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Building Your Business Brand on LinkedIn
Kat Tillman@katlenCommunity StrategistMicrosoft Corporation
Dux Raymond Sy@meetduxManaging PartnerInnovative-e
See How Partners Maximize LinkedInhttps://vimeo.com/45635912
Session Objectives
DevelopCompany Pages
Leverage LinkedIn Groups
Upgrade to Premium Accounts
Endorsement Etiquettes
Value of LinkedIn
Effective Personal Pages
@katlen @meetdux #BL43 #wpc12
The Value Prop
Who am I as a person Ways of sharing life
experiences and belonging to a tribe
Friends based activities
Social Professional
Broadcast
Who I am as a professional
Highlighting my experiences and career aspirations
Professional activities
This is what I am thinking
My voice to the world Without any context
other than what I choose
The Big Three Network Dynamics
@katlen @meetdux #BL43 #wpc12
6 11MillionMembers
2.9+MillionCxOs
11+MillionOwners and VPs6+
MillionDirectors
22+MillionDecision Makers
Platform Connections Killer App
Social UtilityFriends, Family &
Colleagues
Status, Social Gaming &
Photo Sharing
PublicCommunications
Fans &Followers
Real-timeMicro-blogging
ProfessionalNetwork
Colleagues & Business Contacts
Professional Identity, Connections &
Insights
The Context
@katlen @meetdux #BL43 #wpc12
Reputation Relevance Relationships
The Era of the “Social Sales Professional”
@katlen @meetdux #BL43 #wpc12
Transform Your Career and Business
IdentityConnect, find and be foundLinkedIn Profile, Address Book, Search
InsightsBe great at what you doHomepage, LinkedIn Today, Groups
Work wherever our members workEverywhereMobile, APIs, Plug-InsDesktop
Rolodex, Resume, Business Card
Newspapers, Trade Magazines, Events
@katlen @meetdux #BL43 #wpc12
Build Your Professional Profile
Your Reputation Starts Here
@katlen @meetdux #BL43 #wpc12
And Is Fueled By This
@katlen @meetdux #BL43 #wpc12
First Impressions Are Everything
Associations
Summary
Experience
Skills
Recommendations
@katlen @meetdux #BL43 #wpc12
Tips: Enhance Your Personal Brand
Keep It Current
Leverage Your Network
Professional Photo
Be Creative & Natural
Maximize Keywords
What’s Your Elevator Pitch
@katlen @meetdux #BL43 #wpc12
Utilize Endorsements
Get Recommended If you’ve added value to others, they will reciprocate
@katlen @meetdux #BL43 #wpc12
Tips: Seeking Recommendations
Request with Soft Approach
Return the Favor
Ask for Specifics
Suggest Key Points
@katlen @meetdux #BL43 #wpc12
Leverage LinkedIn Groups
@katlen @meetdux #BL43 #wpc12
See How Newsgator Utilizes Groupshttps://vimeo.com/45636598
Industry Connectedness 1stDegree CXO Connections
Network Expansion, Insights & Leads
@katlen @meetdux #BL43 #wpc12
Tips: How to Best Utilize Groups
Customer Support
Facilitate Networking
Promote Events
FAQs
Be a Thought LeaderEngage and Be Authentic
@katlen @meetdux #BL43 #wpc12
Maximize Company Pages
• Company Info
• LinkedIn Activity
• Employee Listing
AvePoint
@katlen @meetdux #BL43 #wpc12
@katlen @meetdux #BL43 #wpc12
Tips: Building Effective Company Pages
Monitor and Focus
Build Followers
Employee Participation
Consistently Update
@katlen @meetdux #BL43 #wpc12
Exploit Premium Accounts
Power of Premium
@katlen @meetdux #BL43 #wpc12
Tips: Exploit Premium Accounts
Measure Effectiveness
Test Drive
Identify Goals
@katlen @meetdux #BL43 #wpc12
Utilize Self-Serve Ads
Pay-per-click Advertising Reach over 100 million
professionals on LinkedIn
Highly-targeted advertising allows you to reach an exact audience
Self-service online management interface
Ads are shown throughout the LinkedIn site
Pay per click (CPC)
Real-time auction-based ad system
Formerly called LinkedIn DirectAds
Ads appear on prominent pages on LinkedIn
@katlen @meetdux #BL43 #wpc12
Tips: Utilizing LinkedIn Ads
Create 3 Ad Variations
Limit to Core Audience
Use ‘Pay per Click’ Bid Type
Be Specific
Rotate with ‘Optimize Click Through Rate’
@katlen @meetdux #BL43 #wpc12
Case Study
• Business Page
• LinkedIn Ads
• Sales Leads
• Groups
How Innovative-e Utilizes LinkedIn
@katlen @meetdux #BL43 #wpc12
Questions?
