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LinkedIn for Economic Development by Jeff Finkle, President/CEO of IEDC
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LinkedIn for Economic Development by Jeff Finkle, President/CEO of IEDC


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Leveraging Social Media for Economic Development Workshop on April 24, 2013 in Athens, Ohio. Sponsored by the Ohio University's Voinovich School of Leadership and Public Affairs and the Economic …

Leveraging Social Media for Economic Development Workshop on April 24, 2013 in Athens, Ohio. Sponsored by the Ohio University's Voinovich School of Leadership and Public Affairs and the Economic Development Administration. LinkedIn for Economic Development presented by Jeff Finkle, President/CEO of the International Economic Developoment Council (IEDC) and the Appalachian New Economy Partnership (ANEP) Fellow with the Voinovich School.

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  • 1. LinkedIn forEconomicDevelopmentApril 22, 2013Jeffrey A. Finkle, CEcDPresident and CEOInternational Economic Development Council1
  • 2. International Economic Development Council2OVERVIEWIs social media a fad, or here to stay?LinkedIn, an essential social media tool forEconomic Development ProfessionalsHow to optimize LinkedInAssessmentConclusionQuestions
  • 3. 3Social media is a key aspect to businessmarketing & the client base developmentplatform. 58% of businesses that haveused social media marketing for over 3years reported an increase in sales overthat period.Sources: Survey of 1900 LinkedIn Members, May 2012
  • 4. percentage of businesses witha marketing department usesocial media94%Almost 60% of marketers are devoting theequivalent of a full work day to social mediamarketing development & maintenance4percentage businessesthat reported an increasein their market exposure85%Sources: Survey of 1900 LinkedIn Members, May 2012
  • 5. So, why should I use LinkedInfor social media?5
  • 6. International Economic Development CouncilLinkedIn is the worlds largest professionalnetwork with 200 million members in 200countries and territories around the globe.6Sources: Credit:
  • 7. 74MUnited States7MCanada11MBrazil18MIndia11MUnited Kingdom7LinkedIn by Country
  • 8. Sources: Survey of 1900 LinkedIn Members, May 2012 M+LinkedInCompanyPages87%trust LinkedIn asa sources ofinformationaffecting decisionmaking49%find LinkedIn to bea good source forword of mouthinformation onbrand experiences8Telecomm, 1.59MComputerSoftware, 1.65MHigherEducation, 1.95MFinancialServices, 2.03MInfo Tech &Services,4MLinkedInbyIndustry
  • 9. Why is LinkedIn a valuable businesstool for EDOs?9
  • 10. International Economic Development CouncilLinkedIn helps EDO’s to improvemarketing & attraction efforts• increase community visibility• learn more about client requirements• warm up potential clients & segment audiences• showcase industry expertise• learn from other industry professionals• build long term relationships10
  • 11. International Economic Development CouncilImprove community visibility:• optimize search engine optimization (SEO) withrelevant profile keywords• Your clusters: mining, coal, distribution, energyproduction, education etc• provide complete & relevant content• use a custom LinkedIn URL for the community• improved ranking on Google & search other results• e.g.
  • 12. International Economic Development CouncilOther ways to improve communityvisibility:• add website links to your profile• e.g.• add a LinkedIn link to your email signature• actively participate in industry discussions12John Smith, CEcDExecutive Director at Columbus EDO555 Main StreetColumbus, Ohio 43002555-555-555John Smith, CEcDExecutive Director at Columbus EDO555 Main StreetColumbus, Ohio 43002555-555-555
  • 13. International Economic Development CouncilUse LinkedIn to connect with the localeconomic development network & potentialclients• generate leads & discover site selectionopportunities•LinkedIn has the highest visitor-to-leadconversion rate• learn about current & local industry trends &issues13
  • 14. 14So now we know Linkedin is valuable what?
  • 15. International Economic Development CouncilIncrease your presence on LinkedIn:• Fill out your profile completely• Expand the size of your network• Make sure to participate in LinkedInGroup(s)15
  • 16. International Economic Development CouncilAim for 100% completion on your profile, then:• ensure the entire team has a profile• clear & detailed headlines & summaries• add photos to increase personability• include relevant information• role in facilitating the investment attraction process• sector/regional specialty• past experience in economic development/investmentattraction• post a complete company overview, make it “Public” &update frequently16
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  • 18. International Economic Development CouncilCompany Status Updates• post and share company news, promotions,relevant industry articles, and YouTube videos(only Company Page administrators• LinkedIn members see status updates on yourcompanys Home tab• Followers get updates on their homepage• Any LinkedIn member can comment on, like, orupdates• Posts can be up to 600 characters (includingspaces)• Shared link titles and descriptions can be up to 250 characters each18
  • 19. International Economic Development CouncilHow to Post Company Status Updates• enter your update in the Share an update boxon the Overview page• Click Attach a link (optional) and enter theURL• Click Share19
