You may be on LinkedIn.com, but have you taken advantage of all it has to offer? LinkedIn can help with reputation management, branding, lead generation, search engine optimization and networking IF you are an active participant. This workshop will show you how to create personal and company profiles that works, mine LinkedIn for prospects, become a "voice of authority" in your field, and more. Perhaps best of all, you will learn how to work your profile and network for less than 15 minutes a day.

1. Making the Most of
Share your voice of authority
Judy Parisella
e: judy.parisella@yahoo.com
http://www.linkedin.com/in/judyparisella

2. Stuff We‟ll Cover
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What is LinkedIn
By the Numbers
Debunking the LinkedIn Myths
What you can do with LinkedIn
LinkedIn vs. Facebook vs. Twitter
LinkedIn From the Top
Your LinkedIn Objectives
Mine through LinkedIn
 Passive and Active Approach
 Creating a Company Profile Page
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3. LinkedIn is….
… the world's largest professional network with
277 million strong
Connect. Find. Be found.
 Build your professional identity online and stay in
touch with colleagues and classmates.
Build and engage with your professional network.
 Discover professional opportunities, business
deals, and new ventures.
Learn and share.
 Access knowledge, insights, and opportunities.
INFORM, EDUCATE, ENTERTAIN, ENGAGE
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4. LinkedIn by the Numbers
277 Million Members
Includes members from ALL Fortune 500 Companies
Over 6 billion professionally-oriented searches in 2013
73 of the Fortune 100 hired through LinkedIn
22nd Most Visited Site in 2013
3 million company Business Pages
41% of all LinkedIn traffic is via a mobile device
2 NEW Users every second
200 conversations occur PER MINUTE in LinkedIn Groups
2.1 million GROUPS
As of February 2013 LinkedIn Replaced Facebook as the
TOP SOCIAL TOOL for
„Fastest Growing Private Businesses‟
70 Amazing LinkedIn Stats – DMR/Craig Smith 2/9/14
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5. Debunking the Four
Great LinkedIn Myths
Myth #1: "I don't need to be on LinkedIn. I'm not looking
for a job.“
Understandably pigeonholed with current emphasis on career
development
The Debunking: Vital to business development and advancing a
business’ commercial program. AND popular opinion states, „that if you
are not represented (well) on LinkedIn, then you are not for real in
business. ‘
Myth #2: "If I post an update, or make changes to my
LinkedIn profile, then everyone in my network will see
it.“
The Debunking: LinkedIn networks have grown to a point where updates
have fleeting relevance.
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6. Debunking the Four Great
LinkedIn Myths ... continued
Myth #3: "If my LinkedIn connections are visible, then
my competitors will steal business from me."
The Debunking: Your LinkedIn network is an essential element of
your brand. Revealing that to others lays a foundation of trust;
promotes relationship building and invites business opportunities.
„You are judged by the company you keep‟
Myth #2: "You have to be a techie to be successful in
using LinkedIn."
The Debunking: There is a learning curve, but LinkedIn is a highly
intuitive platform. With practice comes agility. With agility comes
success.
Source: THE LINKEDIN CATALYST: The
Neuroscience of LinkedIn – JD Gershbein
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7. Another LinkedIn Myth..
“If you build it they will come.”
NOT TRUE!
Your level of participation determines
your activity.
No Activity – NO ACTIVITY
Know Activity – KNOW ACTIVITY
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8. With LinkedIn…
You can…
Build online referrals
Find Business Partners, Clients and Service
Providers – mine lists created by YOU
Increase traffic to your website
Recruit
Generate Leads
Access expert advice
Search Engine Optimization
Attract like minded individuals
Expand your business network
Advertise
Participate in and create your own GROUPS
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9. LinkedIn vs. Facebook vs. twitter
LinkedIn
Facebook
twitter
Target Audience for
business
EASY - User selects
GROUPS to participate in
CHALLENGING - User
selects companies to LIKE,
but not always permitted to
post content
CHALLENGING - User can
select who to follow, but
sharing content with
participants is fleeting
Strength
Exclusively Professional
information
Citical Mass - Keeping up
with family and friends
Brevity and 3rd party
content tracking
Weakness
Conections are blurred - too Segmenting - lists are
many L.I.O.N.S.
clunky
Analytics
Robust and immediate
Easy within network, groups
Ease of Engagement and companies
Easy through insights
Brevity and potential
overload
Overall traffic metrics can be
difficult to compile unless
leveraging a 3rd tool
Easy to be expressive
Extremely easy to comment
on ALL content
Privacy mechanisms
constantly changing
Limited settings
Privacy
Fully integrated and
completley self managed
Following Content
Can follow specific posts
No elegant way to
and associated comments acomplish
but its not twitter
Environment
Advertising is respectful
Advertising encroaches on
personal feeds
Preferred platform to tack
and participate in
conversations
Paid tweets rank at top of
feeds but not throughout
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10. From the TOP
Judy Parisella
e: judy.parisella@yahoo.com
http://www.linkedin.com/in/judyparisella
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11. LinkedIn Objectives
Build a KEYWORD RICH profile
Reach and maintain ALL STAR
profile strength
Become a Marketable Brand
Be active in LinkedIn WEEKLY
(at minimum)
 Work it
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12. Gaze Tracking Study
In 2012 Ladders commissioned ground-breaking
research* on how recruiters scan resumes:
 Where they look
 What they look for
 And how long they review
Findings: they spend SIX Seconds reviewing a resume
By all indications the numbers are similar on LinkedIn whether a
recruiter or vetting for business engagement
Our work experience is worth a
mere SIX SECONDS?
