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Live Webinar: Grow Your Business Using LinkedIn For Free

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Imagine if you could expose your brand and your content to millions of business professionals—for free.

LinkedIn members currently number more than 380 million, representing the largest group of influential, affluent, and educated people on the planet. Find out how you can get your message in front of this coveted audience without spending a dime.

Join us for a live webcast as marketers from LinkedIn, Spredfast, Level 3 Communications, and Highmark Health share actionable insights and best practices for:

- Developing a thoughtful content strategy that reflects your brand values
- Creating and optimizing your LinkedIn Company Page for maximum exposure
- Expanding your business presence on the world’s only professional feed

You’ll learn how to attract followers, post updates, and drive engagement—all without raiding your marketing coffers.

Veröffentlicht in: Marketing
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Live Webinar: Grow Your Business Using LinkedIn For Free

  1. 1. Webinar Grow Your Business Using LinkedIn For Free Selin Tyler (@selingt) Senior Product Marketing Manager, LinkedIn Carolyn Pawelek (@cgpawelek) VP of Services, Spredfast Stacey Sayer Global Manager, Social Media Marketing, Level 3 Communications Patricia Imbrogno Social Media Consultant, Highmark Health
  2. 2. Questions? Send them via Webex Q&A Features Recorded? Of course! Before we get started… Shout outs? Tweet them via #LinkedInContent Feedback? Survey will be available at the end of the Webinar
  3. 3. Introduction to Company Pages Customer Deep Dive: Highmark Health Agenda How to Grow Your Business Using LinkedIn by Spredfast Company Pages Best Practices Customer Deep Dive: Level 3 Communications Q&A
  4. 4. Introduction to Company Pages 4
  5. 5. LinkedIn has become the definitive professional publishing platform and companies are an essential part Pulse Influencers SlideShareWriting on LinkedIn Company Pages
  6. 6. Company Page Establish your company's identity and build relationships with the world's professionals Identity Your company’s profile to the world’s professionals Network Connect professionals and your employees to drive economic opportunity Knowledge Share content & opportunities to make professionals more productive & successful
  7. 7. How to Grow Your Business with LinkedIn by Spredfast 7
  8. 8. Know Your LinkedIn Audience 380+ Million Members 55% Male / 45% Female 15% Millennials 75% of Engagement via Mobile
  9. 9. Social Success on LinkedIn • Brand Awareness – Thought leadership posts and industry expertise • Prospecting – Company views and news, strategy insights, and product highlights • Decision Making – Product information, customer stories, and case studies • Purchase – Best practices • Community – Customer recommendations on your Company Page, customer engagement, and customer recognition
  10. 10. 10 One Campaign – Many Viewpoints LinkedIn Facebook TwitterLinkedIn Facebook Twitter
  11. 11. Leverage Technology • Schedule your content • Manage Assets • Coordinate with other departments or thought leaders
  12. 12. Evaluate. Learn. Modify. • Create campaign analysis strategy • Identify key success metrics • Adjust strategy as needed • Evaluate your audience mix and content preference • URL source tagging
  13. 13. Deep Dive: Highmark Health
  14. 14. Who is Highmark Health? Represented on LinkedIn
  15. 15. Where is Highmark?
  16. 16. Content Items xx Highmark’s Social Strategy Humanize … the brand and build trust: Challenge people’s notions that health insurance companies are impersonal and uncaring. Inspire … people to live healthier, happier lives, by offering useful health-and-wellness information and advice from Highmark’s experts. Promote … partnerships with and corporate giving to community organizations – from charities to sports teams – including events and volunteer opportunities that readers might want to participate in. Educate … people about insurance, benefits, member resources and digital tools, and health care reform issues – and empower them to make informed coverage and care decisions. Respond … to people in a friendly, timely, caring, and open way – regardless of the question or issue. H.I.P.E.R.:
