Live Webinar: Grow Your Business Using LinkedIn For Free
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Imagine if you could expose your brand and your content to millions of business professionals—for free. LinkedIn members currently number more than 380 million, representing the largest group of influential, affluent, and educated people on the planet. Find out how you can get your message in front of this coveted audience without spending a dime. Join us for a live webcast as marketers from LinkedIn, Spredfast, Level 3 Communications, and Highmark Health share actionable insights and best practices for: - Developing a thoughtful content strategy that reflects your brand values - Creating and optimizing your LinkedIn Company Page for maximum exposure - Expanding your business presence on the world’s only professional feed You’ll learn how to attract followers, post updates, and drive engagement—all without raiding your marketing coffers.
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Live Webinar: Grow Your Business Using LinkedIn For Free
- 1. Webinar Grow Your Business Using LinkedIn For Free Selin Tyler (@selingt) Senior Product Marketing Manager, LinkedIn Carolyn Pawelek (@cgpawelek) VP of Services, Spredfast Stacey Sayer Global Manager, Social Media Marketing, Level 3 Communications Patricia Imbrogno Social Media Consultant, Highmark Health
- 2. Questions? Send them via Webex Q&A Features Recorded? Of course! Before we get started… Shout outs? Tweet them via #LinkedInContent Feedback? Survey will be available at the end of the Webinar
- 3. Introduction to Company Pages Customer Deep Dive: Highmark Health Agenda How to Grow Your Business Using LinkedIn by Spredfast Company Pages Best Practices Customer Deep Dive: Level 3 Communications Q&A
- 4. Introduction to Company Pages 4
- 5. LinkedIn has become the definitive professional publishing platform and companies are an essential part Pulse Influencers SlideShareWriting on LinkedIn Company Pages
- 6. Company Page Establish your company's identity and build relationships with the world's professionals Identity Your company’s profile to the world’s professionals Network Connect professionals and your employees to drive economic opportunity Knowledge Share content & opportunities to make professionals more productive & successful
- 7. How to Grow Your Business with LinkedIn by Spredfast 7
- 8. Know Your LinkedIn Audience 380+ Million Members 55% Male / 45% Female 15% Millennials 75% of Engagement via Mobile
- 9. Social Success on LinkedIn • Brand Awareness – Thought leadership posts and industry expertise • Prospecting – Company views and news, strategy insights, and product highlights • Decision Making – Product information, customer stories, and case studies • Purchase – Best practices • Community – Customer recommendations on your Company Page, customer engagement, and customer recognition
- 10. 10 One Campaign – Many Viewpoints LinkedIn Facebook TwitterLinkedIn Facebook Twitter
- 11. Leverage Technology • Schedule your content • Manage Assets • Coordinate with other departments or thought leaders
- 12. Evaluate. Learn. Modify. • Create campaign analysis strategy • Identify key success metrics • Adjust strategy as needed • Evaluate your audience mix and content preference • URL source tagging
- 13. Deep Dive: Highmark Health
- 14. Who is Highmark Health? Represented on LinkedIn
- 16. Content Items xx Highmark’s Social Strategy Humanize … the brand and build trust: Challenge people’s notions that health insurance companies are impersonal and uncaring. Inspire … people to live healthier, happier lives, by offering useful health-and-wellness information and advice from Highmark’s experts. Promote … partnerships with and corporate giving to community organizations – from charities to sports teams – including events and volunteer opportunities that readers might want to participate in. Educate … people about insurance, benefits, member resources and digital tools, and health care reform issues – and empower them to make informed coverage and care decisions. Respond … to people in a friendly, timely, caring, and open way – regardless of the question or issue. H.I.P.E.R.:
- 17. Content Items xx How Does LinkedIn Fit? Channel managed by Talent Acquisition until late 2014. Content strategy started in February 2015. Goals and audience.
- 18. Who is our LinkedIn Audience? 18 Hospital and Healthcare Senior- & Entry- Level Healthcare Services Non-Employee Highmark Health
- 19. What’s our LinkedIn Goal? Position Highmark Health as an industry thought leader. Position Highmark Health and its diversified businesses as employers of choice. Recruit quality talent Showcase leadership Showcase employees Company news and innovations General wellness at work Benefits of employment Career tips
- 20. Channel Tone Our H.I.P.E.R. strategy stays consistent across channels, however the tone/voice changes to reflect different audiences. Facebook
- 21. Choosing Channel Content Content that performs well on one channel may not resonate with followers on other channels. Both pieces “humanize” our brand but will perform differently on the channels.
