Webinar Presentation: Five Steps to a Successful LinkedIn Company Page
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The LinkedIn Company Page is your home on the world's largest professional network, enabling companies to build relationships with prospects, advocates and current customers. In this webinar, you'll learn the five steps to building a successful 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 Get tips and best practices from our LinkedIn expert so you can take full advantage of your Company Page today! Visit http://marketing.linkedin.com/company-pages for more information
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Webinar Presentation: Five Steps to a Successful LinkedIn Company Page
- 1. 5 Steps to a Successful LinkedIn Company Page Webinar Dial-in: 1-877-668-4490 Access Code: 668 163 685 Twitter: @AdsOnLinkedIn #inCPwebinar
- 2. Lana Khavinson Senior Product Marketing Manager LinkedIn John O’Connor LinkedIn Marketing Solutions #inCPwebinar
- 3. 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 #inCPwebinar
- 5. Our Mission Connect the world’s professionals to make them more productive and successful #inCPwebinar
- 6. 200M+ members worldwide are on LinkedIn. #inCPwebinar
- 7. Who are our members?
- 8. Our members are influential, affluent decision makers 2 2x 13.5M 1 More buying power than Business Decision Makers Facebook and Twitter 4 52% 3 41% Household income of $100K+ College grad or post grad 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 #inCPwebinar
- 9. What are LinkedIn members looking for?
- 10. To engage effectively, marketers need to understand the difference in mindset across social platforms Personal Networks Professional Networks Socialize 1 Maintain professional identity Stay in touch 2 Make useful contacts Be entertained 3 Search for opportunities Kill time 4 Stay in touch Share content 5 Keep up to date for career “Spend Time” “Invest Time” 26% more interested in receiving updates from brands #inCPwebinar
- 11. LinkedIn members want news & information Follow for news, insights, and Follow for incentives, rewards, product information.5 or discounts.4 LinkedIn Facebook Top shared articles, 2011 Top shared articles, 2011 1. 9 Things that Motivate Employees More than 1. Satellite Photos of Japan, Before and After the Quake Money and Tsunami 2. Steve Jobs and the Seven Rules of Success 2. What Teachers Really Want to Tell Parents 3. Steve Jobs: How to Live Before You Die 3. No, Your Zodiac Sign Hasn’t Changed 4. The World at Seven Billion 4. Parent’s, Don’t Dress Your Girls Like Tramps 5. Four Destructive Myths Most Companies Still Live 5. Father-Daughter Dance Medley (Video) By 6. At Funeral, Dog Mourns the Death of Navy SEAL Killed 6. 5 Things to Do Every Day for Success in Afghanistan Sources: LinkedIn Follower Analysis, January 2012 4, eMarketer (Lab42 study, August 2011) 5 #inCPwebinar
- 12. Why does this matter?
