linkedin 101: basics and advanced

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

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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

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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

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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

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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

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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

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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


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


Why LinkedIn 16

Entry-Level 24% use for job search

23% use for co-worker networking

LinkedIn Members


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

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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


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

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Source: comScore Ad Metrix, September 2010

Advertising

Why LinkedIn

46% of advertisers have social search marketing top of mind – including LinkedIn

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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

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+ 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

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+ Careers – company job openings

+ Products + services

+ Customer recommendations

+ Analytics – interactivity level and value

+ Syndicate tweets and blog posts

+ Custom LinkedIn microsite


LinkedIn Features

Ad Solutions – Marketing on LinkedIn

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+ Easy to develop ads

+ Highly targetable

+ Straightforward cost structure

+ Split-testing functionality

LinkedIn Features

Lead Generation

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+ 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

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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

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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

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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

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Questions?

Thank You! Contact Us

Christy Belden: [email protected] Maury Hill: [email protected]