1. Social Media Series 1: LinkedIn Training – Profile Setup
Wednesday, June 10, 2009
LinkedIn Training
Segment 1
Profile Setup, Usage
and
Monetizing LinkedIn
June 10, 2009

2. Social Media Series 1: LinkedIn Training – Profile Setup
Sign Up Page for LinkedIn
http://www.linkedin.com/
First Name, Last Name, Email (Personal Email Address like Gmail.com)
Use a Personal email address
like www.Gmail.com to avoid
email messages coming to your
Company account. This will also
allow you to segment out any
other Social Media Platforms
with a Personal Account
Select “Continue”

3. Social Media Series 1: LinkedIn Training – Profile Setup
Confirmation of Account
See Confirmation Email, click Link within email and sign in using email and password
Email
Password and “Sign In”

4. Social Media Series 1: LinkedIn Training – Profile Setup
How do you want to use LinkedIn?
Make your selections you are comfortable with keeping in mind that “To Be Found” should
include all checkmarks.
Save Settings
Notes: Unless you are in Human Resources do you need to check the “Hiring employees or
contractors”.

5. Social Media Series 1: LinkedIn Training – Profile Setup
Email Confirmation
Go to your email account and look for the email from “LinkedIn Email Confirmation” within
your email client that you used to sign up for:
Save Settings
Open email to confirm your
account on LinkedIn with the
“Confirmation Link”

6. Social Media Series 1: LinkedIn Training – Profile Setup
Email Confirmation
Click on the Link within the email to confirm your LinkedIn account, which will take you to the
LinkedIn “Confirm Email” Page (Next Window):
Click on this confirmation Link
to Confirm your Email

7. Social Media Series 1: LinkedIn Training – Profile Setup
Email Confirmation
Click on the Link within the email to confirm your LinkedIn account, which will take you to the
LinkedIn “Confirm Email” Page (Next Window):
Click on this Button to Confirm
your Email Address

8. Social Media Series 1: LinkedIn Training – Profile Setup
Login to LinkedIn:
Finally, enter your password you used to sign up for LinkedIn and click the Button “Sign In”
Enter your password to Login to
LinkedIn‐then click button to
sign in

9. Social Media Series 1: LinkedIn Training – Profile Setup
Preferences for LinkedIn (Initial window after 1st sign in):
Step‐by‐Step: All areas are similar so I will choose the most widely used tool, which is “Address
Book” for now.
Select the Address Book option
to see who in your contact lists
may already be using LinkedIn

10. Social Media Series 1: LinkedIn Training – Profile Setup
Address Book integration: Finding people you already know on LinkedIn
This process allows you to connect to Colleagues at Company, old schoolmates, existing clients
and anyone in your Address Book that you have as a contact.
You can use your Lotus Notes Address Book as well, which I suggest, if you have most of your
contacts in this medium. If not, you can also upload a .csv file from whatever Address Book
you may have, Outlook, Mac Mail, etc…
Please see https://www.linkedin.com/static?key=pop_ex_upload_contacts for instructions on
how to save a .csv file for uploading.

11. Social Media Series 1: LinkedIn Training – Profile Setup
Accounts & Settings: How you want to be communicated with on LinkedIn
After adding your Address Book Contacts, select the “Account & Settings” link as shown:

12. Social Media Series 1: LinkedIn Training – Profile Setup
Accounts & Settings: My Profile
Next, Select “My Profile” to change and add information necessary to your Company Branded
Profile

13. Social Media Series 1: LinkedIn Training – Profile Setup
My Profile: Setup of your Profile to be Company centric
Main areas to be filled in, current position, past positions, Education and Websites
Profile:
Title: Company given title
City, State: Should be filled in
automatically
Industry: Marketing and
AdCompanying should be filled
automatically
Current Position
Fill in Current and Past positions
from all jobs you may have had
to increase your network
Add in your Formal Education to
increase your possibility of
Linking with old schoolmates

14. Social Media Series 1: LinkedIn Training – Profile Setup
My Profile: Websites
Websites:
Choose “Other” as the option for all
Website selections – this increases
Company’ Search Engine Optimization that
leverages LinkedIn’s top search engine
marketing.
Top Website Entry should be:
Name: Company Communications
URL: http://www.Companyinc.com
Name: Company Blog
URL: http://sellingatthetop.com/Company
Name: Company Twitter
URL:
http://twitter.com/Companycommunication
s

15. Social Media Series 1: LinkedIn Training – Profile Setup
My Profile: Interests
Interests:
This area should be what YOU and only you
are interested in personally.
This will give anyone looking you up to see
what you as a person are like and give the
human element to the LinkedIn social tool.
People find this area fascinating to
understand things they may have never
knew about you, even your existing
customers, and will discuss these things that
you may have in common with them, or
with their families.

