2016 Personal Branding & Social Selling on

Jason CormierCo-founder, Room 214jcormier@room214.comTwitter: @jasoncormierLinkedIn: linked.com/in/socialmediaman303-444-9217

room214.com

Personal Branding is the practice of people marketing themselves and their careers as brands.

While previous self-help management techniques were about self-improvement, the personal-branding concept suggests instead that success comes from self-packaging.

~ Wikipedia Definition

Personal Branding

Why?

● You are your own best client● You have an opportunity to better differentiate yourself ● Intuit’s market study states over 40% of American workers

will be temps, contractors and freelancers by 2020

“We judge ourselves by what we feel capable of doing, while others judge us by what we have already done.” ~ Longfellow

Personal Branding

“Great people do what others know they should do, but don’t”

● Adding a professional photo to your profile makes you 14 times more likely to be found on LinkedIn

● Simply completing your profile boosts your chances of connecting with others by over 40x… yet 50% of LinkedIn profiles are incomplete.

Personal Branding

: The Ultimate (People) Search Engine

● 433 Million Users, 128 Million in the US

● Reaches 37% of total U.S. digital population

● LinkedIn messages have a higher open rate than email

● 37 Billion LinkedIn member pageviews in Q4 2014 (45B in Q1 2016)

● 1 Million post publishers

● 59% don’t visit Twitter

The World’s Social Network for Business

1. A Professional Photograph● Look straight into the camera● SMILE● Research proves direct eye contact with a smile subconsciously creates trust

The Top 10 LinkedIn Profile Tactics

Goal: Help them like you. Help them trust you.

2. Develop a Compelling Headline

● Who are you?● Who do you help?● How do you help them?

The Top 10 LinkedIn Profile Tactics

Goal: Go beyond your job title.

3. Make it Easier for People to Contact You● Use Links

● Phone Number

● Other Contact Information

● Call to Action

Tip: Create and upload a background image

The Top 10 LinkedIn Profile Tactics

Goal: Go beyond LInkedIn’s “Additional Info” box

The Top 10 LinkedIn Profile Tactics

Upload:

Result:

4. Get Third Party Endorsements

● Provide written recommendations for colleagues ● Endorse others for skills● Build your skills list, then re-order them to your preference● Leverage certifications, awards and honors

The Top 10 LinkedIn Profile Tactics

Goal: Establish social proof through third parties

5. Use Keywords Strategically

● Custom LinkedIn URL● Headline● Profile Summary● Skills● Work Experience● Interest

The Top 10 LinkedIn Profile Tactics

Goal: Increase your search visibility inside and outside of LinkedIn

6. Actually Complete Your Profile (seriously)

● 40x more likely to connect with others● Increases chances of identifying connections in common● Understand a complete profile includes the following 8 attributes:

The Top 10 LinkedIn Profile Tactics

Goal: Maximize LinkedIn’s search algorithm to accelerate growth of your network

50+ connections Current Position Past Two Positions

Profile Photo Location Industry

Skills

Education

Tip: search for, and join relevant groups

7. Reorder The Sections Within Your Profile

● Drag and Drop in order of your strengths

The Top 10 LinkedIn Profile Tactics

Goal: Lead with your strengths

8. Ensure Everyone Can See You

● Go into your Privacy settings to choose how your profile appears in search● Make sure everyone can see what you publish (not just your Connections)

The Top 10 LinkedIn Profile Tactics

Goal: Not to limit visibility of your or anything you may publish

9. Leverage the New Publishing Feature

● Consider 450 to 650 words to start● 900 to 1400 for potentially better results● Post no less than once per month to start ● Use features to include links, rich media

(YouTube, Slideshare, Soundcloud)

The Top 10 LinkedIn Profile Tactics

Goal: Position yourself as a true expert with searchable content

10. Highly Differentiate Your Profile Summary

● Short sentences, and small paragraphs● Limit use of buzzwords● Think in terms of online dating● Focus on what Stephanie Sammons refers to as “The 7 P’s

WORKING SESSION BEGINS NOW TO FILL IN THE 7 P’s

The Top 10 LinkedIn Profile Tactics

Goal: Stand out from the crowd

The 7 P’s: Working Session

1. Be Personable (write in the first person)2. Show your Passion (authentic enthusiasm)3. Share your Perspective (what you stand for)4. What Problem do you solve?5. Who are the People you’re qualified to help?6. What Process do you use?7. What is the ultimate Pay-off for people you work

with (your gift)?

