This presentation explores the basics and more advanced features of LinkedIn, the business-oriented social networking site. There are three topics covered: Linked in for Personal use, Professional use, and as a Marketing/Research/Lead Generation tool. For more information, please contact us at marketing@leapfroginteractive.com. Presented by Christy Belden, Emily Van Winkle, and Emily Carroll. Presentation compiled by Brittany Burdoine-Lewis.

1. LinkedIn 101
July 28, 2011
Christy Belden, Vice-President Media + Marketing
Emily Carroll, Strategic Planning + Consumer Insights
Emily Van Winkle, Communications + PR

2. Christy Belden
2
Vice President, Media + Marketing, LeapFrog Interactive
Experience: 11 years
The Courier-Journal
University of Louisville
SEMPO Certified
Google AdWords Individually
Certified
Christy knows marketing. PPC, SEO,
social media, email, mobile, traditional
—she’s been there and done that. She
continues to build a deep well of
experience and is always in touch with
the trends and strategies that provide a
solid return on clients’ investments.

3. Emily Carroll
3
Strategic Planning + Consumer Insights
Experience: 5 years
Executive Communications
Bellarmine University
SEMPO Certified
Google AdWords Certified
2011 AdFed “Hot 10” Young Professionals
Emily does the legwork that helps clients’
media campaigns reach their target
audiences. She makes sure their
advertising dollars are invested in the
best possible venues, to return optimal
results.

4. Emily Carroll
4
Communications + PR
Experience: 9 years
Eastern Kentucky University
Social Media Club of Louisville
Public Relations Society of America
Emily works with the social and
engaging side of interactive marketing,
helping our clients connect with their
target consumers and develop a rapport
with them. With her finger placed firmly
on the pulse of the online social sphere,
Emily establishes the connections and
builds the trust that makes consumers
want to become customers.

5. LeapFrog Interactive
5
Twitter:
@LFI
#LFI
Facebook: www.facebook.com/LeapFrogInteractiveAgency
Blog: www.leapfroginteractive.com/blog
Christy Belden: http://www.linkedin.com/in/christybelden
Emily Carroll: http://www.linkedin.com/in/emilyocarroll
Emily Van Winkle: http://www.linkedin.com/in/emilyvanwinkle

6. Agenda
6
+ Why LinkedIn
+ Using LinkedIn
+ Account Types
+ Personal Usage: Résumé Building
Job-Seeking
+ Professional Usage: Employee Recruitment
Company Profiles
+ Marketing Usage: Advertising
Lead Generation
Research
+ Best Practices
+ Q&A

7. Why LinkedIn

8. LinkedIn 101
8

9. Why LinkedIn
9
+ Strong world-wide reach
+ Business to business sales opportunity
+ Professional audience focus
+ Highly trusted by Google
+ Built to be SEO friendly
Sources: http://www.imediaconnection.com/content/29335.asp

10. Why LinkedIn
10
115 million active users world-wide
Users 97 times more likely to have college or post-grad degree
LinkedIn is the number 2 most popular social media network
Nearly 2 billion people searches on LinkedIn in 2010
Sources: Audience 360 Survey, LinkedIn, May 2010
LinkedIn Surpasses MySpace as 2nd Most Popular Online Social
Network, July 2011, HubSpot
LinkedIn Marketing Solutions, LinkedIn 4.25.11 (US only)

11. Why LinkedIn
11
LinkedIn Members
Of social media users, 61% use LinkedIn for
professional networking
Source: How Are People Really Using LinkedIn? Mashable, July 2011

12. Why LinkedIn
12
LinkedIn Members
67% of LinkedIn users access their profile daily or
a few times a week
“How Are People Really Using LinkedIn?” Mashable, July 2011

13. Why LinkedIn
13
LinkedIn Members
82% of members are more
confident in the professional
info received on LinkedIn
compared to other social
networks
Source: Audience 360 Survey, LinkedIn, May 2010

14. Why LinkedIn
14
LinkedIn Members
Top-Level Executives
22% use LinkedIn for industry networking
20% use LinkedIn to promote business
Source: How Are People Really Using LinkedIn? Mashable, July 2011

15. Why LinkedIn
15
LinkedIn Members
Middle Management
24% use LinkedIn for keeping in-touch
20% use LinkedIn for industry networking
Source: How Are People Really Using LinkedIn? Mashable, July 2011

16. Why LinkedIn
16
LinkedIn Members
Entry-Level
24% use for job search
23% use for co-worker networking
Source: How Are People Really Using LinkedIn? Mashable, July 2011

17. Why LinkedIn
17
LinkedIn Members
More than 80% of LinkedIn
members are company
decisions makers
Source: Audience 360 Survey, LinkedIn, May 2010

18. Why LinkedIn
18
Professional Audience Focus
Medium-sized business professionals: 13 M
Small business professionals: 4.4M
Financial services professionals: 3.8M
Technology professionals: 3.4M
VPs and C-level executives: 3.2M
Companies with LinkedIn profiles: 1M
Sources: LinkedIn Marketing Solutions, LinkedIn 4.25.11 (US only)
eConsultancy blog “20+ Mind-blowing social media statistics: One year later,
http://econsultancy.com/us/blog/7334-social-media-statistics-one-year-later

19. Why LinkedIn
19
LinkedIn Accounts
61% of LinkedIn users have the basic account
39% of LinkedIn users have a premium account
Source: How Are People Really Using LinkedIn? Mashable, July 2011

