LinkedIn's Evolution for Big Brands: Social Media Week Chicago 2013 presentation

LINKEDIN: AN EVOLVING PLATFORM FOR BIG BRANDS

SOCIAL MEDIA WEEK CHICAGO: SEPTEMBER 2013

©2013 Critical Mass, Inc. All Rights Reserved | 1


HOUSEKEEPING + INTRODUCTION

LINKEDIN USER SNAPSHOT

LINKEDIN COMPANY PAGES

THE EDITORIAL ECOSYSTEM

OPPORTUNITIES WITH THE API

BUILDING AN ACTIVATION PLAN AND MEASUREMENT FRAMEWORK

CONCLUSION + Q&A

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AGENDA


01. HOUSEKEEPING + INTRODUCTION


DANIEL B. HONIGMAN:

ABOUT THE SPEAKERS

Ryan leads LinkedIn’s Marketing Solutions business for automotive clients such as Mercedes-Benz, Nissan, Land Rover Jaguar, Porsche, Volkswagen and Audi.

Most recently, he partnered with MB-USA and Nissan Global on LinkedIn’s pilot launch of Sponsored Updates, the first native content ads used to reach the 225 million global

professionals on the platform.

Twitter: @rwalker2018

RYAN WALKER:

Daniel is a Senior Planner with Critical Mass’ Chicago’s office, working with clients such as HP, the Illinois Lottery and others.

He has produced award-winning work in various roles at Sears Holdings Corporation, Tribune Interactive and Weber Shandwick.

Twitter: @danielhonigman


#SMWLINKEDIN

HASHTAG FOR USE DURING PANEL


02. LINKEDIN USER SNAPSHOT


RE-INTRODUCING…


LINKEDIN IS A GLOBAL NETWORK OF PROFESSIONALS…

225M+Registered membersas of May 2013

200+Countries andterritories

64%Of LinkedIn membersare outside of the US


…AND IS COMPRISED OF A SMART, AFFLUENT AUDIENCE

41%HHI of $100k+

32%Higher than Facebook

52%of LinkedIn monthly visitors have

a college or graduate degree

18%Higher than Facebook


LINKEDIN IS MORE THAN JUST JOBS

Groups/Company Pages

SlideShareIntegration

LinkedInToday

LinkedInInfluencers


BRANDS MUST BE:

LINKEDIN REQUIRES A DIFFERENT APPROACH

RELEVANT


BRANDS MUST BE:


VALUE-DRIVEN


BRANDS MUST BE:


HUMAN


BRANDS MUST BE:


CONNECTED


BRANDS MUST BE:


INSPIRED


HOW TO DRIVE CHANNEL GROWTH

API integration withinweb propertiesCompany Pagepromotion on dot-comHouse content withinweb properties

LinkedIn TodayInfluencersInternal PR

On-site adsOff-site retargetingData matching

BRANDSGO HERE

OWNED

PAID

EARNED


03. LINKEDIN COMPANY PAGES


INTRODUCTION TO LINKEDIN COMPANY PAGES

500K+ WERE CREATED IN THE LAST YEAR ALONE

THERE ARE MORE THAN THREE MILLION

LINKEDIN COMPANY PAGES


1.  A hub for thought leadership and other company-related content.

2.  An additional platform for customer and follower engagement.

3.  A dedicated space for job postings and careers-related information.

4.  An overview of a company’s products and services.

A LINKEDIN COMPANY PAGE PROVIDES THE FOLLOWING:


COMPANY PAGE BEST PRACTICES: HOME TAB (PORSCHE CARS NORTH AMERICA)

Custom header image, consistent with other creative

Frequent status updates

Promo area for ‘Products’ tab


COMPANY PAGE BEST PRACTICES: CAREERS TAB (ADOBE)

Banner image customized for Careers Tab

Unique content above the fold

Key jobs (and people) showcased; Link to Adobe Jobs search in LinkedIn

Job Search funcionality


COMPANY PAGE BEST PRACTICES: PRODUCTS TAB (PORSCHE CARS NORTH AMERICA)

Unique, product-related banner creative. (Can link to external site.)

Full product name, description and image

Product endorsements/recommendations


COMPANY PAGE BEST PRACTICES: INDIVIDUAL PRODUCTS (ADOBE)

Link to product page on company website

Full product overview text

Multiple recommendations


04. THE LINKEDIN EDITORIAL ECOSYSTEM

LinkedIn rolls out LinkedIn Today

Influencers program launched, as well as ability to “follow” users

MARCH2011

OCTOBER2012

LinkedIn acquires Pulse

APRIL2013

There are 1.3 million publishers on LinkedIn

TODAY


BACKGROUND

LINKEDIN’S NEW APPROACH AS PUBLISHER


LINKEDIN TODAY IS:

LINKEDIN TODAY

1.  An aggregator of top articles.

2.  A publishing platform for original content.

3.  Algorithmically driven by InShare.


THREE MAIN INGREDIENTS FOR EDITORIAL SUCCESS ON LINKEDIN:

1.  COMPETITIVE AUDIT

2.  DEFINED ROLES AND RESPONSIBILITIES

3.  EDITORIAL APPROACH AND CALENDAR


LINKEDIN AUDIT OVERVIEW

BRANDS SHOULD CONDUCT A COMPETITIVE AUDIT, LOOKING AT:

•  Status updates and follower response

•  Careers and Products & Services tabs

•  Page creative and messaging (brand vs. utility)

From here, brands should be able to create a Distribution Map to assess their competition.

