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Beyond simply looking up contacts, how LinkedIn can be used to recruit and generate business for companies.
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Prac%cal business use for LinkedIn
« How LinkedIn can be used to recruit and generate business for companies? »
Who am I?
CEO and founder of the social bureau, a London/Paris based, social business consul<ng agency. Our mission is to work with organisa<ons to move business in the new paradigm of customer, partner, employee par<cipa<on.
• @delphineRB • www.thesocialbureau.com
• ] Before WW social media director at IBM for 4 years. Hold a track record of improving cri<cal business outcomes exploi<ng new market opportuni<es created by the adop<on of social media.
• Held a serie of increasingly responsible posi<ons within IBM Corporate Communica<ons, Marke<ng and Sales @delphineRB
Social media landscape
@delphineRB
WHAT IS LINKEDIN?
@delphineRB
The biggest professional network
+2 Members / Second
+100M Unique Visitors/ month
+175M Members
+80M AMERIQUE DU NORD
+14M AMERIQUE DU SUD
+44M EMEA
+25M ASIE PACIFIQUE
@delphineRB
A global presence in Europe
x2 +34M +4M
M+ +9M UK
+4M FRANCE
+3M SPAIN
+2M DACH
+3M NL
+3M ITALY
Members Subscribers number Members in Europe
@delphineRB
2 New subscribers"every second
40% Of LinkedIn members subscribed in 2011
175 Millions of subscribers "worldwide
@delphineRB
The use of LinkedIn
@delphineRB
Pag
es v
ues
en m
oyen
ne lo
rs d
e l’
utili
satio
n d
e la
sec
tion
% de visiteurs utilisant la section lorsqu’ils sont en ligne
Profils
Inbox
Page Accueil
Offres "d’emploi
Pages Entreprise
Carnet d’adresses 54 %
of members uses LinkedIn for being informed on business news and looking for trends
64 % of users notice that LinkedIn has significantly contributed to the success of a professional project"
Source : LinkedIn Audience 360 Survey, France, Août 2011
85% of LinkedIn visitors use other products than job offers
Groupes Recherche
More than a career site
@delphineRB
100% professional context
@delphineRB
3 reasons to be on LinkedIn
Be visible and"promote our image
Build a network and extend our
influence
Reinforce and share our expertise
Everywhere !
@delphineRB
Business model
Annual growth
For recruiters who whish to have access to the largest professionals live-‐box worldwide
Recruitment solu%ons
For brands which want to promote their products and services among a ultra-‐qualified audience while keeping a maximum coverage
Marke%ng solu%ons
For advanced users who have specific needs: prospec<ng business, recruitment, fundraising
Premium membership
107%
64%
82%
53%
28%
19%
Turnover share*
@delphineRB
A high-‐level audience
56,4% 43,6%
Distribution of members by hierarchical levels
11%
26%
37%
26%
65 ans et plus
50 – 64 ans
35 – 49 ans
18 – 34 ans
Distribu%on by age
1%
29%
28%
21%
11%
2%
2%
1%
5%
Intern
Entry Level
Senior
Manager
Director
VP
CxO
Partner
Owner
@delphineRB
A place to exchange between
DSI Business decision makers
Professionals employed in a managerial role or more
Professionals with a hierarchical level manager or more in IT
functions
912 K 95 K
Targeting criteria:
Function Seniority Education Sector Business size Geographical area Group membership
Purchase influencer
Affinity with Internet users who purchase authorization for their
business
218
@delphineRB
LinkedIn for business
Recruitment of the best talents
Communica<on, reputa<on, performance
Connec<ons and contacts
Communicate Sale Recruit
@delphineRB
Recruit the best talents
Reduce the delays and the recruitment costs
Sourcing Publishing
Cultivating its employer brand
@delphineRB
Some added solu<ons
@delphineRB
Social strategy: create, communicate, engage
Animate the community
Recruit followers
Engage the conversation
Amplify the message
Create one business page or one group
Community
Share Viral Network
Follow @delphineRB
Followers: an ac<ve popula<on
40x Members who follow one company « like » and comment 40 times more the content present on LinkedIn
3x Members who follow one company are 3 times more likely to buy products and services of the company
@delphineRB
Private and public life
2x A trust level twice higher on LinkedIn informa<on
83%
Separate our professional network from our personal one
@delphineRB
How to build a profile?
@delphineRB
Increase your visibility with a picture
@delphineRB
Detail your experiences and educa<on
@delphineRB
Sale yourself! Take care over your slogan and your resume
@delphineRB
Share informa<on with your network
@delphineRB
Ask for recommenda<ons and highlight your skills and exper<se
@delphineRB
Use applica<ons and add your website
@delphineRB
Have the good reflexes for networking
Determine your connection objectives
Activate your 2nd degree network
Write a personalized message
Build regularly your network and join groups! @delphineRB
Best prac%ces
@delphineRB
IBM
@delphineRB
IBM: case study
@delphineRB
IBM: case study
Engagement: Experts build rela<onships with key influencers & cons<tuencies throught shared interest
@delphineRB
IBM: case study
Connect with experts through LinkedIn
Improve outreach effec<veness Increase awareness and midshare Buid a network of advocates
@delphineRB
IBM: case study
Be who you are Speak in the first person Use a disclaimer Respect your audience Add value Don't pick fights Be the first to respond to your own mistakes. Use your best judgment. Don't forget your day job.
IBM supports open dialogue and the exchange of ideas: To learn, to contribute
@delphineRB
200,000 +
370,000+
100,000+
25,000+
300,000+
Internal External
@delphinerb
IBM Social footprint
• Blogs - 17,000 blogs
• SocialBlue – 70K members
• WikiCentral –1 million daily page views
• InnovationJam – 4 Jams, 500,000 participants
• Media Library – 14 million downloads @delphineRB
@delphinerb
Employee-‐generated brand interac<ons are growing exponen<ally
@delphineRB
Orange
@delphineRB
Orange Orange has 39 763 followers on its enterprise page
It is for all Orange employees, but also for those who are interested in Orange for their professional project
This page highlights the different jobs of the group in the heart of digital
Selec<on of job offers
Give the opportunity to share on these jobs with men and women who perform them
@delphineRB
Orange Orange just launched this summer « Orange Worldwide »
It is an open account for all members
Objec<ves: exchange on Orange Group news but also help raising awareness of related topics to new technologies and future prac<ces
@delphineRB
AMEX
@delphineRB
AMEX • Amex decided to target more business consumers, bring in and engage a new set of poten<al customers that would help build brand loyalty. Amex choose LinkedIn to do so.
• They developed an app for ‘Everything You Do’, which allowed people to nominate administrators in their companies, for the chance to win a gin card courtesy of Amex.
• The app worked through vo<ng, with the person with the most votes winning $2500, while smaller daily winners were also selected. The campaign was also adver<sed through banner ads on the LinkedIn network.
@delphineRB
Questions?
Delphine Remy-Boutang +44 7720 414 493 +33 6 31 65 69 43
@delphineRB @thesocialbureau
www.thesocialbureau.com
@delphineRB
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