Marketing Solutions. Executive PublishIn. All you need to know about publishing posts on LinkedIn!

Transcription

1 Marketing Solutions Executive PublishIn All you need to know about publishing posts on LinkedIn!

2 LinkedIn s publishing platform is open to our members, giving you a powerful new way to strengthen your professional brand.

3 When you publish a post, it: Becomes part of your profile. Gets shared with your network. Reaches the largest group of professionals ever assembled.

4 Sharing updates vs. publishing posts BOTH WILL HELP YOU GROWN AND ENGAGE YOUR NETWORK.! Updates are things you share like links, articles, images, quotes or anything else your followers might be interested in. Posts are where you can deeply explore topics that matter to you, then watch the comments to see your impact.

5 How it works Long form Deep dives on topics that matter to you, and watch engagement build in the comments. Write Short form Share links, articles, images, quotes and other content that is relevant to your followers. Your connections and followers Global professional network Expand your professional brand

6 So how do you start?

7 Write about what you know: Share your observations, impressions, and firsthand experience with your job, company, or industry. Write about your successes - or your failures - and how you ve learned from them. Or write about what inspires you to do what you do.

8 Remember your audience BE CONVERSATIONAL AND PROFESSIONAL! Help people understand trends in your industry or the larger economy. Give context, advice, or news that help people get jobs, promotions, or a stronger personal brand. Enhance your reputation as an expert in your field.

9 When in doubt, turn to the news IDENTIFY TOPICS THAT RELATE TO YOUR OWN EXPERTISE OR INTERESTS.!

10 Write often Don t wait for the perfect draft. Get your thoughts out there and let comments help you craft the next idea.

11 Draw readers in with a catchy headline THE TITLE SHOULD CAPTURE THE MESSAGE OF THE POST.! Apple Just Lost the Global Smartphone War to Google - Curt Prins If Maggie Gyllenhaal Can Cry at Work, You Can Too - Victoria Pynchon Don Draper Wouldn t Recognize 75% of What We Do - Sir Martin Sorrell

12 Choose images that stand out IT S A WINDOW INTO YOUR POST! A clear and compelling image gives people a reason to click. Add a cover image to introduce your post, plus embed images, YouTube videos, and SlideShare presentations.

13 Finding the perfect image Use Flickr s Creative Commons search. Use Advanced Search and check " Only search within Creative Commons licensed content.

14 Always attribute GIVE CREDIT WHENEVER YOU RE QUOTING, CITING OTHER SOURCES AND USING IMAGES.!

15 Be authentic Above all else, be you and true to your voice. Try to weave in examples from your personal experience. Personal anecdotes can go a long way in capturing your audience s attention.

16 Grow your reach BUILD A FOLLOWING!

17 Share to make sure your posts get read THE MORE YOU SHARE, THE BIGGER THE IMPACT!

18 How readers find and engage with your posts YOUR POSTS CAN:! Get shared with your connections and followers through the news feed. Attract new followers outside your network. Get commented on, liked, and shared which will help more people see it. Add new element to your profile by appearing under Posts.

19 Start meaningful conversations with your readers KEEP IT A TWO-WAY CONVERSATION BY REPLYING TO THE COMMENTS!

20 Need more inspiration? OVERCOME BLANK-PAGE SYNDROME:! Follow Influencers like Richard Branson, Meg Whitman, and Deepak Chopra. Join the Writing on LinkedIn Group, where you can interact with other members who are publishing on LinkedIn. Follow LinkedIn Pulse channels that match your industry or interests.

