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LinkedIn 101
July 28, 2011
Christy Belden, Vice-President Media + Marketing
Emily Carroll, Strategic Planning + Consumer I...
2

Christy Belden
Vice President, Media + Marketing, LeapFrog Interactive

Experience: 11 years
The Courier-Journal
Univer...
Emily Carroll

3

Strategic Planning + Consumer Insights

Experience: 5 years
Executive Communications
Bellarmine Universi...
Emily Carroll

4

Communications + PR
Experience: 9 years
Eastern Kentucky University
Social Media Club of Louisville
Publ...
LeapFrog Interactive

Twitter: @LFI
#LFI

Facebook: www.facebook.com/LeapFrogInteractiveAgency
Blog: www.leapfroginteracti...
Agenda

6

+ Why LinkedIn
+ Using LinkedIn
+ Account Types
+ Personal Usage: Résumé Building
Job-Seeking
+ Professional Us...
Why LinkedIn
LinkedIn 101

8
9

Why LinkedIn

+ Strong world-wide reach
+ Business to business sales opportunity
+ Professional audience focus
+ Highly...
10

Why LinkedIn

115 million active users world-wide
Users 97 times more likely to have college or post-grad degree
Linke...
11

Why LinkedIn
LinkedIn Members

Of social media users, 61% use LinkedIn for
professional networking

Source: How Are Pe...
12

Why LinkedIn
LinkedIn Members

67% of LinkedIn users access their profile daily or
a few times a week

―How Are People...
Why LinkedIn

13

LinkedIn Members

82% of members are more
confident in the professional
info received on LinkedIn
compar...
14

Why LinkedIn
LinkedIn Members

Top-Level Executives

22% use LinkedIn for industry networking
20% use LinkedIn to prom...
15

Why LinkedIn
LinkedIn Members

Middle Management

24% use LinkedIn for keeping in-touch
20% use LinkedIn for industry ...
16

Why LinkedIn
LinkedIn Members

Entry-Level
24% use for job search
23% use for co-worker networking

Source: How Are Pe...
Why LinkedIn

17

LinkedIn Members

More than 80% of LinkedIn
members are company
decisions makers

Source: Audience 360 S...
18

Why LinkedIn

Professional Audience Focus
Medium-sized business professionals: 13

M

Small business professionals: 4....
Why LinkedIn

19

LinkedIn Accounts

61% of LinkedIn users have the basic account
39% of LinkedIn users have a premium acc...
Why LinkedIn

20

Lead Generation

47.8% of B2B sales
professionals use LinkedIn
more for
prospecting/research than a
year...
Why LinkedIn

21

Lead Generation

61% of B2B companies acquired a customer using LinkedIn

Source: 2011 State of Inbound ...
22

Why LinkedIn

70% of people use LinkedIn for job hunting
80% of people use LinkedIn as a primary recruitment tool
40% ...
Why LinkedIn

23

Job Seeking

44% of LinkedIn users are
not actively looking for
employment, but open to
new opportunity ...
Why LinkedIn

24

Advertising

Ads on LinkedIn reach 6.1% of Americans online

Source: comScore Ad Metrix, September 2010
25

Why LinkedIn
Advertising

46% of advertisers have social search marketing top of mind –
including LinkedIn

Source: Wh...
LinkedIn Features
27

LinkedIn Features
Personal
+ Job search
+ Online reputation management
+ Profile optimization: descriptive, relevant a...
LinkedIn Features

28

Job Search
+ Search for connections within your industry, i.e. SEO include specific zip
code and jo...
29

LinkedIn Features
Company Profiles
+ Careers – company job openings
+ Products + services
+ Customer recommendations
+...
LinkedIn Features
Ad Solutions – Marketing on LinkedIn
+ Easy to develop ads
+ Highly targetable
+ Straightforward cost st...
LinkedIn Features
Lead Generation
+ Search filters
+ Introduction via mutual connections
+ Join industry groups and partic...
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
43

LinkedIn 101
Best Practices – Personal Networking
+ Create a unique, relevant tagline
+ Include all relevant past empl...
44

LinkedIn 101
Best Practices – Company Profile
+ Upload logo, create a keyword optimized description
+ Include open com...
45

LinkedIn 101
Best Practices – Job Seeking
+ Connect with people you know, especially those in your industry

