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How To Make LinkedIn a Marketing Machine

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With more than 332 million members worldwide, LinkedIn is the world’s largest professional network on the Internet. According to research from the Content Marketing Institute, 67% of nonprofit marketers are using LinkedIn to distribute content for their organization. Join us to learn important tips, best practices, and strategies for transforming LinkedIn from a place where HR professionals can find talent into a place that you can use effectively for content marketing.

Presenter: Greg Jarboe, co-founder and president, SEO-PR
Host: MIT Communication Production Services

Published in: Social Media
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How To Make LinkedIn a Marketing Machine

  1. 1. How to Make LinkedIn a Marketing Machine Greg Jarboe President and co-founder of SEO-PR MIT communications staff presentation March 4, 2015
  2. 2. LinkedIn continues to grow among professionals and college graduates • Facebook remains by far the most popular social media site. • While its growth has slowed, the level of user engagement with the platform has increased. • Other platforms like LinkedIn, Pinterest, Instagram, and Twitter saw significant increases over the past year in the proportion of online adults who now use their sites. Source: Pew Research Center, “Social Media Update 2014,” Jan. 9, 2015
  3. 3. LinkedIn has more than 347 million members and over 2 million groups • Launched in 2003, LinkedIn operates the world’s largest professional network on the Internet with more than 347 million members in over 200 countries and territories. • There are over 39 million students and recent college graduates on LinkedIn. • They are LinkedIn's fastest- growing demographic. • There are more than 2 million LinkedIn groups. Source: LinkedIn
  4. 4. LinkedIn became available to high school students in September 2013 Source: http://youtu.be/YWp6AN00D_c
  5. 5. MIT has connected with prospective students via LinkedIn for several years Source: Massachusetts Institute of Technology, LinkedIn
  6. 6. MIT’s alumni group has 28,549 members out of over 130,000 living alums Source: MIT Massachusetts Institute of Technology Alumni, LinkedIn
  7. 7. The Sloan School connects with alumni and prospective students on LinkedIn
  8. 8. Other academic departments connect with prospective students and alumni
  9. 9. However, LinkedIn answers only half of the six questions that you need to ask • Who are your key targets? • What is your most relevant and valuable content? • When should you upgrade to a Premium Account? • Where should you publish? – Company Page – Showcase Pages – Groups – SlideShare • Why engage your key targets? • How do you measure results? Sources: LinkedIn and Greg Jarboe
  10. 10. Find prospective students or alumni who can impact your department • Advanced People Search – Size a potential audience based on a specific profile – Explore interests and activity for the individual members of that audience • Group Profiling – Group demographics – Quality of content and level of activity • Influencer Identification – Who are established authorities around the topic/niche – Connect and dialogue Source: Greg Jarboe’s Premium LinkedIn Account
  11. 11. Identify people who added MIT or Caltech to their Decision Boards 5,201 people have added MIT to their Decision Boards 1,228 people have added Caltech to their Decision Boards Source: Greg Jarboe’s Premium LinkedIn Account
  12. 12. 112,672 individuals on LinkedIn with MIT or Sloan School listed in School Source: Greg Jarboe’s Premium LinkedIn Account
  13. 13. Thought leadership articles are your most relevant and valuable content • In a nutshell, thought leadership is about sharing insights and ideas – and a unique point of view – that provoke new ways of thinking, spark discussions and debates, and inspire action. • A true thought leader knows a topic inside and out, has formed a clear, unique and defensible point of view about it, and freely shares that perspective. • That said, there’s more than one type of thought leadership. Source: LinkedIn, “The Sophisticated Marketer’s Guide to Thought Leadership”
  14. 14. When should you upgrade from a Basic (free) to a Premium Account? Source: LinkedIn Free and Upgraded Premium Accounts Free Executive (What I have) Pro ($550/month) Who’s viewed your profile Limited Unlimited Unlimited Full profiles Limited to 1st and 2nd degree 1st, 2nd and 3rd degree 1st, 2nd and 3rd degree Full name visibility Limited to 1st and 2nd degree 3rd degree and group connections 3rd degree and group connections In Mail messages None 25 per month 50 per month Introductions 5 35 50 Open profile No Yes Yes Premium search No Get up to 8 advanced search filters Get up to 8 advanced search filters Profiles per search 100 700 1,000 Saved search alerts 3 weekly 10 daily 15 daily Reference search No Yes Yes
  15. 15. You can transform any account from a resume into a marketing machine Source: Greg Jarboe’s LinkedIn Profile
  16. 16. MIT’s communications staff can then use an individual’s profile for outreach Source: Bob Ferrara, LinkedIn
  17. 17. You should publish content on your Company Page and Showcase Pages • Your Company Page is the ideal central repository for your thought leadership. • To complement the thought leadership content, your organization’s authors can point people to other relevant content by curating articles about industry news and trends as well as content from LinkedIn Influencers. • Through Showcase Pages, your departments can segment content to distinct audiences who are interested in different aspects of your university. Source: LinkedIn, “The Sophisticated Marketer’s Guide to Thought Leadership”
