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Welcome to the Social Media Mastery
Coaching Program!
Congratulations on your decision to take your business to a greater level with our Social Media
Mastery Coaching Program. We will bring in experts who will teach you how to use the leading
social platforms or technologies to help you grow your business. As technologies and platforms
advance and change every month, in some cases, daily, this monthly coaching program is the
perfect accompaniment plan to the Social Media Mastery course.

Why Social Media Mastery continuing education? Hopefully you’ve had an opportunity to
take the Social Media Mastery course, which provides an overview of the most popular Social
Media platforms used by Network Marketing professionals today. It also includes important
distinctions by successful Network Marketing leaders who have used Social Media to grow their
businesses. They shared what worked and didn’t work; what to do and what not to do, and how
to expand your business focusing on the “3-F’s: Friends, Followers & Fans.”

To really make your Social Media efforts more effective and powerful, we wanted to provide
a more comprehensive and robust course on the top platforms – for beginners to the more
savvy user, by providing a how-to AND bringing in experts in these areas who have experienced
massive results.

In this first in a series of Social Media Mastery continuing education, we’ve brought in an
expert, Nate Kievman, who is going to share with you key strategies for launching and growing
your Network Marketing Business through LinkedIn.

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 What is LinkedIn all about?

LinkedIn, the world’s largest professional network, is a business-oriented social net-working

service that has been in operation for 15 years. It provides a platform for you to:

• Establish your professional profile and control one of the top search results
for your name.
• Build your brand online so you can position yourself.
• Target the people you want to have influence over. People like you.
• Stay in touch with colleagues, classmates and others with whom you have a
past connection.
• Get the latest news, inspiration, and insights you need to be great at what you do.

It’s an ideal tool for launching and growing your Network Marketing business.

And much more, which we will be sharing with you during this program. So print out this
workbook, stay tuned and get ready to take lots of notes and take a deep dive into LinkedIn.

Your Friend and Partner,

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ABOUT LINKEDIN

LinkedIn is a business and employment oriented social networking service that is mostly used
by professionals who wish to network, including employers posting positions and jobs seekers
posting their CV’s. Users can create a profile and connections to each other in an online social
network. This could represent real-world professional relationships. Users can invite anyone to
become a connection.

LinkedIn started in the living room of co-founder Reid Hoffman in 2002, and launched in 2003.
Their Mission is to “Connect the world’s professionals to make them more productive and
successful.”

At the end of the first month in operation, it had 4,500 members in the Network. Today, it oper-
ates the world’s largest professional network on the Internet with more than 467 million members
in over 200 countries and territories. It is also available in 24 languages.

467,000,000+
Registered Members
Professionals are signing up to join LinkedIn at a rate of more than two new members per
second. There are 133 million members in the United States alone.

Regional Membership

148M+ EMEA (Europe, Middle East, Africa)

110M+ Europe
105M+ Asia and the Pacific
65M+ LATAM (Latin America)
20M+ MENA (Middle East, North Africa)
20M+ Southeast Asia

With this massive reach and exposure, what better way to grow your business on a more
professionally based platform.

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EXERCISE: Leveraging Linked In – Part 1

Before we dive into our LinkedIn session, let’s take a few minutes to assess where you’re at
with this particular platform and identify your outcomes for the program.

1. Are you currently using LinkedIn – or do you have an account and keep saying you’re going
to take the time to learn more about it?
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2. If you’re actively using LinkedIn, what strategies are working for you in building your
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3. If you’re NOT actively using LinkedIn, why not? What’s holding you back? Is it lack of
knowledge or skills? Is it fear? Is it that you don’t quite understand what LinkedIn is about
and how it can help you in your business?
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 4. Why are you here? Is there something in particular you want to learn? Or do you merely
want to demystify LinkedIn so you understand how powerful in can be for you?
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So let’s get started!

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 We’re fortunate to have world renowned LinkedIn ® Expert and Strategist, and global expert
on B2B social media strategies, Nathan Kievman, to take us through how to utilize and leverage
the power of LinkedIn. Nathan is the founder and CEO of Linked Strategies, along with his wife
and co-founder, Leah Kievman.

