I used this slide deck to teach my Fundamentals of Social Media class at University of Santa Cruz Silicon Valley the basics of LinkedIn marketing for business. Check it out for yourself. Comments welcome.
Social Media Marke-ng:
Unit 3 – LinkedIn
1. LinkedIn History
3. Proﬁles vs. Business Pages
4. LinkedIn Products
5. Promo-ons & Adver-sing
6. Measurement & Tools
7. Best Prac-ces
Impact: How do You get Your
message to Your audience?
Create a campaign strategy,
including objec-ves & metrics:
n Share relevant content
n Engage the audience
n Entertain and Delight
n Calls-To-Ac-on (CTA)
n Create loyalty loop (content &
Share relevant content with the right
audience at the right -me.
The 3 Marketing Pillars
Brand You Proﬁle/Page Communicate Your Value Reach/Engage Your Audience
Portray: Who are you/ your
Create and maintain consistent look
and feel; be recognizable.
Convince: Why does it maIer?
n Clear understanding of target
audience and needs
n Unique Selling Point
n Products & Services
Create relevant content in formats
that your audience likes to consume.
Awareness, Engagement, Conversion
Survey with 1,000+ global buyers found that B2B
companies use these social channels for lead gen:
• 90% Facebook (only 41% generated leads)
• 53% Twi`er
• 47% LinkedIn
• 33% Blogs
LinkedIn proved to generate more B2B leads than
any other channel.
Source: The Drum
LinkedIn is the Best B2B Lead
Finding Images to Use on Social Media
NEVER use pictures or graphics that
might be copy-righted or owned by
somebody else. You might end up
geing your company sued.
Instead, either use stock pictures
your company already owns,
PURCHASE IMAGES, or look for sites
that let you use pictures license-
free, some-mes with a`ribu-on.
Make sure the license allows
Top 5 Proﬁle OpSmizaSon Tips
1. Professional, right-sized,
2. Authentic Summary
3. Tell a story of growth with
your work experience
4. Add visual content &
5. Create a Company Page
and/or link to your
5 LinkedIn Growth TacScs
1. Invite & accept the right connections
2. Give and ask for recommendaSons
3. Post status updates
4. Join relevant groups
5. Engage with your audience
Over 15 years of markeSng experience in Global
2000 and startup companies.
Customers include SAP, EMC, Polycom, SLAP,
BAHREC, and LookingGlass Cyber Solu-ons.