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Welcome and thank you for joining
LinkedIn’s Live Webinar:
• We will start the live webinar at 11am PT | 2pm ET
• Please note that the audio portion will stream through
your PC/Laptop speakers. There is no separate dial-in
option. Be sure to check your speakers to ensure they
are turned on and that volume is at an audible level.
• Please enter questions into the Q&A module
• Check out the Resources module for the slides
and related content
• If you have any technical difficulties, please click
on the Help widget
BEFORE WE
GET STARTED
Alex Rynne
Content Marketing Manager, LinkedIn
@amrynnie
Rodolpho Fidalgo
Global Digital Media Director, Schneider Electric
@RudyFidalgo
Agenda
• What is a LinkedIn Company Page
• The basics of setting up a LinkedIn Company
Page
• How SE navigates their analytics dashboard
• What content gets the most engagement
• How LinkedIn marketing and SE both built
engaged audiences on their Pages
• Examples of exceptional Company Pages
What is a Company Page?
• Attract followers
• Publish & share
content
• Promote your
brand
What is a Showcase Page?
The Basics
Build a strategy
around your
objectives
• Brand Awareness
• Thought Leadership
• Lead Generation
• Event Registration
Brand Awareness
Key metrics:
• Page followers
• Post clicks
• Engagement
• Comments
Brand Awareness
Turn on the ability to have more followers on paid campaigns.
At Schneider Electric all of our campaigns are optimized for
followers.
Thought Leadership
Key metrics:
• Page followers
• Post clicks
• Engagement
• Comments
Thought Leadership
Lead Generation
Key metric:
• Inquiries and
leads
Lead Generation
Lead Gen Program top performer campaign on LinkedIn, with:
• The highest CTR: 1.91%, this is 5.4x higher than the
Industry benchmark;
• Also with the highest Engagement Rate, 2.20% -
benchmark is 0.40%.
Strong CTA, based on customer stories or a quiz based on the 451
Research.
Event Registration
Key metric:
• Event registrants
driven from your
Company Page
Page 17Confidential Property of Schneider Electric |
Facebook, Programmatic &
LinkedIn
Drive traffic to landing page
website
Remarketing strategy to initiate
Look-alike, custom match, audience curated
based on time-spent
Collect lead info & pass back to CRM for
follow-up
Deliver lead ads via LinkedIn
After lead fill direct them to landing page with
YT links
Event Registration
Targeted Career Pages
to Attract Top Talent
What to Share
• eBooks, SlideShares, Infographics
• YouTube videos and native video
• Blog posts
• Case studies
• Third-party industry articles and
reports
• Helpful how-to content
• Vivid visuals (Visual is the new
headline!)
• Serial, themed posts (For example,
#MondayMotivation and
#WednesdayWisdom)
What to Share
• With video, catch the audiences
attention within the first 2-3
seconds
• Short videos yield higher
completion rates
• Have an engaging thumbnail
image
Best Practices
• Keep it short and sweet
• Pin your best content
• Visual is the new headline
• Follow the 4-1-1 rule
• Use tracking links
• Test everything
• Organic is good, but paid is
better
Let’s get visual
Keep your header image fresh
Here’s how SE follows
the best practices...
Performance:
• CTR: 1.40%
• Engagement Rate: 1.66%
• Avg CPC: $15.15
Best Practices:
• Concise message that tells a
compelling story through
images
• Humor works!
LinkedIn Benchmarks
CTR: .35%
Engagement Rate: .40%
Performance:
• CTR: .88%
• Engagement Rate: 1.07%
• Avg CPC: $19.11
LinkedIn Benchmarks
CTR: .35%
Engagement Rate: .40%
Best Practices:
• Relevant imagery boosts
engagement
• A human touch/custom
imagery outperforms stock
photos
• Telling a story through the
carousel ads
Here’s how SE follows
the best practices...
Performance:
• CTR: .82%
• Engagement Rate: .85%
• Avg CPC: $7.48
LinkedIn Benchmarks
CTR: .35%
Engagement Rate: .40%
Best Practices:
• Ongoing always on
campaigns yield better
performance
• Strong CTA
• Leverage Lead Gen Forms
Here’s how SE follows
the best practices...
How Schneider Drives Decisions with
Insights
LinkedIn Sponsored Content
Reach an audience beyond your LinkedIn Company Page followers.
LinkedIn Direct Sponsored Content
Reach your target audience directly in the feed without publishing on
your Company Page.
