2016 best practices and insights on personal branding and social selling using the world's top social network (LinkedIn) for business. Includes the latest research on the LinkedIn social network, top tips for improving your LinkedIn profile, recommendations on tools, resources, and insights from multiple third-party resources and LinkedIn experts.

1. 2016 Personal Branding
& Social Selling on
Jason Cormier
Co-founder, Room 214
jcormier@room214.com
Twitter: @jasoncormier
LinkedIn: linked.com/in/socialmediaman
303-444-9217
room214.com

2. Personal Branding is the practice of
people marketing themselves and
their careers as brands.
While previous self-help
management techniques were about
self-improvement, the personal-
branding concept suggests instead
that success comes from self-
packaging.
~ Wikipedia Definition
Personal Branding

3. Why?
● You are your own best client
● You have an opportunity to better differentiate yourself
● Intuit’s market study states over 40% of American workers
will be temps, contractors and freelancers by 2020
“We judge ourselves by what we feel capable of doing,
while others judge us by what we have already done.”
~ Longfellow
Personal Branding

4. “Great people do what others know they should do, but don’t”
● Adding a professional photo to your profile makes you 14 times
more likely to be found on LinkedIn
● Simply completing your profile boosts your chances of
connecting with others by over 40x… yet 50% of LinkedIn
profiles are incomplete.
Personal Branding

5. : The Ultimate (People) Search Engine
● 433 Million Users, 128 Million in the US
● Reaches 37% of total U.S. digital population
● LinkedIn messages have a higher open rate than email
● 37 Billion LinkedIn member pageviews in Q4 2014 (45B in Q1 2016)
● 1 Million post publishers
● 59% don’t visit Twitter
The World’s Social Network for Business

6. 1. A Professional Photograph
● Look straight into the camera
● SMILE
● Research proves direct eye contact with a smile subconsciously creates trust
The Top 10 LinkedIn Profile Tactics
Goal: Help them like you. Help them trust you.

7. 2. Develop a Compelling Headline
● Who are you?
● Who do you help?
● How do you help them?
The Top 10 LinkedIn Profile Tactics
Goal: Go beyond your job title.

8. 3. Make it Easier for People to Contact You
● Use Links
● Phone Number
● Other Contact Information
● Call to Action
Tip: Create and upload a background image
The Top 10 LinkedIn Profile Tactics
Goal: Go beyond LInkedIn’s “Additional Info” box

9. The Top 10 LinkedIn Profile Tactics
Upload:
Result:

10. 4. Get Third Party Endorsements
● Provide written recommendations for colleagues
● Endorse others for skills
● Build your skills list, then re-order them to your preference
● Leverage certifications, awards and honors
The Top 10 LinkedIn Profile Tactics
Goal: Establish social proof through third parties

11. 5. Use Keywords Strategically
● Custom LinkedIn URL
● Headline
● Profile Summary
● Skills
● Work Experience
● Interest
The Top 10 LinkedIn Profile Tactics
Goal: Increase your search visibility inside and outside of LinkedIn

12. 6. Actually Complete Your Profile (seriously)
● 40x more likely to connect with others
● Increases chances of identifying connections in common
● Understand a complete profile includes the following 8 attributes:
The Top 10 LinkedIn Profile Tactics
Goal: Maximize LinkedIn’s search algorithm to accelerate growth of your network
50+ connections Current Position Past Two Positions
Profile Photo Location Industry
Skills
Education
Tip: search for, and join relevant groups

13. 7. Reorder The Sections Within Your Profile
● Drag and Drop in order of your strengths
The Top 10 LinkedIn Profile Tactics
Goal: Lead with your strengths

14. 8. Ensure Everyone Can See You
● Go into your Privacy settings to choose how your profile appears in search
● Make sure everyone can see what you publish (not just your Connections)
The Top 10 LinkedIn Profile Tactics
Goal: Not to limit visibility of your or anything you may publish

15. 9. Leverage the New Publishing Feature
● Consider 450 to 650 words to start
● 900 to 1400 for potentially better results
● Post no less than once per month to start
● Use features to include links, rich media
(YouTube, Slideshare, Soundcloud)
The Top 10 LinkedIn Profile Tactics
Goal: Position yourself as a true expert with searchable content

16. 10. Highly Differentiate Your Profile Summary
● Short sentences, and small paragraphs
● Limit use of buzzwords
● Think in terms of online dating
● Focus on what Stephanie Sammons refers to as “The 7 P’s
WORKING SESSION BEGINS NOW TO FILL IN THE 7 P’s
The Top 10 LinkedIn Profile Tactics
Goal: Stand out from the crowd

17. The 7 P’s: Working Session
1. Be Personable (write in the first person)
2. Show your Passion (authentic enthusiasm)
3. Share your Perspective (what you stand for)
4. What Problem do you solve?
5. Who are the People you’re qualified to help?
6. What Process do you use?
7. What is the ultimate Pay-off for people you work
with (your gift)?

