Presented at the 2013 Mid Atlantic Marketing Summit in Baltimore.

1. for PR & Marketing
Lori Russo | @lorirusso | Managing Director | Stanton Communications, Inc. | @stantoncomm

2. @lorirusso
#MAMSummit
@stantoncomm
“I know I should be on LinkedIn, but…”
“Isn’t it just an online Rolodex?”
“I don’t have time for another social
network.”
“I just don’t get it.”
“What’s the point?”
“LinkedIn isn’t fun.”

3. @lorirusso
#MAMSummit
@stantoncomm
Why?
Two reasons.
#1 – Your competitors haven’t figured it out yet,
either, so you can get a leg up.
#2 – They have figured it out and you’re behind.

4. @lorirusso
#MAMSummit
@stantoncomm
clients
prospects
competition
LinkedIn’s Global Network
media
talent
M&A candidates

5. @lorirusso
#MAMSummit
@stantoncomm
People Organization
Expertise
Products &
Services
You’re already promoting these things…
…but probably not on LinkedIn

6. @lorirusso
#MAMSummit
@stantoncomm
PEOPLE
People are the pathway to your organization.
People are the embodiment of your brand.
Start with them.

7. @lorirusso
#MAMSummit
@stantoncomm
PEOPLE
One person.
1,283 1st Degree Connections.
Global Network of 13,053,165+.
In an organization of 20 people, that
equates to a total global network of more
than 261 million people.

8. @lorirusso
#MAMSummit
@stantoncomm
PEOPLE
• Powerful connections
• Significant influence
Start with the C-Suite.
• Forward thinking
• Natural networkers

9. @lorirusso
#MAMSummit
@stantoncomm
PEOPLE
A SMART profile is a SEARCHABLE profile.
Use keywords in your headline instead of your
job title.
(no one is searching for your job title)

10. @lorirusso
#MAMSummit
@stantoncomm
PEOPLE
Members who share updates at least 1x per
week are 10x more likely to be approached
for new opportunities.

11. @lorirusso
#MAMSummit
@stantoncomm
PEOPLE

12. @lorirusso
#MAMSummit
@stantoncomm
PEOPLE
Connect with members who are already
looking at you.

13. @lorirusso
#MAMSummit
@stantoncomm
PEOPLE
Find something in common…like a group.

14. @lorirusso
#MAMSummit
@stantoncomm
PEOPLE
Used LinkedIn’s advanced people search to
build highly targeted lists.

15. @lorirusso
#MAMSummit
@stantoncomm
ORGANIZATION
If people are the pathway to your
organization…
…where does it lead?

16. @lorirusso
#MAMSummit
@stantoncomm
ORGANIZATION
Your people should provide a pathway to a
well-developed company page.

17. @lorirusso
#MAMSummit
@stantoncomm
ORGANIZATION
Sometimes
you are
marketing
to attract
the best
talent.
Customize
your
Careers
Tab.

18. @lorirusso
#MAMSummit
@stantoncomm
ORGANIZATION
Sometimes
you are
marketing
to a specific
company or
“dream
client”.
Research
using that
company’s
Insights
Tab.
Pssssttt….journalists are using this feature to find sources and information.

19. @lorirusso
#MAMSummit
@stantoncomm
EXPERTISE
Your people and your company are chock full of
expertise.
Here’s how to promote it on LinkedIn:

20. @lorirusso
#MAMSummit
@stantoncomm
EXPERTISE
ADD FILES

21. @lorirusso
#MAMSummit
@stantoncomm
EXPERTISE
ADD
SECTIONS

22. @lorirusso
#MAMSummit
@stantoncomm
EXPERTISE
Target your company updates by:
Company size, industry, function, seniority,
geography.

23. @lorirusso
#MAMSummit
@stantoncomm
EXPERTISE
Use sponsored company updates to get your
expertise in front of a new audience.
A small budget can go a long way.

24. @lorirusso
#MAMSummit
@stantoncomm
EXPERTISE
Contribute to
group
discussions.

25. @lorirusso
#MAMSummit
@stantoncomm
PRODUCTS & SERVICES
Your expertise leads prospects to your products
and services…
…a severely underutilized feature on LinkedIn
company pages.

26. @lorirusso
#MAMSummit
@stantoncomm
PRODUCTS & SERVICES

27. @lorirusso
#MAMSummit
@stantoncomm
PRODUCTS & SERVICES
Use header image to promote new product,
service, special event, milestone, achievement.

28. @lorirusso
#MAMSummit
@stantoncomm
 8,270 foursomes created
 32% open rate for
Sponsored InMails
 139 likes, 79 comments
on “Hit the Links” status
updates
 1,500 new
followers for
company page
 83% lift in positive
sentiment on
social networks
PRODUCTS & SERVICES
Not just B2B!

29. @lorirusso
#MAMSummit
@stantoncomm
YOUR TO-DO LIST
 Complete your personal profile
 Optimize your company page
 Do some research
 Share your expertise
 Promote your products &
services
 Test & track

30. Lori Russo | @lorirusso
Managing Director
Stanton Communications, Inc.
@stantoncomm
Washington | Baltimore | New York