Linked Strategies is a consulting firm that specializes in measurable Email and LinkedIn Client
& Talent Acquisition Campaigns, helping companies from around the world find the fastest path
to their target market today. Serving more than 350 clients over the past several years, Linked
Strategies has helped its clients generate thousands of inbound appointments with entrepre-
neurs, business owners, and executives from start-ups to large companies such as Sony, Adobe,
JP Morgan Chase, Bank of America, Ogilvy, SAP, Cisco, HP, LinkedIn, Verizon, Facebook, The Bill
and Melinda Gates Foundation and thousands of others. 

Nathan brings a no nonsense approach to digital and social strategies.

He is a Conscious Business Leader, focused on supporting the growth of companies who

are making the world a better place. He is an avid sports fanatic with a degree in Sports
Marketing. When he’s not working, you’ll find him coaching on the baseball fields with his kids
and spending time with his wife, Leah.

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 MODULE 1 Why Linked In? Why Now?

LinkedIn is like a huge rolodex for those of you who were in business in that era. It’s like
having access to 500 million business cards that you can search through and communicate with
people instantly. Where else can you do this?

• It also allows you to tap into all your personal influence and untapped potential if
used right.
• Many executives stuck in the rat race would like to explore other options if given the
right opportunities. This is the best place to forge those relationships outside of your
personal network and referrals.

What is linkedin?
LinkedIn is your professional brand to the world. For most people, it’s counterintuitive with a
lot of rules about what you can and can’t do. It is getting easier to use as it evolves. Perhaps the
most logical way to view it is within a structure to better understand how it applies to your
business or clients of businesses.

There are basically four different elements of LinkedIn:

1. Your Personal Branding – LinkedIn Profile
2. Your Business Branding – Company Pages
3. Community Engagement – Groups
4. Marketing:
• Content Marketing
o Published Articles/Posts
o Profile Updates
o Group Postings
o Advertising
• Direct Engagement Marketing
o Connecting
o Inmails
o Group Messaging
o Open Profile Communications
o Comment Engagement within Groups

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 MODULE 2 How to Build Your Social Media
Brand LinkedIn Profiles
When building your brand, you want to generate a curiosity, an intrigue when you brand. If you
look and act like everyone else, why would someone be curious enough to want to talk to you if
they don’t already know you?

Your brand matters, and if you want to use LinkedIn – don’t do anything until you optimize your
profile. Your profile needs to leverage your upline, your company, your experience personally if
you have it, your expertise, your gifts, your passions… whatever you can make do to make
yourself look interesting.

LinkedIn Groups

There are millions of groups, and two ways to engage in them:

1. Start your own group. This is a bit more challenging, but worthwhile over time.
2. Engage with people in existing groups. This is the easier option.

An example of starting your own group is a woman who started a health and wellness group. It
took her six months to get 1,000 members. The way she managed the group and engaged and
welcomed the new members was innovative and refreshing and has now grown to over 75,000
members. She has direct influence over them and can specifically mine for those with whom she
wants to talk and discuss her network marketing opportunity.

An example of engaging in an existing group is if your background is Sales Coaching. You can
join groups whose members include your old/current peers. You can show them a better way by
sharing a story that they can relate to.

Company Pages
This is NOT the place to show yourself as an employee of your parent Network Marketing
company. However, if you’ve branded your team and have a website, then this is the place to
do it. Company pages are a way to get exposure to your team/brand.

Content Marketing
This is about building authority and credibility with this section. It is a place to share your
expertise.

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 LinkedIn allows for published articles, similar to a blog, but within LinkedIn. When posted,
it’s shared with your network. If you’re already doing Content Marketing, you can use this as a
place to repurpose. It is recommended you don’t use this platform as a sole way to share
content, as most people don’t engage in high volumes. You would be better served building your
own blog and driving traffic to your own page.

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 MODULE 3 How to Grow Your Network of Friends,
Followers, & Fans: “The 3-F’s”

Find Anyone, Anywhere, Anytime, and With Purpose

In LinkedIn, this is about connections and engaging group members. To grow your connection
base is good – but to grow your connection base on purpose will take your business to a new
level.

Connect with Purpose and Proper Messaging

With network marketing professionals, it can sometimes be a spray and prey conversation
approach. The company philosophy is to have targeted conversations with people you have
influence over and with. This begins with deciding who you want to talk with and looking at your
own skills and areas of mastery.

Stay at home moms can target stay at home moms by sharing stories of success from taking a
huge step into entrepreneurship. Newly graduated students on fire about network marketing can
start conversations with other students. You can also look up people who are in proximity to you,
people who are local to you, and ask them to coffee or a quick meet-up.

