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MoreVisibility Social Media Bootcamp Linked In D.Leitch


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This PowerPoint acompanied a webinar presentation highlighting how to use LinkedIn for Business.

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MoreVisibility Social Media Bootcamp Linked In D.Leitch

  1. 1. Social Media Boot Camp Copyright © 2009, MoreVisibility Part 2: Tactics and Techniques to Maximize LinkedIn
  2. 2. Copyright © 2009, MoreVisibility Today’s Presenters: Danielle Leitch Executive Vice President, MoreVisibility Joe Teixeira Manager, Web Intelligence, MoreVisibility 1
  3. 3. Copyright © 2009, MoreVisibility Presentation Overview 1. What is LinkedIn? We will define the channel and review goals / expectations 2. Channel History A brief background with current stats 4. Applications for LinkedIn 6. Question and Answer Session We’ll answer your questions live on the air – please send them in 3. Channel Requirements & Strategies We’ll cover the benefits for individuals & companies LinkedIn offers applications to enhance your account 5. LinkedIn Tips and Tricks Maximize your strategy and account with these techniques 2
  4. 4. Copyright © 2009, MoreVisibility 3 What is LinkedIn? Allows you to ask questions of the right people and make the best decisions through the use of your own network. LinkedIn helps make your network transparent and your connections visible (direct & indirect) to make your life more productive. Think: People / Knowledge / Opportunities • Permanent version of your personal resume & portfolio • Electronic rolodex with a lot more information offered, including connections (direct or indirect) • Business Networking and Referral Marketplace • Recruiting / Job Seeking Platform • 6 Degrees of Separation – We are all connected somehow!
  5. 5. Copyright © 2009, MoreVisibility 4 Channel History • May 2003 – LinkedIn Launched (English Only) • July 2008 – Spanish Added • November 2008 – French Added • February 2009 – German Added Current Statistics: • 35 Million Global Users in over 200 Countries (9 Million in Europe) • A new member joins LinkedIn approximately every second • Executives from Fortune 500 Companies are LinkedIn members • Over 170 different industries currently represented Source:
  6. 6. What Is Required For Success? <ul><li>Participation and transparency </li></ul><ul><ul><li>No real “persona” or corporate rep delegated to work this channel </li></ul></ul><ul><ul><li>All employees with an account are representing your business </li></ul></ul><ul><li>Collateral </li></ul><ul><ul><li>Use existing data & marketing materials </li></ul></ul><ul><ul><li>Application cross-over for other channels (repurpose on LI, FB, YT, etc.) </li></ul></ul><ul><li>Be an Expert </li></ul><ul><ul><li>Provide valuable information </li></ul></ul><ul><ul><li>Share knowledge and insight </li></ul></ul><ul><li>Active Channel Management </li></ul><ul><ul><li>Participation here is marketing </li></ul></ul><ul><ul><li>Indirect Promotion of self and/or business </li></ul></ul><ul><li>Resources & Time to Cultivate </li></ul><ul><ul><li>Ongoing efforts used primarily for “awareness & branding” </li></ul></ul>5
  7. 7. Copyright © 2009, MoreVisibility 6 Channel Strategies 1. Networking: • Connecting with people from your past • Sharing within your industry • New connections based on interests, groups, etc… • Obtaining or being a reference from a 3 rd party 2. Sharing and Acquiring Knowledge 3. Recruiting for both Individuals and Companies 4. Advertising and Promotions: • Soft-promotion through a variety of methods • Paid ads via LinkedIn’s Advertising Platform 5. Reference Checks: • Business or Candidate Validation 6. SEO Value for your Business and Website 7. …and much more…
  8. 8. Copyright © 2009, MoreVisibility 7 Use LinkedIn for Networking • Invite someone to join via email • Use LinkedIn’s “Address Book” Feature • LinkedIn will offer on-going suggestions when you are logged in, or be proactive, based on parameters from your profile (green “ADD CONNECTIONS” button in left rail) • Connect to someone you don’t know through one of your connections (request introduction via “degrees of contact”) • Fee-based service of INMAIL, allows introductions of any type (different level of services and fees available) • Search Database - Find connections by name, positions, company name, etc .
  9. 9. Copyright © 2009, MoreVisibility 8 Sharing & Acquiring Knowledge • Initiate a group to which there is nothing currently set-up to participate for (search ) If groups already exist for subject, with strong participation and following, how will you differentiate and recruit to thrive? • Offer information / resources through your profile via LinkedIn applications (Blogs, PPT slides, RSS Feeds, news, etc.) • Participate in the “Q and A” section Especially answering in areas in which you have a business or personal insight and interest. • Join an existing group of which you have personal and / or industry experience and interest Intent: Participation versus Spam? Try not to self-promote Also applies to Group participation and Answers section
  10. 10. Copyright © 2009, MoreVisibility 9 Recruiting: Individuals • Portable resume with permanent references attached and showcasing of work - Create robust profile: former schools and companies - Feature career highlights by including hyperlinks to your work - Showcase background through adding Awards & Honors - Share portfolio via SlideShare or applications - Obtain references from your network - Update your status (Ex: “Looking for consulting / employment”) • When Interviewing: - Gauge health of company / industry (advanced search options) - Research interviewees in advance to find commonalities (view profile) or connections in common (advanced search) - Dig into your network to see if anyone worked for company - Review company profile for statistics and trends - Use the “Buzz” Application to monitor company on Twitter
