Gestión de marca en un
ambiente digital
Sarah Harmon
Country Manager, LinkedIn Spain & Portugal

You are ignoring your most valuable
communcations channel
…and you are leaving money on the table

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Corporate Brand
Consumer
Brand
Brand
Essence
Talent Brand
Investors
Influencers
Partners
Customers
Employees
Candidates

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10Pieces of content are consumed
before a purchasing decision is made
Always-on content is vital to influencing decisions
Source: Zero Moment of Truth Study, Google

Capture your audience’s
attention

Use Storytelling to Strengthen your Brand2

Evoking emotions
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Play As One3

One voice many styles
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70% of customer brand
perception is determined by
experiences with people.
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Activate employees as brand ambassadors4
Employee Advocacy, Neal Schaffer & PeopleLinx, 2016.

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Who are your most trusted spokespersons?
Company’s CEO Company’s Employee Media Spokesperson

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Integrated Approach For B2B Advertising
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Build integrated
media plan for all
channels
Compare and
prioritize target
audiences for Corp,
TA and Marketing
Switch
messaging/target
based on
performance
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Audience
Storytelling
Play as one
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2
In Summary
4 Employees
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Integration