Digital Marketing

Digital Marketing @ IBS

Prof.RKP

Digital Marketing

From Technical To Practical

- Prateek Jain

Digital Marketing @ IBS

Prof.RKP

Core Content

• Introduction to Digital Marketing

Module 1

• Tools of Digital MarketingModule 2

• Social MediaModule 3

• Email & Content MarketingModule 4

• SEO & SEMModule 5

• Mobile MarketingModule 6

• Web AnalyticsModule 7

• Case- StudyModule 8

Digital Marketing @ IBS

Prof.RKP

A brand is no longer what we tell the consumer it is...It is what consumers tell each other it is…

Innovation needs to be part of your culture. Consumers are transforming faster than we are, and if we don’t catch up, we ‘re in trouble

The success of Digital Marketing is built on your ability to create a highly engaged community focused on the co-creation of your brand

Digital Marketing @ IBS

Prof.RKP

Digital Marketing @ IBS

Prof.RKP

India’s most Trusted Brand- Brand Trust Report 2015

1) LG 11 ) Bata 21 ) M&M2) Samsung Mobiles 12 ) Amul 22 ) Colgate3) Sony 13) Apple 23 ) Dove4) Tata 14 ) Reliance 24 ) Pepsi5) Nokia 15 ) Hero Motocorp 25) Lakme6) Bajaj 16 ) Maruti 26 ) Coca-cola7) Honda 17 ) Airtel 27 ) Dettol8) Dell 18 ) Philips 28 ) Axe9) Godrej 19 ) Dabur 29 )

Micromax 10) HP 20 ) LIC 30 ) Titan

Digital Marketing @ IBS

Prof.RKP

Scope of Presentation

• Company Overview– Introduction– Overall company Growth Rate– Existing Brands– Swot Analysis

• Case Analysis– Background / History of the brand– Current Scenario– Marketing Strategies – 4 P’s– Digital Campaign– Online Engagement initiative – Usage of various online

tools– Future Outlook ( Suggestions )

Digital Marketing @ IBS

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India’s Buzziest Brands Annual Ranking of Brands with the Highest buzz factor in India

1) Flipkart2) Samsung3) Micromax4) Vivel5) Vodafone6) Tanishq7) Google8) Sunfeast9) Airtel10)DoveSource :

http://www.afaqs.com/news/story/43446_Surewaves-Buzziest-Brands-2015-Flipkart-is-Indias-Buzziest-Brand

Digital Marketing @ IBS

Prof.RKP

Before we discuss Digital marketing, its important for us to understand the Role of Marketing

Digital Marketing @ IBS

Prof.RKP

Marketing

Consumers • ConceptionConception

• Product Innovation ( Pricing )

Product Innovation • DistributionDistribution • PenetrationPenetration • AvailabilityAvailability • High Awareness ( Visibility )

High Awareness • High Recall ( Advertising )High Recall • Strengthen Brand Equity

Brand Equity • Customer LoyaltyCustomer Loyalty • Brand Growth

Brand Growth • Enterprise GrowthEnterprise Growth • Category GrowthCategory Growth • Industry Growth

Digital Marketing @ IBS

Prof.RKP

4A’s of Digital Marketing

• Place • Promotion

• Price• Product

Availability

Awareness

Affordability

Accessibility

Digital Marketing @ IBS

Prof.RKP

Now, lets understand the need and relevance of Digital Marketing ( Digital

Landscape )

Digital Marketing @ IBS

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Anticipating Change

What’s Changing ???

Change

Consumers

Competition

Technology

Environment

Economy

Digital Marketing @ IBS

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ConsumersWho is a Consumer ?• Any individual , who has propensity to consume

and an ability to pay can be treated as a consumers

• Consumers are evolving : They are becoming more individualist and more demanding Need • Demand

Stitch • Ready to wear

Buying • Owning

Cost • ValueOne time Purchase

• Life time Relationship

Spending • Splurging

Acceptance • Anticipation

Product • BrandOffline

( Traditional )• Online ( Digital )

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Changing : Other Marketing Elements

Digital Marketing @ IBS

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Largely companies lack insights and react to change

But,Those companies who Anticipate

change, emerges as Winners

Digital Marketing @ IBS

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Digital Landscape

Digital Marketing @ IBS

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Role & Evolution of Media

Media is becoming more engaging & expressive

Media is becoming more interactive & innovative

Media is becoming more & more omnivorous

From One to Many it has become One to One

Digital Marketing @ IBS

Prof.RKP

Digital India

Nine Pillars of Digital India

Broadband HighwaysUniversal access to Phone

Public Interest access ProgramE-Governance

e-Kranti – Electronic delivery of servicesInformation for all

Electronics manufacturingIT for Jobs

Early harvest program

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Digital India• Broadband Highways :– Digital India aims to have broadband networks

that will span India's cities, towns and 250,000 villages by end-2016, along with a system of networks and data centres called the National Information Infrastructure.