http://cdn.theladders.net/static/images/basicSite/pdfs/TheLadders-EyeTracking-StudyC2.pdf
#SuckIt
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13. LinkedIn Profile Strength–MATTERS
“Users with „All-Star‟ profile strength are
40 times more likely to receive
opportunities through LinkedIn.” -LinkedIn Users
Robust „keyword rich‟ headline
A current position with description
Two more positions
Education
At least 5 skills
Include Media
Profile photo
At least 50 connections
Keyword rich summary
Beginner
Intermediate
Expert
The Profile Strength meter is on
the right side of your profile and
gauges how robust your profile is.
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14. Let‟s Take it
From the TOP
I urge you to find out what
Google says about you first.
“Don‟t need no surprises!”
1.
2.
3.
4.
5.
6.
7.
Professional Title
PURL
Contact Info
Summary
Experience
Skills & Endorsements
Volunteer Experience &
Causes
8. Education
9. Additional Info
10. Groups
11. Follows
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15. Header
1. Professional Title
1
– approx. 40
characters
Example: Experienced
Transportation Executive, Web
Designer and Information
Architect, Visionary
Entrepreneur and Investor
2. PURL
3
3. Contact Info
a)
2
Include other
SMS, websites, e
mail etc.
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16. Summary
Summary
First person It reflects the
culmination of all you have to
offer TODAY
• Include METRICS
• Add a video, image,
document, presentation…
Not sure which keywords to
use, do your own search.
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17. Summary – Keyword search
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18. Summary – Keyword search
Find a JOB DESCRIPTION
that fits your skill set, copy
the DESCRIPTION and
RESPONSIBILITIES
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19. Summary – Keyword search
Go to WORDLE.net and create a word cloud
The larger the
word, the
MORE focus
weight it has.
This is a
KEYWORD
or
KEYWORD
PHRASE
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20. Experience
Include
Accomplishment
Statements, metrics
where possible
 Add files
Duties
Accomplishment Statement
Responsible for the startup of a
manufacturing facility.
Led the planning, design, an construction of a multipurpose manufacturing facility in Japan. Improved
product quality and delivery time for local customers.
Responsible for sales in
Northeast region.
Manage a team of three account executives and two
inside sales representatives. Produced $6M in new
revenue in less than 12 months.
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21. Skills & Endorsements
You need to add at
least 5
Your network will
eventually do the
rest.
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22. Skills & Endorsements
Add, edit or delete
HIDE if required
as dictated by
your firm or
industry
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23. Volunteer Experience & Causes
NEW! Check Out
The LinkedIn Volunteer
Marketplace: Connecting
Professionals to Nonprofit
Volunteer Opportunities
http://volunteer.linkedin.com/
LinkedIn for Volunteers
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24. Education
Be precise in your dates/years
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25. Additional Info
Use your
best
judgment
regarding
what you
share here
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26. Groups
Select Groups
that MATTER
to your profile
Manage your Groups
through your ‘Privacy &
‘Settings’ function
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27. Mine through
LinkedIn
Judy Parisella
e: judy.parisella@yahoo.com
http://www.linkedin.com/in/judyparisella
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28. Passive Approach
Find out who
has already
found you
If
intrigued, reach
out to them.
Free account will
only see latest 5
viewers
Ask me about a
63% increase in
profile views.
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29. Passive Approach
Business owners should reach out to the people
following their company.
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30. Passive Approach
Go to one of your Groups and start or comment on a
discussion. Share an article. Add an event…
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31. ACTIVE Mining on LinkedIn – Deep dive into network
Upgrade to a Premium Account
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32. ACTIVE Mining on LinkedIn–
Advance Search – Vetting Prospects
Target
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GEO
Keywords
Company Size
Industry
Etc……
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33. ACTIVE Mining on LinkedIn–
Advance Search – Vetting Prospects
Create a prospect
list: Go to People
in the search box
an click on
ADVANCED
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34. ACTIVE Mining on LinkedIn –
Create a Prospect Tool
View actual spread sheet
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35. Create a
Company Profile
Page
Judy Parisella
e: judy.parisella@yahoo.com
http://www.linkedin.com/in/judyparisella
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36. Business Owner ?
Then add your Company Profile
Prequalifies for adding a company profile
 You must have a personal LinkedIn profile set up with your true
first and last name.
 Your profile strength must be listed as Intermediate or All Star.
 You must have several connections on your profile.
 You're a current company employee and your position is listed in
the Experience section on your profile.
 You have a company email address (e.g. john@companyname.com)
added and confirmed on your LinkedIn account.
 Your company's email domain is unique to the company.
Note: A domain cannot be used more than once to create a Company Page. Because domains like
gmail.com, yahoo.com or similar generic email services are not unique to one company, those
domains cannot be used to create a Company Page. You might consider creating a group if your
company doesn't have a unique email domain.
Drives traffic to your website | Assist in company SEO
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37. Judy Parisella
e: judy.parisella@yahoo.com
http://www.linkedin.com/in/judyparisella
978.491.7444
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