  11. 11. Copyright © 2009, MoreVisibility 10 Recruiting: Companies • Post Job Descriptions / Openings - Discuss needs through current group(s) forum participation (related to position) - Update your Current Status to indicate “Looking to Hire for…” - Send personal inquiry for referrals through “inmail” to your network (send to all connections or selected individuals) - Research where applicants you seek currently are working through advanced search functions (type in the job skills required (C++ programming) or position title & geography) - Maintain your company profile to provide good image to prospective candidates doing research (see next slide) - Fee-based advertising / posting options: $195 USD for 30-day listing (Upgrade to include Yahoo, Monster & CareerBuilder)
  12. 12. Company not listed? Last to edit page Search for your business New modules coming to make these pages more valuable – stay tuned! Items you can modify on your own company’s listings 11
  13. 13. Copyright © 2009, MoreVisibility 12 Advertising and Promotion • Paid Options: LinkedIn DirectAds - Flexible payment, pricing, and targeting options for text ads - Just announced CPC (clicks) prices, always offered CPM (impressions) - Can target users globally if desired, in addition to United States - Get started quickly through online credit card payment - Precise audience reach using custom targeting features - New addition of expanded reach through publisher network - Ambitious, influential professionals – average household income $109k USD - For big brands & budgets ($25k USD +), use Advertising Sales • Rich Media Displays • Dedicated LinkedIn Staff
  14. 14. Copyright © 2009, MoreVisibility 13 Advertising and Promotion • Networking / Channel Options: - Use “TripIt” application to share travel plans and offer meetings to connections located on your path - Participation in groups and Q&A • Subtly establish yourself as an industry expert • Those with highest participation in Q&A for “Answers” will be noted as such in that section • Opportunity to recommend “Expert” when providing Answers (not necessarily self-promotion) • Offer resources and tools that will circle users back into your website or blog, but still are helpful - Keep in mind the power of your “Status Update”
  15. 15. Copyright © 2009, MoreVisibility 14 References and Referrals • Before hiring, validate candidate with those from within your network or connected to you • Look at the references of individuals from that company: Do managers have happy subordinates? Have any clients recommended the company via its staff? • Before doing business with a company or when trying to sell or partner with an organization, investigate any connections from within your network (direct / indirect) - Ask a current connection to make an introduction for you
  16. 16. Copyright © 2009, MoreVisibility 15 SEO Benefits • Enhance your search engine results - Profiles are crawled by the Engines • Use important and relevant keywords in profile descriptions • Modify your company listing or add one if it isn’t there already • Improve your Google PageRank - Inbound links from LinkedIn are Valuable • Maximize the display text (anchor text) for hyperlinks to help promote site or business organically • Use the “other” category (My website, My blog, Other) • Be sure to set public profile to “Full View” • Name used in display should be keyword rich (e.g. Company Name vs. Website / Healthnut Daily vs. Blog)
  17. 17. Copyright © 2009, MoreVisibility 16 LinkedIn Applications • Pick One Application – or use them all! <ul><li>• Most LinkedIn applications are free of charge – take advantage! </li></ul><ul><li>Cross over usage of applications among SM channels </li></ul>
  18. 18. Copyright © 2009, MoreVisibility 17 LinkedIn Applications - EVENTS To add an event & promote it To follow or look for events Automatically updates your network RSVP & interact with other event attendees
  19. 19. Copyright © 2009, MoreVisibility 18 Tips and Tricks - EVENTS • Create a Group for upcoming events - Build Buzz - Allow for advance networking of attendees - Additional promotion: group updates posted by an individual will be displayed to their network connections in the profile / status updates that are sent out. • Note: An individual can only be an administrator on a max of 10 groups. You can have more than one admin in a group.
  20. 20. LinkedIn Applications - SlideShare Share valuable presentations with your network Provides reason for connections to engage or “non” connections to want to Open a SlideShare account Download LinkedIn app Choose to display on profile Looking to print today’s slides? CONNECT WITH ME on LinkedIn 19
  21. 21. Copyright © 2009, MoreVisibility 20 Tips and Tricks – Group Discussions Groups – Following conversations within a Group
  22. 22. Copyright © 2009, MoreVisibility 21 Tips and Tricks- Intranet • Create a “Company Employees Only” Group - Can restrict access / manually approve or remove - Promote team building & communication - Serves as an intranet for announcements, information and data sharing, easy contact platform for remote workers, etc… 30
  23. 23. Copyright © 2009, MoreVisibility 22 Tips and Tricks: Searches • Advanced Searching - Example: school:Harvard company:LinkedIn This query will return people that attended Harvard and currently work at LinkedIn . - Note: Use “” for queries with more than one token after the advanced operator. Example : pcompany:”cisco systems”
  24. 24. Copyright © 2009, MoreVisibility Tips and Tricks: Tracking Results <ul><li>Monitor increasing number of connections in profile & group members </li></ul><ul><li>Feedback on your Group postings (to include articles, comments, etc.) </li></ul><ul><li>Replies to your Answers offered (EXPERT status for top contributors) </li></ul><ul><li>Viewers of your profile over past 7 days </li></ul><ul><li>ANALYTICS – website referrals and conversions </li></ul>23
  25. 25. Questions and Answers We are now answering your questions! Please send in your questions to us, via the chat function, located towards the right-hand side of your screen. Copyright © 2009, MoreVisibility 24
  26. 26. Thank you for attending our webinar! Questions / Comments / Suggestions? Email Us: [email_address] Copyright © 2009, MoreVisibility Lets Connect: MoreVisibility offers many Social Media Programs to fit a variety of business goals and budgets. Contact us to get your company socially connected, via email or call (800)787-0497. 25