LinkedIn Executive Playbook

Topics: All rights reserved, LinkedIn, Social media Pages: 31 (3344 words) Published: October 29, 2014
EXECUTIVE PLAYBOOK
12 Steps To Become a Social Leader
©2014 LinkedIn Corporation. All Rights Reserved.

– JEFF WEINER, CEO OF LINKEDIN



©2014 LinkedIn Corporation. All Rights Reserved.



I've come to learn there is a virtuous cycle to
transparency and a very vicious cycle of obfuscation

Today’s top
performing leaders
are social leaders*.
Around the world and across
industries, top executives who were
once convinced that social media
wasn’t worth their time, now consider
their participation in these networks
as essential to their role.

At socially-engaged companies,
employees are 57% more likely to
leverage social media to drive sales

More likely to appear more competitive

©2014 LinkedIn Corporation. All Rights Reserved.

As a result, more and more top
executives see the benefits of being
open and transparent and take part in
the social revolution.
More likely to attract talent

* 76% of executives say they would rather work for a social CEO (The Social CEO: Executives Tell All, Weber Shandwick, 2013 )

Relationships Matter, LinkedIn & Altimeter Group, 2014

Today’s top
performing leaders
are social leaders.

SIR RICHARD BRANSON

MIKE SMITH

MARK PARKER

FOUNDER & CEO,
VIRGIN GROUP

CEO, ANZ

CEO, NIKE







©2014 LinkedIn Corporation. All Rights Reserved.

In social media our
strategy is rapidly
evolving. It is centered on
ANZ participating in the
social web through our
organization and through
our people.  This includes
me as CEO, my
management team and
ultimately all our people. 



Social media is helping
us unite and expand. We
have never been closer to
our consumers.





Embracing social
media isn’t just a bit of
fun, it is a vital way to
communicate, keep your
ear to the ground and
improve your business

Why we created a playbook
specifically for top executives.
Our goal is to help you be a better leader by enabling deeper engagement with your customers, employees and peers – in the efficient, high-control and low-risk environment that you require.
This dedicated user guide is based on our deep understanding of executives’ priorities & constraints, and outlines 12 key steps to empower leaders in their transition into professional social media.

©2014 LinkedIn Corporation. All Rights Reserved.

Your marketing team will be pleased to hear that you’re interested in leveraging your online presence. While this guide focuses on steps you can easily implement yourself, we recommend you coordinate closely with them to make the most of your participation in your company’s outreach.

LINKEDIN MOBILE APP

Get started.

©2014 LinkedIn Corporation. All Rights Reserved.

Your path to social leadership.

TABLE OF CONTENTS

Take part and take control.
01
• 

Create an effective executive profile

02
• 

Control your privacy & confidentiality

03
• 

Efficiently connect with the people that matter

Demonstrate your leadership.
• 04 Show that your company is innovative – by having socially engaged leaders • 05 Offer an authentic, human face to your company
05 Be a voice of your industry and build thought leadership
• 06
06

Accelerate sales.
• 07 Connect with your top 100 customers
• 08 Empower your team to leverage your network – at your discretion • 09 Be where your customers are & identify new leads

Gain distinctive industry insights.
©2014 LinkedIn Corporation. All Rights Reserved.

• 10 Stay on top of the leading ideas in your industry
• 11 Hire the best, worldwide
• 12 Keep tabs on the competition & potential acquisitions

Visual guide.

Take part and take control.
Customize your LinkedIn experience to be aligned with your objectives and constraints as a top executive, right from the start. In this section, we present guidelines to set you up for success, while also managing the potential risks associated with any social media presence.

©2014 LinkedIn...
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