leveraging linkedin: employee engagement + advocacy

Presented by: Steffan Pedersen

Leveraging LinkedIn

June | 2016

Managing Your Business in the 21st Century

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UGA ‘13 Grad Digital Strategist @ Object 9

⚽️ + player, volunteer 😇, ½ , love to travel and ✈ 🎾

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2002: Started in a living room2003: Launched in May2011: Goes public

Today:433M+ Users8 offices in USA, 30 global24 languages9,700 employees

Revenue:1) talent solutions2) marketing solutions3) premium subscriptions.

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The numbers.

• 433M Users Worldwide• 106M MAU globally, 37.2M in USA• 2 new members/second• 17 min. per user/month• 3x conversion rate of Facebook & Twitter• Biggest Growth: Students and recent graduates• #1 social referrer for web traffic• #20 Top Site in USA: Wikipedia, Fox News, PayPal

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Global adoption, worldwide reach.

Top 101. USA — 128M+2. India — 35M+3. Brazil — 25M+4. China — 20M+5. UK — 20M+6. Canada — 12M+7. France — 11M+8. Italy — 9M+9. Mexico — 8M+10.Spain — 8M+

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June ‘16: Acquired by Microsoft

$26B Implications– Microsoft Dynamics CRM / Lynda / Bing– Limited 3rd Party access to API– Embed with Skype, Outlook, Access– “Connective Tissue”: MSFT Cloud, AI, Mobile & Social

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So, how can weleverage LinkedIn?

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5 Steps to Employee Engagement

1. Build the program2. Communicate goals3. Incentivize with benefits4. Audit profiles5. Outline content

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Find your leader(s)!• Motivational marketer• Digital native• Passionate about social• LinkedIn power user

Next:• Roll out in small clusters

Step 1: Build the Program

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Communicating Goals• New followers/customers• Professionalism• Thought Leaders / SME’s• In a way everyone

understands

MethodUse internal systems, email threads, or weekly meetings.

Step 2: Communicate Goals

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Participation Benefits:• Personal• Professional• Internal

– Bonuses– Profit-sharing– Recruiting– Company Socials– Company Culture

Step 3: Incentivize with Benefits

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Optimize profile:• Vanity URL• Professional picture• Experience & Skills• Connections > 500• Endorse & Recommend• Groups + Follow Co’s• Publish company content

Don’t overload them with too much extra work!

Step 4: Profile Audits

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• Two way conversation• Know your audience• Consider a mix of blogs,

images, and video• Place “Share” reminders

in the calendar weekly

Good: Clear, Concise, Multi-media, Industry-Relevant

Bad: Irrelevant, Long Form, Poor Timing, Text-Only

Step 5: Outline Content

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Case StudyTotaLand Technologies

Identifying & Nurturing Prospects, Winning New Business

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Event engagement & lead nurturing

See you guys

there!

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LinkedIn Publisher

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Teaser Post, Driving Web Traffic

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Build a Library of Brand Content

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Become the expert & educate your prospects!

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Consider Maslow’s Hierarchy

Highly Engaged / ActualizationInspiring others ;<15% reach this level

MOT

IVAT

ORS

Engaged / ImportanceAchiever; vital part of business

Almost Engaged / BelongingProud, but not vocalNot Engaged / SecurityBare minimum to surviveDisengaged / SurvivalHere for the $

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Questions?

steffan@object9.com

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Resources• SlideShare Presentations:

– Social Media Boot Camphttp://bit.ly/smbc101

– LinkedIn Guide Sheethttp://bit.ly/smlinkedinguide

– LinkedIn Tips & Trickshttp://bit.ly/smlinkedintips

– Mastering LinkedIn:http://bit.ly/smmasteringlinkedin

• About LinkedIn– http://press.linkedin.com/about-linkedin – http://mobile.linkedin.com/

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Credits• DMR Stats, LinkedIn statistics:

http://expandedramblings.com/index.php/by-the-numbers-a-few-important-linkedin-stats/• Forbes: LinkedIn acquired by Microsoft:

http://www.forbes.com/sites/grantfeller/2016/06/14/this-is-the-real-reason-microsoft-bought-linkedin/#2fdd8e2e4acd

• Various stats, About LinkedIn: https://press.linkedin.com/about-linkedin • Microsoft / LinkedIn acquisition, Benedict Evans: https://twitter.com/BenedictEvans/status/

742344834623668224 • Quantcast: Monthly US users data: https://www.quantcast.com/linkedin.com • MSFT / LinkedIn acquisition info: http://www.inc.com/jeff-bercovici/microsoft-linkedin-

social.html • Maslow’s Hierarchy of Needs influences employee engagement:

https://www.linkedin.com/pulse/20140627092040-50682194-how-maslow-s-hierarchy-of-needs-influences-employee-engagement

• Hierarchy image: http://www.shyentrepreneur.com/pre-business/maslow%E2%80%99s-hierarchy-of-needs-for-a-small-scale-business/

• Employee Engagement notes + picture: http://www.socialmediaexaminer.com/how-to-encourage-employees-to-share-your-content-on-linkedin/

• All other images, stock free from Pixabay: https://pixabay.com/