Vorian Agency LinkedIn Seminar

LinkedIn
Training Seminar
Thursday 19th
June, 2014 10:00am – 12:00pm

Matt Lynch
• General Manager of Vorian Agency – Delivering integrated online and offline marketing
solutions to business wrestling with how to market in today’s changing environment.
• With over 20 years Information Technology and Online Marketing Experience, primary
speciality being Search Engine Optimisation (SEO), working both within agency and in-
house roles as a digital marketing specialist.
• Enjoys keeping up with the 'bleeding edge' of technology advancements and social media
evolvement to ensure current knowledge in an ever changing landscape, leading to early
adoption and determination of opportunity for marketing enhancement.
• Local, national and international project experience particularly in the field of Travel with
companies such as Trafalgar Tours, The Travel Corporation brand and travel properties,
Stella Travel and Best Flights; Matt has earned a reputation as an online marketing expert
and search evangelist for thoroughness, quality, technical knowledge and success driven
results. Matt's previous role was as the Global Online Marketing Manager for Trafalgar,
coordinating the online marketing efforts with international teams for this global brand.
Your Presenter: Vorian Agency General Manager

Connect with Matt…
LinkedIn: http://au.linkedin.com/in/mattlynchseo
About Me: http://about.me/au.mattlynch
Twitter: https://twitter.com/mattrlynch
Facebook: https://www.facebook.com/mattrlynch
Google+: https://plus.google.com/100121124281684757846
Pinterest: http://pinterest.com/mattrlynch
Instagram: http://instagram.com/#mattrlynch
FourSquare: https://foursquare.com/mattrlynch
Klout: http://klout.com/#/mattrlynch
Email: matt.lynch@vorian.com.au

Interactive Questions?
During today’s session, you are welcome to tweet
questions to our Vorian Agency Twitter Account
@vorianagency using the hashtag #voriantraining
https://twitter.com/vorianagency

Housekeeping
Before we start, please note the following:
• Exits
• Toilets
• Mobile Phones on Silent
• Water bottles and Snacks
• Question & Answer session at end of the Presentation
• A link to the Presentation Slide Notes and Video will be emailed to you
• Vorian Agency info packs are provided to showcase our service offering
• Vorian staff are available to arrange an appointment to assist your specific needs
• Please provide your feedback on today’s seminar on the supplied questionnaire
• Please invite others you may know to register for our free seminar series
• Keep an eye on the time for car parking

In today’s session…
We’re going to learn about the power and reach of LinkedIn
•Creating an account
•LinkedIn for finding a new job
•LinkedIn for finding new staff
•LinkedIn as a Social Media/News Channel
•Follower Building, Social Shares, Website/Email integration
•LinkedIn supporting your Reputation Management and SEO
•Setting up and optimising your LinkedIn Business Page
•Involving your staff in your LinkedIn Business Strategy
•LinkedIn for Business Networking and Sourcing Prospects
•The LinkedIn Knowledge Base - Groups
•LinkedIn Best Practices
•Staying connected – Apps
•Efficient Social Media Management - HootSuite
•LinkedIn Pay Per Click Advertising

What is LinkedIn?
• More than just a resume… LinkedIn is a professional social network with features
designed for the corporate world. It is an excellent tool for job-seekers and recruiters
alike, as it allows its users to display their skills, achievements, and past work
experiences. With its Company Pages, it also offers plenty of advantages for
businesses looking for a way to succeed in the corporate arena.
• Just like Facebook, LinkedIn gives you the option to create pages for your business.
A business or company page allows your brand to be heard and seen by customers,
LinkedIn user or not. It gives you a space where you can tell your company's story,
and where you can showcase your products and services.
• InsideView.com 2013:
LinkedIn generates more leads for B2B than Facebook, Twitter or blogs individually.
47% of B2B marketers say they are actively using LinkedIn.
• Alexa puts Facebook’s TOS (Time On Site) at about 28 minutes per day versus 7
minutes a day on LinkedIn and 9 minutes a day on Twitter. However, a large portion
of Twitter’s usage is not on the website, so this is difficult to quantify. Facebook is
responsible for 8% of all PVs (Page Views) on the Internet. LinkedIn and Twitter
hover closer to 1% of all PVs, and Pinterest around 0.5%.
• Over 83% of potential clients will search for you online before or after your first
meeting. What they find will influence their decision to work with you.

