Uploaded byHolly Solomon
Social Media: Linkedin Training
The document outlines the significance of social media, particularly LinkedIn, for businesses and job seekers, emphasizing its growth and the importance of managing online reputation. It includes trivia questions related to social media usage and shares case studies highlighting the consequences of neglecting customer complaints. Additionally, it provides insights into constructing a professional brand on LinkedIn and the necessity of maintaining a consistent online image.
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Social Media: Linkedin Training
- 1. Social Media: LinkedIn August 9, 2012 Improving Enterprises, 1-‐5pm y toda ents m et com lly Twe hho w ia it ith: lmediaw lly ia #soc andsoc p @e x
- 2. WHO IS HOLLY? • 12+ years in IT/Recrui9ng/Sales • Expand Socially in 1/2011 • IT Mar9ni • Personal stuff • Why am I here today?
- 3. SOCIAL MEDIA: TRIVIA QUESTION What percentage of employers use social media as a way to research poten9al job candidates? A. 25% B. 53% C. 17% D. 80%
- 4. SOCIAL MEDIA: TRIVIA QUESTION What is the maximum number of characters you can include in your Twi[er post? A. 140 B. 135 C. 160 D. 125
- 5. SOCIAL MEDIA: TRIVIA QUESTION What social media pla^orm is most used by businesses? A. Twi[er B. LinkedIn C. Facebook D. YouTube
- 6. SOCIAL MEDIA: TRIVIA QUESTION What is YouTube’s slogan? A. Just Video It B. Broadcast Yourself C. Freedom to Broadcast D. Broadcast for Free
- 7. TODAY’S AGENDA • What Are the Current Trends in Social Media Today? • What is LinkedIn and Why Should You Use It? • LinkedIn Overview • Branding/Image you are crea9ng
- 8. CURRENT TRENDS IN SOCIAL MEDIA • Emarketer predicts 1.43 billion users in social media for 2012 (19.2% increase from 2011) • According to Pew Internet survey, 61% of social media daily users are under 30 and 32% are 50-‐64 (which rose from 20% in 2011) • Social Media Examiner says the “Top Five Social Media Network/ Tools for Marketers” are: Facebook, Twi[er, LinkedIn, Blogs and YouTube • Social Media Examiner shares that SMM plan to spend their 9me/ money as follows in 2012: • 68 percent plan to blog more • 67 percent plan to use Google+ more • 66 percent will increase their use of LinkedIn • 38 percent will make more use of photo sharing sites like Instagram and Pinterest
- 9. CURRENT TRENDS IN SOCIAL MEDIA 2012 Social Media Marke9ng Industry Report, by Social Media Examiner shows where marketers prac9ce social media
- 10. HISTORICAL BUSINESSES OOPS WITH SOCIAL MEDIA United Airlines • David Carroll YouTube video • Over $3500 complaint Dominos: • Lost over $50M when a YouTube video posted by 2 employees • è
- 11. UNITED AIRLINES FAILSTO RESPOND TO MUSICIAN DAVID CARROL, WHO THEN TAKES HIS COMPLAINT TO YOUTUBE VIA A MUSIC VIDEO Dave Carrol flew United Airlines with his band. His $3,500 guitar ended up broken at the hand of United employees, and the airline offered no compensation after repeated complaints by Carrol He responded by creating a music video about the experience and posting it on YouTube. He blogged about it as well “United Breaks Guitars Trilogy”. The video went viral and was picked up by international media outlets. United experienced very bad press from the video. Millions of airline travelers identified with Carroll’s experience. Key Learnings: • Failing to deal with customer complaints can lead to frustrated customers taking their cause to the social media, where often they find sympathetic readers/viewers. Social Media posts can quickly go viral….and brand reputation can be damaged. • When negative posts do happen, respond quickly and in a positive way. Let the poster know what the company is doing to fix the problem. Source: http://mashable.com/2009/07/15/united-breaks-guitars/ 11 Social Media 101: Social Media Disasters July 12, 2011
- 12. DOMINO’S EMPLOYEES POST DISGUSTINGVIDEO ON YOUTUBE Bored Dominos employees not only decided to film themselves performing rather unsanitary acts with sandwiches; they also thought it wise to share their disgusting exploits with the world on YouTube. The video became a viral hit as the number of views grew exponentially….and the national media picked up the story. Dominos did respond. The employees were fired and a response video was posted apologizing for the employees Key Learnings: behavior. § Your employees represent your brand…so Dominos since has installed real-time ensure they have been trained on how to use social listening and monitoring software (and not use) social media. and has invested in social manager positions who are active online. § Invest in real-time social media monitoring tools that track conversations and posts about your brand July 12, 2011 Source: http://econsultancy.com/us/blog/3673-dominos-social-media-mess-3
- 13. WHAT IS LINKEDIN • World’s Largest Professional Network on the Internet • Leading professional sharing community • 161 Million members/ 45 Million in US • Used by 69% of Fortune 100 companies • 107 Million unique visitors • Execu9ves from every Fortune 500 firm • Over 150 Industries • 2+ Members sign up per second
