Lesson 6

LinkedIn – Professional Networking

Presented by:

Daniel Gilligan Course Educator

Diploma in Social Media Marketing - Part I

Today’s Lesson

A brief history

Demographics & user base

Optimising your profile & content

Advertising & analytics

Summary

Course Interaction

Next Lesson

Q & A

Let’s Begin

A Brief History

Introduction to LinkedIn

LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally.

-TechTarget

Definition of LinkedIn

LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally.

-TechTarget

•Professionally focused

• Integration

•Recruitment

What Is LinkedIn?

•Professional Brands

•Business Lunch

What Is LinkedIn?

• Internationalisation

•Revenue

•User Generated Content

How Has LinkedIn Grown?

•Connections

• InMail

•Pulse

Terminology

User Base and Demographics

User Base & Demographics

Who?• Age?

• Gender?

• Demographic?

Why?• Employment opportunities

• Digital CV

• Conversion Opportunities

Who & Why?

1st Degree

2nd Degree

3rd Degree

Fellow Members

Connections

• 1.4 million groups

• Everything from:

Digital Marketing Associations

Political Parties

. ASPCA, RSPCA, Etc.

University Alumni

Groups

•Professional Networking

• Job Opportunities

•Digital CV

Rewards

Optimising Your Profile & Content

Profile & Content

Feature Personal Profile LinkedIn Company Page

Managed BySingle, individual user

Multiple administrators or contributors

Following Follow public posts from your

groupsFeature your own group

Metrics Limited metricsAdditional analytical insights to post updates, post reach

and engagement

Personal Page vs Profile

• Beginner

• Intermediate

• Advanced

• Expert

• All Star

Optimising Your Profile

Aim for All-Star!

• Professional Photo• Professional Header • Summary• Experience• Examples • Engagement

Checklist For Profile Setup

• ‘Updates’ & ‘Posts’

• Topic & tone

• Relevancy

• Commenting

• Show your expertise

Content Creation

• Keep it professional

• Media

• Call to Action

• Analyse

• Question

Content Creation

Job Seekers Business Plus Sales Navigator Recruiter Lite

LinkedIn Premium Accounts

Live Demo

Recruitment on LinkedIn

Advertising on LinkedIn

Advertising on LinkedIn

•Key element of LinkedIn

•Text or Media

•Variety of Purposes

Display Advertising

Display Advertising

LinkedIn Analytics

LinkedIn Analytics

• Page vs. Profile

• Housed on LinkedIn

Profile:

• Who’s seen your page

• Where you rank

LinkedIn Analytics

• Followers Acquired

• Page likes

• Reach

• Engagement

• Comments & Shares

• SimplyMeasured

Company Analytics

• Be conscious of your tone

• Use professional language

• Aspire for All-Star

• Sponsor your best posts

• Don’t limit yourself

• Include Media in your posts

• Use the Business Services

Top Tips For LinkedIn

Next Lesson

• The next session is “Instagram – A Picture Tells a Thousand Words”

• Why should we use it?

• Creating engaging content

• Advertising & analytics

• Building our community - UGC

• Attend all of the lessons LIVE and your knowledge will grow

• Shaw Academy Lifetime Membership Prize during Lesson 8

• Recordings are available within 24 hours

Go to www.shawacademy.com and then the Top Right Corner – Members Area

Q&A

• You will learn What Instagram can do for you, The best way to manage and create

content, How to start advertising & analysing and The benefits of building your

community

• This is the fastest growing platform on the market – don’t miss out!

Next Lesson is:

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Instagram – A Picture Tells a Thousand Words

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