LinkedIn Basics

FundamentalsFundamentals

Deborah Smith is a social media marketing consultant and coach to small and medium sized businesses. As a sought after Social Media professional, Deborah provides public and private training and consulting on Developing winning strategies and tactics for Facebook, Twitter and LinkedIn. http://www.linkedin.com/in/deborahleesmith

Today’s Agenda

• Navigating on LinkedIn• Profiles – Development/Optimization• Network Building– Big vs. Small, Strategic Approach• Connecting through Groups• Searching – Best Practices

Horizontal Navigation - DropdownsHorizontal Navigation - Dropdowns

Network UpdateNetwork Update

Status Box – Share with TwitterStatus Box – Share with Twitter

Inbox = Message CenterInbox = Message Center

Polls – Part of Branding EffortPolls – Part of Branding Effort

Who found you?Who found you?

The LinkedIn Home Page – Paid AccountThe LinkedIn Home Page – Paid Account

Don’t Forget the More Tab:Companies

AnswersLearning Center

Reading ListEvents

Blog LinkApplications Directory

Account & Settings

ClickEmail Address

Email Addresses – LinkedIn’s Promise

• LinkedIn forwards messages- Include more than one!

Profile Settings

•Upload Photo & Choices

•Public Profile address – edits•More later

•Very Important - More Later

•Status Changes Visible to …

•New – Coordinates with Twitter your Status Entries – Home Page; List Twitter Account(s)

Receiving Messages

Profile Development

The LinkedIn® ProfileYour On-line Brand

• Biography, Brochure • Not a resume

• About you AND your organization

• It is MARKETING-ORIENTEDMARKETING-ORIENTED, focused on KEYWORDS • that attract others

Also Spanish, Germ

an, French

Your Picture – a must!

• Headshot ONLY – LinkedIn rules• Only 80 x 80 pixels (upload up to 4MB)

Name• Display FULL name• Former/Maiden Name – use wisely• Lock determines who can view

Profile - Top Area

Summary of information from Down Below

Web site(s) - You get 3 Web URL’s - Company Web site - Sub-pages - Blog site? - Customize the Label

Twitter Name/LINK

Create a Personalized Public Profile URL

Summary and SpecialtiesSummary and SpecialtiesNow and the FutureNow and the Future

Summary Section (most important)– 2,000 characters allowed (2/3 page)– Official Info about the company– Company specialties – products, services,

industries, geographies– Territories serviced– Info about you and your role– What makes you special?

Specialties Subsection– 500 characters available– List keywords using commas and/or

bullets (ACRONYMS are OK)– Bullets, spacing, ALL CAPS– Special Characters (•♦►)

Recommendations Add Credibility

15Recommend others, they will be prompted to recommend you!Recommend others, they will be prompted to recommend you!

Craft a custom message–Ask them to be specific–Project, use numbers– Just 3 or 4 sentences

Additional Information

• WebsitesWebsites– Use all 3 you are allowed– Customize the label (Other)– Main Web site, Sub-Pages, – Twitter or Facebook Page

• InterestsInterests– What you do when not working– Keep it simple– 1,000 Characters, Commas are KEY

• GroupsGroups andand AssociationsAssociations– Don’t have to be a member– List both the name AND the ACRONYM– 1,000 Characters, Commas are KEY

• HonorsHonors, , AwardsAwards, , CertificationsCertifications– Not critical to have it completed– Good place for business awards

• BeBe Self-ServingSelf-Serving

Building Your Connections Building Your Connections

Quantity vs. Quality

• Why a Big Network?– More prospects– More INBOUND calls– More respect, sought after– Best for Sales, Recruiting, Job Seekers, Prospecting

• Why a Smaller Network?– Nice to “vouch” for and qualify your connections

Contacting Options

• Tier 1:– Messages – Notes between connected parties

• Tier 2 and Tier 3:– Invitations – One user invites another to connect– Introductions – A request to be introduced

• 2’S only

• InMails – Contact anyone directly (Paid Accounts only)• Group Members – not otherwise connected• Messages can be sent between group members• ALL:

– E-Mail Addresses – Often displayed in profile– URL look-up - Often displayed in profile– The Phone – An “analog” but effective approach

Beware of LinkedIn’s “Gotcha’s”“Gotcha’s”

• LinkedIn gives you 3,000 Invitations– Lifetime supply – No countdown until only 1,000 remain– Work towards getting invitations

• “I Don’t Know ______” – the Dreaded IDK– Penalizes Sender– 5 restricts your account!

