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Prac%cal	
  business	
  use	
  for	
  LinkedIn	
  

  «	
  How	
  LinkedIn	
  can	
  be	
  used	
  to	
  recruit	
  and	
  
        generate	
  business	
  for	
  companies?	
  »	
  
Who	
  am	
  I?	
  
                                                    CEO	
  and	
  founder	
  of	
  the	
  social	
  bureau,	
  a	
  
                                                    London/Paris	
  based,	
  social	
  business	
  consul<ng	
  
                                                    agency.	
  Our	
  mission	
  is	
  to	
  work	
  with	
  
                                                    organisa<ons	
  to	
  move	
  business	
  in	
  the	
  new	
  
                                                    paradigm	
  of	
  customer,	
  partner,	
  employee	
  
                                                    par<cipa<on.	
  


 •  @delphineRB	
  
 •  www.thesocialbureau.com	
  
 •  ]	
  
Before	
  WW	
  social	
  media	
  director	
  at	
  IBM	
  for	
  4	
  years.	
  Hold	
  a	
  track	
  record	
  of	
  
improving	
  cri<cal	
  business	
  outcomes	
  exploi<ng	
  new	
  market	
  opportuni<es	
  
created	
  by	
  the	
  adop<on	
  of	
  social	
  media.	
  

•  Held	
  a	
  serie	
  of	
  increasingly	
  responsible	
  posi<ons	
  within	
  IBM	
  Corporate	
  
   Communica<ons,	
  Marke<ng	
  and	
  Sales	
                                                 @delphineRB	
  
Social	
  media	
  landscape	
  




                                   @delphineRB	
  
WHAT	
  IS	
  LINKEDIN?	
  




                              @delphineRB	
  
The	
  biggest	
  professional	
  network	
  


  +80M                                           +44M
  AMERIQUE DU NORD                               EMEA

                                                                             +25M
                                                                             ASIE PACIFIQUE




                     +14M
                     AMERIQUE DU SUD




+175M	
  
  Members	
  
                                        +2	
  
                                   Members / Second
                                                        +100M	
  
                                                        Unique	
  Visitors/	
  month	
  


                                                                                     @delphineRB	
  
A	
  global	
  presence	
  in	
  Europe	
  



                 M+	
  UK
                  +9M
                                     +3M
                                     NL


                                           +2M
                                           DACH
                            +4M
                            FRANCE

                                           +3M
                                           ITALY

                    +3M
                    SPAIN




+4M	
  
Members	
  
                            x2	
  
                Subscribers number
                                                   +34M	
  
                                                   Members	
  in	
  Europe	
  

                                                                                 @delphineRB	
  
2
New subscribers"
                   40%
                   Of LinkedIn
                                         175
                                         Millions of
every second
      members               subscribers "
                   subscribed in 2011
   worldwide




                                                   @delphineRB	
  
The	
  use	
  of	
  LinkedIn	
  




                                   @delphineRB	
  
More	
  than	
  a	
  career	
  site	
  

                                                                                                                                    85%
Pages vues en moyenne lors de l utilisation de la section




                                                                                                              Profils
               of LinkedIn visitors use other products than
                                                                                                                                    job offers
                                                                                     Recherche
     Page
                                                                          Groupes
                                                                                                   Accueil



                                                                                                                                    54 %
                                                              Offres "
                                                             d’emploi
                                                                                 Carnet                       Inbox
                                                                               d’adresses

                                                                                                                                    of members uses LinkedIn for being informed
                                                                                                                                    on business news and looking for trends
                                                                          Pages
                                                                         Entreprise



                                                                  % de visiteurs utilisant la section lorsqu ils sont en ligne
     64 %
                                                                                                                                    of users notice that LinkedIn has significantly
                                                                                                                                    contributed to the success of a professional
                                                                                                                                    project"

                                                                                             Source : LinkedIn Audience 360 Survey, France, Août 2011
                                                                                                                                                                      @delphineRB	
  
