1.
Ebook series 2015

2.
Key Stats and How do people useStrategies and Tactics
What LinkedIn SuccessEtiquette tips and Recommended
DemographicsSuccess
Looks LikeGuidelines Tools
LinkedIn?
Before we go into details, here’s a simple intro for those of you who may be
new to this channel. LinkedIn is a social networking site designed specifically
for the business community. The goal of the site is to allow registered
members to establish and document networks of people they know and trust
professionally.
It's different than other social networking sites like Myspace and
Facebook because it's designed specifically for professional networking --
finding a job, discovering sales leads, connecting with potential business
partners -- rather than simply finding friends or sharing photos, videos and
music.

3.
Key Stats &
Demographics (Global)
Total # of users: 350 million users
Number of new LinkedIn members per second: 2
Geographical reach of LinkedIn
200 countries & territories
25 million LinkedIn profiles are viewed every day
LinkedIn Age
Demographic
Number of Users
Percentage of User
Base
18-29 45 Million 15%
30-49 81 Million 27%
50-64 72 Million 24%
65+ 39 Million 13%
One in three professionals on the planet are on LinkedIn
44% of members are female | 56% of members are male
41% of millionaires use LinkedIn | +3 million businesses have LinkedIn
company pages

4.
How do people use
LinkedIn?
LinkedIn can be used for so many different reasons. It can both benefit
an individual or any kind of business. It just depends on each’s goals.
LinkedIn is not only for individuals but it is also the better place for
businesses, brands or companies. LinkedIn is a fantastic platform for
generating business to business leads, this signals that LinkedIn is one that
can bring your business a number of opportunities and useful
connections.
If you’re an individual, LinkedIn is the place to show your own professional
background, skills, and expertise. It is basically your online resume… and
more. Through LinkedIn, you can connect to and be recommended by
business employers, managers and colleagues, making your profile
stronger and more credible. Either you can use your LinkedIn profile to find
a job or for a job to find you.

5.
Businesses use LinkedIn to get better leads
With better conversion rate than Facebook or Twitter, LinkedIn can help
your business grow more. Your mileage may vary, but this certainly signals
that LinkedIn is very useful when it comes to generating leads.
Get more leads by:
Keeping your company page up-to-date
Using the products and services spotlight
Soliciting recommendations for your products from your customers
Building thought leadership
Establishing yourself and your company/business as an authority in your
niche will help build authority and trust among your previous, current and
future customers. LinkedIn's different features can help brands stay up-to-
date on users' professional networks, in addition to establishing a business
presence and for sharing company news.
How do businesses use
LinkedIn?

6.
Building Trust
Build trust by not over-promoting your brand. Advocacy and word-of-
mouth magic happen through positive engagement. When brands engage
with customers, they’re building strong relationships based on respect and
trust. Because of this, customers will "like" the brand and perhaps even
love it thereby promoting it onto their own profiles.
LinkedIn drives business value because it is based on a user's professional
interests and background. Thus, this makes it an obvious and natural fit for
sharing brand-based updates, news, and info; as well as driving traffic to
company-focused websites.
How do businesses use
LinkedIn?

7.
Strategies and tactics for
SUCCESS for Individuals
Personal use
Complete your personal profile thoroughly and honestly. Nothing says
amateur than an incomplete profile. A complete profile will help when
contacting with others. Use professional photos.
Your portrait should show professionalism and at the same time, your
personality.
Start with your warm market. Find your connections and reach out. Once in
a while, call someone you haven't talked to recently and send them a
note— without needing anything—just to say hi or share something
interesting that you think they'll enjoy.
Use your personal profile links such as Facebook or Twitter so people can
find you and see your cooler side.

8.
Strategies and tactics for
SUCCESS for Individuals
Participate in Groups
Your personal authority and trust can be boosted, leading to new
opportunities, leads, and connections. Participating in groups is a
functionality only currently available to individuals.
Since LinkedIn continues to become a place for people to share quality
content, make sure to grab that chance by sharing not only relevant
content but also high-quality ones.

9.
First is always
Complete your company profile and keep it up-to-date. If you change your
structure or have company news to share, be sure you're updating your
company page on LinkedIn; this will update in your followers' newsfeeds.
Make updating your LinkedIn page part of the compliance process when
fundamental updates occur at your company, as LinkedIn is often a source
of truth for individuals doing research.
Make sure to respond to your posts, reviews, and questions. If a user
leaves a product review, thank them. If they have a complaint, address it.
Answer questions and offer advice and assistance.
Strategies and tactics for
SUCCESS for Businesses

10.
Show Personality
LinkedIn can be an amazing source of competitive intelligence for your
business. Follow your competitors' pages and watch for their news,
updates, and employee changes. Certain exits and job openings can
provide insight into strategic direction.
Secure your company’s customized URL so people can easily find you.
Have all your employees follow your company and encourage engagement.
Give your business page personality and use it to showcase who and what
you are. Use all the features that LinkedIn offers like adding in a video, tell
a story, and just give your audience a truthful idea of who you are, what
you do for them and how you are helping them. Also try asking them what
they want to tell you.
Strategies and tactics for
SUCCESS for Businesses

