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.
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Exploiting the LinkedIn opportunity
1. Exploiting the LinkedIn Opportunity
13 December 2011
Leigh Hopwood
B2B Technology Marketing Consultant
Website www.reddmarketing.co.uk
Email leigh@reddmarketing.co.uk
Call 07746 249132
Skype leighhopwood
LinkedIn /leighhopwood or /reddmarketing
Twitter @leighhopwood or @reddmarketing
2. 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
4. The Facts
20000
18000
UK Industries Represented
16000
14000
12000
10000
8000
6000
4000
2000
0
5. 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
7. Your Personal Profile
• http://uk.linkedin.com/in/stevepipe
• http://uk.linkedin.com/in/rozchandler
8. 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
9. Your Summary
• Let your personality shine
• What are you offering others?
• What makes you so credible?
• Use keywords
• Include Specialities
10. Settings and Personalisation
• Don’t broadcast mass changes!
• Apply privacy settings
• Set email notifications
• Manage settings of third party applications/plugins
• Upgrade your account
12. Your Business Profile
• http://www.linkedin.com/company/rackspace-
hosting/
• http://www.linkedin.com/company/philips
• http://www.linkedin.com/company/linkedin
13. 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
15. 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/
16. 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
17. 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
18. 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
19. Summary
What have you learned?
What will you change tomorrow?