Outsmart, outdo and outperform in the digital age
BOOST YOUR GROWTH WITH LINKEDIN
DEAR COLLEAGUES,
Here is our LinkedIn governance.
Key priorities I have in mind are the following:
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Grow our business
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Boost our branding
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Facilitate our recruitment
As an industry leader and a digital pioneer, GB Life needs to leverage the power of tools such as LinkedIn.
This document was created to empower you. I hope that it will allow us all to take an active part in the global conversation, with a clear governance.
I invite you to be GB Life Ambassador through your LinkedIn profile, engaging and promoting our company social media strategy.
Best regards,
Pieter
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"LinkedIn is a moving target."
WHY?
LinkedIn tries to monetise your data while you try to protect it. Do not be surprised if settings, prices, designs and processes change on a regular basis.
5 REASONS
What is
useful for?
1. Business
2. Branding
3. Communication
4. Data
5. Recruitment
ANALYSIS
360 Analysis
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Users need to systematically secure their accounts. Why?
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Competitors can easily steal your connections
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Hackers can crawl your data
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A low level of engagement lets your competitors shine: there’s a real need to publish articles and posts on both company and personal accounts.
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We invite all GB Life employees to be the brand ambassadors : let's unify accounts (banners, 5-liner section, etc.
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People with fewer than 500 connections should try to reach that milestone.
Golden Rules
180 DEGREE
What does the viewer want to see? Is it interesting just for me, or for most readers on the other side of the screen?
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CONTEXT
Contextualize each post for maximum impact
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DATA
Leverage data to boost the power of a post. eg. erase 'failed' posts; join the conversation with people who liked or commented etc.
"Everything is transactional"
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ex. when people see you have 200 common connections, it's much easier to make first contact.
"LinkedIn is an amazing tool... Provided you use it like a Pro."
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Security Settings
To secure your connections, you need to take three steps:
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1 - PROTECT YOUR CONNECTIONS
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You should be the only one who can see your connections.
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Place your mouse over your profile picture in the top right hand corner, then click on:
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Settings & Privacy > Privacy
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Who can see your connections > Only you
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People can no longer steal your connections. Once you have done this, invite as many people as you can.
You need more than 500 connections to protect your connections.
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Export your connections :
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Place your mouse over your profile picture :
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Settings & Privacy > Account > Getting and archive of your data
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Download and archive your data, posts, connections and more
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2 . HIDE WHAT DOESN’T NEED TO BE SHOWN
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When you change something on your account, such as your profile picture or your job title, nobody should receive the notification "Pieter Coopmans has a new job".
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Place your mouse over your profile picture:
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Settings & Privacy > Privacy
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Sharing profile edits > No
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3. OPTIONAL: WHO SAW YOUR PROFILE?
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Place your mouse over your profile picture
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Settings & Privacy > Privacy
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Profile viewing options > Private mode
No-one can see that you have visited their page; you cannot see who has visited your page either, unless you have a Premium account.
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NB:
CEO, HR and Sales should have a premium account
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Branding
(Correct)
(Wrong)
Please follow the correct company LinkedIn account
BACKGROUND IMAGE
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Profile > Edit profile
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Put a picture measuring 1536 x 768 pixels including the company logo. See the example below.
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We recommend to use the same picture for all the employees -> not having the same photo is like playing in a football team wearing different jerseys.
Example of possible GB Life banner
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PERSONAL DESCRIPTION
Click on the blue logo (top left) / Update your profile / the pen icon on the right --> scroll down to "Summary"
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Include a personal description which provides details about you.
For example:
I am a dynamic team leader bringing energy, enthusiasm and humor to inspire team members to achieve their full potential and meet their objectives. I am a skilled communicator able to maintain cultural sensitivity, establish rapport with members of diverse groups and promote team cohesiveness.
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LOGO
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When entering your job in the company section of your profile, search for "SOGELIFE" in the company list - it contains the right logo
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COMPANIES
Put the 5 liner in the company section to let people know about the organisation your are currently working for.
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Show some love by following groups and companies in which your clients and leads are active. Also follow companies that you simply like!
How? - Enter the name of the company in the search bar. Click on Follow.
Companies to follow
- Top 50 insurance managers in the world
- Cardif Lux, Onelife, BNP Insurance...
- Companies you like: SpaceX, Tesla, Apple, FT, Arendt,...
POSTS
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You should have at least three posts and one article on your profile.
