LinkedIn overview

1. Get LinkedIn to Web 2.0
(c) The Castle Group, Inc. 2009. All rights reserved.

2. Social Media Overview
• “Social media” are technologies that facilitate conversations. (Sean
Carton, Clickz)
• Social media is media designed to be disseminated through social
interaction, created using highly accessible and scalable publishing
techniques. (Wikipedia)
• Social media is the use of technology combined with social interaction to
create or co-create value. (Duct Tape Marketing)
• Social media are platforms for interaction and relationships, not content
and ads. (FutureNow)
Sharing engaging content with
an engaged community.
(c) The Castle Group, Inc. 2009. All rights reserved.

3. So Where Does LinkedIn Fit?
• “Professional network of trusted contacts”
• 50 million+ members in 200 countries
• A new member joins approximately every second
• About half of the members are outside the U.S.
• Executives from all Fortune 500 companies are LinkedIn members
• “Professional Facebook”
• Business applications: content distribution, build corporate group,
interact with groups
• People with more than 20 connections are 34 times more likely to be
approached with a job opportunity than people with less than five.
(c) The Castle Group, Inc. 2009. All rights reserved.

4. Why LinkedIn?
• Your brand
• Business development
• Job search
• Online Rolodex
– Who you know – and who your connections
know
• Research
(c) The Castle Group, Inc. 2009. All rights reserved.

5. Pros, Cons
Pros
• Establishes expertise
• Improves search
• Creates more touch points
Cons
• Takes time
• Takes thought
(c) The Castle Group, Inc. 2009. All rights reserved.

6. Profile
• Connections
– More connections = more visibility
– More information expands your pool of potential connections
• Recommendations
• What the visitor sees
• What you see
• Who’s looking at me?
• Editing
• Privacy options
• How to connect
• Display on e-mail?
(c) The Castle Group, Inc. 2009. All rights reserved.

7. Home Screen
(c) The Castle Group, Inc. 2009. All rights reserved.

8. Status Updates
• What to say
• LinkedIn vs. Twitter
• LinkedIn vs. Facebook
(c) The Castle Group, Inc. 2009. All rights reserved.

9. Answers
• Ask questions of your network or entire
LinkedIn community
• Customize your page to show industry
categories that you are interested in
(c) The Castle Group, Inc. 2009. All rights reserved.

10. Groups
• Start your own or join one (or more)
• Discussions
• News and news feeds
• Jobs
• Sub-groups
• E-mail updates
(c) The Castle Group, Inc. 2009. All rights reserved.

11. Applications
• Reading List by Amazon
• Events
– Add your own
• Travel (TripIt)
• Blog (Wordpress)
• Slideshare/Google Presentation
• Jobs
• Polls
• Mobile
• Browser tool bar
• Outlook tool bar
• Lotus Notes integration
(c) The Castle Group, Inc. 2009. All rights reserved.

12. Jobs
Job-seekers
• Search for jobs
• Find connections at companies
• Showcase your profile
Companies
• Silent reference check
• Resume confirmation
(c) The Castle Group, Inc. 2009. All rights reserved.

13. Advertising
• Job postings
• Rich display ads
• Banner ads
• Targeting
(c) The Castle Group, Inc. 2009. All rights reserved.

14. Paid Service
(c) The Castle Group, Inc. 2009. All rights reserved.

15. Search-Friendly
• Keywords
– Name
– Title/industry
– Company
– URLs
– Public profile
(c) The Castle Group, Inc. 2009. All rights reserved.

16. “LinkedIn Power User”
• Scott Kirsner article: Tips and Tricks to Turn You Into a
LinkedIn Power User
– http://www.boston.com/business/technology/innoeco/2009/09/tips_
and_tricks_to_turn_you_in.html
(c) The Castle Group, Inc. 2009. All rights reserved.

17. Guy Kawasaki: 10 Ways
• Ten Ways to Use LinkedIn:
http://blog.guykawasaki.com/2007/01/ten_ways_to_use.html#ixzz0RUrxsmQy
(c) The Castle Group, Inc. 2009. All rights reserved.

18. Quantifying
• Compete (November 2009)
– LinkedIn: 62nd most visited
– Twitter: 40th most visited
• Alexa (November 2009)
– Visitors spend about seven minutes on site
– Visitors look at about 10 pages per visit
(c) The Castle Group, Inc. 2009. All rights reserved.

19. LinkedIn Is Growing, Steady
(c) The Castle Group, Inc. 2009. All rights reserved.

20. Demographics
(c) The Castle Group, Inc. 2009. All rights reserved.

21. Worldwide Rank
How LinkedIn is ranked around the world (Alexa, November 2009):
• 14 India
• 16 Netherlands
• 19 United States
• 20 United Kingdom
• 21 South Africa
• 21 Denmark
• 22 Israel
• 22 Ireland
• 27 Pakistan
• 30 Canada
• 34 Australia
• 37 Sweden
• 68 Italy
• 83 Spain
• 123 Germany
• 166 Turkey
• 193 France
• 293 China
• 318 Russia
• 710 Japan
(c) The Castle Group, Inc. 2009. All rights reserved.

22. CWE on LinkedIn
• CWE has an existing LinkedIn profile
– http://www.linkedin.com/companies/center-for-women-%26-
enterprise?trk=co_search_results&goback=%2Ecps_1258474644642_1
• Friends of CWE group
– http://www.linkedin.com/groups?gid=2220627&trk=myg_ugrp_ovr
(c) The Castle Group, Inc. 2009. All rights reserved.

23. Questions?
Thanks!
Mark O’Toole
The Castle Group
http://www.linkedin.com/in/markotoole
(c) The Castle Group, Inc. 2009. All rights reserved.