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LinkedIn Tutorial


LinkedIn tutorial created by Chris Sietsema of Teach to Fish Digital in May 2010.

LinkedIn tutorial created by Chris Sietsema of Teach to Fish Digital in May 2010.

Published in Technology , Business
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  • 1.   What  is  LinkedIn?   LinkedIn  is  the  world’s  largest  professional  network  helping  people  find  and  share   opportunities  every  day.    It  is  an  authoritative  career  resource  for  staying  in  touch  with   colleagues  even  when  your  connections  change  jobs  or  email  addresses.    Utilized  by  many   as  an  online  Rolodex,  LinkedIn  is  great  for  developing  and  maintaining  business   relationships.    Special  features  like  Groups  and  Answers  help  professionals  discuss  issues   relevant  to  their  jobs  and  solve  problems  that  impact  their  careers.     Statistics     • LinkedIn  saw  over  70M  visits  in  March  2010.    This  represents  a  18.5%  year-­‐over-­‐ year  increase.       Source:     • LinkedIn  has  over  65  million  members  in  over  200  countries.   • A  new  member  joins  LinkedIn  approximately  every  second,  and  about  half  of  its   members  live  outside  the  U.S.   • Executives  from  all  Fortune  500  companies  are  LinkedIn  members.     LinkedIn  Demographics     LinkedIn  by  Gender   60%   50%   50%   40%   20%   0%   Male   Femaie     Source:  Google  Ad  Planner  Data     1   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 2.   LinkedIn  by  Education  Level   38%   40%   34%   30%   20%   14%   10%   10%   4%   0%   Some  High  School   High  School   Some  College   Bachelors  Degree   Graduate  Degree   Diploma     LinkedIn  by  Age   28%   28%   30%   20%   16%   17%   10%   4%   4%   3%   0%   0-­‐17   18-­‐24   25-­‐34   35-­‐44   45-­‐54   55-­‐64   65+     LinkedIn  by  Annual  Income   30%   24%   19%   21%   20%   16%   11%   9%   10%   0%   $0-­‐24K   $25-­‐49K   $50-­‐74K   $75-­‐99K   $100-­‐149K   $150K+     A  large  percentage  of  hiring  managers  use  LinkedIn  when  researching  and  sourcing  job   candidates.   Candidate  Research   Candidate  Sourcing   LinkedIn   75%   LinkedIn   66%   Facebook   48%   Facebook   23%   Twitter   26%   Twitter   16%   0%   20%   40%   60%   80%   0%   20%   40%   60%   80%     2   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 3.   Creating  An  Account   Individuals  without  LinkedIn  profiles  can  easily  create  one  by  joining  from  the  LinkedIn   Home  page.         1.  Complete  the  form  or  select  “Join  Today.”    Both  pages  offer  the  same  form  fields  to  start.         2.  You  will  then  be  invited  to  provide  additional   details  about  your  profession,  employment   status  and  employer  if  applicable.    If  someone   from  your  organization  is  already  on  LinkedIn,   you  may  have  the  opportunity  to  select  your   company  from  a  list  as  you  type.    Zip  code   information  is  kept  private,  but  your  region  is   made  public  (e.g.  Washington  D.C.  Area).     3.  Based  on  the  email  address  you  provide,  you   may  be  invited  to  welcome  contacts  you  already   have  through  that  email  account.      You  can  also  enter  contact  email  addresses  by  hand   later  in  the  process.               3   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 4.   Once  you  have  an  account,  you  will  be  presented  with  an  option  to  create  a  Premium   LinkedIn  membership  for  $24.95  per  month.    This  service  is  primarily  utilized  by  hiring   managers  and  business  development  personnel  for  companies  with  a  B2B  focus.       The  following  benefits  are  made  available  to  Premium  LinkedIn  Members  only.   • Have  unlimited  access  to  see  who  has  viewed  your  LinkedIn  profile   • Have  unlimited  access  to  view  every  professional  profile  on  Linkedin   • Send  messages  to  people  who  are  not  directly  connected  to  you   • Apply  premium  search  filters  and  generate  automated  search  alerts  for  job   opportunities   • Save  profiles  into  folders  within  your  LinkedIn  account   • Add  notes  and  contact  information  to  any  profile     Finding  &  Making  Connections   There  are  four  primary  methods  for  finding  connections  on  LinkedIn.     1. Upload  –When  you  create  a  LinkedIn  account  or  associate  your  existing  account   with  an  email  address  supported  by  Google,  Yahoo,  AOL,  MSN  (Hotmail)  and  others,   LinkedIn  allows  you  to  upload  your  contacts  from  your  email  account.    Professional   LinkedIn  accounts  associated  with  the  email  addresses  you  have  uploaded  will   receive  an  invitation  to  connect  with  you  on  LinkedIn.   2. Search  –  LinkedIn  offers  a  robust  search  mechanism  to  find  contacts  by  name,   company  and/or  profession.    