LinkedIn Workshop

30 October 2010
1Copyright Content&Copy Australia
www.contentandcopy.com.au

1. What is LinkedIn?
2. Why LinkedIn?
3. The How of using LinkedIn?
30 October 2010Copyright Content&Copy Australia 2

 To act and not react in this new business climate.
 To approach warm leads and avoid cold-calling.
 More business opportunities at virtually no cost.
 Relevant colleagues become comfortable pro-
active business developers.
 Satisfied clients to introduce you to their contacts in
an organised and carefully targeted manner.
 Colleagues to create more cross-selling opportunities.
 To be involved in modern up-to-date business
development techniques.

 What is LinkedIn?
 a forum for exchanging ideas;
 a networking tool; and
 platform to sell your goods and
services.

 LinkedIn Members - LinkedIn has seen one
of the fastest growth trends amongst social
media sites in Australia, with unique
audience numbers increasing by 99% from
July 2009 to May 2010.
 LinkedIn membership has surpassed 1
million professional users in Australia (Aug
10) Hubspot
 Twitter Users - According to Tribalytic Twitter
subscribers in Australia are estimated to
stand at 2.5 million.

 Feel comfortable with the technology
 Be able to build your personal, and your
business‘s global profile
 Build your network
 Make introductions
 Connect with 1m people in Aus. & 70 m
globally
 Get testimonials
 Raise your profile

 According to the Optus Social Media
Report October 2010, 19% of SME‘s use
Linkedin while only 33% are aware of its
existence
 Compare this with Facebook, and Twitter
that have 99% and 93% awareness and
53% and 27% usage.
 http://www.bizthinktank.com.au/ebookt
wo/#/8/

 This means that more people
proportionally that know about LinkedIn
use it when c/f other social media sites.
 It also demonstrates (if we lag behind
the U.S.), the potential of LinkedIn in the
next 2-3 years will grow exponentially
 Thank goodness you are getting on
board now

 To Add Value
 Help and Assist
 Engage
 Connect
 Trust that the process will drive people to
you.

1. Navigate LinkedIn
2. Your Profile
3. Ensure your colleagues represent your
real world
4. Leverage your LinkedIn Connections

1. LinkedIn navigation
2. Your Profile
3. Ensure LinkedIn represents your real world
4. Leverage your L.I. connections
5. Networking and Groups
6. Questions and Answers , introduction and
invitation etiquette
7. Recommendations , online referrals
8. How to Generate Leads on Linked In with
Advanced People Search
9. Market your business – using Linked In to
promote your services
2. Your Profile

 ....Internet
researchLinkedInWelcome, Jennifer!
LinkedInhome.htm
 View Profile, Edit profile, Profile Organiser
(premium), Profile statistics
 Contacts, my connections, add
connections
 My groups, groups you may like, groups
directory,
 Jobs, Find a Job, Job seeker Premium,
Manage jobs, Post a job, Hiring solutions

 More = Companies, answers, learning
centre, upgrade my account
 Applications= Amazon, events,
slideshare, Google, Tweets
 Search = people, jobs,companies,
answers, Inbox, groups

 Accept invitations
 View messages
 Compose Message
 Inbox/sent/archived
 What you need to know about
accepting invitations
 Don‘t give I.D.K‘s use archive if you must

2. Your Profile

 Own a profile that truly represents you.
 List your current and past
positions &education along with your
tenure there. This helps the right people
and opportunities find you.
 Add a profile photo– people never
forget a face!
 Add a summary paragraph. Think of it as
your professional elevator pitch.

