The document discusses how companies can use LinkedIn to grow their follower base and engage with customers. It provides examples of campaigns run by Mercedes-Benz, Volkswagen India, and BMW that successfully grew followers and engagement. The key strategies discussed are launching a Company Page, running follower and recommendation ad blitzes, securing ad space, and using status updates to communicate with followers on an ongoing basis. The goal is to build relationships and foster discussions within the LinkedIn follower ecosystem over the long-term.

1. Marketing Solutions
Company Page Launch and Follower
ecosystem

2. Company updates that LinkedIn members
want to follow – in their own words
In your own words, please describe the kinds of company updates that you would be
most interested in receiving.
Updates that include large strategic shifts in the I want news stories, product
company. New product launches, discoveries of new reviews, people I know leaving or
technologies / partners with technologies. Large, starting there.
unexpected financial changes. High profile talks by key
leaders, i.e. CEO, President, CFO, CMO's etc.
I like to stay in touch
with the industry. New
tips- tricks.
I want to know when a
company launches a new
product. I want any
financial announcements
from a company.
Source: Survey of 320 active LinkedIn members in the US and Canada (fielded 10/3/2011)

3. LinkedIn members value following companies
88% of LinkedIn members said they
would ―follow‖ companies
How many companies would you follow?
1 to 3 35%
4 to 6 37%
7 to 9 10%
10 or more 18%
Base in bar chart: Respondents who said they would follow at least 1 company (n = 320)
Source: Survey of 363 active LinkedIn members in the US and Canada (fielded 10/3/2011)
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4. Followers are a long term marketing investment
55% of LinkedIn members said they
follow companies ―Forever‖
On average, how long do you follow companies?
Less than a week 9%
About a month 15%
About a year 21%
Forever 55%
Base in bar chart: Respondents who said they would follow at least 1 company (n = 554)
Source: Survey of 363 active LinkedIn members in the US and Canada (fielded 10/3/2011)
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5. LinkedIn followers prefer weekly updates
across the broad range of topics
~45% of company followers would
prefer to get weekly updates
How frequently would you like updates about that company to appear in your network update stream?
No more than once per…
No constraint Day Week Month Total
New job openings at the company 38% 23% 30% 8% 100%
People in your network who have joined or left the company 16% 16% 47% 19% 100%
News articles that are relevant to the company 18% 24% 42% 14% 100%
Notifications of a launch of a new product or service 17% 20% 44% 18% 100%
Information about a new project or initiative by the company 14% 18% 47% 16% 100%
Notifications of new white papers, upcoming webinars, or conferences 15% 15% 45% 23% 100%
Notifications of special offers, deals, or discounts 18% 22% 45% 13% 100%
Base: Respondents who said they would follow at least 1 company (n = 320) & were interested in receiving this specific update
Source: Survey of 3 active LinkedIn members in the US and Canada (fielded 10/3/2011)
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6. Start with Company Pages
Assisting you when needed to jumpstart your Company Page
Develop a presence within the
professional network
Work with LinkedIn and Buddy
Media to launch your Company
Page
Communicate with followers

7. Capture Followers Who Will Become Your Advocates
Unique targeting ensures Followers are relevant for your brand
Mike Ohshita
IT Manager, Internet Software Inc.
London, United Kingdom I Computer Software

8. Generate Viral Product Endorsements
Pull your featured products into Recommendation Ads to drive reviews
2012 Focus SE SE
2012 Focus
2012 Focus SE
This is a great car. I’m enjoying every moment that I drive
it. The hatchback is stylish and it’s a fun car.

9. Engage Those Most Interested in Your Brand
Continuously Communicate with Company Status Updates
Homepage
Chevron is demonstrating how solar energy can increase production from Profile
mature oil fields. The project uses more than 7,600 mirrors to focus the sun's
rays onto a solar boiler. Learn more: http://bit.ly/oow11ytfb
Chevron Loremipsum dolor sit amet, consecteturadipiscingelit.
Like (5) • Comment • Share
Maurisrhoncusscelerisqueporttitor. Fusceviverrajustofermentum dolor volutpat.
Like (5) • Comment • Share
Mobile
Website
55% of LinkedIn members will follow a company “forever”.
45% of members want weekly updates.
LinkedIn Survey (n=363), US and Canada, October 2011
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10. Follower Insights Improve Campaign Performance
and Planning
98,357
Impressions
0.76%
Engagement
Follower Tag Cloud by Title
• Trending
• Segmentation
• Incremental reach
• Average connections
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11. LinkedIn’s test concepts of company status updates to
followers have shown early success
121 clicks per A status update on average
update
8 shares per
update
…generates 41,567 impressions
…and a .50% average engagement
rate with the message
72 likes per
update
8 comments
per update
Average engagement
207.3 actions per status update 0.50% Engagement rate

12. Success in the Numbers
Mercedes Benz Case Study
Objective
How can Mercedes improve
the perception of their C-class
vehicle?
Solution
Showcase Mercedes products
and experiences by using Follow
ads and co-branded InTips
content ads.
Results
Company Followers rose
240x – from 50 to 12,000
in 5 weeks.
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13. Volkswagen India: Inspiring Recommendations
Objective
How should VW drive awareness
for 3 VW models made in India?
Solution
Use Recommendation Ads to
create relevancy and broadcast
virally (in-ad action)
Results
Grew recommendations from 23
“In a world where people spend an increasing amount of time at
work… it’s important to foster discussion about Volkswagen
to over 2,600 in three weeks (goal
products in a professional context. Our innovative partnership was 500—exceeded 5x)
with LinkedIn lets our customers learn about Volkswagen
products and provides insights.”
– Lutz Kothe, Head of Marketing for VW India
Grew pageviews by 200% to
Company Pages

14. Company Page Setup and Blitz Campaign
Commit four weeks and $75K to grow your impact
Launch Partner sets up the Company Page
Overview and Products Tab
Establish Followers Two-week blitz of follower ads targeted
to your key demographics
Generate Endorsements Two-week blitz of recommendation ads to
drive viral endorsements
Secure Ad Space Own your Company Page ad unit for six
months
Communicate Use Status Updates to interact your
Followers forever

15. Build & Foster Relationships with the Follower Ecosystem
AUDIENCE
 What consumers say is more effective than what marketers say
CONTENT
 When advertising campaigns end, your Follower conversations
continue
IMPACT
 LinkedIn enables marketers to build a unique Follower base focused
on relevant news, knowledge, insights and results
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16. BMW NA Company Followers Snapshot
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17. BMW NA Company Followers Snapshot
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18. BMW NA Company Followers Snapshot
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