100%	
  professional	
  context	
  




                                      @delphineRB	
  
3	
  reasons	
  to	
  be	
  on	
  LinkedIn	
  
                     Be visible and"
                   promote our image

Build a network                                    Reinforce and
and extend our                                       share our
   influence
                                         expertise




      Everywhere ! 
                                                          @delphineRB	
  
Business	
  model	
  
                                                                                                 Turnover      Annual
                                                                                                  share*       growth

Recruitment	
  solu%ons
For	
  	
  recruiters	
  who	
  whish	
  to	
  have	
  access	
  to	
  the	
  largest	
  	
        53%       107%
professionals	
  live-­‐box	
  worldwide




Marke%ng	
  solu%ons
For	
  brands	
  which	
  want	
  to	
  promote	
  their	
  products	
  and	
                      28%         64%
services	
  among	
  a	
  ultra-­‐qualified	
  audience	
  while	
  keeping	
  a	
  maximum	
  
coverage



Premium	
  membership
For	
  advanced	
  users	
  who	
  have	
  specific	
  needs:	
  prospec<ng	
  business,	
          19%         82%
recruitment,	
  fundraising




                                                                                                            @delphineRB	
  
A	
  high-­‐level	
  audience	
  

                                                                                                          Distribution of members by
                                                                                                               hierarchical levels


56,4%                                                                       43,6%            Owner	
                     5%	
  


                                                                                            Partner	
       1%	
  


                                                                                                 CxO	
          2%	
  


                                                                                                   VP	
         2%	
  
                                   Distribu%on	
  by	
  age	
  	
  
                                                                                           Director	
                             11%	
  


                                                                                         Manager	
                                          21%	
  
     18	
  –	
  34	
  ans	
                                       26%	
  
                                                                                             Senior	
                                                 28%	
  
    35	
  –	
  49	
  ans	
  	
                                               37%	
  
                                                                                       Entry	
  Level	
                                                 29%	
  
     50	
  –	
  64	
  ans	
                                       26%	
  

                                                                                              Intern	
        1%	
  
 65	
  ans	
  et	
  plus	
                   11%	
  




                                                                                                                                            @delphineRB	
  
A	
  place	
  to	
  exchange	
  between	
  

Business	
  decision	
  makers	
                                  DSI	
                                                  Purchase	
  influencer	
  


             912	
  K	
                                      95	
  K	
                                                                   218	
  
                                                                                                                         Affinity	
  with	
  Internet	
  users	
  who	
  
                                               Professionals	
  with	
  a	
  hierarchical	
                              purchase	
  authorization	
  for	
  their	
  
    Professionals	
  employed	
  in	
  a	
  
                                                 level	
  manager	
  or	
  more	
  in	
  IT	
                                          business	
  
      managerial	
  role	
  or	
  more	
  
                                                             functions	
  




                                                                                             Targeting	
  criteria:	
  
                                                                                                 Function	
  
                                                                                                 Seniority	
  
                                                                                                 Education	
  
                                                                                                 Sector	
  
                                                                                                 Business	
  size	
  
                                                                                                 Geographical	
  area	
  
                                                                                               Group	
  membership	
  



                                                                                                                                                   @delphineRB	
  
LinkedIn	
  for	
  business	
  




       Recruit	
                       Communicate	
                         Sale	
  
Recruitment	
  of	
  the	
  best	
         Communica<on,	
             Connec<ons	
  and	
  
        talents	
                      reputa<on,	
  performance	
        contacts	
  




                                                                                        @delphineRB	
  
Recruit	
  the	
  best	
  talents	
  


              Cultivating its employer brand



Sourcing                                           Publishing




Reduce the delays and the recruitment costs
                                                        @delphineRB	
  
Some	
  added	
  solu<ons	
  	
  




                                    @delphineRB	
  
Social	
  strategy:	
  create,	
  communicate,	
  
                   engage	
  
                                           Create one
                  Animate the
                                         business page
                  community
                                          or one group




