Here are some tips for using LinkedIn appropriately: - Do not use it solely to ask strangers for jobs, money, or favors. Build genuine connections first. - Do not spam your connections with constant sales pitches or irrelevant updates. Provide value without expecting anything in return. - Do not post unprofessional content like rants, jokes, or personal details. LinkedIn is for professional networking. - Do not ignore connection requests or messages. Respond respectfully even if you're not interested. - Do not have an empty or sparse profile. Take the time to fill it out thoroughly and keep it updated. - Do not use a fake name or information. Represent yourself authentically.

1. Enhance Your Personal Brand and Visibility By
Using LinkedIn, Social Media, and
Internet Marketing Strategies
Vince Ferraro
http://www.linkedin.com/in/vlferraro
Read My Blog At: http://www.techmarketingpeitho.com
vlferraro@hotmail.com
858-759-5041
© Vince Ferraro – 2009-2012
Revised: April, 2012

2. Copyright Disclaimer
All information and material posted on this presentation or
website are subject to copyrights owned by Vince Ferraro. Any
reproduction, retransmission, republication, or other use of all
or part of any document found in this presentation is expressly
prohibited, unless prior written permission has been granted by
Vince Ferraro or the appropriate copyright owner. All other
rights reserved.

3. Purpose of this Presentation
• LinkedIn is a powerful tool to improve your executive
presence, visibility, and branding
• By investing in LinkedIn and “tooling your profile”, you will
increase the likelihood that your profile will be discovered
and found by important people
• LinkedIn is the number one social media tool being used by
recruiters and companies
• LinkedIn will help companies in their “due diligence” on you
as a potential candidate or business partner
• Because LinkedIn is a web page, there are many small things
that can be done to optimize search and marketing

4. Personal Branding Concept
Read: http:// http://www.fastcompany.com/magazine/10/brandyou.html

5. But First … Some Questions
• How much would it be worth to you to have a LI
profile that stands out and shows up at the top of
the recruiter’s search results?
• If you did, do you think it would help you improve
your network, get interviews, etc.?
• If you were found and had an awesome profile,
would it differentiate you from other executives and
in the minds of a recruiter or company?

6. Who Am I?
• VP of Corporate and Consumer Marketing,
Eastman Kodak Co.
• Chief Marketing Officer
• 25+ years of marketing and branding
experience in some of the most successful
tech products in the world – HP and Michelin
• Consultant to start-ups
• Advisor to non profits
• Connect Domain Expert
• Business plan competition judge
• HP’s most successful blogger featured in the
book Groundswell
• Started Tech Marketing Peitho blog in
transition
• Co-Author of “In It To Win It” Summer, 2012
• E-Business Entrepreneur with several web
sites

7. WHO IS USING LINKEDIN?

8. Which Networks Are Recruiters
Using?
Source: 2012 Bullhorn Reach Social Recruiting Activity Report
www.bullhornreach.com

9. LinkedIn and Twitter Dominate
Recruiters’ Networks
•Despite the fact that recruiters have fewer connections on
Twitter, 19 percent are connected to both LinkedIn and
Twitter, while 10 percent are connected to both LinkedIn and
Facebook.
•Recruiters add more Twitter followers to their network per
week than Facebook, and they will grow their Twitter
networks much faster than their networks on Facebook.
•LinkedIn drives three times the amount of job views of Twitter
and six times that of Facebook.
•LinkedIn also drives almost nine times more applications
than Facebook and three times more than Twitter.
•The typical recruiter has 616 LinkedIn connections, 245
Facebook friends, and 37 Twitter followers.
•Recruiters add an average of 18.5 LinkedIn connections, 3.1
Twitter followers, and 1.5 Facebook friends per week.

