Tunheim Partners' Director of e-Strategy, David Erickson, discusses how to use LinkedIn as an expert positioning tool.
Transcript
Expert Positioning Using LinkedIn 01/08/09 Tunheim.com | e-Strategy.com
Who We Are: About Tunheim Partners
Well-regarded thinking and crisp execution
these are the building blocks of Tunheim Partners.
Our clients turn to us to help them capitalize
on important communications opportunities.
We respond with insightful counsel and service
to help them achieve their objectives.
What Is LinkedIn?
LinkedIn.com
A Social Networking Site
Facebook for business
A Relationship Engine
Examines relationships among your contacts
and your contacts contacts
Knows who you know
and who you should know
Trust
If youre a friend of my friend
Focus Of Attention
What The User Sees
Inbox
People You May Know
Network Updates
Think about how people use the site
Company research
People research
Finding people
Getting answers
Conversations
LinkedIn Login Screen
Network Updates/Newsfeed
Gossip 2.0
Most compelling feature
Who is connecting to whom?
Who is doing what?
What discussions are taking place?
Who joined what group?
Who recommends who?
What is your network up to?
Who just joined?
Whos Interested In Me?
Search
Profiles
Groups
Q & A
Company Profile
Applications
People You May Know
Recommendation Engine
Your contacts
Your contacts contacts
Your associations
Schools
Employers
Industries
Organizations
Groups
Career management tool
Talent acquisition
Company research
Connect with company contact
Recruiters/HR
Expertise
Job postings
Career/Jobs
Opening & Optimizing
Accounts are free or $19.95/month
Limited contact vs. ability to freely email
Fill in completely
More information = more possible connections
Use keywords
freekeywords.wordtracker.com
google.com /insights/search
Likely search phrases
Industry keywords
Interest keywords
Job title keywords
Optimizing Your Account
Making Yourself Findable
Name keywords
Professional headline keywords
Company keywords
Titles
Descriptions
Website keywords
SEO
Public profile keywords
URL
SEO
Editing Basic Information
Editing Employment Information
Job Title
Search Optimization
Job Description
Description
Summary
Duties
Accomplishments
Industry
Editing Education Information
Education Keywords
Majors/Minors
Expertise
Industry
Activities & societies
Expertise
Industries
Additional notes
Any appropriate keywords
Editing Websites
Search Engine Optimization
Anchor Text Keywords
LinkedIn
Google, et. al.
Editing Additional Information
Editing URL
Web Address
Numeric default
Name keywords
Industry keywords
Expertise keywords
SEO
Editing Summary Information
More Keywords
Industry
Expertise
Acronyms
Written out
Terms of art
What To Show Privacy Options
The more you give
The more you get
More privacy =
Fewer connections
Less search benefit
Fewer opportunities
LinkedIn Search Optimization
LinkedIn SEO
Optimize for external search engines
Full view profile
Google, Yahoo!, MSN searchable
Public profile URL keywords
Links from your profile to company Web site, blog
Links on profile page
Within Groups & Q&A
Links to your profile from
Other social networking sites
Your own blogs/web sites
Search Optimization
Connecting On LinkedIn
Invitations & introductions
Searching LinkedIn
Recommendations
Questions & Answers
Groups & Associations
Events
Applications
Invitations & Introductions
Low-hanging fruit
Family, Friends & colleagues
Clients
Contacts connections
Introductions
Ask to connect on LinkedIn
In person
Over the phone
Through email
Link to your LinkedIn profile
Email signature
Your blog
Other social media
Company bio
LinkedIn Promotion
Searching LinkedIn
Sophisticated & Powerful Search
Keyword search
Industry search
Title search
Company search
Geographic search
Very narrow demographics
Research & Find
Learn about companies
Find people
Searching LinkedIn
LinkedIn Recommendations
Generosity pays
Give & you get
Dont be shy
ASK for recommendations
Provide keywords
Demonstrates
Competence
Expertise
Establishes trust
Can appear on profile
LinkedIn Recommendations
Questions & Answers
Questions
Get an answer
Attract a targeted audience
Find qualified talent
Make connections
Appears on profile
Answers
Help out
Demonstrate expertise
Within group
On profile
Make connections
LinkedIn Answers
LinkedIn Answers
Groups & Associations
More connections
Affinity Groups Join/Create
Like-minded or specific people
Targeted audiences
Discussions
Demonstrate expertise
Create familiarity
Trust
Share news
Post links/Add value
Expert positioning
Appears on profile
LinkedIn Events
Expert Positioning
Promote your attendance
Industry events
Speakers
Conventions
See whos attending
Connect with attendees
Promotion
Add events
Organize events
Appear on profile
LinkedIn Events
LinkedIn Events - Attendees
Add An Event To LinkedIn
LinkedIn Applications
Expert positioning
Demonstrates knowledge & expertise
Appears on profile
Creates connections
LinkedIn Polls
Create and/or participate
Branding
Amazon Reading List
Watch others lists
SlideShare/Google Presentations
Blog Link/WordPress
RSS to profile
Building Your Network
Begin with your own network
Invite family, friends, colleagues & clients
Mining contacts
Raid friends networks
Search for former classmates & co-workers
Ask for introductions
Encourage people to join
Clients & colleagues
Search
Friends & colleagues
Clients
Industry leaders
LinkedIn Open Networker (LIONs)
Tunheim Partners e-Strategy
Tunheim Partners
Strategic communications company
Public relations
Public affairs
e-Strategy
e-Strategy
Tunheim Partners specialty Internet marketing practice
Full service Internet marketing practice
Experienced leadership, strong team
As director of e-Strategy, Tunheim Partners Internet marketing practice, David Erickson specializes in strategic online communication. David has been marketing online since 1995, first as a freelancer, and then in 1997 as the founder and president of e-Strategy and now with Tunheim Partners. Erickson is a student of how people use technology to communicate, and that fascination informs his work. He is a "first adopter" of the latest technologies because he wants to understand how they can be used as marketing tools. David's work has included: executing a national online media relations campaign for a presidential e-debate for the 2000 election, using e-mail marketing as an expert positioning tool, optimizing electronic press kits and press releases for the retail and fashion industries, conducting search engine marketing for numerous clients, designing and carrying out a sports marketing viral video campaign, and implementing social media optimization and marketing campaigns. David's training in the visual and language arts and his experience in retail, advertising, market research and public relations all contribute to his expertise in Internet marketing. He taught himself the technologies needed to implement online communication strategies, so he understands how Web technologies work as communications vehicles. David also has personal experience with delivering effective messages: he has written advertising copy and articles for publications, produced Web publications of his own, appeared as a pundit and commentator for media outlets, and co-hosted his own radio show. David blogs about Internet marketing at e-strategyblog.com . David earned his B.A. from Coe College in Cedar Rapids, Iowa, where he studied art and writing. He is a former Hubert H. Humphrey Policy Forum Fellow. When he's not scheming up clever new ways to communicate online, David can be found playing or watching football or reading...but most likely playing football. Reality is nine-tenths perception. Anonymous David Erickson, Director of e-Strategy
