#OUJ3700

LINKEDIN AND

PROFESSIONAL COMMUNICAITON

LINKEDIN 101:

WHY SHOULD YOU CARE

• 2 new users every second.

• 500 out of 500 Fortune 500

companies use it.

• 92% of recruiters look at a

candidate’s profile.

• When it doubt, follow the money.

LINKEDIN 101

IT’S SUSTAINABLE

• IPO has doubled since going public.

• LinkedIn accounts for 64% of visits from

social media channels to corporate

websites.

• http://www.cmo.com/articles/2013/11/4/15

_Stats_LinkedIn.html

LINKEDIN 101

STEP ONE

Why are we here?

LINKEDIN STEP TWO:

ENHANCE THE BASICS

LINKEDIN 101 STEP THREE:

LINK IN THE BOX

LINKEDIN 101: STEP FOUR

DIFFERENTIATE YOURSELF

LINKEDIN 101

STEP FIVE EXPERIENCE MATTERS

• We should never see this much

white space…

• What have you done?

• How have you created value?

• Quantify the numbers.

LINKEDIN 101 STEP SIX

YOU HAVE 50 SKILLS. USE THEM

LINKEDIN 101 STEP SEVEN

GET SOCIAL AND MEET PEOPLE

LINKEDIN 101: STEP EIGHT

USE YOUR 50 GROUPS

LINKEDIN 101: STEP NINE

DON’T BE A WALLFLOWER

WHO IS THIS GUY AND WHY

DOES HE MATTER?

LET’S TALK PDSA

Plan

Do

Study

Act

WE CAN’T LOSE 30

POUNDS IN ONE WEEK

WHAT IS A GOOD

PDSA CYCLE

• One goal

• Not easy but attainable

• Looming deadline

• Consistent weekly evaluation

LET’S TALK WRITING

WRITING BASICS:

BEFORE YOU EVER

START TYPING

• Research the client

• Research the client’s competitors

• Research your company

• Research your company’s competitors

• Research the target audience

• Context Matters!!

WRITING BASICS

BEFORE YOU EVER START TYPING

Outline the purpose

•What outcome to you want?

• Inform

• Entertain

• Persuade

WRITING BASICS

BEFORE YOU EVER

START TYPING

THE MAIN THEME OF

GOOD WRITING

• The key to good writing is brevity.

• Be concise and thorough.

UNIVERSAL TRUTHS TO

ACHIEVE

THAT THEME

Commitment Statement

• How can you explain everything you are

talking about in one sentence?

• That sentence should have emotional

impact.

• Everything you write needs to revolve

around that commitment statement.

UNIVERSAL TRUTHS TO

ACHIEVE

THAT THEME

SVO Writing

•Subject

•Verb

•Object

UNIVERSAL TRUTHS TO

ACHIEVE

THAT THEME

• Avoid passive voice at all costs

• Passive voice is confusing.

• Passive voice is cumbersome.

• Passive voice is not conversational.

Passive voice writing will hurt your grade.

Don’t use it.

PASSIVE 101

• The Subject Does

• The Object Receives

WHAT IS PASSIVE

VOICE?

• The man was bitten by the dog.

• The dog bit the man

• SVO writing shortens your sentences.

• SVO writing is more clear.

• SVO writing is better.

WHEN IN DOUBT…

SAY BY ZOMBIES

THE OTHER BIG WRITING ISSUE:

FORCING PRESENT TENSE

• Is happening=bad

•Will happen=good

UNIVERSAL TRUTHS TO

ACHIEVE

THAT THEME

Every word should have a purpose.

• Write your copy

• Diet Coke break

• Review your copy

• Read it aloud

LAUNDRY LIST OF

WRITING TIPS

• Do use active voice verbs create immediacy.

Use them.

• Don’t use jargon. It’s confusing.

• Do vary sentence structure and length.

• Don’t overly hype something.

• Do think about tone.

WAYS TO CLARIFY

WRITING

Example

• We all played show and tell in elementary school.

Definition

• If you use a complex term, assume people don’t

know what it means

Comparison

• We know about apples to apples

WAYS TO CLARIFY

WRITING

Restatement

• Tell them what you’re going to tell them.

• Tell them.

• Tell them what you told them.

• 3 minimum amount of times you have to tell

someone something before they have a

chance to get it….

• 8-11 times before it sticks….

LET’S TALK

PROFESSIONAL WRITING

WHY ARE WE TALKING

ABOUT BUSINESS

WRITING?

• Strategic Communication is about telling stories

that preserve or improve brands.

• The better a brand, the more likely it survives.

• A surviving brand means you still have a job.

Good business writing helps you eliminate clutter, workplace

drama and other annoyances that prevent you

from doing the work you want to do.

INTERNAL MEMO

• Bosses gloss over stuff.

• You need to keep them updated on

client progress.

• Memos make that happen.

• They also cover you when something

goes wrong.

BEFORE YOU WRITE THE MEMO

REMEMBER FORMATTING

• To

• From

• Date

• Subject Line: By the way, this is the most

important line you will write in a memo.

• Every memo, including the one you hand

in, should include this.

MEMO FORMAT

THE BEGINNING

Why are you writing?

• Mention this in the subject line

• Mention this in the first or second sentence

• Be nice

Tell Them What You’re Going To Tell Them

KRAFT ACCOUNT

UPDATE

MEMO FORMAT

THE MIDDLE

All the slides I will just talked about…do it.

• Bullet Points

• Outline

• Vary Copy

• Visual Aids

• Context AND Content

Tell Them

KRAFT GUTS

MEMO FORMAT

THE END

• What is the next step?

• When will that step be delivered?

• Be nice.

• Tell Them What You Told Them

KRAFT CLOSE