Representing Your Brand on LinkedInBrittany Curtis, Content Marketing Consultant

#linkedincontent

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A few things before we begin…

Will this be recorded – YES

Please submit all questions into the public WebEx box

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Agenda

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• LinkedIn Company Page • Establish a Company Page Presence• What your followers want to hear

• LinkedIn Showcase Page• Key features of a Showcase Page• When to leverage a Showcase Page

• Direct Sponsored Content • How to Leverage DSC• Best Practices

Company Pages

#linkedincontent

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IdentityYour company’s

profile to the world’s professionals

NetworkConnect professionals and your employees

to your brand

Knowledge

Share content & to make professionals more

productive & successful

LinkedIn Company Page: Your destination to establish your company's identity and build relationships with the world's professionals 

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Organic Update

Sponsored Update

Engaging Members with Content

Followers of a company receive organic updates

Desired Target Audience receives Sponsored Update

http://business.linkedin.com/

Company Pages: Gateway to the newsfeed

To learn about the company *

73%I want to stay

informed on the industry

69%I used to work

for the company

47%

Why do members follow companies?

* Includes: Stay updated on latest company news, be included in company’s community, learn about their products and services, or stay up to date on financial and investment news related to the company

** Includes: I’m a current custom/client or my company currently does business with this company

LinkedIn Member Study ; May 2014

To learn about the company *

73%I want to stay

informed on the industry

69%I used to work

for the company

47%I am

interested in working for

the company

43%

I currently do business with

this company**

36%

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Top content type by vertical that followers in the US want to receive

Showcase Pages

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Showcase Pages

Showcase Pages allow companies to extend their Company Page presence, effectively segment their audience, and deliver the right message to the right audience.

LinkedIn Showcase Pages

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Create a dedicated page Share specific content Create relationships

Create a showcase page for aspects of your business with

their own messages and audience segments to share with.

Members can now follow aspects of your business they're interested

in.

Share focused content to build a relationship with a specific

audience.

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Discoverable through search

Deliver content through Company Updates and Sponsored Updates

Two-Column content feed to bring content front and center

Attract a unique set of followers

Key Features

1.For a specific LOB that has its own identity and story

2.For a specific long-term product that requires its own messaging and follower base

3.If you want to segment and connect with a specific target audience

When Should I Create a Showcase Page?

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Content should reflect the LOB or product’s overall messaging and values

Relevant and helpful to the audience that you want to build a relationship with

Consistent – members want to hear from you!

Content on a Showcase Page should be…

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Showcase Page: Different LOB

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Showcase Page Content

Specific and relevant to Secret’s target audience

Content that is helpful builds trusting relationships with members

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P&G Company Page Secret Showcase Page

P&G company news

Showcase Talent

Thought-leadership Content

Consistent Messaging around women in the workplace

Content for a Showcase PageCompany Page vs. Showcase Page

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Showcase Page: Specific Product

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Showcase Page Content

Product Specific stories and tips

Direct Sponsored Content(DSC)

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With Direct Sponsored Content, target specific audiences directly in the feed, without publishing on Company Pages

PersonalizeCustomize your message totarget each audience

TestTest variations of your content

ControlWhat gets published on your Company Page

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Personalize your message and offers to your target audience to boost your performance

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Test and optimize your reach to the right audience with the right message

Test your intro message or

call to action

Test your headline and teaser textTest your image

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 while providing others within your company access to sponsor contentControl what gets published on your Company Page

Promote local events and targeted offers to specific audiences2

Enable more departments to participate in content marketing1

Boost your lead gen efforts without overwhelming your followers 3

Share more content on LinkedIn without crowding your Company Page4

Key Takeaways

#linkedincontent

1. Establish a LinkedIn Company Page to engage members through content

2. Extend your brand’s presence through Showcase Pages

3. Use Direct Sponsored Content as a vehicle to deliver the most relevant content experience to members

Q&A

http://business.linkedin.com/