Building a social strategy on LinkedIn is vital for Hong Kong's small businesses today. With 1+ million members in Hong Kong, the network will not only give you exposure to potential leads, customers and candidates, but also the ability to engage in discussions that pertain to your industry, ultimately positioning you and your small business as a thought leader. Led by our own experts Lauren Gilbert and Mandy Wong, the March session will focus on Building a Social Strategy: - How does social change the way we do business? - How does an effective content marketing strategy change the game? - How do I measure my success on LinkedIn?

1. Building your
Social strategy

2. A bit about myself…

3. Agenda
​WHY
1. social changes the way we do business?
​HOW
2. effective content marketing strategy will
change the game?
​WHAT
3. to use to measure success?

4. 1. Why social changes the way we do
business?

5. Buyers behaviour has
forever changed
5

6. The buyers journey is changed
Before customers
reach out directly
Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the
Buyer’s Journey,” October 2012
Pieces of content
are consumed before
a purchasing decision
is made
Source: Zero Moment of Truth Study, Google
6

7. Marketing a phone is very similar to filling a job vacancy

8. What will recruiting be like in 10 years?
War for talent…War of relationship marketing
Source: Slideshare: What recruiting will look like in 10 years.

9. 2. How effective content marketing
strategy will change the game?

10. Content can shape your outcome
Content is being created, consumed and
shared at a speed and scale never seen before
1

11. There was an increase in content
posted on LinkedIn in 2014
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Source: Internal LinkedIn data
compared
to the start
of the yeardouble
1

12. More engagement
with content vs. jobs
7x
Content
Jobs
1

13. Married at First Sight
Robert Downey Jr.
#kyliejennerchallenge
Sandra Bullock
Georges River
Recruiting
Self-esteem
Social media marketing
Employee engagement
Business strategy
Lean manufacturing
Time management
Marketing
#EartIn3Words
#StGeorgeDay
Spurs #LiamIsARoleModel
#GetNaughtyBoySuspended
The mindset of a LinkedIn member
Source: LinkedIn Trending Content March 2015; Twitter trending; Facebook trending April 2015

14. Content fit for purpose
Infographics, blog posts, best practice guides, industry
trends
Case studies, product reviews, webinars, ROI
calculators, white papers, research briefs
Product demos, reviews and comparisons, analyst
reports
Recommendations, case studies, product news,
tutorials
RETENTION
REACH
NURTURE
ACQUIRE

15. Source: LinkedIn Trending Content, Feb – April 2015 –Telecommunication
15
Wait what?…let’s break it down into 4 simple steps
Step 4: What content to use and when?
Step 2: The who?
Step 3: What do they like?
Step 1: What you want to achieve?

16. What is your business and branding objectives?
​Business objective:
​To connect the world's professionals to make them
more productive and successful
​Branding objective:
16
 KPI 1
 KPI 2
 KPI 3
….
 KPI 1
 KPI 2
 KPI 3
….

17. Shares
content daily
on LinkedIn
Member of
groups about
entrepreneurship
and business
500+
connections
Small business owner
John Smith
17

18. Small business owner
John Smith
Advance
his career
Help his
company grow
Build
new skills
18

19. Understand the content
your audience is
engaging using
LinkedIn Trending
content
Source: LinkedIn Trending Content, Feb – April 2015 –Telecommunication
19

20. What are your content pillars to
engage your defined audience?
thought
leadership product
employee
branding news
• Source
Existing
Create
Curate
• Frequency of
the content
published?
• Source
Existing
Create
Curate
• Frequency of
the content
published?
• Source
Existing
Create
Curate
• Frequency of
the content
published?
• Source
Existing
Create
Curate
• Frequency of
the content
published?
Reach, Nurture Acquire Reach Nurture, Retention
20

21. Make your content a balanced meal on a
calendar
Monday Tuesday Wednesday Thursday Friday Saturday
Thought
leadership
News Employer
branding
Product Infographic Thought
leadership
21
Reach, Nurture Reach, NurtureNurture, retention Reach Acquire Reach

22. Content marketing on LinkedIn does
not have to be hard
mobile
Your audience
is on the move,
so should you
valuable
The reader
can learn
from the
update
relevant
How is this
going to be
relevant to you
audience?
storytelling
Use a story
as a hook
call to action
Important to
have one
22

23. 3. What to use to measure success

24. Views Actions
Business
outcomes
1 2 3

25. Key Metrics
Impressions: number of times this update
was seen
Clicks: number of times a member clicked
on the update
Interactions: of likes, shares or comments
received on this update
Engagement: interactions divided by
impressions
To Know: Average online engagement is between 0.5% - 1%.
How to know if your content is working

26. Experiment & Get Creative
156%
CTR
lift

27. Measurable results come from content
Let’s be
innovative and
change the
industry!
Sponsored content to
global maritime talent
How do I apply
for your job?
I want to work
for you!

28. Companies who post at least
1 status update / week on LinkedIn…

29. Get 40% more views
to their LinkedIn job
postings.

30. Than companies who don’t post status
updates.
and 25% more apply
clicks

31. Source: LinkedIn Trending Content, Feb – April 2015 –Telecommunication
31
What does your 4-step social strategy look like?
Step 4: What content to use and when?
Step 2: The who?
Step 3: What do they like?
Step 1: What you want to achieve?

32. ©2015 LinkedIn Corporation. All Rights Reserved.