@thinkbespoke

Karen HollenbachFounding Director, Think Bespoke

thinkbespoke.com.au

What we do - Help you Maximise Your Online Assets

@thinkbespoke

Organisations• Social Media Marketing• Website Content & Opt-Ins• Email Marketing

Individuals• Personal Branding• Mid Career Planning• LinkedIn Training• Outplacement

© Think Bespoke 2017

Session Focus

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Intro & Goals for SessionUnderstanding LinkedIn | Key Success Factors | Essential Tools• Key Features• Branding• Linkedin Etiquette & Networking Guide• Thought Leadership

Daily Rituals

Your Learning Journey

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It’s all about you!

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Understanding LinkedIn

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Current Online Landscape

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How the world sees you

Photography & privacy

Public & newsworthy

Business networking & Thought Leadership

Where you learn & are entertained

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Profile of LinkedIn Members

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• Largest professional networking platform in the world• 4 out of 5 Australian professionals are on LinkedIn• Members tend to be educated and 30+• Member’s daily behaviour is very different to social media• 59% users access LinkedIn via a device (LinkedIn App)• Has the highest proportion of CEOs• LinkedIn is used by a majority of large businesses (82%), 41% of medium

and 35% of small businesses

LinkedIn Phone Icons - explained

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• Search (People, Companies, Jobs, News, Hashtags)• You (Dashboard & Who’s Viewed Your Profile)• Home - newsfeed (this view)• Connections - Invites to connect & suggestions• Messaging• Notifications• Jobs

How Members Use LinkedIn

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News - stay informed & do research

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• Follow companies• Follow thought leaders• Follow hashtags• Customise your feed• Create job alerts• Update your dashboard (Career Interests)

Professional Networking on LinkedIn

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• Continue face to face conversations online• Begin new conversations• Build relationships• Stay relevant and top of mind with your community• Create & provide opportunities for yourself & others• Learn from others• Create know / like / trust

Clean Up & Tailor Your Newsfeed

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• Click on 3 dots or arrow (RH side of update)• Select ‘Improve my feed’• Share via message and lots more!• Unfollow ‘guff’!• Tailor your newsfeed

Private Dashboard

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• Click on your face (top RH side)• Who’s viewed your profile• Post views• Search Appearances

Career Interests -

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Jobs & Alerts

Clarity & Goals for LinkedIn

What Do You Want to Be Known For?

Who Are You Trying to Influence?

Reflection

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Questions?

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Storytelling for Business

Storytelling for business is when you share relatable and relevant information about individual team members, your

organisation and how you help your clients.

LinkedIn Profile Audit

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An ALL STAR LinkedIn Profile is the first

step in maximising LinkedIn.

• Improves your personal brand

• Gets more views to your profile

• Helps start more conversations on

LinkedIn

Auditing Profiles - before you begin!

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• Social Media Policy - do you have one?

• The individual owns their profile

• Agree the team’s rules of engagement with LinkedIn

• Explain the benefits for your team

Branding Your Organisation on LinkedIn

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1. LinkedIn Company Page:• Consistent with website copy and imagery• All current team members listed correctly (with company page)• Consistent messaging based on focus for LinkedIn

2. LinkedIn Profiles:• Consistent profile photos with website About Us• Consistent background image with Company Page

Company Page - add logo and banner

You can upload a JPEG, GIF, or PNG file.

Logo image must be 300x300 pixels or larger. (File size limit is 4 MB).

Banner image must be 646 x 220 pixels or larger. (file size limit is 2 MB).

Company Page Optimisation

• Add logo as per specs

• Add background image

• Add business and tag line in title

• Add About Us that's consistent with website

• Add all relevant contact details

• Add 10+ specialties as they relate to the business

• Make sure all current employees have the company

page listed correctly

Branding Your Organisation on LinkedIn

LinkedIn Profile Key Features - the Audit

• Written with clear goals• Professional Imagery & Links• Customised Headline• Customised URL• Current Contact Info (company email and phone)• Personable Summary• Relevant Experience• Skills & Endorsements • Recommendations (contentious!)

Written with clear goals (e.g. specialty)

What Do You Want to Be Known For? Who Are You Trying to Influence?

