Engage Your Audience
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1. Personalize your message and vary your content through the rule of threes. Encourage audience participation with calls to action and questions. Keep content brief and interesting. 2. Post regularly and consistently, such as 20 times per month, to reach 60% of your unique audience. Think creatively and mix up your content. 3. Plan editorial execution through monthly themes, events, articles, videos, and polls. Monitor engagement metrics and refine strategies accordingly.
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Engage Your Audience
- 1. A Baker’s Dozen Follower Best Practices
- 2. 1. Personalize Your Message To Your Audience NEW LINKEDIN INSIGHTS
- 3. 2. Vary Your Content Through The Rule Of Three‟s Featured Employees Company News Thought Leadership ‘A day in the life’ shows What exciting projects are Blog posts, research company culture, perks, happening at your company? papers, interesting articles benefits, and challenging Opening a new office? Share from your industry that are problems that are being articles that feature your useful to your audience solved. organization LINKEDIN INSIGHTS
- 4. Feature Employees or a „Day In The Life‟ LINKEDIN INSIGHTS 4
- 5. Company News LINKEDIN INSIGHTS 5
- 6. Thought Leadership LINKEDIN INSIGHTS 6
- 7. 3. Encourage Your Audience To Participate • Participate in the conversation with follow-up questions or answers • Write updates that include clear calls to action(e.g., like, share, or “Tell us something”) • Ask questions to spark participation in the discussion thread LINKEDIN INSIGHTS 7
- 8. 4. Keep It Brief And Interesting Status updates with >50 characters drive 28% higher engagement LINKEDIN INSIGHTS 8
- 9. As Brief As It Gets! LINKEDIN INSIGHTS 9
- 10. 5. Time Your Status Updates 70% of followers reached by a typical update are reached within the first 48 hours LINKEDIN INSIGHTS 10
- 11. 6. Post Regularly And Consistently Companies that post 20 times per month Reach at least 60% of their unique audience LINKEDIN INSIGHTS 11
- 12. 7. Think Creatively And Mix It Up “For every follower added, XYZ will donate $X or a particular service to a cause” Tax deductible Major PR XYZ could be first of its competitors to do this on LinkedIn – Be sure to show proof of results (also excellent PR!) so that audience knows this was not hoax Add a Follow Button to XYZ website & email signatures LINKEDIN INSIGHTS
- 13. 8. Plan And Organize The Editorial Execution January Focus: January Brand Theme: January Owner: Monday Tuesday Wednesday Thursday Friday January 7th Company Event Video Poll/Question Recruiting Event Photo January 14th Company Event Article Video Photo Industry Event January 21st Company Event Photo Article Video Industry Event January 28th Company Event Poll/Question Photo Recruiting Event Article LINKEDIN INSIGHTS
- 14. 9. Monitor, Analyze, And Refine Track company Segment update Followers on engagement targetable metrics dimensions Track new Follower acquisition LINKEDIN INSIGHTS
- 15. 10. Extend The Reach Of Posts & Organically Grow Followers LINKEDIN INSIGHTS 15
- 16. 11. Updates From People We Know Are More Engaging What a follower sees: 0.81% Avg Follower Engagement What followers‟ networks see: 1.06% Avg Followers’ Networks’ Engagement LINKEDIN INSIGHTS
- 17. 12. Ensure Your Employees Are Sharing Posts Community of engaged, like-minded professionals noise message receptivity 52 58k+ Potential 4,546 Average Connections Reach +30% Followers’ networks have 30% higher engagement rates than followers 17 LINKEDIN INSIGHTS
- 18. 13. And Of Course – Promote Your Opportunities LINKEDIN INSIGHTS 18
Editor's Notes
- Drive increased engagement by targeting your statusupdates to specic groups of your followers usingLinkedIn’s rich, up-to-date prole data.For example, you might want to let SoftwareEngineers know about exciting engineering projects,or invite followers in London to a local networkingevent. For your more general messages, include allof your followers for maximum reach. Also, includeemployees in your status updates. They’re your brandambassadors and will share to their networks,amplifying your message.
- Building relationships with passive candidates happensover time. Nurture your talent community by sharinginteresting content and insights about your company.Over 70% of followers are interested in job updates,but they also want to learn more about what yourcompany is like.• 60% of members are interested in industry insights• 53% are interested in company news
- Strengths• Broadcast campaigns and updates efciently and with ease• Streamline internal workow• Real-time analytics to increase social media marketing ROI• Secure and monitor social assets
- A content calendar helps you to plan out the way you are going to engage with your audience. Start by mapping out key events in your industry, company and recruiting calendar…Collaborate across business units for content ideasThink about those experiences that you deliver will differentiate you from your talent competitors – …..and use a social platform to show your audience what you’re all about.
- 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.
- A content calendar helps you to plan out the way you are going to engage with your audience. Start by mapping out key events in your industry, company and recruiting calendar…Collaborate across business units for content ideasThink about those experiences that you deliver will differentiate you from your talent competitors – …..and use a social platform to show your audience what you’re all about.