WELCOME!
We will take you from setting up your profile to
connecting with your target market
with Anyssa C and Coach Tony

Ed Gilligan, President of American Express, told Jill Schlesinger in a fireside chat
that
“if you want to truly innovate in the digital age, you can’t be handcuffed by
preconceived rules and limitations.”
“There’s an art and a science,” Gilligan said.
“There is a science of scorecards and metrics … the art of it is knowing when
those rules don’t apply.”

Communication Designer / Social
Media Coach - Anyssa Carruthers
B.F.A.
Creating venues and moments, digital and real
that will grow your client list.
● Branding and Communication Designer
● Over 20 Years Customer Service, Graphic
Design Experiences
● BFA from UFV / Sales and Marketing Training
and experience.
Community Involvement
● Girl Guides of Canada/Navy League of
Canada
● Fundraising for Canuck Place
● Used Meetup.com to Start The Coffee House
Network to assist businesses to Connect
● Langley International Festival
Contact:
http://www.communicationstudio.ca
ca.linkedin.com/in/anyssacarruthers/
Business Coach - Tony Malyk
Dedicated to helping you Build The
Enterprise You Always EnvisionedCertified
Professional Business Coach
& Paradigm Shifter
● Certified Professional Business Coach,
Trainer, and Speaker
● Over 25 Years Management Experience In
Sales, Operations & Customer Service
● Founded And Operated Two Businesses
● Finalist – 2011 George Preston Memorial
Business Person Of The Year Award
Community Involvement
● Past President – Rotary Club Of Langley Sunrise
● Past Director – Langley Curling Club
● Langley Chamber Of Commerce & Surrey Board
Of Trade
● Contact:
http://www.empoweredbusiness.ca/
ca.linkedin.com/in/tonymalyk/

Where will we go today?Where will we go today?
Anyssa :
● How can LinkedIn help you
growyour business and your
networking
● Search and Engage
● Sell - Market – Recruit – Partner
● Crafting Your Profile
Tony:
Why Identify Your Ideal Customer
How To Create a Profile Of Your Ideal
Customer
Where To Find Them
Using "VEA" Coaching (an acronym for
Vision, Empower, Achieve)

If you're a CEO, here areIf you're a CEO, here are
7 Tasks7 Tasks
LinkedIn can help you do better:LinkedIn can help you do better:
Help your team.
Connect to your team so they can benefit from your great network.
Suppose one of your salespeople is calling on a new prospect.
She searches for the company on LinkedIn and sees that one of your
connections knows the VP of purchasing.
She can leverage the trust of that connection to build her relationship
with the customer.
Net result: You accelerate your business.Net result: You accelerate your business.

Manage the demands for your time.
Someone wants to meet with you to pitch a service or a group wants you to speak at an
event.
Is that person or group relevant to your needs?
Are they legitimate?
Are they a good contact for you?
Linkedin makes it easy to check them out before committing.
A quick search reveals anyone you know in common.
You get key overview info, and helps you allocate valuable time.You get key overview info, and helps you allocate valuable time.

Hire smarter.
Looking for new talent?
The best people aren't always looking; they may already be employed.
As a result, some of your best hires come from referrals, from people you and your
employees trust.
With Linkedin you can leverage your employees' networks to find more talent.
After all, great people know other great people.After all, great people know other great people.

Check references with one click.
The best time to check out potential hires is before you meet them.
Validate the pool of applicants before investing valuable interview time by searching for
their LinkedIn profile.
You can also run a reference search to get a list
of people who have worked at the same company, over the same time period as the
candidate or prospect.
By the way, reference checking also comes in handy
when you're considering an acquisition.

Check references with one click.
The best time to check out potential hires is before you meet them.
Validate the pool of applicants before investing valuable interview time by searching for
their LinkedIn profile.
You can also run a reference search to get a list
of people who have worked at the same company, over the same time period as the
candidate or prospect.
By the way, reference checking also comes in handy
when you're considering an acquisition.

Find and reach experts fast.
Linkedin is a rich directory of experts that you can tap into when you're looking for a
critical skill set or need to perform market research.
By using the advanced search page you can find a specialist on almost every topic,
industry or company.
Linkedin InMails allow you to reach out to them directly
LinkedIn Signal lets you get specific

Gain insight
Learn how others
●approach new markets
●revamp processes
●resolve problems
You can also use it to
●find funding
●question industry experts
●draw on the collective knowledge of
your trusted connections and their connections.●

Gather competitive intelligence.
Contacting former employees of a company is a great way to conduct competitive
research.
Perform an advanced people search for a company name and select Past from the drop
down menu to find people who used to work at that company.
This is also a good way of recruiting employees with experience at particular companies.

