You ARE your brand! Words of wisdom from LinkedIn’s Paul Lovie

Jonathan Lister
Vice President
North America Sales
Marketing Solutions
Paul Lovie
Strategic Account Director
Ontario Canadian Sales
Marketing Solutions

How many people in the audience have a
LinkedIn profile?
• How many of you believe LinkedIn is
a recruiting platform?
Social Network?
a professional networking site?
• Would any one care to change there
answer?
All of the above

Connect the world’s professionals
to make them more productive
and successful

EverywhereInsightsIdentity
Connect, find,
and be found
Be great at
what you do
Work wherever our
members work

©2013 LinkedIn Corporation. All Rights Reserved.
20 Tips to Amplify
Your Brand on LinkedIn

In the world of small business,
the line between personal and
company branding is thin

Your company’s brand
is your brand

You’re leveraging your
LinkedIn network
Alumni
Friends
Past
Colleagues
Business
Contacts
Family

And managing a plethora
of online properties
Company Website
LinkedIn
Facebook
Google+ Twitter
Company Blog

With so much in play,
what’s the formula
for success?

It starts with your
personal brand
Build your profile

Put a face to the name
Your profile is one click away from your company page. Put your
best foot forward with an attention-grabbing professional photo.

Put Your Brand Front and Center
Make yourself more easily found on LinkedIn search with a crisp,
punchy headline describing what you do and where you work

Tell Your
Brand Story
Showcase your company and
career, highlighting personal
and company accomplishments
or merits in the Summary and
Experience sections of your
profile

Let Your Network
Speak for You
Build your reputation with
Endorsements and
Recommendations from
colleagues, employers,
and customers

Next up: your company brand
Establish a Company Page

Create your Company Page
Create an information hub for visitors to learn about your
company by adding a logo, banner image, and description

Connect your Colleagues
Increase your Company Page’s visibility on LinkedIn by encouraging
fellow employees to add their current position at your company

Now you have a foundation
Time to build a following

First, leverage
your existing outlets
Tap into brand networks

Connect your
Online Properties
Give your brand more
opportunities to be found by the
right people – link your Company
Page to your company website
and other social platforms
“Any time we have other forms of communication
in other online properties we really look to see
how we’re linking to LinkedIn”
- Mike Cox, Senior Strategic Planner, Modea

Find and Join
LinkedIn Groups
“Do a search and find the groups
that are talking about the things
that matter to your organization.
Join those groups and
contribute.”
– Gary Schirr, Social Media Professor

Contribute in
LinkedIn Groups
Engage with active members in
target Groups to gain thought
leadership and build a
reputation for your personal
and company brands

Be seen as somebody who’s a member and
who cares and provides good advice – the
benefits will accrue.
–Gary Schirr, Social Media Professor, Radford University

You’ve got followers
Now engage them

The primary benefit of us being on LinkedIn
is to show thought leadership and to provide
value to people in the space.
–Alex Shamy, Head of Growth Marketing, Heyo

Demonstrate Value to Followers
Build engagement and brand trust with a stream of rich, insightful content.
Try the 80/20 rule: Four updates purely for the benefit of your followers,
for each one update promoting your company.
Value-Driving Company-Centric

On average, companies that
post 20 times per month reach
at least 60% of their unique
audience. Follow a regular
posting schedule to drive
increased engagement
amongst your followers.
Frequency
Matters

Leverage
Existing Content
Streams
Use successful posts on other
social properties to create a
high-quality stream of LinkedIn
Company Page and personal
updates
“I go through the tweets I did the day before
and pick the best one, and the one that’s most
germane to my LinkedIn identity”
- Gary Schirr, Radford University
Company
Website
Twitter
Facebook
Google+
Company
Blog

Including a link can drive
twice the engagement
than posts without links
Images on average result
in a 98% higher comment
rate than without
Links to YouTube videos
play directly in the
LinkedIn feed and typically
result in a 75% higher
share rate
What Makes Good Content?

Monitor, Analyze,
and Refine
Use the Company Page
Analytics tab to maintain a
pulse on your page
performance – pay attention to
what types of content are
driving reach and engagement

Now that you’re posting a
stream of quality content,
promote through the network

Research Brand Contact
Purchase
Decision
Consideration
60%
through the decision making process

Long-form Publishing Platform empowering members today

Target with Accuracy
using authentic data
42
Who they are Who they know What they do
Their profile Their connections Their behavior

Ways to Target on LinkedIn
1
2
3
5
Profile Targeting (Doctors, CXO, Masters Degree, SMB’s)
Trigger Targeting (Company Change, Location Change , Position Change, Degree change)
Inferred Targeting (HNWI – Top 25 Graduate Schools, Lifestyles, Influencers, Groups)
Propensity Model (Credit Card Applicants, Wealth Management Applicants, Auto Enthusiasts)
4 Look a like modeling (Social Graph – FA 1st Degree of Connections, CFO 1st Degree of Connections)
6 Social Actions (Followers of Influencers, Channels, Industry, your Company)
Custom built – DMP7
*Programmatic Partnerships now available via AdX

44
Intenders
TECHNOLOGY
Compact Car
Hybrid
Full Size Car
Entry Luxury
Full Size Luxury
Crossover Utility
Alternative Fuel
Sports Car
Mini-Van
AUTOS
Consumer Electronics
Mobile
Compact CarAuto Loans/Insurance
Banking & Credit
Insurance
Loans
HNW & HHI
Retirement
Traders
Mortgages
TRAVEL TECH
FINANCE
Business
Leisure
Vacation & Lodging
Leverage third party data and target professionals further down the purchase funnel

LinkedIn in Canada
45
5th Largest Market in the
World.
Over 6.3 Million Unique Visitors
211 Million Page Views
143 Million Minutes
21.6 Average Minutes Per Visit
5.7 Visits per UV/month
•
•
•
•
10.7M+ Members
comScore July 20131
1 – comScore Media Metrix July 2013
•

More Affluent Audiences engage with LinkedIn in
Ontario and across Canada
4
6
41%
31%
LinkedIn.com
Rogers Digital Media
% Composition of Unique Visitors, 75K+ HHI
Source: comScore 5/2013 CA Media Metrix Demographic Profile, 75k+ HHI
+26,000
More affluent professionals
than Rogers Sites
97,290
HHI of $75k+

BEST PRACTICES
 Leverage every employee you have
 Publish or Engage with your target audience
often
 Test various messaging
 Break every traditional marketing rule you
know
©2013 LinkedIn Corporation. All Rights Reserved. 49

XX%
Changing the mantra from
always be closing, to
always be helping

You ARE your brand! Words of wisdom from LinkedIn’s Paul Lovie

You ARE your brand! Words of wisdom from LinkedIn’s Paul Lovie

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You ARE your brand! Words of wisdom from LinkedIn’s Paul Lovie