LinkedinWhat you need to know

For: Brant Networking GroupGordon Diver

Gordon Diver

Social Media Marketing

How the online world of Marketing converges Basis for success

Audience – The right message, at scale

Context – The right time and place

Message – Format, be Creative and promote interaction

Relationship – ongoing connection and dialogue vs simple exposure

Gordon Diver

Why should Linkedin Matter to you?

As of July 2013, LinkedIn has 250 Million members globally.

Over 5+ Million members in Canada alone

4.3 Million unique visits

200 Million page views, for an average of 16.8 minutes per visit

LinkedIn is the largest professional social network online today, with a targeted audience of business professionals.

Without a powerful presence on LinkedIn, you are undoubtedly missing valuable opportunities to connect.

Gordon Diver

You must first establish a strong professional profile and presence as your foundation to build your influence, generating introductions and referrals, and uncovering valuable business opportunities.

Your checklist for a complete and powerful profile:

1. Upload a professional image. Essential to attracting connections

2. Craft a compelling headline. You have 120 characters at the top of your profile to describe what you do in the world. Use brief descriptive and compelling keywords that speak to your markets so they can easily find you on LinkedIn.

3. List your current position and two others. Tie it into your profile with your keywords, ensure to be descriptive about what your role was.

4. Complete the “Summary” section. This is your chance to position yourself by describing who you are and what you can do for people. Tip – write your summary in third person.

5. Complete the “Specialities” section. Use customer focused keywords, as these are the terms that will help you show up in search results within LinkedIn. A note about keywords, these are not necessarily industry buzzwords, but should be words that your customers would use to try and find someone like you.

6. Give recommendations first. Request recommendations (LinkedIn’s version of testimonials) to be used on your profile. Best way to get them, give them first.

7. Complete the “Interests” and “Groups” sections. These are hyperlinked and will connect you with others in these groups.

Step 1: Complete your personal profile

Gordon Diver

In setting up your profile we talked about “Keywords”. Optimizing is the practise of defining terms and phrases that will help you stand out. There are additional steps that you can take to fully optimize your LinkedIn profile. Here’s your checklist:

1. Edit your public LinkedIn URL. For example mine is http://ca.linkedin.com/in/gordondiver . Customizing your URL will help you show up in search engine results on Google, Bing and more when someone searches your name. This will enhance your personal brand and presence.

2. Customize your “Website” section. Under the website section, you can list up to 3 URL’s. By editing and customizing the information you can take advantage of all three and point viewers to areas that may be specifically of interest to them. For example, two of my links go to one website, but two different landing pages and our Blog.

3. Include a link to your Twitter account. You can have more than one twitter account. For example on my profile you can see both the corporate TDG account and my personal one.

4. Make your whole profile publically visible. You want other professionals to find you and more importantly connect with you, hiding your profile will prevent that from happening.

Step 2: Optimize your profile

Gordon Diver

LinkedIn's real power is that it helps you find valuable people and allows you to see your 2nd and 3rd degree level connections. The old adage, it’s not necessarily who you know, but who they know that will help you build your business, find your next career or book your next gig. Without saying, this has incredible value.

Your checklist to start building your valuable network:

1. Start at the beginning. Connect with the people you know. Upload your contacts from Outlook, Gmail, Hotmail, etc from the “Add connections” tab.

2. Write a personal message. There is a default message, but do yourself a favour and personalize it, you’ll connect with people faster.

3. Add old colleagues and classmates. Using the information that you’ve already inputted, LinkedIn can help you reconnect with others that you may have lost touched with.

Step 3: Building your LinkedIn Network

Gordon Diver

The way to build out your network is by making new connections. All of these folks can become new customers, new suppliers, new partnerships or new experts to help you build your business.

Here’s your checklist of steps to take to increase your connections:

1. Browse your networks network. Visit the profiles of some of your connections, if you see someone you missed or someone interesting, invite them to connect.

2. Use the “Advanced” search tool. Once you’ve found someone, see if you’re connected through your connections and ask that person to introduce you. Remember at this point your building a relationship, don’t try to sell.

3. Join “Groups” that your market joins. If you service small business owners, search for entrepreneurs and join groups that they might be interested in.

4. Save your people searches and create an alert. If you set up an alert for your searches, LinkedIn will send you a weekly update of new prospects that fit your criteria.

5. Follow your networks updates and contacts interactions. As you notice who your network interacts with, you might be able to identify opportunities to build valuable relationships.

Step 4: Find valuable New connections

Gordon Diver

There is much more that you can do with LinkedIn, but for today, that is likely enough homework. LinkedIn gives you the opportunity to connect with affluent and influencial professionals. The business applications are vast, in fact 3 out of 4 members use LinkedIn for everything business, from keeping up on trends to reading business news.

Next steps in the LinkedIn journey:

1. Set up a company page.

2. Develop your thought leadership voice on LinkedIn.

3. Create an effective and engaging Group

4. Add applications to your profile: such as Slideshare, Amazon reader, etc.

5. Use the LinkedIn recommendations feature.

6. Measure your return on investment.

Quick Wrap up