This is a dual keynote presentation by Steven Groves (Author: ROI of Social Media) and Lori Ruff, The LinkedIn Diva (Author: Rock The World with your Online Presence and #Privacy Tweet, et al.) delivered at the Think Digital Business Social Media Summit, May 2012 to big brands and businesses headquartered in Monterrey Mexico.
3. Integrated Alliances
is not associated in any way with LinkedIn®
We work for the user community
to help you gain advantage from the
use of LinkedIn in the Real World
4. The LinkedIn Rockstar Team
Published LinkedIn &
Social Media Authors
Mike O’Neil Lori Ruff Steven Groves
30,000 30,000 1,000
70,000 70,000 2,700
1,700 1,000 2,000
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5. Media Networks
Each work one with the other
– Paid
• $ Peso spent = ad served or clicked
– Earned
• Likes, posts, messages, links
– Owned & Operated
• The destination for Paid & Earned traffic
6.
7. How They Fit
B2B / Background & Credentials
B2C / Brands & Entertainment
Short just-in-time messages
Video = #1 preferred content
8. Culture
Professionals
– Business-casual , one-on-one
Networking, Business Development
– Make connections, find business
B2B audience
– Decision-Makers, Executives
– Marketers, Sales Reps
– Recruiters, HR Pros, Technical Talent
9. Culture
Friends & Friends-of-Friends
B2C Audience Personal & Casual
– Opt-in = Brand / Company Page Likes
Mobile Users
– Smartphones & Feature Phones
Business Contention
– Personal use during work hours NOT permitted
10. Culture
Micro-blog
– VERY Short Message
– Chatty, Frivolous?
– Often One-to-Many Messaging
Blended Audience
– B2C – Specials, Just-in-Time Content
– B2B – High Volume, FMCG/CPG
– C2C
11. Digital Business Platforms
Internal-only (Intra-net)
– GroupSite or Ning
– SalesForce.com Chatter
– Yammer
Internal / External Private (Extra-net)
– WordPress or Ning
– Skype for Audio, Video, Text, File
• Google Chat or Yahoo Messenger
– Webinar for Training
• Webex, GoToWebinar, Join.Me
12. AdStock for Social Content
Message Effectiveness and Duration
– Micro-blog
• Minutes
– Social Network Post
• Hours to a few days
– Blog
• Forever
13. LinkedIn Architecture
Global Business Social Network
User Generated Content
Cloud-based System
– Browser-based Application
– Software as a Service (SaaS)
– Mobile Applications – iPhone, iPad, Android
– Multiple LinkedIn Sessions Possible
14. Dive Deeper…
People seek relationship value
Clear the competition & clutter
Messaging
– Convey Action & Value
– Avoid defaults
– Avoid passive phrases
– Make it EASY for people to do business with you!
15.
16. The Integrated Alliances
LinkedIn Business Methodology
500+ Training Sessions
Order is Essential
1 Craft Profile
2 Build Network
3 Use LinkedIn = Search & Engage
4 Sell, Market, Recruit, Partner
17.
18. Purpose of Your Profile
Represents you, 24x7x365
Attract customers, prospects, partners, workers
and co-workers
– Be open to collaboration
– Support their desire to find you
Credibility
– What are you Like? How do you treat your people?
Communication between peers
19. Manage Your Profile
Always look for new
– Keywords
– Descriptors
– Special characters
Update Periodically
– Connections get notified
– Keep your name / company top of mind
• Hola… leads….
20.
21. The Process
Craft Profile Offline
Plain Text
Special Characters
Spell Check
Copy/Paste Text into LinkedIn
Rock The World LinkedIn Profile Worksheet
www.RockLinkedIn.com
22.
23. Fit In on LinkedIn
Profile Keywords
Include Variations
Search Engine Optimization
Computers and Humans
TEAM Language
Complete All Sections
Add Sections
24.
25. Stand Out on LinkedIn
Your Profile
Digital Footprint
Content, Style, Call to action
Your Actions
Invitations, Engagement, Thank You
Your Status Updates
Projects, Progress Reports
Share Valuable Content
Recognize Important Moments
26. Format Your Profile
Words | Formatting | White Space
Special Characters - ♦
Short, tight copy
Lists, bullets
No Defaults
Move Sections
27. Your Digital Footprint
How You Look in Action
Accompanies Engagement
Searches & Lists
Viewers have options
Choose You
Feeds Google
Choose You
30. Respect
Sets You Apart
Plays Well with Others
Third Party Endorsement
10-15 Enough
Request 25
2-4 per Relevant Job
31. What To Get…
…Who From
Specific Positions or Projects
Education
Customers, Partners
Superiors, Co-workers
32.
33. LinkedIn 3-Tier Network
3 Tier Network = Exponential Exposure
Working for You 24/7
Connections and Group Members
Remove anytime anonymously
34. Who’s in your Network
1’s – Direct Connections
2’s – Connections of Connections
3’s - Connections of Conn… of Connections
Group Members
Some You Know, Most You Don’t
35.
36. LinkedIn Network Types
Large Network, Open Networker, LION
Targeted Network
Can Target Tier 1’s Only
Peer-level Network
Industry, Company size, Regional
Closed Network
37.
38. Ways to Build
1. Business Cards
2. Who You Know
3. People You Meet
4. Locate on LinkedIn
DO NOT IMPORT from Webmail
Always Include a Custom Signature
39.
40. 3 Steps to Inviting
Start at their profile…
1 Add to Your Network
2 Invitation Option
3 Copy/Paste/Customize
41. Crafting Invite Text
Purpose is to Accept
Customize
Reason for Request, what you Have in Common
“Please accept my invitation”
300 characters
No E-Mail or URL Allowed
42.
43. LinkedIn Groups
Members are “in your network”
Communicate – Send Messages
Join up to 50 groups
44. Search for LinkedIn Groups
Groups TAB/Groups Directory
Simple Keyword Searches
AND and OR Searches Allowed
Largest Groups Appear First
Join Largest (>1,000 members)
45. Which Groups to Join
Customer Groups – IT, CEO Groups
Regional Groups – Linked To “Your City” Groups
Industry Groups – Telecom, Marketing
Alumni Groups – Universities, Past Employers
Personal Interest Groups – Horses, Futbol,
Travel, Cinema, Music
46.
47. Hide or Share Your
LinkedIn Connections
Often Thought of as a Cheater
Competitive Reasons
Recruiters
Hide Customers, Employees, Partners
Turn it On/Off Anytime
Wording in profile and communicationsConvey Action & Value – speak to your target audience about the problems you solve, the value you offer, the issues they faceAvoid defaults – like wearing a blue suit and white shirt at IBM… if you must, wear a Jerry Garcia tie!Avoid passive phrases – they languish rather than inspiring action