TIAS LinkedIn Training and Online Networking Skills

Voettekst van presentatie
Training online networking skills
How to use social media like LinkedIn
for effective business networking.
Ayman van Bregt
April 11, 2015

Introduction - Ayman van Bregt
2 Training online networking skills
•  Digital Strategist who creates
meaningful digital experiences
between companies and
customers
•  Co-founder NSMA
(Dutch Social Media Academy)
•  http://about.me/aymanvanbregt
•  Twitter: @aymanvanbregt

Overview
•  The social media landscape
•  LinkedIn Basis and making LinkedIn work for you
•  Networking etiquette
•  Tips to optimize your profile and getting the most out of LinkedIn
N.B. Slides are available via http://www.slideshare.net/nsma

Media has changed
•  Linear
•  Location-bound
•  Limited possibilities
•  Passive
Source:
h*ps://ﬂic.kr/p/8w5ywj

h*p://content.9me.com/9me/interac9ve/0,31813,2048601,00.html

h*p://en.wikipedia.org/wiki/File:Transistor_Count_and_Moore%27s_Law_-‐_2011.svg

h*p://en.wikipedia.org/wiki/File:Metcalfe-‐Network-‐Eﬀect.svg

Speed of digital and social media
•  Non-linear
•  Location based
•  Indefinite possibilities
•  Passive and active (always on)
Source:h*p://ﬂic.kr/p/8nNBUK

Defining social media
‘Social media describes
online tools and
platforms that people
use to share opinions,
insights, experiences
and perspectives with
each other.
Social media can take
many forms, including
text, images, audio and
video. Populair social
mediums include blogs,
message boards,
podcasts, wikis and
vlogs’
- Dion Hinchcliffe -
(2006)
‘Social media are the
online conversational
channels where your
business becomes the
de facto source of
insight, information and
community through
interaction and dialogue
with your customers
and create a slow term
bond’
- Mitch Joel - (2010)
‘Media that enables you
to express and
stimulate social
behavior and gives you
the opportunity to show
interest in key persons’
- Ayman van Bregt -
(2012)

Defining social media
‘Social media describes
online tools and
platforms that people
use to share opinions,
insights, experiences
and perspectives with
each other.
Social media can take
many forms, including
text, images, audio and
video. Populair social
mediums include blogs,
message boards,
podcasts, wikis and
vlogs’
- Dion Hinchcliffe -
(2006)
‘Social media are the
online conversational
channels where your
business becomes the
de facto source of
insight, information and
community through
interaction and dialogue
with your customers
and create a slow term
bond’
- Mitch Joel - (2010)
‘Media that enables you
to express and
stimulate social
behavior and gives you
the opportunity to show
interest in key persons’
- Ayman van Bregt -
(2012)
Func9on
Value
Behavior

Assignment 1: Present your fellow student
14 LinkedIn Training
•  What’s the effect of your social
reputation on your
presentation?
Source:
h*p://ﬂic.kr/p/fSGFX4

The social media landscape

Social technographics (user activity)
Inac%ves
Spectators
Joiners
Collectors
Cri%cs
Conversa%
onalists

Creators

Do
not

use
social

media

View
and

read

web-‐

content

Have
a

proﬁle
on

a
social

network

site

Collect

web-‐
content

Respond

to
web-‐
content

Post

social

media

content

Produce

web-‐
content

90 – 9 – 1 Principle

Social media around the world

Social media used in the Netherlands
Source:
h*p://www.newcom.nl/social-‐media-‐onderzoek2014

Social media used in business
Source:
h*p://www.b2bmarke9ng.net/knowledgebank/social-‐media-‐marke9ng/features/infographic-‐state-‐b2b-‐social-‐media-‐2013

Social media and recruitment
Source:
h*p://www.jobvite.com/wp-‐content/uploads/2014/10/Jobvite_SocialRecrui9ng_Survey2014.pdf

Source:

Social media and LinkedIn recruitment
Source:
h*p://youtu.be/tu1ugJKXrVM

Social media and LinkedIn recruitment
•  LinkedIn takes the centre of Unilever as an employment brand
•  Build engagement with communities (dynamic content)
•  Using power of Unilever employees
•  From proces driven approach to a talent acquisition strategy

Shift in marketing
Source:
h*p://inbound.anchorstl.com/wp-‐content/uploads/2013/04/inbound-‐marke9ng-‐image.jpg

The zero moment of truth
Source:
h*p://youtu.be/g40rrWBx2ok

The zero moment of truth

The social media landscape summarized
•  Your potential contact decides when to look for information and via
which channel. The challenge is to be visible with the right information
the moment the person starts searching.

LinkedIn basics and making
LinkedIn work for you

What is LinkedIn?
Source:
h*ps://youtu.be/YWp6AN00D_c

Value of LinkedIn
LinkedIn can help you:
•  Establish your professional profile and
control one of the top search results for
your name.
•  Build and maintain a broader network of
professionals you can trust.
•  Find and reconnect with colleagues and
classmates.
•  Learn about other companies.
•  Leverage powerful tools to find and
reach the people you need.
•  Tap into the knowledge of your network.
•  Discover new opportunities.