LinkedIn – The Company
• LinkedIn, is the world's largest professional network with 259 million members in over
200 countries and territories around the globe. (Note: Facebook has 1.1 billion active
users and Twitter 500 million).
• In March 2013, LinkedIn reached 4 million users in Australia.
• Their mission is simple: connect the world's professionals to make them more
productive and successful. When you join LinkedIn, you get access to people, jobs,
news, updates, and insights that help you be great at what you do.
• History - LinkedIn started out in the living room of co-founder Reid Hoffman in 2002,
and it officially launched on May 5, 2003.
• Jeff Weiner is the CEO, and the company's management team is made up of
seasoned executives from companies like Yahoo!, Google, Microsoft, TiVo, PayPal,
and Electronic Arts.
• LinkedIn is publicly held and has a diversified business model with revenues coming
from member subscriptions, advertising sales, and talent solutions.

Creating an account
Getting started with LinkedIn.
•Visit www.linkedin.com in your web browser.
•It’s FREE to join!
•Use your Facebook account to sign up (Facebook Open Authentication)
•Your “name” is your brand, what do people know you as? Consider the consistency
across all your other Social Media channels.

Setting up your personal profile
A walk through of each of the elements needed to create a complete profile for LinkedIn.
•Select a good quality, professional, clearly recognisable image to use as your profile.
•Be consistent with your “personal brand” that you are developing across channels!
•Include an accurate and professional “position” title.
•Include the correct “company name”, to associate to the preferred account.
•Include your location information “Perth Area, Australia” as this helps filter search.
•Select the appropriate industry “Marketing and Advertising” as this also helps searches
by recruiters and researchers alike.

Setting up your profile (cont.)
• Consider how you would like to be contacted, and what is visible to the public
• In some cases people may want to connect privately, are options provided?
• Use the opportunity to cross promote your other Social Media channels.

• Spend some time thinking about, and developing a high quality “summary”. Think
“keywords”, and location qualifiers (Perth, WA) when constructing this to highlight
your role and achievements. This also determines the “tone of voice” you are wishing
to establish for your persona, and consider your intended “audience” when you
construct it. Ensure you have proof read to remove any careless typos or spelling
errors, and don’t be afraid to ask for feedback before you publish!
• You can upload Photos, Videos, Presentations and Portfolios to support your
summary work samples.

Setting up your profile (cont.)• Experience:
+ Add a position, to list your current role. You should also look to list all previous jobs
of significance. This is the “online resume” component of LinkedIn, so showcase
yourself including:
– Job Title
– Company
– Date Range
– Location
– Description of the Role, highlighting strengths and achievements (using Keywords)
– Add videos, images, documents to support work samples if appropriate
– To quickly create a LinkedIn profile, review your resume and copy/paste the relevant snippets into your
profile.
• As with any “resume” look for gaps in the timeline.
• Skills & Expertise
– Limit of 50 skills maximum
– List your areas of expertise, qualifications and capabilities
– Determine if you want to display your endorsements
– Don’t select or accept endorsements for skills you don’t have, nor want to be recognised for
– You are able to Manage your Endorsements
• Education
– Don’t bother including which “Primary School” you went to!
– Though LinkedIn does provide “High School”, the focus is on Tertiary qualifications
– Apart from highlighting your training, it enables you to connect with fellow students/faculty staff

• Additional Info:
• Interests. This is a “keyword” list and can include both professional and personal
likes. However don’t treat this like Facebook as it is a totally different target audience.
• Personal Details. Is your DOB (Date of Birth) and Marital Status. Both of these can be
set with different visibility settings for; Everyone, Your Connections, or Your Network
(up to three degrees of separation).
• Advice for Contacting Matt. Tell people how you prefer to be contacted to control
those actions.
• Use the Additional Information section to include links to your company, website,
blog, Twitter account and other sites that provide professional information about you.

