Linked in training 11

Professional Social
Networking
With a Focus on Linked-In
Marco Thompson
EVP & CTO, Solekai
Managing Director, Express Ventures

Goals
■ Replacing Your Personal Career Documents:
Resumes, Bios, Reference Letters
■ Helping Customers Find Us
● Aura of Expertise
● Skill inventory
■ Use as a tool for Sales Prospecting
● Efficient way to find “birds of a feather”
■ Research Customers before meetings
■ Use as an Industry News Source
■ “Self Healing” Contact updates
Solekai Systems Confidential 2

Disclaimer for Our Session Key
■ This training is normally 3 hours
■ Linked-In is always changing user
interface details, so there are probably
significant UI errors, but the concepts
remain the same.
■ Key designation added to certain slides
– the most important ones

Before Training
■ You need to Open a Linked-In Account & build a
basic profile
■ Complete your profile quickly by entering your
resume data. Your profile needs to have job
position /company details for at least 2 jobs, &
detailed job descriptions for 2 of your career
posts. Include your education.
■ Your Linked-In profile should reflect your entire
resume, LI will become your on-line resume.
■ You need to understand the Basics of Linked-In
■ You need to invite at least 20 people to
“connect”, including the trainer…

Expectations Key
■ What are you hoping to learn today?
■ What features of Linked-In do you not
understand or need help with?
■ What “success stories” or “valuable
features” can you share with the group?
■ Please share your answers to these
questions….

Quick Tour and Highlights Key
■ Groups
● Prospecting for business –Key Group feature is
direct email contact to other group members,
even though you are not 1st level contacts
(Note - Direct Messaging is NOT available from
the Advanced Search screen)
● Looking for Expertise – Android Developer
Group – Search Members “java” (Search
people “advanced” select group)
● Doctor Design Authentic – roll your own
groups…

Quick Tour and Highlights
■ Linked-In account types
● Basic, free (limited search and functionality)
● Paid accounts ($19/mo & more)
 Critical for power users
 Critical for Recruiters / HR
● I use the Basic Linked-In account

■ “Company” & “Search”
● Home, Upper right, change “People” search box to
“Company”
● Company search “United Technologies” – Inspect & “Follow”
● Press “Insights” to see insightful statistics about UTC
employees
● Interesting Facts about Companies that you cannot find
elsewhere.
● Interesting Facts about “Who Does What” inside those
companies that you cannot find elsewhere. All very helpful
in recruiting and business development
● Other source of contact & company information –
https://www.jigsaw.com/ - “I know the guy’s name and
the company name, and I need to find his contact
information”… Or “I need to find the name of the right guy
at ACME inc, and I need his contact info” Both types of
research supported.

■ Connecting with your Colleagues
● Connect to Everyone at current
company/employer. (the Network effect)
● Check out colleagues at your past employers!
Connect to those that you worked closely
with and respected.
● Note that you cannot connect to past
colleagues if you do not list past jobs on your
profile !! Your profile needs to be complete.
Everything on your resume & bio needs to be
on Linked-In. It should tell your entire
professional history.

■ More Complex Advanced People Search
Including Groups
● Keywords “digital video” (run & review)
● Add Current title “CEO” (run & review)
● 1st Connections & Group Members
● Further refinement - Where are they?
● Note that it is not possible to message from
the Advanced Search results screen, but you
can go into a Group, do a simple search
(upper left corner) and message to the results

■ Introducing Multiple Speakers using LI
● Martin Caniff - www.linkedin.com/in/martincaniff
● Barmak Mansoorian (hyperlink buried in name)
● Damian Artt
■ Project their LI Profile page for the audience
■ Click on the Attendees names during
introductions
■ People can only say so much about
themselves or another person in a 30-90
second introduction. Putting their LI page
up on the screen during the intro provides
another pathway, through the EYES, which
consume data 10X faster than the ears…

