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2
The Best of LinkedIn:
How Brands Are Using
the Platform to Win
Deanna Lazzaroni
Global Content Marketing Manager
LinkedI...
3
• The Top 10 Global Brands on LinkedIn:
Who Are They & What Are They Doing Well
• LinkedIn’s Content Marketing Score:
Wh...
4
We’re taking your Q’s...
• Share your questions in the chat box
• Tweet with #Succeed2015
And giving you a recording
• E...
5
Connect the world’s professionals
to make them more productive
and successful
LinkedIn’s mission
#Succeed2015
6
Be the most effective platform
for marketers to engage
with professionals
LinkedIn Marketing Solutions’ mission
Be the m...
7
You like content that
showcases brands
doing it well. Got it.
We picked up on the hint you left us…
#Succeed2015
The Top 10 Global Brands on LinkedIn
8#Succeed2015
9
Be the most effective platform
for marketers to engage
with professionals
Calculated with LinkedIn Content Marketing Sco...
10
What is LinkedIn Content Marketing
Score (CMS)?
A Score that quantifies and benchmarks the influence companies have on ...
11
How we calculate CMS
6,000,000 Members
2,500 Members
Target Audience
Members you would like to reach
(monthly active us...
12
But, what are these companies doing
differently with content on LinkedIn
that’s been so successful?
#Succeed2015
13
Forbes focuses on the
entrepreneur, positioning
itself as a source for
business, investing,
technology, and leadership....
14
You don’t need to be a for-profit business to find success on LinkedIn.
The non-profit World Economic Forum utilizes Li...
15
Inc. Magazine serves the
business owner and CEO,
and their content reflects the
C-level purpose. Everything
from the si...
16
At Microsoft, the conversation doesn’t stop at the Company Page.
LinkedIn members looking for answers for a particular ...
17
The social managers at Financial Times, the renowned British business and
analysis newspaper, love to ask questions. Wh...
18
The Wall Street Journal also
fares well on LinkedIn
primarily for similar reasons.
Posts with rhetorical
questions and ...
19
Hewlett-Packard’s LinkedIn Company Page serves as a great example of
the balance between internal content and curated t...
20
Salesforce knows how to
engage its audience with
helpful, attention-grabbing
posts. As part of their
LinkedIn marketing...
21
It’s no surprise that
several major technology
companies top this list –
and IBM is included for
its dedication to visu...
22
Mashable, the self-
proclaimed online purveyor
for the “Connected
Generation”, knows their
audience – and, as a result,...
They release new and engaging content tailored to specific audiences.
They add their voice to relevant conversations that ...
24
A few other things we discovered about
these top global brands…
#Succeed2015
25
Factor Average #
Posts Per Month 112
Number of Followers 880,000
Targeted Status Updates All
Using SMMS Tools All
Spons...
26
Factor Average #
Unique Admins 26
Admins Who Publish 9
Non-Employee Admins 9
Countries Represented 7
Number of Showcase...
27
The Top Performing Brands on LinkedIn:
By The Numbers
The top 10 global brands on
LinkedIn are using on average
4.2 out...
Drive Success for Your Brand using
LinkedIn Content Marketing Score
28#Succeed2015
29
Questions to Ask
Your Team:
 What is our LinkedIn
content marketing strategy?
 How are we incorporating
the five cont...
30
And of course…
How can we make the next Top Global
Brands on LinkedIn list?
Coming
Q2 2015
#Succeed2015
©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved. 31
Webinar: The Best of LinkedIn: How Brands Are Using the Platform to Win
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Webinar: The Best of LinkedIn: How Brands Are Using the Platform to Win

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Everyone knows a great case study or example can do wonders for your marketing strategy inspiration – which is why we have curated a trove of them to share with you.

Join LinkedIn’s content marketing expert, Deanna Lazzaroni, and LinkedIn Senior Insights Analyst, Nick Mangum as they dive in and dissect how top brands are using the platform to achieve marketing goals.

Take a look at this webinar deck to learn:

- What the 10 Most Influential Global Brands on LinkedIn are doing differently – and how to apply what’s working for them to your efforts
- How LinkedIn’s Content Marketing Score (CMS) tool can help you measure the effectiveness of your content efforts on LinkedIn
- Examples of brands effectively using LinkedIn Company Pages and LinkedIn Sponsored Updates

Published in: Marketing
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Webinar: The Best of LinkedIn: How Brands Are Using the Platform to Win

  1. 1. 2 The Best of LinkedIn: How Brands Are Using the Platform to Win Deanna Lazzaroni Global Content Marketing Manager LinkedIn Nick Mangum Senior Insights Analyst LinkedIn #Succeed2015
  2. 2. 3 • The Top 10 Global Brands on LinkedIn: Who Are They & What Are They Doing Well • LinkedIn’s Content Marketing Score: What Is It & How Are Brands Using It • Takeaways to Enable Your Success • Q&A Topics We’ll Cover Today #Succeed2015
  3. 3. 4 We’re taking your Q’s... • Share your questions in the chat box • Tweet with #Succeed2015 And giving you a recording • Expect an email with links to the presentation and recording within the next few days Helpful things to know #Succeed2015
  4. 4. 5 Connect the world’s professionals to make them more productive and successful LinkedIn’s mission #Succeed2015
  5. 5. 6 Be the most effective platform for marketers to engage with professionals LinkedIn Marketing Solutions’ mission Be the most effective platform for marketers to engage with professionals #Succeed2015
  6. 6. 7 You like content that showcases brands doing it well. Got it. We picked up on the hint you left us… #Succeed2015
  7. 7. The Top 10 Global Brands on LinkedIn 8#Succeed2015
  8. 8. 9 Be the most effective platform for marketers to engage with professionals Calculated with LinkedIn Content Marketing Score (CMS) #Succeed2015
  9. 9. 10 What is LinkedIn Content Marketing Score (CMS)? A Score that quantifies and benchmarks the influence companies have on LinkedIn CMS Groups Company Updates Sponsored Updates Employee Shares Publishing Platform #Succeed2015
  10. 10. 11 How we calculate CMS 6,000,000 Members 2,500 Members Target Audience Members you would like to reach (monthly active users) Content Marketing Engagement Members who engage with your content (for example, all C-Suite) Like, share, comment, follow, click Content Marketing Score Unique Members Engaged= =x Multiplier 417Active Target Audience #Succeed2015
  11. 11. 12 But, what are these companies doing differently with content on LinkedIn that’s been so successful? #Succeed2015
  12. 12. 13 Forbes focuses on the entrepreneur, positioning itself as a source for business, investing, technology, and leadership. They typically publish 6-10 Company Page updates per day, promoting on-site content and asking their audience for further ideas. #Succeed2015
  13. 13. 14 You don’t need to be a for-profit business to find success on LinkedIn. The non-profit World Economic Forum utilizes LinkedIn to recruit business leaders, political representatives and academic instructors for global change. #Succeed2015
  14. 14. 15 Inc. Magazine serves the business owner and CEO, and their content reflects the C-level purpose. Everything from the simple productivity hacks to complex data analysis is covered here. They also provide additional room for their audience to share personalized knowledge. #Succeed2015
  15. 15. 16 At Microsoft, the conversation doesn’t stop at the Company Page. LinkedIn members looking for answers for a particular product or service have new communities to join via the company’s Showcase Pages. #Succeed2015
  16. 16. 17 The social managers at Financial Times, the renowned British business and analysis newspaper, love to ask questions. Whether the concept is data- driven or purely hypothetical, the content on FT’s Company Page is directly designed to encourage engagement and audience feedback. #Succeed2015
  17. 17. 18 The Wall Street Journal also fares well on LinkedIn primarily for similar reasons. Posts with rhetorical questions and statistics are common here — however, the Wall Street Journal also uses its Company Page to tease list posts on the newspaper’s website. #Succeed2015
  18. 18. 19 Hewlett-Packard’s LinkedIn Company Page serves as a great example of the balance between internal content and curated third party content. While much of the social messaging on the Company Page points to HP domains, the company isn’t afraid to give credit to outside content on their channels. . #Succeed2015
  19. 19. 20 Salesforce knows how to engage its audience with helpful, attention-grabbing posts. As part of their LinkedIn marketing strategy, Company Page updates are generally kept short and direct, rarely consisting of more than one sentence in length. #Succeed2015
  20. 20. 21 It’s no surprise that several major technology companies top this list – and IBM is included for its dedication to visual content. The majority of IBM’s Company Page updates include some form of visual element – infographics, images, illustrations, and links to YouTube videos. #Succeed2015
  21. 21. 22 Mashable, the self- proclaimed online purveyor for the “Connected Generation”, knows their audience – and, as a result, they deliver content with as few strings as possible. This makes the content easier to consume on mobile devices, where much of their audience resides. #Succeed2015
  22. 22. They release new and engaging content tailored to specific audiences. They add their voice to relevant conversations that their audiences care about. 23 So, what do these leaders have in common? Three simple practices: They continually update users on industry news. #Succeed2015
  23. 23. 24 A few other things we discovered about these top global brands… #Succeed2015
  24. 24. 25 Factor Average # Posts Per Month 112 Number of Followers 880,000 Targeted Status Updates All Using SMMS Tools All Sponsoring Content All & Frequently Engagement Rate of Content 1.5X Higher vs. Benchmark The Top Performing Brands on LinkedIn: By The Numbers • Publish on average 112 status updates per month (about 4 per day!) • Target content to specific audiences within their roughly 880K organic follower base through “Targeted Status Updates” • Sponsor content via Sponsored Updates regularly to ensure that content reaches the intended audiences at scale • See performance 1.5X higher than platform benchmarks based on Engagement Rate #Succeed2015
  25. 25. 26 Factor Average # Unique Admins 26 Admins Who Publish 9 Non-Employee Admins 9 Countries Represented 7 Number of Showcase Pages 6.5 Number of Employees on LinkedIn 150,924 Number of Marketers on LinkedIn 2,607 The Top Performing Brands on LinkedIn: By The Numbers In terms of internal structure: • Have on average 26 admins on their Company Page, with 9 on average publishing content • Manage content predominantly through the Marketing and Communications departments #Succeed2015
  26. 26. 27 The Top Performing Brands on LinkedIn: By The Numbers The top 10 global brands on LinkedIn are using on average 4.2 out of 5 content marketing sources on the platform. This goes to show that leveraging a mix of the right channels to engage with your target audience is key. CMS Groups Company Updates Sponsored Updates Employee Shares Publishing Platform #Succeed2015
  27. 27. Drive Success for Your Brand using LinkedIn Content Marketing Score 28#Succeed2015
  28. 28. 29 Questions to Ask Your Team:  What is our LinkedIn content marketing strategy?  How are we incorporating the five content marketing sources of engagement into our mix?  Who is in charge of leading these efforts?  How will we determine what content to share and maintain an always-on content calendar for our Company Page?  What’s our strategy for determining the right content to promote to our audience?  What 3-5 internal subject matter experts can we work with to publish content on LinkedIn? Company Updates Sponsored Updates Publishing Platform Employees Groups  How will we empower our employees to share our content and broaden reach?  How are we leveraging LinkedIn Groups to drive meaningful discussions with our audience? #Succeed2015
  29. 29. 30 And of course… How can we make the next Top Global Brands on LinkedIn list? Coming Q2 2015 #Succeed2015
  30. 30. ©2014 LinkedIn Corporation. All Rights Reserved.©2014 LinkedIn Corporation. All Rights Reserved. 31

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