Are you Unemployed?
• What do to when you’re unemployed…
• If you are currently unemployed – list your current position as “open to opportunities”.
• Remember to be honest. It is easy for potential employers to check your background.
• This is a great time to ‘refresh’ your LinkedIn profile.
• If you have recently lost your job, be sure to update your status field in your profile to
that your network knows you are looking for a job.
“Joe is currently looking for a marketing position, do you know anyone who is hiring?”
• If you are doing consulting or freelance work, list your company as “self-employed”.
• Take this opportunity to ask for endorsements (give them out yourself to others).
• Request Recommendations from those you value, as they act as references.

Completing your profile
• Take the time at the beginning to fully complete your profile in detail before you start
marketing yourself. Your LinkedIn profile will increase your visibility online and help
you build your own personal professional brand.
• Don’t forget to make your profile public, that’s how the world can find you!
• Customise your URL to create a link that is easy to share. If your name is available,
then use it.
• Start a LinkedIn Profile as early as you can – from being a student in High School.
• 41% of professionals surveyed state that when they are evaluating candidates they
consider volunteer work equally as valuable as paid work experience.
• 20% of hiring managers surveyed said they made a hiring decision based on a
candidate’s volunteer work experience.
• LinkedIn provides a profile strength gauge, to indicate how complete it is.

Recommendations
For each position (job) you have held, or currently hold, you can obtain recommendations
from your connections, on how you performed in that role.
•Work to build your “references” of recommendations.
•Recommendations from people you have worked with carry a lot of weight.
•Proactively ask for recommendations, and prompt the recipient of the request, what you
want them to focus on, even providing them with suggestions…
•You can review recommendations, and ask for edits before publishing them.
•To build recommendations, look to reciprocate the favour. By initiating the process and
offering a recommendation to another, it is easier to then request it returned.
•When you recommend a LinkedIn member you are attesting to their qualifications.
•It is better to obtain recommendations whilst you are in a role, than after the fact.
•Don’t ask for recommendations from people you do not know.
•Recommendations can be edited after, or even withdrawn.

Endorsements
For each of your Skills & Expertise that you list within your profile, you can obtain
Endorsements from your connections. When they visit your profile directly, or log into
their own profile LinkedIn will try to encourage the endorsement process by providing a
collection of their connections at the top of the page to endorse.
•Clicking the + sign next to the specific Skill will Endorse it.
•If you give out endorsements, you are more likely to encourage getting these back.
•Start with endorsing friends, family and colleagues.
•Set a regular routine of ‘LinkedIn Maintenance’, where you visit your connection’s
profiles and endorse them for skills they have.
•List only the Skills & Expertise you want to be endorsed for!

Did you know you can add…
There are many additional things you can add to your LinkedIn profile:
You can also control who can see your connections!

Build your connections
• The effectiveness of LinkedIn is proportional to the size of your reach, and
determined by your connectivity.
• Start searching at the top of LinkedIn for people you know.
• Invite your contacts from your email contact list.
• Start with family, friends and current colleagues. Then broaden your reach to past
positions and contacts.

Build your connections
• Don’t spam! Build your followers as an ongoing activity and incrementally.
• LinkedIn has evolved into a Social Network and as such needs to do this based on
connections, and so provides constant prompts for you to connect based on people
you know, or may have met.
• When you meet someone new, follow-up with a LinkedIn request to connect. Do this
immediately after the contact, and with a personalised message rather than the
default connection request.
• Customise your connection requests with a point of relevancy (where/when/what),
and why they should connect with you. “What’s in it for them” (WIIFT)
• Set yourself a regular LinkedIn Maintenance routine to review opportunities for
establishing and connecting, and subsequently building your connections.

Classmates
• Use the Classmates tool (linkedin.com/classmates) to access your college alumni
network and reconnect.

