Digital First Leadership by Richard Bliss

High-Level Points from the Webinar Transcript

1. LinkedIn as a Marketing Tool:

   • LinkedIn is an essential platform for chairs to connect, engage, and share expertise.
   • Understanding and adapting to the LinkedIn algorithm is crucial for content reach.

2. Introduction of Expert Speaker, Richard Bliss:

   • Richard Bliss is the President of Bliss Point, a Silicon Valley consulting firm, and the author of Digital First Leadership.
   • He is a former software marketing executive, has presented in 22 countries, and has been featured in major media outlets like CNN and Forbes.

3. LinkedIn Profile Optimization:

   • The four key elements of a LinkedIn profile: banner photo, profile picture, headline, and the “About” section.
   • It’s important to provide a detailed “About” section that tells a personal story rather than just a resume, to make it more engaging for potential connections.

4. Understanding LinkedIn's Algorithm:

   • LinkedIn’s revenue model is different from other social platforms, focusing more on building business connections rather than advertising.
   • LinkedIn posts initially reach only 10% of your followers. Posts with links are shown to even fewer people (about 5% of followers).

5. Best Practices for LinkedIn Posting:

   • Limit posts to once per day to avoid suppression by the algorithm.
   • Posts should aim to generate conversations to increase reach.
   • Use organic photos or candid shots rather than stock photos or videos to increase engagement.

6. Engagement Strategies:

   • Comments on LinkedIn posts are far more valuable than likes or shares for boosting visibility.
   • Engaging in meaningful conversations with others' posts can significantly increase profile visits and connections.

7. Types of Content on LinkedIn:

   • Articles: Least promoted by LinkedIn but can be indexed by Google for external reach.
   • Documents and PDFs: Effective in creating interactive and engaging content.
   • Polls: While their reach has decreased, they still drive engagement when done well.

8. Leveraging Commenting for Engagement:

   • Commenting strategically on others' posts, especially candidates and prospects, is an effective way to gain visibility.
   • Authentic, value-adding comments can amplify reach far more than generic responses like “congrats” or “well done.”

9. Upcoming Events and Reminders:

   • Regular webinars, events, and strategies are being rolled out to support chairs in scaling up their outreach efforts.
   • Automated systems are available for managing event invitations, making it easier to engage with your network.

These points cover the primary themes and strategies discussed, offering a comprehensive overview of how to use LinkedIn more effectively for professional growth and engagement.