My name is Kylie Robertson, and I’m the social media specialist for Rare Method, a marketing/advertising firm in mission.A couple of things before we start – first of all, thanks for coming! This is my first time speaking at SMBYYC, and it’s exciting (and a little terrifying) to see such a great turnout. When I saw that the tickets were sold out yesterday, it got my heartrate going a little!Second – If you have any questions about what’s on the screen, holding them to the end is the best bet. It’s not that I don’t want to answer your questions – I do! But there’s a good chance that I’ll address it before the end of the presentation.Lastly, you’ll see that we have some links up there to the social media presence that Rare Method has. Feel free to check us out on Facebook, Twitter, and (of course) LinkedIn. Any feedback on today’s presentation would also be greatly appreciated! We’ll be posting this presentation on these channels after today as well.
LinkedIn is unique in that it’s a social media platform that has found a way to successfully implement a “pro” user account with little to no backlash. They have done this by adding real value to paid profiles without taking away from free services.Side note: Flickr recently did away with their paid “Pro” member accounts, and now each user is given a terabyte of data, but has no choice but to view ads. Smart move?
A little bit of background on LinkedIn, before we get into how to use it.It was established in 2003, and has been growing over the last 10 years. In the last two years it has truly exploded, and now has more than 225 million users.
There are some clear, defined reasons to use LinkedIn.Professional networking. Meeting people in the same industry or city (or both) is easy with linkedin. Unlike on Facebook, if someone you don’t know adds you, it can be a good thing on LI! Shoutout to Aaron Wilson and the many others I’ve added with no real context.Unlike other social media sites that serve a dual purpose between business and fun, LinkedIn is known for being exclusively business focused. There’s really no point in having a “business” profile and a “personal” profile on LI. It’s also the most known site for this purpose – it’s becoming the new digital business card and resume all in one.Recruitment. With 225 million members, that means there’s 225 million RESUMES online! Start searching for the candidates and roles you’re looking to fill, because chances are someone that fits your needs has a profile on LI.Job opportunities: Conversely, there are several job opportunities as well through LI. More and more companies are paying to post jobs on LI and you’re automatically matched with some of your best opportunities based on your profile.Industry news: In late 2012, LinkedIn introduced the Influencers program, and started curating high quality content rapidly. They’re now the foremost business information source online. I’ll say that again: They are THE foremost online source for business content. This is above and beyond the New York Times, Business Week, Marketing Magazine, you name it. That’s nothing to shake a stick at.
There are some general best practices to follow, regardless of the reasons you’re looking to write a profile.Your photo – your picture should not be a tiny, full body shot of you and your friends on vacation in Cabo last summer. The photo also should not obscure your face! How would you expect people to recognize you after events? And no provocative or risque shots – that’s a whole other kind of business networking, and not what LinkedIn is for.Recent experience – you need to have your jobs and skills up to date, so that anyone viewing your profile know where you’re at and what skills you may be developing. What if someone navigates to your page, looking to fill your dream role and they’re sad to discover that you don’t have the experience necessary? It’s even sadder if you DO but you just didn’t publish that information yet. Don’t be lazy, keep your page updated.Location – this may seem weird, but it’s not necessarily the first thing you think of when updating your page, and it’s important to appear in the right search results. True story – YEG to YYCCustom URL – You don’t want to be a random string of numbers and letters on any social media site, and linkedin is no different! Claim that URL.
General notes on setting up your profile:Keyword your profile. LI functions, in some ways, a lot like a search engine. But instead of full sentences – “writer working in Calgary AB” – it’s more about short and punchy keywords like “Writer Calgary”. Write and structure your profile accordingly, and treat it more like you’re SEO-copywriting for a website.Photo – as previously stated, make sure you have a head shot. Shoulders-up, shot of your face, so people can recognize you at events.Experience, education, and skills are some of the best ways for connections or potential employers to find you, so help them out!Remember, this is at a MINIMUM. The more the better! There’s also projects, courses, volunteer experience, interests, etc. Fill out the profile as completely as you can to maximize your chances of being found for the right reasons.
If your profile is optimized properly, it should be easy for people looking for you to find you. But joining groups allows you to connect with like-minded people that you didn’t know you wanted to be connected to. Adding someone from a group is a great way to expand your circle in between industry events. It’s also a signal to people viewing your profile what you’re interested in and about.
Following your favourite companies and brands on LI is also a great way to politely, not creepily, show your interest and keep abreast of any job openings or important company updates.Commenting on company updates is also very important! It lets the company see your name and contributing to the discussion positions you nicely to be a person with some industry knowledge and authority in the eyes of the people you want thinking that about you.
As discussed before, LI is a social media site with a clearly defined purpose and membership.Top 5 drivers for personal and professional networks:Personal:SocializeStay in TouchBe entertainedKill timeShare contentTop 5 for Professional NetworksMaintain professional identityMake useful contactsSearch for opportunitiesStay in touchKeep up to date for career.It’s the difference between spending time and investing time as stated on the slide (which by the way is from a presentation from LinkedIn just last month. They’ve done some great research in this area!)
