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The professional use of LinkedIn Open Inspiration //29. October 2014

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Charlotte Østergaard Steentoft

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Agenda for this afternoon

• LinkedIn in numbers

• Your Company on LinkedIn – Possibilities and Cases

• Break with Refreshments

• Social Selling on LinkedIn

• Networking.

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LINKEDIN

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300.000.000+ registered users

Country Number of users Penetration rate

USA 101.644.541 33 %

Holland 5.042.354 30 %

Denmark 1.592.107 27 %

UK 15.604.349 25 %

Norway 1.064.343 21 %

Sweden 1.799.419 20 %

Spain 6.061.428 13 %

France 7.524.717 12 %

Italy 6.835.526 11 %

Germany 3.244.320 4 %

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Why are we using LinkedIn?

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YOUR COMPANY ON LINKEDIN

Let’s have a look at the possibilities

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Company Page on LinkedIn?

Why?

• Professional presence for the company

• Quality traffic to website

• Send out updates to followers of the Page

• Send out targeted messages

• Profile focus areas through Showcase Pages

• Search Engine Optimization.

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Digital Works on LinkedIn

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GLOBAL SETTINGS

The Company Page in multiple languages

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Send out updates to your followers

• Relevant articles

• Press releases

• Annual report

• Jobs

• Other social media

• Newsletter

• Invitations.

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Target your post

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See data on the update right away

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Consider this..

• Who would you like to ”talk to”?

• Who is your target audience?

• Do you have content for this particular target group?

• Do these people already follow your page?

• If not: – Are any of your co-workers connected to the target group?

– Arrange and plan for ”internal” likes and shares

– Sponsor the update.

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Pay to reach the right people

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This is how it looks

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DIRECT SPONSORED CONTENT

Now you can also create ”dark posts” on LinkedIn

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LINKEDIN SHOWCASE PAGES

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Create relevant ”Sub pages”

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Possibilities with Showcase Pages

• Content in a different language

• Employer Branding

• Different target groups – Private /public/large/small companies

• Different industries

• Different disciplines

• Positioning/ thought leadership

• Other?

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Consider this…

• What makes sense for your business?

• Do You have enough content?

• Resources?

• Will the target group follow the page?

• Will it ”threaten” the Company Page?

• Is the name available?

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THE ROLE OF THE EMPLOYEE

Together we are stronger

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Remember your headine

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Should all employees:

• Update their LinkedIn profile?

• Use keywords in their headline?

• Help share Company Page updates?

• Find and create content?

• Share updates from their personal profile?

• Participate in group discussions?

• Connect with clients?

• Connect with potential clients?

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SOCIAL SELLING

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What is social selling?

• Fusion between enrichment and the ability to commercialize

• Proactive approach

• Prepare for meetings

• Built up credibility within networks and groups

• Ongoing lead generation.

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The B2B decision maker

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THE VALUE OF TAGS

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Organize your connections

Tag ideas:

• HR people

• Journalists

• Marketing

• Sales

• Purchasing

• Existing clients

• Potential clients

• Potential employees.

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Enrich your personal network

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How many sees your updates?

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IT’S ALL ABOUT GREAT CONTENT AND ENGAGEMENT

Get it out there

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We wrote an article…

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We shared it on social media

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And shared it from our colleagues personal profiles

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• Response from both 1st, 2nd and 3rd degree connections

• Several “new” profile views

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Results after 8 days

• 219 page views from LinkedIn alone

• The visitors from LinkedIn spent more than 4 minutes on the website.

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Remember that

• LinkedIn creates a story every time you: – Like

– Comment

– Share

• Not all content should be on LinkedIn – How about your political opinions

• How about other social networks?

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Thank you

Charlotte Ø. Steentoft cs@digitalworks.dk Phone 2618 4137

www.digitalworks.dk

www.linkedin.com/company/linkedin-for-businesses