4. LinkedIn
is
today
the
most
popular
professional
social
network
in
the
world.
It
is
increasingly
considered
a
relevant
B2B
marke<ng
tool,
and
many
companies
are
making
use
of
LinkedIn
to
increase
their
reach,
engage
their
audiences
and
generate
new
business.
If
you
want
to
communicate
to
a
B2B
audience
and
business
professionals
then
LinkedIn
with
its
150
million
members
is
a
good
place
to
play.
If
you
want
to
engage
with
the
business
leaders
and
execu<ves
then
it
is
the
first
channel
to
turn
to.
It’s
important
to
recognize
that
Linkedin
has
different
demographics
than
Facebook,
Myspace
and
other
social
networks.
Linkedin
is
older
(68%
are
35+),
wealthier
(66%
make
$60/year+),
and
beRer
educated
(72%
are
college
graduates).
35%
of
users
access
LinkedIn
daily
and
32%
access
the
site
a
few
<mes
per
week.
Another
16%
log
into
LinkedIn
a
few
<mes
per
month
while
8%
log
in
whenever
they
get
an
email
from
LinkedIn.
This
document
provides
a
few
<ps
that
can
help
you
make
the
most
of
LinkedIn
for
your
business,
and
generate
the
visibility
it
deserves.
5.
6. TOP
JOB
FUNCTIONS
GENDER
Female
finance
3,817K
admin
5,125K
Engineering
6,158K
Male
educa<on
entrepeneurs
5,363K
9,666K
AGE
Opera<ons
55+
7,801K
Informa<on
18-‐24
technology
5,633K
Sales
35-‐54
8,730K
support
3,868K
consul<ng
3,815K
25-‐34
7. COMPANY
SIZE
50% of users are business decision
makers in their company.
201
–
500
2,509K
10,001
+
16,171K
51-‐200
2,734K
5,001–10,000
501-‐1000
1,001
–
5,000
3,547K
2,372K
7,096K
1-‐10
252K
11-‐50
1,308K
8.
9. INDUSTRY
Hi
Tech
Finance
Manufacturing
Medical
Educa<onal
Corporate
Consumer
goods
Recrea<onal
Construc<on
Members,
in
million
Government
Arts
Media
Non
profit
Transporta<on
Service
Legal
Agriculture
0
2
4
6
8
10
12
14
16
There is a strong correlation between personal income
and LinkedIn usage.
10. Various
way
to
A
company
page
allows
your
followers
to
stay
in
the
loop
on
your
display
company
company
news,
products
&
services,
business
opportuni<es
and
job
informa3on
openings.
From
the
page,
you
can
share
the
story
of
your
company,
Company
profile
showcase
your
brand
values
and
personality,
and
drive
word
of
mouth.
LinkedIn
analy3cs
for
the
company
page
Various
tabs
available:
Overview,
careers,
products
&
services,
and
page
sta3s3cs
(visible
only
with
an
admin
access)
Users
can
view
who
within
their
network
are
connected
to
the
company
We recommend you visit the page
http://linkedin.com/company/microsoft
to view this example live, as well as
the numerous possibilities such page
offers.
11. ! Tip:
Add
your
products
and
services
Show
your
key
products
and
services
with
short
descrip<on,
direct
web
link
and
relevant
contact
within
your
company.
Ask
your
customers
to
recommend
a
product
or
service
you
delivered.
! Tip:
Engage
with
your
followers
Just
like
for
TwiRer
and
Facebook,
upda<ng
a
status
is
a
good
way
to
engage
with
our
audiences
via
your
LinkedIn
company
page.
A
new
status
is
a
conversa<on
starter.
It
can
be
about
a
new
project,
a
new
employee,
relevant
job
opportuni<es,
etc.
LinkedIn
members
can
comment,
like
or
share
your
company’s
status
update.
! Tip:
Tailor
your
message
to
your
audience.
LinkedIn
members
following
your
company
page
are
already
interested
in
hearing
what
you
have
to
say.
The
key
is
to
remain
relevant,
genuine,
authen<c,
to
the
point,
and
courteous.
Share
links
to
press
coverage,
industry
news,
product
releases,
photos,
graphs,
infographic,
videos,
surveys,
etc.
! Tip:
Think
quality,
not
quan0ty
A
key
element
to
get
your
followers
engaged
and
to
build
rela<onships
is
to
offer
quality
content
–
And
not
to
provide
updates
as
frequent
as
possible
just
for
the
sake
of
it.
