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Nov. 16, 2015

117: Announcing My New Ebook: Maximizing LinkedIn for Business

117: Announcing My New Ebook: Maximizing LinkedIn for Business

Today Neal is coming to you from Clearwater, Florida, where he actually did this podcast episode as a Periscope broadcast. And while he does talk a little bit about Periscope in this episode, what he’s mostly discussing is his new ebook which just came out on Kindle. It’s called Maximize LinkedIn for Business, and it came about from his visit to the LinkedIn Headquarters over a year and a half ago. Listen in to today’s episode for a rundown of what you can find in the ebook, and where you can get access to it.

Transcript

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welcome to maximize your social actionable advice on how your business can maximize your social media presence. Now the host of Maximize your Social Social Media Author, Speaker, consultant, founder of Maximize Social Business, The Social Media Centre of Excellence and the Social Tool Summit. Neil Schaefer. Everybody, this is Neil Schaefer and this is Periscope. How y'all doing today? You know, I thought about my own process for doing podcasts based on my own experience, when I did my first periscope in Japan, just showing you what the bullet train was like. Then, like many of you, I was blown away by just the number of people that watched it. So I thought that I would use this same idea to actually start to create my podcast using periscope. So I hope you enjoy what I'm about to do. And I'll be looking for your feedback, Obviously not only your views, but also your questions. And I really want to try to make this as interactive as possible. So without further ado, welcome to another episode of Maximize your Social. Today I'm gonna be talking about something I've spent the last few months on. Actually, it's a project I've been working on for more than a year, called Maximizing Lincoln for business Maximize Thinking for Business is an e book that I just released actually today on Kindle Eyes The first place I released it and it's based on a visit that I made, and I'm gonna get into the content and sort of the takeaways that I went for you. If you're interested in this podcast, I want to go through sort of history of it. I was actually invited to visit linked in headquarters back in December of 2013. I know a little bit long time ago. That was a year and 1/2 ago and I made a commitment then that based on what I found, I was gonna provide that information in an educational e book format. So when I was there, I got to meet Coca Sexton. Who Ah, lot of you from the social selling world. If that's your world, probably have heard about him. He's one of the influencers son that linked in who have ah utmost respect for you. And one of the things I got to do when I was there was actually interview him and the ex Ertz from that interview are actually included in this e book. So and by the way, I'm in a hotel room in ST Petersburg, Florida. Axiom in Clearwater. Let me correct myself. And I'm not even from Florida. But if you saw me a few days ago, yes, I was in Japan. When I took that video on a bullet train, I literally was on my way to the airport to fly out here in ST Petersburg. So that's why you see behind me, you see a bed at a hotel here, So let's go into maximizing ringtone for business. And if you have any questions whether you see this live on the replay, I really hope you'll reach out to me. Obviously says this is live and if you have any lingering questions I'd love to hear right now. But I really want to cover sort of, you know, the details of the E book so that you have some concrete takeaways from this periscope. Really want to make this an educational event for those you that are watching? All right, there we go. So I think going to the table contents will give you a good idea and This is sort of a rough draft, so the final looks a little bit different. But really, the first thing I talk about here is how Lincoln is being used by corporations and professionals today. One of the big mistakes or, I should say, one of the big things that people don't understand about linked in. Is it just for job search? And if you work at a large company, if you haven't heard from your marketing department before, you're gonna hear from them sometime or your HR department, something called Employ Advocacy. Basically, employees are being asked more more to participate in social media on behalf of their employer, and it happens at large organizations quicker than it happened that smaller organizations. It also happens if you're in the sales, marketing or outward facing role more often than it happens in other internal facing role. So if you're in sales, you probably already heard about it. And if you're in social selling well employ, obviously there's a definite connection there, so really every professional and it's not just for job search. Like I said, it's for your personal brand for your professional brand, and now more and more as an employee, you really need tohave a certain aptitude of linked in. You need to know how it works and how you can make it work for you and the role that you have at whatever company worked for. And that's really the point that I want to get across in this first chapter here. So the second thing I talk about and whenever I talk on social media, I like to divide things into sort of a 10 step process and sort of, you know, dumb it down and hate. If you can count with two hands, you can sort of figure out all the important things that you need to know. So number one is really the