Build Through Engaging Group Members

Some of the most networked people in LinkedIn are heavy into group engagement. They help
people, answer questions and contribute to the community conversations and comment often.
You can join groups that you like that are comprised of the people in which you are interested.

Once you’re accepted into the groups you wanted, start posting questions, comment often,
contribute and compliment. Conversations will get started and networking opportunities will
happen by default.

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 MODULE 4 How to Convert the People in Your
Network into Prospects

Have the End Game in Mind

Using the Skills in GoPro, you need to build a relationship with the people you’re reaching out
to. You have to care about your network, and keep that end game in mind. Be a friend and con-
tribute to their world.

Find a way that you can add value before asking for something. Ask questions. Be curious
about their business, their focus, their projects. Where can you help? But do that by sharing with
them your area of expertise. This will highlight your branding and positioning focus from your
LinkedIn profile. Doing this well will turn your network into conversations and prospects will be
much easier to identify by putting energy and focus into your personal brand.

Stay Top of Mind

Now that you’ve connected with the people you were looking to connect with, you need to stay
top of mind. That means staying in their thoughts as often as you can without being annoying.
Here are some ways to do this:
1. Email them within LinkedIn
a. Send a compliment about their profile and experience.
b. Ask them a question.
c. Talk about someone you both know.
d. Align with common interests.
2. Email them traditionally to their personal email that you can obtain from their
LinkedIn profile.
3. If appropriate, send them a recommendation.
4. Endorse them with a few skills.

Intelligent Messaging

Don’t try to sell your networking opportunity over LinkedIn. Your outcome is to get them on the
phone first. Then follow the best practices about prospecting found in GoPro. Keep in mind that
this is about networking, not selling. Be a person of intrigue, curiosity, and attract conversations.

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 Avoid using words such as “opportunity.” And be conscious of the person you are writing to.
Comment on something specific about them that would show you have read their profile. Write
like they are your future best friend.

Take Them Offline

What you want to ultimately do is take them offline, whether it be in person if they are in
proximity or on the phone. You could do a video conference. This is when you can continue
the conversation, and introduce your business opportunity in an appropriate and respectful way,
after building rapport.

The Impact of Social Influence

Converting people into prospects helps when you have social influence. This doesn’t mean
you need to become the expert. This means you have a community of people you are interact-
ing with – whether that is connections or group members. People you are influencing through
contribution. This is the one primary activity that will build rapport, trust and credibility more than
anything else you do on the platform.
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 MODULE 5 How to Convert Your Prospects
into Customers & Distributors

Here is the flow:

Branding → Targeting → Influencing → Connecting →

Conversation → Friend → Customer → Distributor
Branding – This is so critical.
Targeting – Find those people you want to influence.
Influencing – Through community (connections or groups) contribution.
Connecting – Find common interests, location, education, etc., and connect.
Conversation – This is when you build rapport by using common interests.
Friend – Become a friend. This can be the hardest part.
Customer – This is a result of adding value.
Distributor – A result of becoming a friend and trusted advisor.

Converting people from LinkedIn to a distributor or customer is simply a function of how well
you communicate. There are two main approaches you can use.
1. Direct Engagement
a. A connection accepts your invite.
b. Your first conversation is a question about something to open up
engagement instantly.
c. If you are truly curious and have the mindset of becoming a friend to people
in your network, this can be one of the fastest ways to generate a team.
2. Purposeful Engagement
a. This is the same sort of approach, but you take a more nurturing approach
to the relationship.
b. This process takes longer, but creates more sustainable relationships that last
longer and lead to more customers and just as many distributors over time.

Mastering these methods of engagement will enable you to align quicker and the people you
speak with will be more interested than traditional conversations.

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MODULE 6 How to Use LinkedIn to Train and
Communicate with Your Team

This is not the ideal platform for this. It is better to use other platforms such as Facebook
or YouTube.

How to Duplicate This LinkedIn

MODULE 7 Strategy with Your Team

Duplication is Simple on LinkedIn

When you recruit someone, it is important to explain and convey to them how critical
duplication is. It will make the difference between whether their business will grow or not.

A good idea is to create a log to start building the model that works for you. Write down each
strategy, and test it. Afterwards, indicate what worked and didn’t work. It may be a great idea,
but just needs a little tweaking based on results.

