Knowledgebuilder<br />#emgkb<br />June 28, 2011<br />marketing to alumni, influencers & the community<br />
Travis BrockDirector of Business Development<br />professional delight :: communicating a brand through social media and p...
Stephen BiernackiSocial Media Specialist/Account Coordinator<br />professional delight ::  finding practical and scalable ...
#emgkb<br />session outline<br />demographics and statistics<br />best practices and tactics to market to:<br />alumni<br ...
#emgkb<br />demographicsand stats<br />
demographics and stats<br />history and key metrics as of Jan 2011<br /><ul><li>launched in May of 2003
reached 1,000,000 users in Sept. 2004
more than 1 million companies have company pages
101,000,000 members worldwide
70% of LinkedIn members aged 25-54
more than half of members are located outside USA
40+ million users in USA and 3+ million users in Canada
executives from all 2010 Fortune 500 companies as members
11+ million recent (‘05-’10) college graduates</li></ul>#emgkb<br />SOURCE: http://press.linkedin.com/about<br />
demographics and stats<br />more unique visitors than Twitter<br />#emgkb<br />SOURCE: http://blog.comscore.com/2011/06/fa...
demographics and stats<br />international look at growth of unique visitors<br />#emgkb<br />SOURCE: http://www.comscoreda...
demographics and stats<br />top countries on LinkedIn<br />#emgkb<br />SOURCE: http://adage.com/article/adagestat/demograp...
demographics and stats<br />worldwide distribution by job function<br />#emgkb<br />SOURCE: http://www.slideshare.net/amov...
demographics and stats<br />worldwide distribution by industry<br />#emgkb<br />SOURCE: http://www.slideshare.net/amover/l...
demographics and stats<br />OMG, they went public!<br />
#emgkb<br />best practices and tactics<br />
#emgkb<br />instant  poll<br />how many people in your office have a LinkedIn profile?<br /><ul><li>0
1-3
4-6
7+
don’t know</li></li></ul><li>#emgkb<br />instant  poll<br />how many people in your office have a 100% completed LinkedIn ...
1-3
4-6
7+
don’t know</li></li></ul><li>#emgkb<br />instant  poll<br />who would you most like to reach on LinkedIn?<br /><ul><li>alumni
donors
current students
general community
influencers</li></li></ul><li>#emgkb<br />instant  poll<br />which LinkedIn areas do you use now? (choose all that apply)<...
Companies
Skills
Signal
Answers</li></li></ul><li>best practices and tactics<br />personal profile – marketing tactic<br /><ul><li>complete it – 100%
makes you more credible
appear as professional as possible
shows job responsibility</li></ul>#emgkb<br />SOURCE: http://mashable.com/2010/12/15/optimize-linkedin-profile/<br />
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EMG Academy KnowledgeBuilder - LinkedIn: Marketing to Alumni, Influencers and the Community

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This KnowledgeBuilder is a presentation of the EMG Academy on LinkedIn: Marketing to Alumni, Influencers, and the Community. It was presented on June 28, 2011. Learn more about KnowledgeBuilders at http://www.emgonline.com/Academy/Pages/EMG-Academy/KnowledgeBuilders.

Over the years, LinkedIn has added many features to the social network to make it more than a place to post and swap career information. It is a place for professionals to exchange and communicate together, as well as a place for colleges and universities to interact and engage with influencers, alumni, and the community. Discover how to use LinkedIn Groups and Companies to your school's advantage and improve your chances of successfully marketing your organization online. It is also a tool that can benefit campus departments like alumni relations, career services, and development engage their stakeholders.

This KnowledgeBuilder is designed to teach you:
- LinkedIn user demographic and statistics
- best practices of marketing within LinkedIn
- tactics to market your college to alumni, influencers, and the community
- third-party tools to help make your life easier
- examples from both the world of business and higher ed
- how to measure your marketing progress

© 2011 Educational Marketing Group, Inc.
All rights reserved. This document contains protected intellectual property. The information and materials contained herein may not be duplicated, reproduced, or distributed in any manner whatsoever without the prior written consent of Educational Marketing Group, Inc.

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EMG Academy KnowledgeBuilder - LinkedIn: Marketing to Alumni, Influencers and the Community

