Marketing Your Brand on LinkedIn Webinar

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  • 1. Marketing Your Brand onLinkedInUtilizing LinkedIn to Increase Brand Engagement& Drive Business Results#SFLinkedIn
  • 2. Todays Presenters Sarah Hooker Emilie Kopp Sr. Product Mktg Mgr. Social Business Mgr. LinkedIn National Instruments @iEmilie Jordan Slabaugh Deirdre Walsh Director of Social Sr. Social Media Mgr. Spredfast Jive Software @jordanv @deirdrewalsh#SFLinkedIn
  • 3. LinkedInDecember 2012
  • 4. What is LinkedIn?#SFLinkedIn
  • 5. Global social network of professionally minded, affluent individuals#SFLinkedInSOURCE: COMSCORE
  • 6. 187M+ members worldwide are on LinkedIn.#SFLinkedInSOURCE: COMSCORE
  • 7. +2 new members join LinkedIn every second.#SFLinkedInSOURCE: COMSCORE
  • 8. Our Mission Connect the worlds professionals to make them more productive and successful#SFLinkedInSOURCE: COMSCORE
  • 9. Who are our members?#SFLinkedIn
  • 10. Educated professionals, Decision Makers 187M+ Members Worldwide 4M CXOs $83K Average Income 71% Graduates#SFLinkedIn
  • 11. What are LinkedIn members looking for?#SFLinkedIn
  • 12. Different purposes drive different mindsets 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#SFLinkedInSource: Q10a Information to receiveBase: Professional SN users (5204) Personal SN users (8692)
  • 13. LinkedIn members want news & information Follow for news, insights, and Follow for product information.5 incentives, rewards, 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 Hasnt Changed 4. The World at Seven Billion 4. Parents, Dont 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 AfghanistanSource/s: LinkedIn Follower Analysis, January 20124, eMarketer (Lab42 study, August 2011)5
  • 14. Why does this matter?#SFLinkedIn
  • 15. 277% more effective at lead generation than any other social network.#SFLinkedInSOURCE: HubSpot study
  • 16. LinkedIn Company Pages#SFLinkedIn
  • 17. LinkedIn: A proven model for success 1 2 3 4 5 Establish Amplify Attract Engage Analyze and Company through Followers Followers Refine Presence Network#SFLinkedIn
  • 18. Components of a Company Page#SFLinkedIn
  • 19. LinkedIn followers are future leads, advocates 8X more 3X more likely to engaged purchase 8X more 2X more likely connected to recommend#SFLinkedIn Relative to non-Followers Source/s: LinkedIn Follower Analysis, January 2012
  • 20. Build your follower base 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 Purchase followers to reach your target audience at scale
  • 21. Post updates: Its the way to communicate#SFLinkedIn
  • 22. Status Updates are front and center#SFLinkedIn
  • 23. Tips for posting Status Updates 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 Dont try to do it alone!#SFLinkedIn
  • 24. Stay on the right track with Update & Follower Analytics#SFLinkedIn
  • 25. Now what?#SFLinkedIn
  • 26. Follow these steps for success 1 2 3 4 5 Establish Amplify Attract Engage Analyze and Company through Followers Followers Refine Presence Network#SFLinkedIn
  • 27. Follow us at:
  • 28. Spredfast & LinkedIn#SFLinkedIn
  • 29. In the Past Individual Use Company Use Thought of as more Some updates, but 1:1 connection point infrequent Sales, Marketing, C Ads ustomer Success Recruiting teams sharing and Important updates engaging through personal feeds#SFLinkedIn
  • 30. Embracing LinkedIn Company Pages Information on Product and Services Personalized layout and branding Calls to action Recruiting Engaging content Multimedia showcasing product#SFLinkedIn
  • 31. 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