LinkedIn for Public Affairs & Communications Professionals
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LinkedIn for Government Communications Professionals. Get insights on best practices for using LinkedIn for citizen engagement and outreach
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LinkedIn for Public Affairs & Communications Professionals
- 2. Amanda Canvasser Customer Success Consultant, Federal Practice LinkedIn Leveraging LinkedIn for Public Affairs
- 3. • Introduction to LinkedIn • Optimizing your profile • Consuming and sharing content on LinkedIn • Telling your organization’s story Things we will cover
- 4. Connect the world’s professionals to make them more productive and successful Our mission
- 5. 347M+ Members worldwide >2 new members per second 84M Monthly unique visitors 1.4M federal members 1.3M veterans 40M+ students & recent grads
- 6. For our members The professional profile of record Connect all of the world's professionals Identity Networks Knowledge The definitive professional publishing platform
- 7. The professional profile of record Identity
- 8. Connect all of the world’s professionals Networks
- 9. GroupsSlideShare InfluencersPulse The definitive professional publishing platform Knowledge Barack Obama President of The United States
- 10. Source: Mindset Divide Research, TNS, September 2012. Personal Networks Professional Networks Career info Updates on brands Industry Trends Info on friends Info on personal interests Entertainment updates 1 2 3 “Spend Time” “Invest Time” Top 3 content types expected on each network Why LinkedIn?
- 11. National Journal study finds LinkedIn most widely used platform among Washington Insiders 82% of congressional staffers use LinkedIn (compared to 26% in 2009) LinkedIn also viewed as the most credible social media channel Source: National Journal, Washington in the Information Age, 2015
- 12. 28% of CEOs participate in social networks Rate of CEOs using LinkedIn nearly quadrupled since 2012 Source: Weber Shandwick, Socializing Your CEO III, 2015
- 13. Facebook Twitter LinkedIn Jared Fogel Redskins Trademark #LastRelationshipTaughtMe #TeenChoice Management Leadership *Trending in the US 7/8/2015
- 14. Create economic opportunity for every member of the global workforce Our vision
- 15. Realize your dream job Find work Be great at what you do Create economic opportunity
- 16. Connecting talent with opportunity at massive scale
- 17. Why it matters 347M+ Professionals on LinkedIn 3B+ Members of the global workforce Professional context
- 18. Optimizing Your Profile Consuming and Sharing Content on LinkedIn Telling Your Organization’s Story 3 Steps for Leveraging LinkedIn for Communications and Public Affairs
- 20. Beginner Profile
- 21. Professional names Use a professional photo Optimize your location and industry Professional headline Customize your profile URL Expand upon your headline and support it Show examples of your work Manage your endorsements Add projects, test scores, courses, patents, certifications and volunteering/causes Make yourself contactable Simple ways to optimize
- 22. Creating a great profile
- 23. So, why is it important for your employees to have great LinkedIn profiles? Members Current members 435 Connections Unique 1st degree connections 71,987 Employees Monthly viewers of employee profiles 3,301 Employees Monthly viewers of employee profiles 3,301
- 24. Consuming and Sharing Content on LinkedIn
- 25. 7Xmore page views vs. jobs pages JOBS CONTENT Content pages receive
- 26. The definitive professional publishing platform Knowledge GroupsSlideShare InfluencersPulse Barack Obama President of The United States
- 27. Tip: SlideShare has major SEO ranking impact Tell visual stories in the stream with SlideShare
- 28. Join Groups and become a top contributor
- 29. Increase profile views by engaging via Groups
- 30. Follow channels for news relevant to you
- 31. Gain insights from top industry leaders
- 32. Status Updates
- 33. Share content with status updates
- 34. Include links to content
- 35. Or upload a photo
- 37. 1. Log into LinkedIn: www.linkedin.com 2. Click the pencil icon in the status update box on your homepage Getting started is easy…
- 40. Telling Your Organization’s Story
- 41. Professionals who have opted-in to a relationship with your organization Company Page and Followers 61% of followers are more likely to share information as a result of following an organization
- 42. The updates that get the most action Fun facts and quotes Info about your mission and career opportunities Industry news, tips and best practices Your organization: inside looks and interviews
- 44. What’s trending: Share company news
- 45. 54% of Federal employees are unsatisfied with the level of information they receive from management about what is going on in the organization 42% of Federal employees are unsatisfied with the way managers communicate goals and priorities of the organization *United States Office of Personnel Management, Federal Employee Viewpoint Survey, http://www.fedview.opm.gov/2014files/2014_Governmentwide_Management_Report.PDF Humanize your brand with participation from senior execs and thought leaders
- 48. Encourage employees to get on LinkedIn Engage with Company Page content Cross-promote through other channels (including press) Amplify employee content through Company Page Activate your employees
- 49. Optimizing Your Profile Consuming and Sharing Content on LinkedIn Telling Your Organization’s Story
- 50. ©2015 LinkedIn Corporation. All Rights Reserved.
