The Art of Social Media: LinkedIn
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The document discusses using LinkedIn for social media and networking. It provides an agenda that covers why users should care about LinkedIn, designing a plan for using LinkedIn, leveraging key LinkedIn features, creating engaging content, and building community on LinkedIn. The document gives tips for professionals such as setting goals and measuring outcomes, identifying target audiences, customizing profiles, posting content and media that provides value to connections, and interacting with other users.
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The Art of Social Media: LinkedIn
- 1. The Art of Social Media LinkedIn SOCIAL MEDIA & DESIGN 1
- 2. Agenda • LinkedIn – Why Should I Care? • Designing a Plan • Leveraging Key Features • Content That Connects • Building Community #antenna • www.antennasocial.ca 2
- 3. LinkedIn Why Should I Care? 3 SOCIAL MEDIA & DESIGN
- 4. Why LinkedIn • Over 240 Million Users • Majority of users in Canada are professionals 25 – 54 years of age • Networking • Professional development #antenna • www.antennasocial.ca 4
- 5. Why LinkedIn • Job seeking • Recruiting #antenna • www.antennasocial.ca 5
- 6. What Is It? • An interactive rolodex with magical powers #antenna • www.antennasocial.ca 6
- 7. LinkedIn • Connects you to other professionals • Showcases skills & experience #antenna • www.antennasocial.ca 7
- 8. Reach • Word of mouth, amplified • Post at strategic times to reach more people • Post content that is engaging so that it gets shared #antenna • www.antennasocial.ca 8
- 9. Designing A Plan LinkedIn SOCIAL MEDIA & DESIGN 9
- 10. SMART Goals #antenna • www.antennasocial.ca 10 • Specific • Measurable • Attainable • Relevant • Time Focused
- 11. Measure #antenna • www.antennasocial.ca 11 • Install analytics tool • Measure baseline
- 12. The Who • Who can help you achieve your goal(s)? • The more you know about them, the easier it is to find them. • Segmentation may be necessary #antenna • www.antennasocial.ca 12
- 13. Avatar • Different styles and forms of communication are required for different people #antenna • www.antennasocial.ca 13 http://thisisnotthatblog.com/
- 14. Audience • Geography Where are they? • Demographics What are their common attributes? • Psychographics What are they like? #antenna • www.antennasocial.ca 14
- 15. Avatar • Create a personality profile for your dream audience • List both demographics AND psychographics • Use a real person or people as examples #antenna • www.antennasocial.ca 15
- 16. Relationships • Who do you want to connect with? • Potential donors? • Hiring managers? • Industry experts? #antenna • www.antennasocial.ca 16
- 17. Connections • Who to connect with and who to avoid… • Is this person part of your target audience? • Could this person connect me to my audience? • Can I help this person? #antenna • www.antennasocial.ca 17
- 18. Be The Answer • Your audience doesn’t know you exist yet, so what are they searching? • Once you find out, BE THE ANSWER #antenna • www.antennasocial.ca 18
- 19. Keywords • Make a list of 6 - 10 words that: • Answers the questions that your audience is asking • Describes what makes you unique as an artist • These will be used throughout your posts and in your tags. #antenna • www.antennasocial.ca 19
- 20. Brand Identity • Embody the characteristics that attract your target audience through: • Logo • Typography • Colour Scheme • Voice #antenna • www.antennasocial.ca 20
- 21. Leveraging Key Features LinkedIn SOCIAL MEDIA & DESIGN 21
- 22. Be Prepared • Resume • Profile photo • Skills to highlight #antenna • www.antennasocial.ca 22
- 23. Be Professional • Use an image rather than a blank avatar • Select professional over personal #antenna • www.antennasocial.ca 23
- 24. Profile • Follow “wizards” when setting up profile • “Skip this step” to avoid sending out a notification to your address book before you’re ready #antenna • www.antennasocial.ca 24
- 25. #antenna • www.antennasocial.ca 25 This is the part where you skip this step.
