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Making the Most of

Share your voice of authority
Judy Parisella
e: judy.parisella@yahoo.com
http://www.linkedin.com/in/judyparisella
Stuff We‟ll Cover
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What is LinkedIn
By the Numbers
Debunking the LinkedIn Myths
What you can do with LinkedIn
LinkedIn vs. Facebook vs. Twitter
LinkedIn From the Top
Your LinkedIn Objectives
Mine through LinkedIn
 Passive and Active Approach
 Creating a Company Profile Page

3/3/2014

2
LinkedIn is….
… the world's largest professional network with
277 million strong
Connect. Find. Be found.
 Build your professional identity online and stay in
touch with colleagues and classmates.
Build and engage with your professional network.
 Discover professional opportunities, business
deals, and new ventures.
Learn and share.
 Access knowledge, insights, and opportunities.

INFORM, EDUCATE, ENTERTAIN, ENGAGE
3/3/2014

3
LinkedIn by the Numbers

277 Million Members
Includes members from ALL Fortune 500 Companies
Over 6 billion professionally-oriented searches in 2013
73 of the Fortune 100 hired through LinkedIn
22nd Most Visited Site in 2013
3 million company Business Pages
41% of all LinkedIn traffic is via a mobile device
2 NEW Users every second
200 conversations occur PER MINUTE in LinkedIn Groups
2.1 million GROUPS
As of February 2013 LinkedIn Replaced Facebook as the
TOP SOCIAL TOOL for
„Fastest Growing Private Businesses‟
70 Amazing LinkedIn Stats – DMR/Craig Smith 2/9/14

3/3/2014

4
Debunking the Four
Great LinkedIn Myths
Myth #1: "I don't need to be on LinkedIn. I'm not looking
for a job.“
Understandably pigeonholed with current emphasis on career
development
The Debunking: Vital to business development and advancing a
business’ commercial program. AND popular opinion states, „that if you
are not represented (well) on LinkedIn, then you are not for real in
business. ‘

Myth #2: "If I post an update, or make changes to my
LinkedIn profile, then everyone in my network will see
it.“
The Debunking: LinkedIn networks have grown to a point where updates
have fleeting relevance.
3/3/2014

5
Debunking the Four Great
LinkedIn Myths ... continued
Myth #3: "If my LinkedIn connections are visible, then
my competitors will steal business from me."
The Debunking: Your LinkedIn network is an essential element of
your brand. Revealing that to others lays a foundation of trust;
promotes relationship building and invites business opportunities.
„You are judged by the company you keep‟

Myth #2: "You have to be a techie to be successful in
using LinkedIn."
The Debunking: There is a learning curve, but LinkedIn is a highly
intuitive platform. With practice comes agility. With agility comes
success.
Source: THE LINKEDIN CATALYST: The
Neuroscience of LinkedIn – JD Gershbein
6
3/3/2014
Another LinkedIn Myth..

“If you build it they will come.”

NOT TRUE!
Your level of participation determines
your activity.

No Activity – NO ACTIVITY
Know Activity – KNOW ACTIVITY
3/3/2014

7
With LinkedIn…
You can…
Build online referrals
Find Business Partners, Clients and Service
Providers – mine lists created by YOU
Increase traffic to your website
Recruit
Generate Leads
Access expert advice
Search Engine Optimization
Attract like minded individuals
Expand your business network
Advertise
Participate in and create your own GROUPS
3/3/2014

8
LinkedIn vs. Facebook vs. twitter
LinkedIn

Facebook

twitter

Target Audience for
business

EASY - User selects
GROUPS to participate in

CHALLENGING - User
selects companies to LIKE,
but not always permitted to
post content

CHALLENGING - User can
select who to follow, but
sharing content with
participants is fleeting

Strength

Exclusively Professional
information

Citical Mass - Keeping up
with family and friends

Brevity and 3rd party
content tracking

Weakness

Conections are blurred - too Segmenting - lists are
many L.I.O.N.S.
clunky

Analytics

Robust and immediate
Easy within network, groups

Ease of Engagement and companies

Easy through insights

Brevity and potential
overload
Overall traffic metrics can be
difficult to compile unless
leveraging a 3rd tool

