LinkedIn for PR Professionals

LinkedIn for PR Professionals



Join our panel of LinkedIn power users who will walk you through the platform and its uses for PR Professionals. ...

Join our panel of LinkedIn power users who will walk you through the platform and its uses for PR Professionals.

eZanga Content Coordinator Brittany Berger, Cision Social Media Manager Lisa Denten, Digital Engagement Manager Gina Joseph and Digital Marketing and Analytics Manager Patrick Niersbach will highlight recent changes, business and personal uses, networking tips, and how PR and marketing professionals can use the platform to their advantage.

During this complimentary 45-minute webinar, we will discuss:

• Brand pages and their features
• Tips for managing and participating in LinkedIn Groups
• Advertising on the platform
• Advice on promoting your brand



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  • Just like other social networks, you will get out of it what you put in. Don’t expect to make connections or receive recommendations without seeking them or offering the same to others. Dos:Add a personal note each time you send a connection request.Your picture should be a clear headshot and/or your company page image should be consistent with your brand.Fill out your profile in its entirety.Donts:Avoid soliciting relationships that are not already formed. Overshare. No drinking pictures with your buddies here!
  • Site actively suggests connectionsPeople Also Viewed & “People You May Know” sections offer suggestions for connectionsSearch for specific people Look at staff linked to specific company pagesJoin groups & their discussionsRecommendations & Endorsements (1 billion endorsements given on LinkedIn!)Post status updatesGet added: Service Provider Directory – Request a Recommendation
  • Unless a contact specifically says they want to be reached via the site, it is not a good way to send news or releases.What you should do on LinkedIn to improve PR efforts:Research journalists & influencers you want to pitchLook at ‘How You’re Connected’ feature to ask for introductions to someone you want to work with, and/or search your connections’ connections!Show your expertise & build more relationships in Groups.As soon as you get someone’s business card, add them to LinkedIn
  • Look at who is following your brand See who is talking about your brand or product. If you’re B2B, see if anyone is “endorsed” in your services.Send special deals or information to members through LinkedIn Announcements, which will email members.Create polls to share with your network.Be strategic with the language you use in Products & ServicesAdd LinkedIn Share to site, blogAdd the Follow button to your site & other web propertiesTarget Your Audience25% of members visit on mobile
  • When you post a job on LinkedIn, a basic Careers tab appears on your Company Page for free. Upgrading to a Silver or Gold Career Page gives you access to a full suite of features for promoting careers at your company, including a clickable banner, customizable modules, analytics on who is viewing the page, direct links to recruiters, video content, and more. By upgrading profile, you can do things like inmail, see who has viewed your profile, premium search, profile organizer, and depends on if it’s personal – for recruiter or sales professional.Several editions & options to Upgrade your LinkedIn account.For Users:- Contact anyone via InMail- See more profiles & use premium search filters- See who’s viewed your profile- Lead BuilderFor brands:LinkedIn AdsHigher visibility in careers sectionSoon? Promoted Posts

LinkedIn for PR Professionals LinkedIn for PR Professionals Presentation Transcript

  • LinkedIn for PR Professionals Using the Network to Connect, Build & Grow Your Brand Brittany Berger, content coordinator, eZanga Lisa Denten, social media manager Gina Joseph, digital engagement manager Patrick Niersbach, digital marketing & analytics manager
  • 22 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
  • 33 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 Divider Why 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
  • 66 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
  • 99 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 Divider Enhancing 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 @cisio
  • 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
  • 2222 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?