Simply  use  the  “People”  search  available  on  every  page   of  LinkedIn.    Advanced  search  also  allows  you  to  find  people  based  search  criteria   beyond  name  including  Company,  Title,  Location,  Industry,  etc.   3. Get  Suggestions  –  To  encourage  you  to   make  connections  with  people  you   already  know,  LinkedIn  will  provide   suggestions  for  people  who  may  be  in   your  network.    These  suggestions  are   based  on  associated  connections  (i.e.   friends  of  friends).    Suggestions  are   made  throughout  the  LinkedIn  website   once  you  are  logged  in  to  your  account.     You  can  also  choose  to  “See  more  people  you  may  know.”   4. Join  Groups  –  Many  people  join  groups  on  LinkedIn  to  share  in  discussions  and  get   introduced  to  others  within  their  industry.    Groups  are  a  great  way  to  stay  in  touch   with  those  you  may  know  and  create  new  connections.    Many  professional   organizations  of  which  you  may  be  a  member  are  already  represented  on  LinkedIn.     You  can  create  new  groups  and  encourage  LinkedIn  members  to  join.     4   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 5.   Basic  Profile  Attributes     1. Name   2. Title   3. Location  (Major  Metro  Areas)   4. Photo   5. Current  &  Past  Positions   6. Education  Background   7. Number  of  Connections   8. Websites  (Corporate  &  Personal)   9. Link  to  Public  LinkedIn  Profile   10. Professional  Summary   11. Summarization  of  Specialties   12. Professional  History  Detail   13. Education  History  Detail     Other  Available  Attributes   • Recommendations  –  Your  colleagues   and  clients  can  write  recommendations   for  your  work  that  appear  on  your   LinkedIn  profile  page.         • Interests  –  Individuals  can  list  personal   interests  (e.g.  reading,  hiking,   volunteering,  etc.)  and  professional   interests  (e.g.  job  opportunities,   speaking  assignments,  freelance  work).     • Groups  &  Associations  –  The  groups  you   join  on  LinkedIn  are  listed  on  your   profile  page.    These  are  added  to   provide  credibility  and  facilitate   connections  between  group  members.   • Applications  –  LinkedIn  allows  you  to   include  several  applications  on  your   LinkedIn  profile.    Sample  applications   include  a  list  of  latest  posts  from  your   blog,  a  list  of  books  recently  read  with   links  to,  links  to   presentations  posted  to,   polls  and  poll  results,  your  personal   Twitter  feed,  etc.   • Events  –  Provide  a  list  of  events  that   you  plan  to  attend  on  your  LinkedIn   profile.       5   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 6.   LinkedIn  Groups   LinkedIn  Groups  provide  areas  where  like-­‐minded  individuals  who  work  in  the  same   industry,  at  the  same  company  or  simply  share  the  same  interests  can  explore  ideas,   discuss  business  opportunities  and  take  part  in  conversation.     Individuals  can  join  pre-­‐established  LinkedIn  groups  simply  by  visiting  the  Groups  section   on  LinkedIn.    Search  for  groups  by  name  or  use  a  relevant  keyword  (e.g.  agriculture   associations).    Groups  are  organized  into  categories  such  as  Professional,  Non-­‐Profit,   Alumni,  Networking,  etc.    Some  groups  require  a  request  to  join  and  others  offer  open   access.    There  is  no  limit  to  the  number  of  groups  you  can  join  as  a  LinkedIn  member.  When   you  join  or  host  a  group,  that  group’s  icon  and  link  are  posted  to  your  profile  page.             As  a  LinkedIn  account  holder,  you  can  create  a  group  and  invite  your  connections  to  join.     To  do  so,  go  to  the  Groups  section  on  LinkedIn  and  select  “Create  a  Group”  (see  arrows   above).    This  will  take  you  to  a  page  where  you  can  complete  information  about  your  group   including  the  name,  description,  website  address  if  applicable,  preferred  language,  etc.     When  adding  members  to  your  group,  you  can  “Send  Invitations.”    There  are  three  ways  to   invite  someone  to  join  your  group:  1)  select  them  from  a  list  of  your  personal  connections,   2)  enter  their  email  addresses,  and  3)  upload  a  CSV  [Excel]  file  with  contact  information.     6   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 7.     LinkedIn  Answers   To  help  those  seeking  resources,  information  and  answers  to  burning  questions,  LinkedIn   has  created  “Answers.”    As  a  member  of  the  LinkedIn  professional  network,  you  can  ask   and  answer  questions  relevant  to  your  profession.    When  you  submit  a  question  it  is  made   public.    Anyone  who  finds  your  question  may  submit  an  answer.    Those  who  submit  the   question  to  start  can  select  the  best  answer  from  those  provided.    