LinkedIn tutorial created by Chris Sietsema of Teach to Fish Digital in May 2010.

1.
What
is
LinkedIn?
LinkedIn
is
the
world’s
largest
professional
network
helping
people
find
and
share
opportunities
every
day.
It
is
an
authoritative
career
resource
for
staying
in
touch
with
colleagues
even
when
your
connections
change
jobs
or
email
addresses.
Utilized
by
many
as
an
online
Rolodex,
LinkedIn
is
great
for
developing
and
maintaining
business
relationships.
Special
features
like
Groups
and
Answers
help
professionals
discuss
issues
relevant
to
their
jobs
and
solve
problems
that
impact
their
careers.
Statistics
• LinkedIn
saw
over
70M
visits
in
March
2010.
This
represents
a
18.5%
year-­‐over-­‐
year
increase.
Source:
Compete.com
• LinkedIn
has
over
65
million
members
in
over
200
countries.
• A
new
member
joins
LinkedIn
approximately
every
second,
and
about
half
of
its
members
live
outside
the
U.S.
• Executives
from
all
Fortune
500
companies
are
LinkedIn
members.
LinkedIn
Demographics
LinkedIn
by
Gender
60%
50%
50%
40%
20%
0%
Male
Femaie
Source:
Google
Ad
Planner
Data
1
©
2010
Teach
to
Fish
Digital,
LLC

2.
LinkedIn
by
Education
Level
38%
40%
34%
30%
20%
14%
10%
10%
4%
0%
Some
High
School
High
School
Some
College
Bachelors
Degree
Graduate
Degree
Diploma
LinkedIn
by
Age
28%
28%
30%
20%
16%
17%
10%
4%
4%
3%
0%
0-­‐17
18-­‐24
25-­‐34
35-­‐44
45-­‐54
55-­‐64
65+
LinkedIn
by
Annual
Income
30%
24%
19%
21%
20%
16%
11%
9%
10%
0%
$0-­‐24K
$25-­‐49K
$50-­‐74K
$75-­‐99K
$100-­‐149K
$150K+
A
large
percentage
of
hiring
managers
use
LinkedIn
when
researching
and
sourcing
job
candidates.
Candidate
Research
Candidate
Sourcing
LinkedIn
75%
LinkedIn
66%
Facebook
48%
Facebook
23%
Twitter
26%
Twitter
16%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
2
©
2010
Teach
to
Fish
Digital,
LLC

3.
Creating
An
Account
Individuals
without
LinkedIn
profiles
can
easily
create
one
by
joining
from
the
LinkedIn
Home
page.
1.
Complete
the
form
or
select
“Join
Today.”
Both
pages
offer
the
same
form
fields
to
start.
2.
You
will
then
be
invited
to
provide
additional
details
about
your
profession,
employment
status
and
employer
if
applicable.
If
someone
from
your
organization
is
already
on
LinkedIn,
you
may
have
the
opportunity
to
select
your
company
from
a
list
as
you
type.
Zip
code
information
is
kept
private,
but
your
region
is
made
public
(e.g.
Washington
D.C.
Area).
3.
Based
on
the
email
address
you
provide,
you
may
be
invited
to
welcome
contacts
you
already
have
through
that
email
account.
You
can
also
enter
contact
email
addresses
by
hand
later
in
the
process.
3
©
2010
Teach
to
Fish
Digital,
LLC

4.
Once
you
have
an
account,
you
will
be
presented
with
an
option
to
create
a
Premium
LinkedIn
membership
for
$24.95
per
month.
This
service
is
primarily
utilized
by
hiring
managers
and
business
development
personnel
for
companies
with
a
B2B
focus.
The
following
benefits
are
made
available
to
Premium
LinkedIn
Members
only.
• Have
unlimited
access
to
see
who
has
viewed
your
LinkedIn
profile
• Have
unlimited
access
to
view
every
professional
profile
on
Linkedin
• Send
messages
to
people
who
are
not
directly
connected
to
you
• Apply
premium
search
filters
and
generate
automated
search
alerts
for
job
opportunities
• Save
profiles
into
folders
within
your
LinkedIn
account
• Add
notes
and
contact
information
to
any
profile
Finding
&
Making
Connections
There
are
four
primary
methods
for
finding
connections
on
LinkedIn.
1. Upload
–When
you
create
a
LinkedIn
account
or
associate
your
existing
account
with
an
email
address
supported
by
Google,
Yahoo,
AOL,
MSN
(Hotmail)
and
others,
LinkedIn
allows
you
to
upload
your
contacts
from
your
email
account.
Professional
LinkedIn
accounts
associated
with
the
email
addresses
you
have
uploaded
will
receive
an
invitation
to
connect
with
you
on
LinkedIn.
2. Search
–
LinkedIn
offers
a
robust
search
mechanism
to
find
contacts
by
name,
company
and/or
profession.
Simply
use
the
“People”
search
available
on
every
page
of
LinkedIn.
Advanced
search
also
allows
you
to
find
people
based
search
criteria
beyond
name
including
Company,
Title,
Location,
Industry,
etc.
3. Get
Suggestions
–
To
encourage
you
to
make
connections
with
people
you
already
know,
LinkedIn
will
provide
suggestions
for
people
who
may
be
in
your
network.
These
suggestions
are
based
on
associated
connections
(i.e.
friends
of
friends).
Suggestions
are
made
throughout
the
LinkedIn
website
once
you
are
logged
in
to
your
account.
You
can
also
choose
to
“See
more
people
you
may
know.”
4. Join
Groups
–
Many
people
join
groups
on
LinkedIn
to
share
in
discussions
and
get
introduced
to
others
within
their
industry.
Groups
are
a
great
way
to
stay
in
touch
with
those
you
may
know
and
create
new
connections.
Many
professional
organizations
of
which
you
may
be
a
member
are
already
represented
on
LinkedIn.
You
can
create
new
groups
and
encourage
LinkedIn
members
to
join.
4
©
2010
Teach
to
Fish
Digital,
LLC

