exploiting the linkedin opportunity
DESCRIPTION
Take a look at LinkedIn facts as at Dec 2011 and how to exploit the opportunity from a B2B marketing perspective. Tips on improving your personal profile, tips on improving your company pages and how to integrate LinkedIn into your marketing strategy and plan.TRANSCRIPT
Exploiting the LinkedIn Opportunity
13 December 2011
Leigh HopwoodB2B Technology Marketing Consultant
Website www.reddmarketing.co.ukEmail [email protected]
Call 07746 249132Skype leighhopwood
LinkedIn /leighhopwood or /reddmarketingTwitter @leighhopwood or @reddmarketing
The Facts
• Started development in 2002; launched on 5 May 2003• New members joining at two per second as at 30 Sept 2011• 135m+ members in 200 countries as at 3 Nov 2011• 6m+ members in the UK• All Fortune 500 companies have members on LinkedIn as at
30 Sept 2011• 2m+ company pages• 180,000+ unique domains using the LinkedIn Share button• Referrals from LinkedIn to websites up more than 75% from
June to Sept• 1m+ LinkedIn groups
The Facts
The Facts
Info
rmat
ion T
echn
ology
and
Ser
vices
Mar
ketin
g an
d Adv
ertis
ing
Fina
ncial
Ser
vices
Com
pute
r Sof
twar
e
Tele
com
mun
icatio
ns
Man
agem
ent C
onsu
lting
Ret
ail
Inte
rnet
Pub
lishin
g
Onli
ne M
edia
Bro
adca
st M
edia
Profe
ssion
al Tra
ining
Eve
nts
Servic
es
Med
ia Pro
duct
ion
Com
pute
r Har
dwar
e
Hum
an R
esou
rces
Com
pute
r Net
workin
g
Com
pute
r Gam
es
Gam
bling
& C
asino
s0
2000
4000
6000
8000
10000
12000
14000
16000
18000
20000
UK Industries Represented
How are people using it?
• Self-promotion• Business promotion• Finding people• Growing your network• Engaging with stakeholders• Recruitment – candidates and employers!• Sharing news and opinions• Getting the latest news and opinions• Improving knowledge• Research• Pay-per-click advertising• CRM tool
Your Personal Profile
Your Personal Profile
• http://uk.linkedin.com/in/stevepipe• http://uk.linkedin.com/in/rozchandler
Your Personal Profile
• Headline – not just a job title!• Recommendations – valued and relevant• Connections – do you know everyone?• Websites – change ‘Company Website’!• Public Profile – get your own name!• Interests – what did you remember about me?• Groups – join them• Education – it adds to your credibility• Experience – don’t create a CV• Add applications
Your Summary
• Let your personality shine• What are you offering others?• What makes you so credible?• Use keywords• Include Specialities
Settings and Personalisation
• Don’t broadcast mass changes!• Apply privacy settings• Set email notifications• Manage settings of third party applications/plugins• Upgrade your account
Your Business Pages
Your Business Profile
• http://www.linkedin.com/company/rackspace-hosting/
• http://www.linkedin.com/company/philips • http://www.linkedin.com/company/linkedin
Your Business Profile
• Overview – use keywords and consistent message • Company status – start using it; press releases, white
papers, hiring, tweets• Blog – connect your blog• Adverts – add banner ads/offers• Products and services – add them and ask for
recommendations• Spotlight – add imagery• Promotions – add offers/downloads• Disclaimer – seek legal advice• Careers – use it if you are recruiting• Analytics – see how effective your pages are
LinkedIn:Supporting Your Objectives
As an Individual
Objectives• Raise your credibility• Grow your network• Learn how to use it for business
Tactics• Update your status daily (or link to personal Twitter account)• Connect with people• Join relevant groups and take part in or start discussions• Send personalised messages to target contacts• Follow company pages• Become a Top Expert
http://www.thepersonalbrandingblog.com/ten-days-to-the-perfect-linkedin-profile/
As a Business
Objective• Raise brand awareness
Tactics• Update company pages• Optimise using keywords• Share company updates daily• Create back links to your website• Start/join in discussions using campaign content
As a Business
Objective• Generate leads through engagement
Tactics• Search for contacts• Visit key contacts profiles• Who’s looked at your profile?• Send personalised messages• Engage in groups• PPC• LinkedIn-only offers
As a Business
Objective• Customer retention• Cross/up selling into existing customers
Tactics• Create an active and engaging closed group• Connect with customers• Encourage customers to follow your company• Ask for recommendations
Summary
What have you learned?
What will you change tomorrow?