1. The expertise you don’t know you have
Your best assets are just down the hall
Catherine Fisher
Director, Corporate Communications
LinkedIn
@cafisher #inTC14
2. Professional mindset is ideal for brand
education and content
“Spend Time” “Invest Time”
Personal Networks Professional Networks
Career info
Updates on brands
Industry trends
Source: Mindset Divide Research, TNS, September 2012
Info on friends
Personal interests
Entertainment updates
1
2
3
3. The manifestation of the “professional mindset”…
Trending topics on LinkedIn, Facebook, and Twitter
Invest Time Spend Time
LinkedIn Facebook Twitter
Leadership Billy Ray Cyrus #IfIwaswhite
*Trending in the US 2/12/2014
10. Identifying thought leaders in your organization
Already
speaking externally
SME on a
specific topic
Profile views
(How You Rank)
Active content creators,
using social media
11. Lay the Groundwork: Social Media Guidelines
Recipe for success
Empowering Concise Values-based Evolving
12. Make it easy for employees to get started
Your employees are 70% more likely to engage with company page posts
14. 1
Fisher & Phillips, LLP
!
Drove client
engagement and
built stronger
relationships with
current/past clients.
9X
Increase in total
engagements with
Fisher & Phillips brand
on LinkedIn.
#1
Most relevant voice
on LinkedIn among
8 top competitors.
Up from #5 prior to
publishing content.
15. 29X
Increase in total
engagements
with Applico brand
on LinkedIn
260
New followers driven
to Applico authors
#1
Most relevant voice
on LinkedIn among
8 other competitors
Applico
16. 1
Symantec
1M+
Impressions
generated from
Sponsored Posts
73%
Increase in total
engagements with
Symantec brand on
LinkedIn.
#1
Most relevant voice
with IT DMs, up from #3
on LinkedIn among
top 5 competitors
Notas del editor
Moment in time on February 12th -
This example is a small Small company, with fewer than 400 employees with LinkedIn profiles. BUT, they are generating more than 9,000 profile views a MONTH and have a unique network of nearly 130,000 first degree connections. Every profile view is a potential brand impression for your company when your employee has a great profile (or, doesn’t).
Of course, the first thing to ascertain is what they are trying to achieve and then choose the employees they know to be the best advocates, ambassadors and evangelists for the brand and the company.
Employees who get asked to speak externally or have other external validation (lists, articles, etc.) of their work and position
A subject matter expert on a specific topic
How these employees rank in HYR to show traffic to profile views
Employees who already have their own blog and are active content creators
Those employees with some existing social media acumen (a following on Twitter, leverages LinkedIn currently, etc.)
Objective
Fisher & Phillips is a law firm that focuses it’s practice on labor and employment law for employers.
A marketing objective is to use content to drive a larger share of voice in the marketplace, and drive
awareness of their specialized expertise.
Approach
1. Used Marketing Technology Manager as central hub for curation and editing.
2. Identified 4 Lawyers and 2 SMEs to publish.
3. Posted a total of 21 posts over first 6 weeks.
4. Cross-promoted content on corporate channels as well as personal social media accounts
LinkedIn provides a great audience for professionals, such as attorneys in our case, who want to share knowledge and experience. The publishing platform is a great way for an attorney to quickly reach other professionals who have an interest or need in their area of practice.
- Kevin L. Sullivan | CMO | Fisher & Phillips LLP
Objective: As a small platform consultant company competing in a market with much larger players, Applico needed to drive awareness in the marketplace by sharing their narrative. Also having just gone through an organizational re-brand, they saw original content creation as a means of re-positioning their value prop.
Approach:
Used Marketing Team as central hub for curation and editing
Identified 7 externally facing SMEs to publish
Posted a total of 15 posts over 2 months
Cross-promoted content on corporate channels, company newsletter, as well as personal social media accounts
Results: Helped drive 29X increase in total engagements with Applico brand on Linkedin. Drove 260 new followers to Applico authors. Jumped from #8 to #1 most relevant voice on Linkedin among 8 other competitors.
[Publishing on Linkedin is] helping us close deals. We’ve had several potential clients tell us that one of our posts on LinkedIn has changed the way they think about their own business and made them want to work with Applico.
- Alex Moazed | CEO | Applico Inc.
https://www.linkedin.com/company/1069563?trk=tyah&trkInfo=tarId%3A1409184647485%2Ctas%3Aapplico%2Cidx%3A2-1-4
Objective:
One of Symantec’s core objectives is to become the World’s Authority on Information Protection Security with IT Decision Makers.
As a result, Symantec saw an opportunity to have their Executives and Subject Matter Experts publish on Linkedin. Recognizing
a need to extend beyond their network to reach their desired audience, Symantec also Sponsored several posts to drive relevancy.
Approach
1. Used Social Media Liaison to coordinate content.
2. Identified 5 Sr. Leaders within organization to publish.
3. Published 2-3 posts/person over 2 months.
4. Leveraged Sponsored Updates on 8 posts to amplify content directly to IT DMs, recognizing need to extend beyond their network to reach desired audience.
Publishing on Linkedin was a pivotal moment in showcasing not only our company re-branding efforts, but our thought leadership as the information protection authority”
- Eric Stieg | Enterprise Social Strategy | Symantec