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LinkedIn Tutorial

LinkedIn tutorial created by Chris Sietsema of Teach to Fish Digital in May 2010.

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What	
  is	
  LinkedIn?	
  
LinkedIn	
  is	
  the	
  world’s	
  largest	
  professional	
  network	
  helping	
  people	
  find	
  and	
  share	
  
opportunities	
  every	
  day.	
  	
  It	
  is	
  an	
  authoritative	
  career	
  resource	
  for	
  staying	
  in	
  touch	
  with	
  
colleagues	
  even	
  when	
  your	
  connections	
  change	
  jobs	
  or	
  email	
  addresses.	
  	
  Utilized	
  by	
  many	
  
as	
  an	
  online	
  Rolodex,	
  LinkedIn	
  is	
  great	
  for	
  developing	
  and	
  maintaining	
  business	
  
relationships.	
  	
  Special	
  features	
  like	
  Groups	
  and	
  Answers	
  help	
  professionals	
  discuss	
  issues	
  
relevant	
  to	
  their	
  jobs	
  and	
  solve	
  problems	
  that	
  impact	
  their	
  careers.	
  
	
  
Statistics	
  
	
  
         •        LinkedIn	
  saw	
  over	
  70M	
  visits	
  in	
  March	
  2010.	
  	
  This	
  represents	
  a	
  18.5%	
  year-­‐over-­‐
                  year	
  increase.	
  
	
  




                                                                                                                                                              	
  
                                                                                                                           Source:	
  Compete.com	
  
	
  
         •        LinkedIn	
  has	
  over	
  65	
  million	
  members	
  in	
  over	
  200	
  countries.	
  
         •        A	
  new	
  member	
  joins	
  LinkedIn	
  approximately	
  every	
  second,	
  and	
  about	
  half	
  of	
  its	
  
                  members	
  live	
  outside	
  the	
  U.S.	
  
         •        Executives	
  from	
  all	
  Fortune	
  500	
  companies	
  are	
  LinkedIn	
  members.	
  
	
  
LinkedIn	
  Demographics	
  
	
  

                                                          LinkedIn	
  by	
  Gender	
  
        60%	
                                  50%	
                                                        50%	
  

        40%	
  

        20%	
  

         0%	
  
                                               Male	
                                                     Femaie	
  
                                                                                                                                                          	
  
                                                                                                             Source:	
  Google	
  Ad	
  Planner	
  Data	
  



	
  
                                                                                                                                                          1	
  


       ©	
  2010	
  Teach	
  to	
  Fish	
  Digital,	
  LLC	
  
 



                                                            LinkedIn	
  by	
  Education	
  Level	
  
                                                                                                                                         38%	
  
        40%	
                                                                                         34%	
  
        30%	
  
        20%	
                                                                                                                                                          14%	
  
                                                                10%	
  
        10%	
                   4%	
  
         0%	
  
                  Some	
  High	
  School	
                 High	
  School	
              Some	
  College	
                   Bachelors	
  Degree	
   Graduate	
  Degree	
  
                                                            Diploma	
  
                                                                                                                                                                                               	
  
                                                                          LinkedIn	
  by	
  Age	
  
                                                                                                      28%	
                    28%	
  
        30%	
  

        20%	
                                                             16%	
                                                                      17%	
  

        10%	
                                     4%	
                                                                                                                     4%	
  
                          3%	
  
         0%	
  
                         0-­‐17	
               18-­‐24	
              25-­‐34	
                     35-­‐44	
               45-­‐54	
              55-­‐64	
              65+	
  
                                                                                                                                                                                               	
  
                                                              LinkedIn	
  by	
  Annual	
  Income	
  
        30%	
                                                                       24%	
  
                                                      19%	
                                                          21%	
  
        20%	
                                                                                                                                   16%	
  
                           11%	
                                                                                                                                          9%	
  
        10%	
  

         0%	
  
                         $0-­‐24K	
                $25-­‐49K	
                  $50-­‐74K	
                        $75-­‐99K	
              $100-­‐149K	
              $150K+	
  
                                                                                                                                                                                               	
  
A	
  large	
  percentage	
  of	
  hiring	
  managers	
  use	
  LinkedIn	
  when	
  researching	
  and	
  sourcing	
  job	
  
candidates.	
  

