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This presentation explores the basics and more advanced features of LinkedIn, the business-oriented social networking site. There are three topics covered: Linked in for Personal use, Professional use, and as a Marketing/Research/Lead Generation tool. For more information, please contact us at marketing@leapfroginteractive.com. Presented by Christy Belden, Emily Van Winkle, and Emily Carroll. Presentation compiled by Brittany Burdoine-Lewis.
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LinkedIn 101 July 28, 2011
Christy Belden, Vice-President Media + Marketing Emily Carroll, Strategic Planning + Consumer Insights
Emily Van Winkle, Communications + PR
Christy Belden 2
Vice President, Media + Marketing, LeapFrog Interactive
Experience: 11 years The Courier-Journal University of Louisville SEMPO Certified Google 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.
Emily Carroll
Strategic Planning + Consumer Insights
3
Experience: 5 years Executive Communications Bellarmine University SEMPO Certified Google AdWords Certified 2011 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.
Emily Carroll
Communications + PR
4
Experience: 9 years Eastern Kentucky University Social Media Club of Louisville Public 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.
LeapFrog Interactive 5
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
Agenda
+ 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
6
Why LinkedIn
LinkedIn 101 8
Why LinkedIn
+ Strong world-wide reach
+ Business to business sales opportunity
+ Professional audience focus
+ Highly trusted by Google
+ Built to be SEO friendly
9
Sources: http://www.imediaconnection.com/content/29335.asp
Why 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
10
Sources: Audience 360 Survey, LinkedIn, May 2010 LinkedIn Surpasses MySpace as 2nd Most Popular Online Social
Network, July 2011, HubSpot LinkedIn Marketing Solutions, LinkedIn 4.25.11 (US only)
Why LinkedIn
Of social media users, 61% use LinkedIn for professional networking
11
LinkedIn Members
Source: How Are People Really Using LinkedIn? Mashable, July 2011
Why LinkedIn 12
“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
Why LinkedIn 13
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
Why LinkedIn 14
Source: How Are People Really Using LinkedIn? Mashable, July 2011
Top-Level Executives 22% use LinkedIn for industry networking
20% use LinkedIn to promote business
LinkedIn Members
Why LinkedIn 15
Middle Management 24% use LinkedIn for keeping in-touch
20% use LinkedIn for industry networking
LinkedIn Members
Source: How Are People Really Using LinkedIn? Mashable, July 2011
Why LinkedIn 16
Entry-Level 24% use for job search
23% use for co-worker networking
LinkedIn Members
Source: How Are People Really Using LinkedIn? Mashable, July 2011
Why LinkedIn 17
More than 80% of LinkedIn members are company
decisions makers
LinkedIn Members
Source: Audience 360 Survey, LinkedIn, May 2010
Why 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
18
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
Why LinkedIn 19
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
Why LinkedIn 20
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
Why LinkedIn 21
61% of B2B companies acquired a customer using LinkedIn
Lead Generation
Source: 2011 State of Inbound Marketing, March 2011, HubSpot
Why LinkedIn 22
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
Why LinkedIn 23
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
Why LinkedIn
Ads on LinkedIn reach 6.1% of Americans online
24
Source: comScore Ad Metrix, September 2010
Advertising
Why LinkedIn
46% of advertisers have social search marketing top of mind – including LinkedIn
25
Source: Why Social Media Is Top Priority for Search Marketers, November 2010, eMarketer
Advertising
LinkedIn Features
LinkedIn Features
Personal
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+ 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
LinkedIn Features
Job Search
28
+ 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
LinkedIn Features
Company Profiles
29
+ 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
LinkedIn Features
Ad Solutions – Marketing on LinkedIn
30
+ Easy to develop ads
+ Highly targetable
+ Straightforward cost structure
+ Split-testing functionality
LinkedIn Features
Lead Generation
31
+ Search filters
+ Introduction via mutual connections
+ Join industry groups and participate in conversations
LinkedIn Account Types
LinkedIn Account Types 33
Using LinkedIn
Personal
h"p://www.youtube.com/watch?v=qoIvd3zzu4Y
http://www.youtube.com/watch?v=qoIvd3zzu4Y http://www.youtube.com/watch?v=qoIvd3zzu4Y
Link: http://www.youtube.com/watch?v=qoIvd3zzu4Y American Psycho, “Business Card Scene”
Professional
Link: http://www.youtube.com/watch?v=gHXKitKAT1E Pursuit of Happyness, Interview Scene
Video 1: http://talent.linkedin.com/Recruiter
Video 2: http://www.linkedin.com/jobs/post?trk=tab_hire
Marketing
Link: http://www.nbc.com/The_Office/video/new-leads-clip-one/1211447/ The Office, New Leads scene
LinkedIn Best Practices
LinkedIn 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
43
Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
LinkedIn 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
44
Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
LinkedIn 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, add skills “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 connections and recommendations are valuable to potential employers
45
Sources: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp How to Find a Job Using LinkedIn, Jake Langwith, ClickZ, July 2011, http://www.clickz.com/clickz/column/2076879/job-linkedin
LinkedIn 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
46
Questions?
Thank You! Contact Us
Christy Belden: cbelden@leapfroginteractive.com Maury Hill: mhill@leapfroginteractive.com
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