- 14. WHY USE LINKEDIN? • Research capabili9es • No contact info needed • Follow your compe9tors • Boost your business • Improve your google results • Indirectly check on your candidates before hiring • Get Advice-‐ Meet a career coach/mentor • Job Search/ Build a career path/ Find your dream job • Send messages in bulk • Increase your creditability • Keep up with your friends and understand what they do • Brand yourself
- 15. YOUR ADVOCATES & BEING A TRUSTED ADVISOR • Knowing Your Advocates-‐ Top 10 • Your Hired Candidates and Hot Prospects • Accep9ng all advice and invita9ons • How can you help others? • Staying in Touch with your Network • Ask for referrals 10 • Suggest SME’s unsolicited People Who • BE SELFLESS! Recommend You 10 • Network with: Opportunity People You • Hired Candidates Recommend • Hot Candidates Your Success • Clients Stories • Engaged/Employees (Hired • Internal Opera9ons Candidates) • Friends
- 16. SOCIAL MEDIA: TRIVIA QUESTION Why are the primary colors of Facebook’s design layout blue and white? • Answer: Because Mark is color blind
- 17. è LINKEDIN PROFILE & SETTINGS SeDngs Profile OpenLink Photo Vanity URL Summary-‐ Elevator Pitch Your email Special9es-‐ keywords Group Seqngs/Visibility Groups-‐ 50 Blog, Twi[er, Company Page Recommenda9ons Broadcast ac9vity seqng Public Profile Receiving messages/group Snapshot Today Analysis in 30 updates days
- 18. ADDING CONNECTIONS • Use Email Tool to invite • Import Tool to see who is on LinkedIn you know • Send invites to people from your current/past employers • Personalize your note • Have relevant comments/requests • Reviewing “People You May Know”
- 19. SEARCH/GROUPS • Searches: Saved and New Searches on People/ Jobs • Groups & Ques9ons/Answers • Finding key groups to follow and post informa9on and posi9on • Connec9ng with new targets through groups • Discussions verses Jobs verses Job Discussions • Follow Industry leaders-‐ Or just their groups
- 20. HOW TO BECOME A SME USING LINKEDIN • Who are subject ma[er experts in specific areas on LinkedIn? • Finding experts & Being an expert on LinkedIn through Q&A • Who is your compe99on following/ mee9ng?
- 21. MESSAGES VIA LINKEDIN • Using Tags • Staying in Touch with your Network • Announcing posi9ons • Iden9fying Resources • Not needing In-‐Mails
- 22. LINKEDIN TIME COMMITMENT • Weekly • How to stay in touch with your network • Use when you need verses regular review • Adding connec9ons • Pos9ng Updates to Your Profile (Not just open job announcements) • Check Events • Check Saved Searches • Who has viewed your profile • Once A Quarter • Export Connec9ons • Import new contacts • Offer Recommenda9ons
- 23. LINKEDIN APPLICATIONS-‐ SLIDESHARE • Content Discovery Through People • SlideShare has over 9 Million content uploads; 7.4 Million Presentations embedded across the nation • 29 Million unique visitors • Using SlideShare to show your expertise and prove yourself; Strengthen your professional identity!
- 24. LINKEDIN APPLICATIONS-‐ EVENTS • Events you attend I’m Going, • Events you are marketing Are You? • Events you should follow • Events your peers are attending
- 25. B? BRANDING/IMAGE YOU ARE CREATING • LinkedIn: Branding You and Your Company • What are people saying about you and your company today? • What is your ideal image you are seqng? • Keeping your company and YOU consistent in their/your image • U9liza9on of your company LinkedIn Page • Following Others and Organiza9ons on LinkedIn and the value
- 26. SETTING YOUR IMAGE • Who do you want to be? • How do you want to be known? • Are you a SME of something? • How do you respond to messages? • Q’s & A’s • Photo • Updates to your status
- 27. WHAT ARE PEOPLE SAYING ABOUT YOU? • Whether you are an individual or company, you want to know what people are saying so you can protect your reputa9on • Google alerts • Following conversa9ons • Who is looking at your profile
- 28. LINKEDIN: BRANDING YOU OR YOUR COMPANY PAGE • Profile Review • Company Page: Central hub for your brand; Culture, Products, Services, Posi9ons • How are you using them as an engagement tool? • Viral growth for you/business • Does your company page answer, “What is the company like?” • Does your company page show, “Why should I work for them?”
- 29. COMPANY LINKEDIN PAGE • Who is Admin? • Have you designated other admins? • Do you have enough followers to offer status updates? • Source of analy9cs-‐ visibility • Updates, Recommenda9ons/Endorsements, Jobs • Premium Career Page vs. Free Page
- 30. FOLLOWING/PROMOTING COMPANY PAGE • Following Companies, Compe9tors and Partner’s pages • Sharing your page with your employees/prospects/ candidates/customers • How is Recrui9ng using your page and building followers? • Follow us on LinkedIn bu[on Follo w Us!! • Email Signatures • Newsle[ers • Email campaigns
- 31. IMAGE CONSISTENCY Who is responsible for posts? • What do bios and services say in all pla^orms? • Do you have a corporate policy to comply with? • Does your profile link to the LinkedIn company’s page? • Logos/Tagline • Updates to all pla^orms (website, LinkedIn, Twi[er and Facebook)
- 32. THANK YOU • Keep me posted on your growth/ques9ons • Connect and follow Expand Socially / Offer tes9monial • Follow Expand Socially on LinkedIn: h[p://www.linkedin.com/company/expand-‐socially-‐llc • Holly directly on Linkedin: h[p://www.linkedin.com/in/hollysolomon • Twi[er: @expandsocially • Facebook: h[ps://www.facebook.com/ExpandSociallyLLC
- 33. QUESTIONS? THANK YOU!