Easy to be expressive

Extremely easy to comment
on ALL content

Privacy mechanisms
constantly changing

Limited settings

Privacy

Fully integrated and
completley self managed

Following Content

Can follow specific posts
No elegant way to
and associated comments acomplish
but its not twitter

Environment

Advertising is respectful

Advertising encroaches on
personal feeds

Preferred platform to tack
and participate in
conversations
Paid tweets rank at top of
feeds but not throughout
3/3/2014

9
From the TOP
Judy Parisella
e: judy.parisella@yahoo.com
http://www.linkedin.com/in/judyparisella

3/3/2014

10
LinkedIn Objectives
Build a KEYWORD RICH profile
Reach and maintain ALL STAR
profile strength

Become a Marketable Brand

Be active in LinkedIn WEEKLY
(at minimum)
 Work it
3/3/2014

11
Gaze Tracking Study
In 2012 Ladders commissioned ground-breaking
research* on how recruiters scan resumes:
 Where they look
 What they look for
 And how long they review
Findings: they spend SIX Seconds reviewing a resume
By all indications the numbers are similar on LinkedIn whether a
recruiter or vetting for business engagement

Our work experience is worth a
mere SIX SECONDS?
http://cdn.theladders.net/static/images/basicSite/pdfs/TheLadders-EyeTracking-StudyC2.pdf

#SuckIt
3/3/2014

12
LinkedIn Profile Strength–MATTERS
“Users with „All-Star‟ profile strength are
40 times more likely to receive
opportunities through LinkedIn.” -LinkedIn Users
Robust „keyword rich‟ headline
A current position with description
Two more positions
Education
At least 5 skills
Include Media
Profile photo
At least 50 connections
Keyword rich summary

Beginner

Intermediate

Expert

The Profile Strength meter is on
the right side of your profile and
gauges how robust your profile is.
3/3/2014

13
Let‟s Take it
From the TOP
I urge you to find out what
Google says about you first.
“Don‟t need no surprises!”

1.
2.
3.
4.
5.
6.
7.

Professional Title
PURL
Contact Info
Summary
Experience
Skills & Endorsements
Volunteer Experience &
Causes
8. Education
9. Additional Info
10. Groups
11. Follows
3/3/2014

14
Header
1. Professional Title

1

– approx. 40
characters
Example: Experienced
Transportation Executive, Web
Designer and Information
Architect, Visionary
Entrepreneur and Investor

2. PURL
3
3. Contact Info
a)

2

Include other
SMS, websites, e
mail etc.
3/3/2014

15
Summary

Summary
First person It reflects the
culmination of all you have to
offer TODAY
• Include METRICS
• Add a video, image,
document, presentation…
Not sure which keywords to
use, do your own search.

3/3/2014

16
Summary – Keyword search

3/3/2014

17
Summary – Keyword search

Find a JOB DESCRIPTION
that fits your skill set, copy
the DESCRIPTION and
RESPONSIBILITIES

3/3/2014

18
Summary – Keyword search
Go to WORDLE.net and create a word cloud
The larger the
word, the
MORE focus
weight it has.

This is a
KEYWORD
or
KEYWORD
PHRASE

3/3/2014

19
Experience
Include
Accomplishment
Statements, metrics
where possible
 Add files

Duties

Accomplishment Statement

Responsible for the startup of a
manufacturing facility.

Led the planning, design, an construction of a multipurpose manufacturing facility in Japan. Improved
product quality and delivery time for local customers.

Responsible for sales in
Northeast region.

Manage a team of three account executives and two
inside sales representatives. Produced $6M in new
revenue in less than 12 months.

3/3/2014

20
Skills & Endorsements
You need to add at
least 5
Your network will
eventually do the
rest.

3/3/2014

21
Skills & Endorsements

Add, edit or delete

HIDE if required
as dictated by
your firm or
industry

3/3/2014

22
Volunteer Experience & Causes

NEW! Check Out
The LinkedIn Volunteer
Marketplace: Connecting
Professionals to Nonprofit
Volunteer Opportunities
http://volunteer.linkedin.com/
LinkedIn for Volunteers
3/3/2014

