LinkedIn: What You Need To Know
- World’s largest professional network
- Oldest of current social media platforms (Twitter 2006, FB 2004, LinkedIn 2003).
- Started by Reid Hoffman (who was also highly involved in PayPal’s launch) with 4,500 users in first month
- Number of users: 443 million and almost 1/3 of all US adults
- Nearly 60% male
- 41% of the world’s millionaires use LinkedIn
- 80% of companies use LinkedIn as their primary recruiting tool
- 45 billion page views, 1 billion endorsements
- Profiles that show “skills” gets 13x more views
- Average “surf” 17 minutes
Microsoft recently purchased LinkedIn for $26.2 billion in an effort to integrate LinkedIn user community with Microsoft Office products. Watch a recap here: Microsoft Acquisition of LinkedIn
Less recently, LinkedIn added Pulse to its product offerings in a $90 million purchase to provide its community with over 1.5 million publishers’ content of curated news stories and other original articles.
Maintaining a company page on LinkedIn comes with many benefits to marketers including:
- Demographic skews older
- Grow and target a network – more focused demographic targeting professionally-minded individuals in a specific frame of mind (unlike other social media platforms where audience can be in different mind-frames).
- Keep in touch with customers and share content, news
- Use Showcase Pages
- Hire new employees
- Stay abreast of what competitors are up to
- Keep up with industry trends
- Increase your online reviews
- Increase Internet searchability
Often misconceived about LinkedIn is:
- LinkedIn replaces recruiters – it does not!
- There’s no need to fill out the whole profile – one should!
- Every connection is a qualified lead (thousands of connections = thousands of opportunities) – not true if they aren’t your demographic!
- LinkedIn is the best social networking site for my business – especially not sure for consumer product companies!
- You need to post updates often/ regularly – quality content always trumps quantity of posts!
Quick tips for successful LinkedIn marketing:
- User your LinkedIn URL on marketing pieces
- Join groups
- Share samples of recent work
- Connect LinkedIn to FB/Twitter
- Don’t just join groups, start one!
- Be active in groups
- Don’t spend a lot of time directly pushing products/services
- Post: press releases, recommendations, helpful blog posts, quick tips, quotes, YouTube links – all related to your business and audience
- Keep LinkedIn profile up-to-date
- Customize your LinkedIn URL (make it easier to remember)
- Brand your page (new cover photos, etc.)
- Create a profile badge for website or blog (and email signatures, too)
YouTube: What You Need to Know
- YouTube is a global video-sharing website created by three former PayPal employees in February 2005.
- Bought by Google in 2006 for $1.65 billion
- Over 1 billion users – 80% outside of US – in 76 languages
- #2 “search engine” behind Google
- Launched YouTube Spaces in LA, NY, London, Tokyo, Sao Paulo, Berlin, Toronto
YouTube entered into a marketing and advertising partnership with NBC in June 2006. In November 2008, YouTube reached an agreement with MGM, Lions Gate Entertainment, and CBS, allowing the companies to post full-length films and television episodes on the site, accompanied by advertisements in a section for US viewers called “Shows”. The move was intended to create competition with websites such as Hulu, which features material from NBC, Fox, and Disney. In January 2010, YouTube introduced an online film rentals service, which is available only to users in the US, Canada and the UK as of 2010.
Partnership with video creators
In May 2007, YouTube launched its Partner Program, a system based on AdSense which allows the uploader of the video to share the revenue produced by advertising on the site. YouTube typically takes 45 percent of the advertising revenue from videos in the Partner Program, with 55 percent going to the uploader. There are over a million members of the YouTube Partner Program. A pre-roll advertisement on YouTube (one that is shown before the video starts) cost advertisers on average $7.60 per 1000 views. A YouTube partner earns 0.5 X $7.60 X 55% = $2.09 per 1000 views.
Revenue to copyright holders
Much of YouTube’s revenue goes to the copyright holders of the videos. In 2010, it was reported that nearly a third of the videos with advertisements were uploaded without permission of the copyright holders. YouTube gives an option for copyright holders to locate and remove their videos or to have them continue running for revenue.
- Create and brand your YouTube “One Channel” page – more than just video to address
- Engage your audience with storytelling and video quality
- Be yourself
- Optimize content with video titles, video tags, video thumbnails, video annotations, video transcripts – all benefit SEO