Introductions
Sepideh Dundon! Partnerships Manager! LinkedIn, London !
Sam Parker! Partner Account Director! LinkedIn, London! @MrSamParker !
LinkedIn Vision 6 Simple Steps to Rock Your Profile How to Stay Informed Your Professional Brand
Agenda
Privacy & Settings Market to Who Matters Why and How You Should Use LinkedIn Content Marketing Best Practice Questions and Answers
Rock Your LinkedIn Profile
LinkedIn’s Vision
Create economic opportunity for every professional in the world
THE ECONOMIC GRAPH
Building the Professional Knowledge Graph
Members
Companies
Jobs
Skills
Updates
Schools
Your professional brand is the key to all new opportunities, to build your brand and set yourself up for success.
GIVES YOU CREDIBILITY
DRIVES REFERRALS
ATTRACTS NEW BUSINESS CONTACTS
6 Simple Steps to Rock Your Profile
1 2 3 4 5 6
Add a professional photo 14X MORE LIKELY TO BE VIEWED IF HAVE PHOTO
1
Write an 
 attention-grabbing 3 headline 2
4 5 6
EXPLAIN WHAT IT IS YOU DO SHOW YOUR PASSION AND VALUE
1 2
Draft a compelling summary 3 4 5 6
40 WORDS OR MORE INCLUDE KEYWORDS BUT NOT BUZZWORDS FOCUS ON CAREER ACCOMPLISHMENTS
1 2
Detail your past 
 3 work experience 4 5 6
12X MORE LIKELY TO BE VIEWED IF HAVE MORE THAN 1 POSITION LISTED.
1 2 Add examples of your work
in photos presentations & 3 videos 4 5 6
GIVE A DYNAMIC, VISUALLY APPEALING REPRESENTATION OF YOUR PROFESSIONAL STORY
1 2 3 4 5 6
Add skills and
 get endorsements INCLUDE A MIX OF HIGH LEVEL AND NICHE SKILLS.
1 2
Include volunteer experiences & causes 3 4 5 6
ALMOST HALF OF ALL HIRING MANAGERS SAY THEY VIEW THEM AS EQUIVALENT TO FORMAL WORK.
Stay Informed Rock your professional brand
The most relevant professional news and knowledge
SlideShare
Groups
Pulse
Influencers &
 Publishing
lynda.com
Discover content
 relevant to you
Sharing updates vs. publishing posts
UPDATES
POSTS
Share links, articles, images, quotes or anything else your followers might be interested in.
Deeply explore topics that matter to you, then watch the comments to see your impact.
Share content with status updates Include links to content, upload photos or rich media
Create and publish your own posts
 Deeply explore topics that matter to you, then watch the comments to see your impact
Privacy & Settings How to setup your account
How to access the “Privacy & Settings” section Here are some sections we recommend you to consult and modify if needed.
Profile viewing options
Sharing profiles edits
Followers
Who can send you invitations
Focus on 4 preferences for your Linkedin account
Profile viewing options
Sharing profiles edits
Followers
Who can send you invitations
Connect with me! Sepideh Dundon
For the first time in the history of media you can engage with the world’s professionals in one place
Our digital lives converge on very few big destinations
The largest global community of professionals
61M
40M
senior-level influencers
22M Mass Affluent
decision makers
433M professionals are on LinkedIn
1.2M+ Ελλάδα
6M
4M
C-level execs
IT decision makers
Professionals engage with purpose – and with content 9 billion content impressions / week
15X content vs job postings in the feed
57% mobile
The world’s professionals come to LinkedIn for knowledge
Industry News
Expert Advice
Professional Learning
Peer Insights
Peer Recommendations
500+ Influencers
Market to Who Matters:
Achieve Your Marketing Goals Create awareness early in the purchase process Engage audiences with content Generate quality leads and drive new business
Market to Who Matters:
Get to the Right Professional Audiences
Rich demographic data
Interest-based targeting
Job Function, Seniority, Company Name, Geo, Industry
Group Membership, Skills, Companies Followed
Persona targeting
Your own audience data
Job Searchers, Opinion Leaders, Mass Affluent, Business Travelers
Target Account Lists
Market to Who Matters:
Engage Them with Content Organic:
Paid:
Build your brand and content
Reach a targeted, and broader audience
On your Company Page Showcase Pages Through long-form posts On Slideshare
In the LinkedIn Feed, and beyond In the LinkedIn Inbox Early in the purchase process Through other native ad formats
Market to Who Matters:
Measure the Impact, and Optimize Get clear visibility into the impact of your programs throughout the purchase process Are you reaching your target audiences? Are the right people engaging? Are you prompting the right actions?
