Upload
tunheim
View
7.375
Download
48
Embed Size (px)
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 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
Career/Jobs
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
keywords
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