Global Marketing

10 LinkedIn Company Page Tips

For PR and Marketing Pros

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Social business, not just social media platforms

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• 277 million users*: World’s largest professional network

LinkedIn: Top Hats and Briefcases

*Source: LinkedIn press release Feb 6, 2014 Investor Relations - Full Year 2013 Results

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LinkedIn Company Page Setup

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Company Page Updates At a Glance

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1. Think of your audience first.

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2. Editorial calendar: Take a balanced meal approach.

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Balanced meal approach to content cadence

• ~10% fun/entertaining (dessert!) • ~90% informative (healthy)

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Healthy content Sources

Thought leadership (vendor-neutral) – trends, context to help solve customers’ problems

PowerMore blog, other IT, industry and business news sources

Dell announcements – products, services, company news

Dell blogs – Direct2Dell, Dell4Enterprise, Dell TechCenter, others

Independent reviews and awards

ComputerWorld, CNET, CRN, InfoWorld, ITPro, etc

Customer stories YouTube, case studies

Careers-related Talent acquisition team

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3. Use an image with every post (and not your logo).

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4. Use this formula for a good LinkedIn update:

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Writing tips from LinkedIn

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Flickr Creative Commons – Marita Cosma

Einstein-Twain approach to LinkedIn update text

“Everything should be

made as simple as

possible, but not simpler.”

Albert Einstein

“If I had had more time, I would

have written a shorter letter.”

Mark Twain Flickr Creative Commons – photo by Flickr user sfjalar

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Anatomy of a company page status update

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~240 chars* (600 max)

~75 chars

~250 chars For image, use

aspect ratio of

height (110p) to

width (180p) *desktop: ~240 chars

tablet: ~160 chars

phone: ~190 chars

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5. Target

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Once your status update is up, you can’t edit it – not the landing page, targeting, text, image, anything.

You can only delete it or keep it.

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6. Engage and answer. Don’t post and disappear.

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7. Sponsor your best content.

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8. Consider Showcase Pages for key audiences

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9. Measure, improve, experiment

What are your business goals?

• Drive awareness -> followership, impressions • Drive engagement -> interactions • Drive traffic -> clickthrus, website visits

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Organic post-level analytics (slide 1 of 4) Freely available to any company page manager

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Impressions: # times the update was shown to company page followers. Clicks: # clicks on your content, the company name or the logo. Note: This doesn't include interactions. Interactions: # times people have liked, commented on or shared your update. Engagement:

Interactions + clicks Impressions

Post URL: http://dell.to/LinkedInBeginningsPost

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Any of these are clicks:

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Clicks: # clicks on your company name, the “more” link, any link in your content, the image/video or the headline link.

Post URL: http://dell.to/LinkedInSolarClassroom

Organic post-level analytics (slide 2 of 4) Freely available to any company page manager

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How many clicks just on my video?

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To find out, check your link shortener analytics (such as bitly, ow.ly, etc) Post URL: http://dell.to/LinkedInSolarClassroom

Organic post-level analytics (slide 3 of 4) Freely available to any company page manager

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How many clicks just on my video? (continued)

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For bitly, it’s easy: In a browser window, you append a “+” to the bitly link.

Note: Consider if you have used the link elsewhere, not only on LinkedIn.

Organic post-level analytics (slide 4 of 4) Freely available to any company page manager

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Advanced analytics

Omniture, Google Analytics and others can track part of the customer journey from LinkedIn and other owned social outlets to your website.

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10. Be true to who you are. Focus on creating conversations, relationships

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Dell.to/MichaelInfluencer

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Good resources

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Thank you!

Suzanne Doughty

@suzanne_doughty

Social Media Program Manager, Dell