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"Articles" are displayed in large format on your page while "Posts" are displayed on the main LinkedIn feed. See below:
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STEP 1: get an article from the LinkedIn custodian or write one and get it validated. Publish it with a catchy picture. (The article will stay there until you publish a new one)
STEP2: start posting/liking, at least once a week
How?
1. ARTICLE: Main page > “Write an article”
2. POST: Main page > “Share an article, photo, video or idea” + "Post"
SKILLS
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Only display your skills if you have at least 25 recommendations.
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Recommend your connections’ skills and they will do the same in return.
3 STRATEGIES
The ROLODEX approach: replicate your real-life network on the internet.
Result: low leverage of LinkedIn potential.
NB: make sure to hide your connections.
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SELECTIVE: grow your current contact base with specific targets by using key words such as "Insurance Managers + Luxembourg".
Protect your connections and interact with colleagues and connections to get properly introduced.
Result: targeted leverage of LinkedIn potential.
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ACTIVE: grow your current contact base exponentially. Invite 75 connections per day. Identify key words and use filters for better results.
Result: high leverage of LinkedIn potential.
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COLLECT THE DETAILS OF YOUR CONTACTS
Request an archive (name, email etc.) of all your LinkedIn contacts:
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Place your mouse over your profile picture:
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Settings & Privacy > Account
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Download your data > Click Connections > Request Archive
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LinkedIn will provide you with the data in CSV format
GB Life LINKEDIN GOVERNANCE
Rule # 1 CONFIGURATION - RED
Critical post about the company, they can only be posted by marketing on the GB Life account or Pieter's account.
Example: technical articles, disclosure of critical information, Important communication about GB Life,...
Action: an email is sent by marketing to all colleagues who are invited to like or comment within 60mins.
Objectif : au moins 35 likes en 1h
Rule # 2 USE - ORANGE
Post related to the business of the company that need validation from Marketing but can be posted from personal account afterwards.
Example: clients' events, industry events, hiring, GB Life events, article by employees, someone important visiting your stand at an event, quote from an interesting speaker at an event you are attending etc.
Action: the individual posts after receiving validation.
Objectif : au moins 25 likes en 24h
Rule # 3 ACTIVITY - GREEN
Any other post that is NOT directly related to GB Life does not need validation.
Example: company life, social events, presence at a conference, CSR initiatives, creative meeting, workshops, etc.
Action: employees can post directly without validation.
Distribution
Company official LinkedIn account
Company website
Press release
HOW TO MANAGE THE RISK OF NEGATIVE COMMENTS
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When you post, always remain positive and relevant.
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In case of a negative comment, answer quickly, the conversation tends to come to an end (or erase the post).
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Remember that not being on LinkedIn does not prevent other people posting negative comments about you. It's like a battlefield; you need to be on it to control what is going on.
PLANNING
KPIs
Other Social Media
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Twitter is a short message communication tool that allows you to send out messages (tweets) up to 140 characters long to people who subscribe to you (followers). The Twitter community is not very developed in Luxembourg but it holds a great potential for communication abroad with a community of 330 million users (2018).
XING competes with LinkedIn over social networking among businesses. It amounts to 13,8 million users (2017) and is a very popular platform for the Germanics with about 90% of all page views coming from Germany, Austria and Switzerland.
VIADEO
Viadeo is an online professional social network that builds and aggregates your professional network. It is defined as a network of knowledge that facilitates the dialogue between professionals.
This platform is very active in France with 11 million users. Both Xing and Viadeo are currently under competitive pressure by LinkedIn, which holds a considerable advantage in development capacity due to its size and reach. As of 2018 LinkedIn amounts to 530 million users.
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Instagram is a service that allows users to share pictures and videos either publicly, or privately to pre-approved followers. Features include photo editing and messaging. It is increasingly used as an efficient marketing tool to share visual content and engage with an online community amounting to 800 million users (2018).
SNAPCHAT
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Snapchat is an image messaging and multimedia mobile application amounting to 300 million+ users (2018). The content shared on the app is only available for a short time before it becomes inaccessible. Features include sending short videos, live video chatting, messaging, sharing photos and videos via a chronological “story” that’s broadcasted to all your followers.
SINA WEIBO
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Sina Weibo is a Chinese microblogging site. It amounts to 340 million users (2017) and is a comprehensive platform that incorporate the major features of social media channels like Twitter, YouTube and Instagram.
WeChat or Weixin is a mobile text and voice messaging application developed by the Chinese giant Tencent. It amounts to 902 million users (2017) and is a flexible e-commerce tool, allowing firms to create mini sites within the app.
Features also include audio and video calls, games and money transfer.