If  you  provide  the  best   answer  for  a  particular  question,  this  information  will  be  shared  on  LinkedIn  Answers  and   with  your  connections.         Company  Pages   In  addition  to  personal  profile  accounts,  organizations  may  create  company  pages  on   LinkedIn.    Company  pages  can  be  used  to  make  announcements,  share  discussion  and   promote  job  opportunities  with  your  company.    To  create  a  company  page  for  your   business,  go  to  the  main  Companies  page  at  and  select  “Add  a   Company.”    Every  company  page  must  have  a  name,  description,  headquarters  location,  and   a  list  of  specialties  that  your  business  provides.         7   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 8.   Several  popular  businesses  in  the  Fortune  500  already  have  a  company  page  on  LinkedIn.     You  can  find  them  with  the  search  function  or  by  browsing  by  industry.    LinkedIn  allows   you  to  “follow”  companies  and  receive  alerts  when  activity  occurs  such  as  new  hires,   departures  and  job  openings.           Advertising   One  of  the  three  sources  of  revenue  for  LinkedIn,  outside  of  premium  accounts  and   employment  services,  is  advertising.    LinkedIn  advertisers  can  promote  their  product,   service  or  event  to  specific  LinkedIn  account  holders  based  on  location,  industry  and  title.     LinkedIn  has  proven  to  be  a  successful  medium  for  companies  with  a  business-­‐to-­‐business   audience.             8   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 9.   There  are  two  primary  methods  of  advertising  on  LinkedIn.    The  first  and  most  economical   option  is  called  DirectAds.    Similar  to  paid  search  advertisements  on  Google  AdWords,   DirectAds  gives  your  business  the  opportunity  to  promote  your  company,  job  opening  or   event  to  a  specific  audience  based  with  a  text-­‐based  ad.      DirectAds  appear  on  profile  pages,   groups  pages  and  several  other  areas  of  LinkedIn.         Ad  components  include  headline,  description,   graphic  (your  headshot  or  logo)  and  a  link.     Advertisers  can  create  multiple  DirectAds  to   test  creative  messaging.     Once  your  ads  are  created,  you  can  refine   your  audience.  Among  the  target  criteria,   advertisers  can  select  three  of  the  following:   company  size,  job  function,  industry,  seniority/title,  gender,  age,  and  geography.    In   addition  to  selecting  country  in  the  geography  category,  advertisers  can  choose  from   multiple  US  cities.     LinkedIn  DirectAds  are  highly  targeted  at  the  business  audience.    This  is  clearly  reflected  in   the  cost  per  click  (CPC).    Where  most  Google  ads  run  at  minimums  of  10¢  per  click,  the  CPC   fees  for  DirectAds  range  from  $3  to  $6  depending  on  your  selects.         9   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 10.   The  second  option  for  LinkedIn  advertising  requires  a  budget  of  $25,000  or  more.    Several   programs  available  at  this  price  tag  include:     Display  Advertising  –  Rich  media  advertising  with  banners  and  other  ad  formats  targeted  at   specific  LinkedIn  members  or  set  to  reach  the  entire  LinkedIn  audience.     Sponsorship  –  Packages  available  to  advertisers  to  align  their  brands  with  specific  sections   of  LinkedIn  such  as  Answers,  Polls/Surveys,  Applications  and  Events.     White  Paper  Distribution  –  A  channel  that  helps  marketers  promote  relevant  studies  and   white  papers  for  the  purpose  of  generating  business  leads.     Partner  Messages  –  Email  campaigns  sent  to  LinkedIn  members  based  on  their  profile   attributes  and  their  willingness  to  receive  offers.     As  a  complement  to  these  programs,  LinkedIn  provides  four  primary  options  for  targeting:       Run  of  Site  –  Reach  everyone  on  the  LinkedIn  network     InCrowd  Targeting  –  Nine  specific  audience  segments  including:     1. Small  and  Medium  Business  Professionals   2. Business  Decision  Makers  (based  on  title,  no  consideration  to  company  size)   3. Corporate  Executives  (based  on  title,  companies  with  500+  employees)   4. Financial  Service  Professionals   5. Sales  Professionals   6. Marketing  Professionals   7. Startup  Professionals   8. IT  Professionals   9. Career  Changers  -­‐  professionals  who  have  changed  employers  in  the  past  60  days     Content  Targeting  –  Message  delivery  to  profiles  and  group  pages  based  on  keywords  used   on  a  LinkedIn  page.     Custom  Targeting  –  Similar  to  InCrowd  targeting  only  with  a  segment  specifically  designed   by  the  advertiser  with  LinkedIn’s  help.         10   ©  2010  Teach  to  Fish  Digital,  LLC