linkedin101ppt-130804174926-phpapp01-130924020940-phpapp02.pptx
TRANSCRIPT
LinkedIn 101July 28, 2011
Christy Belden, Vice-President Media + MarketingEmily Carroll, Strategic Planning + Consumer
InsightsEmily Van Winkle, Communications + PR
2Christy Belden
Vice President, Media + Marketing, LeapFrog Interactive
Experience: 11 yearsThe Courier-JournalUniversity of LouisvilleSEMPO CertifiedGoogle AdWords
Individually Certified
Christy knows marketing. PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.
3Emily Carroll
Strategic Planning + Consumer Insights
Experience: 5 yearsExecutive CommunicationsBellarmine UniversitySEMPO CertifiedGoogle AdWords Certified2011 AdFed “Hot 10” Young
Professionals
Emily does the legwork that helps clients’ media campaigns reach their target audiences. She makes sure their advertising dollars are invested in the best possible venues, to return optimal results.
4Emily Carroll
Communications + PR
Experience: 9 yearsEastern Kentucky UniversitySocial Media Club of
LouisvillePublic Relations Society of
America
Emily works with the social and engaging side of interactive marketing, helping our clients connect with their target consumers and develop a rapport with them. With her finger placed firmly on the pulse of the online social sphere, Emily establishes the connections and builds the trust that makes consumers want to become customers.
5LeapFrog Interactive
Twitter: @LFI#LFI
Facebook: www.facebook.com/LeapFrogInteractiveAgency
Blog: www.leapfroginteractive.com/blog
Christy Belden: http://www.linkedin.com/in/christybelden
Emily Carroll: http://www.linkedin.com/in/emilyocarroll
Emily Van Winkle: http://www.linkedin.com/in/emilyvanwinkle
6Agenda
+ Why LinkedIn
+ Using LinkedIn
+ Account Types
+ Personal Usage: Résumé Building
Job-Seeking
+ Professional Usage: Employee Recruitment
Company Profiles
+ Marketing Usage: Advertising
Lead Generation
Research
+ Best Practices
+ Q&A
Why LinkedIn
8LinkedIn 101
9Why LinkedIn
+ Strong world-wide reach
+ Business to business sales opportunity
+ Professional audience focus
+ Highly trusted by Google
+ Built to be SEO friendly
Sources: http://www.imediaconnection.com/content/29335.asp
10Why LinkedIn
115 million active users world-wide
Users 97 times more likely to have college or post-grad degree
LinkedIn is the number 2 most popular social media network
Nearly 2 billion people searches on LinkedIn in 2010
Sources: Audience 360 Survey, LinkedIn, May 2010LinkedIn Surpasses MySpace as 2nd Most Popular Online
Social Network, July 2011, HubSpotLinkedIn Marketing Solutions, LinkedIn 4.25.11 (US only)
11Why LinkedIn
Of social media users, 61% use LinkedIn for professional networking
LinkedIn Members
Source: How Are People Really Using LinkedIn? Mashable, July 2011
12Why LinkedIn
“How Are People Really Using LinkedIn?” Mashable, July 2011
67% of LinkedIn users access their profile daily or a few times a week
LinkedIn Members
13Why LinkedIn
Source: Audience 360 Survey, LinkedIn, May 2010
82% of members are more confident in the
professional info received on LinkedIn
compared to other social networks
LinkedIn Members
14Why LinkedIn
Source: How Are People Really Using LinkedIn? Mashable, July 2011
Top-Level Executives22% use LinkedIn for industry networking
20% use LinkedIn to promote business
LinkedIn Members
15Why LinkedIn
Middle Management24% use LinkedIn for keeping in-touch
20% use LinkedIn for industry networking
LinkedIn Members
Source: How Are People Really Using LinkedIn? Mashable, July 2011
16Why LinkedIn
Entry-Level24% use for job search
23% use for co-worker networking
LinkedIn Members
Source: How Are People Really Using LinkedIn? Mashable, July 2011
17Why LinkedIn
More than 80% of LinkedIn members are
company decisions makers
LinkedIn Members
Source: Audience 360 Survey, LinkedIn, May 2010
18Why LinkedIn
Professional Audience Focus
Medium-sized business professionals: 13 M
Small business professionals: 4.4M
Financial services professionals: 3.8M
Technology professionals: 3.4M
VPs and C-level executives: 3.2M
Companies with LinkedIn profiles: 1M
Sources: LinkedIn Marketing Solutions, LinkedIn 4.25.11 (US only)eConsultancy blog “20+ Mind-blowing social media statistics: One year later, http://econsultancy.com/us/blog/7334-social-media-statistics-one-year-later
19Why LinkedIn
LinkedIn Accounts
61% of LinkedIn users have the basic account
39% of LinkedIn users have a premium account
Source: How Are People Really Using LinkedIn? Mashable, July 2011
20Why LinkedIn
47.8% of B2B sales professionals use LinkedIn more for