Think
professional
informa<on
that
can
have
an
impact
on
your
followers,
and
ul<mately
help
them
in
their
day-‐to-‐day
tasks.
Offer
news,
<ps
and
other
insighlul,
relevant
informa<on
about
your
industry
or
business.
Use
news
module
to
link
to
the
recent
news
published
on
your
website
and/or
blog
so
people
have
easier
access
to
them.
12. ! Tip:
Be
part
of
the
conversa0on.
Make
the
most
of
your
opportunity
to
network
with
your
followers
by
asking
them
ques<ons,
answering
theirs.
You
might
gain
valuable
inputs
into
what
is
expected
from
your
company.
It
will
show
your
willingness
to
be
ac<ve
and
to
connect
with
your
audience,
while
growing
your
influence
as
an
industry
expert.
! Tip:
Promote
your
page
Make
sure
people
know
that
you
have
a
company
page
and
how
they
can
follow
it.
Once
your
page
is
created,
you
have
the
possibility
to
share
it
with
your
own
network
by
clicking
on
the
“Share”
buRon
on
your
company
page
overview.
You
can
also
“Send
to
individuals”
to
send
the
link
to
your
page
in
an
email.
Remember
to
promote
your
page
in
newsleRers,
on
your
Facebook
page,
via
TwiRer,
your
website,
etc.
Just
like
any
other
social
network,
LinkedIn
offers
a
range
of
social
plugins
you
may
use
on
your
company’s
web
site
to
engage
more
with
professional
audience
and
to
promote
your
page.
For
more
informa<on,
see
below.
! Tip:
Adver0se
on
LinkedIn
Running
a
LinkedIn
Ad
Campaign
targe<ng
your
demographics
is
a
great
opportunity
to
promote
your
company
page.
Similarly
to
Facebook,
LinkedIn
offers
an
adver<sing
plalorm,
following
the
principles
of
a
‘Pay
Per
Click’
ad.
It
is
easy
to
target
professional
segments
using
selec<ons
like
loca<on,
income,
job
<tle
and
industry.
This
is
very
similar
to
ad
targe<ng
on
Facebook
or
Google
AdWords.
! Tip:
Analy0cs
Only
visible
to
page
administrators,
the
analy<cs
tab
will
show
you
the
number
of
page
views,
unique
visitors,
clicks,
etc.
It
can
also
compare
your
page’s
performance
with
the
one
of
another
company
of
similar
size
and
type.
To
get
an
understanding
of
the
level
of
interac<vity
and
value
of
your
efforts,
review
LinkedIn's
analy<cs
for
your
pages
regularly.
It
gives
you
insights
into
what
works
and
what
doesn’t.
Read more about company pages here: http://bit.ly/KRaP0E
13. ! Tip:
Speaking
in
one
voice
It
is
also
important
that
all
employees
have
a
consistent
profile
and
represent
your
company
the
right
way.
Create
a
checklist
with
a
standard
Headline,
Summary,
Website
links
and
Skills
that
all
your
sales
representa<ves
can
use
when
sesng
up
their
profile.
This
increases
your
visibility
while
ensuring
a
consistent
voice.
! Tip:
Ask
for
recommenda0ons
Request
LinkedIn
recommenda<on
from
happy
customers
willing
to
provide
tes<monials.
Write
honest
and
valuable
recommenda<ons
for
your
contacts
too.
Engage
Analyze
results
Promote
Company page!
Share
&
Quality
Connect
info
Tailored
message
14. Just
like
any
other
social
network,
LinkedIn
offers
a
range
of
social
plugins
you
may
use
on
your
company’s
website
to
further
engage
with
a
professional
audience.
These
may
become
very
valuable
for
your
business,
maximizing
your
company
exposure
on
LinkedIn.
LinkedIn
offers
easy-‐to-‐use
wizards
that
will
generate
the
required
website
codes
you
need
to
implement
the
plugin(s)
of
your
choice.
! Tip:
Follow
Company
Plugin
This
is
a
simple
plugin
that
provides
you
with
a
“Follow”
buRon
on
your
website,
leading
your
visitors
directly
to
your
LinkedIn
company
page.
It
easily
helps
you
grow
your
company
page
community
while
keeping
in
touch
with
people
who
like
your
company.
! Tip:
Share
on
LinkedIn
Plugin
In
the
same
line
of
thoughts
as
the
plugin
described
above,
this
“Share”
buRon
can
be
embedded
on
your
website,
enabling
visitors
to
share
it
with
their
professional
network
on
LinkedIn.
This
is
a
great
tool
to
generate
traffic
back
to
you
website.
