The professional use of linked in scion dtu open inspiration 29.10.2014 slideshare
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The professional use of LinkedIn Open Inspiration //29. October 2014
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Charlotte Østergaard Steentoft
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Agenda for this afternoon
•LinkedIn in numbers
•Your Company on LinkedIn
–Possibilities and Cases
•Break with Refreshments
•Social Selling on LinkedIn
•Networking.
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LINKEDIN
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300.000.000+ registered users
Country
Number of users
Penetration rate
USA
101.644.541
33 %
Holland
5.042.354
30 %
Denmark
1.592.107
27 %
UK
15.604.349
25 %
Norway
1.064.343
21 %
Sweden
1.799.419
20 %
Spain
6.061.428
13 %
France
7.524.717
12 %
Italy
6.835.526
11 %
Germany
3.244.320
4 %
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Why are we using LinkedIn?
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YOUR COMPANY ON LINKEDIN
Let’s have a look at the possibilities
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Company Page on LinkedIn?
Why?
•Professional presence for the company
•Quality traffic to website
•Send out updates to followers of the Page
•Send out targeted messages
•Profile focus areas through Showcase Pages
•Search Engine Optimization.
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Digital Works on LinkedIn
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GLOBAL SETTINGS
The Company Page in multiple languages
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Send out updates to your followers
•Relevant articles
•Press releases
•Annual report
•Jobs
•Other social media
•Newsletter
•Invitations.
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Target your post
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See data on the update right away
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Consider this..
•Who would you like to ”talk to”?
•Who is your target audience?
•Do you have content for this particular target group?
•Do these people already follow your page?
•If not:
–Are any of your co-workers connected to the target group?
–Arrange and plan for ”internal” likes and shares
–Sponsor the update.
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Pay to reach the right people
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This is how it looks
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DIRECT SPONSORED CONTENT
Now you can also create ”dark posts” on LinkedIn
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LINKEDIN SHOWCASE PAGES
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Create relevant ”Sub pages”
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Possibilities with Showcase Pages
•Content in a different language
•Employer Branding
•Different target groups
–Private /public/large/small companies
•Different industries
•Different disciplines
•Positioning/ thought leadership
•Other?
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Consider this…
•What makes sense for your business?
•Do You have enough content?
•Resources?
•Will the target group follow the page?
•Will it ”threaten” the Company Page?
•Is the name available?
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THE ROLE OF THE EMPLOYEE
Together we are stronger
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Remember your headine
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Should all employees:
•Update their LinkedIn profile?
•Use keywords in their headline?
•Help share Company Page updates?
•Find and create content?
•Share updates from their personal profile?
•Participate in group discussions?
•Connect with clients?
•Connect with potential clients?
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SOCIAL SELLING
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What is social selling?
•Fusion between enrichment and the ability to commercialize
•Proactive approach
•Prepare for meetings
•Built up credibility within networks and groups
•Ongoing lead generation.
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The B2B decision maker
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THE VALUE OF TAGS
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Organize your connections
Tag ideas:
•HR people
•Journalists
•Marketing
•Sales
•Purchasing
•Existing clients
•Potential clients
•Potential employees.
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Enrich your personal network
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How many sees your updates?
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IT’S ALL ABOUT GREAT CONTENT AND ENGAGEMENT
Get it out there
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We wrote an article…
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We shared it on social media
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And shared it from our colleagues personal profiles
•Response from both 1st, 2nd and 3rd degree connections
•Several “new” profile views
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Results after 8 days
•219 page views from LinkedIn alone
•The visitors from LinkedIn spent more than 4 minutes on the website.
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Remember that
•LinkedIn creates a story every time you:
–Like
–Comment
–Share
•Not all content should be on LinkedIn
–How about your political opinions
•How about other social networks?
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Thank you Charlotte Ø. Steentoft cs@digitalworks.dk Phone 2618 4137 www.digitalworks.dk www.linkedin.com/company/linkedin-for-businesses