Profile features, mining and marketing techniques that help you connect with prospects, clients and partners. We will examine enhancements to LinkedIn that make it indispensable for finding business prospects, closing sales, and building a professional network that supports your brand and feeds your business.

1. Means Business
for the professional who wants to build and leverage a business network
Ed Alexander
Chief Digital Marketer
presents
February 2015
Leverage what’s free, and assess the Premium account fees

2. About Ed Alexander, Session Leader
LinkedIn launched in May 2003. Ed joined in June. Since then, thanks partly to
LinkedIn, he has been hired twice, interviewed a bunch, started and sold 3
companies, landed several key customer accounts, built a network and an audience,
and is now building the brand and leading the Social Selling effort for clients of his
digital marketing company, Fan Foundry.
As Chief Digital Marketer at Fan Foundry, Ed and his global virtual team modernize
sales and marketing operations for high growth organizations. With a number of
brand, company and product launches, F/G500 growth stories, strategic and IPO
events to their credit, the Fan Foundry team has the essential expertise to transform
organizations into high performing, social enterprises.
Menu 2

3. Means Business
Menu
Company Pages
Talent AcquisitionCRM
Audience Building
Analytics and ROI
Social Selling
Linked Resources
Profile Strategy
Network
Personal Brand
Session Objectives
Account Settings
What’s the big deal?
Profile Components
Getting Found
3

4. What are your goals for this session? What information do you need?
 __Privacy and security
 __Business prospecting
 __Personal brand / Reputation
 __Job search
 __Recruiting
 __Company marketing
 __Starting a Company Page
 __Joining Groups, Learning, Marketing
 __Premium Account - worth it?
 __Posting Updates
 __Social Selling
 __Leverage what’s free and assess the fee?
 __Other ________________
Session Objectives
Menu
Portrait of a
LinkedIn User
(2014 edition)
4

5. A few LinkedIn Facts
• Launch date: May 5, 2003
• IPO date: May 19, 2011
• 332 M members (107M in US, ROW = 75% of recent growth)
• 2 new users join every second
• 42 million unique mobile visitors per month, up from 29 million
a year before (45% increase)
• Net revenue Q3’14: $568M, up 45% from Q3 ’13 ($393M)- Why?
• User goal: 3 billion registered users
• Average time a user spends on LinkedIn: 17 minutes per month
• 25 million LinkedIn profiles are viewed every day
• One in three professionals on the planet are on LinkedIn
• You can increase your LinkedIn views 11X just by having a photo
Menu 5

6. A few LinkedIn Facts (cont’d)
• 41% of users visit LinkedIn via mobile
• Average number of connections on LinkedIn: 930
• Profile views in Q3 2014: 28 billion
• LinkedIn’s percentage of social sharing is only 4%
• 39 million students and recent grads are on LinkedIn
• Member distribution by gender: 56% male, 44% female
• 30,000 long form posts published on LinkedIn each week
• 41% of millionaires use LinkedIn
• 13% of Millennials use LinkedIn (so, where are they?)
• 13% of LinkedIn users don’t have a Facebook account
• 59% of LinkedIn users don’t have a Twitter account
• 26% of LinkedIn users’ session time is on the mobile app
Menu 6

7. A: Niche social network with unique attributes
• B2B – Connections, Customers, Careers
• Contact management system
• Social Network (User Profiles)
• Apps
Amazon reading list
Blog link (Wordpress, TypePad)
SlideShare (acquired 2012)
• Groups - Q&A section similar to
Yahoo! Answers or Quora
Largest Groups are employment related
• Business journal
• Search engine – AND an SEO factor
What’s the Big Deal?
Menu 7

8. Menu
What’s the Big Deal?
+40% +87% +100% +44%
User Audience
Demographics
vary greatly
8
20102003 2010 20062004

9. Menu
What’s the Big Deal?
Reasons for your business to be on LinkedIn
Personal Branding. After meetings, people look you up
on LinkedIn. Your Profile can inspire them to connect.
Market Reach. Your Profile and Business page can
supplement your website, build awareness, boost your
presence on search engine results as well as referrals.
Sales Prospecting. Exchange invitations and use Search
features to find more of the right contacts at prospect
companies.
Talent magnet. Post openings. Smart job seekers
research you. Attract them with a strong presence.
Related chapters
Personal Brand
Social Selling
Talent Acquisition
Profile
Profile Components
9

