Global Marketing
10 LinkedIn
Company Page Tips
For PR and
Marketing Pros
Global Marketing
Social business, not just social media platforms
2
Global Marketing3
• 277 million users*: World’s largest professional network
LinkedIn: Top Hats and Briefcases
*Source: Li...
Global Marketing
LinkedIn Company Page Setup
Global Marketing
Company Page Updates
At a Glance
Global Marketing
1. Think of your
audience first.
6
Global Marketing7
2. Editorial calendar:
Take a balanced
meal approach.
Global Marketing
Balanced meal approach to content cadence
• ~10% fun/entertaining (dessert!)• ~90% informative (healthy)
8
Global Marketing9
Healthy content Sources
Thought leadership (vendor-
neutral) – trends, context to
help solve customers’
...
Global Marketing10
3. Use an image
with every post
(and not your
logo).
Global Marketing11
4. Use this
formula for a
good LinkedIn
update:
Global Marketing
Writing tips from LinkedIn
Global Marketing13
Flickr Creative Commons – Marita Cosma
Einstein-Twain approach to LinkedIn update text
“Everything shou...
Global Marketing
Anatomy of a company page status update
14
~240 chars*
(600 max)
~75 chars
~250 charsFor image, use
aspec...
Global Marketing15
5. Target
Global Marketing
Once your status update is up, you can’t edit it –
not the landing page, targeting, text, image, anything...
Global Marketing17
6. Engage
and
answer.
Don’t post
and
disappear.
Global Marketing18
7. Sponsor your
best content.
Global Marketing
8. Consider
Showcase
Pages for
key
audiences
Global Marketing20
9. Measure,
improve,
experiment
What are your
business goals?
• Drive awareness -> followership, impres...
Global Marketing
Organic post-level analytics (slide 1 of 4)
Freely available to any company page manager
21
Impressions: ...
Global Marketing
Any of these are clicks:
22
Clicks: # clicks on your company name, the “more” link, any link in your
cont...
Global Marketing
How many clicks just on my video?
23
To find out, check your link shortener analytics (such as bitly, ow....
Global Marketing
How many clicks just on my video? (continued)
24
For bitly, it’s easy: In a browser
window, you append a ...
Global Marketing
Advanced analytics
Omniture, Google Analytics and others can track part of the
customer journey from Link...
Global Marketing
10. Be true to
who you are.
Focus on creating
conversations,
relationships
26
Dell.to/MichaelInfluencer
Global Marketing
Good resources
27
Thank you!
Suzanne Doughty
@suzanne_doughty
Social Media Program Manager, Dell
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10 Linkedin Company Page Tips for PR and Marketing Pros

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There are currently 3 million LinkedIn Company Pages. If you’re managing one of them, here are 10 tips to grow followers, boost engagement and drive traffic.

Content is key, and a large part of Dell’s content is from our vendor-neutral thought leadership blog at https://powermore.dell.com/, our main Dell blog at http://www.direct2dell.com and our enterprise blog at http://en.community.dell.com/dell-blogs/dell4enterprise .

To view Dell’s LinkedIn Company Page: http://www.linkedin.com/company/dell .

Published in: Social Media

10 Linkedin Company Page Tips for PR and Marketing Pros

  1. 1. Global Marketing 10 LinkedIn Company Page Tips For PR and Marketing Pros
  2. 2. Global Marketing Social business, not just social media platforms 2
  3. 3. Global Marketing3 • 277 million users*: World’s largest professional network LinkedIn: Top Hats and Briefcases *Source: LinkedIn press release Feb 6, 2014 Investor Relations - Full Year 2013 Results
  4. 4. Global Marketing LinkedIn Company Page Setup
  5. 5. Global Marketing Company Page Updates At a Glance
  6. 6. Global Marketing 1. Think of your audience first. 6
  7. 7. Global Marketing7 2. Editorial calendar: Take a balanced meal approach.
  8. 8. Global Marketing Balanced meal approach to content cadence • ~10% fun/entertaining (dessert!)• ~90% informative (healthy) 8
  9. 9. Global Marketing9 Healthy content Sources Thought leadership (vendor- neutral) – trends, context to help solve customers’ problems PowerMore blog, other IT, industry and business news sources Dell announcements – products, services, company news Dell blogs – Direct2Dell, Dell4Enterprise, Dell TechCenter, others Independent reviews and awards ComputerWorld, CNET, CRN, InfoWorld, ITPro, etc Customer stories YouTube, case studies Careers-related Talent acquisition team
  10. 10. Global Marketing10 3. Use an image with every post (and not your logo).
  11. 11. Global Marketing11 4. Use this formula for a good LinkedIn update:
  12. 12. Global Marketing Writing tips from LinkedIn
  13. 13. Global Marketing13 Flickr Creative Commons – Marita Cosma Einstein-Twain approach to LinkedIn update text “Everything should be made as simple as possible, but not simpler.” Albert Einstein “If I had had more time, I would have written a shorter letter.” Mark Twain Flickr Creative Commons – photo by Flickr user sfjalar
  14. 14. Global Marketing Anatomy of a company page status update 14 ~240 chars* (600 max) ~75 chars ~250 charsFor image, use aspect ratio of height (110p) to width (180p) *desktop: ~240 chars tablet: ~160 chars phone: ~190 chars
  15. 15. Global Marketing15 5. Target
  16. 16. Global Marketing Once your status update is up, you can’t edit it – not the landing page, targeting, text, image, anything. You can only delete it or keep it. 16
  17. 17. Global Marketing17 6. Engage and answer. Don’t post and disappear.
  18. 18. Global Marketing18 7. Sponsor your best content.
  19. 19. Global Marketing 8. Consider Showcase Pages for key audiences
  20. 20. Global Marketing20 9. Measure, improve, experiment What are your business goals? • Drive awareness -> followership, impressions • Drive engagement -> interactions • Drive traffic -> clickthrus, website visits
  21. 21. Global Marketing Organic post-level analytics (slide 1 of 4) Freely available to any company page manager 21 Impressions: # times the update was shown to company page followers. Clicks: # clicks on your content, the company name or the logo. Note: This doesn't include interactions. Interactions: # times people have liked, commented on or shared your update. Engagement: Interactions + clicks Impressions Post URL: http://dell.to/LinkedInBeginningsPost
  22. 22. Global Marketing Any of these are clicks: 22 Clicks: # clicks on your company name, the “more” link, any link in your content, the image/video or the headline link. Post URL: http://dell.to/LinkedInSolarClassroom Organic post-level analytics (slide 2 of 4) Freely available to any company page manager
  23. 23. Global Marketing How many clicks just on my video? 23 To find out, check your link shortener analytics (such as bitly, ow.ly, etc) Post URL: http://dell.to/LinkedInSolarClassroom Organic post-level analytics (slide 3 of 4) Freely available to any company page manager
  24. 24. Global Marketing How many clicks just on my video? (continued) 24 For bitly, it’s easy: In a browser window, you append a “+” to the bitly link. Note: Consider if you have used the link elsewhere, not only on LinkedIn. Organic post-level analytics (slide 4 of 4) Freely available to any company page manager
  25. 25. Global Marketing Advanced analytics Omniture, Google Analytics and others can track part of the customer journey from LinkedIn and other owned social outlets to your website.
  26. 26. Global Marketing 10. Be true to who you are. Focus on creating conversations, relationships 26 Dell.to/MichaelInfluencer
  27. 27. Global Marketing Good resources 27
  28. 28. Thank you! Suzanne Doughty @suzanne_doughty Social Media Program Manager, Dell
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