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LinkedIn Fundamentals Course

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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.

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LinkedIn Fundamentals Course

  1. 1. CnfidentialMarketingXLerator Social Media Marke-ng: LinkedIn Instructor: Natascha Thomson @NaThomson
  2. 2. CnfidentialMarketingXLerator Unit 3 – LinkedIn 1.  LinkedIn History 2.  Demographics 3.  Profiles vs. Business Pages 4.  LinkedIn Products 5.  Promo-ons & Adver-sing 6.  Measurement & Tools 7.  Best Prac-ces 2
  3. 3. CnfidentialMarketingXLerator 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  Convert n  Create loyalty loop (content & sharing) 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 company? n  Iden-ty n  Promise/Differen-ator 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  Differen-ators n  Products & Services Create relevant content in formats that your audience likes to consume. Awareness, Engagement, Conversion 3
  4. 4. CnfidentialMarketingXLerator
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  6. 6. CnfidentialMarketingXLerator Techcrunch, 2016
  7. 7. CnfidentialMarketingXLerator
  8. 8. CnfidentialMarketingXLerator LinkedIn User Growth (Global)
  9. 9. CnfidentialMarketingXLerator Demographics
  10. 10. CnfidentialMarketingXLerator Target Audience Research
  11. 11. CnfidentialMarketingXLerator 11 Global
  12. 12. CnfidentialMarketingXLerator USA
  13. 13. CnfidentialMarketingXLerator Global
  14. 14. CnfidentialMarketingXLerator Global
  15. 15. CnfidentialMarketingXLerator USA
  16. 16. CnfidentialMarketingXLerator 16 LinkedIn Mobile Stats by DMR
  17. 17. CnfidentialMarketingXLerator 17
  18. 18. CnfidentialMarketingXLerator LinkedIn Facts h`p://www.socialmediatoday.com/social-networks/linkedin-unveils-new-premium-insights-data-tools-company-pages h`ps://www.globalwebindex.net/blog/4-in-10-internet-users-are-linkedin-members
  19. 19. CnfidentialMarketingXLerator h`ps://business.linkedin.com/marke-ng-solu-ons/blog/5/5-b2c-companies-killing-it-with-content-on-linkedin
  20. 20. CnfidentialMarketingXLerator B2B vs. B2C
  21. 21. CnfidentialMarketingXLerator 21 Source: Our Digital Coach.
  22. 22. CnfidentialMarketingXLerator 22
  23. 23. CnfidentialMarketingXLerator 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. 23 Source: The Drum LinkedIn is the Best B2B Lead GeneraSon PlaTorm
  24. 24. CnfidentialMarketingXLerator 24 h`p://www.marke-ng-mojo.com/wp-content/uploads/2015/11/LinkedIn-Benchmark-Report-Q3-2015-Marke-ng-Mojo.pdf
  25. 25. CnfidentialMarketingXLerator 25 h`ps://business.linkedin.com/marke-ng-solu-ons/blog/5/5-b2c-companies- killing-it-with-content-on-linkedin
  26. 26. CnfidentialMarketingXLerator
  27. 27. CnfidentialMarketingXLerator How to Set up a LinkedIn Profile > Go to: LinkedIn.com 27
  28. 28. CnfidentialMarketingXLerator h`p://www.slideshare.net/linkedin/how-to-tell-your-workstory
  29. 29. CnfidentialMarketingXLerator Example of a Good Profile Summary 29
  30. 30. CnfidentialMarketingXLerator LinkedIn: Recruiter Profile Summary 30
  31. 31. CnfidentialMarketingXLerator Watch Video: LinkedIn Company Pages
  32. 32. CnfidentialMarketingXLerator How to set up a LinkedIn Company Page 32 h`ps://business.linkedin.com/marke-ng-solu-ons/company-pages/get-started
  33. 33. CnfidentialMarketingXLerator B2C Company Page
  34. 34. CnfidentialMarketingXLerator B2B Company Page
  35. 35. CnfidentialMarketingXLerator 35
  36. 36. CnfidentialMarketingXLerator 36
