p&g linkedin strategy

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A guide to a better LinkedIn Company Page

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A guide to a better P&G LinkedIn Company page

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Page 1: P&G LinkedIn Strategy

7/17/2019 P&G LinkedIn Strategy

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A guide to a better

LinkedIn Company Page

Page 2: P&G LinkedIn Strategy

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Potential GoalsThe ultimate goals on LinkedIn are to

a. maximize reach and engagement levels with your community, be it customers, potential recruits and suppliers/business partners.b. attract new followers and build profitable relationships with your entire community 

To do so, P&G needs to continue working on elevating its brand and establishing itself as a sought after thought leader.

P&G should continue using social media to guide all its stakeholders through their journey to becoming not only loyal, but advocates to the brand.

We are emotional creatures (as much as we love to deny it), leverage emotions to render P&G the only choice not just because of the excellence of its

products, but also, because it represents…. A parent. And no one can compete with that.

How so?

Underneath P&G’s umbrella, there is a portfolio of brands that have different images/positioning in consumers’ minds. P&G in itself is a brand that would

benefit from using LinkedIn (as well as other social media websites) to position itself as a “parent ” in its community’s minds, only to grow the number of

its advocates. The portfolio of products you offer cater to intimate needs of a family: you take care of them, you care about them, you are in their homes,

they seek you for news/advice, they value you for improving their lives… they probably see you as a parent.

Baby, feminine and family care

Beauty

Fabric and home care

Health care and grooming

“I trust P&G to take care

of me, my baby, myhusband and my

household… If P&G were

a person, it would be a

parent.”

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Potential Goals

How to stay true to your values/image

Thought leadership

Continue establishing a voice amongst other industry players, all while remaining

faithful to your image/brand values.

Your values be it integrity, leadership, ownership, passion for winning and trust are all

those of a parent, and ones that parents would want to help their offspring acquire.

Every post should be a reminder to your community of who you are/what you stand

for… Every post should evoke emotions you want us to feel for you.

How

a. Create a central hub to curate and revise content

b. Subject matter experts i.e. Directors post thought provoking, engaging content

Brand Elevation

Humanization of the brand, bring it closer to us. Ultimately, we want to feel pride for

your achievements as we would a parent.

Keeping us engaged helps us feel cared for and that emotional bond is your customer

lock in. Nowadays, switching costs are low and customers’ buyer power increases...

Lock them in emotionally and they’re locked in forever.

How

a. celebrating milestones such as achievements and interesting news

b. posting questions and short quizzes

Noise Threshold

Your

voice

Competitionvoices

Page 4: P&G LinkedIn Strategy

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Potential Goals

Looking at P&G’s company page, I noticed an example that could have been

highlighted more as a milestone celebration, therefore, evoking a more

positive feeling in your audience.

In the spirit of celebrating milestones…

Though this post is clearly meant to establish P&G as an

educator/thought leader in shopper marketing, it could

have had a better emotional appeal by highlighting the

celebration of a milestone: number one!

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First Step: DiagnosticsA- What?

Analytics

Track reach and engagement levels overtime as well as growth of community members spread across demographics,

seniority level, function, industry etc..

Why?

Assess where you are now and depending on where you want to be, you adapt your segmentation/positioning

strategies in each of the target markets you cater to.

B- Why?Quantitative research

How are we really perceived?

1- Surveys for the entire community

, however, they could be adapted to each segment

(specific questions). You ideally want to assess how P&G is perceived by everybody but

also measure satisfaction rates for every segment with the content of the page.

Questions you probably want answered…

How have we been so far? What is the expectation? How can we meet/exceed it?

2- Surveys geared towards business partners (channel distributors, suppliers ect…)You would also want to assess

whether more can be done to foster better relationships with them by for example, posting relevant content to their

industries (using segment feature so that only a select few of the communtiy, the target, would see it).

3- Surveys geared towards job applicants. Such surveys can also be segmented based on

demogrpahics and other parameters. An example of derived insights could be: better

Generation Y specific recruitment tactics for the Middle East.

4- Surveys geared towards the competition’s community: Measure their performance using the same KPIs as you soas to know how they are perceived by their target markets which coincide with yours.

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Second Step: Deriving insights and devising

a strategyOnce data has been collected by means of analytics and quantitative research (qualitative is a more costly

plus), you would have a solid idea where you stand, and where the competition does, as perceived by your

respective communities.

Such information will help you decide on a  segmentation and 

 positioning strategy* that is both desirable to

your target markets and has a competitive advantage.

Ideally, once all your data has been collected, you could draft a value map, as seen below:

Such a value curve can be drafted not only for devising a social media strategy, but also for strategizing on a

higher level. Basically, you:

1. Capture current state in the market as perceived by end users.

2. Verify that your offering is differentiated from the market, from an end user perspective (and if not,

work on differentiating it, all while delivering superior value and remaining profitable)

Blue Ocean

Strategy is a

provendifferentiation

strategy

unveiled by

INSEAD

professors

High

Low

Competing Factors

*Relevant to social media and in specific LinkedIn. It could complement strategies you set for MENA region. This strategy

addresses the perception of P&G as a brand (not specific to a portfolio brand).

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Third Step: ImplementationSelect content coordinator

Help revise content that is as per your narrative (aligned with your values, culture and goals to engage businesses).

