LinkedIn Trainings - 4 Part Series

yglhola16

LinkedIn Training - 4 Part Series

Dale Corporation

1


Yessenia García-Lebrón

HOLA: Helping Organizations Leverage Audiences, LLC

Bilingual Communications and Marketing Agency

2


1st Training Session:

LinkedIn Business Page Overview and

Developing the Dale Corporation Voice

Dale Corporation

January 31, 2018

3


LONG TERM GOAL

▶ Dale Corporation will routinely post on LinkedIn,

thus exuding a brand image that outwardly

showcases the organizational authenticity and

familial company culture. It will accomplish this

in three ways:

1. Leveraging key leadership relationships with

partners and community organizations.

2. Highlighting business accomplishments,

employee appointments and achievements.

3. Becoming a thought leader on industry topics

and contributing information.

1st LinkedIn Training 4


SHORT TERM GOAL

▶ Dale Corporation will understand LinkedIn and

the business case for its use, develop Dale

Corporations brand and voice, and routinely

develop posts with purpose that will meet and

exceed its long term goals.

1st LinkedIn Training 5


LINKEDIN OVERVIEW

1st LinkedIn Training

https://www.omnicoreagency.com/linkedin-statistics

/ 6


LINKEDIN FUN FACTS

1st LinkedIn Training

https://www.omnicoreagency.com/linkedin-statistics

/ 7


LINKEDIN FINANCIALS

1st LinkedIn Training

https://www.omnicoreagency.com/linkedin-statistics

/ 8


LINKEDIN USES









Online Professional Network

Jobs

People Search

Company Search

Address Book

Advertising

Professional Identity, and

Group Collaboration

1st LinkedIn Training 9


PRIMARY USE - ROLODEX

▶ Keep contacts

▶ Build relationships

▶ Stay connected

▶ Research

1st LinkedIn Training

10


BUSINESS USE - ROLODEX

▶ Corporate Brand

▶ Employee as Brand Ambassadors

▶ Sales

▶ Recruiting

1st LinkedIn Training

11


WHAT DOES THIS ALL MEAN?

▶ Can’t control

▶ People are looking under the hood

▶ Assessing the company

▶ Make judgements

1st LinkedIn Training 12


BRAND, BRAND VOICE, and MESSAGING

▶ Perfect timing

▶ Eric is absolutely right; LinkedIn does not equal

new business

▶ Brand, Brand Voice, and Messaging CAN be

controlled

1st LinkedIn Training 13


WHAT DOES A STRONG COMPANY

LINKEDIN BUSINESS PAGE LOOK LIKE?

14


THE GOOD …

http://bit.ly/2nkzd48

http://bit.ly/2BFxgU3

1st LinkedIn Training 15


THE BAD…

http://bit.ly/2BExjQ7

http://bit.ly/2npslSQ

1st LinkedIn Training 16


BRAND AND BRAND VOICE

▶ Company Culture

▶ Business Accomplishments

▶ Employee Achievements

▶ Walk the Walk

1st LinkedIn Training 17


FLOYD’S SUMMARY

▶ Voice 1:

Congratulations to Floyd Lebrón on his recent

appointment to the Oversight Board of Rebuild

Philadelphia and the Board of Habitat for Humanity.

▶ Voice 2:

Dale Corporation would like to congratulate Floyd

Lebrón, who was recently appointed to the Oversight

Board of Rebuild Philadelphia and the Board of Habitat

for Humanity. He has been part of the Dale family for

over 20 years contributing to our growth and progress.

These organizations will benefit greatly from his

expertise and we are proud to continuing supporting

Philadelphia!

18


AUTHENTICITY

+

FAMILIAL COMPANY CULTURE

+

LINKEDIN??

1st LinkedIn Training

LinkedIn Training Week 1 19


POSTS WITH PURPOSE

▶ Time is on your side

▶ Uniform messaging

▶ 2-3 themes

▶ Intentional

▶ Think About Goals

▶ Develop a Plan

▶ Efficiencies

1st LinkedIn Training

20


GOALS – THE FOUNDATION YOU LAY WILL

BUILD SOLID RESULTS

How many times a week will you post?