             Amplify the
               message                          Recruit followers



                                Engage the
                                 conversation


  Follow	
  
  Community	
  
                                Share	
                 Viral	
  
                                                         Network	
  

                                                                       @delphineRB	
  
Followers:	
  an	
  ac<ve	
  popula<on	
  



40x
 Members who follow one company
                                         3x
                                         Members who follow one company are
« like » and comment 40 times more the   3 times more likely to buy products and
content present on LinkedIn              services of the company	
  




                                                                       @delphineRB	
  
Private	
  and	
  public	
  life	
  


83%                              	
  


Separate	
  our	
  professional	
  network	
  
from	
  our	
  personal	
  one	
  




                                                  2x
                                                  A	
  trust	
  level	
  	
  twice	
  higher	
  on	
  LinkedIn	
  
                                                  informa<on	
  


                                                                                                        @delphineRB	
  
How	
  to	
  build	
  a	
  profile?	
  




                                         @delphineRB	
  
Increase	
  your	
  visibility	
  with	
  a	
  picture	
  




                                                       @delphineRB	
  
Detail	
  your	
  experiences	
  and	
  educa<on	
  




                                                @delphineRB	
  
Sale	
  yourself!	
  Take	
  care	
  over	
  your	
  slogan	
  
               and	
  your	
  resume	
  




                                                         @delphineRB	
  
Share	
  informa<on	
  with	
  your	
  network	
  




                                               @delphineRB	
  
Ask	
  for	
  recommenda<ons	
  and	
  highlight	
  
              your	
  skills	
  and	
  exper<se	
  	
  




                                                  @delphineRB	
  
Use	
  applica<ons	
  and	
  add	
  your	
  website	
  




                                                   @delphineRB	
  
Have	
  the	
  good	
  reflexes	
  for	
  networking	
  
Activate your
2nd degree
network


Determine your
connection
objectives

Write a
personalized
message
               Build regularly your network and join groups!
                                                   @delphineRB	
  
Best	
  prac%ces	
  




                       @delphineRB	
  
IBM	
  




          @delphineRB	
  
IBM:	
  case	
  study	
  




                            @delphineRB	
  
IBM:	
  case	
  study	
  
Engagement:	
  Experts	
  build	
  rela<onships	
  with	
  key	
  influencers	
  &	
  
cons<tuencies	
  throught	
  shared	
  interest	
  




                                                                               @delphineRB	
  
IBM:	
  case	
  study	
  
Connect	
  with	
  experts	
  through	
  LinkedIn	
  




Improve	
  outreach	
  effec<veness	
  
Increase	
  awareness	
  and	
  midshare	
  
Buid	
  a	
  network	
  of	
  advocates	
  
                                                         @delphineRB	
  
IBM:	
  case	
  study	
  
IBM	
  supports	
  open	
  dialogue	
  and	
  the	
  exchange	
  of	
  ideas:	
  To	
  learn,	
  to	
  
contribute	
  

   Be	
  who	
  you	
  are	
  
   Speak	
  in	
  the	
  first	
  person	
  
   Use	
  a	
  disclaimer	
  
   Respect	
  your	
  audience	
  
   	
  Add	
  value	
  
   Don't	
  pick	
  fights	
  
   Be	
  the	
  first	
  to	
  respond	
  to	
  your	
  
  own	
  mistakes.	
  	
  
   Use	
  your	
  best	
  judgment.	
  
   Don't	
  forget	
  your	
  day	
  job.	
  




                                                                                            @delphineRB	
  
@delphinerb	
  




                 IBM	
  Social	
  footprint	
  
 Internal	
                        External	
  
                                                  300,000+	
  
• Blogs - 17,000 blogs

• SocialBlue – 70K members                        25,000+	
  

• WikiCentral –1 million daily
 page views                                       100,000+	
  