Kat Tillman
@katlenDux Raymond Sy
@meetdux
http://bit.ly/WPCLinkedIn
Appendix
@katlen @meetdux #BL43 #wpc12
Creating LinkedIn Ads
LinkedIn Ads Case Study:uTest generates 50% of its paid leadsWho They Are• Crowd-sourced software testing company with more than 20,000 testers• Helps companies test their web, mobile and desktop apps• Privately held company with 30 employees• Based near Boston, Massachusetts
Why LinkedIn• Most effective way to target and reach a professional, sophisticated audience• People are in a "work" state of mind, not casually surfing the web• Easy to re-use online ads from other systems
“LinkedIn is our most cost-effective inbound marketing channel. It is increasingly critical to our business”
-Matt Johnston, VP of Marketing at uTest
Results• Nearly 20% of total inbound leads from LinkedIn• 50% of paid inbound leads come from LinkedIn• On par with paid search on a cost-per-lead basis• Hundreds of qualified leads each month
Step 1: Create an ad through an online interface50x50 Pixel Image Headline & Description
Visible URL
LinkedIn Member orAny Company
Create and test up to 15 ad variations per campaignDepending on placement, some ads will appear without the image on one single or two linesGet reports on clicks to your ad as well as clicks to your LinkedIn member or Company page
Step 2: Select your target audience
Geography
Job Function
Industry
Newish!
Companies by name
Company size
Newish!
Job TitleJob Function
SeniorityLinkedIn Groups
Newish!
Age
Gender
New from 2011: 3 Targeting Options
Newish!
Newish!
Target by Company NameShow your ads to members of named companies and organization
Target by Job TitleNarrow your audience to people of certain job titles.
Newish!Target by LinkedIn GroupsChoose from thousands of interest-based and profession-based groups.
Step 3: Set budget and bids Pay per click (CPC) or per impression (CPM)
Get bid recommendations based on your targets
Set a daily budget (for example, $50/day)
Run continuously or until a specific date
Stop your ads at any time
Campaign Minimums: $10/day daily budget, $2 minimum CPC bidAfter you select your target audience, LinkedIn Ads will show you a ‘Suggested Bid Range’
Example Target Audience Number of Members Example Bid
Corporate Executives at Large Enterprises 711,974 $2.81 per click
Owners of Small and Medium Size Businesses 497,129 $2.71 per click
All LinkedIn Members in the U.S. Over 43 million $2.62 per click
Step 4: Track results and optimize
View reports showing your clicks, impressions, and costs
Compare click-thru-rates of your ad variations
Online campaign management and reporting interface
LinkedIn Ads - FAQs•Q: Companies in what industries are most successful with LinkedIn Ads?•A: Companies in the following industries are seeing success: Software, Internet, Telecommunications, Financial Services, Higher Education, Recruiting, Business Services, Pharmaceuticals, and Event Management.
•Q: Will LinkedIn Ads campaigns compete with managed display ad campaigns that I run at the same time?•A: No, certain inventory is allocated to LinkedIn Ads campaigns and these campaigns compete against each other based on bid and ad quality
•Q: What are the payment options?•A: LinkedIn Ads requires a credit card for billing. At this time, we only provide monthly invoicing to advertisers who meet a certain spending threshold: $3,000 spend per month for 2 consecutive months.
•Q: What types of ad units are available?•A: Small text ads. You have the option to include an image. Some placements will display the image along with the text.
•Q: Are the ad placements allocated to LinkedIn Ads remnant inventory?•A: No, certain placements on highly-visible pages are allocated to LinkedIn Ads advertisers and advertisers compete in a real-time auction for those spots.
© 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.