- 23. Top Performing Content Top likes, impressions and comments Comments: 13 Likes: 63 Impressions: 11,363
- 24. Top engagement and overall clicks Clicks: 185 Engagement: 207 Impressions: 2,539 Top Performing Content
- 25. Top shares Shares: 5 Engagement: 31 Impressions: 1,759 Top Performing Content
- 26. Top link clicks Link Clicks: 41 Engagement: 31 Impressions: 4,105 Massage has several health benefits, including counteracting the sitting you do throughout the work day. As part of our total rewards benefit package, employees across the Highmark Health enterprise can enjoy seated massage at several of our work locations. Learn more about the many benefits of working with us: https://lnkd.in/e6Eizyp Top Performing Content
- 27. Does the Content Work? Evaluate Test Evaluate Test
- 28. Deep Dive: Level 3 Communications
- 29. Who is Level 3?
- 30. Why LinkedIn? 1. Marketing a. Raise brand awareness b. Lead generation 2. Sales a. Research new sales opportunities 3. HR a. Recruiting
- 31. Our LinkedIn Audience LinkedIn, 72 Others, 28 Our 85,000+ Users Include: - Employees - Job Seekers - Former Employees - Customers - Prospects - Analysts - Partners - Competitors - Misc Value Chain
- 32. Content Approach (The Four Es) EDUCATIONAL EMOTIVE ENGAGING EXCLUSIVE
- 33. Examples of LinkedIn Content Blog Posts InfographicsCase Studies Social Events Maps / Visuals
- 35. How? A healthy mix of both earned and paid media. 1. Organic updates 2. Sponsored updates ($) 3. Sponsored InMail ($) 4. Sales Navigator Tool ($) 5. Recruiter Tool ($)
- 36. What We’ve Learned 1. Do your research. 2. Test, test, and test some more. 3. For our brand, LinkedIn generates better quality leads.
- 37. Company Page Best Practices 37
- 38. PIN YOUR MOST VITAL UPDATE TO THE TOP
- 39. PINNED UPDATES WILL STAY AT THE TOP OF YOUR COMPANY PAGE FOR 14 DAYS YOU CAN UNPIN THEM ANY TIME BOOST VISIBILITY OF YOUR UPDATE BY PINNING IT TO THE TOP
- 40. 40 PICK THE RIGHT CONTENT FOR YOUR AUDIENCE
- 41. 41 PICK THE RIGHT CONTENT FOR YOUR AUDIENCE Here’s what followers want to hear, tailor your content accordingly Source: LinkedIn Internal Study May 2015
- 42. 42 SHARE EXCITING NEWS ABOUT YOUR COMPANY!
- 43. 43 SPARK A CONVERSATION TO BOOST ENGAGEMENT
- 44. 44 USE CONTENT TO ATTRACT TOP TALENT TO YOUR COMPANY
- 45. 45 STRENGTHTEN YOUR MESSAGE WITH STRONG VISUALS
- 46. 46 STAND OUT FROM THE CROWD WITH LARGE IMAGES
- 47. 47 HIGHLIGHT YOUR BUSINESS ENTITIES WITH SHOWCASE PAGES
- 48. 48 MAKE YOUR CONTENT RELEVANT BY KEEPING THEM TARGETED
- 49. 49 MAKE YOUR CONTENT RELEVANT BY KEEPING THEM TARGETED
- 50. LEVERAGE SPONSORED UPDATES TO REACH BEYOND YOUR FOLLOWERS
- 52. Questions? Selin Tyler (@selingt) Senior Product Marketing Manager, LinkedIn Carolyn Pawelek (@cgpawelek) VP of Services, Spredfast Stacey Sayer Global Manager, Social Media Marketing, Level 3 Communications Patricia Imbrogno Social Media Consultant, Highmark Health
Editor's Notes
- Hello everyone welcome to our webinar on how to grow your business using linkedin without spending a dime We have a great group of speakers today and I am very excited to introduce you to all of them First of, let me introduce myself – I am Selin and I head up product marketing for LinkedIn content, primarily company pages and sponsored updates. We have a strong eco-system of partners with great capabilities. One of them is Spredfast. They are experts in social media management and have great success in helping companies strengthen their presence on LinkedIn Carolyn is VP of Services at Spredfast. Her role is providing strategic consulting to Spredfast clients. We are so lucky to have you here to get a sneak peak at how you help your clients at Spredfast Next we have Trish is with us from Highmark Health who also heads up Highmark’s social media strategy. Trish and her team have demonstrated some impressive results on LinkedIn and beyond And last but not least, we have Stacey from Level 3 Communications. – and she leads Level 3’s communication strategy on all social media channels soup to nuts from editorial schedule to content production to communications. Stacey and her team also won many awards for their impressive work at Level 3 So excited to tap into these speakers’ wisdom and learn from their best practices. As you will see from the examples on our webinar, you will get a great breadth on what works on LinkedIn, and what doesn’t – leveraging the breadth of experience of our speakers on various social media platforms
- We got a jam packed agenda today So let’s get right to it First I will give an overview of Company Pages and why it matters to your business, then I will hand it over to Carolyn, at Spredfast who will give us a great blueprint on what your LinkedIn strategy needs to be to grow your business effectively using the free tools Then we will have Trish from highmark health and Stacey from Level 3 respectively give us insights into how they think about their social media presence, how they use LinkedIn to achieve their marketing objectives Lastly I will go over some Company pages best practices to have a stellar company page And at the end we will have some time for Q&A
- Starting with Content eco system on LinkedIn and the importance of your company page
