90% of professionals use

social media to get

access to thought leadership &

information they couldn’t

get elsewhere.

SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010

2

3 out of 4 professionals

rely either lightly or heavily on

professional networks to

support business decisions.

SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010

3

81% of LinkedIn members

prefer to have separate

social networks for their

personal and

professional lives.

SOURCE: LINKEDIN AUDIENCE 360 SURVEY, US, AUGUST 2011

4

#MasterLi

How to Master

LINKEDIN for Marketing

Session 1: How to Use LinkedIn

Company Pages & Groups

5

Your Presenters:

Mike Volpe CMO @HubSpot

Scott Engelman Director of Online Marketing @LinkedIn

Create a Company Presence

Keep Your Followers Engaged

Amplify through the Network

Analyze & Refine

1

3

4

5 6

Today’s Agenda:

2 Attract Followers

CREATE COMPANY PRESENCE

Add Your Company’s Information

1 Choose designated users to be your page admins. 2 Add your company

info & a URL.

Add Your Company’s Information

3 Add a company description.

4 Add your company specialties.

Improve Your Overview & Products & Services Tabs

OVERVIEW TAB

PRODUCTS & SERVICES TAB

Customize Content By Persona

Customize Content By Persona

It’s Easy to Create a New Persona

Collect Recommendations

Goals of Products & Services Tab

Showcase Products (or Other Content) 1

3

4

2 Generate Social Recommendations

Send Traffic to Your Website

Drive Leads to Your Business

HOW TO ATTRACT FOLLOWERS

LinkedIn tip

Companies with

most EFFECTIVE ENGAGEMENT need to have a minimum of 100-200 followers.

17

Invite your family, friends & coworkers first.

Reach out to people through existing means of communication—email, phone, in person, etc.

Mention your LinkedIn Company Page across your website & other channels.

1

2

3

19

Three Easy Steps to Get Started:

Add A Follow Company Button to Your Web Site

Run An Email Campaign to Drive Following

INCLUDE A DIRECT CALL-TO-ACTION.

CONSIDER OFFERING AN INCENTIVE.

PROVIDE CONCRETE BENEFITS.

Invite Industry Thought Leaders

IDENTIFY THOUGHT LEADERS.

SEND THEM PERSONAL INVITES.

ENCOURAGE THEM TO FOLLOW YOUR COMPANY PAGE

How to Use Groups for Follower Growth

ENGAGE WITH PEOPLE FROM COMPANIES YOU FOLLOW.

REFER THE COMPANIES IMPORTANT TO YOUR BUSINESS.

PARTICIPATE IN DISCUSSIONS.

Promote on Other Marketing Materials

BUSINESS CARDS, FLYERS & EMAIL SIGNATURE

EBOOKS, WHITEPAPERS AND GUIDES

PRESENTATIONS AND EVENT MARKETING COLLATERAL

HOW TO KEEP YOUR FOLLOWERS ENGAGED

The QUESTIONS

that customers ask you are one of the best places to start for your updates.

28

Share Information Your Followers Care About

USE QUESTIONS

Give Your Followers Clear Directions

ENCOURAGE THEM TO TAKE ACTION, SUCH AS “SIGN UP,” “LIKE” OR “DOWNLOAD.”

Test Best Times to Post

POST ON WEEKDAYS.

IS YOUR COMMUNITY ENGAGED IN THE MORNINGS?

POST AT LEAST ONCE A DAY.

Best Practices for Status Updates

Use links & images in your status update.

Make your updates short.

Tell your followers what action to take.

1

2

3

AMPLIFY THROUGH NETWORK

FACT MARKETING

Groups on LinkedIn.

1M There are

Example of a LinkedIn Group:

Customer Engagement Through Local

LinkedIn Groups:

Best Practices for LinkedIn Groups

Stay active!

Engage people in thought leadership discussions.

Set guidelines for discussions.

Content creation.

1

2

3

4

ANALYZE & REFINE

Ensure You’re On the Right Track Check your Followers Statistics on an ongoing basis

Measure Engagement Check LinkedIn stats to keep engagement in the core of your strategy

Available Metrics 24h After Posting Impressions, clicks and level of engagement

Gain Insights about Your Followers Analyze demographic information about followers

Keep Track of ROI See connection between LinkedIn marketing and real business results

Search Engine

Optimization

Blogging &

Social Media

Lead Generation

Email &

Automation

Marketing

Analytics

Lead

Management

15 small group workshops

6 inspiring keynotes

50+

breakout sessions

7 learning tracks

3 days

2000 inbound marketing professionals

0 reasons not to GO!

REGISTER TODAY! www.InboundConference.com

www.InboundConference.com

48

THANK YOU.

http://bit.ly/HS-LI-GROUP

POST YOUR QUESTIONS: