1. The
Publicity
Gal
Presents
TechTalk:
LinkedIn
Or Left Out

2. Lisa Horn, CAS
Hello! I’m Lisa Horn, CAS,
a.k.a. @ThePublicityGal,
and I specialize in PR, content
marketing & publicity using a journalistic
approach. Authentic storytelling—not spin.
I put my 18 years of promotional products
industry experience to work consulting with
a number of suppliers, distributors, and
service providers on their
publicity, catalog, social media and
strategic communication efforts.

3. My LinkedIn Stats
www.linkedin.com/in/lisakhorn/
 Profilein Top 10% viewed
for 2012
 Joined February 12, 2009
 500+ connections
 135+ endorsements
 11 recommendations received
 9 recommendations given

4. What Should You Expect?
 TechTalk is a workshop. This means you’ll
be able to try the things we talk about
while we’re talking about them and get
help if you’re having trouble.
 We’ll adjust the course to your learning
needs. If there are section where you’re
already proficient, we’ll speed up. If there
are section that need more
explanation, we’ll slow down.

5. Takeaways: What You’ll Learn
In today’s workshop, we will:
 Identify why LinkedIn is essential for building
your online reputation.
 Go through each of the profile sections so
you have the knowledge to complete yours
100%.
 Talk about ways to professionally engage with
others in your network and arm yourself with
information when making sales calls.

6. Feedback: What Do You Want
To Learn?
To help me tailor today’s workshop to your
specific needs:
 Is there a specific
topic you’d like
addressed or
question you’d
like answered?

7. Get Social: Principle 1
Bring Back Social
―Networking‖
Social ―media‖
implies
broadcasting
a monologue.
Social ―networking‖ implies connecting
a dialogue, a conversation with engagement.
Bring back networking!

8. Get Social: Principle 2
Stop Advertising; Start Engaging
Social networking
is like a cocktail
party, so get
dressed, come
prepared and
act accordingly.

9. Product Or Service Purchasing
Habits In A Digital Age
Before making a consumer purchase, from
a book to a new car, what do you do? You
put Google to work—by investigating the
product, pricing and locations. And all this
happens before dropping a dollar.
The same is true in business.

10. LinkedIn: Your Professional
Presence Online
HR managers examine applicants, and job
seekers check out potential employers to
determine if there is a good fit.
Salespeople find information on targeted
buyers to make the sale, and purchasing
agents explore all the options online before
agreeing to appointments.
It’s window-shopping in the digital age—and
LinkedIn is your storefront.

11. LinkedIn: The Business Network

12. Why LinkedIn?
 LinkedIn has 200+ million members in more
than 200 countries and territories.
 Every second, two new members join.
 Executives from all Fortune 500 companies
are members.
 LinkedIn members did more than 5.7
billion professionally oriented searches on
the platform in 2012.

13. Why LinkedIn?
 More than 2.7 million companies have
LinkedIn Company Pages.
 More than 1.3 million unique publishers
actively share content on the platform.
 Members share insights and knowledge in
1.5+ billion LinkedIn Groups.
What does all this mean? LinkedIn gives you
access to people you want to know.

14. Keys To LinkedIn Success
1. Determine Your Goals
2. Building A Complete Profile
3. Making Connections
4. Giving And Receiving Endorsements And
Recommendations
5. Engaging With Your Network
6. Finding And Sharing Valuable
Information

15. Key To Success – Determine
Your Goals
Why are you on LinkedIn?
 To find clients, vendors, partners,
contractors, employees?
 Do you want people to find you when
they’re looking for the same?
 A mix of both?
Your goals should drive your entire
presence.

16. Key To Success – Building A
Complete Profile
Users with complete profiles are 40 times more likely
to receive opportunities through LinkedIn. What
makes your profile complete?
 Your industry and location
 An up-to-date current position (with a description)
 Two past positions
 Your education
 Your skills (minimum of 3)
 A profile photo
 At least 50 connections

17. Blueprint: Perfect LinkedIn Profile
Source: http://marketingthink.com/social-branding-how-to-create-the-perfect-linkedin-profile-blueprint/

18. Profile Element:
Photo
 Don’t: Leave the photo
blank—this sends an unprofessional message.
 Do: Have a professional photo taken in
business attire—and smile!
 Do: Size the photo between 200x200 to
500x500 pixels, and crop in on your face.
 Don’t: Have anything other than you in the
pic—not pets, spouses, shoulder or hand of
person next to you in photo, etc.

19. Profile Element:
Headline
 Don’t: Use the LinkedIn
default of your title and company name. BORING!
 Do: Think of this space as a newspaper headline
or book title. Would you read further?
 Do: Showcase your USP, value proposition, brand
statement, specialty, etc.—and do it
creatively…in 120 characters.
 Do: Use keywords to appear in search.
 Do: Understand your target audience and
tailor message specifically to them.
RESOURCE:
http://www.forbes.com/sites/dailymuse/2012/08/14/does-your-
linkedin-headline-suck/

20. Profile Element: Headline
Example
Donna Serdula,
LinkedIn Makeover
 LinkedIn Headline Generator: A Guide To
Creating Highly Effective & Engaging
LinkedIn Headlines
 Keyword-Packed Headline
 POWER Statement Headline
http://www.linkedin-makeover.com/linkedin-profile-samples/linkedin-headline-examples/

21. Profile Element:
Custom URL &
Contact Info
 Do: Claim your
custom URL.
Ex: www.linkedin.com/in/lisakhorn/
 Don’t: Forget to complete all the contact info
fields.
 Do: Include website URLs. Tip: choose ―other‖
so you can name/brand the link.

22. Profile Element:
Summary
 Don’t leave the summary
blank. This area can be
the difference of reading
more about you vs leaving your profile.
 Do tell a story about yourself. Be
personable and authentic.
 Showcase your skills and expertise.
 Include any metrics to offer proof.

23. Profile Element: Summary
Examples
http://www.linkedinsights.com/3-stunningly-good-linkedin-profile-summaries/

24. Profile Element:
Projects—NEW!
Use this area to put
emphasis on particular
aspects of your work that
are not only key differentiators to what you
do but also examples of your expertise.
It’s one thing to say you know how to do
something; it’s another to show that can do
it with tangible proof.
RESOURCE: http://www.starrhall.com/create-more-
connections-using-projects-on-linkedin/

25. Profile Element: Skills &
Expertise—New!
In less than six months,
1 billion endorsements
representing thousands
of skills have been given.
 List at least 10 core skills
so others can endorse you.
 Begin by endorsing others first; many will
reciprocate in return.

26. Profile Element:
Experience
 Don’t: Stop with this section
after listing companies and
dates of employment.
 Do: Include details about your responsibilities, skills
gained, projects completed, metrics achieved.
 Do: Explain what products and services company
provides.
 Do: Link projects from the previous section to you
work experience

27. Profile Element: Organizations—
New!
Much can be learned
from volunteer
experiences, and there
are valuable connections
here, too. With this new section, now there is
a place to include volunteer work for either
civic or charitable organizations.

28. Profile Element: Honors &
Awards—Reformatted
This section has been
reformatted. What
was once a freeform
text box now has
fields that identify
award title, your
occupation (to link
back to specific
positions, issuer, date and description.

29. Profile Element:
Certifications—New!
This field is perfect for
our industry as there
are numerous
designations that
promotional consultants
may have. This new dedicated section
keeps all of this info in one place.

30. Profile Element:
Education
The education section contains school
name, degree, field of study and dates attended. If
you were active on campus, you can now add
descriptions to provide details about your studies and
give a better sense of your background and
experience.
Example:
 Graduated with Honors in English. Minored in
Anthropology. Overseas Studies Program: 1 semester
at Oxford, focus on English literature. Received
National Merit Scholarship, 1997, and Washington
Post Scholarship, 1998.

31. Profile Element: Volunteer
Experiences & Causes—New!
The more you have in
common with someone,
the easier it is to spark
conversation because there
is common ground.
With this new section, you
can share what’s important to you
personally—and learn the same about others.

32. Profile Element: Additional Info
While not a super critical
part of the profile, additional
info can give profile visitors
another point of commonality.
Include things your interested
in professionally and personally. And let
people know your preferred method of
contact.

33. Key To Success – Making
Connections
The power of LinkedIn
comes from your
network of contacts:
 1st Level: Those with
whom you are directly
connected
 2nd Level: Connections of the people in your
first level
 3rd Level: Connections of 2nd level contacts

34. Connecting:
Sending Invites
 Don’t: Use the defaut:
―I’d like to add you to
my professional network
on LinkedIn.‖
 Do: Send a personal invite.
 Do: Include details of how you know this
person.
 Do: Give a reason why you’d be a
valuable contact

35. Connecting: Sending Invites
Example—Personalize It
 Specify
how you
know each other
 Add personal note
 Includecurrent and
relevant details

36. Connecting: People You May
Know
It’s easy to simply click
―connect,‖ however
this automatically sends
the generic invite.
Instead, click on the person’s profile and
click the invite button next to his or her
picture. This brings up the window for
personal correspondence.

