A guide to a better

LinkedIn Company Page

Potential Goals
The 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&Gs 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 communitys 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.

I trust P&G to take care

of me, my baby, my
husband and my
household If P&G were
a person, it would be a
parent.

Baby, feminine and family care

Beauty
Fabric and home care
Health care and grooming

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 theyre locked in forever.
How
a. celebrating milestones such as achievements and interesting news
b. posting questions and short quizzes

Your
voice
Noise Threshold
Competition
voices

Potential Goals
In the spirit of celebrating milestones
Looking at P&Gs 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.

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!

First Step: Diagnostics

A- 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 competitions community: Measure their performance using the same KPIs as you so
as to know how they are perceived by their target markets which coincide with yours.

Second Step: Deriving insights and devising

a strategy
Once 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
proven
differentiation
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).

Third Step: Implementation

Select 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 consumers 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 DONT MISS IT to visually appeal to peoples 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

NOTE

New Brain: facts

and figures,
reason

Old Brain: decision

making, emotions
and behavior

High
influence

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?

Third Step: Implementation

d. What content?
1. Trends in your specialized industries and industries you wish to penetrate. Be the first to post
content
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 parentin 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!

Third Step: Implementation

2. 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 doesnt 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
neuron
effect

Third Step: Implementation

h. 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!

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