Expert Positioning Using LinkedIn

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Published on January 9, 2009

Author: tunheimpartners

Source: slideshare.net

Description

Tunheim Partners' Director of e-Strategy, David Erickson, discusses how to use LinkedIn as an expert positioning tool.

Expert Positioning Using LinkedIn 01/08/09 Tunheim.com | e-Strategy.com

Who We Are: About Tunheim Partners Well-regarded thinking and crisp execution – these are the building blocks of Tunheim Partners. Our clients turn to us to help them capitalize on important communications opportunities. We respond with insightful counsel and service to help them achieve their objectives.

Well-regarded thinking and crisp execution –

these are the building blocks of Tunheim Partners.

Our clients turn to us to help them capitalize

on important communications opportunities.

We respond with insightful counsel and service

to help them achieve their objectives.

What Is LinkedIn? LinkedIn.com A Social Networking Site Facebook for business A Relationship Engine Examines relationships among your contacts … and your contacts’ contacts Knows who you know … and who you should know Trust If you’re a friend of my friend…

LinkedIn.com

A Social Networking Site

Facebook for business

A Relationship Engine

Examines relationships among your contacts

… and your contacts’ contacts

Knows who you know

… and who you should know

Trust

If you’re a friend of my friend…

Focus Of Attention What The User Sees Inbox People You May Know Network Updates Think about how people use the site Company research People research Finding people Getting answers Conversations

What The User Sees

Inbox

People You May Know

Network Updates

Think about how people use the site

Company research

People research

Finding people

Getting answers

Conversations

LinkedIn Login Screen

Network Updates/Newsfeed Gossip 2.0 Most compelling feature Who is connecting to whom? Who is doing what? What discussions are taking place? Who joined what group? Who recommends who? What is your network up to? Who just joined?

Gossip 2.0

Most compelling feature

Who is connecting to whom?

Who is doing what?

What discussions are taking place?

Who joined what group?

Who recommends who?

What is your network up to?

Who just joined?

Who’s Interested In Me? Search Profiles Groups Q & A Company Profile Applications

Search

Profiles

Groups

Q & A

Company Profile

Applications

People You May Know Recommendation Engine Your contacts Your contacts’ contacts Your associations Schools Employers Industries Organizations Groups

Recommendation Engine

Your contacts

Your contacts’ contacts

Your associations

Schools

Employers

Industries

Organizations

Groups

Career management tool Talent acquisition Company research Connect with company contact Recruiters/HR Expertise Job postings Career/Jobs

Career management tool

Talent acquisition

Company research

Connect with company contact

Recruiters/HR

Expertise

Job postings

Opening & Optimizing Accounts are free or $19.95/month Limited contact vs. ability to freely email Fill in completely More information = more possible connections Use keywords freekeywords.wordtracker.com google.com /insights/search Likely search phrases Industry keywords Interest keywords Job title keywords

Accounts are free or $19.95/month

Limited contact vs. ability to freely email

Fill in completely

More information = more possible connections

Use keywords

freekeywords.wordtracker.com

google.com /insights/search

Likely search phrases

Industry keywords

Interest keywords

Job title keywords

Optimizing Your Account Making Yourself Findable Name keywords Professional headline keywords Company keywords Titles Descriptions Website keywords SEO Public profile keywords URL SEO

Making Yourself Findable

Name keywords

Professional headline keywords

Company keywords

Titles

Descriptions

Website keywords

SEO

Public profile keywords

URL

SEO

Editing Basic Information

Editing Employment Information Job Title Search Optimization Job Description Description Summary Duties Accomplishments Industry

Job Title

Search Optimization

Job Description

Description

Summary

Duties

Accomplishments

Industry

Editing Education Information Education Keywords Majors/Minors Expertise Industry Activities & societies Expertise Industries Additional notes Any appropriate keywords

Education Keywords

Majors/Minors

Expertise

Industry

Activities & societies

Expertise

Industries

Additional notes

Any appropriate keywords

Editing Websites Search Engine Optimization Anchor Text Keywords LinkedIn Google, et. al.

Search Engine Optimization

Anchor Text Keywords

LinkedIn

Google, et. al.

Editing Additional Information

Editing URL Web Address Numeric default Name keywords Industry keywords Expertise keywords SEO

Web Address

Numeric default

Name keywords

Industry keywords

Expertise keywords

SEO

Editing Summary Information More Keywords Industry Expertise Acronyms Written out Terms of art

More Keywords

Industry

Expertise

Acronyms

Written out

Terms of art

What To Show – Privacy Options The more you give… The more you get More privacy = Fewer connections Less search benefit Fewer opportunities

The more you give…

The more you get

More privacy =

Fewer connections

Less search benefit

Fewer opportunities

LinkedIn Search Optimization

LinkedIn SEO Optimize for external search engines Full view profile Google, Yahoo!, MSN searchable Public profile URL keywords Links from your profile to company Web site, blog Links on profile page Within Groups & Q&A Links to your profile from Other social networking sites Your own blogs/web sites

Optimize for external search engines

Full view profile

Google, Yahoo!, MSN searchable

Public profile URL keywords

Links from your profile to company Web site, blog

Links on profile page

Within Groups & Q&A

Links to your profile from

Other social networking sites

Your own blogs/web sites

Search Optimization

Connecting On LinkedIn Invitations & introductions Searching LinkedIn Recommendations Questions & Answers Groups & Associations Events Applications

Invitations & introductions

Searching LinkedIn

Recommendations

Questions & Answers

Groups & Associations

Events

Applications

Invitations & Introductions Low-hanging fruit Family, Friends & colleagues Clients Contacts’ connections Introductions Ask to connect on LinkedIn In person Over the phone Through email Link to your LinkedIn profile Email signature Your blog Other social media Company bio