21 Be known for what you know STRENGTHEN YOUR REPUTATION AND GROW YOUR REACH!

22 Social media is redefining the meaning of brand Consumers increasingly make purchasing decisions based " on how you do business and not just what you sell. Your talent brand The reason your company is the best place to work + Your corporate brand = The umbrella brand distinguishing your products and services from the competition Consumer perception

23 Leverage your stronger assets: your employees Use case Why How Define your narrative Establish a deeper relationship with your core audience by driving a clearer understanding of your central narrative Thought leadership Establish a voice amongst other industry leaders with the right audience Drive business results Galvanize your stakeholders to take action and generate new business. Audience and reach Inject thought leadership to a familiar and professional audience Brand elevation Generate brand affinity through humanization of corporate and talent brands Business impact Influence consumers and talent early in decision making process Content hub Create centralized hub to curate and revise content, with larger company narrative in mind Subject matter experts Identify team of 5+ subject matter experts to post long-form content 1-3x month Cross-promotion Leverage your corporate and social media channels to maximize reach

24 Drive thought leadership through " subject matter and domain expertise 1 Select Content " Coordinator Help curate and revise content that will support your narrative while coordinating social media strategies across business lines." Social media manager, 3 rd Party Content Partner 2 Identify 5+ Authors Empower content-creating thought leaders at your organization to drive a relevant conversation with your core audience. " Use these voices to elevate their own reputation as well as that of the organization. 3 Publish Posts" and Cross-Promote Publish 1-3x / month. Publish more frequently to build an audience more quickly. " Cross-Promote posts through both author and company social channels to ensure relevancy and maximize reach. 4 Employee Sharing " and Amplification Encourage re-sharing among employees to curate message " across their networks. " Leverage Sponsored Updates to amplify brand among target audience 5 Feedback and Iterate Use instant feedback from author s profile (Shares, Likes, and Comments) and Company Page analytics to track performance. Use these insights to iterate approach and understand what content resonates best with your audience

25 Activating employees will increase brand and employee engagement Educate Discover Establish social media guidelines Help employees understand the value of their professional brand Communicate regularly to keep great content top of mind Increase in brand and employee engagement Surface high-caliber content so employees can discover more expertise and news Turn employees into brand ambassadors by encouraging content sharing with their networks Inspire Celebrate great content already out there to help them get started

26 Success Stories

27 Objective Become the World s Authority on Information Protection Security with IT Decision Makers. Approach Used Social Media Liaison to coordinate content. Identified 5 Sr. leaders to publish. Published 2-3 posts/person over 2 months. Leveraged Sponsored Updates on 8 posts to amplify content directly to IT DMs. Results 1M+ impressions from Sponsored Updates 73% increase in total engagement with Symantec brand on LinkedIn #1 most relevant voice with ITDMs, up from #3. Publishing on Linkedin was a pivotal moment in showcasing not only our company re-branding efforts, but our thought leadership as the information protection authority - Eric Stieg Enterprise Social Strategy Symantec

28 Objective Use content to drive a larger share of voice in the market place, and drive awareness of their specialized expertise. Approach Used Marketing Technology Manager as a central hub for curation and editing. Identified 4 lawyers and 2 SMEs to publish. Posted a total of 21 posts over first 6 weeks. Cross-promoted on corporate channels and personal social media accounts. Results Drove client engagement and built stronger relationships with clients. 9X increase in total engagement with F&P brand on LinkedIn #1 most relevant voice with ITDMs, up from #5. LinkedIn provides a great audience for professionals, such as attorneys in our case, who want to share knowledge and experience. The publishing platform is a great way for an attorney to quickly reach other professionals who have an interest or need in their area of practice. - Kevin L. Sullivan CMO Fisher & Phillips LLP

29 Objective Expand the marketing reach with an engaged audience. Approach Identified internal Editor to organize, revise and curate content. Identified 8 subject matter experts to deliver 2 posts/month. Cross-promoted posts on Edelman Company Page and on Edelman Engage Blog. Results 717 incremental followers drive to authors on the pilot 155 incremental followers to the Company Page 129% increase in total engagements with their brand on LinkedIn. Publishing [on Linkedin] creates the possibility of sharing ideas and igniting conversations with an audience you could never reach with any other channel. The real bonus is that posting and then tracking your engagement is so intuitive. -Nigel Miller, Global Director of Talent Engagement

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