Marketing Your Brand on LinkedIn

Utilizing LinkedIn to Increase Brand Engagement & Drive Business Results

#SFLinkedIn

Sarah HookerSr. Product Mktg Mgr.LinkedIn

Deirdre WalshSr. Social Media Mgr.Jive Software@deirdrewalsh

Today’s Presenters

Jordan SlabaughDirector of SocialSpredfast@jordanv

Emilie KoppSocial Business Mgr.National Instruments@iEmilie

#SFLinkedIn

LinkedInDecember 2012

What is LinkedIn?

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Global social network of professionally minded,

affluent individuals

SOURCE: COMSCORE

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187M+ members worldwide are on LinkedIn.

SOURCE: COMSCORE

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+2 new members join LinkedIn every second.

SOURCE: COMSCORE

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

SOURCE: COMSCORE

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Who are our members?

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187M+ Members Worldwide

4M CXOs

$83K Average Income

71% Graduates

Educated professionals, Decision Makers

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What are LinkedIn members looking for?

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“Spend Time”

Professional NetworksPersonal Networks

“Invest Time”

Source: Q10a– Information to receiveBase: Professional SN users (5204) Personal SN users (8692)

Different purposes drive different mindsets

1

2

3

4

5

Socialize

Stay in touch

Be entertained

Kill time

Share content

Maintain professional identity

Make useful contacts

Search for opportunities

Stay in touch

Keep up to date for career

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LinkedIn members want news & information

1. 9 Things that Motivate Employees More than Money

2. Steve Jobs and the Seven Rules of Success

3. Steve Jobs: How to Live Before You Die

4. The World at Seven Billion

5. Four Destructive Myths Most Companies Still Live By

6. 5 Things to Do Every Day for Success

LinkedInTop shared articles, 2011

1. Satellite Photos of Japan, Before and After the Quake and Tsunami

2. What Teachers Really Want to Tell Parents

3. No, Your Zodiac Sign Hasn’t Changed

4. Parent’s, Don’t Dress Your Girls Like Tramps

5. Father-Daughter Dance Medley (Video)

6. At Funeral, Dog Mourns the Death of Navy SEAL Killed in Afghanistan

FacebookTop shared articles, 2011

Follow for incentives, rewards, or discounts.4

Follow for news, insights, and product information.5

Source/s: LinkedIn Follower Analysis, January 20124, eMarketer (Lab42 study, August 2011)5

Why does this matter?

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277% more effective at lead generation than any other social network.

SOURCE: HubSpot study

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LinkedIn Company Pages

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LinkedIn: A proven model for success

EstablishCompany Presence

1

Attract Followers

2

Engage Followers

3

Amplify throughNetwork

4

Analyze and Refine

5

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Components of a Company Page

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LinkedIn followers are future leads, advocates

8X more connected

2X more likely

to recommend

3X more likely to purchase

8X moreengaged

Relative to non-Followers

Source/s: LinkedIn Follower Analysis, January 2012

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• 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

Build your follower base

• Purchase followers to reach your target audience at scale

http://marketing.linkedin.com/contact

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Post updates: It’s the way to communicate

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Status Updates are front and center

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• Keep it brief!

• Target messages to specific followers

• Post at least once per weekday

• Morning updates are most successful

• Link to great content with text

• Ask for engagement

• Ask questions

• Get your employees involved

• Don’t try to do it alone!

Tips for posting Status Updates

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Stay on the right track with Update & Follower Analytics

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Now what?

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Follow these steps for success

EstablishCompany Presence

1

Attract Followers

2

Engage Followers

3

Amplify throughNetwork

4

Analyze and Refine

5

#SFLinkedIn

Follow us at:

linkedin.com/company/linkedin

#SFLinkedIn

Spredfast & LinkedIn

#SFLinkedIn

In the Past…

Individual Use

Thought of as more 1:1 connection point

Sales, Marketing, Customer Success teams sharing and engaging through personal feeds

Company Use

Some updates, but infrequent

Ads

Recruiting

Important updates

#SFLinkedIn

Embracing LinkedIn Company Pages

Personalized layout and branding

Information on Product and Services

Multimedia showcasing product

Engaging content

Calls to action

Recruiting

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Goal #1: Building Brand Awareness

Regular content updates

• Company News

• Helpful resources (some with lead gen slant)

• Calls for interaction

Fresh design, information, resources

Expanding resources about Products, Services

Follow button on website & blog

Paid options to expand network

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Goal #2: Engaging the Right People

Targeting content and messaging to the right audiences to better reach and resonate based on Company Size, Industry, Job, Seniority and Geography.