- CLICK Over the last few years, we have launched many content initiatives – pulse to receive the latest professional news, influencers for exclusive thought leadership content, writing on linkedin for members to share their expertise on the linkedin platform and slideshare a great resource for rich content such as presentations CLICK And finally company pages – which is the hub of your company’s identity and source of rich information about your company And with these additions to LinkedIn, we have seen that content become one of the most important components of our social platform. We see 7 times more engagement with content then jobs – LinkedIn is now the definitive publishing platform for professional content and companies are a big part of this eco-system
- Whether you are actively building your company page presence on linkedin or not – you have visitors to your company page Coming from search, jobs posted, your employee’s profile or featured news about you on Pulse So you have this great opportunity to make an impression on these visitors – your cmopany page is where you can Build your company’s identity so that you have an opportunity to tell your brand’s story to your prospects, customers and job seekers Create a network of your employees and followers all using your company page And thirdly disseminate knowledge: professionals come to linkedin to further their career. You have the opportunity to play a big role in this leveraging your company updates, your employee’s content or through influencers. You can keep job applicants informed about open positions by posting your jobs on linkedin and then educate these interested candidates with rich content on your company pages. And likewise your marketing audience will come to your company page when they are researching about solutions – so this is a great place to educate them about your brand and your product offerings Since linkedin is the definitive publishing platform for professional content, you do not want to miss out on these engaged audiences whether it is for marketing, for recruiting or both
- Now I will turn it over to Carolyn to talk to us about how to put together a smart strategy to grow your business using linkedin
- Overview of LI LinkedIn is one of the oldest social networks completely designed for the business professional.
- Why use LinkedIn – where have we seen success. You can think of LI as the place where users are coming to find expertise in a particular subject / topic. You can use LI in every state of the Customer life cycle. As an industry expert, you should develop a point of view and use Things to think about when creating content – Words matter – when creating your content, use words and key phrases that appeal to the business minded users. Images matter – what is trendy on other social networks does not necessarily work with the LI user. As a matter of fact, these can turn off a user and have them consider that you don’t have the expertise that you are t
- Content / Calendar / Targeting To maintain a position as a thought leader, it is expected that you express your thoughts, opinions, and recommendations on a regular basis Leverage a Social Relationship Platform to schedule your content Manage assets to understand what resonates
- Evaluate your results and modify your program Create campaign analysis strategy Identify key metrics to measure success and make changes as needed Evaluate your audience mix and content affects URL source tagging to understand lead generating vs. nurturing content
- Awesome thank you Carolyn - Trish, now turning it over to you. Tell us more about Highmark Health and how you guys think about your presence on LinkedIn
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- Maybe the notes sections are where the channel leads can drop in their info when it’s due? Could use “Meg – Facebook – Date” section head convention to separate info.
- Maybe the notes sections are where the channel leads can drop in their info when it’s due? Could use “Meg – Facebook – Date” section head convention to separate info.
- Maybe the notes sections are where the channel leads can drop in their info when it’s due? Could use “Meg – Facebook – Date” section head convention to separate info.
- Maybe the notes sections are where the channel leads can drop in their info when it’s due? Could use “Meg – Facebook – Date” section head convention to separate info.
- Maybe the notes sections are where the channel leads can drop in their info when it’s due? Could use “Meg – Facebook – Date” section head convention to separate info.
- Maybe the notes sections are where the channel leads can drop in their info when it’s due? Could use “Meg – Facebook – Date” section head convention to separate info.
- Maybe the notes sections are where the channel leads can drop in their info when it’s due? Could use “Meg – Facebook – Date” section head convention to separate info.
- Maybe the notes sections are where the channel leads can drop in their info when it’s due? Could use “Meg – Facebook – Date” section head convention to separate info.
- Maybe the notes sections are where the channel leads can drop in their info when it’s due? Could use “Meg – Facebook – Date” section head convention to separate info.
- Thanks Trish – that was great Next is Stacey from Level 3 communications – Stacey why don’t you tell us a little bit more about Level 3, and specifically how do you think about your presence on Linkedin?
