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linkedin-executive-playbook

Eva L旦wenberg
Eva L旦wenberg

The document is a playbook from LinkedIn that provides 12 steps for top executives to become social leaders. It recommends that executives create a complete LinkedIn profile to engage with their network. It also suggests they control privacy settings to share the right level of information with their connections versus the public. Executives are encouraged to efficiently connect with important contacts and use LinkedIn to demonstrate their leadership, offer a personal perspective of their company, and establish themselves as a thought leader in their industry.

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息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. 12 Steps To Become a Social Leader E X E C U T I V E P L A Y B O O K
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. I've come to learn there is a virtuous cycle to transparency and a very vicious cycle of obfuscation JEFF WEINER, CEO OF LINKEDIN 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Todays top performing leaders are social leaders*. Around the world and across industries, top executives who were once convinced that social media wasnt worth their time, now consider their participation in these networks as essential to their role. As a result, more and more top executives see the bene鍖ts of being open and transparent and take part in the social revolution. At socially-engaged companies, employees are 57% more likely to leverage social media to drive sales Relationships Matter, LinkedIn & Altimeter Group, 2014* 76% of executives say they would rather work for a social CEO (The Social CEO: Executives Tell All, Weber Shandwick, 2013 ) More likely to appear more competitive More likely to attract talent
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Todays top performing leaders are social leaders. SIR RICHARD BRANSON FOUNDER & CEO, VIRGIN GROUP Embracing social media isnt just a bit of fun, it is a vital way to communicate, keep your ear to the ground and improve your business In social media our strategy is rapidly evolving. It is centered on ANZ participating in the social web through our organization and through our people. This includes me as CEO, my management team and ultimately all our people. MIKE SMITH CEO, ANZ Social media is helping us unite and expand. We have never been closer to our consumers. MARK PARKER CEO, NIKE 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Why we created a playbook speci鍖cally for top executives. Our goal is to help you be a better leader by enabling deeper engagement with your customers, employees and peers in the ef鍖cient, high-control and low-risk environment that you require. This dedicated user guide is based on our deep understanding of executives priorities & constraints, and outlines 12 key steps to empower leaders in their transition into professional social media. Your marketing team will be pleased to hear that youre interested in leveraging your online presence. While this guide focuses on steps you can easily implement yourself, we recommend you coordinate closely with them to make the most of your participation in your companys outreach.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Get started. LINKEDIN MOBILE APP
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Demonstrate your leadership. ≒ Show that your company is innovative by having socially engaged leaders ≒ Offer an authentic, human face to your company ≒ Be a voice of your industry and build thought leadership Accelerate sales. ≒ Connect with your top 100 customers ≒ Empower your team to leverage your network at your discretion ≒ Be where your customers are & identify new leads Gain distinctive industry insights. ≒ Stay on top of the leading ideas in your industry ≒ Hire the best, worldwide ≒ Keep tabs on the competition & potential acquisitions Take part and take control. ≒ Create an effective executive pro鍖le ≒ Control your privacy & con鍖dentiality ≒ Ef鍖ciently connect with the people that matter TABLE OF CONTENTS Your path to social leadership. Visual guide. 01 02 03 05 06 04 05 06 10 11 12 07 08 09
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Take part and take control. Customize your LinkedIn experience to be aligned with your objectives and constraints as a top executive, right from the start. In this section, we present guidelines to set you up for success, while also managing the potential risks associated with any social media presence. START LEAD Create an ef鍖cient executive pro鍖le STEP 01 Control your privacy & con鍖dentiality STEP 02 Ef鍖ciently connect with the people that matter STEP 03
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Create an effective executive pro鍖le*. Your pro鍖le is a key component of your experience on LinkedIn. Its your calling card when you reach out across your network, and its how potential contacts will locate you and understand your role. Having a complete pro鍖le is important to show youre an active participant in the ecosystem. The tips were providing here are inspired and validated by the pro鍖les of the most successful leaders on LinkedIn. STEP 01 Take part & take control Headline By default the headline is your current position. However, you can customize it to demonstrate your expertise and vision for your role. Pro鍖le Picture Your picture is your virtual handshake. Pick a picture that is friendly and aligned with your role as a leader. Custom URL LinkedIn will assign you a random URL. A custom URL is easier to communicate and more professional. You at a glance Tell your story Bring your pro鍖le to life Add multimedia content to your pro鍖le. ≒ Experience List the key positions you had in the past and brie鍖y explain your role. You can also detail your education background. ≒ Summary The summary is a personal note where you can share a bit more about the vision you have for your role or company. * Check out the Visual Guide (p.25) to see how these pieces work together to create a complete pro鍖le.