- 13. Brands are driving results from their presence Audience + Context = Results Company Followers B2B conversions Company Presence 2x 4x 50% more likely to more likely to purchase better vs. Twitter and and recommend1 Facebook2 purchase from a company they engage with on LinkedIn3 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 MARKETING#inCPwebinar SOLUTIONS
- 14. LinkedIn: A proven model for success 1 2 3 4 5 Establish Amplify Attract Engage Analyze and Company through Followers Followers Refine Presence Network #inCPwebinar
- 15. 1 2 3 4 5 Establish Amplify Attract Engage Analyze and Company through Followers Followers Refine Presence Network #inCPwebinar
- 16. Your Company Page is core to your presence #inCPwebinar
- 17. Overview Page 1 2 3 #inCPwebinar
- 18. Add products & services to your Company Page #inCPwebinar
- 19. No products? No problem! Speaking events Conferences Books Mobile Apps Promotions Newsletter #inCPwebinar
- 20. Collect recommendations #inCPwebinar
- 21. 1 2 3 4 5 Establish Amplify Attract Engage Analyze and Company through Followers Followers Refine Presence Network #inCPwebinar
- 22. LinkedIn followers are future leads, advocates 8X more 3X more likely to engaged purchase 8X more 2X more likely connected to recommend Relative to non-Followers Source/s: LinkedIn Follower Analysis, January 2012 #inCPwebinar
- 23. Pay it forward: Grow your Follower base Why you need Followers Sales & Leads Social scale Influencers Referrals SEO #inCPwebinar
- 24. Leverage existing communities • 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 #inCPwebinar
- 25. Groups: Fish where the fish are • 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 #inCPwebinar
- 26. 1 2 3 4 5 Establish Amplify Attract Engage Analyze and Company through Followers Followers Refine Presence Network #inCPwebinar
- 27. Status Updates let you share the right content in the right context with your target audience #inCPwebinar 27
- 28. Status updates appear on followers’ homepages #inCPwebinar
- 29. Status updates appear on your follower’s homepage, mobile app and iPad #inCPwebinar
- 30. Deepen engagement w/ Targeted Status Updates #inCPwebinar
- 31. 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! #inCPwebinar
- 32. Varying types of content posted is key Unique Linked Sourced • Blog posts • Industry news • Guest posts from partners • Company videos • Expert third-party research • LinkedIn Polls • Interviews • News coverage of • Cross-post from groups • Events, Webinars your company or partners • Case studies • Thought Leadership #inCPwebinar
- 33. 1 2 3 4 5 Establish Amplify Attract Engage Analyze and Company through Followers Followers Refine Presence Network #inCPwebinar
- 34. 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) #inCPwebinar
- 35. 1 2 3 4 5 Establish Amplify Attract Engage Analyze and Company through Followers Followers Refine Presence Network #inCPwebinar
- 36. Stay on the right track with Follower Analytics #inCPwebinar
- 37. Monitor engagement by tracking per post activity #inCPwebinar
- 38. See who’s visiting with Page Analytics #inCPwebinar
- 39. ADP: Laser focused on the who and what! #inCPwebinar
- 40. Establishing Valuable Relationships With Followers 3× 2× 88% 55% More likely More likely Are looking for Are only following to consider to recommend a new smartphone Samsung Mobile Samsung Mobile Samsung Mobile in the next year on LinkedIn http://www.linkedin.com/company/samsungmobile ©2013 LinkedIn Corporation. All Rights Reserved. LMS 40
- 41. Hewlett-Packard: 1,000,000+ Followers 300,000+ new followers in two months including strong CXO engagement rate of .15% #inCPwebinar
- 42. Questions? #inCPwebinar
- 43. Thank You Get more information about company pages:marketing.linkedin.com/company-pages Thank You! this audience: Learn how you can reach marketing.linkedin.com/contact
Notas do Editor
- Thanks for joining us today and thank you Jeremy for setting this up! We are very excited to partner with you and give our clients and members access to [SMM partner] platform to manage their LinkedIn Company Page and Group presence. As you know, we have given [SMM partner] exclusive access to our Company Sharing and Groups API.
- Emily: Slides 4-15Mike:
- Before we dive right into Company Pages and Groups- let’s set the stage a bit and make sure that we all understand what LinkedIn is and why it’s imperative that businesses use LinkedIn as a marketing tool
- LinkedIn’s mission is to connect the world’s professionals to make them more productive and successful, and this rings true in every decision we make, every product rollout we push out.
- LinkedIn is a social network with over 200 million members at this time.
- So now who are our members?
- LinkedIn members are highly educated, affluent, business decision makersMembers have 2X more buying power than average, more than other top 5 social media sites$83k HHI average for members in US7.9MM CXOs and VPs among our members55% of members are college grads or have post-grad degrees
- So now you know who are members are, but what are they looking for when they come to LI?
- To understand what members are looking for, LinkedIn set about conducting a global study with a 3rd party research firm. What we found was that people split up the social activity between spending time and investing time. Some things people do when they send time is socialize with friends and family, kill time with games and fun pictures. However, when they use a professional network they are looking to invest time. By that we mean they are looking to further their careers, educate themselves, advance their professional self. They are open and interested in hearing about business opportunities, keep up on industry news, learn things that will make them more successful and make contacts that will help their career.Users are 26% more interested in receiving updates from brands on professional platforms than on personal networks.As a marketer you need to understand this, to ensure you’re speaking to the right audience at the right time. Brands who deliver value against the professional mindset can see powerful results. Brands who don’t engage in a professional context are missing out on a core mindset of their targets. TRUSTED ENVIRONMENT
- Here is a great example of spending time versus investing time. This shows the top posts on LinkedIn and Facebook in 2011. You can clearly see the difference in content. It’s so important that companies, your clients understand that difference. We believe it is the key to all of us being more successful. Companies must match content with context.On Facebook and Twitter, people follow companies for deals and discounts. This is the context of the site and what people expect to get.Alternatively, on LinkedIn, people follow companies for news, actionable insights, and information. This is the context of the site and what people expect to get. Facebook – 46% looking for incentives or rewards for engaging with the brandTwitter – 66% to get discounts, 48% to participate in contestsLinkedIn – 68% for news, insights, informationhttp://totalaccess.emarketer.com/Chart.aspx?R=112793&dsNav=Ntk:basic%7ctwitter%7c1%7c-basic%7cfollow%7c1%7c,Ro:15,N:1045-500&kwredirect=n%2cn%2cn
- So now you know who our members are and why they use LinkedIn, now why is this important for your marketing clients?
- Brands that engage on LinkedIn drive relationships and superior resultsLinkedIn company followers are 2X more likely to purchase & recommend than non-followersLinkedIn is 4x better for B2B conversions vs. Twitter and FB, and generates 3x more leads than FB Members are nearly 50% more likely to purchase from a company they engage on LIOur clients have seen success with the formula Audience + Context = Results
- So based on what we’ve learned about how people view our network and what they want from us, we have developed a Co Pages ecosystem- centered around the Co Pages product.Our engagement ecosystem is based on the principles of building a presence, growing your Follower base, engaging with your Followers and optimizing through metrics we provide to you– and on and on…This is a five step model that companies should follow to get the best business results from LI and build thriving Follower communities.1- Establish your Co Presence2- Attract Followers to your CP3- Engage your Followers with terrific content and information4- Amplify Follower activity through the network5- Analyze and refine your strategy for continually better outcomes
- So based on what we’ve learned about how people view our network and what they want from us, we have developed a Co Pages ecosystem- centered around the Co Pages product.Our engagement ecosystem is based on the principles of building a presence, growing your Follower base, engaging with your Followers and optimizing through metrics we provide to you– and on and on…This is a five step model that companies should follow to get the best business results from LI and build thriving Follower communities.1- Establish your Co Presence2- Attract Followers to your CP3- Engage your Followers with terrific content and information4- Amplify Follower activity through the network5- Analyze and refine your strategy for continually better outcomes
- When you are thinking of your Company Page, imagine it as the magnet that is attracting the right people to your business. With over 187 million people on LinkedIn, these are all potential people you can do business with in any form. And then what makes this even better – is LinkedIn is a professional network! These are business minded people who really want to learn more about companies and want to find people to business with. So your Company Page will be the magnet that attracts those business people to your business. Given the level of visibility that you can receive, you’ll want to make this page as robust as possible. It’s a very very powerful tool!Sections:Overview (overview section, status updates, posting location, products & services, how your connected, and the navigation to more info on P/S, Careers, Insights)P/S section (P/S descriptions, more customized content & recommendations)Career sectionAnalytics (did not include for proprietary reasons)
- Once your overview section is set up and you have admins added- you’ll want to add your P/S section.So we’ve got the overview page basics down and the status update feature- which is really “the” tool you need to be using.What else…The P/S tab is where you would showcase your offerings. Don’t be diswayed by the P/S nomenclature, this page can be used to really spotlight your offerings: publications, apps, advertising platforms, events!You can also add recommendations to get the viral and social validation of what you offer and include videos to spotlight specific stories, products, features.We’ve even seen people use the banners to promote conferences & events.To make your page work for you– you need to make sure that you’ve put your best foot forward with your Overview tab and Products & Services tab. We touched on the overview tab when we discussed the description of your business, so let’s take a quick look at the Products & services tab.The P/S tab is a great place to customize your message a bit more, add videos, and spotlight things. Send traffic to your website or other locations, Drive leads for your business, Add whitepapers, youtube videos or anything else that can add value to your prospectsBe creative with this section!
- As part of adding P/S section- you will definitely want to work on adding recommendations.Recommendations go viral, show up on homepages, stay on your P/S page, and show any connections you might have to the recommender
- So based on what we’ve learned about how people view our network and what they want from us, we have developed a Co Pages ecosystem- centered around the Co Pages product.Our engagement ecosystem is based on the principles of building a presence, growing your Follower base, engaging with your Followers and optimizing through metrics we provide to you– and on and on…This is a five step model that companies should follow to get the best business results from LI and build thriving Follower communities.1- Establish your Co Presence2- Attract Followers to your CP3- Engage your Followers with terrific content and information4- Amplify Follower activity through the network5- Analyze and refine your strategy for continually better outcomes
- 3x Groups membership2x # Connections2x likely to have linked Twitter accounts5x NUS likes/comments/monthIt’s clear that members don’t just Follow as a popularity vote. Instead, it is the beginning of a long-term relationship influential members who share the following characteristics:They’re engaged and have opted into an ongoing dialogue with your company.They’re more likely to purchase. In fact, one in three members reported that learning about a company’s products or services on LinkedIn would make them more likely to purchase (internal, LinkedIn data). By building relationships with members at varying points in the purchase funnel, you can help to drive consideration, preference, and advocacy. They’re more connected and more likely to recommend. Your messages can be shared and amplified across their networks of like-minded professionals, driving brand awareness.
- Here are some ways in which you can get started. Invite family, friends, coworkers to follow- you never know where your next opportunity may come from.(2)Reach out to people through email, phone, buss cards, blogs, meetings, events(3) Add follow your Linkedin Company Page messaging to your business cards and all marketing material (e.g. Flyers) Speaking at an event- end with a follow me on my LinkedIn Company Page(4) Add a follow button to your website and other digital marketing collateral(5) Find industry peers, vendors, experts, thought leaders…And personally invite them to follow your page. Again, be clear on why they should follow and what
- Here are some ways in which you can get started. Invite family, friends, coworkers to follow- you never know where your next opportunity may come from.(2)Reach out to people through email, phone, buss cards, blogs, meetings, events(3) Add follow your Linkedin Company Page messaging to your business cards and all marketing material (e.g. Flyers) Speaking at an event- end with a follow me on my LinkedIn Company Page(4) Add a follow button to your website and other digital marketing collateral(5) Find industry peers, vendors, experts, thought leaders…And personally invite them to follow your page. Again, be clear on why they should follow and what
- There are over 1 million Groups on LinkedIn- ranging on anything from specific companies, industries, job functions, topics etc..People gather here to discuss industry topics and share insights, etc. Become active in groups where you think your target customers/Followers might spend time.Become active in these discussions to gain recognition and notoriety among members as someone who can help them out. Target groups where your customers would hang out. This is about having conversations that build relationships with members, many of whom will decide to follow your page as a result.
- So based on what we’ve learned about how people view our network and what they want from us, we have developed a Co Pages ecosystem- centered around the Co Pages product.Our engagement ecosystem is based on the principles of building a presence, growing your Follower base, engaging with your Followers and optimizing through metrics we provide to you– and on and on…This is a five step model that companies should follow to get the best business results from LI and build thriving Follower communities.1- Establish your Co Presence2- Attract Followers to your CP3- Engage your Followers with terrific content and information4- Amplify Follower activity through the network5- Analyze and refine your strategy for continually better outcomes
- This is how you make your connections, begin to get recognized as a leader in your industry, engage with your audience and attract opportunities for your business.You can post text, links, video links.Make posts that members will find insightful and relevant. Remember they are looking for information that will help them in their professional lives.60% expect to receive industry news53% company news43% information on new products and services43% an opportunity to join a group to share insights related to that company’s business
- Targeting is an amazing new feature that we rolled out recently. It allows you to target the exact audience that you want to reach. So if you have an article written for your Brazilian audience- you can send it out directly to them. If you have an article on How to be a successful CEO, you can target those people too. If your Inc and you just wrote an article on how SMBs can succeed with their business- you can target the SMB sector.
- We encourage companies to…Post in short sentences- up to 50 characters. 28% higher engagement with 50 characters or less.60% of unique followers reached by sending at least 1 update per dayPosting in morning tends to drive highest engagement. But test it out!Adding links with an engaging messaging drives 45% higher engagement than just a text message. Encourage engagement and action in your message- give clear directions such as click like if you agree, or add an open ended question and tell people to comment…Encourage employees to take action on your updates - we have found that employees are 70% more likely to engaging with a company’s update. They will amplify your message with all their connections – they are your brand advocates, so take advantage of that! Don’t try to do it alone- enlist coworkers to help you with posting. The different perspectives will add interest and depth to your posting activity and it will be less burdensome. This is obviously a great benefit of using [SMM partner]
- In short: share content that adds value to your followers and empowers them in their professional career or everyday life.
- So based on what we’ve learned about how people view our network and what they want from us, we have developed a Co Pages ecosystem- centered around the Co Pages product.Our engagement ecosystem is based on the principles of building a presence, growing your Follower base, engaging with your Followers and optimizing through metrics we provide to you– and on and on…This is a five step model that companies should follow to get the best business results from LI and build thriving Follower communities.1- Establish your Co Presence2- Attract Followers to your CP3- Engage your Followers with terrific content and information4- Amplify Follower activity through the network5- Analyze and refine your strategy for continually better outcomes
- Your Followers will tend to follow directions well. If you want Followers to "like" your post- ask them to "like" your post. If you want them to take an action, be clear and ask them to take that action. Encourage employees to take action on your posts- we have found that employees are 70% more likely to engaging with a company’s post. So picture if you have 10 employees and 70% engage with your post. Now picture that each of those has 100 connections. You have now reached 700 LI members- and that’s just by your employees taking 1 action on your post. They are your secret weapon.The best posts have a message, image, link. It draws the eye and gives Followers an action to take and something to share out. Adding links with an engaging messaging drives 45% higher engagement than just a message. Some of the best posts we find, btw- are best of posts. And don’t be discouraged- you do not need to create them on your own- you just need to share those that are relevant to your business. (talk more about this) Try posting relevant videos. In one study we did, Followers who engaged with video posts tended to take 2x more viral actions.Simply posting a message can fall flat. Try asking a question, posting a fill in the blank sentence, or testing a contest. On avg, SU generate 50% more comments when they contain a question. - Test starting questions with "where, when, would, should."Fun example of a company that wanted to see if status updates would work for them, posted the following:. “Is anyone listening to us? Click like so we know you are out there and get a chance to win a free bottle of bubbly.” Within 7 days, this type of message went viral and resulted in over 1K likes, 120 comments and 87 new Followers. Of those Followers, 80 were identified as leads for the company. Tip: Employees are a great secret weapon. Have them take action on your posts (like, comment, share) to drive virality and get your message beyond your Follower base.
- So based on what we’ve learned about how people view our network and what they want from us, we have developed a Co Pages ecosystem- centered around the Co Pages product.Our engagement ecosystem is based on the principles of building a presence, growing your Follower base, engaging with your Followers and optimizing through metrics we provide to you– and on and on…This is a five step model that companies should follow to get the best business results from LI and build thriving Follower communities.1- Establish your Co Presence2- Attract Followers to your CP3- Engage your Followers with terrific content and information4- Amplify Follower activity through the network5- Analyze and refine your strategy for continually better outcomes
- Follower stats will show you how your Follower base is growing and who is following you (demographics). It will also show you engagement on your posts- so you can see what people are taking action on and find engaging.Now Follower analytics is also new and an amazing way for you to see who is following your page and what content they are engaging with from your organization. You’ll be able to see how your viewership is growing, how your content is going over with your audience, and whether the material you are sharing out has gone viral.
- To drill down deeper, we also provide you with per post metrics 24 hours after you make a post. You will be able to see impressions & engagement levels and see what types of posts specifically people are interested in getting from you.
- Lastly we have the Page Analytics. See who is visiting your page and the actions they take when they come to your page.So to summarize:Create your Co Page and really showcase what your business has to offerBuild up your Follower communityEngage the community with value content via postsAmplify your voice by leveraging your Followers to get broader reach on the networkAnd analyze, refine, optimize your strategy based on what they data is showing you
- ADP is a great example of a company that did an inventory of the content they already owned and leveraged that content to engage with our community. They not only shared out the content they were developing internally but also fined tuned what they were sharing and with whom by leveraging targeted status updates. Versus blasting everyone, they spoke directly to SMBs with SMB content and Enterprise with Enterprise content/solutions.
- **-About SamsungSamsung is a market leader in Consumer Electronics and Cell Phones based in Korea. Samsung Mobile strives to create mobile platforms that are personalized, relevant and genuinely enhance your daily life. They want consumers to have a "wow" experienceevery time they pick up a Samsung Mobile. This campaign was conducted in partnership with Starcom in London. Challenge• Samsung Mobile needed to speak to the valuable audience of early adopters, influencers and affluent on a consistent basis. By creating a relationship with this group, Samsung Mobile can create buzz around new product launches to help close the gap with competitors.• They were reaching a large audience on other social networks but felt they were missing out on a segment of older, working professionals who are passionate about technology and have more disposable income to invest in the latest products“The Business professional is a very important target for Samsung… Through LinkedIn we are working to identify and empower influential brand advocates to increase word of mouth and awareness of our products.” – Heesun Kim, Director of Media & Digital Marketing, Samsung MobileSolution• Established a LinkedIn company page, attracted a professional following on LinkedIn of over 165k followers in the first year, creating a long-term communication channel with their customers and potential customers on LinkedIn• Surveyed followers and asked them why they followed Samsung on LinkedIn and what type of content they would like to receive• Engaged followers with regular status updates about topics they cared about: news about the company, new product launches, and advice on using existing productsResultsSamsung Mobile’s Followers are affluent, educated, business leaders, who are early adopters and technology influencersFollowers outstrip the US online population on smart phone and tablet usage44% have household incomes over $100K88% of followers reported being in-market for a new smartphone in the next 12 monthsLinkedIn is the professional destination of choice for Samsung Mobile Followers55% are only following Samsung Mobile on LinkedIn -- they’re reaching an incremental audience that they don’t get on FB & Twitter.54% feel that LinkedIn is the best social media site for new product launchesSamsung is delivering on the Follower experience with relevant and engaging product and marketing content, which Followers seekFollowers chose to follow to stay close to Samsung and prefer to hear about new product launches76% of followers feel more up-to-date51% feel closer to SamsungFollowers are having a significant impact on Samsung Mobile’s brand3X more likely to consider Samsung Mobile compared to non-FollowersMore than 2X more likely to recommend Samsung