WTS-GNY 2019 Social Media Branding Webinar

WTS-GNY 2019 Webinar Social Media Branding | January 29, 2019
Experienced
in a Changing World.™
WTS-GNY
2019
Webinar
Social Media
Branding
Tuesday, January 29, 2019

Weallknowhowtoopensocial
mediaaccountsandmostofus
havefiguredouthowtopost.
Butnowwhat?
Are you leveraging social media for professional
development? Do colleagues and potential
business partners know where to find you? Does
your profile accurately reflect your personal brand?
Spend an hour with us to learn to maximize social
media to generate the best impressions, get
positive attention, and attract the right audience.

NoraMadonick,Founder&CEO,
ArchStreetCommunications

RachelAdler,
SeniorAccountManager
ArchStreetCommunications

Whyweuse
SocialMedia
Communication
Building relationships
Reputation management
Corporate social responsibility
Customer service
Information
Entertainment
5

LinkedIn: Social media platform geared to professionals. 500 million+ members |
Manage your professional identity. Build and engage with your professional network.
Access knowledge, insights and opportunities.
Twitter: Microblogging Platform. Online news and social networking service on which
users post and interact with messages known as "tweets". Tweets were originally
restricted to 140 characters, but on November 7, 2017, this limit was doubled to 240.
326 million Q3 2018 versus 335 million for Q2 2018.
Facebook: Worldwide, there are over 2.27 billion monthly active Facebook users for
Q3 2018 (Facebook MAUs) which is a 10 percent increase year over year. Social
networking site intended to connect friends, family, business associates. Used by
companies to connect with customers.
Instagram: Instagram is a photo-sharing social networking app that enables users to
take pictures and edit them with a selection of digital filters. It has 1 bilion active
users.
Not all Platforms are
created equal

—Sir Richard Branson
7
7 WTS-GNY 2019 Webinar Social Media Branding | January 29, 2019
“Brandingdemandscommitment;commitmentto
continualre-invention;strikingchords with
peopletostirtheiremotions;andcommitmentto
imagination.Itiseasytobecynicalaboutsuch
things,muchharderto besuccessful.”

Activity:
Howareyouperceived?
Google yourself.
• What did you find?
• Were you able to find your LinkedIn?
• What did you learn about yourself?
• Is your online presence professional?

Developingyour“professional
brand”throughsocialmedia
• What are you goals?
• Gain awareness (be visible)
• Build trust (be consistent)
• Earn loyalty (be valuable)
• Let’s work on these three steps:
• Discover who you are
• Your USPs (Unique Selling Points)
• Your passions
• Your skills
• Create your identity
• Consistency is key
• Make it visible
9
“Personal Branding is allabout your uniquepromise of valueand
what you bring to the table. It's (also) about getting your
potential clients to choose you as the only solution to their
problem.”
Dr. Sarah David

Branding
Yourselfon
LinkedIn.
If the goal is personal branding, there are
certain best practices to follow on the
site. Here are tips for those who want an
influential personal brand on LinkedIn.

WTS-GNY 2019 Webinar Social Media Branding | January 29, 2019WTS-GNY 2019 Webinar Social Media Branding | January 29, 2019
WhyLinkedInisapowerfulpersonalbrandingtool?
According to Varun Choraria, the Founder and CEO of WiseWords
Interactive Studio Pvt. Ltd., LinkedIn is the best business
professional social media channel. ”Here's the profound, true secret
that you may have not known (no-brainer, actually), LinkedIn has
become the best tool for personal branding and it's guilty of being
that because since the beginning of Mesopotamian times,
customers have always preferred the ‘human touch’ over a cold
and pretentious ‘corporate caress’,” said Choraria.
1111

LinkedIn2019Stats.
550MLinkedIn has officially
crossed the half-billion
user mark in 2017.
LinkedIn users are senior level
influencers and 40 million are
in decision-making positions.
61M Monthly active users use
LinkedIn daily.
40%
61 million LinkedIn users are
senior level influencers and
40 million are in decision-
making positions.
40M
LinkedIn’s monthly active user base
reached 260 million in March 2017.
260M
LinkedIn is the most-used
social media platform
amongst Fortune 500
companies.
63 million unique mobile users
monthly. Mobile is booming and
LinkedIn’s mobile user numbers
reflect that.
44%Just under half (44%) of all
LinkedIn users are women.

Whatareyouradjectives,
nounsorskills
thatdefineyou?

