Presentation by LinkedIn | Building your brand on LinkedIn

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Executive Briefing

Jonathan Lister Vice President

North America Sales Marketing Solutions

Paul Lovie Strategic Account Director

Ontario Canadian Sales Marketing Solutions

How many people in the audience have a

LinkedIn profile?

How many of you believe LinkedIn is a recruiting platform?

How many of you believe LinkedIn is Social Network?

How many of you believe LinkedIn is

a professional networking site?

Would any one care to change there

answer?

All of the above

Connect the worlds professionals to make them more productive

and successful

Everywhere Insights Identity Connect, find,

and be found

Be great at

what you do Work wherever our

members work

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20 Tips to Amplify

Your Brand on LinkedIn

In the world of small business, the line between personal and

company branding is thin

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Your companys brand is your brand

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Youre leveraging your LinkedIn network

Alumni

Friends Past

Colleagues

Business Contacts

Family

And managing a plethora

of online properties

Company Website

LinkedIn

Facebook

Google+ Twitter

Company Blog

With so much in play, whats the formula

for success?

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It starts with your personal brand

Build your profile

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Put a face to the name Your profile is one click away from your company page. Put your

best foot forward with an attention-grabbing professional photo.

Put Your Brand Front and Center Make yourself more easily found on LinkedIn search with a crisp,

punchy headline describing what you do and where you work

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Tell Your

Brand Story

Showcase your company and

career, highlighting personal

and company accomplishments

or merits in the Summary and

Experience sections of your

profile

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Let Your Network

Speak for You

Build your reputation with

Endorsements and

Recommendations from

colleagues, employers,

and customers

Next up: your company brand Establish a Company Page

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Create your Company Page

Create an information hub for visitors to learn about your

company by adding a logo, banner image, and description

Connect your Colleagues Increase your Company Pages visibility on LinkedIn by encouraging

fellow employees to add their current position at your company

Now you have a foundation Time to build a following

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First, leverage your existing outlets

Tap into brand networks

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2013 LinkedIn Corporation. All Rights Reserved.

Connect your

Online Properties

Give your brand more

opportunities to be found by the

right people link your Company Page to your company website

and other social platforms

Any time we have other forms of communication in other online properties we really look to see

how were linking to LinkedIn

- Mike Cox, Senior Strategic Planner, Modea

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Find and Join

LinkedIn Groups

Do a search and find the groups that are talking about the things

that matter to your organization.

Join those groups and

contribute. Gary Schirr, Social Media Professor

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Contribute in

LinkedIn Groups

Engage with active members in

target Groups to gain thought

leadership and build a

reputation for your personal

and company brands

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Be seen as somebody whos a member and who cares and provides good advice the benefits will accrue.

Gary Schirr, Social Media Professor, Radford University

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Youve got followers Now engage them

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The primary benefit of us being on LinkedIn

is to show thought leadership and to provide

value to people in the space.

Alex Shamy, Head of Growth Marketing, Heyo

Demonstrate Value to Followers

Build engagement and brand trust with a stream of rich, insightful content.

Try the 80/20 rule: Four updates purely for the benefit of your followers,

for each one update promoting your company.

Value-Driving Company-Centric

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On average, companies that

post 20 times per month reach

at least 60% of their unique

audience. Follow a regular

posting schedule to drive

increased engagement

amongst your followers.

Frequency

Matters

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Leverage

Existing Content

Streams

Use successful posts on other

social properties to create a

high-quality stream of LinkedIn

Company Page and personal

updates

I go through the tweets I did the day before and pick the best one, and the one thats most germane to my LinkedIn identity

- Gary Schirr, Radford University

Company

Website

Twitter

Facebook

Google+

Company

Blog

Including a link can drive

twice the engagement

than posts without links

Images on average result

in a 98% higher comment

rate than without

Links to YouTube videos

play directly in the

LinkedIn feed and typically

result in a 75% higher

share rate

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What Makes Good Content?

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Monitor, Analyze,

and Refine

Use the Company Page

Analytics tab to maintain a

pulse on your page

performance pay attention to what types of content are

driving reach and engagement

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Now that youre posting a stream of quality content,

promote through the network

Research Brand Contact

Purchase

Decision

Consideration

60% through the decision making process

6X J

OB

S

CO

NT

EN

T

36

Influencers

1,825,795 10,929 4,262

Long-form Publishing Platform empowering members today

328,000 Views!

Target with Accuracy using authentic data

42

Who they are Who they know What they do Their profile Their connections Their behavior

Ways to Target on LinkedIn

1

2

3

5

Profile Targeting (Doctors, CXO, Masters Degree, SMBs)

Trigger Targeting (Company Change, Location Change , Position Change, Degree change)

Inferred Targeting (HNWI Top 25 Graduate Schools, Lifestyles, Influencers, Groups)

Propensity Model (Credit Card Applicants, Wealth Management Applicants, Auto Enthusiasts)

4 Look a like modeling (Social Graph FA 1st Degree of Connections, CFO 1st Degree of Connections)

6 Social Actions (Followers of Influencers, Channels, Industry, your Company)

Custom built DMP 7

*Programmatic Partnerships now available via AdX

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Intenders

TECHNOLOGY

Compact Car

Hybrid

Full Size Car

Entry Luxury

Full Size Luxury

Crossover Utility

Alternative Fuel

Sports Car

Mini-Van

AUTOS

Consumer Electronics

Mobile

Compact Car Auto Loans/Insurance

Banking & Credit

Insurance

Loans

HNW & HHI

Retirement

Traders

Mortgages

TRAVEL TECH

FINANCE

Business

Leisure

Vacation & Lodging

Leverage third party data and target professionals further down the purchase funnel

LinkedIn in Canada

45

5th Largest Market in the

World.

Over 6.3 Million Unique Visitors

211 Million Page Views

143 Million Minutes

21.6 Average Minutes Per Visit

5.7 Visits per UV/month

10.7M+ Members

comScore July 20131

1 comScore Media Metrix July 2013

More Affluent Audiences engage with LinkedIn in

Ontario and across Canada

4

6

41%

31%

LinkedIn.com

Rogers Digital Media

% Composition of Unique Visitors, 75K+ HHI

Source: comScore 5/2013 CA Media Metrix Demographic Profile, 75k+ HHI

+26,000 More affluent professionals than Rogers Sites

97,290 HHI of $75k+

2013 Linke