Rene's presentation at Social Media Manchester conference including 81 tips and general advice on creating a high impact Linkedin profile, status updates, advanced search, connection etiquette, using Linkedin groups, publishing on Linkedin and managing company pages.
3. @renepower @visionb2b www.visionb2b.co.uk
WARNING: THIS IS AN ALL DAY SESSION
CONDENSED INTO 45 MINUTES
There are 81tips littered through this
presentation
All based on my own personal experience of
using Linkedin since 2006.
20. @renepower @visionb2b www.visionb2b.co.uk
Profile summary
Be clear about what you are on Linkedin for
Make sure key elements position you to stand out
Talk about what you offer and your achievements
Reorder everything to tell your story
Reorder the skills you are endorsed for – and ask
for specific endorsements/recommendations
Use all aspects open to associate yourself with the
right people, companies, groups and topics
22. @renepower @visionb2b www.visionb2b.co.uk
• Status updates should support your
positioning
• Be relevant to your target group of
connections (and prospective connections)
• Support what you are trying to achieve
Status updates
36. @renepower @visionb2b www.visionb2b.co.uk
Search
• Basic free account search results include
– Full profiles with names of everyone in your
network (1st, 2nd, 3rd level connections and
shared group members)
– A maximum of 1000 results per search
– Basic search result filters
37. @renepower @visionb2b www.visionb2b.co.uk
Search
• Premium account search results include
– Full profiles with names of everyone in your
network (1st, 2nd, 3rd level connections and shared
group members)
– A maximum of 1000 results per search
– Anything marked gold in the search page incl.
• Function/job title
• Years of experience
• Seniority
• Caveat: I have a legacy Business account.
Some of the advanced search functionality
will cost you £40/month.
45. @renepower @visionb2b www.visionb2b.co.uk
8 ways to personalise a connection
• Link to another platform (Twitter easiest)
• Something they did
• Something their company did
• Something that happened to them
• Something one of their competitors did
• Something in a shared group
• Something about a shared interest
• Mention a shared connection
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46. @renepower @visionb2b www.visionb2b.co.uk
Accepting connections
• ‘If someone wants to connect with you’
– You don’t have to connect
– Ask about recipirocal value
– Message once connected
– Like some of the early status updates they
make
– Share some of their content
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52. @renepower @visionb2b www.visionb2b.co.uk
NEW: Updates to groups
A raft of recent changes have been made on
Linkedin Groups in November 2015
More here:https://help.linkedin.com/app/answers/detail/a_id/61173/~/new-
groups-features
53. @renepower @visionb2b www.visionb2b.co.uk
What changed?
Groups are now standard or unlisted (private,
invitation only)
All Groups are private
All Groups are member only
No moderation is required but content can be
vetted/removed after posting
Job posts moved straight to Jobs
Promotion tab removed altogether
Add images to discussion posts
@ group members into conversations
54. @renepower @visionb2b www.visionb2b.co.uk
The implications
Groups should see a step up in
engagement and quality of conversation
It is now harder to sell in a group
It is now harder to place links to content in
a group without really good reason
The community polices the group and
persistent offenders will eventually be
removed
56. @renepower @visionb2b www.visionb2b.co.uk
Contributing to a discussion post
• Flatter/compliment
• Stay positive
• Add value
• Reference other
material but don’t
link to it
• Offer further ‘out of
group’ discussion
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57. @renepower @visionb2b www.visionb2b.co.uk
Creating a discussion post
• Pose a question
• Offer some
additional narrative
• Provide a link (if you
need to)
• Allow the question
to be answered
without clicking
away
• Be genuine
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60. @renepower @visionb2b www.visionb2b.co.uk
The benefits of Linkedin Pulse
• Build your professional profile and brand
• Reach a significantly larger audience than
blogging alone
• Influence a wide variety of customers,
prospect and specifiers
61. @renepower @visionb2b www.visionb2b.co.uk
My top tips for Linkedin publishing
Create a calendar for Linkedin Pulse articles – different to
blogging elsewhere
Write about the same or related topics
Write for skim reading – use all formatting tools to make it
easy to read
Use Pixabay for free images and Canva to bring them to life
Use video, audio and slides to make content more attractive
Select the right / best keywords
Link your other articles in the footer (update and edit as you
build your bank)
Publish once weekly
Promote regularly through your profile and social media
If you add to groups, turn into a question and be highly
selective
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62. @renepower @visionb2b www.visionb2b.co.uk
What works best
According to Marketing
Experiments
How to’s get many more
views – best for views, likes
and shares
Listicles do well
Question posts do poorly
http://blog.hubspot.com/marketing/linkedin-publishing-
beginner-guide
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66. @renepower @visionb2b www.visionb2b.co.uk
Company page
• More than just a HR landing page
– Raise awareness
– Educate and entice customers
– Promote products and services
– Promote career opportunities
– Nurture a community
– A supplement to your website
67. @renepower @visionb2b www.visionb2b.co.uk
Create brand personality
• Creative header
• Complete About
section
• Add links to
website, blogs,
other channels
• Use interactive
content esp. video
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68. @renepower @visionb2b www.visionb2b.co.uk
Empower employees to promote
• Employees biggest
and best advocates
• Expand reach
• Story and content
• Sense of pride
• Rich content
• Adding Co Page to
personal profile
automatically enrolls
as follower
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69. @renepower @visionb2b www.visionb2b.co.uk
Engage with content
• Post relevant and interesting articles as
you would on your personal profile
• Consistent topics, varied style & format
• Post daily late morning / late afternoon to
coincide with optimal log in times
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70. @renepower @visionb2b www.visionb2b.co.uk
Summary
A focused, expansive profile
Targeted, audience relevant status updates
Improved use of advanced search
A deeper awareness of connection etiquette
Better understanding of how to use groups
Building thought leadership with publishing
Making the most of your company profile
71. @renepower @visionb2b www.visionb2b.co.uk
About Rene & Vision B2B
Help
companies
selling to
other
companies
(b2b)
position on
expertise
and value
20 year
business
marketing
professional
Well
networked
and
connected
Vice Chair,
Manchester
CIM
Published,
blogger,
speaker,
trainer