If LinkedIn is just an online job search tool, why are professionals spending hours on it each week? Is it just for B2B or is it a hidden gem for lead generation, alumni engagement and parent interaction for schools and camps? Find out more as Anneline Breetzke, owner of Big Splash Social, uncovers why Schools and Camps need to rethink LinkedIn. You can find out more about Anneline and Big Splash Social by visiting https://bigsplashsocial.com

1. Why Schools and Camps Need to Rethink
LinkedIn
Anneline Breetzke | bigsplashsocial.com

2. OVERVIEW
 Why LinkedIn?
 Pages & Groups
 Company Pages
 Showcase Pages
 Groups
 University Pages
 Optimizing LinkedIn
 Company Page
 LinkedIn Search
 Using Search
 Conclusion
 Bonus

3. Who is this gal?
 South African Born
 Entrepreneur & Author
 Musician & Educator
 Digital Marketer (+7yrs)
 Big Splash Social
 Integrated digital marketing
specializing in social media

4. …and then there’s Daisie

5. Why
You used to only use LinkedIn for job search
once in a while – so why are professionals
spending hours on it every week?
?

6. Why LinkedIn?
“The world's largest professional
network with more than 562 million
users in more than 200 countries
and territories worldwide.1”
1 LinkedIn

7. 562+ Million!
Microsoft had
good reason to
acquire LinkedIn
in 2016 for
US$26.2 billion.

8.  61% are in the 30-64 age bracket1
 More established careers
 Most buying power
 Children who need schools/camps
Why LinkedIn? Demographics
1 Hootsuite : LinkedIn Demographics for Marketers 2017

9.  +44% have incomes over CAD$97,0001
 +75% have incomes over CAD$65,0001
 93% more likely to have a college degree
 What is the average salary of your target demographic?
Why LinkedIn? Demographics
1 Hootsuite : LinkedIn Demographics for Marketers 2017

10.  Canada #5 in most LinkedIn members
 Total # monthly active users: 250 million
 Total # daily active users: 40%
 Average CEO has 930 connections
Why LinkedIn? Stats1
1 Omnicore : Linkedin by the Numbers: Stats, Demographics &

11. FUN FACT!
41% of
millionaires use
LinkedIn

12.  Create a central hub for your school/camp
 News, jobs, stories, other valuable content
 Alumni interaction, student participation
 SEO
 Typically 1st/2nd page of Google results
 Shows the first 156 characters
Why LinkedIn? Benefits

13. Why LinkedIn? Benefits

14.  Your target market is here
 Different intent from other social platforms
 Parents research schools & camps
 LinkedIn is 2x trusted
 Recruit new staff
 Name & description in other languages
Why LinkedIn? Benefits for Schools & Camps

15.  Generate word-of-mouth BUZZ (network)
 Keep in touch with former students
 Thought leadership
 Groups (alumni, students, parents…)
Why LinkedIn? Benefits for Schools & Camps

16.  Find, engage, and connect with prospects, influencers,
alumni, parents and more.
Why LinkedIn? Benefits for Schools & Camps

17. Why LinkedIn?
LinkedIn enables you to find the
right people and the connections
you have to them - the power of
network marketing is at your
fingertips!

18. LinkedIn Plans
CA$34.99/m CA$49.99/m CA$69.99/m CA$99.99/m
Best for sales and marketing

19. Pages & Groups
LinkedIn has a lot of pages & features that you
might not be aware of.

20.  Company Pages (company/true-north-sports-camps)
 Showcase Pages (showcase/xxxxxxx)
 Groups (groups/123456)
 University Pages (school/Appleby-college)
 Personal Profile + Company Page =
Pages & Groups

21. Company Page

22. Why LinkedIn?
“The Company Page is your
brand’s home on LinkedIn – your
opportunity to tell your brand story in a
compelling way, provide the content for
audiences to engage with and show
your values in action.LinkedIn

23. Why LinkedIn?
It’s free to create and share, and
provides an immediate opportunity
for audiences to engage with you
by becoming followers and
receiving updates.”
LinkedIn