 ―Here‘s a major mistake everybody
makes,‖ he said. ―Take a look at this:
‗Helena Bouchez, Principal, Helena B.
Communications.‘ That doesn‘t really
help you much. You‘re just repeating
your position. Make it descriptive. Look at
mine.‖ Amtower‘s reads: ―Leading
expert on marketing to the government;
consultant, speaker; LinkedIn black belt.‖

 ―You need to change ‗My Website‘ to
be the name of your company or blog.
Leaving it the default does nothing to
differentiate you or pique anyone‘s
interest to click on the link.‖
 Ie not my webiste but
www.contentandcopy.com.au

 Also, don‘t be afraid to update your
profile. LinkedIn has a powerful SEO
structure; every time you make the
slightest change, your page is crawled
and updated by the search engines.
And changes are then rolled up and
sent out weekly in LinkedIn‘s ―update‖
email.

 Featured ....Internet
researchLinkedInEdit My Profile
LinkedIn.htm
› Overview
 Sections
› Certifications
› Languages
› Patents
› Publications

› Blog Link
› Box.net Files
› Google Presentation
› Huddle Workspaces
› My Travel
› SAP Community Bio
› WordPress
› Legal Updates
› Real Estate Pro
› Portfolio Display
› Lawyer Ratings
› Projects and Teamspaces
› FT Press Delivers


 Enhance your Professional Profile
 Select a section or application from the left to
preview and add it to your profile.
 Languages
 Are you a polyglot? Add your language fluency
to show others which languages you know.
 Show preview
 Box.net Files
 Add the Box.net Files application to manage all
your important files online. Box.net lets you share
content on your profile, and collaborate with
friends and colleagues.

2. Your Profile
6. Questions and Answers , introduction and invitation etiquette
8. How to Generate Leads on Linked In with Advanced People Search
9. Market your business – using Linked In to promote your services
Networking and Groups
6. Questions and Answers – introduction and invitation etiquette
8. How to Generate Leads on Linked In with Advanced People Search
9. Market your business – using Linked In to promote your services

 Use webmail import to see, in seconds,
all the people you know who are
already on LinkedIn. You can then select
who you wish to invite to join your trusted
network.
 Upload a contacts file from Outlook,
Palm, ACT!, or Mac Address
 View our list of your colleagues and
classmates that are already on LinkedIn.

 Post a question on Answers and tap into the
experts you‘re connected to and the entire
LinkedIn network. With a professional
community of 80+ million, this is the perfect
place for those tough questions.
 Look up someone‘s profile before you meet
with them. Learn their background and see
who you know in common to get off to a fast
start.
 Search for Service Providers and select based
on trusted recommendations from people in
your network. Anonymous web searches to find
providers are a thing of the past.

2. Your Profile

 Identify geographic and special interest peer and
customer groups
 Ie: Australian, Melbourne, networking, CEO/CMO, I.T.,
professional, digital etc.
 Join Groups. This is powerful. This can be prospects
or people you‘re trying to recruit.
 Think of Groups as targeted audiences. If you or your
brand appeals to a particular demographic, find
groups that are made up of that demographic.
 You can join up to 50 groups and there are all kinds
of groups from Professional Groups to Alumni
Groups. Check out the Groups Directory and use the
Search Groups feature on the upper left-hand side.

 Joining groups is free
 Connecting with people in groups is
free!!
 Posting discussions, jobs (changing now),
investment wanted, job wanted are all
free
 Connecting in Groups on L.I. is not like
groups on F/B.
 Groups are active, connected and
discussing business all the time.

2. Your Profile
promote your services Networking and Groups

 Your opportunity to demonstrate your expertise
 A great opportunity for business development,
recommendations and developing your
professional brand
 This allows you to have a much bigger
footprint within your network and to
communicate in different ways with your 1st
degree network.
 For example, at least once per month ask a
question about a problem you faced recently
or if anybody else has heard of a particular
vendor that called you the other day. If you
have a big network, you can ask questions
more frequently.

 This is a great way to profile you/your brand and to
generate leads and real business. Remember, to be
considered an “expert‖ in any particular area, you
only need to know more than the person reading the
answer! Get in there, search for questions that you
think you can answer and answer them.
 Start Group Discussions. Once you‘ve joined some
groups, go in there and participate in discussions that
are happening or start group discussions. Remember
that these are targeted audiences and people have
joined these groups for a specific reason. You can
also set up notifications within the group so you get a
digest of discussions that are happening within the
groups you‘ve joined.

 Remember this is a business forum
 Your online results are powerfully SEO‘d
by Google
 Behave as if you are emailing a
customer you are not intimately
acquainted with
 As much as group discussions may rope
you into personal discussions, avoid it all
costs. This is not F/B.

2. Your Profile
6. Questions and Answers , introduction and invitation
etiquette
8. How to Generate Leads on Linked In with Advanced
People Search
9. Market your business – using Linked In to promote your
services

 Recommend others you have had
positive experiences with as a colleague,
friend, service provider, or employer
 As your network grows you may wish to
provide recommendations of people
who you believe have been helpful on
L.I.
 L.I. automatically asks them to
reciprocate. However, this is not
necessary

 Do An Advanced People Search. In the upper right
hand corner click on Advanced. Search for titles of
people or people at companies that you may want
to connect with.
 Search for Companies. This is competitive
intelligence. What are your competitors doing? Who
should you be connecting with?
 What content are they publishing? A new feature
called Follow Company ―allows you to keep up with
them by sending you updates through your LinkedIn
account‖ and gives you something to talk about with
the contacts that you find.

 Connect with everyone you know (even a little
bit) and that you also respect.
 Join groups, start conversations, and comment
on them.
 Be sure to add unique value. (Read: Do not just
rehash old ideas or ―Me-too‖ it.)
 Also, don‘t be afraid to update your profile.
LinkedIn has a powerful SEO structure; every
time you make the slightest change, your page
is crawled and updated by the search engines.
And changes are then rolled up and sent out
weekly in LinkedIn‘s ―update‖ email

 Update Your Network Status.
 Do this once per week.
 Remember, this is not Facebook but status updates serve
a similar purpose in a business context.
 Status updates are essentially mini performances. When
you post a status update, you‘re giving your network
information about yourself or your brand.
 ―Fantastic article — The Difference Between B2B and B2C
SEO – Proteus SEO.‖ What does this tell me about the
person that posted this? He‘s in the know. He has access
to information that might help me. His status update has
elevated his profile in my mind as a possible expert in this
area.

 Link your profile,website, blog, content
updates, slides and video to L.I.
 Ensure you join and participate in groups
and discussions relevant to your target
market.
 Understand L.I. is one of the best Seo
tools you have for your business
 L.I. puts you in control of your information

There are 100‘s of How to video‘s on Utube
 http://slidesha.re/95zhsS
 The unofficial site for everything Linkedin
is:
 http://linkedintelligence.com/smart-
ways-to-use-linkedin/

 Inbound Marketing
Blog SEO Social Media
Outbound marketing costs more

 The social media phenomenon that has
swept Australian consumers has been
vigorously embraced by the corporate
sector, with the number of organisations
using social media almost doubling in the
last two years.
 The inaugural Nielsen-Community Engine
2010 Social Media Business Benchmarking
Study found that 70 per cent of all
Australian businesses intend conducting
some form of social media activity this year,
compared with just 40 per cent in 2008.

Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

 Outbound Marketing
 Telemarketing
 Trade Shows
 Direct Mail
 Email blasts
 Print ads
 Tv/radio ads
 Interruption
 Inbound Marketing
 SEO
 Blogging
 Social media
 RSS
 Free tools/trials
 PR/Buzz
 Permission

ContentProvisionOnlineCopywriting
Video Images Audio Podcast
Professional
online copy Facebook Create CMS
Blog
SEARCH ENGINE OPTIMISATION

Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV

 Thanks for the opportunity
 I look forward to the opportunity of
connecting with you online presence and
conversions
 And to work in partnership with you
 THANKYOU

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