Leverage Your Professional Brand & Business Network to Drive Deeper Value and Results

Crank Up Your Impact:Leverage Your Professional Brand & Business Network to Drive Deeper Value and Results

November 15, 2016Willis Towers Watson Seminar Series 2016

2016 Seminar Series Sponsors

© 2016 Willis Towers Watson. All rights reserved. Proprietary and Confidential. For Willis Towers Watson and Willis Towers Watson client use only. 2

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5 TIPS to Leverage Your Professional Brand and Business

Network & Drive Deeper Value and Results

Donna Serdula


Donna Serdula


Everything is under your finger tips

It’s a different world…an online world


People are researching YOU!


1. Google YourselfWhat is your CURRENT online presence? Time to Audit and Edit.


your name here


No results = No reputation


Get the RIGHT results

Audit and Edit your Social Media Presence

Tighten Security Settings

Bury or remove or explain anything unsavory


Create a name for yourself and keep it consistentLinkedIn ProfileResumeBusiness CardsEmail SignatureWebsite Bio

Get the RIGHT results


Where is your TARGET audience?Who is your TARGET audience?

Facebook

Twitter

YouTube

LinkedIn

Google+

Instagram

Pinterest

94%82%

77%76%

72%62%61%

B2CEffectiveness Ratings for B2C Social Media Platforms


Link

edIn

Twit

ter

YouT

ube

Slid

eSha

re

Vim

eo

Face

book

Pint

eres

t

Inst

agra

m Goo

gle

+

63%55%

48%42% 40%

32%25% 24% 20%

Effectiveness Ratings for B2B Social Media Platforms

Where is your TARGET audience?Who is your TARGET audience?

B2B


2. Optimize Your ProfileControl how people perceive you! Tell your story. Forge rapport earlier.


Your profile is NOT your resume


What is Your Goal?

Reputation Management Thought Leadership

Job SearchProspecting and Sales


How do you want to be perceived?

What are 3 adjectives that

you want people to describe you

as?


…by name or keywordPeople Search


Which Profile Impresses?


What Makes aPowerful Profile?


Profile PictureThis is how people see you and it should represent you in the

best light!

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Profile Picture TipsThis is how you look good

Look your reader straight in the eye. Don’t wear sunglasses or look awayIf you aren’t using a professional photographer, enlist a friend to help!

Look straight into the camera

You are the focus of the image. Stay away from busy or distracting backgrounds

Use a plain background

Dress as if you were headed into an important meeting. Concentrate on the top half – is your collar and tie straight?

Dress professionally

It’s called a headshot for a reason. Frame your face! Only a sliver of shoulders – no elbows, knees or sneakers!

Zoom in & SMILE!


Compelling HeadlineThis is your tag line– make it compelling but also infuse it with your main

keywords


Headline Tips

LinkedIn-Makeover.com/linkedin-headline-generator


Customized URLThis is the link to your profile. Customize to Market it!


Background GraphicMake your profile POP!


Contact InformationMake it easy for people to reach you offline! Success on LinkedIn is getting OFF

LinkedIn!

TIP: Only FIRST DEGREE Connections see your email address, phone number, and IM

• Add your email address

• Add your phone number

• Add your Company Website URL

• Add any IM info such as Skype

215-839-0008 (work)Philadelphia, PAHowardRoark(Skype)

howardroark

Widgets.com


Engaging SummaryTurn your Summary into a Digital

IntroductionThis is your digital introduction and elevator pitch.

It should be goal-oriented

Do NOT copy and paste your resume!

Add multimedia: presentation slides, whitepapers, images, video, etc…


Anatomy of an Amazing SummaryIntroduction and Elevator Pitch

What attracted you to your current position/field?How do you help your clients?

What kind of results can a person expect working with you?Describe a defining accomplishment or two

What is your goal moving forward? What do you hope to achieve?Why and how should a person reach out to contact you?


ExperiencesThis is where you do the deep dive into your company &

your role:

Write for your target audience Prospects don’t want to know you can sell snow to an Eskimo

Don’t give away the store! Keep some accomplishments in your back pocket!

Reiterate your contact information

TIP: Choose your Company from the Company Droplist to display the logo


A strong list of recommendations act as testimonial to your value.

Destroy Objections with Recommendations

My secret to GETTING TONS recommendations is…Get Recommendations

You can never be too rich, too thin, or have too many Recommendations

Leaders don’t just get recommendations, they give recommendations!

Don’t just GET Recommendations, GIVE Recommendations

RecommendationsA POWERFUL Sales Tool + a Super Secret

TIP!


3. Build Your NetworkMake your online network reflect your offline network!


Question!What’s the number?

How many first degree connections are in your network?

Less than 100

100 - 300

300 - 500

Over 500


LinkedIn NetworkBuild a STRONG Network

LinkedIn is a DATABASE of Professionals FOR ProfessionalsThink of it as a Rolodex. An empty rolodex is useless.. SO CONNECT!

3 Connection Philosophies:

Only people you know and trustCLOSED Network

Everyone and their motherOPEN Network

Open to connecting but not aiming low and wideMODERATE Network


Your LinkedIn NetworkIt might seem a jumble….


Your LinkedIn NetworkBUT there is a structure, based on 3

degrees!

