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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 Mashable.com, TheSocialMediaExaminer.com, and the Miami Herald. In January 2012, she was named a Top 50 Social Media Influencer by Forbes.
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 Résumé 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 Thesaurus.com and Dictionary.com 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 Box.net 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
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