how to create social employees through linkedin's publishing platform
DESCRIPTION
Webinar slides covering LinkedIn's Professional Publishing platform. You'll learn the opportunities and risks of the publishing platform. You'll take away an action plan. View the webinar recording here: http://www.findandconvert.com/resources/webinars/expand-corporate-brand-linkedins-publishing-platform/.TRANSCRIPT
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FEATURING
Guest Host
Patrick Baynes Co-founder
Your Host
Bernie Borges, CEO
and host of
Guest Host
Michael IdinopulosCMO
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PeopleLinx helps employees be social marketers
Founded 2009
by early LinkedIn employees
SaaS technology personalized guidance at
enterprise scale
Leading clients in banking, insurance,
legal, consulting, tech, media
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Agenda
• LinkedIn History Review• Understanding the Publishing
Platform• Opportunities• Risks• Action Plan
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The Early Years 2003
• 10M Members
• Individual focused
• Job opportunities
• B2B focus
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Evolving Business Model
From: job board
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To Media Site:
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LinkedIn in 2014
• 277,000,000 Members
• Content marketing centric
• Pulse• Slideshare
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- Invitation only- Approx. 500 business influencers
LinkedIn Influencer Program
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LinkedIn Enables Engagement
• Expanded Profiles
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LinkedIn Enables Engagement
• Expanded Profiles• Active news feed stream
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LinkedIn Enables Engagement
• Expanded Profiles• Active news feed• Company pages
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LinkedIn Enables Engagement
• Expanded Profiles• Active news feed• Company pages• Showcase pages
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LinkedIn Enables Engagement
• Expanded Profiles• Active news feed• Company pages• Showcase pages• Pulse Stream
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LinkedIn Enables Engagement
• Expanded Profiles• Active news feed• Company pages• Showcase pages• Pulse Stream• Influencer Program
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LinkedIn Opens up Publishing Platform
Initially to 25,000 membersTo everyone later this year
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Not a normal publishing platform
• Ready and waiting audience (270M+)
• Professional context and content• Integrated tools with familiar
platform• Extension of the professional brand
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What’s the opportunity for brands?
• Free publishing platform• Targeted distribution• Search rank
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What are the risks for brands?
• Writing skills• Unified voice• Segmentation• Brand alignment
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6 Ways to Take Advantage of
LinkedIn’s Publishing Platform
20
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ONEFind a few
clear voices
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TWO
Speak with a personal voice
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THREE
Insights…Not
Announcements
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FourLink to your
company website
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FIVEDon’t copy and paste from your
blog
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SIXKeep using
status updates
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Action Plan
• Embrace the platform• Integrate culture & technology• Create guidelines• Create processes• Manage with tools
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Summary
• Plan for the publishing platform
• Document do’s and don’ts • Encourage participation• Monitor participation• Offer feedback
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Profile optimization
Network enhancement
Gamification
Social analytics
1-1 training sessions
Curated sharing
PeopleLinx Functionality At-A-Glance
Twitter integration
LinkedIn integration
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View the Webinar
FindandConvert.com/webinar
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Thank You
PeopleLinx was founded in 2009 by early LinkedIn employees, PeopleLinx helps the world’s
leading enterprises use social tools to outperform their marketing goals. PeopleLinx’s scalable
software solution provides tools for profile optimization, customized training, coordinated content
sharing, and analytics that turn employees into LinkedIn power users and brand ambassadors.
PeopleLinx customers include Fortune 1000 leaders in banking, insurance, law, healthcare, and
professional services.
Find and Convert is a digital marketing agency that works with B2B businesses to develop
and help execute strategies that support a firm’s revenue goals, transforming them
through social business best practices and technologies.
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