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Lesson 6
LinkedIn – Professional Networking
Presented by:
Daniel Gilligan Course Educator
Diploma in Social Media Marketing - Part I
Today’s Lesson
A brief history
Demographics & user base
Optimising your profile & content
Advertising & analytics
Summary
Course Interaction
Next Lesson
Q & A
Let’s Begin
A Brief History
Introduction to LinkedIn
LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally.
-TechTarget
Definition of LinkedIn
LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally.
-TechTarget
•Professionally focused
• Integration
•Recruitment
What Is LinkedIn?
•Professional Brands
•Business Lunch
What Is LinkedIn?
• Internationalisation
•Revenue
•User Generated Content
How Has LinkedIn Grown?
•Connections
• InMail
•Pulse
Terminology
User Base and Demographics
User Base & Demographics
Who?• Age?
• Gender?
• Demographic?
Why?• Employment opportunities
• Digital CV
• Conversion Opportunities
Who & Why?
1st Degree
2nd Degree
3rd Degree
Fellow Members
Connections
• 1.4 million groups
• Everything from:
Digital Marketing Associations
Political Parties
. ASPCA, RSPCA, Etc.
University Alumni
Groups
•Professional Networking
• Job Opportunities
•Digital CV
Rewards
Optimising Your Profile & Content
Profile & Content
Feature Personal Profile LinkedIn Company Page
Managed BySingle, individual user
Multiple administrators or contributors
Following Follow public posts from your
groupsFeature your own group
Metrics Limited metricsAdditional analytical insights to post updates, post reach
and engagement
Personal Page vs Profile
• Beginner
• Intermediate
• Advanced
• Expert
• All Star
Optimising Your Profile
Aim for All-Star!
• Professional Photo• Professional Header • Summary• Experience• Examples • Engagement
Checklist For Profile Setup
• ‘Updates’ & ‘Posts’
• Topic & tone
• Relevancy
• Commenting
• Show your expertise
Content Creation
• Keep it professional
• Media
• Call to Action
• Analyse
• Question
Content Creation
Job Seekers Business Plus Sales Navigator Recruiter Lite
LinkedIn Premium Accounts
Advertising on LinkedIn
Advertising on LinkedIn
•Key element of LinkedIn
•Text or Media
•Variety of Purposes
Display Advertising
Display Advertising
LinkedIn Analytics
LinkedIn Analytics
• Page vs. Profile
• Housed on LinkedIn
Profile:
• Who’s seen your page
• Where you rank
LinkedIn Analytics
• Followers Acquired
• Page likes
• Reach
• Engagement
• Comments & Shares
• SimplyMeasured
Company Analytics
• Be conscious of your tone
• Use professional language
• Aspire for All-Star
• Sponsor your best posts
• Don’t limit yourself
• Include Media in your posts
• Use the Business Services
Top Tips For LinkedIn
Next Lesson
• The next session is “Instagram – A Picture Tells a Thousand Words”
• Why should we use it?
• Creating engaging content
• Advertising & analytics
• Building our community - UGC
• Attend all of the lessons LIVE and your knowledge will grow
• Shaw Academy Lifetime Membership Prize during Lesson 8
• Recordings are available within 24 hours
Go to www.shawacademy.com and then the Top Right Corner – Members Area
Q&A
• You will learn What Instagram can do for you, The best way to manage and create
content, How to start advertising & analysing and The benefits of building your
community
• This is the fastest growing platform on the market – don’t miss out!
Next Lesson is:
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Instagram – A Picture Tells a Thousand Words
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@ShawSocialDan
