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LinkedIn 101
July 28, 2011
Christy Belden, Vice-President Media + Marketing
Emily Carroll, Strategic Planning + Consumer Insights
Emily Van Winkle, Communications + PR
Christy Belden 2
Vice President, Media + Marketing, LeapFrog Interactive
Experience: 11 years
The Courier-Journal
University of Louisville
SEMPO Certified
Google AdWords Individually
Certified
Christy knows marketing.
PPC, SEO, social
media, email, mobile, traditional—she’s
been there and done that. She
continues to build a deep well of
experience and is always in touch with
the trends and strategies that provide a
solid return on clients’ investments.
Emily Carroll
Strategic Planning + Consumer Insights
3
Experience: 5 years
Executive Communications
Bellarmine University
SEMPO Certified
Google AdWords Certified2011 AdFed ―Hot 10‖ Young Professionals
Emily does the legwork that helps clients’
media campaigns reach their target
audiences. She makes sure their
advertising dollars are invested in the
best possible venues, to return optimal
results.
Emily Carroll
Communications + PR
4
Experience: 9 years
Eastern Kentucky University
Social Media Club of Louisville
Public Relations Society of America
Emily works with the social and
engaging side of interactive marketing,
helping our clients connect with their
target consumers and develop a rapport
with them. With her finger placed firmly
on the pulse of the online social sphere,
Emily establishes the connections and
builds the trust that makes consumers
want to become customers.
LeapFrog Interactive 5
Twitter: @LFI
#LFI
Facebook: www.facebook.com/LeapFrogInteractiveAgency
Blog: www.leapfroginteractive.com/blog
Christy Belden: http://www.linkedin.com/in/christybelden
Emily Carroll: http://www.linkedin.com/in/emilyocarroll
Emily Van Winkle: http://www.linkedin.com/in/emilyvanwinkle
Agenda
+ Why LinkedIn
+ Using LinkedIn
+ Account Types
+ Personal Usage: Résumé Building
Job-Seeking
+ Professional Usage: Employee Recruitment
Company Profiles
+ Marketing Usage: Advertising
Lead Generation
Research
+ Best Practices
+ Q&A
6
Why LinkedIn
LinkedIn 101 8
Why LinkedIn
+ Strong world-wide reach
+ Business to business sales opportunity
+ Professional audience focus
+ Highly trusted by Google
+ Built to be SEO friendly
9
Sources: http://www.imediaconnection.com/content/29335.asp
Why LinkedIn
115 million active users world-wide
Users 97 times more likely to have college or post-grad degree
LinkedIn is the number 2 most popular social media network
Nearly 2 billion people searches on LinkedIn in 2010
10
Sources: Audience 360 Survey, LinkedIn, May 2010
LinkedIn Surpasses MySpace as 2nd Most Popular Online Social
Network, July 2011, HubSpot
LinkedIn Marketing Solutions, LinkedIn 4.25.11 (US only)
Why LinkedIn
Of social media users, 61% use LinkedIn for
professional networking
11
LinkedIn Members
Source: How Are People Really Using LinkedIn? Mashable, July 2011
Why LinkedIn 12
―How Are People Really Using LinkedIn?‖ Mashable, July 2011
67% of LinkedIn users access their profile daily or
a few times a week
LinkedIn Members
Why LinkedIn 13
Source: Audience 360 Survey, LinkedIn, May 2010
82% of members are more
confident in the professional
info received on LinkedIn
compared to other social
networks
LinkedIn Members
Why LinkedIn 14
Source: How Are People Really Using LinkedIn? Mashable, July 2011
Top-Level Executives
22% use LinkedIn for industry networking
20% use LinkedIn to promote business
LinkedIn Members
Why LinkedIn 15
Middle Management
24% use LinkedIn for keeping in-touch
20% use LinkedIn for industry networking
LinkedIn Members
Source: How Are People Really Using LinkedIn? Mashable, July 2011
Why LinkedIn 16
Entry-Level
24% use for job search
23% use for co-worker networking
LinkedIn Members
Source: How Are People Really Using LinkedIn? Mashable, July 2011
Why LinkedIn 17
More than 80% of LinkedIn
members are company
decisions makers
LinkedIn Members
Source: Audience 360 Survey, LinkedIn, May 2010
Why LinkedIn
Professional Audience Focus
Medium-sized business professionals: 13 M
Small business professionals: 4.4M
Financial services professionals: 3.8M
Technology professionals: 3.4M
VPs and C-level executives: 3.2M
Companies with LinkedIn profiles: 1M
18
Sources: LinkedIn Marketing Solutions, LinkedIn 4.25.11 (US only)
eConsultancy blog ―20+ Mind-blowing social media statistics: One year later,
http://econsultancy.com/us/blog/7334-social-media-statistics-one-year-later
Why LinkedIn 19
LinkedIn Accounts
61% of LinkedIn users have the basic account
39% of LinkedIn users have a premium account
Source: How Are People Really Using LinkedIn? Mashable, July 2011
Why LinkedIn 20
47.8% of B2B sales
professionals use LinkedIn
more for
prospecting/research than a
year ago