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. PUBLIC Control your privacy & con鍖dentiality. STEP 02 Take part & take control Managing privacy on LinkedIn isnt a matter of limiting your information, its a matter of deciding what youd like to present to those inside your network versus those outside your network. You can easily control the privacy of your network and activities to align with both your constraints & comfort level. You have the choice to make your information as public or private as you want. PRIVATE ≒ Your connections can view your entire network ≒ Your connections can only view the people that you have in common Your Connections ≒ Everyone can see your activity feed ≒ If you turn on your activity broadcast, your connections will receive noti鍖cations when you update your pro鍖le ≒ Restrict who can see your activity feed: your network, your connections or only you ≒ If you turn off your activity broadcast, your network does not receive noti鍖cations Your Updates ≒ People you recently visited can see your name & tagline ≒ Be a LinkedIn Anonymous User: select your level of anonymity Your Visit Activity
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Ef鍖ciently connect with the people that matter. STEP 03 Take part & take control With more than 300+ million members throughout the world, LinkedIn is both the largest and most advanced business network in the world. It isnt intended to replace face to face interactions, instead, it optimizes your ability to ≒ Keep your network fresh and active ≒ Strengthen your global connections ≒ Know more about people youve met or are about to meet Avoid spam from people you dont know Enable email address request so that only people you know personally can connect Invite people to connect & replace business cards ≒ A LinkedIn pro鍖le has more than just the contact information of a business card. Inviting people to connect is a great way to follow up on an in-person meeting. ≒ Several apps can help you connect faster and on the spot, such as LinkedIn Contacts. Checking peoples pro鍖le prior to meeting is becoming a commodity. Knowing about their experience, background, connections and activity will allow you to save time and make the most of your meeting. Know a persons background before you meet
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. START LEAD Show that your company is innovative by having a socially engaged C-suite STEP 04 Offer an authentic, human face to your company STEP 05 Be a voice of your industry and build thought leadership STEP 06 Demonstrate your leadership. Your participation in social media in general, and in LinkedIn in particular, will be welcomed by your customers and employees. As a leader, youre demonstrating your interest in being connected, staying current and making your mark where the new comers to your industry will be.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. 80 % of employees say they would rather work for a social CEO, and 2 out of 3 customers say that their perception of the CEO impacts their perception of the company*. Through LinkedIn, the top executives have a clear opportunity to bring a sense of proximity and connection to their companys professional and consumer ecosystem at a low cost and with low time commitment. Demonstrate your leadershipSTEP 04 Show that your company is innovative by having socially engaged leaders. * The Social CEO: Executives Tell All, Weber Shandwick, 2013 Share the good news Once youve decided to join or grow your presence on LinkedIn, coordinate with your communication department to share the news inside the company, and invite your employees to connect or follow you. Engage your board on the bigger picture Research** indicates that a socially engaged board helps demonstrate overall company engagement. more likely to feel innovative Employees at Socially Engaged Companies are **Relationships Matter, LinkedIn & Altimeter Group, 2014
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Demonstrate your leadershipSTEP 05 Offer an authentic, human face to your company. In the social media era, were more and more curious about the people behind a brand or a company. Top executives on LinkedIn leverage the opportunity of a personal & direct channel of communication between themselves and the rest of the world, including journalists, stakeholders and customers. Make your pro鍖le personal Share your Companys page update Leverage LinkedIn as a communication platform Your pro鍖le is an opportunity to express yourself as an individual. Dont hesitate to use the 鍖rst person and share personal insights. Increase the visibility of your companys communications by sharing company updates with your network. Coordinate with your Public Relations team to leverage your LinkedIn presence for of鍖cial announcements, promotions or even crisis management.