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.

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
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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)
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11. What Do You Want To Do
On LinkedIn?
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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)
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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

15. http://www.linkedin.com/in/irakaufman

16. LinkedIn Best Practices
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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!
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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
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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

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25. Advanced People Search
( Digital Marketing, Professor, Consultant
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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