Break up big themes into small content and publish at fixed intervals to get followers to regularly tune in. The best strategy would

be continuity with “pulse periods” i.e. periods of heavy posting which correspond to periods of peak sales in each of the

industries you compete in.

Identify authors

Senior people or otherwise, can generate content relevant to their industries on a regular basis. A calendar marking submission

dates of the content should be devised. The coordinator publishes it in "snackable" way i.e. eye catching media/ compelling

opening line/ call to action/ links embedded.

Agree on content calendars

a. Consider timing: studies have shown that LinkedIn posts are most interacted with during morning hours while Twitter

click through rates sky rocket during afternoon hour. Post regularly to stay top of mind/educate your community about

you and evoke feelings of familiarity which in our brains are linked to emotions of liking. Consistent exposure to your

brand will increase its appeal in your consumer’s eyes.

b. Posts should be engaging i.e. include rich media or invite people to act (call for action) by either asking questions, or to

share or to caption a picture etc... Posts with question marks receive 92% more clicks/likes/comments than their

counterparts.

c. Appeal to emotions: Use the word NEW or NOW or DON’T MISS IT to visually appeal to people’s emotions.

Use faces with an expression that sets a tone to your message: people notice faces more than

anything else and faces with wide eyes inspire trust ex: Michelin uses a toddler in an ad to

inspire trust in its tires

Old Brain: decision

making, emotions

and behavior

New Brain: facts

and figures,

reason

High

influence

NOTE

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Third Step: Implementation

Speaking of the effectiveness of faces in posts…

Twice more

engagement… is it due to

a smiling face?

Behavioral Scientists

think so

So why not leverage it

often?

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Third Step: Implementationd. What content?

1. Trends in your specialized industries and industries you wish to penetrate. Be the first to postcontent highlighted as NEW and engage the audience by inviting them to voice their opinions

supports the thought leader image to be maintained.

2. Trends in recruitment, talent acquisition, what companies value in recruits, topics relevant to

emotional intelligence and how to build it/ pick up on it when hiring, topics relevant to recruitment

in this region ect…

3. Any content aligned with your values and that highlights the image you want to project. It could

be a video or a quote or a picture reinforcing you as “the parent”in the minds of your audience.

e. Join Discussion Boards

Depending on which industries/geographic areas you wish to shine, join discussion boards (basically

where your target audience hangs out) and share insights, start debates and help solve problems to

gain more followers reinforces your image as a thought leader/trusted business partner/ trusted

household member.

f. Amplify through your network

1. Recommend plugin that could be activated from a service page linked to your company page. Cost

friendly way to go viral!

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Third Step: Implementation2. “Top …” and “Best of...” lists have 40 percent higher amplification rate than othet kinds of posts. When

posting, think like a journalist. The first few words need to be compelling. Post relevant ones with a clear call

to action embedded such as a link or an invite to share or comment.

3. Videos/Rich media have a 250% more engagement rate than text. Post videos that evoke emotions that

you want attached to your brand. For example, Redbull posts adventure videos to evoke feelings of an

“adrenaline rush”. They are in fact leveraging the “mirror neurons” effect which entails feeling the same

thing as what the person we are looking at is feeling.... Much like making a cringe face when someone is

falling. We are not falling ourselves, but our brains are tricked into thinking so. Leverage it.

Introduce photos and videos that show others having a powerful experience. It doesn’t matter whether the

experience relates to P&G directly. The important thing is to reinforce the emotions you want associated

with your brand. Mirror neurons effect .

With repetition and consistency, target audiences begin to tie those emotions to your brand. The result is an

influence on behavior people follow you, engage with you, endorse you, are loyal to you and finally

become brand advocates of yours (consumer journey fulfilled).

4. Gather information from certain segments from LinkedIn and other sources to post relevant content

(measure the cost benefits of employing data analytics websites that give you the entire journey of target

markets online as well as other types of data)

6. Pin an update to the top of the page to get the word out about it more effectively.

g. Balance entertainment/inspirational posts with informative/insightful ones

Appeal in different target markets for the two types of posts can be tested OR trial/error can be employed

and performance metrics tracked overtime so as to find the idea balance i.e. Maximizing reach and

engagement rates.

“Leverage

the mirror

neuroneffect”

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Third Step: Implementationh. Sponsor company/people updates to reach a wider

audience

If P&G sponsored an update on LinkedIn by a consumer

behavior scientist or a renowned author in design thinking, that

could help it reach the entire community of people following

them AND it could help emphasize your principles of being

externally focused, innovative, passionate about success and

resilient in trying to build mutually beneficial relationships.

i. Niche targeting

Make list of 100 contacts you want to connect with based on

quality (companies you aspire to work with) and connect on a

weekly basis/engage with them (schedule an hour a week to

connect with them), either via in mail or telephone.

Let your core principles shine through!

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Fourth Step: Performance

management

It is important to track reach, engagement, engagement rates and amplification

rates overtime so as to adjust the set strategy accordingly.

Amplification rate: total number of shares/ total number of posts

Engagement rate: (# likes, shares and comments/# posts)/total community

times a 100

In short, you would have:

Set your goals

Listened and learned

Developed a strategy Created content

Learned

Applied your learning

All necessary for…