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 …

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 http://www.techpageone.com, our Dell blog at http://www.direct2dell.com and our technical blog at http://www.delltechcenter.com . To view Dell’s LinkedIn Company Page: http://www.linkedin.com/company/dell .

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  • 1. Global Marketing 10 LinkedIn Company Page Tips For PR and Marketing Pros
  • 2. Global Marketing Social business, not just social media platforms 2
  • 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. Global Marketing LinkedIn Company Page Setup
  • 5. Global Marketing Company Page Updates At a Glance
  • 6. Global Marketing 1. Think of your audience first. 6
  • 7. Global Marketing7 2. Editorial calendar: Take a balanced meal approach.
  • 8. Global Marketing Balanced meal approach to content cadence • ~10% fun/entertaining (dessert!)• ~90% informative (healthy) 8
  • 9. Global Marketing9 Healthy content Sources Thought leadership (vendor- neutral) – trends, context to help solve customers’ problems Tech Page One blog, other IT, industry and business news sources Dell announcements – products, services, company news Dell blogs – Direct2Dell, Dell TechCenter, others Independent reviews and awards ComputerWorld, CNET, CRN, InfoWorld, ITPro, etc Customer stories Dell blogs, YouTube, case studies Careers-related Talent acquisition team
  • 10. Global Marketing10 3. Use an image with every post (and not your logo).
  • 11. Global Marketing11 4. Use this formula for a good LinkedIn update:
  • 12. Global Marketing Writing tips from LinkedIn
  • 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. 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. Global Marketing15 5. Target
  • 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. Global Marketing17 6. Engage and answer. Don’t post and disappear.
  • 18. Global Marketing18 7. Sponsor your best content.
  • 19. Global Marketing 8. Consider Showcase Pages for key audiences
  • 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. 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. 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. 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. 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. 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. Global Marketing 10. Be true to who you are. Focus on creating conversations, relationships 26 Dell.to/MichaelInfluencer
  • 27. Global Marketing Good resources 27
  • 28. Thank you! Suzanne Doughty @suzanne_doughty Social Media Program Manager, Dell