10. Most Popular Social Media Sites
Among Executives
Google+ is
growing in
importance
Same sites as
recruiters
Source: 2010 Socialcast Inc.
http://blog.sironaconsulting.com/.a/6a00d8341c761a53ef0148c6ab337d970c-pi

11. DOES SOCIAL MEDIA MATTER?

12. Yes It Does!
Not only does it matter…
If you do not do it well,
you may not get hired!
Source: Eurocom Worldwide - 2012

13. What is LinkedIn? HTML.
<li id="nav-primary-groups" class="tab "> <a href="/myGroups?trk=hb_side_grps_top
"><span>Groups</span></a> <ul class="menu"> <li><a href="/myGroups?trk=hb_side_mygrps">Your
Groups</a></li> <li><a href="/groupsDirectory?recommendations=&amp;trk=hb_side_gyml">Groups You
May Like</a></li> <li><a href="/groupsDirectory?trk=hb_side_grpsdir">Groups Directory</a></li> <li><a
href="/createGroup?displayCreate=&amp;trk=hb_side_crgrp">Create a Group</a></li> <li class="user-
group separator"><a href="/groups?gid=62&amp;trk=hb_side_g">AIPMM</a></li> <li class="user-
group"><a href="/groups?gid=108054&amp;trk=hb_side_g">ASU Arizona State University</a></li> <li
class="user-group"><a href="/groups?gid=43707&amp;trk=hb_side_g">B2B Technology Marketing
Community</a></li> <li><a href="/myGroups?trk=hb_side_seegrps">See all &#187;</a></li> </ul> </li>
<li id="nav-primary-jobs" class="tab "> <a href="
/jobs?displayHome=&amp;goback=%2Enpv_136150_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1_*1
"><span>Jobs</span></a> <ul class="menu"> <li><a href="/jobs?displayHome=&amp;trk=hb_tab_findjobs
">Find Jobs</a></li> <li> <a href="/subscriptionv2?displayProducts=&amp;family=jss&amp;trk=hb_tab_jss
">Job Seeker Premium</a> </li> <li class="separator"><a href="
/jobs/post?editAttributes=&amp;trk=hb_tab_postjob">Post a Job</a></li> <li><a href="
/hiring?manageActives=&amp;trk=hb_tab_mngjob">Manage Jobs</a></li> <li><a href="
/subscriptionv2?displayProducts=&amp;family=talent&amp;c=25&amp;trk=lnl_job_nav">Find
Talent</a></li> <li class="separator"><a href="
/redir/redirect?url=http%3A%2F%2Ftalent%2Elinkedin%2Ecom%2Frecruiter%3Fpin%3DLINav&amp;urlhash=jcjH
" target="_blank">Recruiting Solutions</a></li>

14. Now - The Meat of the Presentation

15. Anatomy of a Profile

16. Anatomy of a Profile
Tag Line
Latest Newsfeed
Experience Summary Newsfeed
Recommendations
Personal URLs
Twitter
Vanity URL

17. HOW TO USE LINKEDIN

18. 10 Rules of the Road for LinkedIn
1. Complete your profile with a professional photo
2. Create a compelling tag line
3. Create a compelling summary that sells your unique
brand
4. Connect with other social media
5. Give and receive recommendations
6. Categorize and organize your relationships
7. Optimize your profile for LinkedIn SEO
8. Utilize 3rd party applications
9. Ask and answer questions
10. It is social media – so start socializing!

19. 1. Create Profile with a Pro Photo
Good Photo
Needs Improvement
• Invest in a great head shot – get casual and formal shots
• Photo should be warm, friendly, and inviting
• Head/shoulder shot – don’t get clever! Np body shots!
• Wear your “power outfit” and look your very best
• Photos will display best as long as they are at least 80x80 pixels and have a
maximum limit of 400 x 400 pixels.
• Person in the center of the photograph, from the chest up with their eyes
approximate 1/3 down from the top of the picture.
• Professional you not the personal you
• Make sure you have digital repro rights for your online photos
• Also … no avatars, special effects, over poses, etc.
• Like online dating – people are more likely to connect with people they can see.

