The document outlines strategies for representing a brand on LinkedIn, focusing on the importance of establishing a company page, creating showcase pages, and utilizing direct sponsored content. It emphasizes the need for relevant content that engages specific target audiences and builds professional relationships. Key takeaways include leveraging showcase pages for segmentation and using direct sponsored content to enhance message personalization.

1. Representing Your Brand on LinkedIn
Brittany Curtis, Content Marketing Consultant
#linkedincontent

2. A few things before we begin…
2
 Will this be recorded – YES
 Please submit all questions into the public WebEx box
#linkedincontent

3. Agenda
3
• LinkedIn Company Page
• Establish a Company Page Presence
• What your followers want to hear
• LinkedIn Showcase Page
• Key features of a Showcase Page
• When to leverage a Showcase Page
• Direct Sponsored Content
• How to Leverage DSC
• Best Practices

4. Company Pages
#linkedincontent

5. 5
LinkedIn Company Page: Your destination to 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 your brand
Knowledge
Share content & to make
professionals more
productive & successful

6. Engaging Members with Content
6
Organic Update
Sponsored Update
Followers of a company
receive organic updates
Desired Target Audience
receives Sponsored Update
http://business.linkedin.com/

7. Company Pages: Gateway to the newsfeed

8. To learn about the
company *
73%
Why do members follow companies?
I want to stay
informed on the
industry
69%
I used to work
for the
company
47%
* Includes: Stay updated on latest company news, be included in company’s
community, learn about their products and services, or stay up to date on
financial and investment news related to the company
** Includes: I’m a current custom/client or my company currently does
business with this company
LinkedIn Member Study ; May 2014
I am
interested in
working for
the company
43%
I currently do
business with
this company**
36%

9. Top content type by vertical that followers in the US want to receive
9

10. Showcase Pages
#linkedincontent

11. LinkedIn Showcase Pages
11
Showcase Pages
Showcase Pages allow companies to extend their Company Page presence, effectively
segment their audience, and deliver the right message to the right audience.

12. 12
Create a dedicated page Share specific content Create relationships
Create a showcase page for
aspects of your business with
their own messages and audience
segments to share with.
Members can now follow aspects
of your business they're interested
in.
Share focused content to build a
relationship with a specific
audience.

13. 13
Key Features
Discoverable
through search
Attract a unique set
of followers
Deliver content through
Company Updates and
Sponsored Updates
Two-Column content feed to
bring content front
and center

14. When Should I Create a Showcase Page?
1.For a specific LOB that has its own identity and story
2.For a specific long-term product that requires its own
messaging and follower base
3.If you want to segment and connect with a specific target
audience
#linkedincontent

15. Content on a Showcase Page should be…
Content should reflect the LOB or product’s
overall messaging and values
Relevant and helpful to the audience that you
want to build a relationship with
Consistent – members want to hear from you!
#linkedincontent

16. Showcase Page: Different LOB
16

17. 17
Showcase Page Content
Specific and relevant to Secret’s target audience
Content that is helpful builds trusting relationships with members

18. Content for a Showcase Page
Company Page vs. Showcase Page
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P&G Company Page Secret Showcase Page
P&G company news
Showcase Talent
Thought-leadership Content
Consistent Messaging around
women in the workplace

19. Showcase Page: Specific Product
19

20. Showcase Page Content
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Product Specific stories and tips

21. Direct Sponsored Content
(DSC)
#linkedincontent

22. 22
With Direct Sponsored Content, target specific audiences
directly in the feed, without publishing on Company Pages
Personalize
Customize your message to
target each audience
Test
Test variations of your content
Control
What gets published on your
Company Page

23. 23
Personalize your message and offers to your target
audience to boost your performance

24. 24
Test and optimize your reach to the right audience
with the right message
Test your intro
message or
call to action
Test your image Test your headline and teaser text

25. while providing others within your company access to sponsor content
25
Control what gets published on your Company Page
Enable more departments to participate in
content marketing
1
Promote local events and targeted offers to
specific audiences 2
Boost your lead gen efforts without
overwhelming your followers 3
Share more content on LinkedIn without
crowding your Company Page 4

26. Key Takeaways
#linkedincontent
1. Establish a LinkedIn Company Page to engage members through
content
2. Extend your brand’s presence through Showcase Pages
3. Use Direct Sponsored Content as a vehicle to deliver the most
relevant content experience to members

27. Q&A
http://business.linkedin.com/