managing your professional networks
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Managing Your Professional Networks
Strategy Session Oct. 4 2010Mary Canady
Comprendia LLC
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© Comprendia, LLC All rights reserved.
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Brave New World• Economic downturn=Tough times• BUT…more tools available than ever
– Virtual + F2F=Powerful Combination
• Create a ‘personal brand’– What ‘pain’ do you address?– Can you be a ‘channel’ of information?
• What you will need– What is your channel?– Time– Creativity– Content
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Social Media. ‘Getting It.’
• It’s not all about you• 90/10 rule
• Engage, don’t broadcast• Your reputation is
paramount• To know, you must do• Don’t forget….etiquette
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My Social Media Makeover• 2008: Jobless, Modest ‘IRL’ Network• 2010
– Comprendia/SDBN Network• Mary: 1,100 personal LI connections (can contact 70M)• SDBN/OCBN LI groups: 3,400 members• LI Biotech Marketing Group: 1,700• Synergized with Twitter, Facebook & blogs• Result: can reach10,000 with any message
– Accomplished blogger, writer, speaker– Worked with more than 15 companies through
Comprendia
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Which Tools Should I Use?Application Description Good for Time Needed
LinkedIn Professional networking
•Personal brand•Job hunting•Leads
2-4 Hrs/wk
Twitter Sharing information with short updates
•Personal brand•Connecting via content•Events
2-4 Hrs/wk
Facebook Social networking
•Corporate pages
2-4 Hrs/wk
Blog Dynamic website with daily-weekly articles
•Personal brand
•4-6 Hrs/wk
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Your Channel• Related to your elevator speech• Provide information related to your
headline• Content ideas
– Article, blog post– Company news– Event you’ll be attending– News and resources from your field– GREAT if you can direct them to your website
• Leverage the community• Use tools like RSS
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LinkedIn…What Is It Good For?• Maintaining your professional network• Building corporate brand• Lead generation
– “I use LinkedIn more than our CRM.”
• Soft sell serendipity• Hiring: Post jobs or search• LinkedIn (LI)Works best
– With a large network– Leveraging groups– In conjunction with social media & face to face
interactions
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Basics
Contact Level
Primary
2 3 None
Contact Options
•Direct email
•Group•InMail•Introduction
•Group•InMail•Introduction
•Group•InMail (most)
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Maximizing Your Profile• Should be as complete as resume
– Use action words and bullets– Headline—what ‘pain’ do you address?– Adding all past companies with information for each
helps others to find you
• Use keywords from Google Adwords, company target projects to help getting found
• Get a ‘vanity’ URL– Add to email signature, business card
• Add a head shot– Friendly, professional– Next best thing to face to face
• Check for spelling errors!
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Maximizing Your Profile• Link to your company or sites of
interest• Include complete contact
information• Get recommended
– Don’t be shy• Look through contacts, you’ll be amazed• Only ~50% may respond, don’t be offended
– BUT don’t ask people you didn’t work with directly
– Reciprocate? Up to you
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Build Your Network• Bigger Web=More Bugs…er, Opportunities
– Better search results– More ‘soft sell’ opportunities
• Places to look– LinkedIn
• Upload contacts• Companies you’ve worked at• Others’ contacts• Groups• Events• ‘People You May Know’
– Ouside LinkedIn• Email client• CRM• Business card stack
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Build Your Network• Look for members with large # of
contacts– LIONs link to all, beware– Recruiters may poach your contact list
• Should you share?– Personal decision– Most do– Your connection is your connection
• Don’t be shy about asking– BUT don’t overdo it
• Small # of ‘I don’t know’ responses allowed
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Leveraging Groups• Benefits
– Directly email any group member (BIG ONE!)
– Can post questions to group– Searches give more results
• Join up to 50 groups• Choose large, relevant, active
groups– Your news will not be seen in spam-y
groups
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Don’t Forget…Etiquette• Invitations to connect
– ALWAYS include a short note– Remind them how they know you– Give them a compliment & benefit to linking
with you
• 90/10 Rule– Post 9 helpful items for every 1 self
promoting– ADD VALUE
• Avoid ‘bait and switch’ questions– E.g. ‘Where can I get high quality structural
biology?’
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Other Useful Features• LinkedIn PDF Resume• Subscriptions
– Send ‘InMails’– See more search results
• Introductions• Follow companies
– Competitors– Clients/Partners– Potential clients/Partners
• Events– Add RSVPs, connect with others
• Ask/answer questions
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Basics• Overview
– Provide 140 character updates, AKA ‘microblogging’– @[user] to send a public message (reply)– D [user] to send private message (DM)– #[text] is a ‘hashtag’ to follow events or chats
• Follow based on content, don’t need to know– Hint: this is huge for getting new leads!
• Provide information based on ‘channel’• Should be a conversation if you’re doing it
right!
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Tactics
• Fill out profile completely and carefully• Get followers
– Target: 1,000– To be followed, you must follow
• Twitterer will be sent message that you are following• Search twitter for terms (e.g., ‘kinase’)• Conference hashtags (#acs_boston)• Scientist lists• Don’t follow more than 100/day
• Provide content from RSS or other twitterers• Engage with twitterers
See ‘How To Get More Life Science Followers on Twitter’ on Delicious list
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Tactics: Applications• Posting
– Hootsuite• Web-based• Schedule Tweets (best to space out—3-4 tweets/day)• Post to many other apps
– Tweetdeck• Desktop, iPhone, iPad App• Very popular
– Twhirl• Desktop App (smaller windows)• Good for multiple accounts
To see which apps people are using, check bottom of tweets.
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Hall of Fame• LinkedIn
– Mindy Davis
• Twitter– modernscientist– sciencegoddess
• Blog/Personal Branding– TigerTox– Women in Science Blogging (Guardian)
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Get Started NOW• Networking is not just for job seekers!• Face to face is still important
– SDBN– San Diego Biotech Discussion Group– ACS– AWIS– SABPA– PGC200
• Meet for lunch ‘just because’• Pay it forward
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