What does success look like for Dale Corporation on

LinkedIn?

What are your metrics?

1st LinkedIn Training 21


PLAN: WHAT DIFFERENTIATES YOU IS

YOUR STRATEGY, YOUR PLAN, AND YOUR

VOICE

Will you meet weekly or monthly to plan in advance?

Will there be a calendar?

Who will oversee social media?

Who will do the actual posting?

Will anyone copy edit the posts?

Will you post birthdays? Work anniversaries? Births?

Weddings?

1st LinkedIn Training 22


DALE CORPORATION - POSTS WITH A

PURPOSE

What is Dale Corporation’s Company Culture?

What is Dale Corporation’s visual brand and voice?

What is Dale Corporation’s story?

Who’s telling Dale Corporation’s stories

How are Dale Corporation’s stories being told

How does Dale Corporation want to be seen from

the outside in?

1st LinkedIn Training 23


FLOYD’S SUMMARY

▶ Voice 1:

Congratulations to Floyd Lebrón on his recent

appointment to the Oversight Board of Rebuild

Philadelphia and the Board of Habitat for Humanity.

▶ Voice 2:

Dale Corporation would like to congratulate Floyd Lebrón,

who was recently appointed to the Oversight Board of

Rebuild Philadelphia and the Board of Habitat for

Humanity. He has been part of the Dale family for over 20

years contributing to our growth and progress. These

organizations will benefit greatly from his expertise and

we are proud to continuing supporting Philadelphia!

1st LinkedIn Training 24


THINK ABOUT THESE FOR NEXT SESSION:

▶ March and April’s posts

◦ What is the vision for those posts?

◦ What purpose will they serve?

◦ How will they convey the Dale Corporation brand

and voice?

▶ Bring content samples

▶ Try writing one or two posts for LinkedIn and bring

them

1st LinkedIn Training 25


Without strategy, content is just stuff.

The world already has enough stuff.

LinkedIn Training Week 1 26


LinkedIn Training Week 1 27


QUESTIONS?

THANK YOU!

1st LinkedIn Training

28


2nd Session

Expanding the Dale Corporation Brand

with Content

Dale Corporation

February 28, 2018

29


LONG TERM GOAL

▶ Dale Corporation will routinely post on LinkedIn,

thus exuding a brand image that outwardly

showcases the organizational authenticity and

familial company culture. It will accomplish this

in three ways:

1. Leveraging key leadership relationships with

partners and community organizations.

2. Highlighting business accomplishments,

employee appointments and achievements.

3. Becoming a thought leader on industry topics

and contributing information.

2nd LinkedIn Training

30


SHORT TERM GOAL

▶ Dale Corporation will understand LinkedIn and

the business case for its use, develop Dale

Corporations brand and voice, and routinely

develop posts with purpose that will meet and

exceed its long term goals.

2nd LinkedIn Training

31


POSTS - MARCH AND APRIL

▶ Dale People

▶ Dale Projects

▶ Dale Business

▶ Dale as Industry Influencer

2nd LinkedIn Training

32


Dale Corporation……..the Family

▶ Dale family social impact extending beyond the

business

◦ coaching, volunteering, community

organizations/boards, civic engagement

▶ Events/activities

◦ Holiday luncheons at Dale

▶ Milestones

◦ Birthdays

◦ Anniversaries

2nd LinkedIn Training

33


Dale Corporation……..the Projects

▶ Active projects

◦ Mention partners

▶ When projects are completed

2nd LinkedIn Training

34


Dale Corporation……..the Business

▶ Contracts awarded

▶ Conferences and workshops attended

▶ Dale family board appointments (Floyd, Laura)

▶ Dale family board meetings

▶ Organizational attributes

◦ what makes Dale unique (i.e. industry news,

Procore)

2nd LinkedIn Training

35


Dale Corporation……..as Industry Influencer

▶ Sharing industry news (i.e. Curbed Philly news)

▶ Commenting on other posts

▶ Creating industry news

▶ Reposts/shares from partner organizations

2nd LinkedIn Training

36


Posting on

LinkedIn

...Let’s Begin

2nd LinkedIn Training

37


LinkedIn fun

38


The LinkedIn

fun continued

39


Without strategy, content is just stuff.

