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LinkedIn 101
- 1. LinkedIn 101July 28,2011Christy Belden, Vice-President Media + MarketingEmily Carroll, Strategic Planning + Consumer InsightsEmily Van Winkle, Communications + PR
- 2. Christy Belden2Vice President,Media + Marketing, LeapFrog InteractiveExperience: 11 years The Courier-Journal University of Louisville SEMPO Certified Google AdWords Individually CertifiedChristy knows marketing. PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.
- 3. Emily CarrollStrategic Planning+ Consumer Insights3Experience: 5 years Executive CommunicationsBellarmine University SEMPO Certified Google AdWords Certified 2011AdFed “Hot 10” Young ProfessionalsEmily does the legwork that helps clients’ media campaigns reach their target audiences. She makes sure their advertising dollars are invested in the best possible venues, to return optimal results.
- 4. Emily CarrollCommunications +PR4Experience: 9 years Eastern Kentucky University Social Media Club of LouisvillePublic Relations Society of AmericaEmily works with the social and engaging side of interactive marketing, helping our clients connect with their target consumers and develop a rapport with them. With her finger placed firmly on the pulse of the online social sphere, Emily establishes the connections and builds the trust that makes consumers want to become customers.
- 5. LeapFrog Interactive5Twitter: @LFI #LFIFacebook:www.facebook.com/LeapFrogInteractiveAgencyBlog: www.leapfroginteractive.com/blogChristy Belden: http://www.linkedin.com/in/christybeldenEmily Carroll: http://www.linkedin.com/in/emilyocarrollEmily Van Winkle: http://www.linkedin.com/in/emilyvanwinkle
- 6. Agenda+ Why LinkedIn+Using LinkedIn + Account Types + Personal Usage: Résumé Building Job-Seeking + Professional Usage: Employee Recruitment Company Profiles + Marketing Usage: Advertising Lead Generation Research+ Best Practices + Q&A6
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- 9. Why LinkedIn+ Strongworld-wide reach+ Business to business sales opportunity+ Professional audience focus+ Highly trusted by Google+ Built to be SEO friendly9Sources: http://www.imediaconnection.com/content/29335.asp
- 10. Why LinkedIn115 millionactive users world-wideUsers 97 times more likely to have college or post-grad degreeLinkedIn is the number2 most popular social media networkNearly 2 billion people searches on LinkedIn in 201010Sources: Audience 360 Survey, LinkedIn, May 2010LinkedIn Surpasses MySpace as 2nd Most Popular Online Social Network, July 2011, HubSpotLinkedIn Marketing Solutions, LinkedIn 4.25.11 (US only)
- 11. Why LinkedInOf socialmedia users, 61% use LinkedIn for professional networking11LinkedIn MembersSource: How Are People Really Using LinkedIn? Mashable, July 2011
- 12. Why LinkedIn12LinkedIn Members67%of LinkedIn users access their profile daily or a few times a week“How Are People Really Using LinkedIn?” Mashable, July 2011
- 13. Why LinkedIn13LinkedIn Members82%of members are more confident in the professional info received on LinkedIn compared to other social networksSource: Audience 360 Survey, LinkedIn, May 2010
- 14. Why LinkedIn14LinkedIn MembersTop-LevelExecutives22% use LinkedIn for industry networking20% use LinkedIn to promote businessSource: How Are People Really Using LinkedIn? Mashable, July 2011
- 15. Why LinkedIn15LinkedIn MembersMiddleManagement24% use LinkedIn for keeping in-touch20% use LinkedIn for industry networkingSource: How Are People Really Using LinkedIn? Mashable, July 2011
- 16. Why LinkedIn16LinkedIn MembersEntry-Level24%use for job search23% use for co-worker networkingSource: How Are People Really Using LinkedIn? Mashable, July 2011
- 17. Why LinkedIn17LinkedIn MembersMorethan 80% of LinkedIn members are company decisions makersSource: Audience 360 Survey, LinkedIn, May 2010
- 18. Why LinkedInProfessional AudienceFocusMedium-sized business professionals: 13 MSmall business professionals: 4.4MFinancial services professionals: 3.8MTechnology professionals: 3.4MVPs and C-level executives: 3.2MCompanies with LinkedIn profiles: 1M18Sources: LinkedIn Marketing Solutions, LinkedIn 4.25.11 (US only)eConsultancy blog “20+ Mind-blowing social media statistics: One year later, http://econsultancy.com/us/blog/7334-social-media-statistics-one-year-later
- 19. Why LinkedIn19LinkedIn Accounts61%of LinkedIn users have the basic account39% of LinkedIn users have a premium accountSource: How Are People Really Using LinkedIn? Mashable, July 2011
- 20. Why LinkedIn20Lead Generation47.8%ofB2B sales professionals use LinkedIn more for prospecting/research than a year agoB2B Sales Pros Turn to LinkedIn, April 2010, eMarketer
