Hi guys, I'm Bruno Volpato, I produce content in RD's team
and I am here at RD Summit's studio to talk to Cristiano Santos.
He came for a Marketing on LinkedIn lecture.
How are you, Cristiano?
How are you? It's a pleasure, Bruno, thank you for the invitation.
It's a nice opportunity to be here for the first time at RD Summit
to talk a bit about this professional social network.
Cool. Welcome. My first question is the one everyone asks:
Is LinkedIn just to add resumés, to leave it there and forget about it?
Well, this is the first question people ask,
especially when I'm giving my lectures, this is the doubt.
Is LinkedIn an online resumé?
And what I bring the most to my chats with people
is the idea that LinkedIn goes far beyond the resumé.
Actually, it is a content network.
And this content is what brings a better digital
and professional reputation to people.
So that people can become more relevant
in their professional segment.
So, the coolest thing is networking with quality content
and then, you can add more value to your resumé.
That means that people, on their personal profile,
can produce and offer content in order to grow inside LinkedIn,
attracting attention? How can they do that?
That's what I always say,
LinkedIn has a timeline like any other social network.
So, it's nice to post news, opinions, subjects that are hot on your...
your debate, your discussion regarding that subject, right?
And not only that, it's working a bit...
it has a space for you to insert long posts
called LinkedIn Pulse and now people are calling it Long Post.
So, it is like a blog inside LinkedIn, where you can produce your texts,
your articles, so that it can become reference.
More than that, you can interact with other people's posts.
Because many people think that you are supposed to just post content,
but a lot can come from interaction.
It's a networking conversation as I said, so you must produce
content and also talk to whoever is consuming this content.
One of the keys of content, right?
You must be there, you must be active, participating.
So, it's precisely the opposite of what many people think:
I'm going to leave content there,
leave my resumé and just see what happens.
That is not the case guys. See, this is an important tip, huh?
And in regards to companies,
What can companies do to differentiate themselves
inside LinkedIn?
Right. What is nice is that companies have ways to position themselves
as Company Pages and Showcase Pages.
Company Pages and Showcase Pages are actually corporate pages in there.
They can also promote their content, make their own posts
with interesting subjects,
content marketing to talk about their products,
but in a way that it adds value to the client
and not just to bring sales.
Every time I speak about marketing in LinkedIn,
which is the subject of my lecture, I show that companies
must show more what are the benefits
brought by that product, company or service they offer
than just talk about price or just say: "On sale!"
So, in this way they can promote through Company and Showcase Pages.
And another thing: personal profiles of the company's employees, CEOs,
directors, are extremely important.
Why? There's for example a tool called Sales Navigator
that is exclusive to B2B, where sales people can find
the best customers to their products.
But, guess what? You go to Sales Navigator
exclusively through your personal profile.
That means, you must have a good personal profile as well.
It's not enough to have a beautiful company page
and have an abandoned your personal profile.
So, I combine the two things: My corporative page
and my contents, but I must have an attractive personal profile
even to inspire confidence.
There are also tools from LinkedIn itself
that show you, from zero to one hundred,
how many points you have in your LinkedIn
according to how you fill in data, your engagement and all that,
to see if your profile is a seller profile,
if it attracts a buyer, got it?
Obviously, as we are here in RD and in the beginning
it was mentioned that we are here not only to watch lectures,
but to meet people,
That`s what LinkedIn is for: to create relationships.
A big portion of the sales in LinkedIn is made through contacts
that you build with time.
It's not in the first contact that I offer my services.
The first thing is to show interest for you as a person,
for your life and your career.
Then, I mix it all to have a good LinkedIn marketing.
It's not just personal, it's professional and personal marketing.
And how companies can ask its employees
to become promoters of the company's brand and products?
How does this relationship work in there?
Right. I think the first thing is the company must break a bit
this image that LinkedIn is a place where it will lose its professional.
In many of my consultant jobs and lectures throughout Brazil
I talk to people and they say:
"But if I start using LinkedIn my boss will think I'm unhappy
with my job. So, what happens?
First we must have a cultural change.
HR departments need to encourage the employees because
from the moment they start having a better profile what happens?
Even people who visit you company's profile
and see who are the employees on your Company Page,
when they click on the employee,
they will understand what this person doesin the company,
what are his or her activities
and it may even arouse interest in the company
because of a better understanding of the work force.
Thus, HR needs to create this culture, professionals need to have
an updated profile, and from the company to the employees,
to the employees there must be a communication like:
"We have new content, lets promote that?"
LinkedIn has the tool for that as well,
but that is a paid tol,
especially for large companies that have lots of employees.
So, LinkedIn has, for example, LinkedIn Elevate.
LinkedIn Elevate is a paid and, guess what?
When there's a new content, it automatically connects
the company's employees so that they can see
that there is something new to be shared through their own profiles.
As there is Lookup, another app for employees to meet each other,
an in-company kind of app, let's say.
And Cristiano, how do you see the stronger appearance of videos
in LinkedIn now?
-Right. -Is it a trend for 2018?
It's a trend, something that I am going to talk
about in my lecture because besides what we already see,
videos dominating Facebook and Instagram,
the emerging of videos in LinkedIn will make the network more human,
it's going to strengthen even more the content portion of it
because many people are going to produce content
exclusively for Linkeding videos.
And something I'll talk about in the lecture are ads.
There are some brands ads being tested, in beta phase,
in videos in LinkedIn.
So, that is one more marketing opportunity
for companies to advertise in the network.
So, in reality, to companies that today are not in LinkedIn,
or even to professionals, I say:
You are losing time and especially, you may be losing money, right?
Cristiano, here we also talk a lot about best practices
and I'd like to ask: What is the worst mistake
that a person, a company or both can make in LinkedIn?
The first thing is to have a page in LikedIn and not update it.
I think this is the worst mistake. Because there are people
who create a profile one day, sometimes, they don't even put a picture
and leave it there. Then they say:
"Cris, I don't have any result."
But the point is that LinkedIn is a live network,
so you must always be there, present.
So, the company and personal profiles need to be talking to people,
they need to be promoting content and the thing is: quality content.
So, this is one thing. The other is to create conversations.
I think the worst mistake is many times to make a post,
people comment it and the company doesn't even give this comment a like.
Not even answer it. Even when it is a complaint.
LinkedIn is also a relationship network.
The fact that it is a professional network
doesn't mean that people are not going to go there to scold you
to complain about a product
or that they are not going to be nervous...
They also go there, but you must administrate that as well.
But I consider one of the worst mistakes
is not to be present, and if you are, having a shallow presence.
Well, guys, I think that was a great conversation.
We learned a lot about LinkedIn here with Cristiano.
Cristiano, thank you very much. Let's talk through LinkedIn,
let's update our resumés, and everything.
We must be active in LikedIn, guys.
This is Cristiano's tip. Thank you, Cristiano!
Thank you and thanks to all of you. If you want to add me on LinkedIn:
LinkedIn.com/in/santoscristiano.
Follow me online because I always give many tips!
Follow him and talk.
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