LinkedIn for Graduates, develop your career
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The document provides an overview of LinkedIn and best practices for using the professional social media platform. It discusses who participates on LinkedIn and their demographics. The benefits of LinkedIn for business purposes are outlined, including providing a place for professional networking and connections. Guidelines are given for optimizing a LinkedIn profile, engaging with groups, finding target markets, and regularly updating one's presence to increase their digital footprint on the site.
LinkedIn for Graduates, develop your career
- 1. Social Media Marketing Course LinkedIn … Building your Professional Presence Hub Spring 2013 Lynchburg College School of Business and Economics ©2011 Dr Ira Kaufman
- 2. Overview • What is LinkedIn? Who participates? • How to make your message stand out and be noticed? • How do to connect and converse with peers? • What are LinkedIn best practices ? • How to find your target market online? • Resources © www.TheMarketingNetwork.com.au 2
- 3. Why LinkedIn ? 1. Provides a meeting place where people expect to “do business” 2. Leverages relationships by making connections visible 3. Helps maintain personal relationships and build new ones 4. Provides a platform for the most effective form of Marketing - Word of Mouth 5. Provides assess to powerful professional search 6. Links to all other essential Social Media Tools© www.TheMarketingNetwork.com.au 3
- 4. About LinkedIn • 200+ Million LINKEDIN MEMBERS WORLDWIDE • Average age of LinkedIn users is 44.2 years • 58% male –42% female • 31% of American adults with annual household incomes over $100,000 use LinkedIn, compared to 16% for all American adults
- 5. LinkedIn Usage • 35% of LinkedIn users access the site daily • 42% of LinkedIn users update their profiles regularly • 81% of LinkedIn users belong to at least 1 group, 52% of whom participate in group discussions • 51% of online business-to-consumer marketers use LinkedIn, compared to 83% for business-to-business • 61% of social media users primarily use LinkedIn for professional networking, compared to 22% for Facebook, and 4% for Twitter • For every 100M users of each social network, 197.3 Twitter users were likely to share an online story, vs 41.8 on Facebook, 15.2 on LinkedIn, and 6 on G+
- 6. MEMBERS DISTRIBUTION BY AREA Credits: Amodiovalerio Verde
- 9. Credits: Amodiovalerio Verde WORLDWIDE DISTRIBUTION BY JOB FUNCTION LINKEDIN DEMOGRAPHICS & STATISTICS - JULY 2011
- 10. It Is Not Your # of Followers But How You Use Them • Most Users Utilize 5% of the functionality (benefits) © www.TheMarketingNetwork.com.au 10
- 11. What Do You Want To Do On LinkedIn? © www.TheMarketingNetwork.com.au 11 Google Page Rank; Personal & Company Answer Questions Recruit / Head hunt Get Head hunted - Employer & Employee - Company Culture - Growth Potential - Staff Turnover Lead Generation Sales Acceleration - Speak to Successes & Failures - Opinions / Polls - An Industry - Track Start-Ups - Groups - Advanced Search - EventsResearch Productivity Find Experts, Partners Ask for Advice Sales Job Search, Hire & Interviews Reference Check Proactive Networking Promote Personal Brand
- 12. Media Effectiveness: Professional Services (B2B) © www.TheMarketingNetwork.com.au 12 1. REFERRALS 1. Existing customers 2. Influencers (who are not customers) 2. Networking 1. Physical – Dedicated Networking Groups, Industry Associations, Expos, etc 2. Virtual (LinkedIn, Facebook, etc) 3. Website, Blog, Online Video 4. Search Engine Marketing 1. Paid Search / Pay Per Click 2. Search Engine Optimization 3. Banner Ads 5. Email (Existing Customers) – Keep in Touch 6. PR – Online 7. PR - Traditional 8. Direct Mail & Telemarketing 9. Trade Press / Local Paper / Niche Magazines At least half of these didn’t exist 10 years ago! 3 years ago you couldn’t manage most of these from one interface!
