BL43: Building Your Business Brand On LinkedIn

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

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

Reputation Relevance Relationships

The Era of the “Social Sales Professional”

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

Build Your Professional Profile

Your Reputation Starts Here

And Is Fueled By This

First Impressions Are Everything

Associations

Summary

Experience

Skills

Recommendations

Tips: Enhance Your Personal Brand

Keep It Current

Leverage Your Network

Professional Photo

Be Creative & Natural

Maximize Keywords

What’s Your Elevator Pitch

Utilize Endorsements

Get Recommended If you’ve added value to others, they will reciprocate

Tips: Seeking Recommendations

Request with Soft Approach

Return the Favor

Ask for Specifics

Suggest Key Points

Leverage LinkedIn Groups

See How Newsgator Utilizes Groupshttps://vimeo.com/45636598

Industry Connectedness 1stDegree CXO Connections

Network Expansion, Insights & Leads

Tips: How to Best Utilize Groups

Customer Support

Facilitate Networking

Promote Events

Be a Thought LeaderEngage and Be Authentic

Maximize Company Pages

• Company Info

• LinkedIn Activity

• Employee Listing

AvePoint

Tips: Building Effective Company Pages

Monitor and Focus

Build Followers

Employee Participation

Consistently Update

Exploit Premium Accounts

Power of Premium

Tips: Exploit Premium Accounts

Measure Effectiveness

Test Drive

Identify Goals

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

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’

Case Study

• Business Page

• LinkedIn Ads

• Sales Leads

• Groups

How Innovative-e Utilizes LinkedIn

Questions?

Kat Tillman

@katlenDux Raymond Sy

@meetdux

http://bit.ly/WPCLinkedIn

Appendix

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!

Gender

New from 2011: 3 Targeting Options

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.

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