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Advanced techniques in crafting an effective social profile

Jul 18, 2015

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Janet Johnson
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Page 1: Advanced techniques in crafting an effective social profile

Advanced  LinkedIn  and  Social  Media  Techniques    

for  job  candidates  and  employers  

Page 2: Advanced techniques in crafting an effective social profile

Our  Agenda  

•  Moving  beyond  the  LinkedIn  basics  •  UpdaAng  your  profile  – How  you  ‘show  up’  in  LinkedIn  –  The  focus  for  profile  updates  

•  Pay  to  play?    •  Extra  credit  in  LinkedIn    – Groups  –  Thought  leadership  

•  Minding  the  social  edges  

2  

Page 3: Advanced techniques in crafting an effective social profile

“WHAT  WOULD  YOUR  WORLD  BE  LIKE…  

BUT!  Before  we  get  started…  

Page 4: Advanced techniques in crafting an effective social profile

…if  exchanging  with  you  was  the  richest  experience  of  peoples’  day…week…?”        

                             -­‐  Marsha  Shenk,  Business  Anthropologist,  Founder,  5Movez  

4  

Page 5: Advanced techniques in crafting an effective social profile

   

Brain  fitness  puts  you  in  shape    for  rich  exchanges  

   

•  New  forms  of  fun,  exercise              and  moving  •  Sincere  quesAons,              genuine  vulnerability  •  Fresh  visuals    •  Breaks  and  rest  •  Experience  of  belonging  

•  Concerns  for  status  •  MulA-­‐tasking  •  FaAgue  •  Stress  •  Ambiguity  •  InformaAon  overload  

 Enable  with:                                                      Impair  with:    

@  5Movez  2014             5  

Page 6: Advanced techniques in crafting an effective social profile

Harvard  Social  Psychologist  2nd  most  watched  TED  talk  of  all  Ame  

Source:  Amy  Cuddy:  Your  Body  Language  Shapes  Who  You  Are  –  TED  Talk  

Page 7: Advanced techniques in crafting an effective social profile

Tiny  Tweaks  à  Big  Changes  

Source:  Amy  Cuddy:  Your  Body  Language  Shapes  Who  You  Are  –  TED  Talk  

Page 8: Advanced techniques in crafting an effective social profile

YOUR  LINKEDIN  PROFILE  Building  the  Right  Presence  

Page 9: Advanced techniques in crafting an effective social profile

•  300M  members    

•  41%  have  >500  connecAons  –  Up  from  30%  last  year  

 

•  15%  have  >1,000  connecAons    –  Up  from  8%  last  year  

 

•  48%  spend  2  hours  a  week  –  Up  from  38%  last  year  

 

•  18%  spend  >  7  hours  a  week  –  Up  from  11%  last  year  

LinkedIn  by  the  Numbers:  Placorm  

Page 10: Advanced techniques in crafting an effective social profile

•  Google  is  too  broad  for  people  search  any  more  – We  have  much  more  context  in  LinkedIn  

 

LinkedIn  vs.  Google  for  People  Search  

Page 11: Advanced techniques in crafting an effective social profile

Check  Yourself  in  the  Mirror  –  Honestly    

Page 12: Advanced techniques in crafting an effective social profile

How  ConnecAons  See  You  

Page 13: Advanced techniques in crafting an effective social profile

How  Anyone  Sees  You  

Page 14: Advanced techniques in crafting an effective social profile

How  Recruiters  See  You  

Page 15: Advanced techniques in crafting an effective social profile

Managing  Your  Profile:  Focus  

Page 16: Advanced techniques in crafting an effective social profile

Managing  Your  Profile:  Content  

Page 17: Advanced techniques in crafting an effective social profile

Managing  Your  Profile:  RecommendaAons  

Curate  your  recommendaAons  by  enthusiasm,  dates,  focus,  whatever  you  like.    I  wrote  the  top  two  recommendaAons  for  my  clients.      They  appreciated  the  help.  I  appreciated  the  posiAoning.    

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Managing  Your  Profile:  Follow  SuggesAons  

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Manage  Your  Profile  -­‐  SEO  

Members  who  list  skills  on  their  LinkedIn  profiles  receive  an  average  of  13  0mes  more  profile  views  than  those  who  don’t.  