Notas del editor
- Our mission at LinkedIn is to “connect the world’s professionals to make them more productive and successful.” And what are we doing to work towards this? First, let’s go over a little bit of background.
- Also talk track should drive home the point that we have Scale and Reach for citizen engagement and impact. In fact, I wonder if we want to pull in some comscore stats on us vs NYT, WSJ, Twitter, or CNN so we can provide sense for how large we are? I think our size is typically lost on these folks b.c they think of us as a B2B platform.
- Our immediate to intermediate term focus (one to three years) will be to continue to invest in the same value propositions that got us to where we are today With regard to our members, we'll continue focusing on helping you build your: 1. Professional identity (who you are) 2. Networks (who you know) 3. Knowledge (what you know)
- The professional profile of record: enabling our members to connect, find and be found
- Connecting all of the world’s professionals, all 600 million knowledge workers and increasingly students or pre-professionals
- With that in mind – why do I need to be on LI Many of you might think about LI as a job board, etc. When you are on personal networks – spend time Professional networks – invest time Another key finding from the research is that there is a huge difference between the content people expect on the different networks. Personal network users are looking for content and info that gives immediate gratification – info on friends, entertainment, updates on their personal interests Professional networks users want content that can help them build for the future – info related to their work and careers and updates from brands they are interested in. When we asked people what type of information they wanted to hear from brands/companies/products, the personal side was about hobbies, entertainment, concert updates, etc. The professional side was about how to improve yourself, how to be better in your career and in your industry, they want brands to talk to them in a relevant way to tap into this type of content. You can build relationships with professionals by sharing insights and listening.
- The 2015 edition surveyed 1200 Washington insiders over the course of four weeks, including more than 120 Capitol Hill staff, more than 600 respondents from the private sector public affairs community and nearly 400 federal executives.
- The rate of CEOs using LinkedIn nearly quadrupled since 2012, making LinkedIn the most popular social network for top executives in 2014. The CEO.com and Domo report says that LinkedIn is the “entry network” of choice among CEOs, and that of Fortune 500 CEOs with only one social network, 73% were on LinkedIn. Three CEOs in our audit are LinkedIn Influencers. According to LinkedIn, Influencers post content on a variety of topics (leadership, management, how to succeed, etc.) for the purpose of creating professional conversation. The Influencers in our audit each have several posts.
- Recent trending topics across FB, Twitter, and LI to articulate the previous point… LinkedIn is where you should be sharing Company content – it’s what members are looking for on LinkedIn.
- Beyond that one to three year focus, our vision is to create economic opportunity for every member of the global workforce – all 3 billion
- We think about economic opportunities in three distinct ways. For those who are unemployed, it's about finding work. For those who are gainfully employed, but uninspired by what they're doing, it’s about realizing your dream job For those who are already in their dream job, it’s about being great at that work and once you achieve greatness, it’s about giving back and sharing your insights and your perspective with others who aspire to be great as well.
- Our dream is to help people more easily navigate this increasingly challenging 21st century global economy by developing the world's first economic graph, i.e. we want to digitally map the global economy and in doing so, create economic opportunity for every one of the 3B people in the global workforce. We want to create a digital profile for every member of the global workforce We would like there to be a digital profile for every company in the world, and who you know at those companies up to three degrees to help you get your foot in the door. We would like to have a digital representation of every job offered by these companies, full-time and part-time for profit and volunteer. We would also like there to be a digital representation of every skill required to obtain these jobs. And a presence for every higher educational organization and learning and development tool that would enable the members to obtain those skills. And lastly, we want to be in a position where we can overlay the professionally relevant knowledge for every one of those individual members, companies and universities to the extent they want to share it. Then we want to step back and allow capital, all forms of capital, intellectual capital, working capital and human capital to flow, to where it can best be leveraged and in doing so, help lift and transform the global economy.
