1. LinkedIn 101 July 28, 2011 Christy Belden, Vice-President Media + Marketing Emily Carroll, Strategic Planning + Consumer Insights Emily Van Winkle, Communications + PR
2. Christy Belden 2 Vice President, Media + Marketing, LeapFrog Interactive Experience: 11 years The Courier-Journal University of Louisville SEMPO Certified Google AdWords Individually Certified Christy 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 Carroll Strategic Planning + Consumer Insights 3 Experience: 5 years Executive Communications Bellarmine University SEMPO Certified Google AdWords Certified 2011AdFed “Hot 10” Young Professionals Emily 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 Carroll Communications + PR 4 Experience: 9 years Eastern Kentucky University Social Media Club of Louisville Public Relations Society of America Emily 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.
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&A 6
9. Why LinkedIn + Strong world-wide reach + Business to business sales opportunity + Professional audience focus + Highly trusted by Google + Built to be SEO friendly 9 Sources: http://www.imediaconnection.com/content/29335.asp
10. Why LinkedIn 115 million active users world-wide Users 97 times more likely to have college or post-grad degree LinkedIn is the number2 most popular social media network Nearly 2 billion people searches on LinkedIn in 2010 10 Sources: Audience 360 Survey, LinkedIn, May 2010 LinkedIn Surpasses MySpace as 2nd Most Popular Online Social Network, July 2011, HubSpot LinkedIn Marketing Solutions, LinkedIn 4.25.11 (US only)
11. Why LinkedIn Of social media users, 61% use LinkedIn for professional networking 11 LinkedIn Members Source: How Are People Really Using LinkedIn? Mashable, July 2011
12. Why LinkedIn 12 LinkedIn Members 67% of LinkedIn users access their profile daily or a few times a week “How Are People Really Using LinkedIn?” Mashable, July 2011
13. Why LinkedIn 13 LinkedIn Members 82% of members are more confident in the professional info received on LinkedIn compared to other social networks Source: Audience 360 Survey, LinkedIn, May 2010
14. Why LinkedIn 14 LinkedIn Members Top-Level Executives 22% use LinkedIn for industry networking 20% use LinkedIn to promote business Source: How Are People Really Using LinkedIn? Mashable, July 2011
15. Why LinkedIn 15 LinkedIn Members Middle Management 24% use LinkedIn for keeping in-touch 20% use LinkedIn for industry networking Source: How Are People Really Using LinkedIn? Mashable, July 2011
16. Why LinkedIn 16 LinkedIn Members Entry-Level 24% use for job search 23% use for co-worker networking Source: How Are People Really Using LinkedIn? Mashable, July 2011
17. Why LinkedIn 17 LinkedIn Members More than 80% of LinkedIn members are company decisions makers Source: Audience 360 Survey, LinkedIn, May 2010
18. Why LinkedIn Professional Audience Focus Medium-sized business professionals: 13 M Small business professionals: 4.4M Financial services professionals: 3.8M Technology professionals: 3.4M VPs and C-level executives: 3.2M Companies with LinkedIn profiles: 1M 18 Sources: 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 LinkedIn 19 LinkedIn Accounts 61% of LinkedIn users have the basic account 39% of LinkedIn users have a premium account Source: How Are People Really Using LinkedIn? Mashable, July 2011
20. Why LinkedIn 20 Lead Generation 47.8%of B2B sales professionals use LinkedIn more for prospecting/research than a year ago B2B Sales Pros Turn to LinkedIn, April 2010, eMarketer
21. Why LinkedIn 21 Lead Generation 61% of B2B companies acquired a customer using LinkedIn Source: 2011 State of Inbound Marketing, March 2011, HubSpot
22. Why LinkedIn 22 70%of people use LinkedIn for job hunting 80% of people use LinkedIn as a primary recruitment tool 40% of Fortune 100 companies use LinkedIn for recruiting Sources: LinkIn by the Numbers, June 2010, HubSpot 40% of Fortune 100 companies use LinkedIn corporate recruiting solutions, September 2009, talent.linkedin.com/blog
23. Why LinkedIn 23 Job Seeking 44%of LinkedIn users are not actively looking for employment, but open to new opportunity discussion Source: Is this next Adler prediction as far off at his last few, December 2010, LinkedIn Recruiting Solutions, talent.linkedin.com/blog
24. Why LinkedIn Ads on LinkedIn reach 6.1%of Americans online 24 Advertising Source: comScore Ad Metrix, September 2010
25. Why LinkedIn 46% of advertisers have social search marketing top of mind – including LinkedIn 25 Advertising Source: Why Social Media Is Top Priority for Search Marketers, November 2010, eMarketer
27. LinkedIn Features Personal 27 + Job search + Online reputation management + Profile optimization: descriptive, relevant and compelling copy + Professional recommendations + Resume builder + Personalized homepage + LinkedIn Groups Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
28. LinkedIn Features Job Search 28 + 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 & interact Paid Profile + LinkedIn inmail – ability to message potential employers & contacts directly Source: Jake Langwith, “How to Find a Job Using LinkedIn,” July 2011 http://www.clickz.com/clickz/column/2076879/job-linkedin
29. LinkedIn Features Company Profiles 29 + Careers – company job openings + Products + services + Customer recommendations + Analytics – interactivity level and value + Syndicate tweets and blog posts + Custom LinkedIn microsite Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
30. LinkedIn Features Ad Solutions – Marketing on LinkedIn 30 + Easy to develop ads + Highly targetable + Straightforward cost structure + Split-testing functionality
31. LinkedIn Features Lead Generation 31 + Search filters + Introduction via mutual connections + Join industry groups and participate in conversations
43. LinkedIn 101 Best 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 network 43 Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
44. LinkedIn 101 Best 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 feeds 44 Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
45. LinkedIn 101 Best 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 employers 45 Sources: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp How to Find a Job Using LinkedIn, Jake Langwith, ClickZ, July 2011, http://www.clickz.com/clickz/column/2076879/job-linkedin
46. LinkedIn 101 Best 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 opportunities 46
