linkedin branding - how to build your online persona

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  • 2015 Fair Isaac Corporation. Confidential. This presentation is provided for the recipient only and cannot be reproduced or shared without Fair Isaac Corporations express consent.

    How to build your online persona

    LinkedIn Branding

    David FornelliGlobal SEO & Social Marketing Strategist| FICO

  • 2015 Fair Isaac Corporation. Confidential. 2

    Agenda

    Customizing LinkedIn Profile

    Connections & LinkedIn Groups

    Sharing Articles/blogs

    Publishing on LinkedIn (LinkedIn blogs)

    Understanding Whos Viewed Your Profile

  • 2015 Fair Isaac Corporation. Confidential. 3

    LinkedIn ProfileBuild your brand and set yourself up for success

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    LinkedIn Profile

    Gives you credibility

    Attracts new business contacts

    Drives referrals

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    LinkedIn Profile Bring your profile to life with a great photo

    Members with a profile photo receive

    more profile views

    14x

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    LinkedIn Profile

    Create a headline that ensures the right people are finding you.

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    LinkedIn Profile

    Be sure to include terms that you want to be found for

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    LinkedIn Profile Use your summary to tell your story

    Use your summary to tell your story

    LinkedIn profiles withsummaries get

    more profiles views

    10x

    Be personable Share your story in 1st person Highlight your skills & expertise People want to engage with humans, not resumes

  • 2015 Fair Isaac Corporation. Confidential. 9

    LinkedIn Profile - Recommendations

    Use your summary to tell your story

    Let your profile do the talking for you with recommendations from customers, partners, and other business contacts.

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    Connections & LinkedIn Groups Build your brand and set yourself up for success

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    On LinkedIn, its not just about who you know

    Colleagues

    FriendsFriends

    Family

    AlumniBusinessContacts

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    Add connections: you never know who will bring you your next big opportunity.

    Colleagues

    FriendsFriends

    Family

    AlumniBusinessContacts

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    LinkedIn Connections Data Visualization

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    LinkedIn GroupsTime Investment: 20 minutes daily / 2 hours weekly / 4 hours monthly

    Sentiment AnalysisThe process of computationally identifying and categorizing opinions expressed in a piece of text, especially in order to determine whether the writer's attitude towards a particular topic, product, etc., is positive, negative, or neutral.

    Marketing often talks about joining the conversation and establishing thought leadership. LinkedIn Groups are the perfect way to build an engaged community on the worlds largest professional platform.

    What to share

    Use as a Forum for Discussion (Avoid Self-Promotion)

    Use as a catalyst for Thought Leadership & Community

    Spark Conversations About Industry Trends & Challenges

    Ask Questions to Crowd Source Sentiment

    If youre not putting much into LinkedIn Groups, then you cant expect much in return.

    Companies have key lessons to learn about harnessing the power of social media and sentiment analysis"

  • 2015 Fair Isaac Corporation. Confidential. 15

    LinkedIn Connections

    As you meet new business contacts though events, business meetings, etc.

    Connect with them

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    Sharing Articles/blogsBuild your brand and set yourself up for success

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    Sharing Articles/blogs

    Once your profile is in great shape, start engaging with your network though status updates.

    Sharing updates lets you share info that you find interesting and what you think your network might enjoy.

    Leverage the 80 / 20 rule

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    Trends Fun Facts Business UpdatesIndustry News

    Try different topics:

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    Videos Pictures PDFsSlideshare

    Try different formats:

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    Sharing Articles/blogs

    Use your summary to tell your story

    Before you know it, your amazing updates will mark you as someone in the know someone that your network can count on for the latest and greatest.

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    Sharing Articles/blogs Keep top-of-mind with status updates

    And it only gets better! As people like, comment, and share your posts your reach will continue to grow with updates that go viral.

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    Publishing on LinkedIn (LinkedIn blogs)Build your brand and set yourself up for success

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    Sharing Updates & Publishing Posts

    Publishing Posts are where you can deeply explore topics that matter to you, then watch the comments to see your impact.

    Both sharing updates and publishing posts on LinkedIn will help you grow and engage your network.

  • 2015 Fair Isaac Corporation. Confidential. 24

    Sharing Updates & Publishing Posts

    Sharing Updates are where you can deeply explore topics that matter to you, then watch the comments to see your impact.

    Both sharing updates and publishing posts on LinkedIn will help you grow and engage your network.

  • 2015 Fair Isaac Corporation. Confidential. 25

    Sharing Updates & Publishing Posts

    Use your summary to tell your story

    Write about what you know:

    Share your observations, impressions, and firsthand experience with your job, company, or industry.

    Write about your success - or your failures and how you've learned from them.

    Or write about what inspires you to do what you do.

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    Publishing posts

    Use your summary to tell your story

    Remember your audience

    LinkedIn has millions of executives, entrepreneurs, entry-level workers and people about to retire. It's the working world in one place. Be conversational, but keep the conversation focused on the professional sphere. Write anything that:

    Helps people understand trends in your industry or the large economy.

    Giving context, advice, or news that helps people get jobs, promotions, or a stronger personal brand.

    Enhances your reputation as an expert in your field.

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    Understanding Who Viewed Your ProfileKnow whats working and what to improve

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    Dont fly blind make sure youre attracting the right people to your profile

    Use Whos viewed your profile to see who is checking you out.

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    Dont fly blind make sure youre attracting the right people to your profile

    Use Whos viewed your profile to see who is checking you out.

    Future Business Partner

    Big investor

    New client

    Next big advocate

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    Know whats working and what to improve

    Also, keep an eye on what search keywords led people to find you so you know if you need to make any profile tweaks.

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    Know whats working and what to improve

    Lastly, know where you stand relative to other professionals on LinkedIn with how you rank.

  • 2015 Fair Isaac Corporation. Confidential. 32

  • 2015 Fair Isaac Corporation. Confidential. This presentation is provided for the recipient only and cannot be reproduced or shared without Fair Isaac Corporations express consent.

    Thank YouDavid FornelliDavidFornelli@fico.com