Even in today’s economic climate, finding and attracting top talent to your organization is probably a struggle. In many industries, such as IT, traditional talent pools have dried up and firms are finding they must turn to alternative methods in order to build pipelines in key skill sets to ensure they have the talent to satisfy current initiatives and to promote growth for the future. Many Human Resources professionals, sales and recruiters are turning to social media in order to present their brand and build these talent and lead pipelines. Unfortunately, a majority of them are doing it poorly! The training will focus on the basics: 1- What Are the Current Trends in Social Media Today? 2- What is LinkedIn and Why Should You Use It? 3- LinkedIn Overview 4-Branding/Image you are creating

1. Social
Media:
LinkedIn
August
9,
2012
Improving
Enterprises,
1-­‐5pm
y
toda
ents
m
et com lly
Twe hho
w
ia
it
ith: lmediaw lly
ia
#soc andsoc
p
@e x

2. WHO
IS
HOLLY?
• 12+
years
in
IT/Recrui9ng/Sales
• Expand
Socially
in
1/2011
• IT
Mar9ni
• Personal
stuff
• Why
am
I
here
today?

3. SOCIAL
MEDIA:
TRIVIA
QUESTION
What
percentage
of
employers
use
social
media
as
a
way
to
research
poten9al
job
candidates?
A. 25%
B. 53%
C. 17%
D. 80%

4. SOCIAL
MEDIA:
TRIVIA
QUESTION
What
is
the
maximum
number
of
characters
you
can
include
in
your
Twi[er
post?
A. 140
B. 135
C. 160
D. 125

5. SOCIAL
MEDIA:
TRIVIA
QUESTION
What
social
media
pla^orm
is
most
used
by
businesses?
A. Twi[er
B. LinkedIn
C. Facebook
D. YouTube

6. SOCIAL
MEDIA:
TRIVIA
QUESTION
What
is
YouTube’s
slogan?
A. Just
Video
It
B. Broadcast
Yourself
C. Freedom
to
Broadcast
D. Broadcast
for
Free

7. TODAY’S
AGENDA
• What
Are
the
Current
Trends
in
Social
Media
Today?
• What
is
LinkedIn
and
Why
Should
You
Use
It?
• LinkedIn
Overview
• Branding/Image
you
are
crea9ng

8. CURRENT
TRENDS
IN
SOCIAL
MEDIA
• Emarketer
predicts
1.43
billion
users
in
social
media
for
2012
(19.2%
increase
from
2011)
• According
to
Pew
Internet
survey,
61%
of
social
media
daily
users
are
under
30
and
32%
are
50-­‐64
(which
rose
from
20%
in
2011)
• Social
Media
Examiner
says
the
“Top
Five
Social
Media
Network/
Tools
for
Marketers”
are:
Facebook,
Twi[er,
LinkedIn,
Blogs
and
YouTube
• Social
Media
Examiner
shares
that
SMM
plan
to
spend
their
9me/
money
as
follows
in
2012:
• 68 percent plan to blog more
• 67 percent plan to use Google+ more
• 66 percent will increase their use of LinkedIn
• 38 percent will make more use of photo sharing sites like
Instagram and Pinterest

9. CURRENT
TRENDS
IN
SOCIAL
MEDIA
2012
Social
Media
Marke9ng
Industry
Report,
by
Social
Media
Examiner
shows
where
marketers
prac9ce
social
media

10. HISTORICAL
BUSINESSES
OOPS
WITH
SOCIAL
MEDIA
United
Airlines
• David
Carroll
YouTube
video
• Over
$3500
complaint
Dominos:
• Lost
over
$50M
when
a
YouTube
video
posted
by
2
employees
• è

11. UNITED AIRLINES FAILS TO RESPOND TO
MUSICIAN DAVID CARROL, WHO THEN TAKES
HIS COMPLAINT TO YOUTUBE VIA A MUSIC
VIDEO
Dave Carrol flew United Airlines with his band. His
$3,500 guitar ended up broken at the hand of United
employees, and the airline offered no compensation
after repeated complaints by Carrol
He responded by creating a music video about the
experience and posting it on YouTube. He blogged
about it as well “United Breaks Guitars Trilogy”.
The video went viral and was picked up by
international media outlets.
United experienced very bad press from the video.
Millions of airline travelers identified with Carroll’s
experience.
Key Learnings:
• Failing to deal with customer complaints can lead to frustrated customers taking their cause
to the social media, where often they find sympathetic readers/viewers. Social Media posts
can quickly go viral….and brand reputation can be damaged.
• When negative posts do happen, respond quickly and in a positive way. Let the poster know
what the company is doing to fix the problem.
Source: http://mashable.com/2009/07/15/united-breaks-guitars/
11
Social Media 101: Social Media Disasters
July 12, 2011

