Making the Most of the Social Network 
That Means Business

1. BRAND DRIVEN digital
nick westergaard | branddrivendigital.com
social spotlight
linkedinMaking the Most of the Social Network
That Means Business

2. Photo via Flickr user The Suss-Man (Mike)

3. Photo via Flickr user TOKY Branding and Design

4. linkedin social spotlight
‣ By the Numbers
‣ How Brands Engage
‣ Things to Remember

5. By the Numbers
1

6. oldestsocial networks
launched in 2003, linkedin is one of the

7. 433 millionregistered “member professionals”
Source: LinkedIn Newsroom

8. 100 millionare active monthly
Source: VentureBeat

9. 40 millionare students & recent grads
— fastest growing demographic
Source: LinkedIn Newsroom

10. not remarkable in awareness

11. … or in use

12. though use is up yoy

13. 70%of linkedIN use comes from outside the U.S.

14. 200 countriesand territories use linkedIN
Source: LinkedIn Newsroom

15. 2 newmembers join LinkedIN EVERY second

16. 3 billionis linkedin’s global user goal
Source: LinkedIn Newsroom

17. $26.2 billionwhile unclear, microsoft also owns office & Skype
in june 2016 microsoft purchased LinkedIn for

18. linkedin’s revenue model

19. How Brands Engage
2

20. linkedIn is the top network for b2b brands

21. 17%of small businesses use linkedin
BUT only
Source: eMarketer

22. a gated approach
Photo via Flickr userPeter Casterton

23. engagement comes down to strategy
‣ Personal
‣ Company or brand
‣ Career/recruiting
‣ Community building

24. facebook vs. linkedin – personal strategy

25. personal profile vs. company page

26. anatomy of a company page – company strategy

27. company pages can have showcase pages

28. career/recruiting strategy

29. community building strategy

30. publishing is also powerful

31. basic linkedin ad offerings
‣ Ads (You can promote your LinkedIn profile or create
ads to drive site traffic)
‣ Sponsored updates

32. linkedin ads in action
1
2

33. key metrics
‣ Connections
‣ Social actions (likes, comments, follows, shares)
‣ Impressions & clicks

34. investment …? More than snapchat!
Source: Social Fresh

35. recruitmentretention, industry collaboration, & b2b
business development
best uses for linkedin:

36. one millionhave published content on linkedin
Source: LinkedIn

37. 930connections
the average ceo has

38. statistical analysis
and data mining. So there’s that.
fyi - the hottest skill on linkedIN

39. Things to Remember
3

40. don’t forget about the linkedin brand family

41. slideshare = youtube of slide decks

42. 18 million+uploads in 40 different content categories, slideshare
is one of the top 100 websites visited in the world
Source: LinkedIn

43. great tool for reinforcing recruiting

44. slideshare reminders
‣ Can upload documents, presentations, and videos
‣ Public or private content
‣ Lead generation
‣ Free vs. PRO

45. pulse = visual news

46. lynda = on-demand training & development

47. ‣ Depends on strategy — personal vs. professional (recruitment vs.
business development)
‣ Connections vs. company page followers
‣ Company page views
‣ Group membership, participation, and demographics
‣ Unique visitors
‣ Page clicks
‣ Referring links on site
‣ Leads
LinkedIn measurement

48. great page demographics as well

49. other unique insights

50. ‣ Apple
‣ Salesforce
‣ Facebook
‣ Google
‣ Amazon
‣ Microsoft
‣ Uber
‣ Unilever
‣ Coca-Cola
‣ Johnson & Johnson
Top 10 companies on linkedIn – “top attractors”
Source: LinkedIn

51. great to keep an eye on

53. #UIMKTG
@nickwestergaard

54. nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
@NickWestergaard on Twitter, Instagram, and more