You can send out a Quick Start Guide on what worked for you in LinkedIn to generate
conversations. You should also quantify the results. For example, 34 conversations in the first
two weeks of using it.

Here are three simple process for you to do and share with your team as well:
1. Create your list of prospects.
2. Create your invitation message (as a template).
3. Create your first and second follow up messages (as templates).

Then have your team provide feedback on the templates that are working best and update the
master document for your team to use as their duplication model.

Congratulations! Now you have a duplicatable business model to a cold market that works!

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 bonus Dos & Don’ts
for Network Marketers
LinkedIn Do’s and Don’ts are based on a mindset first and foremost. Being a highly profes-
sional platform, LinkedIn must be approached accordingly, as people are much more sensitive to
appearance, messaging and how they are approached in this platform. It is likely you will learn
through trial and error as you test things out. However, this information is about helping you limit
your learning curve and it is aimed to help you get on track early and quickly.

What we’re about to share is a set of core principles and best practices to follow when using
LinkedIn.

DO’S

Keep Your Purpose and End Goal in Mind

Are the actions you are taking getting you closer to your goals or are they a distraction? Set a
goal for yourself before starting an initiative.

Have a Strategy – Daily/Weekly/Monthly

Know why and what you are doing on LinkedIn. Like any social platform, you can get sucked
in and lose hours of your life browsing around! How many connections do you want to make
each day, week, month, and with what type of people? How many conversations do you want
to create each day, etc.? Have goals, a purpose, and execute on that purpose daily, weekly and
monthly. You will be efficient, and get results faster than you think!

Optimize Your LinkedIn Profile Before Doing Anything on LinkedIn

Your brand and how you represent yourself is absolutely critical here. People need to like you,
believe you are professional and gift you with trust, intrigue and curiosity if you want them to
engage with you and gift you their time. Most people will look at your profile before responding
to you. Make your profile pop and don’t make your profile a sales billboard for your product and
company! You are selling you. Your profile is viewed as a resume, albeit one with personality.

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Join Groups That Relate to Your Purpose

Groups are full of people that are looking to engage in common interests and markets. Create
relationships by sharing value by posting relevant and helpful information and also by comment-
ing on other posts as well. This will help to establish you as a thought leader in the group if done
right. Again, be professional. Do not post or respond with your opportunity or product. You can
share info that relates to it and that leads to privately messaging with people away from the posts
with more specific info.

Keep It Professional at All Times

Do not talk about anything that isn’t relevant to business on LinkedIn, unless you have already
engaged and you are building a relationship with them by relating common interests. LinkedIn is
a business social network and people expect everything to be professional. People are sensitive
to what types of people they relate to on LinkedIn in order to preserve their own professionalism.

Regularly Nurture Relationships

Make an effort to reach out to your valued connections whenever it makes sense to nurture the
relationship. Send them a LinkedIn message, comment on a work anniversary, job change,
updated profile, whatever it may be… this helps you stay in the tops of minds and you become
seen as a conscious communicator and one who cares about what is happening in their lives.

When writing or marketing on LinkedIn, ask yourself:

• If I received this, would I respond and how?
• Is what I am sharing professional/personal?
• Does the message come across as wanting to truly add value to their lives?

General Marketing Rules on LinkedIn

• Add value in what you are Sharing
• Be considerate, thoughtful, kind in your communications
• Be personal, not salesy, in your communications
• Ask questions

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Optimization Details for Your LinkedIn Profile: Be Sure to…
• Personalize & Professionalize your Picture – a head shot is best. No company logos,
pets, flowers, etc. People want to see with whom they are communicating
• Optimize your Professional Headline – look to mentors for examples
• Write your summary with your target market in mind – this is not a sales pitch for your
company and product. You are selling who you are and what you do in a way that
makes them want to read more.
• Integrate video when possible (not of your comp plan or products)
• Make your profile visitor walk away feeling “This is someone I’d like to know”

Find Your Target Market and Do Some Research

Use the advance search options to find the people you want to engage. We recommend
upgrading to Sales Navigator for better search options, but it can be done without it. This de-
pends on how exact you want to search criteria. You can search by profession, country, region,
etc. Once you find them, start looking at the profiles to find out information such as what groups
they are in, how they talk about themselves, and who they follow. This will help you understand
your market better and provide insight into how to connect more effectively.