Learn Linkedin for Business
The strategy should be specifically defined to provide the most leverage for
the target companies and specific decision makers that you are trying to sell
to.
The better qualified the lead, the faster the time to close.The better qualified the lead, the faster the time to close.
-Ken Krogue of InsideSales.com

Search and EngageSearch and Engage
Save you and your team more time:Save you and your team more time:
● Decide ahead of time
who you are going to
connect with and
what they look like
● We will cover how
you decide that with
Tony next.
● Decide what your
target looks like
geographically
● Then you can use the
search tools to assist
you!

Bio Break..Bio Break..

Search and EngageSearch and Engage
Save you and your team more time:Save you and your team more time:

Export Your ConnectionsExport Your Connections
then import to your CRMthen import to your CRM
( Client/Contact Relationship Management)( Client/Contact Relationship Management)
You can export your connections from the
Connections page.
● To export your connections list:
● Click Contacts at the top of your home page.
● Click the Export connections link in the bottom right corner
of the page
● Leave the Export to field as it appears and enter the
security text if prompted.
● Click Export.
● Save the file in a location where you can easily find it, like
your computer's desktop. ( I use a file with the date)
● Note: If you're using Internet Explorer and see a yellow
pop-up blocker across the top of the page, click the yellow
bar and then select Download File.
● Only the full name, email address, current employer, and
position are exported.
● Make sure you do tag clients as you contact them so you
can sort them later.

Protect your client listProtect your client list

Who can see your connections
- Choose only you
(we will look at the how again later)

Crafting Your ProfileCrafting Your Profile

Portal vs Resume
The sales adage “people buy from people”
has not changed with the rising trend of
Social Media and Social Selling.
This is a place to get to know more people
who you can pre-qualify as being part of
your target market or on the periphery of it.
It is a place to grow connections you
already have and not just hope to meet
them on the golf course.
● People buy from
people
● Same rules apply as
in the old sales game

Your Profile
Lets make it sexy!
● Key word Your Job Title
● Customize Your URL -Make your weblink
● -LinkedIN APPS – LinkedIn Applications
have been replaced with a new feature
that lets you display samples of your work
on your profile. With it, you can link to or
upload images, presentations, videos, or
documents.
Important: Not everyone will have
this feature right away, as it is
gradually being released to all
members.
● Join “OpenLink Network” - Only Premium
members can join the OpenLink Network
or receive OpenLink messages.
● Search engine optimize your profile,
specifically your headline and your title.
● Filter the keywords that you would
want to be searched for throughout this
section as well in a creative way to
help optimize your profile for search.
● You can look at your competition for
ideas as well and at what your
customers are doing as well.
● Or you can say you are a Linkedin
Open Networker and offer your email in
your summary so people can contact
you.
● Network Updates. - make sure you add
something daily or use HooteSuite
- IF someone else isn't using
Hootesuite and posted something you
are intersted in, take time to pick up the
phone and talk about it if it is mutually
interested and book a T-Time at the
end of the week..

Keyword Your
Title
● Use your full name
● Optimize your page for search results in Google
● It makes you easier to find for friends,
employees and co-workers

Your HeadlineYour Headline
a. Write a headline that displays all the different titles that someone is
likely to search for on LinkedIn to find you.
For example:
Social Media Marketing Consultant | Social Media Trainer| SMO | Blog
Marketing | Internet Marketing Specialist because these are the titles that
someone would most likely be searching for to find someone with my
expertise.
b. Write a descriptive headline that illustrates what you do with
keywords filtered in. For example: Marketing strategist that specializes in
growing revenue through strategic partnerships and digital channels
(There is a 120 character limit as of May 2013).

Fix your URLFix your URL

OPTIONS

Privacy Settings

You should change this:
● Make your blog/website links
sexier
(choose “other” when you go to
enter the type of site you are
listing)

Click on the pencils for change

Skills
Adding to your Skills & Expertise Section:
The skills and expertise section is
becoming increasingly more important to
your LinkedIn profile. LinkedIn made a
change last year that now requires you to
have 3 skills added to your profile in order
to get to 100% profile completeness. You
are allowed to add up to 50 skills to your
profile and I’d recommend adding all 50 of
them if possible. Recruiters are using skills
to find people that match a specific criteria
and they are likely searching for a specific
set of skills as opposed to a specific job
title.
To get to this section, hover over “More” in
the top navigation of LinkedIn next to the
search bar and select “Skills & Expertise”
from the list. Enter in a skill in the search
box and wait for the list of populated skills
to come up. As an example, type in
“leadership.” As you’re typing you should
see a list of related skills to “leadership.”
Click whichever one would apply to you and
when you get taken to the page for that
skill, hit the blue “Add Skill” in the lower left
side of your skill box. Go back to edit profile
mode of your profile and you should see a
new section if you scroll down that says
“Skills.