Professional Imagery & Links

• Test first!• Can not influence image

Customised Headline

• 120 characters• Defaults to role and organisation• Showcase specialties and clients

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Customised URL

X

Current Contact Information

X

Personable Summary

• First line is critical• Written with intention (think ‘ideal client’)• Written in the first person• 2000 character limit• Gives readers a sense of who you are and how you help• Include a call to action

Relevant Experience

1. It’s not your resume!2. Share what’s relevant3. Include key achievements4. If a Company Page is listed, don’t expla

further

Skills & Endorsements

1. Social proof

2. Up to 50 skills - use all

3. Top 3

4. Searchable

5. Think ‘key word’

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Recommendations

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1. Think ‘testimonial’

2. Request via LinkedIn

3. Choose most senior and relevant

person, based on your goals

4. Help people complete!

Measuring Success on LinkedIn

Social Selling Index https://www.linkedin.com/sales/ssi

Reflection

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Questions?

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LinkedIn Etiquette

1. Imagine LinkedIn is a Virtual Room2.Look for opportunities to help 3.Leverage know / like / trust4.Take a Strategic Approach5.Focus on your narratives / topics / focus areas6.Add genuine value to your connections

Behaviours to Avoid

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LinkedIn Activity• Don’t be negative, rude or ‘non PC’ when you like/comment• Don’t comment on quizzes, rants, food and the more social (non work) related

updates by colleagues - everyone sees your comments!• Don’t comment on random topics outside your areas of expertise

LinkedIn Set Up / In App Prompts• Do not sync your contacts• Do not sync your calendar• Review your privacy settings

Professional Networking - How?

1.Consider ‘how can I add value’ vs ‘ what can I get’2.Commit 5-10 minutes a day to conversations on LinkedIn 3.Connect with EVERYONE you know4.Have a Connection Criteria5.Respond promptly to invites and messages6.Like and comment on colleagues’ relevant content

Networking Guide - 3 Stages

• Foundational• Intermediate• Advanced

1. Foundational Networking Steps

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• Download the LinkedIn App• Send personalised invitations to connect• Be viewable & look at other’s profiles• Respond promptly to invitations to connect • Send follow up to new invites & endorsements• Invite those who you’ve just met at face to face networking

events = continue the conversation• Choose 3 topics relevant to your professional brand• Like/comment on connection’s updates• Clean up / tailor your newsfeed

Let’s Practice - Invitations to Connect

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1. View & assess their LinkedIn Profile with a Connection Criteria. For example:• transacts in a country you work with• has a head shot photo• has some mutual connections

2. Respond Promptly (within 24-48 hours)3. Send a Follow Up Message over the next week

Example - Invitations to Connect & Connection Criteria

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• Transacts in a country I work with• Has a head shot photo• Has 18 mutual connections

Example - Follow Up Message

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Follow Up Message to Invites to Connect

Dear/ Hi (Insert Name),

Thank you for the recent invitation to connect, how can I help?

Thanks/Regards/Cheers,(Your Name)(Your contact number)(Your website)You may also like to follow our Company Page at (Insert link)

Example - responding to an invitation

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Let’s Practice - Sending Invitations

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• Invite EVERYONE you know - check phone & email contacts but do not sync with LinkedIn App

• Send a personalised message• Be conversational• Sign off with website or phone no. (it depends)

Let’s Practice - phone view

Personalised Invitations to Connect

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Where to send the personalised option for desktop view

Examples

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Clean Up & Tailor Your Newsfeed

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• Click on 3 dots (RH side of update)• Select ‘Improve my feed’• Share via message and lots more!• Unfollow ‘guff’!• Tailor your newsfeed

Finding Companies & People on LinkedIn

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• Type in the name of the company

• Wait for drop down menu

• Select company / person

• Follow or (Invite to connect)

• (Circling Strategy)

• Like/Comment/Share relevant updates

2. Intermediate Networking Steps

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On LinkedIn

• Reach out to people who’ve viewed your profile

• Respond to notifications• Useful Articles / Call Outs - tag

person or share via messaging

Online Assets

• Include LinkedIn Profile link in your email signature

• Provide LinkedIn Profile link from your photo in the About Us Page of your website

• Connect your channels (Facebook, Instagram, Twitter, etc)

Let’s practice - who’s viewed your profile?

