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Linkedin

Figure 1 Mindmap of Linkedin Class, Day 1

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A. What is Linkedin? Linkedin is a social media website for professionals and businesses. Found in

2002, launched May 2003.

Earlier only for networking, connecting, jobs, etc. Now also a publishing

platform with PULSE.

B. What can you do on Linkedin? ● Build a professional profile for yourself

● Build authority – get recommendations, endorsements

● Connect and interact with other professionals in your network and within groups – industry

peers, industry influencers, recruiters, service providers, etc.

● Get introduced to people outside your network, on your wish list of influencers, employers,

prospects, etc. (up to 5 for free account)

● Use powerful search features to find people, jobs, companies, groups, universities, posts – Save

Search

● Follow your interests – companies, groups, Pulse

● Build an Education plan – universities, decision board, etc.

● Share your experience and expertise with others – Pulse

● Generate leads – engage & bring down the funnel

● Social selling – engage, convert

● Practice discretion – hide connections

● Free and paid marketing

● Build a company profile and showcase multiple products or services

● Post jobs

Let’s divide this:

People Business Groups Content - Personal profile

- Build authority

- Get

recommendations

& endorsements

- Online resume

that’s also verifiable

- Company page

- Tell your story

- Showcase pages

- Engage with

followers - posts

- Share career

opportunities

- Build authority

- Connect through

groups

- Extend beyond

personal

connections

- Without company

email id, can create

- Slideshare

- Pulse

- Write posts - Updates

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- Participate in

groups

- Pulse – learn from

experts

- Who viewed your

profile?

- Free and paid

marketing

- Share company

updates and

industry news

- Analytics

a group instead of a

page

C. Components of a Linkedin personal profile ● Name - First, last, and former names. ● Headline - This information will default to your current job title. Learn how to update your

professional headline. Note: If your headline is the same as your current position, the current position won't display in the top section of your profile.

● Location - Learn how to update the location listed on your profile. ● Industry - Learn how to update the industry on your profile. ● Photo - Learn how to add or change your profile photo. ● Contact Info - Learn more about editing your Contact Info, including your email, phone, IM, and

address (only visible to connections), as well as your Twitter handle and websites. ● Summary - Information about your mission, accomplishments, and goals. ● Experience - Professional positions and experience, including jobs, volunteer posts, military,

board of directors, nonprofit, or pro sports. Learn more about adding, editing, or removing these items.

● Education - School and educational information. Learn more about adding or removing education.

● Recommendations - You can request professional recommendations and display them on your profile. Learn more about recommendations.

● Certifications - Certifications, licenses, or clearances you've attained can be added as a new section. Learn how to add certifications and other sections.

● Courses - Adding your body of coursework can help your education to stand out. ● Honors & Awards - Show off your hard-earned awards. ● Languages - Languages you understand or speak. ● Organizations - List the organizations or associations you've been a part of along with your role. ● Patents - Any patents you've applied for or received. ● Publications - Publications that have featured your work. ● Projects - Showcase the projects you've worked on, along with team members. Learn more

about projects. ● Skills & Endorsements - A relevant list of skills on your profile helps others to understand your

strengths and improves your ability to be found. Learn how to add and remove skills on your profile. You can display endorsements of your skills that your colleagues have given you. Learn more aboutskill endorsements.

● Test Scores - List your scores on tests to highlight high achievement.

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● Volunteer Experience & Causes - Organizations you support, causes you care about, and the types of volunteer opportunities you're looking for.

● Additional Information - Interests, personal details like your birthday or marital status, and advice for people who want to contact you.

D. Tips for your personal profile ● Make sure your headline defines your skill

● Use the custom URL option

● Hide edits if not important

● Remove what’s not relevant

● Join groups

● Publish only relevant endorsements

● Give only meaningful recommendations

● Keep everything around your core strengths

● Use all profile elements

● Network with more people

● Change Viewing settings to Anonymous in what others see when you view their profile – if you

are checking out competition or poaching talent ☺

● Use all the character limits

● Reorder content

● Use premium for a month in case absolutely necessary

● Inject personality into your resume

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● Get your profile in order before connecting to people

● Use your Linkedin profile everywhere – signature, website, etc.

