Prac%cal  business  use  for  LinkedIn  

«  How  LinkedIn  can  be  used  to  recruit  and  generate  business  for  companies?  »  

Who  am  I?  

CEO  and  founder  of  the  social  bureau,  a  London/Paris  based,  social  business  consul<ng  agency.  Our  mission  is  to  work  with  organisa<ons  to  move  business  in  the  new  paradigm  of  customer,  partner,  employee  par<cipa<on.  

•  @delphineRB  •  www.thesocialbureau.com  

•  ]  Before  WW  social  media  director  at  IBM  for  4  years.  Hold  a  track  record  of  improving  cri<cal  business  outcomes  exploi<ng  new  market  opportuni<es  created  by  the  adop<on  of  social  media.  

•  Held  a  serie  of  increasingly  responsible  posi<ons  within  IBM  Corporate  Communica<ons,  Marke<ng  and  Sales   @delphineRB  

Social  media  landscape  

@delphineRB  

WHAT  IS  LINKEDIN?  

@delphineRB  

The  biggest  professional  network  

+2  Members / Second

+100M  Unique  Visitors/  month  

+175M  Members  

+80M AMERIQUE DU NORD

+14M AMERIQUE DU SUD

+44M EMEA

+25M ASIE PACIFIQUE

@delphineRB  

A  global  presence  in  Europe  

x2   +34M  +4M  

M+  +9M UK

+4M FRANCE

+3M SPAIN

+2M DACH

+3M NL

+3M ITALY

Members   Subscribers number Members  in  Europe  

@delphineRB  

2 New subscribers"every second

40% Of LinkedIn members subscribed in 2011

175 Millions of subscribers "worldwide

@delphineRB  

The  use  of  LinkedIn  

@delphineRB  

Pag

es v

ues

en m

oyen

ne lo

rs d

e l’

utili

satio

n d

e la

sec

tion

% de visiteurs utilisant la section lorsqu’ils sont en ligne

Profils

Inbox

Page Accueil

Offres "d’emploi

Pages Entreprise

Carnet d’adresses 54 %

of members uses LinkedIn for being informed on business news and looking for trends

64 % of users notice that LinkedIn has significantly contributed to the success of a professional project"

Source : LinkedIn Audience 360 Survey, France, Août 2011

85% of LinkedIn visitors use other products than job offers

Groupes Recherche

More  than  a  career  site  

@delphineRB  

100%  professional  context  

@delphineRB  

3  reasons  to  be  on  LinkedIn  

Be visible and"promote our image

Build a network and extend our

influence

Reinforce and share our expertise

Everywhere !

@delphineRB  

Business  model  

Annual growth

For    recruiters  who  whish  to  have  access  to  the  largest    professionals  live-­‐box  worldwide

Recruitment  solu%ons

For  brands  which  want  to  promote  their  products  and  services  among  a  ultra-­‐qualified  audience  while  keeping  a  maximum  coverage

Marke%ng  solu%ons

For  advanced  users  who  have  specific  needs:  prospec<ng  business,  recruitment,  fundraising

Premium  membership

107%

64%

82%

53%

28%

19%

Turnover share*

@delphineRB  

A  high-­‐level  audience  

56,4% 43,6%

Distribution of members by hierarchical levels

11%  

26%  

37%  

26%  

65  ans  et  plus  

50  –  64  ans  

35  –  49  ans    

18  –  34  ans  

Distribu%on  by  age    

1%  

29%  

28%  

21%  

11%  

2%  

2%  

1%  

5%  

Intern  

Entry  Level  

Senior  

Manager  

Director  

VP  

CxO  

Partner  

Owner  

@delphineRB  

A  place  to  exchange  between  

DSI  Business  decision  makers  

Professionals  employed  in  a  managerial  role  or  more  

Professionals  with  a  hierarchical  level  manager  or  more  in  IT  

functions  

912  K   95  K  

Targeting  criteria:  

  Function    Seniority    Education    Sector    Business  size    Geographical  area    Group  membership  

Purchase  influencer  

Affinity  with  Internet  users  who  purchase  authorization  for  their  

business  

218  

@delphineRB  

LinkedIn  for  business  

Recruitment  of  the  best  talents  

Communica<on,  reputa<on,  performance  

Connec<ons  and  contacts  

Communicate   Sale  Recruit  

@delphineRB  

Recruit  the  best  talents  

Reduce the delays and the recruitment costs

Sourcing Publishing

Cultivating its employer brand

@delphineRB  

Some  added  solu<ons    

@delphineRB  

Social  strategy:  create,  communicate,  engage  

Animate the community

Recruit followers

Engage the conversation

Amplify the message

Create one business page or one group

Community  

Share   Viral  Network  

Follow  @delphineRB  

Followers:  an  ac<ve  popula<on  

40x Members who follow one company « like » and comment 40 times more the content present on LinkedIn