• Universal Access to Phones– This focuses on mobile network penetration, with

a plan to fill the gaps in connectivity in India by 2018. Though mobile networks have reached most populated parts of India, the last mile is a long one: 42,300 villages still exist outside the reach of a mobile signal.

• Public Internet Access– This aims to increase the number of government-

run facilities (Common Service Centres or CSC) that provide digital services to citizens, especially in remote or rural areas with low connectivity.

Digital Marketing @ IBS

Prof.RKP

Digital India• E-Governance:– The processes and services include digitising

manual databases, introducing online applications and tracking, using online repositories for citizen documents, introducing publicly-visible government workflow automation, and public grievance redress.

• e-Kranti - Electronic Delivery of Services– e-Kranti comprises 41 large e-governance

initiatives, called "mission mode projects". They span e-education (all schools to get broadband and free wi-fi, as well as MOOCs - Massive Online Open Courses), e-Healthcare and technology for farming, security, financial inclusion, justice, planning and cyber-security.

• Information for All – This set of web, mobile and social media

platforms aims to connect citizens with the government. It is already well under way, both on social media, and the citizen portal MyGov.in.

Digital Marketing @ IBS

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Digital India• Electronics Manufacturing– This plan aims for "net zero imports" in

electronics, or imports that match exports by value, by 2020.

• IT fir Jobs– This is a project to train 10 million students

from smaller towns and villages for IT sector jobs over five years. Among the plans: Business Process Outsourcing (BPO) locations in every north-eastern state, 300,000 service delivery agents to be trained for IT services, and 500,000 rural workers to be trained by telecom operators for their own needs.

• Early Harvest Programmes– The project aims to provide secure email as the

primary form of communications within the government, and to the outside world.

Digital Marketing @ IBS

Prof.RKP

Digital Marketing

• Textbook Reading : ICFAI Series - Concepts and Experiences – Overview of Digital Marketing: Pg.no I to

Pg.no XII• Next Lecture – Foundation of Digital Marketing : Pg.no 1 to

Pg.no 7

Digital Marketing @ IBS

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Foundation of Digital Marketing

• Digital Marketing plays an important role in any category of product where it makes good sense to build relationships with one consumer at a time

• Digital Marketing can attract and engage users’ interest , ensure participation and understand customer preferences

• Engaging customers and allowing them to interact with the brand through servicing and delivery of digital media is the primary objective of Digital Marketing This is achieved by designing digital media in such a way that

it requires some type of end user action to view or receive the motive behind that media’s creation

Digital Marketing @ IBS

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Definition of Digital Marketing

• Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach and convert consumers. The key objective is to promote brands, build preference and increase sales through various forms of digital media and tools

• Digital Marketing is the practice of promoting products and services using database-driven online distribution channels to reach consumers in a timely, relevant, personal and cost-effective manner

• The use of digital means and platforms to conduct a company’s business

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Functions of Digital Marketing

• Digital Marketing is not an isolated function dealing exclusively with the selling of products or services, it is a management process for the relationship between the company and its ( internal & external ) stakeholders

• And to achieve this, it fulfills three functions : Integration

Interface

Mediation

Digital Marketing @ IBS

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Functions of Digital Marketing

• Integration : All main processes such as

procurement, storage, distribution, sales within

the company and within partner companies

should be well integrated

• Interface : Company should be able to deal with

and fulfill customer’s need with proper product

and Supply chain planning

• Mediation : Company arbitrates between

different internal and external customers

Digital Marketing @ IBS

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Phase of Digital Marketing

• To achieve the defined objectives in the earlier shared definition of Digital Marketing, it has to go through four main phases :

Preparation

Communication

Transaction

After Sales

Digital Marketing @ IBS

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Phase of Digital Marketing

• Preparation : The company has to identify customers needs & wants, attractive market segment and potential competitors. The company needs to analyze customers preferences to create the right product / service