- 21. Why LinkedIn21Lead Generation61%of B2B companies acquired a customer using LinkedInSource: 2011 State of Inbound Marketing, March 2011, HubSpot
- 22. Why LinkedIn2270%of peopleuse LinkedIn for job hunting80% of people use LinkedIn as a primary recruitment tool40% of Fortune 100 companies use LinkedIn for recruitingSources: LinkIn by the Numbers, June 2010, HubSpot40% of Fortune 100 companies use LinkedIn corporate recruiting solutions, September 2009, talent.linkedin.com/blog
- 23. Why LinkedIn23Job Seeking44%ofLinkedIn users are not actively looking for employment, but open to new opportunity discussionSource: Is this next Adler prediction as far off at his last few, December 2010, LinkedIn Recruiting Solutions, talent.linkedin.com/blog
- 24. Why LinkedInAds onLinkedIn reach 6.1%of Americans online24AdvertisingSource: comScore Ad Metrix, September 2010
- 25. Why LinkedIn46% ofadvertisers have social search marketing top of mind – including LinkedIn25AdvertisingSource: Why Social Media Is Top Priority for Search Marketers, November 2010, eMarketer
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- 27. LinkedIn FeaturesPersonal27 + Jobsearch + Online reputation management + Profile optimization: descriptive, relevant and compelling copy + Professional recommendations + Resume builder + Personalized homepage + LinkedIn GroupsSource: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
- 28. LinkedIn FeaturesJob Search28 +Search for connections within your industry, i.e. SEO include specific zip code and job title (manager, director) + Look-up firms and call or request email address to send CV resume + Join groups & interactPaid Profile + LinkedIn inmail – ability to message potential employers & contacts directlySource: Jake Langwith, “How to Find a Job Using LinkedIn,” July 2011 http://www.clickz.com/clickz/column/2076879/job-linkedin
- 29. LinkedIn FeaturesCompany Profiles29 +Careers – company job openings + Products + services + Customer recommendations + Analytics – interactivity level and value + Syndicate tweets and blog posts + Custom LinkedIn micrositeSource: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
- 30. LinkedIn FeaturesAd Solutions– Marketing on LinkedIn30 + Easy to develop ads + Highly targetable + Straightforward cost structure + Split-testing functionality
- 31. LinkedIn FeaturesLead Generation31 +Search filters + Introduction via mutual connections + Join industry groups and participate in conversations
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- 39. Video 1: http://talent.linkedin.com/RecruiterVideo2: http://www.linkedin.com/jobs/post?trk=tab_hire
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- 43. LinkedIn 101Best Practices– Personal Networking+ Create a unique, relevant tagline+ Include all relevant past employers, organizations and associations+ Ask for recommendations – at least one per job+ Include relevant URLs – professional social profiles,current employer, blog+ Optimize text associated with links+ Post regular updates to stay top of mind with your network43Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
- 44. LinkedIn 101Best Practices– Company Profile+ Upload logo, create a keyword optimized description+ Include open company positions+ Build module for all relevant products & services+ Incorporate the “recommend” API link+ Encourage customer recommendations+ Incorporate company Twitter & blog feeds44Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
- 45. LinkedIn 101Best Practices– Job Seeking+ Connect with people you know, especially those in your industry+ Conduct a targeted people search to locate contacts related to your industry or specialty – connect with them+ Include relevant keywords in your tagline, experience and specialties, addskills “tags” – this will help you be found in searches+ Request invitations to relevant groups and engage regularly+ Incorporate your LinkedIn profile into your resume - number of connectionsand recommendations are valuable to potential employers45Sources: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.aspHow to Find a Job Using LinkedIn, Jake Langwith, ClickZ, July 2011, http://www.clickz.com/clickz/column/2076879/job-linkedin
- 46. LinkedIn 101Best Practices– Marketing + Lead Generation+ Keep ads direct and concise+ Optimize campaign to best performing ad(s)+ Don’t bombard users with information overload+ Use LinkedIn as a research tool+ Find connections, explore opportunities46
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- 48. Thank You!Contact UsChristy Belden: cbelden@leapfroginteractive.comMaury Hill: mhill@leapfroginteractive.com
Editor's Notes
- #9 Video Here