20. Photo Resources – San Diego
My photographer:
Tara Luz Stevens
619-981-4743
http:// www.TLSimages.com
tara@TLSimages.com
• Order for CD of images - not physical photos
• Or go to your family photographer, wedding
photographer, Sears, or other retail locations
•Doesn’t have to be expensive to be good (but it
doesn’t hurt)

21. 2. Create a Compelling Tag Line
Quality Tag Line
BEST VP of Global Marketing |CMO|
Boldly delivering game-changing
results for customer-driven
companies & people every day!
BEST Corporate Social Media Solutions |
Social Media ROI Strategist |
Author | Speaker | CEO at
DemingHill
BETTER Director of Talent Acquisition at PC
Mall, Inc.
BETTER President/Principal of Woo Agency
DESPEERATE Unemployed and Looking for
Work
DESPERATE Currently looking out for a Senior
position with ITES Companies.(All
Invites Accepted)

22. 3. Create a Compelling Summary
Don’t
• Speak of yourself in the 3rd person as a company, entity, or
celebrity.
• Paste copy from your website bio or resume. This is boring and
makes you seem small - incapable of writing a few original
sentences beyond your existing website or resume.
• Write one big block of text
• Be too conversational or unprofessional. That’s what Facebook is
for.
Do
• Grow your personal brand with a unique, differentiated message
• Talk about quantitative results
• Write your LinkedIn profile for your future, not your past job
• Be confident …but approachable
• Incorporate your elevator pitch and value proposition
• Utilize all of the real estate – include your most important URLs

23. Use Elevator Pitch Content

24. Avoid Bad or Over Positioning Statements (Avoid Most
Interesting Man/Woman in the World Positioning)
http://www.youtube.com/watch?v=fYdwe3ArFWA

25. 4. Connect with Other Social Media

26. Connect with Other Social Media
Some Creative Examples
• Name with email
• Blog with name/tag line
• Using “websites” to make
connections to other social
media
• Chinese/local language
characters in name
• Include email or website
links in summary or contact
settings
• Can connect to Twitter
too!
Spammer Alert - Do not use
your primary email account!

27. 5. Give and Receive
Recommendations
• At least 3 – more than 10 is
probably overkill
• Find the people with whom you
had great working relationships
• Quid pro quo – offer to write
somebody else’s recommendation
first – pay it forward!
• Get recommendations across the
many jobs you have had – just not
the last one or two
• They can be different or same as
your formal “employment”
references (mine are different)
• Managers, peers, and
subordinates

28. 5. Organize Your Connections
Tag Your Contacts
Add additional content
Use Contact Notes!
http://www.linkedin.com/static?key=microsoft_outlook

29. One Approach for Categorizing
LinkedIn Contacts
Source: RobContingham.ca

30. 6. Who Should You Connect With?
Should you know everyone you are connected with on
LinkedIn? One approach.
• With 1,805 direct contacts, 17.2M are available to me (1-2 levels
away)
• My strategy is a hybrid approach
• 60% I know – work colleagues, business connections, people who
I have met through networking, recruiters, etc.
• 30 % are people from school, professional groups, etc. that want
to connect and I would benefit from that connection
• 10% are strategic people – LinkedIn LION’s, strategic recruiters,
rainmakers, etc. They know people I want to connect with.
• Some LinkedIn searches have relevance to people with whom you
are connected to.
• Quality more than quantity, but quantity gets you additional LI
access and coverage
• LI Groups give you direct email access rights (up to 50). Use them
all!

31. 7. Optimize Profile for LinkedIn
SEO
Keywords listed as a
separate job listing
Keywords added under each role
Search for people, relevance, and put search
words in “quotes”. Example “Chief Marketing
Officer”

32. Summary: Ways to Optimize LI SEO
• Repeat your key words over and over and over again!
• Place key words everywhere – jobs descriptions, interests, skills,
titles of jobs – everywhere. Be creative
• Place the name of the city in your job title to be found in that city
or county
• Set up more than one current job (especially if you are a
consultant, advisor, BOD member, etc.) to magnify search results
• Connecting with more people seems to be an algorithm in SEO
• Key words can be jobs, roles, strengths, geographies,
competencies, locations, etc.
• Customize your URL with your name
(www.linkedin.com/vlferraro)
• Add custom anchor text to your three web and blog site links
• Add a Twitter account

33. LI's New Capability - Skills
• New capability which is keyword friendly
• Use and optimize it
• At bottom of your LI profile