• Communication : ( AIDA model )

Problem

Recognition

Information

Search

Evaluation

of Alternatives

Purchase Decision

Post purchase behavior

Consideration Set

Choice Set DecisionAwareness Set

Satisfaction

Digital Marketing @ IBS

Prof.RKP

Phase of Digital Marketing

• Transaction : The order making and tracking process followed by the payment procedure is taken care at the third phase

Amazon : One-click shopping

FedEx : Real time tracking

• It is critical in this phase to provide a secure payment mechanism and to take car e of privacy of customer information

• Also this phase demands highest level of co-ordination within the organization along with its partner networks

• After-Sales : 24 hours customer care toll free number including e-mail response and a FAQ – section

• Customer loyalty program

Digital Marketing @ IBS

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Success factors for Digital Marketing

B • Benefit to the customer

O • Online ability of contents & Services

N • Navigation of website

I • Integration into business process and organization

Digital Marketing @ IBS

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Success factors for Digital Marketing

• B – Benefit to the customer : There must be a service-oriented value for the customer, which makes him buy the product / service and come-back in the futureThe web-page should include the possibility for

personalization and the company should find a “USP – Unique Service Position” and establish a differentiating web-identity or brand

• O – Online ability of Content & Services : It describes the format & presentation of contents and services on websites. Website should offer a mix of information, interaction & transactionOne of the biggest mistakes for some

companies, is producing an exact replica of the competition

Digital Marketing @ IBS

Prof.RKP

Success factors for Digital Marketing

• N - Navigation : Need to provide simple and intuitive Navigation. Generally there should not be more than three information layers so that the customer can find the information he is looking for as quickly and easily as possible.

• I - Integration : Integration reflects the embeddedness of online activities in the existing business process and organization. Integration takes care right from Preparation to After-Sales phase of Digital Marketing

Digital Marketing @ IBS

Prof.RKP

Coming Lecture

• Evolution of Digital Marketing– From online to SMACI ( Social, Mobile,

Analytics, Cloud & Internet )• Tools of Digital Marketing

Digital Marketing @ IBS

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Evolution of Digital Marketing

• Digital Marketing includes – websites, banner

advertising, email marketing, mobile marketing,

search engine marketing, search engine

optimization, content marketing ( blogs ) social

media marketing, etc

– Social media marketing is a subset of Digital

Marketing

• Social media marketing includes any

promotional activity using social media

platforms like Facebook, Twitter, Linkedin,

Google +

Digital Marketing @ IBS

Prof.RKP

Evolution of Digital Marketing

Online Visibility•Website

Point of Contact•Email

Search Engine•SEO

Online Community•Facebook•Linkedin

Online Sharing & Connectivity•Youtube• Twitter

These resulted in bifurcation of the media : •Paid Media•Owned Media•Earned Media

Digital Marketing @ IBS

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Evolution of Digital Marketing

• Paid Media : Traditional advertising – Print, Radio, Television,

Display, Direct Mailer, Paid search : General Consumers

• Owned Media : Corporate web-site, Campaign micro site,

Blog, Brand community, Facebook fan page : Target audience

• Earned Media : Word of mouth, Likes & Comments, Twitter,

Forums, Reviews : Brand Loyalists

For the successful marketer, it is important to integrate and

leverage all

three types of media :

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Evolution of Digital Marketing

Owned

EarnedPaid

Converged Media

Digital Marketing @ IBS

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Tool s of Digital Marketing• Website & Landing Page• Facebook• Twitter• Youtube• Linkedin• Google +• Slideshare• Pininterest• Instagram• Blogging• SEO & SEM• Mobile Marketing• Google Analytics

Digital Marketing @ IBS

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HOW TO: Use Twitter for Customer Service

Step 1. Understand why Twitter is an ideal customer service platform• Before responding to the questions raised by your clients on Twitter, you need to

understand just why Twitter and customer service is a match made in heaven. Let's think about some of the major tenants of good customer service and how they relate to Twitter:

• Problem resolution: The main goal of customer service is to help someone resolve their issues. While phone conversations can help solve problems, wait times do not. Twitter is a lightning-fast platform that can help sift through and solve problems quickly. If it's a small issue, a single tweet may be enough. For a more complex problem, the brand can initiate a deeper conversation with the customer.

• Positive brand image: Great customer service gets talked about, and this can lead to more sales and more attention. Twitter is one of the most viral platforms around, which can make one happy customer into an international story.

