LinkedIn Training Course

LinkedIn Training from the B2B social media expert & best-selling author of "Social Marketing to the Business Customer."

Created byEric Schwartzman

Last updated 2/2023

English

What you'll learn

How to Optimize your Profile
Tips and Tricks for Accelerating the Growth of Your Network
How to Hide Your Connections
How to See Who's Been Viewing Your Profile
How to Evaluate a Linkedin Group Before You Join It
Group Networking Best Practices
Generate Leads in Linkedin Answers
Embed Profile Badges on any Website
Embed Share Buttons on any Website
Crowdsource Industry News
Use Sign-In with Linkedin Buttons
How to Use the iPhone Linkedin App
How to Use the iPad Linkedin App
Branded B2B Social Networks
B2B Social Networking Strategy
Managing B2B Social Networks
The ROI of B2B Social Networking
And much, much more

Course content

5 sections • 32 lectures • 4h 56m total length

Overview2:01
Find out what's included in this online social media training course on how to use Linkedin for business.
About this Instructor2:12
Find out what makes Eric Schwartzman's social media trainings different.
Promotional Materials1:15

Find out what previous attendees of Eric Schwartzman's social media trainings have to say about his courses.
Housekeeping1:53
What you need to know before you take this course.
Basic Tour9:03
Introductory tour of the main menu options in Linkedin.

Profiles1:09
Set up and edit a professional profile on Linkedin.
Vanity URLs2:01
How to get a memorable custom Linkedin URL and where to use it.
View Visitors2:02
See who's been viewing your profile, and block what others see when you view their profile.
View Contacts3:44
How to view someone else's contacts, and how to hide your own.
Connections4:27
How to accelerate the growth of your network with web mail sync.
Messaging11:26
How to find, sort and message your Linkedin connections.
Email3:28
How to grow your Linkedin connections through signature blocks and Gmail.
Profile Badges2:59
Intro to Linkedin profile badges, which can be embedded on your blog, corporate bio page or destination website.
Here's the link shown on screen: http://www.linkedin.com/profile/profile-badges
Badge Embed Demo2:07
Screecast demo show how to find, generate and embed a Linkedin profile badge on any blog or website. Here is the link to the Linkedin profile badges page: http://www.linkedin.com/profile/profile-badges
Groups8:59
Finding, sorting and evaluating Groups. Connecting with Group members and Group settings.
Networking in Groups3:35
Sharing and engagement best practices in Linkedin Groups.
Messaging Group Members2:31
Messaging Linkedin Group members, even if you're not connected to them.
Connecting3:36
The benefits of connecting with coworkers, colleague and competitors.
Share Button Embed Demo4:40
How to embed a Linkedin Share Button and how to use it to share to Linkedin Groups.

Branded B2B Networks11:42
How the SAP Community Network increases sales and reduces their cost of goods sold.
B2B Networking Strategy7:47
How to determine what kind of B2B social networking strategy is right for you.
B2B Community Managers3:25
Learn the key character traits that effective B2B online community managers possess.
ROI2:34
Industry research on the return on investment of Linkedin for Business.
Next Steps1:30
Additional resources for mastering Linkedin.

Supplemental Resources1:43
Overview of additional supplemental resources available with this course.
Linkedin B2B Social Marketing Update 39:10
If you’re a B2B marketer looking to fine tune your Linkedin marketing strategy, this podcast is for you.

You’re going to get tanglble, applied Linkedin marketing tips and learn Linkedin marketing strategy from the company’s own developer advocate Kirsten Jones (@synedra), who blogs at Princess Polymath.

In this lecture, she discusses the technology behind Linkedin’s marketing strategy for extending their services beyond their website and helping members take their credentials with them wherever they go online.

With more than 135 million members, and 4 million new members joining each month, Linkedin is the world’s third largest online network and in this podcast, she tells you everything you need to know to mastermind a smart Linkedin marketing startegy. Linkedin’s goal is to connect to world’s professionals and make them more productive and successful and one way they do that is by making it easy for members to leverage their Linkedin professional profile and network of contacts on third-party websites and in mobile environments.

Kirsten speaks at conferences and meetups to educate and engage developers with the LinkedIn API. She has given presentations at various events, including the Silicon Valley iOS Developer Meetup, the Semantic Web Meetup, the DataInsight Hackathon and Silicon Valley Code Camp. Her talks range from overviews of our platform to hands-on workshops. She's comfortable speaking in front of small and large groups, and is an engaging and entertaining speaker.

