Linkedin Essentials for SocialMediaMcr 02Dec15 FINAL

@renepower @visionb2b www.visionb2b.co.uk
Linkedin for business (and you)
René Power
Founder, Vision B2B
Hi, I’m a
professional
That’s not
what it says
online…

45
minutes
• Do you want to
• build your profile?
• position your
authority?
• strike up new
business
relationships
• uncover new
business
opportunities

WARNING: THIS IS AN ALL DAY SESSION
CONDENSED INTO 45 MINUTES
There are 81tips littered through this
presentation
All based on my own personal experience of
using Linkedin since 2006.

What we’re covering today
Your profile
Status updates
Advanced search
Connection etiquette
Using groups
Publishing
Company profile

Context
70% outside USA
13-40% log in every day
Average user spends 17
minutes a month on the site
1 billion endorsements
Most overused profile word
= “motivated”

Context
3m long form posts on
Linkedin
130,000 added every week
2m + groups
Home to 19.7m Slideshare
presentations

The benefits
Massive platform
Mainstream and niche
Majority of members are
lurkers
Still an early adopter
opportunity

The shop window
1
2
3
4

Contacts and links
5
6
7
8

9
Key profile elements

10
11
12
13
14
15

16
17
18

19
20
X

21
22

23

24
25
X

26
27

Other profile elements

Profile summary
 Be clear about what you are on Linkedin for
 Make sure key elements position you to stand out
 Talk about what you offer and your achievements
 Reorder everything to tell your story
 Reorder the skills you are endorsed for – and ask
for specific endorsements/recommendations
 Use all aspects open to associate yourself with the
right people, companies, groups and topics

• Status updates should support your
positioning
• Be relevant to your target group of
connections (and prospective connections)
• Support what you are trying to achieve
Status updates

Your updates
28
29
30
31

Being a good ‘member’
32
33
34

• Thought provoking
• Ask a question
• Offer some advice
• Direct action
• Have an image
• Contain a link
Engaging updates
35

36
37

Search
• Basic free account search results include
– Full profiles with names of everyone in your
network (1st, 2nd, 3rd level connections and
shared group members)
– A maximum of 1000 results per search
– Basic search result filters

Search
• Premium account search results include
– Full profiles with names of everyone in your
network (1st, 2nd, 3rd level connections and shared
group members)
– A maximum of 1000 results per search
– Anything marked gold in the search page incl.
• Function/job title
• Years of experience
• Seniority
• Caveat: I have a legacy Business account.
Some of the advanced search functionality
will cost you £40/month.

Using search
38

Advanced search
39

New staff / prospects?
40

Principles of connecting
• ‘Connecting’
– Research
– Personalise
– Be relevant
– Flatter
– Don’t sell
– Don’t use mobile apps!
41

Where to connect from
42
43

Where to connect from
44

8 ways to personalise a connection
• Link to another platform (Twitter easiest)
• Something they did
• Something their company did
• Something that happened to them
• Something one of their competitors did
• Something in a shared group
• Something about a shared interest
• Mention a shared connection
45
46
47
48
49
50
51
52

Accepting connections
• ‘If someone wants to connect with you’
– You don’t have to connect
– Ask about recipirocal value
– Message once connected
– Like some of the early status updates they
make
– Share some of their content
53
54
55
56

57

Beware salespeople & friend
collectors
58

Privacy settings to check
59
61
60

Making the most of groups

NEW: Updates to groups
A raft of recent changes have been made on
Linkedin Groups in November 2015
More here:https://help.linkedin.com/app/answers/detail/a_id/61173/~/new-
groups-features

What changed?
Groups are now standard or unlisted (private,
invitation only)
All Groups are private
All Groups are member only
No moderation is required but content can be
vetted/removed after posting
Job posts moved straight to Jobs
Promotion tab removed altogether
Add images to discussion posts
@ group members into conversations

The implications
Groups should see a step up in
engagement and quality of conversation
It is now harder to sell in a group
It is now harder to place links to content in
a group without really good reason
The community polices the group and
persistent offenders will eventually be
removed

Best ways to contribute
1. Answer
questions 2. Ask
questions
62

Contributing to a discussion post
• Flatter/compliment
• Stay positive
• Add value
• Reference other
material but don’t
link to it
• Offer further ‘out of
group’ discussion
63
64
65
66
67

Creating a discussion post
• Pose a question
• Offer some
additional narrative
• Provide a link (if you
need to)
• Allow the question
to be answered
without clicking
away
• Be genuine
68
69
70
71
72

Creating a discussion post

The benefits of Linkedin Pulse
• Build your professional profile and brand
• Reach a significantly larger audience than
blogging alone
• Influence a wide variety of customers,
prospect and specifiers

My top tips for Linkedin publishing
 Create a calendar for Linkedin Pulse articles – different to
blogging elsewhere
 Write about the same or related topics
 Write for skim reading – use all formatting tools to make it
easy to read
 Use Pixabay for free images and Canva to bring them to life
 Use video, audio and slides to make content more attractive
 Select the right / best keywords
 Link your other articles in the footer (update and edit as you
build your bank)
 Publish once weekly
 Promote regularly through your profile and social media
 If you add to groups, turn into a question and be highly
selective
68
69
70
71
72
73
74
75
76
77

What works best
 According to Marketing
Experiments
 How to’s get many more
views – best for views, likes
and shares
 Listicles do well
 Question posts do poorly
 http://blog.hubspot.com/marketing/linkedin-publishing-
beginner-guide
78

Good examples

Bad examples

Company page
• More than just a HR landing page
– Raise awareness
– Educate and entice customers
– Promote products and services
– Promote career opportunities
– Nurture a community
– A supplement to your website

Create brand personality
• Creative header
• Complete About
section
• Add links to
website, blogs,
other channels
• Use interactive
content esp. video
79

Empower employees to promote
• Employees biggest
and best advocates
• Expand reach
• Story and content
• Sense of pride
• Rich content
• Adding Co Page to
personal profile
automatically enrolls
as follower
80

Engage with content
• Post relevant and interesting articles as
you would on your personal profile
• Consistent topics, varied style & format
• Post daily late morning / late afternoon to
coincide with optimal log in times
81

Summary
A focused, expansive profile
Targeted, audience relevant status updates
Improved use of advanced search
A deeper awareness of connection etiquette
Better understanding of how to use groups
Building thought leadership with publishing
Making the most of your company profile

About Rene & Vision B2B
Help
companies
selling to
other
companies
(b2b)
position on
expertise
and value
20 year
business
marketing
professional
Well
networked
and
connected
Vice Chair,
Manchester
CIM
Published,
blogger,
speaker,
trainer

Linkedin Essentials for SocialMediaMcr 02Dec15 FINAL

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Linkedin Essentials for SocialMediaMcr 02Dec15 FINAL

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