• Staff involvement: If the team does not buy into the notion of helping the customer, they are going to provide sub-par assistance. Twitter is not only a more interesting platform than phone or email, but gives staff a better picture of their impact on others.

• Cost reduction: Customer service via Twitter often takes less time and a lot less money than a dedicated call center. With Twitter, it's necessary to be short and to the point, which reduces the time needed to solve each problem.

Digital Marketing @ IBS

Prof.RKP

Step 2. Track the ENTIRE conversation around your brand• Once you understand how Twitter can play a role in customer service, the

next step should center around conversation tracking. What are people already saying about your brand? Have people misinterpreted your message? What about the good things they say about your new feature? Track ALL the possible keywords that are related to your brand, like the names of your key features or any nickname your company may have. Here are two tools we recommend:

• Monitor: Monitor makes it simple to track multiple keywords on one page using columns. Create a new column for each new keyword or keyword variation you want to track. Monitor will update in real-time whenever those words are mentioned on Twitter.

• Tweet beep: If your brand isn't getting dozens of mentions per hour, or if you want to be sure you're catching everything, Tweet beep will check Twitter for you and send you emails with all of the mentions of your brand, as well as links so you can easily save tweets or write a response.

HOW TO: Use Twitter for Customer Service

Digital Marketing @ IBS

Prof.RKP

Step 3. Make customers aware of your presence• Watching a conversation gives you a good idea of your brand's

reputation and standing in social media and elsewhere, but it's a passive approach. Great customer service is active. To get started, make your Twitter presence known. Ask users to follow you on Twitter, prominently place a button on your website, and advertise that you're trying to engage with your customers in problem resolution via social media. Customer service on Twitter won't work if nobody knows where to find you.

Step 4. Respond quickly and transparently• The key to great customer service is the speed and quality of your

response. When you find someone complaining about an issue, @reply them asking if you can help. Don't take an arrogant tone and don't tell them they screwed up. Ask them if they'd like you to intervene and provide them the information they need.

HOW TO: Use Twitter for Customer Service

Digital Marketing @ IBS

Prof.RKP

Step 5. Be engaged in the conversations• Twitter is a conversational platform, and people like to talk to people, so take time

to chat as well. Twitter is an opportunity to build an image and identity for the brand, so talking with customers about why you like the brand so much, what cool things the company has done, or retweeting a success story gives people many reasons to follow what you say.

• So remember, even if you're using a software like Salesforce's Service Cloud to manage Twitter customer service, it needs to be supplemented with personal conversations.

Step 6. Be authentic• Most of all, when you're conducting customer service and customer relationship

management, you need to be forthcoming. It's easier than ever for your customers to research whether or not you're telling the truth. And if you aren't, they will punish you by mobilizing and making their anger heard.

• Despite this warning, the benefits to your brand and your customers by using Twitter as a customer service platform are immense. Comcast, Dell, Southwest Airlines, Ford, Starbucks, and many more have been successful in promoting a positive brand image and solving customer problems with less cost than phone or email service. Twitter and social media are helping redefine how customer service is done.

HOW TO: Use Twitter for Customer Service

Digital Marketing @ IBS

Prof.RKP

10 Twitter Best Practices for Brands

1. Do your research before engaging customers• Know how your customers use Twitter. It takes only a minute

to go to Twitter Search and find out if there are any conversations happening about your brand, product, service or industry. Know what your customers are saying about you.

2. Determine organizational goals• Not all brands utilize Twitter in the same way. Some, like @

ComcastCares, use Twitter to provide customers with support. Other branded Twitter accounts, such as @DellOutlet, have utilized the service to sell products.

• It's important to think about what you are trying to achieve using Twitter before devoting your time and resources to it. You're likely to get more out of it that way.

Digital Marketing @ IBS

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3. Utilize either a branded or personal profile• You have two options: you can either use a branded profile with your company's logo, or you

can opt to create a more personal profile that unites your own personal brand with that of the company.

• If employees are using Twitter to primarily engage with people on behalf of the company, they should have a branded profile. A branded profile is one that clearly identifies the user as an employee of the company; usually through a username (i.e. @Intel_Eric, @synopsys_roy, @MelfromSymantec, @AMDOpteronPhil, @RichardatDELL to name a few) or has a branded background picture and bio.