Your Photo
● Wear business attired that suite the culture of
your company and target market.
● It should only be you! ( no dogs, kids or x
girlfriends cut out of the photos.)
● Do not use a company logo
Not taken at a social function No wine
● Make sure you are the focus, not the
background
● The file needs to be a .jpg, .gif, or .png and
size limit is 4 MB
● Quality should be clear and not look scanned
or with low resolution
● Don't forget to Smile
● Find a photographer and get some great
shots!

Welcome BACKWelcome BACK

Education
Education: Filling out your education
information is important because many
people have a strong affinity to the college
or university they attended.
Many people who don’t normally connect
with people they don’t know on LinkedIn will
connect with alumni from the same college
or university.

Your Summary – Why you matter
LinkedIn Summary is to Answer Why You Matter
The Summary can be up to 2,000 characters.
If you include a weblink, it will not be a clickable hyperlink
but you can now add portfolias and images and add them to
sections..
Questions your LinkedIn Summary should answer:
Why Do You Matter?
Why Does Your Company Matter?
It should be key word specific and client centric
#1 Look at the top right of the screen and see if you are currently
signed into LinkedIn.
You can choose to log out and see same view anyone with an
internet connection would see when viewing your LinkedIn
profile, whether he or she is a LinkedIn member or not.
#2 Not all sections of a LinkedIn profile appear in that Public
Profile, but your Summary is one that does. As such, the
LinkedIn Summary is very important, as anyone searching for
your name via Google will get an impression on you and your
business, via a click of your LinkedIn Public Profile.
Koka Sexton, Senior Social Marketing Manager at LinkedIn:
“Your LinkedIn profile was your online resume where you
could outline your entire career in one page. It’s a shame
that many people still hold this belief.. Your profile should be
used as a resource, not a resume.” To Koka’s point, if your
LinkedIn Summary focuses on your quantifiable results,
you’re not utilizing LinkedIn as a resource, but a resume.
#3 Call to Action
Now that you have caught someone's attention as to why
you and your company matter, a call to action along with
your contact information should be very easily found.
Instead of "contact me here," include a benefit statement or
a call to action along with your contact information details.
Example:
TO INCREASE BUSINESS DEVELOPMENT
PRODUCTIVITY VIA LINKEDIN SOCIAL SELLING
WORKSHOPS:
Valarie Sparks ◙ vsparks@hospitalitysocialselling.com ◙
858-220-8330

TIP #1:
Never leave the Summary section blank!.
Let people know they have found what they are looking for, or that you have that edge
that will assist them!

TIP #2:
You get 2,000 characters to let other know why you matter! Waste nothing!
Research your key words so every word, statement,reference counts!
Although the MOST important spots for keywords are your Headline....
Specialities and Job Titles, your Summary section counts too
Make sure you use the words “they” are looking for!

TIP #3:
Stories capture peoples attention:
Jason Alba in particular suggests
writing PAR (Problem – Action – Result)
stories in your summary statement.
Andrew Foote aslo recommends
1
2
3
three bullets with your top accomplishments.
Grab as much attention as you can as soon as you can!

TIP #4:
Break up the blocks of text as much as possible! Make it easier to read...
PROCUREMENT AND TREASURY SPECIALIST:
INCREASING THE BOTTOM LINE ON GLOBAL ACCOUNTS
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
CREATIVE, STRATEGIC MARKETER | OUT-OF-THE-BOX CORPORATE IDENTITY DESIGNER
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
BUSINESS-SAVVY CORPORATE COUNSEL: MANAGING LEGAL ISSUES TO ADVANCE CORPORATE GOALS
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
And here are suggestions of subheaders, some of them general and some more specific:
RESULTS:
CAREER HIGHLIGHTS:
BUILDING TRUST | ENGINEERING WINNING TEAMS
AWARD-WINNING PERFORMANCE | SURPASSING TARGETED GOALS
..you might use other graphic elements like stars and bullets.
Here are some that work: ◙ ■ ►❖ ★
Using these symbols, along with headers and sub-headers to break up text,
will engage your readers and make your Summary