  18. 18. You should contribute relevant and valuable comments in Groups • Spend time cultivating a LinkedIn Group and you can quickly establish your company as a thought leader. • When a LinkedIn Group is run well and provides food for thought, it can quickly develop a loyal following. • The natural by-product is that group members see your company as the leader in whatever niche you’ve chosen to focus on. Source: LinkedIn, “The Sophisticated Marketer’s Guide to Thought Leadership”
  19. 19. You should also publish relevant and valuable visual content on SlideShare • SlideShare recently analyzed more than 1,000 infographics uploaded to SlideShare since launch, and the results were pretty compelling: – Infographics were liked 4x more than presentations, and 23x more than documents on SlideShare. – Infographics were shared 2x more than presentations, and 3x more than documents on other social networks, such as LinkedIn, Twitter and Facebook. Source: LinkedIn, “The Sophisticated Marketer’s Guide to Thought Leadership”
  20. 20. Why you should connect and engage with your key targets on LinkedIn • “You shouldn’t be on LinkedIn. • “Share on LinkedIn. • “Teach on LinkedIn. • “Discuss, debate, learn, grow, engage on LinkedIn. • “But please, for the love of Pete, don’t just BE on LinkedIn. • “If you want to be a better networker and make your social presence into a useful tool, stop ‘looking at’ LinkedIn and start ‘engaging with’ it.” Source: Liz Deforest, BlissBlog, and image courtesy of Hans Kylberg
  21. 21. All marketers know they’re expected to prove the value they’re delivering • Measure outputs: – Company/Showcase Pages -- New prospects and key influencers. – Sponsored Updates – New followers gained . – Groups – New members and number of comments per conversation. – LinkedIn Pulse – Views, comments, and shares . – SlideShare – Views, shares, and embeds. • Measure outcomes: – Quality leads generated. – Executive-level meetings scheduled. – Press briefings secured. – Invitations to speak at conferences. Source: LinkedIn, “The Sophisticated Marketer’s Guide to Thought Leadership”
  22. 22. National Transfer Network is a non- profit organization founded in 2014 Source: National Transfer Network
  23. 23. Targeted groups as well as education, admissions, and transfer executives Groups targeted • Admissions University, Association of Private Sector Colleges and Universities, Admissions and Financial Aid, Higher Education Administration, Higher Education Management, Higher Education Professionals, Inside Higher Ed, Leaders in Higher Education Job titles targeted • Provost, dean of school, assistant dean of school • Registrar, assistant registrar, admissions director or assistant director, admissions officer • Transfer Admissions director, transfer program director Sources: National Transfer Network and SEO-PR
  24. 24. Sean O’Brien’s account transformed from resume into marketing machine Source: Sean O’Brien, LinkedIn Profile
  25. 25. College Transfer Pathways LinkedIn Group launched on June 12, 2014 Source: College Transfer Pathways LinkedIn Group
  26. 26. Published valuable content on relevant topics and reached out to key targets • Researched LinkedIn groups for this target audience: – 10 groups contained 30,000 admissions professionals. – Joined all of the relevant groups. – Members can message other group members without using "limited in mail credits.” • Tested outbound messages to target individuals in each group: – Invited targets to join our new group and contribute. – Response rates for 4 groups were over 25%. • College Transfer Pathways grew from 19 to more than 1,380 members in 5 months. Source: College Transfer Pathways LinkedIn Group
  27. 27. 2-year colleges and 4-year universities joining the National Transfer Network Source: National Transfer Network
  28. 28. Rutgers School of Management and Labor Relations established in 1947 Source: Rutgers School of Management and Labor Relations
  29. 29. Bill Castellano’s account transformed from resume into marketing machine Source: Bill Castellano Ph.D., LinkedIn Profile
  30. 30. Rutgers EPE’s Workforce Research Group launched on January 11, 2015 Source: Rutgers Executive and Professional Education’s Workforce Research Group on LinkedIn
  31. 31. Outreach targeted members of 14 groups with 12 job titles in 4 states Groups targeted HR Leadership Forum Linked:HR (#1 Human Resources Group) Human Resources (HR) & Talent Management Executive Leadership Think Tank The Project Manager Network - #1 Group for Project Managers Human Resources Professionals H.R. Professionals Association - HumanResources Project Manager Community - Best Group for Project Management PMI Project, Program and Portfolio Management: #1 group for career advancement Human Resources Professionals Worldwide Human Resources IQ PMLink - Project Management Link - Project, Program & Portfolio Managers, PMP, PMBOK, PMO Management Consulting and Employee Training PMO - Project Management Office Job titles targeted human+resources+manager marketing+manager cfo recruiting+manager organizational+development vp marketing HR+Generalist Recruiting Manager Marketing Director Senior Vice President VP Human Resources human+resources+director Sources: Rutgers SMLR and SEO-PR
  32. 32. Response rates ranged from 15% in Pennsylvania to 24% in New Jersey Sources: Rutgers SMLR and SEO-PR
  33. 33. Rutgers EPE’s Workforce Research Group has grown to 335 members Source: Rutgers Executive and Professional Education’s Workforce Research Group on LinkedIn
  34. 34. Accurately targeted content marketing on LinkedIn is the new best practice • Who are your key targets? • What is your most relevant and valuable content? • When should you upgrade to a Premium Account? • Where should you publish? – Company Page – Showcase Pages – Groups – SlideShare • Why engage your key targets? • How do you measure results? Sources: LinkedIn and SEO-PR

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