The world already has enough stuff.

LinkedIn Training Week 1 40


QUESTIONS?

THANK YOU!

2nd LinkedIn Training

41


3rd Training Session

Tools for Efficiently Managing Your

LinkedIn Business Page

Dale Corporation

March 14, 2018

3rd LinkedIn Training

42


LONG TERM GOAL

▶ Dale Corporation will routinely post on LinkedIn,

thus exuding a brand image that outwardly

showcases the organizational authenticity and

familial company culture. It will accomplish this

in three ways:

1. Leveraging key leadership relationships with

partners and community organizations.

2. Highlighting business accomplishments,

employee appointments and achievements.

3. Becoming a thought leader on industry topics

and contributing information.

3rd LinkedIn Training

43


SHORT TERM GOAL

▶ Dale Corporation will

◦ understand LinkedIn and the business case for its use,

◦ develop Dale Corporations brand and voice, and

◦ routinely develop posts with purpose that will meet

and exceed its long term goals.

3rd LinkedIn Training

44


SCHEDULING CONTENT - BEST PRACTICES

▶ Content Calendar

▶ Social Media Management Platform

3rd LinkedIn Training

45


CONTENT CALENDAR - PROS/CONS

PROS of having a Content Calendar

▶ Plan and organize upcoming content

▶ Never miss important dates that matter to your business

▶ Saves time

▶ Allocate resources

▶ Provides a constant schedule that will be followed.

◦ Decide how many posts will be published each week/mth

CONS of not having a Content Calendar

▶ Business appears unorganized

◦ Inconsistent; from the outside looking in will seem like

randomly posting

▶ Too much time between posts

▶ Not seen seriously

▶ Takes more time

3rd LinkedIn Training

46


LinkedIn Training | 3rd Training

47


SOCIAL MEDIA MANAGEMENT SYSTEM

PROS/CONS

PROS of using a social media management system

▶ Saves times & resources

▶ Automation can simplify tasks

▶ One stop shop

▶ Content gets posted consistently

▶ Builds legitimacy

CONS of not using a social media management system

▶ Can seem robotic & garnish less shares & likes if not engaging

▶ Inconsistent if not scheduled or committed to a plan

▶ Not taken seriously in field, peers, etc.

3rd LinkedIn Training

48


CONTENT SCHEDULING

LinkedIn Training | 3rd Training

49


50


HOOTSUITE - SOCIAL MEDIA MANAGEMENT

51


Posting on Hootsuite...

...Let’s Begin

3rd LinkedIn Training

52


Without strategy, content is just stuff.

The world already has enough stuff.

LinkedIn Training Week 1 53


QUESTIONS?

THANK YOU!

3rd LinkedIn Training

54


4th Training Session:

Policies, Procedure, Best Practices, and Measurement

for a LinkedIn Business Page

Dale Corporation

May 16, 2018

55


LONG TERM GOAL

▶ Dale Corporation will routinely post on LinkedIn, thus

exuding a brand image that outwardly showcases the

organizational authenticity and familial company

culture. It will accomplish this in three ways:

1. Leveraging key leadership relationships with

partners and community organizations.

2. Highlighting business accomplishments,

employee appointments and achievements.

3. Becoming a thought leader on industry topics and

contributing information.

4th LinkedIn Training

56


SHORT TERM GOAL

▶ Dale Corporation will

◦ Understand LinkedIn and the business case for its use,

◦ Develop Dale Corporations brand and voice, and

◦ Routinely develop posts with purpose that will meet

and exceed its long term goals.

