How to build your LinkedIn profile and stand out

Milena RegosPeople on The Go Faculty Member

• Award winning marketing professional with 19 years of traditional and digital experience in B2C and B2B.

• Founder/Principal Out&About Marketing, digital marketing and social media consultancy focusing on results.

• Frequent speaker on marketing and social media. Past appearances include American Institute of Floral Designers, American Marketing Association, 1-800-Flowers and more.

• Skier, paddleboarder, mountain biker, traveler.

• On LinkedIn since 2006.

About Me

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How to leverage the power of LinkedIn

• Why LinkedIn?

• How to create a profile that stands out

• How to build your network

• How to use Linkedin to market your business/yourself and participate in meaningful conversations

• How to use Linkedin for lead generation

• Best practices

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LinkedIn Visualized

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This is my network. To get yours, go to:

http://inmaps.linkedinlabs.com/

Fun homework

Go to: http://inmaps.linkedinlabs.com/ and Get Your Professional Network Visualized

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LinkedIn Members

• 250 million worldwide users

• Average age 44

• 2x more buying power than Facebook and Twitter

• 41% Household income of $100K+

• 13.5M business decision makers

• 52% college grad or post grad

• Company pages 2.8 million+

• Groups 1.6 million+

Sources: 1)comScore US 9/2012; 2) LinkedIn 3) comScore US Plan Metrix 4)comScore US Plan Metrix 12/2012. Image credit: Business Week

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“If you are a business professional and you don’t have a powerful LinkedIn presence, you are missing valuable opportunities.”

8Source: Hubspot

What do people do on social networks?

Personal Networks Professional Networks

Socialize Maintain professional identity

Stay in touch Make useful contacts

Be entertained Search for opportunities

Kill time Stay in touch

Share content Keep up to date for career

Spend time Invest time

26% more interested in receiving updates

from brands

Source: LinkedIn9

Linkedin for B2B

• 250m people

• Company pages and groups

• In mail options

• Ad targeted by role

• Sponsored mails

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Linkedin for B2B• 65% of global

business executives say their organizations use social business tools to understand market shifts

• 45% to improve visibility in operations

• 45% to identify internal talents

11Source: Deloitte University Press

43% of U.S. Marketers have obtained at

least one new customer through

LinkedIn

12Source: Social Media Today

82% of B2B marketers use LinkedIn.

13Source: MarketingPilgrim

Almost 60% of all social media-related traffic to B2B websites comes from Facebook, Twitter

and LinkedIn.

14Source: It’s All About Revenue

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Why Does Linkedin Matter?

• It offers unmatched efficiency when developing business contacts and new leads online.

• Provides infinite market research opportunities.

• Secures an online network of connections.

• Has the ability to establish credibility with the right audience when optimized properly.

16Source: UberVu LinkedIn Webinar

17Source: http://www.slideshare.net/faberNovel/

18Source: http://www.slideshare.net/faberNovel/

19Source: http://www.slideshare.net/faberNovel/

20Source: http://www.slideshare.net/faberNovel/

21Source: http://www.slideshare.net/faberNovel/

Live DemoA look around LinkedIn

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Q&AQuestions from the

Fundamentals Course

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Create a profile that is searchable and it stands

out

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100% completion

Upload a professional image

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Create a compelling headline

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5 elements for a compelling headline

• Showcase your specialty, value proposition, or your “so what”

• Speak directly to your audience

• Be specific

• Use the important keywords

• Be creative

27Source: Forbes.com

Create a powerful and complete profile

• Use search terms

• List your current position and at least two last positions

• Complete the summary section of your profile

• Complete the “specialties” section of your profile

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Complete your profile and get found

• Give recommendations first

• Complete the “interests” and “groups and associations” sections

• Get plugged in with rich media

• Include your profile in your email signature

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Edit your public LinkedIn Profile

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Live DemoProfile Sections

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Add contacts to improve your visibility

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Live DemoSearch

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Homework

• Go through all of your existing contacts and add them to LinkedIn with a personal invitation

• Add your contacts from your email to LinkedIn and connect with the ones you know

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NEVER send out a blank invitation to connect

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Use custom invite text unless you know the person

really, really well.

To grow your network

• Connect with direct contacts first

• Add contacts from business meetings, network events, trade shows, mixers, email, etc.

• Add previous colleagues and classmates

• Join groups and participate

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Improve your connectability

Complete the “interests” and “groups and associations” sections, past companies, alumni

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Your network is gold

38Source: http://www.slideshare.net/faberNovel/

Find 4-5 groups that interest you

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Live DemoGroups

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Homework• Identify 5 groups

and 5 companies that interest you and join them/follow them.

• Post a question to at least one group each week.

41Source: PhotoCredit: sagerock.com

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Find new connections through advanced search

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Save searches

and receive email

updates

Live DemoAdvanced Search

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Browse your connections’

connections to add people you have missed

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Write endorsement and recommendations

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Use search to find background information

on people and companies before

connecting

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In sales it’s not about what you know but who

you know

Source: http://www.slideshare.net/faberNovel/ 48

Source: http://www.slideshare.net/faberNovel/ 49

Source: http://www.slideshare.net/faberNovel/ 50

Source: http://www.slideshare.net/faberNovel/ 51

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Suggested time spent on LinkedIn

• 20 minutes per day

• 4 days per week

• Doing 5 things:

• Updating status message

• Write endorsements/recommendations

• Respond to messages

• Check news, share TriNet updates, comment in Groups

• Prospecting for business or direct reachouts to achieve business goals

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To do:

• Structure: Complete profile

• Network: Get all current contacts in LinkedIn

• Content: Start following TriNet on LinkedIn. Share news.

• Engagement: Check in daily. Update Status. Comment on updates.

• Participate: Join 5 LinkedIn Groups. Participate in 1 LinkedIn Group each week.

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Additional Resources

• Help.LinkedIn.com

• LinkedInInsights.com

• LewisHowes.com

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LinkedIn Checklist

• Build

• Optimize

• Connect

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Questions?

Milena RegosPrincipal

Out&About MarketingPeople on the Go Faculty Member

[email protected]: @milenaregos

Slideshare.net/milenaregos

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Tara ZoumerPublic Relations Coordinator

[email protected]

[email protected]