This document provides an overview of using LinkedIn for digital marketing. It discusses finding target markets and making messages stand out on LinkedIn. Best practices include developing a unique profile, connecting with contacts, providing recommendations, participating in groups, building relationships, and promoting content. Advanced people searches and case studies are also covered. The presentation aims to help users leverage LinkedIn for marketing, recruitment, and networking.

1. Digital Marketing Course
LinkedIn …
Building your
Professional Presence Hub
Fall 2011
Lynchburg College
School of Business and Economics
Dr Ira Kaufman
©2011

2. Over view
• How to find your target market online?
• How to make your message stand out and be
noticed?
• How do to connect and converse with peers?
• How can you measure your efforts?
• What are LInkedIn best practices ?
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3. Why LinkedIn ?
1. Provides a meeting place where people
expect to “do business”
2. Leverages relationships by making
connections visible
3. Helps maintain personal relationships and
build new ones
4. Provides a platform for the most effective
form of Marketing - Word of Mouth
5. Provides assess to powerful professional
search
6. Links to all other essential Social Media Tools
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4. LINKEDIN DEMOGRAPHICS & STATISTICS - JULY 2011
ABOUT
119 120+ Million
MILLION*
LINKEDIN MEMBERS WORLDWIDE
* This number is an approximation of total member registrations
Credits: Amodiovalerio Verde

5. LINKEDIN DEMOGRAPHICS & STATISTICS - JULY 2011
MEMBERS DISTRIBUTION BY AREA
Credits: Amodiovalerio Verde

6. LINKEDIN DEMOGRAPHICS & STATISTICS - JULY 2011
INDUSTRY BY AREA
Credits: Amodiovalerio Verde

7. LINKEDIN DEMOGRAPHICS & STATISTICS - JULY 2011
WORLDWIDE DISTRIBUTION
BY JOB FUNCTION
Credits: Amodiovalerio Verde

8. Who Is On LinkedIn?
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9. It Is Not Your # of Followers
But How You Use Them
• Most Users Utilize 5% of the functionality (benefits)
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10. What Do You Want To Do
On LinkedIn? Google Page Rank; Personal & Company
Answer Questions
- Speak to Successes & Failures
- Opinions / Polls Promote
- An Industry Personal
- Groups
- Track Start-Ups Brand
Proactive - Advanced Search
Research
Networking - Events
- Employer & Employee
Reference - Company Culture
Productivity
Check - Growth Potential
- Staff Turnover
Job Search,
Find Experts, Recruit / Head hunt
Hire &
Partners Get Head hunted
Interviews
Ask for
Advice
Sales Lead
Generation
Sales
Acceleration
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11. Media Effectiveness:
Professional Services (B2B)
1. REFERRALS At least half of
1. Existing customers these didn’t
2. Influencers (who are not customers)
exist 10 years
2. Networking
ago!
1. Physical – Dedicated Networking Groups, Industry
Associations, Expos, etc
2. Virtual (LinkedIn, Facebook, etc)
3. Website, Blog, Online Video
4. Search Engine Marketing 3 years ago you
1. Paid Search / Pay Per Click couldn’t manage
2. Search Engine Optimization most of these
3. Banner Ads from one
5. Email (Existing Customers) – Keep in Touch interface!
6. PR – Online
7. PR - Traditional
8. Direct Mail & Telemarketing
9. Trade Press / Local Paper / Niche Magazines
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12. http://www.linkedin.com/in/irakaufman

13. LinkedIn Best Practices
1. Develop a unique profile – Design your Brand, e.g.: Matthew Banks
2. Maximize your profile
3. Connect - Import Contacts - people you have a relationship with:
• Clients
• Suppliers
• Prospects
4. Recommendations: Giving and Asking for
5. Participate: Join Groups
6. Research: Listen, Understand member needs, Ask Questions
7. Build Credibility by developing content by focusing and delivering on your Brand
• Share PowerPoints via Slideshare
8. Build Relationships:
• Add Value (Promote Content, e.g.: Blog),
• Answer Questions
9. Help others get more connected: Teach and Encourage
10. Promote Content with Applications (Behance)
11. Create groups for conversations, connections
12. Get in Front of Prospects
• Introductions
• LinkedIn Mail
• LinkedIn Advertising
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14. Case Studies
From My Network
http://press.linkedin.com/success-stories
14

15. Find Your Target Market Online
1. Build your network
2. Look at the most connected in your network
3. Start with low hanging fruit; those that share
• common schools, interests, LI groups
• alignment of job experience
• greatest “emotional credits with”
4. Search
• people
• groups
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16. A d va n c e d Pe o p l e S e a rc h
Examples
1. Category
2. Position
3. Qualities
4. Keywords
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19. How To Make Your Message
Stand Out and Be Noticed?
Utilize The Principles of Word of Mouth Marketing:
• Give people a reason to talk about your products and services, and
make it easier for that conversation to take place. You’ll need to be
creative.
Basic Elements:
• Educate people about the value of your products and services
• Identify people most likely to share their opinions
• Provide tools that make it easier to share information
• Study how, where, and when opinions are being shared
• Listen and respond to supporters, detractors, and neutrals
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20. B e D i f f e r e n t – Yo u r B r a n d , Yo u r P r o f i l e
• It is like a resume but it
doesn’t have to be boring
• Make sure you have the right
keywords
• Get someone else to
proofread it or write it for
you!
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21. Creativity Buys Precious Attention
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22. About the Presenter
Ira Kaufman, President, Ira combines 30 years of rich experiences with
businesses and non-profits to guide them to leverage the power of social
media for marketing, recruitment and organizational development. Ira
collaborates with a team of experts to design interactive environments to
by integrating traditional advertising, online marketing, public relations and
social media. His strong values and sensitivity to organization innovation
and change are the foundation of his work. Ira has a PhD in Marketing and
serves as a consultant, public speaker, and lecturer for companies and
Senior Executive programs. Currently Assistant Professor, Lynchburg
College School of Business and Economics.
LinkedIn: http://www.linkedin.com/in/irakaufman
Facebook: http://facebook.com/irakaufman
Twitter: http://twitter.com/ira9201
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