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Helpful hints and real-world examples of how to leverage LinkedIn for company promotion.
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Effectively Leveraging
Presented for PR News by: Lori A. Russo Managing Director Stanton Communications, Inc. lrusso@stantoncomm.com http://www.linkedin.com/in/lorirusso
Effectively Leveraging
Topics for Discussion Building personal brands Establishing thought
leadership Elevating company profile Driving inbound and
outbound traffic Monitoring your progress Quick tips for success
Effectively Leveraging
Building Personal Brands
Source: Lab42 July 2011
Effectively Leveraging
Building Personal Brands
Among top-level
executives, promoting
the business ranked
second as the reason
for engaging on
Effectively Leveraging
Building Personal Brands Start with the Individual
LinkedIn is about people & professional connections Building our corporate brand begins with building personal
brands ― Particularly true for PR agencies, because our product is
our people Find a senior level professional who “gets” LinkedIn Work with that person to establish a culture within the
organization
Effectively Leveraging
Building Personal Brands Start with the Individual
Create profiles ― Include as much detail as possible ― Use appropriate keywords
Build networks ― Colleagues, clients, others ― Find mutual connections ― Ask for introductions ― Join groups
Engage in dialogue ― Participate in group discussions ― Post/respond to status updates
Share news
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Establishing Thought Leadership
Effectively Leveraging
Establishing Thought Leadership Monitor Q&A for
questions you can answer ― Browse topics ― Set up RSS feed
for appropriate LinkedIn answers categories
― Monitor for clients
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Establishing Thought Leadership
Join group discussions ― Set up RSS feed ― Balance
participation – comment, like and start your own discussions
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Establishing Thought Leadership Target engagement
― Pay attention to questions asked by people you want to know/connect with
Share info with others
― With key contacts ― Within your organization ― With clients and prospects
I saw this question on LinkedIn and thought
you would be the perfect person to
answer it…
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Elevating Company Profile
Effectively Leveraging
Elevating Company Profile Control & Expand the Message
Your LinkedIn company page is an extension of your website You do not have to rely on the default language/settings
LinkedIn provides You can edit your company page by:
―Including your position on your profile ―Adding your company email address to the confirmed
addresses on your LinkedIn account ―Associating your profile with the company by clicking on the
name from the dropdown list You can also control access to designated users only
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Elevating Company Profile Control & Expand the Message
Expand company page ―Customize
content – don’t rely on defaults!
―Edit company overview
―Add products/ services
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Elevating Company Profile Control & Expand the Message
Promote content ―Company news ―Blog posts
Establish group
―Invite employees, clients, former colleagues ―Private place to ask questions, start discussions
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Driving Inbound & Outbound
Traffic
Effectively Leveraging
Driving Inbound & Outbound Traffic Get Them There*!
* There = LinkedIn company page, individual profiles, Q&A, group discussions, company website, corporate blog, Twitter feed, Facebook page...
Effectively Leveraging
Driving Inbound & Outbound Traffic Get Them There*!
Use keywords ―Expertise instead of
title in headline ―Customize website
links: Location instead of “Company Website,” specialty instead of “Blog”
― Avoid overdoing it – be a human being, not a word cloud
Effectively Leveraging
Driving Inbound & Outbound Traffic Get Them There*!
Use inbound links ―Add LinkedIn button to
prominent location on company homepage
―Add LinkedIn hyperlink to email signatures
― Include link to company page and individual profiles on corporate blog
Effectively Leveraging
Driving Inbound & Outbound Traffic Get Them There*!
Use outbound links ―Use status updates to
drive traffic to corporate blog, website
― Customize outbound links on individual profiles
Effectively Leveraging
Monitoring Your Progress
Effectively Leveraging
Monitoring Your Progress
Look at the numbers ― Google analytics – what are your top referral sources? ― Benchmark LinkedIn as referrer ― LinkedIn analytics – unique visitors, page views, clicks on
products/services, followers Decide what matters
― More traffic to your corporate site? More eyeballs on LinkedIn? More followers? More connections?
Set goals Track progress
Effectively Leveraging
Monitoring Your Progress
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Quick Tips for Success
Stick to the basics
Identify a senior level champion
Leverage personal engagement to elevate company brand
Optimize your company page
Link, link, link
Use data to make your case
Questions?
Effectively Leveraging
Lori A. Russo Managing Director Stanton Communications, Inc. 300 E. Lombard St., Suite 1440 Baltimore, MD 21202 410-727-6855 lrusso@stantoncomm.com Find me on LinkedIn and Twitter and in The Strategy Room
Effectively Leveraging
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