Overview of LinkedIn and how to use it to build your personal brand. Short overview of Social Media / Networking is also included.

1. Getting Social

2. Getting Social
with LinkedIn
Bob Coppenhaver

3. What is Social Media?
Social media describes the online technologies and practices that people use
to share opinions, insights, experiences, and perspectives with each other.
- Wikipedia 2007

4. photo by Zellaby on flickr.com

5. Officially, though, social media
is not like teen sex.*
* Phew!

6. “technology,
social interaction,
and the construction
of words, pictures, videos, and audio.”
http://www.wikipedia.org

7. photo by Kris Hoet on flickr.com

8. Why
Should
I Care
?

9. REASON #1
Forrester, The Growth Of Social Technology Adoption, 2008

10. REASON #2 Nielsen, Global Faces & Networked Places, 2009

11. REASON #3
Nielsen, Global Faces & Networked Places, 2009
photo by Bruno Girinon flickr.com

12. REASON #4

13. REASON #5
“
Technology is shifting the power away
from the editors, the publishers,
the establishment, the media elite.
Now it’s the people who are in control.”
Rupert Murdoch, Global Media Entrepreneur

14. REASON #6

15. Is Social Media a Fad?

17. Social media tools
o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o Virtual Reality
o Social Gaming
o Related:
o Podcasts
o Real Simple Syndication (RSS)
o Social Media Press Release

18. Social Networking
Bob Coppenhaver – Strategic Marketing & Product Management

19. Social Networking
Bob Coppenhaver – Strategic Marketing & Product Management

20. photo by eye2eye on flickr.com
Networking
.

21. LinkedIn
LinkedIn is an online network of more than 45 million experienced
professionals from around the world, representing 150
industries.
Through LinkedIn you can:
 Be Found
 Find
 Search
 Discover
 Expand your network

22. Trusted LinkedIn
Contacts
Job
Candidates
Industry
Experts
Business
Partners
Job Leads
Bob Coppenhaver – Strategic Marketing & Product Management

23. Power of the Network
Bob Coppenhaver – Strategic Marketing & Product Management

24. Power of the Network
Bob Coppenhaver – Strategic Marketing & Product Management

25. 478,403 Cleveland Census
Power of the Network
Bob Coppenhaver – Strategic Marketing & Product Management

26. 478,403 Cleveland Census
Power of the Network 2,250,871 Greater Cleveland Census
Bob Coppenhaver – Strategic Marketing & Product Management

27. What can I use LinkedIn for???
 Develop your “Brand”
 Share Information & Status with Others
 Find Referrals into a Company
 Company Research
 Create new Network Opportunities
 Stay in touch with your Network!
Bob Coppenhaver – Strategic Marketing & Product Management

28. This is THEIR Brand….

29. This is THEIR Brand….
What is YOUR Brand?

30. Joining LinkedIn
Home What is LinkedIn? Join Today Sign In Language
Over 45 million professionals use LinkedIn to Join LinkedIn Today
exchange information, ideas and opportunities First Name:
Stay informed about your contacts and industry Last Name:
Find the people & knowledge you need to achieve your Email:
goals
Password:
Control your professional identity online 6 or more characters
Join Now *
Already on LinkedIn? Sign in.
Search for someone by name: First Name Last Name Go
People directory: A B C D E F G H I J K L M N O P Q R S T U V W X Y Z more
* By clicking Join Now, you are indicating that you have read, understood, and agree to LinkedIn's User Agreement and Privacy Policy.

