LinkedIn 2020 Workshop - What's New on LinkedIn

Editor's Notes

• #6: With 4 billion people around the world online, new digital behaviors are emerging. It’s essential to rethink strategies, create new capabilities, and prepare to adapt quickly to take full advantage of the new opportunities on the LinkedIn platform. Rachel Adler will share expert analysis and guidelines on the major changes and trends on LinkedIn and offer insight on how the public and private sector can take advantage of the biggest online opportunities in 2020. In this workshop, you’ll learn practical skills, techniques, and strategies you can put to use in your digital communications. Join us for this insightful, informative, practical workshop to help you maximize digital marketing on LinkedIn. 
• #7: https://www.oberlo.com/blog/linkedin-statistics Summary: LinkedIn Statistics Here’s a summary of the LinkedIn statistics you need to know in 2020: LinkedIn has over 660 million users in more than 200 countries and territories across the globe.  57 percent of LinkedIn users are male and 43 percent are female. 37 percent of US adults who use LinkedIn are between 30 and 49 years old. Half of all US adults with college degrees use LinkedIn. The average time spent on LinkedIn is six minutes and seven seconds per session. There are more than 30 million companies listed on LinkedIn. LinkedIn is the second-most popular social media platform among B2B marketers. The US has the largest LinkedIn advertising audience and offers a reach of 150 million users. 52 percent of buyers says LinkedIn has the most influence on their research process before purchasing a product. 57 percent of LinkedIn’s traffic is mobile.
• #8: https://blog.linkedin.com/2019/october/25/your-professional-network-can-help-you-succeed
• #9: Finally, make sure to include all of your experience on your LinkedIn profile. Profiles that list more than one position get 29x more views!
• #12: https://blog.linkedin.com/2019/october/15/planning-an-in-person-event-just-got-easier-with-linkedin
• #13: https://blog.linkedin.com/2019/october/15/planning-an-in-person-event-just-got-easier-with-linkedin
• #16: 10 LinkedIn video best practices 1. Optimize your setup Before going into selfie mode and hitting the record button, here are a few things you should consider. Lighting: Choose a well-lighted place. Natural light is often best, but artificial light can work in a pinch—just look out for shadows. Also, make sure subjects aren’t back lit, otherwise they’ll become a silhouette. Camera position: No one wants to see up your nose. Take a test video, and adjust the tripod or add or remove a few books under the camera setup as needed. Camera: If recording from your phone, use the rear camera. Most phones have larger apertures and offer higher resolution from the rear cam. Use a tripod or makeshift mount to keep the camera steady. Background: Avoid a cluttered or distracting background. Also, if you’re shooting in an office environment, make sure confidential materials and other brand logos are tucked away. You don’t want to inadvertently endorse another brand on your company’s behalf. Body language: In his research, psychologist Albert Mehrabian found that 55 percent of communication is transmitted through body language. Only seven percent is given through words, and 38 percent through tone. Maintain a relaxed presence by rehearsing your script. Look directly at the camera, smile, and breathe naturally. 2. Aim to capture attention from the start LinkedIn recommends that videos include a hook within the first 1-2 seconds. 3. Put essential information upfront Attention that wanes after the first few seconds will typically drop off after the 10 second mark, LinkedIn research finds. That’s backed up by Facebook findings, which show 65 percent of people who watch the first three seconds of a Facebook video will watch for at least 10 seconds, while only 45 percent will watch for 30 seconds. Plan to share your message, or show your audience what you want them to see, early on. That way you increase the likelihood of leaving an impression with more viewers. 4. Design for sound off Up to 85 percent of social media videos are played with no sound. That means most LinkedIn members will be watching your video as if it’s a silent film. Prepare accordingly by including descriptive images, explanatory infographics, and even expressive body language. 5. Include closed captions Even if your video isn’t speech heavy, closed captioning will make them more accessible. Plus, since LinkedIn just added a closed captioning feature, there’s no excuse for your videos to not have subtitles. To add captions: Click the video icon in the share box on desktop and choose the video you want to share. When the preview shows up, click the edit icon on the top right to see the video settings and then click select file to attach the associated SubRip Subtitle file. 6. Vary the shot A single shot video can get boring, and with viewers dropping off by the second, varying the shot is one way to keep them engaged. Even if you’re shooting an interview, borrow a second camera to record from different angles. Or, film some b-roll to use under voiceover. 7. Choose the right video length According to LinkedIn, the most successful video ads are less than 15 seconds long. But lengths can vary when it comes to LinkedIn native video. Here are a few things to consider: For brand awareness and brand consideration videos, LinkedIn recommends to keep length under 30 seconds. Videos that meet upper-funnel marketing goals should stick to a 30-90 second video length. Opt for longer-form video to tell a brand or product story. A LinkedIn study found that long-form video can drive as many clicks as short-form video if it effective tells a more complex story. Don’t exceed 10 minutes. LinkedIn considers 10 minutes the informal cut-off point for video. 8. Close with a strong call to action What do you want viewers to do after they’ve watched the video? Leave them with a clear direction. Here are some tips for writing CTAs. 9. Don’t forget supporting copy A recent study from Slidely found that 44 percent of video viewers on Facebook read caption text often, and 45 percent of viewers read captions sometimes. The same likely goes for LinkedIn, so don’t miss this opportunity to describe your video or drive home a message. But keep it short and direct. We recommend 150 characters or fewer. Adding LinkedIn hashtags and @ mentioning relevant companies or members in your caption is a useful way to increase reach and expose your video to more viewers. And don’t forget to include a link, especially if the point of the video is to drive visits to your website or product page. As a bonus, LinkedIn finds that posts with links tend to have 45 percent higher engagement than those without one. 10. Use the word “video” for promotions LinkedIn’s Video Ad Guide notes that promotional posts or emails that include the word video “can vastly increase the click-through rate.” If you’ve put in the effort to create a video, make sure to promote it—and use the keyword.
