LinkedIn for PR Professionals
Transcript of LinkedIn for PR Professionals
LinkedIn for PR
Professionals
Using the Network to Connect, Build &
Grow Your BrandBrittany Berger, content coordinator, eZanga
Lisa Denten, social media manager
Gina Joseph, digital engagement manager
Patrick Niersbach, digital marketing & analytics manager
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How to participate today
During today’s web seminar, attendees will be in listen-only mode
If you are experiencing audio issues, please contact:GoToWebinar: 1-800-263-6317
Submit text questions Q&A addressed at the end of today’s session
Everyone will receive an email within 24 hours with a link to view a recorded version of today’s session
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Your Panelists
Gina Joseph
Digital Engagement Manager, Cision
@gmg912 @cisionnavigator
Brittany Berger
Content Coordinator, eZanga
@bberg1010 @eZangaInc
Lisa Denten
Social Media Manager, Cision
@lisaml15 @cision
Patrick Niersbach
Digital Marketing & Analytics Manager
Cision
Section DividerWhy Does LinkedIn Matter?
The Basics
• Connecting & Building
Relationships
• Growing Your Personal Brand
• Building Your Company’s
Social Presence
• 259 million users in more
than 200 countries
#cision @cision
Tweetable Tip!
An average of 45 million profiles
are viewed each day on LinkedIn
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LinkedIn User Stats:
#cision @cision
Section DividerPersonal Pages
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Getting the Most Out of Your Profile
Customize URL (Edit Profile -> Edit next to URL -> Customize
Your Public Profile URL)
Move Sections Around
Add Articles, Videos, Presentations
Turn Off Activity Broadcasts (Privacy & Settings -> Profile ->
Turn on/off Your Activity Broadcasts)
#cision @cision
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Most Overused Buzzwords in Profiles
*Research by LinkedIn
#cision @cision
Keep Organized
Use Network tab to manage
connections(Network->Contacts)
- Tag Connections - only you will
see
- See news on contacts
- Import Contacts from Email
(Network -> Add Connections)
Relationship Tab
#cision @cision
Section DividerEnhancing PR Outreach
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Make Connections
Advanced Search:
Search Company -> Filter by
Relationship (1st Connections,
2nd Connections, etc)
Research journalists &
influencers you want to pitch
(Privacy & Settings->Profile
->Select what others see when
you’ve viewed their profile)
Look at ‘How You’re Connected’
#cision @cision
Tweetable Tip!
Optimize your LinkedIn profile with
keywords, including the summary
& specialty sections
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Enhance Your PR Efforts
Show your expertise & build
relationships in groups
Publish on LinkedIn:
http://specialedition.linkedin.
com/publishing
Follow Rule of Thirds when
Sharing Content
@ Contacts with Information
they May Find Useful
#cision @cision
Section DividerLinkedIn Groups
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Leveraging LinkedIn Groups
Less is more – focus on building a strong presence in a small
number of groups
Target different niches – you’ll get a stronger response from
targeted content
Interact – participate in popular discussions, respond to people
#cision @cision
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Leveraging LinkedIn Groups
Take relationships further – take your interactions beyond
these groups
Being part of a group gives you access to invite other members
to join your LinkedIn network without a Premium account.
Look at Group Stats before joining (Under Group Name ->More
-> Group Stats)
New destination for Group Management (Interests -> Groups)
#cision @cision
Section DividerCompany Pages
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Stats, According to LinkedIn
Members are 50% more likely to buy from a company they
engage with on LinkedIn
80% of LinkedIn members want to connect with companies
#cision @cision
Tweetable Tip!
80% of LinkedIn members want
to connect with companies
Brand Your Page
SEO-friendly: Google previews
156 characters of your
description page text
Members can search by
keyword
Updates in the morning
typically earn highest
engagement
Updates with links have 45%
higher engagement than those
without
Target your Status Updates
Products & Services Tab will be
discontinued April 14 (instead
Edit->Create Showcase Page) #cision @cision
Section DividerSponsored Posts
It Costs to Succeed
Publish relevant content straight to
the LinkedIn feed of any member on
the site, not just your Company
Page followers.
You only pay when someone who
isn’t already following you clicks on
your post.
You can target your audience in
numerous ways, job title/function,
skills, company size, and groups
they belong to.
Try different messaging for different
audiences.
#cision @cision
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Growing Your Audience Through Paid Media
Make sure you are specific enough with your descriptions so
people know what they are clicking on.
Cost per clicks will vary based on your targeting method and
may seem high at times, but one way to justify the cost/click is
to look at your cost/lead or download and make sure that is in
your target zone.
If you are trying to generate leads/downloads pay close
attention to your conversion rate and cost per lead metrics
since those are the people actually taking your desired action.
If you are trying to generate brand awareness, monitor the
number of impressions served, your cost/thousand
impressions (CPM) and the number of social actions.
#cision @cision
Questions?