Content Marketing Score
Audience
Engagement
YOU
Changing how the world does business
50 billion connected devices by 2020
Our Members in Greece
Trending Content
E CT TO CONNGOORMM AI IP HHN E EO EM CCH GGRRA APTPHH ECICO HE
E C O N O M I C
Key questions to Assess Content Ecosystem Execution
Planning STRATEGISTS & CREATORS
REVIEWERS & APPROVERS
G R A P H
Measurement DISTRIBUTORS & AMPLIFIERS
• Who needs to review the • Who is the content creator/ • Who distributes the content AM NEIM EME SBMEBRESRJSOCBO SCMOPA LS EC DSH GCO EHOOLO M SOLW CEG ODE MGPA JOBS M PA NSISEKSI L L SJ OJBOSB S C H O O S LN LO S W LS E NIES NIE KSI LKLIKS S LESMKBNEKORNW E LD content once created? owner? (client-side) once created? On social media as well as other platforms and • How do internal teams mediums? collaborate around • How do you measure content initiatives? content effectiveness? • Where else is content being • What KPIs have distributed? Can it be • Who owns content creation you given these repurposed for LinkedIn? content teams/ and curation? agencies? • Does the media agency • Do the individuals managing the collaborate/ know the content agency? account have access to making • Global / local content edits to the content? approval for distribution? • Who manages external • Does the company use a 3rd vendors (if used)? party adtech dashboard for • Does the media buying distribution? agency work with an outside vendor to create content?
ANALYSTS & OPTIMIZERS • Who can we make SKILLS SCHOOLS content optimization suggests to?
KNOW
• Is there scope to create new content midcampaign? (based on results) • What cadence of reporting is required? • What reporting does the client get from other partners (to set expectations)?
50
Creating sponsored content posts that earn engagement Tips from LinkedIn’s top performing posts in EMEA January-March 2016
“What are the best practices for promoting content on LinkedIn?” A search for “LinkedIn content best practices” returns over 40 million results on Google. Promoting content on a social platform does not have to be that complicated. These 5 examples of top-performing sponsored content posts provide tips you can use to earn engagement in the news feed of a busy, and aspirational, audience.
52
Methodology These sponsored content posts targeted an audience in the EMEA region, served at least 25,000 impressions, and are ranked by engagement rate. Engagement rate includes clicks + social actions.
3
Key takeaways – A cheat sheet 1. Show, don’t tell. Great storytellers paint a picture in the mind of a reader. 2. Use social language. Write in the first person and address your audience directly, just as you would in a conversation with a friend or business partner.
4. People like to learn from others. Case studies don’t have to be lengthy. Or boring. 5. Make sure that your content is written for the audience that you are targeting. It sounds simple but is often a missed element of a LinkedIn campaign.
3. “Influencers” aren’t just a marketing buzzword. Any socially-active subject matter expert can be leveraged and promoted to demonstrate a brands’ position on an issue, or level of expertise within an industry. 54
Tip #1: show, don’t tell Whether it’s Jaguar Land Rover creating a leasing plan for Uber drivers, or Audi touting their “virtual cockpit,” these brands demonstrate a spirit of innovation rather than just talking about it.
55
Tip #2: use social language Remember that you are promoting your content on a social platform. Tailor the copy to the audience, whether that means using “you� language, asking questions, or using industry-specific language.
56
Tip #3: find your own influencers When you have your own Influencer, leverage them! Political and business leaders are increasingly active on professional social platforms, and LinkedIn is the perfect place for policy and business to collide.
57
Tip #4: find case studies outside your own Let your audience learn from the successes (and challenges) of others. In this case, Bpifrance shares quick, easy-to-read snippets of success from 30 companies.