31. Getting Started
Bob Coppenhaver – Strategic Marketing & Product Management

32. Building your Brand using LI
 Complete your Profile
 Change from default link to your “name”
 Find Connections / Make Contact
 Make Recommendations / Ask for Recommendations
 Join Groups
 Ask Questions and provide Answers
 Publicize your LinkedIn profile
 Email signatures
 Business cards
 Websites
Bob Coppenhaver – Strategic Marketing & Product Management

33. Some Mechanics....
2
1
3

34. Online Profile
Profile
http://www.linkedin.com/profile?viewProfile=&key=986766&trk=tab_pro
Bob Coppenhaver – Strategic Marketing & Product Management

35. ExecuFolio

36. Home Page
Home Page

37. Contacts

38. Contacts Translate into Leads
 Find
 Invite or
 Request Introduction
 Connect!
Bob Coppenhaver – Strategic Marketing & Product Management

39. How to Find People
Bob Coppenhaver – Strategic Marketing & Product Management

40. Inviting a Colleague to Connect
 Locate the right profile
 Click to add to your network
 Choose how you know him/her
 Write your own message
Share recent news – Take the
opportunity to really connect
Don’t use the default message
 Two schools of thought….
Bob Coppenhaver – Strategic Marketing & Product Management

41. Connections
Bob Coppenhaver – Strategic Marketing & Product Management

42. Making Wider Connections
 Search your past
 Search your network’s connections
 Keep track of what connections your
connections are making
 Ask for introductions
 Groups
 Inmail
Bob Coppenhaver – Strategic Marketing & Product Management

43. Find Contacts You Already Know
Bob Coppenhaver – Strategic Marketing & Product Management

44. Expanding Your Network
Bob Coppenhaver – Strategic Marketing & Product Management

45. What if I find Someone I want to Meet?
Bob Coppenhaver – Strategic Marketing & Product Management

46. Getting Introduced
Bob Coppenhaver – Strategic Marketing & Product Management

47.  Can use for 2nd & 3rd
Degree Connections
 Inmail for others
Introductions
Bob Coppenhaver – Strategic Marketing & Product Management

48. photo by eye2eye on flickr.com
.
Connect!

49. Connect!

50. Recommendations

51. Ask for Recommendations
Bob Coppenhaver – Strategic Marketing & Product Management

52. Manage Recommendations
Bob Coppenhaver – Strategic Marketing & Product Management

53. Service Providers

54. Service Providers

55. Groups
Bob Coppenhaver – Strategic Marketing & Product Management

56. Groups
Bob Coppenhaver – Strategic Marketing & Product Management

57. Other Capabilities

58. LinkedIn Jobs
About LinkedIn Jobs
Bob Coppenhaver – Strategic Marketing & Product Management

59. Job Search
Bob Coppenhaver – Strategic Marketing & Product Management

60. Advanced Job Search
Bob Coppenhaver – Strategic Marketing & Product Management

61. Job Postings
Bob Coppenhaver – Strategic Marketing & Product Management

62. Job Postings
Bob Coppenhaver – Strategic Marketing & Product Management

63. Company Information
CompaniesStrategic Marketing & Product Management
Bob Coppenhaver –

64. Answers
Bob Coppenhaver – Strategic Marketing & Product Management

65. Applications
Bob Coppenhaver – Strategic Marketing & Product Management

66. Events

67. Reference Check for Potential
Employees

68. Polls

69. Market Watch (Company Buzz)

70. Power Tools & Suggestions
 Backdoor into LinkedIn through Google
 site:linkedin.com "search string" and (location) –directory
 Example: site:linkedin.com “Eaton" and (OH) –directory
 This will return all users with ‘Eaton’ in their profile who work in OH
 Example: site:linkedin.com “Eaton" “Marketing” and (Cleveland) –directory
 This will return all users with ‘Eaton’ in their profile who work in Marketing in Cleveland
 Use Google Keyword Tool to suggest alternate words
 Use HelloTxt if you are on LinkedIn, Facebook, Twitter…
 Use TinyURL
 Download LinkedIn Browser Toolbar
 Download LinkedIn Dashboard for Outlook
 Email profile, address grab, reminders, etc…
http://www.linkedin.com/static?
key=tools
Bob Coppenhaver – Strategic Marketing & Product Management
 Xobni