LinkedIn facts
•  347 million users
•  The US accounts for 107 million users
•  Every 2 seconds a new member joins
LinkedIn
•  LinkedIn has 187 million unique monthly
visitors
•  LinkedIn has users in 200 countries and
territories
•  In 2014 there were over 6 billion
searches

The LinkedIn ecosystem
Source:
h*p://www.webds.com/blog/social-‐media/the-‐ecosystem-‐of-‐linkedin/

1st, 2nd and 3rd degree connections

LinkedIn Groups and Company pages

LinkedIn Companies
Source:
h*p://www.linkedin.com/companies

LinkedIn Companies
•  Careers
•  Finding employees
•  Products / Services

LinkedIn Companies
Total: > 7,228,000 company pages
•  The Netherlands: > 149,904 company pages
•  United Kingdom: > 691,617 company pages
•  United States: > 2,949,099 company pages

LinkedIn Groups
Source:
h*p://www.linkedin.com/directory/groups

LinkedIn Groups
•  Networking
•  Knowledge sharing
•  Thought leadership
•  Career opportunities

LinkedIn Groups
Total: > 2,100,000 groups
•  Dutch: > 83,536 groups
•  English: > 1,697785 groups
•  Finance: > 16,901 groups
•  Marketing: > 58,715 groups
•  Change management: > 1,475 groups

LinkedIn Jobs
Source:
h*p://www.linkedin.com/jobs

LinkedIn Jobs
47 LinkedIn Training
•  The Netherlands: 8,000 – 9,000 job positions
•  United Kingdom: 110,000 – 120,000 job positions
•  United States: 1,900,000 – 2,000,000 job positions

LinkedIn News
Source:
h*p://www.linkedin.com/today

How to present yourself as a professional on
LinkedIn
•  LinkedIn is more than an online
resume

LinkedIn profile strength
Why a strong profile?
•  Present yourself as a
professional
•  Higher ranking in search results

LinkedIn profile strength
Four levels:
•  Beginner
•  Intermediate (*)
•  Expert (**)
•  All-Star (***)

LinkedIn skills
Why add skills?
•  Better visibility on LinkedIn
•  Personal branding
•  Endorsements
•  Recruiters can search for them
easily

LinkedIn endorsements
Why have endorsements?
•  Recognize skills & expertise in
your network
•  Build your personal brand

Assignment 2: Improve your LinkedIn profile
Source:
h*p://ﬂic.kr/p/ag7QB6

Assignment 2
Source:
h*p://www.webds.com/blog/social-‐media/the-‐ecosystem-‐of-‐linkedin/

Making LinkedIn work for you
Optimise
-> Become visible
Consume
-> Be informed
Present
-> Show your
knowledge

Optimise - Tips
•  Define yourself as a personal
brand in three words
•  Search for these words on
LinkedIn
•  Analyze the top 5 - 10 profiles
and learn how to improve your
profile
•  Monitor improvement with
information and statistics of how
often you show up in searches

Consume - Tips
•  Keep an eye on updates of
relevant LinkedIn contacts
•  Follow LinkedIn Company
pages of desired companies
•  Join LinkedIn Groups that
revolve around the desired
companies, desired functions
and desired topics

Present - Tips
•  Identify the top 10 desired
persons in your network (use
the results of assignment 2)
•  Research the interests of your
top 10 list
•  Align your knowledge with the
identified interests

The effect of social networking

The effect of social networking
Source:
h*ps://www.facebook.com/notes/facebook-‐data-‐team/anatomy-‐of-‐facebook/10150388519243859

Assignment 3: Networking power
Source:
h*p://ﬂic.kr/p/e6v4Jr

Social media etiquette tips
•  Show interest in your network
•  Add value
•  Listen and don’t act too
defensive when you get
criticized
•  Send a personal note when
inviting people into your
network
There’s no wrong or right but…
•  Decide how you want to use it
(personal and / or business)
•  Use your common sense
•  Manage expectations
•  Be transparent

Networking etiquette (online)
•  Place status updates that are
overthought and show your
knowledge
•  Show interest in your network
•  Send a personal invitation when
inviting people
•  Have professional profile
picture
•  Keep your contact list open to
your network

Social media etiquette tips
Source:
h*p://topdogsocialmedia.com/linkedin-‐e9que*e-‐infographic/

Networking etiquette (offline)
•  Show sincere interest
•  Find out the goal of your
collocutor and see if you can
help
•  Stay connected
•  Define your goal for the event
•  Try to find out who will be there
and prepare yourself
•  Introduce yourself with focus
(like a LinkedIn headline)

Tips to optimize your profile
and getting the most out of
LinkedIn

10 steps towards an effective LinkedIn profile
•  Profile in multiple languages
•  Company page linked to
working experiences
•  Extensive description with
working experiences
•  Visual content
•  Contact information
•  Profile picture
•  Headline
•  Personalized profile url
•  Summary
•  Skills & expertise

10 steps towards an effective LinkedIn profile
•  Use the tips in the toolkit to your
advantage
•  Compare yourself with your
classmates

LinkedIn networking tips – Who’s viewed…
Source:
h*ps://www.linkedin.com/wvmx/proﬁle

LinkedIn networking tips – Introductions

LinkedIn networking tips – Profile order

LinkedIn networking tips – Spelling

LinkedIn networking tips – Apps

LinkedIn Job Finding - Tips
•  Start with a complete and
optimized profile
•  Use the power of the network
(recommendations and
referrals)
•  Use the right apps
•  Use the ‘save search’ options

Master your search skills to find a job
Source:
h*p://youtu.be/7Dt3WJzGorU

The potential of social media
Source:
http://youtu.be/F7pYHN9iC9I

Getting started with LinkedIn
•  A complete profile with relevant keywords makes you stand out
more and contributes to get better found by recruiters on LinkedIn
•  Keep in touch with connections and expand your network
•  Participate in groups and get noticed by recruiters and professionals
•  Find relevant jobs and apply
•  Follow companies to stay up to date
•  Strengthen your personal brand with LinkedIn Endorsements

Contact information
•  Slides available via:
http://www.slideshare.net/nsma
•  E-mail: ayman@nsma.nl
•  LinkedIn: http://linkd.in/nsma
•  Twitter: @aymanvanbregt &
@nsma_

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