SlideShare a Scribd company logo
BRAND DRIVEN digital
nick westergaard | branddrivendigital.com
social spotlight
linkedinMaking the Most of the Social Network
That Means Business
Photo via Flickr user The Suss-Man (Mike)
Photo via Flickr user TOKY Branding and Design
linkedin social spotlight
‣ By the Numbers
‣ How Brands Engage
‣ Things to Remember
By the Numbers
1
oldestsocial networks
launched in 2003, linkedin is one of the
433 millionregistered “member professionals”
Source: LinkedIn Newsroom
100 millionare active monthly
Source: VentureBeat
40 millionare students & recent grads 

— fastest growing demographic
Source: LinkedIn Newsroom
not remarkable in awareness
… or in use
though use is up yoy
70%of linkedIN use comes from outside the U.S.
200 countriesand territories use linkedIN
Source: LinkedIn Newsroom
2 newmembers join LinkedIN EVERY second
3 billionis linkedin’s global user goal
Source: LinkedIn Newsroom
$26.2 billionwhile unclear, microsoft also owns office & Skype
in june 2016 microsoft purchased LinkedIn for
linkedin’s revenue model
How Brands Engage
2
linkedIn is the top network for b2b brands
17%of small businesses use linkedin
BUT only
Source: eMarketer
a gated approach
Photo via Flickr userPeter Casterton
engagement comes down to strategy
‣ Personal
‣ Company or brand
‣ Career/recruiting
‣ Community building
facebook vs. linkedin – personal strategy
personal profile vs. company page
anatomy of a company page – company strategy
company pages can have showcase pages
career/recruiting strategy
community building strategy
publishing is also powerful
basic linkedin ad offerings
‣ Ads (You can promote your LinkedIn profile or create
ads to drive site traffic)
‣ Sponsored updates
linkedin ads in action
1
2
key metrics
‣ Connections
‣ Social actions (likes, comments, follows, shares)
‣ Impressions & clicks
investment …? More than snapchat!
Source: Social Fresh
recruitmentretention, industry collaboration, & b2b
business development
best uses for linkedin:
one millionhave published content on linkedin
Source: LinkedIn
930connections
the average ceo has
statistical analysis
and data mining. So there’s that.
fyi - the hottest skill on linkedIN
Things to Remember
3
don’t forget about the linkedin brand family
slideshare = youtube of slide decks
18 million+uploads in 40 different content categories, slideshare
is one of the top 100 websites visited in the world
Source: LinkedIn
great tool for reinforcing recruiting
slideshare reminders
‣ Can upload documents, presentations, and videos
‣ Public or private content
‣ Lead generation
‣ Free vs. PRO
pulse = visual news
lynda = on-demand training & development
‣ Depends on strategy — personal vs. professional (recruitment vs.
business development)
‣ Connections vs. company page followers
‣ Company page views
‣ Group membership, participation, and demographics
‣ Unique visitors
‣ Page clicks
‣ Referring links on site
‣ Leads
LinkedIn measurement
great page demographics as well
other unique insights
‣ Apple
‣ Salesforce
‣ Facebook
‣ Google
‣ Amazon
‣ Microsoft
‣ Uber
‣ Unilever
‣ Coca-Cola
‣ Johnson & Johnson
Top 10 companies on linkedIn – “top attractors”
Source: LinkedIn
great to keep an eye on
LinkedIn Social Spotlight
#UIMKTG
@nickwestergaard
nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
@NickWestergaard on Twitter, Instagram, and more

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