Jonathan Lister
Vice President
North America Sales
Marketing Solutions
Paul Lovie
Strategic Account Director
Ontario Canad...
How many people in the audience have a
LinkedIn profile?
• How many of you believe LinkedIn is
a recruiting platform?
• Ho...
Connect the world’s professionals
to make them more productive
and successful
EverywhereInsightsIdentity
Connect, find,
and be found
Be great at
what you do
Work wherever our
members work
©2013 LinkedIn Corporation. All Rights Reserved.
20 Tips to Amplify
Your Brand on LinkedIn
In the world of small business,
the line between personal and
company branding is thin
©2013 LinkedIn Corporation. All Rig...
Your company’s brand
is your brand
©2013 LinkedIn Corporation. All Rights Reserved.
You’re leveraging your
LinkedIn network
Alumni
Friends
Past
Colleagues
Business
Contacts
Family
And managing a plethora
of online properties
Company Website
LinkedIn
Facebook
Google+ Twitter
Company Blog
With so much in play,
what’s the formula
for success?
©2013 LinkedIn Corporation. All Rights Reserved.
It starts with your
personal brand
Build your profile
©2013 LinkedIn Corporation. All Rights Reserved.
Put a face to the name
Your profile is one click away from your company page. Put your
best foot forward with an attention...
Put Your Brand Front and Center
Make yourself more easily found on LinkedIn search with a crisp,
punchy headline describin...
©2013 LinkedIn Corporation. All Rights Reserved.
Tell Your
Brand Story
Showcase your company and
career, highlighting pers...
©2013 LinkedIn Corporation. All Rights Reserved.
Let Your Network
Speak for You
Build your reputation with
Endorsements an...
Next up: your company brand
Establish a Company Page
©2013 LinkedIn Corporation. All Rights Reserved.
Create your Company Page
Create an information hub for visitors to learn about your
company by adding a logo, banner image...
Connect your Colleagues
Increase your Company Page’s visibility on LinkedIn by encouraging
fellow employees to add their c...
Now you have a foundation
Time to build a following
©2013 LinkedIn Corporation. All Rights Reserved.
First, leverage
your existing outlets
Tap into brand networks
©2013 LinkedIn Corporation. All Rights Reserved.
©2013 LinkedIn Corporation. All Rights Reserved.
Connect your
Online Properties
Give your brand more
opportunities to be f...
©2013 LinkedIn Corporation. All Rights Reserved.
Find and Join
LinkedIn Groups
“Do a search and find the groups
that are t...
©2013 LinkedIn Corporation. All Rights Reserved.
Contribute in
LinkedIn Groups
Engage with active members in
target Groups...
©2013 LinkedIn Corporation. All Rights Reserved.
Be seen as somebody who’s a member and
who cares and provides good advice...
©2013 LinkedIn Corporation. All Rights Reserved.
You’ve got followers
Now engage them
©2013 LinkedIn Corporation. All Rights Reserved.
The primary benefit of us being on LinkedIn
is to show thought leadership...
Demonstrate Value to Followers
Build engagement and brand trust with a stream of rich, insightful content.
Try the 80/20 r...
©2013 LinkedIn Corporation. All Rights Reserved.
On average, companies that
post 20 times per month reach
at least 60% of ...
©2013 LinkedIn Corporation. All Rights Reserved.
Leverage
Existing Content
Streams
Use successful posts on other
social pr...
Including a link can drive
twice the engagement
than posts without links
Images on average result
in a 98% higher comment
...
©2013 LinkedIn Corporation. All Rights Reserved.
Monitor, Analyze,
and Refine
Use the Company Page
Analytics tab to mainta...
©2013 LinkedIn Corporation. All Rights Reserved.
Now that you’re posting a
stream of quality content,
promote through the ...
Research Brand Contact
Purchase
Decision
Consideration
60%
through the decision making process
6X
JOBS
CONTENT
36
Influencers
1,825,795 10,929 4,262
Long-form Publishing Platform empowering members today
328,000
Views!
Target with Accuracy
using authentic data
42
Who they are Who they know What they do
Their profile Their connections Their...
Ways to Target on LinkedIn
1
2
3
5
Profile Targeting (Doctors, CXO, Masters Degree, SMB’s)
Trigger Targeting (Company Chan...
©2013 LinkedIn Corporation. All Rights Reserved.
44
Intenders
TECHNOLOGY
Compact Car
Hybrid
Full Size Car
Entry Luxury
Ful...
LinkedIn in Canada
45
5th Largest Market in the
World.
