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The LinkedIn Company Page is your home on the world's largest professional network, enabling companies to build relationships with prospects, advocates and current customers. In this webinar, you'll learn the five steps to building a successful 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 Get tips and best practices from our LinkedIn expert so you can take full advantage of your Company Page today! Visit http://marketing.linkedin.com/company-pages for more information
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5 Steps to a Successful LinkedIn Company Page
Webinar
Dial-in: 1-877-668-4490
Access Code: 668 163 685
Twitter: @AdsOnLinkedIn
#inCPwebinar
Lana KhavinsonSenior Product Marketing Manager
John O’ConnorLinkedIn Marketing Solutions
#inCPwebinar
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
#inCPwebinar
LinkedIn: A proven model for success
Establish
Company
Presence
1
Attract
Followers
2
Engage
Followers
3
Amplify
through
Network
4
Analyze and
Refine
5
#inCPwebinar
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
#inCPwebinar
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
#inCPwebinar
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
#inCPwebinar
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)
#inCPwebinar
Establish
Company
Presence
1
Attract
Followers
2
Engage
Followers
3
Amplify
through
Network
4
Analyze and
Refine
5
#inCPwebinar
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