LINKEDIN FOR STARTUPS AND ENTREPRENEURS Sue Ellson Trainer

LINKEDIN FOR STARTUPS AND ENTREPRENEURS Sue Ellson Trainer, Learner, Consultant, Author, Entrepreneur Independent Linked. In Specialist sueellson. com

INTRODUCTION Sue Ellson ‣ experienced trainer ‣ professional learner ‣ consultant in practice ‣ author and entrepreneur ‣ independent Linked. In specialist ‣ connect http: //au. linkedin. com/in/sueellson 2

AGENDA What will you learn? ‣ search engine optimise (SEO) your Linked. In profile ‣ build your Company profile ‣ convert views to leads with calls to action and contact details ‣ measure return on investment ‣ integrate Linked. In with Google My Business and other social media 3

AGENDA Takeaways ‣ how to integrate Linked. In with your other digital online content ‣ how to build your personal brand for your purpose ‣ how to build your online business assets ‣ how to choose the best ongoing Linked. In strategies and tactics ‣ slides will be emailed to you by General Assembly 4

Linked. In for Startups and Entrepreneurs What is Linked. In?

What is Linked. In? ‣ network > publisher > B 2 B platform ‣ 450 million members worldwide ‣ 8 million members in Australia ‣ profile, network, business Visit http: //www. linkedin. com/pulse/what-linkedin-why-should-you-create-good-profile-sue-ellson 6

Linked. In for Startups and Entrepreneurs Why?

Who are you? 8 This "Cube" Test Will Tell You Everything About Your Personality* https: //www. youtube. com/watch? v=5 FIPIuw 5 KXY *Not verified – just a starting point for you

Purpose STARTUP 9 ENTREPRENEUR ‣ What? ‣ Why? ‣ benefits ‣ reason

Target Audience STARTUP 10 ENTREPRENEUR ‣ partners ‣ directors ‣ suppliers ‣ investors ‣ customers ‣ venture capitalists ‣ media ‣ talent Anyone like to share why you are here?

Before You Start Sign in to Linked. In ‣ views last 90 days (record the number) http: //www. linkedin. com/wvmx/profile ‣ save your profile to PDF (backup) ‣ export your Linked. In connections (backup) https: //www. linkedin. com/people/export-settings 11

Linked. In for Startups and Entrepreneurs Search Engine Optimise Your Profile

Search Engine Optimise Your Profile Primary and Secondary Keywords 1. Headline – 120 Characters 2. Current Position Title – 100 Characters 3. Past Position Title 4. Education 5. Summary 6. Experience Visit ellson http: //www. linkedin. com/pulse/linkedin-keywords-what-primary-secondary-should-you-sue- 13

Linked. In for Startups and Entrepreneurs Build your Company Profile

Build Your Company Profile 1. good quality logos 2. description with keywords (2, 000 characters) 3. all specialties 4. more than one administrator 5. employees link, select, follow and share 6. link to company profile on your website 7. style guide for all content shared at least monthly Visit http: //www. linkedin. com/pulse/how-maximise-your-company-profile-linkedin-sue-ellson 15

Linked. In for Startups and Entrepreneurs Calls to Action and Contact Details

Calls to Action and Contact Details 1. include in ‘Summary’ and ‘Advice for Contacting’ sections 2. write mobile numbers +61 402 243 271 3. add in text links http: //sueellson. com (visible on mobiles) 4. include ‘share this’ in your updates 5. include bling and videos 6. in posts or updates – add an image with text CTA (call to action) overlay 17

Linked. In for Startups and Entrepreneurs Measure Return on Investment (ROI)

Measure Return on Investment 19 1. Statistics – views, followers, connections, group members 2. Interaction – likes, comments, shares** on Updates and Posts (+views) 3. Referrals – to website, emails, networking 4. Rank – http: //linkedin. com/wvmx/profile/rankings 5. Index – https: //www. linkedin. com/sales/ssi 6. Endorsements – http: //linkedin. com/profile/view 7. Recommendations – http: //linkedin. com/profile/view 8. NOT TRAFFIC – CONVERSIONS!

Linked. In for Startups and Entrepreneurs Integrate Google+ and Social Media

Google Plus and Google My Business 21 ‣ plus. google. com ‣ add in Profile Links ‣ business. google. com ‣ add in Description

Social Media and Other ‣ personal profiles add Linked. In URL http: //au. linkedin. com/in/sueellson (ie Twitter) ‣ broadcast Linked. In Pulse Posts to other channels ‣ include hash tags #subject across Platforms ‣ remember – Google doesn’t like duplicate content ‣ respond to all Comments and Shares ASAP ‣ email signature, website etc 22

Linked. In for Startups and Entrepreneurs Build Your Personal Brand

Build Your Personal Brand ‣ be authentic (not always selling) ‣ be considerate (solutions not criticism) ‣ be helpful (and share!) ‣ be accountable (aware of perceptions) ‣ follow up (say thank you) ‣ be proactive (always changes) ‣ seek professional advice (compliance) 24

Linked. In for Startups and Entrepreneurs Build Your Digital Assets

Build Your Digital Assets ‣ Linked. In Profile ‣ Linked. In Company ‣ Linked. In Group (lower priority) ‣ Alumni Relationships ‣ Links, Content, Shares ‣ Lifetime Value versus Dynamic Value ‣ Keep your Statistics – Attract Investors! 26

Linked. In for Startups and Entrepreneurs Best Ongoing Strategies

Best Ongoing Strategies ‣ Purpose ‣ Target Audience ‣ Traffic to Conversions ‣ Lifetime Value and Dynamic Value ‣ Build Digital Asset Value Pick what is going to work for you and your enterprise! 28

LINKEDIN FOR STARTUPS AND ENTREPRENEURS Q&A and Demonstration Thanks for coming! generalassemb. ly 29