To better engage people with what they personally need, want or care about interacting with to help drive further reach and sharing with their network.

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Goal #3: Generating Business Leads

No hard sells attached:

opt-in per interest(s)• LinkedIn Ads

• Content with calls to action

that share user information

for follow up

• Banners promoting content

and marketing programs

• Direct inquiries through

Company Page

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Jive Software & LinkedIn

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Social Intranet

Social Customer Service

Social Marketing & SalesCustomers Employees Partners

Jive Software

Jive is the pioneer and world's leading provider of social business.

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Current Engagement

Communicate with customers and recruits

Provide tailored experiences

Gain insights used for relationship management and prospecting.

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Looking Ahead

Double down on our LinkedIn investment in order to drive measurable business results at several touchpoints in the marketing funnel – awareness, demand generation and customer loyalty.

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More Employee Involvement

Train key departments (marketing, sales and support) on how to build valuable relationships with current customers and properly engage prospects.

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Improved Content Strategy

Integrated content• Owned – targeted status updates, Slideshare• Promoted – within platform, ad network• Earned – social sharing, recommendations, influencers

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Optimize Channel Use

Increased focus on groups

Make company page social hub for dynamic product information

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National Instruments & LinkedIn

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NI on LinkedIn History - Past

Nov 2008• First company

LinkedIn group – based on product special interest

Nov 2010• LinkedIn company

page launched• Sporadic updates• Continued engagement

though groups

Sept/Nov 2012• LinkedIn company page

redesign• Spredfast company

page integration• New interest in LinkedIn

#SFLinkedIn

NI Company Page TodayCompany page for professionals

Content strategy• Prospects – thought-leadership, industry insights content• Customers – proficiency, how-to content• Employees (and candidates) – company announcements and

culture

Engagement is gradually increasing• Optimizing content via Spredfast content analytics• More engineers are using LinkedIn for engaging with businesses

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Testing/Tweaking for Tomorrow

Company Home Page

• Increase engagement through

content optimization

Products and Services Page

• Build awareness through

Product Recommendations

• Energize our advocates

• Generate leads through

page targeting

• Connect paid ads to targeted

product pages

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Product Recommendations Pilot

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Saying (and giving) thanks

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The trickle effect

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Best Practices to Jump Start your LinkedIn Company Page Engagement

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Personalize Your Branding

Custom branding

Multimedia

Links to relevant info

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Expand on Products & Services

Make it easy for peopleto learn about you• What do you offer?

• Who do you work with?

• Where can people find more info?

• Do you have any recommendations?

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Make it Easy to Find You

Ensure every touch point someone has with you makes it easy to find/follow on LinkedIn• Website follow button

• Blog follow button

• Blog share button

• Links from other social presences

• Links on collateral

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Share Valuable Content, Regularly

More, valuable content means more

opportunities for engagement and sharing

Start by asking:• What does my community care about?

• What is helpful for them?

• What is “value add” that they can only get here?

• What will inspire them to interact?

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Target When Appropriate

Not all community members have the

same needs and wants.• Titles / job level

• Geography

• Position and focus area

Find trends amongst

these areas and

target accordingly

for better engagement#SFLinkedIn

Embrace Insights

LinkedIn Follower Insights

• Engagement trends = content efficiency

• Demographics = community composition

• Impressions = reach trends

LinkedIn Page Insights

• Page Views = Community + WOM traction

• Visitor Demographics = potential new community members

• Clicks to Page sections = interest in specific content

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Thank YouSarah HookerSr. Product Mktg Mgr.LinkedIn

Deirdre WalshSr. Social Media Mgr.Jive Software@deirdrewalsh

Jordan SlabaughDirector of SocialSpredfast@jordanv

Emilie KoppSocial Business Mgr.National Instruments@iEmilie

#SFLinkedIn

More LinkedIn Resources

http://www.slideshare.net/Spredfast/7-tips-to-market-your-brand-on-

linkedin

http://info.spredfast.com/LinkedInSpredfastWhitepaper.html

Whitepaper Webinar Slides Tipsheet

http://www.slideshare.net/

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