mindset, right? Just understanding the value and the things that you're gonna be needed to do on Link. Damn. The second thing is the LinkedIn profile. So whatever you do on Link Dan, it leads people to your profile, right? And I think people take it for granted. If you're gonna create a website, you spend a lot of money on a and a lot of time. Ah, lot of thought process goes into creating it. Yet your Lincoln profile is your website. Four. Linden Whatever you do on linked in your name creates a link that leads people back to your profile. So there's certain best practices that usually employ in your profile that I cover in this e book as well. Some are pretty intuitive, some you might not have thought out, so I'm pretty company. Even if you've been on Lincoln for a while, you're gonna learn a thing or two tactically that can help you with improving your Lincoln profile. So Chapter three build your empire. The Importance of Connections Now when I started Arlington of Off obviously written two books on Linked In Before my first book was called Women of Networking. It was on this whole concept of open networking. And at that time, believe it or not, when I was first on length in the more connections you had when someone was doing a search for a key word like Internet marketing or social media, whatever it is, if you had that key word in your profile, anyone who had the key word in the profile they were being ranked by the number of connections they have. So there was actually a tactical benefit and s e o benefit that happy more connections on thinkin. Now that's we're talking 2008 7 years later, they've evolved, right? But the notion of having a network of connections of discovery well, I like to call the hidden connections that exist. I might be best friends with the CEO of a company that you're trying to sell to. You might be best friends and CEO of a company, and I'm trying to sell to. And we never know the power of our connections of these hidden connections that we have until number one we connect on LinkedIn and number two. We actually have an objective, a reason for going into the advanced job search and finding those hidden connections and then reaching out to those people so that they can help us. It's one of the most powerful aspect so linked in that I think a lot of people forget about, but it starts with having this connection starts with a habit. You already know a lot of people in life, it's just a matter of connecting with the mum thing Done right. It's a matter of, you know, sending them invites. As a matter of after you meet someone at a meeting of actually doing a follow up in ST Hey, would you like to connect on the den? It's printing your linked in your L in your business card so that it makes it easier for others putting in your email signature right? I use Wise Stamp is a way to do that. That wise, damn just published a blood post on how savvy people are linked in are using their email signature in order to do just that and make sure they stay connected with their professional network. So the value of doing that it cannot be, you know, underestimated. And it's something that you really should think about. My famous equation for how many connections you should have is multiply arranged by 10. And I said that for the first time a few years ago, and it's still good today, and there are people out there with you, no more than 500 connections. I think a lot of selling or sales professionals have over five interconnections, and if we're just out of college, I don't expect you to have over 200 connections. But if you are a seasoned professional, that's been working for 10 or 20 years. I expect that you're gonna be able to meet, you know, more than 10 people a year and therefore multiply Ridge by 10. It's Avery, you know, appropriate number that I think you should have. So Chapter four using linked in to maintain your professional relationship. So it's one thing to be connected, but it's another thing to actually be maintaining that relationship thinking. Give you some powerful tools that allow you to do that that I highly recommend Well. After reading the book, you'll learn about them. But I highly recommend that you look into them because you know the value of your network is in keeping in daily touch. So you're top of mind brands retarget you where we are in social media on the Internet because they want to keep top of mine. You want to keep top of mind with your networks that when there's a need that you can fulfill, you will be able to be the 1st 1 contacted and vice versa. If you want to contact someone of your network asking for help, you'll be top of mind with them because they see you everywhere on LinkedIn, for instance, when they log in every day, so something to consider their Chapter five establishing credibility. So there's a lot of fake profiles on thinkin. I think some of you have probably seen them yourselves. And whenever you want to contact someone, or whenever you post something on the dinner, you send out a connection request. People go to your profile. One of the first things they look for, believe it or not, is recommendations and recommendations are one type of this credibility, this social proof that you are who you say you are, and that you, you know, you can back up everything you say you do in your summary. So if you're a small business owner, you're in sales and you've been successful, you should have a few recommendations that would indicate that right? And so the credibility piece is really important. If you want to be successful, I think then and you're gonna be a lot more successful with the more credibility you