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LinkedIn 101: Basics and Advanced


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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 Presented by Christy Belden, Emily Van Winkle, and Emily Carroll. Presentation compiled by Brittany Burdoine-Lewis.

Published in: Business, Technology

LinkedIn 101: Basics and Advanced

  1. 1. LinkedIn 101 July 28, 2011 Christy Belden, Vice-President Media + MarketingEmily Carroll, Strategic Planning + Consumer Insights Emily Van Winkle, Communications + PR
  2. 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. 3. Emily Carroll 3Strategic 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. 4. Emily Carroll 4Communications + 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. 5. LeapFrog Interactive 5 Twitter: @LFI #LFI Facebook: Blog: Christy Belden: Emily Carroll: Emily Van Winkle:
  6. 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. 7. Why LinkedIn
  8. 8. LinkedIn 101 8
  9. 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:
  10. 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. 11. Why LinkedIn 11LinkedIn Members Of social media users, 61% use LinkedIn for professional networking Source: How Are People Really Using LinkedIn? Mashable, July 2011
  12. 12. Why LinkedIn 12LinkedIn 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. 13. Why LinkedIn 13LinkedIn Members82% of members are moreconfident in the professional info received on LinkedIn compared to other social networks Source: Audience 360 Survey, LinkedIn, May 2010
  14. 14. Why LinkedIn 14LinkedIn 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. 15. Why LinkedIn 15LinkedIn 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. 16. Why LinkedIn 16LinkedIn 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. 17. Why LinkedIn 17LinkedIn MembersMore than 80% of LinkedIn members are company decisions makers Source: Audience 360 Survey, LinkedIn, May 2010
  18. 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,
  19. 19. Why LinkedIn 19LinkedIn 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. 20. Why LinkedIn 20Lead Generation 47.8% of B2B salesprofessionals use LinkedIn more for prospecting/ research than a year ago B2B Sales Pros Turn to LinkedIn, April 2010, eMarketer
  21. 21. Why LinkedIn 21Lead Generation 61% of B2B companies acquired a customer using LinkedIn Source: 2011 State of Inbound Marketing, March 2011, HubSpot
  22. 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,
  23. 23. Why LinkedIn 23Job Seeking44% of LinkedIn users are not actively looking for employment, but open tonew opportunity discussion Source: Is this next Adler prediction as far off at his last few, December 2010, LinkedIn Recruiting Solutions,
  24. 24. Why LinkedIn 24Advertising Ads on LinkedIn reach 6.1% of Americans online Source: comScore Ad Metrix, September 2010
  25. 25. Why LinkedIn 25Advertising 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. 26. LinkedIn Features
  27. 27. LinkedIn Features 27Personal + 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,
  28. 28. LinkedIn Features 28Job 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 & interactPaid Profile + LinkedIn inmail – ability to message potential employers & contacts directly Source: Jake Langwith, “How to Find a Job Using LinkedIn,” July 2011
  29. 29. LinkedIn Features 29Company 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,
  30. 30. LinkedIn Features 30Ad Solutions – Marketing on LinkedIn + Easy to develop ads + Highly targetable + Straightforward cost structure + Split-testing functionality
  31. 31. LinkedIn Features 31Lead Generation + Search filters + Introduction via mutual connections + Join industry groups and participate in conversations
  32. 32. LinkedIn Account Types
  33. 33. LinkedIn Account Types 33
  34. 34. Using LinkedIn
  35. 35. Personal
  36. 36. v=qoIvd3zzu4Y h"p://
Link: Psycho, “Business Card Scene”
  37. 37. Professional
  38. 38. Link: of Happyness, Interview Scene
  39. 39. Video 1: 2:
  40. 40. Marketing
  41. 41. Link: Office, New Leads scene
  42. 42. LinkedIn Best Practices
  43. 43. LinkedIn 101 43Best 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,
  44. 44. LinkedIn 101 44Best 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 & blogfeeds Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011,
  45. 45. LinkedIn 101 45Best 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, addskills “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 connectionsand recommendations are valuable to potential employers Sources: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, How to Find a Job Using LinkedIn, Jake Langwith, ClickZ, July 2011,
  46. 46. LinkedIn 101 46Best 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. 47. Questions?
  48. 48. Thank You! Contact Us Christy Belden: Maury Hill: