Steffan Pedersen presents on leveraging LinkedIn for business. LinkedIn has over 433 million users globally and has become the top social media platform for professional networking and career development. Pedersen outlines five steps for companies to engage employees on LinkedIn: 1) build an engagement program, 2) communicate goals, 3) incentivize participation, 4) audit employee profiles, and 5) outline a content strategy. An engaged presence on LinkedIn can help businesses attract new leads and customers.

1. Presented by: Steffan Pedersen
Leveraging LinkedIn
June | 2016
Managing Your Business in the 21st Century

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UGA ‘13 Grad
Digital Strategist @ Object 9
⚽️ + 🎾 player, volunteer 😇, ½ , love to travel and ✈️

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2002: Started in a living room
2003: Launched in May
2011: Goes public
Today:
433M+ Users
8 offices in USA, 30 global
24 languages
9,700 employees
Revenue:
1) talent solutions
2) marketing solutions
3) premium subscriptions.

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The numbers.
• 433M Users Worldwide
• 106M MAU globally, 37.2M in USA
• 2 new members/second
• 17 min. per user/month
• 3x conversion rate of Facebook & Twitter
• Biggest Growth: Students and recent graduates
• #1 social referrer for web traffic
• #20 Top Site in USA: Wikipedia, Fox News, PayPal

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Global adoption, worldwide reach.
Top 10
1. USA — 128M+
2. India — 35M+
3. Brazil — 25M+
4. China — 20M+
5. UK — 20M+
6. Canada — 12M+
7. France — 11M+
8. Italy — 9M+
9. Mexico — 8M+
10.Spain — 8M+

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June ‘16: Acquired by Microsoft
$26B Implications
– Microsoft Dynamics CRM / Lynda / Bing
– Limited 3rd Party access to API
– Embed with Skype, Outlook, Access
– “Connective Tissue”: MSFT Cloud, AI, Mobile & Social

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So, how can we
leverage LinkedIn?

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5 Steps to Employee Engagement
1. Build the program
2. Communicate goals
3. Incentivize with benefits
4. Audit profiles
5. Outline content

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Find your leader(s)!
• Motivational marketer
• Digital native
• Passionate about social
• LinkedIn power user
Next:
• Roll out in small clusters
Step 1: Build the Program

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Communicating Goals
• New followers/customers
• Professionalism
• Thought Leaders / SME’s
• In a way everyone
understands
Method
Use internal systems, email
threads, or weekly meetings.
Step 2: Communicate Goals

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Participation Benefits:
• Personal
• Professional
• Internal
– Bonuses
– Profit-sharing
– Recruiting
– Company Socials
– Company Culture
Step 3: Incentivize with Benefits

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Optimize profile:
• Vanity URL
• Professional picture
• Experience & Skills
• Connections > 500
• Endorse & Recommend
• Groups + Follow Co’s
• Publish company content
Don’t overload them with too
much extra work!
Step 4: Profile Audits

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• Two way conversation
• Know your audience
• Consider a mix of blogs,
images, and video
• Place “Share” reminders in
the calendar weekly
Good: Clear, Concise, Multi-
media, Industry-Relevant
Bad: Irrelevant, Long Form,
Poor Timing, Text-Only
Step 5: Outline Content

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Case Study
TotaLand Technologies
Identifying & Nurturing Prospects, Winning New Business

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Event engagement & lead nurturing
See you
guys there!

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LinkedIn Publisher

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Teaser Post, Driving Web Traffic

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Build a Library of Brand Content

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Become the expert & educate your prospects!

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Consider Maslow’s Hierarchy
Highly Engaged / Actualization
Inspiring others ;<15% reach this level
Engaged / Importance
Achiever; vital part of business
Almost Engaged / Belonging
Proud, but not vocal
Not Engaged / Security
Bare minimum to survive
Disengaged / Survival
Here for the $

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Questions?
steffan@object9.com

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Resources
• SlideShare Presentations:
– Social Media Boot Camp
http://bit.ly/smbc101
– LinkedIn Guide Sheet
http://bit.ly/smlinkedinguide
– LinkedIn Tips & Tricks
http://bit.ly/smlinkedintips
– Mastering LinkedIn:
http://bit.ly/smmasteringlinkedin
• About LinkedIn
– http://press.linkedin.com/about-linkedin
– http://mobile.linkedin.com/

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Credits
• DMR Stats, LinkedIn statistics: http://expandedramblings.com/index.php/by-the-numbers-a-few-important-
linkedin-stats/
• Forbes: LinkedIn acquired by Microsoft: http://www.forbes.com/sites/grantfeller/2016/06/14/this-is-the-real-
reason-microsoft-bought-linkedin/#2fdd8e2e4acd
• Various stats, About LinkedIn: https://press.linkedin.com/about-linkedin
• Microsoft / LinkedIn acquisition, Benedict Evans:
https://twitter.com/BenedictEvans/status/742344834623668224
• Quantcast: Monthly US users data: https://www.quantcast.com/linkedin.com
• MSFT / LinkedIn acquisition info: http://www.inc.com/jeff-bercovici/microsoft-linkedin-social.html
• Maslow’s Hierarchy of Needs influences employee engagement:
https://www.linkedin.com/pulse/20140627092040-50682194-how-maslow-s-hierarchy-of-needs-influences-
employee-engagement
• Hierarchy image: http://www.shyentrepreneur.com/pre-business/maslow%E2%80%99s-hierarchy-of-needs-
for-a-small-scale-business/
• Employee Engagement notes + picture: http://www.socialmediaexaminer.com/how-to-encourage-
employees-to-share-your-content-on-linkedin/
• All other images, stock free from Pixabay: https://pixabay.com/