linkedin's evolution for big brands: social media week chicago 2013 presentation
DESCRIPTION
LinkedIn has evolved from a networking site to a unique publishing and marketing platform. We explored this in a 2013 Social Media Week presentation with Daniel B. Honigman, from Critical Mass, and Ryan Walker from LinkedIn.TRANSCRIPT
LINKEDIN: AN EVOLVING PLATFORM FOR BIG BRANDS
SOCIAL MEDIA WEEK CHICAGO: SEPTEMBER 2013
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HOUSEKEEPING + INTRODUCTION
LINKEDIN USER SNAPSHOT
LINKEDIN COMPANY PAGES
THE EDITORIAL ECOSYSTEM
OPPORTUNITIES WITH THE API
BUILDING AN ACTIVATION PLAN AND MEASUREMENT FRAMEWORK
CONCLUSION + Q&A
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02
03
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AGENDA
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01. HOUSEKEEPING + INTRODUCTION
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DANIEL B. HONIGMAN:
ABOUT THE SPEAKERS
Ryan leads LinkedIn’s Marketing Solutions business for automotive clients such as Mercedes-Benz, Nissan, Land Rover Jaguar, Porsche, Volkswagen and Audi.
Most recently, he partnered with MB-USA and Nissan Global on LinkedIn’s pilot launch of Sponsored Updates, the first native content ads used to reach the 225 million global
professionals on the platform.
Twitter: @rwalker2018
RYAN WALKER:
Daniel is a Senior Planner with Critical Mass’ Chicago’s office, working with clients such as HP, the Illinois Lottery and others.
He has produced award-winning work in various roles at Sears Holdings Corporation, Tribune Interactive and Weber Shandwick.
Twitter: @danielhonigman
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#SMWLINKEDIN
HASHTAG FOR USE DURING PANEL
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02. LINKEDIN USER SNAPSHOT
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RE-INTRODUCING…
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LINKEDIN IS A GLOBAL NETWORK OF PROFESSIONALS…
225M+Registered membersas of May 2013
200+Countries andterritories
64%Of LinkedIn membersare outside of the US
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…AND IS COMPRISED OF A SMART, AFFLUENT AUDIENCE
41%HHI of $100k+
32%Higher than Facebook
52%of LinkedIn monthly visitors have
a college or graduate degree
18%Higher than Facebook
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LINKEDIN IS MORE THAN JUST JOBS
Groups/Company Pages
SlideShareIntegration
LinkedInToday
LinkedInInfluencers
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BRANDS MUST BE:
LINKEDIN REQUIRES A DIFFERENT APPROACH
RELEVANT
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BRANDS MUST BE:
LINKEDIN REQUIRES A DIFFERENT APPROACH
VALUE-DRIVEN
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BRANDS MUST BE:
LINKEDIN REQUIRES A DIFFERENT APPROACH
HUMAN
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BRANDS MUST BE:
LINKEDIN REQUIRES A DIFFERENT APPROACH
CONNECTED
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BRANDS MUST BE:
LINKEDIN REQUIRES A DIFFERENT APPROACH
INSPIRED
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HOW TO DRIVE CHANNEL GROWTH
API integration withinweb propertiesCompany Pagepromotion on dot-comHouse content withinweb properties
LinkedIn TodayInfluencersInternal PR
On-site adsOff-site retargetingData matching
BRANDSGO HERE
OWNED
PAID
EARNED
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03. LINKEDIN COMPANY PAGES
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INTRODUCTION TO LINKEDIN COMPANY PAGES
500K+ WERE CREATED IN THE LAST YEAR ALONE
THERE ARE MORE THAN THREE MILLION
LINKEDIN COMPANY PAGES
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1. A hub for thought leadership and other company-related content.
2. An additional platform for customer and follower engagement.
3. A dedicated space for job postings and careers-related information.
4. An overview of a company’s products and services.
A LINKEDIN COMPANY PAGE PROVIDES THE FOLLOWING:
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COMPANY PAGE BEST PRACTICES: HOME TAB (PORSCHE CARS NORTH AMERICA)
Custom header image, consistent with other creative
Frequent status updates
Promo area for ‘Products’ tab
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COMPANY PAGE BEST PRACTICES: CAREERS TAB (ADOBE)
Banner image customized for Careers Tab
Unique content above the fold
Key jobs (and people) showcased; Link to Adobe Jobs search in LinkedIn
Job Search funcionality
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COMPANY PAGE BEST PRACTICES: PRODUCTS TAB (PORSCHE CARS NORTH AMERICA)
Unique, product-related banner creative. (Can link to external site.)
Full product name, description and image
Product endorsements/recommendations
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COMPANY PAGE BEST PRACTICES: INDIVIDUAL PRODUCTS (ADOBE)
Link to product page on company website
Full product overview text
Multiple recommendations
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04. THE LINKEDIN EDITORIAL ECOSYSTEM
LinkedIn rolls out LinkedIn Today
Influencers program launched, as well as ability to “follow” users
MARCH2011
OCTOBER2012
LinkedIn acquires Pulse
APRIL2013
There are 1.3 million publishers on LinkedIn
TODAY
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BACKGROUND
LINKEDIN’S NEW APPROACH AS PUBLISHER
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LINKEDIN TODAY IS:
LINKEDIN TODAY
1. An aggregator of top articles.
2. A publishing platform for original content.
3. Algorithmically driven by InShare.
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THREE MAIN INGREDIENTS FOR EDITORIAL SUCCESS ON LINKEDIN:
1. COMPETITIVE AUDIT
2. DEFINED ROLES AND RESPONSIBILITIES
3. EDITORIAL APPROACH AND CALENDAR
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LINKEDIN AUDIT OVERVIEW
BRANDS SHOULD CONDUCT A COMPETITIVE AUDIT, LOOKING AT:
• Status updates and follower response
• Careers and Products & Services tabs
• Page creative and messaging (brand vs. utility)
From here, brands should be able to create a Distribution Map to assess their competition.
