Cnfidential MarketingXLerator

SocialMediaMarke-ng:LinkedInInstructor:NataschaThomson@NaThomson

Cnfidential MarketingXLerator

Unit3–LinkedIn

1.  LinkedInHistory2.  Demographics3.  Profilesvs.BusinessPages4.  LinkedInProducts5.  Promo-ons&Adver-sing6.  Measurement&Tools7.  BestPrac-ces

2

Cnfidential MarketingXLerator

Impact:HowdoYougetYourmessagetoYouraudience?Createacampaignstrategy,includingobjec-ves&metrics:n  Sharerelevantcontentn  Engagetheaudiencen  EntertainandDelightn  Calls-To-Ac-on(CTA)n  Convertn  Createloyaltyloop(content&sharing)

Sharerelevantcontentwiththerightaudienceattheright-me.

The 3 Marketing Pillars

BrandYouProfile/Page CommunicateYourValue Reach/EngageYourAudience

Portray:Whoareyou/yourcompany?n  Iden-tyn  Promise/Differen-ator

Createandmaintainconsistentlookandfeel;berecognizable.

Convince:WhydoesitmaIer?n  Clearunderstandingoftargetaudienceandneeds

n  UniqueSellingPointn  Differen-atorsn  Products&Services

Createrelevantcontentinformatsthatyouraudiencelikestoconsume.

Awareness, Engagement, Conversion 3

Cnfidential MarketingXLerator

Cnfidential MarketingXLerator

Cnfidential MarketingXLerator

Techcrunch,2016

Cnfidential MarketingXLerator

Cnfidential MarketingXLerator

LinkedInUserGrowth(Global)

Cnfidential MarketingXLerator

Demographics

Cnfidential MarketingXLerator

TargetAudienceResearch

Cnfidential MarketingXLerator11

Global

Cnfidential MarketingXLerator

USA

Cnfidential MarketingXLerator

Global

Cnfidential MarketingXLerator

Global

Cnfidential MarketingXLerator

USA

Cnfidential MarketingXLerator16

LinkedInMobileStatsbyDMR

Cnfidential MarketingXLerator17

Cnfidential MarketingXLerator

LinkedInFacts

h`p://www.socialmediatoday.com/social-networks/linkedin-unveils-new-premium-insights-data-tools-company-pages

h`ps://www.globalwebindex.net/blog/4-in-10-internet-users-are-linkedin-members

Cnfidential MarketingXLeratorh`ps://business.linkedin.com/marke-ng-solu-ons/blog/5/5-b2c-companies-killing-it-with-content-on-linkedin

Cnfidential MarketingXLerator

B2Bvs.B2C

Cnfidential MarketingXLerator21

Source:OurDigitalCoach.

Cnfidential MarketingXLerator22

Cnfidential MarketingXLerator

Surveywith1,000+globalbuyersfoundthatB2Bcompaniesusethesesocialchannelsforleadgen:•  90%Facebook(only41%generatedleads)•  53%Twi`er•  47%LinkedIn•  33%BlogsLinkedInprovedtogeneratemoreB2Bleadsthananyotherchannel.

23Source:TheDrum

LinkedInistheBestB2BLeadGeneraSonPlaTorm

Cnfidential MarketingXLerator24h`p://www.marke-ng-mojo.com/wp-content/uploads/2015/11/LinkedIn-Benchmark-Report-Q3-2015-Marke-ng-Mojo.pdf

Cnfidential MarketingXLerator25

h`ps://business.linkedin.com/marke-ng-solu-ons/blog/5/5-b2c-companies-killing-it-with-content-on-linkedin

Cnfidential MarketingXLerator

Cnfidential MarketingXLerator

HowtoSetupaLinkedInProfile>Goto:LinkedIn.com

27

Cnfidential MarketingXLeratorh`p://www.slideshare.net/linkedin/how-to-tell-your-workstory

Cnfidential MarketingXLerator

ExampleofaGoodProfileSummary

29

Cnfidential MarketingXLerator

LinkedIn:RecruiterProfileSummary

30

Cnfidential MarketingXLerator

WatchVideo:LinkedInCompanyPages

Cnfidential MarketingXLerator

HowtosetupaLinkedInCompanyPage

32h`ps://business.linkedin.com/marke-ng-solu-ons/company-pages/get-started

Cnfidential MarketingXLerator

B2CCompanyPage

Cnfidential MarketingXLerator

B2BCompanyPage

Cnfidential MarketingXLerator35

Cnfidential MarketingXLerator36

Cnfidential MarketingXLerator37

FindingImagestoUseonSocialMedia

NEVERusepicturesorgraphicsthatmightbecopy-rightedorownedbysomebodyelse.Youmightendupgeingyourcompanysued.Instead,eitherusestockpicturesyourcompanyalreadyowns,PURCHASEIMAGES,orlookforsitesthatletyouusepictureslicense-free,some-meswitha`ribu-on.Makesurethelicenseallowscommercialuse.

