PrevNextLinkedin Training guideAimed to propel your business and marketing needs
PrevNextAbout LinkedinFounded in 2002 and launched in spring of 2003 by Reid Hoffman• Graduated from Stanford and Oxford Universities• Worked with Apple and Fujitsu• Was a member of the founding for PaypalFounded LinkedIn after Paypal was acquired by Ebay in 2002By 2011, LinkedIn had 135,000,000 users across the world• Includes all executives from the Fortune 500 companies• Includes all major industries and industry leading companies
PrevNextIndustry and Company Size^ Graph of Industry vs Company size onLinkedIn< Vincenzo Cosenza’s infographicsdemonstrate the growing reach ofLinkedIn.
PrevNextSetting up your Account• How do you want your business to be portrayed?• What is goal of Linked in Profile?• What Key words for your profile?• Who are your friends on LinkedIn? Are they good choices?There are 3 types of Linked inPremium Accounts to choose• Business• Business Plus• Executive
PrevNextTypes of Premium PlansBusiness Plus• Contact 10 people directlythrough InMail with aguaranteed response• See 500 profiles when yousearch• Access to premium searchfilters• Automatically see expandedprofessional profiles• Full list of people who haveviewed your profile• 25 folder profile organizer• See first names for thirddegree contacts• Access to reference search• Priority customer serviceBusiness• Contact 3 people directlythrough InMail with aguaranteed response• See 300 profiles when yousearch• Access to premium searchfilters• Automatically see expandedprofessional profiles• Full list of people who haveviewed your profile• 5 folder profile organizer• See first names for thirddegree contacts• Access to reference search• Priority customer serviceExecutive• Contact 25 people directlythrough InMail with aguaranteed response• See 700 profiles when yousearch• Access to premium and totalsearch filters• Automatically see expandedprofessional profiles• Full list of people who haveviewed your profile• 50 folder profile organizer• See first names for thirddegree contacts• Access to reference search• Priority customer service
PrevNextMaking a Business Page• Log onto personal account• Go to company home page (on main bar, under the masthead)• Click the option “Add a Company”• Enter Company Name, Company email address• Tick box to verify you are the official representative of the company.• Click “Continue”• Go to the email account you use for your Linked in Account• You will receive a verification email from Linked in• Click on the confirmation link to be brought to a confirmation page• Click “Confirm” on the confirmation page.• Log in using primary email address and password.
PrevNextBasic Company info• Log onto personal account• Go to company home page (on mainbar, under the masthead)• Click the option “Add a Company”• Enter Company Name, Companyemail address• Tick box to verify you are the officialrepresentative of the company.• Click “Continue” (top picture)• Go to the email account you use foryour Linked in Account• You will receive a verification emailfrom Linked in• Click on the confirmation link to bebrought to a confirmation page• Click “Confirm” on the confirmationpage.• Log in using primary email addressand password.• Bottom picture is your fresh account
PrevNextBasic Company Info - Part 1Time to Flesh out your page!•Click the dropdown menu entitled: “Admin tools”•Click on “edit.”What Type of Business are you running?1.Company Type: Choose from eight options that include “publiccompany” and “self-employed.”2.Company Size: Range of sizes depending on the number ofemployees.3.Company Website URL: Your website address4.Main Company Industry: What type of company do you run?5.Company Operating Status: Ranges from operating to out ofbusiness6.Year Founded7.Company Location: City, country, state etc.
PrevNextPermission & Logo - Part 2Who do you want to modifyyour business page?•You can allow everybody with a companyemail address•You can nominate employees whom areconnected to you in LinkedInWant to add logos?•Click “edit”•On far right, click the “upload” button•2 logo limit•Rectangle logos are standard•Square logos can also work
PrevNextCompany Description - Part 3What does your company do?1.Company Description: Write about yourcompany. Use short and simple sentences, keepto the point, be factual and remember key words.2.Company Specialities: You can add asmany of these as you like. Think of them liketags. For example, your company might publishbooks or it might specialize in different types ofcleaning service.3.3. Company Blog RSS Feed: Add yourRSS feed to help your SEO.4.4. News Module: Toggle between showingnews about your company and not showing it.When you are done,click “Publish”
PrevNext2. Page OptimizationSearch Engine Optimization• SEO = Search Engine Optimization• SEO helps search engines find your site through key words• LinkedIn uses SEO• Customers, employers, and contacts find your business profileusing SEO and key words in LinkedInTIPS for setting up efficient SEO•••••
PrevNextBack-links• A Backlink takes a user from one website to another when clicked• Backlinks can be used to network between LinkedIn sites• Passive backlinks are written by followers and customers• Backlinks are valuable, but need to be done right:– ONLY link to legitimate websites (Such as LinkedIn)– ONLY use one-way linksTo set up a backlink you can…• Put your company URL in yourcompany description• “Careers” and “Products &Services” can alsohave links• Put your company URL in astatus update (see right)– Click “Attach a Link”
PrevNextDriving Traffic to your Site1. Use Sociable on Wordpress(or LinkedIn Share button)• If your company has awordpress blog, go to the pluginsection of your dashboard• Click “add new” then• Search for “sociable”• Install the plugin then activate it
PrevNextDriving Traffic to your Site1.a. Other blogs allow you to install aspecialized Linkedin ShareButton.• Go to:https://developer.linkedin.com/plugins/share-plugin-generator• At the developer screen,there will be a series ofoptions.• Paste the URL to Linkedincompany page• Choose shape of button• Click “get code” to generateHTML• Paste HTML into website.