10. How LinkedIn Makes Money
1. Talent Solutions
Recruiters and corporations pay for branded
corporate pages, PPC job ads targeted to
Linkedin users who match, and
Advanced Search features
2. Marketing Solutions – Advertisers pay for PPC ads
3. Paid User Subscriptions (was main revenue
channel until 2013)
• LinkedIn Business for business users
• LinkedIn Talent for recruiters
• LinkedIn JobSeeker for job seekers
• LinkedIn Sales and Sales Professional
What’s the Big Deal?
Menu 10
Recruiter account $10,000
Placement range $100,000
Placement fee % 15%
Placement fee $ $15,000
Placements per year 12
Annual fee income $180,000

11. Menu
How LinkedIn Makes Money
What’s the Big Deal? LinkedIn’s recent M&A history
Source: Wikipedia
11

12. Fall 2014 stats (Millions)
If LinkedIn were a Country, its population would be #4 after China, India and Facebook
World User Stats
Menu
What’s the Big Deal?
Source: Wikipedia
12

13. Account Settings
Free vs. Premium
Menu 13

14. Account Settings
Free vs. Premium Privacy andVisibility
Menu
Stop squinting.
Click to visit this
LinkedIn Help
page.
14

15. Settings and Privacy Controls (find them in your Account dashboard)
Account Settings
Free vs. Premium Privacy andVisibility
Menu
especially to edit and research
Go incognito when you recruit, research
competition, or edit your profile.
15

16. Analytics and ROI - Profile, Group, Company
Menu 16
Profile Analytics

17. 17
Analytics and ROI - Profile, Group, Company
Menu 17
Profile Analytics

18. 18
Analytics and ROI - Profile, Group, Company
Menu 18
Group Analytics

19. Source: LinkedIn.com
Sustaining Impressions and
Engagement, supported by
regular (weekly) posting. Engagement % = Clicks / (Likes + Comments + Shares)
Opt-in
Acquired
Menu
Analytics and ROI - Profile, Group, Company
Opt-in Followers and Acquired
Followers (promotional banner
clicks) continued to increase.
Company Analytics

20. 20
Analytics and ROI
Menu
Follower & Audience detail – 90 day trends
Almost all Unique Visitors visited Careers pages.

21. 1. Status Updates: share your expertise
Stay top of mind within your network by sharing interesting
articles, news, or videos through Status Updates. Include
your own personal comments and insights on content you
share. Networks appreciate this information, and start to
look to you for insights.
Avoid: using Status Updates solely as a PR channel; your
Groups may dis-invite you for spam.
2. LinkedIn Mobile App
Helps you quickly find opportunities to nurture
relationships with Connections in a meaningful way. Get
relevant updates about people you know, then reach out
when it matters – job change, birthday, etc.
Avoid: messaging strangers on mobile. Creepy.
Audience Building
Menu 21

22. 3. Reminders
Good for nurturing relationships. Keeping an active line of
communication with your contacts can turn a connection
into a stronger relationship. Set daily, weekly, or monthly
reminders to reach out to your connections. Build a
reputation for reliable follow-up.
Avoid: birthday wishes to people you don’t know. Creepy.
4. LinkedIn Groups
Join Groups relevant to your profession, industry, or career
interests. Discuss key topics and trends with fellow experts.
By sharing your knowledge and insights, you build
relationships with other top contributors – and begin to
become one too.
Avoid: excessive linkbacks to your blog or website. Groups
may block you as a spammer. Fix: comment and link to
other people’s authoritative content. Be a resource.
Audience Building
Menu 22
Tags

23. Audience Building
Menu
5. Publish Posts
Demonstrate your expertise; share professional insights
through long-form posts on your LinkedIn profile. Your
posts are seen by your trusted network, and other
professionals on LinkedIn can also filter them in, giving you
a way to build relationships with people who seek advice on
your topic.
Avoid: linking only to yourself. Promote others’ work, too.
6. Use the “Who’s Viewed You” features.
See who’s interested. Adjust accordingly. As you engage
with your network, make sure you’re reaching the right
people. Check Who’s Viewed Your Profile daily to see the
roles, industries, and locations of members viewing you.
Use this information to tune the types of content you’re
posting based on whom you are targeting. Send
thanks/invites via InMail, especially to 1st level Connections.
23
Getting Found p. 32