Personalize
Test
Control
Always be testing
Invest in your Company
Page
Elevate is increasing sharing behavior and impacting outcomes for employees –
we’ve seen users share 10x more on average with Elevate
Avg Monthly Shares
Pre-Elevate Elevate
10x
Avg Monthly Impressions
6x
Avg Monthly Engagements
7x
Pre-Elevate Elevate Pre-Elevate Elevate
Avg Monthly Profile Views
6x
Pre-Elevate Elevate
Avg Monthly Connections
7x
Pre-Elevate Elevate
Checklist for compelling Company Updates
• Add your point of view
• Include a CTA
• Keep it 150 characters or less
• Ask thoughtful questions
• Always include rich media
• Aligning content to your
followers’ needs and
interests
• Include short stats and
quotes
• Engage members through
comments
• Extend your reach by
sponsoring your best content
• Take an always-on approach
• Plan in advance with a
content calendar
9 Examples of Exceptional Company Pages
1. Hays
• Creating branded imagery
gives a cohesive, consistent
look to your posts.
• Leverage your company’s
leaders to establish thought
leadership and give an inside
look into your company’s
mission and vision.
9 Examples of Exceptional Company Pages
2. PTC
Create a distinct platform for
each aspect of your business
that has tailored messages
to share with its own target
audience.
9 Examples of Exceptional Company Pages
3. Teleperformance
Test out serial, themed
content with your audience.
We’ve seen quotes and stats
tend to see higher
engagement.
9 Examples of Exceptional Company Pages
4. Cvent
Don’t be afraid to inject a
little personality into your
posts.
9 Examples of Exceptional Company Pages
5. Biesse Group
Your audience is likely
pretty diverse and will
respond better to
regionalized content.
9 Examples of Exceptional Company Pages
6. Deloitte
• Move beyond stock
photos to source
visually interesting
photos to
accompany your
posts.
9 Examples of Exceptional Company Pages
7. Cognixia
Use your Company
Page to drive
awareness about
upcoming events &
conferences your
company is attending
or sponsoring.
9 Examples of Exceptional Company Pages
6. Michael Page
Keep caption copy to
150 characters or
fewer.
9 Examples of Exceptional Company Pages
6. EY
Experiment with
different types of
videos for different
objectives.
Follow Us!
lnkd.in/linkedinmarketing
lnkd.in/schneiderelectric
Questions?

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The Best of LinkedIn Company Pages

  • 1. Welcome and thank you for joining LinkedIn’s Live Webinar: • We will start the live webinar at 11am PT | 2pm ET • Please note that the audio portion will stream through your PC/Laptop speakers. There is no separate dial-in option. Be sure to check your speakers to ensure they are turned on and that volume is at an audible level. • Please enter questions into the Q&A module • Check out the Resources module for the slides and related content • If you have any technical difficulties, please click on the Help widget BEFORE WE GET STARTED
  • 2.
  • 3. Alex Rynne Content Marketing Manager, LinkedIn @amrynnie Rodolpho Fidalgo Global Digital Media Director, Schneider Electric @RudyFidalgo
  • 4. Agenda • What is a LinkedIn Company Page • The basics of setting up a LinkedIn Company Page • How SE navigates their analytics dashboard • What content gets the most engagement • How LinkedIn marketing and SE both built engaged audiences on their Pages • Examples of exceptional Company Pages
  • 5.
  • 6. What is a Company Page? • Attract followers • Publish & share content • Promote your brand
  • 7. What is a Showcase Page?
  • 9. Build a strategy around your objectives • Brand Awareness • Thought Leadership • Lead Generation • Event Registration
  • 10. Brand Awareness Key metrics: • Page followers • Post clicks • Engagement • Comments
  • 11. Brand Awareness Turn on the ability to have more followers on paid campaigns. At Schneider Electric all of our campaigns are optimized for followers.
  • 12. Thought Leadership Key metrics: • Page followers • Post clicks • Engagement • Comments
  • 14. Lead Generation Key metric: • Inquiries and leads
  • 15. Lead Generation Lead Gen Program top performer campaign on LinkedIn, with: • The highest CTR: 1.91%, this is 5.4x higher than the Industry benchmark; • Also with the highest Engagement Rate, 2.20% - benchmark is 0.40%. Strong CTA, based on customer stories or a quiz based on the 451 Research.
