What Makes a Social Media Thought Leader
HOW AND WHY YOU SHOULD BECOME ONE
Adam Singer
CEO, Ability Growth Partners
9:00 AM - 10:30 AM
September 08, 2020
Who am I
Who to follow
COMPANY LEADERS
ARE EXPECTED TO SHARE THEIR INSIGHTS AND IDEAS ACROSS CHANNELS
Benefits
WE ARE THE MOST IMPORTANT SOURCE�OF INSPIRATION FOR�EACH OTHER
Brands are struggling to maintain their eminence
HR is waging a war for the brightest talent�
Sales people fight for customer attention ��Employees struggle to find meaning and purpose in
their work
THE “TRUE VALUE OF THOUGHT LEADERSHIP” �IS ABOUT TRUST
75%
70%
Influential
Thought Leadership
is the most influential
channel in today’s economy
Trusted
LinkedIn is the most trusted social platform to share content
THOUGHT LEADERSHIP INFLUENCES DECISION MAKING
6.8X
More Engagements
5.4X
Higher Reach
5.0X
More Impressions
On avg. C-level exec. shares generated:
TOPICS THAT INTEREST LINKEDIN MEMBERS
LINKEDIN MEMBERS INVEST TIME TO GROW PERSONALLY
Industry trends/news
Tips/best practices
Jobs/skills
Leadership
Industry events
Products or service information
Employee Perspectives
89%
86%
79%
78%
75%
72%
67%
ABILITY
GROWTH PARTNERS
TOP 5 REASONS FOR LINKEDIN�MEMBER ENGAGEMENT
REFLECT ON WHAT IS HAPPENING IN THE WORLD
62%
61%
48%
40%
38%
IT’S EDUCATIONAL OR INFORMATIVE
IT’S RELEVANT TO ME
TO STAY ON TOP OF LATEST TRENDS
IT HELPS WITH
SKILL DEVELOPMENT
IT’S INSPIRING
4 STEPS FOR LINKEDIN�THOUGHT LEADERSHIP
EXECUTION REQUIRES PARTICIPATION AT THE COMPANY AND INDIVIDUAL LEVELS
STRUCTURED DECISION MAKING CONNECTS�DECISIONS TO OUTCOMES YOU GENERATE�
“O” IS FOR OWNABLE
OWNABLE MAKES IT DISTINCTIVE
LINKEDIN MEMBERS INVEST TIME TO GROW PERSONALLY
84%
of buyers incorrectly identify the brand behind the ad
ABILITY
GROWTH PARTNERS
BE DISTINCTIVE WITH YOUR BRAND ASSETS
“R” IS FOR REPLICATION �REPLICATION MAKES IT VALUABLE
HOLLYWOOD HAS A MORE PROFITABLE APPROACH: THE BLOCKBUSTER
“R” IS FOR REPLICATION�REPLICATION MAKES IT VALUABLE�
63%
“E” IS FOR EXPERTISE
EXPERTISE MAKES IT PROFITABLE
64%
C-Suite Executives
Business Decision Makers
Say Thought Leadership determines who wins an RFP
B2B
Buyers
TALK ABOUT THE THINGS THAT MATTER TO YOU
FOCUS ON WHAT’S IMPORTANT, WHAT’S THE “SO WHAT”
A reminder, status updates don’t all have to be link shares. You can also share...
COMMENT ON
INDUSTRY TRENDS
HIGHLIGHT YOUR COMPANY’S SUCCESSES
SHARE YOUR POINT OF VIEW
ADD YOUR VOICE TO THE CONTENT
YOU SHARE
RESHARE CONTENT ADDING A BRIEF STATEMENT OR QUESTION
ABILITY
GROWTH PARTNERS
TAKE ADVANTAGE OF�NEW VIDEO CAPABILITIES
BE CREATIVE AND TIMELY WITH VIDEOS
SHOW IT
See a piece of technology that will make weaves in your industry?
TRANSPORT US THERE
Hear an interesting talk at a
conference or event?
SHARE IT
Have a unique perspective
or industry news?
YOUR TAKE
Have a different
creative idea?
We can’t wait to see it!
TEACH IT
Have a work hack or trick that others should know about?
BEST PRACTICES FOR SHORT FORM POSTS ON LINKEDIN
Post between 9 to 5 working hours. Test posting hours before & after.��Try to post between 1-3x per day.
Diversify your posts. 80% of the content should be someone else’s.
Use a post scheduling tool or support.
Tag influencers & colleagues (when relevant). This can 2x reach.
“Megabatch” your content creation.
Plan for content capture at events.
When you write posts use a three-sentence teaser lead in.
Use relevant hashtags.
Don’t leave people hanging in comments.
POSTS IN 2019
BEST PRACTICES FOR LONG FORM�PUBLISHING ON LINKEDIN
WRITE WHAT YOU KNOW
HOW TO WRITE COMPELLING POSTS
WRITE TO START A CONVERSATION
Link to content that reinforces your points
Give credit where credit is due
800 – 2000 words drives the most engagement
Don’t forget to add pictures Write your byline
Ask yourself: would I click on that?
“AUTHENTICITY IS A COLLECTION OF CHOICES THAT WE HAVE TO MAKE EVERY DAY. IT’S ABOUT THE CHOICE TO SHOW UP AND BE REAL. THE CHOICE TO BE HONEST. THE CHOICE TO LET OUR TRUE SELVES BE SEEN.”
BRENE BROWN
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https://www.abilityseo.com/blog/thought