                         Candidate	
  Research	
                                                                                     Candidate	
  Sourcing	
  

        LinkedIn	
                                                                    75%	
                        LinkedIn	
                                                        66%	
  
       Facebook	
                                               48%	
                                           Facebook	
                             23%	
  
          Twitter	
                             26%	
                                                                Twitter	
                     16%	
  

                       0%	
           20%	
        40%	
           60%	
            80%	
                                          0%	
        20%	
         40%	
        60%	
         80%	
  



	
  
                                                                                                                                                                                               2	
  


       ©	
  2010	
  Teach	
  to	
  Fish	
  Digital,	
  LLC	
  
 


Creating	
  An	
  Account	
  
Individuals	
  without	
  LinkedIn	
  profiles	
  can	
  easily	
  create	
  one	
  by	
  joining	
  from	
  the	
  LinkedIn	
  
Home	
  page.	
  	
  	
  
	
  
1.	
  Complete	
  the	
  form	
  or	
  select	
  “Join	
  Today.”	
  	
  Both	
  pages	
  offer	
  the	
  same	
  form	
  fields	
  to	
  start.	
  
	
  




                                                                                                                                                        	
  
	
  
2.	
  You	
  will	
  then	
  be	
  invited	
  to	
  provide	
  additional	
  
      details	
  about	
  your	
  profession,	
  employment	
  
      status	
  and	
  employer	
  if	
  applicable.	
  	
  If	
  someone	
  
      from	
  your	
  organization	
  is	
  already	
  on	
  LinkedIn,	
  
      you	
  may	
  have	
  the	
  opportunity	
  to	
  select	
  your	
  
      company	
  from	
  a	
  list	
  as	
  you	
  type.	
  	
  Zip	
  code	
  
      information	
  is	
  kept	
  private,	
  but	
  your	
  region	
  is	
  
      made	
  public	
  (e.g.	
  Washington	
  D.C.	
  Area).	
  
	
  
3.	
  Based	
  on	
  the	
  email	
  address	
  you	
  provide,	
  you	
  
      may	
  be	
  invited	
  to	
  welcome	
  contacts	
  you	
  already	
  
      have	
  through	
  that	
  email	
  account.	
  	
  	
  You	
  can	
  also	
  enter	
  contact	
  email	
  addresses	
  by	
  hand	
  
      later	
  in	
  the	
  process.	
  	
  
	
  




                                                                                	
  
	
  
	
  
	
  
                                                                                                                                                       3	
  


       ©	
  2010	
  Teach	
  to	
  Fish	
  Digital,	
  LLC	
  
 


Once	
  you	
  have	
  an	
  account,	
  you	
  will	
  be	
  presented	
  with	
  an	
  option	
  to	
  create	
  a	
  Premium	
  
LinkedIn	
  membership	
  for	
  $24.95	
  per	
  month.	
  	
  This	
  service	
  is	
  primarily	
  utilized	
  by	
  hiring	
  
managers	
  and	
  business	
  development	
  personnel	
  for	
  companies	
  with	
  a	
  B2B	
  focus.	
  	
  
	
  
The	
  following	
  benefits	
  are	
  made	
  available	
  to	
  Premium	
  LinkedIn	
  Members	
  only.	
  