Skills.
Hardworking
People-oriented
Entrepreneurial
EfficientIndependent
Innovative
Resourceful
Boss
Motivated
Authority
Organized
TransportationExpert
Conscientious
Alert
Collaborative
Dependable Practical
Persuasion
Creative
Adaptability
Time Management
Decision Making

Activity:
Listyourskills
• This is your pitch- your “elevator speech”
• Write an introductory statement about yourself. With
your top three skills, write three sentences. End with a
sentence about your professional goal.
• Example Skills: Connector, Motivate and Innovative
• Example Sentences:
• Rachel inspires, motivates and educates businesses on
how to leverage emerging technologies and digital
marketing.
• A fan of all things digital and social media, emerging
technologies, & innovation.
• She work with business & creative thought leaders,
entrepreneurs, executives, and influencers to help them
achieve their personal & professional goals.
• Now try to write one sentence.
• Innovator who connects great people with great people
who do great things!
• This is your creative header, your twitter bio or your
personal statement.
• Remember you have 2.5 seconds to impress.
15

LinkedInChecklist
Headline: Your profile headline is the first thing someone sees
after your name. Make it memorable. It should help someone
understand the role you want to do next and/or contain key
words important to your profession. You have 120 characters
Photo & Background Image: Choose a professional, high
quality headshot for your photograph. Also use the blue space
at the top of your profile to further brand yourself by inserting an
image.
Email: List all your active email addresses so they are
associated with your LinkedIn profile. You can set the default
email which will be viewable by your connections and the
account that receives InMail and updates from LinkedIn.
Vanity URL: Your LinkedIn profile has a URL (an Internet
address). You can and should edit this by adding your name
(www.linkedin.com/in/yourname). This also looks more
professional when you include it on your resume, business card,
or email signature.
Other Web References: If you have a personal website,
professional Twitter account, or links elsewhere on the web, you
can add them to your profile within the “contact info” section at
the top. You should change the label from “other” to a short,
descriptive title.
Personal Details: Your birth date and marital status are the least
important details. You may choose not to include this
information on your profile.
Summary: Consider this section as the answer to “tell me about
yourself.” Highlight the best of your background, experience and
skills. You could also provide insight into your leadership style,
personality, values, longer term goals, or outside interests.
Keep the reader’s attention by using short paragraphs. And
make it more personal. Add a specialties section within your
summary to list important hard and technical skills. Make the
most of the 2,000 characters available.
Work Experience: Include all the significant work history and
include strong, keyword rich descriptions and accomplishments
under each position.
Embed Media: Add media (documents, video, images, audio) to
your profile to make it an online portfolio. You can embed these
links in your summary, work experience and education sections.
Skills and Expertise: List all the skills and areas of expertise
which are most important to your profession and you want to
highlight.
Education: Include all the institutions you’ve attended. List your
concentration, major, and/or minor.
Certifications: List the most relevant and important information.
Projects: You can reference class projects, special work
assignments and side gigs as a project. This is another way to
showcase skills and experience.
Recommendations: Ask & Give recommendations from
colleagues, managers or even clients who know your work.
Honors & Awards, Publications, Patents: Complete these
sections with as much detail as necessary to highlight why it is
important.
Organizations, Volunteering & Causes: Provide details about
your involvement in professional associations and the
organizations you belong to or committees you serve on. Join
college alumni groups, professional associations, and any
industry related groups.
Make it An All-Star Profile: Don’t leave information blank or
overlook the criteria LinkedIn uses to boost your profile to all-
star. Your industry and location, an up-to-date current position
(with description), two past positions, education, a minimum of 3
skills, profile photo and at least 50 connections.
Make It Public: By default, LinkedIn sets your profile to be
viewable to the public. For active job seekers this is the best
option.
16

Completeyourprofile
Tip: If you don’t see people in your industry in
the section, “People Also Viewed”, your profile is
not optimized.

CompleteYourProfile

Complete
yourprofile
• LinkedIn Standard Logo dimensions:
100 x 60 px
• LinkedIn Square Logo dimensions:
150 x 50 px
• LinkedIn Career Cover Photo dimensions:
974 x 300 px
• LinkedIn Banner Image dimensions:
646 x 220 px
• Source: https://www.phancybox.com/news/2016-
social-media-image-dimensions-size-guide/
19

NeedHelp
withanImage?
• Utilize Canva
• Canva makes design simple for everyone.
Create designs for Web or print: blog graphics,
presentations, Facebook covers, flyers,
posters, invitations and so on.