16. Social Media Series 1: LinkedIn Training – Profile Setup
My Profile: Groups and Associations
Groups & Associations:
Must include:
‐ Direct Marketing Association
‐
‐
American Marketing Association
Local Chapters of DMA/AMA
‐ Company Corporate Associations
Can include:
‐ Any relevant work associations
Company is involved with
May include:
‐ Personal or Charity Associations
you are involved with

17. Social Media Series 1: LinkedIn Training – Profile Setup
My Profile: Honors and Awards – SAVE CHANGES
Honors and Awards:
Must include:
‐ Company Awards
‐ Company Honors
Can include:
‐ Any relevant work Awards you
have been given in your career
May include:
‐ Personal or Charity Awards you
were given
DON’T FORGET TO
“SAVE CHANGES”

18. Social Media Series 1: LinkedIn Training – Profile Setup
My Profile: My Photo
PHOTO:
Please use a Professional Photo in the JPEG
format. Just have a look at other photos to
see what is normal and appropriate.
Do not use a logo, or inappropriate photos
that you wouldn’t want your customers to
see.

19. Social Media Series 1: LinkedIn Training – Profile Setup
My Profile: My Photo
PUBLIC PROFILE:
Click this link “Customize your URL” and
place your name in the box – see next page
for example

20. Social Media Series 1: LinkedIn Training – Profile Setup
My Profile: My URL
PUBLIC PROFILE:
Click this link “Customize your URL” and
place your name in the box.
Example: DeanHolmes (No spaces)
This helps with searches and outgoing links
as other social applications will find you on
the LinkedIn site through Google like
searches

21. Social Media Series 1: LinkedIn Training – Profile Setup
My Profile: Public Profile Check Settings
PUBLIC PROFILE:
Be sure to check ALL BOXES including
“Picture”, which by default is not checked.
Having the photo allows you to be known as
you build your brand and awareness on
LinkedIn and any other Social Applications.

22. Social Media Series 1: LinkedIn Training – Profile Setup
My Profile: RSS Settings
PUBLIC PROFILE:
Click on the “Your Private RSS Feeds” link to
select an RSS Feed to come into LinkedIn
from Company’ Blog.

23. Social Media Series 1: LinkedIn Training – Profile Setup
My Profile: LinkedIn Answers Category Settings
LINKEDIN ANSWERS FEED:
Choose “Direct Marketing” from the drop‐
down box to have this feed into a RSS
Reader (If you have one), if not please click
on the button “Google” where you need a
Google Account (Use the same one from
your Gmail Account) or choose any of the
Readers from the list.
Newsgator is also a good tool, but I prefer
Google due to the ease of use.
An RSS Reader allows you to select any RSS
Feed from any site that shows the RSS
button to see news from the industry or
customers news as well.

24. Social Media Series 1: LinkedIn Training – Profile Setup
My Profile: LinkedIn Answers Category Settings
SUBSCRIBE TO THE FEED:
Click the “Add to Google Reader” button or
add it to your iGoogle Homepage, if you
already have that setup as your search
provider.

25. Social Media Series 1: LinkedIn Training – Profile Setup
My Profile: Company Groups
From the top of the LinkedIn Page, you will find the Search button:
In the box beside “Search People”, select the drop down and select “Search Companies”
Type in “Company Communications” to reveal the Company Company Group
Click “Join this group” and enter your email address for name@Companyinc.com. Sasha will
need to approve you into the Company Group after receiving an email – you will see this
appear in the left sidebar on any LinkedIn Page after approval.

26. Social Media Series 1: LinkedIn Training – Profile Setup
My Profile: Summary Section
How to get there: Left Sidebar > Profile (Use this copy for Company Branding verbatim)
Improve your targeting efficiency and accuracy.
Company Communications can help improve your direct mail marketing relevance, maximize your "wow" factor, and ensure quality
execution in a timely manner. When consumers are choosing which mail to read, we help to make sure your mail will be the one
they choose to open, read, and respond to.
To address the challenges of direct mail marketing program implementation, Company offers a full range of services to support you
in every stage of the process.
Realize the full potential of your customer data.
Leverage your customer data and our expertise to get more from every marketing program dollar. As a market leader in applied
database solutions, Company Communications' data professionals are experts at modeling, profiling, and analyzing customer
information to fine tune every element of your marketing program from target identification to media planning to creative design.
Our experts turn data into actionable information that will help you achieve superior results from your direct mail marketing, out‐of‐
home, adCompanying insert, or point‐of‐sale program investment.
About Company Communications
Company Communications is a premier provider of targeted print adCompanying and direct marketing solutions to America’s leading
retail and consumer services companies. Company delivers marketing programs that create strategic value for clients by using
creative services, proprietary consumer research, database targeting and digital technologies, premedia and media placement
services, combined with its world‐class printing expertise.
www.Companyinc.com.
Common Misspellings: Add this to the bottom of your Summary Page, which allows for anyone searching for you by name, and the
common mis‐spellings of your first and last name. Look around the keyboard to see which keys may be missed.
Summary section (Bottom of Profile Page)
CONTACT SETTINGS: (EDIT)
Add your email so that anyone looking to
get in touch with you can. Add your phone
number as well.
Also, add what you are looking to
accomplish or looking for out of the people
who would contact you on LinkedIn here.