12. DOMINO’S EMPLOYEES POST
DISGUSTING VIDEO ON YOUTUBE
Bored Dominos employees not only
decided to film themselves performing
rather unsanitary acts with sandwiches;
they also thought it wise to share their
disgusting exploits with the world on
YouTube.
The video became a viral hit as the
number of views grew
exponentially….and the national media
picked up the story.
Dominos did respond. The employees
were fired and a response video was
posted apologizing for the employees Key Learnings:
behavior.
§ Your employees represent your brand…so
Dominos since has installed real-time ensure they have been trained on how to use
social listening and monitoring software (and not use) social media.
and has invested in social manager
positions who are active online. § Invest in real-time social media monitoring
tools that track conversations and posts about
your brand
July 12, 2011
Source: http://econsultancy.com/us/blog/3673-dominos-social-media-mess-3

13. WHAT
IS
LINKEDIN
• World’s
Largest
Professional
Network
on
the
Internet
• Leading
professional
sharing
community
• 161
Million
members/
45
Million
in
US
• Used
by
69%
of
Fortune
100
companies
• 107
Million
unique
visitors
• Execu9ves
from
every
Fortune
500
firm
• Over
150
Industries
• 2+
Members
sign
up
per
second

14. WHY
USE
LINKEDIN?
• Research
capabili9es
• No
contact
info
needed
• Follow
your
compe9tors
• Boost
your
business
• Improve
your
google
results
• Indirectly
check
on
your
candidates
before
hiring
• Get
Advice-­‐
Meet
a
career
coach/mentor
• Job
Search/
Build
a
career
path/
Find
your
dream
job
• Send
messages
in
bulk
• Increase
your
creditability
• Keep
up
with
your
friends
and
understand
what
they
do
• Brand
yourself

15. YOUR
ADVOCATES
&
BEING
A
TRUSTED
ADVISOR
• Knowing
Your
Advocates-­‐
Top
10
• Your
Hired
Candidates
and
Hot
Prospects
• Accep9ng
all
advice
and
invita9ons
• How
can
you
help
others?
• Staying
in
Touch
with
your
Network
• Ask
for
referrals
10
• Suggest
SME’s
unsolicited
People Who
• BE
SELFLESS!
Recommend
You 10
• Network
with:
Opportunity People You
• Hired
Candidates
Recommend
• Hot
Candidates
Your
Success
• Clients
Stories
• Engaged/Employees
(Hired
• Internal
Opera9ons
Candidates)
• Friends

16. SOCIAL
MEDIA:
TRIVIA
QUESTION
Why
are
the
primary
colors
of
Facebook’s
design
layout
blue
and
white?
• Answer:
Because
Mark
is
color
blind

17. è
LINKEDIN
PROFILE
&
SETTINGS
SeDngs
Profile
OpenLink
Photo
Vanity
URL
Summary-­‐
Elevator
Pitch
Your
email
Special9es-­‐
keywords
Group
Seqngs/Visibility
Groups-­‐
50
Blog,
Twi[er,
Company
Page
Recommenda9ons
Broadcast
ac9vity
seqng
Public
Profile
Receiving
messages/group
Snapshot
Today
Analysis
in
30
updates
days

18. ADDING
CONNECTIONS
• Use
Email
Tool
to
invite
• Import
Tool
to
see
who
is
on
LinkedIn
you
know
• Send
invites
to
people
from
your
current/past
employers
• Personalize
your
note
• Have
relevant
comments/requests
• Reviewing
“People
You
May
Know”

19. SEARCH/GROUPS
• Searches:
Saved
and
New
Searches
on
People/
Jobs
• Groups
&
Ques9ons/Answers
• Finding
key
groups
to
follow
and
post
informa9on
and
posi9on
• Connec9ng
with
new
targets
through
groups
• Discussions
verses
Jobs
verses
Job
Discussions
• Follow
Industry
leaders-­‐
Or
just
their
groups

20. HOW
TO
BECOME
A
SME
USING
LINKEDIN
• Who
are
subject
ma[er
experts
in
specific
areas
on
LinkedIn?
• Finding
experts
&
Being
an
expert
on
LinkedIn
through
Q&A
• Who
is
your
compe99on
following/
mee9ng?

