Linkedin 101 ppt

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 Certified2011 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

27

+ 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

Professional

Video 1: http://talent.linkedin.com/Recruiter

Video 2: http://www.linkedin.com/jobs/post?trk=tab_hire

Marketing

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