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90% of professionals use
social media to get
access to thought leadership &
information they couldn’t
get elsewhere.

SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010
3 out of 4 professionals
rely either lightly or heavily on
professional networks to
support business
decisions.

SOURCE: SOCIETY FOR NEW COMMUNICATIONS RESEARCH, US 2010


                                                           2
81% of LinkedIn members
prefer to have separate
social networks for their
personal and
professional lives.
SOURCE: LINKEDIN AUDIENCE 360 SURVEY, US, AUGUST 2011


                                                        3
How to Master
LINKEDIN
for Marketing

Session 1: How to Use LinkedIn
Company Pages & Groups


                                 #MasterLi
                                             4
Your Presenters:




   Scott Engelman                 Mike Volpe
   Director of Online Marketing   CMO
   @LinkedIn                      @HubSpot
                                               5
Today’s Agenda:

1   Create a Company Presence


2   Attract Followers


3   Keep Your Followers Engaged


4   Amplify through the Network


5   Analyze & Refine
                                  6
CREATE
COMPANY
PRESENCE
Add Your Company’s Information




       1   Choose designated users to
           be your page admins.         2   Add your company
                                            info & a URL.
Add Your Company’s Information


                                 3
                                     Add a
                                     company
                                     description.




                                 4
                                     Add your
                                     company
                                     specialties.
Improve Your Overview & Products &
Services Tabs

                      PRODUCTS & SERVICES TAB


                                                OVERVIEW TAB
Customize Content By Persona
Customize Content By Persona
It’s Easy to Create a New Persona
Collect Recommendations
Goals of Products & Services Tab

   1   Showcase Products (or Other Content)


   2   Generate Social Recommendations


   3    Send Traffic to Your Website


   4    Drive Leads to Your Business
HOW TO
ATTRACT
FOLLOWERS
Companies with
               most EFFECTIVE
               ENGAGEMENT
               need to have a
               minimum of
               100-200 followers.




LinkedIn tip

                                    17
How to Use LinkedIn Company Pages & Groups
Three Easy Steps to Get Started:


   1   Invite your family, friends & coworkers first.


   2   Reach out to people through existing means of
       communication—email, phone, in person, etc.

       Mention your LinkedIn Company Page
   3   across your website & other channels.



                                                        19
How to Use LinkedIn Company Pages & Groups
Add A Follow Company Button to Your Web Site
Run An Email Campaign to Drive Following




                              INCLUDE A DIRECT
                              CALL-TO-ACTION.

                              CONSIDER OFFERING AN
                              INCENTIVE.
                             PROVIDE CONCRETE
                             BENEFITS.
Invite Industry Thought Leaders

   IDENTIFY THOUGHT   SEND THEM PERSONAL   ENCOURAGE THEM
   LEADERS.           INVITES.             TO FOLLOW YOUR
                                           COMPANY PAGE
How to Use Groups for Follower Growth



                             ENGAGE WITH PEOPLE FROM
                             COMPANIES YOU FOLLOW.


                             REFER THE COMPANIES
                             IMPORTANT TO YOUR
                             BUSINESS.
                              PARTICIPATE IN
                              DISCUSSIONS.
Promote on Other Marketing Materials

      BUSINESS CARDS, FLYERS &
      EMAIL SIGNATURE




      EBOOKS, WHITEPAPERS
      AND GUIDES




      PRESENTATIONS AND EVENT
      MARKETING COLLATERAL
HOW TO KEEP
YOUR
FOLLOWERS
ENGAGED
How to Use LinkedIn Company Pages & Groups
The QUESTIONS
that customers ask
you are one of the
best places to start
for your updates.




                       28
Share Information Your Followers
Care About




        USE QUESTIONS
Give Your Followers Clear Directions




ENCOURAGE THEM TO TAKE ACTION, SUCH
AS “SIGN UP,” “LIKE” OR “DOWNLOAD.”
Test Best Times to Post




                          POST ON
                          WEEKDAYS.


                          IS YOUR COMMUNITY
                          ENGAGED IN THE
                          MORNINGS?
                          POST AT LEAST
                          ONCE A DAY.
Best Practices for Status Updates


   1   Use links & images in your status update.


   2   Make your updates short.


   3   Tell your followers what action to take.
AMPLIFY
THROUGH
NETWORK
How to Use LinkedIn Company Pages & Groups
MARKETING
                       FACT
    There are


  1M
Groups on LinkedIn.
How to Use LinkedIn Company Pages & Groups
Example of a LinkedIn Group:
Customer Engagement Through Local
LinkedIn Groups:
Best Practices for LinkedIn Groups


   1   Stay active!


   2   Engage people in thought leadership
       discussions.


   3   Set guidelines for discussions.


   4   Content creation.
ANALYZE &
REFINE
Ensure You’re On the Right Track
Check your Followers Statistics on an ongoing basis
Measure Engagement
Check LinkedIn stats to keep engagement in the core of your strategy
Available Metrics 24h After Posting
Impressions, clicks and level of engagement
Gain Insights about Your Followers
Analyze demographic information about followers
Keep Track of ROI
See connection between LinkedIn marketing and real business results
Search Engine
Optimization

Blogging &
Social Media


Lead Generation


Lead
Management

Email &
Automation

Marketing
Analytics
3         2000 7                      50+ 6                  15          0
                                             breakout   inspiring   small       reasons
        days     inbound          learning   sessions   keynotes    group       not to
                 marketing        tracks                            workshops   GO!
                 professionals




                                      REGISTER TODAY!
                                 www.InboundConference.com


www.InboundConference.com
THANK
 YOU.
        48
POST YOUR
QUESTIONS:



             http://bit.ly/HS-LI-GROUP

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