1. Elle Van Buren Founder and President Spicy Spirit Marketing, Inc SpicySpirit.com Linkedin.com/company/spicy-spirit elle@spicyspirit.com

2. A Little Bit About Myself Account manager at Ogilvy & Mather, Edelman Two of the largest international advertising & PR agencies Serviced BMW, Starbucks, Motorola Transitioned to marketing for small businesses in 2010 Founded Spicy Spirit Marketing, Inc. in January 2011 Google Partner Certified AdWords specialist Drive Internet revenue Website Creation, Display Advertising, Social Media, Chinese Marketing 3. Agenda for Today What is LinkedIn? Tell Your Story Build Your Followers Engage Your Community & Find Your Customers 4. What is LinkedIn? A Job Website Business Social Networking Website Potential for Lead Generation and Sales 5. A Job Website 70% Users - Job Hunting 80% Businesses Primary Recruiting Tool 40% Fortune 100 Recruiting Tool * Source, vbSocial: http://vbsocial.com/know-linkedin-analysis/ 6. Business Social Networking Website Manage relationships & online reputation Build your online business network via connections Similar to Facebook share content with connections and join groups 7. Fish Where the Fish Are 8. Potential for Lead Generation and Sales 78% Customers Research YOU Before Buying* Highest Visitor-to-Lead Conversion Rate - 277% More Efficient than Twitter & Facebook LinkedIn Profile Important for Google / Bing Ranking * Pew Research Center, 2010 9. Tell Your Story Individual Profile 10. Have a Great Photo! 11. Decide Your Keywords (This is how people find you) Add them to these profile sections: Headline Summary Specialties Interests Skills & Expertise Honors & Awards Groups & Associations Current work Experience & past work Website Links 12. Keywords In Headline 13. Tell Your Story, But Be Succinct Use Bullets 14. Add Rich Media Presentations, Content, Videos 15. Get Testimonials That Tell Story & Provide Credibility 16. Skills Endorsements Add Credibility 17. Allow Your Profile To Be Seen 18. Business Profile Webpage 19. Build Your Followers 20. Understand Your Potential Less than 4% of LinkedIn Network 21. Focus on Profile Views 22. How People Find You Search LinkedIn Promote LinkedIn Webpage Outside LinkedIn Updates (Individual): Profile & Status Updates Job or Location Updates New Testimonials or Skill Endorsements Birthday / Job Anniversary Provide or Interact with Content Like, Share or Comment Make New Connections or Follow Company Group Activity Join Group Comments Business Page Activity New Content / Status Updates Comments 23. 4 Tactics - How to Get More Profile Views Find Relevant Contacts, Connect and Personalize Introductions Engage Connections with News, Updates and Content Join Relevant Industry Groups and Engage (up to 50) Promote LinkedIn URL Outside LinkedIn 24. Find More People Like Your Best Connections / Customers Go to Profile of one of your Best Connections / Customers Click on Connections Search their Connections by Keyword 25. Connect and Personalize Introductions 26. Engage Connections with News, Updates and Content 27. Leverage Existing Content 28. Rich Media is Effective Links 2x Engagement Pictures 98% Higher Comment Rate YouTube Video Links 75% Higher Share Rate * Source: 5 Steps Through Growing Your Membership on Linkedin, http://www.slideshare.net/weblinkinternational/5-steps-to-growing-your- membership-through-linkedin-facp 29. Join Relevant Industry Groups and Engage (up to 50) 30. Promote LinkedIn URL On Other Channels Linkedin.com/profile/profile-badges 31. Potential for Lead Generation and Sales 32. Potential for Lead Generation and Sales Use LinkedIn Tools to: Find Existing or New Customers InMail New Customers Who Are Not Existing Connections Get Introductions from Existing Contacts Pull People Toward Your Company & Product Create Quality Content Establish Yourself / Company As An Industry Leader Engage Relevant Customers Who View Your Profile Consider LinkedIn Advertising 33. Find Your Customer Through LinkedIn Advanced Search Set Criteria (i.e. Keywords, Location, 1st/2nd/3rd/Group Connections) LinkedIn Shows Who Meets Criteria Introduce Yourself 34. InMail New Customers Who Are Not Existing Connections InMail: Must purchase or can get them with premium account If you don't get a response in 7 days, LinkedIn gives you another InMail credit 35. Get Introductions from Existing Contacts Lets you contact members who are in your 2nd degree network (or 3rd degree network) through 1 or 2 contacts 5 LinkedIn Introductions Free, More Available via Paid Plans 36. Inbound Marketing: Pull People Toward Company & Profile Earns the attention of customers, makes the company easy to be found & draws customers by producing interesting content Inbound Leads Cost 61% Less Than Outbound* * Source: Hubspot, Inbound Leads Cost 61% Less Than Outbound 2/28/2012, http://blog.hubspot.com/blog/tabid/6307/bid/31555/Inbound- Leads-Cost-61-Less-Than-Outbound-New-Data.aspx 37. Create Quality Content Create Content with Useful Insights for Customers/Connections 80/20 Rule For every 1 Piece of Content Selling Product, 4 Pieces Should be Focused on Helpful Tips & Insights 38. Establish Yourself / Company As An Industry Leader 39. Engage Relevant Customers Who View Your Profile 40. Consider LinkedIn Advertising Ads Can Be Targeted By job title and function By industry and company size By seniority Similar to Pay-Per-Click Advertising On Google Setup daily budget Ongoing daily analytics and optimization critical for success 41. Summary LinkedIn Has Potential to Help Engage Existing and New Customers In Order to Be Successful on LinkedIn: Tell Your Story in Your Profile Build Your Followers Engage Your Community & Find Your Customers 42. Questions? 43. Marketing resources & tips Local to Bay Area Businesses www.spicyspirit.com/blog/ 44. Thank You!