Slides from The Guardian Media Academy seminar "LinkedIn for Business" by Jennifer D Begg

1. LinkedIn for Business

2. Overview
• Organisational Goals
• The 2 sides of LinkedIn
• Company profiles
• Events on LinkedIn
• Useful applications & social media
dashboards
• Social Media Policy
• Troubleshooting

3. Organisational Goals
Business Development
Brand Marketing
Alumni Relations
Recruitment
Fundraising
Lead generation Profile Building
New Product Launch

4. The 2 sides of using LinkedIn for
Organisational goals
Side 1:
The role of LinkedIn as a sales tool for
employees, a way to network with
potential clients and build a profile in
their business sector

5. The 2 sides of using LinkedIn for
Organisational goals
Side 2:
LinkedIn as a tool for you to build your
company profile online, showcase
products and services, generate leads
and support marketing

6. Don’t forget:
Any online activity that can link back to
your web content (not just your website)
is important for SEO (Search Engine
Optimisation) and brand visibility. Social
sharing is increasingly important for
search rankings so make your content
easy to share on sites like LinkedIn.

7. 3 tips to maximise your profile

8. 1. Design with visitors in mind
2. Have a networking game plan
3. Grow your contacts strategically

9. 1. Design with visitors in mind
• Decide on your target audience
• Check Google Insights for relevant search
terms
• Use your profile as a showcase for the
position you’re in now.
• Customise web links
• Use SlideShare / Amazon apps to add
personality
• Link social profiles like twitter & filter using #in

10. Applications

11. 2. Have a networking game plan
• Start with the end goal in mind
• Search potential client profiles for
appropriate groups
• Look at group statistics before joining
• Schedule group activity and build credibility
• Make contact with moderators and offer
content
• Start your own group and include a link on
your email signature
• Make messaging easy by grouping your
contacts

12. Tag your contacts

13. 3. Grow your contacts strategically
• Numbers are not the end goal
• Use groups to gain credibility then invite
to connect
• Get introduced through existing
connections
• Regularly update your connections with
business cards from networking events
• Download your LinkedIn contacts as a
CSV file

14. Company Profiles

15. Set up

16. Set up

17. Managing

18. Managing

19. Managing

20. Managing

21. Managing

22. Managing

23. Managing

24. Events

25. Setting up an event

26. Promoting an event

27. Maximising event success
• Share the event across your networks
like Twitter &Facebook
• Use your Mail tags to send a message
to targeted groups of potential
delegates
• Use events pages to link with
delegates in advance to improve
networking opportunities

28. Social Media Tools

32. BufferApp

35. Hootsuite

37. Social Media Policy & Guidelines
• Your SM Policy is your first line of defence
when it comes to “Crisis Management”
• Empower all staff to use social media to
maximise brand exposure and
engagement
• Have clear guidelines & policies for
official company accounts and share
these with all staff
• It’s imperative that you include options
for responding to negative comments &
articles

39. 3 choices!
•Reply
•Delete
•Ignore

40. Useful websites
• Mashable.com
• TheNextWeb.com
• Techcrunch.com
• Technorati.com