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How to Use LinkedIn Company Pages & Groups

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View the entire webinar here: http://www.hubspot.com/how-to-master-linkedin-marketing

View the entire webinar here: http://www.hubspot.com/how-to-master-linkedin-marketing

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  • @LDG78 Its possible to transfer managing rights of a company page to another LinkedIn account, so no worries!
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  • To create a company profile you'll need a real person to manage the account. My only concern is obviously what happens if that person leaves the company for instance? Would it be possible to either transfer ownership or perhaps create a 'dummy' identity, with an email account managed by real people? I understand the importance of keeping it real. You wouldn't want to engage in a business relationship with someone who doesn't exist... what do you think?
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  • @saliksi: online work is the new wave... i'm learning to get started and have time, money and mobility freedom!
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  • Nice one folks.
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  • my roomate's aunt makes $83/hr on the laptop. She has been without work for 8 months but last month her pay was $8682 just working on the laptop for a few hours. Read more on this site...N u t t ÿ R î ç h D Ö t co m
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  • 1. 90% of professionals usesocial media to getaccess to thought leadership &information they couldn’tget elsewhere.SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010
  • 2. 3 out of 4 professionalsrely either lightly or heavily onprofessional networks tosupport businessdecisions.SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010 2
  • 3. 81% of LinkedIn membersprefer to have separatesocial networks for theirpersonal andprofessional lives.SOURCE: LINKEDIN AUDIENCE 360 SURVEY, US, AUGUST 2011 3
  • 4. How to MasterLINKEDINfor MarketingSession 1: How to Use LinkedInCompany Pages & Groups #MasterLi 4
  • 5. Your Presenters: Scott Engelman Mike Volpe Director of Online Marketing CMO @LinkedIn @HubSpot 5
  • 6. Today’s Agenda:1 Create a Company Presence2 Attract Followers3 Keep Your Followers Engaged4 Amplify through the Network5 Analyze & Refine 6
  • 7. CREATECOMPANYPRESENCE
  • 8. Add Your Company’s Information 1 Choose designated users to be your page admins. 2 Add your company info & a URL.
  • 9. Add Your Company’s Information 3 Add a company description. 4 Add your company specialties.
  • 10. Improve Your Overview & Products &Services Tabs PRODUCTS & SERVICES TAB OVERVIEW TAB
  • 11. Customize Content By Persona
  • 12. Customize Content By Persona
  • 13. It’s Easy to Create a New Persona
  • 14. Collect Recommendations
  • 15. Goals of Products & Services Tab 1 Showcase Products (or Other Content) 2 Generate Social Recommendations 3 Send Traffic to Your Website 4 Drive Leads to Your Business
  • 16. HOW TOATTRACTFOLLOWERS
  • 17. Companies with most EFFECTIVE ENGAGEMENT need to have a minimum of 100-200 followers.LinkedIn tip 17
  • 18. Three Easy Steps to Get Started: 1 Invite your family, friends & coworkers first. 2 Reach out to people through existing means of communication—email, phone, in person, etc. Mention your LinkedIn Company Page 3 across your website & other channels. 19
  • 19. Add A Follow Company Button to Your Web Site
  • 20. Run An Email Campaign to Drive Following INCLUDE A DIRECT CALL-TO-ACTION. CONSIDER OFFERING AN INCENTIVE. PROVIDE CONCRETE BENEFITS.
  • 21. Invite Industry Thought Leaders IDENTIFY THOUGHT SEND THEM PERSONAL ENCOURAGE THEM LEADERS. INVITES. TO FOLLOW YOUR COMPANY PAGE
  • 22. How to Use Groups for Follower Growth ENGAGE WITH PEOPLE FROM COMPANIES YOU FOLLOW. REFER THE COMPANIES IMPORTANT TO YOUR BUSINESS. PARTICIPATE IN DISCUSSIONS.
  • 23. Promote on Other Marketing Materials BUSINESS CARDS, FLYERS & EMAIL SIGNATURE EBOOKS, WHITEPAPERS AND GUIDES PRESENTATIONS AND EVENT MARKETING COLLATERAL
  • 24. HOW TO KEEPYOURFOLLOWERSENGAGED
  • 25. The QUESTIONSthat customers askyou are one of thebest places to startfor your updates. 28
  • 26. Share Information Your FollowersCare About USE QUESTIONS
  • 27. Give Your Followers Clear DirectionsENCOURAGE THEM TO TAKE ACTION, SUCHAS “SIGN UP,” “LIKE” OR “DOWNLOAD.”
  • 28. Test Best Times to Post POST ON WEEKDAYS. IS YOUR COMMUNITY ENGAGED IN THE MORNINGS? POST AT LEAST ONCE A DAY.
  • 29. Best Practices for Status Updates 1 Use links & images in your status update. 2 Make your updates short. 3 Tell your followers what action to take.
  • 30. AMPLIFYTHROUGHNETWORK
  • 31. MARKETING FACT There are 1MGroups on LinkedIn.
  • 32. Example of a LinkedIn Group:
  • 33. Customer Engagement Through LocalLinkedIn Groups:
  • 34. Best Practices for LinkedIn Groups 1 Stay active! 2 Engage people in thought leadership discussions. 3 Set guidelines for discussions. 4 Content creation.
  • 35. ANALYZE &REFINE
  • 36. Ensure You’re On the Right TrackCheck your Followers Statistics on an ongoing basis
  • 37. Measure EngagementCheck LinkedIn stats to keep engagement in the core of your strategy
  • 38. Available Metrics 24h After PostingImpressions, clicks and level of engagement
  • 39. Gain Insights about Your FollowersAnalyze demographic information about followers
  • 40. Keep Track of ROISee connection between LinkedIn marketing and real business results
  • 41. Search EngineOptimizationBlogging &Social MediaLead GenerationLeadManagementEmail &AutomationMarketingAnalytics
  • 42. 3 2000 7 50+ 6 15 0 breakout inspiring small reasons days inbound learning sessions keynotes group not to marketing tracks workshops GO! professionals REGISTER TODAY! www.InboundConference.comwww.InboundConference.com
  • 43. THANK YOU. 48
  • 44. POST YOURQUESTIONS: http://bit.ly/HS-LI-GROUP

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