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The next 2 slides will be set to “loop” continuously while session attendees are arriving,
until the session commences.
A few LinkedIn Facts
• Launch date: May 5, 2003 (Ed joined June 9, 2003) • IPO date: May 19, 2011 • 332 M members (107M in US, ROW = 75% of recent growth) • 2 new users join every second • 42 million unique mobile visitors per month, up from 29 million
a year before (45% increase) • Net revenue Q3’14: $568M, up 45% from Q3 ’13 ($393M)- Why? • User goal: 3 billion registered users • Average time a user spends on LinkedIn: 17 minutes per month • 25 million LinkedIn profiles are viewed every day • One in three professionals on the planet are on LinkedIn • You can increase your LinkedIn views 11X just by having a photo
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A few LinkedIn Facts (cont’d)
• 41% of users visit LinkedIn via mobile • Average number of connections on LinkedIn: 930 • Profile views in Q3 2014: 28 billion • LinkedIn’s percentage of social sharing is only 4% • 39 million students and recent grads are on LinkedIn • Member distribution by gender: 56% male, 44% female • 30,000 long form posts published on LinkedIn each week • 41% of millionaires use LinkedIn • 13% of Millennials use LinkedIn (so, where are they?) • 13% of LinkedIn users don’t have a Facebook account • 59% of LinkedIn users don’t have a Twitter account • 26% of LinkedIn users’ session time is on the mobile app
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LinkedIn Essentials
for the professional who wants to build and leverage a business network
Ed Alexander
Chief Digital Marketer
presents
January 2015
About Ed Alexander, Session Leader LinkedIn was launched On May 5, 2003; 35 days later, Ed Alexander joined. Since then, he has been hired twice, interviewed a bunch, started and sold 3 companies, landed several key customer accounts, built a network and an audience, and is now building the brand and leading the Social Selling effort for clients of his digital marketing agency, Fan Foundry. As Chief Digital Marketer and President of Fan Foundry, Ed and his team modernize sales and marketing operations for high growth organizations. With a number of brand, company and product launches, F/G500 growth stories, strategic and IPO events to their credit, the Fan Foundry team has the essential expertise to transform organizations into high performing, social enterprises.
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What’s the Big Deal? • What is LinkedIn?
• LinkedIn’s User Base
• LinkedIn Facts and Figures
Essentials
Session Objectives
Profile Components • Title
• Photo
• Summary
• Experience
• Endorsements
• Recommendations
• Groups
• Following Account Settings • Free vs. Premium Account
• Privacy and Visibility Getting Found
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Power Tips
A: LinkedIn is a niche social network with some unique attributes • Business-oriented – to build Connections, Customers, Careers • Contact management system • Social Network (User Profile Network) • Apps
Amazon reading list Blog link (Six Apart, Wordpress, TypePad) SlideShare (acquired)
• Groups - Q&A section similar to Yahoo! Answers or Quora Largest ones are employment related
• Business journal • Search engine
What’s the Big Deal?
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How LinkedIn Makes Money 1. Talent Solutions - recruiters and corporations pay for:
• Branded corporate pages • Pay per click job ads targeted to Linkedin users who match • Access to LinkedIn database with advanced search
2. Marketing Solutions • Advertisers pay for pay per click ads
3. Paid User Subscriptions (main revenue channel until 2013) • LinkedIn Business for business users • LinkedIn Talent for recruiters • LinkedIn JobSeeker for job seekers • LinkedIn Sales and Sales Professional
What’s the Big Deal?
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How LinkedIn Makes Money
What’s the Big Deal?
Source: Wikipedia
Fall 2014 stats (Millions)
If LinkedIn were a Country, it would be the 4th largest after China, India and Facebook
World User Stats
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What’s the Big Deal?
Source: Wikipedia
What are your goals for this session? What information do you need?
__Privacy and security __Business prospecting __Personal brand / Reputation __Job search __Recruiting __Company marketing __Starting a Company Page __Joining Groups, Learning, Marketing __Premium Account - worth it? __Posting Updates __Other _______________ __Other _______________ __Other ________________
Session Objectives
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Portrait of a LinkedIn User
(2014 edition)
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What’s the Big Deal?
