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Social2Business - LinkedIn Masterclass

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LinkedIn is the most widely used professional social network in Australia. However, often users will develop a basic profile and leave it dormant, or become frustrated by a barrage of alerts and …

LinkedIn is the most widely used professional social network in Australia. However, often users will develop a basic profile and leave it dormant, or become frustrated by a barrage of alerts and emails which lead the user to avoid the platform at all costs. This is to the detriment of their future professional endeavours as there is much to be gained through LinkedIn.

This presentation reveals key tip and tricks for using LinkedIn effectively, how to glean real value from the platform, and steps you can undertake yourself to become a LinkedIn master.

For more information on LinkedIn and using it to generate business value, contact Roger Christie via rchristie[at]social2business.com.au.

Published in: Social Media, Technology, Business
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  • 1. Social2Business LinkedIn Masterclass
  • 2. Today’s agenda 1.What you know about LinkedIn 2.What you may not know 3.Leveraging your network 4.Leveraging Groups 5.Leveraging Company Pages 6.Content planning and promotion 7.Technical back-end 8.Dos and Don'ts 9.Next steps 2
  • 3. What you know about LinkedIn 3
  • 4. LinkedIn overview • LinkedIn is the premier professional networking platform worldwide, with over 200 million members across the globe, including more than 4 million Australians (4 out of 5 Australian professionals) • 40% of members are business decision makers (2% CXO, 7% Director, 21% Senior, 6% Owners, 1% Partners, 3% VP) • 57% of LinkedIn users in Australia are male • 70% are over 25 years of age; 35-54 the largest group with 36% of the total membership • • • • • • • What can it be used for? Intelligence gathering Relationship building Content amplification Business opportunity identification Thought leadership Recruitment and retention 4
  • 5. LinkedIn key features 1.Personal profile 4.Influencers 2.Groups 5.LinkedIn Today 3.Company Pages 6.Mobile applications 5
  • 6. What you may not know about LinkedIn 6
  • 7. LinkedIn advanced features •Synching LinkedIn with Outlook •Adding a LinkedIn bookmarklet for posting •Using tools like flipboard or Pulse Personal profile •Connecting with all members •Hiding group information or broadcasts •Accessing demographic insights Groups •Tracking new arrivals/business developments Company Pages •Become an influencer... Influencers •Premium accounts •Access 3rd party information •Find and store prospect information •Target specific users with content •Promote specific updates Paid options 7
  • 8. Leveraging your network 8
  • 9. What can you gain from your network? Data visualisation via LinkedIn Maps - http://inmaps.linkedinlabs.com/network 9
  • 10. LinkedIn network Targeted relationship building • Review your current connections and identify introduction opportunities • Build a ‘wishlist’, as you would for new business • Use search to identify specific roles or business contacts Storing your contacts • Download Excel spreadsheet of all your contacts for email communication • Keep database up to date Contacting your network • If appropriate, send group communications to your network • Select up to 50 specific contacts • Seeking talent, promoting content, invitations 10
  • 11. Leveraging groups 11
  • 12. LinkedIn groups Identifying the best groups • Review valued connections and clients for recommendations • Assess group demographics and look for network access opportunities • Adjust broadcast settings accordingly Identifying sources of content • Third party content adds most value – become a conduit • Establish RSS or subscription to content • Test and learn content effectiveness Establishing an issues focus • Identify gaps in the market • ‘Cherry pick’ the experts • Plan your content and crowd support 12
  • 13. Leveraging company pages 13
  • 14. LinkedIn company pages Identifying business opportunities • Scan business movements and news • Identify potential relationship opportunities Showcasing business expertise • Leverage real estate for products, services and groups Engaging a targeted community • Use page insights to understand who is viewing your content • Target specific groups with content relevant to them • Regularly review following list to prospect and referrer lists 14
  • 15. Content planning and promotion 15
  • 16. Planning effective content Content options Planning and strategy • Text, images and video • Plan your content in advance • SlideShare presentations • Factor in responsive/reactive content • Custom development (API) • Analyse and optimise – tracking links, insights Best practice • Use hashtags where appropriate • Add links in the correct manner (or remove prior to posting) • Keep post length to 16-25 words • Try to avoid question marks • Remember user habits and time of day 16
  • 17. Promoting effective content Sponsored updates • Similar to Facebook • Beta testing at present • Opportunity to assess initial response and amplify Content ads • Demographic targeting • Choose most effective content type for audience • Flexible budget options Custom Groups • Combine organic and paid content • Analytics 17
  • 18. Technical back-end 18
  • 19. Individual settings Personal settings Account settings • Broadcast options • Free • Profile and network display options • Individual Premium • Who’s viewed your profile • Recruiter Premium • Group/Company options • Sales Premium • Message reception options • RSS feed • Examples of work 19
  • 20. Dos and Don’ts 20
  • 21. LinkedIn ‘dos’  Ensure your profile content is up to date, detailed and  Review the LinkedIn Blog and Marketing Solutions leveraging all options available pages regularly for updates and case studies –  Customise your vanity URL  http://marketing.linkedin.com/blog  Make ‘connection’ part of your routine  http://business.linkedin.com/marketingsolutions/customers.html  Download beneficial third-party apps  Scan Groups for prospects  Be selective and intelligent when monitoring prospect information through Groups or Company Pages  Build a content stream and become a source  Use your network when required (e.g. seeking talent, partners, expertise)  Leverage available analytics, track and optimise 21
  • 22. LinkedIn ‘don’ts’  Set and forget  Post content without a plan  Leave spelling or grammatical errors in your profile  Only stick to pre-prepared or owned content  Connect with people whom you’ve never met  Send a generic connection request, unless you know the person very well  Make major changes to your profile without first adjusting your broadcast settings  View anyone’s profile whom you don’t want to know you’re watching!  Forget to adjust your email settings to ensure you get value  Spam connections or group members unnecessarily 22
  • 23. Next steps 23
  • 24. Next steps for LinkedIn  Review: recommendations, new tools and industry examples  Master: additional functionality  Develop: plan for your personal profile and company profile on LinkedIn  Allocate: responsibilities among your team  Evolve: continue learning about the platform and sharing best practice internally 24
  • 25. Contact Us @rogerchristie linkedin.com/in/rogerchristie rchristie@social2business.com.au +61 431 718 018 25

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