• InnovationJam – 4 Jams,                         200,000	
  +	
  
 500,000 participants

• Media Library – 14 million                      370,000+	
  
 downloads                                          @delphineRB	
  
@delphinerb	
  



Employee-­‐generated	
  brand	
  interac<ons	
  are	
  
           growing	
  exponen<ally	
  




                                                @delphineRB	
  
Orange	
  




             @delphineRB	
  
Orange	
  
Orange	
  has	
  39	
  763	
  followers	
  on	
  its	
  enterprise	
  page	
  

It	
  is	
  for	
  all	
  Orange	
  employees,	
  but	
  also	
  for	
  those	
  who	
  are	
  interested	
  
in	
  Orange	
  for	
  their	
  professional	
  project	
  

This	
  page	
  highlights	
  the	
  different	
  jobs	
  of	
  the	
  group	
  in	
  the	
  heart	
  of	
  
digital	
  

Selec<on	
  of	
  job	
  offers	
  

Give	
  the	
  opportunity	
  to	
  share	
  
on	
  these	
  jobs	
  with	
  men	
  and	
  	
  
women	
  who	
  perform	
  them	
  
                                                                                                @delphineRB	
  
Orange	
  
Orange	
  just	
  launched	
  this	
  summer	
  «	
  Orange	
  Worldwide	
  »	
  

It	
  is	
  an	
  open	
  account	
  for	
  all	
  members	
  

Objec<ves:	
  exchange	
  on	
  Orange	
  Group	
  news	
  but	
  also	
  help	
  raising	
  
awareness	
  of	
  related	
  topics	
  to	
  new	
  technologies	
  and	
  future	
  prac<ces	
  




                                                                                     @delphineRB	
  
AMEX	
  




           @delphineRB	
  
AMEX	
  
• 	
  Amex	
  decided	
  to	
  target	
  more	
  business	
  consumers,	
  bring	
  in	
  and	
  
engage	
  a	
  new	
  set	
  of	
  poten<al	
  customers	
  that	
  would	
  help	
  build	
  
brand	
  loyalty.	
  Amex	
  choose	
  LinkedIn	
  to	
  do	
  so.	
  	
  

• 	
  They	
  developed	
  an	
  app	
  for	
  ‘Everything	
  You	
  Do’,	
  which	
  allowed	
  
people	
  to	
  nominate	
  administrators	
  in	
  their	
  companies,	
  for	
  the	
  
chance	
  to	
  win	
  a	
  gin	
  card	
  courtesy	
  of	
  Amex.	
  	
  

• 	
  The	
  app	
  worked	
  through	
  vo<ng,	
  with	
  the	
  
person	
  with	
  the	
  most	
  votes	
  winning	
  $2500,	
  
while	
  smaller	
  daily	
  winners	
  were	
  also	
  
selected.	
  The	
  campaign	
  was	
  also	
  adver<sed	
  
through	
  banner	
  ads	
  on	
  the	
  LinkedIn	
  
network.	
  	
  
                                                                                          @delphineRB	
  
Questions?


   Delphine Remy-Boutang
      +44 7720 414 493
      +33 6 31 65 69 43
        @delphineRB
      @thesocialbureau
  www.thesocialbureau.com




                            @delphineRB	
  

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Practical business use for Linkedin: Women’s Forum 2012

