linkedin workshop | making sense of social media
TRANSCRIPT
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Making Sense of LinkedIn
By Lorri Ratzlaff
makingsenseofsocialmedia.org
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About Lorri
• This is what I looked
like when I lost my job that cold rainy Wednesday in January 2011
• Blessing in disguise
makingsenseofsocialmedia.org
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About Lorri
• This is me now … on
my journey with social media marketing
•Making Sense of Social Media
is my missionmakingsenseofsocialmedia.org
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makingsenseofsocialmedia.org
LinkedIn with Lorri
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LinkedIn with Lorri
makingsenseofsocialmedia.org
Tonight We’ll Cover 5+ Steps1. Set Up for Success
2. Grow Your Network
3. Set Yourself Apart
4. How to Use Advanced Search
5. Groups:• List Building• Lead Generation
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LinkedIn with Lorri
makingsenseofsocialmedia.org
+ Steps
6. Q & A time
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makingsenseofsocialmedia.org
LinkedIn with Lorri
#1 Set Up Your Profile:
• Profile Photo
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makingsenseofsocialmedia.org
LinkedIn with Lorri
#1 Set Up Your Profile:
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makingsenseofsocialmedia.org
LinkedIn with Lorri
#1 Set Up Your Profile:
• Work Experience
• Education
• Contact Information & Location
• Areas of specialization
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makingsenseofsocialmedia.org
LinkedIn with Lorri
• Interests & Hobbies
• Awards
• KEYWORD OPTIMIZATION**Understand that the search engines rank the pages and profiles on LinkedIn based on keyword relevance, so don’t go crazy with keywords though – choose maybe 2 or 3
• Create a Vanity URL with your Name
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makingsenseofsocialmedia.org
LinkedIn with Lorri
#2 Grow Your Network:
• Different ways to connect
Invite via an email address
Search for people (more in a bit)
Ask for introductions from 1st Connections
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Frank is a friend of mine on Facebook, but we’re not yet connected on LinkedIn.
Step 2: choose your mutual connection to be introduced through, and write a note that won’t be ignored.
Step 1: dropdown arrow has “get introduction”
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makingsenseofsocialmedia.org
LinkedIn with Lorri
#2 Grow Your Network:
• Different ways to connect Join Groups and invite to connect (2nd
connections and after)
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makingsenseofsocialmedia.org
LinkedIn with Lorri
#3 Set Yourself Apart:
• Using Content
Make an emotional connection through
story & powerful graphics
Posts
Consistency is key!
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makingsenseofsocialmedia.org
LinkedIn with Lorri
#3 Set Yourself Apart:
• Using Content
PublicationsRyan Roslansky, Head of Content Products at LinkedIn: “…we
want LinkedIn to be the place where members can become
productive, successful professionals – not just when you’re trying
to find a job, or search for another person.”
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makingsenseofsocialmedia.org
LinkedIn with Lorri
#4 Use Advanced Search:
• LinkedIn is DRIVEN by search
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LinkedIn with Lorri
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makingsenseofsocialmedia.org
LinkedIn with Lorri
#5 The Secret Sauce of
LinkedIn: GROUPS
• You can join up to 50 private groups, ensure
that YOUR best clients participates
• You can participate, without being a
member, in as many OPEN* groups as you
would like
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makingsenseofsocialmedia.org
LinkedIn with Lorri
• Offer VALUE to your groups ( )
TIP: For the first few weeks participate in
existing topics & conversations before
starting your own. People need the
opportunity to get to K L & T you
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makingsenseofsocialmedia.org
LinkedIn with Lorri
• After this waiting period, NOW start sharing YOUR content & links a MAXIMUM of 2X per week.
TIP: Any more and you could be considered “spammy” and get booted out of the group
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makingsenseofsocialmedia.org
LinkedIn with Lorri
• Creating your OWN Group is GOLD You are allowed to privately email
members of your own group once per week (offering them whatever value you decide or driving them wherever you would like!)
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makingsenseofsocialmedia.org
LinkedIn with Lorri
• Creating your OWN Group is GOLD LinkedIn opt-ins convert two to three
times BETTER than other lead generation sources (source Randy Schrum, LinkedIn Expert www.randyschrum.com)
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makingsenseofsocialmedia.org
LinkedIn with Lorri
LINKEDIN GENERAL TIPS:
Post during the work day, Monday to Thursday as LinkedIn is relatively abandoned during the weekends.
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makingsenseofsocialmedia.org
LinkedIn with Lorri
LINKEDIN GENERAL TIPS:
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makingsenseofsocialmedia.org
LinkedIn with Lorri
LINKEDIN GENERAL TIPS:
The best time of day to post discussions is between 8am and 9am EST. *
*As a member of a LinkedIn group you choose to either receive daily or weekly digest emails from LinkedIn on that specific groups activity. Ninety percent of the time when posting between 8am and 9am EST your content will be featured in the daily digest email.
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Know your Target Market
makingsenseofsocialmedia.org
LinkedIn with Lorri
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makingsenseofsocialmedia.org
I can most easily be reached online:
facebook.com/makingsenseofsocialmedia twitter.com/lorriratzlaff ca.linkedin.com/in/lorriratzlaff
Other contact information:info@makingsenseofsocialmedia.orgmakingsenseofsocialmedia.org604.852.0695
How to Reach Me
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Making Sense of Social Media
By Lorri Ratzlaff
makingsenseofsocialmedia.org