The Manager and LinkedIn (Part 2 of the 3: Be) Activate the profile

21 key issues you should know as a manager to survive worthily on LinkedIn.

A few days ago I started this series of three articles dealing LinkedIn part 1 , Be, treating the basic profile configuration.

Today I show you LinkedIn part 2, the following 7 of the 21 questions this network makes you know if you're well focused to take advantage of all this. The full itinerary includes three parts: Be, Be, Highlight, and here we'll focus on SER.

If you're short on time, I'll tell you in a minute.:

Be: Activating the PROFILE

08-  Do you want to get the best information from this network?

Welcome to one of LinkedIn's crown jewels: advanced search. Since Microsoft bought this network in 2016, this tool has evolved for the better.

Advanced Linkedin search

Keep in mind, to extract all the juice to this function:

  • Search "normal". That's when you put something in the LinkedIn search box and keep the first result after hitting the "enter" key.
  • Advanced search: This is where LinkedIn, For me, it's worth it. Because after that previous search, several buttons appear below to achieve concrete results.
  • An example: Let's say you're looking for a CMO. You put that word in the search box. And then you call him "People.", then "1st level", and then "Madrid and surroundings". With that you get an accurate number of results. Look:
    • With 1st search result "CMO": A job summary appears, People, companies and groups, very general and incomplete
    • Then we specify "People": There are many results here, but that depends how big your network is (1Er, 2º + 3er level). They appear to me. 317.000 Results.
    • Then we add the button "contacts" and "1st level", and there the search is spopped 270 People
    • Then we added "location", with Madrid and surroundings, and there appears a specific list of 71 Chief Marketing Officer located in Madrid, direct contacts.
  • Very useful: The data obtained opens up possibilities, how to do a survey on KPI's measurement tools that use, invite them to a conference...
    • Very important, in European countries let's take into account data protection law, that prevents us from addressing these people from our email. We must do this from linkedin's own platform.

09-  Do we already know each other? Connect!

One of the ways to achieve the minimum foundation of our community (I think LinkedIn thinks that can be 500 Contacts) is to connect with who we already know personally.

Utility? All. Now we see why.

  • Catch up. It's an interesting way to update data about the people we already know, follow the trail. Know if they've changed their position, company, country. Opportunities can arise from that.
  • Synergies. Synergies can be promoted, especially networking. Every LinkedIn member has a community that can be of use to us. If we try to reach a person without knowing them, our contact can make our way easier.
  • Improvement in results. By inrcoporating a person into your community, for LinkedIn you also incorporate into your contacts (2level) and their contacts (3er niver), And that sets up your network. Your searches will get better results the bigger your network. Thus we could conclude that LinkedIn is one of the few platforms on which the number of contacts is relevant.

10-  Do you want to show yourself as someone interesting?

The answer to this question lies in the Value you're able to contribute from the Content you share. There are several ways to do this: 

  • Curation of contents. It's about sharing content from other people you've valued as very good, that can bring value to your community, always adding a "personal touch" that invites you to read or listen to what you share. Here's an example: 
Healing Linkedin content
  • Content creation: There's only one 1% of "prosumers" that creates content on the network: if you dare to be one of them, you'll stand out about the rest. Even if I warn you, that takes longer. And it also gives better return results. It all starts with a blank page and an idea.
  • Where do I share them? You have several options, from more to less commitment: 
    • On the LinkedIn blog. That's old words now., I explain it in the next installment. All networks like that great content is inside the house, don't go. If you cheer up, LinkedIn homepage > write article.
    • On your timeline. From the beginning > Create post > write directly or paste a link to the content. This is the most common way to share, very effective. These publications should not be abused, once a day is enough.
    • In groups: A very effective way to segment is by posting to groups, specialization niches that will appreciate tailor-made content. In addition, groups can also generate surveys on important issues.
    • In stories: I am not very in favour of sharing "complex" content in the form of stories. I think stories are more for big headlines or loose ideas, communicate events...

11-  What are you? Robot or Person?

Everything you've done before will do very little if you don't show that you know how to react, Interact, talk to your community, and especially with the stakeholders highlights in your business model or that of your organization. This is the heart of this article LinkedIn part 2: Be.