Low-hanging fruit

Family, Friends & colleagues

Clients

Contacts’ connections

Introductions

Ask to connect on LinkedIn

In person

Over the phone

Through email

Link to your LinkedIn profile

Email signature

Your blog

Other social media

Company bio

LinkedIn Promotion

Searching LinkedIn Sophisticated & Powerful Search Keyword search Industry search Title search Company search Geographic search Very narrow demographics Research & Find Learn about companies Find people

Sophisticated & Powerful Search

Keyword search

Industry search

Title search

Company search

Geographic search

Very narrow demographics

Research & Find

Learn about companies

Find people

Searching LinkedIn

LinkedIn Recommendations Generosity pays Give & you get Don’t be shy ASK for recommendations Provide keywords Demonstrates Competence Expertise Establishes trust Can appear on profile

Generosity pays

Give & you get

Don’t be shy

ASK for recommendations

Provide keywords

Demonstrates

Competence

Expertise

Establishes trust

Can appear on profile

LinkedIn Recommendations

Questions & Answers Questions Get an answer Attract a targeted audience Find qualified talent Make connections Appears on profile Answers Help out Demonstrate expertise Within group On profile Make connections

Questions

Get an answer

Attract a targeted audience

Find qualified talent

Make connections

Appears on profile

Answers

Help out

Demonstrate expertise

Within group

On profile

Make connections

LinkedIn Answers

LinkedIn Answers

Groups & Associations More connections Affinity Groups – Join/Create Like-minded or specific people Targeted audiences Discussions Demonstrate expertise Create familiarity Trust Share news Post links/Add value Expert positioning Appears on profile

More connections

Affinity Groups – Join/Create

Like-minded or specific people

Targeted audiences

Discussions

Demonstrate expertise

Create familiarity

Trust

Share news

Post links/Add value

Expert positioning

Appears on profile

LinkedIn Events Expert Positioning Promote your attendance Industry events Speakers Conventions See who’s attending Connect with attendees Promotion Add events Organize events Appear on profile

Expert Positioning

Promote your attendance

Industry events

Speakers

Conventions

See who’s attending

Connect with attendees

Promotion

Add events

Organize events

Appear on profile

LinkedIn Events

LinkedIn Events - Attendees

Add An Event To LinkedIn

LinkedIn Applications Expert positioning Demonstrates knowledge & expertise Appears on profile Creates connections LinkedIn Polls Create and/or participate Branding Amazon Reading List Watch others’ lists SlideShare/Google Presentations Blog Link/WordPress RSS to profile

Expert positioning

Demonstrates knowledge & expertise

Appears on profile

Creates connections

LinkedIn Polls

Create and/or participate

Branding

Amazon Reading List

Watch others’ lists

SlideShare/Google Presentations

Blog Link/WordPress

RSS to profile

Building Your Network Begin with your own network Invite family, friends, colleagues & clients Mining contacts Raid friends’ networks Search for former classmates & co-workers Ask for introductions Encourage people to join Clients & colleagues Search Friends & colleagues Clients Industry leaders LinkedIn Open Networker (LIONs)

Begin with your own network

Invite family, friends, colleagues & clients

Mining contacts

Raid friends’ networks

Search for former classmates & co-workers

Ask for introductions

Encourage people to join

Clients & colleagues

Search

Friends & colleagues

Clients

Industry leaders

LinkedIn Open Networker (LIONs)

Tunheim Partners’ e-Strategy Tunheim Partners Strategic communications company Public relations Public affairs e-Strategy e-Strategy Tunheim Partners’ specialty Internet marketing practice Full service Internet marketing practice Experienced leadership, strong team

Tunheim Partners

Strategic communications company

Public relations

Public affairs

e-Strategy

e-Strategy

Tunheim Partners’ specialty Internet marketing practice

Full service Internet marketing practice

Experienced leadership, strong team

As director of e-Strategy, Tunheim Partners’ Internet marketing practice, David Erickson specializes in strategic online communication. David has been marketing online since 1995, first as a freelancer, and then in 1997 as the founder and president of e-Strategy and now with Tunheim Partners. Erickson is a student of how people use technology to communicate, and that fascination informs his work. He is a "first adopter" of the latest technologies because he wants to understand how they can be used as marketing tools. David's work has included: executing a national online media relations campaign for a presidential e-debate for the 2000 election, using e-mail marketing as an expert positioning tool, optimizing electronic press kits and press releases for the retail and fashion industries, conducting search engine marketing for numerous clients, designing and carrying out a sports marketing viral video campaign, and implementing social media optimization and marketing campaigns. David's training in the visual and language arts and his experience in retail, advertising, market research and public relations all contribute to his expertise in Internet marketing. He taught himself the technologies needed to implement online communication strategies, so he understands how Web technologies work as communications vehicles. David also has personal experience with delivering effective messages: he has written advertising copy and articles for publications, produced Web publications of his own, appeared as a pundit and commentator for media outlets, and co-hosted his own radio show. David blogs about Internet marketing at e-strategyblog.com . David earned his B.A. from Coe College in Cedar Rapids, Iowa, where he studied art and writing. He is a former Hubert H. Humphrey Policy Forum Fellow. When he's not scheming up clever new ways to communicate online, David can be found playing or watching football or reading...but most likely playing football. ” Reality is nine-tenths perception.” – Anonymous David Erickson, Director of e-Strategy

Contact Web Tunheim.com e-Strategy.com e-Srategyblog.com SlideShare.net/TunheimPartners Email [email_address] Phone 952-851-1600

Web

Tunheim.com

e-Strategy.com

e-Srategyblog.com

SlideShare.net/TunheimPartners

Email

[email_address]

Phone

952-851-1600

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