Join Groups
• The LinkedIn Knowledge Base – Groups… a treasure trove of information.
• Join all the local (state) and national groups that are related to your industry.
• Post well formed content articles in the group discussions, and this will contribute to
driving traffic to your website.
• Start by looking, and listening.
• Don’t spam, provide benefit and share your knowledge.
• You can adjust your email digest settings, to reduce the amount you receive.

Create a Group
• As a supportive marketing exercise for your business, the creation and management
of a LinkedIn Group is a good advanced progression task once you have LinkedIn
fully squared away, and you are ready to take further advantage of this medium.

Choose who you will follow
• Apart from linking to your own workplace within your profile, you can use the
“following” option to follow other companies and personalities “Influencers”, so that
you can receive information about these individuals and businesses or organisations.
• Search for the individual/company and click follow to add them.
• You can clean up your follower list and “unfollow” from your profile.
• As with other Social Media channels, who you choose to follow provides indications to
others reviewing your profile about your likes and interests.

LinkedIn for finding a new job
• When you’re job searching, and may not want your current employer to know you’re
updating your LinkedIn profile, it is a good idea to turn off your activity broadcasts.
Settings -> Turn on/off your activity broadcasts (under Privacy)
• You can also change the public settings for your content and who views your activity
feed (Everyone, Your Network, Your Connections or Only You).
• When you are job searching you want to stand out from the other contenders for the
position with a profile that is more polished, and show cases your unique attributes.
• Ensure you have done your prep work in cleaning your profile, building endorsements
and recommendations before you start submitting for that new role.
• When you apply for a position with a company that uses the “Apply with LinkedIn”
plugin on their website or application, you’ll be able to apply directly for the position
with your LinkedIn profile.
• When you submit your profile via LinkedIn, you’ll see a list of your connections at the
company you are applying for who may be able to provide a referral for you.

LinkedIn for finding a new job
• Use the Advanced Search to filter your job list.
• Consider Job Seeker Premium for a month to
harness the power of LinkedIn to super charge
your prospects.

LinkedIn for finding new staff

LinkedIn as a Social Media/News Channel
• There are very few “celebrities” on LinkedIn – which keeps the network very clean, for
business content.
• Connect and engage with people you have met through business.
• Post/share an update, which can also go across Twitter.
• You can post publicly or to your connections only.
• Companies AND individuals can post.
• You can LIKE, Comment and Share (distribute) content virally.
• Watch your post frequency and regularity. Test and measure day of week/time of day
response rates for your industry niche.
• Mix up your content, include images, videos and links.

Customise your Home Page
• You can configure your home page feed to display the information that is important to
you and remove any clutter.

Follower Building, Social Shares, Website/Email integration
• As with ANY Social Media account and your contact information, you want it to be
seen so that others can discover, follow you and connect.
• Add your LinkedIn vanity URL to your business card.
• Add the LinkedIn logo and link to your profile / or company profile in your email
signature or template.
• Add the LinkedIn logo to your website to promote your company page.
• On your website, “Our Staff” section, have profiles for your team members and
include links to their LinkedIn accounts.
• In your EDMs (Electronic Distribution Marketing – Emails) include both links to your
LinkedIn company/personal page, as well as Social Share options within the content
to encourage viral distribution opportunities.
• Add LinkedIn plugins to your website.

LinkedIn supporting your Reputation Management SEO
Whether an individual person or a
company, LinkedIn has the reputation
and respect of search engines, with
results placing highly in the Search
Engine Results Pages (SERPs).
•A well-structured LinkedIn Profile will
help you with your Google organic
search results, enabling people to find
you, and act as the doorway into your
business or organisation.
•It will effect your online reputation,
especially on a Google search.
•It has tremendous bearing on your
credibility and authority.
•It’s a key trust influencer.

Setting up your LinkedIn Business Page

Setting up your LinkedIn Business Page…
• Streamlined layout
• Greater prominence for status update
• Featured status updates
• Plus, Company Pages now appear on mobile and iPad apps

Setting up your LinkedIn Business Page…

Setting up Products & Services
List your Products and/or Services on LinkedIn, have your staff recommend, share
this product information across their network and create visibility on what your
business has to offer.