If your profile is formatted correctly, you may get people coming to you with job offersOtherwise you can search for opportunities, or LI can suggest a list of jobs well suited to your industry and location.Sadly, the algorithm does not add your years of experience together, so there is potential to see your dream job and then realize you’re still 10 years shy of the experience that they’re looking for. Heartbreaking, I know.Activity is private, and applying for, searching for activity is not posted on your activity list. There’s no reason for you to feel like you have to selectively add people from the office or be wary of your boss seeing you applying to other positions. Unless, of course, you’re doing it at work and they are standing right behind you. In which case you’re 100% busted, and that’s not LI’s fault.
As aforementioned, LinkedIn is now the foremost business content provider. It surpasses any other website you can think of that you would go to for business content.This means that being part of LinkedIn Today and following the influencers that are in your industry is a HUGE benefit to you – you’re getting the information straight from the horse’s mouth, as it were.In late fall, LI named 150 influencers who develop content exclusive to LinkedIn. So, if you haven’t already, go and define those influencers and follow them for some of the best news content that’s available.
The paid profiles allow you more access to analytics, and to appear on top of other applicants when it comes to job opportunities. You also get a spiffy little gold logo on your profile.There’s also the added benefit of the ability to InMail people who don’t list their contact information on their profile. Awesome, right? InMail MessagesSend direct messages to anyone on LinkedIn. Basic 0 Job seeker5per monthBusiness plan 10per monthExecutive 25per monthResponses are guaranteed in that if the person you messaged doesn’t respond within 7 business days, you get credit for the inmail message returned to your account.Depending on what you’re trying to accomplish, having a paid profile can help you make a concentrated effort on building your brand.Free trials are offered all the time, so it’s worth it to sign up and poke around! However, if you don’t want to continue, remember to cancel your subscription, as it is set up to auto-renew.
Managing a company page is also a worthwhile investment of your time and resources.You can find potential talent by posting job opportunities to LI, and can even use their interface to review applicants. Or, you can direct them to apply on your corporate website if you already have a portal set up and ready.LI is also a great way to get the interested users engaging with your updates and sharing company info with the right audience.You can also use your personal profile to start following competitors and see how they’re using the space and what kind of reactions they’re getting and structure your updates accordingly.It’s worth having a separate strategy for linkedin, in addition to your social media strategy because it’s such a unique space to play in.
Company pages function in a lot of the same ways as personal ones do.You want to have up to date logos, locations, and services. Change your creative collateral often if you can to keep it fresh and engaging.You can also now upload content directly through linkedin, which takes away the guesswork of appearance when you use a third party application to do the updates for you.
A pro tip for you SEO people out there. Make sure to use your keywords and descriptive link titles on LI! You’re able to define what the anchor link will look like, and this is a great backlink strategy.
There’s also a separate analytics panel. Track and measure monthly stats to know if your strategy is paying off, or if there are areas to improve.
LI advertising is great! You can target ads to very specific networks.Let’s say you want to get a message about oil and gas out to a certain set of employees in Calgary.You can target the location, the company, the job title, skills, etc and make sure your ad is in front of the exact person that needs to see it. Best part is, the company you specify can’t do a whole heck of a lot about it!
Harnessing the Power of LinkedIn
Harnessing the Power of LinkedIn
1: Thanks for coming!
2: If you have any questions, please wait until
@raremethod or @kayjer
There are three ways to use LinkedIn:
1. Free, basic user
2. Paid user
3. Company page
All will be addressed
• Social network est: 2003
• Professional web presence, networking
• Publically traded on the NYSE
• Currently 225 million+ members
– Growing at 2 members/second
– (yes really)
More history: http://ourstory.linkedin.com/
Why Use It?
• Professional networking
• Defined purpose
• Job opportunities
• Industry news
Regardless of your desired outcomes, you
• Have an up-to-date, professional photo
• Have your most recent job information
• Have your location set correctly
• Claim your custom URL ASAP!
• Keyword your profile
• Pick a headshot photo
• Fill in
location, and skills at
Groups will be your
Companies (on LinkedIn)
In addition to
• You can search or wait to be found.
• Activity is PRIVATE.
• They target on industry and location, not
• Now the foremost business content provider
• LinkedIn Today
So Now You Want to Pay…
•Who's Viewed Your Profile
• Find potential talent
• Engage with others in industry
• Build a community
You Wanna Look Good
• Many of the same rules apply
• Rich media updates now available
– Helps to control the look and feel of updates
SEO on LinkedIn?
Yep. LinkedIn shows the link love, and is a great
source for authoritative backlinks.
• LinkedIn is the ultimate B2B marketing
• Know if you’re getting anything out of it!
• Insights, analytics, etc.
• LinkedIn’s advertising set up is second to none
• Can target many different groups
• LinkedIn is different than Facebook, Twitter.
• Be strategic about your profile.
• Keep information fresh, or accept the
• Become a content producer.
• Having a company presence is extremely
@raremethod or @kayjer