This presentation covers: Why You Should Be On LinkedIn, LinkedIn Profile Dos and Don’ts, How to establish genuine, meaningful, and profitable connections using LinkedIn, How to use LinkedIn to establish credibility and authority, How to maximize your presence on LinkedIn, Ethical considerations to take into account for LinkedIn

1. LLiinnkkeeddIInn FFoorr LLaawwyyeerrss
By No Blue Creative
Presented By Jennifer Jessie
Presented to the DC Bar Association

2. DDIISSCCLLAAIIMMEERR
No Blue Creative and its CEO, Jennifer Jessie, are
not giving any legal advice during this presentation.
Rules and opinions do change, developments occur,
and you must draw your own conclusions about the
rules that apply to you or your firm.

3. WWhhaatt WWee WWiillll CCoovveerr
Why You Should Be On LinkedIn
LinkedIn Profile Dos and Don’ts
How to establish genuine, meaningful, and profitable
connections using LinkedIn
How to use LinkedIn to establish credibility and
authority
How to maximize your presence on LinkedIn
Ethical considerations to take into account for
LinkedIn

4. WWhhyy BBee OOnn LLiinnkkeeddIInn
332 Million Users on
LinkedIn (11/16/2014)
2 New Users Per
Second
187 Monthly Unique
Visitors to LinkedIn

5. WWhhyy BBee OOnn LLiinnkkeeddIInn

6. WWhhyy BBee OOnn LLiinnkkeeddIInn
There are over 996,359 individuals on LinkedIn who
use the word “attorney” on their profile and 129,783
individuals who use the word “lawyer”
An ABA study in 2012 found that 95% of lawyers
said they were on LinkedIn
One study found almost 60% of social media users
deem LinkedIn as their most important social
network

7. WWhhyy LLiinnkkeeddIInn??
LinkedIn markets themselves as the “largest
professional network on the Internet”
One of the few social networks where there is an
expectation of credibility

8. WWhhyy LLiinnkkeeddIInn??
Google Loves LinkedIn
• When most people
search for their name on
Google, their LinkedIn
profile generally ranks at
the top
• Company pages
typically rank within the
top 1-2 pages of results

9. WWhhyy LLiinnkkeeddIInn??
Self-promotion is not only permitted but expected on
LinkedIn
One of the easiest social networks to maintain
Generates leads for business
A network that encourages mutually agreed upon
professional and meaningful relationship
Biggest bang for buck

10. CCoorree EElleemmeennttss ooff LLiinnkkeeddIInn
Profile
Connections
Engagements via Groups, Posts, Updates, and
InMail

11. PPrrooffiillee DDooss aanndd DDoonn’’ttss
“Your LinkedIn Profile is Your Professional Resume”

12. PPrrooffiillee DDooss
aanndd DDoonn’’ttss
“Stop treating LinkedIn
like an online version of
your resume (‘I went to
college here, I work at
this company, I do this
for a job’) and instead
make your entire profile
what I call client-facing.”
John Nemo
http://www.socialmediaexaminer.com/9-linkedin-marketing-
tips/

13. PPrrooffiillee DDooss aanndd DDoonn’’ttss
Great Profiles Showcase the Value You Bring to Others

14. PPrrooffiillee DDooss aanndd DDoonn’’ttss
Use LinkedIn’s guidelines as a baseline
Not enough to have a Complete Profile
Profiles are classified using 5 levels: Beginner,
Intermediate, Advanced, Expert, All-Star
All-Star Profile includes:
Industry and location, current position (with
description), two past positions, education, skills
(minimum of 3), a profile picture, at least 50
characters

15. PPrrooffiillee DDooss aanndd
DDoonn’’ttss
Make Sure to Keep in Mind:
• LinkedIn’s All-Star
Guidelines
• Ethical considerations
• Relevant Keywords

