Learning more about using LinkedIn for the local media executive

2. Deep Dive on LinkedIn
Yumi Wilson
Manager, Corporate Communications
LinkedIn

3. How to Build Your Professional Brand
Optimize your profile Use LinkedIn’s search
to build your network
Publish on our new
platform

4. Raise professional brand
by optimizing profiles

5. Beginner Profile

6. Simple ways to optimize your profile
Professional names
Professional headline
Manage Optimize your your endorsements
location
and industry
Add projects, test scores,
Use courses, a professional
patents,
certifications looking photo
and
volunteering/causes
Customize your
Profile Make yourself URL
contactable
Expand upon your headline
and support it
Show examples of your work

7. Creating a great profile

10. Used LinkedIn’s powerful search tools
to build your network

11. Use Advanced Search to Find People, Jobs,
Companies, and more
11

12. Publish and share insight on LinkedIn

13. LinkedIn’s Content Transformation
LinkedIn
Today
March
2011
Editorial
team
created
July 2011
Influencer
program
October
2012
Pulse
Acquired
April
2013
Sponsored
Updates
July 2013
Publishing
Platform
February
2014
Platform
access to
all US
members
September
2014

14. Limitless Global Reach Potential

15. Getting started is easy…
1. Log into LinkedIn: www.linkedin.com
2. Click the pencil icon in the status update box on your homepage

16. Embed Slideshare
or YouTube Video
Insert
Photo
Insert / Delete
Hyperlink
• Draft content in the tool or paste from another source
• Publish to all of your followers or save and come back
• Preview your content before you publish!
• Automatically share your posts with your Twitter
followers

17. What to write about

18. Now, what should you write about?
Topic ideas
§ Advice for someone hoping to enter your field
§ What your industry will (or should) look like in 5, 10, or 15 years and
how it will get there
§ The biggest problem your industry needs to solve
§ How your job, profession or industry has changed since you started
§ How you got your start in your profession
§ Advice for career advancement
§ Challenges for the future in your industry
§ What inspires you?
§ What are Influencers writing about? (calendar on next slide)
§ Keep it positive

19. Writing a great headline
Clear beats clever Don’t trick your
readers
Use the friend test

20. Content Best Practices
Add a photo at the top of your post

21. Content Best Practices
Embed YouTube videos and SlideShare content

22. Additional tips for producing great content
§ Keep your voice authentic
§ Write about what you know & what you’re passionate about
§ Keep your posts focused – don’t try to cover too much in
one post
§ Express your opinion, but remember it’s tied to your
professional identity

23. How do I get more followers?
§ Share & Tweet your post (tag @LinkedInPulse)
§ Share your post on the SMG LinkedIn Company Page
§ Share your post with SMG employees and encourage them to
engage (like/comment/share)
§ Share/cross link your posts on your blog, newsletters, and more
§ Follow @LinkedInPulse on Twtitter

24. So you posted. Now what?

25. Check how your posts are performing

26. Engage with your audience
Continue the conversation through comments

27. Resources

28. ©2014 LinkedIn Corporation. All Rights Reserved.

29. Appendix

30. Now, what should you write about?
Topic ideas
Influencer calendar
THEME DESCRIPTION
How I Do It Behind the scenes on how you make specific
aspects of their business work
The One Thing I’d Fix Take on a business, economic, or political problem
and describe a dream solution
My Plan B/The Road I Did Not Take What you would do if you weren’t in your role, or
paths you chose not to take and why
Big Ideas 2015 What one big idea will define 2015?

31. Now, what should you write about?
Topic ideas
Trending Content amongst US marketers