LinkedIn for Marketing & PR
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LinkedIn for Marketing & PR



Presented at the 2013 Mid Atlantic Marketing Summit in Baltimore.

Presented at the 2013 Mid Atlantic Marketing Summit in Baltimore.



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LinkedIn for Marketing & PR LinkedIn for Marketing & PR Presentation Transcript

  • for PR & Marketing Lori Russo | @lorirusso | Managing Director | Stanton Communications, Inc. | @stantoncomm
  • @lorirusso #MAMSummit @stantoncomm “I know I should be on LinkedIn, but…” “Isn’t it just an online Rolodex?” “I don’t have time for another social network.” “I just don’t get it.” “What’s the point?” “LinkedIn isn’t fun.”
  • @lorirusso #MAMSummit @stantoncomm Why? Two reasons. #1 – Your competitors haven’t figured it out yet, either, so you can get a leg up. #2 – They have figured it out and you’re behind.
  • @lorirusso #MAMSummit @stantoncomm clients prospects competition LinkedIn’s Global Network media talent M&A candidates
  • @lorirusso #MAMSummit @stantoncomm People Organization Expertise Products & Services You’re already promoting these things… …but probably not on LinkedIn
  • @lorirusso #MAMSummit @stantoncomm PEOPLE People are the pathway to your organization. People are the embodiment of your brand. Start with them.
  • @lorirusso #MAMSummit @stantoncomm PEOPLE One person. 1,283 1st Degree Connections. Global Network of 13,053,165+. In an organization of 20 people, that equates to a total global network of more than 261 million people.
  • @lorirusso #MAMSummit @stantoncomm PEOPLE • Powerful connections • Significant influence Start with the C-Suite. • Forward thinking • Natural networkers
  • @lorirusso #MAMSummit @stantoncomm PEOPLE A SMART profile is a SEARCHABLE profile. Use keywords in your headline instead of your job title. (no one is searching for your job title)
  • @lorirusso #MAMSummit @stantoncomm PEOPLE Members who share updates at least 1x per week are 10x more likely to be approached for new opportunities.
  • @lorirusso #MAMSummit @stantoncomm PEOPLE
  • @lorirusso #MAMSummit @stantoncomm PEOPLE Connect with members who are already looking at you.
  • @lorirusso #MAMSummit @stantoncomm PEOPLE Find something in common…like a group.
  • @lorirusso #MAMSummit @stantoncomm PEOPLE Used LinkedIn’s advanced people search to build highly targeted lists.
  • @lorirusso #MAMSummit @stantoncomm ORGANIZATION If people are the pathway to your organization… …where does it lead?
  • @lorirusso #MAMSummit @stantoncomm ORGANIZATION Your people should provide a pathway to a well-developed company page.
  • @lorirusso #MAMSummit @stantoncomm ORGANIZATION Sometimes you are marketing to attract the best talent. Customize your Careers Tab.
  • @lorirusso #MAMSummit @stantoncomm ORGANIZATION Sometimes you are marketing to a specific company or “dream client”. Research using that company’s Insights Tab. Pssssttt….journalists are using this feature to find sources and information.
  • @lorirusso #MAMSummit @stantoncomm EXPERTISE Your people and your company are chock full of expertise. Here’s how to promote it on LinkedIn:
  • @lorirusso #MAMSummit @stantoncomm EXPERTISE ADD FILES
  • @lorirusso #MAMSummit @stantoncomm EXPERTISE ADD SECTIONS
  • @lorirusso #MAMSummit @stantoncomm EXPERTISE Target your company updates by: Company size, industry, function, seniority, geography.
  • @lorirusso #MAMSummit @stantoncomm EXPERTISE Use sponsored company updates to get your expertise in front of a new audience. A small budget can go a long way.
  • @lorirusso #MAMSummit @stantoncomm EXPERTISE Contribute to group discussions.
  • @lorirusso #MAMSummit @stantoncomm PRODUCTS & SERVICES Your expertise leads prospects to your products and services… …a severely underutilized feature on LinkedIn company pages.
  • @lorirusso #MAMSummit @stantoncomm PRODUCTS & SERVICES
  • @lorirusso #MAMSummit @stantoncomm PRODUCTS & SERVICES Use header image to promote new product, service, special event, milestone, achievement.
  • @lorirusso #MAMSummit @stantoncomm  8,270 foursomes created  32% open rate for Sponsored InMails  139 likes, 79 comments on “Hit the Links” status updates  1,500 new followers for company page  83% lift in positive sentiment on social networks PRODUCTS & SERVICES Not just B2B!
  • @lorirusso #MAMSummit @stantoncomm YOUR TO-DO LIST  Complete your personal profile  Optimize your company page  Do some research  Share your expertise  Promote your products & services  Test & track
  • Lori Russo | @lorirusso Managing Director Stanton Communications, Inc. @stantoncomm Washington | Baltimore | New York