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LinkedIn 2020 Workshop - What's New on LinkedIn
The document outlines various strategies for optimizing LinkedIn use for professional networking, including enhancing personal profiles, engaging with content, and organizing events. It highlights the effectiveness of LinkedIn for lead generation and the importance of video content, while also urging users to build meaningful connections. Additionally, it emphasizes the significance of ongoing communication and maintaining relationships within one’s network.
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LinkedIn 2020 Workshop - What's New on LinkedIn
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- 2. 2 • The WTSGreater New York Chapter (WTS-GNY), which includes the New York City metropolitan area and New Jersey, was created in 1980. Today, the chapter has in excess of 600 members. • Learn more: http://www.wtsinternational.org/greatern ewyork/
- 3. 3 Arch Street Communications(ASC), a Women’s Business Enterprise and Disadvantaged Small Business Enterprise (W/DBE) public relations firm based in New York, delivers meaningful, measurable, defensible strategic communications solutions that build awareness, increase stakeholder understanding, and achieve project goals for State and federal public and private sector clients in planning, energy, and transportation. The firm brings a unique combination of strategic insight, marketing communications, and stakeholder engagement capabilities with a team well versed and passionate about how new emerging technologies, renewable energy, and transportation initiatives are changing people’s lives and contributing to job growth, economic development, mobility, safety and health.
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- 5. 5 LinkedIn is nolonger just for job hunting! Get the best use out of your most underutilized network.
- 6. 6 Active LinkedIn UsersLinkedIn users share content on a weekly basis. Hubspot found that LinkedIn is 277% more effective at generating leads than Facebook and Twitter. Individuals making over $75,000 per year use LinkedIn. LinkedIn users are women. Americans with a college degree use LinkedIn. LinkedIn is responsible for more than 50% of all traffic leads to B2B websites Mobile is huge for LinkedIn. They get 63 million unique mobile users monthly.
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- 8. 8 • Spring Cleanyour profile • Invite and connect with others • The best way to maximize your visibility is to become an active contributor – start by following people you like and regularly leaving comments. • Make sure you’re an All-Star Profile • Your LinkedIn profile is a sales page, not a summary so make sure you write your copy and include content with that in mind. • Understanding the major keywords that apply to your target roles/industries is important, you may want to start with getting clear on those.
- 9. NYSERDA Capabilities Presentation| December 12, 20189
- 10. 10 • LinkedIn Events •QR Codes • Video • Visuals • Services • Skill Assessments • Show your Work • Reaction and Conversations • News
- 11. 11 • Take youronline community offline: • With LinkedIn Events, you can organize professional events and bring together people with similar interests to further build your network. • Create private events for people you’re close with, or public events for a larger group of people you want to get to know better. • Learn how to create your own event.
- 12. 12 • To createan event: • Click the Home icon at the top of your LinkedIn homepage. • From the Interest panel on the left rail, click the Plus icon next to Events. • In the pop-up window that appears, enter your information in the fields provided. • Click Create. • You’ll be redirected to the event page.
- 13. 13 • The LinkedInQR code makes it easy to meet someone offline and stay in touch with them on LinkedIn. This feature provides a simple and efficient way to find LinkedIn members, and then connect with them by quickly scanning a QR code.
- 14. 14 In one year,LinkedIn video posts generated more than 300 million impressions on the platform. They also earn an average of three times the engagement of text posts. Types of LinkedIn Videos: • Embedded videos • LinkedIn native videos • LinkedIn video ads
- 15. 15 1. Optimize yoursetup • Lighting • Camera Position • Camera • Background • Body Language 2. Aim to capture attention from the start 3. Put essential information upfront 4. Design for sound off 5. Include closed captions 6. Vary the shot 7. Choose the right video length 8. Close with a strong call to action 9. Don’t forget supporting copy 10. Use the word “video” for promotions
- 16. 16 1. Share companynews and updates 2. Announce the launch of a new product or service 3. Take customers behind-the-scenes 4. Offer an explainer 5. Preview an upcoming event 6. Provide insider coverage of an industry event 7. Introduce C-suite members 8. Tell a story with a case study 9. Let your customers know what you stand for 10. Spotlight inspiring employees 11. Highlight the good you’re doing 12. Share something fun
- 17. 17 Millions of membershave posted videos and shared them with their connections or in groups: sharing ideas, experiences, or simply a view into their working life. Now you can do the same in messaging, too.
