PART 8: Certified Developer Partners Social Media Management program: Ads API Program As certified partners, they receive This program enables you to manage The Ads API program allowsCollaborate with attention and communications from your company’s engagement on marketers to run and manage self-Best-in-Class Partners LinkedIn to help them effectively use LinkedIn, including the administration serve LinkedIn Ads campaignsThe CDP charter partners were LinkedIn’s platform products to build of Company Pages, Showcase Pages effectively at scale.selected and certified based on their custom marketing programs. and Groups, using the platforms ofability to deliver unique value to our SMM partners.marketers using our APIs and platformproducts. They also have a proven API Partnerstrack record of delighting customerswith successful application launches.This includes exclusive access ads API Partnersto LinkedIn technical specialists,enabling them to deliver innovativeand impactful marketing solutions inthe following categories: • C ustom applications • Social media promotions • Social media management • S ocial media analytics PART 8: Unlock the Power of LinkedIn’s Partner Programs 51
PART 8:Ask the Expert:Kristina JaramilloLinkedIn Marketing Expert, decision makers (my prospects), key Here are some other forms of content KJ: You create a LinkedIn strategy thatGetLinkedInHelp.com professionals that influence business that have worked well for me and for includes identifying your goals, (lead marketing decisions, and potential my Get LinkedIn Help clients: generation, brand awareness, thoughtLI: How are your marketing objectives referral sources/white label partners. leadership, strengthening strategicdifferent on LinkedIn compared to Radio show interviews—I host a B2B alliances, community building, gettingother social networks? LI: What type of content best connects marketing radio show at http://www. more VAR, etc.) defining your target with audiences on LinkedIn? Is there a b2bmarketingradioshow.com where audience, locating the Groups yourKJ: I do not do anything on Facebook specific type of content you prefer to guest experts, including LinkedIn’s targeted audiences belong to andas my complete focus is on CEOs, consume on LinkedIn? senior content marketing manager identifying the type of content thatC-level marketing and sales executives Jason Miller, share their insights. your audience will relate to. Withinand small business owners in B2B KJ: The best type of content that your strategy, you have to also maporganizations. Twitter, I use as a tool to I found is case studies and real life SlideShare presentations and videos out the actions needed to take onbroadcast my different messages. examples—this demonstrates your which support your case study and LinkedIn (webinars, webcasts, white relevance. Most business leaders and result-based LinkedIn profile. Some papers, email marketing).I use LinkedIn to directly connect with B2B marketers’ LinkedIn profiles do of our clients most read discussionsand build relationships with key not have case studies. They talk about were based on their SlideShare LI: How are marketers getting it wrong their skills and expertise but there is no presentation content. with LinkedIn? content for their targeted prospects to see why they should connect. Blog posts and articles that change the KJ: Marketers are getting it wrong Within the different LinkedIn Groups, way people think and act—I personally with LinkedIn in a number of you should also create discussions on love content that is meant to start a ways including: They’re basically real life case studies. This gives B2B debate. The goal is to change how completing brand maintenance organizations a chance to showcase people present themselves on LinkedIn activities instead of a tool for lead their expertise and at the same time and how they market on LinkedIn. generation. They may do some educate prospects on the challenges updates and some commenting on companies are having and the steps LI: How do you make sure personal discussions but there is no strategy they need to take to overcome time spent on LinkedIn is productive? behind their efforts. They are the challenge. How does this differ from other just connecting with anyone social networks? and everyone. PART 8: Unlock the Power of LinkedIn’s Partner Programs 52
PART 8:Ask the Expert:Kristina JaramilloB2B marketers (especially technology Group. I also created a numbercompanies) are creating content for of discussions inside the differentprospects in the later buying cycles. LinkedIn Groups to make my articleThey are creating tutorials and go viral.product demos and trying to createconversations on it. LI: What’s something that’s not in your LinkedIn profile?They’re also failing to integratethe rest of their content marketing KJ: You won’t find a resume on myactivities with LinkedIn marketing. LinkedIn profile. For example, youContent Marketing Institute’s latest won’t find me putting Founder ofstudy shows that B2B organizations Get LinkedIn Help as my previousare using at least 13 different content position and a listing of my pastmarketing tactics. Now, how many positions. What you’ll find are positionsof those tactics did they integrate that speak to different audiences withinto their social media and LinkedIn different needs.marketing efforts. Let me showyou what I mean by integration. Each section of my LinkedIn profileI built a relationship with a key is meant to establish a relationshipForbes.com column editor through with you, build credibility, show whyLinkedIn. She approached me to you need to connect with me—andwrite an article. Within a couple days most importantly get you into mythe article had several thousand hits sales funnel. Too many B2B marketingand over 200 tweets. Everyone that and sales professionals have copytweeted (that was a targeted prospect that would speak to HR andor potential referral source for me) I recruiting executives.thanked and invited them to connecton LinkedIn and to join my LinkedIn PART 8: Unlock the Power of LinkedIn’s Partner Programs 53