20. Why LinkedIn
20
Lead Generation
47.8% of B2B sales
professionals use LinkedIn
more for prospecting/
research than a year ago
B2B Sales Pros Turn to LinkedIn, April 2010, eMarketer

21. Why LinkedIn
21
Lead Generation
61% of B2B companies acquired a customer using LinkedIn
Source: 2011 State of Inbound Marketing, March 2011, HubSpot

22. Why LinkedIn
22
70% of people use LinkedIn for job hunting
80% of people use LinkedIn as a primary recruitment tool
40% of Fortune 100 companies use LinkedIn for recruiting
Sources: LinkIn by the Numbers, June 2010, HubSpot
40% of Fortune 100 companies use LinkedIn corporate
recruiting solutions, September 2009, talent.linkedin.com/blog

23. Why LinkedIn
23
Job Seeking
44% of LinkedIn users are
not actively looking for
employment, but open to
new opportunity discussion
Source: Is this next Adler prediction as far off at his last few,
December 2010, LinkedIn Recruiting Solutions,
talent.linkedin.com/blog

24. Why LinkedIn
24
Advertising
Ads on LinkedIn reach 6.1% of Americans online
Source: comScore Ad Metrix, September 2010

25. Why LinkedIn
25
Advertising
46% of advertisers have social search marketing top of mind –
including LinkedIn
Source: Why Social Media Is Top Priority for Search Marketers,
November 2010, eMarketer

26. LinkedIn Features

27. LinkedIn Features
27
Personal
+ Job search
+ Online reputation management
+ Profile optimization: descriptive, relevant and compelling copy
+ Professional recommendations
+ Resume builder
+ Personalized homepage
+ LinkedIn Groups
Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia
Connection, June 2011, http://www.imediaconnection.com/content/29335.asp

28. LinkedIn Features
28
Job Search
+ Search for connections within your industry, i.e. SEO include specific zip
code and job title (manager, director)
+ Look-up firms and call or request email address to send CV resume
+ Join groups & interact
Paid Profile
+ LinkedIn inmail – ability to message potential employers & contacts directly
Source: Jake Langwith, “How to Find a Job Using LinkedIn,” July 2011
http://www.clickz.com/clickz/column/2076879/job-linkedin

29. LinkedIn Features
29
Company Profiles
+ Careers – company job openings
+ Products + services
+ Customer recommendations
+ Analytics – interactivity level and value
+ Syndicate tweets and blog posts
+ Custom LinkedIn microsite
Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia
Connection, June 2011, http://www.imediaconnection.com/content/29335.asp

30. LinkedIn Features
30
Ad Solutions – Marketing on LinkedIn
+ Easy to develop ads
+ Highly targetable
+ Straightforward cost structure
+ Split-testing functionality

31. LinkedIn Features
31
Lead Generation
+ Search filters
+ Introduction via mutual connections
+ Join industry groups and participate in conversations

32. LinkedIn Account Types

33. LinkedIn Account Types
33

34. Using LinkedIn

35. Personal

36. http://www.youtube.com/watch?
v=qoIvd3zzu4Y
h"p://www.youtube.com/watch?v=qoIvd3zzu4Y
Link: http://www.youtube.com/watch?v=qoIvd3zzu4Y
American Psycho, “Business Card Scene”

37. Professional

38. Link: http://www.youtube.com/watch?v=gHXKitKAT1E
Pursuit of Happyness, Interview Scene

39. Video 1: http://talent.linkedin.com/Recruiter
Video 2: http://www.linkedin.com/jobs/post?trk=tab_hire

40. Marketing

41. Link: http://www.nbc.com/The_Office/video/new-leads-clip-one/1211447/
The Office, New Leads scene

42. LinkedIn Best Practices

43. LinkedIn 101
43
Best Practices – Personal Networking
+ Create a unique, relevant tagline
+ Include all relevant past employers, organizations and associations
+ Ask for recommendations – at least one per job
+ Include relevant URLs – professional social profiles,
current employer, blog
+ Optimize text associated with links
+ Post regular updates to stay top of mind
with your network
Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia
Connection, June 2011, http://www.imediaconnection.com/content/29335.asp

44. LinkedIn 101
44
Best Practices – Company Profile
+ Upload logo, create a keyword optimized description
+ Include open company positions
+ Build module for all relevant products & services
+ Incorporate the “recommend” API link
+ Encourage customer recommendations
+ Incorporate company Twitter & blog
feeds
Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia
Connection, June 2011, http://www.imediaconnection.com/content/29335.asp

45. LinkedIn 101
45
Best Practices – Job Seeking
+ Connect with people you know, especially those in your industry
+ Conduct a targeted people search to locate contacts related to your industry or specialty –
connect with them
+ Include relevant keywords in your tagline, experience and specialties, add
skills “tags” – this will help you be found in searches
+ Request invitations to relevant groups and engage regularly
+ Incorporate your LinkedIn profile into your resume - number of connections
and recommendations are valuable to potential employers
Sources: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia
Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
How to Find a Job Using LinkedIn, Jake Langwith, ClickZ, July 2011,
http://www.clickz.com/clickz/column/2076879/job-linkedin

46. LinkedIn 101
46
Best Practices – Marketing + Lead Generation
+ Keep ads direct and concise
+ Optimize campaign to best performing ad(s)
+ Don’t bombard users with information overload
+ Use LinkedIn as a research tool
+ Find connections, explore opportunities

47. Questions?

48. Thank You!
Contact Us
Christy Belden: cbelden@leapfroginteractive.com
Maury Hill: mhill@leapfroginteractive.com