PowerPoint Presentation

John degraffFounder, Partner InnovatriumAdjunct marketing professor

A Marketers Guide to Linked In StrategyAMA Workshop March 9, 2016

Introduction

Over 25 years as a Marketer/Innovator/EducatorLaunched over 150 new products!Two sold over 1 billion dollarsWorked with 25 of the Fortune 500Work on Wicked Cool programs and projects all over the world! FPL largest solar array that powers a cityNanotechnology could cure colon cancerEV/CNG Buses in ChinaCMS utility of the futureHoneywell Aerospace Online Services

How are you going to Market your own brand?

Open Linked InWorkshop

So What?

Why should I care about Linked In?Do you want to get a job after graduation or start a business ?It is all about Brand YOU!

94% of Recruiters use Linked In to vet candidates

First rule of marketing is create awareness?So how many business leaders are aware of you?Does your Linked In profile break through the clutter?One of the toughest thing to do is hire good people!Can they really find you?

How can you help?

My Brand!

Marketer, Innovator and Educator

Making Innovation Happen!

The last ten years John has lead innovation and growth executive education and consulting programs with notable companies like

Boehringer Ingelheim ,Ceridian, DMGI, DSM, Eaton, Florida Power and Light, GE, Hagerty , Haworth, Honeywell, Ingersoll Rand, Johnson & Johnson, McDonalds, NBC, Pfizer, Prudential, ProQuest, Syngenta and Zoetis.

Presently an Adjunct Professor of Marketing at the University of Wisconsin Whitewater and Partner at the Innovatrium Innovation Institution in Ann Arbor, and has taught in Executive Education programs at the University of Michigan, University of Dayton and Notre Dame.

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Does it Work?1,246 connections

Top 1% for profile views at University of Wisconsin - Whitewater.#3 out of 1,736

Top 1% for profile views at University of Michigan.#69 out of 24,644

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What Is Your Super Power?8

Example: AMA Member AMA International Chapter of the Year 10 Times in 15 Years!Record setting organization!

You Are A New Brand! What is your unique value proposition?So what, why you?

Who is your Target?

What is your headline?What three words describe who you are to employers in the target?

What is your Positioning?What problem are you going to solve?

What should your picture look like, your logo?

So what is your brand story? Why should I listen to you?

Whats in it for me?

What are the three most important things I need to know?

Brand YouTake 5 minute develop your brand, 45 second pitch

Pitch to a partner, receive possible improvement points

75-80% of jobs start in Social Media: LinkedIn

Now lets build yourLinked In profile together

Please pull up Linked In

Resources: Slides from Jason Hammer Linked In New York Office

Why Do I love Linked In?Network* Network*Network!Builds Professional Brand Awareness!

Source: Mindset Divide Research, TNS, September 2012.

Personal NetworksProfessional NetworksCareer infoUpdates on brandsIndustry TrendsInfo on friendsInfo on personal interestsEntertainment updates123Spend TimeInvest TimeTop 3 content types expected on each networkProfessional mindset is ideal for brand education and content

With that in mind why do I need to be on LIMany of you might think about LI as a job board, etc.

When you are on personal networks spend timeProfessional networks invest time

Another key finding from the research is that there is a huge difference between the content people expect on the different networks. Personal network users are looking for content and info that gives immediate gratification info on friends, entertainment, updates on their personal interests

Professional networks users want content that can help them build for the future info related to their work and careers and updates from brands they are interested in. When we asked people what type of information they wanted to hear from brands/companies/products, the personal side was about hobbies, entertainment, concert updates, etc. The professional side was about how to improve yourself, how to be better in your career and in your industry, they want brands to talk to them in a relevant way to tap into this type of content.

You can build relationships with professionals by sharing insights and listening. 16

Profile Optimization

Raise your brand (and your companys) through profile optimizationFor you, your employees, and your executives17

Beginner Profile

Professional namesUse a professional looking photoOptimize your location and industryProfessional headline

Customize your Profile URL

Expand upon your headline and support it Show examples of your work

Manage your endorsementsAdd projects, test scores, courses, patents, certifications and volunteering/causesMake yourself contactable

Simple ways to optimize

From a 4:3 slide how can we make this work better in 16:9?19

Content on LinkedIn

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7Xmore page views vs. jobs pagesJOBSCONTENTContent pages receive

[TRANSITION and Close on this section:]Key Message: Given this focus on content, the usage of our platform has dramatically shifted.

[Tell your perspective when I joined LinkedIn, we were primarily considered a platform for hiring and jobs. Today, we are the definitive platform for professionals to gain and share content and insights.]

We see 6x more engagement as defined by PVs when looking at our content properties vs. the jobs specific section of our platform.

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The definitive professional publishing platformKnowledgeGroupsSlideShareInfluencersPulse

There are many ways for your to share what you know on LinkedIn, and to also learn from others who are sharing their expertise. I am going to dive deeper into a couple of these.

SlideShare upload you presentations, or infographics. New functionality now where you can with one click from SlideShare, add a presentation to you LinkedIn profileGroups We have over 2M groups on LinkedIn connect with other professionals with similar interests to you. Collaborate, share, discussPulse Consume content on the topics that interest you.Influencers Follow industry influencers

We also have member publishing, which hopefully youve heard of. Were going to dive deeper into that in a little bit.

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Join and engage in groups

Increase profile views by engaging via Groups

Gain insight through Pulse

Gain Insights from our Influencers

Share your own insight through new publishing platform

What to write about

My Simple RulesTake 10 minutes a day and update Linked InTell your story and keep it fresh! Invite professionals that you have meet yesterday to your communityPicture tells a better story than wordsLook professional and act professional! Block anyone who is not!DO NOT SEND POFILE UPDATES TO YOURE COMMUNITY (Button on profile)Post only great content, peoples time is very valuable!Share great content, that you think your community are interested in!Look at top ranked profiles and use them as a template, Then make it your own!Join communities, follow companies and leaders that will help your career.

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Resources

help.linkedin.com

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Thank You!

John DeGraffInnovatrium.orgJoin me on Linked In!

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