This is a dual keynote presentation by Steven Groves (Author: ROI of Social Media) and Lori Ruff, The LinkedIn Diva (Author: Rock The World with your Online Presence and #Privacy Tweet, et al.) delivered at the Think Digital Business Social Media Summit, May 2012 to big brands and businesses headquartered in Monterrey Mexico.

1. The LinkedIn Rockstar Team

3. Integrated Alliances
is not associated in any way with LinkedIn®
We work for the user community
to help you gain advantage from the
use of LinkedIn in the Real World

4. The LinkedIn Rockstar Team
Published LinkedIn &
Social Media Authors
Mike O’Neil Lori Ruff Steven Groves
30,000 30,000 1,000
70,000 70,000 2,700
1,700 1,000 2,000
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5. Media Networks
Each work one with the other
– Paid
• $ Peso spent = ad served or clicked
– Earned
• Likes, posts, messages, links
– Owned & Operated
• The destination for Paid & Earned traffic

7. How They Fit
B2B / Background & Credentials
B2C / Brands & Entertainment
Short just-in-time messages
Video = #1 preferred content

8. Culture
 Professionals
– Business-casual , one-on-one
 Networking, Business Development
– Make connections, find business
 B2B audience
– Decision-Makers, Executives
– Marketers, Sales Reps
– Recruiters, HR Pros, Technical Talent

9. Culture
Friends & Friends-of-Friends
B2C Audience Personal & Casual
– Opt-in = Brand / Company Page Likes
 Mobile Users
– Smartphones & Feature Phones
 Business Contention
– Personal use during work hours NOT permitted

10. Culture
 Micro-blog
– VERY Short Message
– Chatty, Frivolous?
– Often One-to-Many Messaging
 Blended Audience
– B2C – Specials, Just-in-Time Content
– B2B – High Volume, FMCG/CPG
– C2C

11. Digital Business Platforms
 Internal-only (Intra-net)
– GroupSite or Ning
– SalesForce.com Chatter
– Yammer
 Internal / External Private (Extra-net)
– WordPress or Ning
– Skype for Audio, Video, Text, File
• Google Chat or Yahoo Messenger
– Webinar for Training
• Webex, GoToWebinar, Join.Me

12. AdStock for Social Content
Message Effectiveness and Duration
– Micro-blog
• Minutes
– Social Network Post
• Hours to a few days
– Blog
• Forever

13. LinkedIn Architecture
 Global Business Social Network
 User Generated Content
 Cloud-based System
– Browser-based Application
– Software as a Service (SaaS)
– Mobile Applications – iPhone, iPad, Android
– Multiple LinkedIn Sessions Possible

14. Dive Deeper…
 People seek relationship value
 Clear the competition & clutter
 Messaging
– Convey Action & Value
– Avoid defaults
– Avoid passive phrases
– Make it EASY for people to do business with you!

16. The Integrated Alliances
LinkedIn Business Methodology
 500+ Training Sessions
 Order is Essential
1 Craft Profile
2 Build Network
3 Use LinkedIn = Search & Engage
4 Sell, Market, Recruit, Partner

18. Purpose of Your Profile
 Represents you, 24x7x365
 Attract customers, prospects, partners, workers
and co-workers
– Be open to collaboration
– Support their desire to find you
 Credibility
– What are you Like? How do you treat your people?
 Communication between peers

19. Manage Your Profile
 Always look for new
– Keywords
– Descriptors
– Special characters
 Update Periodically
– Connections get notified
– Keep your name / company top of mind
• Hola… leads….

21. The Process
 Craft Profile Offline
 Plain Text
 Special Characters
 Spell Check
 Copy/Paste Text into LinkedIn
 Rock The World LinkedIn Profile Worksheet
www.RockLinkedIn.com

23. Fit In on LinkedIn
 Profile Keywords
 Include Variations
 Search Engine Optimization
 Computers and Humans
 TEAM Language
 Complete All Sections
 Add Sections

25. Stand Out on LinkedIn
 Your Profile
 Digital Footprint
 Content, Style, Call to action
 Your Actions
 Invitations, Engagement, Thank You
 Your Status Updates
 Projects, Progress Reports
 Share Valuable Content
 Recognize Important Moments

26. Format Your Profile
 Words | Formatting | White Space
 Special Characters - ♦
 Short, tight copy
 Lists, bullets
 No Defaults
 Move Sections

27. Your Digital Footprint
 How You Look in Action
 Accompanies Engagement
 Searches & Lists
 Viewers have options
 Choose You
 Feeds Google
 Choose You

28. Elements
 Photo
 Headline – 120 characters
 Location, Industry

30. Respect
 Sets You Apart
 Plays Well with Others
 Third Party Endorsement
 10-15 Enough
 Request 25
 2-4 per Relevant Job

31. What To Get…
…Who From
 Specific Positions or Projects
 Education
 Customers, Partners
 Superiors, Co-workers

33. LinkedIn 3-Tier Network
 3 Tier Network = Exponential Exposure
 Working for You 24/7
 Connections and Group Members
 Remove anytime anonymously

34. Who’s in your Network
1’s – Direct Connections
2’s – Connections of Connections
3’s - Connections of Conn… of Connections
 Group Members
 Some You Know, Most You Don’t

36. LinkedIn Network Types
 Large Network, Open Networker, LION
 Targeted Network
 Can Target Tier 1’s Only
 Peer-level Network
 Industry, Company size, Regional
 Closed Network

38. Ways to Build
1. Business Cards
2. Who You Know
3. People You Meet
4. Locate on LinkedIn
 DO NOT IMPORT from Webmail
 Always Include a Custom Signature

40. 3 Steps to Inviting
Start at their profile…
1 Add to Your Network
2 Invitation Option
3 Copy/Paste/Customize

41. Crafting Invite Text
 Purpose is to Accept
 Customize
 Reason for Request, what you Have in Common
“Please accept my invitation”
 300 characters
 No E-Mail or URL Allowed

43. LinkedIn Groups
 Members are “in your network”
 Communicate – Send Messages
 Join up to 50 groups

44. Search for LinkedIn Groups
 Groups TAB/Groups Directory
 Simple Keyword Searches
 AND and OR Searches Allowed
 Largest Groups Appear First
 Join Largest (>1,000 members)

45. Which Groups to Join
 Customer Groups – IT, CEO Groups
 Regional Groups – Linked To “Your City” Groups
 Industry Groups – Telecom, Marketing
 Alumni Groups – Universities, Past Employers
 Personal Interest Groups – Horses, Futbol,
Travel, Cinema, Music

47. Hide or Share Your
LinkedIn Connections
 Often Thought of as a Cheater
 Competitive Reasons
 Recruiters
 Hide Customers, Employees, Partners
 Turn it On/Off Anytime

48. www.RockLinkedIn.com
 Where to Learn More
 Corporate Programs

49. The LinkedIn Rockstar Team