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 capitalize

• on 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 youre 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?

Whos 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

• Dont 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 whos 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_address]

• Phone

• • 952-851-1600