■ “While I’m in Denver, who else should I
visit”? (No other tool really can provide
this information to me)
● Home, Advanced People search (upper right)
● Located zip 80201 within 100 miles
● First level connections only
● 38 people, I would have only thought of half
of them, and found half of them in Outlook
■ More complicated, “While in Bay Area”
● Cupertino = 95014, 300+ results, so add job
filter “CEO” to bring it down to a reasonable
90+ to consider

■ Asking for an Introduction to a Specific
Individual
● People search “Daniel Nash”
● Upper right, “Get introduced thru connection”
● Selection Connection
● Compose messages
● Send it along
■ A request received by the middleman using
this process is VERY easy to handle. Simple
Yes/No interface decision to forward your
request on to the target if appropriate.

Functions Performed by Linked-
In & what it replaces Key
■ Your Resume, Biography, Reference Letters
● Never ever send your resume or bio or reference
letters to anyone again, ever…
■ Finding People / Recruiting / Lists of Experts
(no more keywords “java” or “wifi” in Outlook
Contact notes)
■ Market Research & Competitive Research
■ Researching a Person or Company before a
Sales Visit or Interview
■ Researching a Candidate before an Interview
■ Getting High Quality Free Answers to Questions
Posed to Your Network and the network at
large

■ “While I’m in Denver, who else should I visit”?
■ Sales Prospecting via Membership Searches
■ Sales Prospecting via Group Affiliation (Direct
messaging to Group members!)
■ Visibility Inside Companies to see who does
what in the organization
■ Visibility to see the Company trend, are they
growing or shrinking.
■ Historical Visibility, Where do the company
employees come from, and where do they tend
to go when they leave? None of these
functions are available anywhere else.

■ Time Savings on Every Day Tasks
■ Forwarding information about a person to
another person or group. “Check this guy out”.
(“Forward this profile”)
■ Making an introduction of Person A to Person B
in a few key strokes. (“Forward”)
■ Requesting an introduction to a specific person
in a few key strokes. (“Get Introduced through
a connection”)
■ Writing Letters of Recommendation (for others)
without stamps & letterhead…
■ Endorse a co-worker, vendor or service
provider who just did a great job for you.

Marco’s Suggested Default
Settings for Linked-In Key
■ Go to upper right “Settings” (pulldown
under your name)
■ (Review the Upper Left Section, labeled
“Primary Email change /add”)
1. List and confirm all email addresses that
anyone might use to contact you
2. Not managing this correctly leads to duplicate
LI personalities, when people mistakenly reply
to LI invites on their secondary email
addresses, and are prompted to enter more
information.

■ Go to upper right “Settings” (pulldown under your
name)
■ (Review the Center Section, labeled “Privacy Controls”)
■ Make the following changes until you know better and
understand the impact of the settings completely:
1. Activity Broadcasts “Off” (especially while job hunting)
2. Who can see activity feed “Everyone”
3. Select What others see when you have viewed their profile
“totally anonymous”
4. Select who can see your connections “Only Me” if
you are in Sales or certain sensitive Executive
positions
5. Upload photo, visible to “everyone”
6. Viewers of this profile also viewed “Display on my profile”

■ Go to upper right “Settings” (pulldown under
your name)
■ (Review the Rightmost Section, labeled
“Settings”)
1. Twitter Settings – up to you
2. Name location and Industry – Put it all in there
3. Edit your profile – Entry to profile screen
4. Edit your Public Profile – “Make my profile visible to
EVERYONE” - Customize your URL (lower right) so
that you can use it on your email signature such as
http://www.linkedin.com/in/marcothompson
5. Email Addresses: List ALL email addresses, that any
business contact might try to contact you through.

under your name)
■ (Button on the left of the screen, labeled
“Email Preferences”)
1. “Select the types of messages you're willing to
receive”
1. Messages: Introductions and InMail
2. Opportunities: Your choice
2. “Set the frequency of emails”
1. You can review the choices, but it probably will not
be an issue.
3. “Select who can send you invitations”
1. Anyone

under your name)
■ (Button on the left of the screen, labeled
“Groups, Companies & Applications”)
1. Select your group display order – Self Evident
2. View your groups – Self Evident
3. Set the frequency of group digest emails:
Spend some time here to adjust your group
maintenance process
4. Turn on/off group invitations: “Open”
5. Turn on/off notifications when joining groups:
“Off” – Do not publish an update

