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Linkedin Marketing


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Table of Contents

Foreword xxiii Introduction xxv Chapter 1 Get LinkedIn 1 Social Marketing Is Marketing 2 The Theory of Inbound Marketing 3 Understanding LinkedIn 4 The History of LinkedIn 5 Why People Think LinkedIn Isn?t a Social Network 7 The Rise of LinkedIn 8 Using LinkedIn 10 How Your Network and Advanced Search Come Together 11 What You Can Do on LinkedIn 11 Types of Profi les 11 Businesses on LinkedIn 17 The Future of LinkedIn 19 Customer Relationship Management 20 Third-Party Apps 21 The LinkedIn Profi le 22 Analytics 22 Chapter 2 Weeks 1?2: Get Started on LinkedIn 25 Week 1: Prepare Your LinkedIn Presence 26 Monday: Find Your Resume 26 Tuesday: Gather Your Existing Business Documents 26 Wednesday: Compile Your Existing Marketing Materials 27 Thursday: Google Yourself and Create a List of Web References 27 Friday: Review the Executive LinkedIn Profile Questionnaire 28 Week 2: Define Goals and Join LinkedIn 29 Monday: Create Your LinkedIn Account 29 Tuesday: Understand LinkedIn?s Features 33 Wednesday: Establish Initial Settings 44 Thursday: Define and Create Goals for Your LinkedIn Presence 55 Friday: Establish Success Metrics for Your Goals 58 Chapter 3 Weeks 3?6: Ready, Set, Profile 67 Week 3: Nifty Tools and Ninja Tricks for Creating Your Keyword List 68 Monday: Use LinkedIn?s Related Skills 68 Tuesday: Discover Keywords through Google Ads 70 Wednesday: Use LinkedIn?s People Search 71 Thursday: Use and 72 Friday: Make Your List 72 Week 4: Optimize Your Profi le and Be Findable 73 Monday: Optimizing Your Professional Headline 73 Tuesday: Optimize Your Title Fields 75 Wednesday: Optimize Your Summary Section ? Specialties 81 Thursday: Optimize Your Summary ? Professional Experience and Goals 81 Friday: Optimizing Your Interests 83 Week 5: Customize Your Profile to Stand Out in the Crowd 84 Monday: Personalize Your Public Profile and Customize Your Websites 84 Tuesday: Customizing Education 85 Wednesday: Customize Groups and Associations 88 Thursday: Customizing Awards 89 Friday: Add Sections: Publications, Licenses, Patents, Languages, Courses, Volunteer Work 90 Week 6: Utilizing Extra Real Estate 92 Monday: Customize Contact Me 92 Tuesday: Create Rules of Engagement 94 Wednesday: Add LinkedIn Skills & Expertise 95 Thursday: Moving Things Around 96 Friday: Back It Up 98 Chapter 4 Weeks 7?9: Use Your Company Profile for Branding and Positioning 101 Week 7: Creating a Company Profile 102 Monday: Get Started on Your Company Profile 102 Tuesday: Name Your Company 103 Wednesday: Add a Company Description 104 Thursday: Designate Company Administrators 108 Friday: Edit and Revise 109 Week 8: Adding Products and Services 109 Monday: Add Photos, Descriptions, and Specialties 110 Tuesday: Create Offers 111 Wednesday: Add Disclaimers and Employee Promotion 112 Thursday: Add Video and Recommendations 113 Friday: Use Targeted Product and Service Pages 115 Week 9: Company Updates, Analytics, and Job Postings?Yours and Others 118 Monday: Create Your Own (Targeted) Updates 118 Tuesday: View Your Company Analytics 121 Wednesday: Create Job Postings 123 Thursday: Follow a Company 125 Friday: Explore Other Company Analytics 126 Chapter 5 Weeks 10?15: Creating and Managing a Network That Works 129 Week 10: Using LinkedIn?s Add Connections Tool 130 Monday: Decide on a LION or LamB Network 130 Tuesday: Clean Up Your Email List 132 Wednesday: Import Your Outlook, iContacts, or CSV Email List 133 Thursday: Connecting with Email 134 Friday: Send Individual Email Invitations 136 Week 11: Connecting to Strategic Contacts 138 Monday: Create a List of Strategic Connections 141 Tuesday: Identify Potential Connections 142 Wednesday: Write Proper Messages and Invitations 143 Thursday: Contact People You Don?t Know 146 Friday: Get Introduced 146 Week 12: Using LinkedIn?s People You May Know Feature 148 Monday: Invite People Using Home Page Suggestions 148 Tuesday: Invite People Using Inbox Suggestions 151 Wednesday: Invite Colleagues and Classmates 151 Thursday: Understand InMail Etiquette 153 Friday: Get TopLinked?People You Don?t Know but Should 154 Week 13: Managing Your Network 155 Monday: Tag Your Connections 155 Tuesday: Use the Profi le Organizer 158 Wednesday: Manually Organize by PDF 160 Thursday: Use the Outlook Social Connector Or Xobni 161 Friday: Explore Paid Management Tools?JibberJobber and Salesforce 162 Week 14: Monitoring Your Network 163 Monday: Use Network Statistics 164 Tuesday: Use Your Home Page 165 Wednesday: Monitor Your Connections 167 Thursday: Getting Reports on LinkedIn 168 Friday: Monitor Your Competition 170 Week 15: Giving and Getting Recommendations from Your Network 172 Monday: Find Recommendations 172 Tuesday: Ask for Recommendations 172 Wednesday: Give Recommendations 174 Thursday: Manage LinkedIn Recommendations 176 Friday: Leverage Non-LinkedIn Testimonials 177 Chapter 6 Weeks 16?18: Getting Strategic with Groups 179 Week 16: Building Your Network with Strategic Groups 180 Monday: Learn Why Groups Are Important to You 180 Tuesday: Find Groups 182 Wednesday: Decide Which Groups to Join 186 Thursday: Explore Discussions, Polls, Promotions, Jobs, and More 187 Friday: Consider ?Big? Groups 191 Week 17: Creating Relationships with Groups 192 Monday: Understand Group Rules 193 Tuesday: Learn What to Do (and Not Do) in Your Group 195 Wednesday: Manage Your Groups 196 Thursday: Search for Strategic Contacts 198 Friday: Employ Reverse Engineering 201 Week 18: Creating Your Own Group 202 Monday: Name and Set Up Your Group 202 Tuesday: Select a Management Team and Create Group Rules 206 Wednesday: Learn Best Practices for Inviting Members 210 Thursday: Use Templates, RSS Feeds, and Announcements 211 Friday: Group Statistics 216 Chapter 7 Weeks 19?22: Get Strategic with LinkedIn?s ?Other? Options 219 Week 19: Using LinkedIn Answers 220 Monday: Understand Answers 221 Tuesday: Use Answers to Build Relationships 222 Wednesday: Use Answers to Repurpose SME Materials 224 Thursday: Use Answers for Blog Fodder 225 Friday: Identify Experts on LinkedIn 226 Week 20: Using LinkedIn Events 227 Monday: Learn Best Practices for Event Setup 227 Tuesday: Share Events Through Events App and Updates 231 Wednesday: Use Messages to Share Your Event with Key People 231 Thursday: Use Share Profi le to Highlight Your Speaker and Sharing with LinkedIn Ads 233 Friday: Connect Through Other?s Events 234 Week 21: Sharing with Applications 235 Monday: Learn More about Applications 235 Tuesday: Use 237 Wednesday: Showcase Your Business with SlideShare 240 Thursday: Share with Projects and Teamspaces 242 Friday: Get WordPress or Blog Link 243 Week 22: Exploring Industry-Based and LinkedIn Apps 244 Monday: Explore Apps for Legal, Business, and Creative Professionals 245 Tuesday: Create an Amazon Reading List 248 Wednesday: Engage Your Audience with Polls 249 Thursday: Organize Your Travel with My Travel 251 Friday: Use Skills 253 Chapter 8 Week 23: Putting It All Together 255 Monday: Use Updates for Inbound Marketing 256 Planning Status Updates Related to Your LinkedIn Goals 256 Planning Campaign-Specifi c Status Updates 257 Tuesday: Use LinkedIn Signal 259 Creating Your Lists 260 Monitoring Your List 260 Wednesday: Create a Powerful Inbound Marketing Connections Strategy 263 Create Your Message Worksheet 264 Craft Your Message 264 Sending Your Message 265 Thursday: Showcase Your Skills in Answers 267 Marketing via Best Answers 267 Scheduling Your Blog Using Answers 268 Friday: Understand 3 and 3 268 Chapter 9 Optimizing Your Time Using LinkedIn 271 Getting Started on Your Checklist 272 Monthly, Daily, and Weekly Checklists 272 Checklists for Each Day of the Week 278 Chapter 10 LinkedIn Ads, Labs, Apps, and Tools 283 LinkedIn Ads 284 Where Are LinkedIn Ads? 285 What Can You Advertise on LinkedIn? 287 How Much Will You Need to Invest? 288 Is It Worth It? (Case Studies) 288 LinkedIn Labs 289 What Is an API and Why Should You Care? 290 Labs 290 LinkedIn Mobile 292 LinkedIn for Your iPad 292 LinkedIn on Your Smart Phone: iPhone, Blackberry, Android, and Palm 294 LinkedIn Tools 294 Email Signature 294 Mac Search Widget 296 Outlook Social Connector 296 LinkedIn Widget for Lotus Notes 296 Sharing Bookmarklet 296 LinkedIn Third-Party Applications 297 CardMunch 297 Here on Biz 297 Connected HQ 298 Rapportive 299 JibberJobber 299 Hachi 299 Cloze 300 Hootsuite 300 BufferApp 300 Grading Tools: Klout, Kred, and PeerIndex 301 Responding to Your Searches 260 Chapter 11 LinkedIn and You: Getting Specific 303 LinkedIn and Job Seekers 304 Jason Alba?s Tips for Connecting and Engaging 304 Brett Fairall?s Tips for Getting Noticed 307 LinkedIn for Entrepreneurs 310 Find High-Traffic, Low-Competition Keywords Using Google?s Keyword Tool 310 Create Subgroups 312 Amazon Reading List 312 Subscribe to SlideShare 313 Consider a Paid Account 314 Other Tools Miles Recommends 314 Final Words of Advice 315 Recruiters, HR Personnel, and Hiring Managers 316 Share Your Contact Information Clearly on Your Profile 316 LinkedIn Recruiter Alternatives 316 ?Mine? the Knowledge from Your Own Company 317 Join Local and Big Groups 317 Use Templates 318 Do?s and Don?ts for Recruiters 320 Legal Professionals 321 Mistakes to Avoid 322 Ethical Considerations for LinkedIn 324 Women on LinkedIn 326 Get Over the ?Little Ol? Me? Syndrome 326 Get a Good Photo 327 Get Video 328 Give Yourself Credit 329 Get Recommendations 330 Final Words 330 Real Estate Professionals 331 Participate 331 Participate in Groups 331 Brand Yourself 332 Make Use of LinkedIn?s Features 332 Share Valuable Content 332 Limit Your Time 332 Nonprofi ts and LinkedIn 333 Groups to Join 333 LinkedIn and Nonprofit Tools 333 You Might Want to Pay for LinkedIn 336 Wrapping Up 336 Some Final Tips on LinkedIn for Marketing 336 Index 339

About the Author

Viveka von Rosen is known internationally as the "LinkedIn Expert" and has trained more than 10,000 business professionals on using the popular social media platform. She hosts the weekly #LinkedInChat on Twitter and is co-moderator of LinkedStrategies, the largest LinkedIn strategy group on LinkedIn. With 25,000+ first-level LinkedIn connections, she is regularly quoted in such outlets as,, and the Miami Herald . In January 2012, she was named a Top 50 Social Media Influencer by Forbes .

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