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  • 27. International Economic Development CouncilExpand the size of your network bymethodically & consistently building yourconnections:• solicit recommendations & write unsolicitedrecommendations (& endorsements)• always respond to recommendations with aThank You note• personalize invitations with short notes27
  • 28. International Economic Development Council28
  • 29. International Economic Development CouncilHow to Find Connections• search your LinkedIn Connections• by keyword or click on Companies• click on the Companies section of LinkedIn• search the Groups Directory by keywordHow to invite people to join you onLinkedIn?• members profiles, search results• add connections, people you may know pages• your email list29
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  • 31. International Economic Development CouncilOther ways to expand your network• use the Q&A forums• ask for advice & be a resource• request introductions from mutualconnections• locate profile of mutual connection• click "get introduced through a connection"• write a message to mutual connection & state why youwant an introduction• click send request31
  • 32. International Economic Development Council32
  • 33. International Economic Development CouncilCategorizing connectionswhen adding new connections• click on View Profile to go to their page• under their email address select Edit Tags• add a new tag at the top, or click a checkboxfor one of your existing tagsfor existing connections• go to Contacts, then Connections and click oneach name in the center column• select the Edit Tag link33
  • 34. International Economic Development CouncilJoin (or host) groups relevant toeconomic development (especiallylocal groups):Don’t just join...Participate• Introduce yourself• Seek out key players/most active members• Read & comment on member posts• “Like” posts34
  • 35. International Economic Development CouncilGroups require strategies forengagement & content. Consider:• a community manager with ED expertise & anestablished network of contacts• the members joining the group & solicitingmembership• sparking discussion on timely & politicizedissues relevant to your area• use catchy titles, e.g. “A Cat Fight Begins”35
  • 36. International Economic Development CouncilHow to find a group to join36
  • 37. International Economic Development CouncilGroups For Economic DevelopersEconomic Development 2.0Site Selection NetworkEconomist Intelligence UnitEconomic Development ProfessionalsBusiness Retention and Expansion ForumThe International Economic DevelopmentCouncil (IEDC)37
  • 38. International Economic Development Council38Group limits for LinkedInmembersown and/ormanage10 parent(main) groups20 subgroupsjoin and/ormoderate50 groups50 subgroupsmaximumfollowers5,000
  • 39. International Economic Development CouncilUse InMail if you don’t have an immediateor secondary connection• available to paid members with available InMail credits or for afee with free accountsHOW TO• Log into your LinkedIn account & search for the person youwant to meet.• Click the Send InMail link.• Compose Your Message form• Select or deselect the “Include My Contact Information”• Complete the Category, Subject, and Salutation fields, thenenter your message39
  • 40. 41To Pay Or Not To Pay• Basic (free) account– Find and reconnect with colleagues and classmates– Request and provide recommendations– Create a professional presence on the web– Request up to 5 introductions at a time– Search for and view profiles of other LinkedIn users– Receive unlimited InMails– View 100 results per search– Save up to 3 searches and get weekly alerts on thosesearches• Premium accounts– Send InMails– get hundreds of additional search results– save and organize profiles– view more information about whos viewed your profile
  • 41. PersonalPlusBusinessBusinessPlusExecutiveContact anyone directly with InMail 3 10 25See more profiles when you search 100 300 500 700Zero in on profiles with Premium SearchFilters4 PremiumFilters4 PremiumFilters8 PremiumFiltersSee full profiles of anyone in yournetworkYES YES YES YESWho’s Viewed My Profile: Get the full list YES YES YES YESAutomate your search with SavedSearch Alerts3/week 5/week 7/week 10/dayGet introduced to the companies you’retargeting10outstanding15outstanding25outstanding35outstandingSee names of your 3rd degree and groupconnectionsFirst Name First Name First Name Full NameVisibilityGet the real story on anyone withReference SearchYES YES YES YESLet anyone message you for free withOpenLinkYES YES YES YESGet priority customer service YES YES YES YESBenefits by PremiumAccount Type
  • 42. International Economic Development CouncilPricing Structure• Basic, free• Business, $24.95/MO• Business Plus, $49.95/MO• Executive, $99.95/MO43
  • 43. After implementing content & engagementstrategies, TRACK YOUR PROGRESS. UseLinkedIn’s analytic capabilities, or GoogleAnalytics, to pin-point what’s working &what’s not.44
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  • 45. International Economic Development CouncilAssessmentHow well is LinkedIn incorporated intoother marketing efforts?How can LinkedIn be used for businessdevelopment?How can you engage local businesses onLinkedIn & help them promote themselvesor collaborate?46
  • 46. International Economic Development CouncilOther tips or practices to consider:• using LinkedIn advertising to publicizeinitiatives & campaigns• following companies of interest to getupdates (also consider clients orprospective clients)Finally...remember that LinkedIn is aprofessional networkingenvironment!47