● Make your profile searchable

How to customize your URL : Under your profile , go to the link below your profile and

click the round icon

2. Change it under your public profile URL

How to Turn Notification Off : You can off your notifications by going to your down right hand side home page

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Control on who can view your profile You can go to Privacy and Setting and select what others can see when you’ve viewed their profile

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How to connect with Twitter Account(s) You can go to settings and manage your twitter settings by clicking Display your Twitter Account on your Linkedin Profile

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Keep your network open or closed You can control who sees your activity feed by going to your profile settings and clicking Who can see your activity feed

E. Linkedin Premium Account Types Basic (free) account search results include:

● Build your professional identity on the web.

● Build and maintain a large trusted professional network.

● Find and reconnect with colleagues and classmates.

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● Request and provide recommendations.

● Request up to 5 introductions at a time.

● Search for and view profiles of other LinkedIn members.

● Receive unlimited InMail messages.

● View 100 results per search.

● Save up to 3 searches and get weekly alerts on those searches.

● Use limited targeting in search.

Premium account search results include:

● Full profiles of 1st and 2nd degree connections

● Full names for members in your network, and those you share groups with.

● Profile summaries for out-of-network profiles.

● Extensive search results (varies between account types).

● Premium filters to refine your results.

Premium Account types:

● Job Seekers

● Business Plus

● Sales Navigator

● Recruiter Lite

F. Who can send Inmails? ● Individuals

● Companies

● Third party certified agencies

G. Company page components ● Requirements:

o Should have persons profile

o Intermediate or All star rating

o Should be listed as employee of that company

o Should have several connections

o Company email address added to your page

o Should be added as the page administrator (for an existing page)

o Domain should be unique to the company

● Company name (100c max)

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● Logo

● Banner image

● Company email address (min 200 – max 1500)

● Company website (256c)

● Company overview

● Showcase pages - public

● Careers – visible to all

● Analytics – visible to admin

● Sponsored updates

● Employee stats – no. of employees

● Product updates – past or current employees

● Posted jobs

How to create showcase pages and add jobs in Company Profile

TIP: How to create a vanity URL for the company on Linkedin:

1) If you have a single word company name,

● If you have a multiword company name: “There is one work around to this, you can signup for a new company 

page and ensure not to use spaces or special characters in the company. That will give you: linkedin.com/company/somecompanyinc and later you can edit the name to Some Company, Inc.”

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H. Linkedin Talent solutions Just mention – Linkedin’s business solution for businesses to connect and hire the right talent.

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I. Linkedin Sales Solutions Just mention - LinkedIn's sales solutions offer the tools you will need to become a social selling pro.

Recommended Sales Navigator profile.

J. Linkedin Marketing Solutions CMS and Trending Topic are available to this section only.

K. Walk through Settings

L. Get started – Class exercise ● Build a profile if not already – personal + company… Can create company only after creating

personal profile

● Connect with people you know – WMA and outside

● Follow 10 influencers (Interests -> Pulse -> Discover, Top posts, etc.

● Locate top HRs in ecommerce companies – Flipkart, Snapdeal, etc.

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Figure 2 Linkedin Day 2 Topics

A. Linkedin Marketing Solutions Available at an entry cost of $25,000 in US. Not available as self-serve. Need to fill out a form and

Linkedin executive gets in touch.

B. Goal of CMS + trending topics The Content Marketing Score and Trending Content are currently available for LinkedIn Marketing

Solutions customers.

● Understand topics and content relevant to your audience

● Measure effectiveness of content campaigns

● Benchmark the success

● Compare with competition

● Rank performance with a score

Make content more relevant and compelling, improve content marketing impact. Get recommendations

and guidelines.

C. Content Marketing Score – Linkedin’s Recommendation Engine What does it do?

● Highlights audience consuming more of your content

● How you’re performing on different areas of Linkedin – groups, updates, posts.

● Quantifies content presence of brand/company = (Unique members engaged/Active target

audience) * N (no. not defined by Linkedin)

● Gives recommendations based on this evaluation

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D. Trending Topics ● What are people in a specific industry talking about? Across Linkedin.