24. 24
Audience Building
Menu 24
First degree Connections Connections to recruiters
Target Companies Followed
Inbound Requests to Connect
(Why? did they view your Profile?)
First degree Connections in Target
Companies
Profile Searches
Local professional groups joined
Profile Views from Group
members
Updates per week
First level connections at target
companies
Opportunity Seeker KPIs

25. CRM
Menu
LinkedIn and Email, integrated
Import your Contact database from MS Outlook
Linkedin and CRM, integrated
Use Sales Navigator to link directly to your CRM (Salesforce.com)
25
LinkedIn is not CRM - or is it?
Free Lead Management features:
1. Organizing for follow-up
Solution: Contacts (tags, etc.)
2. Reminding people why you’re Connected
Solution: reach-out reminders
For subscription based Lead Management
features: see Sales Navigator

26. Setup
Basic info, administrators
Add marketing copy and images
Add products and services
Proofread and review
Operation
Plan regular updates based on resources – daily, weekly
Maintain it daily – engage Followers and visitors
Company Pages
Menu 26
Prep
• Review existing profiles – copy those you admire
• Research competitors – to differentiate and
avoid rookie mistakes
• Set goals – keywords, traffic growth, etc.
• Collect imagery, graphics, an “about us” blurb

27. Company Pages
Menu 27
DO:
Start discussions among your Followers
Ask questions; share short quizzes, publish the results;
celebrate wins
Light up your Careers Page
Build brand recognition; reduce cost of talent acquisition
DON'T:
Be a self serving bullhorn
It's OK to share news and exclusive content, just balance
it with audience engagement, partner content, etc.
Posting tips:
Always include RELEVANT images
Compelling, eye catching, rich media
Large companies: use Showcase pages for each entity

28. Be a Power User
LinkedIn favors 100% complete profiles, so when
LinkedIn adds fields & options ... “up” yours.
Reasons for Getting Found
Social selling
Brand Exposure
Attract clients, partners and referrals
Recruit talent
Menu
Getting Found
How LinkedIn Helps you Get Found
SEO matters - LinkedIn results appear at the top of Google search results.
Google ranks you based on (1) Title, (2) Summary and (3) Skills
How LinkedIn's Algorithm Works
Keywords in your Name, Headline, Company Name, Job Title and Skills rank higher in
search results
28

29. Connections
“ABC” - Always Be Connecting.
Avoid: lazy default settings. Personalize it!
The more Connections you have, the more
likely you are to appear in searches by
members of your extended network.
Connect mainly to people you know.
Avoid: LIONs, scammers, spammers (oh, my!)
Keyword searches on LinkedIn will bring up
the most relevant results among your
Connections first.
Menu
Getting Found
29

30. Connections (continued)
Invitations: personalize them!
Don’t rely on LinkedIn’s default text. It implies you couldn’t
be bothered to write a personalized message or even think
of a reason why you should be connected. Give them a
good reason, especially if they may not recall you.
“People you may know” - the mobile app glitch
LinkedIn sends off that invitation without giving you the
opportunity to customize the message. LinkedIn needs to fix
this. Meanwhile, avoid this feature when sending requests.
“Friend” option – use it ONLY for legitimate friends
It’s a major pet peeve for many professionals on LinkedIn
and they won’t want to connect with you.
Menu
Getting FoundGetting Found
30
Oops

31. Menu
Getting Found
How much is enough?
Getting Found
31
If you spend more than 2 hours
per week on LinkedIn, you are
likely getting greater benefit
from your membership.
Good for you! That’s how you
build visibility and influence.This is not a contest.
Connect mainly to people you know.

32. Menu
Getting Found
Profile Views Analytics (see also Analytics)
Getting Found
32

33. Don’t Get Flagged
Don’t abuse LinkedIn’s algorithm by:
Falling victim to “link farming” – examples:
eLink.club , Allison U.S. Loan (see LI profile)
Misrepresenting your name or work history
Sending inappropriate messages
Temper your comments:
publicly
via InMail
in Groups
online, period.
Menu
Getting Found
Ask yourself:
Would you put
this comment
on a resume?
Once LinkedIn flags your profile,
you will have a much harder time
finding and connecting with people.
Getting Found
33

34. Linked Resources - for lead generation
Menu
Slideshare
1. Lead capture form
2. Include links in slides
3. Visual CTA graphics (arrow, button)
4. Description of slide deck (SEO, too!)
Company page posts, blog posts
Same 4 tactics discussed above
34
5. Bonus idea: branded button
ABC = Always be Converting

35. Network
1. Build a base
Your first core group of connections is people you see on a
regular basis and who serve as the foundation to your
professional network. Connect with colleagues, clients,
friends, and family. These are your brand advocates who can
promote your business to their Connections. Promote them
too! If you know their work, offer to write a Recommendation.
2. Build a network
Recent grad? Invite classmates, faculty and staff. Anyone of
them could help you take business to the next level. Make it a
habit to offer to reciprocate. Beyond graduation, seek out
people from your alma mater. Visit the Students & Alumni
section of your University’s LinkedIn page, sort by the years
you attended, and find other fellow classmates.
Menu 35

36. Network
Menu
3. Find new like minded people
Find new contacts in LinkedIn Groups. Groups are a
great place to expand your knowledge around a given
topic, find like-minded professionals, and build new
business relationships. Join Groups that match your
professional interests. Observe and converse to find
others with whom you may wish to Connect.
4. Build a daily routine
Make connecting part of your routine. Anyone you
come in contact with at events, conferences and
meetings could become a valuable contact in your
network someday. Enhance the relationship by
connecting and engaging on LinkedIn.
36

37. Personal Brand
Menu
“Personal Brand? Awkward! “
• “I'm not in marketing or sales.”
• “I'm not the brash, bold type. “
• “I'm not a shameless self-promoter.”
Right, right and right.
But, like it or not, you have a
Personal Brand.
It's also called a Reputation.
It's what people think
when they think of you.
Use the LinkedIn platform to build a positive
reputation for your personal brand. Big
business pays big bucks to manage theirs.
37

38. What is your personal brand? Here are a few thought starters.
1. What are you good at? What do you care about?
2. Where do those two answers intersect so you can make a difference?
This takes time, experimenting, and sacrifice. It’s also a lifelong work in progress.
What matters to you? What are you trying to accomplish? Why do you do it? Say
it. Make sure it rings true. Ask for feedback. If it resonates, others will say it about
you too.
Be specific. Saying "I'm good at a lot of things“ doesn’t work. It’s verbal oatmeal.
Ditch the Pitch.
Rephrase your elevator pitch as a question, then
answer it in terms of how you solve the problem.
Menu 38
Personal Brand

39. 39Menu 39
Personal Brand
Credit: Graham Robertson, Beloved Brands

40. 40Menu 40
Personal Brand
What
audiences
want
What
you are
good at
What your
peer group
does best
Credit: Graham Robertson, Beloved Brands

41. Social Media’s Role
In a word: powerful!
Use it to shape your brand. Promote your
expertise to your target audience.
Write Posts and Group comments that reveal
your interests and expertise.
Don’t make it all about you, though.
Discuss customer, industry and other relevant
stories that reflect your brand values.
Menu
past
present
future
41
Personal Brand
Branded social icons

42. PowerTips
Research!
Use cases: People and Companies
• Competitor departments & staffing
• Background checks
• Advanced people finder
• Dispute resolution
• Business prospects
The benefit: SPEED
If it takes ~6 contact incidents to
turn a prospect into a buyer,
LinkedIn helps you get the first
few touches done in quickly in a
professional manner
Menu
Prospecting? Don’t ignore LinkedIn.
Use it to find relevant mutual
interests and topics.
If you cold call a prospect
without first researching
them on LinkedIn, Google,
Bloomberg (OTC) etc., you could
instantly lose credibility.
If you don’t research prospects,
what will they think about the
diligence and quality of your work?
42

43. Network
Menu
5. Search for key contacts on LinkedIn
LinkedIn Search can find contacts by industry and location.
Premium filters like function, seniority level, and years of
experience can further help you pinpoint the exact person.
Often you’ll find someone in your network is also connected
with them, and can facilitate an introduction. How? Read on.
6. Reach out
If you share a mutual connection, engaging with a contact
is as easy as requesting an introduction (look for the
"Introductions" module on the right of their profile page).
Even without a mutual connection, you can reach out to
any LinkedIn member using InMail, which on average gets a
response rate three times higher than email.
43

44. 1. Understand your audience.
How you tell your story depends on whose
attention you want to attract: potential
customers, new business partners, job
candidates, useful business contacts.
Define your audience and tailor your Profile
to speak directly to them.
2. Photo: Put a face to your name.
First impressions count. Including a
professional photo in your profile brings
your story to life and attracts more
attention on LinkedIn. In fact, members
with profile photos receive 14x more profile
views than those without.
Profile Strategy
Menu
See also “Profile Components”
44
partner

