizing an event, it is a good idea to add it to linkedin so that others can indicate they are attending.


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F. Linkedin Profile Mock


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G. Linkedin Profiles

1. “ -‐ize” your titles 2. Give recommendations 3. Three URLs: Use them

• Website • Facebook Fan page • Blog • Personal branding page

4. Customize your public profile

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H. LinkedIn Company Profile http://www.linkedin.com/companies

1. Logo 2. Overview 3. Specialties

4. Follow your company 5. Add button to your website

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I. Additional LinkedIn Resources

LinkedIn Chrome Extension

Check your updates anytime without the constantly logging into LinkedIn. Read LinkedIn Network Updates like or post comments on update, share ideas with your professional network. http://www.chromeextensions.org/social-‐communications/linkedin-‐for-‐chrome/

LinkedIn Resume Builder

Turn your LinkedIn Profile into a resume in seconds. Pick a template, customize the content, and print and share. http://resume.linkedinlabs.com/

LinkedIn FireFox Extension

Key features: -‐ See LinkedIn profiles for anyone sending you Web email -‐ Search your LinkedIn network from any web site -‐ Share articles you find on the web with your LinkedIn network -‐ Bookmark profiles and searches for easy access https://addons.mozilla.org/en-‐US/firefox/addon/linkedin-‐companion-‐for-‐firefox/


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J. Recommended Linkedin Applications


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K. How to Use Social Media to Build Your Brand, Decrease Your Costs, and Increase Your Sales”

What some of these new converts don’t understand is that social media only works well if the communication is personal, authentic, and near-‐immediate:

1. Personal. Even if people don’t know you, they can tell if you are the one writing. You might be able to fool them for a while, but blogging and Twittering require you to express your personality. If you don’t, readers sense that something is not quite right.

2. Authentic. People will only trust you if you are willing to pull back the curtain of your life and give them a peek inside. Of course, this is helpful in every form of communication. It connects people in a way that is powerful. But it is essential with blogging and Twittering. You must be willing to share yourself.

3. Immediate. A book is a monologue. Take as long as you want to write it. Serve it up when it is ready. This is not true with blogging and Twittering. Both are a dialogue. You get to introduce the topic and may even moderate it, but you are expected to participate in the ongoing conversation. As a result, you must respond to blog comments and Twitter replies and direct messages.

All of this requires your personal participation. You can’t hire it done. You can’t fake it. If you’re not willing to make the personal investment, don’t bother. You won’t fool anyone.


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Virtual Options Coaching & Training Social Media Digital Marketing Technology Training

Speaker Profile: Dawn Raquel Jensen http://about.me/dawnjensen http://www.linkedin.com/in/dawnjensen

Mentored by leaders in business and personal achievement, Dawn delivers dynamic, interactive training that helps you deliver measurable results in a fraction of the time it would take to do on your own. Backed by practical, proven resources, Dawn coaches Social Media professionals as a trainer’s trainer and has been speaking internationally for the past two years on Social Media, digital, and content marketing. This is just one advantage she provides business owners, CEOS, and leadership teams who are looking for the next level of Social Media. Through this unique skill set along and her practical, hands-‐on technical knowledge, Dawn founded Virtual Options Coaching & Training in 2001. Virtual Options is Central

Florida’s boutique Social Media & technology training firms that offers digital marketing and managed services for select clients who are looking for best practices & policy, as well as building Social business exposure and expertise online.

Since 1996, Dawn has been training local and national clients in software and technology. She spent eight years as a US Navy Reserve Journalist and Public Affairs Specialist taking part in a mobile public affairs unit covering military national and world events for joint military forces both here in the United States and abroad. She is also a graduate of DINFOS (Defense Information School) which specializes in Public Affairs and Visual Information and received her Bachelor’s degree in Journalism from the University of Central Florida.

She has focused on training academics and librarians for the past eight years specializing in Social Media and digital marketing training. In the last three years. Dawn has been consulting with businesses and on how they can include their Social Media in more of their marketing efforts. She is a much sought after speaker and trainer.

Academic establishments such as: Stetson University, Rollins College, University of Central Florida, Barry University, have hosted Dawn as a guest trainer for their faculty and staff. She has spoken and trained some of the nation’s most prominent organizations including: Girls Scouts of America, Banco Popular, Le Cordon Bleu Culinary Institute, Disney, SCORE, and the National Association of Women Business Owners. Some of her clients include: • SCORE • Banco Popular • Atlantic Center for the Arts • Author Margery Pabst • Author Jean Raffa • Maitland Chamber of Commerce • University of Central Florida • Girls Scouts of Citrus Council • Business & Professional Women of Orlando • Winter Park Art Festival • Northeast Florida Library Information Network • Le Cordon Bleu Culinary Institute

• Central Florida Library Cooperative • National Association of WomenBusiness Owners • American Business Women’sAssocation • Business and Professional Women • Pearls4Women University of You • Sandler Sales Institute • Central Florida Library Cooperative • Hunter’s Creek Chamber of Commerce • Kissimmee Chamber of Commerce • Pabst Charitable Foundation

Social Media Coaching & Next Steps Continued Support & Training

Every company is different, so it makes sense that every company’s social media strategy will be different too. Social Media Delivered offers tailored social media training, consulting and services for all types of companies across all industries, with a focus on developing custom social media strategy that works for your company and your social media needs.

Coaching & Training

Corporate Many companies that already have staff using social media bring us in to provide training so they can use it more effectively. If you think your company has a need for training on specific social media vehicles, we can create custom training programs specific to your needs. Let’s talk about your training needs and see if we can help. In-‐person: Clubs, groups, societies and other organizations like to bring us in for events or arrange events around social media training for their people. Once again, these clubs choose from programs we already have available or have us develop training specific to an industry or social media vehicle. Virtual: The costs and logistics of travel can sometimes be too much for your company to bear. You may have a global team with staff based in different cities or countries. That is why we provide custom virtual training tailored to your organization´s needs. Team members are able to participate online and/or via the telephone for live virtual training.

Social Media Evaluation – $150 90-‐Minute Laser Teleclass -‐ $99

If you don’t know how well you are doing online, then you cannot improve your online marketing strategy. An evaluation is essential to the success of your marketing effort. Our evaluation of your current online presence including: website, social media profiles, Google search and competitive analysis. You will receive a PDF version of your evaluation, followed by a 30-‐minutes phone consultation.

Social Media Coaching – $175 [45-‐Minutes Skype Call] Social Media Coaching – $150 (2)-‐[45 Minutes Skype Call]

To set an appointment or for more information email [email protected].

irc social media linkedin handout

Education

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social media definitions

social business profiles

social networks

new media

traditional media

linkedin profiles