In this workshop, communications strategist and social media manager Sasha Wasley of Razzed Communications will introduce you to Linked In, the social media channel used by professionals to talk business. Do you get sent random requests on Linked In? Do you see other people posting links and articles and wonder why? Do you know how to make meaningful connections and follow the best business etiquette on Linked In? What we will cover: • What Linked In is all about? • Developing your own profile • Making the right connections • Managing your network • Developing a page for your business • Growing your page’s following

1. Linked In for Small
Business
How to make the most of Linked In

2. Goals for this session

Introduction to Linked In

How to develop your own profile

How to make the right connections and manage your
network

How to develop a page for your business

How to grow your page’s following

3. What is Linked In?

Professional online ‘social’ network

Approximately 4 million users in Australia

Approximately 250 million users worldwide

Global network

Some consider it ‘Facebook for business’

4. Why Linked In?

Online rolodex

Networking every day, 24/7

Nurture relationships

Stay top of mind

Establish expertise

Optimise recruitment

Showcase products and services

Learning and sharing

5. But it’s not perfect!

Linked In Liars and Half Truth Harries

Self promotion meets content sharing – the fine line

False endorsements

Non-legit recommendations

Connection junkies

6. Getting started: your profile

The sign up process is simple (there are video tutorials
available)

PLEASE spell your name right and use correct case!

7. Build your profile

Dust off your resume

Be thorough – it will take a couple of hours

Choose whether you wish to use first or third person – and stick
to it

Create a strong cover statement / headline

Add video, presentations, website, your blog and other media

Linked In picks up your details to create a kind of snapshot
‘business card’

Choose a professional photo

8. Bad Photos
•
•
•
•
•
•
•
Blurry
Cropped
Distorted
Logo not photo
Too small
Too far away
Unprofessional

9. Making connections

Use your business card collection

Do a search for:

Colleagues

Clients

Peers

Friends and family

Look at your connections’ connections

Use Linked In’s suggested connections feature

Use a personalised invitation

10. Making connections well

The personalised invitation

Better response rate – jogs person’s memory – makes you
look good

11. Making Connections (continued)
• Use the social connectors (under ‘Tools’ at bottom of page)
• Or just go to ‘Connections’ – ‘add connections’

12. Making connections (continued)

Request an introduction from their profile page

13. Fielding connections

This isn’t Facebook – business, not personal! So don’t be afraid of connections

You may be a target if you are in a desirable industry or have powerful
connections

Two options: confirm or ignore

If no personal request, don’t ignore; view the profile.

Any valuable mutual connections?

In a related industry?

Posting interesting or relevant updates?

How many connections?

Are they in your target market?

You can ask questions (premium members!)

If it’s an introduction request, you can ask your mutual connection questions

You can think about it

14. Your personal brand

Your profile

Your connections

Your business page

What Linked In shares about you

What you share

Your photo

Your interactions
Your personal brand

15. Your business on Linked In

16. Why put your business on Linked In?

Ownership of the brand, control of messages

Staff can list your business as their employer

People can follow your company

Allows you to showcase products and services

Some SEO value

Recruitment
Why not?

If you ARE your business and brand

17. Company Profile

When adding info about your business:

There are word limits

The appearance is standardised as shown here

18. Products and Services
• Upload media – images, videos,
presentations
• Add a product banner (calls to
action, linkable)
• Link to specific people within your
company as contact people
• Request recommendations
• Add link to product page on your
website
• Add promotions and special deals

19. Recruitment

Add jobs and manage applicants

Showcase company culture

Linked In talent solutions

20. Content and Updates

ADD VALUE!!

Relevant and appropriate (no cat videos!)

Company news

Industry news

Product news

Website and blog updates

Partner and client news, if appropriate

Staff achievements

Mix it up: links, multimedia and images add interest for users

Linked In’s Share Bookmarklet (under tools) to help you share content

Other apps like Buffer and Hootsuite allow you to schedule your posts

21. Review your progress using analytics

Look at impressions (numbers of people who have seen your post)

Look at interactions on posts (clicks, etc)

Compare post stats to see what type of posts work better than others

Learn and adapt from the information in Analytics

22. Google Analytics

Shows network referrals to your website

Also shows referrals to your blog and other social media

Alows you to develop goals

23. Optimising your Page’s Performance

Add your social connectors to your email signature

Get your staff on board, listing your business as an employer

Send In-mail to your (close) connections to let them know you have a
company page and invite them to follow

Share and comment on your page updates using your personal profile

Respond to anyone who engages

Encourage staff to share/engage with your page updates

Join industry groups and contribute to relevant conversations

Learn to use the more advanced features – banners, media sharing,
audience targeting, recommendations, etc.

Considered shared administration

Post at strategic times

24. Linked In Best Practices

Try to visit daily and spend a little time

Get mobile

Connect respectfully – quality not quantity

Stay professional and be considerate

Don’t spam or self-promote

Thank people for endorsements and recommendations

Engage – congratulate, share, respond

Be useful and provide insights that will help others

Join groups and leave those that don’t work for you

25. Thanks for your attention!
I’d love to connect:
ozcopywriter.blogspot.com.au/
www.razzed.com.au
sasha@razzedcommunications.com.au
Linked In: Sasha Wasley / Razzed Communications
Facebook: Razzed Communications
Twitter: @RazzedComms