5.
Basic
Profile
Attributes
1. Name
2. Title
3. Location
(Major
Metro
Areas)
4. Photo
5. Current
&
Past
Positions
6. Education
Background
7. Number
of
Connections
8. Websites
(Corporate
&
Personal)
9. Link
to
Public
LinkedIn
Profile
10. Professional
Summary
11. Summarization
of
Specialties
12. Professional
History
Detail
13. Education
History
Detail
Other
Available
Attributes
• Recommendations
–
Your
colleagues
and
clients
can
write
recommendations
for
your
work
that
appear
on
your
LinkedIn
profile
page.
• Interests
–
Individuals
can
list
personal
interests
(e.g.
reading,
hiking,
volunteering,
etc.)
and
professional
interests
(e.g.
job
opportunities,
speaking
assignments,
freelance
work).
• Groups
&
Associations
–
The
groups
you
join
on
LinkedIn
are
listed
on
your
profile
page.
These
are
added
to
provide
credibility
and
facilitate
connections
between
group
members.
• Applications
–
LinkedIn
allows
you
to
include
several
applications
on
your
LinkedIn
profile.
Sample
applications
include
a
list
of
latest
posts
from
your
blog,
a
list
of
books
recently
read
with
links
to
Amazon.com,
links
to
presentations
posted
to
SlideShare.net,
polls
and
poll
results,
your
personal
Twitter
feed,
etc.
• Events
–
Provide
a
list
of
events
that
you
plan
to
attend
on
your
LinkedIn
profile.
5
©
2010
Teach
to
Fish
Digital,
LLC

6.
LinkedIn
Groups
LinkedIn
Groups
provide
areas
where
like-­‐minded
individuals
who
work
in
the
same
industry,
at
the
same
company
or
simply
share
the
same
interests
can
explore
ideas,
discuss
business
opportunities
and
take
part
in
conversation.
Individuals
can
join
pre-­‐established
LinkedIn
groups
simply
by
visiting
the
Groups
section
on
LinkedIn.
Search
for
groups
by
name
or
use
a
relevant
keyword
(e.g.
agriculture
associations).
Groups
are
organized
into
categories
such
as
Professional,
Non-­‐Profit,
Alumni,
Networking,
etc.
Some
groups
require
a
request
to
join
and
others
offer
open
access.
There
is
no
limit
to
the
number
of
groups
you
can
join
as
a
LinkedIn
member.
When
you
join
or
host
a
group,
that
group’s
icon
and
link
are
posted
to
your
profile
page.
As
a
LinkedIn
account
holder,
you
can
create
a
group
and
invite
your
connections
to
join.
To
do
so,
go
to
the
Groups
section
on
LinkedIn
and
select
“Create
a
Group”
(see
arrows
above).
This
will
take
you
to
a
page
where
you
can
complete
information
about
your
group
including
the
name,
description,
website
address
if
applicable,
preferred
language,
etc.
When
adding
members
to
your
group,
you
can
“Send
Invitations.”
There
are
three
ways
to
invite
someone
to
join
your
group:
1)
select
them
from
a
list
of
your
personal
connections,
2)
enter
their
email
addresses,
and
3)
upload
a
CSV
[Excel]
file
with
contact
information.
6
©
2010
Teach
to
Fish
Digital,
LLC

