Jennifer D Begg's slides for The Guardian Media Academy and Guardian Seminars, Using LinkedIn for Organisational Goals.

2. Using LinkedIn to achieve
organisational goals

3. Overview
• Organisational Goals
• Social media landscape 2012
• The 2 sides of LinkedIn
• Setting up a Company profile
• Social Media Policy

4. Organisational Goals
Business Development
Brand Marketing
Alumni Relations
Fundraising
Lead generation Profile Building
New Product Launch

5. Social Media Landscape 2012

6. The 2 sides of using LinkedIn for
Organisational goals
Side 1:
The role of LinkedIn as a sales tool for
employees, a way to network with potential
clients and build a profile in their business
sector

7. The 2 sides of using LinkedIn for
Organisational goals
Side 2:
LinkedIn as a tool for you to build your company
profile online, showcase products and services,
generate leads and support marketing

8. Don’t forget:
Any online activity that can link back to your
web content (not just your website) is important
for SEO (Search Engine Optimisation) and brand
visibility. Social sharing is increasingly important
for search rankings so make your content easy to
share on sites like LinkedIn.

9. 3 tips to maximise your profile

10. 1. Design with visitors in mind
2. Have a networking game plan
3. Grow your contacts strategically

11. 1. Design with visitors in mind
• Decide on your target audience
• Check Google Insights for relevant search terms
• Use your profile as a showcase for the position
you’re in now.
• Customise web links
• Use SlideShare / Amazon apps to add personality
• Link social profiles like twitter & filter using #in

12. 2. Have a networking game plan
• Start with the end goal in mind
• Search potential client profiles for appropriate
groups
• Look at group statistics before joining
• Schedule group activity and build credibility
• Make contact with moderators and offer content
• Start your own group and include a link on your
email signature

13. 3. Grow your contacts strategically
• Numbers are not the end goal
• Use groups to gain credibility then invite to
connect
• Get introduced through existing connections
• Regularly update your connections with business
cards from networking events
• Download your LinkedIn contacts as a CSV file
• Use tags to separate contacts & send group
messages

14. Company Profiles

15. Set up

16. Set up

17. Managing

18. Managing

19. Managing

20. Managing

21. Managing

22. Managing

23. Managing

24. Social Media Policy & Guidelines
• Your SM Policy is your first line of defence
when it comes to “Crisis Management”
• Empower all staff to use social media to
maximise brand exposure and engagement
• Have clear guidelines & policies for official
company accounts and share these with all
staff
• It’s imperative that you include options for
responding to negative comments & articles

26. 3 choices!
•Reply
•Delete
•Ignore

27. Useful websites
• Mashable.com
• TheNextWeb.com
• Techcrunch.com
• Technorati.com