This document provides information and tips for using LinkedIn for business purposes. It discusses setting up a LinkedIn profile, including adding a photo, cover photo, headline, summary, work experience, education, and contact info. It also covers building a network by connecting with contacts and searching for others. Tips are provided for writing updates and articles to share on LinkedIn. The document also discusses setting up and managing a company LinkedIn page. Finally, it briefly touches on developing a social media strategy and content calendar for LinkedIn and other platforms.

1. 17/12/2018 - Marketing Inspiration Day - Easyfairs
LinkedIn

2. elien@ilikemedia.be
www.linkedin.com/in/elienvan
haesebroeck
@elienvhb
slideshare.net/
ilikemedia

3. LinkedIn for B2B Fairs
1. Social media?
2. LinkedIn: profile, groups, company pages
3. Social media strategy

4. Who is who?
Experiences with LinkedIn?

5. Social media?

6. Communication has changed

7. From broadcasting to networking
Communication has changed

8. Social media usage in Flanders
Source:
Digimeter 2017

9. Bron:
Digimeter 2017
Social media usage in Flanders

10. LinkedIn

11. Some facts and figures
• 500 million users worldwide
• 260 million visit it at least every month
• 3 million users and 40.000 companies in Belgium
https://foundationinc.co/lab/b2b-marketing-linkedin-stats/

12. ANATOMY
▪ LinkedIn-profile = personal
▪ LinkedIn-Company page = external communication of
your organisation
▪ Showcase pages: associated pages
▪ LinkedIn-group = discussion groups for each
sector/theme or for internal communication
▪ Jobs: vacaties in your sector
▪ Network: adding connections

13. LinkedIn profile
• The higher your profile strength, the better you will be
shown in the search results
• Picture & Cover picture
• Headline
• 500 connections
• Summary
• Posting Artikels and updates

14. Personal Branding
= To think of yourself as brand

15. Personal Branding
• Be yourself
• Collect your own portfolio
• Build your network (online, offline)
• Share your knowledge, vision and expertise
• What are your keywords?

16. LinkedIn profile: Let’s get going!
Turn of all notifications before you start:

17. LinkedIn profile: let’s get going!
• Turn of all notifications before you start!
• Picture: professional, friendly, recent
• Add a cover picture
• Headline: make a specific and attractive headline(not a
boring function title) = elevator pitch

18. A summary
Make a short and powerful summary
• 30 seconds pitch
• Clear, inspirational
• Look for inspiration
• Keywords!
• Short!
• End with a call-to-action

19. LINKEDIN-PROFILE
• Link with your company-page
• Add all the information that you can to your profile:
courses with descriptions, projects,…
• Use multimedia where possible

20. Work experience and education
Work experience:
• Share relevant work experience (no student jobs)
• Always describe your function, possibly with specific
results (think about the keywords)
Education
• Share relevant courses + description
• Link to the company-page or the university-page (= extra
network)

21. Adding Contact Info
• Add a website, but select ‘other’ so you can give your
website a name (that is publicly visible)
• You can add a Facebook-pagina URL
• Phone number and e-mail are in the standard settings only
visible to connections

22. LINKEDIN-PROFIEL
• Look at your public profile and URL
• Adjust the visible parts

23. LINKEDIN-SETTINGS
• Settings and privacy
• Notifications

24. How to build your network?
• Network: people you may know
• Adding personal contacts by e-mailadres
• Add as contact, do not add to network toevoegen(=
they don’t have a LinkedIn-account)
• Who took a look to your profile?
• Search for your professional contacts

25. How to build your network?
• No business cards needed: use
the LinkedIn-app and scan the
code

26. HOW TO MAKE A GOOD UPDATE?
• Update or artikel?
• Be short and concise: maximum 3 sentences
• Share a link to the website or a picture
• Do not use CAPS LOCK and avoid excessive usage of
punctuation marks
• End with a call-to-action
• Post primarily during office hours

27. Updates

28. WRITING ARTIKELS
• Long reads
• With Picture

29. ARTICLES

30. Try it!
Share an update from your company-page or your
personal profile
• Dare to share: good cases, stories from your
organisation, succeses …
• What are you doing?
• Ask for help from your network (who knows
somewhone…)

31. LINKEDIN-GROEPEN
• For internal communication: closed group
• For news of the sector: open groups
 Participate and join the discussions

32. COMPANY PAGE
• Add multiple admins
• Add info, profile picture, cover photo
• Post regularly

33. Share valuable content
• With clear photo’s
• Native video (or integrated Vimeo)

34. Social media strategy

35. The buying cycle

36. 1. Awareness
Content that is relevant and
interesting for the target audiences
Content that is really
valuable to be shared

37. 2. Appreciation
Get interaction from your customers

38. 3. Action
Use call to actions

39. 4. Advocacy
Use your ambassadors

40. Variation in content
Appreciation
Awareness
Action
News
Top topicals
Blogs
3th party content
Fact and figures in photo’s & video
Backgroundinfo
Behind the scenes
Testimonials
Call to actions:
Buy now, register,
book now, …

41. Start with a lot of inspiration!
INSPIRATION
PUBLICATION
CREATION
GOOD CONTENT

42. Top Topicalkalender
Add the spreadsheet ‘Top Topical Kalender' to your Google Drive?
Send an e-mail to info@ilikemedia.be

43. Templates!
http://www.ilikemedia.be/cadeau-sjabloon-strategie-tot-contentkalender/

44. Thank you!
Questions?
elien@ilikemedia.be
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