“Ifyou’renotonLinkedInyoumightaswellnot
existinthisworld.Everybodyneedstobeon
LinkedIn.”
Guy Kawasaki, Original Apple Evangelist
21

Status
Update
Status Update: Regularly update your status
so your network can see what you are up to. A
status update could include a link to an article,
information about a presentation you are
attending, or it might be a question you would
like feedback from your contacts.
22

• Is it valuable?
• Does it fit with my personal brand?
• Did I include source attribution?
• Did I add relevant hashtags?
23
Beforeyoupost,
askyourself

Anatomyofaneffective
LinkedInUpdate
Strong Visuals: Attention grabbing images such
as recognized leaders, interesting infographics
Be Concise: Keep your introduction to 240
characters.
Type of content: Snack-able content, Lists,
valuable industry insights
Address your audience directly, ask them
questions.
KEEP THE URL

Sampleof
updatesbytype

Besttimetopost.
• The best time to post on LinkedIn is
Wednesday 3 to 5 p.m.
• Wednesday is the best day to post to
LinkedIn.
• Engagement varies per day, but Tuesday
through Thursday rank best.
• Friday through Monday receive the least
amount of engagement.

AutomateEverything–Butbe
HUMAN
You have better things to do than execute the
same repetitive tasks over and over again. When
it comes to social media marketing, automation is
everything. Here’s a short list of some of the
tasks you can automate now and no longer
waste your time on:
• Following people back when they follow you
• Retweeting interesting messages on Twitter
• Mentioning other users in your messages
• Responding to direct messages
• Automating posts from another expert’s
website
• Posting to LinkedIn ,Twitter, or Facebook from
another network
27

Hashtag=ContentDistribution
• Use ones relevant to your destination
(research in www.iconosquare.com )
• Add popular hashtags to relevant images to
grow audience & engagement
• #Transportation
• Add a unique hashtag to source content and
build a community
• Communicate your hashtag in your profile

Listeningon
LinkedIn
Listening is the most important tool on social
media. Before you can know what to say on any
social media platform, you need to know what
your customers/prospects want to hear.
29
So listen up to hear what people are
saying about your brand or product.

LinkedInPublishing
• Way for members to contribute
professional insight
• Long-form content becomes part of
your profile
• Publishing articles on LinkedIn
• Searchable on/off LinkedIn
• Added to Pulse (if content is relevant)
• Read more: Writing tips

Peers
1MM+ posts/wk in Groups
130k/wk Member Posts
News
2MM+ Publishers
LinkedIn Pulse
Brands
7MM+ Company Pages
Company Updates
18MM+ Slideshares
Elevate
Education
270k+ Lynda videos
Thought
Leaders
500+ Influencers
31 WTS-GNY 2019 Webinar Social Media Branding | January 29, 2019
Professional Publishing Platform

Thisismorethanjustregularposting,thisisthekindof
publishingthatcanhelpyouestablishyourselfasathought
leaderandanexpertinyourindustry.
The Fast Five Step to Publishing
• Think of a great headline
• Find/Take a compelling photo
• Write a concise post
• Include strong calls to action at the bottom of your post
• Share across different social media channels
32

MakeConnections
Participate by answering questions, sharing links
to interesting articles and engaging in
conversation with other like-minded
professionals.
• LinkedIn makes it easy to stay connected with
colleagues, associates and friends.
• It is just a click!

LinkedInGroup
• Join Groups based on your…
• Interests
• Industry
• Area
• Start and Join Discussions
• Network!

LinkedIn
Apps
LinkedIn
• LinkedIn SlideShare
• Learn about any topic quickly from over 18 million presentations, infographics,
and videos by top professionals – right at your fingertips.
• LinkedIn Job Search
• Search for great jobs. See who you know. Apply in one click. LinkedIn Job
Search gives you all the tools you need to easily find a job you love - or let it
find you. Now powered with Premium.
• LinkedIn Learning
• Learn the most in-demand business, tech and creative skills with personalized
recommendations and courses taught by industry experts. Stream or
download courses for offline viewing.
• Lynda
• Lynda.com, a LinkedIn Company is an online educational site that includes
over 5,700 courses (and over 180,000 videos) in popular fields
Premium Apps
• LinkedIn Elevate
• Build your reputation by sharing smart content. Discover interesting articles
from key people at your company. Share what you think is important – then
measure your impact.
• LinkedIn Sales Navigator
• Find leads and accounts in your target market, connect or send messages,
and get real-time updates.
• LinkedIn Recruiter
• Search and review profiles of potential hires, respond quickly to candidates,
and stay organized with projects.
35

Reid Hoffman, Co-Founder of LinkedIn
“Youneedtothinkandactlike
you’rerunningastart-up:your
career.”
36

Dedicate15minuteseachweektoyourLinkedIn
Network
Connect with 10 new people each week. Send them a
personal message asking to connect.
• By doing so, you are communicating with them as an
individual and laying the foundation for future
contacts. You are starting to build the relationship.
Now, get to know them. Ask what she or he does.
Ask them who you can connect them to within your
network. Ask how you can help them. By
approaching a new connection this way, you are
establishing a connection and adding value.
Thereby, building trust and a solid relationship that
will help to grow your business.
Send 5-7 new messages each week to people you have
connections with.
• This does not have to be lengthy or in-depth. The
message can be as simple as, “Hey there, it’s been a
while since we last talked, What are you up to?” This
is beneficial for 2 reasons: 1) You’re starting
communication. 2) You’re front of mind again. By
contacting 7 people in your network each day, you
quickly get to know everyone in your network so
you’re better able to connect people within your
network and know who can help when and where.
Over time, you will continue to build the relationship
with your connections by maintaining regular contact.
• Post or share an update at least once/week
• Leave and request a recommendation from
colleague/manager
Keep it about them! We all know what it’s like to get a
new connection, only to be followed by a lengthy sales
pitch the following day.
• LinkedIn is not the appropriate platform for
this. When you are good at what you do, AND you
have good relationships with the people in your
network, then you won’t have to tell people what you
do. They will ask you and they will be happy to help
you.
37
YourHomework:

WanttoLearnMore?
Lynda.comhttp://www.lynda.com
SkillSharehttps://www.skillshare.com
Courserahttps://www.coursera.org
Slideshare http://slideshare.com
38

Summary
• Social media can be used for…
• Finding and researching candidates
• Promoting your company
• Monitoring employee activities
• Personal branding is a way to…
• Establish credibility
• Grow your network
• Attract opportunities

ASC.
Experienced
in a Changing World.
40

Sources LEARN MORE.
Visit marketing.linkedin.com todownload the Sophisticated
Marketer’s guide toLinkedIn.
41
• https://business.linkedin.com/grow?trk=help_pb_profurl
• http://www.huffingtonpost.com/alex-pirouz/3-powerful-ways-to-grow-your-business-through-
linkedin_b_8995368.html
• http://www.entrepreneur.com/article/269950
• https://designschool.canva.com/blog/linkedin-for-
business/?utm_content=buffer42b3b&utm_medium=social&utm_source=plus.google.com&ut
m_campaign=bufferhttp://www.adweek.com/news/technology/8-ways-you-should-be-using-
linkedin-probably-arent-16874
• http://www.businessnewsdaily.com/7206-linkedin-marketing-business.html
• http://www.referralmarketingguru.com.au/the-new-year-is-often-a-time-of-setting-resolutions-
and-establishing-good-habits-to-meet-your-goals-for-the-coming-year-this-year-i-challenge-
you-to-dedicate-at-least-15-minutes-each-week-to-using-l/#sthash.cpX6CAc0.dpbs
• Microsoft added LinkedIn as a connection, wants to empower every person on the planet
https://www.linkedin.com/pulse/microsoft-added-linkedin-connection-wants-empower-daniel-
francavilla/
• What your LinkedIn profile should look like in 2018 http://money.us/2C19LsW#f6ee5e0e-234d-
427c-97d5-b3dd9294d18d
• Microsoft to Acquire LinkedIn: Overview for Investors by @MSFT_Business #cloud
#cloudcomputing https://www.slideshare.net/Microsoft/microsoft-to-acquire-linkedin-overview-
for-investors via @SlideShare
• 14 LinkedIn Hacks That Will Triple the Size of Your Network in Two Weeks
https://www.crazyegg.com/blog/14-linkedin-hacks-triple-network/
• Adding LinkedIn’s Profile Card on Office 365 Offers a Simple Way to Build a Professional
Relationship https://blog.linkedin.com/2017/september/250/adding-linkedin_s-profile-card-on-
office-365-offers-a-simple-way via @LinkedIn
• What 20 Studies Say About The Best Times To Post On Social Media
https://coschedule.com/blog/best-times-to-post-on-social-media/ via @CoSchedule
• Social Media Demographics to Inform a Better Segmentation Strategy
https://sproutsocial.com/insights/new-social-media-demographics/ via @SproutSocial
• https://www.entrepreneur.com/article/315272
• https://www.themuse.com/advice/the-secret-to-building-a-linkedin-profile-that-gets-results
• 7 tips to developing your personal brand on LinkedIn https://thriveglobal.com/stories/7-tips-to-
developing-your-personal-brand-on-linkedin/

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WTS-GNY 2019 Social Media Branding Webinar