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Presented by: Steffan Pedersen
Leveraging LinkedIn
June | 2016
Managing Your Business in the 21st Century
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UGA ‘13 Grad Digital Strategist @ Object 9
⚽️ + 🎾 player, volunteer 😇, ½ , love to travel and ✈️
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2002: Started in a living room 2003: Launched in May 2011: Goes public Today: 433M+ Users 8 offices in USA, 30 global 24 languages 9,700 employees Revenue: 1) talent solutions 2) marketing solutions 3) premium subscriptions.
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The numbers.
• 433M Users Worldwide
• 106M MAU globally, 37.2M in USA
• 2 new members/second
• 17 min. per user/month
• 3x conversion rate of Facebook & Twitter
• Biggest Growth: Students and recent graduates
• #1 social referrer for web traffic
• #20 Top Site in USA: Wikipedia, Fox News, PayPal
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Global adoption, worldwide reach.
Top 10 1. USA — 128M+ 2. India — 35M+ 3. Brazil — 25M+ 4. China — 20M+ 5. UK — 20M+ 6. Canada — 12M+ 7. France — 11M+ 8. Italy — 9M+ 9. Mexico — 8M+ 10. Spain — 8M+
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June ‘16: Acquired by Microsoft
$26B Implications – Microsoft Dynamics CRM / Lynda / Bing – Limited 3rd Party access to API – Embed with Skype, Outlook, Access – “Connective Tissue”: MSFT Cloud, AI, Mobile & Social
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So, how can we leverage LinkedIn?
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5 Steps to Employee Engagement
1. Build the program
2. Communicate goals
3. Incentivize with benefits
4. Audit profiles
5. Outline content
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Find your leader(s)! • Motivational marketer • Digital native • Passionate about social • LinkedIn power user Next: • Roll out in small clusters
Step 1: Build the Program
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Communicating Goals • New followers/customers • Professionalism • Thought Leaders / SME’s • In a way everyone
understands Method Use internal systems, email threads, or weekly meetings.
Step 2: Communicate Goals
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Participation Benefits: • Personal • Professional • Internal
– Bonuses – Profit-sharing – Recruiting – Company Socials – Company Culture
Step 3: Incentivize with Benefits
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Optimize profile: • Vanity URL • Professional picture • Experience & Skills • Connections > 500 • Endorse & Recommend • Groups + Follow Co’s • Publish company content Don’t overload them with too much extra work!
Step 4: Profile Audits
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• Two way conversation • Know your audience • Consider a mix of blogs,
images, and video • Place “Share” reminders in
the calendar weekly Good: Clear, Concise, Multi-media, Industry-Relevant Bad: Irrelevant, Long Form, Poor Timing, Text-Only
Step 5: Outline Content
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Case Study TotaLand Technologies
Identifying & Nurturing Prospects, Winning New Business
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Event engagement & lead nurturing
See you guys
there!
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LinkedIn Publisher
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Teaser Post, Driving Web Traffic
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Build a Library of Brand Content
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Become the expert & educate your prospects!
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Consider Maslow’s Hierarchy
Highly Engaged / Actualization Inspiring others ;<15% reach this level
Engaged / Importance Achiever; vital part of business
Almost Engaged / Belonging Proud, but not vocal Not Engaged / Security Bare minimum to survive
Disengaged / Survival Here for the $
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Resources
• SlideShare Presentations:
– Social Media Boot Camp http://bit.ly/smbc101
– LinkedIn Guide Sheet http://bit.ly/smlinkedinguide
– LinkedIn Tips & Tricks http://bit.ly/smlinkedintips
– Mastering LinkedIn: http://bit.ly/smmasteringlinkedin
• About LinkedIn
– http://press.linkedin.com/about-linkedin
– http://mobile.linkedin.com/
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Credits
• DMR Stats, LinkedIn statistics: http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/
• Forbes: LinkedIn acquired by Microsoft: http://www.forbes.com/sites/grantfeller/2016/06/14/this-is-the-real-reason-microsoft-bought-linkedin/#2fdd8e2e4acd
• Various stats, About LinkedIn: https://press.linkedin.com/about-linkedin • Microsoft / LinkedIn acquisition, Benedict Evans:
https://twitter.com/BenedictEvans/status/742344834623668224 • Quantcast: Monthly US users data: https://www.quantcast.com/linkedin.com • MSFT / LinkedIn acquisition info:
http://www.inc.com/jeff-bercovici/microsoft-linkedin-social.html • Maslow’s Hierarchy of Needs influences employee engagement:
https://www.linkedin.com/pulse/20140627092040-50682194-how-maslow-s-hierarchy-of-needs-influences-employee-engagement
• Hierarchy image: http://www.shyentrepreneur.com/pre-business/maslow%E2%80%99s-hierarchy-of-needs-for-a-small-scale-business/
• Employee Engagement notes + picture: http://www.socialmediaexaminer.com/how-to-encourage-employees-to-share-your-content-on-linkedin/
• All other images, stock free from Pixabay: https://pixabay.com/