Excerpts from “The Startup of You” (read it!) (by Reid Hoffman and Ben Casnocha) The Career Escalator (“single employer track”) is jammed For the first time since WWII, today’s generation may NOT do as well as, let alone better than, the previous. College grads can’t find jobs. Retirement-age people can’t afford to retire on their 201(k). The career “ladder” is now more like a jungle gym. How well you navigate depends on how well you brand yourself to meet marketplace needs.
Account Settings Free vs. Premium Privacy and Visibility
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Stop squinting. Click to visit this LinkedIn Help page.
Settings and Privacy Controls (find them in your Account dashboard)
Account Settings Free vs. Premium Privacy and Visibility
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especially when editing profile
Go incognito when you recruit, research competition, or edit your profile.
What can others see?
Your public profile appears when people search for you using a search engine like Google, Yahoo!, Bing, etc. You can edit your
public profile from the Edit Profile page. To hide your public profile • Move your cursor over the word “Profile” at the top of your
Homepage and select “Edit Profile”. • Click Edit next to the URL under your profile photo. It will be an
address like "www.linkedin.com/in/yourname". • Click the button next to "Make my public profile visible to no one"
on the right. Your LinkedIn profile won't appear in search engines and won't be visible to non-LinkedIn members.
Note: If you disable your public profile, it may take several weeks for it to be removed from search engine results.
Account Settings Free vs. Premium Privacy and Visibility
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Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
We will look at live examples online
Name – First and last Title / Headline – Defaults to current job title; customize it with key search terms Summary – info “about your mission, accomplishments, and goals.” Contact Info – Email, phone, IM, address, Twitter handle and websites. Experience – Professional positions and experience; jobs and volunteer work. Recommendations – a major job hunt asset! Skills & Endorsements – focus on your real strengths, so Contacts can Endorse them. Industry – Choose from drop-down menu Location – where you work
Education – school names, courses studied Certifications – job related Publications – Specifically relevant for marketers, writers and researchers Projects – noteworthy projects that would impress connections or employers Languages – Bilingual? Can be major asset! Volunteer Experience & Causes – Organizations you support, causes you care about, and types of volunteer opportunities you seek. Additional Information – If it isn’t professional, keep it out of this section (ie omit marital status) Honors & Awards – relevant noteworthy awards
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Creative
Title (aka Headline): “Title is Vital” Be distinctive. A first impressions is lasting, and possibly the only one. LinkedIn auto-populates it with your current Title and Company Name. Edit to include 2-3 key terms. Think like a Search Engine. Use terms that will help you get found on search results like skills and roles. Be specific. Avoid self-serving, vague cliches (creative, seasoned, team player, organized, motivated). People don’t use those terms when they search. Let Recommendations do that bragging for you. Precious Keywords. Include the most relevant 2 or 3. Place the rest in your Summary and the details of your Profile.
Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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Photo Up to date. Look like you do on a typical day - not a heavily airbrushed glamour pose, unless you’re a model or actor. Focus on your face. It should fill at least 50% of the frame, not be a dot in a landscape. Crop at or near the shoulders. Omit pets, props, other people. Left shoulder forward. Brighten up. Smile with your eyes, a welcoming expression, not a goofy grin or scowl. Face a light source. Backlighting makes you look sinister. Dress the part. Wear what you normally wear to work. Swap a uniform, tux or sweats for "street" clothes. No wedding gowns, Spring Break candids or selfies.
stats: Profiles with a photo get 11X more views
FBI informant?
Fashion model?
Default image Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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“I don’t care. You shouldn’t
either.”
Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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Summary Use this space! (40 words or more) In this most-often viewed part of your Profile, matching keywords help you appear in searches. First Person Not ghost-written, i.e. “Jane is a seasoned executive with…” Don’t be a pompous a_ _. You wrote it. Speak that way. Inject some personality. Terse Verse Consider the audience and the medium. Use well constructed logical phrases, but not whole sentences. Make it “skimmable” to fit the reader’s pace.
is all you have. Make it count.
Job History Show, don’t just tell. Give specific examples of accomplishments. You can even upload visuals (pictures, videos, documents). Be thorough. No page limits on the Interwebs. Your Profile is 12X more likely to be viewed if you have multiple jobs listed in your work history.
Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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Volunteer Work Career related or not, list it. 42% of managers surveyed equate it to formal experience.
