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5 Steps to a Successful LinkedIn Company Page (Webinar)
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5 Steps to a Successful LinkedIn Company Page Webinar
Dial-in: 1-877-668-4490
Access Code: 668 163 685
Twitter: @AdsOnLinkedIn
#inCPwebinar
Lana KhavinsonSenior Product Marketing ManagerLinkedIn
John O’ConnorLinkedIn Marketing Solutions
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Today’s Agenda
Why LinkedIn and your LinkedIn Company Page Matters Five Steps to a Successful LinkedIn Company Page
– 1. Establish your company presence– 2. Attract Company Page followers– 3. Engage followers with status updates– 4. Amplify the impact through the LinkedIn network– 5. Analyze and refine
Examples to Inspire your LinkedIn Company Page Questions
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What is LinkedIn?
Our MissionConnect the world’s professionals to make them more productive and successful
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200M+ members worldwide are on LinkedIn.
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Who are our members?
Our members are influential, affluent decision makers
52%4
College grad or post grad
41%3
Household income of $100K+
Business Decision Makers
13.5M2
Sources: 1) comScore US, 9/2012; 2) Internal Data 2/2013, US; 3) comScore US Plan Metrix, 12/2012; 4) comScore US Plan Metrix, 12/2012
1
2xMore buying power than Facebook and Twitter
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What are LinkedIn members looking for?
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“Spend Time”
Professional NetworksPersonal Networks
“Invest Time”
1
2
3
4
5
Socialize
Stay in touch
Be entertained
Kill time
Share content
Maintain professional identity
Make useful contacts
Search for opportunities
Stay in touch
Keep up to date for career
To engage effectively, marketers need to understand the difference in mindset across social platforms
26% more interested in
receiving updates from
brands
LinkedIn members want news & information
1. 9 Things that Motivate Employees More than Money
2. Steve Jobs and the Seven Rules of Success
3. Steve Jobs: How to Live Before You Die
4. The World at Seven Billion
5. Four Destructive Myths Most Companies Still Live By
6. 5 Things to Do Every Day for Success
LinkedInTop shared articles, 2011
1. Satellite Photos of Japan, Before and After the Quake and Tsunami
2. What Teachers Really Want to Tell Parents
3. No, Your Zodiac Sign Hasn’t Changed
4. Parent’s, Don’t Dress Your Girls Like Tramps
5. Father-Daughter Dance Medley (Video)
6. At Funeral, Dog Mourns the Death of Navy SEAL Killed in Afghanistan
FacebookTop shared articles, 2011
Follow for incentives, rewards, or discounts.4
Follow for news, insights, and product information.5
Sources: LinkedIn Follower Analysis, January 2012 4, eMarketer (Lab42 study, August 2011) 5 #inCPwebinar
Why does this matter?
MARKETING SOLUTIONS
Brands are driving results from their presence
Sources: 1. Client Follower research study in the U.S., 2012; 2. Hubspot study of 3,128 B2B companies in 2011; 3. LinkedIn Follower Research, 2012
2x
more likely to purchase and recommend1
Company Followers
4x better vs. Twitter and Facebook2
B2B conversions
50% more likely to purchase from a company they engage with on LinkedIn3
Company Presence
Audience + Context = Results
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LinkedIn: A proven model for success
EstablishCompany Presence
1
Attract Followers
2
Engage Followers
3
Amplify throughNetwork
4
Analyze and Refine
5
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EstablishCompany Presence
1
Attract Followers
2
Engage Followers
3
Amplify throughNetwork
4
Analyze and Refine
5
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Your Company Page is core to your presence
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Overview Page
1
3
2
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Add products & services to your Company Page
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No products? No problem!
Speaking events Conferences Books Mobile Apps Promotions Newsletter
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Collect recommendations
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EstablishCompany Presence
1
Attract Followers
2
Engage Followers
3
Amplify throughNetwork
4
Analyze and Refine
5
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LinkedIn followers are future leads, advocates
8X more connected
2X more likely
to recommend
3X more likely to purchase
8X moreengaged
Relative to non-Followers
Source/s: LinkedIn Follower Analysis, January 2012 #inCPwebinar
Pay it forward: Grow your Follower base
Sales & Leads Social scale Influencers Referrals SEO
Why you need Followers
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• Invite family, friends, coworkers, employees to follow
• Reach out through email, phone, business cards, events etc..
• Add a “Follow” button to your site, blog or other digital marketing
Leverage existing communities
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• Find groups that deal with topics your target members care about
• Post helpful content, questions
• Don’t hog the mic – support member-driven discussions and become a Top Influencer
Groups: Fish where the fish are
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EstablishCompany Presence
1
Attract Followers
2
Engage Followers
3
Amplify throughNetwork
4
Analyze and Refine
5
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27
Status Updates let you share the right content in the right context with your target audience
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Status updates appear on followers’ homepages
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Status updates appear on your follower’s homepage, mobile app and iPad
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Deepen engagement w/ Targeted Status Updates
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Tips for posting engaging Status Updates
Keep it brief!
Post at least once per weekday
Morning & eve updates are most successful
Don’t try to do it alone!
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• Blog posts
• Company videos
• Interviews
• Events, Webinars
• Thought Leadership
• Industry news
• Expert third-party research
• News coverage of your company or partners
• Guest posts from partners
• LinkedIn Polls
• Cross-post from groups
• Case studies
Unique Linked Sourced
Varying types of content posted is key
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EstablishCompany Presence
1
Attract Followers
2
Engage Followers
3
Amplify throughNetwork
4
Analyze and Refine
5
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Take your content viral
Encourage Followers to like, comment, share
Ask employees to share your content
Post message, image & link
Ask questions that will elicit a response
Test rich media
Share posts with your groups (cross-promote)
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EstablishCompany Presence
1
Attract Followers
2
Engage Followers
3
Amplify throughNetwork
4
Analyze and Refine
5
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Stay on the right track with Follower Analytics
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Monitor engagement by tracking per post activity
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See who’s visiting with Page Analytics
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ADP: Laser focused on the who and what!
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3×More likely to consider Samsung Mobile
55%Are only following Samsung Mobile on LinkedIn
88%Are looking fora new smartphone
in the next year
Establishing Valuable Relationships With Followers
©2013 LinkedIn Corporation. All Rights Reserved. 40LMS
http://www.linkedin.com/company/samsungmobile
2×More likely to recommend Samsung Mobile
Hewlett-Packard: 1,000,000+ Followers
300,000+ new followers in two months including strong CXO engagement rate of .15%
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Questions?
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Thank You!
Thank You
Get more information about company pages:marketing.linkedin.com/company-pages
Learn how you can reach this audience:marketing.linkedin.com/contact