     • Have	
  unlimited	
  access	
  to	
  see	
  who	
  has	
  viewed	
  your	
  LinkedIn	
  profile	
  
     • Have	
  unlimited	
  access	
  to	
  view	
  every	
  professional	
  profile	
  on	
  Linkedin	
  
     • Send	
  messages	
  to	
  people	
  who	
  are	
  not	
  directly	
  connected	
  to	
  you	
  
     • Apply	
  premium	
  search	
  filters	
  and	
  generate	
  automated	
  search	
  alerts	
  for	
  job	
  
          opportunities	
  
     • Save	
  profiles	
  into	
  folders	
  within	
  your	
  LinkedIn	
  account	
  
     • Add	
  notes	
  and	
  contact	
  information	
  to	
  any	
  profile	
  
	
  
Finding	
  &	
  Making	
  Connections	
  
There	
  are	
  four	
  primary	
  methods	
  for	
  finding	
  connections	
  on	
  LinkedIn.	
  
	
  
     1. Upload	
  –When	
  you	
  create	
  a	
  LinkedIn	
  account	
  or	
  associate	
  your	
  existing	
  account	
  
          with	
  an	
  email	
  address	
  supported	
  by	
  Google,	
  Yahoo,	
  AOL,	
  MSN	
  (Hotmail)	
  and	
  others,	
  
          LinkedIn	
  allows	
  you	
  to	
  upload	
  your	
  contacts	
  from	
  your	
  email	
  account.	
  	
  Professional	
  
          LinkedIn	
  accounts	
  associated	
  with	
  the	
  email	
  addresses	
  you	
  have	
  uploaded	
  will	
  
          receive	
  an	
  invitation	
  to	
  connect	
  with	
  you	
  on	
  LinkedIn.	
  
     2. Search	
  –	
  LinkedIn	
  offers	
  a	
  robust	
  search	
  mechanism	
  to	
  find	
  contacts	
  by	
  name,	
  
          company	
  and/or	
  profession.	
  	
  Simply	
  use	
  the	
  “People”	
  search	
  available	
  on	
  every	
  page	
  
          of	
  LinkedIn.	
  	
  Advanced	
  search	
  also	
  allows	
  you	
  to	
  find	
  people	
  based	
  search	
  criteria	
  
          beyond	
  name	
  including	
  Company,	
  Title,	
  Location,	
  Industry,	
  etc.



                                                                                                                                     	
  
         3. Get	
  Suggestions	
  –	
  To	
  encourage	
  you	
  to	
  
            make	
  connections	
  with	
  people	
  you	
  
            already	
  know,	
  LinkedIn	
  will	
  provide	
  
            suggestions	
  for	
  people	
  who	
  may	
  be	
  in	
  
            your	
  network.	
  	
  These	
  suggestions	
  are	
  
            based	
  on	
  associated	
  connections	
  (i.e.	
  
            friends	
  of	
  friends).	
  	
  Suggestions	
  are	
  
            made	
  throughout	
  the	
  LinkedIn	
  website	
  
            once	
  you	
  are	
  logged	
  in	
  to	
  your	
  account.	
  	
  
            You	
  can	
  also	
  choose	
  to	
  “See	
  more	
  people	
  you	
  may	
  know.”	
  
         4. Join	
  Groups	
  –	
  Many	
  people	
  join	
  groups	
  on	
  LinkedIn	
  to	
  share	
  in	
  discussions	
  and	
  get	
  
            introduced	
  to	
  others	
  within	
  their	
  industry.	
  	
  Groups	
  are	
  a	
  great	
  way	
  to	
  stay	
  in	
  touch	
  
            with	
  those	
  you	
  may	
  know	
  and	
  create	
  new	
  connections.	
  	
  Many	
  professional	
  
            organizations	
  of	
  which	
  you	
  may	
  be	
  a	
  member	
  are	
  already	
  represented	
  on	
  LinkedIn.	
  	
  
            You	
  can	
  create	
  new	
  groups	
  and	
  encourage	
  LinkedIn	
  members	
  to	
  join.	
  