45. 3. Title: Create a punchy headline
Along with your photo, your headline is the first
thing people see. Use this area to speak directly
to your target audience. Include phrases or
keywords they might use to find you. Avoid self
serving adjectives (“creative, seasoned” etc.).
4. Summary: Tell your professional story
Demonstrate your expertise. Use the Summary
and Experience sections of your profile to
showcase your career and experience – and
show others why you’re someone worth
knowing. Include keywords and phrases that
highlight your best skills. This improves your
visibility in LinkedIn and Google search results.
Profile Strategy
Menu
Visit “Profile Components”
45
Both these fields of information,
plus your Skills section, are
indexed by Google.

46. 5. Projects: Showcase your work.
Show your quality of work to potential business
contacts with tangible examples. Upload or link
to previous work, such as blog posts,
presentations, images, and websites. Your live
work examples build value, trust and
engagement.
6. Recommendations: Your network speaks.
Social Proof is king. Get Recommendations and
Endorsements from colleagues, employers, and
customers who can speak to your abilities and
contributions. Your personal advocates give you
credibility and attract potential business contacts.
Menu
Profile Strategy
Visit “Profile Components”
46

47. 7. Links (all of them)
Include relevant links to your
contact information.
This helps people discover your
brand value and make direct
contact, avoiding InMail’s limits.
8. Vanity URL: be easy to find.
Customize your public profile URL to
improve your ranking in search
results and make it easy for people
to find you.
Menu
Profile Strategy
Visit “Profile Components”
47www.linkedin.com/in/edalexander

48. Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
We will look at live examples online
Name – First and last
Title / Headline – Defaults to current job title;
customize it with key search terms
Summary – info about your mission,
accomplishments, and goals.
Contact Info – Email, phone, IM, address, Twitter
handle and websites.
Experience – Professional positions and experience;
jobs and volunteer work.
Recommendations – a major job hunt asset!
Skills & Endorsements – focus on your real
strengths, so Contacts can Endorse them.
Industry – Choose from drop-down menu
Location – City in/near where you work
Education – school names, courses studied
Certifications – job related
Publications – Specifically relevant for marketers,
writers and researchers
Projects – noteworthy projects that would impress
connections or employers
Languages – Bilingual? Can be major asset!
Volunteer Experience & Causes – Organizations you
support, causes you care about, and types of volunteer
opportunities you seek.
Additional Information – If it isn’t professional, keep it
out of this section (ie omit marital status)
Honors & Awards – relevant noteworthy awards
Menu
Anatomy of a complete Profile
48
Infographic: the Ideal LinkedIn Profile

49. Creative
Title (aka Headline): “Title is Vital”
Be distinctive. A first impressions is lasting, and possibly
the only one. LinkedIn auto-populates it with your current
Title and Company Name. Edit to include 2-3 key terms.
Think like a Search Engine. Use terms that will help you get
found on search results like skills and roles.
Be specific. Avoid self-serving, vague cliches (creative,
seasoned, team player, organized, motivated). People
don’t use those terms when they search. Let your
Connections’ Recommendations do that bragging for you.
Use Select Keywords. Include the most relevant 2 or 3.
Place the rest in your Summary and the details of your
Profile.
Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
Menu
Industry keywords
49

50. Photo
Up to date. Look like you do on a typical day - not a heavily
airbrushed glamour pose, unless you’re a model or actor.
Focus on your face. It should fill at least 50% of the frame,
not be a dot in a landscape. Crop at or near the shoulders.
Omit pets, props, beer, boobs. One shoulder forward.
Brighten up. Smile with your eyes, a welcoming expression,
not a goofy grin or scowl. Face a light source; backlighting
makes you look sinister.
Dress the part. Wear what you normally wear to work. Swap
uniform, tux and sweats for business casual clothes. No
wedding gowns, Spring Break candids or selfies.
stats: Profiles with a photo get 11X more views
FBI informant?
Fashion model?
Default imageProfile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
Menu
“I don’t
care. You
shouldn’t
either.”
I am in a
witless
protection
program
50

51. Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
Menu
Summary
Use this space! (40 words or more)
In this most-often viewed part of your Profile,
matching keywords help you appear in searches.
is all you have. Make it count.
First Person
Not ghost-written, i.e. “Jane is a seasoned executive with…”
Don’t be a pompous a_ _. You wrote it. Speak that way and inject some personality.
Terse Verse
Consider the audience and the medium.
Who are you trying to reach? Speak to them.
Make it “skimmable” to fit the reader’s pace.
Use well constructed logical phrases, but not necessarily complete sentences.
51

