marketing your brand on linkedin webinar
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Marketing Your Brand on LinkedIn
Utilizing LinkedIn to Increase Brand Engagement & Drive Business Results
#SFLinkedIn
Sarah HookerSr. Product Mktg Mgr.LinkedIn
Deirdre WalshSr. Social Media Mgr.Jive Software@deirdrewalsh
Today’s Presenters
Jordan SlabaughDirector of SocialSpredfast@jordanv
Emilie KoppSocial Business Mgr.National Instruments@iEmilie
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LinkedInDecember 2012
What is LinkedIn?
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Global social network of professionally minded,
affluent individuals
SOURCE: COMSCORE
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187M+ members worldwide are on LinkedIn.
SOURCE: COMSCORE
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+2 new members join LinkedIn every second.
SOURCE: COMSCORE
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Our MissionConnect the world’s professionals to make them more productive and successful
SOURCE: COMSCORE
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Who are our members?
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187M+ Members Worldwide
4M CXOs
$83K Average Income
71% Graduates
Educated professionals, Decision Makers
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What are LinkedIn members looking for?
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“Spend Time”
Professional NetworksPersonal Networks
“Invest Time”
Source: Q10a– Information to receiveBase: Professional SN users (5204) Personal SN users (8692)
Different purposes drive different mindsets
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
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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
Source/s: LinkedIn Follower Analysis, January 20124, eMarketer (Lab42 study, August 2011)5
Why does this matter?
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277% more effective at lead generation than any other social network.
SOURCE: HubSpot study
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LinkedIn Company Pages
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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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Components of a Company Page
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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
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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
Build your follower base
• Purchase followers to reach your target audience at scale
http://marketing.linkedin.com/contact
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Post updates: It’s the way to communicate
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Status Updates are front and center
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• Keep it brief!
• Target messages to specific followers
• Post at least once per weekday
• Morning updates are most successful
• Link to great content with text
• Ask for engagement
• Ask questions
• Get your employees involved
• Don’t try to do it alone!
Tips for posting Status Updates
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Stay on the right track with Update & Follower Analytics
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Now what?
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Follow these steps for success
EstablishCompany Presence
1
Attract Followers
2
Engage Followers
3
Amplify throughNetwork
4
Analyze and Refine
5
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Follow us at:
linkedin.com/company/linkedin
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Spredfast & LinkedIn
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In the Past…
Individual Use
Thought of as more 1:1 connection point
Sales, Marketing, Customer Success teams sharing and engaging through personal feeds
Company Use
Some updates, but infrequent
Ads
Recruiting
Important updates
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Embracing LinkedIn Company Pages
Personalized layout and branding
Information on Product and Services
Multimedia showcasing product
Engaging content
Calls to action
Recruiting
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Goal #1: Building Brand Awareness
Regular content updates
• Company News
• Helpful resources (some with lead gen slant)
• Calls for interaction
Fresh design, information, resources
Expanding resources about Products, Services
Follow button on website & blog
Paid options to expand network
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Goal #2: Engaging the Right People
Targeting content and messaging to the right audiences to better reach and resonate based on Company Size, Industry, Job, Seniority and Geography.
To better engage people with what they personally need, want or care about interacting with to help drive further reach and sharing with their network.
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Goal #3: Generating Business Leads
No hard sells attached:
opt-in per interest(s)• LinkedIn Ads
• Content with calls to action
that share user information
for follow up
• Banners promoting content
and marketing programs
• Direct inquiries through
Company Page
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Jive Software & LinkedIn
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Social Intranet
Social Customer Service
Social Marketing & SalesCustomers Employees Partners
Jive Software
Jive is the pioneer and world's leading provider of social business.
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Current Engagement
Communicate with customers and recruits
Provide tailored experiences
Gain insights used for relationship management and prospecting.
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Looking Ahead
Double down on our LinkedIn investment in order to drive measurable business results at several touchpoints in the marketing funnel – awareness, demand generation and customer loyalty.
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More Employee Involvement
Train key departments (marketing, sales and support) on how to build valuable relationships with current customers and properly engage prospects.
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Improved Content Strategy
Integrated content• Owned – targeted status updates, Slideshare• Promoted – within platform, ad network• Earned – social sharing, recommendations, influencers
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Optimize Channel Use
Increased focus on groups
Make company page social hub for dynamic product information
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National Instruments & LinkedIn
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NI on LinkedIn History - Past
Nov 2008• First company
LinkedIn group – based on product special interest
Nov 2010• LinkedIn company
page launched• Sporadic updates• Continued engagement
though groups
Sept/Nov 2012• LinkedIn company page
redesign• Spredfast company
page integration• New interest in LinkedIn
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NI Company Page TodayCompany page for professionals
Content strategy• Prospects – thought-leadership, industry insights content• Customers – proficiency, how-to content• Employees (and candidates) – company announcements and
culture
Engagement is gradually increasing• Optimizing content via Spredfast content analytics• More engineers are using LinkedIn for engaging with businesses
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Testing/Tweaking for Tomorrow
Company Home Page
• Increase engagement through
content optimization
Products and Services Page
• Build awareness through
Product Recommendations
• Energize our advocates
• Generate leads through
page targeting
• Connect paid ads to targeted
product pages
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Product Recommendations Pilot
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Saying (and giving) thanks
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The trickle effect
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Best Practices to Jump Start your LinkedIn Company Page Engagement
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Personalize Your Branding
Custom branding
Multimedia
Links to relevant info
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Expand on Products & Services
Make it easy for peopleto learn about you• What do you offer?
• Who do you work with?
• Where can people find more info?
• Do you have any recommendations?
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Make it Easy to Find You
Ensure every touch point someone has with you makes it easy to find/follow on LinkedIn• Website follow button
• Blog follow button
• Blog share button
• Links from other social presences
• Links on collateral
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Share Valuable Content, Regularly
More, valuable content means more
opportunities for engagement and sharing
Start by asking:• What does my community care about?
• What is helpful for them?
• What is “value add” that they can only get here?
• What will inspire them to interact?
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Target When Appropriate
Not all community members have the
same needs and wants.• Titles / job level
• Geography
• Position and focus area
Find trends amongst
these areas and
target accordingly
for better engagement#SFLinkedIn
Embrace Insights
LinkedIn Follower Insights
• Engagement trends = content efficiency
• Demographics = community composition
• Impressions = reach trends
LinkedIn Page Insights
• Page Views = Community + WOM traction
• Visitor Demographics = potential new community members
• Clicks to Page sections = interest in specific content
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Thank YouSarah HookerSr. Product Mktg Mgr.LinkedIn
Deirdre WalshSr. Social Media Mgr.Jive Software@deirdrewalsh
Jordan SlabaughDirector of SocialSpredfast@jordanv
Emilie KoppSocial Business Mgr.National Instruments@iEmilie
#SFLinkedIn
More LinkedIn Resources
http://www.slideshare.net/Spredfast/7-tips-to-market-your-brand-on-
http://info.spredfast.com/LinkedInSpredfastWhitepaper.html
Whitepaper Webinar Slides Tipsheet
http://www.slideshare.net/
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