UTILITY-DRIVEN(e.g. products/services overview; sales)

BRAND(purpose/values, thought leadership)-driven

HIGH ENGAGEMENT

LOW ENGAGEMENT


SAMPLE LINKEDIN DISTRIBUTION MAP


CREATING A LINKEDIN EDITORIAL MODEL WILL DEFINE RESPONSIBILITIES

Roles and responsibilities must then be assigned, and processes built around them. The goals:

•  Identify content owners

•  Identify stakeholders for buy-in

•  Identify additional resources required


SAMPLE EDITORIAL MODEL + TEAM RESPONSIBILITIES MAP

COMPANY TEAM LEADS EXECUTIVE SPONSOR

EDITOR

MEASUREMENT AND OPTIMIZATION

CONTENT LEAD

LEGA

L

COMMUNITY MANAGER HR

(Product, Design, Maketing, PR, Brand, HR) Program oversight

COMPANY TEAMS+ PARTNERS TECH SUPPORT

Creates / manages publishing calendar and editorial plan

Coordinates with internal and external contributors to secure content and determine quarterly content plan

Works with measurement team to tweak editorial approach, if needed

Secures and remixes existing assets

Curates external content

Publishes content

Monitors and responds to conversation

Gathers additional story ideas from community

Manages and updates jobpostings (titles, descriptions)


SAMPLE LINKEDIN EDITORIAL CALENDAR

Q1 Q2 Q3 Q4 ED

ITOR

IAL

YEAR ONE BUILD-UP THE BASICS OUR PEOPLE INNOVATIONS THOUGHT LEADERSHIP

Story Focus “What we do” “Who we are” “Where we are going” “What we can do together”

Narrative Key products Company overview Company values

Partnerships Key company talent Thought leadership

Hero innovations Behind the scenes

What we’re working on

LinkedIn-customized company thought leadership (e.g.

Influencers)

Content Source EXISTING / REMIXED EXISTING / REMIXED CURATION

EXISTING / REMIXED CURATION

Potential Content sources

Company News and Announcements Press releases

Third-party sources

Company News and Announcements Press releases

Third-party sources

Additional sources, plus new platform-specific content

LinkedIn Influencer contributions

Hero Thought Leadership (IG)

1-2x / Month 2-3x / Month 3-4 / Month 4-5x / Month

Product Stories 4x / Month 4x / Month 2x / Month 2x / Month Announcements 2x / Month 2x / Month 2x / Month 2x / Month

CARE

ER

Recruitment Campaigns

TBD

TBD TBD TBD

Employee Profiles 1x / Month

1x / Month

2x / Month

2x / Month

Job Postings 1x / Week 1x / Week

1x / Week

2x / Week

CONV

O Monitoring & Response Daily Daily Daily Daily


EDITORIAL APPROACH AND CONTENT FILTER ARE KEY TO SUCCESS

•  Content development and ownership

•  Brand values

•  Short-term vs. long-term content

•  Audience interest

WHEN EVALUATING CONTENT FOR A LINKEDIN COMPANY PAGE, CONSIDER THE FOLLOWING:


05. OPPORTUNITIES WITH THE API


USER PROFILES


JOBS AND CAREERS-RELATED FUNCTIONALITY


OTHER API INTEGRATIONS




OTHER API INTEGRATIONS: JONES NEW YORK


06. BUILDING AN ACTIVATION PLAN AND MEASUREMENT FRAMEWORK


EXTERNAL AND INTERNAL ACTIVATION

INTERNAL

•  LinkedIn Personal pages for key company thought leaders

•  Internal employee follower acquisition

•  Recruitment of internal contributors to Company Page

•  Cross-promotion through other brand-owned properties

EXTERNAL

•  Leverage existing influencer relationships and campaigns

•  Paid “follower” acquisition

•  Activation campaigns and programs that leverage API

•  Recruitment (career) campaigns


DEVELOPING KPIS

Measurable KPIs must then be proposed, as well as a reporting schedule.

KPIs will be tied to overall channel strategy,

and goals/objectives.

As the strategy and responsibilities evolve, so do the KPIs.


SAMPLE KPIS

House elevated conversations designed to lead the industry

Highlight company talent, ideas and innovations

Treat followers as peers

Reinforce pride of association and evoke a desire to be part of company culture

Promote thought leadershipSpark debateInitiate conversations

Create brand associationsFollow our stories

Users actively shape the story

Attract top talent to the brandImprove employee satisfaction / pride of association among current employees

Profile of followers Share of followers at more senior level (e.g. VP, CEO) Number of posts impressions Clickthroughs to content Number of comments Content Marketing Index score

Total number of followers Repeat engagements Number of likes Number of shares

Number and share of followers from the client’s industry Engagement rate (% of engaged visitors)

Numbers of new applications Number of company employee followers

STRATEGY

1

2

3

4

GOAL KPIs


07. Q&A


THANK YOU

LinkedIn's Evolution for Big Brands: Social Media Week Chicago 2013 presentation

Business

linkedin members

critical mass chicagos

linkedin editorial ecosystem

linkedin monthly visitors

company page best practices

company website

companyrelated content

product page