Over 6.3 Million Unique Visitors
211 Million Page Views
143 Million...
More Affluent Audiences engage with LinkedIn in
Ontario and across Canada
4
6
41%
31%
LinkedIn.com
Rogers Digital Media
% ...
©2013 LinkedIn Corporation. All Rights Reserved.
©2013 LinkedIn Corporation. All Rights Reserved.
BEST PRACTICES
 Leverage every employee you have
 Publish or Engage with your target audience
often
 Test various messa...
XX%
Changing the mantra from
always be closing, to
always be helping
Presentation by LinkedIn | Building your brand on LinkedIn
Presentation by LinkedIn | Building your brand on LinkedIn
Presentation by LinkedIn | Building your brand on LinkedIn
Presentation by LinkedIn | Building your brand on LinkedIn
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Transcript of "Presentation by LinkedIn | Building your brand on LinkedIn"

  1. 1. Jonathan Lister Vice President North America Sales Marketing Solutions Paul Lovie Strategic Account Director Ontario Canadian Sales Marketing Solutions
  2. 2. How many people in the audience have a LinkedIn profile? • How many of you believe LinkedIn is a recruiting platform? • How many of you believe LinkedIn is Social Network? • How many of you believe LinkedIn is a professional networking site? • Would any one care to change there answer? All of the above
  3. 3. Connect the world’s professionals to make them more productive and successful
  4. 4. EverywhereInsightsIdentity Connect, find, and be found Be great at what you do Work wherever our members work
  5. 5. ©2013 LinkedIn Corporation. All Rights Reserved. 20 Tips to Amplify Your Brand on LinkedIn
  6. 6. In the world of small business, the line between personal and company branding is thin ©2013 LinkedIn Corporation. All Rights Reserved.
  7. 7. Your company’s brand is your brand ©2013 LinkedIn Corporation. All Rights Reserved.
  8. 8. You’re leveraging your LinkedIn network Alumni Friends Past Colleagues Business Contacts Family
  9. 9. And managing a plethora of online properties Company Website LinkedIn Facebook Google+ Twitter Company Blog
  10. 10. With so much in play, what’s the formula for success? ©2013 LinkedIn Corporation. All Rights Reserved.
  11. 11. It starts with your personal brand Build your profile ©2013 LinkedIn Corporation. All Rights Reserved.
  12. 12. Put a face to the name Your profile is one click away from your company page. Put your best foot forward with an attention-grabbing professional photo.
  13. 13. Put Your Brand Front and Center Make yourself more easily found on LinkedIn search with a crisp, punchy headline describing what you do and where you work
  14. 14. ©2013 LinkedIn Corporation. All Rights Reserved. Tell Your Brand Story Showcase your company and career, highlighting personal and company accomplishments or merits in the Summary and Experience sections of your profile
  15. 15. ©2013 LinkedIn Corporation. All Rights Reserved. Let Your Network Speak for You Build your reputation with Endorsements and Recommendations from colleagues, employers, and customers
  16. 16. Next up: your company brand Establish a Company Page ©2013 LinkedIn Corporation. All Rights Reserved.
  17. 17. Create your Company Page Create an information hub for visitors to learn about your company by adding a logo, banner image, and description
  18. 18. Connect your Colleagues Increase your Company Page’s visibility on LinkedIn by encouraging fellow employees to add their current position at your company
  19. 19. Now you have a foundation Time to build a following ©2013 LinkedIn Corporation. All Rights Reserved.
  20. 20. First, leverage your existing outlets Tap into brand networks ©2013 LinkedIn Corporation. All Rights Reserved.