Let's not forget that markets are conversations, so here are four tips for this hour of truth, to show that you exist, that matters, and that you care what's going on in your environment.

  • Answer me. Get used to acting like in real life. If you're quoted (for good) or share a content of yours, Thanks, if you're told, Answer me, and if someone has unworthy behavior, remove it as contact.
  • Engage in conversation with those who bring you value or those to which you can contribute it. It's the famous "engagement", and it's the most effective way to make yourself known or meet exciting new people.
  • Watch: In all networks you can find we sellhumos and snake charmers. Learn how to avoid them, they waste a lot of time.
  • Recommended: Although the recommendation (Like) it's not the most active form of commitment, leaves its mark. Better than nothing.. But remember the law of engagement: 
    • The most committed: Share content
    • Committed and interesting: Comment, Answer
    • The least compromised: Recommend Or Like

12-  Can we do anything together?

No contact collections. It's of little use. But with those people who interact with you or that you interact with them, has gone from stranger status to "hello". Josep Pla talked about greetings, acquaintances and friends.

It's time to get in touch, to generate networking based on interaction and the contribution of value. Networking of the good.

  • Study the profile: Before requesting contact, studies the profile well. Who is it, How is it, what he cares about, what is your possible contribution or need. In which companies and schools it has been formed. What this person's skills and recommendations say, what common contacts you have…
  • Request contact, but well: Following these interactions, common interests have been valued. It's time to connect, but customizing the invitation. Have 300 characters to do so, it's not bad. The chances of success customizing the invitation are, according to Alex López López, A 70% Greater.
Personalized Linkedin Invitation
  • Manage the contact: It's not just about contacting, but to note what this person can help you in the future or how you can help them. Stop that, nothing like a CRM. Remember that you will have the email of each contact, but beful of using it without the person's authorization. There is always the resource to send direct messages from LinkedIn.
  • If you abuse trust. After contact, it would be elegant not to send a job proposal, a catalogue, an offer... Better let the moment cool.

13-  Do we start collaborating?

It's time to get into action. It's been a few days since your contact accepted your request.. If you've ever wondered when it's a good time to rehearse a "elevator pitch", now you have a chance. Send a message to your contact through the same LinkedIn platform.

Following my preferred methodology, that of Tony Reiss, this discourse is effective with such a structure: 

  • Wow: Impact. You need to get attention, arouse interest"Hello Javier. I hope you're okay.. I thought you'd like to know that in my agency we have doubled the notoriety of law firms like yours in a few months".
  • How: Time to explain and make wow believable. "We achieved this impact in a short time through executive branding and boosting Brand ambassadors, office X, Y and Z have already successfully trusted us“. It's the note of tranquility.
  • Now. Close the operation. It's a delicate part and you often forget. This is where you give a concrete example of something you're currently working on. We tend to arouse more interest when we tell stories. An appointment must be made to explain in detail the proposal. Giving alternatives of days and hours in the next two weeks is a good option.

14-  How's the process going?

If you don't measure, you'll never know if the way you manage your profile is right or needs to improve. LinkedIn is -possibly- the social network with greater measurement tools

You can measure several indicators, especially in posts in your feed Or Timeline and linkedIn's blog. In posts you make on groups or company pages you don't have - at the moment- that possibility.