- Thank you Carolyn, Trish and Stacey for sharing your insights. I think that this will give our audience a great blueprint for success. Before we move on to Q&A, I will go into some Company Page best practices and give you specific examples from some of the best in class company pages. Let’s get started
- Starting with Evernote – as you see in this example, when evernote released a new feature, in order to keep this top of mind for their company page visitors, they pinned this particular update to the top. This strategy ensures that the followers and visitors see your most exciting news first In our next slide I will walk you through how to do this
- At the bottom of each update you will see an option to pin to top, when you click there your pinned update will stay up top for 14 days You can unpin them at any time and also continue re-pinning if you would like to keep it top of mind for longer periods
- Next best practice example is from Hootsuite – it is echoing a lot of the things that Carolyn, trish and stacey touched on. It is imperative to ask yourself the question- Why would my followers read this? How is this content helping them in their professional development? Either from a thought leadership or career advancement standpoint. Here the example from hootsuite could not be clearer in their value proposition: They are stating right away that the goal of the content is for the reader to understand how they can successfully incorporate social into their marketing plan. Note that picking the right content is half the battle. Making sure that the intro paragraph also echoes this sentiment, and crisply communicating this to your audience - specifically drawing out why this content will help your target audience
- Now let’s look at specifically what topic areas your followers want to hear You will be emailed these slides in the next few days so I will not go through them one by one but important ones to highlight are These are people who want to stay informed about the industry, what is happening with your company – it can be job seekers or current and past employees of your company or your current or prospective clients! Keep this demographic mix in mind when designing your editorial calendar So think about a mix of thought leadership, exclusive insights on the industry, sprinkling in news about your company, deep dives into product offerings and then some content to promote your company culture
- So with the topics your followers want to hear in mind, let’s transition to Tesla Motors who frequently shares the latest announcements and uses their company page to give their visitors exclusive sneak peek of what’s to come from their brand. In the example here they are talking about new software features and announcing their launches. Great way to leverage company pages and keep followers engaged!
- And Loreal takes a similar approach to Tesla. What I want to highlight here though is L’oreal’s tone Tone is something we talked about earlier and I wanted to give you another Brand that pays attention to their tone They share their excitement, humanize their brand, celebrate milestones with their followers. Also by creating a conversational tone like “Thank you for following Loreal on LinkedIn” they are able to boost the engagement among their target audience The key take away here is by asking questions, sparking a conversation you can boost the engagement on your company page. Yes linkedin is a professional environment but it is important to always humanize your brand with its unique voice and tone
- LÜks-o-tika does a great job getting the most mileage from their career page and also echoing this on their company page updates. They are posting rich content to highlight their company culture If your goal is attracting new talent to your company, go beyond job postings as you see in this example, posting rich content about your company culture on your page
- And now that you know what to post and how to write a compelling intro, let’s talk about images I always start by saying an image is worth a thousand words so make your image compelling. What is a compelling image? Something that attracts the member to read the content. Strong unique visuals, colorful images and also an image that conveys and parallels the message in your content So in the marketo example here, the image nicely complements the productivity killer concept. It is unique, colorful and really pops. Marketo does a great job with visuals consistently if you want to visit their company pages for some inspiration!
- Nature Conservancy takes advantage of large image uploads functionality of company pages. Larger images get great engagement on LinkedIn, mainly because they really stand out in the feed. This is a great strategy to utilize to stand out in the feed and make your content pop Of course these beautiful nature images do a great job capturing the reader’s attention
- Next company I wanted to highlight is procter and gamble They created a showcase page for Secret Deodorant who may have a different target audience than their company page followers For instance people may be mainly coming to Procter and Gamble for employment related news but Secret Deodorant now has a great opportunity to highlight its brand, share exclusive stories and talk about its products. If you have different business units, Showcase pages may be a great way to tailor your brand to the specific target audience instead of trying to do it all from one company page
- Let’s talk about one more tip that can help you tailor your content to your target audience and that is using targeting before you publish an update. Well Fargo here is using locaiton targeting to ensure their updates are even more relevant within their followers Some targeting facets you can use are company size, industry, function, seniority, geography and language preference. These will allow you to have more tailored conversations with your follower base and visitors to your company page Let’s quickly review how you can use targeting
- When you are sharing your update on the company page, you can select from the drop down all followers or targeted audience. This will pop up the targeting options Remember that you will not be able to target audience pools under 100 members so please use this tool accordingly.
- And last but not least, Dell has been one of the most successful companies to leverage Sponsored Updates. Sponsored updates allow you to reach beyond your followers directly in the feed by launching a content campaign targeted at your prospects. By picking the best performing content from your organic updates, you can elevate your reach with some marketing budget. Sponsored Updates is a great way to reach your prospects or potential employees that are not yet following you. This highly engaging format in the feed will introduce your brand to these new audiences
- For more best practices, case studies, details about Sponsored Updates we encourage you to check out our site marketing.linkedin.com
- That’s all we had for today – it looks like we have some time for questions. Let’s take a few questions from Webex