h`ps://blog.bufferapp.com/free-image-sources-list

h`p://search.crea-vecommons.org/

Cnfidential MarketingXLerator

Products

Cnfidential MarketingXLerator39

Cnfidential MarketingXLerator

YoucanownagrouporasktojoinGroups>Remember,runningagroupisalotofwork

40

Cnfidential MarketingXLerator

LINKEDINJOBS

Cnfidential MarketingXLerator42xx

Cnfidential MarketingXLerator43

Cnfidential MarketingXLerator

Cnfidential MarketingXLerator45

Cnfidential MarketingXLerator46

Cnfidential MarketingXLerator47

LinkedInOffersaNumberofApps>ManyCatertoRecruiters

FindalistofAppshere LinkedInAppUse101

Cnfidential MarketingXLerator48

Cnfidential MarketingXLerator49

Cnfidential MarketingXLerator

Measurement&Tools

Cnfidential MarketingXLerator

Example Success Metrics:

LinkedIn Pages

1. Follower growth rate (%) 2. Likes / Shares / Comments 3. Conversion Rates

Cnfidential MarketingXLerator

Cnfidential MarketingXLerator

PaidMediaakaAds&Promos

Cnfidential MarketingXLerator

LinkedIn:Ownedvs.Earnedvs.Paid

•  Owned–  LinkedInProfile–  LinkedInCompanyPage–  StatusUpdates–  Originalcontent

•  Earned–  EngagementinLinkedIn

Groups–  Engagementwithother’s

updates(like,shareetc.)–  Commentsonblogposts

•  Paid–  PromotedPosts–  Ads

Source:SmartInsights.com

Cnfidential MarketingXLerator55

Cnfidential MarketingXLerator56

Cnfidential MarketingXLerator57

Cnfidential MarketingXLerator

h`p://www.slideshare.net/LImarke-ngsolu-ons/lms-plaoorm-overviewinterac-ve0315

58

Cnfidential MarketingXLerator59

B2B

Cnfidential MarketingXLerator60

Cnfidential MarketingXLerator

BestPracSces

Cnfidential MarketingXLerator

MaerskLine

Strategy:EachMaersksocialchannelhasitsownapproach•  LinkedIn:Maerskpostsar-clesaboutworkculture&jobs

Source:OutcomeStudy

62

Cnfidential MarketingXLerator63

B2Ch`ps://business.linkedin.com/marke-ng-solu-ons/blog/5/5-b2c-companies-killing-it-with-content-on-linkedin

Cnfidential MarketingXLerator64

B2Ch`ps://business.linkedin.com/marke-ng-solu-ons/blog/5/5-b2c-companies-killing-it-with-content-on-linkedin

Cnfidential MarketingXLerator65

B2B

h`ps://business.linkedin.com/marke-ng-solu-ons/blog/b/b2b-case-study-how-cetera-financials-full-funnel-marke-ng-campaign-drove-1-million-in-new-business

Cnfidential MarketingXLerator66

B2B

h`ps://business.linkedin.com/marke-ng-solu-ons/blog/h/how-toshiba-of-canada-keeps-its-sales-pipeline-full

Cnfidential MarketingXLerator

Top5ProfileOpSmizaSonTips

1.  Professional, right-sized, picture

2.  Authentic Summary 3.  Tell a story of growth with

your work experience 4.  Add visual content &

URLs 5.  Create a Company Page

and/or link to your company’s page

Cnfidential MarketingXLerator

Cnfidential MarketingXLerator

5LinkedInGrowthTacScs

1.  Invite & accept the right connections 2.  GiveandaskforrecommendaSons3.  Post status updates 4.  Join relevant groups 5.  Engagewithyouraudience

Cnfidential MarketingXLerator70

Cnfidential MarketingXLerator

NataschaThomsonCEO,MarkeSngXLeratorNaThomson@Marke-ngXLerator.comMarke-ngXLerator.com@NaThomson

Over15yearsofmarkeSngexperienceinGlobal2000andstartupcompanies.CustomersincludeSAP,EMC,Polycom,SLAP,BAHREC,andLookingGlassCyberSolu-ons.