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. With over 1.5 M unique publishers actively sharing content, users connect daily to review their newsfeeds and read about leaders and companies they follow. These tips will help you to easily share business insights with your network and ef鍖ciently position yourself as an industry leader. Demonstrate your leadershipSTEP 06 Be a voice of your industry and build thought leadership. Post & share updates Publish content ≒ Share recommended articles, personal insights, corporate presentations, and relevant industry news to demonstrate your thought leadership. ≒ Sync your Twitter account to post on both platforms simultaneously. ≒ You can leverage LinkedIns Publishing Platform to share inspiring long-form posts to your network and beyond: your posts become searchable, can be distributed through Pulse, and permanently live as an extension of your professional reputation on your pro鍖le. ≒ LinkedIn In鍖uencers are chosen and invited by LinkedIn to post insights about management, leadership, disruption, and more. In鍖uencers with millions of followers include Bill Gates, Sir Richard Branson, Arianna Huf鍖ngton, and Guy Kawasaki.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. START LEAD Connect with the C-level of your top 100 customers STEP 07 Empower your team to leverage your network at your discretion STEP 08 Participate where your current and future customers gather STEP 09 Accelerate sales. Through its 300M+ members, 3M+ companies and 2M+ group conversations, LinkedIn provides unprecedented means to accelerate your companys sales cycle. As a key executive, you have the means and reach to dramatically increase the value of LinkedIn for demand generation, deal closing and relationship management.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Business is about people, but nurturing relationships takes time. LinkedIn allows you to ef鍖ciently: ≒ Establish resilient and direct channels of communication ≒ Remain top of mind for your customers and provide them necessary attention ≒ Cement enduring relationships ≒ Keep tabs on your contacts movements, interests and needs in real-time Accelerate salesSTEP 07 Connect with the C-level of your top 100 customers. Find your top tier customers ≒ LinkedIn allows you to easily 鍖nd your customers by searching by name, company, or position. ≒ LinkedIn will also suggest people you may know based on your network, as well as people in your contact book if you allow this access. ≒ Easily connect in just one click. Follow your customers activity in real-time ≒ If you are connected with your customers, their public activity will appear in your newsfeed. ≒ Dont forget to follow your customers Company Pages. ≒ Opt in to receive daily or weekly email noti鍖cations of updates, articles and more
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Accelerate salesSTEP 08 Empower your team to leverage your network at your discretion. Relationships accelerate business but if your relationships are hidden, theyre of no value to the team around you. Through LinkedIn you can shorten your teams path to key decision makers, while maintaining control of their access. Harness the reach of your network ≒ LinkedIn Sales Solutions allow teams to establish and grow relationships with prospects and customers at every stage of relationship development,in a climatethatsfocused, informed and trusted. ≒ If your sales team is using LinkedIn Sales Solutions, they can use Team Link to leverage your executive presence and connect with prospects in an extended network. Unleash your sales team ≒ In coordination with your Director of Sales, de鍖ne & communicate the rules regarding the introduction process for strategic prospects ≒ Encourage your sales teams to use the resources they have available, including your network.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Accelerate salesSTEP 09 Be where your customers are & Identify new leads. People do business with companies and individuals they know, like and trust. LinkedIn expands your presence, approachability and reputation by improving your ability to: ≒ Build brand awareness ≒ Engage with your customers, partners, and suppliers ≒ Activate your customers and allies as brand ambassadors Interact with customers Listen to conversations & debate ≒ LinkedIn also allows you to listen to potential customers. ≒ Joining and following group discussions in precise domains or verticals is an excellent way to gain customer insights about needs, consumption habits, motivations & fears. ≒ Like in real life, in-person interactions with your customers are the best way to create brand advocates. By posting discussions on your LinkedIn pro鍖le or Company Page, you engage your customers in a unique way. ≒ For example, Richard Branson tries to personally respond to a few customer questions a day. He even asked his followers for advice on names for Virgin banking divisions.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. START LEAD Stay on top of the leading ideas in your industry STEP 10 Hire the best, worldwide. STEP 11 Keep tabs on the competition & potential acquisitions STEP 12 Every week, more than 2 billion member updates from over 200 countries are uploaded to LinkedIn. From scoping competition in new markets to identifying and attracting key experts to your company, LinkedIn has become an essential business intelligence platform. Gain distinctive industry insights.