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Amanda CanvasserCustomer Success Consultant, Federal PracticeLinkedIn
Leveraging LinkedIn for Public Affairs
• Introduction to LinkedIn
• Optimizing your profile
• Consuming and sharing content on LinkedIn
• Telling your organization’s story
Things we will cover
Connect the world’s professionals to make them more productive and
successful
Our mission
347M+Members
worldwide
>2new members
per second
84MMonthly
unique visitors
1.4Mfederal
members
1.3Mveterans
40M+students &
recent grads
For our members
The professional profile of record
Connect all of the world's professionals
Identity Networks KnowledgeThe definitive professional
publishing platform
The professional profile of recordIdentity
Connect all of the world’s professionalsNetworks
GroupsSlideShare InfluencersPulse
The definitive professional publishing platformKnowledge
Barack ObamaPresident of The United States
Source: Mindset Divide Research, TNS, September 2012.
Personal Networks Professional Networks
Career info
Updates on brands
Industry Trends
Info on friends
Info on personal interests
Entertainment updates
1
2
3
“Spend Time” “Invest Time”
Top 3 content types expected on each network
Why LinkedIn?
National Journal study finds LinkedIn most widely used platform among Washington Insiders
82% of congressional staffers use LinkedIn (compared to 26% in 2009)
LinkedIn also viewed as the most credible social media channel
Source: National Journal, Washington in the Information Age, 2015
28% of CEOs participate in social networksRate of CEOs using LinkedIn nearly quadrupled since 2012
Source: Weber Shandwick, Socializing Your CEO III, 2015
Facebook Twitter LinkedIn
Jared FogelRedskins Trademark
#LastRelationshipTaughtMe#TeenChoice
ManagementLeadership
*Trending in the US 7/8/2015
Create economic opportunity for every member of the global
workforce
Our vision
Realize yourdream job
Find work Be great at whatyou do
Create economic opportunity
Members Companies Jobs Skills Schools Updates
Connecting talent with opportunity at massive scale
Why it matters
347M+
ProfessionalsonLinkedIn
3B+Membersoftheglobalworkforce
Professional context
Optimizing Your Profile
Consuming and Sharing Content
on LinkedIn
Telling Your Organization’s
Story
3 Steps for Leveraging LinkedIn for Communications and Public Affairs
Optimizing Your Profile
Beginner Profile
Professional names
Use a professional photo
Optimize your location and industry
Professional headline
Customize your profile URL
Expand upon your headline and support it
Show examples of your work
Manage your endorsements
Add projects, test scores, courses, patents, certifications and volunteering/causes
Make yourself contactable
Simple ways to optimize
Creating a great profile
So, why is it important for your employees to havegreat LinkedIn profiles?
Members
Current members
435
Connections
Unique 1st degree connections
71,987
Employees
Monthly viewers of employee profiles
3,301
Employees
Monthly viewers of employee profiles
3,301
Consuming and Sharing Content on LinkedIn
7Xmore page views vs.
jobs pages
JOB
S
CO
NT
EN
T
Content pages receive
The definitive professional publishing platformKnowledge
GroupsSlideShare InfluencersPulse
Barack ObamaPresident of The United States
Tip: SlideShare has majorSEO ranking impact
Tell visual stories in the stream with SlideShare
Join Groups and become a top contributor
Increase profile views by engaging via Groups
Follow channels for news relevant to you
Gain insights from top industry leaders
Status Updates
Share content with status updates
Include links to content
Or upload a photo
Blogging on LinkedIn
1. Log into LinkedIn: www.linkedin.com
2. Click the pencil icon in the status update box on your homepage
Getting started is easy…
Telling Your Organization’s Story
Professionals who have opted-in to a relationship with your organizationCompany Page and Followers
61%of followers are more
likely to share information as a result of following an organization
The updates that get the most action
Fun facts and quotes
Info about your missionand career opportunities
Industry news, tips and best practices
Your organization: insidelooks and interviews
What’s trending: Share company news
54%of Federal employees are
unsatisfied with the level of information they receive from management about what is going on in the organization
42%of Federal employees are unsatisfied with the way managers communicate goals and priorities of the
organization
*United States Office of Personnel Management, Federal Employee Viewpoint Survey, http://www.fedview.opm.gov/2014files/2014_Governmentwide_Management_Report.PDF
Humanize your brand with participation from senior execs and thought leaders
Encourage employees to get on LinkedIn
Engage with Company Page
content
Cross-promotethrough other
channels (including press)
Amplify employee content through Company Page
Activate your employees
Optimizing Your Profile
Consuming and Sharing Content
on LinkedIn
Telling Your Organization’s
Story
©2015 LinkedIn Corporation. All Rights Reserved.