16. PPrrooffiillee DDooss aanndd DDoonn’’ttss
WHAT I DO: I help [My Target Audience] achieve
[Their Desired Outcome] by providing [My product,
skill or service offering].
WHY I’M DIFFERENT: [My USP: What makes me
different/better/unique than others who offer similar
skills, products or services.]
WHAT OTHERS SAY: [Insert text from a happy
client singing your praises in a specific way that will
appeal to your target market.]
http://www.socialmediaexaminer.com/9-linkedin-marketing-tips/

17. PPrrooffiillee DDooss aanndd DDoonn’’ttss
Photos - Avoid selfies and large photos
Headline - Put practice area, geographic location,
and firm name. Use terms potential clients would use
to describe the value your bring with your services;
don’t just be another “lawyer.”
Summary - Discuss the value you bring, “Client’s
come to me for...”
Consider who you are trying to attract

18. PPrrooffiillee DDooss aanndd DDoonn’’ttss
Own your profile name or brand name (use keywords if
possible)
Customize your links
Rearrange profile when necessary
Include associations, alma maters, projects, volunteer
organizations, etc.
Consider your profile to be a living document, adjust to position
yourself for new opportunities

19. PPrrooffiillee DDooss aanndd DDoonn’’ttss
Be aware of ethics when it comes to the recommendations,
endorsements, skills, and specialties sections
Avoid false and misleading statements per your state’s ethics rules
Consider using disclaimers:
Disclaimer for specialties (in preference for practice areas)
Disclaimer for advertising
Disclaimer for endorsements and testimonials
Disclaimer for attorney-client relationship

20. CCrreeaattiinngg CCoonnnneeccttiioonnss
EEssttaabblliisshhiinngg GGeennuuiinnee,, MMeeaanniinnggffuull,, PPrrooffiittaabbllee CCoonnnneeccttiioonnss oonn
LLiinnkkeeddIInn

21. CCrreeaattiinngg CCoonnnneeccttiioonnss
Connections are made up of degrees:
1st degree- direct
2nd degree
3rd degree
Fellow members of Groups
Out of Network

22. CCrreeaattiinngg
CCoonnnneeccttiioonnss
“People are starting to get that connections
on LinkedIn are the ‘gas in the tank’ of
their networking efforts (and the
equivalent of high octane type of gas in its
ability to help you connect efficiently with
your target audience)...”
http://www.forbes.com/sites/cherylsnappconner/2014/05/04/n
ew-research-2014-linkedin-user-trends-and-10-top-surprises/

23. AArree yyoouu aa LLiinnkkeeddIInn LLiioonn??
Deciding which approach to use for LinkedIn Connections

24. CCrreeaattiinngg CCoonnnneeccttiioonnss
Two approaches:
"L.I.O.N." is a designation used by several user-created groups and
individual LinkedIn members to indicate a high level of interconnectivity to
other LinkedIn members. This term is not endorsed by LinkedIn. As a
reminder, only connect to people you know and trust and only join groups
you want your name associated with...”
http://help.linkedin.com/app/answers/detail/a_id/1146/~/definition-of-l.i.o.n.
IDK networker (“I Don’t Know”) - A person willing to reject connections
he/she doesn’t know

25. CCrreeaattiinngg CCoonnnneeccttiioonnss
LinkedIn states: “We recommend only inviting people
you know and trust because 1st-degree connections
are given access to your primary email address on
your account.”
Don’t upload connections from a source and
automatically invite.
Can result in meaningless connections
Possible ethical issues

26. CCrreeaattiinngg CCoonnnneeccttiioonnss
Post status updates
Mention connections in posts with relevant and valuable
information
Introduce connections using LinkedIn
Highlight connections on your network by sharing posts,
connection requests, or discussing the value they bring
Create content for or with connections
Congratulate connections on accomplishments
Select individuals to target using search

