representing your brand on linkedin
DESCRIPTION
At LinkedIn we understand that when it comes to content marketing and messaging our members, every brand has its own needs. Join LinkedIn's content marketing webcast, Representing Your Brand on LinkedIn, to understand how to accurately establish your brand on LinkedIn, and integrate each tool into your content marketing strategy.TRANSCRIPT
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Representing Your Brand on LinkedInBrittany Curtis, Content Marketing Consultant
#linkedincontent
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A few things before we begin…
Will this be recorded – YES
Please submit all questions into the public WebEx box
#linkedincontent
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Agenda
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• LinkedIn Company Page • Establish a Company Page Presence• What your followers want to hear
• LinkedIn Showcase Page• Key features of a Showcase Page• When to leverage a Showcase Page
• Direct Sponsored Content • How to Leverage DSC• Best Practices
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Company Pages
#linkedincontent
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IdentityYour company’s
profile to the world’s professionals
NetworkConnect professionals and your employees
to your brand
Knowledge
Share content & to make professionals more
productive & successful
LinkedIn Company Page: Your destination to establish your company's identity and build relationships with the world's professionals
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Organic Update
Sponsored Update
Engaging Members with Content
Followers of a company receive organic updates
Desired Target Audience receives Sponsored Update
http://business.linkedin.com/
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Company Pages: Gateway to the newsfeed
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To learn about the company *
73%I want to stay
informed on the industry
69%I used to work
for the company
47%
Why do members follow companies?
* Includes: Stay updated on latest company news, be included in company’s community, learn about their products and services, or stay up to date on financial and investment news related to the company
** Includes: I’m a current custom/client or my company currently does business with this company
LinkedIn Member Study ; May 2014
To learn about the company *
73%I want to stay
informed on the industry
69%I used to work
for the company
47%I am
interested in working for
the company
43%
I currently do business with
this company**
36%
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Top content type by vertical that followers in the US want to receive
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Showcase Pages
#linkedincontent
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Showcase Pages
Showcase Pages allow companies to extend their Company Page presence, effectively segment their audience, and deliver the right message to the right audience.
LinkedIn Showcase Pages
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Create a dedicated page Share specific content Create relationships
Create a showcase page for aspects of your business with
their own messages and audience segments to share with.
Members can now follow aspects of your business they're interested
in.
Share focused content to build a relationship with a specific
audience.
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Discoverable through search
Deliver content through Company Updates and Sponsored Updates
Two-Column content feed to bring content front and center
Attract a unique set of followers
Key Features
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1.For a specific LOB that has its own identity and story
2.For a specific long-term product that requires its own messaging and follower base
3.If you want to segment and connect with a specific target audience
When Should I Create a Showcase Page?
?#linkedincontent
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Content should reflect the LOB or product’s overall messaging and values
Relevant and helpful to the audience that you want to build a relationship with
Consistent – members want to hear from you!
Content on a Showcase Page should be…
#linkedincontent
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Showcase Page: Different LOB
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Showcase Page Content
Specific and relevant to Secret’s target audience
Content that is helpful builds trusting relationships with members
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P&G Company Page Secret Showcase Page
P&G company news
Showcase Talent
Thought-leadership Content
Consistent Messaging around women in the workplace
Content for a Showcase PageCompany Page vs. Showcase Page
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Showcase Page: Specific Product
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Showcase Page Content
Product Specific stories and tips
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Direct Sponsored Content(DSC)
#linkedincontent
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With Direct Sponsored Content, target specific audiences directly in the feed, without publishing on Company Pages
PersonalizeCustomize your message totarget each audience
TestTest variations of your content
ControlWhat gets published on your Company Page
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Personalize your message and offers to your target audience to boost your performance
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Test and optimize your reach to the right audience with the right message
Test your intro message or
call to action
Test your headline and teaser textTest your image
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while providing others within your company access to sponsor contentControl what gets published on your Company Page
Promote local events and targeted offers to specific audiences2
Enable more departments to participate in content marketing1
Boost your lead gen efforts without overwhelming your followers 3
Share more content on LinkedIn without crowding your Company Page4
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Key Takeaways
#linkedincontent
1. Establish a LinkedIn Company Page to engage members through content
2. Extend your brand’s presence through Showcase Pages
3. Use Direct Sponsored Content as a vehicle to deliver the most relevant content experience to members
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Q&A
http://business.linkedin.com/