18. Best Practices to Grow Your NetworkBest Practices to Grow Your Network:
Live Demo
Note: If you are interested in inquiring about a
personalized, team workshop or seminar to
experience live training, contact Jason Cormier at
jcormier@room214.com or 303-444-9217

19. General Guidelines
● Provide value
● Post once per day
● View profiles of people you want to connect with
● Get familiar with the mobile app
● Get systematic
● Test, learn and adjust
Social Selling on LinkedIn
“You will get all you want in life, if you help enough other
people get what they want.” ~ Zig Ziglar
Social Selling on LinkedIn

20. ● Have a clear outcome in mind & assume 7-10 touch points to establish
trust
● Build a sales funnel with tagged folders
● Make a goal of 400+ contacts per folder
● Send up to 150 Invitations per month
● Leave gap of 5-7 business days before you reach out for the first time
● Script no less than 4 emails as template messaging you can customize
● 2-week gaps between each email
● Have a plan for how you will track success
Lessons from the Influencer Blueprint

21. Kimberly has worked in organizations for well over a decade, and has witnessed strategic
inertia, team tension and resistance to change many times before. She now leads a team dedicated
to implementing change after a merger, and feels hopeful but hesitant. She wonders, “How will
we articulate new strategies and launch initiatives so our employees buy in, particularly in a time
of fear and uncertainty?”
Chris has completed a recent leadership training course. He or She is full of new ideas, fueled
with enthusiasm, ready to put his/her new skills to work. Although not at the level of budget authority
and decision making, Chris can heavily influence decisions among the executives who are investing in
his/her future with the organization.
Stephen is a seasoned executive who considers his legacy and wants to make the organization
successful. He has experience and knowledge to guide decisions for the organization, looking towards
quality vs just checking a box to get the job done. Highly experienced and heavily educated, he stays
on top of business innovation, strategy and trends that assist him in his leadership support of a long-
standing organization.
Consider Your Buyer Personas

22. Digging Deeper - Chris
Background
• Age 45-55
• Male/Female 50/50
• Bachelors + MBA
• Family
• Sports
• Learning/Researching
• Reading
• Mindfulness, Faith, Religion
Characteristics
Interests
• Ambitious
• Open to new experiences
• Adventurous
• Motivated
• Growing with the organization
• Emerging leader
• Pushes edge of comfort zone
• High leadership potential
• Committed
• Professional/Savvy
• Outgoing
Titles
• VP
• Director
• Juris Doctorate (legal
education)
Pain Points
• A Tsunami of responsibility
• Large portfolio to handle
• Do more with less
Daily Business Drivers
• Wants to be successful
• Wants to be able to handle
the challenges ahead
Needs
• Professional development,
• always learning
• Needs to be successful
• Needs a sense of challenge and
adventure
• Visible path or guide to next steps
Information Sources
• Digital publications
• Print publications
• Ted talks
• LinkedIn groups
• LinkedIn news feed
• Podcasts
• Industry News
Thought Leaders,
Influencers
• Business thought leaders
in given industries
• Trusted Peers
• Boss

23. •Gap in leadership planning
•Major organizational transformation needed/impending/planned
•Needs help executing a major organizational initiative
•C-Level sees need to gain Exec Team alignment to move forward
with initiative or transformation
•Innovation needed
•Marketplace is shifting, need to get ahead or sustain desired
positioning
•High trust conversation - exposes flaws
Consideration Preference Justification Negotiation Purchase
Example Buyer’s Journey
Awareness

24. Awareness Preference Justification Negotiation Purchase
•Calls friends
•Calls consultants
•Calls influencers to see what they can do
•Discover firms that may be able to help
•Specific needs may not be known at this time
-OR-
•Based on previous experience, next steps are clear
and they start with a phone/email to the consulting
company and to network peers who’ve recently dealt
with similar scenarios
•Story of our problem begins
•Requirements start to be defined
•Some level of filtering begins to determine the right
firm fit and specialty fit
Consideration
Example Buyer’s Journey

25. •The short list of target consultants is created
•Phone/email a variety of firms (if not yet already
on this path)
•Additional Internet search may ensue fulfilling
need to research all options
•Random reach out is not as common, however,
due to sensitive nature of the situation and
information to be shared
•Affiliates - a version of the short list - is formed
to show matching capabilities and style
•Begin researching consultant websites
Awareness Justification Negotiation PurchaseConsideration Preference
Example Buyer’s Journey

