Linkedin Pages Enterprise Playbook v02 16 PDF
Linkedin Pages Enterprise Playbook v02 16 PDF
Linkedin Pages Enterprise Playbook v02 16 PDF
Enterprise Playbook
How the world’s largest enterprises
make the most of their LinkedIn Page
With 8
best-in-class
content
examples
Why Enterprises are on LinkedIn
92%
of B2B marketers use LinkedIn to distribute
content and achieve growth objectives
Source: 2018 Content Marketing Institute Benchmark Report
With a new suite of features and tools, it’s easier than ever for enterprises to leverage LinkedIn Pages to
engage members and drive business impact. Whether you’re in Human Resources and manage a team to
advance your talent brand, or in Social Media and manage a team to promote your corporate brand, this
playbook will give you insights and guidance from industry-leaders on how to:
To curate this guidance, we interviewed marketing leaders of large, complex Enterprises that have best-in-
class LinkedIn Pages and Showcase Pages, including Microsoft, Oracle, and Adobe. We even consulted
our own internal experts at LinkedIn.
Tip: If your organization is going through a merger or acquisition, contact your Customer Success
Manager for help with migrating followers and re-branding your LinkedIn Page.
Create a new admin playbook. To quickly equip Centralize your communication. To increase
new admins with best practices, create a playbook your team’s organization and efficiency, create
that outlines your voice and tone, brand guidelines, a dedicated channel for all of your LinkedIn
legal considerations, KPIs and strong examples of conversations to live, as well as a centralized
how you want your brand to show up on LinkedIn. repository for all of your creative
assets. Your inbox will shrink
Institute regular check-ins. To ensure you’re and cross-functional
extending best practices globally, align monthly partners will thank you.
with regional leads on localization best practices
and the content pipeline. To ensure you’re not
operating in a silo, align bi-weekly with your other
social media leads on cross-platform strategy and
platform-specific messaging.
Strategizing your content
Below you’ll find Microsoft, Oracle, Adobe, and LinkedIn’s best posting practices, grouped by how
frequently we recommend you use each tactic.
• Post daily. Establish a trusted, • Add hashtags that are top-of-mind for
consistent voice with your audience your organization to your posts.
by posting 1-2 times per day.
• Respond to comments and questions
• Schedule posts 24-48 hours before from Page followers. Have a team and
launch by using central posting process in place. You can now reply on
Every platforms like Hootsuite or Sprinklr. the mobile app.
day • Leverage the Content Suggestions • Consider an agency for your scheduling
tool to discover topics and articles and community management, so you
trending with your target audiences, can focus more on strategy.
based on location, industry, job
function, and seniority.
• Build out your social calendar a • Update and engage with your
week in advance, but leave room for Communities hashtags.
flexibility for last-minute changes. Not only can you track the
number of members following
• Share your best @mentions. To
authentically showcase your brand,
your hashtags, you can also Every
click into the feed and interact
share your best @mentions from
with members. week
supportive customers, employees,
or executives.
examples
brand perception, these tactics all ladder up to
common objectives. You’ll find the best examples
of each on the following pages.
Showcase innovation
Build thought leadership by highlighting
your brand’s technology.
Toyota shot a low-cost video on a mobile phone ‘Tis the season of giving! We’re spreading holiday cheer and donating the
gifts from our annual Holiday Gift Drive to four of our community partners
of their employees volunteering at the company’s
in North Texas (Boys & Girls Club of Collin County, Children’s Health Plano,
annual Holiday Gift Drive. Community Partners of Dallas, and Hope’s Door). Thank you to our team
members at HQ for coming together and bringing joy to 1,500 children this
holiday season. Go behind the scenes on our Instagram story:
Behind-the-scenes look.
By sharing a peek at what employees do when
they’re not in front of a computer, Toyota revealed
the emphasis they place on teamwork, altruism,
and joy in the workplace.
Use of video.
Video is highly effective at showing off your talent
brand. It also has far more potential to “go viral.” Google’s Brain Team: What does it do?
LinkedIn data shows that video is 5x more likely bbc.com
other media types to spark a conversation.
442 Likes • 16 Comments • 15,923 Views
Showcase innovation
Google Follow
10,498,848 followers
3w
Background
In this post, Google’s Artificial Intelligence
“We need more people studying these sorts of fields and more people being
excited about them because that’s how we make progress and solve a lot of lead promotes technology that helps predict
problems in society.” Catch up with Google AI lead Jeff Dean to learn how the dangerous weather events like earthquakes
team’s using artificial intelligence to build systems that can predict flooding
and earthquake aftershocks—and for a story about space rays:
and floods.
https://goo.gl/dG5RCq
futuristic “Life Lab” activation at CES 2019. This is your exclusive sneak peek into the #PGLifeLab. Beginning tomorrow
come experience it all at #CES. Get the scoop at: https://lnkd.in/e4_swse
Background
Accenture’s CEO Pierre Nanterme passed away Accenture Follow
3,920,434 followers
after being with the company for over 35 years. 1mo
Their LinkedIn Page released a short but powerful We mourn the passing of former chairman and CEO Pierre Nanterme, who
did indeed join forces to make this world better. We will miss his leadership,
post in remembrance. friendship and inspiration.
Background
With this two-minute video, Microsoft shifted
the perception of gaming and showed how it
can be an uplifting, educational, and social-
building tool for children with limited mobility
Microsoft Follow and their families and friends.
6,876,844 followers
1mo
Meet the gamers who remind us that when everybody plays, we all win.
http://msft.social/FSKd1p #SuperBowl What made the post so effective
Relied on real people to do the storytelling.
Sharing a real person’s journey with your brand,
in their own words, creates a memorable and
emotional connection to your brand.
Approached a sensitive topic with openness.
Microsoft featured young gamers with limited
mobility front and center, and showcased their
journey in a truthful yet empowering light.
Authentically connected their brand
3,696 Likes • 153 Comments • 479,481 Views
to doing good.
Microsoft has been able to help those with
Like Comment Share
limited mobility, through their innovation, make
gaming more accessible. When aligning your
brand to a cause, make sure it’s relevant to your
brand story and portfolio.
10X
LinkedIn data shows that
employees typically have
10x the number of connections
as a Page has followers.
Relationships Matter
With LinkedIn Marketing Solutions, brands build relationships
with the world’s professionals by using accurate targeting to deliver
relevant content and communications. As today’s connected
professionals seek out ideas and insights from the people and brands
they trust, marketers use LinkedIn to target advertising and publish
relevant content in a professional context. Brands extend reach
through the social sharing that occurs naturally on LinkedIn.
Learn more