23
Education
Be precise in your dates/years

3/3/2014

24
Additional Info

Use your
best
judgment
regarding
what you
share here

3/3/2014

25
Groups
Select Groups
that MATTER
to your profile
Manage your Groups
through your ‘Privacy &
‘Settings’ function

3/3/2014

26
Mine through
LinkedIn
Judy Parisella
e: judy.parisella@yahoo.com
http://www.linkedin.com/in/judyparisella

3/3/2014

27
Passive Approach
Find out who
has already
found you
If
intrigued, reach
out to them.
Free account will
only see latest 5
viewers

Ask me about a
63% increase in
profile views.
3/3/2014

28
Passive Approach
Business owners should reach out to the people
following their company.

3/3/2014

29
Passive Approach
Go to one of your Groups and start or comment on a
discussion. Share an article. Add an event…

3/3/2014

30
ACTIVE Mining on LinkedIn – Deep dive into network

Upgrade to a Premium Account

3/3/2014

31
ACTIVE Mining on LinkedIn–

Advance Search – Vetting Prospects

Target






GEO
Keywords
Company Size
Industry
Etc……
3/3/2014

3/3/2014

32
ACTIVE Mining on LinkedIn–

Advance Search – Vetting Prospects

Create a prospect
list: Go to People
in the search box
an click on
ADVANCED
33
3/3/2014
ACTIVE Mining on LinkedIn –
Create a Prospect Tool

View actual spread sheet
3/3/2014

34
Create a
Company Profile
Page
Judy Parisella
e: judy.parisella@yahoo.com
http://www.linkedin.com/in/judyparisella

3/3/2014

35
Business Owner ?
Then add your Company Profile
Prequalifies for adding a company profile
 You must have a personal LinkedIn profile set up with your true
first and last name.
 Your profile strength must be listed as Intermediate or All Star.
 You must have several connections on your profile.
 You're a current company employee and your position is listed in
the Experience section on your profile.
 You have a company email address (e.g. john@companyname.com)
added and confirmed on your LinkedIn account.
 Your company's email domain is unique to the company.
Note: A domain cannot be used more than once to create a Company Page. Because domains like
gmail.com, yahoo.com or similar generic email services are not unique to one company, those
domains cannot be used to create a Company Page. You might consider creating a group if your
company doesn't have a unique email domain.