- 18. 18 • Share aphoto and tag people, so others can get to know them too. • Think you recognize someone in the photo? Or just want to make sure your co-worker knows when you upload a photo with them in it? • Now when you post a photo, you can tag people in it. The world seems smaller and your community a little tighter when you let people know who is who.
- 19. 19 • LinkedIn’s feedalgorithm promotes those who post frequently. Most advice suggests at least 1–2 times per day.
- 20. 20 • Max filesize 8MB and file type must be PNG, JPEG, or GIF. • LinkedIn profile cover photo: 1584 wide by 396 high. This is exactly 4:1 proportion. • LinkedIn profile picture: Per LI, upload any size between 400 x 400 pixels and 20,000 x 20,000 px. • LinkedIn blog post link shares: 1200 x 627 px. • LinkedIn photo share: 1200 x 1200 square looks best on desktop, 1200 x 627 on mobile. • LinkedIn Page cover photo size: 1,128 x 191 px. • LinkedIn logo size: 300 x 300 square. No more horizontal.
- 21. 21 • PowerPoint presentationsand document PDFs are the currency of professional communication. • They’re how professionals around the world share ideas, pitches, and information. • You can now post your PDFs and slides on LinkedIn via the feed, in a group, or on your page. • See this presentation and what people are sharing for inspiration.
- 22. 22 • Get discoveredfor your services: • Do you offer writing services, sell real estate or are you a freelance accountant who’s open for business? • Let your network know by listing services on your profile. Get discovered by potential clients when they search for those services. • Learn how to showcase your services.
- 23. 23 • Validate yourskills by taking a skill assessment and showcase your proficiency. If you pass a skill assessment, you’ll have the option to add a “verified skill” badge to your profile. • By doing so, you’ll be discoverable to opportunities and recruiters. • Learn how to take a skill assessment.
- 24. 24 LinkedIn Skills Assessmentis a feature that allows members to take assessments on various skills to test and showcase their proficiency in those skills. LinkedIn currently offer assessments that are categorized as tech, general, and other skills.
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- 26. • Reactions, forwhen you need more than a “like” • When your teammate is promoted, you “clap.” • You show “love” to a friend who shares an experience with you. • You may feel a spark, like a “lightbulb,” when you hear an insightful idea. • With reactions, you can more easily have these meaningful and constructive interactions on LinkedIn. 26
- 27. • The DailyRundown • Today’s News and Views • Newsletter 27
- 28. 28 • Posting InflammatoryComments • Connect and Sell • Tagging Unrelated People in Your Posts for Exposure • Talking Politics • Flirting
- 29. 29 • Start withthe basics – Complete Your Profile • Follow companies and executives • Use Hashtags for the Big Picture Perspective • Your Voice Matters--Chime In!
- 30. Connect with 10new people each week. Send them a personal message asking to connect. • By doing so, you are communicating with them as an individual and laying the foundation for future contacts. You are starting to build the relationship. Now, get to know them. Ask what she or he does. Ask them who you can connect them to within your network. Ask how you can help them. By approaching a new connection this way, you are establishing a connection and adding value. Thereby, building trust and a solid relationship that will help to grow your business. Send 5-7 new messages each week to people you have connections with. • This does not have to be lengthy or in-depth. The message can be as simple as, “Hey there, it’s been a while since we last talked, What are you up to?” This is beneficial for 2 reasons: 1) You’re starting communication. 2) You’re front of mind again. By contacting 7 people in your network each day, you quickly get to know everyone in your network so you’re better able to connect people within your network and know who can help when and where. Over time, you will continue to build the relationship with your connections by maintaining regular contact. • Post or share an update at least once/week • Leave and request a recommendation from colleague/manager Keep it about them! We all know what it’s like to get a new connection, only to be followed by a lengthy sales pitch the following day. • LinkedIn is not the appropriate platform for this. When you are good at what you do, AND you have good relationships with the people in your network, then you won’t have to tell people what you do. They will ask you and they will be happy to help you. 30
- 31. 31 Connect with us: 31Mamaroneck Avenue, Suite 400 White Plains, New York 10601 Tel: 914-821-5100 | Fax: 914-821-5111 www.asc-pr.com A small business certified as a Women’s Business Enterprise (WBE) and a Disadvantaged Business Enterprise (DBE). GSA Advertising & Integrated Marketing Schedule.
- 32. NYSERDA Capabilities Presentation| December 12, 201832
- 33. 33 • https://blog.linkedin.com/2019/december/5/new-tools-to-build-your-community-and-grow-your- career-on-linked • https://www.leisurejobs.com/staticpages/18285/the-ultimate-linkedin-cheat-sheet/ •https://www.slideshare.net/monte344/linkedin-in-your-2020-marketing-strategy?qid=735f1ba2- 278a-45f3-9eb4-5bf524a7ea65&v=&b=&from_search=2 • https://business.linkedin.com/talent-solutions/blog/trends-and-research/2020/most-in-demand- hard-and-soft-skills • https://blog.linkedin.com/2019/june/12/new-features-to-help-you-start-conversations-and-build- community • https://blog.linkedin.com/2019/june/18/introducing-new-tools-to-help-you-prep-for-your-next- interview • https://blog.linkedin.com/2019/december/5/new-tools-to-build-your-community-and-grow-your- career-on-linked • https://blog.linkedin.com/2019/october/22/-finding-news-on-linkedin • https://blog.linkedin.com/2019/october/15/planning-an-in-person-event-just-got-easier-with- linkedin • https://blog.linkedin.com/2019/september/26/closing-the-network-gap • https://blog.linkedin.com/2019/september/17/announcing-skill-assessments-to-help-you- showcase-your-skills • https://99firms.com/blog/linkedin-statistics/#gref • https://blog.linkedin.com/2019/october/15/planning-an-in-person-event-just-got-easier-with- linkedin • https://blog.linkedin.com/2019/december/5/new-tools-to-build-your-community-and-grow-your- career-on-linked • https://blog.hootsuite.com/linkedin-video/ • https://cultivatedculture.com/linkedin-profile-tips/ • https://www.linkedintraining.co.uk/linkedin-tips/use-linkedin-effectively/ • https://www.resumesrightaway.com/news/2020/1/13/linkedin-profile-checklist-to-maximize-your- success • https://www.searchenginejournal.com/linkedin-users-can-now-list-the-services-they-offer-on-their- profile/317967/#close • https://www.searchenginejournal.com/linkedin-lets-users-showcase-samples-of-work-on-their- profiles/350856/#close • https://www.linkedintraining.co.uk/linkedin-tips/use-linkedin-effectively/ • https://www.searchenginejournal.com/become-influencer-on-linkedin/346390/ • https://wersm.com/linkedin-now-lets-you-feature-samples-of-your-work-on-your-profile/ • https://www.leisurejobs.com/staticpages/18285/the-ultimate-linkedin-cheat-sheet/ • https://okdork.com/linkedin-publishing-success/ • https://www.mainstreethost.com/blog/social-media-image-size-cheat-sheet/ • https://www.linkedin.com/pulse/77-linkedin-tips-getting-head-start-2020-lynnaire-johnston/ • https://blog.linkedin.com/topic/new-linkedin-features • https://business.linkedin.com/marketing-solutions/blog/linkedin-company-pages/2019/new- features-employee-notifications-kudos-team-moments • https://www.socialpilot.co/blog/10-useful-linkedin-features-might-not-know
Editor's Notes
- #6 With 4 billion people around the world online, new digital behaviors are emerging. It’s essential to rethink strategies, create new capabilities, and prepare to adapt quickly to take full advantage of the new opportunities on the LinkedIn platform. Rachel Adler will share expert analysis and guidelines on the major changes and trends on LinkedIn and offer insight on how the public and private sector can take advantage of the biggest online opportunities in 2020. In this workshop, you’ll learn practical skills, techniques, and strategies you can put to use in your digital communications. Join us for this insightful, informative, practical workshop to help you maximize digital marketing on LinkedIn.
- #7 https://www.oberlo.com/blog/linkedin-statistics Summary: LinkedIn Statistics Here’s a summary of the LinkedIn statistics you need to know in 2020: LinkedIn has over 660 million users in more than 200 countries and territories across the globe. 57 percent of LinkedIn users are male and 43 percent are female. 37 percent of US adults who use LinkedIn are between 30 and 49 years old. Half of all US adults with college degrees use LinkedIn. The average time spent on LinkedIn is six minutes and seven seconds per session. There are more than 30 million companies listed on LinkedIn. LinkedIn is the second-most popular social media platform among B2B marketers. The US has the largest LinkedIn advertising audience and offers a reach of 150 million users. 52 percent of buyers says LinkedIn has the most influence on their research process before purchasing a product. 57 percent of LinkedIn’s traffic is mobile.
- #8 https://blog.linkedin.com/2019/october/25/your-professional-network-can-help-you-succeed
- #9 Finally, make sure to include all of your experience on your LinkedIn profile. Profiles that list more than one position get 29x more views!
- #12 https://blog.linkedin.com/2019/october/15/planning-an-in-person-event-just-got-easier-with-linkedin
- #13 https://blog.linkedin.com/2019/october/15/planning-an-in-person-event-just-got-easier-with-linkedin
- #16 10 LinkedIn video best practices 1. Optimize your setup Before going into selfie mode and hitting the record button, here are a few things you should consider. Lighting: Choose a well-lighted place. Natural light is often best, but artificial light can work in a pinch—just look out for shadows. Also, make sure subjects aren’t back lit, otherwise they’ll become a silhouette. Camera position: No one wants to see up your nose. Take a test video, and adjust the tripod or add or remove a few books under the camera setup as needed. Camera: If recording from your phone, use the rear camera. Most phones have larger apertures and offer higher resolution from the rear cam. Use a tripod or makeshift mount to keep the camera steady. Background: Avoid a cluttered or distracting background. Also, if you’re shooting in an office environment, make sure confidential materials and other brand logos are tucked away. You don’t want to inadvertently endorse another brand on your company’s behalf. Body language: In his research, psychologist Albert Mehrabian found that 55 percent of communication is transmitted through body language. Only seven percent is given through words, and 38 percent through tone. Maintain a relaxed presence by rehearsing your script. Look directly at the camera, smile, and breathe naturally. 2. Aim to capture attention from the start LinkedIn recommends that videos include a hook within the first 1-2 seconds. 3. Put essential information upfront Attention that wanes after the first few seconds will typically drop off after the 10 second mark, LinkedIn research finds. That’s backed up by Facebook findings, which show 65 percent of people who watch the first three seconds of a Facebook video will watch for at least 10 seconds, while only 45 percent will watch for 30 seconds. Plan to share your message, or show your audience what you want them to see, early on. That way you increase the likelihood of leaving an impression with more viewers. 4. Design for sound off Up to 85 percent of social media videos are played with no sound. That means most LinkedIn members will be watching your video as if it’s a silent film. Prepare accordingly by including descriptive images, explanatory infographics, and even expressive body language. 5. Include closed captions Even if your video isn’t speech heavy, closed captioning will make them more accessible. Plus, since LinkedIn just added a closed captioning feature, there’s no excuse for your videos to not have subtitles. To add captions: Click the video icon in the share box on desktop and choose the video you want to share. When the preview shows up, click the edit icon on the top right to see the video settings and then click select file to attach the associated SubRip Subtitle file. 6. Vary the shot A single shot video can get boring, and with viewers dropping off by the second, varying the shot is one way to keep them engaged. Even if you’re shooting an interview, borrow a second camera to record from different angles. Or, film some b-roll to use under voiceover. 7. Choose the right video length According to LinkedIn, the most successful video ads are less than 15 seconds long. But lengths can vary when it comes to LinkedIn native video. Here are a few things to consider: For brand awareness and brand consideration videos, LinkedIn recommends to keep length under 30 seconds. Videos that meet upper-funnel marketing goals should stick to a 30-90 second video length. Opt for longer-form video to tell a brand or product story. A LinkedIn study found that long-form video can drive as many clicks as short-form video if it effective tells a more complex story. Don’t exceed 10 minutes. LinkedIn considers 10 minutes the informal cut-off point for video. 8. Close with a strong call to action What do you want viewers to do after they’ve watched the video? Leave them with a clear direction. Here are some tips for writing CTAs. 9. Don’t forget supporting copy A recent study from Slidely found that 44 percent of video viewers on Facebook read caption text often, and 45 percent of viewers read captions sometimes. The same likely goes for LinkedIn, so don’t miss this opportunity to describe your video or drive home a message. But keep it short and direct. We recommend 150 characters or fewer. Adding LinkedIn hashtags and @ mentioning relevant companies or members in your caption is a useful way to increase reach and expose your video to more viewers. And don’t forget to include a link, especially if the point of the video is to drive visits to your website or product page. As a bonus, LinkedIn finds that posts with links tend to have 45 percent higher engagement than those without one. 10. Use the word “video” for promotions LinkedIn’s Video Ad Guide notes that promotional posts or emails that include the word video “can vastly increase the click-through rate.” If you’ve put in the effort to create a video, make sure to promote it—and use the keyword.
- #17 10 LinkedIn video best practices 1. Optimize your setup Before going into selfie mode and hitting the record button, here are a few things you should consider. Lighting: Choose a well-lighted place. Natural light is often best, but artificial light can work in a pinch—just look out for shadows. Also, make sure subjects aren’t back lit, otherwise they’ll become a silhouette. Camera position: No one wants to see up your nose. Take a test video, and adjust the tripod or add or remove a few books under the camera setup as needed. Camera: If recording from your phone, use the rear camera. Most phones have larger apertures and offer higher resolution from the rear cam. Use a tripod or makeshift mount to keep the camera steady. Background: Avoid a cluttered or distracting background. Also, if you’re shooting in an office environment, make sure confidential materials and other brand logos are tucked away. You don’t want to inadvertently endorse another brand on your company’s behalf. Body language: In his research, psychologist Albert Mehrabian found that 55 percent of communication is transmitted through body language. Only seven percent is given through words, and 38 percent through tone. Maintain a relaxed presence by rehearsing your script. Look directly at the camera, smile, and breathe naturally. 2. Aim to capture attention from the start LinkedIn recommends that videos include a hook within the first 1-2 seconds. 3. Put essential information upfront Attention that wanes after the first few seconds will typically drop off after the 10 second mark, LinkedIn research finds. That’s backed up by Facebook findings, which show 65 percent of people who watch the first three seconds of a Facebook video will watch for at least 10 seconds, while only 45 percent will watch for 30 seconds. Plan to share your message, or show your audience what you want them to see, early on. That way you increase the likelihood of leaving an impression with more viewers. 4. Design for sound off Up to 85 percent of social media videos are played with no sound. That means most LinkedIn members will be watching your video as if it’s a silent film. Prepare accordingly by including descriptive images, explanatory infographics, and even expressive body language. 5. Include closed captions Even if your video isn’t speech heavy, closed captioning will make them more accessible. Plus, since LinkedIn just added a closed captioning feature, there’s no excuse for your videos to not have subtitles. To add captions: Click the video icon in the share box on desktop and choose the video you want to share. When the preview shows up, click the edit icon on the top right to see the video settings and then click select file to attach the associated SubRip Subtitle file. 6. Vary the shot A single shot video can get boring, and with viewers dropping off by the second, varying the shot is one way to keep them engaged. Even if you’re shooting an interview, borrow a second camera to record from different angles. Or, film some b-roll to use under voiceover. 7. Choose the right video length According to LinkedIn, the most successful video ads are less than 15 seconds long. But lengths can vary when it comes to LinkedIn native video. Here are a few things to consider: For brand awareness and brand consideration videos, LinkedIn recommends to keep length under 30 seconds. Videos that meet upper-funnel marketing goals should stick to a 30-90 second video length. Opt for longer-form video to tell a brand or product story. A LinkedIn study found that long-form video can drive as many clicks as short-form video if it effective tells a more complex story. Don’t exceed 10 minutes. LinkedIn considers 10 minutes the informal cut-off point for video. 8. Close with a strong call to action What do you want viewers to do after they’ve watched the video? Leave them with a clear direction. Here are some tips for writing CTAs. 9. Don’t forget supporting copy A recent study from Slidely found that 44 percent of video viewers on Facebook read caption text often, and 45 percent of viewers read captions sometimes. The same likely goes for LinkedIn, so don’t miss this opportunity to describe your video or drive home a message. But keep it short and direct. We recommend 150 characters or fewer. Adding LinkedIn hashtags and @ mentioning relevant companies or members in your caption is a useful way to increase reach and expose your video to more viewers. And don’t forget to include a link, especially if the point of the video is to drive visits to your website or product page. As a bonus, LinkedIn finds that posts with links tend to have 45 percent higher engagement than those without one. 10. Use the word “video” for promotions LinkedIn’s Video Ad Guide notes that promotional posts or emails that include the word video “can vastly increase the click-through rate.” If you’ve put in the effort to create a video, make sure to promote it—and use the keyword.
- #24 We know it’s important to have a way to effectively show the skills you spend time cultivating. In fact, according to new LinkedIn research, 69% of professionals think their skills are more important than college education when job-seeking, and more than 76% wish there was a way for hiring managers to verify their skills so they could stand out amongst other candidates.
- #25 A typical assessment consists of 15 to 20 multiple choice questions and each question tests at least one concept or subskill. The questions are timed and must be completed in one session.
- #30 https://blog.linkedin.com/2019/november/22/make-your-linkedin-feed-look-like-where-you-want-to-go