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Crank Up Your Impact:Leverage Your Professional Brand & Business Network to Drive Deeper Value and Results
November 15, 2016Willis Towers Watson Seminar Series 2016
2016 Seminar Series Sponsors
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5 TIPS to Leverage Your Professional Brand and Business
Network & Drive Deeper Value and Results
Donna Serdula
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Donna Serdula
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Everything is under your finger tips
It’s a different world…an online world
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People are researching YOU!
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1. Google YourselfWhat is your CURRENT online presence? Time to Audit and Edit.
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your name here
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No results = No reputation
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Get the RIGHT results
Audit and Edit your Social Media Presence
Tighten Security Settings
Bury or remove or explain anything unsavory
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Create a name for yourself and keep it consistentLinkedIn ProfileResumeBusiness CardsEmail SignatureWebsite Bio
Get the RIGHT results
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Where is your TARGET audience?Who is your TARGET audience?
YouTube
Google+
94%82%
77%76%
72%62%61%
B2CEffectiveness Ratings for B2C Social Media Platforms
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Link
edIn
Twit
ter
YouT
ube
Slid
eSha
re
Vim
eo
Face
book
Pint
eres
t
Inst
agra
m Goo
gle
+
63%55%
48%42% 40%
32%25% 24% 20%
Effectiveness Ratings for B2B Social Media Platforms
Where is your TARGET audience?Who is your TARGET audience?
B2B
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2. Optimize Your ProfileControl how people perceive you! Tell your story. Forge rapport earlier.
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Your profile is NOT your resume
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What is Your Goal?
Reputation Management Thought Leadership
Job SearchProspecting and Sales
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How do you want to be perceived?
What are 3 adjectives that
you want people to describe you
as?
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…by name or keywordPeople Search
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Which Profile Impresses?
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What Makes aPowerful Profile?
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Profile PictureThis is how people see you and it should represent you in the
best light!
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Profile Picture TipsThis is how you look good
Look your reader straight in the eye. Don’t wear sunglasses or look awayIf you aren’t using a professional photographer, enlist a friend to help!
Look straight into the camera
You are the focus of the image. Stay away from busy or distracting backgrounds
Use a plain background
Dress as if you were headed into an important meeting. Concentrate on the top half – is your collar and tie straight?
Dress professionally
It’s called a headshot for a reason. Frame your face! Only a sliver of shoulders – no elbows, knees or sneakers!
Zoom in & SMILE!
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Compelling HeadlineThis is your tag line– make it compelling but also infuse it with your main
keywords
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Headline Tips
LinkedIn-Makeover.com/linkedin-headline-generator
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Customized URLThis is the link to your profile. Customize to Market it!
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Background GraphicMake your profile POP!
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Contact InformationMake it easy for people to reach you offline! Success on LinkedIn is getting OFF
LinkedIn!
TIP: Only FIRST DEGREE Connections see your email address, phone number, and IM
• Add your email address
• Add your phone number
• Add your Company Website URL
• Add any IM info such as Skype
215-839-0008 (work)Philadelphia, PAHowardRoark(Skype)
howardroark
Widgets.com
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Engaging SummaryTurn your Summary into a Digital
IntroductionThis is your digital introduction and elevator pitch.
It should be goal-oriented
Do NOT copy and paste your resume!
Add multimedia: presentation slides, whitepapers, images, video, etc…
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Anatomy of an Amazing SummaryIntroduction and Elevator Pitch
What attracted you to your current position/field?How do you help your clients?
What kind of results can a person expect working with you?Describe a defining accomplishment or two
What is your goal moving forward? What do you hope to achieve?Why and how should a person reach out to contact you?
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ExperiencesThis is where you do the deep dive into your company &
your role:
Write for your target audience Prospects don’t want to know you can sell snow to an Eskimo
Don’t give away the store! Keep some accomplishments in your back pocket!
Reiterate your contact information
TIP: Choose your Company from the Company Droplist to display the logo
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A strong list of recommendations act as testimonial to your value.
Destroy Objections with Recommendations
My secret to GETTING TONS recommendations is…Get Recommendations
You can never be too rich, too thin, or have too many Recommendations
Leaders don’t just get recommendations, they give recommendations!
Don’t just GET Recommendations, GIVE Recommendations
RecommendationsA POWERFUL Sales Tool + a Super Secret
TIP!
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3. Build Your NetworkMake your online network reflect your offline network!
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Question!What’s the number?
How many first degree connections are in your network?
Less than 100
100 - 300
300 - 500
Over 500
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LinkedIn NetworkBuild a STRONG Network
LinkedIn is a DATABASE of Professionals FOR ProfessionalsThink of it as a Rolodex. An empty rolodex is useless.. SO CONNECT!
3 Connection Philosophies:
Only people you know and trustCLOSED Network
Everyone and their motherOPEN Network
Open to connecting but not aiming low and wideMODERATE Network
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Your LinkedIn NetworkIt might seem a jumble….
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Your LinkedIn NetworkBUT there is a structure, based on 3
degrees!
Bob
Beth
Bill
Mark
Sheila
Jen
Jane
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Connecting MeansWhen you connect with someone on LinkedIn, you get
to…1. You both see MUTUAL CONNECTIONS and you MAY see all first degree connections
3. You see each other’s LinkedIn Activity4. You can request Introductions to 2nd degree Connections5. You can recommend them and they can recommend you6. You can endorse them and they can endorse you
2. You communicate via LinkedIn Messaging
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Why Connect?
TO FIND PEOPLEYou only search your LinkedIn network. Expand your network to find more people.
TO GET FOUND Expand your network so you can get found by people looking for someone like you.
TO BE SEENPop up on people’s radar – post links to articles, share information, add value.
TO STAY IN TOUCH AND WARM UP PROSPECTSMessage people, comment, like, and share.
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People You May Know
• Spend time perusing LinkedIn’s People You May Know page.
• The more you connect, the more accurate this page becomes.
Add ons
• Rapportive is a great Gmail extension that makes connecting easy.
• Microsoft Dynamics has a Sales Navigator interface link.
Tips to EXPAND Your NetworkEasy ways to expand…
Commit
• Each time you meet someone, connect with them.
• After networking events and meetings, connect with participants
Upload Address book
• Export your address book and upload it to LinkedIn.
• Sync your smart phone’s address book
• Allow access to your email address book
Join Groups
• Sales reps are 70% more likely to get an appointment from a cold connection request if they cite a common LinkedIn Group.
• Join 100 strategic and successful Groups! Make your ONLINE network
reflect your offline network
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4. Integrated PresenceWhen you showcase your best, you attract the best…
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Moving Beyond the Personal ProfileYour LinkedIn Company Page
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Optimized Company Page
Optimized Employee Profiles
Strong Network of Connections
Updates and Published Posts
Moving Beyond the Personal ProfileCreating a consistent company message
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JobOpenings
Productsand
ServicesBusiness
OpportunitiesYourNews
Centralized location where MILLIONS of LinkedIn members can go to stay in the loop on…
Moving Beyond the Personal ProfileCreating a consistent company message
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It provides the opportunity to…
Tell your story, mission, and values
Engage with followers
Drive word of mouth at scale
Share career opportunities
Moving Beyond the Personal ProfileCreating a consistent company message
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Learn about job
opportunities
Research employees and culture
For MILLIONS of professionals, a company page is a place to…
Get the latest
updates and news
Explore and learn more
Moving Beyond the Personal ProfileCreating a consistent company message
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An Integrated PresenceCreating a consistent company & employee message
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"The only thing worse than training employees and losing them is to not train them and keep them."
-- Zig Ziglar
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"The only thing worse than optimizing employees profiles and losing them is to not optimize and keep turning off potential prospects, candidates, and partners."
-- Donna Serdula
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4. Thought Leadership & EngagementBroadcast. Drip Feed Marketing. Stay in Touch. Top of the Mind Awareness.
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Status Updates versus Published PostsThe different types of broadcasted content
Status Updates
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Published Articles
Status Updates versus Published PostsThe different types of broadcasted content
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Become a Content CreatorStart writing!!!!!
Status UpdatesShort missives
Published ArticlesLonger, more informative posts,
aka blogs
Expert / Industry Advice / NewsProvide insight, news, advice, information and value
Success StoriesWhat success are your customers experiencing?
Upcoming EventsWhat events are coming up that prospects might be interested in?
Questions & RequestsEngage and interact. Ask questions. Request information.
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Become a Content CURATORStart sharing
ShareShare your
network’s status updates and
promote them to others.
CommentEngage in
conversation by commenting on status updates
and blog articles
LikeScroll through your newsfeed and LIKE status
updates
Post LinksLinks to industry related articles.
Link to what others are creating.
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Tools for Thought LeadershipThese tools make it easy!
Sign up for Hootsuite
Hootsuite allows you to schedule out updates
Sign up for EvernoteEvernote is a great way to
jot down ideas and plan blog posts.
Create Google Alerts
Google Alert finds interesting articles for
you
Install LinkedIn’s Bookmarklet
The Bookmarklet button makes sharing easy!
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Establish your Professional Brand
LinkedIn Helps You…LinkedIn isn’t just a Social Network, it’s a Sales and Business Tool
Keep in Touch with Connections and your Network
Research Opportunities, Ideas, Companies, People
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LinkedIn Helps You…LinkedIn isn’t just a Social Network, it’s a Sales & Business Tool
Establish your Professional Brand
Keep in Touch with Connections and your Network
Research Prospects and Opportunities
And here’s my #1 LinkedIn
Success Secret…
LinkedIn Helps You…LinkedIn isn’t just a Social Network, it’s a Sales and Business Tool
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HAVE FUN!Add Value, have FUN, Educate, Inspire, and GIVE!
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donna@LinkedIn-Makeover.com 215-839-0008 www.LinkedIn-Makeover.com
Contact MeQuestions? Comments? Contact me!
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