Best Practices to Grow Your Network Best Practices to Grow Your Network:Live Demo

Note: If you are interested in inquiring about a personalized, team workshop or seminar to experience live training, contact Jason Cormier at jcormier@room214.com or 303-444-9217

General Guidelines

● Provide value ● Post once per day● View profiles of people you want to connect with● Get familiar with the mobile app● Get systematic ● Test, learn and adjust

Social Selling on LinkedIn“You will get all you want in life, if you help enough other people get what they want.” ~ Zig Ziglar

Social Selling on LinkedIn

● Have a clear outcome in mind & assume 7-10 touch points to establish trust

● Build a sales funnel with tagged folders ● Make a goal of 400+ contacts per folder ● Send up to 150 Invitations per month● Leave gap of 5-7 business days before you reach out for the first time● Script no less than 4 emails as template messaging you can customize● 2-week gaps between each email● Have a plan for how you will track success

Lessons from the Influencer Blueprint

Kimberly has worked in organizations for well over a decade, and has witnessed strategic inertia, team tension and resistance to change many times before. She now leads a team dedicatedto implementing change after a merger, and feels hopeful but hesitant. She wonders, “How will we articulate new strategies and launch initiatives so our employees buy in, particularly in a timeof fear and uncertainty?”

Chris has completed a recent leadership training course. He or She is full of new ideas, fueled with enthusiasm, ready to put his/her new skills to work. Although not at the level of budget authority and decision making, Chris can heavily influence decisions among the executives who are investing inhis/her future with the organization.

Stephen is a seasoned executive who considers his legacy and wants to make the organization successful. He has experience and knowledge to guide decisions for the organization, looking towards quality vs just checking a box to get the job done. Highly experienced and heavily educated, he stays on top of business innovation, strategy and trends that assist him in his leadership support of a long-standing organization.

Consider Your Buyer Personas

Digging Deeper - ChrisBackground• Age 45-55• Male/Female 50/50• Bachelors + MBA• Family• Sports• Learning/Researching• Reading• Mindfulness, Faith, Religion

Characteristics Interests• Ambitious• Open to new experiences• Adventurous• Motivated• Growing with the organization• Emerging leader• Pushes edge of comfort zone• High leadership potential • Committed• Professional/Savvy• Outgoing

Titles• VP• Director• Juris Doctorate (legal

education)

Pain Points• A Tsunami of responsibility• Large portfolio to handle• Do more with less

Daily Business Drivers• Wants to be successful• Wants to be able to handle

the challenges ahead

Needs• Professional development, • always learning• Needs to be successful• Needs a sense of challenge and

adventure• Visible path or guide to next steps

Information Sources• Digital publications• Print publications• Ted talks• LinkedIn groups• LinkedIn news feed• Podcasts• Industry News

Thought Leaders,Influencers• Business thought leaders

in given industries• Trusted Peers• Boss

•Gap in leadership planning

•Major organizational transformation needed/impending/planned

•Needs help executing a major organizational initiative

•C-Level sees need to gain Exec Team alignment to move forward

with initiative or transformation

•Innovation needed

•Marketplace is shifting, need to get ahead or sustain desired

positioning

•High trust conversation - exposes flaws

Consideration Preference Justification Negotiation Purchase

Example Buyer’s JourneyAwareness

Awareness Preference Justification Negotiation Purchase

•Calls friends•Calls consultants•Calls influencers to see what they can do•Discover firms that may be able to help•Specific needs may not be known at this time

-OR-

•Based on previous experience, next steps are clear and they start with a phone/email to the consulting company and to network peers who’ve recently dealt with similar scenarios

•Story of our problem begins•Requirements start to be defined•Some level of filtering begins to determine the right firm fit and specialty fit

Consideration

Example Buyer’s Journey

•The short list of target consultants is created

•Phone/email a variety of firms (if not yet already on this path)

•Additional Internet search may ensue fulfilling need to research all options

•Random reach out is not as common, however, due to sensitive nature of the situation and information to be shared

•Affiliates - a version of the short list - is formed to show matching capabilities and style

