1st LinkedIn Training Session
First training session.
First training session.
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
Week 1:<br />
<strong>LinkedIn</strong> Business Page Overview &<br />
Developing the Dale Corporation Voice<br />
Dale Corporation<br />
January 31, 2018
Yessenia García-Lebrón<br />
HOLA: Helping Organizations Leverage Audiences, LLC<br />
Bilingual Communications and Marketing Agency
LONG TERM GOAL<br />
▶ Dale Corporation will routinely post on <strong>LinkedIn</strong>,<br />
thus exuding a brand image that outwardly<br />
showcases the organizational authenticity and<br />
familial company culture. It will accomplish this<br />
in three ways:<br />
Leveraging key leadership relationships with<br />
partners and community organizations.<br />
Highlighting business accomplishments,<br />
employee appointments and achievements.<br />
Becoming a thought leader on industry topics<br />
and contributing information.<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
SHORT TERM GOAL<br />
▶ Dale Corporation will understand <strong>LinkedIn</strong> and<br />
the business case for its use, develop Dale<br />
Corporations brand and voice, and routinely<br />
develop posts with purpose that will meet and<br />
exceed its long term goals.<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
LINKEDIN OVERVIEW<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1<br />
https://www.omnicoreagency.com/linkedin-statistics<br />
/
LINKEDIN FUN FACTS<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1<br />
https://www.omnicoreagency.com/linkedin-statistics<br />
/
LINKEDIN FINANCIALS<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1<br />
https://www.omnicoreagency.com/linkedin-statistics<br />
/
LINKEDIN USES<br />
▶<br />
▶<br />
▶<br />
▶<br />
▶<br />
▶<br />
▶<br />
▶<br />
Online Professional Network<br />
Jobs<br />
People Search<br />
Company Search<br />
Address Book<br />
Advertising<br />
Professional Identity, and<br />
Group Collaboration<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
PRIMARY USE - ROLODEX<br />
▶ Keep contacts<br />
▶ Build relationships<br />
▶ Stay connected<br />
▶ Research<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
BUSINESS USE - ROLODEX<br />
▶ Corporate Brand<br />
▶ Employee as Brand Ambassadors<br />
▶ Sales<br />
▶ Recruiting<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
WHAT DOES THIS ALL MEAN?<br />
▶ Can’t control<br />
▶ People are looking under the hood<br />
▶ Assessing the company<br />
▶ Make judgements<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
BRAND, BRAND VOICE, and MESSAGING<br />
▶ Perfect timing<br />
▶ Eric is absolutely right; <strong>LinkedIn</strong> does not equal<br />
new business<br />
▶ Brand, Brand Voice, and Messaging CAN be<br />
controlled<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
WHAT DOES A STRONG COMPANY<br />
LINKEDIN BUSINESS PAGE LOOK LIKE?
THE GOOD …<br />
http://bit.ly/2nkzd48<br />
http://bit.ly/2BFxgU3<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
THE BAD…<br />
http://bit.ly/2BExjQ7<br />
http://bit.ly/2npslSQ<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
BRAND AND BRAND VOICE<br />
▶ Company Culture<br />
▶ Business Accomplishments<br />
▶ Employee Achievements<br />
▶ Walk the Walk<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
FLOYD’S SUMMARY<br />
▶ Voice 1:<br />
Congratulations to Floyd Lebrón on his recent<br />
appointment to the Oversight Board of Rebuild<br />
Philadelphia and the Board of Habitat for Humanity.<br />
▶ Voice 2:<br />
Dale Corporation would like to congratulate Floyd<br />
Lebrón, who was recently appointed to the Oversight<br />
Board of Rebuild Philadelphia and the Board of Habitat<br />
for Humanity. He has been part of the Dale family for<br />
over 20 years contributing to our growth and progress.<br />
These organizations will benefit greatly from his<br />
expertise and we are proud to continuing supporting<br />
Philadelphia!
AUTHENTICITY<br />
+<br />
FAMILIAL COMPANY CULTURE<br />
+<br />
LINKEDIN??<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
POSTS WITH PURPOSE<br />
▶ Time is on your side<br />
▶ Uniform messaging<br />
▶ 2-3 themes<br />
▶ Intentional<br />
▶ Think About Goals<br />
▶ Develop a Plan<br />
▶ Efficiencies<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
GOALS – THE FOUNDATION YOU LAY WILL<br />
BUILD SOLID RESULTS<br />
How many times a week will you post?<br />
What does success look like for Dale Corporation on<br />
<strong>LinkedIn</strong>?<br />
What are your metrics?<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
PLAN: WHAT DIFFERENTIATES YOU IS<br />
YOUR STRATEGY, YOUR PLAN, AND YOUR<br />
VOICE<br />
Will you meet weekly or monthly to plan in advance?<br />
Will there be a calendar?<br />
Who will oversee social media?<br />
Who will do the actual posting?<br />
Will anyone copy edit the posts?<br />
Will you post birthdays? Work anniversaries? Births?<br />
Weddings?<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
DALE CORPORATION - POSTS WITH A<br />
PURPOSE<br />
What is Dale Corporation’s Company Culture?<br />
What is Dale Corporation’s visual brand and voice?<br />
What is Dale Corporation’s story?<br />
Who’s telling Dale Corporation’s stories<br />
How are Dale Corporation’s stories being told<br />
How does Dale Corporation want to be seen from<br />
the outside in?<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
FLOYD’S SUMMARY<br />
▶ Voice 1:<br />
Congratulations to Floyd Lebrón on his recent<br />
appointment to the Oversight Board of Rebuild<br />
Philadelphia and the Board of Habitat for Humanity.<br />
▶ Voice 2:<br />
Dale Corporation would like to congratulate Floyd Lebrón,<br />
who was recently appointed to the Oversight Board of<br />
Rebuild Philadelphia and the Board of Habitat for<br />
Humanity. He has been part of the Dale family for over 20<br />
years contributing to our growth and progress. These<br />
organizations will benefit greatly from his expertise and<br />
we are proud to continuing supporting Philadelphia!<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
WEEK 2:<br />
EXPANDING YOUR BRAND WITH DALE<br />
CONTENT<br />
ASSIGNMENT<br />
▶ March and April’s posts<br />
◦ What is the vision for those posts?<br />
◦ What purpose will they serve?<br />
◦ How will they convey the Dale Corporation brand<br />
and voice?<br />
▶ Bring content samples<br />
▶ Try writing one or two posts for <strong>LinkedIn</strong> and bring<br />
them<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
<strong>LinkedIn</strong> <strong>Training</strong> Week 1<br />
Without strategy, content is just stuff.<br />
The world already has enough stuff.
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
QUESTIONS?<br />
THANK YOU!<br />
<strong>LinkedIn</strong> <strong>Training</strong> Week 1
Change language