! Tip:
Recommend
on
LinkedIn
Plugin
Use
this
plugin
to
allow
website
visitors
to
directly
recommend
a
given
product
or
service
your
company
offers.
The
recommenda<on
will
be
instantly
available
on
your
LinkedIn
company
page.
15. ! Tip:
Sign
In
with
LinkedIn
Plugin
In
contrast
to
tradi<onal
web
registra<on
or
signup
forms,
you
may
use
LinkedIn
Sign
In
to
have
your
audience
just
a
click
away
from
registering
on
your
site
or
signing
up
for
a
newsleRer.
Recent
studies
have
shown
that
85%
of
customers
prefer
social
login
to
tradi<onal
forms.
This
way
you
also
ensure
customer’s
data
is
correct.
! Tip:
Apply
With
LinkedIn
plugin
The
Apply
with
LinkedIn
plugin
allows
you
to
put
a
social
buRon
next
to
any
open
posi<on
described
on
your
website.
A
poten<al
candidate
only
needs
to
click
a
buRon
and
confirm
their
interest,
and
you
will
receive
an
email
with
the
applicant’s
details.
It
is
a
tool
to
help
you
get
more
candidates
for
open
vacancies
in
your
company.
! Tip:
Jobs
You
May
Be
Interested
In
plugin
This
plugin
helps
you
display
a
list
of
open
posi<ons
within
your
company
to
your
website
visitors.
Each
visitor
receives
a
personalized
list
of
open
posi<ons
based
on
his/her
LinkedIn
profile
data.
It
is
a
targeted
and
effec<ve
way
to
aRract
qualified
candidates.
16. When
asked
to
name
one
of
their
favorite
features
on
LinkedIn,
79%
of
users
answered
Groups.
And
that’s
no
surprise,
considering
the
numerous
benefits
of
being
a
member
of
a
group:
You
can
connect
with
a
thriving
community,
drive
traffic
to
your
site,
gain
mindshare
in
the
industry
and
profile
yourself
and
your
company
as
experts.
17. ! Tip:
Create
a
group
for
your
industry,
not
your
company.
Start
by
crea<ng
a
group.
A
general
rule
of
thumb
is
to
create
a
group
for
your
industry,
not
(only)
for
your
company.
More
people
sharing
the
same
interest(s)
will
join,
making
it
a
more
effec<ve
way
to
expand
your
professional
network.
Such
a
group
will
not
only
increase
your
indirect
connec<ons
but
it
will
also
aRract
poten<al
prospects
who
could
hire
you
or
whom
you
could
hire.
It
is
also
a
great
opportunity
to
demonstrate
thought
leadership
in
your
market.
! Tip:
Promote
your
group.
• Invite
coworkers,
past
colleagues,
and
customers
to
join
and
start
discussions
within
your
group.
Leverage
your
exis<ng
network
to
make
the
most
out
of
your
group
and
het
it
started.
It’s
a
snowball
effect:
The
more
members
your
group
has,
the
more
people
will
want
to
join
in.
• Promote
the
group
on
your
website,
blog,
email
signature,
newsleRers,
and
other
social
media
networks.
Make
sure
people
know
that
you
have
a
group
and
how
they
can
join.
• Invite
key
industry
experts/leaders/influencers
to
join
your
group
via
InMails
or
Introduc<ons.
• Ini<ate
discussions
within
your
group
by
sharing
industry
news,
ar<cles,
vacancies
at
the
company,
etc.
The
more
opportuni<es
for
interac<on
you
create,
the
more
valuable
your
group
will
be
to
the
community.
However,
remember
that
you
do
not
want
to
overload
your
members
with
informa<on.
Making
them
interested
and
curious
enough
to
ask
you
for
more
are
the
key.
Think
interac<ons,
relevance
and
authen<city.
• Use
the
“Manager’s
Choice”
feature
to
highlight
a
specific
ar<cle
or
discussion
within
your
group
–
Not
just
in
the
group
interface,
but
also
in
the
regular
email
sent
out
to
your
members.
This
is
a
great
way
to
build
the
momentum
around
a
hot
topic,
a
special
collabora<on
or
project,
or
a
new
whitepaper
wriRen
by
one
of
your
staff.
• Send
an
invita<on
to
join
your
personal
network
to
new
group
members,
crea<ng
an
addi<onal
opportunity
to
engage
with
your
community.
18. ! Tip:
Join
other
groups
You
can
also
grow
your
network
by
joining
industry
and
alumni
groups
related
to
your
business.