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Notifications - prompts to network!

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• New Job • Work Anniversary• Birthday (I turn this off!)• Who’s Viewed Your Profile• Who’s Commented / Liked Your Update or Article

Congratulate on new role

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Message Example

WARNING

Mention a connection

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• Go to comments, below the update• Write your message• Type in @(Insert name)• Their name will appear• Check @ isn’t still featured• Press enter

Share information via messaging

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3. Advanced Networking Steps

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• Circling Strategy - research other’s profiles (consider ‘following’)

• Join Relevant Groups• Reach out to or follow potential clients or

influencers in your industry• Post / share content• Respond to likes / comments /shares of your

content

Let’s Practice - Circling Strategy

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• View their profile - right down to the groups they are in• ‘Follow’ if they publish or appear active (check ‘activity’)• Look for mutual connections• Contact mutual connections ‘offline’ for intro• Join relevant groups they are in

How to Follow Potential Clients / Employers

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Respond to Likes & Comments

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• Review all likes & comments

• Respond as relevant

• Invite 2nd relevant degree connections to connect

Conduct Searches (Premium Members Only)

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Reflection

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Questions?

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Thought Leadership on LinkedIn

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Thought Leadership on LinkedIn

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• Strategy - focus on core topics based on goals• Publish LinkedIn Articles via LinkedIn Profile• Content Plan via LinkedIn Profile• Content Plan via Company Page• Test & Measure• Maximise your Online Assets (blog, LinkedIn & newsletter)

Be Strategic - Your Personal Brand

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• Choose 3 topics relevant to your areas of expertise

• Follow authoritative sources (companies and people on LinkedIn)

• Like and comment intelligently when relevant

Posting an update

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• Settings - who you post to

• @ Mention companies and people

• Video - live or saved (up to 10 mins)

• Photo (live or saved)

• Give kudos - not a feature I use!

• Use Hashtags (2-3)

• Press ‘Post

• You can edit later

When at a Conference

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From your profile

1. Airport post2. Registration post3. Hotel posts4. Find other Conference / Trade Show Delegates5. Take Picture with Attendees6. Share Speakers / Presentation Images7. Invite People to Connect8. Encourage new connections to follow your Company Page9. Share the Insights You Learnt

From your LinkedIn Company Page

10. Images of the team at the event11. Images of the speakers12. Quotes from Speakers

When at a Conference

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From your profile

1. Airport post2. Registration post3. Hotel posts4. Find other Conference / Trade Show Delegates5. Take Picture with Attendees6. Share Speakers / Presentation Images7. Invite People to Connect8. Encourage new connections to follow your Company Page9. Share the Insights You Learnt

From your LinkedIn Company Page

10. Images of the team at the event

11. Images of the speakers

12. Quotes from Speakers

Publishing on LinkedIn

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• Establish your expertise • Find your fit• No Job Ads / Rants or teasers!• Headline• Imagery• Include Bio• Conversation Starter

Reflection

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Content Marketing - Profile & Company Page

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Best Times to Post on LinkedIn

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What is Content Marketing?

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“A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action”.

Content Marketing Institute2016 B2B Content Marketing Report

Why have a Content Marketing Plan on LinkedIn?

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1. Get branding right on LinkedIn2. Reinforce with regular messaging3. Review analytics4. Measure ROI

Examples of Content Marketing

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• blogs• podcasts• case studies• white papers• infographics• videos• webinars • email newsletters• brochures

LinkedIn Profile Content Marketing Plan Examples

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• Spend regular time on LinkedIn liking/commenting• Post text updates• Post / share articles / resources from your website • Post / share articles (written by others)• Share photos of you / your team / events (e.g. RCSA awards)• LinkedIn Articles• Native Video & YouTube Videos

Why Content Marketing is Hard

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• It must be valuable, relevant, and consistent!

• Quality content marketing requires a clear strategyand consistent focus, which is sometimes hard to achieve.

What the Experts Say

• Effectiveness levels are greater when you have documentation, clarity around success, good communication, and experience.

• Those who document their strategy are more effective in nearly all areas of content marketing.

• The more targeted and relevant your content marketing activities are, the more effectivethey will be in increasing your sales and growing your business.

How to make Content Marketing Easier

• Start with a deep understanding of your client/candidate, their problems or pain points & how you can help

• Write a content plan• Leverage scheduling tools or outsource it!• Be realistic

Ideal Client Template

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Content Planning Tools - Stakeholders

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Content Planning Tools - Annual Planner

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Content Planning Tools - Monthly Planner

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Content Planning Tools - Weekly Planner

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Content Marketing Mix

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Owned (30%)

Insights created by you / your company. Includes blogs, photos, etc.

Curated (60%)

Insights created by others with your value added commentary / perspective.

Promotional (10%)

More overt promotional messages.

Content Marketing Mix - Owned

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Owned (30%)

Insights created by you / your company. Includes blogs, photos, etc.

Content Marketing Mix - Curated

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Curated (60%)

Insights created by others with your value added commentary / perspective.

Content Marketing Mix - Curated

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Curated (60%)

Insights created by others with your value added commentary / perspective.

Content Marketing Mix - Promoted

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Promotional (10%)

More overt promotional messages.

Content Marketing Mix - Promoted

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Promotional (10%)

More overt promotional messages.

Review your Profile Analytics

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Review your Company Page Analytics

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Suggested Next Steps - Content Planning

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• Deep dive on client / candidate needs to determine valuable & relevant content topics

• Also consider sales/marketing focus & updates from Company Page (if relevant)

• Choose frequency & content types

Reflection

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Questions?

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Daily Rituals

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Rituals - Set Up

• Decide goals for and purpose of LinkedIn• Follow relevant companies and people• Choose topics / focus areas (for commenting)• Finalise content posting plan (Profile / Company Page) via 3rd

party scheduling tool (if relevant)• Career Interests set up (if relevant)• Job Alerts set up (if relevant)

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Conversation Starters on LinkedIn

• Review and accept invitations to connect promptly

• Thank relevant new connections for their invitation to connect • Send personalised invitations to connect • Send personal messages as a follow up to conversations• Share relevant content via messaging• Choose 3 topics to like/comment on

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Daily Rituals

✔ Review notifications & action as relevant

✔ Respond to invitations to connect

✔ Like or comment (core topics)

✔ Respond to endorsements & endorse

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Weekly Rituals

✔ Circling Strategy - view other people’s profiles

✔ Invite colleagues to connect

✔ Invite connections you meet at networking events

✔ Schedule / post content (Profile &/or Company Page)

✔ Review week’s Profile &/or Company Page Analytics

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Monthly Rituals

✔ Publish LinkedIn Article

✔ Review month’s Profile &/or Company Page Analytics

✔ Connect your channels

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Reflection

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Questions?

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Further Reading

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https://thinkbespoke.com.au/2018/08/12-tips-for-leveraging-conferences-trade-shows-linkedin.html

https://thinkbespoke.com.au/2018/09/how-to-avoid-spam-protect-your-data-improve-your-linkedin-user-experience.html

Continue your Learning Journey

• Review Workbook Notes• Access private LinkedIn Unlock Learning Journey page (password protected)• Join VIP LinkedIn group• Focus on your overall business/career strategy and decide where LinkedIn fits!• View your LinkedIn journey as a WIP - Rome was not built in a day• Allocate 1 hour a week to make changes / updates / add company page• Curate content from website or resume (do not reinvent the wheel!)• Book time with me to discuss ghost writing, blog co-writing coaching, 1:1 LinkedIn coaching

(Zoom sessions available)• Consider role of scheduling tools like Buffer and IFTTT

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LinkedIn Unlocked - What we Covered

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Intro & Goals for SessionUnderstanding LinkedIn | Key Success Factors | Essential Tools• Key Features• Branding• Linkedin Etiquette & Networking Guide• Thought Leadership

Daily Rituals

@thinkbespoke

Karen HollenbachFounding Director, Think Bespoke

thinkbespoke.com.au