  21. 21. ©2013 LinkedIn Corporation. All Rights Reserved. Connect your Online Properties Give your brand more opportunities to be found by the right people – link your Company Page to your company website and other social platforms “Any time we have other forms of communication in other online properties we really look to see how we’re linking to LinkedIn” - Mike Cox, Senior Strategic Planner, Modea
  22. 22. ©2013 LinkedIn Corporation. All Rights Reserved. Find and Join LinkedIn Groups “Do a search and find the groups that are talking about the things that matter to your organization. Join those groups and contribute.” – Gary Schirr, Social Media Professor
  23. 23. ©2013 LinkedIn Corporation. All Rights Reserved. Contribute in LinkedIn Groups Engage with active members in target Groups to gain thought leadership and build a reputation for your personal and company brands
  24. 24. ©2013 LinkedIn Corporation. All Rights Reserved. Be seen as somebody who’s a member and who cares and provides good advice – the benefits will accrue. –Gary Schirr, Social Media Professor, Radford University
  25. 25. ©2013 LinkedIn Corporation. All Rights Reserved. You’ve got followers Now engage them
  26. 26. ©2013 LinkedIn Corporation. All Rights Reserved. The primary benefit of us being on LinkedIn is to show thought leadership and to provide value to people in the space. –Alex Shamy, Head of Growth Marketing, Heyo
  27. 27. Demonstrate Value to Followers Build engagement and brand trust with a stream of rich, insightful content. Try the 80/20 rule: Four updates purely for the benefit of your followers, for each one update promoting your company. Value-Driving Company-Centric
  28. 28. ©2013 LinkedIn Corporation. All Rights Reserved. On average, companies that post 20 times per month reach at least 60% of their unique audience. Follow a regular posting schedule to drive increased engagement amongst your followers. Frequency Matters
  29. 29. ©2013 LinkedIn Corporation. All Rights Reserved. Leverage Existing Content Streams Use successful posts on other social properties to create a high-quality stream of LinkedIn Company Page and personal updates “I go through the tweets I did the day before and pick the best one, and the one that’s most germane to my LinkedIn identity” - Gary Schirr, Radford University Company Website Twitter Facebook Google+ Company Blog
  30. 30. Including a link can drive twice the engagement than posts without links Images on average result in a 98% higher comment rate than without Links to YouTube videos play directly in the LinkedIn feed and typically result in a 75% higher share rate ©2013 LinkedIn Corporation. All Rights Reserved. What Makes Good Content?
  31. 31. ©2013 LinkedIn Corporation. All Rights Reserved. Monitor, Analyze, and Refine Use the Company Page Analytics tab to maintain a pulse on your page performance – pay attention to what types of content are driving reach and engagement
  32. 32. ©2013 LinkedIn Corporation. All Rights Reserved. Now that you’re posting a stream of quality content, promote through the network
  33. 33. Research Brand Contact Purchase Decision Consideration 60% through the decision making process
  34. 34. 6X JOBS CONTENT 36
  35. 35. Influencers
  36. 36. 1,825,795 10,929 4,262
  37. 37. Long-form Publishing Platform empowering members today
  38. 38. 328,000 Views!
  39. 39. Target with Accuracy using authentic data 42 Who they are Who they know What they do Their profile Their connections Their behavior
  40. 40. Ways to Target on LinkedIn 1 2 3 5 Profile Targeting (Doctors, CXO, Masters Degree, SMB’s) Trigger Targeting (Company Change, Location Change , Position Change, Degree change) Inferred Targeting (HNWI – Top 25 Graduate Schools, Lifestyles, Influencers, Groups) Propensity Model (Credit Card Applicants, Wealth Management Applicants, Auto Enthusiasts) 4 Look a like modeling (Social Graph – FA 1st Degree of Connections, CFO 1st Degree of Connections) 6 Social Actions (Followers of Influencers, Channels, Industry, your Company) Custom built – DMP7 *Programmatic Partnerships now available via AdX
  41. 41. ©2013 LinkedIn Corporation. All Rights Reserved. 44 Intenders TECHNOLOGY Compact Car Hybrid Full Size Car Entry Luxury Full Size Luxury Crossover Utility Alternative Fuel Sports Car Mini-Van AUTOS Consumer Electronics Mobile Compact CarAuto Loans/Insurance Banking & Credit Insurance Loans HNW & HHI Retirement Traders Mortgages TRAVEL TECH FINANCE Business Leisure Vacation & Lodging Leverage third party data and target professionals further down the purchase funnel
  42. 42. LinkedIn in Canada 45 5th Largest Market in the World. Over 6.3 Million Unique Visitors 211 Million Page Views 143 Million Minutes 21.6 Average Minutes Per Visit 5.7 Visits per UV/month • • • • 10.7M+ Members comScore July 20131 1 – comScore Media Metrix July 2013 •
  43. 43. More Affluent Audiences engage with LinkedIn in Ontario and across Canada 4 6 41% 31% LinkedIn.com Rogers Digital Media % Composition of Unique Visitors, 75K+ HHI Source: comScore 5/2013 CA Media Metrix Demographic Profile, 75k+ HHI +26,000 More affluent professionals than Rogers Sites 97,290 HHI of $75k+
  44. 44. ©2013 LinkedIn Corporation. All Rights Reserved.
  45. 45. ©2013 LinkedIn Corporation. All Rights Reserved.
  46. 46. BEST PRACTICES  Leverage every employee you have  Publish or Engage with your target audience often  Test various messaging  Break every traditional marketing rule you know ©2013 LinkedIn Corporation. All Rights Reserved. 49
  47. 47. XX% Changing the mantra from always be closing, to always be helping
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