Connec<ng
with
top
influencers
and
engaging
with
them
can
have
a
posi<ve
impact
on
your
credibility
and
reputa<on.
It
is
crucial
to
be
a
part
of
the
conversa<on
to
share
and
gain
knowledge,
as
well
as
to
connect
with
decision
makers
and
industry
leaders.
This
is
an
effec<ve
way
to
create
awareness
and
build
your
brand.
Remember
to
not
try
to
sell
all
the
<me
–
Providing
helpful
answers
to
people’s
ques<ons
and
ini<a<ng
interes<ng
discussions
is
a
beRer
way
to
connect
! Tip:
Join
other
groups
You
can
also
grow
your
network
by
joining
industry
and
alumni
groups
related
to
your
business.
Connec<ng
with
top
influencers
and
engaging
with
them
can
have
a
posi<ve
impact
on
your
credibility
and
reputa<on.
It
is
crucial
to
be
a
part
of
the
conversa<on
to
share
and
gain
knowledge,
as
well
as
to
connect
with
decision
makers
and
industry
leaders.
This
is
an
effec<ve
way
to
create
awareness
and
build
your
brand.
Remember
to
not
try
to
sell
all
the
<me
–
Providing
helpful
answers
to
people’s
ques<ons
and
ini<a<ng
interes<ng
discussions
is
a
beRer
way
to
connect
! Tip:
Show
leadership
Find
out
which
group(s)
your
prospects
and
customers
are
following,
join
them,
and
take
part
into
the
discussions
to
show
your
exper<se.
People
out
there
need
to
know
that
you
and
your
company
exist,
and
that
you
can
help
with
their
business.
Gaining
awareness
in
your
industry
will
increase
you
chances
of
gesng
new
leads.
Prospects
will
come
to
you
when
they
want
advice.
19. ! Tip:
Answer
Ques0ons
on
LinkedIn.
LinkedIn
offers
a
sec<on
where
people
can
get
answers
to
their
business-‐related
ques<ons
from
other
professionals
worldwide.
It
is
a
great
opportunity
to
share
knowledge
and
experience.
Visit
the
LinkedIn
"Answers"
sec<on,
and
ask
and
respond
to
relevant
ques<ons.
When
you
do
so,
it
shows
up
in
the
Network
Updates
feed
for
all
your
connec<ons
to
see.
You
can
also
gain
exper<se
points
when
your
answer
is
chosen
as
the
best
one
for
a
par<cular
ques<on.
LinkedIn
users
tend
to
trust
experts
in
their
subject
categories
and
are
oxen
contacted
directly.
When
answering
a
ques<on,
you
can
leave
links
to
relevant
ar<cles,
landing
pages,
or
blog
posts
on
your
website.
Remember
to
show
exper<se
without
trying
to
self-‐promote
too
hard.
20. You
can
install
apps
that
display
your
blogs,
porlolios
and
presenta<ons
can
give
your
visitors
a
much
fuller
picture
of
your
brand
and
personality.
! Tip:
Use
Slide
Share
Promote
your
content
by
sharing
slides
from
past
webinars
or
presenta<ons.
If
you
already
have
a
SlideShare.net
account,
you
can
import
your
exis<ng
presenta<ons
into
LinkedIn.
This
will
reinforce
your
thought
leadership
and
help
drive
more
qualified
traffic
to
the
resources
you
host
on
your
site.
This
app
also
allows
you
to
autoplay
videos
when
people
land
on
your
profile.
! Tip:
Use
TwiQer
It
is
possible
to
sync
a
TwiRer
account
to
LinkedIn,
which
increase
the
amount
of
interac<ons
with
your
audiences.
Click
here
to
see
how
to
do
so.
! Tip:
Use
Polls
With
the
app
Poll,
and
find
answers
to
your
business
and
market
research
ques<ons.
Your
poll
will
be
distributed
to
your
connec<ons,
and
their
own
connec<ons
too.
You
will
be
able
to
review
the
answers
based
on
gender,
demographics,
job
<tles,
etc.
! Tip:
Use
TripIt
Many
professionals
use
TripIt
service
to
keep
their
business
travels
organized.
MyTravel
app
for
LinkedIn
allows
you
to
see
who
from
your
network
will
be
close
on
your
next
trip,
so
you
can
get
in
touch
and
meet
for
business
or
leisure.
21. ! Tips:
AQend/organize
networking
events
Use
the
Search
func<on
to
find
networking
events
or
workshops
near
you
to
meet
other
professionals
and
promote
your
company.