• Whichever option you choose, there has to be a level of balance. Branded profiles are great for certain things - for example, industry news, contests, investor relations, etc. Personal profiles are more beneficial if your organization wants to leverage the employee’s personal micro-community or wants to have a more human presence.

4. Build your Twitter equity and credibility• To be a successful brand on Twitter, you have to build credibility and equity. That doesn’t

necessarily refer to the number of followers, tweets, or retweets you may have, although these are important factors. Rather, it's more about developing a reputation as a trusted source of information or being seen as an expert in a particular subject.

• You won't succeed in building your Twitter equity by pushing out one way marketing messages about your product. Instead ask questions, be personal, and engage people naturally within the Twitter community. Otherwise, customers won't listen to what you have to say.

10 Twitter Best Practices for Brands

Digital Marketing @ IBS

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5. Track conversation trends6. Don’t go overboard; less structure is better• Your Twitter use can appear disingenuous and inhuman if you're too structured with your

approach, to the point where your community may be turned off. Treat your Twitter relationships the same way you would any other relationship. Honestly, how much planning or structure is needed before spending the evening out with friends?

• Your Twitter experience will change and evolve over time, because the community that follows you will help shape what you say and how you respond. Remember to always use the 80/20 rule, but be flexible with your approach.

• We are not saying that you employees run wild on Twitter, though. Planning, training, coordination and integration with social tools is imperative — just don’t go overboard and create a social media policy that is too restrictive.

7. Listen and observe before engaging• Don’t just start tweeting assuming that the Twitter community is going to accept you with

open arms. It’s important that you spend some time just listening and observing the behavior of those who are talking about you or your company. Understand how your customers behave and adjust accordingly.

• You don’t have to follow everyone that mentions your company to listen in on the conversation. In fact, this may irritate some people. Instead, when you're ready to start answering questions, @reply them. In my experience, nine times out of ten, they'll end up following you. Let the relationship grow from there.

10 Twitter Best Practices for Brands

Digital Marketing @ IBS

Prof.RKP

8. Be authentic & believable• Authenticity is the golden rule in social media. We've known this for years, but

there is another, related rule that is just as important: you and your brand need to be believable. This means spending time listening to your community, observing it, and learning about the dynamics of that community.

• Your will become believable only after you have established trust among those in your community. Because I am trusted by my followers, if I tweet that my new net book is amazing and fits my mobile lifestyle, people will believe me and perhaps even buy one (it is amazing, by the way).

9. Track, measure, and iterate• If there’s one thing that bugs me about working in the corporate environment, it’s

the amount of time needed to execute. Sometimes it’s better just to launch a product or initiative, track it, measure the results and then iterate.

• The great thing about the social web is that it’s not difficult to track the results of Twitter engagement, assuming you have determined what your organization's goals are. It’s even easier to change course if you find that your efforts aren't working according to plan.

10 Twitter Best Practices for Brands

Digital Marketing @ IBS

Prof.RKP

10. Don’t just strategize: execute!• Multiple daily conference calls are the norm in corporate world. Strategy

sessions and meetings to plan strategy sessions are also constants. While this may be fine when planning a new product launch or corporate initiative, it is the wrong approach to using Twitter.

• We spend too much time strategizing with little to no execution. When you have too many ideas and not enough people who are willing to roll up their sleeves and get stuff done, you are going to find yourself late to the game. Or, in the case of Twitter, late to the conversation.

• By spending too much time trying to think of the best strategy, you are going to miss priceless opportunities to fix problems, answer questions, turn sour situations around, and create brand affinity with customers. With Twitter your mantra should be: just get out there and try it.

10 Twitter Best Practices for Brands

Digital Marketing @ IBS

Prof.RKP

Top 10 Ways to Leverage LinkedIn

Learn how to leverage the world's leading business-oriented social network

for both personal and brand PR

#1 - Humanize the Brand with Employees, Senior Executives and Thought leaders: 

• Smart companies are tapping their employees to write and share content. The best of them are actively encouraging their employees to get their voice out there--by supporting their writing, suggesting content for them to comment on and share or making suggestions of what people might want to tackle and then curating and sharing the posts.

• In fact, on average, the employees of a company have 10 times the social following that their company has. A company that is doing it well is Dell.

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Top 10 Ways to Leverage LinkedIn

#2 - Company Page: Consume and share content on LinkedIn as a company. 