Topics addressed:

Presdo Match Linkedin Integration for Connecting at Le Web

Demographics of Linkedin’s user base

Linkedin’s competitive values: Identity, Insights and Everywhere

Linkedin Homepage, Linkedin Today and Linkedin Groups

Linkedin’s Javascript APIs and REST backend

Linkedin’s prebuilt, easy to integrate Plugins

Integrating Linkedin into trade show and conference websites

Integrating Linkedin into recruiting websites

Linkedin Company Insider Plugin at CNNMoney.com

Linkedin’s iPhone, Android and Blackberry mobile apps

Information Storing Kerfuffle between Monster and Linkedin Linkedin Plugin Builder

This lecture was recorded at Le Web in Paris.
How Social Media Killed the Cold Call 32:00
Korn/Ferry International [NYSE:KFY] Executive Vice-President of Corporate Affairs Don Spetner talks about the impact of Linkedin on the executive recruiting industry, nurturing contacts using social media and the death of the cold call.

This interview was conducted as research for the my book with Paul Gillin "Social Marketing to the Business Customer," the first book about B2B social media marketing.

Topics addressed:

02:52 - Impact of Linkedin on the executive recruiting industry.

05:07 - How social networks solved the single, biggest challenge of recruiting, the hard lesson Korn Ferry learned with Future Step and Linkedin's ability to give recruiters and hirers access to passive candidates who are not actively searching for a job.

07:35 - Impact of Linkedin on Korn Ferry's business.

12:45 - “We think the finding of candidates is becoming commoditized,” says Don. “The real value comes in helping clients assess the fit of a candidate and follow in services to help them retain and maximize the performance of the candidate.” Korn Ferry is the only search firm with an online assessment tool designed to analyze how candidates think, and their emotional make-up.

18:27 - The art of nurturing and maintaining contacts using social media.

21:04 - How Linkedin has replaced the cold call in the recruiting business.

24:20 - Where Korn Ferry is headed.

25:30 - Advice to those seeking high-profile jobs.

26:50 - Can job seekers use social media too aggressively?
Managing B2B Online Communities 52:06
Managing online communities isn't always all it's cracked up to be. Sometimes, things go a little sideways. That's just what happened to me.

I have always been impressed with Rachel Happe's deep subject-matter expertise in the area of online community management.

She has invested a great deal of time and energy thinking about and helping others figure out how to actively manage online communities, even in some of the toughest, most delicate situations.

Having recently had some challenges of my own participating in a Linkedin Group set up by Kim Albee of Genoo and managed by her intern, I decided to share my situation with Rachel, get some guidance and see what I could learn.

And learn I did. So will you, if you listen to this epsiode.

Not many organizations are brave enough to leverage communities to market themselves. Content marketing is still a safer, and easier to grasp approach. But for the organizations that can pull it off, generating leads, building awareness and making a market -- particularly for considered purchases with longer sales cycles -- via social networks makes a lot of sense, because it’s a way for the market to come up to speed and self-educate, which is less expensive then direct sales and has the added credibility of learning through a peer, rather than through a sales person, where it typically takes longer to establish trust.

In this audio resource, Rachel Happe (@rhappe), principal and co-founder of the Community Roundtable, an online resource for community practitioners, discusses:

Why B2B communities are more sustainable.

Peers are more trusted than authority figures.

Strategy for participating in someone else’s community versus your own.

Value of differentiating service offerings through social networks.

Using online social communities to prequalify prospects.

B2B Online Marketing Linkedin Group managed by Kim Albee, president of Genoo

What makes a good community manager.

Community for information sharing versus engagement.

Eric’s guest post on Scott Monty’s blog.

Linkedin, Twitter and Facebook are important for awareness and consideration, but late stage buying decisions are more likely occur on niche networks.

Should community managers be held to the same standards as community members?

Is posting relevant links to a community a good way to stimulate conversation, or is requiring members to post only questions a better way to germinate discussion?

Do communities with user ratings make it easier to assess the community without having to invest the time and learn first hand?
B2B Social Networking Case Study: SAP Community Network56:20
Considering launching a B2B social networking site for your organization?

You've come to the right place.

In this audio resource, Mark Yolton, Sr. V.P. of SAP Community Network tells you almost everything you need to know about what it takes to launch a successful B2B social network.

The SAP Community Network -- a B2B social networking initiative nearly 2,000,000 members strong and growing at a monthly pace of 30,000 new members spanning 200 countries and territories worldwide -- has been recognized by the Altimeter Group and SiteIQ as one of the most successful business-to-business social networking sites in the world.

