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LinkedIn Fundamentals Course
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I used this slide deck to teach my Fundamentals of Social Media class at University of Santa Cruz Silicon Valley the basics of LinkedIn marketing for business. Check it out for yourself. Comments welcome.
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LinkedIn Fundamentals Course
- CnfidentialMarketingXLerator Social Media Marke-ng: LinkedIn Instructor: Natascha Thomson @NaThomson
- CnfidentialMarketingXLerator Unit 3 – LinkedIn 1. LinkedIn History 2. Demographics 3. Profiles vs. Business Pages 4. LinkedIn Products 5. Promo-ons & Adver-sing 6. Measurement & Tools 7. Best Prac-ces 2
- CnfidentialMarketingXLerator Impact: How do You get Your message to Your audience? Create a campaign strategy, including objec-ves & metrics: n Share relevant content n Engage the audience n Entertain and Delight n Calls-To-Ac-on (CTA) n Convert n Create loyalty loop (content & sharing) Share relevant content with the right audience at the right -me. The 3 Marketing Pillars Brand You Profile/Page Communicate Your Value Reach/Engage Your Audience Portray: Who are you/ your company? n Iden-ty n Promise/Differen-ator Create and maintain consistent look and feel; be recognizable. Convince: Why does it maIer? n Clear understanding of target audience and needs n Unique Selling Point n Differen-ators n Products & Services Create relevant content in formats that your audience likes to consume. Awareness, Engagement, Conversion 3
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- CnfidentialMarketingXLerator Techcrunch, 2016
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- CnfidentialMarketingXLerator LinkedIn User Growth (Global)
- CnfidentialMarketingXLerator Demographics
- CnfidentialMarketingXLerator Target Audience Research
- CnfidentialMarketingXLerator 11 Global
- CnfidentialMarketingXLerator USA
- CnfidentialMarketingXLerator Global
- CnfidentialMarketingXLerator Global
- CnfidentialMarketingXLerator USA
- CnfidentialMarketingXLerator 16 LinkedIn Mobile Stats by DMR
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- CnfidentialMarketingXLerator LinkedIn Facts h`p://www.socialmediatoday.com/social-networks/linkedin-unveils-new-premium-insights-data-tools-company-pages h`ps://www.globalwebindex.net/blog/4-in-10-internet-users-are-linkedin-members
- CnfidentialMarketingXLerator h`ps://business.linkedin.com/marke-ng-solu-ons/blog/5/5-b2c-companies-killing-it-with-content-on-linkedin
- CnfidentialMarketingXLerator B2B vs. B2C
- CnfidentialMarketingXLerator 21 Source: Our Digital Coach.
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- CnfidentialMarketingXLerator Survey with 1,000+ global buyers found that B2B companies use these social channels for lead gen: • 90% Facebook (only 41% generated leads) • 53% Twi`er • 47% LinkedIn • 33% Blogs LinkedIn proved to generate more B2B leads than any other channel. 23 Source: The Drum LinkedIn is the Best B2B Lead GeneraSon PlaTorm
- CnfidentialMarketingXLerator 24 h`p://www.marke-ng-mojo.com/wp-content/uploads/2015/11/LinkedIn-Benchmark-Report-Q3-2015-Marke-ng-Mojo.pdf
- CnfidentialMarketingXLerator 25 h`ps://business.linkedin.com/marke-ng-solu-ons/blog/5/5-b2c-companies- killing-it-with-content-on-linkedin
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- CnfidentialMarketingXLerator How to Set up a LinkedIn Profile > Go to: LinkedIn.com 27
- CnfidentialMarketingXLerator h`p://www.slideshare.net/linkedin/how-to-tell-your-workstory
- CnfidentialMarketingXLerator Example of a Good Profile Summary 29
- CnfidentialMarketingXLerator LinkedIn: Recruiter Profile Summary 30
- CnfidentialMarketingXLerator Watch Video: LinkedIn Company Pages
- CnfidentialMarketingXLerator How to set up a LinkedIn Company Page 32 h`ps://business.linkedin.com/marke-ng-solu-ons/company-pages/get-started