37. Connecting:
Receiving Invites
 Don’t:Simply accept
and do nothing else.
 Do: Say thank you!
 Do: Write a personal response to spark
conversation. This is networking!
 Inquire about something on their profile.
 Include a memory of a past meeting.
 Don’t: Feel like you must accept every
invitation.

38. Connecting: Acquaintances
 Don’t: Send blanket
invites to people you don’t really
know—LinkedIn will penalize you if more than
5 people say they don’t know you.
 Do: Use the people you may know tool.
 Do: Introduce yourself to others with whom
you have common connections—and explain
why you’d like to connect.
 Do: Select the accurate way you ―know‖ the
person with whom you want to connect.
RESOURCE: http://www.linkedin-
makeover.com/2013/02/22/linkedin-account-restricted/

39. See Connections Graphically
LinkedIn’s new functionality makes it easy to
see what you have in common with others.
This is useful when evaluating potential
connections as well as looking for similar
interest with established connections.

40. Key To Success – Endorsements
And Recommendations
Powerful public testimonials from others speak
volumes about your skills and expertise.
 Endorsements: Easy one-click way to
indicate one’s skills; especially useful for
those with whom you’ve had limited or
indirect engagement.
 Recommendations: More in-depth testimony;
appropriate for those with whom you have
directly worked.

41. Endorsements
 Do: Add skills to your
profile to get started.
 Don’t: Feel like you must
endorse people for skills
that LinkedIn auto-
generates—endorse on what you know.
 Do: Send a personal note to say thank
you when an endorsement is received—
it’s a great excuse to start a conversation.

42. Recommendations
 Do: Recommend others.
 Direct Reports
 Colleagues
 Vendors
 Do: Spend time thinking
about the message.
 Do: Ask for recommendations.
 Don’t: Be pressured into making
recommends. It’s OK to politely decline.

43. Key To Success – Engaging
With Your Network
Remember Social Principle 1:
Bring ―Networking‖ Back!
LinkedIn was built specifically for networking:
 Monitoring LinkedIn Today
 Updating Your Status
 Following News & Companies
 Joining Groups
 Taking Polls

44. Monitor LinkedIn Today
This custom newsfeed
details what’s happening
in your network and allows
you to jump into the
conversation:
 Updates with connections
 Shared articles
 Content from thought
leaders
 Group activities

45. Update Your Status
Updating your status is an informal way of
letting your network know what you’re
working on—and this could be
something they need.

46. Status Update Success Story
Last night, I updated my
status about this workshop.
In less than an hour, 8
people checked out
my profile—the first step
to potential new biz.

47. Follow News & Companies
By following news outlets and
companies of interest, you
can stay up-to-date on the
topics that interest you most.
This is especially helpful if you
are looking for content to
educate yourself and your
audience.

48. Join Groups
Groups bring people a
with common interests
together in a forum for
discussion and learning.
 Do: Join groups where
your customers are.
 Do: Join groups to be a thought leader as
well as ones where you’re the student.
 Do: Follow group rules and contribute
accordingly.
 Do: Give more than you get.

49. Example: Group Rules
Each group
monitor can set
his/her own rules,
but these from
the AMA are
fairly standard.
Consult your
groups for
specifics.

50. Take A Poll
LinkedIn is also
a place to do
research and
share opinions.
The poll feature
allows you to
quickly get
input on a topic
of interest.

51. Key To Success – Finding And
Sharing Valuable Information
Part of being a valuable member of any
community is sharing info that is relevant to
your audience. You can find information to
share—as well as share your own—through:
 Status updates from your contacts
 Group discussions
 LinkedIn Influencers

52. Finding Relevant &
Shareable Info

53. Thought-Provoking Content:
LinkedIn Influencers
By recruiting today’s top thought leaders,
LinkedIn has
become a
content
destination.

54. Final Thoughts
 Content that has no real value (Happy
Monday!) is just noise. Don’t post unless you
have something relevant to add to the
conversation.
 Think about your audience’s needs rather
than your own—and build content from there.
 Everything you post has the potential to
build—and conversely detract—from your
personal brand. Be smart about your content.

55. Make A Commitment
What top three things that you learned
today will you implement immediately?
Make a commitment to do it and set a
deadline.
Share your goals with others and keep each
other accountable.

56. Connect With Me
 http://thepublicitygal.com
 http://www.linkedin.com/in/lisakhorn/
 http://twitter.com/thepublicitygal
 http://www.facebook.com/lisakhorn.biz

57. You’ve been a great
audience!