Post on 11-Jun-2020
© Constant Contact 20141
Marketing using
© Constant Contact 20142
Marketing using
Melanie Diehl
Your Social Media Gal
• Social Media Strategist/Email Marketing Consultant
• Constant Contact Authorized Local Expert
melaniediehl.com
linkedin.com/in/MelanieDiehlmelanie@melaniediehl.com
Getting LinkedIn
c.2016 Your Social Media Gal
AgendaIs it right for me?
What do I say?
Is it right for my business?
Next steps
Etiquette
How do I know if it’s working?
Q&A
Live demo
Getting LinkedIn
c.2016 Your Social Media Gal
of businesses see increased exposure & improved sales from social media
90%
Source: Fortune.com, November 2015
© Constant Contact 2014
•Is LinkedIn right for me?
•Your profile
•Your connections
•Your groups5
Marketing using
c.2016 Your Social Media Gal
Getting LinkedIn
What is LinkedIn?
Wikipedia: “With over 433 million members in over 200 countries, it is the world’s largest professional networking site.”
Not just a “Resume Site”
Yet, 85% of all jobs are filled through networking, primarily LinkedIn*
c.2016 Your Social Media Gal*source: https://www.linkedin.com/pulse/new-survey-reveals-85-all-jobs-filled-via-networking-lou-adler
Getting LinkedIn
Founded in 2002 by Reid Hoffman and 4 former colleagues in Hoffman’s living room.
The site officially launched on May 5, 2003. At the end of the first month in operation, LinkedIn had a total of 4,500 members in the network.
As of March 31, 2016, there are over 433 million members, and over 4 million company pages on LinkedIn
c.2016 Your Social Media GalSource: http://press.linkedin.com/about
Getting LinkedIn
Nonprofit
65%use LinkedIn
Source: Nonprofit Content Marketing 2016 Benchmarks, Budgets and Trends
82%use LinkedIn
B2C
Source: B2C Content Marketing 2016 Benchmarks, Budgets and Trends
94%use LinkedIn
B2BSource: B2B Content Marketing 2016 Benchmarks, Budgets and Trends
Is it right for my business model?
c.2016 Your Social Media Gal
Getting LinkedIn
c.2016 Your Social Media Gal
If you are a B2B
If you are seeking a job
If you are (or want to be) a thought leader
And, what about Direct Sales?
Is it right for me?
Getting LinkedIn
c.2016 Your Social Media Gal
Getting LinkedIn
c.2016 Your Social Media Gal
What to do // “Michele’s Stella & Dot Story”
• Establish authority
• Target companies that block
Facebook & Twitter, etc
• Provide resources; aka,
become a thought leader!
Getting LinkedIn
c.2016 Your Social Media Gal
Your
Personal
Profile
Your
Personal
Profile
Getting LinkedIn
c.2016 Your Social Media Gal
Your
Personal
Profile
Getting LinkedIn
c.2016 Your Social Media Gal
Adding a professional photo makes you 14 times more
likely to be found on LinkedIn…
Your
Personal
Profile
Getting LinkedIn
c.2016 Your Social Media Gal
…but make sure they know it’s YOU!
What NOT to do // “Jane’s Story”
c.2016 Your Social Media Gal
Your
Personal
Profile
https://www.linkedin.com/pub/malcom-flot/44/1a4/a28
Getting LinkedIn
Create your custom URL—make it easy on yourself and others to find you!
Your
Personal
Profile
Getting LinkedIn
c.2016 Your Social Media Gal
Your
Personal
Profile
Getting LinkedIn
c.2016 Your Social Media Gal
Optimize for SEO
Add keywords to headline or summary
Add Work Samples• Images
• Documents
• Videos• Links…
Your
Personal
Profile
Getting LinkedIn
c.2016 Your Social Media Gal
Your
Connections
Getting LinkedIn
c.2016 Your Social Media Gal
Your
Connections
Getting LinkedIn
LinkedIn is based on the 6-degrees of separation theory, but uses the 3-degree model:
• 1st degree connections are your immediate connections
• 2nd degree connections are connected to your 1st degree connections
c.2016 Your Social Media Gal
Your
Connections
Getting LinkedIn
c.2016 Your Social Media Gal
Kelly is a
2nd degree
connection
Your
Connections
Getting LinkedIn
c.2016 Your Social Media Gal
Amy is a
3rd degree
connection
Your
Connections
Getting LinkedIn
Invite your email contacts to connect with you.c.2016 Your Social Media Gal
Your
Connections
Getting LinkedIn
•Who will be in your network?
•How will you grow your network?