TIP #5::
Include your contact information. Make it easy for people to find you. If you’re comfortable, include your phone number and e-mail. Or just include your
email, or perhaps a special e-mail you use just for LinkedIn, so if you get spammed you can easily close the account.
Finally, make it enticing to contact you! For example:
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
Seeking a true contributor who goes beyond what’s required to exceed project goals?
CONTACT ME: xxxxxx @verizon.net❖
▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬
TO OPTIMIZE YOUR ORGANIZATION’S ROI:
John Jones ◙ xxxxxx @gmail.com ◙ 555.123.4567
Using the right teaser (without getting corny), and providing easily accessible contact information, will make it hard for anyone reading your profile to resist
contact you.
NOTE: Do NOT put your contact information in your name field.
Doing so is against LinkedIn’s Terms of Agreement and you could get your account shut down. You definitely do NOT want that to happen!

Spell check- virtual assistant - need I say more!

Be Curious!
● Be identifiable if you are looking to
build your list.
● Find out who's checking out your
profile by allowing others to see
who you are if you view theirs.
● Be curious and check them out
back! Maybe they are a competitor,
a potential client...
– Look at their profile, news
feeds, portfolio or whatever you
have bench marked in regards
to a target.

Endorsements/
Recommendations
Getting Endorsements:
THERE ARE 2 questions about
endorsements most often.
1)What is the difference between an
endorsement and a recommendation
2)Why should I be worried about
endorsements?
The difference between an endorsement
and a recommendation is that an
endorsement is just someone “endorsing
you” or letting everyone on LinkedIn know
that they believe you are a valuable
resource for a specific skill.
.... I have a theory on this....
A recommendation is a written
recommendation for you in a specific role.
The reason why getting an endorsement is
important to you is because as you get
more endorsements for a specific skill, it is
more likely that you’ll come up in the search
results when someone is searching that
skill. For example: I have 58 people who
have endorsed me for Social Media
Marketing so when someone searches for
people with the skill social media marketing
in my area, it is likely that I will come up
somewhere on the first few pages of the
search results

Work Experience
(Current and Past Positions):
Your job title is important because there are many different variations of titles that
someone might be searching for on LinkedIn.
If you only include one variation or keyword, it might be hard for someone searching to
find you. If you’re a CEO, someone might be searching for President, Founder,
Managing Partner, Owner, etc.
You may want to use something like: President and CEO of _____ Company. The
description is a great place to put your job responsibilities and accomplishments.

Recommendations
Getting Recommendations:
It is important to have at least three recommendations from co-workers, STUDENTS,
people you manage, or clients. Recommendations now appear right below your job
description for a certain position. LinkedIn does not require 3 recommendations anymore to
get to a 100% complete profile however I still think this is best practice.

Portfolio
● You can link to a creative portfolio on your
website such as Flickr or your Blog
● Upload photos within your profile to make it a
richer experience and it will just keep becoming
more connected as it explores it's creative side.
● Alot of Portfolios on Linkedin are referring to the
other kinds.. that contain stocks, bonds....

1. You need to add your industry and
location
2. A current position
3. Two past positions
4. Your education information
5. A minimum of 3 skills
6. A profile picture
7. At least 50 connections
Tracking Your Success
So now you might be wondering, “How do I
know that the changes I made are helping
people find my profile?” When you’re on
your home screen or in edit profile mode
you’ll see a box on the right hand side that
says “Who’s Viewed Your Profile.” Click into
that, and after filling in all of the information
to your profile, you can monitor the
appearances in search results over the next
couple weeks to see if there is an increase.
The higher your appearances in search, the
more optimized your profile is for the
keywords you are targeting.
What does it take to get to
100% profile completeness?

What Groups should you
join?
... I suggest 3 or each
to start...
● 1- Join groups your competition is
in.. and listen
● 2- Join groups your potential leads
are in or people who would be
interested in being on your list
..and listen
● 3 Join Groups that contain people
or companies that are also
marketing to your potential
clients ... and you guessed it..
Listen..
● When you have found valuable
information or made some good
connections.. then move on to
joining more groups so it does not
suck to much of your time.

