LinkedIn Branding - How to Build Your Online Persona

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

How to build your online persona

LinkedIn Branding

David FornelliGlobal SEO & Social Marketing Strategist| FICO

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Agenda

• Customizing LinkedIn Profile

• Connections & LinkedIn Groups

• Sharing Articles/blogs

• Publishing on LinkedIn (LinkedIn blogs)

• Understanding ‘Who’s Viewed Your Profile’

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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

ü Be personableü Share your story in 1st personü Highlight your skills & expertiseü People want to engage with humans, not resumes

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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, it’s 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 world’s largest professional platform.

What to share

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

ü Use as a catalyst for Thought Leadership & Community

ü Spark Conversations About Industry Trends & Challenges

ü Ask Questions to Crowd Source Sentiment

If you’re not putting much into LinkedIn Groups, then you can’t expect much in return.

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

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LinkedIn Connections

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

Ø 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

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

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

ü 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.

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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.

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Sharing Updates & Publishing Posts

Use your summary to tell your story

Write about what you know:

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

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

ü 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:

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

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

ü Enhances your reputation as an expert in your field.

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Understanding ‘Who Viewed Your Profile’Know what’s working – and what to improve

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Don’t fly blind – make sure you’re attracting the right people to your profile

Use Who’s viewed your profile to see who is checking you out.

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Don’t fly blind – make sure you’re attracting the right people to your profile

Use Who’s 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 what’s 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 what’s working – and what to improve

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

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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 Corporation’s express consent.

Thank YouDavid FornelliDavidFornelli@fico.com