25 Social Media ExpertsYou Need to KnowStay in the know with tips 1. Jay Baer 5. Brian Carter 10. A nn Handleyand advice from the leading Speaker, Author, Consultant VP of Marketing at Infinigraph, Head of Content at Marketingsocial media experts. Here’s Blogs: jaybaer.com, Author, Speaker Profs, Authora list of some of our favorites convinceandconvert.com Blog: briancarteryeah.com/blog/ Blog: marketingprofs.comrepresenting the best of the Twitter: @jaybaer Twitter: @briancarter Twitter: @annhandleybest when it comes to social LinkedIn: in/jasonbaer LinkedIn: in/briancarterms LinkedIn: /in/annhandleymedia marketing. 2. M ichael Brenner 6. B rian Clark 11. Matt Heinz Financial Services Senior Director, Global Marketing Founder and CEO of Copyblogger President at Heinz Marketing Inc at SAP, President and Co-Founder Blog: copyblogger.com/blog/ Blog: heinzmarketing.com of Business2Community Twitter: @copyblogger Twitter: @HeinzMarketing Blog: b2bmarketinginsider.com LinkedIn: pub/brian-clark/8/606/b5a Linkedin: in/mattheinz Twitter: @BrennerMichael LinkedIn: in/michaelbrenner 7. Heidi Cohen 12. Doug Karr Columnist Chief Marketing Officer at 3. Michael Brito Blog: heidicohen.com/tag/blog/ CircuPress, Author Group Director Media and Twitter: @heidicohen Blog: marketingtechblog.com/ Engagement at WCG, Linkedin: in/heidicohen author/douglaskarr/ a W2O Company Twitter: @douglaskarr Blog: britopian.com 8. Steven Farnsworth Linkedin: in/douglaskarr Twitter: @Britopian Chief Digital Strategist at Jolt LinkedIn: in/michaelbrito Digital Marketing, Author, Speaker 13. Jason Keath Blog: stevefarnsworth.wordpress.com CEO of Social Fresh 4. Jeff Bullas Twitter: @steveology Blog: socialfresh.com Consultant, Speaker, Blogger Linkedin: in/stevefarnsworth Twitter: @jasonkeath Blog: jeffbullas.com LinkedIn: in/jasonkeath Twitter: @jeffbullas 9. Barry Feldman LinkedIn: in/jeffbullas Owner at Feldman Creative, Speaker Blog: feldmancreative.com/blog Twitter: @FeldmanCreative Linkedin: in/feldmancreative 54
25 Social Media ExpertsYou Need to Know14. Nichole Kelly 18. Jason Miller 22. Neal Schaffer CEO at Social Media Explorer, Sr. Manager, Content Marketing, Author, Speaker SME Digital LinkedIn Marketing Solutions Linkedin: in/nealschaffer Author, Speaker Blog: rocknrollcocktail.com/ Blog: maximizeyoursocial.com/ Blog: socialmediaexplorer.com Twitter: @JasonMillerCA Twitter: @NealSchaffer Twitter: @Nichole_Kelly Linkedin: in/jsnmiller Linkedin: in/nealschaffer Linkedin: in/nicholekelly 19. Lee Odden 23. Koka Sexton15. Dave Kerpen CEO at TopRank Online Marketing Global Sr. Marketing Manager CEO Likeable Local Author, Speaker at LinkedIn Author, Speaker Blog: toprankblog.com Blog: kokasexton.com/word/ Blog: davekerpen.com/blog Twitter: @leeodden Twitter: @kokasexton Twitter: @DaveKerpen Linkedin: in/leeodden Linkedin: in/kokasexton Linkedin: in/davekerpen 20. Joe Pulizzi 24. M ike Stelzner16. Stephanie Sammons Founder at Content Marketing Founder of Social Media Founder of Wired Advisor™ Institute Examiner, Author Speaker Author, Speaker Blog: socialmediaexaminer.com Blog: blog.wiredadvisor.com Linkedin: in/joepulizzi Twitter: @Mike_Stelzner Twitter: @StephSammons Twitter: @JoePulizzi LinkedIn: in/stelzner Linkedin: in/stephaniesammons Blog: contentmarketinginstitute.com 25. T odd Wheatland17. David Meerman Scott 21. V iveka Von Rosen VP of Marketing at Kelly Services Marketing Strategist, LinkedIn Expert, Author Author, Speaker Speaker, Author Blog: linkedintobusiness.com/ Blog: slide-guidebook.com/ Blog: webinknow.com Twitter: @LinkedInExpert Twitter: @ToddWheatland Twitter: @dmscott LinkedIn: in/linkedinexpert Linkedin: in/wheatland LinkedIn: in/davidmeermanscott Financial Services 55
About Us Relationships MatterLinkedIn members number more With LinkedIn Marketing Solutions,than 259 million professionals. That’s brands build relationships with theover one-third of the 600 million world’s professionals by using accurateprofessionals on the planet. targeting to deliver relevant contentThis represents the largest group and communications.anywhere of influential, affluentand educated people. As today’s connected professionals seek out ideas and insights from theProfessional Publishing Platform people and brands they trust,Our evolution into a professional marketers use LinkedIn to targetpublishing platform drives increased advertising and publish relevantengagement on LinkedIn. Compared content in a professional context.with other professional publishers, Brands extend reach through thecontent on LinkedIn works differently. social sharing that occurs naturallyThe rich data on our platform means on LinkedIn, as well as by extendingwe can deliver the most relevant LinkedIn data to their sites andcontent to our members. brand experiences through APIs. For more information, please visit our Marketing Solutions site.LinkedIn Corporation © 2014
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