21. MESSAGES
VIA
LINKEDIN
• Using
Tags
• Staying
in
Touch
with
your
Network
• Announcing
posi9ons
• Iden9fying
Resources
• Not
needing
In-­‐Mails

22. LINKEDIN
TIME
COMMITMENT
• Weekly
• How
to
stay
in
touch
with
your
network
• Use
when
you
need
verses
regular
review
• Adding
connec9ons
• Pos9ng
Updates
to
Your
Profile
(Not
just
open
job
announcements)
• Check
Events
• Check
Saved
Searches
• Who
has
viewed
your
profile
• Once
A
Quarter
• Export
Connec9ons
• Import
new
contacts
• Offer
Recommenda9ons

23. LINKEDIN
APPLICATIONS-­‐
SLIDESHARE
• Content Discovery Through People
• SlideShare has over 9 Million content uploads; 7.4
Million Presentations embedded across the nation
• 29 Million unique visitors
• Using SlideShare to show your expertise and prove
yourself; Strengthen your professional identity!

24. LINKEDIN
APPLICATIONS-­‐
EVENTS
• Events you attend I’m Going,
• Events you are marketing Are You?
• Events you should follow
• Events your peers are attending

25. B?
BRANDING/IMAGE
YOU
ARE
CREATING
• LinkedIn:
Branding
You
and
Your
Company
• What
are
people
saying
about
you
and
your
company
today?
• What
is
your
ideal
image
you
are
seqng?
• Keeping
your
company
and
YOU
consistent
in
their/your
image
• U9liza9on
of
your
company
LinkedIn
Page
• Following
Others
and
Organiza9ons
on
LinkedIn
and
the
value

26. SETTING
YOUR
IMAGE
• Who
do
you
want
to
be?
• How
do
you
want
to
be
known?
• Are
you
a
SME
of
something?
• How
do
you
respond
to
messages?
• Q’s
&
A’s
• Photo
• Updates
to
your
status

27. WHAT
ARE
PEOPLE
SAYING
ABOUT
YOU?
• Whether
you
are
an
individual
or
company,
you
want
to
know
what
people
are
saying
so
you
can
protect
your
reputa9on
• Google
alerts
• Following
conversa9ons
• Who
is
looking
at
your
profile

28. LINKEDIN:
BRANDING
YOU
OR
YOUR
COMPANY
PAGE
• Profile
Review
• Company
Page:
Central
hub
for
your
brand;
Culture,
Products,
Services,
Posi9ons
• How
are
you
using
them
as
an
engagement
tool?
• Viral
growth
for
you/business
• Does
your
company
page
answer,
“What
is
the
company
like?”
• Does
your
company
page
show,
“Why
should
I
work
for
them?”

29. COMPANY
LINKEDIN
PAGE
• Who
is
Admin?
• Have
you
designated
other
admins?
• Do
you
have
enough
followers
to
offer
status
updates?
• Source
of
analy9cs-­‐
visibility
• Updates,
Recommenda9ons/Endorsements,
Jobs
• Premium
Career
Page
vs.
Free
Page

30. FOLLOWING/PROMOTING
COMPANY
PAGE
• Following
Companies,
Compe9tors
and
Partner’s
pages
•
Sharing
your
page
with
your
employees/prospects/
candidates/customers
• How
is
Recrui9ng
using
your
page
and
building
followers?
• Follow
us
on
LinkedIn
bu[on
Follo
w Us!!
• Email
Signatures
• Newsle[ers
• Email
campaigns

31. IMAGE
CONSISTENCY
Who
is
responsible
for
posts?
• What
do
bios
and
services
say
in
all
pla^orms?
• Do
you
have
a
corporate
policy
to
comply
with?
• Does
your
profile
link
to
the
LinkedIn
company’s
page?
• Logos/Tagline
• Updates
to
all
pla^orms
(website,
LinkedIn,
Twi[er
and
Facebook)

32. THANK
YOU
• Keep
me
posted
on
your
growth/ques9ons
• Connect
and
follow
Expand
Socially
/
Offer
tes9monial
• Follow
Expand
Socially
on
LinkedIn:
h[p://www.linkedin.com/company/expand-­‐socially-­‐llc
• Holly
directly
on
Linkedin:
h[p://www.linkedin.com/in/hollysolomon
• Twi[er:
@expandsocially
• Facebook:
h[ps://www.facebook.com/ExpandSociallyLLC

33. QUESTIONS?
THANK
YOU!