	
  
                                                                                                                                                    4	
  


       ©	
  2010	
  Teach	
  to	
  Fish	
  Digital,	
  LLC	
  
 


Basic	
  Profile	
  Attributes	
  
	
  
1. Name	
  
2. Title	
  
3. Location	
  (Major	
  Metro	
  Areas)	
  
4. Photo	
  
5. Current	
  &	
  Past	
  Positions	
  
6. Education	
  Background	
  
7. Number	
  of	
  Connections	
  
8. Websites	
  (Corporate	
  &	
  Personal)	
  
9. Link	
  to	
  Public	
  LinkedIn	
  Profile	
  
10. Professional	
  Summary	
  
11. Summarization	
  of	
  Specialties	
  
12. Professional	
  History	
  Detail	
  
13. Education	
  History	
  Detail	
  
	
  
Other	
  Available	
  Attributes	
  
• Recommendations	
  –	
  Your	
  colleagues	
  
     and	
  clients	
  can	
  write	
  recommendations	
  
     for	
  your	
  work	
  that	
  appear	
  on	
  your	
  
     LinkedIn	
  profile	
  page.	
  	
  	
  	
  
• Interests	
  –	
  Individuals	
  can	
  list	
  personal	
  
     interests	
  (e.g.	
  reading,	
  hiking,	
  
     volunteering,	
  etc.)	
  and	
  professional	
  
     interests	
  (e.g.	
  job	
  opportunities,	
  
     speaking	
  assignments,	
  freelance	
  work).	
  	
  
• Groups	
  &	
  Associations	
  –	
  The	
  groups	
  you	
  
     join	
  on	
  LinkedIn	
  are	
  listed	
  on	
  your	
  
     profile	
  page.	
  	
  These	
  are	
  added	
  to	
  
     provide	
  credibility	
  and	
  facilitate	
  
     connections	
  between	
  group	
  members.	
  
• Applications	
  –	
  LinkedIn	
  allows	
  you	
  to	
  
     include	
  several	
  applications	
  on	
  your	
  
     LinkedIn	
  profile.	
  	
  Sample	
  applications	
  
     include	
  a	
  list	
  of	
  latest	
  posts	
  from	
  your	
  
     blog,	
  a	
  list	
  of	
  books	
  recently	
  read	
  with	
  
     links	
  to	
  Amazon.com,	
  links	
  to	
  
     presentations	
  posted	
  to	
  SlideShare.net,	
  
     polls	
  and	
  poll	
  results,	
  your	
  personal	
  
     Twitter	
  feed,	
  etc.	
  
• Events	
  –	
  Provide	
  a	
  list	
  of	
  events	
  that	
  
     you	
  plan	
  to	
  attend	
  on	
  your	
  LinkedIn	
  
     profile.	
  	
  
	
  
                                                                                5	
  


       ©	
  2010	
  Teach	
  to	
  Fish	
  Digital,	
  LLC	
  
 


LinkedIn	
  Groups	
  
LinkedIn	
  Groups	
  provide	
  areas	
  where	
  like-­‐minded	
  individuals	
  who	
  work	
  in	
  the	
  same	
  
industry,	
  at	
  the	
  same	
  company	
  or	
  simply	
  share	
  the	
  same	
  interests	
  can	
  explore	
  ideas,	
  
discuss	
  business	
  opportunities	
  and	
  take	
  part	
  in	
  conversation.	
  
	
  
Individuals	
  can	
  join	
  pre-­‐established	
  LinkedIn	
  groups	
  simply	
  by	
  visiting	
  the	
  Groups	
  section	
  
on	
  LinkedIn.	
  	
  Search	
  for	
  groups	
  by	
  name	
  or	
  use	
  a	
  relevant	
  keyword	
  (e.g.	
  agriculture	
  
associations).	
  	
  Groups	
  are	
  organized	
  into	
  categories	
  such	
  as	
  Professional,	
  Non-­‐Profit,	
  
Alumni,	
  Networking,	
  etc.	
  	
  Some	
  groups	
  require	
  a	
  request	
  to	
  join	
  and	
  others	
  offer	
  open	
  
access.	
  	
  There	
  is	
  no	
  limit	
  to	
  the	
  number	
  of	
  groups	
  you	
  can	
  join	
  as	
  a	
  LinkedIn	
  member.	
  When	
  
you	
  join	
  or	
  host	
  a	
  group,	
  that	
  group’s	
  icon	
  and	
  link	
  are	
  posted	
  to	
  your	
  profile	
  page.	
  	
