How to build a Personal Brand using LinkedInDavid Petherick

Who is David Petherick?

• LinkedIn Profile Writer“The Digital Biographer” – Born and bred in Edinburgh– Speaks Russian, Spanish– Co-Founder at NewsBase, 1993– BBC: ‘World’s first Digital Biographer’ 2007– Ex UK Editor for The Next Web 2008-9– Head of Digital at EnergySys, FVL, 2011-14– I make you visible, legible, credible– @petherick on Twitter

What’s on for the next 30 minutes?

1. Why does LinkedIn even matter?2. Why does “Personal Branding” matter?3. Ten Tips for a better LinkedIn profile4. Five Tips for better LinkedIn networking5. Consistency, consideration, and crap6. Takeaway: – vip@mzs.es7. Your questions answered

1: Why does LinkedIn even matter?

• 400,000,000 reasons worldwide– 19,000,000 UK Business Professionals here– You need to be in the same room, and talking

• What can I do there?– Showcase your expertise– Grow a network of customers, suppliers, friends– Find jobs, opportunities, contacts, advocates

• Why should I spend time with it?– Learn about topics you don’t know about– Share your news and content with engaged

audience

1.2: Why does LinkedIn even matter?

1.3: Why does LinkedIn even matter?

2: Why does “Personal Branding” matter?

• Still 400,000,000 reasons– 330,588 people with job title of “Manger” on

LinkedIn– You need to be visible and be legible

• Try a Google Search for your name– If you’re not on page one, you’re invisible– Is there a consistent, controlled presence?

• What do people know you for?– Single idea of what you offer – and the benefits– Easy ways to contact you or buy what you sell

2: Why does “Personal Branding” matter?

2.1: Why does “Personal Branding” matter?

2.2: Why does “Personal Branding” matter?

• “LinkedIn is now responsible for a staggering 64% of all visits from social media channels to corporate websites.”– Source: Econsultancy– https://sumome.com/stories/linkedin-traffic

3: Ten Tips for a better LinkedIn profile

• 1: Forget your CV– Your summary is key. Brevity, clarity, simplicity.– You’re selling yourself as a useful product

• 2: Look good– Get the best headshot that you can. Pay a pro.– Look like you mean business. Dress the part.

• 3: Show me the benefits– Tell me why it will benefit me to do business with

you - precisely, measurably, and specifically

3.2: Ten Tips for a better LinkedIn profile

• 4: Talk to me– Use sound or video! Talk. The pitch and quality

of your voice let me connect with you as a human being.

• 5: Use recommendations effectively– Have other people tell me why it benefited them

to deal with you. – I can believe them immediately: it's credibility.

• 6: Be human...– People buy people, and they buy their loves and

passions. – Show people what makes you tick.

3.3: Ten Tips for a better LinkedIn profile

• 7: Tales of the Unexpected– Surprise people with something unusual and fun

in your profile. – I can teach you how to read Russian in 75

minutes. • 8: Talk to strangers

– Get someone you trust to check your profile. – I’ll do this for you, free. Book a time at

mzs.es/talk • 9: Don't bury the lead

– Use your headline to introduce your story - and make the reader want to read the full story.

3.4: Ten Tips for a better LinkedIn profile

• 10: Call for action– If you want people to do something, ask them to

do it.– For example: – If you found my tips useful, buy me a beer:

http://mzs.es/beer – If you want to talk, free, book a call at

http://mzs.es/talk

• All ten tips are explained in full detail on LinkedIn at http://mzs.es/ttt

4: Five Tips for better LinkedIn networking

• 1: Always personalise connection requests– “I’d like you to join my network on LinkedIn” NO– For example: – “I enjoyed your presentation, and would like to

connect to share information”– “I’m interested in expanding my network, and

was impressed by the story you told.”– “We’ve not met, but I follow you on Twitter and

would like to benefit from your ideas”

4.2: Five Tips for better LinkedIn networking

• 2: Add comments, don’t just ‘like’ things– “Great article!”– “I agree, this is so important David”

• 3: Tag people (appropriately)– “I enjoyed your presentation, @David and

appreciated what you said about building a network. @Angus also made a great point about connecting”

• 4: Don’t just share your own stuff– Be generous and pay attention to others – Updates that are only about you will turn people

off

4.3: 5 Tips for better LinkedIn networking

• 5: Use Advanced Search– You can be laser-targeted in who you approach.

And do this over and over by saving your search.– Don’t spam or bulk-message. Business is

personal.

5: Consistency, consideration, and crap

• 1: Consistency– Always ensure your updates are self-contained and

make sense standing on their own.– It’s OK to repeat yourself. But not too often.– Set up a Company Page. All you need is your own

domain. See http://iownmyownname.com • 2: Consideration

– Make your information useful, worth sharing, concise, and present it well. Don’t be an amateur, be a pro.

– Mention others, acknowledge them, value them• 3: Crap

– Don’t publish self-promotional sales crap. Add value.

6: Takeaway: Get all this in your inbox

• Send one email to

brand@mzs.es – You’ll instantly get links to everything mentioned

here (plus some bonus material)– You will not be added to any crappy mailing list

• You will also get 12% off any of my services– From monthly coaching at £30 a month– To Full ‘Classic Profile Makeover’ at £319– Full information at amazes.me or, of course– Connect with me on LinkedIn at mzs.es/l

I’m David Petherick. It was nice to meet you.• I will be around to talk afterwards

• LinkedIn: mzs.es/l • Twitter: mzs.es/t @petherick • Let’s talk: mzs.es/talk • Web: amazes.me• Email: david@amazes.me

Tweet and share:

• “Just saw @petherick present about #LinkedIn and he was brilliant.”

Questions? Don’t be shy.

•@petherick•brand@mzs.es •david@amazes.me