DEscription of how to use LinkedIn to build your personal brand, as well as how companies can leverage additional capabilities within LinkedIn to find and maintain relationships with customers.

1. Get LinkedIn……

2. Get LinkedIn……
Or Be Left Out!
LinkedIn4Biz
Bob Coppenhaver

3. Left out of LinkedIn?

4. 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

5. photo by Zellaby on flickr.com

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

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

8. photo by Kris Hoet on flickr.com

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

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

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

13. REASON #4

14. 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

15. REASON #6

16. Is it a Fad or Revolution?

18. But
wait,
there’s
more.

21. Cone, Business in Social Media Study, September 2008

23. “
For companies,
resistance to social
media is futile.
BusinessWeek, February 19,
2009
photo by Archie McPhee Seattle on flickr.com

24. 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

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

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

27. photo by eye2eye on flickr.com
Networking
.

28. LinkedIn
LinkedIn is an online network of more than 20 30 35 38 45 million experienced
professionals from around the world, representing 150 industries.
 Average individual salary is $109,000
Through LinkedIn you can:
 By found
 by former colleagues, customers, clients, and partners.
 for business opportunities
 by recruiters
 Find
 potential clients, service providers, subject experts, and partners who come recommended
 Search for great jobs
 Discover inside connections that can help you land jobs and close deals
 Get introduced to other professionals through the people you know
Bob Coppenhaver – Strategic Marketing & Product Management

29. Trusted
Contacts
Job
Candidates
Industry
Experts
Business
Partners
Job Leads

30. Trusted
Power of the Network
Contacts
Job
Candidates
Industry
Experts
Business
Partners
Job Leads

31. Trusted
Power of the Network
Contacts
Job
Candidates
Industry
Experts 328 - 75K - 5M
Business
Partners
Job Leads

32. Trusted
Power of the Network
Contacts
Job
Candidates
Industry
Experts 328 - 75K - 5M
Business
Partners
Census - Cleveland: 478K NE Ohio: 2.25M
Job Leads

33. What can I use LinkedIn for??

34. As an individual, what are the key
things I can use LinkedIn for?
Developing your “Brand”
More than just an online resume
Share information with others
Automatic update on their “home page”
Find Referrals into a Company
Company Research
People in your network
Join Groups / Create Groups
Stay in touch with your network in real-time!
Bob Coppenhaver – Strategic Marketing & Product Management

35. This is THEIR Brand….

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

37. Building your Network
 Complete your profile
 Photo, nickname or maiden name, summary, websites, interests, accomplishments
 Change from default link to your “name”
 Find Connections
 Colleges
 Work
 Clients &Customer Contacts
 Business Partners
 Professional Contacts / Organizations
 People in your address book
 Make recommendations and 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

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

39. ExecuFolio

40. Home Page Home Page
Bob Coppenhaver – Strategic Marketing & Product Management

41. How to Find Connections
Bob Coppenhaver – Strategic Marketing & Product Management

42. 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

43. Connections
Bob Coppenhaver – Strategic Marketing & Product Management

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

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

46. Expanding Your Network
(use if they’re not already in LinkedIn)
Bob Coppenhaver – Strategic Marketing & Product Management

47. What if I want to meet someone
new?
Bob Coppenhaver – Strategic Marketing & Product Management

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

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

50. Contacts Translate into Leads
 Why is this a better way to make contact?
You are introduced by your trusted connection
 What happens when the recipient receives the request?
The recipient decides whether or not to make contact
 How do I find leads?
You find professionals who match your search criteria
You see whether or not the other user is open to further
networking and possible other connection
Bob Coppenhaver – Strategic Marketing & Product Management

51. LinkedIn and Recommendations
Look for (and give) Endorsements
• Builds credibility
• Provides insight into experience / character

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

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

54. Why do I care?

55. Service Providers

56. Groups
Bob Coppenhaver – Strategic Marketing & Product Management

57. Groups
Bob Coppenhaver – Strategic Marketing & Product Management

58. Other Capabilities

59. About LinkedIn Jobs
 LinkedIn Jobs
 First and only tool that combines the convenience and speed of
online job listings
 Monster, Hotjobs, Careerbuilder, Vault, etc.
 Proven effectiveness of hiring through referrals
 Search over 4 million job opportunities
 Recruiter are started to use….not just for posting.
 Using to find candidates – active and passive
Same SICs, same orgs, same job descriptions
 Checking Profile
 Checking History
 Checking Referrals
Bob Coppenhaver – Strategic Marketing & Product Management

60. LinkedIn Jobs

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

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

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

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

65. Reference Check for Potential
Employees

66. Talent Advantage

67. Company Information
http://www.linkedin.com/companies/1043?trk=ape_s000001e_1000:
Bob Coppenhaver – Strategic Marketing & Product Management

69. 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

70. 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

71. Answers
Bob Coppenhaver – Strategic Marketing & Product Management

72. Applications
Bob Coppenhaver – Strategic Marketing & Product Management

73. Polls

74. Market Watch (Company Buzz)

75. Events

76. 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.

77. 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.

78. Summary - How to Maximize
LinkedIn
Consider this as part of your job search and
business networking tasks
Personalize your profile
Consider connecting to clients or co-workers
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

79. 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
Xobni
Bob Coppenhaver – Strategic Marketing & Product Management

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

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

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

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

84. Xobni

85. Xobni

86. Thank you
Additional credit to:
Socialnomics - Erik Qualman
“What is Social Media?” - Marta Kagan
Bob Coppenhaver – Strategic Marketing & Product Management