WHY LINKEDIN IS A GAME CHANGER

By: Benjamin Kepner

Story of Linkedin

Revenue streams founded by launching job listings and subscriptions.

Enhanced communications + search capability. Advertising Success: Good professional

demographic and unique business products.   Hoffman transformed way people could take

control of their professional lives and work together to find the right people and info.

“People go on LinkedIn to make themselves better and organizations better.”

Acquisitions Rapportive: a browser plug-in that makes

contact information available acquired from social networks and Google’s Gmail.

Connected: smart contacts management platform to “revolutionize contact management”

Pulse: mobile application that enables users to create personalized news feeds; 30M members in 190 countries and 750 content publishers.

SlideShare: searchable collective of corporate presentations for professionals on any topic

Global Presence

200+ million members Available in 19 languages and 200 countries 2.8 million+ LinkedIn company business

pages Top countries: 74M in US., 18M India, 11M

Brazil, 11M UK, and 7M Canada. Fastest growing countries: Turkey, Colombia,

and Indonesia. Average Age=44.2 years of age. Average income=86,000 US$ per year.

Integrates With…

Google: Gmail, Contacts , Calendar, Apps Mail Yahoo!: Mail, Contacts, Calendar Outlook: Mail, Contacts, Contacts CSV, Calendar iPhone Address Book via LinkedIn Contacts app CardMunch, Evernote and TripIt. Mac Address Book vCard and Yahoo! Contacts CSV supported as one-off contact imports. AOL, Hotmail, or any other email you may have

Recent Updates

Add images, videos, resumes, presentations, comments and likes from others

Contacts update to for more “personal assistant” life organizing features

New iPhone and Android apps, (Contacts app)

Expanded search engine @Mentions in status updates Klout-style endorsements Build your resume Two-step verification

Third-party apps

SlideShare: View professional presentations

WordPress: Share Blog posts TripIt plugin: let your connections know

where you’re going. Hookflash: Chat face to face with. Buffer: Share your most interesting links

with connections or groups CardMunch: Take a picture of a business

card to create a digital contact to your address book.

Connections

Add the people you communicate with on email. 

Every connection may click on your company that directs them to your company page. 

You can identify networking paths by identifying how you are connected to professionals

1st contacts: directly connected with you 2nd contacts: When you have a 1st contact that

knows the 2nd contact personally.   3rd Contacts: People connected to 2nd Contacts These icons show when you look at group

members, company profiles, and so on.

Contacts Finds and adds the new

contact details to any pre-existing names in your contact list.

Expanded relationship view that integrates all of the interactions you’ve had with a particular person over the different networks

Reminders that you have set yourself to connect in the future.

LinkedIn Tags are custom categories that allow you to sort and organize your connections. 

Who’s Viewed Your Profile

Tells you how many people are viewing your profile and how frequently .

If you are connected within 3rd degrees of the viewer, their name will pop to the date they viewed your page.

With Premium you can see everybody who’s checked you out.

Someone looking at your profile is a good excuse to reach out with a connection request.

If you look at other people’s profiles, a certain proportion will always look back.

Groups Largest public audience to

engage with Join groups to ask

questions, post discussion topics, and answer questions.

Use as forums to pose questions on best practices in your field

Stay up to date on current industry news

Connect with people in your group

Influencers + Follow Channels Read articles from most followed

Influencers and top news sources.

Tony Robbins

Deepak Chopra MD

Barack Obama

Jeff Weiner

Richard Branson

LinkedIn Company Page

Highlight products and services

Link to marketing offers Draw leads that are in need

of your content or deals Tell your company’s story,

updates, and industry news Engage with your audience Share career opportunities

within your company Increases your visibility

across the web Drive word of mouth at

scale. 

Social Selling Impressions

Connect Endorse Recomme

nd Inmail Message Reply Group

post

Share @Mention View profile Premium badge Open link Accept

invitations Invite/

Introduction

Competitor Tricks

Go to Settings → Privacy Controls → Select what others see when you've viewed their profile. Opt to be totally anonymous.

Search LinkedIn by interest, and not all of those interests are strictly business

Connect with competitors to see their connections

See who your competitors profiles also viewed to see possible structure or decision makers

LinkedIn Premium:

Inmail: Allows you to send a message to any LinkedIn member, without an introduction.

Expanded Search tool:  Allows you to view full profiles that you are not connected to.  Have alerts to saved searches.

Profile stats pro: See the expanded list of the titles, regions, and companies of people who have viewed your profile.

Premium Badge: Featured prominently on your profile and next to your name in search results.

Open Link: allows anyone on LinkedIn to send you a message for free, even if they are outside of your network.

There are also upgrades such as a talent finder for recruiters and sales lead generator for sales teams

Daily Guide To LinkedIn Success

1. Sign in, view, and edit profile2. Check out your newsfeed and customize3. Engage with a status in your newsfeed4. Answer or ask a question in a group5. Provide one status update that is compelling

information or noteworthy about your company or industry that is of interest to your target market. \

6. Ask one person to follow your Company Page7. Ask for recommendations and give references8. Follow a new company in your industry9. Manage your contacts, Search for groups, Create

Polls10. Use advanced search for people

LinkedIn Advertising

Ad Campaign Name: Grouped by Campaign; up to 15 ads in each Campaign

Ad Destination: Send Ads to a page on your website or social media page Ad Copy & Image: LinkedIn Ads allow you: Image: 50×50 icon LinkedIn Ad Title Headline Length: 25 characters LinkedIn Ad Body Description Length: 75 characters across two lines. LinkedIn will set a Minimum CPC for each of your ads (lowest= $2.00). Text ads with small images, Auction-based bidding and Pay per click (CPC) Appear on profile pages, home page, inbox, search results pages, groups

pages Give you a Suggested CPC Range and Self-service online interface There is a minimum daily budget requirement of $10 (~$300/month).

It requires time and effort to create and foster relationships online, just as it does in person. 

Constant interaction on discussions that provide educational, resourceful, and helpful information to others and posting links to third-party content shows that you want to add value as an industry expert to the conversation

Don’t just dominate it with your own material.

Questions?

Check out these sources for further help: LinkedIn Help Center LinkedIn Marketing Solutions Blog LinkedIn Blog LinkedIn Talent Blog

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You can find me on LinkedIn here Tweet at me @BenjaminKepner Check out my blog at

www.bkstrategic.com