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Gain distinctive industry insightsSTEP 10 Staying abreast of industry news is key to building upon your expertise and expanding the respect your peers and reports have for you. LinkedIn allows you to easily track industry news, extract customer insights and understand the shifting competitive landscape all in one place. Stay on top of the leading ideas in your industry. See what your network is up to at a glance Leverage LinkedIn Pulse ≒ LinkedIn Pulse curates content in real- time based on your interests and the companies and in鍖uencers you follow. ≒ You can access Pulse on all your devices, whether youre online or of鍖ine. ≒ Share and comment on these articles to demonstrate your insights. People See what your network is up to: updates, posts, new connections, work anniversaries, new titles, etc. Companies Follow companies to receive their latest posts & announcements. Groups Join groups and view updates from discussions aligned with your personal and business goals.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Gain distinctive industry insightsSTEP 11 Visibility, personal connections & referrals are key success factors when it comes to hiring especially the best. In addition to the suite of services that it offers for HR & Recruiting departments, LinkedIn is empowering executives to better identify and attract top talent. Hire the best, worldwide. Find experts, anywhere in the world Leverage your network to source top talent ≒ With a presence in over 200 countries*, LinkedIn has the largest professional network. Through the advanced search you can 鍖nd people with speci鍖c expertise from across the globe, at no cost. ≒ Just like in real life, your network is your best asset to 鍖nd the right talents. As a top manager you can speed up the recruiting process by re-posting strategic job opportunities your HR team shared. *LinkedIn, 2014 Q1 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Gain distinctive industry insightsSTEP 12 Keep tabs on the competition and potential acquisitions. LinkedIn enables you to track your competitions latest movements in real-time. With technology accelerating the cycle of market disruption, its important to have an eye on both incumbents and upstarts in your industry. LinkedIn plays a critical role in the new venture lifecycle frequently deployed before the 鍖rst business card is printed and will often be the 鍖rst place that new challengers appear on your radar. Follow your competitors activity ≒ View Company Pages to see the latest news, updates, and services as well as current and past employees. Spot the next generation of competitors ≒ The up-and-comers of your industry are making the most of social media, and LinkedIn in particular, to connect with their ecosystem. ≒ Use LinkedIn Pulse and join relevant groups to discover and keep track of the new comers to your industry. Identify who in your network can tell you more ≒ When researching a company, you can see work history overlap. Use your connections to 鍖nd out more information.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. VISUAL GUIDE An example of how to build a compelling pro鍖le
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. VISUAL GUIDE Pro鍖le Summary An overview of the members professional experience, including the members current position and location as well as previous experience and education. Posts Original content users contribute to LinkedIn. This content is shared with the members connections and followers. Followers The number of people that chose to receive updates when the user shares content. Summary A snapshot of the members professional journey, goals, and specialties. The summary is a more personal overview of your career. Custom Header Image Visually enhance your pro鍖le to re鍖ect your unique professional brand. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. VISUAL GUIDE Multimedia Content Content that can be uploaded to demonstrate expertise and thought- leadership. The content can be in the form of presentations, graphics, or videos. Experience The online resume portion of the users pro鍖le. It chronicles the users experience with speci鍖c details of each position and any work samples the user chooses to share Experience Description A summary of the members experience at a speci鍖c company. It should be be precise and includes key words. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Volunteer Experience A list of causes the user cares about as well as any organizations the member supports or is involved in. Skills & Endorsements A list of the top skills the members connections have endorsed them for. Recommendations The written statements of recommendation the member received from a connection or gave to a connection. VISUAL GUIDE 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Following Activity A list of the in鍖uencers, news, companies, and schools the member follows. Connections The list of 1st degree connections shared with another member. Groups The list of groups the member has joined. VISUAL GUIDE 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Recent Activity Recent Activity is a history of the members shared and posted articles, as well as his/her comments and contributions. Pro鍖le Drop-Down Menu Click here to connect, follow, share the pro鍖le or view the members activity. VISUAL GUIDE 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Founded in 2003, LinkedIn connects the worlds professionals to make them more productive and successful. With over 300 million members worldwide, including executives from every Fortune 500 company, LinkedIn is the worlds largest professional network. See more details on our solutions business.linkedin.com About LinkedIn Stay on the cutting edge with our blog blog.linkedin.com Follow us on LinkedIn linkedin.com/company/LinkedIn Follow us on Twitter @linkedin Contact Troy Cosey with LinkedIn In鍖uencer Interest in鍖uencers@linkedin.com
息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.

