This presenation was held on 15.7.2023 at the HTB summer camp at Bardehle Pagenberg in Munich.

1. HTBC Summer Camp 2023
IPBA Social Gateway
Mastering LinkedIn:
Best practice, tools and
successful campaign examples
15th July 2023

2. Introduction: Leadership and Community building
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Source: https://www.youtube.com/watch?v=fW8amMCVAJQ

3. “A leader needs the guts to stand alone and look ridiculous”
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Your LinkedIn feed
People follow people →
HTB partners and supporters need to be visible and
active and invite interaction to increase engagement
Example: Committees of I3PM

4. “You must be easy to follow”
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Content needs to be designed to be commented. →
It should not be a statement about how you see the world, but
foster discussion how to interpret it.
You can ask for further questions, input, recommendations
with a call to action in the post.
Example: Announcement HTB Forums
Your LinkedIn feed

5. “It's not about the leader - it's about them, plural”
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You need to create a community →
A community are active LinkedIn first close contacts,
who enrich discussions and include their own networks
to it.
You need a good timing with the key influencers in the
relevant target group to share comment and distribute
the posts, so that it reaches new members
Example: Publication plan of I3PM
LinkedIn delivery schedule July - August
Day Date
Day of Publishing
the Post
Committee Topic
S
e
n
Friday 14th July 17th July Technology Transfer …
Monday 17th July 20th July Training /Education …
Thursday 20th July 24th July Software Patents …
Monday 24th July 27th July Risk Management …
Thursday 27th July 1st August Women in IP …
Monday 31st July 4th August IP Portfolio Management …
Thursday 4th August 10th August SME …
Monday 10th August 13th August Start up …
Thursday 13th August 17th August IP Strategy …
Monday 17th August 20th August International Affairs …
Thursday 20th August 24th August DLT/Blockchain …
Monday 24th August 27th August Quality in IP Management …

6. “Make sure outsiders see more than just the leader”
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LinkedIn is a fast moving medium. Grasp discussion opportunities →
Publishing a post is less like publishing a book, but more like asking a
question in a conference or meeting in the coffee kitchen.

7. Authenticity is everything
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You need to have faces of your organization →
Make interviews with your influencer, community
member, speaker, participants before and after events
Example: Teaser for the HTB Forum
Your LinkedIn feed
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8. The LinkedIn Algorithm
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Postings need to be timed and coordinated:
• Quick response to comments increases reach
• @ only people you know will respond
• Post consistently

9. Tools: Sales navigator
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You can use tools to optimize your LinkedIn reach →
Example: The sales navigator can be used to filter for
specific contacts and create lists to contact before and
after events to increase participation and reactions.
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10. Tools: Analytics
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You can use tools to analyse your LinkedIn reach →
The analytics of your page give you reference point of your follower growth and engagements.

11. Example: Campaign
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The most important communication for an event
happens before and after the event →
Before the event:
You can invite the public and at the same time ask
them to discuss the topics of the upcoming event and
include questions.
You can make portraits with the speakers and create
teasers.
After the event:
You can summarize the results and ask for further
input from the participant or people who cannot make
it.
You can get participant or speaker feedback.
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Your LinkedIn feed

12. Example: Campaign for the HTBC 2022 (21.-22.11.22)
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Center the people in the announcement and the follow-up: HTBC 2022
Show the speakers and interact with them Let the participants talk about the event
Present the topics & questions and ask for feedback