LinkedIn For Good Education Workshop July2014
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Good morning and welcome Please enjoy some breakfast
description
Transcript of LinkedIn For Good Education Workshop July2014
Good morning and
welcome Please enjoy some breakfast
Agenda
09.00am
09.10am
09.30am
09.50am
10.05am
10.25am
10.45am
11.30am
Welcome & Overview
How can your profile help you network with the right people?
LinkedIn’s free tools for charities
Tea & Coffee break
Finding the best recruits to help your charity succeed
Growing awareness and marketing your organisation
Practical workshop with LinkedIn coaches on hand to help
Close
Connect the world’s professionals
to make them more productive
and successful
Our mission
For our members
The
professional
profile of
record
Connect all of
the world's
professionals
Identity Networks Knowledge
The definitive
professional
publishing platform
For our customers
Hire
Power
half of
all hires
Market
The most effective
way for marketers
to engage
professionals
Sell
The start of
every sales
opportunity
The next decade
Create economic opportunity
for every member of the global
workforce
Our vision
Create economic opportunity
Realize your
dream job
Find work Be great at what
you do
THE ECONOMIC GRAPH
Connecting talent with opportunity
at massive scale
Networking for Fundraising
©2014 LinkedIn Corporation. All Rights Reserved.
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• Ability to Challenge and Educate your donors
• Provide an authentic Opinion and Insight
about your cause, which the donor may have
previously been unaware of
• Deliver incremental Value in the form of
meeting the donor’s charitable objectives
Raise funds on the basis of knowledge and insight
Corporate Executive Board 2012 – The Challenger Sale
©2013 LinkedIn Corporation. All Rights Reserved. 14
Enter, Social Fundraising Leveraging your social brand to fill your network with the right people, insights and relationships
LinkedIn’s Vision
Create economic opportunity for every professional around the world
How can your LinkedIn profile help you network with the right people?
Showcase your skills
Create a professional brand
Use the right tone
What would prospects or customers want to know
about you? Be descriptive. Tell your story.
Complete your profile
Aim for 100% profile completeness
Add rich content
Slideshare deck, presentation video, etc.
Add skills and generate endorsements
Make it descriptive who you are, what you do, and the value you
provide.
TIP 1 Write a compelling headline
Carlton Seymour Integrated Solutions: Aligning your workplace to support your
corporate objectives
Matthew Alba Enterprise Account Executive, TeraSync Solutions,
Transforming Marketing Departments with Social Networking
Shannon Frank Account Executive, Hancock Media: Helping ad agencies
extend their reach on social networking sites.
TIP 2 Upload a professional photo
Profiles with photos are 11 times
more likely to be viewed than those without
What’s wrong with these photos? Offer your critique.
TIP 3 Tell your story in your summary
Showcase your expertise. Convey your passion.
Provide a “Call to Action.”
Your background
Your company
Your passion
A call to action
Summary
As a sales professional, throughout my career I have always been passionate about building relationships
and adopting new concepts that better myself, my company and my client’s experience.
During this time, I have had the privilege of working alongside talented individuals at major companies,
such as Staples and ADP, in various offices throughout North America.
I now work at LinkedIn, as a Sales Solutions Account Executive, in New York City. As of July 2013,
LinkedIn passed the 238 million members mark, and we continue to add members at a rate of two
members every second! We continue to strive to connect the world’s professionals, making them more
productive and successful.
LinkedIn Sales Solutions affords me the opportunity to work with sales organizations to share how social
selling can generate sales opportunities that otherwise may have gone unnoticed. Social selling changes
the game by allowing users the ability to discover the sales insight necessary for a sales organization to
effectively engage prospects and close deals. This is made possible by leveraging LinkedIn’s flagship
product, “Sales Navigator.”
My areas of expertise include: B2B sales, prospecting, lead generation and relationship building, focusing
on the mid-market space.
If you would like to learn more about how we can transform your sales organization through social selling,
please contact me via InMail!
TIP 4 Customize your public profile URL
Put it on your business card and in your email signature file.
TIP 5 Add your contact information
Only your direct connections can see
All LinkedIn members can see
TIP 6 Add rich media
Turn your profile into a sales opportunity by:
Enhancing your profile visually
Adding content relevant to the products and services you sell
TIP 7 Customize links to websites
Provide a call to action that directs
customers to do something at the
destination page, such as:
Subscribe to an eNewsletter
Download a case study
Take a survey
TIP 8 Update your current and past positions
Demonstrate how you
help your customers solve
their business problems
Use keywords
Include rich media
Show your career
trajectory
TIP 9 Add your education
Showcase your education
Which will also allow you to…
LinkedIn Sales Navigator for Fundraising
Focus on the right people and
companies
Stay informed on key updates at your target donors
Build trust with your donors
To build donor relationships with knowledge and insight, You need to:
Questions?
Connecting employees to opportunities to make a
positive impact
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A guide to LinkedIn For Good
3
0
nonprofit.linkedin.com
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QUESTIONS?
15 minute tea break
Back at 11.05am
LinkedIn Talent Solutions Finding the best recruits to help your charity succeed
WHAT YOU WILL LEARN
TODAY
HOW SOCIAL MEDIA HAS CHANGED HIRING 1
HOW LINKEDIN CAN HELP YOU RECRUIT THE BEST
TALENT 2
ANDREW LINTON MEDIA SOLUTIONS CONSULTANT
7 years digital recruitment marketing
User experience, strategy, design, development, brand, search
marketing, email marketing, social media, content
Helping recruiters get the most out of LinkedIn
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UMANG PANCHAL GLOBAL ACCOUNT MANAGER
Work with clients on their global recruitment strategy
Business development background in technology, education and
recruitment
Passionate about using technology to solve real world challenges
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“If each of us hires people who are smaller than we are, we shall become a company of dwarfs. But if each of us hires people who are bigger than we are, we shall become a company of giants.”