Yoltan reveals SAP's winning B2B online social networking formula that has resulted in 6000 posts per day, 1 million unique visitors per month and 200,000 contributions by celebrating imperfection, profiting from surrender, improving product performance through user ratings and building deeper professional relationships through personal interactions.

This interview will be incorporated in a book I am writing with Paul Gillin on business-to-business social media engagement. If you are aware of other instances or case studies involving the successful use of social media for business-to-business online communications, please leave a comment here. We are interested in interviewing others with experience deploying social media communications channels for measurable business gain.

Topics addressed:

01:42 -- Using a social network to deliver value to different stakeholder groups including customers, partners, the sponsoring company and individuals.

03:54 -- Building brand loyalty through social networks and more compelling business benefits of sponsoring a social network.

04:20 -- Why customer-to-customer communications is a significant benefit of social networks for business-to-business applications and the key to stimulating peer-to-peer activity.

06:34 -- How to determine what type of information is appropriate for sharing within a B2B social network without compromising the sponsoring company's competitive edge.

08:42 -- Why a corporate social media policy tailored to the sophistication of the employee base is a critical component of effective business-to-business social networking. SAP has published their Forum Rules of Engagement and Blog/Community Guidelines.

11:21 -- Using a wiki to include employees in the development of a corporate social media policy.

12:24 -- The strategic criteria by which SAP decided between establishing a branded B2B social networking community versus a public B2B social networking community. Note: While SAP used their own software, branded communities can also be built using tools such as Ning, while public communities are commonly hosted on Web 2.0 sites like Facebook, Twitter and Linkedin.

15:35 -- Deepening business relationships through Twitter, Facebook, Flickr and B2B social networks as adjunct to a core, branded, B2B social networking site.

16:25 -- The advantages of branded communities over Facebook, Twitter or LinkedIn and which companies are not candidates for managing their own branded, B2B social networking community.

19:04 -- The types of roles or job functions within the organization and generations predisposed to participating in a social networking B2B environment.

21:10 -- How to decide which sections of a B2B social networking site should be public, and which areas should be private.

24:33 -- Conducting edge work through mentors, who are nominated by the community and do not work for SAP. The use of exclusive access and private areas to seed information within the community through influential community members.

28:38 -- How active contributors benefit from participating in the SAP B2B social networking site through lead generation and reputation management.

30:28 -- The business benefits of relinquishing control of the conversation to your customers and exactly what it takes to drive active discussion amongst customers, resellers, partners, and other channel sales participants in a social networking B2B environment.

32:06 -- The intangible benefits of online social networking to B2B online social networking community members.

36:33 -- The use of friends or contacts in an online social network to filter important, relevant information through recommendations.

37:58 -- Staffing requirements for managing, weeding and farming B2B social networking sites.

40:29 -- Using star ratings and user reviews inside B2B social networking site to promote sales and improve product performance.

41:25 -- The specific skills that make for on exceptional B2B social networking community manager.

44:41 -- The relationship between a B2B social networking site community manager's willingness to reveal at least some aspects of their personal lives with their business colleagues, their effectiveness at shepherding conversations within a social networking B2B environment and why imperfections and human flaws are essential to driving conversations.

45:39 -- The use of Facebook, Twitter and object-oriented social networking sites to deepen personal relationships, which are sustained primarily in a branded, B2B social networking environment.

47:06 -- The relationship between user ratings and product sales within a B2B social networking site, why perfect ratings are not usually good for sales and how low ratings can be used to improve product performance.

50:03 -- Integrating proprietary and open source software to power a B2B social network initiative and dealing with potential tension between open-source platforms and licensed proprietary software.

55:39 -- End

BONUS CONTENT:

SAP eBook: Driving Business Value through B2B Social Networkin
Bonus Lecture2:44

Description

Learn to use Linkedin effectively and responsibly in this definitive Linkedin Training Course.

Learn how to use Linkedin for business, how to use Linkedin for job searches and get tips on how to use Linkedin for social recruiting in this comprehensive online social media training course packed with training videos and tutorials by the coauthor of the first book on B2B social media.

Leverage the world's largest online professional network with more than 200 million members in over 200 countries and territories, 2 million company pages and corporate hiring managers from 85 of the Fortune 100.

LinkedIn Training Course

What you'll learn

Explore related topics

Course content

Intro5 lectures • 16min

Features14 lectures • 57min

Mobile2 lectures • 12min

Benefits5 lectures • 27min

Supplemental Resources6 lectures • 3hr 4min

Description