  1. 1. Knowledgebuilder<br />#emgkb<br />June 28, 2011<br />marketing to alumni, influencers & the community<br />
  2. 2. Travis BrockDirector of Business Development<br />professional delight :: communicating a brand through social media and professional development<br />personal passion :: dad, relaxing in front of the TV when the time can be found, and finding a great gluten-free recipe<br />http://ww.linkedin.com/in/travisbrock111<br />@tbrock111 <br />^TB on @emgonline<br />#emgkb<br />
  3. 3. Stephen BiernackiSocial Media Specialist/Account Coordinator<br />professional delight :: finding practical and scalable ways for institutions to utilize the newest online services<br />personal passion :: creating music that defines my mood, laughing at my hilarious dog, and running… slowly<br />http://www.linkedin.com/in/stephenbiernacki<br />@sbiernacki<br />^SB on @emgonline<br />#emgkb<br />
  4. 4. #emgkb<br />session outline<br />demographics and statistics<br />best practices and tactics to market to:<br />alumni<br />influencers<br />community<br />third-party tools<br />examples from business and higher ed<br />how to measure your progress<br />
  5. 5. #emgkb<br />demographicsand stats<br />
  6. 6. demographics and stats<br />history and key metrics as of Jan 2011<br /><ul><li>launched in May of 2003
  7. 7. reached 1,000,000 users in Sept. 2004
  8. 8. more than 1 million companies have company pages
  9. 9. 101,000,000 members worldwide
  10. 10. 70% of LinkedIn members aged 25-54
  11. 11. more than half of members are located outside USA
  12. 12. 40+ million users in USA and 3+ million users in Canada
  13. 13. executives from all 2010 Fortune 500 companies as members
  14. 14. 11+ million recent (‘05-’10) college graduates</li></ul>#emgkb<br />SOURCE: http://press.linkedin.com/about<br />
  15. 15. demographics and stats<br />more unique visitors than Twitter<br />#emgkb<br />SOURCE: http://blog.comscore.com/2011/06/facebook_linkedin_twitter_tumblr.html<br />
  16. 16. demographics and stats<br />international look at growth of unique visitors<br />#emgkb<br />SOURCE: http://www.comscoredatamine.com/2011/05/linkedin-thrives-across-all-markets/<br />
  17. 17. demographics and stats<br />top countries on LinkedIn<br />#emgkb<br />SOURCE: http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/<br />
  18. 18. demographics and stats<br />worldwide distribution by job function<br />#emgkb<br />SOURCE: http://www.slideshare.net/amover/linked-in-demographics-and-statistics-2011<br />
  19. 19. demographics and stats<br />worldwide distribution by industry<br />#emgkb<br />SOURCE: http://www.slideshare.net/amover/linked-in-demographics-and-statistics-2011<br />
  20. 20. demographics and stats<br />OMG, they went public!<br />
  21. 21. #emgkb<br />best practices and tactics<br />
  22. 22. #emgkb<br />instant poll<br />how many people in your office have a LinkedIn profile?<br /><ul><li>0
  23. 23. 1-3
  24. 24. 4-6
  25. 25. 7+
  26. 26. don’t know</li></li></ul><li>#emgkb<br />instant poll<br />how many people in your office have a 100% completed LinkedIn profile?<br /><ul><li>0
  27. 27. 1-3
  28. 28. 4-6
  29. 29. 7+
  30. 30. don’t know</li></li></ul><li>#emgkb<br />instant poll<br />who would you most like to reach on LinkedIn?<br /><ul><li>alumni
  31. 31. donors
  32. 32. current students
  33. 33. general community
  34. 34. influencers</li></li></ul><li>#emgkb<br />instant poll<br />which LinkedIn areas do you use now? (choose all that apply)<br /><ul><li>Groups
  35. 35. Companies
  36. 36. Skills
  37. 37. Signal
  38. 38. Answers</li></li></ul><li>best practices and tactics<br />personal profile – marketing tactic<br /><ul><li>complete it – 100%
  39. 39. makes you more credible
  40. 40. appear as professional as possible
  41. 41. shows job responsibility</li></ul>#emgkb<br />SOURCE: http://mashable.com/2010/12/15/optimize-linkedin-profile/<br />
  42. 42. best practices and tactics<br />personal profile – marketing tactic<br /><ul><li>participate – focus on quality
  43. 43. recommendations
  44. 44. status updates
  45. 45. utilize applications
  46. 46. personalize your URL
  47. 47. interested in</li></ul>#emgkb<br />SOURCE: http://mashable.com/2010/12/15/optimize-linkedin-profile/<br />
  48. 48. best practices and tactics<br />personal profile – marketing tactic<br /><ul><li>utilize your profile in
  49. 49. Signals
  50. 50. Jobs
  51. 51. Ads
  52. 52. Skills
  53. 53. Answers
  54. 54. Companies
  55. 55. Groups</li></ul>#emgkb<br />SOURCE: http://mashable.com/2010/12/15/optimize-linkedin-profile/<br />
  56. 56. optimizing draws positive attention to your institution<br />
  57. 57. best practices and tactics<br />LinkedIn Jobs and Ads – overview and tactics<br /><ul><li>Jobs
