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Cnfidential MarketingXLerator
SocialMediaMarke-ng:LinkedInInstructor:NataschaThomson@NaThomson
Cnfidential MarketingXLerator
Unit3–LinkedIn
1. LinkedInHistory2. Demographics3. Profilesvs.BusinessPages4. LinkedInProducts5. Promo-ons&Adver-sing6. Measurement&Tools7. BestPrac-ces
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Impact:HowdoYougetYourmessagetoYouraudience?Createacampaignstrategy,includingobjec-ves&metrics:n Sharerelevantcontentn Engagetheaudiencen EntertainandDelightn Calls-To-Ac-on(CTA)n Convertn Createloyaltyloop(content&sharing)
Sharerelevantcontentwiththerightaudienceattheright-me.
The 3 Marketing Pillars
BrandYouProfile/Page CommunicateYourValue Reach/EngageYourAudience
Portray:Whoareyou/yourcompany?n Iden-tyn Promise/Differen-ator
Createandmaintainconsistentlookandfeel;berecognizable.
Convince:WhydoesitmaIer?n Clearunderstandingoftargetaudienceandneeds
n UniqueSellingPointn Differen-atorsn Products&Services
Createrelevantcontentinformatsthatyouraudiencelikestoconsume.
Awareness, Engagement, Conversion 3
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Techcrunch,2016
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LinkedInUserGrowth(Global)
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Demographics
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TargetAudienceResearch
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Global
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USA
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Global
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Global
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USA
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LinkedInMobileStatsbyDMR
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LinkedInFacts
h`p://www.socialmediatoday.com/social-networks/linkedin-unveils-new-premium-insights-data-tools-company-pages
h`ps://www.globalwebindex.net/blog/4-in-10-internet-users-are-linkedin-members
Cnfidential MarketingXLeratorh`ps://business.linkedin.com/marke-ng-solu-ons/blog/5/5-b2c-companies-killing-it-with-content-on-linkedin
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B2Bvs.B2C
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Source:OurDigitalCoach.
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Surveywith1,000+globalbuyersfoundthatB2Bcompaniesusethesesocialchannelsforleadgen:• 90%Facebook(only41%generatedleads)• 53%Twi`er• 47%LinkedIn• 33%BlogsLinkedInprovedtogeneratemoreB2Bleadsthananyotherchannel.
23Source:TheDrum
LinkedInistheBestB2BLeadGeneraSonPlaTorm
Cnfidential MarketingXLerator24h`p://www.marke-ng-mojo.com/wp-content/uploads/2015/11/LinkedIn-Benchmark-Report-Q3-2015-Marke-ng-Mojo.pdf
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h`ps://business.linkedin.com/marke-ng-solu-ons/blog/5/5-b2c-companies-killing-it-with-content-on-linkedin
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HowtoSetupaLinkedInProfile>Goto:LinkedIn.com
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Cnfidential MarketingXLeratorh`p://www.slideshare.net/linkedin/how-to-tell-your-workstory
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ExampleofaGoodProfileSummary
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LinkedIn:RecruiterProfileSummary
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WatchVideo:LinkedInCompanyPages
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HowtosetupaLinkedInCompanyPage
32h`ps://business.linkedin.com/marke-ng-solu-ons/company-pages/get-started
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B2CCompanyPage
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B2BCompanyPage
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FindingImagestoUseonSocialMedia
NEVERusepicturesorgraphicsthatmightbecopy-rightedorownedbysomebodyelse.Youmightendupgeingyourcompanysued.Instead,eitherusestockpicturesyourcompanyalreadyowns,PURCHASEIMAGES,orlookforsitesthatletyouusepictureslicense-free,some-meswitha`ribu-on.Makesurethelicenseallowscommercialuse.
h`ps://blog.bufferapp.com/free-image-sources-list
h`p://search.crea-vecommons.org/
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Products
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YoucanownagrouporasktojoinGroups>Remember,runningagroupisalotofwork
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LINKEDINJOBS
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LinkedInOffersaNumberofApps>ManyCatertoRecruiters
FindalistofAppshere LinkedInAppUse101
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Measurement&Tools
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Example Success Metrics:
LinkedIn Pages
1. Follower growth rate (%) 2. Likes / Shares / Comments 3. Conversion Rates
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PaidMediaakaAds&Promos
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LinkedIn:Ownedvs.Earnedvs.Paid
• Owned– LinkedInProfile– LinkedInCompanyPage– StatusUpdates– Originalcontent
• Earned– EngagementinLinkedIn
Groups– Engagementwithother’s
updates(like,shareetc.)– Commentsonblogposts
• Paid– PromotedPosts– Ads
Source:SmartInsights.com
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h`p://www.slideshare.net/LImarke-ngsolu-ons/lms-plaoorm-overviewinterac-ve0315
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B2B
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BestPracSces
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MaerskLine
Strategy:EachMaersksocialchannelhasitsownapproach• LinkedIn:Maerskpostsar-clesaboutworkculture&jobs
Source:OutcomeStudy
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B2Ch`ps://business.linkedin.com/marke-ng-solu-ons/blog/5/5-b2c-companies-killing-it-with-content-on-linkedin
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B2Ch`ps://business.linkedin.com/marke-ng-solu-ons/blog/5/5-b2c-companies-killing-it-with-content-on-linkedin
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B2B
h`ps://business.linkedin.com/marke-ng-solu-ons/blog/b/b2b-case-study-how-cetera-financials-full-funnel-marke-ng-campaign-drove-1-million-in-new-business
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B2B
h`ps://business.linkedin.com/marke-ng-solu-ons/blog/h/how-toshiba-of-canada-keeps-its-sales-pipeline-full
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Top5ProfileOpSmizaSonTips
1. Professional, right-sized, picture
2. Authentic Summary 3. Tell a story of growth with
your work experience 4. Add visual content &
URLs 5. Create a Company Page
and/or link to your company’s page
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5LinkedInGrowthTacScs
1. Invite & accept the right connections 2. GiveandaskforrecommendaSons3. Post status updates 4. Join relevant groups 5. Engagewithyouraudience
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NataschaThomsonCEO,MarkeSngXLeratorNaThomson@Marke-ngXLerator.comMarke-ngXLerator.com@NaThomson
Over15yearsofmarkeSngexperienceinGlobal2000andstartupcompanies.CustomersincludeSAP,EMC,Polycom,SLAP,BAHREC,andLookingGlassCyberSolu-ons.