Effectively Leveraging LinkedIn for PR
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This document discusses how to effectively leverage LinkedIn for business purposes. It covers topics like building personal brands, establishing thought leadership, elevating company profiles, driving traffic, and monitoring progress. The key recommendations are to start by optimizing individual profiles, engage in discussions to become a thought leader, customize company pages to control messaging, use links strategically to drive traffic, and track analytics to measure goals.
Effectively Leveraging LinkedIn for PR
- 1. Effectively Leveraging Presented for PR News by: Lori A. Russo Managing Director Stanton Communications, Inc. lrusso@stantoncomm.com http://www.linkedin.com/in/lorirusso
- 2. Effectively Leveraging Topics for Discussion Building personal brands Establishing thought leadership Elevating company profile Driving inbound and outbound traffic Monitoring your progress Quick tips for success
- 3. Effectively Leveraging Building Personal Brands
- 4. Effectively Leveraging Building Personal Brands Among top-level executives, promoting the business ranked second as the reason for engaging on Source: Lab42 July 2011 LinkedIn
- 5. Effectively Leveraging Building Personal Brands Start with the Individual LinkedIn is about people & professional connections Building our corporate brand begins with building personal brands Particularly true for PR agencies, because our product is our people Find a senior level professional who gets LinkedIn Work with that person to establish a culture within the organization
- 6. Effectively Leveraging Building Personal Brands Start with the Individual Create profiles Include as much detail as possible Use appropriate keywords Build networks Colleagues, clients, others Find mutual connections Ask for introductions Join groups Engage in dialogue Participate in group discussions Post/respond to status updates Share news
- 7. Effectively Leveraging Establishing Thought Leadership
- 8. Effectively Leveraging Establishing Thought Leadership Monitor Q&A for questions you can answer Browse topics Set up RSS feed for appropriate LinkedIn answers categories Monitor for clients
- 9. Effectively Leveraging Establishing Thought Leadership Join group discussions Set up RSS feed Balance participation comment, like and start your own discussions
- 10. Effectively Leveraging Establishing Thought Leadership Target engagement Pay attention to questions asked by people you want to know/connect with I saw this question on Share info with others LinkedIn and thought With key contacts you would be the perfect person to Within your organization answer it With clients and prospects
- 11. Effectively Leveraging Elevating Company Profile
- 12. Effectively Leveraging Elevating Company Profile Control & Expand the Message Your LinkedIn company page is an extension of your website You do not have to rely on the default language/settings LinkedIn provides You can edit your company page by: Including your position on your profile Adding your company email address to the confirmed addresses on your LinkedIn account Associating your profile with the company by clicking on the name from the dropdown list You can also control access to designated users only
- 13. Effectively Leveraging Elevating Company Profile Control & Expand the Message Expand company page Customize content dont rely on defaults! Edit company overview Add products/ services
- 14. Effectively Leveraging Elevating Company Profile Control & Expand the Message Promote content Company news Blog posts Establish group Invite employees, clients, former colleagues Private place to ask questions, start discussions
- 15. Effectively Leveraging Driving Inbound & Outbound Traffic
- 16. Effectively Leveraging Driving Inbound & Outbound Traffic Get Them There*! * There = LinkedIn company page, individual profiles, Q&A, group discussions, company website, corporate blog, Twitter feed, Facebook page...
- 17. Effectively Leveraging Driving Inbound & Outbound Traffic Get Them There*! Use keywords Expertise instead of title in headline Customize website links: Location instead of Company Website, specialty instead of Blog Avoid overdoing it be a human being, not a word cloud
- 18. Effectively Leveraging Driving Inbound & Outbound Traffic Get Them There*! Use inbound links Add LinkedIn button to prominent location on company homepage Add LinkedIn hyperlink to email signatures Include link to company page and individual profiles on corporate blog
- 19. Effectively Leveraging Driving Inbound & Outbound Traffic Get Them There*! Use outbound links Use status updates to drive traffic to corporate blog, website Customize outbound links on individual profiles
- 20. Effectively Leveraging Monitoring Your Progress
- 21. Effectively Leveraging Monitoring Your Progress Look at the numbers Google analytics what are your top referral sources? Benchmark LinkedIn as referrer LinkedIn analytics unique visitors, page views, clicks on products/services, followers Decide what matters More traffic to your corporate site? More eyeballs on LinkedIn? More followers? More connections? Set goals Track progress
- 22. Effectively Leveraging Monitoring Your Progress
- 23. Effectively Leveraging Quick Tips for Success Stick to the basics Identify a senior level champion Leverage personal engagement to elevate company brand Optimize your company page Link, link, link Use data to make your case
- 25. Effectively Leveraging Contact Lori A. Russo Managing Director Stanton Communications, Inc. 300 E. Lombard St., Suite 1440 Baltimore, MD 21202 410-727-6855 lrusso@stantoncomm.com Find me on LinkedIn and Twitter and in The Strategy Room