71. LinkedIn Outlook Dashboard
Bob Coppenhaver – Strategic Marketing & Product Management

72. LinkedIn Outlook Dashboard
Bob Coppenhaver – Strategic Marketing & Product Management

73. LinkedIn Outlook Dashboard
Bob Coppenhaver – Strategic Marketing & Product Management

74. LinkedIn Outlook Dashboard
Bob Coppenhaver – Strategic Marketing & Product Management

75. Xobni

76. Xobni

77. Summary Tips & Tricks LinkedIn
- Maximizing
• Change default URL
• Add LinkedIn to email, websites, Business Cards, etc.
• Add Websites to your Profile
• Use built-in CRM Capabilities
• Post resume and other info at Box.net or Drop.io with Links from LI
• Create a blog and link to profile and website
• Share expertise
• “Answers”
• Slideshare or Google Presentations
• Join Groups -> Create Groups
• Use Company Information to get an “Inside Look”
• Use “Events” to publicized company events
• Consider Dashboard & XOBNI

78. Summary - Maximizing LinkedIn
Consider this as part of your job search and business
networking tasks
Personalize your profile
Consider connecting to anyone that “you know” and can
further your goals
Use LinkedIn to do your pre-meeting homework
Company, Interviewers
Get recommendations from former clients, bosses, direct
reports, and co-workers
Optimize your profile for search results
Never invite someone you don’t know-provide comments/
background info in the invitation
Bob Coppenhaver – Strategic Marketing & Product Management

80. Thank you
To view this presentation and others, go to
www.coppenhaver.com and select “download”
Additional credit - “What is Social Media?” Marta Kagan
Bob Coppenhaver – Strategic Marketing & Product Management

81. Appendix

82. Tactics for Finding/Retaining
Customers
 Discover information about people in an organization
 Identify the right people in an organization
 Pre-meeting research
 Maintain relationships
 Get recommendations (!!)
 Receive introductions or referrals
 Discover relationships between your customers and other departments
in the same Company
 Discover relationships between your customers and other suppliers (or
competitors)
 Branding
 Word of Mouth Publicity (see above)
 Getting notifications when someone changes jobs
Can you be a supplier to the new organization?
Introduction to replacement
 Finding Groups that benefit your goals or better Create a Group!
 Pick up Trends in the Marketplace via Groups
 Position Yourself as an Expert

83. Tactics for Finding/Retaining
Suppliers & Partners
 Identify the right people in an organization
 Discover information about people in an organization
 Maintain relationships
 Get recommendations (!!)
 Receive introductions or referrals
 Discover relationships between your contacts and other supplier
 Branding
 Word of Mouth Publicity (see above)
 Getting notifications when someone changes jobs
Can you be a partner or supplier to the new organization?
 Finding Groups that benefit your goals
 Pick up Trends in the Marketplace via Groups
 Position Yourself as an Expert

84. Account Types
Personal Account - Free
 5 Introductions open at a time.
 Can receive unlimited InMail messages.
 3 Saved Searches with weekly alerts.
 Can view 100 results per search before upgrade is needed.
Business Account - US$24.95/month or get two months free and pay US$249.50/year
 Can send 3 InMails per month, with a seven-day response guarantee.
 Unused InMail credits roll over each month, up to a maximum of nine.
 5 Saved Searches with weekly alerts.
 15 Introductions open at a time.
 Can view 300 results per search before upgrade is needed.
 Unlimited one-click reference searches.
 OpenLink Network membership.
 Unlimited OpenLink messages.
 Unlimited Reference Searches.
 1 business day customer service.

85. Business Plus - US$49.95/month or get two months free and pay US$499.50/year
 Can send 10 InMails per month, with a seven-day response guarantee.
 Unused InMail credits roll over each month, up to a maximum of 30.
 7 Saved Searches with weekly alerts.
 25 Introductions open at a time.
 Can view 500 results per search before upgrade is needed.
 Unlimited one-click reference searches.
 OpenLink Network membership
 Unlimited OpenLink messages.
 Unlimited Reference Searches.
 1 business day customer service.
Pro - US$499.95/month or get two months free and pay US$4999.50/year
 Can send 50 InMails per month, with a seven-day response guarantee.
 Unused InMail credits roll over each month, up to a maximum of 150.
 10 Saved Searches with daily alerts.
 40 Introductions open at a time.
 Can view 700 results per search.
 Unlimited one-click reference searches.
 OpenLink Network membership
 Unlimited OpenLink messages.