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Presented by: Steffan Pedersen
Leveraging LinkedIn
June | 2016
Managing Your Business in the 21st Century
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UGA ‘13 Grad Digital Strategist @ Object 9
⚽️ + player, volunteer 😇, ½ , love to travel and ✈ 🎾
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2002: Started in a living room2003: Launched in May2011: Goes public
Today:433M+ Users8 offices in USA, 30 global24 languages9,700 employees
Revenue:1) talent solutions2) marketing solutions3) premium subscriptions.
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The numbers.
• 433M Users Worldwide• 106M MAU globally, 37.2M in USA• 2 new members/second• 17 min. per user/month• 3x conversion rate of Facebook & Twitter• Biggest Growth: Students and recent graduates• #1 social referrer for web traffic• #20 Top Site in USA: Wikipedia, Fox News, PayPal
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Global adoption, worldwide reach.
Top 101. USA — 128M+2. India — 35M+3. Brazil — 25M+4. China — 20M+5. UK — 20M+6. Canada — 12M+7. France — 11M+8. Italy — 9M+9. Mexico — 8M+10.Spain — 8M+
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June ‘16: Acquired by Microsoft
$26B Implications– Microsoft Dynamics CRM / Lynda / Bing– Limited 3rd Party access to API– Embed with Skype, Outlook, Access– “Connective Tissue”: MSFT Cloud, AI, Mobile & Social
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So, how can weleverage LinkedIn?
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5 Steps to Employee Engagement
1. Build the program2. Communicate goals3. Incentivize with benefits4. Audit profiles5. Outline content
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Find your leader(s)!• Motivational marketer• Digital native• Passionate about social• LinkedIn power user
Next:• Roll out in small clusters
Step 1: Build the Program
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Communicating Goals• New followers/customers• Professionalism• Thought Leaders / SME’s• In a way everyone
understands
MethodUse internal systems, email threads, or weekly meetings.
Step 2: Communicate Goals
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Participation Benefits:• Personal• Professional• Internal
– Bonuses– Profit-sharing– Recruiting– Company Socials– Company Culture
Step 3: Incentivize with Benefits
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Optimize profile:• Vanity URL• Professional picture• Experience & Skills• Connections > 500• Endorse & Recommend• Groups + Follow Co’s• Publish company content
Don’t overload them with too much extra work!
Step 4: Profile Audits
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• Two way conversation• Know your audience• Consider a mix of blogs,
images, and video• Place “Share” reminders
in the calendar weekly
Good: Clear, Concise, Multi-media, Industry-Relevant
Bad: Irrelevant, Long Form, Poor Timing, Text-Only
Step 5: Outline Content
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Case StudyTotaLand Technologies
Identifying & Nurturing Prospects, Winning New Business
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Event engagement & lead nurturing
See you guys
there!
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LinkedIn Publisher
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Teaser Post, Driving Web Traffic
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Build a Library of Brand Content
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Become the expert & educate your prospects!
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Consider Maslow’s Hierarchy
Highly Engaged / ActualizationInspiring others ;<15% reach this level
MOT
IVAT
ORS
Engaged / ImportanceAchiever; vital part of business
Almost Engaged / BelongingProud, but not vocalNot Engaged / SecurityBare minimum to surviveDisengaged / SurvivalHere for the $
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Resources• SlideShare Presentations:
– Social Media Boot Camphttp://bit.ly/smbc101
– LinkedIn Guide Sheethttp://bit.ly/smlinkedinguide
– LinkedIn Tips & Trickshttp://bit.ly/smlinkedintips
– Mastering LinkedIn:http://bit.ly/smmasteringlinkedin
• About LinkedIn– http://press.linkedin.com/about-linkedin – http://mobile.linkedin.com/
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Credits• DMR Stats, LinkedIn statistics:
http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/• Forbes: LinkedIn acquired by Microsoft:
http://www.forbes.com/sites/grantfeller/2016/06/14/this-is-the-real-reason-microsoft-bought-linkedin/#2fdd8e2e4acd
• Various stats, About LinkedIn: https://press.linkedin.com/about-linkedin • Microsoft / LinkedIn acquisition, Benedict Evans: https://twitter.com/BenedictEvans/status/
742344834623668224 • Quantcast: Monthly US users data: https://www.quantcast.com/linkedin.com • MSFT / LinkedIn acquisition info: http://www.inc.com/jeff-bercovici/microsoft-linkedin-
social.html • Maslow’s Hierarchy of Needs influences employee engagement:
https://www.linkedin.com/pulse/20140627092040-50682194-how-maslow-s-hierarchy-of-needs-influences-employee-engagement
• Hierarchy image: http://www.shyentrepreneur.com/pre-business/maslow%E2%80%99s-hierarchy-of-needs-for-a-small-scale-business/
• Employee Engagement notes + picture: http://www.socialmediaexaminer.com/how-to-encourage-employees-to-share-your-content-on-linkedin/
• All other images, stock free from Pixabay: https://pixabay.com/