- 26. Be Prepared • Name • Size • Type • Website • Industry #antenna • www.antennasocial.ca 26
- 27. Be Prepared • Banner image • Logo • Specialties #antenna • www.antennasocial.ca 27
- 28. Headline • State your business purpose • How do you help others? • Provide a call to action • “Looking for…” • “Connect with me…” #antenna • www.antennasocial.ca 28
- 29. Custom URL • Get a unique custom url rather than a generic number #antenna • www.antennasocial.ca 29
- 30. Use Rich Media • Include videos or SlideShare presentations • Build credibility by providing expertise • You can turn SlideShare into paid ads in LinkedIn #antenna • www.antennasocial.ca 30
- 31. Pro D • Join groups • Follow companies/orgs • Subscribe to “Channels” + “Influencers” • Participate #antenna • www.antennasocial.ca 31
- 32. Groups • Encourages discussion between members • Join according to your goals and target audience #antenna • www.antennasocial.ca 32
- 33. Specifically for the Arts LinkedIn SOCIAL MEDIA & DESIGN 33
- 34. About You • Use it for your artists CV and Statement • Showcase your studio • Demonstrate your process... #antenna • www.antennasocial.ca 34
- 35. Search • Find people, companies, or groups • See how you’re already connected • Find partners, peers, and prospects #antenna • www.antennasocial.ca 35
- 36. Accolades • Ask for testimonials • Ask supporters to promote your organization #antenna • www.antennasocial.ca 36
- 37. Recruiting • Search candidates • Find common connections • Get more info about them • Post jobs • Paid posting • Free status update with link #antenna • www.antennasocial.ca 37
- 38. Paid Targeting • Niche targeting • Make your content specific • Budgets are flexible, but the more you spend, the better the reach #antenna • www.antennasocial.ca 38
- 39. Content That Connects LinkedIn SOCIAL MEDIA & DESIGN 39
- 40. Be Helpful • Provide amazing tips to make life easier for your audience • Share techniques #antenna • www.antennasocial.ca 40
- 41. Be Emotional • Pull on heart strings or be funny... #antenna • www.antennasocial.ca 41
- 42. Feel Exclusive • People want to belong... #antenna • www.antennasocial.ca 42
- 43. Be Awe Inspiring People love to share bizarre and quirky items #antenna • www.antennasocial.ca 43
- 44. Build Community • Interact with your followers • Find the influencers in your niche category and interact with them – keep it relevant • The more you participate, the better your credibility #antenna • www.antennasocial.ca 44
- 45. Thank you • Download “7 Steps To Social Media Success” and our “Social Media Checklist” at antennasocial.ca • Follow us on Facebook, Twitter, and LinkedIn @antennasocial #antenna • www.antennasocial.ca 45
Editor's Notes
- Welcome... I’m Christina Adams and I’m here to help you understand LinkedIn and how it relates to the Arts. At Antenna Social Media + Design, we help people make smart marketing decisions by providing targeted and meaningful social media plans, content, and promotions. antennasocial.ca
- Today you’ll learn: Why you need to know about LinkedIn; how to design a plan; how to leverage LinkedIn features; how to create content that is engaging; and how to build community.
- What’s so important about LinkedIn for Arts professionals? Social Networking, whether online or face-to-face, provides a warm introduction so that you never have to make a “cold call”. Taken online, this allows you to have warm connections to a lot more people at once than you could have in person. This is what LinkedIn is all about.
- LinkedIn has a huge network of professionals (240 million users), most of which are over 25. It’s great for building strategic relationships (such as corporate donors, business partnerships, referrals). It offers a lot of professional development opportunities, and there is excellent advertising potential.
- Of course it’s also great for job hunting, and recruiting since you can see how you’re connected to another person and ask for strategic introductions.
- LinkedIn is an interactive rolodex with magic powers. It will give you so much more information than any business card. What do you do with a business card when you get it? Maybe write some info on it and then file it away. If it’s someone that you need to connect with immediately, you might do that, but then what happens to the card? Filed in a rolodex or tossed in a shoebox.
