linkedin training for employees: building relationships with influencers and brand advocates

Download LinkedIn Training for Employees: Building Relationships with Influencers and Brand Advocates

Post on 27-Jun-2015



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This is the live presentation I've used for training employees on maximizing LinkedIn to build relationships and expand professional networks.


  • 1. LinkedIn Training The premiere B2B network Social Influencer / Brand Advocate Training May 2013 Brian Crouch Content Marketing Director

2. Hes on LinkedIn! (w00t)He might as well be dead? 3. Maximizing LinkedIn networks for business impact1.Determine your business objective: whats your goal?2.Optimize your profile Include key relevancy/discovery points in your title: how will you help your profile be found? This helps Branding, for yourself, for your brand3.Grow your network Upload your contacts from Outlook 4. Improve searchability. 5. Complete your profile LinkedIn recommends the following minimums for a 100% complete profile: Industry Education Postal code At least five skills Current position with Profile photodescription Two prior positions At least 50 connections Keyword-rich summary 6. Optimize your headline (160 char.) for max search value:And include your nickname/ maiden name, if applicable. 6 7. Name redactedYour LinkedIn Profile can change the tenor of the conversation. 8. Leverage your Contact Info: customize web links.Use Other instead of Company Website or Blog, then add your own text along with the links.8 9. Add media.. 10. Show your experience to add credibility.. 11. Include additional info about yourself. 12. Manage your recommendations. 13. Include skills for people to endorse you. 14. More on recommendations. My recommendation: make every effort to give more Recommendations but do it sincerely. Endorse everyone you can legitimately endorse. PRO TIP: Dont use the auto-generated suggested endorsements only. Type in the most relevant endorsement you can deliver. Then youll be in a unique position in your contacts profile. "I will speak ill of no one, and speak all the good I know of everybody. - Benjamin Franklin14 15. What are you posting on LinkedIn? 16. Status updates, shares and likes: simple tips If you post 20 status updates per month, you will reach approximately 2/3rds of your active network on LinkedIn. Top-of-mind takes work. 2. You can follow users that you want to connect with: no request needed. 3. Pleasedont share an update unless youve read the linked article. 1. If you comment on a linked article/blog post, share from their social widget, if possible. 17. Use the bookmarklet to share a URL from a page without a share button.Go to Tools at the bottom of any LinkedIn page (or click image). 17 18. WHAT TO SHARE: 1. Interesting articles and blog posts.2. Thought leadership content related to your area of expertise. 3. Videos (YouTube, Vimeo, TED)4. Useful presentations and whitepapers (Slideshare) 5. Insights (people love stats) and quotes 6. General business and leadership tips and advice7. Keep self-promotion and marketing to 20% or less 8. Infographics and images 19. WAYS TO INTERACT ON LINKEDIN: 1. Like someones activity2. Share a post 3. Comment on a post 4. Endorse someones skill(s)5. Recommend a colleague, partner or customer 6. Send someone a direct message or share a link 7. Visit someones profile. 20. Advanced search features 21. Create saved searches for topical focus.Just click Advanced next to search bar to get to this page 21 22. Connect Outlook to LinkedIn: Click Tools in footer (Click image to visit the link.) 23. EVERY WEEK YOU SHOULD ADD NEW CONTACTS: 1. 2. 3. 4. 5.Anyone with whom you had a meeting. People you met at social events. New colleagues with whom you interacted. People from other networks. Significant email contact. 24. Use Rapportive when in Gmail environment.Visit to generate emails if needed. 25. Groups. Join a relevant active community and participate in a genuine, respectful way. Look for a niche forum (such as a LinkedIn Group) that maps to your objectives. Screen it. Invest the time to know those within it. 26. How to find the right group: start with target topics, then Look for a high comment/discussion ratio. 27. Easy way to check: look at Group Stats.Easy way to check a group: look at Group Stats. 28. Many Discussions, almost no Comments. Adding your content = wasted time. 29. Interact with the Group OwnerSend a personal thank you/greeting. Youll be in the top 0.5%! Optional: Make a promise to never spam. Ask if theres anything you can do to promote the group. Consider following the owner on other social channels too. 30. Stand out in a Group: Know people. Talk to them.When you can identify members by face and name, youve arrived. 31. Leveraging 3rd degree connections to open conversations for business How to use LinkedIns newest feature to find out who your friends (and their friends) know.LinkedIns new feature allows you to peruse your connections connections (also known as 2nd and 3rd degree connections.) 32. First step: go to the profile page of 1st degree contact who you feel certain would be willing to extend an introduction. Click on their connections.Once you are at their Connections section. 33. To the right of that section will be a magnifying glass. Click that: 34. Type any keyword, e.g., Content Strategy, marketing, finance, real estate.A list of profiles matched by target keyword will appear, along with a count of your overlapping connections. Lots in common? Connect. 35. Use Advanced Search to filter 2nd & 3rd degree contacts. For example: company name, industry, degree of separation, location.You can also search within specific groups. 36. Best way to use this knowledge? When youve identified 2nd and 3rd degree connections youre hoping to meet, dont send an Introduction request through LinkedIn. Instead: 1. Call or otherwise reach your 1st degree connection: youve met them, right? 2. Inquire about the person youd like to meet and your contacts relationship with him or her. 3. Get your connections opinion regarding this person, and share your reasons to connect. After creating that permission, send an introduction request through LinkedIn the phone call or personal request assures it wont be ignored. Bonus: youve strengthened your relationship by conversing and asking for an opinion (the way introductions used to be done.) 37. Sincere Open Collaborative Interested Authentic LikeableTHANK YOU! 38. No relation. 38Brian Crouch, Content Marketing Director. @BrianCrouch 39. Questions? 40. 40 41. Duty Calls 41