effective image event: how to get linkedin to the london market
DESCRIPTION
Slides from our 7th May Breakfast Briefing on How to get LinkedIn to the London Market. Presentation includes Latest developments in the London Market re Social Media, An underwriter's view of Social Media by Kevin McDougall, Group Comms Manager at Hiscox, Best practice case studies in the industry, A practical guide to optimising your Company Page and How to maximise LinkedIn's potential.TRANSCRIPT
Agenda
!! 9:00am Introduction and latest developments Simon Hayes, event Chairman and Director at brandformula
!! 9:20am Social Media – an Underwriter s view Kevin McDougall, Group Communications Manager, Hiscox
!! 9:40am Best practice: case studies
Simon Hayes, brandformula
!! 10:00am A practical guide: optimising your company page Helena Martin, Digital Marketing Executive, brandformula
!! 10:20am How to maximise LinkedIn s potential
Helena Martin, brandformula
!! 10:45am Q&A
!! 11:00am Close
INTRODUCTIONS AND LATEST DEVELOPMENTS IN SOCIAL MEDIA
"Simon Hayes, Director, brandformula
#eisocialmedia
Growth of Social Media LinkedIn membership growth Social Media visitor growth
Social Media in the London Market
Why engage?
“Social Media is the fastest growing media in the history of mankind” McKinsey
What Social Media can do for you
!! PR - build your brand and enhance your profile
!! HR - reach out to staff and find potential new joins
!! Direct sales - promote offering to a wider audience
!! Business intelligence - understand your clients/competitors
!! Client service - engage with your clients
!! Internal communications - effective low cost communication
Social Media – additional channel for your marketing communications Social Media – additional channel for your marketing communications
!! LinkedIn is the world’s largest professional network
!! Over 300 million members and growing rapidly
!! LinkedIn enables you to:
–! Expand your network and re-connect
–! Keep in touch with your contacts
–! Exchange knowledge and insights with wider network via groups
–! Gain valuable data on company and individual profiles
Did you know? 65% of journalists use LinkedIn information as research material Source: The effectiveness of professional social networking
LinkedIn!
SOCIAL MEDIA: AN UNDERWRITER’S VIEW
Kevin McDougall, Group Communications Manager, Hiscox
#eisocialmedia
BEST PRACTICE: CASE STUDIES
Simon Hayes
#eisocialmedia
LINKEDIN: A PRACTICAL GUIDE
Helen Martin, Digital Marketing Executive
#eisocialmedia
What you need to do
Before you start: PLAN and tie in with your other marketing
Admins: select carefully
Visual branding: enhance personality and recognition
Company info: inform visitors and enhance SEO
Showcase Pages: effectively segment business into categories
Connect employees: leverage employees’ profiles & connections
Create a Social Media plan, consisting of:
!! Objectives: What are you trying to achieve through LinkedIn?
!! Social Media Audit: How are your competitors using LinkedIn? Are there active discussions/groups you are missing out on?
!! Who: Who are your target audiences on this platform?
!! KPIs: How will you know if you are achieving your objectives?
!! Content: What do your target audience want to see on your LinkedIn?
!! Measurement: Continuous evaluation of activity based on analytics
PLAN to get Social!
Creating the perfect Company Page
Setting up and managing your page Visual branding
Company information
Showcase Pages
“You need to look at attitude as well as aptitude and capability as well as capacity” Tiffany St James
Visual Branding
It s free ad space, use it to stand out from your competitors
!! Company Page: Logo, Banner image
!! Showcase Page: Hero image, Standard logo, Square logo
!! Ensure PC and mobile friendly:
!! Clean look and feel
!! Avoid big image files (max size is 2MB)
!! Branded content: articles, videos, etc
Company info
Description, including keywords
LinkedIn Users will visit your page to find out more about you
Make sure they can easily find what they are looking for
Enrich your page by adding keywords to improve SEO (of LinkedIn page)
Don’t forget to include a link driving traffic to your website
Showcase Pages
Products & Services Showcase Pages
Extend your Company Page presence by
creating a dedicated page for products/
services/business areas
Used to build long-term relationships with
members who wish to follow specific aspects of
your business
Followers will be able to see your updates on
your Company Page, and on their newsfeeds
HOW TO MAXIMISE LINKEDIN’S POTENTIAL
Helen Martin, Digital Marketing Executive
#eisocialmedia
“In the world of [online] business, the line between personal and company branding is thin” LinkedIn, 2013
Maximising LinkedIn’s Potential: What do you need to do?