PrevNext1.Company Description: Write about yourcompany. Use short and simple sentences, keepto the point, be factual and remember key words.2.Put a link in your profile:You can put a link on your personal profileto your company profile.3.Auto Post Blog updates to yourprofile:You can search for plugins thatautomatically update your blog withactivity from your Company or personalprofile.4.Applications: Wordpress & Blog LinkInstead of finding plugins, you can useWordpress or Blog link as your blogsbecause they already are LinkedIncompatible.5.Join GroupsJoin or set up a group to facilitatediscussions.Driving Traffic to your Site
PrevNextDriving Traffic to your Site6. Answer Questions (appropriate blog posts only)Click “more” section to get to the “answers” page. Answer questions. The quality of youranswers increases your reputation.
PrevNext3. Business ToolsAdding a Product• The first and most simple step in monetizing your LinkedIn page isto create product and services on your business page.• Go to your business page, click “products”• Add products if you don’t have any on the main panel• If you do have products, go to the admin menu on the right handside and select “add product”
PrevNext11 Steps to Adding a ProductStep 1• Decide if consumers can buy or buy a serviceor product.Step 2• Choose a category that suits the productStep 3• Enter product service nameStep 4• Upload image or logo of product. Make sureit’s small enough for LinkedIn.
PrevNext11 Steps to Adding a ProductStep 5• Enter Description of Product (remember SEOguidelines and key words)Step 7• Link to company’s homepage or product sitepage.Step 6• Choose 1-3 keywords to describe product
PrevNext11 Steps to Adding a ProductStep 8• Add contact information for your product(should be LinkedIn members)Step 9• Are you running a special promotion on yourproduct or service? Say so here.
PrevNext11 Steps to Adding a ProductStep 10 and 11• Add URL and title to any YouTube promotionalvideo
PrevNextRecruitmentYou can post a Job advertisement under the “Careers” option on yourcompany page (LinkedIn charges a fee to post a job)How to post a jobStep 2• Fill in the descriptions in the fieldsabout the job. The last two optionsare optional.Step 1• Type in Job Title and Location
PrevNextHow to post a jobStep 3• Similar to the product/services descriptions,describe the job and its outlines with SEO inmind.Step 4• Enter the desired skills and experience youwant the employee to have.
PrevNextHow to post a jobStep 5• Similar to the product/services descriptions,describe the job and its outlines with SEO inmind.Step 6• Similar to theproduct/servicesdescriptions, describe thejob and its outlines withSEO in mind.
PrevNextPremium Career Page• In addition to the basic service, LinkedIn provides a premium careerservice page.– Helps you develop company’s brand– To set up, you need to contact LinkedIn directly.– Additional features: videos, featured employee pages, banners, etc.
PrevNextContact BuildingLinkedIn offers a platform for networking with likeminded individualsand companies. Reasons for networking include:• Future Jobs: LinkedIn gives you tools to hire and consider reputable recommendations• Advice: you can get advice from experts.• Contacts and Services: Your network will re-enforce your reputation withrecommendations• Staff Networks: Companies like to show off their good staff to improve theirreputation• Groups: An group opens to collaboration and communication with networking andbusiness.
PrevNextEvents• Events are another tool to marketing and promoting your brand and yourbusiness at LinkedIn– Publicizes your product, service, or new office– Includes followers in the project– Great opportunity to get feedback– Can also be used for private function• To find the events page. First click on the “more” button• Click on“events”.• You will then see a list of suggested events.• On right-hand side, find a list of your events or click “create event”
PrevNextHow to create an EventStep 1• Click “create an event”• Enter the name of the event (ex: Bob’sBirthday Party”), when, where then a logoStep 2• Write description of event(keep SEO in mind)
PrevNextHow to create an EventStep 3• Enter more details about the eventStep 6• Click “create event” to finish!Step 5• Share your event via Twitter and FacebookStep 4• What industry does your event relate to?Where can people find out more? Is there aregistration?
PrevNextAnalyticsAnalytics is on your company homepage under the “analytics” option, it providesvaluable testing and data on your LinkedIn page.There are several types of analytics that LinkedIn offers.1. Page Views• Overtime, this graph will show how muchyour page, career pages, or product andservices pages are viewed2. Unique Visitors• How many times each visitor visits a page ofyours (if they are repeat visitors)
PrevNextAnalytics3. Clicks: Products & Services• Who has been clicking on your products andservices page? What were they interested in?4. Members Following[Company Name]• Are your followers increasing or declining?