Lead Generation
B2B Sales Pros Turn to LinkedIn, April 2010, eMarketer
Why LinkedIn 21
61% of B2B companies acquired a customer using LinkedIn
Lead Generation
Source: 2011 State of Inbound Marketing, March 2011, HubSpot
Why LinkedIn 22
Sources: LinkIn by the Numbers, June 2010, HubSpot
40% of Fortune 100 companies use LinkedIn corporate
recruiting solutions, September 2009, talent.linkedin.com/blog
70% of people use LinkedIn for job hunting
80% of people use LinkedIn as a primary recruitment tool
40% of Fortune 100 companies use LinkedIn for recruiting
Why LinkedIn 23
Source: Is this next Adler prediction as far off at his last few,
December 2010, LinkedIn Recruiting Solutions,
talent.linkedin.com/blog
44% of LinkedIn users are
not actively looking for
employment, but open to
new opportunity discussion
Job Seeking
Why LinkedIn
Ads on LinkedIn reach 6.1% of Americans online
24
Source: comScore Ad Metrix, September 2010
Advertising
Why LinkedIn
46% of advertisers have social search marketing top of mind –
including LinkedIn
25
Source: Why Social Media Is Top Priority for Search
Marketers, November 2010, eMarketer
Advertising
LinkedIn Features
LinkedIn Features
Personal
27
+ Job search
+ Online reputation management
+ Profile optimization: descriptive, relevant and compelling copy
+ Professional recommendations
+ Resume builder
+ Personalized homepage
+ LinkedIn Groups
Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia
Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
LinkedIn Features
Job Search
28
+ Search for connections within your industry, i.e. SEO include specific zip
code and job title (manager, director)
+ Look-up firms and call or request email address to send CV resume
+ Join groups & interact
Paid Profile
+ LinkedIn inmail – ability to message potential employers & contacts
directly
Source: Jake Langwith, ―How to Find a Job Using LinkedIn,‖ July 2011
http://www.clickz.com/clickz/column/2076879/job-linkedin
LinkedIn Features
Company Profiles
29
+ Careers – company job openings
+ Products + services
+ Customer recommendations
+ Analytics – interactivity level and value
+ Syndicate tweets and blog posts
+ Custom LinkedIn microsite
Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia
Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
LinkedIn Features
Ad Solutions – Marketing on LinkedIn
30
+ Easy to develop ads
+ Highly targetable
+ Straightforward cost structure
+ Split-testing functionality
LinkedIn Features
Lead Generation
31
+ Search filters
+ Introduction via mutual connections
+ Join industry groups and participate in conversations
LinkedIn Account Types
LinkedIn Account Types 33
Using LinkedIn
Personal
Professional
Video 1: http://talent.linkedin.com/Recruiter
Video 2: http://www.linkedin.com/jobs/post?trk=tab_hire
Marketing
LinkedIn Best Practices
LinkedIn 101
Best Practices – Personal Networking
+ Create a unique, relevant tagline
+ Include all relevant past employers, organizations and associations
+ Ask for recommendations – at least one per job
+ Include relevant URLs – professional social profiles,
current employer, blog
+ Optimize text associated with links
+ Post regular updates to stay top of mind
with your network
43
Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia
Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
LinkedIn 101
Best Practices – Company Profile
+ Upload logo, create a keyword optimized description
+ Include open company positions
+ Build module for all relevant products & services
+ Incorporate the ―recommend‖ API link
+ Encourage customer recommendations
+ Incorporate company Twitter & blog
feeds
44
Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia
Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
LinkedIn 101
Best Practices – Job Seeking
+ Connect with people you know, especially those in your industry
+ Conduct a targeted people search to locate contacts related to your industry or specialty
– connect with them
+ Include relevant keywords in your tagline, experience and specialties, add
skills ―tags‖ – this will help you be found in searches
+ Request invitations to relevant groups and engage regularly
+ Incorporate your LinkedIn profile into your resume - number of connections
and recommendations are valuable to potential employers
45
Sources: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia
Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
How to Find a Job Using LinkedIn, Jake Langwith, ClickZ, July
2011, http://www.clickz.com/clickz/column/2076879/job-linkedin
LinkedIn 101
Best Practices – Marketing + Lead Generation
+ Keep ads direct and concise
+ Optimize campaign to best performing ad(s)
+ Don’t bombard users with information overload
+ Use LinkedIn as a research tool
+ Find connections, explore opportunities
46
Questions?