- CnfidentialMarketingXLerator B2C Company Page
- CnfidentialMarketingXLerator B2B Company Page
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- CnfidentialMarketingXLerator 37 Finding Images to Use on Social Media NEVER use pictures or graphics that might be copy-righted or owned by somebody else. You might end up geing your company sued. Instead, either use stock pictures your company already owns, PURCHASE IMAGES, or look for sites that let you use pictures license- free, some-mes with a`ribu-on. Make sure the license allows commercial use. h`ps://blog.bufferapp.com/free-image- sources-list h`p://search.crea-vecommons.org/
- CnfidentialMarketingXLerator Products
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- CnfidentialMarketingXLerator You can own a group or ask to join Groups > Remember, running a group is a lot of work 40
- CnfidentialMarketingXLerator LINKEDIN JOBS
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- CnfidentialMarketingXLerator 47 LinkedIn Offers a Number of Apps > Many Cater to Recruiters Find a list of Apps here LinkedIn App Use 101
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- CnfidentialMarketingXLerator Measurement & Tools
- CnfidentialMarketingXLerator Example Success Metrics: LinkedIn Pages 1. Follower growth rate (%) 2. Likes / Shares / Comments 3. Conversion Rates
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- CnfidentialMarketingXLerator Paid Media aka Ads & Promos
- CnfidentialMarketingXLerator LinkedIn: Owned vs. Earned vs. Paid • Owned – LinkedIn Profile – LinkedIn Company Page – Status Updates – Original content • Earned – Engagement in LinkedIn Groups – Engagement with other’s updates (like, share etc.) – Comments on blog posts • Paid – Promoted Posts – Ads Source: SmartInsights.com
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- CnfidentialMarketingXLerator h`p://www.slideshare.net/LImarke-ngsolu-ons/lms-plaoorm-overviewinterac-ve0315 58
- CnfidentialMarketingXLerator 59 B2B
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- CnfidentialMarketingXLerator Best PracSces
- CnfidentialMarketingXLerator Maersk Line Strategy: Each Maersk social channel has its own approach • LinkedIn: Maersk posts ar-cles about work culture & jobs Source: Outcome Study 62
- CnfidentialMarketingXLerator 63 B2C h`ps://business.linkedin.com/marke-ng-solu-ons/blog/5/5-b2c-companies- killing-it-with-content-on-linkedin
- CnfidentialMarketingXLerator 64 B2C h`ps://business.linkedin.com/marke-ng-solu-ons/blog/5/5-b2c-companies- killing-it-with-content-on-linkedin
- CnfidentialMarketingXLerator 65 B2B h`ps://business.linkedin.com/marke-ng-solu-ons/blog/b/b2b-case-study-how-cetera-financials- full-funnel-marke-ng-campaign-drove-1-million-in-new-business
- CnfidentialMarketingXLerator 66 B2B h`ps:// business.linkedin.co m/marke-ng- solu-ons/blog/h/ how-toshiba-of- canada-keeps-its- sales-pipeline-full
- CnfidentialMarketingXLerator Top 5 Profile OpSmizaSon Tips 1. Professional, right-sized, picture 2. Authentic Summary 3. Tell a story of growth with your work experience 4. Add visual content & URLs 5. Create a Company Page and/or link to your company’s page
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- CnfidentialMarketingXLerator 5 LinkedIn Growth TacScs 1. Invite & accept the right connections 2. Give and ask for recommendaSons 3. Post status updates 4. Join relevant groups 5. Engage with your audience
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- CnfidentialMarketingXLerator Natascha Thomson CEO, MarkeSngXLerator NaThomson@Marke-ngXLerator.com Marke-ngXLerator.com @NaThomson Over 15 years of markeSng experience in Global 2000 and startup companies. Customers include SAP, EMC, Polycom, SLAP, BAHREC, and LookingGlass Cyber Solu-ons.
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