Saga of LinkedIn

1. Social Networking
for
Marketing & Business
A study on

2. Not really a revolutionary idea
Human need to socialize
Web is a good place to get together
and share thoughts
What does a Marketer generally think
a Social Network is?

3. Today, who is using ?
Savvy Networkers
Tech savvy people
People active on other social
network as well
Use Linkedin as their
Professional face
Senior Executives
Somewhat less tech savvy
Because they get a lot of invites
Not aggressive in building
connections
Late adopters
Likely to receive numerous
invitations after joining
Less tech-savvy
Restricted friend circle-vary of
connecting to strangers
Exploring options
Job seekers, most of them also
registered in several job portals
Fairly tech-savvy
Use Linkedin even in personal
purpose, keen to connect

4. How Work?
Online Socio-Professional
Network
Friend s of friends of friends of
friends………
‘Your network is bigger than
think’

5. How is different?
Purpose – Professional network
Connection more than a casual
acquaintance
Simple, for a business relation and
advertising yourself

6. Why connection, how does it work?
Six Degree of separation theory
You already have this network of people in your real life.
Linkedin helps you see and use it.

7. Enhancing Business Using Linkedin
Notifications about launches of
products/projects
Curiosity and opportunity
Responses
Results
Understanding and Leverage the
relationship between people
Lead Generation
Sales Acceleration
Business that can typically be
marketed
New Technology – Cloud, SaaS,
Managed Services, Mobile
Technologies
Internet Media – Website, Digital
Marketing, Digital Advertisement
Entertainment , Sports, Tours
Appeals – Fashion
Electronic Gadgets

8. Steps of promotional campaigns on
Linkedin
Step 1
Promotional campaigns
Email marketing
Partnership/Strategic
relationship
Contest/Pols
Blogs
Video Sharing
Step 2
Publications, Articles and E-
groups
Reviews
Keyword Advertising
Viral Marketing
Step 3
Identity Continuity
InShare (Linkedin Tool)

9. Tools and applications that aid
Marketing on Linkedin
Answer Questions
Service Provider Recommendation
Search
Linkedin Groups
Calendar/Scheduler
Linkedin Polls
Blog Link
Huddle workspaces
In Share

10. Marketing Strategies on LinkedIn
1. Increase the visibility of
the brand
Answer questions to display
expertise
Stimulating blog post to drive
traffic
Service provider
recommendations
Notify event launch
Company buzz
2. Search Engine Optimization
Answer pages indexed to
category
Have company website on
personal profile of employees
Encourage +Buzz
Have popular figure associated
with company (independent
directors) mention their
involvement

11. Marketing Strategies on LinkedIn
3. Direct Sales
Company profiles to explore
potential clients
People search tool to zero in on
a profile of potential clients
4. Market Research
Polls applications can be used,
the target audience can be –
You’re Network
Target set of professionals
on specific industry, job
type etc. (paid services)
5. Recruitment or Job search
Post a job feature
Reference search
Direct access to Inmails
Automated talent matching
Dedicated account managers for
premium customers

12. Marketing Strategies on LinkedIn
6. Advertisement potential
Adds allow to precision
targeting according to age,
experiment etc.
Target specific segments like
entrepreneurs, business
developers
Ads can be segregated region
wise
Easy payment ex. Credit
card/PayPal/Direct remittance
7. Linkedin for
Business Development
Find relevant contacts in
other organizations using
people search
Company page to get deep
understanding of companies
View the profile of
counterpart to find common
ground

13. Marketing Prospective
(for Pitching as a product to Clients)
Application Possible Business
Box.net Files  Collaboration of various simultaneous activities
Tripit  Business opportunities for Tour and Travels
 Tie-ups possible with various State and National Tourism
Huddle Work Spaces  Makes business sense for multinational firms
 Outsourcing firms
Polls  Good opportunity for market research firms
SlideShare  Consulting Presentations
Company Buzz  Investments
WordPress  Business Bloggers can be integrate analytics and paid
advertising and apply SEO in the blog
Reading List  Publishers and online sellers of books can do roaring business
using the application

14. Business on Linkedin
Business How are they using Linkedin?
Legal  No major Law firm without a Linkedin profile
 Lawyer related Groups
Travel  Tripit
Strategic  Strategic alliance between CNBC and LinkedIn
Recruitment  Search for candidates
 Post Jobs
 Make contact with interested and qualified parties
Outsourcing/Automated Internet Business  Huddle Workspaces
 Drastic reduction in office working hours
 Enhanced productivity
Wealth Management Products/Services  Build Profits
 Gain Popularity
 Hunt for suitable applicants
 Linkedin Answers
Online Retail  Amazon.com
 eBay
 Flipkart
 Mintra...etc...
Collaborative  Capgimini(consulting, technology, outsourcing)
Financial Advice  Accelerator of New Business
 Builds a wide-ranging professional network

15. How does this make Business sense?
Social Influence
Market Value
 Easier Access
Better Business
Conclusion
Linkedin not a fad tool
Careful use mitigates risk
Benefits, justify the risk
Strong, sophisticated and a
modern platform
True synergy possible
Get Connected

16. Even then you have a question
WHY Linkedin?
See what this FACTS speaks -
LinkedIn is the most popular
social media tool among the
nation's fastest-growing
private companies, according
to a study by the University
of Massachusetts at
Dartmouth, Center for
Marketing Research, under
the direction of researcher
Nora Ganim Barnes, PhD.
More than 8 in 10 companies
listed on the 2012 Inc. 500
(81% of them) use the
professional networking site,
up from 73% a year earlier.
Meanwhile, the proportion
of Inc. 500 companies using
Facebook has declined, from
74%

17. Even then you have a question
WHY Linkedin?
See what this FACTS speaks -
Blogging gained momentum in 2012: 44% of Inc. 500 companies
now publish a blog, up from 37% a year earlier.
Software, advertising/marketing, and media companies were the
most likely to blog in 2012, whereas government services
organizations were least likely to do so.
Foursquare use has doubled, from 13% of companies in 2011, to
28% in 2012.
The proportion of companies using YouTube has fallen, from 45%
in 2011, to 30% in 2012.
18% of 2012 Inc. 500 companies use Pinterest.

18. So, Become a smarter marketer

19. Thank You