– Malcolm Gladwell , “The Tipping Point”

1. “ If you want to bring a fundamental change in people's belief and behavior...you need to create a community around them, where those new beliefs can be practiced and expressed and nurtured. “ – Malcolm Gladwell, “The Tipping Point”

2. AP041 LinkedIn Best Practices How to become a social sales professional

3. How Partners Maximize LinkedIn

4. Session Objectives Value of LinkedIn Develop Company Pages Endorsement Etiquettes Leverage LinkedIn Groups Upgrade to Premium Accounts Effective Personal Pages @katlen

5. The Value Prop

6. The Big Three Network Dynamics • Who I am as a professional • Highlighting my experiences and career aspirations • Professional activities Social Professional • Who am I as a person • Ways of sharing life experiences and belonging to a tribe • Friends based activities Broadcast • This is what I am thinking • My voice to the world • Without any context other than what I choose @katlen

7. The Context Killer App Platform Connections @katlen 7

8. 6+ 11+ 1 7 5 22+ Million Million Million Million 2.9+ Members 2 members per second Directors Owners and VPs Decision Makers Million CxOs

9. 25m+ members in Asia and the Pacific as of January 29, 2012 • 16m+ members in India as of August 1, 2012 • 3m+ members in Australia as of March 12, 2012 • 4m+ members in Southeast Asia as of January 29, 2012 • 1m+ members in Indonesia as of February 21, 2012 • 1m+ members in the Philippines as of March 12, 2012 @katlen

10. The Era of the “Social Sales Professional” Relevance Reputation Relationships @katlen

11. Transform Your Career and Business Identity Connect, find and be found Rolodex, Resume, Business Card LinkedIn Profile, Address Book, Search Insights Be great at what you do Newspapers, Trade Magazines, Events Homepage, LinkedIn Today, Groups Everywhere Work wherever our members work Desktop Mobile, APIs, Plug-Ins @katlen

12. Reach Influential, Affluent Professionals Business Context Marketing Impact Quality Audience +280K daily unique browsers1 74M impressions per month1 +3M members in AU • “There are not a lot of other vehicles to reach a business audience on the scale that we can with LinkedIn.” • – Larry Nelson, Director of Digital Strategy, Hewlett-Packard • 1 Nielson Market Intelligence, May 2012 @katlen

13. Profession Seniority Education Industry Company Size Geography Group Membership Reach Influential, Affluent Professionals Business Context Marketing Impact Quality Audience • HHI $100K*+ 76% have a household income over $100k • Target By • HHI $150K*+ 51% have a household income over $150k *LinkedIn, Australia Audience 360 Survey, December 2011 @katlen

14. LinkedIn Audience A Comparison to Australia’s Top Business Sites *Nielsen Market Intelligence May 2012 @katlen

15. Align Message with Business Opportunity Marketing Impact Quality Audience Business Context 3 out of 4 Members use LinkedIn for everything business, from keeping up on trends to reading business news Members are 2x more confident in the information found on LinkedIn than any other social site 60% agree that LinkedIn helps develop relationshipsand grow new business LinkedIn, Australia Audience 360 Survey, December 2011 @katlen

16. Extend Marketing Impact Marketing Impact Business Context • Quality Audience Network effect extends marketing Product portfolio engages on all levels Authentic data powers reporting • 38% • lift in likelihood to apply for a credit card in the next 12 months 89% more leads generated on LinkedIn than on a leading ad network at a third the cost per lead 2,000 product recommendations in two weeks generating 500,000 viral updates about products & services Technology Customer Financial Services Customer Professional Organization Customer @katlen

17. Build Your Professional Profile

18. Your Reputation Starts Here @katlen

19. And Is Fueled By This @katlen

20. First Impressions Are Everything Summary Skills Associations Experience Recommendations @katlen

21. Tips: Enhance Your Personal Brand Be Creative & Natural What’s Your Elevator Pitch Keep It Current Leverage Your Network Professional Photo Maximize Keywords @katlen

22. Utilize Endorsements

23. Get Recommended If you’ve added value to others, they will reciprocate @katlen

24. Tips: Seeking Recommendations Ask for Specifics Request with Soft Approach Suggest Key Points Return the Favor @katlen

25. Leverage LinkedIn Groups

26. How Newsgator Utilizes Groups @katlen

27. Network Expansion, Insights & Leads 1stDegree CXO Connections Industry Connectedness @katlen

28. LinkedIn Partner MessagesYour message, hand-delivered to your specific prospects. 37.54% Open Rate 21.33% CTR 56.81% CTR on Open @katlen

29. Tips: How to Best Utilize Groups FAQs Facilitate Networking Customer Support Promote Events Engage and Be Authentic Be a Thought Leader @katlen

30. Maximize Company Pages

31. AvePoint Company Info LinkedIn Activity Employee Listing @katlen

32. People follow companies on social platforms for different reasons Most follow for incentives, rewards, or discounts.4 Follow for news, insights, and product information.5 4eMarketer (Lab42 study, August 2011) 5 LinkedIn Follower Analysis, January 2012 @katlen

33. Reach receptive, professional audiences on LinkedIn Quality Audience Professional Context 2xmore confident in info found on LinkedIn than other social sites6 Reach the most influential, affluent, and educated audiences at scale @katlen 6LinkedIn Global Follower Report, March 2012

34. A model for success 1 2 3 4 5 • Leverage Company Presence • Attract Followers • Engage Followers • Amplify thru Network • Analyze and Refine @katlen

35. Use statistics to analyse & refine campaigns @katlen

36. Early leaders are driving results Customers who engage with companies over social media are more loyal-and-spend 20-40% more-with those companies than other customers.3 @katlen 3Bain & Company, “Putting Social Media to Work”, 2011

37. Tips: Building Effective Company Pages Build Followers Consistently Update Employee Participation Monitor and Focus @katlen

38. Exploit Premium Accounts

39. Power of Premium @katlen

40. Tips: Exploit Premium Accounts Test Drive Measure Effectiveness Identify Goals @katlen

41. Utilize Self-Serve Ads

42. Pay-per-click Advertising Ads appear on prominent pages on LinkedIn • Reach over 100 million professionals on LinkedIn • Highly-targeted advertising allows you to reach an exact audience • Self-service online management interface • Ads are shown throughout the LinkedIn site • Pay per click (CPC) • Real-time auction-based ad system • Formerly called LinkedIn DirectAds @katlen

43. Tips: Utilizing LinkedIn Ads Be Specific Limit to Core Audience Create 3 Ad Variations Use ‘Pay per Click’ Bid Type Rotate with ‘Optimize Click Through Rate’ @katlen

44. Case Study

45. How Innovative-e Utilizes LinkedIn Business Page LinkedIn Ads Sales Leads Groups @katlen

46. Questions? Kat Tillman @katlen

48. Appendix

49. Creating LinkedIn Ads

50. LinkedIn Ads Case Study:uTest generates 50% of its paid leads Who They Are • Crowd-sourced software testing company with more than 20,000 testers • Helps companies test their web, mobile and desktop apps • Privately held company with 30 employees • Based near Boston, Massachusetts “LinkedIn is our most cost-effective inboundmarketing channel. It is increasingly criticalto our business” -Matt Johnston, VP of Marketing at uTest Why LinkedIn • Most effective way to target and reach a professional, sophisticated audience • People are in a "work" state of mind, not casually surfing the web • Easy to re-use online ads from other systems Results • Nearly 20% of total inbound leads from LinkedIn • 50% of paid inbound leads come from LinkedIn • On par with paid search on a cost-per-lead basis • Hundreds of qualified leads each month