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linkedin-executive-playbook

  • 2. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. I've come to learn there is a virtuous cycle to transparency and a very vicious cycle of obfuscation JEFF WEINER, CEO OF LINKEDIN 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.
  • 3. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Todays top performing leaders are social leaders*. Around the world and across industries, top executives who were once convinced that social media wasnt worth their time, now consider their participation in these networks as essential to their role. As a result, more and more top executives see the bene鍖ts of being open and transparent and take part in the social revolution. At socially-engaged companies, employees are 57% more likely to leverage social media to drive sales Relationships Matter, LinkedIn & Altimeter Group, 2014* 76% of executives say they would rather work for a social CEO (The Social CEO: Executives Tell All, Weber Shandwick, 2013 ) More likely to appear more competitive More likely to attract talent
  • 4. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Todays top performing leaders are social leaders. SIR RICHARD BRANSON FOUNDER & CEO, VIRGIN GROUP Embracing social media isnt just a bit of fun, it is a vital way to communicate, keep your ear to the ground and improve your business In social media our strategy is rapidly evolving. It is centered on ANZ participating in the social web through our organization and through our people. This includes me as CEO, my management team and ultimately all our people. MIKE SMITH CEO, ANZ Social media is helping us unite and expand. We have never been closer to our consumers. MARK PARKER CEO, NIKE 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.
  • 5. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Why we created a playbook speci鍖cally for top executives. Our goal is to help you be a better leader by enabling deeper engagement with your customers, employees and peers in the ef鍖cient, high-control and low-risk environment that you require. This dedicated user guide is based on our deep understanding of executives priorities & constraints, and outlines 12 key steps to empower leaders in their transition into professional social media. Your marketing team will be pleased to hear that youre interested in leveraging your online presence. While this guide focuses on steps you can easily implement yourself, we recommend you coordinate closely with them to make the most of your participation in your companys outreach.
  • 7. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Demonstrate your leadership. ≒ Show that your company is innovative by having socially engaged leaders ≒ Offer an authentic, human face to your company ≒ Be a voice of your industry and build thought leadership Accelerate sales. ≒ Connect with your top 100 customers ≒ Empower your team to leverage your network at your discretion ≒ Be where your customers are & identify new leads Gain distinctive industry insights. ≒ Stay on top of the leading ideas in your industry ≒ Hire the best, worldwide ≒ Keep tabs on the competition & potential acquisitions Take part and take control. ≒ Create an effective executive pro鍖le ≒ Control your privacy & con鍖dentiality ≒ Ef鍖ciently connect with the people that matter TABLE OF CONTENTS Your path to social leadership. Visual guide. 01 02 03 05 06 04 05 06 10 11 12 07 08 09
  • 8. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Take part and take control. Customize your LinkedIn experience to be aligned with your objectives and constraints as a top executive, right from the start. In this section, we present guidelines to set you up for success, while also managing the potential risks associated with any social media presence. START LEAD Create an ef鍖cient executive pro鍖le STEP 01 Control your privacy & con鍖dentiality STEP 02 Ef鍖ciently connect with the people that matter STEP 03
  • 9. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Create an effective executive pro鍖le*. Your pro鍖le is a key component of your experience on LinkedIn. Its your calling card when you reach out across your network, and its how potential contacts will locate you and understand your role. Having a complete pro鍖le is important to show youre an active participant in the ecosystem. The tips were providing here are inspired and validated by the pro鍖les of the most successful leaders on LinkedIn. STEP 01 Take part & take control Headline By default the headline is your current position. However, you can customize it to demonstrate your expertise and vision for your role. Pro鍖le Picture Your picture is your virtual handshake. Pick a picture that is friendly and aligned with your role as a leader. Custom URL LinkedIn will assign you a random URL. A custom URL is easier to communicate and more professional. You at a glance Tell your story Bring your pro鍖le to life Add multimedia content to your pro鍖le. ≒ Experience List the key positions you had in the past and brie鍖y explain your role. You can also detail your education background. ≒ Summary The summary is a personal note where you can share a bit more about the vision you have for your role or company. * Check out the Visual Guide (p.25) to see how these pieces work together to create a complete pro鍖le.
