Agenda

!! 9:00am Introduction and latest developments Simon Hayes, event Chairman and Director at brandformula

!! 9:20am Social Media – an Underwriter s view Kevin McDougall, Group Communications Manager, Hiscox

!! 9:40am Best practice: case studies

Simon Hayes, brandformula

!! 10:00am A practical guide: optimising your company page Helena Martin, Digital Marketing Executive, brandformula

!! 10:20am How to maximise LinkedIn s potential

Helena Martin, brandformula

!! 10:45am Q&A

!! 11:00am Close

INTRODUCTIONS AND LATEST DEVELOPMENTS IN SOCIAL MEDIA

"Simon Hayes, Director, brandformula

#eisocialmedia

Growth of Social Media LinkedIn membership growth Social Media visitor growth

Social Media in the London Market

Why engage?

“Social Media is the fastest growing media in the history of mankind” McKinsey

What Social Media can do for you

!! PR - build your brand and enhance your profile

!! HR - reach out to staff and find potential new joins

!! Direct sales - promote offering to a wider audience

!! Business intelligence - understand your clients/competitors

!! Client service - engage with your clients

!! Internal communications - effective low cost communication

Social Media – additional channel for your marketing communications Social Media – additional channel for your marketing communications

!! LinkedIn is the world’s largest professional network

!! Over 300 million members and growing rapidly

!! LinkedIn enables you to:

–! Expand your network and re-connect

–! Keep in touch with your contacts

–! Exchange knowledge and insights with wider network via groups

–! Gain valuable data on company and individual profiles

Did you know? 65% of journalists use LinkedIn information as research material Source: The effectiveness of professional social networking

LinkedIn!

SOCIAL MEDIA: AN UNDERWRITER’S VIEW

Kevin McDougall, Group Communications Manager, Hiscox

#eisocialmedia

BEST PRACTICE: CASE STUDIES

Simon Hayes

#eisocialmedia

LINKEDIN: A PRACTICAL GUIDE

Helen Martin, Digital Marketing Executive

#eisocialmedia

What you need to do

  Before you start: PLAN and tie in with your other marketing

  Admins: select carefully

  Visual branding: enhance personality and recognition

  Company info: inform visitors and enhance SEO

  Showcase Pages: effectively segment business into categories

  Connect employees: leverage employees’ profiles & connections

Create a Social Media plan, consisting of:

!! Objectives: What are you trying to achieve through LinkedIn?

!! Social Media Audit: How are your competitors using LinkedIn? Are there active discussions/groups you are missing out on?

!! Who: Who are your target audiences on this platform?

!! KPIs: How will you know if you are achieving your objectives?

!! Content: What do your target audience want to see on your LinkedIn?

!! Measurement: Continuous evaluation of activity based on analytics

PLAN to get Social!

Creating the perfect Company Page

  Setting up and managing your page   Visual branding

  Company information

  Showcase Pages

“You need to look at attitude as well as aptitude and capability as well as capacity” Tiffany St James

Visual Branding

It s free ad space, use it to stand out from your competitors

!! Company Page: Logo, Banner image

!! Showcase Page: Hero image, Standard logo, Square logo

!! Ensure PC and mobile friendly:

!! Clean look and feel

!! Avoid big image files (max size is 2MB)

!! Branded content: articles, videos, etc

Company info

  Description, including keywords

  LinkedIn Users will visit your page to find out more about you

  Make sure they can easily find what they are looking for

  Enrich your page by adding keywords to improve SEO (of LinkedIn page)

  Don’t forget to include a link driving traffic to your website

Showcase Pages

  Products & Services Showcase Pages

  Extend your Company Page presence by

creating a dedicated page for products/

services/business areas

  Used to build long-term relationships with

members who wish to follow specific aspects of

your business

  Followers will be able to see your updates on

your Company Page, and on their newsfeeds

HOW TO MAXIMISE LINKEDIN’S POTENTIAL

Helen Martin, Digital Marketing Executive

#eisocialmedia

“In the world of [online] business, the line between personal and company branding is thin” LinkedIn, 2013

Maximising LinkedIn’s Potential: What do you need to do?

  Optimise personal profiles: connections, info, link to Company Page, advise on Do’s and Don’ts

  Company Page: Develop content strategy

  Promote: engagement, member groups, other channels…

  Measure success: analytics against objectives

  Constant evaluation: use feedback and developments to improve

How to optimise personal profiles

Important to include:

  Professional profile picture

  Current employment

  Previous employment

  Contact info

  Details of experience

  Connections

  Groups

  Company Website

Important not to include:

  Inappropriate images

  Incorrect information

  Inappropriate language

  Spelling mistakes

  Confidential company information

Policies and Procedures

Encourage involvement, with guidelines for employees, covering:

  Personal - Content: Employees should be aware that anything they post online can be viewed by employers, colleagues and clients

  Personal - Time: Is Social Media blocked at the office? Accessible during lunch hour or unlimited access?