27. CCrreeaattiinngg CCoonnnneeccttiioonnss
How to Expand Your Network

28. CCrreeaattiinngg CCoonnnneeccttiioonnss
Personalize the invitations
Use Evernote and other card reading tools at event
Try to connect with people within 24-48 hours after
meeting them
Pro Tip: Jot down notes in a connections calendar of
when you connected with the person and set a follow
up schedule

29. CCrreeaattiinngg CCoonnnneeccttiioonnss
Create new connections by:
Focusing on the other person’s needs
Seeking out opportunities by joining groups
Creating personal connections by sending requests and leading with a
value
Requesting to be connected to 2nd and 3rd level connections
Pro Tips:
Learn how the original connection was made and see if there is an
opportunity to make a genuine connection
Don’t assume you are entitled to the connection. Lead with, “I bring
value to this connection because...”

30. Establishing AAuutthhoorriittyy aanndd CCrreeddiibbiilliittyy
Maximize Your LinkedIn Presence

31. EEssttaabblliisshhiinngg AAuutthhoorriittyy aanndd
CCrreeddiibbiilliittyy Use updates to showcase thought leadership
Write articles using the newly opened LinkedIn feature
“Professional cast” networking, speaking, and other
professional opportunities
Provide answers and solutions without stepping over the ethical
line
Highlight strengths in your network
Pro Tip: Interview individuals in your network for a LinkedIn
Post

32. Establishing AAuutthhoorriittyy aanndd
CCrreeddiibbiilliittyy iinn LLeessss tthhaann
1122 MMiinnuutteess aa DDaayy

33. EEtthhiiccaall CCoonnssiiddeerraattiioonnss

34. EEtthhiiccaall CCoonnssiiddeerraattiioonnss
No Blue Creative and its CEO, Jennifer Jessie, are not giving
any legal advice during this presentation. Rules and opinions
do change, developments occur, and you must draw your
own conclusions about the rules that apply to you or your
firm.

35. EEtthhiiccaall CCoonnssiiddeerraattiioonnss
Social Media Profiles and Posts May Constitute Legal Advertising
Avoid Making False or Misleading Statements
Avoid Making Prohibited Solicitations
Do Not Assume You Can “Friend” Judges or Clients or Jury Members
Be careful to not view profiles of potential jurors or individuals who are
represented counsel while signed into LinkedIn
Avoid Communications with Represented Parties
Do Not Discuss Ongoing or Previous Matters
Do Not Connect With Opposing Counsel without Connect

36. EEtthhiiccaall CCoonnssiiddeerraattiioonnss
Be Cautious When Communicating with Unrepresented Third Parties
Beware of Inadvertently Creating Attorney-Client Relationships
Beware of Potential Unauthorized Practice Violations
Tread Cautiously with Testimonials, Endorsements, and Ratings
Avoid Specialties
Do Not Disclose Privileged or Confidential Information
Be cautious and aware of geotagging and/or photos as that may result in disclose
confidential information
Watch out for False or Misleading Statements
Avoid reciprocal recommendations and endorsements
http://www.americanbar.org/publications/blt/2014/01/03_harvey.html

37. LLiinnkkeeddIInn PPrroo TTiippss
Taking LinkedIn to the Next Level

38. PPrroo TTiippss
Use LinkedIn Publishing for Content Marketing

39. LLiinnkkeeddIInn PPrroo TTiippss
Use LinkedIn post to connect to 2nd, 3rd, non-connected and Group Connections
Interview people in network and feature on posts and through updates
View Connections before meeting, highlight accomplishments
Join groups to connect
Start local groups in area of expertise
Start groups to facilitate referrals
Make a strategic plan for connections and use of premium
Occasionally search for targets and see if there is a way to be of value, keywords you may have missed, or
events where you can connect
Set up search alerts and have them emailed to you
Add LinkedIn to your cards
Add Slideshare presentations, Publications, Video, Interesting Photos to Your Profile

40. CCoonnttaacctt UUss
jenn@nobluecreative.com or nobluecreative@gmail.com
Linkedin.com/in/jenniferjessie