  • 10. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. PUBLIC Control your privacy & con鍖dentiality. STEP 02 Take part & take control Managing privacy on LinkedIn isnt a matter of limiting your information, its a matter of deciding what youd like to present to those inside your network versus those outside your network. You can easily control the privacy of your network and activities to align with both your constraints & comfort level. You have the choice to make your information as public or private as you want. PRIVATE ≒ Your connections can view your entire network ≒ Your connections can only view the people that you have in common Your Connections ≒ Everyone can see your activity feed ≒ If you turn on your activity broadcast, your connections will receive noti鍖cations when you update your pro鍖le ≒ Restrict who can see your activity feed: your network, your connections or only you ≒ If you turn off your activity broadcast, your network does not receive noti鍖cations Your Updates ≒ People you recently visited can see your name & tagline ≒ Be a LinkedIn Anonymous User: select your level of anonymity Your Visit Activity
  • 11. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Ef鍖ciently connect with the people that matter. STEP 03 Take part & take control With more than 300+ million members throughout the world, LinkedIn is both the largest and most advanced business network in the world. It isnt intended to replace face to face interactions, instead, it optimizes your ability to ≒ Keep your network fresh and active ≒ Strengthen your global connections ≒ Know more about people youve met or are about to meet Avoid spam from people you dont know Enable email address request so that only people you know personally can connect Invite people to connect & replace business cards ≒ A LinkedIn pro鍖le has more than just the contact information of a business card. Inviting people to connect is a great way to follow up on an in-person meeting. ≒ Several apps can help you connect faster and on the spot, such as LinkedIn Contacts. Checking peoples pro鍖le prior to meeting is becoming a commodity. Knowing about their experience, background, connections and activity will allow you to save time and make the most of your meeting. Know a persons background before you meet
  • 12. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. START LEAD Show that your company is innovative by having a socially engaged C-suite STEP 04 Offer an authentic, human face to your company STEP 05 Be a voice of your industry and build thought leadership STEP 06 Demonstrate your leadership. Your participation in social media in general, and in LinkedIn in particular, will be welcomed by your customers and employees. As a leader, youre demonstrating your interest in being connected, staying current and making your mark where the new comers to your industry will be.
  • 13. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. 80 % of employees say they would rather work for a social CEO, and 2 out of 3 customers say that their perception of the CEO impacts their perception of the company*. Through LinkedIn, the top executives have a clear opportunity to bring a sense of proximity and connection to their companys professional and consumer ecosystem at a low cost and with low time commitment. Demonstrate your leadershipSTEP 04 Show that your company is innovative by having socially engaged leaders. * The Social CEO: Executives Tell All, Weber Shandwick, 2013 Share the good news Once youve decided to join or grow your presence on LinkedIn, coordinate with your communication department to share the news inside the company, and invite your employees to connect or follow you. Engage your board on the bigger picture Research** indicates that a socially engaged board helps demonstrate overall company engagement. more likely to feel innovative Employees at Socially Engaged Companies are **Relationships Matter, LinkedIn & Altimeter Group, 2014
  • 14. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Demonstrate your leadershipSTEP 05 Offer an authentic, human face to your company. In the social media era, were more and more curious about the people behind a brand or a company. Top executives on LinkedIn leverage the opportunity of a personal & direct channel of communication between themselves and the rest of the world, including journalists, stakeholders and customers. Make your pro鍖le personal Share your Companys page update Leverage LinkedIn as a communication platform Your pro鍖le is an opportunity to express yourself as an individual. Dont hesitate to use the 鍖rst person and share personal insights. Increase the visibility of your companys communications by sharing company updates with your network. Coordinate with your Public Relations team to leverage your LinkedIn presence for of鍖cial announcements, promotions or even crisis management.
  • 15. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. With over 1.5 M unique publishers actively sharing content, users connect daily to review their newsfeeds and read about leaders and companies they follow. These tips will help you to easily share business insights with your network and ef鍖ciently position yourself as an industry leader. Demonstrate your leadershipSTEP 06 Be a voice of your industry and build thought leadership. Post & share updates Publish content ≒ Share recommended articles, personal insights, corporate presentations, and relevant industry news to demonstrate your thought leadership. ≒ Sync your Twitter account to post on both platforms simultaneously. ≒ You can leverage LinkedIns Publishing Platform to share inspiring long-form posts to your network and beyond: your posts become searchable, can be distributed through Pulse, and permanently live as an extension of your professional reputation on your pro鍖le. ≒ LinkedIn In鍖uencers are chosen and invited by LinkedIn to post insights about management, leadership, disruption, and more. In鍖uencers with millions of followers include Bill Gates, Sir Richard Branson, Arianna Huf鍖ngton, and Guy Kawasaki.
