THRE

ETechnical :

Find Your Voice

Daniel HochuliAPAC Head of Content

LinkedIn

#agencyinfluencer2017

CONTENTSWhat to create

The best practices

How to become an influencer

What are your next steps

#agencyinfluencer2017

Ran for 5 months and attracted over 370 participants

across nearly 30 media & marketing agencies in

Australia.

PUBLISHWhy write and share, and how to find

ideas for your posts in your professional life and in the news cycle.

SHAREBuilding your writing muscle, getting

comfortable with imperfection, knowing your audience and hitting

that “Publish” button.

CONNECTIt’s not over when you’ve published! Building your audience, continuing

the debate and responding to feedback. And then starting over…

P U B L I S H I N G A C T I V I T Y

Publishing frequency (15%)

Page views of articles (20%)

Engagement of articles (25%)

P A S S I V E ’ A C T I V I T Y

Profile views (10%)

Connections (5%)

Skills endorsements (5%)

S O C I A L A C T I V I T Y

Share frequency (5%)

Engagement of shares (15%)

#agencyinfluencer2017

PUBLISHING

1 POST A WEEK

#agencyinfluencer2017

PUBLISHING

OBSERVE THE NEWS CYCLE AND JOIN AN EXISTING CONVERSATION

#agencyinfluencer2017

CONNECT

The average number of connections in the top ten 2016 was 1,600.

#agencyinfluencer2017

S ha r e s

• Share your experiences

• Share your career milestones

• Share your thoughts and opinions

• Share your events

• Share your Publishing posts

• Share industry news

• Share your company’s news

• Share market trends

• Share your colleagues content

• Share content from thought leaders

Internal External

#agencyinfluencer2017

S ha r e s

ABOUT 2 SHARES A DAY

#agencyinfluencer2017

How to Publish a post

Cover Image

Thumb stopping headline

Your content

body

Rich media

80% OF YOUR VISITORS WILL READ YOUR HEADLINE – BUT

ONLY 20% WILL GO ON TO FINISH THE ARTICLE.

Headlines#agencyinfluencer2017

Headlines

http://buzzsumo.com/blog/key-trends-in-linkedin-publishing/

Unique

URGENT TRUE

USEFUL

#agencyinfluencer2017

Headlines

http://buzzsumo.com/blog/key-trends-in-linkedin-publishing/

#agencyinfluencer2017

Don’t fear ‘click bait’ as long as the content lives up to the promise.

The 5 P’s of PUBLISHING

Personal Practical Professional

Predictions & Progress Point of view

Your Knowledge /

Passion Space

YOUR NICHE LIVES HERE

What Your

Audience Needs

To Know

http://contentmarketinginstitute.com/content-inc/framework-sweet-spot/

O U R M I S S I O N

Connect the world’s professionals to

make

them more productive and successful

#agencyinfluencer2017

http://buzzsumo.com/

Word Count & Length

Images #agencyinfluencer2017

Personal Brand Desire Text/tips

Meme Emotion Graphic

Image Best Practices

Is the image relevant to the topic?

Is the image the proper resolution?

(700 x 400 pixels)

Will the image attract your target audience?

Have you given credit to the image creator?

#agencyinfluencer2017

Editing

ChunkingKeep paragraphs short. Follow the rule of

• Three sentences in a paragraph.

• Three paragraphs under one heading.

Bullets and numbered listsWhen people want to consume information quickly, lists and bullets are helpful.

Check it with a partner

Have someone to bounce your Publishing post off

as a sanity check.

Add ‘break outs’ to guide

readers through your contentPresenting hunks of seemingly endless text turns

readers away, but bold text helps guide the eye

and break up long content passages into more

digestible bites.

#agencyinfluencer2017

Amplify

Drive traffic from other social media

channels

Syndicate content you’ve published

elsewhere on LinkedIn Publishing

Ask you employees / work colleagues to

elevate your posts by sharing itSAVE TIME!!!SCHEDULE!!

“I would re-share content on LinkedIn at least twice and

then again on Twitter at least another three times.”

26

#agencyinfluencer2017

Publishing - Long-Form BloggingShares - Ad-Tech Share of the Day

Recognisable

Branding

Clear Audience in

Mind

Personal

Opportunity

“I've been luckily enough to be put on the edge of the AdNews Power 50 list.”

Content

Opportunity

“We have launched a quarterly debating series. The LinkedIn

platform was used to promote the event, organize the tickets and even

explain the rules.”

Business

Opportunity

“Since beginning the program there has been dozens of new new Ad-Tech

companies, that I'd never heard of, which have reached out to me.”

A Support

Network

“Not a day has passed in the last 6 months without some type of friendly rivalry

between some of competitors at Group M.”

New Passion

“At the beginning of the LinkedIn program I was dreading the process but towards the end I was really looking forwards to it. I needed my

'weekly writing fix.”

https://www.linkedin.com/pulse/experiences-from-linkedin-influencer-program-timothy-whitfield

Meritocracy

LinkedIn Publishing is not monetized.

Opportunities like this don’t exist on other platforms

Success depends on your efforts and tactics

#agencyinfluencer2017

“You don’t have to be officially designated as an influencer to succeed on LinkedIn.”- Buzzsumo

#agencyinfluencer2017

Partner Up

Pick a partner who will challenge you, motivate you

and champion you.

Ladies, Where you at?

2/10

“One of my goals as an agency

influencer in 2017 will be to actively

promote & encourage more women

taking part in the program and in

turn more of a voice & presence on

LinkedIn.”

Young’ns, Get involved

AUSTRALI

ANN E W C O M E R

Agency Influencer

of the year

A Recipe for Success

1 blog post a week 3 x amplify your content each week

(LinkedIn, Twitter and Facebook)

4 requests for endorsement a week

(Send an in-mail to four colleagues)

5 new connections a week

2 pieces of content shared a day

(1 Internal; 1 External)

Get out there and make yourself a LinkedIn Agency Influencer!

#AGENCYINFLUENCER2017

/danhochul i