  17. 17. Content Items xx How Does LinkedIn Fit? Channel managed by Talent Acquisition until late 2014. Content strategy started in February 2015. Goals and audience.
  18. 18. Who is our LinkedIn Audience? 18 Hospital and Healthcare Senior- & Entry- Level Healthcare Services Non-Employee Highmark Health
  19. 19. What’s our LinkedIn Goal?  Position Highmark Health as an industry thought leader.  Position Highmark Health and its diversified businesses as employers of choice.  Recruit quality talent Showcase leadership Showcase employees Company news and innovations General wellness at work Benefits of employment Career tips
  20. 20. Channel Tone Our H.I.P.E.R. strategy stays consistent across channels, however the tone/voice changes to reflect different audiences. Facebook
  21. 21. Choosing Channel Content Content that performs well on one channel may not resonate with followers on other channels. Both pieces “humanize” our brand but will perform differently on the channels.
  22. 22. Top Performing Content Careers PR/News Employees Other
  23. 23. Top Performing Content Top likes, impressions and comments Comments: 13 Likes: 63 Impressions: 11,363
  24. 24. Top engagement and overall clicks Clicks: 185 Engagement: 207 Impressions: 2,539 Top Performing Content
  25. 25. Top shares Shares: 5 Engagement: 31 Impressions: 1,759 Top Performing Content
  26. 26. Top link clicks Link Clicks: 41 Engagement: 31 Impressions: 4,105 Massage has several health benefits, including counteracting the sitting you do throughout the work day. As part of our total rewards benefit package, employees across the Highmark Health enterprise can enjoy seated massage at several of our work locations. Learn more about the many benefits of working with us: https://lnkd.in/e6Eizyp Top Performing Content
  27. 27. Does the Content Work? Evaluate Test Evaluate Test
  28. 28. Deep Dive: Level 3 Communications
  29. 29. Who is Level 3?
  30. 30. Why LinkedIn? 1. Marketing a. Raise brand awareness b. Lead generation 2. Sales a. Research new sales opportunities 3. HR a. Recruiting
  31. 31. Our LinkedIn Audience LinkedIn, 72 Others, 28 Our 85,000+ Users Include: - Employees - Job Seekers - Former Employees - Customers - Prospects - Analysts - Partners - Competitors - Misc Value Chain
  32. 32. Content Approach (The Four Es) EDUCATIONAL EMOTIVE ENGAGING EXCLUSIVE
  33. 33. Examples of LinkedIn Content Blog Posts InfographicsCase Studies Social Events Maps / Visuals
  34. 34. 34 Content Approach Frequency Formality
  35. 35. How? A healthy mix of both earned and paid media. 1. Organic updates 2. Sponsored updates ($) 3. Sponsored InMail ($) 4. Sales Navigator Tool ($) 5. Recruiter Tool ($)
  36. 36. What We’ve Learned 1. Do your research. 2. Test, test, and test some more. 3. For our brand, LinkedIn generates better quality leads.
  37. 37. Company Page Best Practices 37
  38. 38. PIN YOUR MOST VITAL UPDATE TO THE TOP
  39. 39. PINNED UPDATES WILL STAY AT THE TOP OF YOUR COMPANY PAGE FOR 14 DAYS YOU CAN UNPIN THEM ANY TIME BOOST VISIBILITY OF YOUR UPDATE BY PINNING IT TO THE TOP
  40. 40. 40 PICK THE RIGHT CONTENT FOR YOUR AUDIENCE
  41. 41. 41 PICK THE RIGHT CONTENT FOR YOUR AUDIENCE Here’s what followers want to hear, tailor your content accordingly Source: LinkedIn Internal Study May 2015
  42. 42. 42 SHARE EXCITING NEWS ABOUT YOUR COMPANY!
  43. 43. 43 SPARK A CONVERSATION TO BOOST ENGAGEMENT
  44. 44. 44 USE CONTENT TO ATTRACT TOP TALENT TO YOUR COMPANY
  45. 45. 45 STRENGTHTEN YOUR MESSAGE WITH STRONG VISUALS
  46. 46. 46 STAND OUT FROM THE CROWD WITH LARGE IMAGES
  47. 47. 47 HIGHLIGHT YOUR BUSINESS ENTITIES WITH SHOWCASE PAGES
  48. 48. 48 MAKE YOUR CONTENT RELEVANT BY KEEPING THEM TARGETED
  49. 49. 49 MAKE YOUR CONTENT RELEVANT BY KEEPING THEM TARGETED
  50. 50. LEVERAGE SPONSORED UPDATES TO REACH BEYOND YOUR FOLLOWERS
  51. 51. 51 marketing.linkedin.com
  52. 52. Questions? Selin Tyler (@selingt) Senior Product Marketing Manager, LinkedIn Carolyn Pawelek (@cgpawelek) VP of Services, Spredfast Stacey Sayer Global Manager, Social Media Marketing, Level 3 Communications Patricia Imbrogno Social Media Consultant, Highmark Health

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