  	
  
	
  




                                                                                                                                                       	
  
	
  
As	
  a	
  LinkedIn	
  account	
  holder,	
  you	
  can	
  create	
  a	
  group	
  and	
  invite	
  your	
  connections	
  to	
  join.	
  	
  
To	
  do	
  so,	
  go	
  to	
  the	
  Groups	
  section	
  on	
  LinkedIn	
  and	
  select	
  “Create	
  a	
  Group”	
  (see	
  arrows	
  
above).	
  	
  This	
  will	
  take	
  you	
  to	
  a	
  page	
  where	
  you	
  can	
  complete	
  information	
  about	
  your	
  group	
  
including	
  the	
  name,	
  description,	
  website	
  address	
  if	
  applicable,	
  preferred	
  language,	
  etc.	
  
	
  
When	
  adding	
  members	
  to	
  your	
  group,	
  you	
  can	
  “Send	
  Invitations.”	
  	
  There	
  are	
  three	
  ways	
  to	
  
invite	
  someone	
  to	
  join	
  your	
  group:	
  1)	
  select	
  them	
  from	
  a	
  list	
  of	
  your	
  personal	
  connections,	
  
2)	
  enter	
  their	
  email	
  addresses,	
  and	
  3)	
  upload	
  a	
  CSV	
  [Excel]	
  file	
  with	
  contact	
  information.	
  

	
  
