Social Media 101: LinkedIn

Agenda• Personal Background• Social Media Background• Why LinkedIn?• How do you use LinkedIn, in general?– Profile Setup– What should you do?– What shouldn’t you do?

• Content Requirement• Engagement

Personal Background

• Kevin MacDonald CMA–Business Coach–CMA; Lean Six Sigma Training – Black

Belt–Lover of Social Media

Social Media Background

• Kevin MacDonald CMA• Twitter since March 2009–@k_macd11–@L6SBC–@EdmOKFanBus

• Facebook since January 2008–Edmonton Oil Kings Fan Bus

• LinkedIn since July 2007

Social Media History

Why LinkedIn?

• LinkedIn redirects four times as many users to company home pages as Facebook and Twitter

• LinkedIn generates the highest visitor-to-lead conversion rate, about 2.74 percent, about three times that of Facebook and Twitter

• Highest Average Income of Users ($83K/yr)• Professional ‘Facebook’

Profile Setup

• Have a Profile Picture

Profile Setup

• Have a Profile Picture• Use Your Real Name

Profile Setup

• Have a Profile Picture• Use Your Real Name• Headline

Headline

• Two Different Forms, Depending on Intent– Company & Title

Headline

• Two Different Forms, Depending on Intent– Skill Set

Headline

Paid Ads

Profile Setup

• Have a Profile Picture• Use Your Real Name• Headline• Web Site

Profile Setup

• Have a Profile Picture• Use Your Real Name• Headline• Web Site• Profile Content– Resume vs Functional– Recommendations

Recommendation: Found in Two Different Spots

Directly with Related Position

Recommendation: Found in Two Different Spots

All Recommendations Together

What To Do?

• Add Connections

Add Connections

Add Connections

Add Connections

Add Connections

What To Do?

• Add Connections– Third Party• Virtual Introduction via Common Connection

Virtual Introduction via Common Connection

Default Message – Interesting?

Personalized Message

What To Do?

• Add Connections• Research Your Network

Research Your Network

What To Do?

• Add Connections• Research Your Network• Follow Clients & Prospects• Join Groups

Join Groups

• Relevant to:– Your Profession/Industry

Join Groups

Join Groups

• Relevant to:– Your Profession/Industry– Your Customers/Suppliers

Join Groups

What To Do?

• Add Connections• Research Your Network• Follow Clients & Prospects• Join Groups• Share/Develop Industry Relevant Content

Group Setting: What Doesn’t Fit?

What To Do?

• Add Connections• Research Your Network• Follow Clients & Prospects• Join Groups• Share/Develop Industry Relevant Content

What To Do?

• Add Connections• Research Your Network• Follow Clients & Prospects• Join Groups• Share/Develop Industry Relevant Content• Consistent & Quality• Recommendations

What Not To Do?

• Do More than Sell! Engage and Converse!• Don’t Self-Promote but Add Value• Don’t Post like Facebook

Don’t Post like Facebook

What Not To Do?

• Do More than Sell! Engage and Converse!• Don’t Self-Promote but Add Value• Don’t Post like Facebook• Posting without a Photo/Video

Posting without a Photo/Video

Lost!

What Not To Do?

• Do More than Sell! Engage and Converse!• Don’t Self-Promote but Add Value• Don’t Post like Facebook• Posting without a Photo• Not personalizing your introduction

How to Engage with People

• User Level– 47.6% of users use LinkedIn 0-2 hours per week– 26% use it from 3 to 4 hours a week– 12.2 % use it for 5-6 hours per week (that is nearly

1,400 minutes per month)• Use Groups• Connect with People in your Network• Be Personable

Helpful Hints

• 60% of Posting is Content; 30% Engagement (higher if possible); 10% Call to Action

• Use Tools– http://hootsuite.com/– LinkedIn Analystics

LinkedIn Analytics

LinkedIn Analytics

LinkedIn Analytics

LinkedIn Analytics

LinkedIn Analytics

LinkedIn Analytics

LinkedIn Analytics

LinkedIn Analytics

One-on-One Coaching

• One hour per seminar purchased• Doesn’t expire• Coaching Available with Kevin or….• Jim Zittlaw – Social Media Specialist for DESCA– MacEwan University– Bachelor's Degree– Professional Communication

Please Remember!

•Any Additional Questions?

Sites to Help You

• http://who.unfollowed.me/• http://hootsuite.com/• http://analytics.twitter.com/

Articles to Read

• 5 Customer Service Mistakes to Avoid When Using Social Media

• How to Build a Social-Media Strategy That Works

• A 9-Step Guide to Creating a Social Media Marketing Plan

• How to Setup a Social Media Business Strategy

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