Setting up Products & Services…

Staying connected – Apps
Improve your Social Media efficiency through the use of Applications on your favourite
device; smartphone or tablet device. Available on all the major platforms, install free or
paid apps to access LinkedIn on the road, post content or read the Home feed,
anywhere, anytime.

Efficient Social Media Management - HootSuite
• Did you know you can use HootSuite with Linkedin to connect with clients, broadcast,
amplify, and monitor conversations?
• Repurpose content across multiple social media channels and coordinate your digital
campaign management from HootSuite.
• Coordinate your SM strategy for your company or all your staff within HootSuite.
• Schedule your posts in LinkedIn in advance (day and time) upload from a spread
sheet.

Google URL Shortener & Campaign Tracking
• To assist your marketing campaign reporting
and tracking of the efforts of links you post from
articles on LinkedIn, and to measure the
effectiveness of your activities in this medium,
consider using a consistent URL shortener
such as Google’s goo.gl
• Google Analytics Campaign Link Tagging Tool
is also very useful to create tagged URLs with
campaign and source information that you can
then shorten. The results are then measured
within Google Analytics to show the
effectiveness of different mediums such as
LinkedIn for activity.

LinkedIn Pay Per Click Advertising

LinkedIn – New Features
• Publishing on LinkedIn
Starting 19th
February, 2014, LinkedIn is opening up their publishing
platform to members, giving them a powerful new way to build their
professional brand. When a member publishes a post on LinkedIn,
their original content becomes part of their professional profile, is
shared with their trusted network and has the ability to reach the
largest group of professionals ever assembled. Now members have
the ability to follow other members that are not in their network and
build their own group of followers. Members can continue to share
their expertise by posting photos, images, videos and their original
presentations on SlideShare.
http://specialedition.linkedin.com/publishing/
• You can now Block LinkedIn Members
LinkedIn suggests that before you block a member, you turn on
“anonymous profile viewing” in your settings, so that – should you
change your mind, close your browser, have a technical issue, etc. –
you won’t leave your name in the “Who’s Viewed Your Profile” section
of the would-be-blocked user’s account.
• The new blocking feature is available on the drop-down box on a
user’s profile, next to the “Send InMail” button. It’s now the last item
on the list, which reads “Block or report.”

LinkedIn – New Features in May
• Language Preference Targeting
Through language preference targeting, businesses with a worldwide audience can now
target their updates by the users’ selected language:
For example, a U.S. based company targeting Portuguese-speaking professionals in
Brazil can now share updates in Portuguese with followers who have selected it as their
preferred language on LinkedIn.
• Personalised Page Feed
When a LinkedIn user visits a Company Page, that page’s feed will only show updates
intended for that specific user. For example, if a company targets an update to users in
Australia and another update is targeted to users in Spain, each group would only be
presented the region specific update. Other targeting filters include company size,
industry, function, seniority, geography, and now language preference.

Follow-up Questions?
After today’s session, you are welcome to tweet questions
to our Vorian Agency Twitter Account @vorianagency
using the hashtag #voriantraining
https://twitter.com/vorianagency

Let’s Get LinkedIn!
After today’s session, I encourage you to put into practice
all that you have learnt, and look forward to receiving your
invite to connect:
LinkedIn: http://au.linkedin.com/in/mattlynchseo
Don’t forget to follow Vorian Agency on LinkedIn:
http://www.linkedin.com/company/vorian-agency
All of my other Social Media links are available on About.Me:
About.Me: http://about.me/au.mattlynch
Email: matt.lynch@vorian.com.au

Please… invite others
We would like to thank you for your attendance
to today’s seminar on LinkedIn.
• A link to the Presentation Slide Notes and Video will be emailed to you
• Vorian Agency info packs are provided to showcase our eight key areas
• Vorian staff are available to arrange an appointment to assist your specific needs
• Please provide your feedback and hand-in the supplied questionnaire
• Please invite others you may know to register for our free seminar series and
forward them a copy of today’s seminar email.

Vorian Agency LinkedIn Seminar

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