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LinkedIn company pages: the untapped opportunity for SMBs
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LinkedIn company pages: the untapped opportunity for SMBs

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Small and mid-size businesses (SMBs) massively use social media as a digital marketing tactic. But at Scoop.it we wanted to understand: how do they use social media? What are their key …

Small and mid-size businesses (SMBs) massively use social media as a digital marketing tactic. But at Scoop.it we wanted to understand: how do they use social media? What are their key opportunities?

We surveyed more than 3,000 SMBs over several months - inside and outside the Scoop.it user base. We asked questions, collected behavioral data and discovered intriguingfindings which we plan to release in several parts.

The first lesson we learned is that LinkedIn Company Pages seem to be a major opportunity not yet leveraged by many SMBs. Though LinkedIn is THE business social network, SMBs still don't see their future on LinkedIn yet. They don't seem to have the time, the content or the analytics tools they need to take advantage of LinkedIn Company Pages as an important marketing opportunity.

Here are details on why and how to help them fix that.

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  • 1. LinkedIn Company Pages: the untapped opportunity for SMBs Data & survey results of SMB’s social media usage in the US Aug. - Nov. 2013
  • 2. We know SMBs massively use social media. But we wanted to know how. So we surveyed more than 3,000 SMBs over several months:           Among Scoop.it users Outside of Scoop.it user base We asked questions We collected behavioral data We cross-checked with our own data (for Scoop.it users)
  • 3. SMBs want leads, traffic and brand awareness What are the goals of your social media presence? Develop my company's brand. 59% Generate business sales leads. 58% Drive traffic to my Web site. 57% Show thought leadership. Recruit new employees. 37% 29%
  • 4. Which should be a perfect match with LinkedIn +50% People are 50% more likely to purchase from a company they interact with on LinkedIn. (source: LinkedIn)
  • 5. But even though LinkedIn is ! the business social network… 10% 10% 22% 58% Which social media will be the most valuable for your company in the next 12 months?
  • 6. But even though LinkedIn is ! the business social network… 10% 10% 22% 58% Which social media will be the most valuable for your company in the next 12 months? …SMBs see their future on Facebook and Twitter
  • 7. Why?
  • 8. Most SMBs already are actually on LinkedIn Share of SMBs with an existing LinkedIn company page 61% have a LinkedIn Company page
  • 9. But as their company pages are created for them automatically, few actually know about that. Share of SMBs with an existing LinkedIn company page Does your company have the following social media presence? 38% 61% have a LinkedIn Company page 75% 50% 36% Facebook page Twitter account LinkedIn company Google+ company page page
  • 10. SMBs confess they don’t update their ! LinkedIn company pages enough % of SMBs with a presence on that social network who says they update daily or weekly 66% 54% 37% Facebook page 37% Twitter account Google+ company LinkedIn company page page ?  
  • 11. But it’s even worse than they think % of SMBs with a presence on that social network who says they update daily or weekly 18% effectively update daily or weekly 66% 54% 37% Facebook page 37% Twitter account Google+ company LinkedIn company page page
  • 12. Much worse % of SMBs with a presence on that social network who says they update daily or weekly 18% effectively update daily or weekly 66% 97 54% 37% Facebook page 37% Twitter account Google+ company LinkedIn company page page days on average since last update on LinkedIn
  • 13. Even though they see the value of updating their company pages often What’s preventing you from updating your LinkedIn page more often?   33% don’t see the value 67% have other reasons
  • 14. SMBs who publish lack time or impacting content to publish What's preventing you from updating your LinkedIn Company page more often? I can't measure the impact. 42% I don't have enough content to publish. 41% 37% I don't have time. It's not supported by my social media tools. I don't have the skills internally. 25% 20%
  • 15. So they stick to mostly posting about themselves What type of content do you publish on your LinkedIn company page? 74% I publish product/company updates. 63% I publish sales promotions. I publish industry news. 53% I share my vision of the market through thought leadership pieces. 53% I post job openings. 46%
  • 16. And break the 4-1-1 rule for high engagement 4 1 Other people’s content Re-sharing from others 1 Self -serving “For every 1 self-serving post, you shall reshare 1 relevant post and share 4 pieces of relevant content written by others.” (Joe Pulizzi – Content Marketing Institute)
  • 17. Help!
  • 18. Publishing by curation can help “I don’t have enough content to publish” Complement your own content with relevant curated pieces
  • 19. Publishing by curation can help “I don’t have time” Leverage content curation tools to automate content sourcing
  • 20. Publishing by curation can help “I can’t measure the impact” Use social analytics to easily measure engagement and content impact.
  • 21. How Scoop.it works: Save time sourcing content Get fresh, relevant content easily. Our semantic algorithm crawls 10M+ Web pages/day so you don’t have to. 1 Discover
  • 22. Make it yours Edit your content. Enrich it with your insight. Publish it in 1-click. 2  Enrich 1 Discover
  • 23. Be discovered everywhere 3  Share 2  Enrich 1 Discover All your online presence: - Your Web sites - Your social networks - Your blogs - Your newsletters +Your Scoop.it content site
  • 24. And today…
  • 25. And today…
  • 26. Scoop.it integrates LinkedIn company pages 3  Share 2  Enrich 1 Discover Profiles Groups New   Company Pages
  • 27. Content curation helps 18% effectively update daily or weekly 97 days on average since last update on LinkedIn
  • 28. Content curation helps Scoop.it users publish 19 posts / month on average to their social networks
  • 29. Content curation helps Integrated content & social analytics
  • 30. Get started today Sign up for free at http://scoop.it Connect your LinkedIn company page at http://www.scoop.it/share/configuration