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LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
LinkedIn 101
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LinkedIn 101

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LeapFrog Interactive presents the Power of Digital Series: LinkedIn 101

LeapFrog Interactive presents the Power of Digital Series: LinkedIn 101

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    • 1. LinkedIn 101<br />July 28, 2011<br />Christy Belden, Vice-President Media + Marketing<br />Emily Carroll, Strategic Planning + Consumer Insights<br />Emily Van Winkle, Communications + PR <br />
    • 2. Christy Belden<br />2<br />Vice President, Media + Marketing, LeapFrog Interactive<br />Experience: 11 years<br /> The Courier-Journal<br /> University of Louisville<br /> SEMPO Certified<br /> Google AdWords Individually Certified<br />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.<br />
    • 3. Emily Carroll<br />Strategic Planning + Consumer Insights<br />3<br />Experience: 5 years<br /> Executive Communications<br />Bellarmine University<br /> SEMPO Certified<br /> Google AdWords Certified<br /> 2011AdFed “Hot 10” Young Professionals<br />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.<br />
    • 4. Emily Carroll<br />Communications + PR<br />4<br />Experience: 9 years<br /> Eastern Kentucky University<br /> Social Media Club of Louisville<br />Public Relations Society of America<br />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.<br />
    • 5. LeapFrog Interactive<br />5<br />Twitter: @LFI<br /> #LFI<br />Facebook: www.facebook.com/LeapFrogInteractiveAgency<br />Blog: www.leapfroginteractive.com/blog<br />Christy Belden: http://www.linkedin.com/in/christybelden<br />Emily Carroll: http://www.linkedin.com/in/emilyocarroll<br />Emily Van Winkle: http://www.linkedin.com/in/emilyvanwinkle<br />
    • 6. Agenda<br />+ Why LinkedIn<br />+ Using LinkedIn<br /> + Account Types<br /> + Personal Usage: Résumé Building <br /> Job-Seeking<br /> + Professional Usage: Employee Recruitment<br /> Company Profiles<br /> + Marketing Usage: Advertising <br /> Lead Generation<br /> Research<br />+ Best Practices <br />+ Q&A<br />6<br />
    • 7. Why LinkedIn<br />
    • 8. LinkedIn 101<br />8<br />
    • 9. Why LinkedIn<br />+ Strong world-wide reach<br />+ Business to business sales opportunity<br />+ Professional audience focus<br />+ Highly trusted by Google<br />+ Built to be SEO friendly<br />9<br />Sources: http://www.imediaconnection.com/content/29335.asp<br />
    • 10. Why LinkedIn<br />115 million active users world-wide<br />Users 97 times more likely to have college or post-grad degree<br />LinkedIn is the number2 most popular social media network<br />Nearly 2 billion people searches on LinkedIn in 2010<br />10<br />Sources: Audience 360 Survey, LinkedIn, May 2010<br />LinkedIn Surpasses MySpace as 2nd Most Popular Online Social Network, July 2011, HubSpot<br />LinkedIn Marketing Solutions, LinkedIn 4.25.11 (US only)<br />
    • 11. Why LinkedIn<br />Of social media users, 61% use LinkedIn for professional networking<br />11<br />LinkedIn Members<br />Source: How Are People Really Using LinkedIn? Mashable, July 2011<br />
    • 12. Why LinkedIn<br />12<br />LinkedIn Members<br />67% of LinkedIn users access their profile daily or a few times a week<br />“How Are People Really Using LinkedIn?” Mashable, July 2011<br />
    • 13. Why LinkedIn<br />13<br />LinkedIn Members<br />82% of members are more confident in the professional info received on LinkedIn compared to other social networks<br />Source: Audience 360 Survey, LinkedIn, May 2010<br />
    • 14. Why LinkedIn<br />14<br />LinkedIn Members<br />Top-Level Executives<br />22% use LinkedIn for industry networking<br />20% use LinkedIn to promote business<br />Source: How Are People Really Using LinkedIn? Mashable, July 2011<br />
    • 15. Why LinkedIn<br />15<br />LinkedIn Members<br />Middle Management<br />24% use LinkedIn for keeping in-touch<br />20% use LinkedIn for industry networking<br />Source: How Are People Really Using LinkedIn? Mashable, July 2011<br />
    • 16. Why LinkedIn<br />16<br />LinkedIn Members<br />Entry-Level<br />24% use for job search<br />23% use for co-worker networking<br />Source: How Are People Really Using LinkedIn? Mashable, July 2011<br />
    • 17. Why LinkedIn<br />17<br />LinkedIn Members<br />More than 80% of LinkedIn members are company decisions makers<br />Source: Audience 360 Survey, LinkedIn, May 2010<br />
    • 18. Why LinkedIn<br />Professional Audience Focus<br />Medium-sized business professionals: 13 M<br />Small business professionals: 4.4M<br />Financial services professionals: 3.8M<br />Technology professionals: 3.4M<br />VPs and C-level executives: 3.2M<br />Companies with LinkedIn profiles: 1M<br />18<br />Sources: LinkedIn Marketing Solutions, LinkedIn 4.25.11 (US only)<br />eConsultancy blog “20+ Mind-blowing social media statistics: One year later, http://econsultancy.com/us/blog/7334-social-media-statistics-one-year-later<br />
    • 19. Why LinkedIn<br />19<br />LinkedIn Accounts<br />61% of LinkedIn users have the basic account<br />39% of LinkedIn users have a premium account<br />Source: How Are People Really Using LinkedIn? Mashable, July 2011<br />
    • 20. Why LinkedIn<br />20<br />Lead Generation<br />47.8%of B2B sales professionals use LinkedIn more for prospecting/research than a year ago<br />B2B Sales Pros Turn to LinkedIn, April 2010, eMarketer<br />