52. Work History
Show, don’t just tell.
Give specific examples of accomplishments.
You can even upload visuals (pictures, videos,
documents).
Be thorough.
There are no page limits here.
Your Profile is 12X more likely to be viewed if you
have multiple jobs listed in your work history.
Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
Menu
Volunteer Work
Career related or not, list it. 42% of managers surveyed equate it to formal experience.
Interests
Don’t limit them to career related, if they help you come across as human.
52

53. Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
Menu
Education
Increase profile views 10X by completing
this section.
Accuracy counts:
Degree conferred
Conferring Institution
Dates: make it easy for an employer to
verify. In fact, you cannot list a degree
without including the date received.
53

54. Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
Menu
Recommendations
Why
Credibility (high value)
Who
Boss, subordinate, client,
colleague, professor, partner
What
Draft it, or at least give guidance
Post / hide & placement features
How
Don't use the default email template
Personalize your request
Provide context (role, relationship, project, org)
54

55. Endorsements
Why
Credibility (low value)
Who
Any LinkedIn connection
can Endorse you
What
Your top skills (you can re-
sequence them as needed)
How
Post / hide
Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
Menu 55

56. Skills
Choose up to 50 Skills;
anything less puts you at a
disadvantage..
Repeat any key skills already
highlighted elsewhere (title,
summary, etc.) so you appear
in searches for those specific
skills
Don’t be humble! Share all of
your skills and abilities
Re-sort them by relevance
Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
Menu 56

57. Profile Components
Title • Photo • Summary • Experience • Education • Recommendations • Endorsements • Skills • Groups
Menu
Groups – use the Search feature in Groups to find your target audience (gives you
permission to reach out, invite, etc.). You can join up to 50 Groups. Select active ones
(over 1,000 members, current discussions. Anything less puts you at a disadvantage.
Contribute content! Your Likes, Comments and Shares appear in your Connections’
newsfeeds. With practice, you become a recognized Subject Matter Expert (SME).
57

58. Prospecting? Account research on
Linkedin is “table stakes”. Use it to find
relevant mutual interests and topics.
If you cold call a prospect without first
researching them on LinkedIn, Google,
Bloomberg (OTC) etc., you could
instantly, unknowingly, lose credibility.
If you don’t research prospects, will
they believe your promises about
the thoroughness of your work?
Social Selling
Create a professional brand.
Establish a professional presence on LinkedIn – not
just an online resume - with a complete profile that
showcases your experience and increases your
credibility. LinkedIn profiles appear in Google search
results based on Title, Summary and Skills.
Find the right people.
With your Settings on Private, research social identities
to build a target’s org chart, assess competitors, and
prepare to converse with prospects.
Build strong relationships.
Invite. Connect. Share information and referrals.
Reciprocate! Thank people who share and help.
Menu
Def: Mapping your power base - frenemies, blockers, advocates, mobilizers, champions
58

59. Engage with insights.
Observe social media conversations,
to look for leads. Contribute
meaningful insights. Earn the
opportunity to engage and influence
your Contacts and make new ones.
Use social selling tools
Consider a selling solution like
LinkedIn Sales Navigator.
Track and engage key contacts
at pivotal points.
Job change, promotion, etc.
Find and Follow influencers
Ask and answer questions.
Menu 59
Social Selling

60. 6060Menu 60
Social Selling
Vanity Metrics - - that turn into > > Meaningful Metrics
*Profile views Contact rate from profile views
Connections Made
First degree connections in Prospect
Companies
Content shares Influencer engagement
*Group / Company Page posts Group members/Followers engaged
Requests to Connect sent to Prospects Prospects who accepted
Group comments Influencer comments / shares
Prospect companies followed Prospect companies engaged
Inbound connection requests Requests you accept (know)
First degree connections Recommendations
Social Selling KPIs (Key Performance Indicators)
Replace the vanity metrics with meaningful ones (*=examples to follow)

61. Example: Profile Views
Change vanity metrics to meaningful metrics
How do you
increase the
value of
Profile views?
Research their Profile
for ideas, then:
61
Known
Contact
Contributed in your
Group discussion;
Viewed your Profile
or your content
Menu 61
Social Selling
Unknown;
search result;
did they view
your Profile?
Ask
them
Thank
them
Invite
them

