How to Create Social Employees through LinkedIn's Publishing Platform
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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.
How to Create Social Employees through LinkedIn's Publishing Platform
- 1. #linkedinpub
- 2. #linkedinpub FEATURING Guest Host Patrick Baynes Co-founder Your Host Bernie Borges, CEO and host of Guest Host Michael Idinopulos CMO
- 3. #linkedinpub 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
- 4. #linkedinpub Agenda • LinkedIn History Review • Understanding the Publishing Platform • Opportunities • Risks • Action Plan
- 5. #linkedinpub The Early Years 2003 • 10M Members • Individual focused • Job opportunities • B2B focus
- 6. #linkedinpub Evolving Business Model From: job board
- 8. #linkedinpub LinkedIn in 2014 • 277,000,000 Members • Content marketing centric • Pulse • Slideshare
- 9. #linkedinpub - Invitation only - Approx. 500 business influencers LinkedIn Influencer Program
- 10. #linkedinpub LinkedIn Enables Engagement • Expanded Profiles
- 11. #linkedinpub LinkedIn Enables Engagement • Expanded Profiles • Active news feed stream
- 12. #linkedinpub LinkedIn Enables Engagement • Expanded Profiles • Active news feed • Company pages
- 13. #linkedinpub LinkedIn Enables Engagement • Expanded Profiles • Active news feed • Company pages • Showcase pages
- 14. #linkedinpub LinkedIn Enables Engagement • Expanded Profiles • Active news feed • Company pages • Showcase pages • Pulse Stream
- 15. #linkedinpub LinkedIn Enables Engagement • Expanded Profiles • Active news feed • Company pages • Showcase pages • Pulse Stream • Influencer Program
- 16. #linkedinpub LinkedIn Opens up Publishing Platform Initially to 25,000 members To everyone later this year
- 17. #linkedinpub Not a normal publishing platform • Ready and waiting audience (270M+) • Professional context and content • Integrated tools with familiar platform • Extension of the professional brand
- 18. #linkedinpub What’s the opportunity for brands? • Free publishing platform • Targeted distribution • Search rank
- 19. #linkedinpub What are the risks for brands? • Writing skills • Unified voice • Segmentation • Brand alignment
- 20. #linkedinpub 6 Ways to Take Advantage of LinkedIn’s Publishing Platform 20
- 21. #linkedinpub ONE Find a few clear voices
- 22. #linkedinpub TWO Speak with a personal voice
- 25. #linkedinpub FIVE Don’t copy and paste from your blog
- 27. #linkedinpub Action Plan • Embrace the platform • Integrate culture & technology • Create guidelines • Create processes • Manage with tools
- 28. #linkedinpub Summary • Plan for the publishing platform • Document do’s and don’ts • Encourage participation • Monitor participation • Offer feedback
- 29. #linkedinpub Profile optimization Network enhancement Gamification Social analytics 1-1 training sessionsCurated sharing PeopleLinx Functionality At-A-Glance Twitter integration LinkedIn integration
- 31. #linkedinpub 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.
- 32. #linkedinpub Schedule a Demo Schedule a demo