linkedin fundamentals course

Cnfidential MarketingXLerator

SocialMediaMarke-ng:LinkedInInstructor:NataschaThomson@NaThomson


Unit3–LinkedIn

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

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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


Techcrunch,2016


LinkedInUserGrowth(Global)


Demographics


TargetAudienceResearch

Cnfidential MarketingXLerator11

Global


USA


Global


USA


LinkedInMobileStatsbyDMR


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


B2Bvs.B2C


Source:OurDigitalCoach.


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


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


HowtoSetupaLinkedInProfile>Goto:LinkedIn.com

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


ExampleofaGoodProfileSummary

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LinkedIn:RecruiterProfileSummary

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WatchVideo:LinkedInCompanyPages


HowtosetupaLinkedInCompanyPage

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


B2CCompanyPage


B2BCompanyPage


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/


Products


YoucanownagrouporasktojoinGroups>Remember,runningagroupisalotofwork

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LINKEDINJOBS

Cnfidential MarketingXLerator42xx


LinkedInOffersaNumberofApps>ManyCatertoRecruiters

FindalistofAppshere LinkedInAppUse101


Measurement&Tools


Example Success Metrics:

LinkedIn Pages

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


PaidMediaakaAds&Promos


LinkedIn:Ownedvs.Earnedvs.Paid

•  Owned–  LinkedInProfile–  LinkedInCompanyPage–  StatusUpdates–  Originalcontent

•  Earned–  EngagementinLinkedIn

Groups–  Engagementwithother’s

updates(like,shareetc.)–  Commentsonblogposts

•  Paid–  PromotedPosts–  Ads

Source:SmartInsights.com


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

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B2B


BestPracSces


MaerskLine

Strategy:EachMaersksocialchannelhasitsownapproach•  LinkedIn:Maerskpostsar-clesaboutworkculture&jobs

Source:OutcomeStudy

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


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


B2B

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


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


5LinkedInGrowthTacScs

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


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

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