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1
3 steps
to success
Mark White
LinkedIn and Social Media
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Impact of TechnologyPre Social Media
Impact of TechnologyWith Social Media
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The numbers add up
Remember LinkedIn is dumb
• Gives you tools to do things
• Lots of people use it
• After that it’s up to you
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Get your
Foundations
in place1
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Planning your activity
• Business goals develop business plans
and then marketing plans
• Online and offline must work in
harmony
• Work to your strengths and your aims
• Personal and company focus run
alongside each other
• Time spent is important – LinkedIn can
help (and hinder)
Who do you see?
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Why spend the time?
• Cornerstone of your activity
• To ensure you communicate the right
message and set out your stall
• To encourage them to contact you
• To get found by LinkedIn’s search
• To differentiate yourself & your
company
• Don’t forget you have two profiles
1. Name
2. Photo
3. Professional Headline
4. Industry and Area
5. Latest Update
6. Job Descriptions
7. Company Pages
8. Public Profile
9. Website Links
10. Recommendations
11. Summary
12. Specialties
13. Skills / Publications
14. Applications
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12
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Start with these …
Company Profile
1. Overview page
2. Careers
3. Products & Services
4. Analytics
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Don’t forget your settings!
• Email Accounts / What you see
• Connections / Profile views / Updates
Develop Your
Network
2a
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Why develop your network?
• Create a working network – quantity &
quality
• Be able to find the right people at the
right time
• Become visible to more prospects
• Help your network to refer &
recommend you
• Connect with some LIONs
• Your 2nd level connections are the key
Connect to current contacts
• Connect to your current network
• Tools to help you
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Connect to current contacts
• Individual and personalised messages
• Treat as you would like to be treated
Link with “offline” networking
• Keep your business cards up to date
• Conferences, networking, exhibitions
• Ease the development process
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Best ways to connect
• Each to their own
• Make it genuine - personalise
Get
Out
there
2b
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Get seen – in a good way
• Stand out - avoid just being a number
• Visibility and reputation are all
important
• Saves you time – people find you!
• Differentiate yourself up front
• Show you’re an expert and people will
share that about you
LinkedIn Updates
• Update with relevant, mixed info
• Use the “Attach a link” option
• Couple of times a week at least
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LinkedIn Groups
• Use the search function to find them
• Different types are all okay
• Participate selectively
LinkedIn Events
• Shows activity & where to meet you
• Potential contacts as well
• … and if you’re running your own …
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Moving on…
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LinkedIn Signal
• Receive news you want & then filter
• Great for research and targetting
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Advanced Search
• Key tool to locate & approach opps
• Filters across location, industry,
company, relationship
Local Opportunities
Within 10 miles: 75,680
Within 25 miles: 346,749
Within 50 miles: 2,132,021
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Get your Website working
• Social Bookmarking tools
• Great for others
• Use them yourself
as well, but sensibly!
Create a Group
• Have a clear goal in mind
• Set out the criteria and rules from the
outset
• Invite people and market it
• Be prepared to moderate (and be tough)
• Work at it to gain inertia
• Can be hugely beneficial
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Use what you have
Plan your own Routine
• Update your profile: add something
once a week
• Post updates regularly: re-use content
• Post to your Groups: 2 per week to
main ones
• Link up with 3 new people a day
(groups, recommendations etc.)
• LinkedIn Answers: quick to check
• Give & request a recommendation each
week
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Summary
• Social Media is not a fad
• LinkedIn has the reputation and the tools -
use it to your own requirements
• Build your network and establish your
credentials … just like offline
• Be visible but be careful with your time
• Approach, build relationships,
demonstrate expertise, drip feed … don’t
direct sell
A small Ad(d)
24th June – Windsor
Running a full day
LinkedIn session
Morning:• Getting the foundations in place
Afternoon:• Developing Connections, Prospects and
Visibility on LinkedIn