Does your client reign supreme in healthcare, auto or tech sector, or does

your client CEO often provide expert analysis surrounding the latest

millennial marketing trends? Make sure your client has a LinkedIn

Company Page and gain followers by sharing updates like employment

branding and career opportunities, fun industry-related facts and quotes,

and an inside look into your company's corporate culture via executive and

employee interviews. It enables your company to share news and insights

with LinkedIn's 364+ million members.

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Top 10 Ways to Leverage LinkedIn

#3 - Gain insights from top industry leaders known as "Influencers" on LinkedIn's Pulse.

• In addition to members publishing content on LinkedIn, you can check out LinkedIn Influencers, around 500 of the top minds in business like Bill Gates to Richard Branson who write and share on topics like entrepreneurship and social good, for the latest news and insights affecting the business world today.

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Top 10 Ways to Leverage LinkedIn

#4 - Reinforce the value of authenticity, not promotion.

• Chairman and CEO of Kaiser Permanente and LinkedIn Influencer Bernard J. Tyson's examination of race relations in response to Ferguson reached half a million people on LinkedIn. Why? The authenticity and passion that resonated from Tyson's post not only brought positive attention to him as an influential thought leader, but also drew positive recognition for his company just by virtue of the post.

• A robust LinkedIn profile is your ticket to a variety of professional opportunities like jobs, mentorships, new business ventures, and referrals.

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Top 10 Ways to Leverage LinkedIn

#5 - A picture is worth a thousand words. First impressions count in PR, so make sure your profile conveys who you are as a professional. In fact, profiles with a photo are 14 times more likely to be viewed than those without. Follow The LinkedIn Guide to the Perfect #WorkSelfie to capture the perfect lighting, angles, and environment to best illustrate you in your PR setting.

#6 - Don't bury the lede with a lackluster headline or lifeless summary. Your title is already listed in your experience section, so use your headline to differentiate yourself and grab the attention of others. Do you pride yourself on being an evangelist for health and wellness clients? Are you known for being a consummate connector? Your summary is the real estate to focus on career accomplishments, aspirations and to show a bit of flair. In fact, a summary of 40 words or more makes your profile more likely to turn up in searches.

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Top 10 Ways to Leverage LinkedIn

#7 - Focus on the quality of your connections not the quantity, and leverage search to reach out to new contacts (media). PR professionals come across so many people at work, but keep in mind your network is an extension of your professional brand. We advise only connecting with those you know and trust. Send a connection request with a brief, personalized note to the producer you worked with on a great broadcast segment, not the cameraman you briefly chatted with in the elevator.

Digital Marketing @ IBS

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Top 10 Ways to Leverage LinkedIn

#8 - Show, don't just tell who you are as a professional, and be your own best publicist on LinkedIn. Do what you do best, and use LinkedIn to publicize your professional brand to the world. Give a dynamic, visually appealing presentation of your professional story by uploading presentations, portfolios, and articles you've secured for clients to demonstrate your PR prowess. Broadcast to your network how the fruits of your labor culminated in an award-winning event or exclusive story in the ET by sharing an article link in a status update.

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Top 10 Ways to Leverage LinkedIn

#9 - Receive a stamp of approval through recommendations and endorsements. Ask for recommendations from clients, former co-workers and employers to make your profile go that extra mile. Do the legwork for them and provide the specific qualities or project examples you'd like them to highlight. For your skills section, select the ones you want to be known for and list them starting with the most important to you at the top. HINT: You can (and should) always reorder your skills, add new ones and delete others as your career goals change.

Digital Marketing @ IBS

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Top 10 Ways to Leverage LinkedIn

#10 - Grow and engage your network. Actively engage with your network by posting status updates, joining and participating in Groups, and blogging (Pulse) on LinkedIn. Share links, articles, images, inspiring quotes, or anything else that may interest your connections via status updates. Did you learn compelling B2B marketing strategies at a recent conference you attended? Share a photo from the event in a status update and tag the event organizer.

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Top 10 Ways to Leverage LinkedIn

• BONUS: You can also strengthen your PR reputation and grow your reach by blogging on LinkedIn via its new feature ‘Pulse’. Publish long-form content to deeply explore topics that matter to you such as the state of the media industry or your best pitching tactics, and then monitor the comments to see your impact.

• As you can see, LinkedIn is no longer just about making connections with other business professionals or simply finding jobs. It has become a one-stop-shop for communicating thoughts, ideas, experience, and useful information in a conversation driven, two-way public relations world.