THE WORLD IS
CHANGING FAST…
Candidates
More Connectivity
More Choice
More Channels
1980’s 1990’s 2000’s 2010’s
Filing Cabinet
Companies
Offline Database
Job Channels
Social Media
SOCIAL MEDIA IS HERE TO STAY, EMBRACING ITS POWER IS THE KEY
57%
of the decision to ‘buy’ is now made before any
contact with organisation
PROFESSIONALS USE LINKEDIN FOR
3 VALUABLE REASONS
KNOWLEDGE The definitive professional
publishing platform
NETWORK We connect the world’s
professionals
IDENTITY The professional profile
of record
are passive and not
looking to move
80%
60%
of them are open
to opportunity!!
THE BEST RECRUITERS
ACT LIKE MARKETERS
SOCIAL MEDIA KEEPS THE CONVERSATION GOING 1
…BECAUSE YOU NEED TO NURTURE YOUR AUDIENCE
SALES IS ONE-TO-ONE, MARKETING IS ONE-TO-MANY 2
WE RECOMMEND
3 SIMPLE STEPS
YOUR FOLLOWERS
& YOUR BRAND
NURTURE YOUR
TARGET
AUDIENCES
RECRUIT THE
BEST TALENT
BUILD ENGAGE RECRUIT
ENGAGE
RECRUIT
RELEVANT
JOBS
RECRUITER
ENGAGE
CONTENT
UPDATES
CAREER
PAGES
LINKEDIN HAS THE
SOLUTIONS
BUILD
TARGETED
MEDIA
EMPLOYEE
ADS
IMPROVE YOUR FOLLOWER ENGAGEMENT WITH
RELEVANT MESSAGING ENGAGE
Page visitors see the content that is relevant to them
≤ 400%
increases in conversions achievable with targeted content
CAREER PAGES
IMAGES
JOBS
VIDEO’S
RIGHT
MESSAGE, AUDIENCE, TIME
Ensure you are always top of mind
Relevant content Encourages likes & shares
ENGAGE
CONTENT UPDATES
RECRUITERS SHOULD
USE THE NETWORK RECRUIT
SHARE JOBS
of members are interested in job
opportunities from companies they are following
79%
THREE STEPS TO SUCCESS ON
BUILD AN AUDIENCE OF THE RIGHT PEOPLE 1
ENGAGE YOUR AUDIENCE THROUGH YOUR USPS 2
RECRUIT THE BEST TALENT FOR YOU 3
ANY
QUESTIONS
Marketing Solutions Growing Awareness & Marketing Your Organisation
LinkedIn Confidential ©2013 All Rights Reserved
Be accurate Be engaging Be everywhere
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How do brands cultivate these relationships?
Three keys to success:
LinkedIn Confidential ©2013 All Rights Reserved
LinkedIn enables charities to identify key audiences
LinkedIn Confidential ©2013 All Rights Reserved
407K 364K 19K
High Net Worth Individuals
Policy makers, Think Tanks and
Government orgs.
CSR Managers or Directors
And reach them at significant scale within the UK
High Net Worth: Director & Above in Comp Size 200+
406K
Media and Journalists
LinkedIn Confidential ©2013 All Rights Reserved
LinkedIn Members are generous in their charitable contributions
Source: Europa TGINet 2013 R2:
Base: UK
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120
116
102
100
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95
100
105
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120
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130
Index
Donated > £250 in the past 12 months
FT
Telegraph
Guardian
Times
LinkedIn Confidential ©2013 All Rights Reserved
Source: Europa TGINet 2013 R2:
Base: UK, LinkedIn Members
And are motivated to act by online & radio engagement by charities
LinkedIn members are most like to be motivated to donate by….
Advertising appeals on the internet
(Index: 136)
News/current affairs reports
(Index: 126)
Advertising appeals on the radio
(Index 122)
But least likely to be motivated by….
Advertising appeals on the TV
(Index:96)
Someone collecting on the street or
calling to their home (Index:94)
Advertising appeals in newspapers/
magazines (Index 71)
Company Page Your home on the world’s largest professional network
Be found by and connect to the people that matter most
Leverage as a hub for your marketing, campaigning and lobbying efforts
Represent what your organisation stands for with content
Start a dialogue and nurture it into long term engagement
Organic and Sponsored Updates Engage with your followers and extend your reach to your full audience across all devices
25% higher engagement on display when coupled with SUs
LinkedIn Self-Publishing Platform
Groups Cultivate long lasting relationships
Build long term relationships with your target audience through conversation and content
Achieve viral growth and word of mouth through public groups
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Five key takeaways: 1. Decide who you want to reach 2. Customize your company page 3. Start posting content from your company
page to organic followers or through sponsoring content to target audiences
4. Become a Publisher 5. Become a thought leader around your
area of expertise and start a Group
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QUESTION?
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THANK YOU FOR LISTENING.
Practical Workshop
Around the room are LinkedIn volunteers ready
with their laptops to help you with any questions
you might have.
Marketing & PR specialists
Hiring and Recruitment specialists
Networking specialists
THANK YOU FOR COMING
HAVE A LOVELY
DAY