  • 16. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. START LEAD Connect with the C-level of your top 100 customers STEP 07 Empower your team to leverage your network at your discretion STEP 08 Participate where your current and future customers gather STEP 09 Accelerate sales. Through its 300M+ members, 3M+ companies and 2M+ group conversations, LinkedIn provides unprecedented means to accelerate your companys sales cycle. As a key executive, you have the means and reach to dramatically increase the value of LinkedIn for demand generation, deal closing and relationship management.
  • 17. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Business is about people, but nurturing relationships takes time. LinkedIn allows you to ef鍖ciently: ≒ Establish resilient and direct channels of communication ≒ Remain top of mind for your customers and provide them necessary attention ≒ Cement enduring relationships ≒ Keep tabs on your contacts movements, interests and needs in real-time Accelerate salesSTEP 07 Connect with the C-level of your top 100 customers. Find your top tier customers ≒ LinkedIn allows you to easily 鍖nd your customers by searching by name, company, or position. ≒ LinkedIn will also suggest people you may know based on your network, as well as people in your contact book if you allow this access. ≒ Easily connect in just one click. Follow your customers activity in real-time ≒ If you are connected with your customers, their public activity will appear in your newsfeed. ≒ Dont forget to follow your customers Company Pages. ≒ Opt in to receive daily or weekly email noti鍖cations of updates, articles and more
  • 18. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Accelerate salesSTEP 08 Empower your team to leverage your network at your discretion. Relationships accelerate business but if your relationships are hidden, theyre of no value to the team around you. Through LinkedIn you can shorten your teams path to key decision makers, while maintaining control of their access. Harness the reach of your network ≒ LinkedIn Sales Solutions allow teams to establish and grow relationships with prospects and customers at every stage of relationship development,in a climatethatsfocused, informed and trusted. ≒ If your sales team is using LinkedIn Sales Solutions, they can use Team Link to leverage your executive presence and connect with prospects in an extended network. Unleash your sales team ≒ In coordination with your Director of Sales, de鍖ne & communicate the rules regarding the introduction process for strategic prospects ≒ Encourage your sales teams to use the resources they have available, including your network.
  • 19. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Accelerate salesSTEP 09 Be where your customers are & Identify new leads. People do business with companies and individuals they know, like and trust. LinkedIn expands your presence, approachability and reputation by improving your ability to: ≒ Build brand awareness ≒ Engage with your customers, partners, and suppliers ≒ Activate your customers and allies as brand ambassadors Interact with customers Listen to conversations & debate ≒ LinkedIn also allows you to listen to potential customers. ≒ Joining and following group discussions in precise domains or verticals is an excellent way to gain customer insights about needs, consumption habits, motivations & fears. ≒ Like in real life, in-person interactions with your customers are the best way to create brand advocates. By posting discussions on your LinkedIn pro鍖le or Company Page, you engage your customers in a unique way. ≒ For example, Richard Branson tries to personally respond to a few customer questions a day. He even asked his followers for advice on names for Virgin banking divisions.
  • 20. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. START LEAD Stay on top of the leading ideas in your industry STEP 10 Hire the best, worldwide. STEP 11 Keep tabs on the competition & potential acquisitions STEP 12 Every week, more than 2 billion member updates from over 200 countries are uploaded to LinkedIn. From scoping competition in new markets to identifying and attracting key experts to your company, LinkedIn has become an essential business intelligence platform. Gain distinctive industry insights.
  • 21. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Gain distinctive industry insightsSTEP 10 Staying abreast of industry news is key to building upon your expertise and expanding the respect your peers and reports have for you. LinkedIn allows you to easily track industry news, extract customer insights and understand the shifting competitive landscape all in one place. Stay on top of the leading ideas in your industry. See what your network is up to at a glance Leverage LinkedIn Pulse ≒ LinkedIn Pulse curates content in real- time based on your interests and the companies and in鍖uencers you follow. ≒ You can access Pulse on all your devices, whether youre online or of鍖ine. ≒ Share and comment on these articles to demonstrate your insights. People See what your network is up to: updates, posts, new connections, work anniversaries, new titles, etc. Companies Follow companies to receive their latest posts & announcements. Groups Join groups and view updates from discussions aligned with your personal and business goals.