  58. 58. paid service to post jobs
  59. 59. like a regular job posting service
  60. 60. Ads
  61. 61. targeted ads
  62. 62. specific demographics
  63. 63. Group
  64. 64. pay per click
  65. 65. pay per impression</li></ul>#emgkb<br />
  66. 66. best practices and tactics<br />LinkedIn Ads – marketing tactics<br />#emgkb<br />
  67. 67. best practices and tactics<br />LinkedIn Signal – marketing tactics<br /><ul><li>search
  68. 68. save
  69. 69. comment and like
  70. 70. share the content
  71. 71. check for trends
  72. 72. come back regularly
  73. 73. best for communicating with
  74. 74. your network</li></li></ul><li>best practices and tactics<br />LinkedIn Skills – marketing tactics<br /><ul><li>target audiences
  75. 75. connect
  76. 76. communicate
  77. 77. best for communicating with
  78. 78. influencers
  79. 79. business leaders
  80. 80. donors
  81. 81. volunteers</li></li></ul><li>best practices and tactics<br />LinkedIn Answers – marketing tactics<br /><ul><li>search
  82. 82. timing
  83. 83. respond
  84. 84. relevant
  85. 85. suggest expert
  86. 86. best for communicating with
  87. 87. outside network
  88. 88. target audiences</li></li></ul><li>best practices and tactics<br />LinkedIn Companies – marketing tactics<br /><ul><li>create and/or edit
  89. 89. Twitter and RSS feeds
  90. 90. post career openings
  91. 91. post products/services
  92. 92. check analytics
  93. 93. share
  94. 94. get connections
  95. 95. best for communicating with
  96. 96. outside of network
  97. 97. target audiences (business leaders/community)</li></li></ul><li>best practices and tactics<br />LinkedIn Groups – marketing tactics<br /><ul><li>“Like”, comment, and discuss
  98. 98. provide updates
  99. 99. share your group
  100. 100. subgroups
  101. 101. have a strategy
  102. 102. audience
  103. 103. content
  104. 104. group rules
  105. 105. work together
  106. 106. best for communicating with
  107. 107. alumni
  108. 108. business leaders
  109. 109. influencers
  110. 110. volunteers
  111. 111. general community</li></li></ul><li>#emgkb<br />third-party tools<br />
  112. 112. third-party tools<br /><ul><li>setup news and blog searches
  113. 113. automatically update
  114. 114. relevant information</li></ul>#emgkb<br />
  115. 115. third-party tools<br /><ul><li>popular social media tools
  116. 116. tweets to profile’s status
  117. 117. post same content multiple places</li></ul>#emgkb<br />
  118. 118. third-party tools<br /><ul><li>Adobe AIR application
  119. 119. LinkedIn, Twitter, Facebook, and more
  120. 120. multiple accounts, group creation, column customization
  121. 121. effective for tracking searches in real time
  122. 122. web-based (TweetDeck Chrome app) and mobile versions
  123. 123. monitor and comment on status & profile updates, network and group connections and more</li></ul>#emgkb<br />
  124. 124. third-party tools<br />Microsoft Outlook’s Social Connector<br /><ul><li>free add-on to Outlook 2003 & 2007
  125. 125. LinkedIn, Windows Live Messenger, Facebook, Viadeo
  126. 126. view People Pane
  127. 127. monitor contacts and status updates
  128. 128. no commenting</li></ul>#emgkb<br />
  129. 129. third-party tools<br /><ul><li> free download
  130. 130. IM, email, social network integrator
  131. 131. Monitor by person and by update</li></li></ul><li>#emgkb<br />examples<br />
  132. 132. examples<br />business<br /><ul><li>The Economist Readers
  133. 133. Phillips: Innovations in Health
  134. 134. Oracle Connections
  135. 135. SIEMENS-World-Wide Network [17,000+ Members]</li></ul>higher ed<br /><ul><li>University of Michigan Alumni
  136. 136. University of Toronto Alumni (6,000+)
  137. 137. Humber College Fundraising Network
  138. 138. Workforce Development-Dayton @ Sinclair Community College
  139. 139. Buckeye Alumni Network
  140. 140. Bond University Connections (1500+ members)</li></ul>discussion<br /><ul><li>Social Media Marketing
  141. 141. TED: ideas worth sharing
  142. 142. Higher Education Public Relations and Marketing Group</li></ul>#emgkb<br />
  143. 143. #emgkb<br />measurement<br />
  144. 144. measurement<br />analytics<br /><ul><li>companies , jobs, ads
  145. 145. third-party analytics
  146. 146. track data
  147. 147. track links</li></li></ul><li>additional resources<br />#emgkb<br />
  148. 148. additional resources<br />a resource for every aspect<br /><ul><li>LinkedIn Learning Center
  149. 149. Mashable information on LinkedIn
  150. 150. LinkedIn Career Services
  151. 151. LinkedIn for Professionals
  152. 152. Alltop LinkedIn News
  153. 153. LinkedIn News Twitter
  154. 154. LinkedIn Blog</li></ul>#emgkb<br />
  155. 155. thank you<br />#emgkb<br />

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