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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 ...

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

  • Knowledgebuilder
    #emgkb
    June 28, 2011
    marketing to alumni, influencers & the community
  • Travis BrockDirector of Business Development
    professional delight :: communicating a brand through social media and professional development
    personal passion :: dad, relaxing in front of the TV when the time can be found, and finding a great gluten-free recipe
    http://ww.linkedin.com/in/travisbrock111
    @tbrock111
    ^TB on @emgonline
    #emgkb
  • Stephen BiernackiSocial Media Specialist/Account Coordinator
    professional delight :: finding practical and scalable ways for institutions to utilize the newest online services
    personal passion :: creating music that defines my mood, laughing at my hilarious dog, and running… slowly
    http://www.linkedin.com/in/stephenbiernacki
    @sbiernacki
    ^SB on @emgonline
    #emgkb
  • #emgkb
    session outline
    demographics and statistics
    best practices and tactics to market to:
    alumni
    influencers
    community
    third-party tools
    examples from business and higher ed
    how to measure your progress
  • #emgkb
    demographicsand stats
  • demographics and stats
    history and key metrics as of Jan 2011
    • 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
    #emgkb
    SOURCE: http://press.linkedin.com/about
  • demographics and stats
    more unique visitors than Twitter
    #emgkb
    SOURCE: http://blog.comscore.com/2011/06/facebook_linkedin_twitter_tumblr.html
  • demographics and stats
    international look at growth of unique visitors
    #emgkb
    SOURCE: http://www.comscoredatamine.com/2011/05/linkedin-thrives-across-all-markets/
  • demographics and stats
    top countries on LinkedIn
    #emgkb
    SOURCE: http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/
  • demographics and stats
    worldwide distribution by job function
    #emgkb
    SOURCE: http://www.slideshare.net/amover/linked-in-demographics-and-statistics-2011
  • demographics and stats
    worldwide distribution by industry
    #emgkb
    SOURCE: http://www.slideshare.net/amover/linked-in-demographics-and-statistics-2011
  • demographics and stats
    OMG, they went public!
  • #emgkb
    best practices and tactics
  • #emgkb
    instant poll
    how many people in your office have a LinkedIn profile?
    • 0
    • 1-3
    • 4-6
    • 7+
    • don’t know
  • #emgkb
    instant poll
    how many people in your office have a 100% completed LinkedIn profile?
    • 0
    • 1-3
    • 4-6
    • 7+
    • don’t know
  • #emgkb
    instant poll
    who would you most like to reach on LinkedIn?
    • alumni
    • donors
    • current students
    • general community
    • influencers
  • #emgkb
    instant poll
    which LinkedIn areas do you use now? (choose all that apply)
    • Groups
    • Companies
    • Skills
    • Signal
    • Answers
  • best practices and tactics
    personal profile – marketing tactic
    • complete it – 100%
    • makes you more credible
    • appear as professional as possible
    • shows job responsibility
    #emgkb
    SOURCE: http://mashable.com/2010/12/15/optimize-linkedin-profile/
  • best practices and tactics
    personal profile – marketing tactic
    • participate – focus on quality
    • recommendations
    • status updates
    • utilize applications
    • personalize your URL
    • interested in
    #emgkb
    SOURCE: http://mashable.com/2010/12/15/optimize-linkedin-profile/
  • best practices and tactics
    personal profile – marketing tactic
    • utilize your profile in
    • Signals
    • Jobs
    • Ads
    • Skills
    • Answers
    • Companies
    • Groups
    #emgkb
    SOURCE: http://mashable.com/2010/12/15/optimize-linkedin-profile/
  • optimizing draws positive attention to your institution
  • best practices and tactics
    LinkedIn Jobs and Ads – overview and tactics
    • Jobs
    • paid service to post jobs
    • like a regular job posting service
    • Ads
    • targeted ads
    • specific demographics
    • Group
    • pay per click
    • pay per impression
    #emgkb
  • best practices and tactics
    LinkedIn Ads – marketing tactics
    #emgkb
  • best practices and tactics
    LinkedIn Signal – marketing tactics
    • search
    • save
    • comment and like
    • share the content
    • check for trends
    • come back regularly
    • best for communicating with
    • your network
  • best practices and tactics
    LinkedIn Skills – marketing tactics
    • target audiences
    • connect
    • communicate
    • best for communicating with
    • influencers
    • business leaders
    • donors
    • volunteers
  • best practices and tactics
    LinkedIn Answers – marketing tactics
    • search
    • timing
    • respond
    • relevant
    • suggest expert
    • best for communicating with
    • outside network
    • target audiences
  • best practices and tactics
    LinkedIn Companies – marketing tactics
    • create and/or edit
    • Twitter and RSS feeds
    • post career openings
    • post products/services
    • check analytics
    • share
    • get connections
    • best for communicating with
    • outside of network
    • target audiences (business leaders/community)
  • best practices and tactics
    LinkedIn Groups – marketing tactics
    • “Like”, comment, and discuss
    • provide updates
    • share your group
    • subgroups
    • have a strategy
    • audience
    • content
    • group rules
    • work together
    • best for communicating with
    • alumni
    • business leaders
    • influencers
    • volunteers
    • general community
  • #emgkb
    third-party tools
  • third-party tools
    • setup news and blog searches
    • automatically update
    • relevant information
    #emgkb
  • third-party tools
    • popular social media tools
    • tweets to profile’s status
    • post same content multiple places
    #emgkb
  • third-party tools
    • Adobe AIR application
    • LinkedIn, Twitter, Facebook, and more
    • multiple accounts, group creation, column customization
    • effective for tracking searches in real time
    • web-based (TweetDeck Chrome app) and mobile versions
    • monitor and comment on status & profile updates, network and group connections and more
    #emgkb
  • third-party tools
    Microsoft Outlook’s Social Connector
    • free add-on to Outlook 2003 & 2007
    • LinkedIn, Windows Live Messenger, Facebook, Viadeo
    • view People Pane
    • monitor contacts and status updates
    • no commenting
    #emgkb
  • third-party tools
    • free download
    • IM, email, social network integrator
    • Monitor by person and by update
  • #emgkb
    examples
  • examples
    business
    • The Economist Readers
    • Phillips: Innovations in Health
    • Oracle Connections
    • SIEMENS-World-Wide Network [17,000+ Members]
    higher ed
    • University of Michigan Alumni
    • University of Toronto Alumni (6,000+)
    • Humber College Fundraising Network
    • Workforce Development-Dayton @ Sinclair Community College
    • Buckeye Alumni Network
    • Bond University Connections (1500+ members)
    discussion
    • Social Media Marketing
    • TED: ideas worth sharing
    • Higher Education Public Relations and Marketing Group
    #emgkb
  • #emgkb
    measurement
  • measurement
    analytics
    • companies , jobs, ads
    • third-party analytics
    • track data
    • track links
  • additional resources
    #emgkb
  • additional resources
    a resource for every aspect
    • LinkedIn Learning Center
    • Mashable information on LinkedIn
    • LinkedIn Career Services
    • LinkedIn for Professionals
    • Alltop LinkedIn News
    • LinkedIn News Twitter
    • LinkedIn Blog
    #emgkb
  • thank you
    #emgkb