  • 16. Event Registration Key metric: • Event registrants driven from your Company Page
  • 17. Page 17Confidential Property of Schneider Electric | Facebook, Programmatic & LinkedIn Drive traffic to landing page website Remarketing strategy to initiate Look-alike, custom match, audience curated based on time-spent Collect lead info & pass back to CRM for follow-up Deliver lead ads via LinkedIn After lead fill direct them to landing page with YT links Event Registration
  • 18. Targeted Career Pages to Attract Top Talent
  • 19. What to Share • eBooks, SlideShares, Infographics • YouTube videos and native video • Blog posts • Case studies • Third-party industry articles and reports • Helpful how-to content • Vivid visuals (Visual is the new headline!) • Serial, themed posts (For example, #MondayMotivation and #WednesdayWisdom)
  • 20. What to Share • With video, catch the audiences attention within the first 2-3 seconds • Short videos yield higher completion rates • Have an engaging thumbnail image
  • 21. Best Practices • Keep it short and sweet • Pin your best content • Visual is the new headline • Follow the 4-1-1 rule • Use tracking links • Test everything • Organic is good, but paid is better
  • 23. Keep your header image fresh
  • 24. Here’s how SE follows the best practices... Performance: • CTR: 1.40% • Engagement Rate: 1.66% • Avg CPC: $15.15 Best Practices: • Concise message that tells a compelling story through images • Humor works! LinkedIn Benchmarks CTR: .35% Engagement Rate: .40%
  • 25. Performance: • CTR: .88% • Engagement Rate: 1.07% • Avg CPC: $19.11 LinkedIn Benchmarks CTR: .35% Engagement Rate: .40% Best Practices: • Relevant imagery boosts engagement • A human touch/custom imagery outperforms stock photos • Telling a story through the carousel ads Here’s how SE follows the best practices...
  • 26. Performance: • CTR: .82% • Engagement Rate: .85% • Avg CPC: $7.48 LinkedIn Benchmarks CTR: .35% Engagement Rate: .40% Best Practices: • Ongoing always on campaigns yield better performance • Strong CTA • Leverage Lead Gen Forms Here’s how SE follows the best practices...
  • 27. How Schneider Drives Decisions with Insights
  • 28. LinkedIn Sponsored Content Reach an audience beyond your LinkedIn Company Page followers.
  • 29. LinkedIn Direct Sponsored Content Reach your target audience directly in the feed without publishing on your Company Page. Personalize Test Control
  • 31. Invest in your Company Page
  • 32. Elevate is increasing sharing behavior and impacting outcomes for employees – we’ve seen users share 10x more on average with Elevate Avg Monthly Shares Pre-Elevate Elevate 10x Avg Monthly Impressions 6x Avg Monthly Engagements 7x Pre-Elevate Elevate Pre-Elevate Elevate Avg Monthly Profile Views 6x Pre-Elevate Elevate Avg Monthly Connections 7x Pre-Elevate Elevate
  • 33. Checklist for compelling Company Updates • Add your point of view • Include a CTA • Keep it 150 characters or less • Ask thoughtful questions • Always include rich media • Aligning content to your followers’ needs and interests • Include short stats and quotes • Engage members through comments • Extend your reach by sponsoring your best content • Take an always-on approach • Plan in advance with a content calendar
  • 34. 9 Examples of Exceptional Company Pages 1. Hays • Creating branded imagery gives a cohesive, consistent look to your posts. • Leverage your company’s leaders to establish thought leadership and give an inside look into your company’s mission and vision.
  • 35. 9 Examples of Exceptional Company Pages 2. PTC Create a distinct platform for each aspect of your business that has tailored messages to share with its own target audience.
  • 36. 9 Examples of Exceptional Company Pages 3. Teleperformance Test out serial, themed content with your audience. We’ve seen quotes and stats tend to see higher engagement.
  • 37. 9 Examples of Exceptional Company Pages 4. Cvent Don’t be afraid to inject a little personality into your posts.
  • 38. 9 Examples of Exceptional Company Pages 5. Biesse Group Your audience is likely pretty diverse and will respond better to regionalized content.
  • 39. 9 Examples of Exceptional Company Pages 6. Deloitte • Move beyond stock photos to source visually interesting photos to accompany your posts.
  • 40. 9 Examples of Exceptional Company Pages 7. Cognixia Use your Company Page to drive awareness about upcoming events & conferences your company is attending or sponsoring.
  • 41. 9 Examples of Exceptional Company Pages 6. Michael Page Keep caption copy to 150 characters or fewer.
  • 42. 9 Examples of Exceptional Company Pages 6. EY Experiment with different types of videos for different objectives.
  • 44.