Initiate a Connection Request Campaign

Get started (only after you have optimized your LinkedIn Profile) and make it personal. What
we mean is, personalize the invitation to connect instead of using the auto-generated message.
People will likely read it, which keeps you in their mind longer and makes you more memorable.
Keep it short and sweet. Personalize it if you have something to relate to them. When you are
ready, send out 50-100 and look for those that accept to follow up with. LinkedIn will notify you
when they have accepted.

Respond Promptly to Messages

You are using LinkedIn to create conversations, so engage quickly. The sooner you respond,
the more likely they will stay engaged with you. People come in and out of LinkedIn and do not
always use it daily like Facebook in most cases. You want conversations with your target market
preferably, and getting on the phone with those reaching out to you is the ultimate goal. Get
some practice started!

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DON’TS
Don’t Act Aimlessly

One of the craziest things to us is people get caught up in how many connections or followers
they have as a way to measure success/importance. Unlike other platforms, having purpose-
ful connections is what matters most. You are fishing on LinkedIn with specific intent whereas
with other platforms, your focus is more on attraction marketing. There are many strategies and
approaches you can initiate on LinkedIn. Know which activities are serving your goals and which
are distractions. Then act accordingly. Learn from someone who can share helpful advice.

Don’t Market to the World

There is a saying that Riches are in Niches. The point here is that the more personal you can
make your marketing and communications, the more success you will have. The better you know
your market, the better you can serve them. This is why we say to market to people like you to
start – because you know yourself and what you would like to hear and not like to hear. Get
really good at helping and serving a particular type of people. On LinkedIn, you can choose who
you want to speak with!

Don’t Blanket Connect

The point here is that you do not want to just start sending out 500 invitations in a week with-
out personalizing them. Even if you could personalize that many, what if you were successful?
Scale your efforts to allow the most effective and consistent communication. Be sure you are
able to follow up appropriately, engage in interactive conversations and phone calls promptly.
Slow it down so you can speed up the results.

Don’t Disappear

Once you have started connecting with people, make sure you follow up with them. Don’t
disappear from your efforts, you want to see it through. We have seen many Networkers come up
against fear of rejection here so instead of responding, they let the new connections sit. As Eric
often says, “speed breeds success, so follow up quickly. “ Don’t hesitate.

Don’t Be Spammy

How you communicate is everything. Be conscious when you’re following up. Don’t send sales
opportunity messages that no one will respond to. Share your story and your why in a way that
keeps them interested. Use the best practices mentioned above and remember, short but
impactful is better.

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Don’t Get Flagged in Groups

The theme here is professionalism. Don’t post or comment with info about your opportunity or
product. This will lead to your being flagged and moderated, which means the group owner will
have to review all of your posts first, if they take the time to do it, which is unlikely. Share helpful
info that adds value to peoples’ lives and leads to private conversations.

Don’t Post About Your Company or Product Directly

LinkedIn is about your personal professional brand. It’s not about your network marketing
opportunity. You are selling you, your lifestyle, your beliefs and passions. When people like you,
they want what you have and what you do.

Don’t Be Careless

We can end on this one… don’t do things that make no sense. Use the Golden Rule and do unto
others as you would want to be done unto you. If you just connected to someone and they don’t
know you well, don’t ask them for favors like recommendations, endorsements or referrals. Be
thoughtful, kind and considerate. Be conscious, caring and purposeful and you will have success
through LinkedIn.

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EXERCISE: Leveraging Linked In – Part 2

Now that you’ve been through the program on how to Utilize and Leverage the Power of
LinkedIn, let’s check in to integrate what made an impression or had an impact on you.

1. What are three key distinctions you learned about LinkedIn?

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2. What are two strategies that you learned that you can begin using right away for your
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EXERCISE: Leveraging Linked In – Part 2

Now that you’ve been through the program on how to Utilize and Leverage the Power of
LinkedIn, let’s check in to integrate what made an impression or had an impact on you.

3. What, how and when will you share what was impactful with your team? Identify at least
two strategies and set a deadline. Give them the benefit of starting right away.
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4. If you implement the strategies you identified in question #2, what will that do for your
business? What results do you anticipate experiencing? What is your implementation plan
and when will you complete the integration?
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Congratulations! You’ve completed Utilizing and

Leveraging the Power of Linkedin. Now it’s up to
you to take action and integrate what you learned
and make a difference in your business.

© MMXVII for Eric Worre,

31 Network Marketing Pro Inc.