Presentation delivered at a special Identity event on March 22, 2016. We discussed LinkedIn strategies for business-to-business companies and professional services firms.

1. LINKEDIN FOR B2B

2. SUNDAY,
FEBRUARY 29

5. According to experts, a 30-second
spot during the 2016 Oscars was
priced at nearly $2 million.
THE SEGMENT

6. THE BIG LEAGUES

7. WELCOME TO THE SHOW

8. LinkedIn is now
synonymous with
professional
advancement and job
networking.

9. The platform has acquired
16 companies related to
online business education
and networking:

10. LinkedIn closed the fourth quarter of
2015 with 414 million members.
TOTAL USERS

11. Virtual every new
professional being interviewed
will have a LinkedIn profile.
40 million of those users are
students and recent college
graduates.

12. Nearly every new professional
interviewing for a position will
have a LinkedIn profile.

13. Two
Number of new users joining
LinkedIn every second

14. “I don’t do that social media stuff...
but I do have a LinkedIn profile.”

15. “I’m not sure if you know this, but I have
a lot of LinkedIn connections.”

16. 97%
of Fortune 500 brands have a
corporate presence on LinkedIn
Source: University of Dartmouth Marketing Research Study, 2014

17. DEFINING A STRATEGY

18. What are your program goals?

19. Free audience research.

20. Arm our key leaders, executives, sales team
members and relationship managers with
content to share with their targeted
networks while measurably increasing our
organization’s B2B audience.
STRATEGY

21. Program structure is often
directed by the team in charge.

22. STRATEGY
culture / recruiting awareness
sales enablement
marketing communications

23. STRATEGY
marketing communications
Audience
Engagement
Value Creation
PAID:
Advertising

24. STRATEGY
culture / recruiting awareness
Job Listings
Culture
Showcase
PAID:
Talent
Solutions

25. STRATEGY
sales enablement
Prospect
Research
Relationship
Creation and
CRM Support
PAID:
Sales
Navigator

26. STRATEGY
Each group leverages the platform
in a unique way in order
to achieve success.

27. STRATEGY
SCENARIO 1
LinkedIn serves as
an extension of a
more holistic
social media
strategy where
content drives
targeted audiences
to destinations.

28. STRATEGY
SCENARIO 2
LinkedIn operates
in a silo and all
outcomes are
focused on action
within the
platform.

29. DESTINATIONS

30. Destinations:
Owned marketing assets and
third-party websites that serve as
targeted landing pages for
B2B audiences.

31. Take inventory of where you can drive your
company’s B2B network.
In a perfect world, your strategy will create
opportunities to drive audiences to primarily
owned content channels.
(newsroom, blog, landing pages, microsites, etc.)
DESTINATIONS

32. Both strategies are
driven by content.
Great content is the
fuel that keeps a social
media engine running.

33. A lack of activity can create a
negative perception.

34. LinkedIn content can extend beyond general
marketing communications.
Leveraging several voices can establish
a more dynamic B2B content strategy.
CONTENT MIX

35. SME Visibility
Adds credibility and insight to industry topics.

36. Culture and Recognition
Focused on culture, people and corporate giving.

37. Executive Leadership
Discusses the business vision and “big” news.

38. Utilize your LinkedIn Company Page
to tell stories that elevate your
organization.

39. On LinkedIn, visuals matter.
More billboard. Less brochure.
BEST PRACTICE

43. LinkedIn Pulse has become a key
competitor to corporate blogs.
Executives can publish long-form posts
within defined topic areas and receive
detailed analytics regarding individuals
who engage, comment and share.
PULSE

49. CONTENT SUCCESS
An effective LinkedIn presence
leverages several different types of
content.
More importantly, content is
consistently tweaked and refined.

50. Social media is a marathon.

51. EMPLOYEE ADVOCACY

52. When a LinkedIn member shares six pieces
of content, on average, they receive six profile
views and make two new connections, which
helps them strengthen their professional
brands.
At the same time, the company they work
for receives six job views, three Company page
views and one Company follower, which helps
them better hire, market and sell.

53. EMPLOYEE NETWORKS
Employees have 10 times more
connections than their company has
followers, and people tend to be
considered more authentic than
companies.

54. The digital rolodex.

55. 59%
of employees have defended
their company online
Source: Employee activism report conducted by Weber Shandwick and KRC Research

56. 42%
of employees know enough to
explain what their company does
Source: Employee activism report conducted by Weber Shandwick and KRC Research

57. LINKEDIN ON DAY 1
We teach new employees how to access
their e-mail and set up their voicemail.
LinkedIn training should be part of the
onboarding process.

58. Employees should be
educated on how to
properly describe the
company and reference their
role, as well as promote
positive company news.

59. Most companies fail when it
comes to telling employees
what they “should be doing”
on social media.

60. Employee toolkits and training

61. TRANING & TOOLKITS
Your employee LinkedIn Toolkit
should include an approved company
description, recommendations on groups to
join and instructions on how to share
approved content provided by the
marketing team.

62. When the sharing process is simple,
more employees participate.

63. Provide employees with
pre-packaged content updates.

64. There are several platforms
available to help support
employee advocacy
programs while providing in-
depth reporting.

69. Don’t worry.
If multiple people share the
same update, it’s not a bad
thing.

70. ADVOCACY
Whether you use sophisticated
software or provide content to copy and
paste, leveraging employee networks helps
take an existing B2B program to the next
level.

71. MEASUREMENT

72. Establish a
measurement
template the leverages
multiple data points.

73. What are your metrics for success?

74. LinkedIn offers insights into audience
development and content
performance.
Key metrics include:
Company Followers
Impressions
Page and Content Engagement
LINKEDIN METRICS

75. Organic audience growth on LinkedIn
is outpacing other critical mass networks.

76. Opportunities generated via LinkedIn
can be tracked using a variety of methods.
Destination metrics can include:
Website referral traffic (Google Analytics)
Paid services (CTR)
DESTINATION METRICS

77. DESTINATION METRICS
Anecdotal employee stories
are also key metrics for success.

78. Your Homework
Re-evaluate/establish strategy and
identify your “destination sites.”

79. Your Homework
Review your content strategy. Identify
opportunities to lead with billboard content
while leveraging multiple expert voices and
map out a plan to stay engaged on a weekly
basis.

80. Your Homework
Establish your approach to educating
employees about LinkedIn and arming them
with great company news to share with their
targeted networks.

81. Your Homework
Select key metrics to track both on the
LinkedIn platform and on key destination
properties.

82. What happens
next is up to you.

83. Q & A