Marketing Solutions LinkedIn Follower Ecosystem product sheet

1. Introducing Followers on LinkedIn
75%1
of all Europeans use social media, spending on
average 28 minutes per day on social sites2
. 47% of
active social networkers follow brands1
and 68% log
onto a social media site daily via a smartphone1
.
People are talking about brands and sharing their
experiences of with peers and the global online
community. The truth is consumers now expect brands
to have a presence on social media and want to be
able to engage with them.
Invite members to follow your company on
LinkedIn and post regular status updates to
create a valuable, always-on communications
channel with a loyal, up-market audience.
Engaged, Influential, Trusted
LinkedIn is the world’s largest online professional
network and our members come to us to hear news
form companies and brands. Take advantage of this by
activating your Follower Ecosystem and harness the
power of 238M+ educated, affluent, professionals in
our unique, low-noise and trusted environment.
How the Follower Ecosystem Works
1. Create your company page on LinkedIn and provide
value to your customers (and our members) by
posting relevant content that fits our professional
context (news, insights and information)
2. Attract members by working with us to devise a
media plan using to Follow Ads and Sponsored
InMails to find and initiate the conversation with your
target audience
3. Engage followers in meaningful, authentic
conversation by regularly posting Targeted Status
Updates that speak to their interests. (Parameters
include: company size, industry, function, seniority,
geo and non-employees). These updates will be
displayed directly in the network update stream of
your followers’ homepage.
4. Amplify Benefit from earned media and implied
endorsement as your followers comment on, and
share, updates with their own network
5. Refine Use our state-of-the-art Follower Analytics to
optimize your efforts, and eliminate waste, ensuring
every update hits home
LinkedIn Company Page
Marketing Solutions
LinkedIn
Follower Ecosystem
Build a long-term relationship
and emotional connection
with your target audience

2. Source: 1
Social Media around the World 2012; 2
ComScore;
3
LinkedIn European Follower Report 2012, n=1,679
Copyright © 2012 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail are registered trademarks of
LinkedIn Corporation in the United States and/or other countries. All other brands and names are the property of
their respective owners. All rights reserved.
Why Activate Your Followers?
Increased brand awareness and consideration
As a result of a company engaging with its followers, our
members are saying they are more likely to:
• Be aware of the company’s products or services (59%)3
• Consider the company’s products or services when
making a purchase (43%)3
• Purchase products or services from that company
(43%)3
• Recommend that company’s products or services
(40%)3
Brand loyalty and trust
Engaging followers is a means of building long-term
brand favourability and trust.
Customer Insights
Beyond driving sales, followers can be a valuable source
of customer insights to inform future strategy and
gather feedback on new ideas. They might even be able
to give you an early heads-up on product or service
issues.
Top Tips for managing Status Updates
• Segment your message and keep it short
• Use video and visuals to drive engagement
• Devise an editorial calendar and time your Status
Updates for maximum reach
• Assign multiple admins to your company page, to
split the work and control content for specific lines of
business
• Post at least 20 status updates a month, to maximize
unique followers reached
• Encourage audience participation by posting
updates that elicit a response
• Monitor, analyse and refine
Real customers, real benefits
Exact software engages customer opinion using a
LinkedIn Company Page, resulting in recommendations
from 40% of their accountancy clients in The
Netherlands
Additional Information
For more information, contact your LinkedIn Account
Representative or visit emea.marketing.linkedin.com
to learn more about our marketing solutions
"Our company page on LinkedIn enables us to
interact with millions of professionals, provide
useful information about our products and
services and gain valuable insights about our
customers and prospects."
Jeroen Ederveen, Marketing Communications
Specialist, Exact
Exact Software Follow company ad
Exact Software Status Updates