Bob

Beth

Bill

Mark

Sheila

Jen

Jane


Connecting MeansWhen you connect with someone on LinkedIn, you get

to…1. You both see MUTUAL CONNECTIONS and you MAY see all first degree connections

3. You see each other’s LinkedIn Activity4. You can request Introductions to 2nd degree Connections5. You can recommend them and they can recommend you6. You can endorse them and they can endorse you

2. You communicate via LinkedIn Messaging


Why Connect?

TO FIND PEOPLEYou only search your LinkedIn network. Expand your network to find more people.

TO GET FOUND Expand your network so you can get found by people looking for someone like you.

TO BE SEENPop up on people’s radar – post links to articles, share information, add value.

TO STAY IN TOUCH AND WARM UP PROSPECTSMessage people, comment, like, and share.


People You May Know

• Spend time perusing LinkedIn’s People You May Know page.

• The more you connect, the more accurate this page becomes.

Add ons

• Rapportive is a great Gmail extension that makes connecting easy.

• Microsoft Dynamics has a Sales Navigator interface link.

Tips to EXPAND Your NetworkEasy ways to expand…

Commit

• Each time you meet someone, connect with them.

• After networking events and meetings, connect with participants

Upload Address book

• Export your address book and upload it to LinkedIn.

• Sync your smart phone’s address book

• Allow access to your email address book

Join Groups

• Sales reps are 70% more likely to get an appointment from a cold connection request if they cite a common LinkedIn Group.

• Join 100 strategic and successful Groups! Make your ONLINE network

reflect your offline network


4. Integrated PresenceWhen you showcase your best, you attract the best…


Moving Beyond the Personal ProfileYour LinkedIn Company Page


Optimized Company Page

Optimized Employee Profiles

Strong Network of Connections

Updates and Published Posts

Moving Beyond the Personal ProfileCreating a consistent company message


JobOpenings

Productsand

ServicesBusiness

OpportunitiesYourNews

Centralized location where MILLIONS of LinkedIn members can go to stay in the loop on…



It provides the opportunity to…

Tell your story, mission, and values

Engage with followers

Drive word of mouth at scale

Share career opportunities



Learn about job

opportunities

Research employees and culture

For MILLIONS of professionals, a company page is a place to…

Get the latest

updates and news

Explore and learn more



An Integrated PresenceCreating a consistent company & employee message


"The only thing worse than training employees and losing them is to not train them and keep them."

-- Zig Ziglar


"The only thing worse than optimizing employees profiles and losing them is to not optimize and keep turning off potential prospects, candidates, and partners."

-- Donna Serdula


4. Thought Leadership & EngagementBroadcast. Drip Feed Marketing. Stay in Touch. Top of the Mind Awareness.



Status Updates versus Published PostsThe different types of broadcasted content

Status Updates


Published Articles

Status Updates versus Published PostsThe different types of broadcasted content


Become a Content CreatorStart writing!!!!!

Status UpdatesShort missives

Published ArticlesLonger, more informative posts,

aka blogs

Expert / Industry Advice / NewsProvide insight, news, advice, information and value

Success StoriesWhat success are your customers experiencing?

Upcoming EventsWhat events are coming up that prospects might be interested in?

Questions & RequestsEngage and interact. Ask questions. Request information.


Become a Content CURATORStart sharing

ShareShare your

network’s status updates and

promote them to others.

CommentEngage in

conversation by commenting on status updates

and blog articles

LikeScroll through your newsfeed and LIKE status

updates

Post LinksLinks to industry related articles.

Link to what others are creating.


Tools for Thought LeadershipThese tools make it easy!

Sign up for Hootsuite

Hootsuite allows you to schedule out updates

Sign up for EvernoteEvernote is a great way to

jot down ideas and plan blog posts.

Create Google Alerts

Google Alert finds interesting articles for

you

Install LinkedIn’s Bookmarklet

The Bookmarklet button makes sharing easy!

http://www.bing.com/images/search?q=hootusite&view=detailv2&&id=0AC9C45A66D850DF7C9A45CBE169A8597C08CF61&selectedIndex=11&ccid=KLIUyTl6&simid=608036949344190772&thid=OIP.M28b214c9397a4c881d9c2e3b77eaadf1o0

http://www.bing.com/images/search?q=Evernote&view=detailv2&&id=BADC787A643067730C9114B4162390A0991E6EA1&selectedIndex=0&ccid=t2t8u5zD&simid=607989361104652015&thid=OIP.Mb76b7cbb9cc358433b9dd167220f39d1H0


Establish your Professional Brand

LinkedIn Helps You…LinkedIn isn’t just a Social Network, it’s a Sales and Business Tool

Keep in Touch with Connections and your Network

Research Opportunities, Ideas, Companies, People


LinkedIn Helps You…LinkedIn isn’t just a Social Network, it’s a Sales & Business Tool

Establish your Professional Brand

Keep in Touch with Connections and your Network

Research Prospects and Opportunities

And here’s my #1 LinkedIn

Success Secret…

LinkedIn Helps You…LinkedIn isn’t just a Social Network, it’s a Sales and Business Tool


HAVE FUN!Add Value, have FUN, Educate, Inspire, and GIVE!


[email protected] 215-839-0008 www.LinkedIn-Makeover.com

Contact MeQuestions? Comments? Contact me!

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