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5 Steps to a Successful LinkedIn Company Page (Webinar)

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Published on February 20, 2014

Author: afvh

Source: slideshare.net

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5 Steps to a Successful LinkedIn Company Page (Webinar)
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5 Steps to a Successful LinkedIn Company Page Webinar Dial-in: 1-877-668-4490 Access Code: 668 163 685 Twitter: @AdsOnLinkedIn #inCPwebinar

Lana Khavinson Senior Product Marketing Manager LinkedIn John O’Connor LinkedIn Marketing Solutions #inCPwebinar

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

What is LinkedIn?

Our Mission Connect the world’s professionals to make them more productive and successful #inCPwebinar

200M+ members worldwide are on LinkedIn. #inCPwebinar

Who are our members?

Our members are influential, affluent decision makers 2x 2 13.5M 1 More buying power than Facebook and Twitter 3 41% Household income of $100K+ 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 Business Decision Makers 4 52% College grad or post grad #inCPwebinar

What are LinkedIn members looking for?

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

LinkedIn members want news & information Follow for incentives, rewards, or discounts.4 Follow for news, insights, and product information.5 LinkedIn Facebook Top shared articles, 2011 Top shared articles, 2011 1. 9 Things that Motivate Employees More than Money 1. Satellite Photos of Japan, Before and After the Quake 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 By 5. Father-Daughter Dance Medley (Video) 6. 6. 5 Things to Do Every Day for Success At Funeral, Dog Mourns the Death of Navy SEAL Killed in Afghanistan Sources: LinkedIn Follower Analysis, January 2012 4, eMarketer (Lab42 study, August 2011) 5 #inCPwebinar

Why does this matter?

Brands are driving results from their presence Audience + Context = Results Company Followers B2B conversions Company Presence 2x 4x 50% more likely to purchase and recommend1 better vs. Twitter and Facebook2 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 more likely to purchase from a company they engage with on LinkedIn3 MARKETING#inCPwebinar SOLUTIONS

LinkedIn: A proven model for success 1 2 3 4 5 Establish Company Presence Attract Followers Engage Followers Amplify through Network Analyze and Refine #inCPwebinar

1 2 3 4 5 Establish Company Presence Attract Followers Engage Followers Amplify through Network Analyze and Refine #inCPwebinar

Your Company Page is core to your presence #inCPwebinar

Overview Page 1 2 3 #inCPwebinar

Add products & services to your Company Page #inCPwebinar

No products? No problem!       Speaking events Conferences Books Mobile Apps Promotions Newsletter #inCPwebinar

Collect recommendations #inCPwebinar

1 2 3 4 5 Establish Company Presence Attract Followers Engage Followers Amplify through Network Analyze and Refine #inCPwebinar

LinkedIn followers are future leads, advocates 8X more engaged 3X more likely to purchase 8X more connected 2X more likely to recommend Relative to non-Followers Source/s: LinkedIn Follower Analysis, January 2012 #inCPwebinar

Pay it forward: Grow your Follower base Why you need Followers      Sales & Leads Social scale Influencers Referrals SEO #inCPwebinar

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

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

1 2 3 4 5 Establish Company Presence Attract Followers Engage Followers Amplify through Network Analyze and Refine #inCPwebinar

Status Updates let you share the right content in the right context with your target audience #inCPwebinar 27

Status updates appear on followers’ homepages #inCPwebinar

Status updates appear on your follower’s homepage, mobile app and iPad #inCPwebinar

Deepen engagement w/ Targeted Status Updates #inCPwebinar

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

Varying types of content posted is key Unique • • • • • Blog posts Company videos Interviews Events, Webinars Thought Leadership Linked • • • Industry news Expert third-party research News coverage of your company or partners Sourced • • • • Guest posts from partners LinkedIn Polls Cross-post from groups Case studies #inCPwebinar

1 2 3 4 5 Establish Company Presence Attract Followers Engage Followers Amplify through Network Analyze and Refine #inCPwebinar

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

1 2 3 4 5 Establish Company Presence Attract Followers Engage Followers Amplify through Network Analyze and Refine #inCPwebinar

Stay on the right track with Follower Analytics #inCPwebinar

Monitor engagement by tracking per post activity #inCPwebinar

See who’s visiting with Page Analytics #inCPwebinar

ADP: Laser focused on the who and what! #inCPwebinar

Establishing Valuable Relationships With Followers 3× 2× 88% 55% More likely to consider Samsung Mobile More likely to recommend Samsung Mobile Are looking for a new smartphone in the next year Are only following Samsung Mobile on LinkedIn http://www.linkedin.com/company/samsungmobile ©2013 LinkedIn Corporation. All Rights Reserved. LMS 40

Hewlett-Packard: 1,000,000+ Followers 300,000+ new followers in two months including strong CXO engagement rate of .15% #inCPwebinar

Questions? #inCPwebinar

Thank You Get more information about company pages:marketing.linkedin.com/company-pages Learn how you can reach Thank You! this audience: marketing.linkedin.com/contact

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