You
can
also
organize
events
yourself.
Whether
it
is
a
major
industry
conference,
regional
networking
event
or
small,
informal
meet
up,
events
are
a
great
way
to
gain
exposure.
Once
the
event
is
created
and
featured
on
LinkedIn,
it
is
possible
to
see
how
many
people
have
RSVP’d,
who’s
interested,
etc.;
this
allow
you
to
track
the
popularity
of
your
event,
but
also
to
easily
break
the
ice
with
people
who
showed
an
interest,
and
approach
them
in
a
‘targeted’
way.
22. A
guide
for
company
pages
hRp://learn.linkedin.com/downloads/Linkedin-‐Company-‐Pages-‐Guide-‐03-‐2011.pdf
How
to
make
the
most
of
adver<sing
hRp://www.varnmedia.co.uk/04/13/7-‐<ps-‐to-‐get-‐the-‐most-‐out-‐of-‐your-‐linkedin-‐adver<sing/
Learn
more
about
SlideShare:
hRp://www.linkedin.com/opensocialInstalla<on/preview?_ch_panel_id=1&_applica<onId=1200
Learn
more
about
how
to
add
video
to
your
LinkedIn
profile:
hRp://lewishowes.com/linkedin/add-‐video-‐to-‐your-‐linkedin-‐profile/
23. Catherine
Lazure-‐Guinard
is
a
senior
marke<ng
and
communica<on
consultant.
She
helps
clients
gain
a
compe<<ve
edge
by
developing
and
strengthening
their
brands
image
among
various
stakeholders.
Catherine Lazure-
Guinard
Eugene
Litvinov
is
an
online
marke<ng
specialist
and
analyst.
He
has
many
years
of
experience
managing
online
brand
strategy
and
internal
communica<ons,
with
various
digital
tools.
Eugene Litvinov “We take great pride in the work that
we do, the people we work with, and
the brands that we build.“
24. Millstone
is
a
crea<ve
concepts
and
consul<ng
agency
with
marke<ng
and
communica<on
exper<se.
We
assist
you
taking
your
project
from
ini<al
concept
to
finished
product;
from
one-‐<me
promo<onal
campaigns
to
long-‐
term
collabora<on;
for
start-‐up
businesses
to
industry
leaders.
We
help
clients
improve
their
performance
by
adding
value
to
our
their
brand
experience
and
by
aRrac<ng
consumers
at
every
touch
point.
Our
work
is
based
on
a
mul<disciplinary
approach:
From
product
development
to
packaging;
from
employee
engagement
to
social
media;
and
from
merchandising
to
launch
events
–We
focus
on
the
essen<als
throughout
the
process
to
deliver
smart,
non-‐nonsense
strategies
and
tac<cs
with
measurable
outcomes.
In
a
nutshell,
we
help
companies
op<mize
their
commercial
poten<al
with
ideas
that
are
crea<ve,
workable,
easily
implementable,
and
effec<ve
–With
ideas
that
make
sense
to
you
and
your
business.
We offer:
! An integrated approach between marketing, communications and sales
! 360-degree brand strategy
! Easily implementable solutions
! Proven results
! Short communication lines
! Fresh perspectives
! An international team
! Emerging markets experience
! Extensive knowledge of the retail sector
25. Throughout
the
years
we
gained
substan<al
sales
and
marke<ng
experience
in
emerging
markets.
We
understand
the
characteris<cs
and
challenges
of
such
fast
growing
markets,
as
well
as
what
is
required
to
perform
and
make
the
most
out
of
this
excep<onal
opportunity.
We
can
help
you
develop
an
effec<ve
strategy
that
will
deliver
tangible
benefits
to
consumers
in
emerging
markets,
and
to
create
relevant
marke<ng
ac<vi<es
to
reach
your
objec<ves.
Millstone
also
has
an
extensive
network
of
professionals
around
the
world
–A
network
we
do
not
hesitate
to
use
for
added
market
intelligence
and
to
explore
ideas,
solu<ons
and
resources
necessary
for
success.
“Our philosophy is that creativity and simplicity must
be at the core of any brand to maximize its impact in
a crowded marketplace.”
Contact
us!
To
find
out
more
about
how
we
can
develop
ideas
that
sell
for
your
business,
visit
our
website
hRp://millstone-‐branding.com
or
email
us
at
info@millstone-‐branding.nl.
WriFen
by
Catherine
Lazure-‐Guinard
and
Eugene
Litvinov,
from
Millstone
Branding,
June
2012.