27. Social Media Series 1: LinkedIn Training – Profile Setup
Part 2
Groups

28. Social Media Series 1: LinkedIn Training – Profile Setup
Groups: Overview of suggested Groups
Reference http://www.linkedin.com/deanholmes for Group selections
Searching for Groups: Type in companies, geography, most any term will have a group
Search by dropdown “SEARCH GROUPS:
Common Company centric Groups:
DMA: http://www.linkedin.com/groups?gid=95984
Analytics: http://www.linkedin.com/groups?gid=22313
Financial Marketing: http://www.linkedin.com/groups?gid=61443
Healthcare Marketing: http://www.linkedin.com/groups?gid=100418
Statistical Modeling: http://www.linkedin.com/groups?gid=915657
Customer Analytics: http://www.linkedin.com/groups?gid=84934
Marketing Executives: http://www.linkedin.com/groups?gid=36393
CMO’s: http://www.linkedin.com/groups?gid=51822
Database Marketers: http://www.linkedin.com/groups?gid=134079
Twitter: http://www.linkedin.com/groups?gid=54432
Direct & Database Marketers: http://www.linkedin.com/groups?gid=146431&trk=anetsrch_name&goback=.gdr_1238525345727_1

29. Social Media Series 1: LinkedIn Training – Profile Setup
Groups: Overview of leveraging Group Discussions
Look for Discussion topics that are Company centric, or relate to our business. This is a key
to finding who is discussing problems, challenges or ideas they may be searching for.

30. Social Media Series 1: LinkedIn Training – Profile Setup
Groups: Overview of leveraging Group Discussions
Once you pick a discussion, look at the answers given and determine if you could answer or
add to the topic at hand with some key, but non‐confidential information, that could get
seen by other marketers.
REPLY PRIVATELY:
This is a gold mine for sending a FREE
email right to a prospects Inbox on
LinkedIn and in their email address
which they have in their profile.
This is one of LinkedIn’s best kept
secrets and one that when you search
for, find and want to reach out, you
can do so without any cost to you.
KEEP IN MIND:
Be sure you are complimentary of their
answer, be specific in what you find
interesting and be clear on what you
see as a possible next step.
The Reply Privately Window:
REPLY PRIVATELY:
This is the window that will pop‐up
when Reply Privately is selected

31. Social Media Series 1: LinkedIn Training – Profile Setup
People Search: A Case Study of how this works
After you have uploaded and have connected with some of your invitations, you will see the
power of your network like never before.
Search for a contact you know may have connections and referrals:
Scroll down, to the right, and find their Connections:
Select
SEE ALL CONNECTIONS

32. Social Media Series 1: LinkedIn Training – Profile Setup
People Search: A Case Study of how this works
Glenn’s Connections, scroll through each and every page, to see who they have as “Other Connections” not
ones that are “Shared Connections” – this may be on several pages:
REFERRAL’S TO BE HAD:
As you look through all of their
connections, you may come across
people they know, that you would like
for them to introduce you to.
st
Most of my 1 degree connections that
I call are more than willing to make a
call on my behalf –
NO MORE COLD CALLS
Note that with just this one contact in my network, and on this one page of his connections,
there are:
‐ CMO of Oreck
‐ SVP, Marketing of Assurant
‐ VP of Marketing at Prudential Financial
‐ VP of Customer Knowledge at 1800Flowers
‐ CEO of ActiveCause
‐ National AdCompanying Manager at John Deere
‐ VP of Sales and Marketing at Samsonite
‐ Director of Marketing, Discover Card Services
‐ Interactive Marketing Manager at Lexus
This is only one, one of my 7,049 1st degree connections in my LinkedIn Network.

33. Social Media Series 1: LinkedIn Training – Profile Setup
Glenn Hughes: A Case Study of how this works
Glenn Hughes initially sent me an invitation to connect on LinkedIn through a Group, LIONS, an “Open
Networker” group that we share.
As soon as I received the invitation, as with EVERY invitation I receive, I scan to see who is sending the
invitation, where there may be a fit between our organizations, accept the invitation and then send a note
back that states what I would like to see next.
Example: Glenn’s invitation to me on 2/9/2009
Next: I reviewed Glenn’s website www.UpperQuadrant.com and determined that this was a person I
wanted to talk with and a call was placed.
Next: Glenn and I had a great discussion that was centered around his LinkedIn strategy, how he found me
and then his business – simply put, we were able to discuss these things because he found me on LinkedIn
Outcomes:
Meeting with their CEO to discuss a partnership that revolves around how their clients, with whom they are
discussing Company with now, due to my LinkedIn Training that I gave to Glenn, and the referrals they will
walk us into.
Next, see who some of their client’s are…

34. Social Media Series 1: LinkedIn Training – Profile Setup
Some of Upper Quadrant’s clients:
Client referrals expected from Upper Quadrant:
‐ Cox Media
‐ Nortel
‐ Rosetta Stone