  • 1. Prac%cal  business  use  for  LinkedIn   «  How  LinkedIn  can  be  used  to  recruit  and   generate  business  for  companies?  »  
  • 2. Who  am  I?   CEO  and  founder  of  the  social  bureau,  a   London/Paris  based,  social  business  consul<ng   agency.  Our  mission  is  to  work  with   organisa<ons  to  move  business  in  the  new   paradigm  of  customer,  partner,  employee   par<cipa<on.   •  @delphineRB   •  www.thesocialbureau.com   •  ]   Before  WW  social  media  director  at  IBM  for  4  years.  Hold  a  track  record  of   improving  cri<cal  business  outcomes  exploi<ng  new  market  opportuni<es   created  by  the  adop<on  of  social  media.   •  Held  a  serie  of  increasingly  responsible  posi<ons  within  IBM  Corporate   Communica<ons,  Marke<ng  and  Sales   @delphineRB  
  • 3. Social  media  landscape   @delphineRB  
  • 4. WHAT  IS  LINKEDIN?   @delphineRB  
  • 5. The  biggest  professional  network   +80M +44M AMERIQUE DU NORD EMEA +25M ASIE PACIFIQUE +14M AMERIQUE DU SUD +175M   Members   +2   Members / Second +100M   Unique  Visitors/  month   @delphineRB  
  • 6. A  global  presence  in  Europe   M+  UK +9M +3M NL +2M DACH +4M FRANCE +3M ITALY +3M SPAIN +4M   Members   x2   Subscribers number +34M   Members  in  Europe   @delphineRB  
  • 7. 2 New subscribers" 40% Of LinkedIn 175 Millions of every second members subscribers " subscribed in 2011 worldwide @delphineRB  
  • 8. The  use  of  LinkedIn   @delphineRB  
  • 9. More  than  a  career  site   85% Pages vues en moyenne lors de l utilisation de la section Profils of LinkedIn visitors use other products than job offers Recherche Page Groupes Accueil 54 % Offres " d’emploi Carnet Inbox d’adresses of members uses LinkedIn for being informed on business news and looking for trends Pages Entreprise % de visiteurs utilisant la section lorsqu ils sont en ligne 64 % of users notice that LinkedIn has significantly contributed to the success of a professional project" Source : LinkedIn Audience 360 Survey, France, Août 2011 @delphineRB  
  • 10. 100%  professional  context   @delphineRB  
  • 11. 3  reasons  to  be  on  LinkedIn   Be visible and" promote our image Build a network Reinforce and and extend our share our influence expertise Everywhere ! @delphineRB  
  • 12. Business  model   Turnover Annual share* growth Recruitment  solu%ons For    recruiters  who  whish  to  have  access  to  the  largest     53% 107% professionals  live-­‐box  worldwide Marke%ng  solu%ons For  brands  which  want  to  promote  their  products  and   28% 64% services  among  a  ultra-­‐qualified  audience  while  keeping  a  maximum   coverage Premium  membership For  advanced  users  who  have  specific  needs:  prospec<ng  business,   19% 82% recruitment,  fundraising @delphineRB  
  • 13. A  high-­‐level  audience   Distribution of members by hierarchical levels 56,4% 43,6% Owner   5%   Partner   1%   CxO   2%   VP   2%   Distribu%on  by  age     Director   11%   Manager   21%   18  –  34  ans   26%   Senior   28%   35  –  49  ans     37%   Entry  Level   29%   50  –  64  ans   26%   Intern   1%   65  ans  et  plus   11%   @delphineRB  
  • 14. A  place  to  exchange  between   Business  decision  makers   DSI   Purchase  influencer   912  K   95  K   218   Affinity  with  Internet  users  who   Professionals  with  a  hierarchical   purchase  authorization  for  their   Professionals  employed  in  a   level  manager  or  more  in  IT   business   managerial  role  or  more   functions   Targeting  criteria:     Function     Seniority     Education     Sector     Business  size     Geographical  area     Group  membership   @delphineRB  
  • 15. LinkedIn  for  business   Recruit   Communicate   Sale   Recruitment  of  the  best   Communica<on,   Connec<ons  and   talents   reputa<on,  performance   contacts   @delphineRB  
  • 16. Recruit  the  best  talents   Cultivating its employer brand Sourcing Publishing Reduce the delays and the recruitment costs @delphineRB  
  • 17. Some  added  solu<ons     @delphineRB  
  • 18. Social  strategy:  create,  communicate,   engage   Create one Animate the business page community or one group Amplify the message Recruit followers Engage the conversation Follow   Community   Share   Viral   Network   @delphineRB  