    • 21. Why LinkedIn<br />21<br />Lead Generation<br />61% of B2B companies acquired a customer using LinkedIn<br />Source: 2011 State of Inbound Marketing, March 2011, HubSpot<br />
    • 22. Why LinkedIn<br />22<br />70%of people use LinkedIn for job hunting<br />80% of people use LinkedIn as a primary recruitment tool<br />40% of Fortune 100 companies use LinkedIn for recruiting<br />Sources: LinkIn by the Numbers, June 2010, HubSpot<br />40% of Fortune 100 companies use LinkedIn corporate recruiting solutions, September 2009, talent.linkedin.com/blog <br />
    • 23. Why LinkedIn<br />23<br />Job Seeking<br />44%of LinkedIn users are not actively looking for employment, but open to new opportunity discussion<br />Source: Is this next Adler prediction as far off at his last few, December 2010, LinkedIn Recruiting Solutions, talent.linkedin.com/blog <br />
    • 24. Why LinkedIn<br />Ads on LinkedIn reach 6.1%of Americans online<br />24<br />Advertising<br />Source: comScore Ad Metrix, September 2010<br />
    • 25. Why LinkedIn<br />46% of advertisers have social search marketing top of mind – including LinkedIn<br />25<br />Advertising<br />Source: Why Social Media Is Top Priority for Search Marketers, November 2010, eMarketer<br />
    • 26. LinkedIn Features<br />
    • 27. LinkedIn Features<br />Personal<br />27<br /> + Job search<br /> + Online reputation management<br /> + Profile optimization: descriptive, relevant and compelling copy<br /> + Professional recommendations<br /> + Resume builder<br /> + Personalized homepage<br /> + LinkedIn Groups<br />Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp<br />
    • 28. LinkedIn Features<br />Job Search<br />28<br /> + Search for connections within your industry, i.e. SEO include specific zip code and job title (manager, director)<br /> + Look-up firms and call or request email address to send CV resume<br /> + Join groups & interact<br />Paid Profile<br /> + LinkedIn inmail – ability to message potential employers & contacts directly<br />Source: Jake Langwith, “How to Find a Job Using LinkedIn,” July 2011 <br />http://www.clickz.com/clickz/column/2076879/job-linkedin <br />
    • 29. LinkedIn Features<br />Company Profiles<br />29<br /> + Careers – company job openings<br /> + Products + services<br /> + Customer recommendations<br /> + Analytics – interactivity level and value<br /> + Syndicate tweets and blog posts<br /> + Custom LinkedIn microsite<br />Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp<br />
    • 30. LinkedIn Features<br />Ad Solutions – Marketing on LinkedIn<br />30<br /> + Easy to develop ads<br /> + Highly targetable<br /> + Straightforward cost structure<br /> + Split-testing functionality<br />
    • 31. LinkedIn Features<br />Lead Generation<br />31<br /> + Search filters<br /> + Introduction via mutual connections<br /> + Join industry groups and participate in conversations<br />
    • 32. LinkedIn Account Types<br />
    • 33. LinkedIn Account Types<br />33<br />
    • 34. Using LinkedIn<br />
    • 35. Personal<br />
    • 36.
    • 37. Professional<br />
    • 38.
    • 39. Video 1: http://talent.linkedin.com/Recruiter<br />Video 2: http://www.linkedin.com/jobs/post?trk=tab_hire<br />
    • 40. Marketing<br />
    • 41.
    • 42. LinkedIn Best Practices<br />
    • 43. LinkedIn 101<br />Best Practices – Personal Networking<br />+ Create a unique, relevant tagline<br />+ Include all relevant past employers, organizations and associations<br />+ Ask for recommendations – at least one per job<br />+ Include relevant URLs – professional social profiles,current employer, blog<br />+ Optimize text associated with links<br />+ Post regular updates to stay top of mind with your network<br />43<br />Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp<br />
    • 44. LinkedIn 101<br />Best Practices – Company Profile<br />+ Upload logo, create a keyword optimized description<br />+ Include open company positions<br />+ Build module for all relevant products & services<br />+ Incorporate the “recommend” API link<br />+ Encourage customer recommendations<br />+ Incorporate company Twitter & blog feeds<br />44<br />Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp<br />
    • 45. LinkedIn 101<br />Best Practices – Job Seeking<br />+ Connect with people you know, especially those in your industry<br />+ Conduct a targeted people search to locate contacts related to your industry or specialty – connect with them<br />+ Include relevant keywords in your tagline, experience and specialties, addskills “tags” – this will help you be found in searches<br />+ Request invitations to relevant groups and engage regularly<br />+ Incorporate your LinkedIn profile into your resume - number of connectionsand recommendations are valuable to potential employers<br />45<br />Sources: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp<br />How to Find a Job Using LinkedIn, Jake Langwith, ClickZ, July 2011, http://www.clickz.com/clickz/column/2076879/job-linkedin<br />
    • 46. LinkedIn 101<br />Best Practices – Marketing + Lead Generation<br />+ Keep ads direct and concise<br />+ Optimize campaign to best performing ad(s)<br />+ Don’t bombard users with information overload<br />+ Use LinkedIn as a research tool<br />+ Find connections, explore opportunities<br />46<br />
    • 47. Questions?<br />
    • 48. Thank You!<br />Contact Us <br />Christy Belden: cbelden@leapfroginteractive.com<br />Maury Hill: mhill@leapfroginteractive.com<br />

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