                                                                                                                                                   6	
  


       ©	
  2010	
  Teach	
  to	
  Fish	
  Digital,	
  LLC	
  
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LinkedIn Tutorial

  • 1.   What  is  LinkedIn?   LinkedIn  is  the  world’s  largest  professional  network  helping  people  find  and  share   opportunities  every  day.    It  is  an  authoritative  career  resource  for  staying  in  touch  with   colleagues  even  when  your  connections  change  jobs  or  email  addresses.    Utilized  by  many   as  an  online  Rolodex,  LinkedIn  is  great  for  developing  and  maintaining  business   relationships.    Special  features  like  Groups  and  Answers  help  professionals  discuss  issues   relevant  to  their  jobs  and  solve  problems  that  impact  their  careers.     Statistics     • LinkedIn  saw  over  70M  visits  in  March  2010.    This  represents  a  18.5%  year-­‐over-­‐ year  increase.       Source:  Compete.com     • LinkedIn  has  over  65  million  members  in  over  200  countries.   • A  new  member  joins  LinkedIn  approximately  every  second,  and  about  half  of  its   members  live  outside  the  U.S.   • Executives  from  all  Fortune  500  companies  are  LinkedIn  members.     LinkedIn  Demographics     LinkedIn  by  Gender   60%   50%   50%   40%   20%   0%   Male   Femaie     Source:  Google  Ad  Planner  Data     1   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 2.   LinkedIn  by  Education  Level   38%   40%   34%   30%   20%   14%   10%   10%   4%   0%   Some  High  School   High  School   Some  College   Bachelors  Degree   Graduate  Degree   Diploma     LinkedIn  by  Age   28%   28%   30%   20%   16%   17%   10%   4%   4%   3%   0%   0-­‐17   18-­‐24   25-­‐34   35-­‐44   45-­‐54   55-­‐64   65+     LinkedIn  by  Annual  Income   30%   24%   19%   21%   20%   16%   11%   9%   10%   0%   $0-­‐24K   $25-­‐49K   $50-­‐74K   $75-­‐99K   $100-­‐149K   $150K+     A  large  percentage  of  hiring  managers  use  LinkedIn  when  researching  and  sourcing  job   candidates.   Candidate  Research   Candidate  Sourcing   LinkedIn   75%   LinkedIn   66%   Facebook   48%   Facebook   23%   Twitter   26%   Twitter   16%   0%   20%   40%   60%   80%   0%   20%   40%   60%   80%     2   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 3.   Creating  An  Account   Individuals  without  LinkedIn  profiles  can  easily  create  one  by  joining  from  the  LinkedIn   Home  page.         1.  Complete  the  form  or  select  “Join  Today.”    Both  pages  offer  the  same  form  fields  to  start.         2.  You  will  then  be  invited  to  provide  additional   details  about  your  profession,  employment   status  and  employer  if  applicable.    If  someone   from  your  organization  is  already  on  LinkedIn,   you  may  have  the  opportunity  to  select  your   company  from  a  list  as  you  type.    Zip  code   information  is  kept  private,  but  your  region  is   made  public  (e.g.  Washington  D.C.  Area).     3.  Based  on  the  email  address  you  provide,  you   may  be  invited  to  welcome  contacts  you  already   have  through  that  email  account.      You  can  also  enter  contact  email  addresses  by  hand   later  in  the  process.               3   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 4.   Once  you  have  an  account,  you  will  be  presented  with  an  option  to  create  a  Premium   LinkedIn  membership  for  $24.95  per  month.    This  service  is  primarily  utilized  by  hiring   managers  and  business  development  personnel  for  companies  with  a  B2B  focus.       The  following  benefits  are  made  available  to  Premium  LinkedIn  Members  only.   • Have  unlimited  access  to  see  who  has  viewed  your  LinkedIn  profile   • Have  unlimited  access  to  view  every  professional  profile  on  Linkedin   • Send  messages  to  people  who  are  not  directly  connected  to  you   • Apply  premium  search  filters  and  generate  automated  search  alerts  for  job   opportunities   • Save  profiles  into  folders  within  your  LinkedIn  account   • Add  notes  and  contact  information  to  any  profile     Finding  &  Making  Connections   There  are  four  primary  methods  for  finding  connections  on  LinkedIn.     1. Upload  –When  you  create  a  LinkedIn  account  or  associate  your  existing  account   with  an  email  address  supported  by  Google,  Yahoo,  AOL,  MSN  (Hotmail)  and  others,   LinkedIn  allows  you  to  upload  your  contacts  from  your  email  account.    Professional   LinkedIn  accounts  associated  with  the  email  addresses  you  have  uploaded  will   receive  an  invitation  to  connect  with  you  on  LinkedIn.   2. Search  –  LinkedIn  offers  a  robust  search  mechanism  to  find  contacts  by  name,   company  and/or  profession.    