- When we realize this vision, or as we make significant steps toward realizing this vision, it will impact you in the following ways: · Quality of audience: 350m global members, 100m US members – we are a relevant platform for mass communications – bigger than all the major new sites and an efficient way to connect at scale with business leaders (I think PA tends to think of us as a niche, B2B platform). · Scale & Capabilities today vs. Scale & Capabilities Tomorrow: 350m today to 3b tomorrow – we are just getting started. Professional focus creates a high quality audience in a trusted environment. LinkedIn can be a place for thoughtful dialogue and intelligent amplification of your public affairs message (anecdotal feedback supports this)
- Today, we are going to talk about three ways you can start building your presence on LinkedIn. (
- Build your personal brand and elevate your organization’s mission through profile optimization For you, your employees, and your executives Viewing member profiles is the #1 activity on LinkedIn. An average of 45M profiles are viewed every day.
- This is a beginner profile. Think of this as the “before” in a before and after profile makeover. Many of your company’s employee profiles likely look like this. Maybe talk about how as a Public Affairs professional, their profiles are particularly important as it’s a likely place that a citizen or stakeholder might go to find information about your organization.
- Here are the steps you should take to optimize your profile
- So your “after” should look like…
- This example is a small agency, 435 employees with LinkedIn profiles [FYI – it’s OPIC – Overseas Private Investment Corporation]. BUT, they are generating more than 3,300 profile views a MONTH and have a unique network of more than 70,000 first degree connections. Every profile view is a potential brand impression for your organization when your employee has a great profile (or, doesn’t).
- Key Message: Given our focus on content, the usage of our platform has dramatically shifted. [Tell your perspective – “when I joined LinkedIn, we were primarily considered a platform for hiring and jobs. Today, we are the definitive platform for professionals to gain and share content and insights.] We see 7x more engagement as defined by page views when looking at our content properties vs. the jobs specific section of our platform.
- As I mentioned, “Knowledge” is one of our three member value propositions. Let’s focus here for a minute. There are many ways for your to share what you know on LinkedIn, and to also learn from others who are sharing their expertise. I am going to dive deeper into a couple of these. SlideShare – upload your presentations, or infographics. New functionality now where you can with one click from SlideShare, add a presentation to you LinkedIn profile Groups – We have over 2M groups on LinkedIn – connect with other professionals with similar interests to you. Collaborate, share, discuss Pulse – Consume content on the topics that interest you. Influencers – Follow industry influencers We also have member publishing, which hopefully you’ve heard of. We’re going to dive deeper into that in a little bit.
- SlideShare SlideShare – upload your presentations, or infographics. New functionality now where you can with one click from SlideShare, add a presentation to you LinkedIn profile
- Groups – We have over 2M groups on LinkedIn – connect with other professionals with similar interests to you. Collaborate, share, discuss
- Pulse – Consume content on the topics that interest you.
- Influencers – Follow industry influencers
- Using LinkedIn’s publishing platform to share long-form posts to your network and beyond Why publish? Helps you build thought leadership and become a voice of your industry 1.5M unique publishers on LinkedIn
- Your posts become searchable, can be distributed through Pulse, permanently live as an extension of your professional reputation on your profile
- Your Company Page is your organization’s hub or home on LinkedIn. Followers are LinkedIn members who have opted in to a relationship with your organization. These are people who care about your mission and want to learn more. 61% of members are more likely to share information as a result of following an organization. You can engage them via Company Status Updates.
- Status updates with links to YouTube videos result in a 75% higher share rate. Posts with an image have a 98% higher comment rate.
- Encourage your employees to share your Company Status Updates and amplify the message. Here you’ll see an example of how this happens here at LinkedIn.
- Not sure where this should go but it’s a great example of ether blogging or of “amplifying your agency’s message”
- Encourage employees to get started on LinkedIn Engage with Company Page content Amplify employee content through company page Cross promote through typical social media channels and press