linked in pulse ppt
TRANSCRIPT
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An Introduction to LinkedIn Pulse
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What is LinkedIn Pulse? Pulse is a blogging platform open to all
LinkedIn members It’s also a news feed that users can tailor
specifically to their own interests– Users can select certain subcategories
(“Channels”) of news to follow – i.e., “open source software”
– Users can also follow specific Pulse bloggers (“Influencers”), similar to how they would follow a Twitter or Facebook user
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What is LinkedIn Pulse? The stories are mainly focused on job
advice, but also run the gamut across all types of business news, information about different industries, etc.
Anyone with a membership can post It’s another great venue for our clients
to present themselves as thought leaders
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According to LinkedIn…“We believe we can help all professionals make smarter and more informed business decisions leveraging all of the great business knowledge flowing through LinkedIn in the form of news, Influencer posts, industry updates, discussions, comments, and more.
Pulse helps foster informed discussions that spark the decisions shaping the world around us through news and information.”
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“Influencers” vs. “Top Influencers” Anyone who writes a post on LinkedIn
is considered an Influencer – but only the most widely-read are considered “Top Influencers”
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What’s a Top Influencer? Being a Top Influencer means your
blog has generated the most engagement (views, likes, comments) with other LinkedIn members
Ranking is refreshed every three hours and starts anew every Sunday at midnight
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Becoming a Top Influencer Find a relevant & stimulating topic that
will appeal to those in your industry If appropriate, use a current affair to peg
your discussion Link to other LinkedIn posts Don’t post beyond Friday afternoon;
Monday mornings are best Seek out others’ posts and comment on
themhttp://60secondmarketer.com/blog/2012/09/16/linkedin-top-influencer-tips/
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The Secrets Behind Featured PostsA guy named Gericke Potgeiter analyzed more than 500 top rated posts to try and determine how LinkedIn chooses which posts to get featured on the main page and specific Channel pages.
Here’s what he found.
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Use Keywords Like Google, LinkedIn uses an
algorithm to identify keywords and tags to determine whether or not posts are suitable for specific Channels
Use keywords in headlines and throughout content, similar to SEO
Always tag stories with keywords
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Encourage Audience Engagement The more audience engagement – views,
likes, shares, comments – a post receives, the more likely it is to be featured
Make the post provocative; solicit commentary
Drive as much traffic as possible to the post using other social media outlets (Twitter, Facebook, etc.)– Convergence between editorial content and
social media efforts
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Things to Be Careful of Photos are OK, but adding too much
multimedia content seems to hurt rankings
Negative and/or overly emotional headlines can also hurt (i.e., “Why I HATE Cold Calls”)
Stay away from using numbers in headlines (i.e., “Top 5 Economic Predictions for 2016”)
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Pulse FAQs What does it cost?
– Nothing. Anyone with a LinkedIn account can create a Pulse blog for free.
How are Pulse blogs different from corporate blogs?– They give the individual a chance to give
more of a personal perspective. Pulse blogs should not be the same content repurposed from a corporate blog; they should be unique and in the person’s own “voice.”
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Pulse FAQs How can it help our clients?
– Many ways: Improve thought leadership positions Help them share their ideas directly with
their LinkedIn Connections Spark conversation Bolster their social media presence Raise visibility for their companies
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Pulse FAQs Who sees the posts, and where do they see them?
– Posts get shared with the individual’s followers, but they may also be viewable to anyone who subscribes to a particular type of news feed (example: “open source software”). People do not need to be Followers to see the posts.
– This can help pick up more Followers and Connections
– Most popular posts also appear on https://www.linkedin.com/Pulse/ and on Channel pages
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Pulse FAQs How many views does the average post get?
– The average influencer post drives more than 31,000 views and receives more than 250 likes and 80 comments. (2014 numbers, may have gone up since)
Does LinkedIn promote posts?– In a way, yes. There’s a “Top Posts” section that
features some of the hottest recent posts (most readership and discussion).
– Section appears on users’ LinkedIn homepages.– Kind of like being featured as a “Top App” in app stores.– True promotion (i.e., social media) is up to the author
(or us)
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Creating a Pulse Blog Really not much different than creating a
traditional blog or article Start with a recommended topic(s) Definitely need a sourcing session, since
Pulse blogs – even more than “normal” blogs – need to be even more personal
Good to have a suggested schedule of blog topics, as more frequent posters will probably be more likely to pick up followers
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Pricing Pulse A Pulse blog in itself would likely be
priced similar to a regular blog post– $1K, which includes:– 1 sourcing call and/or research– Up to 3 drafts, including final
Could also package this offering in conjunction with a social media program– Could be considered a separate cost or
wrapped into a monthly retainer
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Is Pulse Right for My Client? Is your client a LinkedIn user? Do they have a unique (and personal!)
perspective to share? Do they want to increase awareness
about themselves and their company? Do they want to go directly to potential
customers/partners ?
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An Introduction to LinkedIn Pulse