Simply  use  the  “People”  search  available  on  every  page   of  LinkedIn.    Advanced  search  also  allows  you  to  find  people  based  search  criteria   beyond  name  including  Company,  Title,  Location,  Industry,  etc.   3. Get  Suggestions  –  To  encourage  you  to   make  connections  with  people  you   already  know,  LinkedIn  will  provide   suggestions  for  people  who  may  be  in   your  network.    These  suggestions  are   based  on  associated  connections  (i.e.   friends  of  friends).    Suggestions  are   made  throughout  the  LinkedIn  website   once  you  are  logged  in  to  your  account.     You  can  also  choose  to  “See  more  people  you  may  know.”   4. Join  Groups  –  Many  people  join  groups  on  LinkedIn  to  share  in  discussions  and  get   introduced  to  others  within  their  industry.    Groups  are  a  great  way  to  stay  in  touch   with  those  you  may  know  and  create  new  connections.    Many  professional   organizations  of  which  you  may  be  a  member  are  already  represented  on  LinkedIn.     You  can  create  new  groups  and  encourage  LinkedIn  members  to  join.     4   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 5.   Basic  Profile  Attributes     1. Name   2. Title   3. Location  (Major  Metro  Areas)   4. Photo   5. Current  &  Past  Positions   6. Education  Background   7. Number  of  Connections   8. Websites  (Corporate  &  Personal)   9. Link  to  Public  LinkedIn  Profile   10. Professional  Summary   11. Summarization  of  Specialties   12. Professional  History  Detail   13. Education  History  Detail     Other  Available  Attributes   • Recommendations  –  Your  colleagues   and  clients  can  write  recommendations   for  your  work  that  appear  on  your   LinkedIn  profile  page.         • Interests  –  Individuals  can  list  personal   interests  (e.g.  reading,  hiking,   volunteering,  etc.)  and  professional   interests  (e.g.  job  opportunities,   speaking  assignments,  freelance  work).     • Groups  &  Associations  –  The  groups  you   join  on  LinkedIn  are  listed  on  your   profile  page.    These  are  added  to   provide  credibility  and  facilitate   connections  between  group  members.   • Applications  –  LinkedIn  allows  you  to   include  several  applications  on  your   LinkedIn  profile.    Sample  applications   include  a  list  of  latest  posts  from  your   blog,  a  list  of  books  recently  read  with   links  to  Amazon.com,  links  to   presentations  posted  to  SlideShare.net,   polls  and  poll  results,  your  personal   Twitter  feed,  etc.   • Events  –  Provide  a  list  of  events  that   you  plan  to  attend  on  your  LinkedIn   profile.       5   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 6.   LinkedIn  Groups   LinkedIn  Groups  provide  areas  where  like-­‐minded  individuals  who  work  in  the  same   industry,  at  the  same  company  or  simply  share  the  same  interests  can  explore  ideas,   discuss  business  opportunities  and  take  part  in  conversation.     Individuals  can  join  pre-­‐established  LinkedIn  groups  simply  by  visiting  the  Groups  section   on  LinkedIn.    Search  for  groups  by  name  or  use  a  relevant  keyword  (e.g.  agriculture   associations).    Groups  are  organized  into  categories  such  as  Professional,  Non-­‐Profit,   Alumni,  Networking,  etc.    Some  groups  require  a  request  to  join  and  others  offer  open   access.    There  is  no  limit  to  the  number  of  groups  you  can  join  as  a  LinkedIn  member.  When   you  join  or  host  a  group,  that  group’s  icon  and  link  are  posted  to  your  profile  page.             As  a  LinkedIn  account  holder,  you  can  create  a  group  and  invite  your  connections  to  join.     To  do  so,  go  to  the  Groups  section  on  LinkedIn  and  select  “Create  a  Group”  (see  arrows   above).    This  will  take  you  to  a  page  where  you  can  complete  information  about  your  group   including  the  name,  description,  website  address  if  applicable,  preferred  language,  etc.     When  adding  members  to  your  group,  you  can  “Send  Invitations.”    There  are  three  ways  to   invite  someone  to  join  your  group:  1)  select  them  from  a  list  of  your  personal  connections,   2)  enter  their  email  addresses,  and  3)  upload  a  CSV  [Excel]  file  with  contact  information.     6   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 7.     LinkedIn  Answers   To  help  those  seeking  resources,  information  and  answers  to  burning  questions,  LinkedIn   has  created  “Answers.”    As  a  member  of  the  LinkedIn  professional  network,  you  can  ask   and  answer  questions  relevant  to  your  profession.    When  you  submit  a  question  it  is  made   public.    Anyone  who  finds  your  question  may  submit  an  answer.    Those  who  submit  the   question  to  start  can  select  the  best  answer  from  those  provided.    