● On a daily basis, LinkedIn members actively engage with content from four primary sources of

inspiration, insights, and information on our network:

• News from publishers

• Peers on LinkedIn Groups

• Thought leaders

• Brands

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E. Linkedin Ad Placements Where do we see ads?

● Top of the home page.

● RHS – home page

● Profile views

● Search results

● Inbox

● Groups

F. Linkedin Ads - Campaign 1. Login with your individual account or business account (only

with a company page) – Can’t change currency later.

2. If you want, connect with your business account from here.

3. Can’t run ad campaigns till you enter credit card details.

4. Create Ad campaign or Sponsor content.

5. Enter name, language.

6. If ad, select ad destination – website or Linkedin page (profile

(also called Social ads), company or showcase pages).

7. Create ads - upto 15 ad variations with text +image.

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● Heading (25 c)

● Description – 2 lines, max 75c

● See samples on your right

9. Location.

10. Companies – industry, size.

11. Job title – title, category

12. School, field of study, degree, skills, group, gender

13. Include/exclude groups, etc.

14. Pay for campaign – CPC or CPM

15. Daily budget or total

16. Last date for campaign run or indefinitely

17. Save and enter billing info.

G. Linkedin Ad – Reporting ● View campaign or ad performance

● By date range

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● Group by Day, Month, Year

Go to Company page and then to Analytics and see paid vs organic performance. You can click the link

to see the details of that campiagn

H. Linkedin Ad – Settings Receive notifications when ad is rejected, approved, etc.

Network updates - Send network updates to my connections or company followers (and get free clicks)

when I create a new campaign.

I. Ad best practices

● Ads with images get up to 20% more clicks. Images with bright colors are more likely to capture

the attention of your audience. The maximum size of the image is 50 pixels wide by 50 pixels

high, so be sure that the contents of your image are readable at this size.

● Choose words that grab the attention of your target audience.

● Give people a reason to take notice and click to learn more by highlighting special offers, unique

benefits, whitepapers, free trials or demos.

● Include strong call-to-action phrases like Try, Download, Sign up, or Request a Quote.

● Review the advertising guidelines for details on what's acceptable to include in your ad.

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● Refresh ad at least once per month to keep CTR on the uptick.

J. Linkedin Sponsored Updates ● Name

● Choose company

● Select update or direct sponsored update (updates that are advertized but don’t show on your

company page).

● Location.

● Companies – industry, size.

● Job title – title, category

● School, field of study, degree, skills, group, gender

● Include/exclude groups, etc.

● Pay for campaign – CPC or CPM

● Daily budget or total

● Last date for campaign run or indefinitely

● Save and enter billing info.

K. Company page Insights ● Metrics and trends about the company page

● Analyze engagement and views from Updates:

o Post preview, Audience (all/targeted), sponsored (campaign), imp, clicks, interactions,

followers acquired

o Reach graph

o Engagement graph

● Analyze followers:

o Type – O/Acquired

o Demographics - seniority, industry, job function, company size, and more

o Trends

o Comparison with other companies

● Analyze visitors:

o Page views

o Career page clicks

o Unique visitors

o Demographics - Seniority, Industry, Function, Region, Company Size.

L. Tips on Linkedin Ads ● Work better for known brands.

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● Are not cost-effective so small businesses may not be able to afford.

M. Class Exercise ● Have class search out company page profiles.

● Discuss why or why not they consider it a good company page.

N. Case Studies 1. A lawyer took out 5 hours from his overburdened routine to:

● Clean up his Linkedin profile (1 hour).

● Reach out to old clients and new connections (3 hours).

● Set a 30 minute appointment for a late weekday evening every week – to nurture

his connections with content sharing and pings.

How did that work? After only 2 weeks:

● Many connections responded stating they’re happy to reconnect.

● A handful of businesses were glad “he reached out.” Had new business to offer.

● Within those few weeks he had referrals worth $12,000 in billable hours that he

would not have had without his 3-5 hour LinkedIn campaign. That represents a

8-10x ROI on the time he dedicated to it.

2. Hubspot

High quality lead gen with sponsored updates.

https://snap.licdn.com/microsites/content/dam/business/marketing-solutions/global/en_U

S/site/subsites/content-marketing/pdf/LIHubSpotCaseStudy7-21-13.pdf

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