3x Members who follow one company are 3 times more likely to buy products and services of the company  

@delphineRB  

Private  and  public  life  

2x A  trust  level    twice  higher  on  LinkedIn  informa<on  

83%  

Separate  our  professional  network  from  our  personal  one  

@delphineRB  

How  to  build  a  profile?  

@delphineRB  

Increase  your  visibility  with  a  picture  

@delphineRB  

Detail  your  experiences  and  educa<on  

@delphineRB  

Sale  yourself!  Take  care  over  your  slogan  and  your  resume  

@delphineRB  

Share  informa<on  with  your  network  

@delphineRB  

Ask  for  recommenda<ons  and  highlight  your  skills  and  exper<se    

@delphineRB  

Use  applica<ons  and  add  your  website  

@delphineRB  

Have  the  good  reflexes  for  networking  

Determine your connection objectives

Activate your 2nd degree network

Write a personalized message

Build regularly your network and join groups! @delphineRB  

Best  prac%ces  

@delphineRB  

IBM  

@delphineRB  

IBM:  case  study  

@delphineRB  

IBM:  case  study  

Engagement:  Experts  build  rela<onships  with  key  influencers  &  cons<tuencies  throught  shared  interest  

@delphineRB  

IBM:  case  study  

Connect  with  experts  through  LinkedIn  

Improve  outreach  effec<veness  Increase  awareness  and  midshare  Buid  a  network  of  advocates  

@delphineRB  

IBM:  case  study  

 Be  who  you  are   Speak  in  the  first  person   Use  a  disclaimer   Respect  your  audience     Add  value   Don't  pick  fights   Be  the  first  to  respond  to  your  own  mistakes.     Use  your  best  judgment.   Don't  forget  your  day  job.  

IBM  supports  open  dialogue  and  the  exchange  of  ideas:  To  learn,  to  contribute  

@delphineRB  

200,000  +  

370,000+  

100,000+  

25,000+  

300,000+  

Internal   External  

@delphinerb  

IBM  Social  footprint  

• Blogs - 17,000 blogs

• SocialBlue – 70K members

• WikiCentral –1 million daily page views

• InnovationJam – 4 Jams, 500,000 participants

• Media Library – 14 million downloads @delphineRB  

@delphinerb  

Employee-­‐generated  brand  interac<ons  are  growing  exponen<ally  

@delphineRB  

Orange  

@delphineRB  

Orange  Orange  has  39  763  followers  on  its  enterprise  page  

It  is  for  all  Orange  employees,  but  also  for  those  who  are  interested  in  Orange  for  their  professional  project  

This  page  highlights  the  different  jobs  of  the  group  in  the  heart  of  digital  

Selec<on  of  job  offers  

Give  the  opportunity  to  share  on  these  jobs  with  men  and    women  who  perform  them  

@delphineRB  

Orange  Orange  just  launched  this  summer  «  Orange  Worldwide  »  

It  is  an  open  account  for  all  members  

Objec<ves:  exchange  on  Orange  Group  news  but  also  help  raising  awareness  of  related  topics  to  new  technologies  and  future  prac<ces  

@delphineRB  

AMEX  

@delphineRB  

AMEX  •   Amex  decided  to  target  more  business  consumers,  bring  in  and  engage  a  new  set  of  poten<al  customers  that  would  help  build  brand  loyalty.  Amex  choose  LinkedIn  to  do  so.    

•   They  developed  an  app  for  ‘Everything  You  Do’,  which  allowed  people  to  nominate  administrators  in  their  companies,  for  the  chance  to  win  a  gin  card  courtesy  of  Amex.    

•   The  app  worked  through  vo<ng,  with  the  person  with  the  most  votes  winning  $2500,  while  smaller  daily  winners  were  also  selected.  The  campaign  was  also  adver<sed  through  banner  ads  on  the  LinkedIn  network.    

@delphineRB  

Questions?

Delphine Remy-Boutang +44 7720 414 493 +33 6 31 65 69 43

@delphineRB @thesocialbureau

www.thesocialbureau.com

@delphineRB