LinkedIn 101

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

Why LinkedIn
15
LinkedIn Members
Middle Management
24% use LinkedIn for keeping in-touch
20% use LinkedIn for industry networking

Why LinkedIn
16
LinkedIn Members
Entry-Level
24% use for job search
23% use for co-worker networking

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

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
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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

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

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

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

LinkedIn 101

by Christy Belden on Jul 28, 2011

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LinkedIn 101 — Presentation Transcript