4th LinkedIn Training

57


TODAY’S GOAL

▶ Policies and Procedures

▶ Best Practices

▶ Increasing Followers

▶ Measurement

▶ BONUS: Cheat Sheet

4th LinkedIn Training

58


WHY HAVE POLICIES & PROCEDURES?






Expectations around brand and voice

How to conduct themselves online

Protect company’s reputation

What can and can not be shared

Steps if mistakes happen & must take if reputation is at risk

4th LinkedIn Training

59


LINKEDIN POLICY - SAMPLE

https://blog.hootsuite.com/social-media-policy-for-employees/


Social Media Policy for Business & Personal Accounts

◦ Section 1: Rules and Regulations

⚫ Guidelines

⚫ Etiquette

⚫ Confidentiality

◦ Section 2: Roles and Responsibilities

⚫ Message approval

⚫ Customer service

⚫ Social engagement

◦ Section 3: Potential Legal Risks

⚫ Crediting Sources

⚫ Privacy and Disclosure Procedures

⚫ Employee Disclaimers

4th LinkedIn Training

60


BEST PRACTICES




Setting Goals

◦ Frequency

◦ Tone

◦ Themes

Staying Organized

◦ Have a strategy

◦ Define your audience

◦ Content Calendar (one month lead time)

◦ Content Management System

Social Media Team

◦ Meetings at least 1x/month

◦ Dale Ambassadors (eyes and ears)

◦ Encourage internal sharing/liking

4th LinkedIn Training

61


BEST PRACTICES






Branding

LinkedIn on everything (website, email signatures, business cards)

Proof, proof, review, and proof

Consistency

Measuring

Text

◦ Business audience: between 75-100 characters

◦ Consumer audience between 100-125 characters

▶ Pictures 1200 x 627

4th LinkedIn Training

62


INCREASE FOLLOWERS - ASK AND ADD




Provide regular updates

Follow & engage with others

Ask for comments/feedback when writing posts

4th LinkedIn Training

63


INCREASE FOLLOWERS - ASK AND ADD

▶ Ask from your personal page

▶ Ask employees to share the page

▶ Add to every page on website

◦ button or widget

⚫ https://developer.linkedin.com/plugins/company-profile#

◦ share button

⚫ https://developer.linkedin.com/plugins/share

▶ Add logo to your signature and link

4th LinkedIn Training

64


MEASUREMENT - SUCCESS DEFINED





Goals

◦ Increase in followers

◦ Engagement (likes, shares, comments)

◦ Conversion rate (click to website)

◦ Impressions (# of times a post is displayed)

◦ Reach (# of times a person received an impression)

◦ Visitor demographics

Baseline number

In-house analytics

Testing

4th LinkedIn Training

65


MEASUREMENT - SUCCESS DEFINED

66


CHEAT SHEET - POSTING TIPS (reference handout)

Write comment-worthy updates

Ask questions & follow up with a link to the topic.

Share unique statistics specific to the construction industry

Share a link: drive twice as much engagement as updates without one

Link to a recent blog post you or someone wrote, an industry or

philanthropy related YouTube video

Add a photo: Research shows that simply adding a photo to your post

can increase comment rate

Include construction, philanthropy, or related news

Share insights on trends or current construction business pulse

4th LinkedIn Training

67


CHEAT SHEET - POSTING TIPS (reference handout)

Consider popular themes to round out page : #MotivationalMonday,

#WisdomWednesday, #ThrowbackThursday, #FlashbackFriday

Like/share/Comment on top stories

Celebrate company, family, and partner events, and recap conference

sessions or webinars

Encourage discussion.

4th LinkedIn Training

68


Without strategy, content is just stuff.

The world already has enough stuff.

LinkedIn Training Week 1 69


The Dale Corp LinkedIn Team

70


THANK YOU

4th LinkedIn Training

71

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