Linkedin - Marketing a business on a social network


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Part of our mid-term assignment. The other part is an exhaustive report (with me at

This presentation discusses the role of social networking and discusses the professional networking site – LinkedIn in particular. It also discusses the ways in which LinkedIn can be used by businesses, the various aspects that need to be looked into, and the potential benefits.

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Linkedin - Marketing a business on a social network

  1. 1. Social Networking for Marketing Business A study on LinkedIn Neetha Joy Saurabh Ranadive Sarang Bhutada Swarnali Choudhury
  2. 2. <ul><li>Social Networking </li></ul><ul><ul><li>Not really a revolutionary idea </li></ul></ul><ul><ul><li>Human need to connect </li></ul></ul><ul><ul><li>Web is a good place </li></ul></ul><ul><ul><li>Credibility is the cradle </li></ul></ul><ul><li>Darker side </li></ul><ul><ul><li>Sensitive nature of information </li></ul></ul><ul><ul><li>Identity theft </li></ul></ul><ul><ul><li>Advertising Spam </li></ul></ul><ul><li>Our network of choice </li></ul>
  3. 4. Who is using LinkedIn?
  4. 5. <ul><li>How LinkedIn works? </li></ul><ul><ul><li>Online professional network </li></ul></ul><ul><ul><li>Connections like other networks </li></ul></ul><ul><ul><li>Friends of friends of friends of friends of … </li></ul></ul><ul><ul><li>'Your network is bigger than you think' </li></ul></ul><ul><li>How is LinkedIn different? </li></ul><ul><ul><li>Purpose – professional networking </li></ul></ul><ul><ul><li>Connection more than a casual acquaintance </li></ul></ul><ul><ul><li>Simple, for a reason </li></ul></ul><ul><li>Legal Aspects </li></ul><ul><ul><li>Sensitive information </li></ul></ul><ul><ul><li>High on rules </li></ul></ul><ul><ul><li>Identity financial harm </li></ul></ul><ul><ul><li>IT Act 2000 </li></ul></ul>
  5. 6. Six Degrees of Separation theory – Everyone in the world is connected by no more than six degrees of separation You already have this network of people in real life. LinkedIn helps you see it and use it.
  6. 7. Enhancing business using LinkedIn <ul><li>Notification about product launches </li></ul><ul><ul><li>Curiosity and opportunity </li></ul></ul><ul><ul><li>Responses </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><li>Businesses that can typically be marketed - </li></ul><ul><ul><li>Travel </li></ul></ul><ul><ul><li>Sports </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Apparels </li></ul></ul><ul><ul><li>Electronic Gadgets </li></ul></ul><ul><ul><li>Understand and leverage the relationships between people </li></ul></ul><ul><ul><li>- Lead Generation </li></ul></ul><ul><ul><li>- Sales Acceleration </li></ul></ul>
  7. 8. <ul><li>Step 1 – </li></ul><ul><li>Promotional Items </li></ul><ul><li>Email Marketing </li></ul><ul><li>Partnerships / Strategic Relationships </li></ul><ul><li>Sponsorship / Contests </li></ul><ul><li>Blogs </li></ul><ul><li>Videos </li></ul><ul><li>Step 2 – </li></ul><ul><li>Publications, Articles and E-groups </li></ul><ul><li>Reviews </li></ul><ul><li>Keyword Advertising </li></ul><ul><li>Viral Marking </li></ul><ul><li>Step 3 – </li></ul><ul><li>Identity Continuity </li></ul><ul><li>RSS subscribe </li></ul>Steps for promotional campaign on LinkedIn Curiosity and opportunity to step into the shoes of the creator - Wondering if you guys were me, what would you do next with Mahalo. Background: 1. We’ve got a great team: tech, admin, research, and editorial. 2. We’ve got an amazing server setup and can handle massive traffic. 3. We’ve got 4,000 pages done and can do 500 per week. 4. The public is suggesting links already (do a search apple, iphone, a car or a tv show and you’ll fine some suggested links). 5. Folks are not chatting on message board yet. 6. We have a very stable and robust technology platform (MediaWiki). So, given what we’ve got… what would you do next?!?!?
  8. 9. Steps for promotional campaign on LinkedIn Promotional offers Videos Articles, E-groups Reviews Viral Marketing Identity Continuity RSS Blogs Email Marketing Partnerships Step 1 Step 2 Step 3
  9. 10. Tools and applications that aid marketing in LinkedIn