• Account Restricted?– E-Mail customer_service@linkedin.com– Request re-instatement

Invite Individuals

• Only Invite people already on LinkedIn!– Most likely to accept vs. IDK– Already have a network of connections

• Craft a unique message to each person– Save as text file– Customize for future use

• Can Invite from a Profile or use the Invite Screen– Several other choices

• Reference something specific in profile

Invite Super-Connected People• Builds overall network size FAST• Recruiters have largest LinkedIn networks• Profiles list 500+ connections• Invite to connect

– E-Mail Address usually in their profile – Most accept, no or few IDK’s

• Search on– “LION” – “TopLinked.com”– LinkedIn Open Networker “LION”

• OpenLink Network– LinkedIn users find and contact other professionals who are interested meeting new

people – • available exclusively to premium account holders

– The OpenLink Network icon

Inviting a Contact by E-Mail Address

Johnsmith@bank.comJohnsmith@bank.com2

johnsmith@bank.com 3

1. Select ““Add Connections”Add Connections”2. Enter “E-mail Address” “E-mail Address”

Inviting Your E-Mail Contacts

**************

1. Select ““Add Connections”Add Connections”2. Enter “password” “password”3. Select and Send

Importing CSV Files - Outlook

(batch) We met at the Integrated Alliances SocialNet LinkedIn Live event last night. Let’s connect up on LinkedIn and see if there isn’t a way that we can help out one another. Please accept my invitation. If you don’t agree then just archive my invitation and don’t select IDKMike Menaker - Strategy Group International, mmenaker@integratedallinces.comwww.strategygroupinternational.com

Inviting from a Profile

Inviting Connection

Always write “custom text”

“We’ve done business together” or

Pick a Group that the recipient will look favorably upon

InviteInvite “ “MeMe””Deborah SmithDeborah Smith

David ReingoldDavid Reingold

(single) I am interested in connecting our networks . If I can help you in any way out here on LinkedIn or elsewhere, I would be more than pleased to do so. Please accept my invitation.

If you don’t agree, please archive my invitation and don’t IDK me.Thanks

David Reingold dreingold@strategygroupinternational.comwww.davidreingold.com

Suggested Invitation Accepting Process

• 5 options to respond– “ACCEPT” the invitation – USE THIS!– “I DON’T Know … ” - Never use this– “ARCHIVE” the invitation – When in doubt…– “REPLY” with a message – If curious

• Send yourself a copy

– “FLAG AS SPAM” – Never use this • Same as IDK

Turning Inbound Invitations into Opportunities• Accept the invitation• Examine their profile for possible opportunities• Determine if a reply is warranted• Identify the opportunity• Send “Thank You for Invitation” Message• Include Signature Line

– Name, Company, web site (www.MyCompany.com)• Archive message• Can accept groups of invitations

Networking Online & Offline Through Groups

Making Connections Through Groups

Searching – Advanced Search Screen

Keyword Searching

• Finds Text Anywhere!!!• Great with Boolean Searches

– AND - both are required– OR – Either will qualify– NOT – Eliminates certain records from the results– ( ) – Clarifies the logic– “ “ – requires exact string match, use always for best

results– USE ALL CAPS AS SHOWN

– Save the searches in Word to re-use them later

IA Boolean Search Methodology

Keywords (left) AND Job Titles (right)

(Software OR Applications OR “Software Engineering”)AND (Manager OR Supervisor)

(Sales OR Marketing OR “Development”)AND (“Product Manager” OR Manager OR Supervisor OR Director)

Name Searching

• Look someone up first!• First Name and/or Last Name• Returns a list of matches• Nickname Intelligence– Bob = Robert

Narrow LocationNarrow Location

Company Search - New

Sorting Search Results

• Relevance *• Relationship *• Relationship and Recommendations *• Keyword

Company Profiles – Search or Build your own

Perfect Your Perfect Your Corporate ImageCorporate Image

on LinkedInon LinkedIn

Company Profiles – Search or Build your own

Refine Your Linkedin Strategy: Based on The Tools That Best Fit Your Marketing Goals

Profile Network Applications Searching

Robust profile Join / Create Groups Presentations / Slideshare / Video

Targeted Searches

Robust company profile Individual Connections Tool bars Routine Searches

Open / super connections Polls

Find Events Mobile

Ask / respond to messages

Attracting: Find MeAttracting: Find MeTargeting: Find New OpportunitiesTargeting: Find New Opportunities

Strategy Profile Network Applications Searching

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