have. Linking usedto have this 100% profile completeness where they would say you need at least three recommendations to get 100% complete. I think it's a good number to shoot for. You don't need 30 or 40 like, you know, some people have, like I might have, but just get a few. And I think they'll really pay dividends for you, especially if you work in a niche industry or in a community where everyone knows each other. When someone sees a recommendation that someone they know, that's incredible social proof that you really you can't buy through advertising, right? So just something to consider Chapter six is understanding skills, an endorsement, so people do not understand how skills work, and people even less understand how endorsements work on LinkedIn. And there's some powerful ways to make skills and endorsements actually work for you instead of being considered a nuisance. So I want to help guide you through what those are, and that's, you know, an important chapter. The skill has become part of your professional brand, and the endorsements are another social signal, right, another way of sort of tapping someone on the shoulder that can be invaluable in keeping mind share with them that you should definitely be leveraging. Can you make LinkedIn profiles private as a question I'm getting. Thank you for that question. I really want to make. This is interactive as possible so you can make a Lincoln profile was private. As Lincoln allows you to sew in the settings, there are a number of things you can do. Instead of showing your full name, you can show your nestles. You can hide your profile photo to Onley your first degree connections. You can hide the visibility of of your connections to nobody, which is what I do, which I recommend people do as well, so you can't be completely private. But there are a lot of things you do go into the privacy and settings, and that's where you're gonna find all the different features or settings that will allow you to make it as private as possible. Obviously, the whole value linked in is that it's a public database, right? But I understand that there are things you want to keep private about. So if you're looking at your competitors or maybe your bosses profile, you don't want them to know that you've been there. But if you're looking, if you're sort of digging around, linked in looking at your competitors and snooping around on your bosses or people, you work with, and you don't want them to know that you've been there, then there's definitely a way of hiding the fact that you visited their profile that I recommend you look into. On the other hand, if you're in sales or your job searching, you want to know all these people other profile, right, in hopes that out of 10 maybe you want to actually contact using Hey, I saw you visited by profile, actually have a need for you, and that actually happens a lot. So use these things strategically. But definitely if you're gonna make a lot of changes to your profile, you don't want your employer to see you want to turn off the broadcast that Lincoln will make That says to your network that you just change your profile because that's sort of a red flag. So you use these features strategically going back in. Now we're at Chapter seven. Pull. So Lincoln is trying to become the media like Facebook and Twitter, and all the other social networks are so Lincoln has a very, very powerful news. Curation feature called Pulse and Pulse actually also brings in the blogger posts that influence and others. Arlington right as well, and I'll get to why that's valuable. But if you make pulls sort of the source of your daily business information, it's gonna be a great way to not only learn and educate yourself on what's going on in whatever industry you're in, but also a great way of easy with curating that content in sharing it with your network and providing value through sharing content, which might seem, you know, trivial to many people. But, you know, I can show you anecdotal evidence of people that post things that are really relevant to their professional network and to their clients, some piece of content that they saw that their client just happened not to see that end up thinking them. It's in, Hey, we, you know, we might be able to work together on this or what have you. So that's the whole idea about Social Media's. It's the democratization of information. So there are things that seem very natural, you and that you think everybody knows. But to someone else in another part of the world, I might be a godsend that they just happen to miss because, you know, a viral video to you might I've never even heard of Right on. That's just the reality that were all over the place. And there's just so much information out there, right, especially, you know, even here on periscope. So Chapter eight talks about letting your professional voice be heard and talks about blogging using Lincoln Poles. So for those of you who remember that LinkedIn has the influence of platform, and if you wanted a blogger on linked in In the Past, you had to be an influence to do that well. Over the past year, Lincoln's opened up there blogging platform to everybody, at least everybody. United States. I assume it's gonna be open up worldwide as well. And this could be a very, very powerful thing, a powerful vehicle power for tool for your business, because there are a lot of people that read Pulse on a daily basis and with all the eyeballs around, poles linked, Incan really show your content to a lot more people than you might have thought. So something to consider. And I know that a lot of people shy away from log and