• #17: 10 LinkedIn video best practices 1. Optimize your setup Before going into selfie mode and hitting the record button, here are a few things you should consider. Lighting: Choose a well-lighted place. Natural light is often best, but artificial light can work in a pinch—just look out for shadows. Also, make sure subjects aren’t back lit, otherwise they’ll become a silhouette. Camera position: No one wants to see up your nose. Take a test video, and adjust the tripod or add or remove a few books under the camera setup as needed. Camera: If recording from your phone, use the rear camera. Most phones have larger apertures and offer higher resolution from the rear cam. Use a tripod or makeshift mount to keep the camera steady. Background: Avoid a cluttered or distracting background. Also, if you’re shooting in an office environment, make sure confidential materials and other brand logos are tucked away. You don’t want to inadvertently endorse another brand on your company’s behalf. Body language: In his research, psychologist Albert Mehrabian found that 55 percent of communication is transmitted through body language. Only seven percent is given through words, and 38 percent through tone. Maintain a relaxed presence by rehearsing your script. Look directly at the camera, smile, and breathe naturally. 2. Aim to capture attention from the start LinkedIn recommends that videos include a hook within the first 1-2 seconds. 3. Put essential information upfront Attention that wanes after the first few seconds will typically drop off after the 10 second mark, LinkedIn research finds. That’s backed up by Facebook findings, which show 65 percent of people who watch the first three seconds of a Facebook video will watch for at least 10 seconds, while only 45 percent will watch for 30 seconds. Plan to share your message, or show your audience what you want them to see, early on. That way you increase the likelihood of leaving an impression with more viewers. 4. Design for sound off Up to 85 percent of social media videos are played with no sound. That means most LinkedIn members will be watching your video as if it’s a silent film. Prepare accordingly by including descriptive images, explanatory infographics, and even expressive body language. 5. Include closed captions Even if your video isn’t speech heavy, closed captioning will make them more accessible. Plus, since LinkedIn just added a closed captioning feature, there’s no excuse for your videos to not have subtitles. To add captions: Click the video icon in the share box on desktop and choose the video you want to share. When the preview shows up, click the edit icon on the top right to see the video settings and then click select file to attach the associated SubRip Subtitle file. 6. Vary the shot A single shot video can get boring, and with viewers dropping off by the second, varying the shot is one way to keep them engaged. Even if you’re shooting an interview, borrow a second camera to record from different angles. Or, film some b-roll to use under voiceover. 7. Choose the right video length According to LinkedIn, the most successful video ads are less than 15 seconds long. But lengths can vary when it comes to LinkedIn native video. Here are a few things to consider: For brand awareness and brand consideration videos, LinkedIn recommends to keep length under 30 seconds. Videos that meet upper-funnel marketing goals should stick to a 30-90 second video length. Opt for longer-form video to tell a brand or product story. A LinkedIn study found that long-form video can drive as many clicks as short-form video if it effective tells a more complex story. Don’t exceed 10 minutes. LinkedIn considers 10 minutes the informal cut-off point for video. 8. Close with a strong call to action What do you want viewers to do after they’ve watched the video? Leave them with a clear direction. Here are some tips for writing CTAs. 9. Don’t forget supporting copy A recent study from Slidely found that 44 percent of video viewers on Facebook read caption text often, and 45 percent of viewers read captions sometimes. The same likely goes for LinkedIn, so don’t miss this opportunity to describe your video or drive home a message. But keep it short and direct. We recommend 150 characters or fewer. Adding LinkedIn hashtags and @ mentioning relevant companies or members in your caption is a useful way to increase reach and expose your video to more viewers. And don’t forget to include a link, especially if the point of the video is to drive visits to your website or product page. As a bonus, LinkedIn finds that posts with links tend to have 45 percent higher engagement than those without one. 10. Use the word “video” for promotions LinkedIn’s Video Ad Guide notes that promotional posts or emails that include the word video “can vastly increase the click-through rate.” If you’ve put in the effort to create a video, make sure to promote it—and use the keyword.
• #24: We know it’s important to have a way to effectively show the skills you spend time cultivating. In fact, according to new LinkedIn research, 69% of professionals think their skills are more important than college education when job-seeking, and more than 76% wish there was a way for hiring managers to verify their skills so they could stand out amongst other candidates.
• #25: A typical assessment consists of 15 to 20 multiple choice questions and each question tests at least one concept or subskill. The questions are timed and must be completed in one session.
• #30: https://blog.linkedin.com/2019/november/22/make-your-linkedin-feed-look-like-where-you-want-to-go