Optimise personal profiles: connections, info, link to Company Page, advise on Do’s and Don’ts
Company Page: Develop content strategy
Promote: engagement, member groups, other channels…
Measure success: analytics against objectives
Constant evaluation: use feedback and developments to improve
How to optimise personal profiles
Important to include:
Professional profile picture
Current employment
Previous employment
Contact info
Details of experience
Connections
Groups
Company Website
Important not to include:
Inappropriate images
Incorrect information
Inappropriate language
Spelling mistakes
Confidential company information
Policies and Procedures
Encourage involvement, with guidelines for employees, covering:
Personal - Content: Employees should be aware that anything they post online can be viewed by employers, colleagues and clients
Personal - Time: Is Social Media blocked at the office? Accessible during lunch hour or unlimited access?
Company Page - Who: Who will be responsible for managing your LinkedIn page? Select admins carefully.
Company Page - Content: Set a tone of voice and agreed topics for your content to follow
Connect employees
Extend brand reach by having Company Page linked to employees’ personal profiles
When employees update their information to include your Company Page, their connections will see this update on their newsfeeds
When someone views an employee’s profile, they will see your logo and be able to click directly through to your Company Page
The more profiles linking to your Company Page, the higher it will rank in LinkedIn searches
Your visitors will see how many employees you have on LinkedIn and how they are connected to them, this will support your brand
Be clear about who will be responsible Company Pages can only be created and administrated by an employee of the company who has:
1. a personal LinkedIn account 2. their company email address listed on their LinkedIn account
Therefore, personal profiles act as a representative of the company and should be professional and consistent with company values Keep your LinkedIn page up-to-date and accurate
Setting up and managing your company page
“Create an information hub for visitors to learn about your company…” LinkedIn, 2013
Developing your content strategy
SIRR = Shareable, Interesting, Relevant and Regular
Shareable: The more people who share your content, the more exposure it
receives, thus the more potential leads it may be generating
Interesting: Would you read/watch something which did not automatically grab
your attention? Neither will your LinkedIn audience
Relevant: Social Media channels are often over-crowded with news, stories,
statuses, images, videos. Make content relevant and engaging
Regular: Don’t bombard people with information, but post regularly to stay front
of mind
Promoting page and content
Followers = quality over quantity
Amplify content through individuals’ engagement:
– Likes
– Comments
– Shares
Post in relevant groups: Lloyd’s, client groups, Social Media for Insurance Agents
Promote via other Social Media platforms: Twitter, FB, youTalk Insurance, MySlipcase
Promote via other channels – website, email sigs, business cards, mailshots, hold event & encourage people to follow to get discount
Measure your success
LinkedIn Analytics
Measure, evaluate and adjust your approach
Admins can view Company Page analytical data directly on LinkedIn. This provides deeper insights into your page performance by:
Showing how engaging your individual posts are
Identifying trends across key metrics
Understanding follower demographics and sources
Understanding page traffic and activity
Measuring these analytics against your LinkedIn plan will enable you to see whether or not you are meeting your objectives, and how.
How to access your LinkedIn analytics
Company Page Analytics:
Go to your Company Page
Click the Analytics tab at the top of the page
Showcase Page Analytics:
Go to your Company Page and scroll down to the Showcase pages section on the right
Click the Showcase Page you’d like to review
Click the down arrow icon next to the blue Edit button in the top right
Select View Analytics from the list
Measure your success
Hootsuite Useful for scheduling LinkedIn posts, but LinkedIn Analytics must be paid for and
are very similar to LinkedIn’s own free Analytics
Buffer Similar to Hootsuite, Hootsuite generally preferred due to speed of connection and
ease of use
Sprout Social More expensive than Hootsuite & Buffer, with many of the same features Analyses Twitter and Facebook, integrating LinkedIn analytics soon
Simply Measured Best LinkedIn analytics – has additional features to basic LinkedIn analytics, eg
commenter demographics, keyword info and best time to post, but includes a cost
NUVI New social media listening tool, to monitor what people are saying about you on
Social Media
SocialBro Useful for Twitter analytics, but no LinkedIn analytics
On-going evaluation
– Due to fast-changing nature of Social Media, it is important to see your plan as a live document to be continuously adapted LinkedIn are constantly updating and removing features, which it is important
to keep up-to-date with – As with any other campaign or strategy, you should use results to improve
If a particular type of content generates strong engagement, focus on that
If a particular type of content generates no, or negative engagement, replace it
with content you think will do better based upon results
LinkedIn for Recruitment
LinkedIn has been cited by many employers as an extremely effective way of recruiting talent
LinkedIn Recruiter must be paid for, but will save you more in the long run
A ‘Careers’ tab is added to your Company Page, to be managed in a similar way to Showcase Pages (as per Hiscox)
Ability to target searches and content to your desired potential candidates, and monitor reach
What brandformula can do for you "
Getting started:
Social media audit
Set up Social Media platforms
Social Media planning
Processes and procedures
Training in best practice
Ongoing support:
Create content
Social Media platform updates
Promote your Social Media presence
Monitor your Social Media footprint
Ongoing consultancy support