+ Conduct...
LinkedIn 101
Best Practices – Marketing + Lead Generation
+ Keep ads direct and concise
+ Optimize campaign to best perfor...
Questions?
Thank You!
Contact Us
Christy Belden: cbelden@leapfroginteractive.com
Maury Hill: mhill@leapfroginteractive.com
Lfilinkedin101presentation7 11-11-110728133145-phpapp02
Lfilinkedin101presentation7 11-11-110728133145-phpapp02
Lfilinkedin101presentation7 11-11-110728133145-phpapp02
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    1. 1. LinkedIn 101 July 28, 2011 Christy Belden, Vice-President Media + Marketing Emily Carroll, Strategic Planning + Consumer Insights Emily Van Winkle, Communications + PR
    2. 2. 2 Christy Belden 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.
    3. 3. Emily Carroll 3 Strategic Planning + Consumer Insights Experience: 5 years Executive Communications Bellarmine University SEMPO Certified Google AdWords Certified 2011 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.
    4. 4. Emily Carroll 4 Communications + PR 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.
    5. 5. LeapFrog Interactive 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 5
    6. 6. Agenda 6 + 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
    7. 7. Why LinkedIn
    8. 8. LinkedIn 101 8
    9. 9. 9 Why LinkedIn + Strong world-wide reach + Business to business sales opportunity + Professional audience focus + Highly trusted by Google + Built to be SEO friendly Sources: http://www.imediaconnection.com/content/29335.asp
    10. 10. 10 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 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)
    11. 11. 11 Why LinkedIn LinkedIn Members Of social media users, 61% use LinkedIn for professional networking Source: How Are People Really Using LinkedIn? Mashable, July 2011
    12. 12. 12 Why LinkedIn LinkedIn Members 67% of LinkedIn users access their profile daily or a few times a week ―How Are People Really Using LinkedIn?‖ Mashable, July 2011
    13. 13. Why LinkedIn 13 LinkedIn Members 82% of members are more confident in the professional info received on LinkedIn compared to other social networks Source: Audience 360 Survey, LinkedIn, May 2010
    14. 14. 14 Why LinkedIn LinkedIn Members Top-Level Executives 22% use LinkedIn for industry networking 20% use LinkedIn to promote business Source: How Are People Really Using LinkedIn? Mashable, July 2011
    15. 15. 15 Why LinkedIn LinkedIn Members Middle Management 24% use LinkedIn for keeping in-touch 20% use LinkedIn for industry networking Source: How Are People Really Using LinkedIn? Mashable, July 2011
    16. 16. 16 Why LinkedIn LinkedIn Members Entry-Level 24% use for job search 23% use for co-worker networking Source: How Are People Really Using LinkedIn? Mashable, July 2011
    17. 17. Why LinkedIn 17 LinkedIn Members More than 80% of LinkedIn members are company decisions makers Source: Audience 360 Survey, LinkedIn, May 2010
    18. 18. 18 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 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-
    19. 19. 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
    20. 20. Why LinkedIn 20 Lead Generation 47.8% of B2B sales professionals use LinkedIn more for prospecting/research than a year ago B2B Sales Pros Turn to LinkedIn, April 2010, eMarketer
    21. 21. Why LinkedIn 21 Lead Generation 61% of B2B companies acquired a customer using LinkedIn Source: 2011 State of Inbound Marketing, March 2011, HubSpot
    22. 22. 22 Why LinkedIn 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 Sources: LinkIn by the Numbers, June 2010, HubSpot 40% of Fortune 100 companies use LinkedIn corporate recruiting solutions, September 2009, talent.linkedin.com/blog
    23. 23. Why LinkedIn 23 Job Seeking 44% of LinkedIn users are not actively looking for employment, but open to new opportunity discussion Source: Is this next Adler prediction as far off at his last few, December 2010, LinkedIn Recruiting Solutions, talent.linkedin.com/blog
    24. 24. Why LinkedIn 24 Advertising Ads on LinkedIn reach 6.1% of Americans online Source: comScore Ad Metrix, September 2010
    25. 25. 25 Why LinkedIn Advertising 46% of advertisers have social search marketing top of mind – including LinkedIn Source: Why Social Media Is Top Priority for Search Marketers, November 2010, eMarketer
    26. 26. LinkedIn Features
    27. 27. 27 LinkedIn Features Personal + 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
    28. 28. LinkedIn Features 28 Job Search + 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
    29. 29. 29 LinkedIn Features Company Profiles + 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
    30. 30. LinkedIn Features Ad Solutions – Marketing on LinkedIn + Easy to develop ads + Highly targetable + Straightforward cost structure + Split-testing functionality 30
    31. 31. LinkedIn Features Lead Generation + Search filters + Introduction via mutual connections + Join industry groups and participate in conversations 31
    32. 32. LinkedIn Account Types
    33. 33. LinkedIn Account Types 33
    34. 34. Using LinkedIn
    35. 35. Personal
    36. 36. Professional
    37. 37. Video 1: http://talent.linkedin.com/Recruiter Video 2: http://www.linkedin.com/jobs/post?trk=tab_hire
    38. 38. Marketing
    39. 39. LinkedIn Best Practices
    40. 40. 43 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 Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
    41. 41. 44 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 Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
    42. 42. 45 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 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
    43. 43. 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
    44. 44. Questions?
    45. 45. Thank You! Contact Us Christy Belden: cbelden@leapfroginteractive.com Maury Hill: mhill@leapfroginteractive.com
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