•Best practices
c.2016 Your Social Media Gal
Your
Connections
Getting LinkedIn
•Personalize your mobile invitations, too!
c.2016 Your Social Media Gal
Your
Connections
Getting LinkedIn
c.2016 Your Social Media Gal
Your
Connections
Getting LinkedIn
c.2016 Your Social Media Gal
What NOT to do // “John Jr’s Story”
Hi Melanie. I’d like
to add you to my
professional
network on
LinkedIn.
Sincerely,
John Doe, Jr.
Your
Connections
Getting LinkedIn
c.2016 Your Social Media Gal
Giving and receiving LinkedIn
recommendations is an excellent
professional development tool. The primary
benefits are:
• To help you find out more about the
people you’re considering doing business
with
• To build your own reputation
Your
Connections
Getting LinkedIn
•Recommendations and Endorsements•Beneficial to both giver and recipient
•Endorse strategically•Do you really know the individuals skills
•Use feature sparingly (don’t overpost/spam)
•Ask for recommendations!
c.2016 Your Social Media Gal
Your
Connections
Getting LinkedIn
c.2016 Your Social Media Gal
© Constant Contact 2014
•How to create content
•Your updates
•Your groups
32
Marketing using
c.2016 Your Social Media Gal
Your
Updates
Getting LinkedIn
c.2016 Your Social Media Gal
Getting LinkedIn
c.2016 Your Social Media Gal
Low volume/high value
Minimum: 2 X per week
Maximum: 5 X per week
More formal and technical
LinkedIn content
Your website Your Facebook Your blog
“The act of discovering, gathering, and presenting digital content that surrounds a specific subject matter. ”
- contentcurationmarketing.com
LinkedIn: curating vs creating content
Getting LinkedIn
Your
Updates
Getting LinkedIn
c.2016 Your Social Media Gal
LinkedIn Publisher
Your
Updates
Getting LinkedIn
c.2016 Your Social Media Gal
Your
Updates
Getting LinkedIn
c.2016 Your Social Media Gal
Product updates RecruitingBehind the
scenes
Your
Updates
Getting LinkedIn
c.2016 Your Social Media Gal
Blog posts Industry newsGuides/eBooks
Your
Updates
Getting LinkedIn
•Events•New blog posts•Links to industry-relevant articles•Updated profile•Use Constant Contact’s social share button
c.2016 Your Social Media Gal
Your
Updates
Getting LinkedIn
c.2016 Your Social Media Gal
Use HootsuiteTM to
monitor and contribute
to conversations in
your network
Your
Updates
Getting LinkedIn
c.2016 Your Social Media Gal
Use HootsuiteTM to schedule updates to your profile
Your
Updates
Getting LinkedIn
•Sample resources for content:•Industry relevant blogs•blogs.constantcontact.com
•blog.hubspot.com
•Google alerts
•Entrepreneur.com
•Wall Street Journal
c.2016 Your Social Media Gal
Your
Updates
Getting LinkedIn
c.2016 Your Social Media GalSource http://blog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-infographic
Let’s take
a 10-minute
break!
Getting LinkedIn
c.2016 Your Social Media Gal
Your
Groups
Getting LinkedIn
c.2016 Your Social Media Gal
Your
Groups
Getting LinkedIn
c.2016 Your Social Media Gal
Over 2.1 million groups on LinkedIn• Professional organizations (ARMA, ACCE, etc)
• Chambers of Commerce
• Community Organizations (Cambridge
Running Club, Kiwanis Club, Knights of
Columbus, etc.)
• College Alumni Groups
• Local networking groups
Linking the Triangle
RTP Connected
LinkedIn allows you to join as many as 100 groups. AND—if it doesn’t
exist, you can create it!
Your
Groups
Getting LinkedIn
c.2016 Your Social Media Gal
Your
Groups
Getting LinkedIn
c.2016 Your Social Media Gal
Getting LinkedIn
c.2016 Your Social Media Gal
Your
Company
Page
Getting LinkedIn
c.2016 Your Social Media Gal
© Constant Contact 2014
•Company Page vs Personal Profile
•Who uses company pages?
•What to talk about?
•LinkedIn vs Facebook
52
Marketing using
c.2016 Your Social Media Gal
Getting LinkedIn
c.2016 Your Social Media Gal
What’s the difference?