- Does a business card tell you who else that person is connected to professionally? Or what professional organizations that person is a part of? Does a business card give you a detailed outline of skills and experience of the card owner? Nope, but LinkedIn does.
- What Social Media has that most other types of promotion doesn’t, is REACH. It doesn’t matter how many followers you have, it matters how many people engage with your content. What I mean is that if one person in your network likes or shares a LinkedIn post, that post will be seen and potentially shared by their friends and so on. So by generating content that your connections will “like” or share at peak times, you have the potential to reach a significant amount of people in an extended network from your fan base. It’s like word-of-mouth amplified.
- Before we get into the specifics of LinkedIn, we really need to talk about creating a plan.
- This type of goal setting is important because it helps you identify what activities need to happen in order to achieve it. Start with a broad goal and then make it SMART. For example, I’d like Antenna to connect with more business owners who are connected to the travel industry. If I set a goal to gain more followers related to travel to the Antenna LinkedIn profile, then all it would take is one more follower to achieve that goal. That’s obviously not what I’m striving for. A SMART goal would be more like: By Dec 1, 2014, the Antenna LinkedIn profile will have 30 new followers related to the travel industry.
- Once you have your primary goals, now make sure you have what you need to measure them. Take measurements before you make any changes so you have a baseline from which to compare against. LinkedIn has built in analytics but if one of your goals is to send people to a website, be sure to install Google Analytics on your website.
- With your goals in mind, who do you need to to attract attention from in order to achieve them? The more you know about your audience, the better you can target them and the more likely they will take action. You may find that different goals require different audiences, in which case you can segment your audience and make different communications plans for each.
- Different styles of communication are needed for different people – we do this all the time in life, adapting our message depending on the audience. For example, you might not talk to your boss the way you’d talk to your mom and the things you talk about would also be different.
- So the more you know about your audience, the better. Geography and Demographics are important to consider, but it’s better to target psychographics. The difference is that demographics describes age, income bracket, gender and other identifiable attributes, where as psychographics describes interests, values, personality, and lifestyle characteristics.
- A niche audience that is more likely to convert to taking whatever action you want them to take because they’re genuinely interested in your message and you’ll know how to reach them. So when you think of your ideal audience, think specifically of a person or a combination of people to create a personality profile around. Consider the psychographics AND demographics that sets your ideal audience apart from others. Describe a day in the life of that person. In some cases you’ll actually be able to make up a list of real people you are targeting… find out as much about them as you can without being a stalker.
- Some questions to consider: Who DO you want to connect with? What are the professional relationships that you want to foster? Are you looking for donors or sponsors? Which organizations have money to spend and typically helps the Arts? Who are the decision makers? Are you looking for work? If so, who would be the hiring managers you need to attract? Do you want professional development? If so, who are the people you could learn from? Do you want to build credibility as an expert on a particular topic? If so, consider who you’re trying to convince.
- Who should you connect with and who to avoid. Be sure to always go back to your goals! Anytime someone invites you to connect, ask yourself: Is this the audience that I’m looking for? Could this person help me connect to the audience I’m looking for? OR can I help this person and would I want to? If the answer is no to all 3, don’t connect.
- Behind every search there is a user typing a question. What’s the question that your target audience is asking that you can answer? Imagine that the audience doesn’t even know you exist. Find out what your potential audience is actually thinking BEFORE they know about you. Once you know what they’re searching for, BE THE ANSWER. This is how you lure your target audience to your LinkedIn page or profile.
- Now you know what your audience is looking for, make a list of 6 - 10 words that answer the question or sets you apart from other artists. These will be used throughout all your social content, including LinkedIn posts and profile descriptions.
- Having a consistent image is important for recognition. The more your brand is repeated, the more people will remember you. A great brand describes your Art while embodying your values and showcases characteristics that will attract your audience. This includes: Logo; Typography; Colour Palette; Voice
- LinkedIn has oodles of features, I’ll show you some of the key ones to help you achieve your goals.