- 13. Case Studies 13 From My Network http://press.linkedin.com/success-stories
- 14. Important resources • 20 video lessons on Ihttp://premium.docstoc.com/c/49/ch/272/l/ 1264/What-is-LinkedInNn highly successful, he has also had his share of failures. His first start-up flopped and PayPal nearly went under many times according to Hoffman. Through these experiences Hoffman has learned a lot about what works and what doesn’t work when you are an
- 16. LinkedIn Best Practices © www.TheMarketingNetwork.com.au 16 1. Develop a unique profile – Design your Brand, e.g.: Matthew Banks 2. Maximize your profile 3. Connect - Import Contacts - people you have a relationship with: • Clients • Suppliers • Prospects 4. Recommendations: Giving and Asking for 5. Participate: Join Groups 6. Research: Listen, Understand member needs, Ask Questions 7. Build Credibility by developing content by focusing and delivering on your Brand • Share PowerPoints via Slideshare 8. Build Relationships: • Add Value (Promote Content, e.g.: Blog), • Answer Questions 9. Help others get more connected: Teach and Encourage 10. Promote Content with Applications (Behance) 11. Create groups for conversations, connections 12. Get in Front of Prospects • Introductions • LinkedIn Mail • LinkedIn Advertising
- 17. Be Different – Your Brand, Your Profile • It is like a resume but it doesn’t have to be boring • Make sure you have the right keywords • Get someone else to proofread it or write it for you! © www.TheMarketingNetwork.com.au 17
- 18. How To Make Your Message Stand Out and Be Noticed? Utilize The Principles of Word of Mouth Marketing: • Give people a reason to talk about your products and services, and make it easier for that conversation to take place. You’ll need to be creative. Basic Elements: • Educate people about the value of your products and services • Identify people most likely to share their opinions • Provide tools that make it easier to share information • Study how, where, and when opinions are being shared • Listen and respond to supporters, detractors, and neutrals © www.TheMarketingNetwork.com.au 18
- 19. YOUR Profile Researchers say, only 3% of the users are using LinkedIn in the right way. People just create them to raise their hands when a question of LinkedIn profiles rises.
- 20. Building your profile1. 11. .1. 1. Use Keywords – Tip: LinkedIn l ranks the density of keywords in your profile to where you appear in their search results, 2. Complete Your LinkedIn Profile: 100% 3. Use Your Main Keywords in your Headline: – Your headline, the line just below your name, is one of the most important factors in search. Make sure you use your keywords there! 4. Select the appropriate industry: – here best to put yourself? Look at what other people have used that rank high for the terms you want to be found for and use what they used 5. Fill your profile with interesting facts about you: – Use real captivating words up front
- 21. Building Your Profile -2 6. Add Multiple Current Jobs: – Don’t worry if you really only have one job since all of us wear multiple hats nowadays. If you have a blog (or multiple), use it. Then in each job description, use your keywords .Add your email address 7. Complete Your Summary: – really easy to read., main keywords by section 8. Use Your Keywords in Specialties: 9. Solicit colleagues and friends for recommendations: 10. Add plenty of passion
- 22. Skills & Expertise • http://www.linkedin.com/skills/?trk=skills- global-nav
- 23. Find Your Target Market Online 23 1. Build your network 2. Look at the most connected in your network 3. Start with low hanging fruit; those that share • common schools, interests, LI groups • alignment of job experience • greatest “emotional credits with” 4. Search • people • groups
- 25. Advanced People Search ( Digital Marketing, Professor, Consultant © www.TheMarketingNetwork.com.au 25 Examples 1. Category 2. Position 3. Qualities 4. Keywords
- 26. Join Groups • Maximum groups you can join is 50. • Choose carefully • Ask ? • Post links • Make comments • Get involved • Use keywords always • Join Digital media marketing , Digital Ready Marketing Institute
- 27. Update … be current • Each status update, profile update , upload goes to your member base • To increase your LI digital footprint you need to maintain a regular level of activity
- 28. 13 LinkedIn Mistakes You Should Avoid http:• http://newgradlife.blogspot.com/2010/01/job -search-networking-get-job-career.html
- 29. About the Presenter Dr. Ira Kaufman, President, Ira combines 30 years of rich experiences with businesses and non-profits to guide them to leverage the power of social media for marketing, recruitment and organizational development. Ira collaborates with a team of experts to design interactive environments to by integrating traditional advertising, online marketing, public relations and social media. His strong values and sensitivity to organization innovation and change are the foundation of his work. Ira has a PhD in Marketing and serves as a consultant, public speaker, and lecturer for companies and Senior Executive programs. Currently Assistant Professor, Lynchburg College School of Business and Economics. © 2011 LinkedIn: http://www.linkedin.com/in/irakaufman Facebook: http://facebook.com/irakaufman Twitter: http://twitter.com/ira9201 URL: www.enwinedigital.com