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LinkedIn 101
 

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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LinkedIn 101 LinkedIn 101 Presentation Transcript

  • LinkedIn 101
    July 28, 2011
    Christy Belden, Vice-President Media + Marketing
    Emily Carroll, Strategic Planning + Consumer Insights
    Emily Van Winkle, Communications + PR
  • Christy Belden
    2
    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.
  • Emily Carroll
    Strategic Planning + Consumer Insights
    3
    Experience: 5 years
    Executive Communications
    Bellarmine University
    SEMPO Certified
    Google AdWords Certified
    2011AdFed “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.
  • Emily Carroll
    Communications + PR
    4
    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.
  • LeapFrog Interactive
    5
    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
  • Agenda
    + 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
    6
  • Why LinkedIn
  • LinkedIn 101
    8
  • Why LinkedIn
    + Strong world-wide reach
    + Business to business sales opportunity
    + Professional audience focus
    + Highly trusted by Google
    + Built to be SEO friendly
    9
    Sources: http://www.imediaconnection.com/content/29335.asp
  • Why LinkedIn
    115 million active users world-wide
    Users 97 times more likely to have college or post-grad degree
    LinkedIn is the number2 most popular social media network
    Nearly 2 billion people searches on LinkedIn in 2010
    10
    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)
  • Why LinkedIn
    Of social media users, 61% use LinkedIn for professional networking
    11
    LinkedIn Members
    Source: How Are People Really Using LinkedIn? Mashable, July 2011
  • Why LinkedIn
    12
    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
  • 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
  • Why LinkedIn
    14
    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
  • Why LinkedIn
    15
    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
  • Why LinkedIn
    16
    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
  • Why LinkedIn
    17
    LinkedIn Members
    More than 80% of LinkedIn members are company decisions makers
    Source: Audience 360 Survey, LinkedIn, May 2010
  • 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
    18
    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-later
  • 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
  • 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
  • Why LinkedIn
    21
    Lead Generation
    61% of B2B companies acquired a customer using LinkedIn
    Source: 2011 State of Inbound Marketing, March 2011, HubSpot
  • Why LinkedIn
    22
    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
  • 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
  • Why LinkedIn
    Ads on LinkedIn reach 6.1%of Americans online
    24
    Advertising
    Source: comScore Ad Metrix, September 2010
  • Why LinkedIn
    46% of advertisers have social search marketing top of mind – including LinkedIn
    25
    Advertising
    Source: Why Social Media Is Top Priority for Search Marketers, November 2010, eMarketer
  • LinkedIn Features
  • LinkedIn Features
    Personal
    27
    + 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
  • LinkedIn Features
    Job Search
    28
    + 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
  • LinkedIn Features
    Company Profiles
    29
    + 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
  • LinkedIn Features
    Ad Solutions – Marketing on LinkedIn
    30
    + Easy to develop ads
    + Highly targetable
    + Straightforward cost structure
    + Split-testing functionality
  • LinkedIn Features
    Lead Generation
    31
    + Search filters
    + Introduction via mutual connections
    + Join industry groups and participate in conversations
  • 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
  • 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
    43
    Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
  • 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
    44
    Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
  • 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, addskills “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 connectionsand recommendations are valuable to potential employers
    45
    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
  • 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
  • Questions?
  • Thank You!
    Contact Us
    Christy Belden: cbelden@leapfroginteractive.com
    Maury Hill: mhill@leapfroginteractive.com