- For your personal profile you’ll need your resume, a profile photo, and some thoughts about what skills or expertise you want to highlight.
- If you haven’t already set one up, LinkedIn makes it really easy to get started. There are wizards that walk you through everything, including getting connected to other people.
- Connecting to others is the key to LinkedIn – skip the step until your profile is ready.
- For your organization (aka “company”) profile, you’ll need the name, the size, the type of organization, the website, the industry.
- Have images ready to build brand recognition… banner, logo. Add in your specialties.
- Use the headline to state your goal and/or provide a call to action: “We create targeted and meaningful social marketing plans for businesses” – offering help. “Looking for short term contracts in Vancouver.” – call to action about what she wants. “CONNECT WITH ME at http://www.mobilizestrategies.com to get your COMPLIMENTARY e-guide on Better Public Engagement Sessions.” – demonstrates expertise.
- LinkedIn automatically assigns you a long numbered link. You can change this to a unique url and then use that on your website, email signature line, business card etc.
- In your personal or business profile, you can include rich media such as SlideShare presentations and YouTube videos. This helps build your credibility by providing expertise and you can even pay to promote presentations as ads.
- There are so many Professional Development opportunities all over LinkedIn. The more you participate, the more likely people will remember you. You can tap into another person’s or organization’s followers when you publicly comment or reply to them, particularly with an interesting or thought-provoking post. This is the real power of Social Media. In all your social networks: post comments, questions, replies, and share content (acknowledging the originator). Determine your influencers and interact with their content, thereby potentially tapping into their large network.
- LinkedIn Groups encourage discussion between its members around a particular topic or cause. Some groups are private, meaning you’ll have to be granted access. These are usually specific groups centred on a common task such as committees or mentoring circles. Many groups are public and are used as discussion forums related to specific associations, industries, or topics. The key to joining groups is to select ones that will meet your goals or get you in front of your target audience.
- Use it to target gallery owners by providing your CV and artist statement.
- Seek out connections you want to make using advanced search… see how you’re already connected. Ensure you’re connected to existing partners, peers, or prospects – be it sponsors, donors, gallery owners, clients, other artists.
- Encourage existing supporters to provide testimonials and otherwise promote your organization on their own personal networks.
- When hiring someone new or looking for volunteers, check out their profiles on LinkedIn to see if they are a fit… this is usually more up-to-date than a resume and you can see who they are connected to and what organizations they follow. Consider paying to post a position, it’s more affordable than you might realize. You can also post a position in a status update for free.
- Paid promotion on LinkedIn can be targeted to your specific niche, to the point where content can be sent to people’s in mail. The more budget you spend, the more people you’ll reach in your target niche.
- As well as “being the answer”, you need to build community. The common characteristic that unites all social networks is that their main purpose is to build community – rallying people together around a niche topic or cause. Here’s how you can build community: Be helpful. Provide amazing tips to make life easier.
- Pull on those heart strings... This is why cute kittens and puppy dogs rule the Internet. Also, anything funny is an emotional trigger that has a far reach on the web, uniting people who have a common sense of humour. This can also include highlighting affiliations with not-for-profit organizations.
- Be inclusive but make it feel exclusive. People like to feel that they belong to an elite group. The Internet has enabled groups of people with obscure interests from all over the world find each other and form communities, from Foodies to people who love “Saved by the Bell”. Form a community around the love of a particular style of art or artist, for example.
- Be awe inspiring – bring a sense of wonder to your follower’s day. People love to share bizarre and quirky items.
- Just like in face-to-face communities, online communities are more interesting when people interact with each other. The more you participate, the more likely people will remember you and your brand. Determine your influencers and interact with them and their fans and if you do it well, those fans will also become yours. The more you participate, the better your credibility.
- Visit AntennaSocial.ca to get our 7 Steps To Social Media Success and the Social Media Check List – our handy reference guide to community management. For more tips and info, check us out on Facebook, Twitter, and LinkedIn @AntennaSocial.