UTILITY-DRIVEN(e.g. products/services overview; sales)
BRAND(purpose/values, thought leadership)-driven
HIGH ENGAGEMENT
LOW ENGAGEMENT
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SAMPLE LINKEDIN DISTRIBUTION MAP
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CREATING A LINKEDIN EDITORIAL MODEL WILL DEFINE RESPONSIBILITIES
Roles and responsibilities must then be assigned, and processes built around them. The goals:
• Identify content owners
• Identify stakeholders for buy-in
• Identify additional resources required
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SAMPLE EDITORIAL MODEL + TEAM RESPONSIBILITIES MAP
COMPANY TEAM LEADS EXECUTIVE SPONSOR
EDITOR
MEASUREMENT AND OPTIMIZATION
CONTENT LEAD
LEGA
L
COMMUNITY MANAGER HR
(Product, Design, Maketing, PR, Brand, HR) Program oversight
COMPANY TEAMS+ PARTNERS TECH SUPPORT
Creates / manages publishing calendar and editorial plan
Coordinates with internal and external contributors to secure content and determine quarterly content plan
Works with measurement team to tweak editorial approach, if needed
Secures and remixes existing assets
Curates external content
Publishes content
Monitors and responds to conversation
Gathers additional story ideas from community
Manages and updates jobpostings (titles, descriptions)
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SAMPLE LINKEDIN EDITORIAL CALENDAR
Q1 Q2 Q3 Q4 ED
ITOR
IAL
YEAR ONE BUILD-UP THE BASICS OUR PEOPLE INNOVATIONS THOUGHT LEADERSHIP
Story Focus “What we do” “Who we are” “Where we are going” “What we can do together”
Narrative Key products Company overview Company values
Partnerships Key company talent Thought leadership
Hero innovations Behind the scenes
What we’re working on
LinkedIn-customized company thought leadership (e.g.
Influencers)
Content Source EXISTING / REMIXED EXISTING / REMIXED CURATION
EXISTING / REMIXED CURATION
Potential Content sources
Company News and Announcements Press releases
Third-party sources
Company News and Announcements Press releases
Third-party sources
Additional sources, plus new platform-specific content
LinkedIn Influencer contributions
Hero Thought Leadership (IG)
1-2x / Month 2-3x / Month 3-4 / Month 4-5x / Month
Product Stories 4x / Month 4x / Month 2x / Month 2x / Month Announcements 2x / Month 2x / Month 2x / Month 2x / Month
CARE
ER
Recruitment Campaigns
TBD
TBD TBD TBD
Employee Profiles 1x / Month
1x / Month
2x / Month
2x / Month
Job Postings 1x / Week 1x / Week
1x / Week
2x / Week
CONV
O Monitoring & Response Daily Daily Daily Daily
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EDITORIAL APPROACH AND CONTENT FILTER ARE KEY TO SUCCESS
• Content development and ownership
• Brand values
• Short-term vs. long-term content
• Audience interest
WHEN EVALUATING CONTENT FOR A LINKEDIN COMPANY PAGE, CONSIDER THE FOLLOWING:
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05. OPPORTUNITIES WITH THE API
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USER PROFILES
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JOBS AND CAREERS-RELATED FUNCTIONALITY
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OTHER API INTEGRATIONS
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OTHER API INTEGRATIONS: JONES NEW YORK
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06. BUILDING AN ACTIVATION PLAN AND MEASUREMENT FRAMEWORK
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EXTERNAL AND INTERNAL ACTIVATION
INTERNAL
• LinkedIn Personal pages for key company thought leaders
• Internal employee follower acquisition
• Recruitment of internal contributors to Company Page
• Cross-promotion through other brand-owned properties
EXTERNAL
• Leverage existing influencer relationships and campaigns
• Paid “follower” acquisition
• Activation campaigns and programs that leverage API
• Recruitment (career) campaigns
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DEVELOPING KPIS
Measurable KPIs must then be proposed, as well as a reporting schedule.
KPIs will be tied to overall channel strategy,
and goals/objectives.
As the strategy and responsibilities evolve, so do the KPIs.
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SAMPLE KPIS
House elevated conversations designed to lead the industry
Highlight company talent, ideas and innovations
Treat followers as peers
Reinforce pride of association and evoke a desire to be part of company culture
Promote thought leadershipSpark debateInitiate conversations
Create brand associationsFollow our stories
Users actively shape the story
Attract top talent to the brandImprove employee satisfaction / pride of association among current employees
Profile of followers Share of followers at more senior level (e.g. VP, CEO) Number of posts impressions Clickthroughs to content Number of comments Content Marketing Index score
Total number of followers Repeat engagements Number of likes Number of shares
Number and share of followers from the client’s industry Engagement rate (% of engaged visitors)
Numbers of new applications Number of company employee followers
STRATEGY
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GOAL KPIs
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07. Q&A
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THANK YOU