LinkedIn for Graduates, develop your career

Social Media Marketing Course

LinkedIn …Building your

Professional Presence Hub

©2011

Dr Ira Kaufman

2

Overview

• What is LinkedIn? Who participates?• How to make your message stand out and be

noticed?• How do to connect and converse with peers?• What are LinkedIn best practices ?• How to find your target market online? • Resources

© www.TheMarketingNetwork.com.au


3

Why LinkedIn ? 1. Provides a meeting place where people

expect to “do business”2. Leverages relationships by making

connections visible3. Helps maintain personal relationships and

build new ones4. Provides a platform for the most effective

form of Marketing - Word of Mouth 5. Provides assess to powerful professional

search 6. Links to all other essential Social Media Tools

About LinkedIn

• 200+ Million LINKEDIN MEMBERS WORLDWIDE

• Average age of LinkedIn users is 44.2 years • 58% male –42% female • 31% of American adults with annual household

incomes over $100,000 use LinkedIn, compared to 16% for all American adults

LinkedIn Usage • 35% of LinkedIn users access the site daily• 42% of LinkedIn users update their profiles regularly• 81% of LinkedIn users belong to at least 1 group, 52% of

whom participate in group discussions• 51% of online business-to-consumer marketers use LinkedIn,

compared to 83% for business-to-business

• 61% of social media users primarily use LinkedIn for professional networking, compared to 22% for Facebook, and 4% for Twitter

• For every 100M users of each social network, 197.3 Twitter users were likely to share an online story, vs 41.8 on Facebook, 15.2 on LinkedIn, and 6 on G+

MEMBERS DISTRIBUTION BY AREA

Credits: Amodiovalerio Verde

Credits: Amodiovalerio Verde

WORLDWIDE DISTRIBUTIONBY JOB FUNCTION

LINKEDIN DEMOGRAPHICS & STATISTICS - JULY 2011


10

I t Is Not Your # of Fol lowersBut How You Use Them

• Most Users Utilize 5% of the functionality (benefits)


11

What Do You Want To Do On LinkedIn?Google Page Rank; Personal & Company

Answer Questions

Recruit / Head hunt

Get Head hunted

- Employer & Employee- Company Culture- Growth Potential- Staff Turnover

Lead Generation Sales Acceleration

- Speak to Successes & Failures- Opinions / Polls

- An Industry- Track Start-Ups - Groups

- Advanced Search- EventsResearch

Productivity

Find Experts,Partners

Ask forAdvice Sales

Job Search,Hire &

Interviews

Reference Check

Proactive Networking

Promote Personal

Brand


12

Media Effectiveness:Professional Services (B2B)

1. REFERRALS1. Existing customers 2. Influencers (who are not customers)

2. Networking1. Physical – Dedicated Networking Groups, Industry

Associations, Expos, etc2. Virtual (LinkedIn, Facebook, etc)

3. Website, Blog, Online Video4. Search Engine Marketing

1. Paid Search / Pay Per Click2. Search Engine Optimization3. Banner Ads

5. Email (Existing Customers) – Keep in Touch6. PR – Online7. PR - Traditional8. Direct Mail & Telemarketing9. Trade Press / Local Paper / Niche Magazines

At least half of these didn’t exist 10 years

ago!

3 years ago you couldn’t

manage most of these from one interface!

13

Case StudiesFrom My Network

http://press.linkedin.com/success-stories

Important resources

• 20 video lessons on Ihttp://premium.docstoc.com/c/49/ch/272/l/1264/What-is-LinkedInNn highly successful, he has also had his share of failures. His first start-up flopped and PayPal nearly went under many times according to Hoffman. Through these experiences Hoffman has learned a lot about what works and what doesn’t work when you are an

http://premium.docstoc.com/c/49/ch/272/l/1264/What-is-LinkedIn



http://www.linkedin.com/in/irakaufman




16

LinkedIn Best Practices1. Develop a unique profile – Design your Brand, e.g.: Matthew Banks2. Maximize your profile3. Connect - Import Contacts - people you have a relationship with:

• Clients• Suppliers• Prospects

4. Recommendations: Giving and Asking for5. Participate: Join Groups6. Research: Listen, Understand member needs, Ask Questions7. Build Credibility by developing content by focusing and delivering on your Brand