Linkedin post indicators
  • Visible to all
    • Vanity indicators. It's the recommendations. They serve as little more than swelling the ego, but indicate that the content does not leave indifferent. Keep them in mind, but don't obsess about it. Chances are that the person who hires you or reaches an agreement with your company hasn't given a "Like"in your life.
    • Guest reviews. That already indicates a more specific level of interest and the possibility of establishing "on-site" conversations. Study which of the "conversationalists" is not yet direct contact, and seize the opportunity.
  • Visible to you
    • Number of visualizations in the post: that already gives you an idea of the actual scope of your post. Clicking there opens a new window with several information exclusive to you.
    • Companies of people who have watched the video. Interesting to know which companies you're piqued interest to.
Performance posting Linkedin
  • Charges from people who have watched the video. That allows you to analyze which profiles you're most interested in.
  • Locations of those people. It allows you to analyze the cities where your post has been most viewed.
  • People who share your content. This is the best information, because LinkedIn makes it easy for you to name those people, allows you to thank, And, if someone isn't among your contacts, it's the perfect time.
  • Commercial capacity on LinkedIn. The famous Social Selling Index, an indicator that tells us if the course we've taken is the right one. It's personal and non-transferable, it is achieved by having the profile open, opening new tab in the browser, Placing this Social Selling Index link and clicking on "get your score free".
Social Selling Index Linkedin
  1. Overall sales index: It goes from 0 To 100. We must assume that the limit of good and evil is in 50. The higher, you'd better be treated by the network when you search, when they look for you... Pure gamification.
  2. SSI classification for your sector: here's where it tells you (top left) your position on your industry. Indicate your differential potential.
  3. SSI rating on your network. Same as the previous one, but compared to the average of your network.
  4. Your professional brand. Occupies 25 of the 100 Points. To improve it, complete your profile with your customers in mind. And he acts as an opinion leader by making weighty publications.
  5. The right people. There are others 25 Points. Improve if you better identify your prospects in less time with advanced search and research tools (Type Sales Navigator). 
  6. Interaction. Other 25. One of the most difficult. It refers to the question 11, to our true ability to generate interest and engagement to build and strengthen relationships.
  7. Create relationships. The last 25 Points. Here it's about not being too selective and being generous by accepting invitations. It's about strengthening your network by finding and earning the trust of decision makers.

  • Digital Selling and Personal Brand Positioning: As a reinforcement to these indicators, the expert in social selling Alex Lopez and his Sartia team have created two very powerful tests that better detail the areas of improvement. Tests are free

I hope I've been useful to you with this second installment.. With this I finish the LinkedIn part 2 (Be). In a few days, I'll wait for you with the 3rd and last part: Highlight, how to be closer to success, with the latest 7 Issues. Happy week!

Pd: Here's the podcast for this article on iVoox. Listen to it too from Spotify, And Apple Podcast.

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About me Guillem Recolons

Convinced that everything leaves a mark, I help companies better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (programs of branded internal ambassadors).

Soymimarca Partner, Integrates Personal Branding and The Human Branding, I also collaborate with Ponte en Valor, Brandergizers, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

I participate in various programs at IESE, ISDI and EAE, UPF's Social Media Graduate and UVIC, among others. Collegiate advertising, Master in Marketing. Humanities Degree Student.

My advertising DNA comes from 20 years in agencies: Time/BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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4 thoughts on "The Manager and LinkedIn (Part 2 of the 3: Be) Activate the profile”

  1. It's a good article., Guillem.

    I signed up for LinkedIn a couple of months ago. I still don't know how it works., so this article helps me a lot.

    Knowing how this social network works is similar to knowing what the protocol of an event you're going to attend is. From there, we must show ourselves as we are.

    A greeting from Madrid.

    Reply
    • A thousand thanks Rafael, I'm with you, under no circumstances is it about creating a digital alter ego, but to preserve our essence in and out of the net. I'm glad I was helpful to you.. A greeting!

      Reply
  2. Good morning, Guillem

    After being in the presence, comes the SER with essence and we must mark it such as the brand we represent: our own or the other's one we sell.
    I'm left with that the market is conversations and what I've been living with as a commercial for more than 10 Years. Whether it's the relationship we keep online or offline, better always in the 1.0 although it depends on the context we have .. but you know that selling and even holding events is going to be HYBRID.
    That question, robot or person? let's communicate by always thinking that on the other side there is a person like us, humanizing that it doesn't exclude us from leaning on machines/robots to help us get a job done. What's more, we owe if or if we live with it.

    The whole process you've described in QUESTIONS to BE, we are commercial we take it very in mind and when we do not have CRM we classify our contacts in an excel and we update over the months, Years. For me very valuable the network of contacts that I'm making. The Sales Navigator thing is very important but also to tell you that I would already like many companies I've worked for to have it …

    Great post and see you in the last part HIGHLIGHT or as I like to say to my EXCEL ( to be chosen by that company, customer who compares us )
    A hug,
    Mirka

    Reply
    • Thank you Mirka! I think it's okay to think that on the other side there's a person, that's why sometimes it's hard to understand this mania that many people have to pretend to be robots when they're in “the other side” on the screen.
      A strong hug!

      Reply

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