Page 20: Advanced techniques in crafting an effective social profile

Skills  are  Keywords  Too  

Order  your  skills  by  desirable  traits,    not  necessarily  by  numbers  of  endorsements  

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You’re  known  by  the  company  you  keep  

Page 22: Advanced techniques in crafting an effective social profile

What  Past  Students  Have  Said  •  Maybe  play  a  clip  from  the  Amy  Cuddy  TED  talk  that  was  discussed.  Can't  think  of  anything  else  -­‐  It  was  a  great  

workshop!    -­‐  10/8/2014  12:35  PM    

•  how  lay  out  your  profile  in  linkedin...  what  to  include/  not  include  in  the  summary,  what  to  include/  not  to  include  in  jobs.  how  many  jobs  to  list  or  whether  or  not  to  list  them  if  they  are  not  relevant  to  "dream  job".  we  customize  resumes  for  individual  jobs,  but  how  do  you  make  a  profile  to  generic  enough?  -­‐  10/7/2014  8:47  AM    

•  Yes!  I'd  love  to  have  some  hands-­‐on  experience,  and  peer/instructor  review  of  my  work.  I  also  don't  know  how  to  tweet  and  I  a  poor  user  of  Facebook.-­‐  10/7/2014  8:37  AM    

•  How  to  keep  building  your  profile  -­‐  such  as  best  ways  to  add  publicaAons  and  when,  as  well  as  websites,  etc.  How  to  use  your  profile  to  not  only  market  yourself,  but  your  job/company,  too  -­‐  10/7/2014  8:34  AM    

•  1)  Going  into  more  detail  on  semng  up  an  effecAve  summary  2)  How  to  make  most  of  the  LinkedIn  groups  3)  How  to  publish  on  LinkedIn  -­‐  10/7/2014  8:15  AM    

•  LinkedIn  Business  Page  WriAng  a  profile  for  business  How  to  unlink  with  someone  Coming  up  with  powerful  headlines  As  a  business  connecAng  with  potenAal  clients  -­‐  10/6/2014  6:00  PM    

•  Relevant  informaAon  to  include  on  a  LinkedIn  profile.  -­‐  10/6/2014  5:44  PM    

•  Maximizing  groups  &  contacts  -­‐  10/6/2014  5:28  PM  

22  

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PREMIUM  MEMBERSHIP  Y/N?  Especially  for  Job  Seekers  

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Pay  for  Premium  or  Not?    

IF  you’re  searching  for  a  job,  sign  up  for  your  free  month  

Page 25: Advanced techniques in crafting an effective social profile

Keywords  are  Key  in  Your  Summary:  Premium  Feature  

Do  you  have  a  call-­‐to-­‐ac0on  in  your  summary?  

Page 26: Advanced techniques in crafting an effective social profile

How  You  Rank  vs.  Your  ConnecAons  

Page 27: Advanced techniques in crafting an effective social profile

How  You  Rank  vs.  Your  ConnecAons  

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Jobs:  How  You  Stack  Up  and  Salaries:  Premium  Feature  

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Profile  Views:  Premium  Review  

Seasonality  at  work…  watch  out  for  Jan.  12!    

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Profile  Views:  How  LinkedIn  “Links”  AcAons  

Don’t  Always  Believe  what  LinkedIn  Tells  You…    

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STATUS  UPDATES  AND  GROUPS  Extra  Credit  LinkedIn  AcAviAes  

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Reminder:  brain  fitness  puts  you  in  shape    for  rich  exchanges  

   

•  New  forms  of  fun,  exercise              and  moving  •  Sincere  quesAons,              genuine  vulnerability  •  Fresh  visuals    •  Breaks  and  rest  •  Experience  of  belonging  

•  Concerns  for  status  •  MulA-­‐tasking  •  FaAgue  •  Stress  •  Ambiguity  •  InformaAon  overload  

 Enable  with:                                                      Impair  with:    

@  5Movez  2014             32  

Page 33: Advanced techniques in crafting an effective social profile

Status  Updates:  Understanding  LinkedIn  Trends  

Members  who  share  content  on  LinkedIn  at  least  once  a  week  are  nearly  10  0mes  more  likely  to  be  contacted  for  new  opportuniAes  than  people  who  don’t  share.  

Page 34: Advanced techniques in crafting an effective social profile

Managing  your  Public  Profile:  Content  Strategy  

•  Check  your  profile  every  day  to  review  your  own  updates  

–  Are  you  adding  value  by  sharing  the  right  kind  of  informaAon?    

•  Follow  the  6  -­‐  3  -­‐  1  rule  in  LinkedIn:  for  every  10  posts  

–  Six  educaAonal  posts  of  informaAon  in  your  industry    

–  Three  educaAonal  posts  that  you  or  your  company  authored  

–  One  promoAonal  post  about  your  services  

Status  Updates  Will  Define  You  

eMarketer  

Page 35: Advanced techniques in crafting an effective social profile

Highlights:  •  You  can  connect  to  up  to  

50  Groups  •  Group  membership  allows  

you  to:  –  Send  a  direct  message  any  other  group  member  

–  See  full  profile  informaAon  for  group  members  

•  Content  in  all  open  Groups  is  indexed  for  search  

Warnings:    •  Spam  is  highly  frowned  

upon,  and  overt  promoAon  will  get  you  expelled  

•  You’ll  get  lots  of  “junk”  email  when  you  join  Groups  –  Control  your  Group  noAficaAon  semngs  in  your  Semngs…  menu  