Interests Don’t limit them to career related, if they help you come across as human.
Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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Education Increase profile views 10X by completing this section. Accuracy counts: Degree conferred Conferring Institution Dates: make it easy for an employer to verify. In fact, you cannot list a degree without including the date received.
Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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Recommendations Why Credibility (high value) Who Boss, subordinate, client, colleague, professor, partner What Draft it, or at least give guidance Post / hide Placement How Don't use the default email template Personalize your request Provide context (role, relationship, project, org)
Endorsements Why Credibility (low value) Who Any LinkedIn connection can Endorse you What Your top skills (you can re-sequence them as needed) How Post / hide
Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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Skills Choose up to 50 Skills; anything less puts you at a disadvantage.. Repeat any key skills already highlighted elsewhere (title, summary, etc.) You can appear in searches for those specific skills Don’t be humble! Share all of your skills and abilities
Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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Profile Components Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
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Groups – your target audience (gives you permission to reach out, invite, etc.) Join up to 50 Groups. Select active ones. Anything less puts you at a disadvantage. Contribute content! Your Likes, Comments and Shares will appear in your Connections’ newsfeeds.
Be a Power User LinkedIn favors 100% complete profiles, so when LinkedIn adds fields & options ... “up” yours. Reasons for Getting Found Social selling Attract Employers Attract clients Recruit talent
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Getting Found
How LinkedIn Works SEO matters - LinkedIn results appear at the top of Google search results How LinkedIn's Algorithm Works Keywords in your Name, Headline, Company Name, Job Title and Skills rank higher in search results
Connections “ABC” - Always Be Connecting The more Connections you have, the more likely you are to appear in searches by members of your extended network. Connect mainly to people you know; avoid the LION, scammer and spammer worlds. Keyword searches on LinkedIn will bring up the most relevant results among your Connections first.
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Getting Found
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Getting Found
How much is enough?
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Getting Found
Profile Views Analytics
Don’t Get Flagged Don’t abuse LinkedIn’s algorithm by:
Spamming and “link farming” (example: eLink.club) Misrepresenting your name or work history Sending inappropriate messages
Temper your comments:
Publicly via InMail in Groups
Once LinkedIn flags your profile, you will have a much harder time finding and connecting with people.
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Getting Found
Ask yourself: Would you put this comment on a resume?
!
Engage Be authentic and visible: use the Like, Comment and Share features wisely • Like, comment and share content that resonates with your personal “brand” • Share content that you think your Connections will also value
• Your personal brand isn’t just what you are, it’s also what you do. It’s not spin. Post your own articles and SlideShare presentations • Include project work • Include visual examples • Re-purpose them on other audience channels, too (Facebook, Twitter, blog)
Snag your unique URL (example: http://linkedin.com/in/edalexander) • Create a unique QR code for it; add it to your networking business card! Menu
Getting Found
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Job Seeker Account
Profile - complete, current Resume - Upload one Contacts – upload; discover common connections with hiring managers
Getting Found
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Get noticed with a Job Seeker Badge
Getting Found
Job Seeker Account
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Directly via InMail - Don’t apply; introduce yourself Have a great Subject line! It’s your first impression Response rate: +30x than cold calls! Profile attached to message, no spam filter.
Getting Found
Job Seeker Account
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Check the “Featured Applicant" box when applying. Update your profile to ensure that you make a good first impression Request recommendations from trusted colleagues to highlight your strengths
Getting Found
Job Seeker Account
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Open Profile Use the Account & Settings pages to select the type of briefcase icon / badge you want to display.
Getting Found
Job Seeker Account
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See Who's Interested in You See "Who's Viewed Your Profile" on your home page.
Getting Found
Job Seeker Account
Power Tips
Research! People and Companies • Competitors’ departments and
staffing • Background checks • Advanced people finder • Dispute resolution • Business prospects (it takes 6
contact incidents to tip a prospect into a buyer)
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LinkedIn Means Business February 2015 Salem Newburyport
Thank you!
Brand Journalism
Company Pages
Talent Acquisition
CRM
Audience Development
ROI and Analytics Social Selling
Next up:
(781) 492-7638 USA East • [email protected]
Linked Resources
Ed Alexander
Chief Digital Marketer
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