Drives traffic to your website | Assist in company SEO
3/3/2014

36
Judy Parisella
e: judy.parisella@yahoo.com
http://www.linkedin.com/in/judyparisella
978.491.7444

3/3/2014

37

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Making the Most of LinkedIn

  • 1. Making the Most of Share your voice of authority Judy Parisella e: judy.parisella@yahoo.com http://www.linkedin.com/in/judyparisella
  • 2. Stuff We‟ll Cover         What is LinkedIn By the Numbers Debunking the LinkedIn Myths What you can do with LinkedIn LinkedIn vs. Facebook vs. Twitter LinkedIn From the Top Your LinkedIn Objectives Mine through LinkedIn  Passive and Active Approach  Creating a Company Profile Page 3/3/2014 2
  • 3. LinkedIn is…. … the world's largest professional network with 277 million strong Connect. Find. Be found.  Build your professional identity online and stay in touch with colleagues and classmates. Build and engage with your professional network.  Discover professional opportunities, business deals, and new ventures. Learn and share.  Access knowledge, insights, and opportunities. INFORM, EDUCATE, ENTERTAIN, ENGAGE 3/3/2014 3
  • 4. LinkedIn by the Numbers 277 Million Members Includes members from ALL Fortune 500 Companies Over 6 billion professionally-oriented searches in 2013 73 of the Fortune 100 hired through LinkedIn 22nd Most Visited Site in 2013 3 million company Business Pages 41% of all LinkedIn traffic is via a mobile device 2 NEW Users every second 200 conversations occur PER MINUTE in LinkedIn Groups 2.1 million GROUPS As of February 2013 LinkedIn Replaced Facebook as the TOP SOCIAL TOOL for „Fastest Growing Private Businesses‟ 70 Amazing LinkedIn Stats – DMR/Craig Smith 2/9/14 3/3/2014 4
  • 5. Debunking the Four Great LinkedIn Myths Myth #1: "I don't need to be on LinkedIn. I'm not looking for a job.“ Understandably pigeonholed with current emphasis on career development The Debunking: Vital to business development and advancing a business’ commercial program. AND popular opinion states, „that if you are not represented (well) on LinkedIn, then you are not for real in business. ‘ Myth #2: "If I post an update, or make changes to my LinkedIn profile, then everyone in my network will see it.“ The Debunking: LinkedIn networks have grown to a point where updates have fleeting relevance. 3/3/2014 5
  • 6. Debunking the Four Great LinkedIn Myths ... continued Myth #3: "If my LinkedIn connections are visible, then my competitors will steal business from me." The Debunking: Your LinkedIn network is an essential element of your brand. Revealing that to others lays a foundation of trust; promotes relationship building and invites business opportunities. „You are judged by the company you keep‟ Myth #2: "You have to be a techie to be successful in using LinkedIn." The Debunking: There is a learning curve, but LinkedIn is a highly intuitive platform. With practice comes agility. With agility comes success. Source: THE LINKEDIN CATALYST: The Neuroscience of LinkedIn – JD Gershbein 6 3/3/2014
  • 7. Another LinkedIn Myth.. “If you build it they will come.” NOT TRUE! Your level of participation determines your activity. No Activity – NO ACTIVITY Know Activity – KNOW ACTIVITY 3/3/2014 7
  • 8. With LinkedIn… You can… Build online referrals Find Business Partners, Clients and Service Providers – mine lists created by YOU Increase traffic to your website Recruit Generate Leads Access expert advice Search Engine Optimization Attract like minded individuals Expand your business network Advertise Participate in and create your own GROUPS 3/3/2014 8
  • 9. LinkedIn vs. Facebook vs. twitter LinkedIn Facebook twitter Target Audience for business EASY - User selects GROUPS to participate in CHALLENGING - User selects companies to LIKE, but not always permitted to post content CHALLENGING - User can select who to follow, but sharing content with participants is fleeting Strength Exclusively Professional information Citical Mass - Keeping up with family and friends Brevity and 3rd party content tracking Weakness Conections are blurred - too Segmenting - lists are many L.I.O.N.S. clunky Analytics Robust and immediate Easy within network, groups Ease of Engagement and companies Easy through insights Brevity and potential overload Overall traffic metrics can be difficult to compile unless leveraging a 3rd tool Easy to be expressive Extremely easy to comment on ALL content Privacy mechanisms constantly changing Limited settings Privacy Fully integrated and completley self managed Following Content Can follow specific posts No elegant way to and associated comments acomplish but its not twitter Environment Advertising is respectful Advertising encroaches on personal feeds Preferred platform to tack and participate in conversations Paid tweets rank at top of feeds but not throughout 3/3/2014 9
  • 10. From the TOP Judy Parisella e: judy.parisella@yahoo.com http://www.linkedin.com/in/judyparisella 3/3/2014 10
  • 11. LinkedIn Objectives Build a KEYWORD RICH profile Reach and maintain ALL STAR profile strength Become a Marketable Brand Be active in LinkedIn WEEKLY (at minimum)  Work it 3/3/2014 11
