Follower Ecosystem
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Follower Ecosystem

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  • We’re very excited to introduce the next evolution of company updates; the ability to deliver relevant content to the right followers with LinkedIn’s new targeted updates. Previously, social platforms delivered the same message to all of one’s followers. This forced you to either send a generic message to everyone, or send a message to everyone that was only relevant to a subset of your followers. Starting today you will have an unprecedented ability to deliver relevant messages to sub-segments of followers. These targeted communications will increase members’ engagement with your company’s updates, which will benefit your overall talent nurturing efforts on the LinkedIn platform. Industry studies have shown that relevant messaging as a result of targeting increases time spent with a message by more than 25% and elicits a stronger emotional and cognitive response. In our own analysis we have seen cases in which targeted messages would have increased engagement by greater than 65%.
  • INTERNAL NOTE: At this time, we are only selling Follow Company Ads as part of Work With Us packages. LinkedIn’s high quality audience and unique targeting parameters ensure your messages reach the right audience and that you establish long-lasting relationships with candidates (64% of followers would follow a company “indefinitely”. Followers are an annuity, unlike a perishable ad impression.) There are 2 primary avenues by which to acquire followers: Follow Company Work With Us ads and the Follow button. The LinkedIn Follow button is a great complement to acquiring followers via Work With Us. The Follow button makes it easy for you to gain followers organically when people visit your careers or corporate website. In contrast, Follow Company Work With Us places a Follow Company module in the ad unit of your employees’ profile pages, reaching relevant professionals who are interacting with your employees on LinkedIn Follower Statistics enable you to analyze and segment your followers based on targetable dimensions.
  • On average status updates reach 70% followers and 30% follower’s connections (ie, non-followers) due to the viral distribution of your message.And because Follower’s connections receive your message when endorsed by someone they know, the messages have 30% higher engagement rates as compared to followers’ engagement rates. This is because people place more trust in colleagues and friends than marketers.
  • The output of the steps we just reviewed is media efficiencies at scale, which are amplified on LinkedIn as a result of the like-minded professional network; thus decreasing the noise and increasing the strength of the signal. Today, your XXX,XXX followers with an average of XXX connections has a potential reach of XXM. (MUST BE CUSTOMIZED BASED ON MERLIN DATA )=========Followers have 2x more connected than the average LinkedIn member.On average 20% of a companies total followers see any given update, with an engagement rate of 0.86%.On average status updates reach 70% followers and 30% follower’s connections (ie, non-followers) due to the viral distribution of your message.And because Follower’s connections receive your message when endorsed by someone they know, the messages have 30% higher engagement rates as compared to followers’ engagement rates. This is because people place trust in colleagues and friends.
  • Understanding the type of content desired by followers will help you deliver more relevant messages. LinkedIn’s business context and insights driven platform result in members being interested in different information as compared to other social platforms. Employees – given their extremely high engagement, which helps drive reach and engagement, it makes sense to include employees in updates. For key messages that you really want to amplify consider encouraging employees to like, comment or share a company update. Frequency – most engagement will happen within the first 48 hrs, so an update every couple of days will maximize engagement (ie, 2-3 updates per week per audience) LinkedIn Groups – Followers are in more groups than the average LinkedIn member, and as a result of following 43% expect the opportunity to join a group to discuss a company, so be sure to cross-promote your group and encourage discussions. Less is more – shorter messages have 28% higher engagement than longer messages. Be sure to also use links and videos to increase engagement.

Follower Ecosystem Follower Ecosystem Presentation Transcript

  • Recruiting SolutionsFollower Ecosystem
  • Your Followers: A valuable pool of talent Engaged talent Long-term Brand evangelists pool relationships 71% 64% 61% of members are interested in of followers would follow of members are more likely to updates on job opportunities companies “indefinitely” share information as a result from companies they follow of following a company
  • Tap into the power of the Follower ecosystem  Engage and build relationships  Grow your talent community  Establish your careers hub on LinkedIn
  • Engage and build relationshipsDeliver regular updates to your followers’ network update streams NEW 1 2
  • Grow your talent communityAdd followers by targeting the right types of professionals On LinkedIn… …and Off LinkedIn Grow Your Career by Following: XYZ.CO Ed Franklin xyzCo XYZ.CO Cecile, get the latest on XYZ.CO Jobs, News & more! xyzCo Grow Your Career by Following: XYZ.CO XYZ.CO Cecile, get the latest on XYZ.CO Jobs, News & more!
  • Establish a Career PageBuild your careers hub on LinkedIn 63% Of LinkedIn members expect companies to have a presence on LinkedIn
  • Measure your impactDetailed follower analytics NEW Track company Segment update followers on engagement targetable metrics dimensions Track new follower acquisition
  • New feature: Targeted Updates 8
  • Messaging additional metrics
  • Updates from people we know are more engagingWhat a follower sees: 0.81% Avg Follower EngagementWhat followers’ networks see: 1.06% Avg Followers’ Networks’ Engagement
  • Amplify the message Community of engaged, like-minded professionals noise message receptivity 322 8.6M+ Potential Reach 26 K Average Connections +30% Followers’ networks have 30% higher engagement rates than followers 11
  • Appendix
  • Follower Ecosystem Grow Your Career by Following: XYZ.CO Ed Franklin xyzCo XYZ.CO Cecile, get the latest on XYZ.CO xyzCo Jobs, News & more! Grow Your Career by Following: XYZ.CO XYZ.CO Cecile, get the latest on XYZ.CO Jobs, News & more! Acquire Followers Post Updates to Followers Analyze & Optimize Drive Engagement
  • Best Practices for Updates Information members want to receive1 New job openings at the company 71% Relevant news articles and insights 68% New project or initiative 61% Insights for Updates2 Employee’s have 70% higher engagement rates than non- Groups Followers are in 3x more groups than non-followers employees, and they evangelize your message 70% of followers reached by a Less is 50 characters or less drives typical update are reached within the first 48 hours More 28% higher engagement 1 LinkedIn Follower Report, US, January 2012 2 LinkedIn internal data, global, January 2012
  • How does the plug-in work? 1 Not Following or Not logged in LinkedIn Member LinkedIn Member Non- Member + Logged in + Not Logged In 2 Following & logged in Prompted to One click Option to join sign in prior Follow LinkedIn to Following (without (opens new (without leaving site) window) leaving site)
  • How to implement? https://developer.linkedin.com/
  • Recruiters are seeing value from status updates todayDon’t be the last to take advantage…