Saga of LinkedIn

Social Networking for

Marketing & Business

A study on

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?

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

How Work?

Online Socio-Professional Network

Friend s of friends of friends of friends………

‘Your network is bigger than think’

How is different?

Purpose – Professional network Connection more than a casual

acquaintance Simple, for a business relation and

advertising yourself

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.

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

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)

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

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


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


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

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

Business on Linkedin Business How are they using Linkedin?

Legal No major Law firm without a Linkedin profile Lawyer related Groups

Travel TripitStrategic 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

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

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%

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.

So, Become a smarter marketer

Thank You

Manish Pandey

Lead Generation Department