Group behaviours!Group behaviours!
(that don't really work)
Don't bother reading the group rules. Just dive right in.
One group sends a welcome letter to every new member and posts expectations through a convenient "Group Rules" link and
regular announcements. In spite of this, it is amazing how many members don't bother reading them.
Tip: Take the time to read the group rules.
Every LinkedIn Group configures the LinkedIn infrastructure in a different way. Rules are also different from group to group. For
example, some groups don't allow any blog content and you can only post articles from bonafide journalist sources.
Immediately start a discussion to introduce yourself and promote your services.
Would you go to a professional association meeting and immediately shout a sales pitch to everyone in the room? It's just as
rude to shotgun promotional material out to the group.
Tip: Take the time to find out how each group handles member introduction discussions.
Many groups provide Member Introductions discussions with guidelines about what to post.
Invite people to join your own LinkedIn Group.
What you have to offer is of much greater value.
Tip: Just don't. It's just as rude as going to a party and shouting that there is a much better party across the street.
Keep posting your own topics. Don't bother responding to other discussions or trying to assist other members.
You're much too busy and someone with more time can do that.
Tip: If you reach out to other members, they'll be much more open to your content. Remember people tend to do
business with people they know and like and not in response to sales pitches.
Don't bother with subgroups. Just post each and every topic in the main group.
After all, you're way too busy to take an extra 30 seconds and post in the right subgroup and make it easier for members to find
your content.

Groups continued
Tip: Take a moment to find out the structure of the group and post content in the right area.
Seize every opportunity to shotgun your sales pitches out to the group. If another group member posts spam or a topic
that belongs in another area, take that as cue to add your own promotion.
Clearly spam is okay today and the other members love receiving digests filled with sales pitches.
Tip: Flag all promotional spam and misposted content.
LinkedIn automatically deletes content after a certain number of flags (set by the Group Owner and Manager).
If your discussions or comments are deleted, just post them again.
What you have is so valuable that the deletion must have been a mistake.
Tip: A deletion is a clear message from the community about what is inappropriate. So, suck it up and don't post it
again.
Take every opportunity to let members know that they are wrong.
A group member tried to ram his idea down the throats of other members. He alienated people instead of convincing them of
the merits of his service.
Tip: State your point of view once or twice. Listen to the merits of other ideas instead of pushing your own.
Join as many groups as possible and flood them all with generic content.
After all, if the content is generic, it applies to everyone, right?
Tip: Even if your blog content is generic, customize your LinkedIn discussion post for your audience.
If you have a lot of generic content, instead of flooding the group, start one discussion and use it for updates.
If you disagree with a decision by the group leaders, start a protest discussion or thrash them on your blog.
Your temper tantrum will earn the goodwill of other members and make them really enthusiastic about doing business with
you.

Build Your NetworkingBuild Your Networking
Start with people you know and have their emails
Abbotsford Chamber Member
Langley Chamber Members
Surrey Board of Trade
Your friends at Rotary or other Business Meetup.com's or BNI
If you have their card from a business meeting, connect there as well and
show real interest in who they are.
Learn about Introductions on Linkedin.
I can tell you a story about Blair !~
InMails are private messages that allow you to directly contact any LinkedIn
member who isn't a 1st degree connection, while protecting the recipient's
privacy. Learn how to purchase and send InMails.
You can send up to 400 personal emails a day but only 50 at a time..
don't be a spammerdon't be a spammer

Company PagesCompany Pages
They Connect You!
● Employees are linked to a Company Page when they add or edit a position
on their profile and select a specific name from the company dropdown
list. If they don't click a company name in the dropdown list, they won't
show up on the Company Page.
● If a colleague doesn't appear on the Employees tab of your company page,
send them the following instructions:
● Move your cursor over Profile at the top of your home page and click Edit
Profile.
● Click Edit next to your current position.
● Click Change Company and type the full company name.
● Important: This step is crucial. Click the correct company name in the
dropdown list.
● Click Update.

FOR MORE ON COMPANY PAGES:
● We can set them up
for you and integrate
with your other social
media and marketing
plans and connect
your staff
● Check if your staff
current or past is
connected
● Just let us know on
the survey you have if
you would like us to
come out to your
business
● Let us know what
your challenges are
and we will assist you
to move them out of
the way...

Getting Around

Need Help?
Then... call us at www.linkedinacademy.ca

Yes of course Facebook is on Linkedin

And the other guys..

Basically you can decide to use Linkedin to
Sell Market – Recruit – Partner – Connect
It is what we assist you with
If you would like more online training or review you can join us online.
If you would like us to come out to your business and assist your sales team
to build their list and grow great targeted sales leads we
can build a strategy for you and your team!