34. Examples of Search Results
CMO #1
Marketing #8
San Diego + Marketing #4

35. Does It Work? You Decide
SEO Results
•CMO - #1 out of 22K
• Chief Marketing Officer - #1 out of 115K
• Marketing - #8 out of 4.5M
• San Diego - #6 out of 355K Search by
keyword or
• San Diego Marketing - #3 out of 80K relevance
• San Diego Business - #2 out of 126K
• San Diego CMO - #1 out of 507
• Orange County CMO - #1 out of 111K
• San Diego Chief Marketing Officer - #1 out of 3K
• Hewlett-Packard Marketing - #4 out of 39K
• Hewlett-Packard Business - #5 out of 73K
• Kodak Marketing - #1 out of 13K
• HP Marketing - #2 out of 57K

36. 8. Utilize 3 Party Applications
rd
Favorites

37. My Favorite Applications
• SlideShare – for presentation and video sharing
• Box.net – store your resume, bio, and other career
documents online for instant downloading
• Twitter – link “tweets” to LinkedIn updates
• My Travel - TripIt – connect with people where you travel to
• Amazon Reading List – my favorite books
• WordPress – links to my WP blog postings
• TypePad’s Blog Link – my connections’ blogs
• Polls – ask questions of your professional network
Up to 6 on Home Page. Access in “More”– just under your profile “Summary”

38. 9. Ask and Answer Questions – 2
Ways – Polls App and Groups
Goal – Raise industry credibility, SEO, and visibility In your area of expertise!

39. 10. It is Social Media - So Start
Socializing!
7 Ideas to Get Started
• Join LinkedIn Groups
and participate in
discussions
• Engage in conversations
• Start a blog and connect
into LinkedIn
• Find interesting people
and develop them as
connections
• Update your profile
frequently
• Make and respond to
announcements of others
•Update your network on
your status frequently

40. Do’s and Don’ts of Social
Networking
Connect social media together using hootsuite.com/plans

41. Create a Signature File to Promote
Your Social Media Links
Regards, Vince
Vincent L. Ferraro
PMB 9, PO Box 5000
Rancho Santa Fe, CA 92067-5000
vlferraro@hotmail.com
Office/Fax: 858-759-5041
Cell: 858-837-1837
Read my blog at: http://www.techmarketingpeitho.com
Links:
Wise Stamp: http://www.wisestamp.com/
Social Media Icons:
http://www.evohosting.co.uk/blog/web-development/design/more-free-social-me
Outlook: http://www.worldstart.com/create-a-sig-file-signature-file/

42. How Not to Use LinkedIn

43. How Not to Use LinkedIn
• A way to ask people, who do not know you to refer, help,
or make recommendations for you
• Generic invitations – “since your a person I trust …”
• Stalk people for a job. Don’t be pushy!
• A place for only anonymous connections. For example,
you have 1000 LI connections and you know only 20 of
them
• A platform for career puffery or bravado. Be honest!
• A passive Web 2.0 tool – just set it and forget it
• Engaging in LinkedIn “voyeuristic” behavior - it’s more fun
watching than participating!
• A substitute for f-2-f networking, relationships, and
business meetings
• An infrastructure to use primarily for identifying sales
leads and selling stuff to your connections

44. 7 NEW LINKEDIN
TECHNIQUES

45. Plus 7 New, Secret IM Rules
11. Use Google keyword analytics to find high
search volume keywords. Use them in your
online documents and profile
12. Use special characters
13. Add video to your profile
14. Create value added content and publicity
15. Spruce up online resume with new tools
16. Become an authority – develop a personal
branding or blog web site
17. Run an e-business. Easier than you think

46. 11. Use Google Analytics to
Optimize Keywords for Online
Documents
https://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_IDEA

47. Keyword Analysis
Assumption – people
search on LI the same
way as they search on
Google.
Find Key Words with
search volumes <10K
and with low competition

48. 12. Use Special Characters
• In LinkedIn, can use Unicode characters like Dingbats or Block characters
• Embellish you profile page but use them sparingly
What are Unicode characters? Examples -
http://en.wikipedia.org/wiki/List_of_Unicode_characters
Character Description
░ Light shade
▒ Medium shade
▓ Dark shade
▕ Right one eighth block
▖ Quadrant lower left
✑ White nib
✒ Black nib
✔ Heavy check mark
✖ Heavy multiplication X
✗ Ballot X
✘ Heavy ballot X
✚ Heavy Greek cross
✛ Open center cross

49. 13. Add Video To Your Profile

50. How to Insert Videos in LinkedIn
1. Get a SlideShare and YouTube accounts
Upload your presentation to SlideShare like any other
document.
2. Copy the URL of the YouTube video you want to insert
3. Once your presentation converts, go to the Edit
Slideshow and choose Insert YouTube videos and paste the
above URL in the form
4. Add the SlideShare application on your LinkedIn profile
and link your account.
5. Go to the Settings page and choose “Show complete
presentation in player”
6. That’s it. Your content (with the embedded YouTube
video) is on your LinkedIn profile!
Complete tutorials can be found at:
http://blog.slideshare.net/category/linkedin/

51. 14. Create Value-Added Content
1. Use Google key words to find high search
words
2. 4 ways to create content
• Write it
• Or you can combine
Outsource it (ghostwriter)
approaches!
• Spin it (content curation)
• PLR Rights
3. Resources
• http://www.plrprivatelabelrights.com/
• http://www.plr.me/
• http://ghostusa.com/
• http://www.spinrobot.com/

52. And Create Publicity
Outsource release on eLance!

53. 15. Spruce Up Online Resume with
New Tools
LinkedIn Resume Builder
http://resume.linkedinlabs.com/
MightyCV (In Beta)
http://www.mightycv.com/
Visualize.me
http://vizualize.me/vferraro
InfoResume
http://inforesume.heroku.com/
Visual.ly
http://visual.ly/
Additional Resource Guides
http://stephenslighthouse.com/2012/03/23
/over-100-incredible-infographic-tools-and-
resources-categorized/
http://www.vikitech.com/11214/best-tools-
for-creating-infographics

54. 16. Become an Authority – Build a
Web Site
• eLance
• Stickermule
• Fiverr
• iFreelance
• oDesk
• Freelancer
• 99 Designs
• Serv.ioEdit
More writing content sources located at:
http://getinternetmarketingstrategies.com/2009/06/content-development-
list-of-100-outsource-article-sites/

55. Some Fiverr Examples
• I will write 1 high quality, 500 plus word article, that is seo optimized for $5
• I will create a perfect slogan or tagline for $5
• I will enthusiastically talk about your ANYTHING like an Australian Nature Enthusiast for $5
• I will design your personal web page for $5

56. Example - Modest
• Use you name first.last.com … or
• Use authority words – hub, zone, hq, world, tips
• Use functional name + authority words (e.g. supplychainhub.com)

57. Example - Extreme

58. 17. Run an e-Business
• Show people you understand the future of
business - SoLoMo
• Understand basics of HTML coding
• Learn basics of Word Press
• Find somebody to build your site or buy an
existing one
• Outsource (eLance, eBay, Freelancer, 99
Designs, etc.)
• Buy off the shelf web sites (Flippa,
ConsultSites, eVirtualWebs)

59. My E-Business Examples

60. CONCLUSION

61. Final Thoughts
• Experiment and have fun with LI
• Emulate profiles you like
• Aspire to show up higher in search results
• Put a phone # and email address so you can be contacted
• Store your resume, bio, photos, and media links online for
instant downloading by recruiters
• Consider starting a blog to “feed” content to your LinkedIn
site and Twitter or feed LI content (outsourced) to other sites
• Tailor your profile to look similar to people whose careers
you want – not what you are doing today
• Optimize your searchability
• Go the extra mile to include content that clearly
differentiates you from your competition
• What’s after LinkedIn? A personal branding web site?

62. Thank You!
Download the Presentation At:
http://www.slideshare.net/vferraro
vlferraro@hotmail.com
http://www.linkedin.com/in/vlferraro