Fill out all of the information
Add content to
Company culture
Products & services
Recommendations
Page vs. profile
Your
Company
Page
Getting LinkedIn
c.2016 Your Social Media Gal
Source: http://blog.linkedin.com/2013/01/09/linkedin-200-million/
Your
Company
Page
Getting LinkedIn
c.2016 Your Social Media Gal
Asks questions
Shares multimedia
Is helpful
HootSuite
Your
Company
Page
Getting LinkedIn
c.2016 Your Social Media Gal
More
Options
Getting LinkedIn
c.2016 Your Social Media Gal
© Constant Contact 2014
•LinkedIn: Paid or Free?
•Sales Navigator
•InMail
•And more
58
Marketing using
c.2016 Your Social Media Gal
Getting LinkedIn
c.2016 Your Social Media Gal
Free• No connection limits
• Create a professional and
detailed LinkedIn profile
• Give and receive unlimited
recommendations
• Join (or create) up to 100
different LinkedIn Groups
• Request up to 5 intros at one
time
• Perform unlimited searches for
LinkedIn members in your
extended network
Premium• Send a message to anyone in
the LinkedIn community thru
InMail messaging service
• Send more introductions than
the basic account allows
• View more info of people not in
your LinkedIn network using
advanced search
• Seeing more LinkedIn network
profile information using
advanced search
• See exactly who has viewed
your profile
More
Options
Getting LinkedIn
c.2016 Your Social Media Gal
More
Options
Getting LinkedIn
c.2016 Your Social Media Gal
Using LinkedIn Sales Navigator
Getting LinkedIn
c.2016 Your Social Media Gal
What about Microsoft’s acquisition of LinkedIn?
• Increased reach & engagement• Unified profiles across channels• More intelligent newsfeed• Increased social selling• more…
Source: http://smallbiztrends.com/2016/06/new-linkedin
Getting LinkedIn
c.2016 Your Social Media GalSource: http://smallbiztrends.com/2016/06/new-linkedin
Let’s put this all together …
© Constant Contact 2014
•Next steps
•Complete profile
•Tell everyone
•Do’s & don’ts65
Marketing using
c.2016 Your Social Media Gal
Your
Next
Steps
Getting LinkedIn
100% Complete Profile
Research shows you will be 40 times more effective on LinkedIn if you have a fully completed profile. Use all the tools LinkedIn offers.
•LinkedIn’s definition of a 100% complete profile (2012)• Name and Position 25%
• Picture 5%
• Summary 5%
• Specialties 5%
• Education 15%
• Past Job#1 15%
• Past Job #2 15%
• Recommendations (3) 5% (each)
c.2016 Your Social Media Gal
Your
Next
Steps
Getting LinkedIn
c.2016 Your Social Media Gal
1. Fill out everything on your page
2. Be active –post at least 2 X per week
3. Try sharing something about your industry
Your
Next
Steps
Getting LinkedIn
•Add your LinkedIn URL to your email signature
•Link to your Twitter account
•Share profile link on Facebook page
c.2016 Your Social Media Gal
Your
Next
Steps
Getting LinkedIn
•Invite your email contacts to connect
•Join groups to grow your connections
•Post regularly
c.2016 Your Social Media Gal
Your
Next
Steps
Getting LinkedIn
c.2016 Your Social Media Gal
Your
Next
Steps
Getting LinkedIn
c.2016 Your Social Media Gal
What NOT to do // “Joe’s Story”
Your
Next
Steps
Getting LinkedIn
c.2016 Your Social Media Gal
Content exercise:
Post at least 2 X per week
Share content that’s about you
Post something useful for your audience
1 About you Product updates, behind the scenes or recruiting:
2 Useful info Blog posts, guides or eBooks, or industry news :
Getting LinkedIn
73
c.2016 Your Social Media Gal
Delete negative comments
Be helpful, create a positive experience
Ignore your connections Say thank you, answer questions
Talk about yourself all the time
Balance self-promotion with helpful content
Not completing your page
Fill out all the information about your business, add your logo and photos
Forget to provide context
Infrequent posting or posting too much
Be active, but don’t overdo it
Include a comment when sharing
Etiquette
Getting LinkedIn
c.2016 Your Social Media Gal
• Engagement =
content and
frequency your
audience wants
– Likes, shares,
comments, more
followers/connections
• It takes time
How do I know it’s working?
Getting LinkedIn
c.2016 Your Social Media Gal
© Constant Contact 2014
•Live demo
76
Marketing using
c.2016 Your Social Media Gal
© Constant Contact 201478
Marketing using
Melanie Diehl
Your Social Media Gal
• Social Media Strategist/Email Marketing Consultant
• Constant Contact Authorized Local Expert
melaniediehl.com
linkedin.com/in/MelanieDiehlmelanie@melaniediehl.com
© Constant Contact 201479
Marketing using