  Company Page - Who: Who will be responsible for managing your LinkedIn page? Select admins carefully.

  Company Page - Content: Set a tone of voice and agreed topics for your content to follow

Connect employees

Extend brand reach by having Company Page linked to employees’ personal profiles

  When employees update their information to include your Company Page, their connections will see this update on their newsfeeds

  When someone views an employee’s profile, they will see your logo and be able to click directly through to your Company Page

  The more profiles linking to your Company Page, the higher it will rank in LinkedIn searches

  Your visitors will see how many employees you have on LinkedIn and how they are connected to them, this will support your brand

Be clear about who will be responsible Company Pages can only be created and administrated by an employee of the company who has:

1.  a personal LinkedIn account 2.  their company email address listed on their LinkedIn account

Therefore, personal profiles act as a representative of the company and should be professional and consistent with company values Keep your LinkedIn page up-to-date and accurate

Setting up and managing your company page

“Create an information hub for visitors to learn about your company…” LinkedIn, 2013

Developing your content strategy

SIRR = Shareable, Interesting, Relevant and Regular

  Shareable: The more people who share your content, the more exposure it

receives, thus the more potential leads it may be generating

  Interesting: Would you read/watch something which did not automatically grab

your attention? Neither will your LinkedIn audience

  Relevant: Social Media channels are often over-crowded with news, stories,

statuses, images, videos. Make content relevant and engaging

  Regular: Don’t bombard people with information, but post regularly to stay front

of mind

Promoting page and content

Followers = quality over quantity

  Amplify content through individuals’ engagement:

–  Likes

–  Comments

–  Shares

  Post in relevant groups: Lloyd’s, client groups, Social Media for Insurance Agents

  Promote via other Social Media platforms: Twitter, FB, youTalk Insurance, MySlipcase

  Promote via other channels – website, email sigs, business cards, mailshots, hold event & encourage people to follow to get discount

Measure your success

LinkedIn Analytics

Measure, evaluate and adjust your approach

Admins can view Company Page analytical data directly on LinkedIn. This provides deeper insights into your page performance by:

  Showing how engaging your individual posts are

  Identifying trends across key metrics

  Understanding follower demographics and sources

  Understanding page traffic and activity

Measuring these analytics against your LinkedIn plan will enable you to see whether or not you are meeting your objectives, and how.

How to access your LinkedIn analytics

Company Page Analytics:

  Go to your Company Page

  Click the Analytics tab at the top of the page

Showcase Page Analytics:

  Go to your Company Page and scroll down to the Showcase pages section on the right

  Click the Showcase Page you’d like to review

  Click the down arrow icon next to the blue Edit button in the top right

  Select View Analytics from the list

Measure your success

  Hootsuite   Useful for scheduling LinkedIn posts, but LinkedIn Analytics must be paid for and

are very similar to LinkedIn’s own free Analytics

  Buffer   Similar to Hootsuite, Hootsuite generally preferred due to speed of connection and

ease of use

  Sprout Social   More expensive than Hootsuite & Buffer, with many of the same features   Analyses Twitter and Facebook, integrating LinkedIn analytics soon

  Simply Measured   Best LinkedIn analytics – has additional features to basic LinkedIn analytics, eg

commenter demographics, keyword info and best time to post, but includes a cost

  NUVI   New social media listening tool, to monitor what people are saying about you on

Social Media

  SocialBro   Useful for Twitter analytics, but no LinkedIn analytics

On-going evaluation

–  Due to fast-changing nature of Social Media, it is important to see your plan as a live document to be continuously adapted   LinkedIn are constantly updating and removing features, which it is important

to keep up-to-date with –  As with any other campaign or strategy, you should use results to improve

  If a particular type of content generates strong engagement, focus on that

  If a particular type of content generates no, or negative engagement, replace it

with content you think will do better based upon results

LinkedIn for Recruitment

  LinkedIn has been cited by many employers as an extremely effective way of recruiting talent

  LinkedIn Recruiter must be paid for, but will save you more in the long run

  A ‘Careers’ tab is added to your Company Page, to be managed in a similar way to Showcase Pages (as per Hiscox)

  Ability to target searches and content to your desired potential candidates, and monitor reach

What brandformula can do for you "

Getting started:

  Social media audit

  Set up Social Media platforms

  Social Media planning

  Processes and procedures

  Training in best practice

Ongoing support:

  Create content

  Social Media platform updates

  Promote your Social Media presence

  Monitor your Social Media footprint

  Ongoing consultancy support