Care & Feeding of your
Linked-In Digital Life Key
■ Check in daily or at least a few times a
week.
■ Accept pending invitations
■ Who should I invite to Linked-In ?
● Co-Workers, Service Providers, Customers,
Classmates
● People with valuable networks
● Do not invite people who you do not respect
or would not help

Linked-In Profile Basics Key
■ “Edit my Profile” to update your profile
■ “View my Profile” to see what others see
■ Public Profile – Put your name in it (remove
numbers) and use it on your email signature line !!!
■ Upload a Picture!!
■ Make sure that your “headline” makes sense
● This is what users of Outlook Toolbar see about you
instantly
■ Complete Summary!!! “Specialties =
keywords”
■ Experience & Education – fill out Everything !!!
■ If there is anything in your resume or bio that
is missing on your LinkedIn profile, you are not
finished..

Linked-In Groups
■ Sales & Marketing to Group Members
● Join all of the interesting groups in your target industry
● You can search groups the same way you search
companies and people… top right, pull down “groups”
enter the key words of your market, technology or
industry.
● You may join up to 50 groups, use them wisely.
● Search each group regularly using keywords & other
methods.
● Direct message Group members with introductory
messages, asking for connection, and asking for
additional contact info (phone number) and offering
something… (white paper, free quote, whatever)
● Now you have a direct connection to that individual for
future business prospecting.

Linked-In Groups
■ Other Group Marketing Goodies
● Groups You May Like are suggested by Linked-
In, according to your profile.
● Groups have Message Boards, Jobs, News
● Members can post
■ How to Avoid all that Group Spam Email
● Go to “Settings”
● Go to “Groups”
● Go to “Set the Frequency”
● Covered in recommended default settings

Linked-In Success Story
■ I wanted to thank you again for speaking so highly
of LinkedIn. I was doing some research for a
school project and found a patent that is directly
inline with what we are researching. I looked up
the name of the inventor (some guy in
Philadelphia) on LinkedIn and found that he is
surprisingly only a couple links away. A close
friend of my classmate at UCSD is directly
connected to him. I plan to be speaking to the
patent inventor this weekend. What a small world!
■ Jerome Snell
Vistage, UCSD MBA 2008
Software Engineering Manager, Provide
Commerce

Social Connector for MS Outlook
■ This is a MUST HAVE for Efficiency
■ Outlook 2010 or later
■ http://bit.ly/15oiwWW
■ http://bit.ly/Z6qRMo
■ Click on LI logo to download. If you want Facebook
connectivity, also click on FB logo
■ After installation complete, and Outlook restarted,
go to “Home”, “View” and click on “People Pane” at
top of Outlook interface
■ Pull down and click “Account Settings”
■ Provide your LI and FB credentials to Outlook, so
that Outlook can access your social network info.
■ Instant invite to LI, from an email or contact
■ Ability to see details about who is in the
conversation (LI profile) from inside Outlook

Linked-In Tricks & Traps
■ “I worked with that guy, but I’m not sure that I
want to connect with him” What to do. (Don’t
connect if you won’t help in the future)
■ Inviting Strangers to Connect – do not do it –
Linked-In “blacklisting”
■ Recommendations – when to give, when to ask (be
honest, be real)
■ “This is all common sense”
■ Email Notifications – avoiding LI Spam – Every
Group has settings that allows you to throttle or
completely turn off group email contact and contact
from group members
■ When NOT to forward an introduction – If you think
the target will not appreciate receiving it. Would
you forward it as an email ?
■ Removing Contacts without them knowing
(contacts, remove connections)

■ Fin / Done / End
■ marco92067@gmail.com
■ 619-518-3001

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