  • 19. Followers:  an  ac<ve  popula<on   40x Members who follow one company 3x Members who follow one company are « like » and comment 40 times more the 3 times more likely to buy products and content present on LinkedIn services of the company   @delphineRB  
  • 20. Private  and  public  life   83%   Separate  our  professional  network   from  our  personal  one   2x A  trust  level    twice  higher  on  LinkedIn   informa<on   @delphineRB  
  • 21. How  to  build  a  profile?   @delphineRB  
  • 22. Increase  your  visibility  with  a  picture   @delphineRB  
  • 23. Detail  your  experiences  and  educa<on   @delphineRB  
  • 24. Sale  yourself!  Take  care  over  your  slogan   and  your  resume   @delphineRB  
  • 25. Share  informa<on  with  your  network   @delphineRB  
  • 26. Ask  for  recommenda<ons  and  highlight   your  skills  and  exper<se     @delphineRB  
  • 27. Use  applica<ons  and  add  your  website   @delphineRB  
  • 28. Have  the  good  reflexes  for  networking   Activate your 2nd degree network Determine your connection objectives Write a personalized message Build regularly your network and join groups! @delphineRB  
  • 29. Best  prac%ces   @delphineRB  
  • 30. IBM   @delphineRB  
  • 31. IBM:  case  study   @delphineRB  
  • 32. IBM:  case  study   Engagement:  Experts  build  rela<onships  with  key  influencers  &   cons<tuencies  throught  shared  interest   @delphineRB  
  • 33. IBM:  case  study   Connect  with  experts  through  LinkedIn   Improve  outreach  effec<veness   Increase  awareness  and  midshare   Buid  a  network  of  advocates   @delphineRB  
  • 34. IBM:  case  study   IBM  supports  open  dialogue  and  the  exchange  of  ideas:  To  learn,  to   contribute    Be  who  you  are    Speak  in  the  first  person    Use  a  disclaimer    Respect  your  audience      Add  value    Don't  pick  fights    Be  the  first  to  respond  to  your   own  mistakes.      Use  your  best  judgment.    Don't  forget  your  day  job.   @delphineRB  
  • 35. @delphinerb   IBM  Social  footprint   Internal   External   300,000+   • Blogs - 17,000 blogs • SocialBlue – 70K members 25,000+   • WikiCentral –1 million daily page views 100,000+   • InnovationJam – 4 Jams, 200,000  +   500,000 participants • Media Library – 14 million 370,000+   downloads @delphineRB  
  • 36. @delphinerb   Employee-­‐generated  brand  interac<ons  are   growing  exponen<ally   @delphineRB  
  • 37. Orange   @delphineRB  
  • 38. Orange   Orange  has  39  763  followers  on  its  enterprise  page   It  is  for  all  Orange  employees,  but  also  for  those  who  are  interested   in  Orange  for  their  professional  project   This  page  highlights  the  different  jobs  of  the  group  in  the  heart  of   digital   Selec<on  of  job  offers   Give  the  opportunity  to  share   on  these  jobs  with  men  and     women  who  perform  them   @delphineRB  
  • 39. Orange   Orange  just  launched  this  summer  «  Orange  Worldwide  »   It  is  an  open  account  for  all  members   Objec<ves:  exchange  on  Orange  Group  news  but  also  help  raising   awareness  of  related  topics  to  new  technologies  and  future  prac<ces   @delphineRB  
  • 40. AMEX   @delphineRB  
  • 41. AMEX   •   Amex  decided  to  target  more  business  consumers,  bring  in  and   engage  a  new  set  of  poten<al  customers  that  would  help  build   brand  loyalty.  Amex  choose  LinkedIn  to  do  so.     •   They  developed  an  app  for  ‘Everything  You  Do’,  which  allowed   people  to  nominate  administrators  in  their  companies,  for  the   chance  to  win  a  gin  card  courtesy  of  Amex.     •   The  app  worked  through  vo<ng,  with  the   person  with  the  most  votes  winning  $2500,   while  smaller  daily  winners  were  also   selected.  The  campaign  was  also  adver<sed   through  banner  ads  on  the  LinkedIn   network.     @delphineRB  
  • 42. Questions? Delphine Remy-Boutang +44 7720 414 493 +33 6 31 65 69 43 @delphineRB @thesocialbureau www.thesocialbureau.com @delphineRB