62. 62
Example: Group and Company Pages
Here is how one F500 company is nailing it
Free playbook!
Click to read, share,
subscribe, follow,
comment
Menu
Social Selling

63. Compare channel results.
Menu
Master Book Title
Neil Rackham SPIN Selling
Jill Konrath Agile Selling
Skip Miller Proactive Sales Management
Jeff Thull Mastering the Complex Sale
Athony Parinello Selling to VITO
Frank Cespedes Aligning Strategy
Jason Jordan Cracking the Sales Management Code
Mike Weinberg Sales. Simplified.
63
Social Selling
Study the masters.
Where are your audiences?
Which channels deserve
greater investment?

64. Greg Alexander Josiane Feigon S. Anthony Iannarino Lee Salz
Miles Austin Jon Ferrara Jason Jordan Tamara Schenk
Jay Baer Sonja Firth Jim Keenan Mike Schultz
Daniel Barber Michael Fox Alice Kemper Tom Searcy
Trish Bertuzzi Colleen Francis Nikolaus Kimla Anneke Seley
Joanne Black Barb Giamanco Jill Konrath Koka Sexton
Jeb Blount Jeffrey Gitomer Ken Krogue Jamie Shanks
Tiffani Bova John Golden Mike Kunkle Tibor Shanto
David Brock Charles H. Green Kendra Lee Jeff Sheehan
Bob Burg Gerhard Gschwandtner Jack Malcolm Art Sobczak
Alyson Button Stone Celina Guerrero Paul McCord Colleen Stanley
Deb Calvert Ann Handley Paul McCord Dave Stein
Elay Cohen Gary S. Hart Eric Quanstrom Babette Ten Haken
Marsha Collier Matt Heinz Steve Richard Robert Terson
John Cousineau Leanne Hoagland Smith Lori Richardson Ken Thoreson
Donal Daly Tom Hopkins Kelly Riggs Brynne Tillman
Doug Davidoff Timothy Hughes Steven A. Rosen Brian Tracy
John Dougan Mark Hunter Keith Rosen Mike Weinberg
Craig Elias Tim Hurson Jill Rowley
Jonathan Farrington Michael Hyatt Ted Rubin
Menu
Top 100 Social Selling Masters (Google them)
64
Social Selling

65. 65Menu
Test your Social Selling IQ (thanks, Microsoft!)
65
Social Selling
Free resource!
Click to check out
one measure of
your Social Selling

66. 66Menu
Sales Navigator
a premium service
Social Selling – special supplement: Sales Navigator premium service

67. 67Menu
Social Selling – special supplement: Sales Navigator premium service
Sales Navigator
a premium service

68. 68Menu
Social Selling – special supplement: Sales Navigator premium service
Sales Navigator
a premium service

69. 69Menu
Social Selling – special supplement: Sales Navigator premium service
Sales Navigator
a premium service

70. 70Menu
Social Selling – special supplement: Sales Navigator premium service
Sales Navigator
a premium service

71. Talent Acquisition
Menu 71
LinkedIn Company Page + Recruiting Pages = Impact on Connections

72. 72
Talent Acquisition
Menu 72
LinkedIn Company Page + Recruiting Pages = Impact on Connections

73. 7373
Talent Acquisition
Menu 73
How one FG500 client is Crushing it on LinkedIn
ROI of Branded Talent Acquisition Campaign
Pre-campaign In-campaign
Global employment 250,000 270,000
Attrition rate 15% 11%
Annual hiring demand 37,500 27,500
Average cost per hire $11,500 $9,400
Global hiring costs $431,250,000 $258,500,000
Savings $172,750,000
40%

74. Talent Acquisition
Menu
InMail to Coworkers (2015 pilot)
Online database of office / client / colleague contacts.
Upload your coworker directory to your Contacts, and
send a personalized InMail or invitation to coworkers.
Content Sharing (2015 pilot)
Administrators can send out information to Groups of
relevant employees, who can then share it with their
network. Helpful for targeted recruitment referrals.
Company Pages
Purchase a bundle of monthly job postings, and link
them to your in-house recruitment software.
74
Here is how one F500
company is nailing it
Click to read and download
this free playbook

75. Thank you!
Ed Alexander
Chief Digital Marketer
ed@fanfoundry.com
For questions and continuing discussion, contact:
75