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

Expert Positioning Using LinkedIn

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

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Expert Positioning Using LinkedIn


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 capitalizeon 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…

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

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?

Who’s Interested In Me? 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

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

Optimizing Your Account 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

Editing Education Information Education Keywords

Majors/Minors Expertise Industry

Activities & societies Expertise Industries

Additional notes Any appropriate


Editing Websites 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

Editing Summary Information 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

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

Search Optimization

Connecting On LinkedIn 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

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

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

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

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

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

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

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)

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

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 protected]

Phone 952-851-1600