LinkedIn 101July 28, 2011

Christy Belden, Vice-President Media + MarketingEmily Carroll, Strategic Planning + Consumer

InsightsEmily Van Winkle, Communications + PR

2Christy Belden

Vice President, Media + Marketing, LeapFrog Interactive

Experience: 11 yearsThe Courier-JournalUniversity of LouisvilleSEMPO CertifiedGoogle AdWords

Individually Certified

Christy knows marketing. PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is always in touch with the trends and strategies that provide a solid return on clients’ investments.

3Emily Carroll

Strategic Planning + Consumer Insights

Experience: 5 yearsExecutive CommunicationsBellarmine UniversitySEMPO CertifiedGoogle AdWords Certified2011 AdFed “Hot 10” Young

Professionals

Emily does the legwork that helps clients’ media campaigns reach their target audiences. She makes sure their advertising dollars are invested in the best possible venues, to return optimal results.

4Emily Carroll

Communications + PR

Experience: 9 yearsEastern Kentucky UniversitySocial Media Club of

LouisvillePublic Relations Society of

America

Emily works with the social and engaging side of interactive marketing, helping our clients connect with their target consumers and develop a rapport with them. With her finger placed firmly on the pulse of the online social sphere, Emily establishes the connections and builds the trust that makes consumers want to become customers.

5LeapFrog Interactive

Twitter: @LFI#LFI

Facebook: www.facebook.com/LeapFrogInteractiveAgency

Blog: www.leapfroginteractive.com/blog

Christy Belden: http://www.linkedin.com/in/christybelden

Emily Carroll: http://www.linkedin.com/in/emilyocarroll

Emily Van Winkle: http://www.linkedin.com/in/emilyvanwinkle

6Agenda

+ Why LinkedIn

+ Using LinkedIn

+ Account Types

+ Personal Usage: Résumé Building

Job-Seeking

+ Professional Usage: Employee Recruitment

Company Profiles

+ Marketing Usage: Advertising

Lead Generation

Research

+ Best Practices

+ Q&A

Why LinkedIn

8LinkedIn 101

9Why LinkedIn

+ Strong world-wide reach

+ Business to business sales opportunity

+ Professional audience focus

+ Highly trusted by Google

+ Built to be SEO friendly

Sources: http://www.imediaconnection.com/content/29335.asp

10Why LinkedIn

115 million active users world-wide

Users 97 times more likely to have college or post-grad degree

LinkedIn is the number 2 most popular social media network

Nearly 2 billion people searches on LinkedIn in 2010

Sources: Audience 360 Survey, LinkedIn, May 2010LinkedIn Surpasses MySpace as 2nd Most Popular Online

Social Network, July 2011, HubSpotLinkedIn Marketing Solutions, LinkedIn 4.25.11 (US only)

11Why LinkedIn

Of social media users, 61% use LinkedIn for professional networking

LinkedIn Members

Source: How Are People Really Using LinkedIn? Mashable, July 2011

12Why LinkedIn

“How Are People Really Using LinkedIn?” Mashable, July 2011

67% of LinkedIn users access their profile daily or a few times a week

LinkedIn Members

13Why LinkedIn

Source: Audience 360 Survey, LinkedIn, May 2010

82% of members are more confident in the

professional info received on LinkedIn

compared to other social networks

LinkedIn Members

14Why LinkedIn

Source: How Are People Really Using LinkedIn? Mashable, July 2011

Top-Level Executives22% use LinkedIn for industry networking

20% use LinkedIn to promote business

LinkedIn Members

15Why LinkedIn

Middle Management24% use LinkedIn for keeping in-touch

20% use LinkedIn for industry networking

LinkedIn Members

Source: How Are People Really Using LinkedIn? Mashable, July 2011

16Why LinkedIn

Entry-Level24% use for job search

23% use for co-worker networking

LinkedIn Members

Source: How Are People Really Using LinkedIn? Mashable, July 2011

17Why LinkedIn

More than 80% of LinkedIn members are

company decisions makers

LinkedIn Members

Source: Audience 360 Survey, LinkedIn, May 2010

18Why LinkedIn

Professional Audience Focus

Medium-sized business professionals: 13 M

Small business professionals: 4.4M

Financial services professionals: 3.8M

Technology professionals: 3.4M

VPs and C-level executives: 3.2M

Companies with LinkedIn profiles: 1M

Sources: LinkedIn Marketing Solutions, LinkedIn 4.25.11 (US only)eConsultancy blog “20+ Mind-blowing social media statistics: One year later, http://econsultancy.com/us/blog/7334-social-media-statistics-one-year-later