–  You’ll  be  prompted  when  you  join  to  adjust  Semngs  

Groups  –  Why  They’re  Best  For  ConnecAng  

Page 36: Advanced techniques in crafting an effective social profile

Managing  Group  Semngs  

Page 37: Advanced techniques in crafting an effective social profile

Pick  ONE  Group  and  ParAcipate  

Group  parAcipants  get  4x  the  Profile  views  of  non-­‐parAcipants  

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Add  Value  to  Group  Commentary  

Page 39: Advanced techniques in crafting an effective social profile

What  would  your  world  be  like  if…  

…exchanging  with  you  was  the  richest  experience  of  peoples’  day…week…?”      -­‐  Marsha  Shenk,  5Movez  

39  

Page 40: Advanced techniques in crafting an effective social profile

Control  your  Group  Semngs:  Interests…  

Page 41: Advanced techniques in crafting an effective social profile

How  Do  You  Want  to  Be  Perceived?  

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PRESENTATIONS  AND  POSTS  Sharing  Your  Thought  Leadership    

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slideshare:  Brilliant  Resource  for  MarkeAng  and  Ideas  

LinkedIn  bought  slideshare  in  2012  

Page 44: Advanced techniques in crafting an effective social profile

SlideShare:  Brilliant  Resource  for  MarkeAng  and  Ideas  

You  can  do  be`er  than  I  have…  (!!)  

Page 45: Advanced techniques in crafting an effective social profile

slideshare  AnalyAcs  –  New  and  Improved  

Page 46: Advanced techniques in crafting an effective social profile

Posts  in  Pulse:  Thought  Leadership  

Page 47: Advanced techniques in crafting an effective social profile

Posts  in  Pulse:  Thought  Leadership  

Page 48: Advanced techniques in crafting an effective social profile

Again,  what  would  your  world  be  like  if…  

exchanging  with  you  was  the  richest  experience  of  peoples’  day…week…?”      -­‐  Marsha  Shenk,  5Movez  

48  

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BUILDING  A  COMPANY  PAGE  For  Companies  and  HR  Professionals  

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Beef  Up  Your  Company  Brand  on  LinkedIn  

h`p://blog.linkedin.com/2014/12/09/announcing-­‐linkedins-­‐best-­‐of-­‐company-­‐pages-­‐2014/  

Page 51: Advanced techniques in crafting an effective social profile

Company  Pages  –  Culture,  Jobs,  People  

Page 52: Advanced techniques in crafting an effective social profile

Company  Pages  –  Video,  TesAmonials  

Page 53: Advanced techniques in crafting an effective social profile

What  Past  Students  Have  Said  •  Maybe  play  a  clip  from  the  Amy  Cuddy  TED  talk  that  was  discussed.  Can't  think  of  anything  else  -­‐  It  was  a  great  

workshop!    -­‐  10/8/2014  12:35  PM    

•  how  lay  out  your  profile  in  linkedin...  what  to  include/  not  include  in  the  summary,  what  to  include/  not  to  include  in  jobs.  how  many  jobs  to  list  or  whether  or  not  to  list  them  if  they  are  not  relevant  to  "dream  job".  we  customize  resumes  for  individual  jobs,  but  how  do  you  make  a  profile  to  generic  enough?  -­‐  10/7/2014  8:47  AM    

•  Yes!  I'd  love  to  have  some  hands-­‐on  experience,  and  peer/instructor  review  of  my  work.  I  also  don't  know  how  to  tweet  and  I  a  poor  user  of  Facebook.-­‐  10/7/2014  8:37  AM    

•  How  to  keep  building  your  profile  -­‐  such  as  best  ways  to  add  publicaAons  and  when,  as  well  as  websites,  etc.  How  to  use  your  profile  to  not  only  market  yourself,  but  your  job/company,  too  -­‐  10/7/2014  8:34  AM    

•  1)  Going  into  more  detail  on  semng  up  an  effecAve  summary  2)  How  to  make  most  of  the  LinkedIn  groups  3)  How  to  publish  on  LinkedIn  -­‐  10/7/2014  8:15  AM    

•  LinkedIn  Business  Page  WriAng  a  profile  for  business  How  to  unlink  with  someone  Coming  up  with  powerful  headlines  As  a  business  connecAng  with  potenAal  clients  -­‐  10/6/2014  6:00  PM    

•  Relevant  informaAon  to  include  on  a  LinkedIn  profile.  -­‐  10/6/2014  5:44  PM    

•  Maximizing  groups  &  contacts  -­‐  10/6/2014  5:28  PM  

53  

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MINDING  THE  EDGES  All  of  our  social  profiles  maver  

Page 55: Advanced techniques in crafting an effective social profile

Twiver:  Interests,  News,  Sharing  

       

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Twiver:  Interests,  News,  Sharing  

       

Page 57: Advanced techniques in crafting an effective social profile

Twiver:  Interests,  News,  Sharing  

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Link  Your  Personal  Brand!  

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Ready  to  enable  rich  exchanges?    

       

Thank  you!  @janetleejohnson  

LinkedIn.com/in/janetleejohnson