This document summarizes a webinar about taking advantage of LinkedIn's publishing platform. It discusses LinkedIn's evolution from a job board to a media site with 277 million members. The webinar covers opportunities for brands to publish on LinkedIn's new publishing platform, as well as risks to consider. An action plan is proposed for companies to embrace the platform by finding clear publishing voices, focusing on insights rather than announcements, and linking publications to their website. PeopleLinx is introduced as a company that helps enterprises optimize their LinkedIn presence through social sharing and analytics tools.

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FEATURING
Guest Host
Patrick Baynes
Co-founder
Your Host
Bernie Borges, CEO
and host of
Guest Host
Michael Idinopulos
CMO

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PeopleLinx helps employees be
social marketers
Founded 2009
by early LinkedIn
employees
SaaS technology
personalized
guidance at
enterprise scale
Leading clients in
banking, insurance,
legal, consulting,
tech, media

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Agenda
• LinkedIn History Review
• Understanding the Publishing
Platform
• Opportunities
• Risks
• Action Plan

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The Early Years 2003
• 10M Members
• Individual
focused
• Job
opportunities
• B2B focus

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Evolving Business Model
From: job board

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To Media Site:

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LinkedIn in 2014
• 277,000,000
Members
• Content
marketing centric
• Pulse
• Slideshare

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- Invitation only
- Approx. 500 business influencers
LinkedIn Influencer Program

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LinkedIn Enables Engagement
• Expanded Profiles

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LinkedIn Enables Engagement
• Expanded Profiles
• Active news feed stream

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LinkedIn Enables Engagement
• Expanded Profiles
• Active news feed
• Company pages

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LinkedIn Enables Engagement
• Expanded Profiles
• Active news feed
• Company pages
• Showcase pages

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LinkedIn Enables Engagement
• Expanded Profiles
• Active news feed
• Company pages
• Showcase pages
• Pulse Stream

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LinkedIn Enables Engagement
• Expanded Profiles
• Active news feed
• Company pages
• Showcase pages
• Pulse Stream
• Influencer Program

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LinkedIn Opens up Publishing
Platform
Initially to 25,000 members
To everyone later this year

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Not a normal publishing platform
• Ready and waiting audience (270M+)
• Professional context and content
• Integrated tools with familiar platform
• Extension of the professional brand

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What’s the opportunity for brands?
• Free publishing platform
• Targeted distribution
• Search rank

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What are the risks for brands?
• Writing skills
• Unified voice
• Segmentation
• Brand alignment

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6 Ways to Take
Advantage of
LinkedIn’s Publishing
Platform
20

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ONE
Find a few
clear voices

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TWO
Speak with a
personal voice

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THREE
Insights…
Not Announcements

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Four
Link to your
company
website

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FIVE
Don’t copy and
paste from your
blog

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SIX
Keep using
status updates

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Action Plan
• Embrace the platform
• Integrate culture & technology
• Create guidelines
• Create processes
• Manage with tools

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Summary
• Plan for the publishing platform
• Document do’s and don’ts
• Encourage participation
• Monitor participation
• Offer feedback

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Profile optimization
Network enhancement
Gamification
Social analytics
1-1 training sessionsCurated sharing
PeopleLinx Functionality At-A-Glance
Twitter integration
LinkedIn integration

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View the Webinar
FindandConvert.com/webinar

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Thank You
PeopleLinx was founded in 2009 by early LinkedIn employees, PeopleLinx helps the world’s leading
enterprises use social tools to outperform their marketing goals. PeopleLinx’s scalable software
solution provides tools for profile optimization, customized training, coordinated content sharing, and
analytics that turn employees into LinkedIn power users and brand ambassadors. PeopleLinx
customers include Fortune 1000 leaders in banking, insurance, law, healthcare, and professional
services.
Find and Convert is a digital marketing agency that works with B2B businesses to develop and help
execute strategies that support a firm’s revenue goals, transforming them through social business
best practices and technologies.

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