The document discusses how to use LinkedIn effectively for business purposes. It recommends investing time in completing your profile with keywords relevant to your industry or specialties. This will help other users find you when searching. The document also recommends engaging with other users by answering questions, following companies, joining groups, and sharing content and status updates on your profile. Tracking metrics can help determine what types of engagement and content perform best. LinkedIn offers various tools beyond profiles for connecting with others and demonstrating your expertise.

1. Social Media: Hot Air or Holy Grail?
How to Use LinkedIn to Attract
New Clients and Increase Sales
Philip Calvert
www.philipcalvert.com
@PhilipCalvert

2. [Source: unknown]

3. Why is Social Media important?

4. Tell us something we don’t already know

5. Tell us something we don’t already know

6. Tell us something we don’t already know

8. Forget “Social Media”.
Remember Image,
Identity and Reputation
Management.

9. What is

10. What is
• May 2003
• 175m users. 2 members per second • A HUGE mine of data.
• 200 countries, 10 languages All LI products help you
• 21 m visits pm (US) (47m globally) leverage that data
• Up 63% on 2010
• 50% in US, 9+ million in UK • Invest time because it’s
• Viadeo (35m), Xing (10m), Fast Pitch,
Ecademy
a People Search Engine
• Shift from a Jobs site to real-time
networking
• 1 m groups
• 2 m company pages
• Value: $1.5 - $2 bn
• Mobile 2008. 400% growth in page
views per year

11. Active user
Name
accounts
Facebook 750 million
Tencent QQ 674 million
Qzone 480 million
Netease 360 million
Windows Live
330+ million
Messenger
Tencent Weibo 233 million
Habbo 203 million
Twitter 200 million
Sina Weibo 200 million
Skype 145 million
Vkontakte 135+ million
Badoo 121+ million
Orkut 120+ million
Bebo 117 million
LinkedIn 175+ million

12. Why are you on LinkedIn?
• Find contacts
• Find likeminded
• Share contacts
• Highlight expertise
• Shape your personal brand
• Get/give answers
• Get/give company news
• Find/advertise jobs
• Find/promote events

13. Why are you on LinkedIn?
• Find contacts • Share status
• Find likeminded
• Find personalised news
• Share contacts
• Highlight expertise
• Career discussions
• Shape your personal brand • Build Community
• Get/give answers • Search topics and
• Get/give company news people
• Find/advertise jobs • SEO
• Find/promote events • Share content

14. Why are you on LinkedIn?
• Find contacts
– Don’t be lazy when
connecting!
– Personalise your
message

15. Invest time in your Profile
• People Search Engine
• Looking for contacts & expertise – not friends!
• Professional credibility
• Differentiation
• “People Buy People”
• Shape your personal brand

16. Invest time in your Profile
Art Flater

17. Invest time in your Profile
“Specialties: Exceptionally good with sarcastic,
smart ass remarks.”
“Able to sit in my chair for extended periods of time
without numbness or fatigue.”
“Invented the 2 hour lunch break, which has been adapted by sales slackers
everywhere.”
“Attempted to train dealer staff until I realized most were too stupid to accept the
training. Once I realized that fact, I would just take them to lunch.”
Art Flater

18. Invest time in your Profile
“Sat on my chair and bitched at sales reps.”
“Sometimes I make a sales call.”
“Went to lunch a lot.”
“I avoid meaningful engagement and work, if at all possible.”
“Talked on the phone and hung out. Took credit for others accomplishments.”
Art Flater

19. Invest time in your Profile
• Check visibility > Philip’s Activity > edit

20. Invest time in your Profile
• Check visibility > Philip’s Activity > edit

21. Invest time in your Profile
• Monitor your profile

22. Invest time in your Profile
Pro tip: Thank people who look at your profile

23. ...as a Search Engine.

24. Search: IFA

25. Search:
Financial
Planner

26. Profile
• Decide your keywords – Very important
• Add them to these key profile sections:
– Headline
• Interests
– Current work
• Skills
– Past work
• Honours and Awards
– Website
• Groups and Associations
– Public profile URL
• Add extra sections
– Summary
– Specialities
– Contact settings

27. Note the keywords in name and summary

29. 1. Note the keywords

30. 1. Note the keywords
2. Customise your profile URL

33. Add keywords near the top of your Summary
section

34. Include keywords in your Specialties

35. Include keywords in the Experience section

36. Show your
human side
by adding
non-work
interests –
plus a couple
of keywords
of course!

37. Contact Tina
Include a couple of keywords in your Contact details too

38. Contact Art
Humour works too!

39. Profile add ins
• Applications • More Applications
– Events – Company Buzz
– Polls – Amazon reading list
– Projects – Box.net
– Trips – Google presentations
– WordPress blog – iPhone App
– SlideShare – Paid advertisements
Change the order to suit what
you want people to see

40. Events

41. Events
Choose Event
Keywords

42. Events
First page
Google results

43. Presentations
Pulls in your
presentations
from
SlideShare

44. Skills
Add Skills to your profile. LinkedIn will show you
a wealth of related resources...

45. Skills

46. Skills – Art Flater

47. Companies

48. Companies
• Build followers by
– Adding value
– Engaging
– Informing
• They may never become customers...
• But are
– Your network
– Your advocates

49. Companies
• Promote your company page
– Phone
– Email
– Letters
– Business cards
– LinkedIn group
– Facebook etc
– Presentations

50. Companies
Follow button for your website, blog etc

51. Companies
Status Updates of 500 characters

52. Companies

53. Companies
Status Updates of 500 characters

54. Companies
Measure what works

55. Companies
Pro tips
• Keep it short • Test what works
• Occasionally ask questions – Topic types
– Questions
• Include a link
– News
• Include an image
– Articles
• Be different and intriguing – Contests
• How-to articles – Events
• ‘Like’ competitions – Day and Time
– Style and Tone
• Ask for a ‘Like’

56. Companies Measure what works
Also:
Compare against similar companies
Check your website visits from LinkedIn

57. Answers A powerful way to prove your expertise
• More tab > Answers
• Enhance and recognise perception of
expertise

58. News Personalised news based on your profile page
• News tab at top
• Personalised –
suggested categories
– Major headlines
– Financial Services
– Marketing
– Etc
• Save articles

59. News Personalised news based on your profile page

60. Groups
• Build your own Social Network
and Community around you
• Join (50) and/or create your own
• Groups tab > Groups you may like
• Join groups that your target markets join
• “Feed the fish and they’ll keep coming back”
• Promote your group on other Social sites

61. Apps and Misc

62. Apps and Misc

63. Apps and Misc

64. Apps and Misc

65. Apps and Misc

66. Apps and Misc

67. How to Use LinkedIn: 300 Proven
Tips (eBook)
www.philipcalvert.com/products

68. www.philipcalvert.com
philip@philipcalvert.com
@PhilipCalvert
Conference Speaker on Social Media and LinkedIn Strategist