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Brenna HanlyGlobal Agency Associate
Carra ManahanAssociate Marketing Manager
Winning in the Relationship Economy:How agencies can take advantage of the LinkedIn ecosystem
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We are embarking on a new age. A Networked Age driven by Relationship Economics.
Information AgeMedia & Technology
Knowledge Economy
Linear
Networked AgeSocial & Mobile
Relationship Economy
Interactive
Industrial AgeMachinery
Market Economy
Analog
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Socially engaged companies are already winning
• 58% more likely to attract top talent• 20% more likely to retain talent • 57% more likely to get increased sales leads• 40% more likely to be perceived as competitive
* Altimeter Group 2014
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LinkedIn is the place for meaningful social engagements
100,000Posts per week
7X7Xmore engagement with
content vs. jobs
1.5 MMLinkedIn publishers
What this means for agencies
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Socially engaged agencies:
WinnewbusinessBuildclientrelationsAttracttoptalentEstablishbrand
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Win new business by influencing marketing decision makers where they are already active
5.1million marketers
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Build client relations by gaining exposure for expertise across client departments and geographies
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Attract and retain top talent
Regular employees are most trusted source of credible information about a company.
Your next hire is probably your current employee’s connection.
*Source: Edelman Trust Barometer 2014
163,034 “planner”
65,976 “creative” 105,337 “media”
78,734 “strategist”
How to activate (best in class)
ESTABLISH IDENTITY
COMPANY
CURATE CONTEN
T
CREATE CONTEN
T
AMPLIFY VOICE
GENERATE OPPORTUNIT
Y
Win new business
Build client relations
Attract talent
Establish brand
LEADERSHIP
EMPLOYEES
COMPANY POSTS
(# posts, reach, engagement)
INFLUENCER POSTS
(# posts, reach, engagement)
OPEN PUBLISHING PLATFORM
(# posts, reach, engagement)
SPONSORED UPDATES
(incremental lift from sponsoring)
PULSE
EDITORIAL
OVERALL OBEJCTIVE:
Increase agency influence on LinkedIn to generate opportunity
Agency Activation Strategy
ONGOING OPTIMIZATION
Establish identity, companyA company page is the central hub of your brand presence on LinkedIn.
It’s where prospective clients and employees go to find information about your brand.
Gaining followers allows you to push this content to the right audiences organically.
nearly 9 out of 10 members believe a
Company should maintain an up-to-date Company
Page on LinkedIn
9/10
Establish identity, leadership
Socially engaged leaders make for socially engaged companies.
Establish identity, employees
Empowering employees to become brand ambassadors extends your brand’s voice.
On average, employee networks are
10x larger than a company’s follower base.
Curate content
Add value to the community by curating relevant content.
Create content, sharing updates
COMPANY UPDATES(SPONSORED & ORGANIC)
INDIVIDUAL UPDATES
Create content, publishing platform
Publishing platform now open to all members. Original content from agency leadership and employees builds credibility.
Amplify voice, sponsored updates
Reach influential marketers and media stakeholders that aren’t (yet!) following your page with Sponsored Updates.
Agencies should consider a nominal, initial launch budget to amplify the company updates even further through Sponsored Updates.
Amplify voice, best practices
• Leverage a content calendar • Cross-promote your content
between all entities (company, employees, leadership)
• Ensure that employees share content across their social media channels
• Post content to relevant LinkedIn groups
• Follow @LinkedInPulse on Twitter – share & tweet posts to this
Agencies doing it right….
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Ogilvy & Mather Advertising
Share relevant content with your followers and keep them coming back for more.
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Starcom MediaVest Group
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Amplify your original content across LinkedIn.
Starcom MediaVest Group
ESTABLISH IDENTITY
COMPANY
CURATE CONTEN
T
CREATE CONTEN
T
AMPLIFY VOICE
GENERATE OPPORTUNIT
Y
Win new business
Build client relations
Attract talent
Establish brand
LEADERSHIP
EMPLOYEES
COMPANY POSTS
(# posts, reach, engagement)
INFLUENCER POSTS
(# posts, reach, engagement)
OPEN PUBLISHING PLATFORM
(# posts, reach, engagement)
SPONSORED UPDATES
(incremental lift from sponsoring)
PULSE
EDITORIAL
OVERALL OBEJCTIVE:
Increase agency influence on LinkedIn to generate opportunity
Agency Activation Strategy
ONGOING OPTIMIZATION