26. Preference
•Budget cycles may delay this stage
•Financial gatekeeper may enter here
•HR may delay
•Procurement may delay
•Sometimes C-level exec can help smooth
any procurement issues
•Internal alignment begins
•Proposal is provided
•First stages of negotiation may start here
- also may start earlier in the process, but most
common to start here
Example Buyer’s Journey
Awareness Negotiation PurchaseConsideration Justification

27. Justification
•Project is structured with budget in mind
•Budget needs may require a re-design of
the project
•If this is the scaling portion of an existing
project, the scaling process can impact
budget and design again
•Misalignment may be discovered in a
scaling scenario
PreferenceAwareness PurchaseConsideration Negotiation
Example Buyer’s Journey

28. Negotiation
•Contract is signed
•Payment is delivered
Example Buyer’s Journey
JustificationPreferenceAwareness Consideration Purchase

29. ● Dominate in one channel before
diversifying to others
● “Tilt” your content toward the buyer
● Be consistent (form habits)
● Think long-term (15-18 months to
experience success)
● For every self-serving or personalized
update, consider sharing one other
from someone else
● Share 4 pieces of content from
others
Social Selling Insights from the CMI

30. Jason Miller -- Group Manager of Content
Marketing and Social Media at LinkedIn
● Updates with links perform 45% better
● Stats and quotes get the best
engagement
● 74% of prospects choose a company
that was first to help them along their
buyer’s journey
Social Selling Insights - Jason Miller

31. Use Linkedin Publisher!
● You can repurpose blog posts
● End your post with a short bio and CTA
● When messaging connections directly,
share posts relevant to them
● Follow up with prospects (assume no
less than 8 touch points)
Goal: make it easier for people to share
your content
Social Selling Insights - Viveka Von Rosen

32. The 3 x 3 Social Outreach Strategy: 3
Things about Your Buyer in 3 Minutes
● Something about their personal life
● Something specific about their business
● Something specific about their industry
“Hi Dan. First, I’ll just say it will be interesting to see if the
new Broncos QB will play this season. Good to see your
company made the top 5 list for _____. As I’ve got a
watchful eye on the industry myself (just read Gartner’s
report on ________), I’d love to connect.”
Social Selling Insights - Gabe Villamizar

33. 5 reasons to publish long form content
on LinkedIn:
1. You’re adding value
2. Your connections are notified (have a
strong title that makes them want to click)
3. Your network can share your content (so
you can get to 2nd-level and 3rd-level
4. Have a shot at showing up on Pulse
5. Positions you as an authority
Social Selling Insights - Melonie Dodaro

34. 4 ideas for generating relevant content:
● Look at the ‘Recent Activity’ page to
see what people are liking, sharing, and
commenting on
● Identify group posts with most
engagement
● Look at slideshare presentations with
most views: both title and topic
● Post questions to ask your network
Social Selling Insights from Melonie DodaroSocial Selling Insights - Melonie Dodaro

35. 1. PRIDE: Lead with humility. If you make mistake, correct it and move on
2. GLUTTONY: Don’t bring Vegas into your social media
3. SLOTH: Plan your work, and work your plan. Be diligent and disciplined.
4. ENVY: Someone is always doing it better than you. That’s ok. Stay encouraged.
Comparison is the enemy of contentment.
5. GREED: Give credit where credit is due. You can distribute original content
while still leveraging the content of others. Just give credit.
6. LUST: Don’t fall into the trap of kissing butts. Actively comment on content
from other leaders, give kudos -- but stay authentic.
7. WRATH: No matter how much something might put you off, avoid putting
other companies and people down.
The 7 Deadly Sins of Social Media

36. ● 125+ Amazing LinkedIn Stats (May 1, 2016)
● LinkedIn Updates for 2016 (YouTube Webinar Recording with Donna Shannon)
● Viveka Von Rosen: Author of LinkedIn Marketing 1 Hour a Day
● Stephanie Sammons: Author of Linked to Influence
● Social Selling Blog Post and Blab Interview with Gabe Villamizar
● Follow Jason Cormier on LinkedIn
● Tools Worth Reviewing:
- Canva, RELAY, PicMonkey for visual creation tools
- LinMailPro for messaging and administration of segmented audiences
- Dux-Soup for lead generation automation
- Book Recommendation: Ask (by Ryan Levesque)
Resources / Tools

37. Jason Cormier
Co-founder, Room 214
jcormier@room214.com
Twitter: @jasoncormier
LinkedIn: linked.com/in/socialmediaman
303-444-9217
room214.com
THANK YOU!