1. “ ” LinkedIn for Behind Closed Doors Burnside Library located in the Burnside Civic Centre, 401 Greenhill Road, Tusmore, Adelaide, South Australia Sue Ellson BBus AIMM MAHRI CDAA (Assoc) ASA MPC 20 April 2016 Session 2 – 1:00pm – 4:00pm Advanced LinkedIn for You and Your Business

2. Today Business Case and Business Strategies What is LinkedIn? Where to start What to include on your LinkedIn profile LinkedIn networking tips Digital footprint do’s and don’ts Networking do’s and don’ts Career search strategies Questions and answers

3. What is LinkedIn? World’s Largest Professional Network 415 million+ members worldwide (two new per second) Millions of members removed Over 7 million members in Australia (14 Million on Facebook) More students and graduates are coming on to the platform Prepare for the Computer Experience and the User Experience Think of Wisdom and Purpose Started as a network, now a publisher, next business to business

4. Who is Sue Ellson LinkedIn started 5 May 2003, Sue joined 21 December 2003 First 100,000 members worldwide Over 800 views last 90 days (100 to be active) Over 8,200 connections (minimum 60) 41 recommendations (minimum 3) 50 endorsement categories (limit to 20 to specialise) Independent LinkedIn Specialist – consult to individuals, business, organisations, author, experienced trainer, professional learner, consultant in practice

5. Business Case for LinkedIn Google Your Name Google Your Business Name Due Diligence – Company Profile – Followers, Updates Brand Message – All employees as Connections, Converts, Advocates, Ambassadors Automatic Brand Building – Updates in Newsfeeds as reminders Career Pages for Large Employers

6. Essential Components You are the Leader – Your Profile needs to be A1 Create a Company Page P122 Create a relevant Social Media Policy (especially exit strategy) P127 Create a relevant Style Guide for Published Content P126 Create a relevant Style Guide for Liking, Commenting, Sharing Understand LinkedIn’s relevance to your entire Online Strategy (remember the goal posts are always changing on social media)

7. Staff Involvement Develop their LinkedIn Profiles Share Company Updates Encourage them to invite Connections to Apply for Jobs Encourage contribute content for Sharing Encourage to produce content for Sharing (their Profile or Company Update) Recognise and Reward good behaviour Measure ROI – Number of Connections, Followers of Company

8. What to Share NOT SALES Significant awards or achievements Good quality information for the industry or profession Encourage Updates or Posts to have more Likes, Comments, Shares Well curated non-competing content

9. Developing Followers, Alumni, Sales Start with Staff, invite Others no more than twice per year Engage with people who respond immediately – personally invite to Follow Good quality information for the industry or profession Develop a Staff Exit Process to maintain Alumni (can have your own Group but updates often turned off) Sales – hide your network, hide also viewed, follow up viewers and people who interact, follow up proactively

10. Advanced LinkedIn LinkedIn Information P199 LinkedIn Premium P200 LinkedIn Resources P202 LinkedIn Apps P203 LinkedIn Tools P204 (Mostly US) LinkedIn Indexes P204 Whatever you do – take ownership – don’t be baffled by BS

11. Producing SEO Content Title – number one priority One Heading 1 One or more Heading 2’s Image (can have text on it) Video (optional but becoming more valuable) Keywords repeated Call to Action Contact Details

12. Where to start (backup and 90 day maintenance) Collect your statistics (views, connections, etc) Export your profile to PDF (backup) Export your connections (backup) Review your PURPOSE Decide what to do for the next 90 days Pages 34 – 35 Customise your Public Profile URL

13. What to include on your profile Keywords, keywords, keywords Page 28 Photo, Headline, Summary (most important) Advice for contacting – mobile, email (spaces around @), Skype Professional membership – website, image, member number Projects - relevant assignments including challenges overcome List of subjects – more keywords Jobs – Description, Tasks, Achievements or Outcomes Complete, consistent, correct (no typos or bad formatting) Search Engine Optimise Your Profile Page 50 Page 44 and more

14. LinkedIn Networking Tips 60 or more connections Everyone knows 250 people What is your purpose? P9 & 25 Consider peers, advisers, mentors, international P81, P161 Seek information, build relationship, secure opportunity P88 Publish – 70% information, 20% shared, 10% sell P68 Participate – Groups (if relevant) P63 and Follow target companies P64 Polite – would you do it in real life? Say THANK YOU, give FEEDBACK Build and maintain network – contact VIPs three times per year P56

15. Digital Footprint  Digital Asset  Brand Consistent message all platforms Purpose Register exact match domain (sueellson.com) Get a Google+ Profile and Page Keep a Username List Backup to cloud Do’s Don’ts Lie or manufacture a message for personal gain Put sensitive content in writing Disclose commercial information Be disrespectful Be lazy Restrict opportunity

16. Networking Combine online with face to face Follow up (set reminders) Always say thank you for every referral, provide details Contact personally if possible Find out what you can give Share opportunities with others Do’s Don’ts Stop – your value is your network Discredit anyone Send a message when a call would be better Be scared – smile! Become complacent Stop learning

17. LinkedIn Career Search Strategies What is your purpose – be clear – adjust to attract! Target the companies, industries, professions Build relationships Set your jobs preferences Apply with a prepared & aligned ‘application’ (cover letter and resume) Speak personally, diary follow up, say thank you even if you miss out Secure mentors – now and in the future – networking, referrals, voluntary work Think views, think message (dot points), think conversion

18. LinkedIn Questions and Answers Questions please – any sort! Yes, you can connect – increase your search results http://au.linkedin.com/in/sueellson http://au.linkedin.com/in/sueellson More information sueellson.com and 120ways.com ‘120 Ways To Attract The Right Career Or Business’ 18/5/16 ‘120 Ways To Market Your Business Hyper Locally’ 23/8/16