  • 22. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Gain distinctive industry insightsSTEP 11 Visibility, personal connections & referrals are key success factors when it comes to hiring especially the best. In addition to the suite of services that it offers for HR & Recruiting departments, LinkedIn is empowering executives to better identify and attract top talent. Hire the best, worldwide. Find experts, anywhere in the world Leverage your network to source top talent ≒ With a presence in over 200 countries*, LinkedIn has the largest professional network. Through the advanced search you can 鍖nd people with speci鍖c expertise from across the globe, at no cost. ≒ Just like in real life, your network is your best asset to 鍖nd the right talents. As a top manager you can speed up the recruiting process by re-posting strategic job opportunities your HR team shared. *LinkedIn, 2014 Q1 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.
  • 23. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Gain distinctive industry insightsSTEP 12 Keep tabs on the competition and potential acquisitions. LinkedIn enables you to track your competitions latest movements in real-time. With technology accelerating the cycle of market disruption, its important to have an eye on both incumbents and upstarts in your industry. LinkedIn plays a critical role in the new venture lifecycle frequently deployed before the 鍖rst business card is printed and will often be the 鍖rst place that new challengers appear on your radar. Follow your competitors activity ≒ View Company Pages to see the latest news, updates, and services as well as current and past employees. Spot the next generation of competitors ≒ The up-and-comers of your industry are making the most of social media, and LinkedIn in particular, to connect with their ecosystem. ≒ Use LinkedIn Pulse and join relevant groups to discover and keep track of the new comers to your industry. Identify who in your network can tell you more ≒ When researching a company, you can see work history overlap. Use your connections to 鍖nd out more information.
  • 25. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. VISUAL GUIDE Pro鍖le Summary An overview of the members professional experience, including the members current position and location as well as previous experience and education. Posts Original content users contribute to LinkedIn. This content is shared with the members connections and followers. Followers The number of people that chose to receive updates when the user shares content. Summary A snapshot of the members professional journey, goals, and specialties. The summary is a more personal overview of your career. Custom Header Image Visually enhance your pro鍖le to re鍖ect your unique professional brand. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.
  • 26. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. VISUAL GUIDE Multimedia Content Content that can be uploaded to demonstrate expertise and thought- leadership. The content can be in the form of presentations, graphics, or videos. Experience The online resume portion of the users pro鍖le. It chronicles the users experience with speci鍖c details of each position and any work samples the user chooses to share Experience Description A summary of the members experience at a speci鍖c company. It should be be precise and includes key words. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.
  • 27. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Volunteer Experience A list of causes the user cares about as well as any organizations the member supports or is involved in. Skills & Endorsements A list of the top skills the members connections have endorsed them for. Recommendations The written statements of recommendation the member received from a connection or gave to a connection. VISUAL GUIDE 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.
  • 28. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Following Activity A list of the in鍖uencers, news, companies, and schools the member follows. Connections The list of 1st degree connections shared with another member. Groups The list of groups the member has joined. VISUAL GUIDE 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.
  • 29. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Recent Activity Recent Activity is a history of the members shared and posted articles, as well as his/her comments and contributions. Pro鍖le Drop-Down Menu Click here to connect, follow, share the pro鍖le or view the members activity. VISUAL GUIDE 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸.
  • 30. 息2014晦庄稼一艶糸鴛稼遺看姻沿看姻温岳庄看稼.粥鉛鉛檎庄乙鞄岳壊檎艶壊艶姻厩艶糸. Founded in 2003, LinkedIn connects the worlds professionals to make them more productive and successful. With over 300 million members worldwide, including executives from every Fortune 500 company, LinkedIn is the worlds largest professional network. See more details on our solutions business.linkedin.com About LinkedIn Stay on the cutting edge with our blog blog.linkedin.com Follow us on LinkedIn linkedin.com/company/LinkedIn Follow us on Twitter @linkedin Contact Troy Cosey with LinkedIn In鍖uencer Interest in鍖uencers@linkedin.com