  10. 11. Marketing Strategies on LinkedIn <ul><li>Increase the visibility of the brand </li></ul><ul><li>Answer Questions to display expertise </li></ul><ul><li>Stimulating blog posts to drive traffic </li></ul><ul><li>Service provider recommendations </li></ul><ul><li>Notify event launches </li></ul><ul><li>Slideshare application </li></ul><ul><li>Company buzz </li></ul><ul><li>Direct Sales </li></ul><ul><li>Company Profiles to explore potential clients. </li></ul><ul><li>People search tool to zero in on a profile of potential clients </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Answer pages indexed to category </li></ul><ul><li>Have company website on personal profiles of employees </li></ul><ul><li>Encourage +ve buzz </li></ul><ul><li>Have popular figures associated with company (independent directors)mention their involvement </li></ul><ul><li>Market Research </li></ul><ul><li>Polls application can be used. The target audience can be, </li></ul><ul><li>Your network. </li></ul><ul><li>Targeted set of professionals on specific industry, job type etc(paid service) </li></ul>
  11. 12. Marketing Strategies on LinkedIn(contd) <ul><li>Recruitment and job search </li></ul><ul><li>Post a job feature </li></ul><ul><li>Reference search </li></ul><ul><li>Direct access by Inmail </li></ul><ul><li>Automated talent matching </li></ul><ul><li>Dedicated account managers for premium customers </li></ul><ul><li>LinkedIn for Entrepreneurs </li></ul><ul><li>Answers feature to get expert advice </li></ul><ul><li>Advance search to find potential consultants and experts </li></ul><ul><li>Company profile feature to learn about competition </li></ul><ul><li>Reference check </li></ul><ul><li>Service provider recommendations </li></ul><ul><li>Advertisement potential </li></ul><ul><li>Ads allow for precision targeting according to age, experience etc. </li></ul><ul><li>Target specific segments like entrepreneurs, business developers </li></ul><ul><li>Ads can be segregated region wise </li></ul><ul><li>Easy payment ex. Credit card </li></ul><ul><li>LinkedIn for business development </li></ul><ul><li>Find relevant contacts in other organizations using people search </li></ul><ul><li>Company pages to get deep understanding of companies </li></ul><ul><li>View the profile of counter parts to find common ground </li></ul>
  12. 13. Marketing Perspective Application Possible Business Files Collaboration on various simultaneous activities TripIt -Business opportunities for “Tours and Travels” firms -Tie-ups possible with various State and National Tourisms Huddle Workspaces -makes business sense for multi-national firms -outsourcing firms Polls -“Paid distributed networks” already exists -Good opportunity for market research firms SlideShare - Consulting presentations Company Buzz -Investments WordPress Business bloggers can integrate analytics and paid advertising and apply SEO (search engine optimization) in the blog Reading List by Amazon Publishers and online sellers of books can do roaring business using this application
  13. 14. Businesses on LinkedIn Business How are they using LinkedIn? Legal <ul><li>No major Law Firm without a LinkedIn profile </li></ul><ul><li>At least 216,000 lawyers on social networking sites as on June2008 </li></ul><ul><li>Groups- MyLinkLaw, KM for Legal Professionals and many more </li></ul><ul><li>LinkedIn Answers </li></ul>Travel TripIt Strategic Strategic alliance between CNBC and LinkedIn Recruitment <ul><li>Search for candidates </li></ul><ul><li>Post jobs </li></ul><ul><li>Make contact with interested and qualified parties </li></ul>Outsourcing/Automated Internet Business <ul><li>Huddle Workspaces </li></ul><ul><li>Drastic reduction in office working hours </li></ul><ul><li>Enhanced productivity </li></ul>Wealth Management Products/Services <ul><li>Build profiles </li></ul><ul><li>Gain popularity </li></ul><ul><li>Hunt for suitable applicants </li></ul><ul><li>LinkedIn Answers </li></ul>Online Retail <ul><li> </li></ul><ul><li>eBay </li></ul>Collaborative <ul><li>Capgemini (consulting, technology, outsourcing) </li></ul>Financial Advice <ul><li>Accelerator for new business </li></ul><ul><li>Builds a wide- ranging professional network </li></ul>
  14. 15. Future of Social Networking <ul><li>Accessing through mobile phones </li></ul><ul><li>Universal Identities </li></ul><ul><li>A single social graph </li></ul><ul><li>Increased competition among the Social Networks </li></ul><ul><li>Social context for activities </li></ul>
  15. 16. How does this make business sense? <ul><li>Social influence  market value </li></ul><ul><li>Easier access  Better business </li></ul><ul><li>Conclusion </li></ul><ul><li>LinkedIn not a fad tool </li></ul><ul><li>Careful use mitigates risk </li></ul><ul><li>Benefits justify the risk </li></ul><ul><li>-Strong, sophisticated and a modern platform </li></ul><ul><li>True synergy possible </li></ul><ul><li>Get connected </li></ul>
  16. 17. Thank You!