Transcript
Page 1: Presentation by LinkedIn | Building your brand on LinkedIn

Jonathan Lister Vice President

North America Sales Marketing Solutions

Paul Lovie Strategic Account Director

Ontario Canadian Sales Marketing Solutions

Page 2: Presentation by LinkedIn | Building your brand on LinkedIn

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

Page 3: Presentation by LinkedIn | Building your brand on LinkedIn

Connect the world’s professionals

to make them more productive

and successful

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Everywhere Insights Identity Connect, find,

and be found

Be great at

what you do Work wherever our

members work

Page 5: Presentation by LinkedIn | Building your brand on LinkedIn

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20 Tips to Amplify

Your Brand on LinkedIn

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

company branding is thin

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Page 7: Presentation by LinkedIn | Building your brand on LinkedIn

Your company’s brand is your brand

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Page 8: Presentation by LinkedIn | Building your brand on LinkedIn

You’re leveraging your

LinkedIn network

Alumni

Friends Past

Colleagues

Business Contacts

Family

Page 9: Presentation by LinkedIn | Building your brand on LinkedIn

And managing a plethora

of online properties

Company Website

LinkedIn

Facebook

Google+ Twitter

Company Blog

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With so much in play, what’s the formula

for success?

©2013 LinkedIn Corporation. All Rights Reserved.

Page 11: Presentation by LinkedIn | Building your brand on LinkedIn

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.

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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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©2013 LinkedIn Corporation. All Rights Reserved.

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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©2013 LinkedIn Corporation. All Rights Reserved.

Let Your Network

Speak for You

Build your reputation with

Endorsements and

Recommendations from

colleagues, employers,

and customers

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Next up: your company brand Establish a Company Page

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Page 17: Presentation by LinkedIn | Building your brand on LinkedIn

Create your Company Page

Create an information hub for visitors to learn about your

company by adding a logo, banner image, and description

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Connect your Colleagues Increase your Company Page’s visibility on LinkedIn by encouraging

fellow employees to add their current position at your company

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Now you have a foundation Time to build a following

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Page 20: Presentation by LinkedIn | Building your brand on LinkedIn

First, leverage your existing outlets

Tap into brand networks

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Page 21: Presentation by LinkedIn | Building your brand on LinkedIn

©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 we’re linking to LinkedIn”

- Mike Cox, Senior Strategic Planner, Modea

Page 22: Presentation by LinkedIn | Building your brand on LinkedIn

©2013 LinkedIn Corporation. All Rights Reserved.

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

Page 23: Presentation by LinkedIn | Building your brand on LinkedIn

©2013 LinkedIn Corporation. All Rights Reserved.

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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©2013 LinkedIn Corporation. All Rights Reserved.

Be seen as somebody who’s a member and

who cares and provides good advice – the

benefits will accrue.

–Gary Schirr, Social Media Professor, Radford University

Page 25: Presentation by LinkedIn | Building your brand on LinkedIn

©2013 LinkedIn Corporation. All Rights Reserved.

You’ve got followers Now engage them

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©2013 LinkedIn Corporation. All Rights Reserved.

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

Page 27: Presentation by LinkedIn | Building your brand on LinkedIn

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

Page 28: Presentation by LinkedIn | Building your brand on LinkedIn

©2013 LinkedIn Corporation. All Rights Reserved.

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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©2013 LinkedIn Corporation. All Rights Reserved.

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 that’s most

germane to my LinkedIn identity”

- Gary Schirr, Radford University

Company

Website

Twitter

Facebook

Google+

Company

Blog

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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

©2013 LinkedIn Corporation. All Rights Reserved.

What Makes Good Content?

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©2013 LinkedIn Corporation. All Rights Reserved.

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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©2013 LinkedIn Corporation. All Rights Reserved.

Now that you’re posting a stream of quality content,

promote through the network

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Research Brand Contact

Purchase

Decision

Consideration

60% through the decision making process

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6X JO

BS

CO

NT

EN

T

36

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Influencers

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1,825,795 10,929 4,262

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Long-form Publishing Platform empowering members today

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328,000

Views!

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Target with Accuracy using authentic data

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

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Ways to Target on LinkedIn

1

2

3

5

Profile Targeting (Doctors, CXO, Masters Degree, SMB’s)

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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©2013 LinkedIn Corporation. All Rights Reserved. 44

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

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LinkedIn in Canada

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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

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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+

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©2013 LinkedIn Corporation. All Rights Reserved.

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©2013 LinkedIn Corporation. All Rights Reserved.

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BEST PRACTICES

Leverage every employee you have

Publish or Engage with your target audience

often

Test various messaging

Break every traditional marketing rule you

know

©2013 LinkedIn Corporation. All Rights Reserved. 49

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XX%

Changing the mantra from

always be closing, to

always be helping

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