If  you  provide  the  best   answer  for  a  particular  question,  this  information  will  be  shared  on  LinkedIn  Answers  and   with  your  connections.         Company  Pages   In  addition  to  personal  profile  accounts,  organizations  may  create  company  pages  on   LinkedIn.    Company  pages  can  be  used  to  make  announcements,  share  discussion  and   promote  job  opportunities  with  your  company.    To  create  a  company  page  for  your   business,  go  to  the  main  Companies  page  at  LinkedIn.com/companies  and  select  “Add  a   Company.”    Every  company  page  must  have  a  name,  description,  headquarters  location,  and   a  list  of  specialties  that  your  business  provides.         7   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 8.   Several  popular  businesses  in  the  Fortune  500  already  have  a  company  page  on  LinkedIn.     You  can  find  them  with  the  search  function  or  by  browsing  by  industry.    LinkedIn  allows   you  to  “follow”  companies  and  receive  alerts  when  activity  occurs  such  as  new  hires,   departures  and  job  openings.           Advertising   One  of  the  three  sources  of  revenue  for  LinkedIn,  outside  of  premium  accounts  and   employment  services,  is  advertising.    LinkedIn  advertisers  can  promote  their  product,   service  or  event  to  specific  LinkedIn  account  holders  based  on  location,  industry  and  title.     LinkedIn  has  proven  to  be  a  successful  medium  for  companies  with  a  business-­‐to-­‐business   audience.             8   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 9.   There  are  two  primary  methods  of  advertising  on  LinkedIn.    The  first  and  most  economical   option  is  called  DirectAds.    Similar  to  paid  search  advertisements  on  Google  AdWords,   DirectAds  gives  your  business  the  opportunity  to  promote  your  company,  job  opening  or   event  to  a  specific  audience  based  with  a  text-­‐based  ad.      DirectAds  appear  on  profile  pages,   groups  pages  and  several  other  areas  of  LinkedIn.         Ad  components  include  headline,  description,   graphic  (your  headshot  or  logo)  and  a  link.     Advertisers  can  create  multiple  DirectAds  to   test  creative  messaging.     Once  your  ads  are  created,  you  can  refine   your  audience.  Among  the  target  criteria,   advertisers  can  select  three  of  the  following:   company  size,  job  function,  industry,  seniority/title,  gender,  age,  and  geography.    In   addition  to  selecting  country  in  the  geography  category,  advertisers  can  choose  from   multiple  US  cities.     LinkedIn  DirectAds  are  highly  targeted  at  the  business  audience.    This  is  clearly  reflected  in   the  cost  per  click  (CPC).    Where  most  Google  ads  run  at  minimums  of  10¢  per  click,  the  CPC   fees  for  DirectAds  range  from  $3  to  $6  depending  on  your  selects.         9   ©  2010  Teach  to  Fish  Digital,  LLC  
  • 10.   The  second  option  for  LinkedIn  advertising  requires  a  budget  of  $25,000  or  more.    Several   programs  available  at  this  price  tag  include:     Display  Advertising  –  Rich  media  advertising  with  banners  and  other  ad  formats  targeted  at   specific  LinkedIn  members  or  set  to  reach  the  entire  LinkedIn  audience.     Sponsorship  –  Packages  available  to  advertisers  to  align  their  brands  with  specific  sections   of  LinkedIn  such  as  Answers,  Polls/Surveys,  Applications  and  Events.     White  Paper  Distribution  –  A  channel  that  helps  marketers  promote  relevant  studies  and   white  papers  for  the  purpose  of  generating  business  leads.     Partner  Messages  –  Email  campaigns  sent  to  LinkedIn  members  based  on  their  profile   attributes  and  their  willingness  to  receive  offers.     As  a  complement  to  these  programs,  LinkedIn  provides  four  primary  options  for  targeting:       Run  of  Site  –  Reach  everyone  on  the  LinkedIn  network     InCrowd  Targeting  –  Nine  specific  audience  segments  including:     1. Small  and  Medium  Business  Professionals   2. Business  Decision  Makers  (based  on  title,  no  consideration  to  company  size)   3. Corporate  Executives  (based  on  title,  companies  with  500+  employees)   4. Financial  Service  Professionals   5. Sales  Professionals   6. Marketing  Professionals   7. Startup  Professionals   8. IT  Professionals   9. Career  Changers  -­‐  professionals  who  have  changed  employers  in  the  past  60  days     Content  Targeting  –  Message  delivery  to  profiles  and  group  pages  based  on  keywords  used   on  a  LinkedIn  page.     Custom  Targeting  –  Similar  to  InCrowd  targeting  only  with  a  segment  specifically  designed   by  the  advertiser  with  LinkedIn’s  help.         10   ©  2010  Teach  to  Fish  Digital,  LLC