5 Steps to a Successful LinkedIn Company Page

Webinar

Dial-in: 1-877-668-4490

Access Code: 668 163 685

Twitter: @AdsOnLinkedIn

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Lana KhavinsonSenior Product Marketing Manager

LinkedIn

John O’ConnorLinkedIn Marketing Solutions

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Today’s Agenda

Why LinkedIn and your LinkedIn Company Page Matters

Five Steps to a Successful LinkedIn Company Page

– 1. Establish your company presence

– 2. Attract Company Page followers

– 3. Engage followers with status updates

– 4. Amplify the impact through the LinkedIn network

– 5. Analyze and refine

Examples to Inspire your LinkedIn Company Page

Questions

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What is LinkedIn?

Our Mission

Connect the world’s professionals to make them more productive and successful

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200M+ members

worldwide are on LinkedIn.

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Who are our members?

Our members are influential, affluent decision makers

52%4

College grad or post grad

41%3

Household income of $100K+

Business Decision Makers

13.5M2

Sources: 1) comScore US, 9/2012; 2) Internal Data 2/2013, US; 3) comScore US Plan

Metrix, 12/2012; 4) comScore US Plan Metrix, 12/2012

1

2xMore buying power than

Facebook and Twitter

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What are LinkedIn members

looking for?

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“Spend Time”

Professional NetworksPersonal Networks

“Invest Time”

1

2

3

4

5

Socialize

Stay in touch

Be entertained

Kill time

Share content

Maintain professional identity

Make useful contacts

Search for opportunities

Stay in touch

Keep up to date for career

To engage effectively, marketers need to understand

the difference in mindset across social platforms

26% more

interested in

receiving

updates from

brands

LinkedIn members want news & information

1. 9 Things that Motivate Employees More than

Money

2. Steve Jobs and the Seven Rules of Success

3. Steve Jobs: How to Live Before You Die

4. The World at Seven Billion

5. Four Destructive Myths Most Companies Still Live

By

6. 5 Things to Do Every Day for Success

LinkedInTop shared articles, 2011

1. Satellite Photos of Japan, Before and After the Quake

and Tsunami

2. What Teachers Really Want to Tell Parents

3. No, Your Zodiac Sign Hasn’t Changed

4. Parent’s, Don’t Dress Your Girls Like Tramps

5. Father-Daughter Dance Medley (Video)

6. At Funeral, Dog Mourns the Death of Navy SEAL Killed

in Afghanistan

FacebookTop shared articles, 2011

Follow for incentives, rewards,

or discounts.4

Follow for news, insights, and

product information.5

Sources: LinkedIn Follower Analysis, January 2012 4, eMarketer (Lab42 study, August 2011) 5 #inCPwebinar

Why does this matter?

MARKETING SOLUTIONS

Brands are driving results from their presence

Sources: 1. Client Follower research study in the U.S., 2012; 2. Hubspot study of 3,128 B2B companies in 2011; 3. LinkedIn

Follower Research, 2012

2xmore likely to purchase

and recommend1

Company Followers

4xbetter vs. Twitter and

Facebook2

B2B conversions

50%more likely to

purchase from a

company they engage

with on LinkedIn3

Company Presence

Audience + Context = Results

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LinkedIn: A proven model for success

Establish

Company

Presence

1

Attract

Followers

2

Engage

Followers

3

Amplify

through

Network

4

Analyze and

Refine

5

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Establish

Company

Presence

1

Attract

Followers

2

Engage

Followers

3

Amplify

through

Network

4

Analyze and

Refine

5

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Your Company Page is core to your presence

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Overview Page

1

3

2

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Add products & services to your Company Page

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No products? No problem!

Speaking events

Conferences

Books

Mobile Apps

Promotions

Newsletter

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Collect recommendations

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Establish

Company

Presence

1

Attract

Followers

2

Engage

Followers

3

Amplify

through

Network

4

Analyze and

Refine

5

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LinkedIn followers are future leads, advocates

8X more

connected

2X more likely

to recommend

3X more likely to

purchase

8X more

engaged

Relative to non-Followers

Source/s: LinkedIn Follower Analysis, January 2012 #inCPwebinar

Pay it forward: Grow your Follower base

Sales & Leads

Social scale

Influencers

Referrals

SEO

Why you need Followers

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• Invite family, friends, coworkers, employees to follow

• Reach out through email, phone, business cards, events etc..

• Add a “Follow” button to your site, blog or other digital marketing

Leverage existing communities

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• Find groups that deal with topics

your target members care about

• Post helpful content, questions

• Don’t hog the mic – support

member-driven discussions and

become a Top Influencer

Groups: Fish where the fish are

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Establish

Company

Presence

1

Attract

Followers

2

Engage

Followers

3

Amplify

through

Network

4

Analyze and

Refine

5

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Status Updates let you share the right content in the

right context with your target audience

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Status updates appear on followers’ homepages

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Status updates appear on your follower’s homepage,

mobile app and iPad

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Deepen engagement w/ Targeted Status Updates

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Tips for posting engaging Status Updates

Keep it brief!

Post at least once per weekday

Morning & eve updates are most successful

Don’t try to do it alone!

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• Blog posts

• Company videos

• Interviews

• Events, Webinars

• Thought Leadership

• Industry news

• Expert third-party research

• News coverage of your company or partners

• Guest posts from partners

• LinkedIn Polls

• Cross-post from groups

• Case studies

Unique Linked Sourced

Varying types of content posted is key

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Establish

Company

Presence

1

Attract

Followers

2

Engage

Followers

3

Amplify

through

Network

4

Analyze and

Refine

5

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Take your content viral

Encourage Followers to like, comment, share

Ask employees to share your content

Post message, image & link

Ask questions that will elicit a response

Test rich media

Share posts with your groups (cross-promote)

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Establish

Company

Presence

1

Attract

Followers

2

Engage

Followers

3

Amplify

through

Network

4

Analyze and

Refine

5

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Stay on the right track with Follower Analytics

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Monitor engagement by tracking per post activity

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See who’s visiting with Page Analytics

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ADP: Laser focused on the who and what!

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3×More likely to consider Samsung Mobile

55%

Are only following Samsung Mobile on LinkedIn

88%

Are looking fora new smartphone in the next year

Establishing Valuable Relationships With Followers

©2013 LinkedIn Corporation. All Rights Reserved. 40LMS

http://www.linkedin.com/company/samsungmobile

2×More likely to recommend Samsung Mobile

Hewlett-Packard: 1,000,000+ Followers

300,000+ new followers in two months including strong CXO

engagement rate of .15%

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Questions?

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Thank You!

Thank You

Get more information about company

pages:marketing.linkedin.com/company-pages

Learn how you can reach this audience:

marketing.linkedin.com/contact