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Engaging Followers on LinkedIn | HootSuite University Presentation

With more than 160 million users on its platform, LinkedIn is a strategic digital platform to connect with top decision players in your industry. A newer addition to LinkedIn, the “Company Page,” allows you to add your company to the professional networking site and stay on top of industry news. The Company Page allows you to establish strong social relationship with other companies, and gives you the capabilities to connect with the movers and shakers in your industry to drive your business objectives.

What is the best way to use the Company Pages to grow your business?

HootSuite University hosted Mike Grishaver and Andrew Kaplan from LinkedIn with best practices on how to grow your business using LinkedIn’s Company Pages in their presentation, “Relationships that Drive Results: 5 Key Steps to Engaging Followers on LinkedIn.”

Use LinkedIn Company Pages to

  • Optimize and drive traffic to your page
  • Effectively communicate and amplify your business
  • Update your status using strong content

HootSuite even allows you to add your Company Page their site, providing greater control of all your digital efforts. Do not hesistate to take advantage of the LinkedIn’s Company Page and HootSuite’s services to connect with top professionals and grow your business.

LinkedIn audience characteristics

  • Largest professional community
  • Highly educated, well-paid, high purchasing power
  • Social, yet business oriented
  • Great lead generation
  • Driven


  • Consumers are in complete control online
  • Build interest: Give members exactly what they want, relevant content
  • Target followers: How can you make members even better professionals?
  • Connect using similarities, provide industry trends, leverage audience

5 Step Approach

1. Establish company presence

  • Write your story
  • Fill in all your pages’ fields
  • Strong description: Lead with unique content
  • Recruit co-workers to help: Crowd-source!
  • Fill in product & services page

Best practices: Customize content for each audience

2. Attract followers to your page

  • Ask people on your personal page to join your Company Page
  • Add a “follow” button on your site
  • Announce your Company Page in a newsletter
  • Create reasons for people to follow YOU
  • Join Company Groups similar to yours & interact: Become an influencer

3. Engage followers

  • Message followers with great content
  • Status update interaction; keep brief, but get point across
  • Target your status updates on LinkedIn

4. Amplify users: Make your followers brand advocates

  • Ask your follows to like, share, and comment on your content
  • More follows =’s more followers … Social proof!
  • Use this

Best practices: Call-to-action, link to lists, product recommendations, videos, ask questions

5. Measure & refine approach

  • Set goals & track progress
  • LinkedIn provides statistic tracking on Company Page:  Look at these and track growth
  • Optimize page to generate more leads
  • Generate meaningful content with relevant conversation

Content creation tips, master these

  • Unique content: Blog posts, videos, webinars, white papers
  • Linked content: Industry news, expert research, news coverage
  •  Sourced content: Educational posts by guests, polls, testimonials

The Company Pages on LinkedIn help grow your business, if used wisely!  Add your company to LinkedIn’s Company Page, join the largest professional network, and start engaging with key players in your field.

How to Generate Ideas and Creativity | South by Southwest Interactive

There’s plenty to do when the creative juices just aren’t flowing. Take it from Matthew Diffee, cartoonist for the New Yorker & Texas Monthly and The New Yorker a cartoonist for The New Yorker, who creates 10 ideas a week, just to have 9 of them rejected by management. What can you do to meet your deadlines? And how do you stay creative when your atmosphere is stale?


The following are highlights from Matthew’s talk, “How to Be an Idea Factory” at the 2012 South by Southwest Interactive Festival.

Creativity very possibly requires you to ‘unplug’

  • You must get away periodically to be more creative.
  • Acknowledge what affects your creativity:
    • YOU – Mindset …What you think
    • What you feel
    • What you do

The worst enemy to creativity is self-doubt

  • Creatives need to be better at controlling our emotions
  • It’s hard to be creative when you are angry
  • Don’t inhibit your train of thought when being creative
  • Just keep going. It takes a lot of bad ideas to get a good one

Big Creative Principles

  • Get in the zone (sometimes it takes a while)
    • Stephen King works every morning til noon or until he reaches his quota of 10 pages
  • Do not believe in writer’s block. You are never blocked-just go backward
  • Flip the funnel (try not to go to outside sources)

Collaboration is king

  • Tips for when you are stumped on idea
    • Change location and attitude
    • Doodle
    • Add constraints on idea
    • Bring other people in

Special thanks to @socmetrics, @RandyElrod, and @FCSdotcom for the insight!

Master B2B Video Marketing | BrightTALK video webcast

Get camera-ready and start focusing.  The trend of using rich media, such as video, on business websites is increasing. Audiences have been engaging actively with rich media websites, generating higher visibility.

How can you incorporate video in your marketing campaign? How can you use video on your website to lure business followers?  And, how can you make this video exciting, and purposeful?

This BrightTALK video, featuring experts from Edelman and Velocity Partners, discusses the best practices in B2B video creation, including how to use video in marketing strategy and current trends.

Watch the BrightTALK video on how to make video!

