LinkedIn for PR

Professionals

Using the Network to Connect, Build &

Grow Your BrandBrittany Berger, content coordinator, eZanga

Lisa Denten, social media manager

Gina Joseph, digital engagement manager

Patrick Niersbach, digital marketing & analytics manager

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How to participate today

During today’s web seminar, attendees will be in listen-only mode

If you are experiencing audio issues, please contact:GoToWebinar: 1-800-263-6317

Submit text questions Q&A addressed at the end of today’s session

Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session

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Your Panelists

Gina Joseph

Digital Engagement Manager, Cision

@gmg912 @cisionnavigator

Brittany Berger

Content Coordinator, eZanga

@bberg1010 @eZangaInc

Lisa Denten

Social Media Manager, Cision

@lisaml15 @cision

Patrick Niersbach

Digital Marketing & Analytics Manager

Cision

Section DividerWhy Does LinkedIn Matter?

The Basics

• Connecting & Building

Relationships

• Growing Your Personal Brand

• Building Your Company’s

Social Presence

• 259 million users in more

than 200 countries

#cision @cision

Tweetable Tip!

An average of 45 million profiles

are viewed each day on LinkedIn

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LinkedIn User Stats:

#cision @cision

Section DividerPersonal Pages

88

Getting the Most Out of Your Profile

Customize URL (Edit Profile -> Edit next to URL -> Customize

Your Public Profile URL)

Move Sections Around

Add Articles, Videos, Presentations

Turn Off Activity Broadcasts (Privacy & Settings -> Profile ->

Turn on/off Your Activity Broadcasts)

#cision @cision

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Most Overused Buzzwords in Profiles

*Research by LinkedIn

#cision @cision

Keep Organized

Use Network tab to manage

connections(Network->Contacts)

- Tag Connections - only you will

see

- See news on contacts

- Import Contacts from Email

(Network -> Add Connections)

Relationship Tab

#cision @cision

Section DividerEnhancing PR Outreach

1212

Make Connections

Advanced Search:

Search Company -> Filter by

Relationship (1st Connections,

2nd Connections, etc)

Research journalists &

influencers you want to pitch

(Privacy & Settings->Profile

->Select what others see when

you’ve viewed their profile)

Look at ‘How You’re Connected’

#cision @cision

Tweetable Tip!

Optimize your LinkedIn profile with

keywords, including the summary

& specialty sections

1313

Enhance Your PR Efforts

Show your expertise & build

relationships in groups

Publish on LinkedIn:

http://specialedition.linkedin.

com/publishing

Follow Rule of Thirds when

Sharing Content

@ Contacts with Information

they May Find Useful

#cision @cision

Section DividerLinkedIn Groups

1515

Leveraging LinkedIn Groups

Less is more – focus on building a strong presence in a small

number of groups

Target different niches – you’ll get a stronger response from

targeted content

Interact – participate in popular discussions, respond to people

#cision @cision

1616

Leveraging LinkedIn Groups

Take relationships further – take your interactions beyond

these groups

Being part of a group gives you access to invite other members

to join your LinkedIn network without a Premium account.

Look at Group Stats before joining (Under Group Name ->More

-> Group Stats)

New destination for Group Management (Interests -> Groups)

#cision @cision

Section DividerCompany Pages

1818

Stats, According to LinkedIn

Members are 50% more likely to buy from a company they

engage with on LinkedIn

80% of LinkedIn members want to connect with companies

#cision @cision

Tweetable Tip!

80% of LinkedIn members want

to connect with companies

Brand Your Page

SEO-friendly: Google previews

156 characters of your

description page text

Members can search by

keyword

Updates in the morning

typically earn highest

engagement

Updates with links have 45%

higher engagement than those

without

Target your Status Updates

Products & Services Tab will be

discontinued April 14 (instead

Edit->Create Showcase Page) #cision @cision

Section DividerSponsored Posts

It Costs to Succeed

Publish relevant content straight to

the LinkedIn feed of any member on

the site, not just your Company

Page followers.

You only pay when someone who

isn’t already following you clicks on

your post.

You can target your audience in

numerous ways, job title/function,

skills, company size, and groups

they belong to.

Try different messaging for different

audiences.

#cision @cision

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Growing Your Audience Through Paid Media

Make sure you are specific enough with your descriptions so

people know what they are clicking on.

Cost per clicks will vary based on your targeting method and

may seem high at times, but one way to justify the cost/click is

to look at your cost/lead or download and make sure that is in

your target zone.

If you are trying to generate leads/downloads pay close

attention to your conversion rate and cost per lead metrics

since those are the people actually taking your desired action.

If you are trying to generate brand awareness, monitor the

number of impressions served, your cost/thousand

impressions (CPM) and the number of social actions.

#cision @cision

Questions?