19Why LinkedIn

LinkedIn Accounts

61% of LinkedIn users have the basic account

39% of LinkedIn users have a premium account

Source: How Are People Really Using LinkedIn? Mashable, July 2011

20Why LinkedIn

47.8% of B2B sales professionals use LinkedIn more for

prospecting/research than a year ago

Lead Generation

B2B Sales Pros Turn to LinkedIn, April 2010, eMarketer

21Why LinkedIn

61% of B2B companies acquired a customer using LinkedIn

Lead Generation

Source: 2011 State of Inbound Marketing, March 2011, HubSpot

22Why LinkedIn

Sources: LinkIn by the Numbers, June 2010, HubSpot 40% of Fortune 100 companies use LinkedIn corporate

recruiting solutions, September 2009, talent.linkedin.com/blog

70% of people use LinkedIn for job hunting

80% of people use LinkedIn as a primary recruitment tool

40% of Fortune 100 companies use LinkedIn for recruiting

23Why LinkedIn

Source: Is this next Adler prediction as far off at his last few, December 2010, LinkedIn Recruiting Solutions,

talent.linkedin.com/blog

44% of LinkedIn users are not actively looking

for employment, but open to new opportunity

discussion

Job Seeking

24Why LinkedIn

Ads on LinkedIn reach 6.1% of Americans online

Source: comScore Ad Metrix, September 2010

Advertising

25Why LinkedIn

46% of advertisers have social search marketing top of mind – including LinkedIn

Source: Why Social Media Is Top Priority for Search Marketers, November 2010, eMarketer

Advertising

LinkedIn Features

27LinkedIn Features

Personal

+ Job search

+ Online reputation management

+ Profile optimization: descriptive, relevant and compelling copy

+ Professional recommendations

+ Resume builder

+ Personalized homepage

+ LinkedIn Groups

Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp

28LinkedIn Features

Job Search

+ Search for connections within your industry, i.e. SEO include specific zip code and job title (manager, director)

+ Look-up firms and call or request email address to send CV resume

+ Join groups & interact

Paid Profile+ LinkedIn inmail – ability to message potential employers & contacts directly

Source: Jake Langwith, “How to Find a Job Using LinkedIn,” July 2011 http://www.clickz.com/clickz/column/2076879/job-linkedin

29LinkedIn Features

Company Profiles

+ Careers – company job openings

+ Products + services

+ Customer recommendations

+ Analytics – interactivity level and value

+ Syndicate tweets and blog posts

+ Custom LinkedIn microsite

Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp

30LinkedIn Features

Ad Solutions – Marketing on LinkedIn

+ Easy to develop ads

+ Highly targetable

+ Straightforward cost structure

+ Split-testing functionality

31LinkedIn Features

Lead Generation

+ Search filters

+ Introduction via mutual connections

+ Join industry groups and participate in conversations

LinkedIn Account Types

33LinkedIn Account Types

Using LinkedIn

Personal

Professional

Video 1: http://talent.linkedin.com/Recruiter

Video 2: http://www.linkedin.com/jobs/post?trk=tab_hire

Marketing

LinkedIn Best Practices

43LinkedIn 101

Best Practices – Personal Networking

+ Create a unique, relevant tagline

+ Include all relevant past employers, organizations and associations

+ Ask for recommendations – at least one per job

+ Include relevant URLs – professional social profiles,current employer, blog

+ Optimize text associated with links

+ Post regular updates to stay top of mind with your network

Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp

44LinkedIn 101

Best Practices – Company Profile

+ Upload logo, create a keyword optimized description

+ Include open company positions

+ Build module for all relevant products & services

+ Incorporate the “recommend” API link

+ Encourage customer recommendations

+ Incorporate company Twitter & blog feeds

Source: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.asp

45LinkedIn 101

Best Practices – Job Seeking

+ Connect with people you know, especially those in your industry

+ Conduct a targeted people search to locate contacts related to your industry or specialty – connect with them

+ Include relevant keywords in your tagline, experience and specialties, addskills “tags” – this will help you be found in searches

+ Request invitations to relevant groups and engage regularly

+ Incorporate your LinkedIn profile into your resume - number of connectionsand recommendations are valuable to potential employers

Sources: Advanced LinkedIn strategies for marketers, Kent Lewis, iMedia Connection, June 2011, http://www.imediaconnection.com/content/29335.aspHow to Find a Job Using LinkedIn, Jake Langwith, ClickZ, July 2011, http://www.clickz.com/clickz/column/2076879/job-linkedin

46LinkedIn 101

Best Practices – Marketing + Lead Generation

+ Keep ads direct and concise

+ Optimize campaign to best performing ad(s)

+ Don’t bombard users with information overload

+ Use LinkedIn as a research tool

+ Find connections, explore opportunities

Questions?

Thank You!Contact Us

Christy Belden: cbelden@leapfroginteractive.com

Maury Hill: mhill@leapfroginteractive.com