PrevNext4. Brand Building• Brand Building is a valuable tool to help monetizing your business andLinkedIn business page• Brand Building includes Marketing and Advertising schemes• LinkedIn tailor makes each ad campaign with you, so each marketingcampaign is different.1. Display Ads2. Social Ads3. Sponsorships
PrevNextMarketing and AdvertisingDisplay Ads:1. Standard Ad Units and Text Links are displayed on profile and other LinkedIn pages ina standard web-ad format (IAB-Compliant ads, text links, and premium ads)2. Content Ads are more dynamic and engaging3. Homepage Takeovers designed for a specific target audience - High impact
PrevNextMarketing and AdvertisingSocial Ads:1. Follow Company Ads let you highlight your company followers and attract new ones.2. Recommendation Ads shows off your endorsements and attract newrecommendations3. Join Group Ads create an advert out of group discussions
PrevNextMarketing and AdvertisingSponsorships:1. Designed to show off products and services.2. Active promotion3. May be negative due to “out and out” marketing4. Creates sponsorships for products, interns, students, etc.
PrevNextGroup Emails & Warm Calling• Messaging potential clients and customers can be rewarding, with the righttouch and non-spamming techniques.• Partner Messages allows businesses to utilize the network’s InMail system. Thissystem works because:– They are guaranteed to be kept at top of index pile– The number an y one user can receive is limited (no spam)– They can be personalized– They can be sent to specific people or types of people– They make a great impact• To activate Partner Messages, contact LinkedIn team• Due to the system, your messages become exclusive and much more prone toresponses.
PrevNextMarket Research• LinkedIn’s Insights act as a means of Market Research– Long term and Short term– Data intended to be compared to actual product sales• LinkedIn’s Insights data and analytics can be used to examine responses tocertain products and certain styles of presentation– For example, are users responding more to web links than to videos orvise versa?– What kins of messages are getting more comments than others?– Which products are selling well and which ones are not?• Customer interaction is also highly recommended
PrevNext5. Interaction Tools• The internet has changed traditional• People can access more information and easier• Facebook, MySpace, and Twitter, as social networking sites,helped revolutionize business• “Modern Business” demands a face for the company• Modern consumers want to feel that their voice matters and realpeople run the companies they work withThis section will show you how to make this happen in LinkedIn
PrevNextLinkedIn GroupsLinkedIn groups can gather employees and fans together in one placeSetting up groupsStep 1• Create Logo for Group page.• Choose between “company/branded” groupor “interest” group• If you use “company/branded group” use thesame logo as your company• If you choose “interest group” pick a logorelating to the nature of the group
PrevNextLinkedIn GroupsStep 2• Enter group name• Choose what type it isStep 3• Write quick summary ofgroup (remember SEO)Step 4• Write quick summary ofgroup• (remember SEO)
PrevNextLinkedIn GroupsStep 5• Enter website and emailStep 6• Determine the access ofyour group.• An open group encouragesmore people to join andnetwork• A closed group filters thetype of people you wish tojoin the group
PrevNextLinkedIn GroupsStep 7• Enter the language of thegroup to add a usefulfilter• The location option isonly useful if you planbringing people together• By linking to a twitteraccount, you can carry ona conversation withtweets• Sign the agreement andclick“Create a group”
PrevNextThere are two main themes for groupsTo find out which group to choose, ask yourself, “Do you want group members toknow this group is run by your company?”• A Branded Group is open about its company and intent.• People can discuss your products and services.• Interest Groups can discuss a wider subject other than your company• You can use the group to gather feedback without overtly promoting yourgroup• Users may feel betrayed if they later find out you run the group and it isused as a promotional machine.Branded vs. Interest Groups
PrevNextSetting up a group is half the battleIf you don’t work on a group, it will die.• Share• Click on “Share” option on right hand side of your group page• You will get 4 basic Option• Share on LinkedIn• Share on Twitter• Share on Facebook• Invite others• Inviting others to your group will help get the momentum goingKeeping Groups Active
PrevNext• Discussion• Starting a discussion to interact with fans and group members• This could be used as a press release• This could be used to gather feedback• Use SEO keywords and basic, clear description when setting up the discussion• What is the goal about the discussion?• Is your discussion question interesting? Will it attract people?• It is possible to attach links to discussionsKeeping Groups Active
PrevNext• Polls• Can ask customers if they like a product or service• Can ask which products or services need upgradingKeeping Groups Active• Members• Who are your members and which are most active and why?• Promotions• You can set up your promotions as a separate from you group, but still visable
PrevNext• Jobs• You can create job discussions.• Layout is same as general discussion section, but you can identify positionsyou are interested in.• Informal applicationsKeeping Groups Active• More• Check the activity on your site. Does it look good to you? Is it well targeted?• Check the settings to make sure the group is organized• Start a subgroup within your group• Check out the group’s profile. Is it attractive?• Look at the group’s statistics
PrevNext Create a company page Fill in your company details Remember your SEO Backlink to your company website Create a LinkedIn like button on your homepage Ask connections to become fans Add employees to your company list Create product pages Post jobs on your company careers page Ask staff and connections for recommendations Regularly update your page Create tailor made adverts for your products and services Create Events fro product launches Network with likeminded people and companies Answer questions on the linked in Answers page Create a group Invite your connections to become members Create new discussions and polls Use your group for market research Reward active group members6. Your Checklist