7.
LinkedIn
Answers
To
help
those
seeking
resources,
information
and
answers
to
burning
questions,
LinkedIn
has
created
“Answers.”
As
a
member
of
the
LinkedIn
professional
network,
you
can
ask
and
answer
questions
relevant
to
your
profession.
When
you
submit
a
question
it
is
made
public.
Anyone
who
finds
your
question
may
submit
an
answer.
Those
who
submit
the
question
to
start
can
select
the
best
answer
from
those
provided.
If
you
provide
the
best
answer
for
a
particular
question,
this
information
will
be
shared
on
LinkedIn
Answers
and
with
your
connections.
Company
Pages
In
addition
to
personal
profile
accounts,
organizations
may
create
company
pages
on
LinkedIn.
Company
pages
can
be
used
to
make
announcements,
share
discussion
and
promote
job
opportunities
with
your
company.
To
create
a
company
page
for
your
business,
go
to
the
main
Companies
page
at
LinkedIn.com/companies
and
select
“Add
a
Company.”
Every
company
page
must
have
a
name,
description,
headquarters
location,
and
a
list
of
specialties
that
your
business
provides.
7
©
2010
Teach
to
Fish
Digital,
LLC

8.
Several
popular
businesses
in
the
Fortune
500
already
have
a
company
page
on
LinkedIn.
You
can
find
them
with
the
search
function
or
by
browsing
by
industry.
LinkedIn
allows
you
to
“follow”
companies
and
receive
alerts
when
activity
occurs
such
as
new
hires,
departures
and
job
openings.
Advertising
One
of
the
three
sources
of
revenue
for
LinkedIn,
outside
of
premium
accounts
and
employment
services,
is
advertising.
LinkedIn
advertisers
can
promote
their
product,
service
or
event
to
specific
LinkedIn
account
holders
based
on
location,
industry
and
title.
LinkedIn
has
proven
to
be
a
successful
medium
for
companies
with
a
business-­‐to-­‐business
audience.
8
©
2010
Teach
to
Fish
Digital,
LLC

9.
There
are
two
primary
methods
of
advertising
on
LinkedIn.
The
first
and
most
economical
option
is
called
DirectAds.
Similar
to
paid
search
advertisements
on
Google
AdWords,
DirectAds
gives
your
business
the
opportunity
to
promote
your
company,
job
opening
or
event
to
a
specific
audience
based
with
a
text-­‐based
ad.
DirectAds
appear
on
profile
pages,
groups
pages
and
several
other
areas
of
LinkedIn.
Ad
components
include
headline,
description,
graphic
(your
headshot
or
logo)
and
a
link.
Advertisers
can
create
multiple
DirectAds
to
test
creative
messaging.
Once
your
ads
are
created,
you
can
refine
your
audience.
Among
the
target
criteria,
advertisers
can
select
three
of
the
following:
company
size,
job
function,
industry,
seniority/title,
gender,
age,
and
geography.
In
addition
to
selecting
country
in
the
geography
category,
advertisers
can
choose
from
multiple
US
cities.
LinkedIn
DirectAds
are
highly
targeted
at
the
business
audience.
This
is
clearly
reflected
in
the
cost
per
click
(CPC).
Where
most
Google
ads
run
at
minimums
of
10¢
per
click,
the
CPC
fees
for
DirectAds
range
from
$3
to
$6
depending
on
your
selects.
9
©
2010
Teach
to
Fish
Digital,
LLC

10.
The
second
option
for
LinkedIn
advertising
requires
a
budget
of
$25,000
or
more.
Several
programs
available
at
this
price
tag
include:
Display
Advertising
–
Rich
media
advertising
with
banners
and
other
ad
formats
targeted
at
specific
LinkedIn
members
or
set
to
reach
the
entire
LinkedIn
audience.
Sponsorship
–
Packages
available
to
advertisers
to
align
their
brands
with
specific
sections
of
LinkedIn
such
as
Answers,
Polls/Surveys,
Applications
and
Events.
White
Paper
Distribution
–
A
channel
that
helps
marketers
promote
relevant
studies
and
white
papers
for
the
purpose
of
generating
business
leads.
Partner
Messages
–
Email
campaigns
sent
to
LinkedIn
members
based
on
their
profile
attributes
and
their
willingness
to
receive
offers.
As
a
complement
to
these
programs,
LinkedIn
provides
four
primary
options
for
targeting:
Run
of
Site
–
Reach
everyone
on
the
LinkedIn
network
InCrowd
Targeting
–
Nine
specific
audience
segments
including:
1. Small
and
Medium
Business
Professionals
2. Business
Decision
Makers
(based
on
title,
no
consideration
to
company
size)
3. Corporate
Executives
(based
on
title,
companies
with
500+
employees)
4. Financial
Service
Professionals
5. Sales
Professionals
6. Marketing
Professionals
7. Startup
Professionals
8. IT
Professionals
9. Career
Changers
-­‐
professionals
who
have
changed
employers
in
the
past
60
days
Content
Targeting
–
Message
delivery
to
profiles
and
group
pages
based
on
keywords
used
on
a
LinkedIn
page.
Custom
Targeting
–
Similar
to
InCrowd
targeting
only
with
a
segment
specifically
designed
by
the
advertiser
with
LinkedIn’s
help.
10
©
2010
Teach
to
Fish
Digital,
LLC