24. Pages & Groups Company Page

25.  +19 million Company Pages on LinkedIn
 Central Hub:
 Brand awareness
 Thought leadership/share content
 Engagement
Pages & Groups Company Page

26. Pages & Groups Company Page

27. Pages & Groups Company Page
PAID
EXTRAS

28. Showcase Pages

29. Showcase Pages

30. Showcase Pages What & Benefits
 ‘Sub-pages’ extension of Company Page
 Own About us, Followers, Updates & Analytics
 Segmenting
 Specific page for a particular audience
 Search
 Size – best for larger schools/camps

32. Groups

33.  Segment your audience (e.g. alumni)
 Up to 3 Featured Groups:
 Builds credibility (e.g. Kids Cancer Alliance)
 Shows your specialty (e.g. Special Education Needs)
 Community Ties (e.g. Etobicoke Networking)
 Authority (e.g. Educational Leadership)
Groups Benefits

34. Groups Featured Groups

35.  Keep in touch (e.g. secondary school)
 Find experts to come back
 Help future development
 One day send their own children
 Excite about donation opportunities
 Ask for reviews, recommendations etc
Groups Alumni

36. University Pages

37. University Pages

38. University Pages What Are They?
“A University Page is the
destination on LinkedIn for your
school to market itself and build a
community…”
LinkedIn

39. “It's a place to showcase what
makes your institution special -
academically, socially, and
culturally…”
LinkedIn
University Pages What Are They?

40. “You can have conversations with
the audiences interested in your
school…”
LinkedIn
University Pages What Are They?

41. “…including alumni, current
students, parents, prospective
students, and even employers,
faculty, or donors.”
LinkedIn
University Pages What Are They?

42.  Many features best for Higher Education
 Analytics and stats
 Beef it up with the Life tab
 Can allow alumni & students to post
 Add Alumni Tool to your school’s website
University Pages Benefits

43. University Pages vs Company Pages
https://www.linkedin.com/company/lyc-e-fran-ais-de-toronto/https://www.linkedin.com/school/trinity-college-school/

44. University Pages Alumni Tool

45. PAID
EXTRAS University Pages

46. University Pages Alumni Tool

49. Alumni Tool Plugin
https://developer.linkedin.com/plugins/alumni
 Alumni data
 Shows possibility
 Creates connections
University Pages Alumni Tool Plugin

50. Optimizing LinkedIn
LinkedIn is way more than a recruitment tool –
it is a social selling machine!

51. Company Page

52. Optimizing Company Page
 300 x 300
 4MB Limit
 Resolution!
 Search (6x more)
 Employee’s
Profile
Logo

53.  1536 x 768
 Cropped
 2MB Limit
 Visibility
 Resolution!
Optimizing Company Page
Cover

54.  About them
 Keyword-rich
(Google 156)
 Call-to-action
Optimizing Company Page
About Us

55.  Website & Industry
 Company Size & Type
 Location/s
 Specialties (20 max)
 3 Featured Groups
Optimizing Company Page
Complete your profile

56. Optimizing Company Page

57.  Share relevant content frequently (min 1x day)
 Showcase your personality & values
 Encourage interaction on your posts
 Mobilize employees to engage & share
 Add links on your website
 Always use images (1200 x 628 px)
Optimizing TIPS!

58.  Short descriptions work best (test)
 Use Hashtags sparingly (test)
 Track your progress (Company Page Analytics)
 Sponsor your content (LinkedIn ads)
 Use video especially native video
Optimizing TIPS!

59. LinkedIn SEO

60. “LinkedIn = Google
Search for Professionals”
LinkedIn SEO
John Nemo / LinkedIn Riche$

61. LinkedIn SEO

62. • Not a private school
• Not a school – tutoring service
• Not in Mississauga

63. Conclusion

64. Conclusion
If you view LinkedIn as a way to:
 Find leads / prospects
 Engage with alumni and parents
 Build a professional brand
 Establish your school as a thought leader
…you’ll see why it’s a key platform for you!

65. Anneline Breetzke | contact@bigsplashsocial.com
bigsplashsocial.com/okm