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- 2. Source: Mindset Divide Research, TNS, September 2012. Personal Networks Professional Networks Career info Updates on brands Industry Trends Info on friends Info on personal interests Entertainment updates 1 2 3 “Spend Time” “Invest Time” • Top 3 content types expected on personal vs professional networks: • Professional mindset is ideal for brand education and content • On LinkedIn, Content pages receive x7 more page views than job pages Understand the mindset Content on LinkedIn
- 3. The definitive professional publishing platform Use LinkedIn to increase your knowledge GroupsSlideShare Influencers Content on LinkedIn
- 4. So how do you start engaging with content?
- 5. 1. Follow your clients and competitors • Stay informed by following your clients LinkedIn page • Keep your competitive edge by following their direct competitors also • You should also make sure you are following your agency’s company page, as well as agency competitors Content on LinkedIn
- 6. 2. Join groups • Increase profile views by engaging via groups: People or post or engage in group discussions get an average of x4 many profile views • Join groups that are of interest to you (find under Groups in the Interests tab in the top navigation of your LinkedIn homepage) • Join the discussion, post in group discussions and don’t be afraid to have an opinion Content on LinkedIn
- 7. 3. Gain Insights from LinkedIn Influencers • Follow Influencers (find under Discover the Pulse tab in the top navigation of your LinkedIn homepage) • Notable Influencers from Media, Marketing & Technology include: - Jeff Weiner - Ryan Holmes - Pete Cashmore - Sir Martin Sorrell - Angela Ahrendts • Australian Influencers include: - Naomi Simson - Alex Malley - Janine Allis - Steven Marks Content on LinkedIn
- 8. 6. Share content with status updates • Include links to content – articles, infographics, other bits of content you found interesting, topical or thought provoking. Share your opinion and add an insight on this • Upload a photo – share photos and insights from events, interesting things happening in your office, campaigns you see that you like • Include a hashtag – allow others who are interested in relevant topics to find your content easily. Content on LinkedIn
- 9. 6. Tell visual stories in the stream with SlideShare • Slideshare allows you to tell a visual story in the LinkedIn feed, has major SEO ranking impact and is a good forum to build your personal or company brand • Upload your presentations to Slideshare, then share back to LinkedIn (Slideshare will prompt you to do this anyway!) Content on LinkedIn
Hinweis der Redaktion
- With that in mind – why do I need to be on LI Many of you might think about LI as a job board, etc. When you are on personal networks – spend time Professional networks – invest time Another key finding from the research is that there is a huge difference between the content people expect on the different networks. Personal network users are looking for content and info that gives immediate gratification – info on friends, entertainment, updates on their personal interests Professional networks users want content that can help them build for the future – info related to their work and careers and updates from brands they are interested in. When we asked people what type of information they wanted to hear from brands/companies/products, the personal side was about hobbies, entertainment, concert updates, etc. The professional side was about how to improve yourself, how to be better in your career and in your industry, they want brands to talk to them in a relevant way to tap into this type of content. You can build relationships with professionals by sharing insights and listening.
- There are many ways for your to share what you know on LinkedIn, and to also learn from others who are sharing their expertise. I am going to dive deeper into a couple of these. SlideShare – upload you presentations, or infographics. New functionality now where you can with one click from SlideShare, add a presentation to you LinkedIn profile Groups – We have over 2M groups on LinkedIn – connect with other professionals with similar interests to you. Collaborate, share, discuss Pulse – Consume content on the topics that interest you. Influencers – Follow industry influencers We also have member publishign, which hopefully you’ve heard of. We’re going to dive deeper into that in a little bit.