Download - Linked in training
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LinkedIn Training presented by Search Online Consulting
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SOC and Ryan Sauer
• SOC was founded in 2009• Worked with over 200 brands to
deliver quality digital solutions in consulting, training and implementation
• Digital marketing agency• Digital auditing• About Ryan Sauer?
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The history of social media
In order to know where we are going we need to know where we have been
Where have we been?
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The internet 1.0• This was the beginning of the internet• Websites were static and for the purpose
of passively browsing information• No content could be generated and the
user could not communicate with the site.
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The internet 2.0A Web 2.0 site allows users to interact and collaborate with each other in a social media dialogue
• Search functions• Blogs• Comments• RSS• Logins
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The internet 3.0The Semantic web:• This means the internet will begin to think• You can ask questions• Based on the history the results will be customised• Internet browsing is customised• Users find more relevant info
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What is a social network?
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So What is LinkedIn?• LinkedIn is a social network that services
the purpose of connecting people in relation to their professional careers and work paths.
• LinkedIn is made for people with business interests to connect to others with similar business interests.
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So does it make money?• Revenue for the second quarter of 2013 was
$363.7 million, an increase of 59% compared to $228.2 million in the second quarter of 2012.
• Net income for the second quarter was $3.7 million
• LinkedIn in SA grew by 20% in the last year• LinkedIn has over 2.3 Million users in SA• LinkedIn has 3 key financial drivers:
– Talent Solutions: represented 56% of total revenue in the second quarter
– Marketing Solutions: represented 24% of total revenue in the second quarter
– Premium Subscriptions: represented 20% of total revenue in the second quarter
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What is social capital?• Social capital are the networks within and
between social networks.– Bonds: Common Identity– Bridges: Beyond shared sense of identity– Linkages: Links up or down social ladder
• A social network has value and the ease at which a person can move between networks is an advantage in terms of networking.
• Calculating social capital
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Why LinkedIn and not other Social?• Different social platforms have been
created for different target markets• Facebook: Personal life- friends and family• Pinterest/ instagram: Pictures, daily life• Twitter: SMS of the web for 140 character
thoughts• Youtube: Video Content search engine and
social network• LinkedIn: Business network for
professionals
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Social currencyBeing truly social means not talking at people but rather too people
Property of SOCDuplication prohibited
Deposit Withdraw
Interest
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LinkedIn basics: Creating an Account- Key areas
• Use an email address you frequently check• Current work and past positions and
companies are important• Professional pictures make a difference• Do not invite friends until your account is
nice and meaty• Write all content in word and check for
spelling mistakes• Aim for 100% complete profile
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LinkedIn basics: Profile completeness checklist
Task Date Completed Next update
Create a Profile
Professional photo
Customise personal headline
Add website and social media
Add linkedIn to your website
Get 5 recommendations
Get 20 endorsements
Add Skills and expertise
List experience
Sharing interesting posts
Connect with others
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LinkedIn basics: Profile completeness- Skills
• Check you have segmented yourself for the right skills
• Keywords are key to being found• Be unique or follow the main thought• Make sure you focus on– Professional Headline– Title Fields– Specialties– Interests– Recommendations– Education (Activities and Societies)
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LinkedIn basics: Profile completeness- Skills
• Top 10 overused terms used in the US:1. Extensive experience2. Innovative3. Motivated4. Results-oriented5. Dynamic6. Proven track record7. Team player8. Fast-paced9. Problem solver10.Entrepreneurial
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LinkedIn basics: Profile completeness- Skills
• LinkedIn unfortunately rewards keyword stuffing
• So….Think of words that would be more niche and less travelled than "business", "social media", or "technology". Those mainstream keywords aren't worth it as you'll have to sacrifice your profile.
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LinkedIn basics: Finalizing your custom URL
• Make yourself findable in search• Try get your name• If you cant try get your middle initial in
there• If you cant try get your name and your co
first name• Don’t have a URL that looks like:
linked.com/pub/ryan-sauer/6/8a/bb8/
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LinkedIn basics: Posting updates
• Creating updates is where the social element begins
• People can comment like and share updates
• Post in the morning for maximum reach• Add links where possible• Strong call to action
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LinkedIn basics: Grow your connections
There are 2 schools of thought:1. Accept and invite everyone:You will reach more people if you accept all connections.You never know who wants to do business with you
2. Accept and invite only close connections: Create a small niche community of trusted peopleReduce the possibility of spamTrusted community mean better endorsements and referrals
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LinkedIn basics: Endorsements Vs Recommendations
• Endorsements are like a little poke to potential people you want to connect with.
• Endorsements are a dime a dozen and do add legitimacy
• Endorsements only come from first level connections: so if it is people you don’t know its because you have expanded your network that way!
• Delete ridiculous endorsements• List your skills to get the right endorsements • Recommendations take time and are much more
deliberate
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LinkedIn intermediate: Searching• Write the keywords of the people you want• Do you want prospective clients or other
complimentary fields?• Do you want to follow competitors?• Finding the people you want• Find the companies you want
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LinkedIn intermediate: connecting• Write a customised introduction• Make sure the request is sent with the right
segmentation• Introductions are used when you don’t
know the person and want another contact to introduce you.
• Inmail: only available on Premium accounts- Allows you to send a personal intro before connecting
• You are limited to 3,000 invites (how do you know how many you sent?)
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LinkedIn Advanced: SEO for LinkedIn
• LinkedIn has its own ranking algorithm– The more complete the profile the better your
chance– Large networks mean you reach more search
users– Having keyword dense content helps but try
not to be spammy– Endorsements do not affect your ranking on
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LinkedIn basics: Company profile• fill out the products/services part of a LinkedIn
company page. It is a great SEO opportunity and can really skyrocket page visibility and ROI of your presence
• Send targeted messages to specific followers• Encourage employees to be on LinkedIn- the
increase your network of people to connect to.• Follow your competitors as a business and know
who they are hiring and who is leaving as well as news
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LinkedIn basics: Company profile1. Claim and create your Page2. Add products and services3. Organise and promote4. Make your products tab dynamic5. 5 next steps
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LinkedIn Advanced: Groups• Groups are the social part of LinkedIn. You
can only join 50• You need to participate• Create articles• Comment on others• This is how relationships are born• Create a custom LinkedIn group for
employees
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LinkedIn advanced: advertising• B2B communication• Create Personas• Work on a CPC basis• Generate relevant ad copy
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LinkedIn advanced: advertising• keep in mind that the budgets, bids, and ads are
set at the campaign level.• if you create a flat campaign structure (lumping
all options together in one campaign) you will have very little control over performance
• There is a CTR minimum threshold - around 0.025%.
• tag your ad URLs• Run A/B testing
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A warning on passwords• Keep it unique• Change it frequently• Have logic behind passwords Example:
RSLink2013Q3!
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How to Integrate LinkedIn• You have a larger marketing strategy for
your business• You need to think how LinkedIn integrates• Send potential clients to your public profile• Post intelligent updates• Link Twitter and Li• Post your website URL in your profile• Place social buttons on your website
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Other cool LinkedIn tips• Turn off your LinkedIn Activity broadcast• Start the convo first connect later
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References:• LinkedIn.com- Various company pages• linkedintobusiness.com- various pages• dashburst.com• Forbes.com• clickz.com
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Questions: