LinkedIn 101

July 28, 2011

Christy Belden, Vice-President Media + Marketing
Emily Carroll, Strategic Planning + Consumer Insights
Emily Van Winkle, Communications + PR
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.
Emily Carroll 3

Strategic Planning + Consumer Insights

Experience: 5 years
Executive Communications
Bellarmine University
SEMPO Certified
Google AdWords Certified
2011 AdFed ―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.
Emily Carroll 4

Communications + PR
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.
LeapFrog Interactive 5

Twitter: @LFI
#LFI

Facebook: www.facebook.com/LeapFrogInteractiveAgency

Blog: www.leapfroginteractive.com/blog

Christy Belden: http://www.linkedin.com/in/christybelden

Emily Carroll: http://www.linkedin.com/in/emilyocarroll

Emily Van Winkle: http://www.linkedin.com/in/emilyvanwinkle

Agenda 6

+ 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
Why LinkedIn
LinkedIn 101 8
Why LinkedIn 9

+ Strong world-wide reach

+ Business to business sales opportunity

+ Professional audience focus

+ Highly trusted by Google

+ Built to be SEO friendly

Sources: http://www.imediaconnection.com/content/29335.asp
Why LinkedIn 10

115 million active users world-wide

Users 97 times more likely to have college or post-grad degree

LinkedIn is the number 2 most popular social media network

Nearly 2 billion people searches on LinkedIn in 2010

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)
Why LinkedIn 11

LinkedIn Members

Of social media users, 61% use LinkedIn for

professional networking

Source: How Are People Really Using LinkedIn? Mashable, July 2011
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

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

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
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
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
Why LinkedIn 17

LinkedIn Members

More than 80% of LinkedIn

members are company
decisions makers

Source: Audience 360 Survey, LinkedIn, May 2010

Why LinkedIn 18

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

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
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
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

Why LinkedIn 21

Lead Generation

61% of B2B companies acquired a customer using LinkedIn

Source: 2011 State of Inbound Marketing, March 2011, HubSpot

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
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
Why LinkedIn 24

Advertising

Ads on LinkedIn reach 6.1% of Americans online

Source: comScore Ad Metrix, September 2010

Why LinkedIn 25

Advertising

46% of advertisers have social search marketing top of mind –

including LinkedIn

Source: Why Social Media Is Top Priority for Search

Marketers, November 2010, eMarketer
LinkedIn Features
LinkedIn Features 27

Personal

+ 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
LinkedIn Features 28

Job Search

+ 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
LinkedIn Features 29

Company Profiles

+ 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
LinkedIn Features 30

Ad Solutions – Marketing on LinkedIn

+ Easy to develop ads

+ Highly targetable

+ Straightforward cost structure

+ Split-testing functionality
LinkedIn Features 31

Lead Generation

+ Search filters

+ Introduction via mutual connections

+ Join industry groups and participate in conversations

LinkedIn Account Types
LinkedIn Account Types 33
Using LinkedIn
Personal
Professional
Video 1: http://talent.linkedin.com/Recruiter

Video 2: http://www.linkedin.com/jobs/post?trk=tab_hire
Marketing
LinkedIn Best Practices
LinkedIn 101 43

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

Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia

Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
LinkedIn 101 44

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

Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia

Connection, June 2011, http://www.imediaconnection.com/content/29335.asp
LinkedIn 101 45

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, add

skills ―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 connections

and recommendations are valuable to potential employers

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
LinkedIn 101 46

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

Questions?
 Thank You!
Contact Us

Christy Belden: cbelden@leapfroginteractive.com

Maury Hill: mhill@leapfroginteractive.com