  37. 37. CnfidentialMarketingXLerator 37 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 commercial use. h`ps://blog.bufferapp.com/free-image- sources-list h`p://search.crea-vecommons.org/
  38. 38. CnfidentialMarketingXLerator Products
  39. 39. CnfidentialMarketingXLerator 39
  40. 40. CnfidentialMarketingXLerator You can own a group or ask to join Groups > Remember, running a group is a lot of work 40
  41. 41. CnfidentialMarketingXLerator LINKEDIN JOBS
  42. 42. CnfidentialMarketingXLerator 42 xx
  43. 43. CnfidentialMarketingXLerator 43
  44. 44. CnfidentialMarketingXLerator
  45. 45. CnfidentialMarketingXLerator 45
  46. 46. CnfidentialMarketingXLerator 46
  47. 47. CnfidentialMarketingXLerator 47 LinkedIn Offers a Number of Apps > Many Cater to Recruiters Find a list of Apps here LinkedIn App Use 101
  48. 48. CnfidentialMarketingXLerator 48
  49. 49. CnfidentialMarketingXLerator 49
  50. 50. CnfidentialMarketingXLerator Measurement & Tools
  51. 51. CnfidentialMarketingXLerator Example Success Metrics: LinkedIn Pages 1.  Follower growth rate (%) 2.  Likes / Shares / Comments 3.  Conversion Rates
  52. 52. CnfidentialMarketingXLerator
  53. 53. CnfidentialMarketingXLerator Paid Media aka Ads & Promos
  54. 54. CnfidentialMarketingXLerator LinkedIn: Owned vs. Earned vs. Paid •  Owned –  LinkedIn Profile –  LinkedIn Company Page –  Status Updates –  Original content •  Earned –  Engagement in LinkedIn Groups –  Engagement with other’s updates (like, share etc.) –  Comments on blog posts •  Paid –  Promoted Posts –  Ads Source: SmartInsights.com
  55. 55. CnfidentialMarketingXLerator 55
  56. 56. CnfidentialMarketingXLerator 56
  57. 57. CnfidentialMarketingXLerator 57
  58. 58. CnfidentialMarketingXLerator h`p://www.slideshare.net/LImarke-ngsolu-ons/lms-plaoorm-overviewinterac-ve0315 58
  59. 59. CnfidentialMarketingXLerator 59 B2B
  60. 60. CnfidentialMarketingXLerator 60
  61. 61. CnfidentialMarketingXLerator Best PracSces
  62. 62. CnfidentialMarketingXLerator Maersk Line Strategy: Each Maersk social channel has its own approach •  LinkedIn: Maersk posts ar-cles about work culture & jobs Source: Outcome Study 62
  63. 63. CnfidentialMarketingXLerator 63 B2C h`ps://business.linkedin.com/marke-ng-solu-ons/blog/5/5-b2c-companies- killing-it-with-content-on-linkedin
  64. 64. CnfidentialMarketingXLerator 64 B2C h`ps://business.linkedin.com/marke-ng-solu-ons/blog/5/5-b2c-companies- killing-it-with-content-on-linkedin
  65. 65. CnfidentialMarketingXLerator 65 B2B h`ps://business.linkedin.com/marke-ng-solu-ons/blog/b/b2b-case-study-how-cetera-financials- full-funnel-marke-ng-campaign-drove-1-million-in-new-business
  66. 66. CnfidentialMarketingXLerator 66 B2B h`ps:// business.linkedin.co m/marke-ng- solu-ons/blog/h/ how-toshiba-of- canada-keeps-its- sales-pipeline-full
  67. 67. CnfidentialMarketingXLerator Top 5 Profile OpSmizaSon Tips 1.  Professional, right-sized, picture 2.  Authentic Summary 3.  Tell a story of growth with your work experience 4.  Add visual content & URLs 5.  Create a Company Page and/or link to your company’s page
  68. 68. CnfidentialMarketingXLerator
  69. 69. CnfidentialMarketingXLerator 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
  70. 70. CnfidentialMarketingXLerator 70
  71. 71. CnfidentialMarketingXLerator Natascha Thomson CEO, MarkeSngXLerator NaThomson@Marke-ngXLerator.com Marke-ngXLerator.com @NaThomson Over 15 years of markeSng experience in Global 2000 and startup companies. Customers include SAP, EMC, Polycom, SLAP, BAHREC, and LookingGlass Cyber Solu-ons.

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