•Begin researching consultant websites

Awareness Justification Negotiation PurchaseConsideration Preference

Example Buyer’s Journey

Preference

•Budget cycles may delay this stage

•Financial gatekeeper may enter here

•HR may delay

•Procurement may delay

•Sometimes C-level exec can help smooth any procurement issues

•Internal alignment begins

•Proposal is provided

•First stages of negotiation may start here - also may start earlier in the process, but most common to start here

Example Buyer’s JourneyAwareness Negotiation PurchaseConsideration Justification

Justification

•Project is structured with budget in mind

•Budget needs may require a re-design of the project

•If this is the scaling portion of an existing project, the scaling process can impact budget and design again

•Misalignment may be discovered in a scaling scenario

PreferenceAwareness PurchaseConsideration Negotiation

Example Buyer’s Journey

Negotiation

•Contract is signed

•Payment is delivered

Example Buyer’s JourneyJustificationPreferenceAwareness Consideration Purchase

● Dominate in one channel before diversifying to others

● “Tilt” your content toward the buyer● Be consistent (form habits)● Think long-term (15-18 months to

experience success)● For every self-serving or personalized

update, consider sharing one other from someone else

● Share 4 pieces of content from others

Social Selling Insights from the CMI

Jason Miller -- Group Manager of Content Marketing and Social Media at LinkedIn

● Updates with links perform 45% better● Stats and quotes get the best

engagement● 74% of prospects choose a company

that was first to help them along their buyer’s journey

Social Selling Insights - Jason Miller

Use Linkedin Publisher!

● You can repurpose blog posts● End your post with a short bio and CTA● When messaging connections directly,

share posts relevant to them● Follow up with prospects (assume no

less than 8 touch points)

Goal: make it easier for people to share your content

Social Selling Insights - Viveka Von Rosen

The 3 x 3 Social Outreach Strategy: 3 Things about Your Buyer in 3 Minutes

● Something about their personal life ● Something specific about their business● Something specific about their industry

“Hi Dan. First, I’ll just say it will be interesting to see if the new Broncos QB will play this season. Good to see your company made the top 5 list for _____. As I’ve got a watchful eye on the industry myself (just read Gartner’s report on ________), I’d love to connect.”

Social Selling Insights - Gabe Villamizar

5 reasons to publish long form contenton LinkedIn:

1. You’re adding value

2. Your connections are notified (have a strong title that makes them want to click)

3. Your network can share your content (so you can get to 2nd-level and 3rd-level

4. Have a shot at showing up on Pulse

5. Positions you as an authority

Social Selling Insights - Melonie Dodaro

4 ideas for generating relevant content:

● Look at the ‘Recent Activity’ page to see what people are liking, sharing, and commenting on

● Identify group posts with most engagement

● Look at slideshare presentations with most views: both title and topic

● Post questions to ask your network

Social Selling Insights from Melonie DodaroSocial Selling Insights - Melonie Dodaro

1. PRIDE: Lead with humility. If you make mistake, correct it and move on

2. GLUTTONY: Don’t bring Vegas into your social media

3. SLOTH: Plan your work, and work your plan. Be diligent and disciplined.

4. ENVY: Someone is always doing it better than you. That’s ok. Stay encouraged. Comparison is the enemy of contentment.

5. GREED: Give credit where credit is due. You can distribute original content while still leveraging the content of others. Just give credit.

6. LUST: Don’t fall into the trap of kissing butts. Actively comment on content from other leaders, give kudos -- but stay authentic.

7. WRATH: No matter how much something might put you off, avoid putting other companies and people down.

The 7 Deadly Sins of Social Media

● 125+ Amazing LinkedIn Stats (May 1, 2016)● LinkedIn Updates for 2016 (YouTube Webinar Recording with Donna Shannon)● Viveka Von Rosen: Author of LinkedIn Marketing 1 Hour a Day● Stephanie Sammons: Author of Linked to Influence● Social Selling Blog Post and Blab Interview with Gabe Villamizar● Follow Jason Cormier on LinkedIn

● Tools Worth Reviewing: - Canva, RELAY, PicMonkey for visual creation tools - LinMailPro for messaging and administration of segmented audiences- Dux-Soup for lead generation automation - Book Recommendation: Ask (by Ryan Levesque)

Resources / Tools

Jason CormierCo-founder, Room 214jcormier@room214.comTwitter: @jasoncormierLinkedIn: linked.com/in/socialmediaman303-444-9217

room214.com

THANK YOU!