This document discusses the benefits of using LinkedIn for business purposes. It outlines how to create a business profile, grow your network, find employees and customers, enhance your reputation as an expert through questions and answers, host events, and use applications to engage with your audience. The document also notes that quantitative and qualitative metrics can help measure the return on investment of using LinkedIn for business.

1. 2011

2. Social Media is Democratizing
Communications


3. Vitals

 Reid Hoffman, Founder, Stanford and Oxford,
Socialnet SMN, PayPal
 LinkedIn officially launched on May 5, 2003 and
within one month gained 4,500 members.
 Global with 2 billion people searches in 2010
 90 million users in Jan 2011
 All Fortune 500 represented

4. Benefits of Business Profile
Elements /Grow your business

 Network
 Profile
 Connections
 Groups
 E-mail
 Searching
 Questions and Answers
 Find a contact at a Co.
 Sell a product
 Look for an employee
 Do business in a new
city
 Look for partner
 Create a reputation

5. How to Create a Business Profile

 Companies
 Add company
 Unique email
 Confirmed email
 Complete Profile

6. Business Profile Example

Careers
Follow
Connection
Overview
Alumni
Stats
Employees
Connected
to you
Culture
AD

7. Business Profile 2

Blog
News
Hires
Changes
911

8. Business Profile 3

Degree
Job
Function
University
Years of Experience
AD

9. Business Profile 4

Before
LV
Growth
After
LV
Employee
Geographic
Also
Viewed
Skills

10. Business Profile 5

Title
Change
Blog
Departures
New
Titles
Popular
profiles

11. Business Profile 6

Connection Graph

12. Hiring

 Largest network of recruiters
 Reference checks
 Recommendations
 See how they present themselves to the world

13. Benefits of Career Pages

 Position company as an ‘employer of choice’
 Increase candidate response/acceptance rate
 Raise awareness of job opportunities
 Drive traffic to website, social network, application
 Analyze who is viewing and interacting with your
brand with analytics

14. Premium Career Pages


15. Premium Career Pages


16. Company Status Updates

 Stay top of mind, build relationships and brand
awareness
 Followers of your Company will see Status Updates
on their homepage
 Impression = views of the status update.
Engagement = total interactions (comments, likes,
clicks, shares)/total impressions.
 Excessive posting is subject to review by LinkedIn

17. Profile vs. Group

Profile
 One time set up
 Hyperlinks to LI profile of
board/staff members
 List Tweets, Blog
 List Products/Service
 Link back to website
 Post a job
 Analytics on who is
following your company
Group
Ongoing maintenance
No hyperlinks
No Tweets, Blog
No product list, link to
website
 Discussions
 Post a job
 Add newsfeed(news)





18. Why Create a Group

 Builds Thought Leadership
 Connects thriving community
 Drives traffic to your site
 Build personal network
 Lead Generator
 Gain inspiration
 Connect before conferences
 Help others

19. How to Create a Group


20. How to grow your group

 Well defined-geography, industry, profession-shared
knowledge of culture, economy and regional goals
 Acknowledge and follow up on requests to join
 Hold regular meet up opportunities
 Keep discussions focused on relevant topics to the
group
 Be a resource to the members

21. Open Groups

 Group owner must enable public discussions and
member informed
 Prior discussions move to members-only, readonly(invisible to others)

22. How to create an Event

 Top navigation click More
 Drop down to Applications
 Add Events Application
 Set up information

23. Reasons to host an Event

 New relationships
 Filling a niche
 Build a new network or list
 Brand Awareness
 Credibility
 Sales, Opportunities
 Media attention
 Connecting others

24. Answers

 Google reads LinkedIn Answers, so anything that
you enter in your answer becomes available in a
keyword search. This means, your website or your
LinkedIn profile gets a higher ranking.
 Creates your reputation
 Positions you as Expert
 New connections
 Find Experts
 First level of information
 Connect worldwide

25. Applications

 Enrich your profile
 Share and Collaborate
 Be more effective
 Stay current and competitive

26. Sample Applications

 SlideShare- White House, IBM and United Nations
use, Sync with Facebook
 Polls- can also be embedded into your website or
blog, use to better your services
 WordPress- integrated blog

27. Selling Products

 Search target market
 Find specific users
 Find buyers
 Find customers of your customers to drive demand
 Find people who consult to people buying your
product
 Find people who can help improve your product

28. ROI

 Quantitative(measurable) metrics:Google Analytics
traffic source, unique visitors, specific landing page
conversions, interaction rates, link back to website
 Qualitative (harder to measure)metrics: Authority,
Loyalty, Interaction, Satisfactions, Feedback
 These combined = sales, loyalty, brand awareness
and evangelism

29. Thank You!

Q&A
 Get started w/ these tools
www.google.com/alerts
www.linkedin.com
Thanks for coming!
Twitter @maddogsocial
www.linkedin.com/in/pbrockmyre