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Hacking the Science Behind LinkedIn Company Updates
2
Robbie Goldberg
Elicia Fowler
Media Account Managers, Talent Brand
How LinkedIn met content
one. two. Why this matters to you
four. How to post on LinkedIn
five. How to capture leads using updates
six. What is good performance
three. What to post on LinkedIn
How LinkedIn met content
one
Evolution of LinkedIn
Newsfeeds & Mobile Devices: The Biggest Shifts in Social Media Consumption
0%10%20%30%40%50%60%
50%
<2%
LinkedIn Mobile Traffic
12:00 PM
6:00 AM
9:00 PM
Members are fully engaged Throughout the day, across platforms
Why this matters to you
two
Members now
consume
content
6x more
Rethinking the myths
than they do
jobs
Companies who post at least
1 status update / week on LinkedIn…
Get 40% more views to
their LinkedIn
job postings
and 25% more apply
clicks
Than companies who don’t
post status updates.
and 25% more apply
clicks
1 in 10 hires have engaged with
your company’s status updates.
1 in 10 hires have engaged with
your company’s status updates.
Your status update
mattered to this guy.
1 in 10 hires have engaged with
your company’s status updates.
And may have been
why your company
caught his eye.
What to post on LinkedIn
three
Top 3 Types of expected content
Members expect and trust content from our clients on LinkedIn
Company News
Career Opportunities
Industry Thought
Leadership
Knowledge
Where Cat Memes won’t work
Invest Time Professional Networks
Career Opportunities
Company News
Industry Thought Leadership
Spend Time Personal Networks
Info on friends
Info on personal interests
Entertainment
#OneOfMyFavoriteMoviesIs
#MtSWISHMore
#SelenaNeoLaunch
You Got Served
#iHeart1D
Czechs
#thankswingman
Billy Ray Cyrus
National Corvette Museum
Josh Homme
Kim Kardashian
Shaun White
Katy Perry
Leadership
iPad
Cloud Computing
Employee Engagement
Online Advertising
Source: LinkedIN Trending Content; Twitter trending; Facebook trending – Dec 2013
Self-esteem
Web marketing
Internal Communication
Business
Real Estate
What if you’ve found yourself in a
status update rut?
Fret not, this doesn’t have to be
your fate
ways to escape your status update rut
Highlight the qualities
you’re looking for
1
Share “a day in the life”
2
Spotlight a star employee
3
Invite followers to upcoming
events and career fairs
4
How to post on LinkedIn
four
Target for Relevance
Target for Relevance
Does your Teaser Text call out your audience explicitly? E.g. “Your”
Your Call to Action should also be clear
Test your image – does it reflect the value of the copy?
Your Headline is often the first thing your audience will see. Does it
have a clear Value Proposition?
Character
count
matters.
156%
increase
in CTR
The top 50 status
updates last month
averaged
120 characters.
Including a video in your update… 1
Including a video in your update… 1
Boosts engagement by 74%
Including a link in your update… 2
Including a link in your update… 2
Boosts engagement by 84%
Including a photo or image in your update… 3
Including a photo or image in your update… 3
Boosts engagement by 147%
Open with questions
Use “You” to speak to your audience
Direct users with clear call-to-actions
Keep posts under <150 characters
Copywriting Tips
How to capture leads using updates
five
Updates for Lead Capture
Awareness
En
gag
em
en
t Hire
Lead Capture Examples
Organic Updates: Your Followers and
connections will see your content
Sponsored Update: To reach a wider
audience, or to push your message out at
scale quickly consider sponsoring updates
Build relationships with potential candidates outside your follower base
Your Followers
LinkedIn Member Population
Sponsored Updates
Sponsored Updates
Members can click to follow your company
Sponsored Updates
Targeting Capabilities
Targeting Sponsored Updates Company Updates
Location ✔ ✔
Industry ✔ ✔
Company Size ✔ ✔
Function ✔ ✔
Seniority ✔ ✔
Skills ✔
Job Title ✔
Company Name ✔
School ✔
Group Membership ✔
Age ✔
Gender ✔
Negative targeting (i.e. exclude a certain Title)
✔
Sponsored Updates for Lead Capture
Capture candidate details on mobile devices…
https://www.linkedin.com/cap/checkInCandidate/view/236863/151190
…and link directly to Recruiter
https://www.linkedin.com/cap/checkInCandidate/view/236863/151190
What does good performance look like
six
What does good performance look like?
• APAC Average Click Through Rate: 0.42%
• APAC Average Engagement Rate: 0.53%
Impressions: number of times this update was seen
Clicks: number of times a member clicked on the update
Interactions: number of likes, shares or comments received
Engagement: interactions divided by impressions
You’re ready.
Now get to work!
EOFY Offer
Interested in Sponsoring Updates?
Establish an account with your LinkedIn Relationship Manager prior to 30th June to
receive 1 month of free lead capture forms
Questions?