LinkedIn Training for Employees: Building Relationships with Influencers and Brand Advocates

LinkedIn Training for Employees: Building Relationships with Influencers and Brand Advocates

• 1.
  LinkedIn Training The premiere B2Bnetwork Social Influencer / Brand Advocate Training May 2013 Brian Crouch Content Marketing Director
• 2.
  He’s on LinkedIn!(w00t) He “might as well be dead”?
• 3.
  Maximizing LinkedIn networksfor business impact 1. Determine your business objective: what’s your goal? 2. Optimize your profile  Include key relevancy/discovery points in your title: how will you help your profile be found?  This helps Branding, for yourself, for your brand 3. Grow your network  Upload your contacts from Outlook
• 4.
  Improve searchability.
• 5.
  Complete your profile LinkedInrecommends the following minimums for a “100%” complete profile:  Industry  Education  Postal code  At least five skills  Current position with  Profile photo description  Two prior positions  At least 50 connections  Keyword-rich summary
• 6.
  Optimize your headline(160 char.) for max search value: And include your nickname/ maiden name, if applicable. 6
• 7.
  Name redacted Your LinkedInProfile can change the tenor of the conversation.
• 8.
  Leverage your ContactInfo: customize web links. Use “Other” instead of “Company Website” or “Blog,” then add your own text along with the links. 8
• 9.
  Add media..
• 10.
  Show your experienceto add credibility..
• 11.
  Include additional infoabout yourself.
• 12.
  Manage your recommendations.
• 13.
  Include skills forpeople to endorse you.
• 14.
  More on recommendations. Myrecommendation: make every effort to give more Recommendations… but do it sincerely. Endorse everyone you can legitimately endorse. PRO TIP: Don’t use the auto-generated suggested endorsements only. Type in the most relevant endorsement you can deliver. Then you’ll be in a unique position in your contact’s profile. "I will speak ill of no one, and speak all the good I know of everybody.“ - Benjamin Franklin 14
• 15.
  What are youposting on LinkedIn?
• 16.
  Status updates, sharesand likes: simple tips If you post 20 status updates per month, you will reach approximately 2/3rds of your active network on LinkedIn. Top-of-mind takes work. 2. You can follow users that you want to connect with: no “request” needed. 3. Please—don’t share an update unless you’ve read the linked article. 1. ◦ If you comment on a linked article/blog post, share from their social widget, if possible.
• 17.
  Use the bookmarkletto share a URL from a page without a share button. Go to “Tools” at the bottom of any LinkedIn page (or click image). 17
• 18.
  WHAT TO SHARE: 1.Interesting articles and blog posts. 2. Thought leadership content related to your area of expertise. 3. Videos (YouTube, Vimeo, TED) 4. Useful presentations and whitepapers (Slideshare) 5. Insights (people love stats) and quotes 6. General business and leadership tips and advice 7. Keep self-promotion and marketing to 20% or less 8. Infographics and images
• 19.
  WAYS TO INTERACTON LINKEDIN: 1. Like someone’s activity 2. Share a post 3. Comment on a post 4. Endorse someone’s skill(s) 5. Recommend a colleague, partner or customer 6. Send someone a direct message or share a link 7. Visit someone’s profile.
• 20.
  Advanced search features
• 21.
  Create saved searchesfor topical focus. Just click “Advanced” next to search bar to get to this page… 21
• 22.
  Connect Outlook toLinkedIn: Click “Tools” in footer (Click image to visit the link.)
• 23.
  EVERY WEEK YOUSHOULD ADD NEW CONTACTS: 1. 2. 3. 4. 5. Anyone with whom you had a meeting. People you met at social events. New colleagues with whom you interacted. People from other networks. Significant email contact.
• 24.
  Use Rapportive whenin Gmail environment. Visit Linksy.me to generate emails if needed. rapportive.com linksy.me/find-email 24
• 25.
  Groups. Join a relevantactive community and participate in a genuine, respectful way. ◦ Look for a niche forum (such as a LinkedIn Group) that maps to your objectives. ◦ Screen it. ◦ Invest the time to know those within it.
• 26.
  How to findthe right group: start with target topics, then… Look for a high comment/discussion ratio.
• 27.
  Easy way tocheck: look at Group Stats. Easy way to check a group: look at Group Stats.
• 28.
  Many Discussions, almostno Comments. Adding your content = wasted time.
• 29.
  Interact with theGroup Owner Send a personal thank you/greeting. You’ll be in the top 0.5%! Optional: Make a promise to never spam. Ask if there’s anything you can do to promote the group. Consider following the owner on other social channels too.
• 30.
  Stand out ina Group: Know people. Talk to them. When you can identify members by face and name, you’ve “arrived.”
• 31.
  Leveraging 3rd degreeconnections to open conversations for business How to use LinkedIn’s newest feature to find out who your friends (and their friends) know. LinkedIn’s new feature allows you to peruse your connections’ connections (also known as 2nd and 3rd degree connections.)
• 32.
   First step: goto the profile page of 1st degree contact who you feel certain would be willing to extend an introduction. Click on their “connections.” Once you are at their “Connections” section….
• 33.
  To the rightof that section will be a magnifying glass. Click that:
• 34.
  Type any keyword,e.g., “Content Strategy”, “marketing”, “finance”, “real estate.” A list of profiles matched by target keyword will appear, along with a count of your overlapping connections. Lots in common? Connect.
• 35.
  Use “Advanced Search”to filter 2nd & 3rd degree contacts. For example: company name, industry, degree of separation, location. You can also search within specific groups.
• 36.
  Best way touse this knowledge? When you’ve identified 2nd and 3rd degree connections you’re hoping to meet, don’t send an Introduction request through LinkedIn. Instead: 1. Call or otherwise reach your 1st degree connection: you’ve met them, right? 2. Inquire about the person you’d like to meet and your contact’s relationship with him or her. 3. Get your connection’s opinion regarding this person, and share your reasons to connect. After creating that permission, send an introduction request through LinkedIn— the phone call or personal request assures it won’t be ignored. Bonus: you’ve strengthened your relationship by conversing and asking for an opinion (the way introductions used to be done.)
• 37.
  Sincere Open Collaborative Interested Authentic Likeable THANK YOU!
• 38.
  No relation. 38 Brian Crouch,Content Marketing Director. @BrianCrouch
• 39.
  Questions?
• 40.
  40
• 41.
  Duty Calls 41