• Share PowerPoints via Slideshare 8. Build Relationships:

• Add Value (Promote Content, e.g.: Blog), • Answer Questions

9. Help others get more connected: Teach and Encourage10. Promote Content with Applications (Behance) 11. Create groups for conversations, connections 12. Get in Front of Prospects

• Introductions• LinkedIn Mail• LinkedIn Advertising


17

B e D i ffe r e nt – Yo u r B ra n d , Yo u r P r o fi l e

• It is like a resume but it doesn’t have to be boring

• Make sure you have the right keywords

• Get someone else to proofread it or write it for you!


18

How To Make Your Message Stand Out and Be Noticed?

Utilize The Principles of Word of Mouth Marketing:

• Give people a reason to talk about your products and services, and make it easier for that conversation to take place. You’ll need to be creative.

Basic Elements:

• Educate people about the value of your products and services

• Identify people most likely to share their opinions

• Provide tools that make it easier to share information

• Study how, where, and when opinions are being shared

• Listen and respond to supporters, detractors, and neutrals

YOUR Profile

Researchers say, only 3% of the users are using LinkedIn in the right way.

People just create them to raise their hands when a question of LinkedIn profiles rises.

Building your profile 1. 11..1.

2. Use Keywords– Tip: LinkedIn l ranks the density of keywords in your profile to

where you appear in their search results, 3. Complete Your LinkedIn Profile: 100%4. Use Your Main Keywords in your Headline:

– Your headline, the line just below your name, is one of the most important factors in search. Make sure you use your keywords there!

5. Select the appropriate industry: – here best to put yourself? Look at what other people have used that

rank high for the terms you want to be found for and use what they used

6. Fill your profile with interesting facts about you: – Use real captivating words up front

Building Your Profile -2

6. Add Multiple Current Jobs:– Don’t worry if you really only have one job since all of us wear

multiple hats nowadays. If you have a blog (or multiple), use it. Then in each job description, use your keywords .Add your email address

7. Complete Your Summary: – really easy to read., main keywords by section

8. Use Your Keywords in Specialties:

9. Solicit colleagues and friends for recommendations:

10. Add plenty of passion

Skills & Expertise

• http://www.linkedin.com/skills/?trk=skills-global-nav

http://www.linkedin.com/skills/?trk=skills-global-nav

http://www.linkedin.com/skills/?trk=skills-global-nav

23

Find Your Target Market Online

1. Build your network

2. Look at the most connected in your network

3. Start with low hanging fruit; those that share

• common schools, interests, LI groups

• alignment of job experience

• greatest “emotional credits with”

4. Search

• people

• groups


24


25

Advanced People Search ( D ig i ta l Marketing , Professor, Consultant

Examples

1. Category

2. Position

3. Qualities

4. Keywords

Join Groups

• Maximum groups you can join is 50.• Choose carefully• Ask ? • Post links • Make comments• Get involved • Use keywords always • Join Digital media marketing , Digital Ready

Marketing Institute

Update … be current

• Each status update, profile update , upload goes to your member base

• To increase your LI digital footprint you need to maintain a regular level of activity

13 LinkedIn Mistakes You Should Avoid

http:

• http://newgradlife.blogspot.com/2010/01/job-search-networking-get-job-career.html

http://newgradlife.blogspot.com/2010/01/job-search-networking-get-job-career.html

http://newgradlife.blogspot.com/2010/01/job-search-networking-get-job-career.html

About the PresenterDr. Ira Kaufman, President, Ira combines 30 years of rich experiences with businesses and non-profits to guide them to leverage the power of social media for marketing, recruitment and organizational development. Ira collaborates with a team of experts to design interactive environments to by integrating traditional advertising, online marketing, public relations and social media. His strong values and sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive programs. Currently Assistant Professor, Lynchburg College School of Business and Economics.

© 2011

LinkedIn: http://www.linkedin.com/in/irakaufman Facebook: http://facebook.com/irakaufman Twitter: http://twitter.com/ira9201 URL: www.enwinedigital.com


http://facebook.com/irakaufman

http://twitter.com/ira9201

http://www.enwinedigital.com/