Smd vistage presentation 0525

Putting Power in your Proﬁle 
How to leverage your LinkedIn Proﬁle so that it generates
contacts, leads, and increased sales.

Presented By

www.SocialMediaDelivered.com
Wednesday May 25th 2010
Speaker: Eve Mayer Orsburn

2009 Clique It Marketing, All Rights Reserved

WHY DOES LINKEDIN MATTER?
• Offers unmatched efficiency when developing
business contacts and new leads online.
• Provides infinite market research capabilities.
• Secures a online network of connections.
• Has the ability to establish credibility with the
right audience when optimized properly.
“New marketing is about the relationships, not the medium.”
Ben Grossman; Founder and chief strategist BiGMarK


WHO’S USING LINKEDN?
• Your current & future clients
• Your colleagues
• Your potential strategic partner
• Your competition

MOST IMPORTANTLY:
The people and resources you need
to know and need to connect with
LinkedIn is considered the professional
social network of choice

LINKEDIN…IN NUMBERS
As of April 2010…
 There are +65 million registered users.
 A new member joins approximately every second.

 Approximately 11 million users are from Europe.

 India is currently the fastest-growing country to use

LinkedIn, with around 3 million total users.
 Executives from all Fortune 500 companies are
LinkedIn users


LinkedIn USA Audience Profile:
• 59% male vs. 41% female
• 41% between the ages of 35-49
• 37% are over 50
• Ethnicity
– 84% Caucasian
– 8% Asian
– 5% African American
– 2% Hispanic
– 1% Other

Affluence
Average HH income is $108,000+
• 34% earn more than $100,000 annually
• 33% earn between $60K - $100K
• 20% earn between $30K - $60K
• 13% earn less than $30,000


LinkedIn Proﬁle Tips
Begin by prioritizing your goals

It’s important to identify…
What is the goal of this profile?

Keep these goals in mind when building
each section of your profile.


Use a professional picture

• This should be a professional headshot, if possible.
• If one is not available, then a candid headshot will work.
• This should be a picture of you, NOT A LOGO
*the place for logos is in the company profile.
• Do not include other people or personal items

Headline = must be engaging

• This is either your current title and company or
description of your expertise with something that
CATCHES ATTENTION
• Treat this like a headline in a newspaper since many
people will make decisions about your background from
this element
• Examples of Headlines ‐
– “VP of Operations at Whitley Corporation”
– “World’s Leading Executive Healthcare Consultant.”

Status: Uses 140 characters to say a lot

• Your status is your FREE professional billboard
• You have 140 characters to get this done so be creative
• Include links often for interesting and relevant news
• Can be synched to your Twitter application
• Update often, at least once per week
• Updating your status populates your information onto
the home pages of your connections


Current / Past Positions & Education

• These settings can quickly be imported when you are
first building your profile, which makes showing your
past background easy
• However, alter the listings to angle toward your
current goal.

Recommendations

• These are CRITICAL to a optimized profile
• LinkedIn users should strive for at least 5 to 10.
• You can only request recommendations from your
connections on LinkedIn.
• When someone is recommended within your network
it is highlighted under their experience.


LinkedIn Proﬁle Examples
What does an Optimized Profile Look Like?


LinkedIn Proﬁle Examples


LINKEDIN LANGUAGE…
It’s not hard to speak or learn - promise
• Connections –
– Every social network uses a unique term to identify users who
interact. LinkedIn calls them Connections.
– Lifetime limit of 3,000 invitations sent
– Lifetime limit of 30,000 Connections

• Recommendations
– Fellow LinkedIn users can provide a reference available for
potential Connections to review.
- This is a critical tool for establishing credibility.
- The recommendation source is identified and can include
co-workers, clients and other collaborators are identified.


IMPORT YOUR ADDRESS BOOK
Contacts… you may have more than you know

• Import your contacts from your email server address book
• You can choose to invite those in your address book already
on LinkedIn or to everyone
• Strive to have at least 100 contacts in your network
• Use the ‘Settings’ feature if you want to keep your
connections private

LINKEDIN COMPANY PROFILE
What a LinkedIn user sees at a glance
about your company
• Industry & company specialties
• A list of current & former employees
• Who current & former employees are
connected to within your network
Perhaps they can provide you with an
introduction?
• Revenue from previous years if you are a
public company


LinkedIn?


LinkedIn Case Study #1
Senior Vice President at PR Firm Lands a
$250,000 Client via LinkedIn Answers

• Steven Shimek, a Senior VP once at Ruder Finn Public
found his current position on LinkedIn.
• He then began answering questions on LinkedIn Answers.
• His efforts led to multiple business developments for
Ruder Finn, notClique It Marketing, All Rights Reserved was a $250,000 contract.
2009 the least of which

URL: http://blog.linkedin.com/2008/09/05/finding-a-250k/

Steven offers these LinkedIn Tips:
• Showcase your company’s capabilities
• Post qualified responses on LinkedIn Answers to
showcase your professional expertise
• Be a reliable resource for your connections, adding
value to relationships can reap significant benefits


Use LinkedIn to track industry intelligence

•Dianna Huff of DH Communications points out that
during the last year, LinkedIn has significantly increased
its functionality.
•As a result, the business networking site a great tool for
gathering market intelligence regarding your prospects
before you actually connect with them.


URL: http://www.savvyb2bmarketing.com/blog/entry/187891/using-linkedin-to-gather-industry-intelligence

After optimizing a LinkedIn profile
Huff recommends:
• Reading company profiles continuously
• Study individuals' profiles –
– Who are they connected to?
– What groups do they participate in?
– What events are they attending?
– What books are they reading?
• Search LinkedIn’s Groups
– find the Groups your target audience are participating in
and reach out to them through conversation.
• Join Groups that are proactive in your industry


LinkedIn Groups
• Currently 563,583 active groups on LinkedIn

• Each group description lists
–Description
–Owner number
–Number of members
–Share button Clique It Marketing, All Rights Reserved
2009
–Join link

LinkedIn Groups
Groups Directory

• The Groups Directory helps you find the right group.
• You can invite your connections to join the group by clicking
the Share button.
• If your membership is subject to review by a group manager,
they may require additional information such as a valid e-mail
associated with your profile.
• You also can ask the group owner questions or provide

additional information via an email link.

LinkedIn Groups
Group Discussions

• Click on the “Discussions” tab on your Group to see a
snapshot of recent discussions.
• By participating in discussions you can…
– Showcase your company’s industry expertise
– Publicize the achievements of you or your clients
• A LinkedIn userMarketing, All Rights Reserved join up to 50 groups
2009 Clique It is allowed to

LinkedIn Answers


LinkedIn Answers

• LinkedIn Answers provides professionals an
opportunity to ask and answer questions from other
professionals.
• When you submit a question it will be posted in the
category you select, shown on your profile page, and
the homepage of your connections.
• Answering questions in the LinkedIn’s Answers’
section aides in establishing you as trusted expert on a
given topic.
• When a connection submits a question, a Network
Update willClique It Marketing, All Rights Reserved
2009
appear on your homepage. It also shows
on the Answer Questions tab.

LinkedIn Events

• LinkedIn events displayed on your homepage are
generated based on the information included in your
LinkedIn profile.
• LinkedIn highlights conferences and other
professional events by date, industry and location.
• When you view an event, attendees within your
network are shown.

LinkedIn APP: LINK BLOG

Integrating your blog postings
with LinkedIn allows those who
otherwise might not visit your
blog discover your expertise.


Let’s Connect…

www.SocialMediaDelivered.com
Eve@SocialMediaDelivered.com
469‐248‐6061
www.LinkedIn.com/in/EveMayerOrsburn
Twitter.com/LinkedInQueen


Smd vistage presentation 0525

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