webinar: the best of linkedin: how brands are using the platform to win
TRANSCRIPT
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The Best of LinkedIn:
How Brands Are Using
the Platform to Win
Deanna Lazzaroni
Global Content Marketing Manager
Nick Mangum
Senior Insights Analyst
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• The Top 10 Global Brands on LinkedIn:
Who Are They & What Are They Doing Well
• LinkedIn’s Content Marketing Score:
What Is It & How Are Brands Using It
• Takeaways to Enable Your Success
• Q&A
Topics We’ll Cover
Today
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We’re taking your Q’s...
• Share your questions in the chat box
• Tweet with #Succeed2015
And giving you a recording
• Expect an email with links to the presentation and recording within the next few days
Helpful things
to know
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Connect the world’s professionals to make them more productive
and successful
LinkedIn’s mission
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Be the most effective platform for marketers to engage
with professionals
LinkedIn Marketing Solutions’ mission
Be the most effective platform for marketers to engage
with professionals
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You like content that
showcases brands
doing it well. Got it.
We picked up on the hint you left us…
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The Top 10 Global Brands on LinkedIn
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Be the most effective platform for marketers to engage
with professionals
Calculated with LinkedIn Content Marketing Score (CMS)
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What is LinkedIn Content Marketing
Score (CMS)?
A Score that quantifies and benchmarks the influence companies have on LinkedIn
CMS
Groups
Company Updates
Sponsored Updates
Employee Shares
Publishing Platform
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How we calculate CMS
6,000,000 Members
2,500 Members
Target Audience
Members you would like to reach
(monthly active users)
Content Marketing Engagement
Members who engage with
your content
(for example, all C-Suite)
Like, share, comment, follow, click
Content Marketing ScoreUnique Members Engaged= =x Multiplier 417Active Target Audience
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But, what are these companies doing differently with content on LinkedIn that’s been so successful?
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Forbes focuses on the
entrepreneur, positioning
itself as a source for
business, investing,
technology, and leadership.
They typically publish 6-10
Company Page updates per
day, promoting
on-site content and asking
their audience for further
ideas.
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You don’t need to be a for-profit business to find success on LinkedIn.
The non-profit World Economic Forum utilizes LinkedIn to recruit business
leaders, political representatives and academic instructors for global change.
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Inc. Magazine serves the
business owner and CEO,
and their content reflects the
C-level purpose. Everything
from the simple productivity
hacks to complex data
analysis is covered here.
They also provide additional
room for their audience to
share personalized
knowledge.
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At Microsoft, the conversation doesn’t stop at the Company Page.
LinkedIn members looking for answers for a particular product or
service have new communities to join via the company’s Showcase
Pages.
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The social managers at Financial Times, the renowned British business and
analysis newspaper, love to ask questions. Whether the concept is data-
driven or purely hypothetical, the content on FT’s Company Page is directly
designed to encourage engagement and audience feedback.
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The Wall Street Journal also
fares well on LinkedIn
primarily for similar reasons.
Posts with rhetorical
questions and statistics are
common here — however,
the Wall Street Journal also
uses its Company Page to
tease list posts on the
newspaper’s website.
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Hewlett-Packard’s LinkedIn Company Page serves as a great example of
the balance between internal content and curated third party content. While
much of the social messaging on the Company Page points to HP domains,
the company isn’t afraid to give credit to outside content on their channels.
.
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Salesforce knows how to
engage its audience with
helpful, attention-grabbing
posts. As part of their
LinkedIn marketing
strategy, Company Page
updates are generally
kept short and direct,
rarely consisting of more
than one sentence in
length.
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It’s no surprise that
several major technology
companies top this list –
and IBM is included for
its dedication to visual
content. The majority of
IBM’s Company Page
updates include some
form of visual element –
infographics, images,
illustrations, and links to
YouTube videos.
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Mashable, the self-
proclaimed online purveyor
for the “Connected
Generation”, knows their
audience – and, as a result,
they deliver content with as
few strings as possible.
This makes the content
easier to consume on
mobile devices, where
much of their audience
resides.
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They release new and engaging content tailored to specific audiences.
They add their voice to relevant conversations that their audiences care about.
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So, what do these leaders have in common?Three simple practices:
They continually update users on industry news.
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A few other things we discovered about these top global brands…
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Factor Average #
Posts Per Month 112
Number of Followers 880,000
Targeted Status Updates All
Using SMMS Tools All
Sponsoring Content All & Frequently
Engagement Rate of Content 1.5X Higher vs.
Benchmark
The Top Performing Brands on LinkedIn: By The Numbers
• Publish on average 112 status updates
per month (about 4 per day!)
• Target content to specific
audiences within their roughly 880K
organic follower base through “Targeted
Status Updates”
• Sponsor content via Sponsored Updates
regularly to ensure that content reaches
the intended audiences at scale
• See performance 1.5X higher than
platform benchmarks based on
Engagement Rate
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Factor Average #
Unique Admins 26
Admins Who Publish 9
Non-Employee Admins 9
Countries Represented 7
Number of Showcase Pages 6.5
Number of Employees on
150,924
Number of Marketers on
2,607
The Top Performing Brands on LinkedIn: By The Numbers
In terms of internal structure:
• Have on average 26 admins on their
Company Page, with 9 on average
publishing content
• Manage content predominantly through
the Marketing and Communications
departments
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The Top Performing Brands on LinkedIn: By The Numbers
The top 10 global brands on
LinkedIn are using on average
4.2 out of 5 content marketing
sources on the platform.
This goes to show that leveraging a mix of
the right channels to engage with your
target audience is key.
CMS
Groups
Company Updates
Sponsored Updates
Employee Shares
Publishing Platform
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Drive Success for Your Brand using
LinkedIn Content Marketing Score
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Questions to Ask
Your Team:
What is our LinkedIn
content marketing strategy?
How are we incorporating
the five content marketing
sources of engagement into
our mix?
Who is in charge of leading
these efforts?
How will we determine what content to share and
maintain an always-on content calendar for our
Company Page?
What’s our strategy for determining the right
content to promote to our audience?
What 3-5 internal subject matter experts can we
work with to publish content on LinkedIn?
Company Updates
Sponsored Updates
Publishing Platform
Employees
Groups
How will we empower our employees to share our
content and broaden reach?
How are we leveraging LinkedIn Groups to drive
meaningful discussions with our audience?
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And of course…
How can we make the next Top Global Brands on LinkedIn list?
ComingQ2 2015
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