  • 12. Gaze Tracking Study In 2012 Ladders commissioned ground-breaking research* on how recruiters scan resumes:  Where they look  What they look for  And how long they review Findings: they spend SIX Seconds reviewing a resume By all indications the numbers are similar on LinkedIn whether a recruiter or vetting for business engagement Our work experience is worth a mere SIX SECONDS? http://cdn.theladders.net/static/images/basicSite/pdfs/TheLadders-EyeTracking-StudyC2.pdf #SuckIt 3/3/2014 12
  • 13. LinkedIn Profile Strength–MATTERS “Users with „All-Star‟ profile strength are 40 times more likely to receive opportunities through LinkedIn.” -LinkedIn Users Robust „keyword rich‟ headline A current position with description Two more positions Education At least 5 skills Include Media Profile photo At least 50 connections Keyword rich summary Beginner Intermediate Expert The Profile Strength meter is on the right side of your profile and gauges how robust your profile is. 3/3/2014 13
  • 14. Let‟s Take it From the TOP I urge you to find out what Google says about you first. “Don‟t need no surprises!” 1. 2. 3. 4. 5. 6. 7. Professional Title PURL Contact Info Summary Experience Skills & Endorsements Volunteer Experience & Causes 8. Education 9. Additional Info 10. Groups 11. Follows 3/3/2014 14
  • 15. Header 1. Professional Title 1 – approx. 40 characters Example: Experienced Transportation Executive, Web Designer and Information Architect, Visionary Entrepreneur and Investor 2. PURL 3 3. Contact Info a) 2 Include other SMS, websites, e mail etc. 3/3/2014 15
  • 16. Summary Summary First person It reflects the culmination of all you have to offer TODAY • Include METRICS • Add a video, image, document, presentation… Not sure which keywords to use, do your own search. 3/3/2014 16
  • 17. Summary – Keyword search 3/3/2014 17
  • 18. Summary – Keyword search Find a JOB DESCRIPTION that fits your skill set, copy the DESCRIPTION and RESPONSIBILITIES 3/3/2014 18
  • 19. Summary – Keyword search Go to WORDLE.net and create a word cloud The larger the word, the MORE focus weight it has. This is a KEYWORD or KEYWORD PHRASE 3/3/2014 19
  • 20. Experience Include Accomplishment Statements, metrics where possible  Add files Duties Accomplishment Statement Responsible for the startup of a manufacturing facility. Led the planning, design, an construction of a multipurpose manufacturing facility in Japan. Improved product quality and delivery time for local customers. Responsible for sales in Northeast region. Manage a team of three account executives and two inside sales representatives. Produced $6M in new revenue in less than 12 months. 3/3/2014 20
  • 21. Skills & Endorsements You need to add at least 5 Your network will eventually do the rest. 3/3/2014 21
  • 22. Skills & Endorsements Add, edit or delete HIDE if required as dictated by your firm or industry 3/3/2014 22
  • 23. Volunteer Experience & Causes NEW! Check Out The LinkedIn Volunteer Marketplace: Connecting Professionals to Nonprofit Volunteer Opportunities http://volunteer.linkedin.com/ LinkedIn for Volunteers 3/3/2014 23
  • 24. Education Be precise in your dates/years 3/3/2014 24
  • 26. Groups Select Groups that MATTER to your profile Manage your Groups through your ‘Privacy & ‘Settings’ function 3/3/2014 26
  • 27. Mine through LinkedIn Judy Parisella e: judy.parisella@yahoo.com http://www.linkedin.com/in/judyparisella 3/3/2014 27
  • 28. Passive Approach Find out who has already found you If intrigued, reach out to them. Free account will only see latest 5 viewers Ask me about a 63% increase in profile views. 3/3/2014 28
  • 29. Passive Approach Business owners should reach out to the people following their company. 3/3/2014 29
  • 30. Passive Approach Go to one of your Groups and start or comment on a discussion. Share an article. Add an event… 3/3/2014 30
  • 31. ACTIVE Mining on LinkedIn – Deep dive into network Upgrade to a Premium Account 3/3/2014 31
  • 32. ACTIVE Mining on LinkedIn– Advance Search – Vetting Prospects Target      GEO Keywords Company Size Industry Etc…… 3/3/2014 3/3/2014 32
  • 33. ACTIVE Mining on LinkedIn– Advance Search – Vetting Prospects Create a prospect list: Go to People in the search box an click on ADVANCED 33 3/3/2014
  • 34. ACTIVE Mining on LinkedIn – Create a Prospect Tool View actual spread sheet 3/3/2014 34
  • 35. Create a Company Profile Page Judy Parisella e: judy.parisella@yahoo.com http://www.linkedin.com/in/judyparisella 3/3/2014 35
  • 36. Business Owner ? Then add your Company Profile Prequalifies for adding a company profile  You must have a personal LinkedIn profile set up with your true first and last name.  Your profile strength must be listed as Intermediate or All Star.  You must have several connections on your profile.  You're a current company employee and your position is listed in the Experience section on your profile.  You have a company email address (e.g. john@companyname.com) added and confirmed on your LinkedIn account.  Your company's email domain is unique to the company. Note: A domain cannot be used more than once to create a Company Page. Because domains like gmail.com, yahoo.com or similar generic email services are not unique to one company, those domains cannot be used to create a Company Page. You might consider creating a group if your company doesn't have a unique email domain. Drives traffic to your website | Assist in company SEO 3/3/2014 36