11.
LinkedInevolved from being the go-to for job seekers to the perfect place
for sharing valuable content to customers.
Coca-Cola: "LinkedIn is a huge traffic driver for
us," explains Journey Co-Managing Editor Jay
Moye. "That's obviously a different audience. It's a
professional audience. It's professional social
network versus more of a social network. We see
great clickthrough rates on story links that we
publish on LinkedIn. The percentage of
clickthroughs is markedly higher than it is on
Facebook, and to a degree, Twitter.".
IBM: With more than 2 million followers, IBM
has surely attracted a lot of followers through
using valuable content thereby generating
engagement and interaction among its
audience.
What LinkedIn Success
Looks Like

12.
Hewlett Packard: HP is the perfect
example of doing LinkedIn right. HP’s posts
consistently attracted their followers plus
it’s Career tab was populated with chock-
full of videos and testimonials from its
employees – building a reputation that is
so true.
L’Oreal L’Oreal’s not only making sure to
be on top of the cosmetics era but also one
of the best in LinkedIn.
What LinkedIn Success
Looks Like

13.
Etiquette Tips and
Guidelines
@commenter’sname
While LinkedIn has no smart user alerts, using the @name when
responding to comments on your Page or in Groups is a good practice to
keep conversation flow coherent and directed. However, LinkedIn did
recently start doing an activity alert; instead of just emails, it now tells
people when conversations that they've been part of are updated.
Fix broken windows
You want to make sure to clean any spam from your LinkedIn Groups.
Members—especially those who need new jobs or other types of
promotion—sometimes have a problem telling spam and low-quality
postings from what you need to engage and grow your community. Be
gentle and empathic, but make sure to have rules for your group which you
can cite when moderating comments.

14.
Etiquette Tips and
Guidelines
Avoid the invite frenzy
Keep your invites to a minimum. Try to get as many relevant connections as
you can. Invite those profiles you think would really help you with your
goals or those people who you get inspiration from. Just don’t get a lot of
fishes just because they’re readily available.
Write a letter
The person you idolize or the person who you wish to partner with may
both be on LinkedIn. If so, email them with a personally written letter
telling them your reason why you are approaching them. Be honest, true
and don’t ever sell.

15.
Sharing content
Not all your content needs to be shared on LinkedIn, as what you share
here can very easily reflect on your professional reputation or make you
look self-absorbed. Avoid tools that automatically posts to other platforms
cause the effect might not be rewarding. Above all, be conscious and
aware of what you're sharing, and try not to share too much—since
connections are so important, LinkedIn is one place where you really don't
want to be hidden from people's feeds.
Discussions
There are ways to view LinkedIn Group activity in "Discussions" under
"Choose Your View: Latest Discussions" and "What's Happening." "What's
Happening" shows the discussions with the most recent activity, so you can
keep tabs on current conversations. "Latest Discussions" shows the most
recently posted discussions.
Etiquette Tips and
Guidelines

16.
Be real
It’s easily seen if you are wearing a façade in your LinkedIn profile or in the
discussions you join in. Always be yourself and make your actions genuine.
When you want to connect with people, try to compose your own invite
intro. Not really try but do. Writing your own letter would send the signal
of you being sincere since you took time to write the person. This shows
you value him/her.
Ask to be recommended
Ask for recommendations. Recommendations can really make a big impact
on your, business or individual. Make sure to ask recommendations from
persons, customers or companies that knows you well. This makes the
recommendation more real and relevant. Also, to help the person you are
asking a recommendation from, be specific as to what work you want
recommended on. Be polite in asking recommendations. 
Etiquette Tips and
Guidelines

17.
TrueSocialMetrics
Use TrueSocial Metrics if you need a huge amount of data regarding
engagement on your LinkedIn page.
LinkedIn for Outlook
Insights on everyone you email and meet with. Directly within Outlook.
This app works in: Outlook 2013 or later, Outlook Online.
Buffer
This app can help you basic basic analytics on all your posts – either in
your groups, company or individual pages. It can even let you schedule
your posts.
Recommended
Tools

18.
http://whatis.techtarget.com/definition/LinkedIn
http://computer.howstuffworks.com/internet/social-networking/networks/linkedin.htm
http://www.businessinsider.com/linkedin-as-a-marketing-and-brand-platform-2014-9
https://www.linkedin.com/pulse/20141118182103-28964915-social-media-user-statistics-age-
demographics-for-2014
http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/2/
http://www.jeffbullas.com/2014/12/02/25-linkedin-facts-and-statistics-you-need-to-share/
https://www.linkedin.com/pulse/linkedin-tips-what-you-must-know-b2b-marketing-jerome-
knyszewski
http://www.marketingprofs.com/charts/2014/25107/how-people-use-linkedin-infographic
http://www.nasp.com/article/D6ACE463-8C0E/29-linkedin-tips-tricks-and-strategies-for-
success.html
http://blog.hubspot.com/marketing/companies-rocking-linkedin-company-pages
https://www.linkedin.com/company/1009?trk=tyah
Photo credits to owners.
Reference

19.
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