58
Tip #5: help your audience be successful It’s no surprise, but anything that helps professionals achieve their goals is bound to be well-received on LinkedIn, especially when those goals are financial. This content can also be targeted to the banking industry using LinkedIn’s first-party data, ensuring the highest level of relevancy.
59
Education
Tip #1: repurpose great content from other sources Most universities’ professors give interviews, write on their own websites or blogs, or contribute to peer-reviewed papers and journals. This is all great content that can be shared to show prospects, students and alumni the expertise within a school
61
Tip #2: inspire through video YouTube plays natively in the LinkedIn feed, allowing companies the opportunity to tell their story without having to make their audience leave the environment in which they are already engaged
62
Tip #3: spur action using data and insights You can engage an audience without using list-based headlines or asking “did you know”… this offer from IMF Business School lets prospects know what’s in it for them if they pursue this very specialised programme
63
Technology
64
Tip #1: “B2B” & “Lifestyle” are not mutually exclusive A highlight reel from your big events can get people excited for future events, and show your prospects what your brand is all about
65
Tip #2: Simple is better than complex Nanorep’s clear title “Build Your 2016 Customer Experience Strategy” helps this post stand out in the mobile feed, where a longer description gets eliminated.
66
Tip #3: simplicity also works for the context of a topic, not just the copy of the post Whether the topic is coding or financial theory, helping LinkedIn members understand the basic elements and make the most of the insights is always a great angle to take. This coding cheat sheet from ZeroTurnaround is a perfect example.
67
Financial Services
68
Tip #1: pay attention to trends Fintech, or financial services technology, is a big topic in an industry that is as prime for disruption as travel or transportation. Deloitte capitalizes on this trending topic with a nice visualization and localization for a specific country.
69
Tip #2: images, images, images When it comes to catching a members’ attention in the LinkedIn feed, a great, contextual image works just as well as it does on Instagram, Pinterest, Twitter, etc.
70
Tip #3: the infographic is not dead In fact, it can be a useful tool for communicating a lot of data in a short amount of space. Both of these examples do a great job of generating interest in, and conversation around, complex global business issues.
71
Retail/consumer goods
72
Tip #1: go behind the scenes Everyone loves an exclusive. An insider look at your company, your offices, your fashion shows, or your business decisions can generate interest from within your own industry but also from your customers and prospects.
73
Tip #2: professionals are consumers, too According to marketing services company Regalix, LinkedIn is used for product launches by 81% of B2B marketers. Wine and spirits company Diageo created a vibrant, exciting post to announce a new Guinness product, appealing to the consumer side of the working world.
74
Tip #3: corporate social responsibility is more than just policy If you want to demonstrate that your brand cares about something, enlist the help of the employees actually supporting the initiative. Personal voices stand out more on social media, and this post by Unilever promoting an article by an employee is a nice mix of brand and employee messaging.
75
Leverage employees
10,000 views of David Hone’s posts (100x the views on David’s own blog)!
David went from zero to 1,845 followers in one month!
Social actions and viral activity increased reach by 86%!
High levels of engagement with posts generating 37 comments!
Reached almost two million new auto buyers in Germany, Sweden, Turkey and Portugal
Conversion rates trebled auto industry benchmarks
Awarded ‘Best Digital Media Idea of 2015’ at the prestigious Deutscher Mediapreis
Baume & Mercier Moments of Success For the Italian private events, held in Rome and Milan the LinkedIn campaign delivered a response rate of over 50%
216 of those responding went on to attend the Italian events, with 157 providing contact details
Click through rates of up to four times the benchmark, with up to 15% of those receiving InMails going on to attend
Grew CRM database by 1,200 new members, who opted in for ongoing engagement with Baume & Mercier
833 registrations for the EY Alumni Network in just 6 days
Open rate of 53% and click-through rate of 67%
Huge engagement levels among existing employees exceeding industry and EY benchmarks
“If you buy a pair of trainers and don’t
like them, you can always take them back. In B2B the implications are a lot bigger – and therefore the choice is a lot more emotional’’ Laura Milsted, MD Interprise
Trust + Credibility must be
EARNED 82
Three types of education 1
Start with content about general industry topics, prioritized for your audience
2
Author or promote expert content on the direction and use of your industry’s products
3
Promote branded user reviews and case studies to drive consideration and selection of your company
83
QUESTIONS & ANSWERS