the professional use of linked in scion dtu open inspiration 29.10.2014 slideshare
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The professional use of linked in scion dtu open inspiration 29.10.2014TRANSCRIPT
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The professional use of LinkedIn Open Inspiration //29. October 2014
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Charlotte Østergaard Steentoft
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Agenda for this afternoon
• LinkedIn in numbers
• Your Company on LinkedIn – Possibilities and Cases
• Break with Refreshments
• Social Selling on LinkedIn
• Networking.
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300.000.000+ registered users
Country Number of users Penetration rate
USA 101.644.541 33 %
Holland 5.042.354 30 %
Denmark 1.592.107 27 %
UK 15.604.349 25 %
Norway 1.064.343 21 %
Sweden 1.799.419 20 %
Spain 6.061.428 13 %
France 7.524.717 12 %
Italy 6.835.526 11 %
Germany 3.244.320 4 %
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Why are we using LinkedIn?
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YOUR COMPANY ON LINKEDIN
Let’s have a look at the possibilities
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Company Page on LinkedIn?
Why?
• Professional presence for the company
• Quality traffic to website
• Send out updates to followers of the Page
• Send out targeted messages
• Profile focus areas through Showcase Pages
• Search Engine Optimization.
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Digital Works on LinkedIn
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GLOBAL SETTINGS
The Company Page in multiple languages
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Send out updates to your followers
• Relevant articles
• Press releases
• Annual report
• Jobs
• Other social media
• Newsletter
• Invitations.
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Target your post
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See data on the update right away
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Consider this..
• Who would you like to ”talk to”?
• Who is your target audience?
• Do you have content for this particular target group?
• Do these people already follow your page?
• If not: – Are any of your co-workers connected to the target group?
– Arrange and plan for ”internal” likes and shares
– Sponsor the update.
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Pay to reach the right people
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This is how it looks
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DIRECT SPONSORED CONTENT
Now you can also create ”dark posts” on LinkedIn
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LINKEDIN SHOWCASE PAGES
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Create relevant ”Sub pages”
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Possibilities with Showcase Pages
• Content in a different language
• Employer Branding
• Different target groups – Private /public/large/small companies
• Different industries
• Different disciplines
• Positioning/ thought leadership
• Other?
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Consider this…
• What makes sense for your business?
• Do You have enough content?
• Resources?
• Will the target group follow the page?
• Will it ”threaten” the Company Page?
• Is the name available?
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THE ROLE OF THE EMPLOYEE
Together we are stronger
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Remember your headine
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Should all employees:
• Update their LinkedIn profile?
• Use keywords in their headline?
• Help share Company Page updates?
• Find and create content?
• Share updates from their personal profile?
• Participate in group discussions?
• Connect with clients?
• Connect with potential clients?
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SOCIAL SELLING
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What is social selling?
• Fusion between enrichment and the ability to commercialize
• Proactive approach
• Prepare for meetings
• Built up credibility within networks and groups
• Ongoing lead generation.
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The B2B decision maker
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THE VALUE OF TAGS
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Organize your connections
Tag ideas:
• HR people
• Journalists
• Marketing
• Sales
• Purchasing
• Existing clients
• Potential clients
• Potential employees.
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Enrich your personal network
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How many sees your updates?
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IT’S ALL ABOUT GREAT CONTENT AND ENGAGEMENT
Get it out there
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We wrote an article…
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We shared it on social media
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And shared it from our colleagues personal profiles
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• Response from both 1st, 2nd and 3rd degree connections
• Several “new” profile views
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Results after 8 days
• 219 page views from LinkedIn alone
• The visitors from LinkedIn spent more than 4 minutes on the website.
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Remember that
• LinkedIn creates a story every time you: – Like
– Comment
– Share
• Not all content should be on LinkedIn – How about your political opinions
• How about other social networks?
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Thank you
Charlotte Ø. Steentoft [email protected] Phone 2618 4137
www.digitalworks.dk
www.linkedin.com/company/linkedin-for-businesses