Amanda CanvasserCustomer Success Consultant, Federal PracticeLinkedIn

Leveraging LinkedIn for Public Affairs

• Introduction to LinkedIn

• Optimizing your profile

• Consuming and sharing content on LinkedIn

• Telling your organization’s story

Things we will cover

Connect the world’s professionals to make them more productive and

successful

Our mission

347M+Members

worldwide

>2new members

per second

84MMonthly

unique visitors

1.4Mfederal

members

1.3Mveterans

40M+students &

recent grads

For our members

The professional profile of record

Connect all of the world's professionals

Identity Networks KnowledgeThe definitive professional

publishing platform

The professional profile of recordIdentity

Connect all of the world’s professionalsNetworks

GroupsSlideShare InfluencersPulse

The definitive professional publishing platformKnowledge

Barack ObamaPresident of The United States

Source: Mindset Divide Research, TNS, September 2012.

Personal Networks Professional Networks

Career info

Updates on brands

Industry Trends

Info on friends

Info on personal interests

Entertainment updates

1

2

3

“Spend Time” “Invest Time”

Top 3 content types expected on each network

Why LinkedIn?

National Journal study finds LinkedIn most widely used platform among Washington Insiders

82% of congressional staffers use LinkedIn (compared to 26% in 2009)

LinkedIn also viewed as the most credible social media channel

Source: National Journal, Washington in the Information Age, 2015

28% of CEOs participate in social networksRate of CEOs using LinkedIn nearly quadrupled since 2012

Source: Weber Shandwick, Socializing Your CEO III, 2015

Facebook Twitter LinkedIn

Jared FogelRedskins Trademark

#LastRelationshipTaughtMe#TeenChoice

ManagementLeadership

*Trending in the US 7/8/2015

Create economic opportunity for every member of the global

workforce

Our vision

Realize yourdream job

Find work Be great at whatyou do

Create economic opportunity

Members Companies Jobs Skills Schools Updates

Connecting talent with opportunity at massive scale

Why it matters

347M+

ProfessionalsonLinkedIn

3B+Membersoftheglobalworkforce

Professional context

Optimizing Your Profile

Consuming and Sharing Content

on LinkedIn

Telling Your Organization’s

Story

3 Steps for Leveraging LinkedIn for Communications and Public Affairs

Optimizing Your Profile

Beginner Profile

Professional names

Use a professional photo

Optimize your location and industry

Professional headline

Customize your profile URL

Expand upon your headline and support it

Show examples of your work

Manage your endorsements

Add projects, test scores, courses, patents, certifications and volunteering/causes

Make yourself contactable

Simple ways to optimize

Creating a great profile

So, why is it important for your employees to havegreat LinkedIn profiles?

Members

Current members

435

Connections

Unique 1st degree connections

71,987

Employees

Monthly viewers of employee profiles

3,301

Employees

Monthly viewers of employee profiles

3,301

Consuming and Sharing Content on LinkedIn

7Xmore page views vs.

jobs pages

JOB

S

CO

NT

EN

T

Content pages receive

The definitive professional publishing platformKnowledge

GroupsSlideShare InfluencersPulse

Barack ObamaPresident of The United States

Tip: SlideShare has majorSEO ranking impact

Tell visual stories in the stream with SlideShare

Join Groups and become a top contributor

Increase profile views by engaging via Groups

Follow channels for news relevant to you

Gain insights from top industry leaders

Status Updates

Share content with status updates

Include links to content

Or upload a photo

Blogging on LinkedIn

1. Log into LinkedIn: www.linkedin.com

2. Click the pencil icon in the status update box on your homepage

Getting started is easy…

Telling Your Organization’s Story

Professionals who have opted-in to a relationship with your organizationCompany Page and Followers

61%of followers are more

likely to share information as a result of following an organization

The updates that get the most action

Fun facts and quotes

Info about your missionand career opportunities

Industry news, tips and best practices

Your organization: insidelooks and interviews

What’s trending: Share company news

54%of Federal employees are

unsatisfied with the level of information they receive from management about what is going on in the organization

42%of Federal employees are unsatisfied with the way managers communicate goals and priorities of the

organization

*United States Office of Personnel Management, Federal Employee Viewpoint Survey, http://www.fedview.opm.gov/2014files/2014_Governmentwide_Management_Report.PDF

Humanize your brand with participation from senior execs and thought leaders

Encourage employees to get on LinkedIn

Engage with Company Page

content

Cross-promotethrough other

channels (including press)

Amplify employee content through Company Page

Activate your employees

Optimizing Your Profile

Consuming and Sharing Content

on LinkedIn

Telling Your Organization’s

Story

©2015 LinkedIn Corporation. All Rights Reserved.