Versatile video

  • Storytelling: Create a beginning, middle, and end
  • Can use in all marketing tactics: Teaching, demos, etc…
  • Video works in increasing views for all businesses

Content is king

  • Create depth and vision
  • Aim for engagement
  • Structure videos strategically
  • Be an authority on your topic
  • Represent your brand

Content characteristics

  • Purpose: Nail objective & story
  • Tight script
  • Expert generated
  • Establish trust
  • Transparency


  • Track how long people watch
  • Track sentiments, measure comments
  • Analyze results and then adapt

Best practices

  • Fit your audience: “If you speak to everyone, you speak to no one”
  • Humanize messages
  • Summarize points at beginning of video
  • Visuals, use graphics
  • Be careful with comedy, avoid “cheese”
  • Practice, create natural flow

Example: Video savvy Pete Matthews & ‘Meaningful Money’

It’s your turn, start creating your B2B video

  • Establish objective & strategy
  • Find your story
  • Use team of experts
  • Create several videos
  • Embed on YouTube, go where your audience is
  • Engage audience

Use video marketing to increase your B2B visibility. Standing out with strong content is necessary, so be sure to create a purposeful and informative story that targets your intended audience.

On a final note, remember video is only ONE  part of your marketing campaign.  After sharing your video, keep conversation going with your target audience. Tell them a story, while creating a strong relationship with them.

For more expert insight, check out these tips from professionals in the video-marketing field:

Social Media Playbook for Business, a video book review

Social Media Playbook for Business, a video book review:

The ideal companion for managers

Tom Funk’s Social Media Playbook for Business Reaching Your Online Community with Twitter, Facebook, LinkedIn, and More is an all-encompassing social media book that covers various aspects of social media: From strategy to platforms to “next level” steps, successes, failures, and future predictions.

Managers who are not directly involved with day-to-day social media may find Funk’s explanations most helpful. He covers social media platforms, competitive analysis, setting up profiles on platforms, and monitoring blogs, etc… Unfortunately, Funk is not very in-depth when discussing what to expect when hiring consultants.

Funk’s book covers everything from

  • Listening
  • Ownership
  • Customer service
  • Legal rights
  • Establishing mission
  • Publishing a plan
  • Goals
  • Tracking
  • ROI
  • & Deciding if your company is right for social media

Funk succeeds in discussing the importance of writing a sound social media business plan.  He explains how to formulate a social media plan like a business plan by translating how social media can benefit businesses in a language more oriented to MBAs than marketing-communications specialists.

A social media business plan, like a business plan, should include

  • Competitive analysis
  • Operations plan
  • Goals
  • Objectives
  • ROI
  • Knowing the difference between earned vs paid media.

The chapter on the future of social media was highly engaging and scientific, covering the topics of

  • Social shopping
  • Neuro-linguistic programming
  • How social media is likely to integrate with our everyday expectations
  • How social becomes the new “normal”

Tom Funk’s Social Media Playbook for Business Reaching Your Online Community with Twitter, Facebook, LinkedIn, and More combines the creative and analytical aspects of using social media to succeed in your campaigns.

Follow Tom Funk on Twitter

Social Media Playbook for Business Reaching Your Online Community with Twitter, Facebook, LinkedIn, and More

By Tom Funk

Published February 2011

Best for:  Managers or business owners interested in learning more about how to combine social media into their businesses, or people who are generally curious about creating a successful social media campaign.

Make your business socially, behaviorally, emotionally intelligent

Chip Conley

When analyzing consumer buying behavior, folks down at the South By Southwest Interactive Festival found themselves at the crossroad of psychology and business, with Chip Conley acting as the crossing guard.
Chip Conley is the CEO and Chief Emotions Officer at Joie de Vivre Hospitality, a company he founded two dozen years ago. Chip’s years of experience and best-selling books helped him to create his talk, “Emotional Equations to Connect With Your Customers,” which aimed to help business leaders understand how to be more emotionally intelligent in the workplace.

Unpack your emotional baggage

  • Despair = suffering minus meaning. Suffering is a constant, meaning is a variable. Meaning lessens suffering.
  • Fear is used systematically to control, suppress and get people to do “something.”
  • When going through bad times, a company is a sweatbox.
  • Study: Women who had teen depression vs those who did not – the former were much better able to handle being a widow later.
  • Stress early in life builds long-term courage and resilience, builds emotional muscles.
  • Anxiety resolution: Chart what do I know/don’t know, what can I influence/can’t.
  • Disappointment = Expectations minus reality.
  • Disappointment is usually the result of poorly managed expectations.

Happiness and business practice

  • Happiness = wanting what you have/having what you want
  • Happiness = practice gratitude/pursue gratification.
  • Happiness = wanting what you have divided by having what you want.
  • Solace and comfort comes from consumption, replacing religion?
  • Bhutan – forget GNP – try gross national happiness.
  • Hedonic treadmill, whatever we get is what we want, we want more, which yields unhappiness.

Our basic needs to survive, succeed, and transform

  • Meet expectations, meet desires, meet unrecognized needs, but unrecognized needs will become expectations.
  • Transformational companies focus on the unrecognized needs of their customers.
  • Between stimulus and response is a space to choose our response.
  • We all aspire to self-actualization, but how do you make it for a company? Many great companies used it.

Buying behavior

  • Buying behavior is driven by unconscious thoughts. 95% of thought, emotion & learning happen w/o consciousness.
  • Identity affirmations play a huge role in consumer behavior. What does the product say about me, self-actualization.
  • People identify with things they aspire to be. Shopping is buying identity.
  • The more options we have, the more opportunity for regret.
  • What does a self-actualized customer looks like?

4 ways to succeed

  • Help meet goals
  • Allow expression
  • Feel part of bigger cause
  • Offer real value that they hadn’t imagined
 Want to learn more about Emotional Equations? Check out Chip Conley’s Prezi presentation for free.