it can be really easy. I've written a lot of blood posts on blogging actually started my block on linked in. They just have an application for WordPress that I started July forth, I think 2008 come to think of it. But blogging is just It's the most powerful thing you can do for your professional brand, and it's something I recommend everyone doing. You don't beauty with Lincoln is you don't even have a website to do it. You can block directly Arlington and I talk about. I think that's one of the hidden secrets linked in that you should definitely be taking to your advantage. I've seen people like you and me get hundreds of thousands of views from their content. I mean, that says it in itself. And these are people with a few 100 connections. And if you look at the history of their posts, they've had a few 100 views on one post few 100 on another, and then boom 800,000. And it just happened to be content That resonated with the Lincoln community that Lincoln also exposed to pulse, and that helps explain those numbers. But anybody might be able to get that type of readership for the pose by publishing Arlington if the stars are aligned, right? But either way, a few 100 views for a lot of small businesses or even for professionals, is a big numbers. Well, so something to consider their Chapter nine groups. So you know, a lot of people say the Lincoln is not an engaging platform. Well, it's probably because they're not involved in Lincoln groups, and Lincoln groups are for the most engaging aspect of length in. So if you're missing out on connecting with people, if you're missing out on prospecting, can't figure out you know where to go. The group's heir, the communities that are in the group's really are another hidden secret sauce linked in that hopefully you will have joined. Some groups joined in some discussions. I know that I've developed business Arlington groups, and when I asked sales professionals, how did you develop? Isn't something then? You know, half will say through connections, introductions or network using that core functionality of Lincoln has. The other half will say they found conversations or develop relationships and linking group. So I'm gonna lead you through that as well. And then Chapter 10 talks about just staying up to date that social media is always changing, and I'm actually creating a new community called the Social Media Centre of Excellence, where I hope to continue the conversation and really offer regular educational events. You know? Webinars, Maury Books. What have you to help educate professionals and social media? So that's it. So once again, the name of the E book it's called Maximizing Lincoln for business. I just released this today on Kindle. So right now it's only available on Kindle for 99 cents. Total disclaimer here. If you wait about a week, it'll be available for free download on PdF. And I really wanted to get it on Kindle because I'm an author and I have two books at Amazon up. I have three bucks an Amazon. So for me, just having another book on top of mind in Amazon was important to me. But for my fans and hate for those few of you that are watching this on periscope hope they'll get more replace. I just want you to know so it won't be the first to read the content. Do a search on Kindle maximizing Lincoln for business. Neal Schaefer. Otherwise, wait another week makes you follow me on Twitter Connect, a linked in friend on Facebook. Neil Shaffer. So that's it. So you know, I can just record myself speaking into a microphone, which is how I do my podcast on a weekly basis. Or I can record it in a video format and take that audio and repurpose it into a podcast. So now I have a podcast and a periscope, and that's why I know that there aren't that many watching. But for the two of you that are watching right now, I'm really thankful. And oh, that's number three. I'm really thankful that you want. And even if one person watched to me, that's positive. R a y. From doing this periscope. It's not necessarily about the numbers. It's It's just the fact that it's getting out to more people that might be interested. So I hope you like this. If you did, I really hope if you'll sort of engaged back, send me a tweet or whatever it might be. And you know, in summary, these are the key things that I think every professional needs to learn more about using linked in. And I think if you have those bases covered, those 10 bases covered. Then you're set up for success on the den. And hopefully the E book will help you get there in a very, very easy to understand way. So that's it. Oh, sorry, Miss most of it. Thank you. Oh, that's okay. I really appreciate the comment. You'll be able to see the replay, but, you know, I started this as a podcast saying, Welcome to maximize your social. That's where I published my podcast There also on iTunes and Soundcloud. Someone end this in podcast fashion by saying Thank you for listening to this episode of Maximize Your Social. And as I close out all of my podcast, I'm coming to you from today from Clearwater, Florida But wherever you are in the world, make it a great social day. Bye bye, everybody. Thanks for listening. To maximize your social. We appreciate all of your iTunes subscriptions, ratings and comments. If you would like to appear on the show or recommend content, please contact Neil Schaffer at Neil at maximize your social dot com. Please also make sure to check out Neil's new community, the Social Media Centre of Excellence at Social Media. C o e dot com, as well as Neil's Social Media Conference, the Social Tools Summit, which will be in San Francisco on October 27 28. Jane.