prospecting/research than a year ago
Lead Generation
B2B Sales Pros Turn to LinkedIn, April 2010, eMarketer
21Why LinkedIn
61% of B2B companies acquired a customer using LinkedIn
Lead Generation
Source: 2011 State of Inbound Marketing, March 2011, HubSpot
22Why LinkedIn
Sources: LinkIn by the Numbers, June 2010, HubSpot 40% of Fortune 100 companies use LinkedIn corporate
recruiting solutions, September 2009, talent.linkedin.com/blog
70% of people use LinkedIn for job hunting
80% of people use LinkedIn as a primary recruitment tool
40% of Fortune 100 companies use LinkedIn for recruiting
23Why LinkedIn
Source: Is this next Adler prediction as far off at his last few, December 2010, LinkedIn Recruiting Solutions,
talent.linkedin.com/blog
44% of LinkedIn users are not actively looking
for employment, but open to new opportunity
discussion
Job Seeking
24Why LinkedIn
Ads on LinkedIn reach 6.1% of Americans online
Source: comScore Ad Metrix, September 2010
Advertising
25Why LinkedIn
46% of advertisers have social search marketing top of mind – including LinkedIn
Source: Why Social Media Is Top Priority for Search Marketers, November 2010, eMarketer
Advertising
LinkedIn Features
27LinkedIn Features
Personal
+ Job search
+ Online reputation management
+ Profile optimization: descriptive, relevant and compelling copy
+ Professional recommendations
+ Resume builder
+ Personalized homepage
+ LinkedIn Groups
Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
28LinkedIn Features
Job Search
+ Search for connections within your industry, i.e. SEO include specific zip code and job title (manager, director)
+ Look-up firms and call or request email address to send CV resume
+ Join groups & interact
Paid Profile+ LinkedIn inmail – ability to message potential employers & contacts directly
Source: Jake Langwith, “How to Find a Job Using LinkedIn,” July 2011 http://www.clickz.com/clickz/column/2076879/job-linkedin
29LinkedIn Features
Company Profiles
+ Careers – company job openings
+ Products + services
+ Customer recommendations
+ Analytics – interactivity level and value
+ Syndicate tweets and blog posts
+ Custom LinkedIn microsite
Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
30LinkedIn Features
Ad Solutions – Marketing on LinkedIn
+ Easy to develop ads
+ Highly targetable
+ Straightforward cost structure
+ Split-testing functionality
31LinkedIn Features
Lead Generation
+ Search filters
+ Introduction via mutual connections
+ Join industry groups and participate in conversations
LinkedIn Account Types
33LinkedIn Account Types
Using LinkedIn
Personal
Professional
Video 1: http://talent.linkedin.com/Recruiter
Video 2: http://www.linkedin.com/jobs/post?trk=tab_hire
Marketing
LinkedIn Best Practices
43LinkedIn 101
Best Practices – Personal Networking
+ Create a unique, relevant tagline
+ Include all relevant past employers, organizations and associations
+ Ask for recommendations – at least one per job
+ Include relevant URLs – professional social profiles,current employer, blog
+ Optimize text associated with links
+ Post regular updates to stay top of mind with your network
Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
44LinkedIn 101
Best Practices – Company Profile
+ Upload logo, create a keyword optimized description
+ Include open company positions
+ Build module for all relevant products & services
+ Incorporate the “recommend” API link
+ Encourage customer recommendations
+ Incorporate company Twitter & blog feeds
Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
45LinkedIn 101
Best Practices – Job Seeking
+ Connect with people you know, especially those in your industry
+ Conduct a targeted people search to locate contacts related to your industry or specialty – connect with them
+ Include relevant keywords in your tagline, experience and specialties, addskills “tags” – this will help you be found in searches
+ Request invitations to relevant groups and engage regularly
+ Incorporate your LinkedIn profile into your resume - number of connectionsand recommendations are valuable to potential employers
Sources: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.aspHow to Find a Job Using LinkedIn, Jake Langwith, ClickZ, July 2011, http://www.clickz.com/clickz/column/2076879/job-linkedin
46LinkedIn 101
Best Practices – Marketing + Lead Generation
+ Keep ads direct and concise
+ Optimize campaign to best performing ad(s)
+ Don’t bombard users with information overload
+ Use LinkedIn as a research tool
+ Find connections, explore opportunities
Questions?