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LinkedIn Leader Board

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LinkedIn Leader Board
Name	Number of Connections	Number of Posts	Profile Efficiency %

*Presentation Preparation – Please log into your LinkedIn account as this will be a working session.*

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Expedia Group

LinkedIn Leadership Training

November 2022

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Table of Contents

November 2022

LinkedIn Introduction

04-07

How Expedia Group Uses LinkedIn

08-13

Importance of LinkedIn for Leadership

14-19

Building a LinkedIn Strategy

20-26

Getting Started on LinkedIn

27-34

Driving Talent Acquisition

35-37

LinkedIn Brand Ambassador Program

38-41

42-44

LinkedIn Training Takeaway

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LinkedIn Glossary

Functionality:

Hashtags: Hashtags are like keywords that people follow and can be used to get more people to view your content.
Direct Message: A private message sent through the platform's messaging system.
Organic: Content posted for free on the LinkedIn platform.
Paid: Advertising on LinkedIn platforms using funds to reach a wider or targeted audience.
Event: A LinkedIn event is an online event that members of LinkedIn can join and participate in. They can be live or recorded.
Poll: A sampling or collection of opinions on a subject, taken from either a selected or a random group of persons, for the purpose of analysis on LinkedIn.

Metrics:

Click Through Rate: Metric used to see if people are clicking on links and viewing content.
Followers: The number of users following a person or a brand.
Impressions: The total number of people viewing your content.
Shares: The number of times a user or brand shares an existing post to their page.
Engagements: Tracks the number of critical actions taking place across the LinkedIn channels.

4

Since every channel can be slightly different, we wanted to call out key LinkedIn functions and metrics.

Functionality:

Hashtags: Hashtags are like keywords that people follow and can be used to get more people to view your content.

Direct Message: A private message sent through the platforms messaging system.

Organic: Content posted for free on the LinkedIn platform.

Paid: Advertising on LinkedIn platforms using money to reach a wider or targeted audience.

Event: A LinkedIn event is an online event that members of LinkedIn can join and participate in. They can be live or recorded.

Poll: A sampling or collection of opinions on a subject, taken from either a selected or a random group of persons, for the purpose of analysis on LinkedIn.

Metrics:

Click Through Rate: Metric used to see if people are clicking on links and viewing content.

Followers: The number of users following a person or a brand.

Impressions: The total number of people viewing your content.

Shares: The number of times a user or brand shares an existing post to their page.

Engagements: Track the number of critical actions taking place across the LinkedIn channels.

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What is LinkedIn and how does the algorithm work?

5

What is LinkedIn?

LinkedIn is the world's largest professional network on the internet. You can use LinkedIn to find the right job, connect and strengthen professional relationships, and learn the skills you need to succeed in your career.

You can also use LinkedIn to organize offline events, join groups, write articles, post photos and videos, and more.

How does the algorithm work?

Content Sorting
Golden Hour
Connections, Relevance, and Engagement Probability

Goals: Tell them what LinkedIn is, how it's used and how the algorithm works.

Use If/Then statements to walk them through the chart on the right.

Content is first created and published.
Then is goes into the content quality scoring where it will be scored as spam, high quality or low quality. If the content is good, it will continue to show, if it isn't it will be filtered out of the newsfeed and reported if necessary.
From there, golden hour starts. Golden hour is the first hour the post is live and it's critical – it will determine if your post will continue to be showed or if it will not.
Using the performance data of golden hour, LinkedIn will determine the relevance score and engagement probability which will determine the life of the post.

*1. When you post, LinkedIn puts it in one of three buckets.*

�

1. Spam

2. Low quality

3. High quality

�

So what separates LinkedIn identifying your content as spam, low quality, or high quality?

Getting around the spam filter is easy...

�

* Use bad grammar

* Don't use multiple links

* Don't tag more than 5 people

* Don't post more than every 3 hours

* Don't use hashtags like "follow," "comment," or "like."

�

Now getting distinguished as high quality vs low quality is the tricky part... here's some things to keep in mind...

�

* Only tag people if you know they will respond

* Use around 3 hashtags, one should be more broad, the next a little more niche, and the last very niche (example: "#LinkedInmedia," "#b2bLinkedInmedia")

* Format your post so it's easy to read

* Go niche vs broad on your topics

* Post things that encourage a response (easy way to do this is by asking a question)

* Don't use outbound links (put them in comments)

* Use strong keywords

�

*2. If you passed "golden hour," your content temporarily appears in your followers' feeds.*

�

This is where "Golden hour" comes in. What is golden hour? It's the FIRST hour after you share a post on Linkedin, and it's vital to your post's success.

LinkedIn measures the initial engagement to see if it's worthy of moving on into other people's feeds. If your post does well in the first hour, its much more likely to do well all day, week, or month.

If no ones sees your post or interacts with it in the first hour... well... rest in peace to that post.

*When it comes to golden hour, here are some do's and don'ts*

�

DO:

* Post at a time when your followers are online.

* Ask a question to spark engagement.

* Interact with other posts while your post is in its first hour.

* Follow a consistent posting schedule so your followers know when to check for new posts.

* Respond to anyone who engages.

�

DON'T:

* Just post and forget. You need to come back to the post and interact with any comments.

* Tag people unless you know at least one of them will respond within an hour.

* Go back and edit your post. In my experience, this weakens the reach.

�

*3a. If they’re liking it, commenting on it, or sharing it, you’ll make it through to the next filter and appear in more feeds.*

If you want your content to continue into more and more feeds, you NEED to be constantly re-engaging with comments and interactions.

Golden rule of golden hour: Don't just post and ghost.

*3b. If people mark it as spam, hide it from their feed, or just ignore it, LinkedIn is going to penalize your content.*

Don't spam your followers, please.

*4. As long as it keeps getting engagement, your post stays in the mix and continues to be distributed in the feed.*

LinkedIn has three ranking signals to determine what you see in your feed:

1. Personal connections

To determine which posts are most personally related to members, LinkedIn considers...

* Who you work with/have worked with

* Who you’ve interacted with before

2. Interest relevance

�

* LinkedIn algorithm evaluates what groups you're in & the hashtags, people, and pages you follow

* The algorithm also looks at the language of the post, and the companies, people, and topics mentioned in it

3. Engagement probability

* First the algorithm evaluates the likelihood that you will share, comment, or react to a post

* The model also takes into account timely feedback to content creators. (the quicker it starts raking in interactions, the more likely LinkedIn is to include it in the feeds of others)

�

The more you interact with others daily -> the more people will engage back -> the more you'll be seen in other people's feeds.

"BUT WHAT SHOULD I POST!?"

�

LinkedIn has several content types which all rank differently in the algorithm and get much different responses from your audience.

OUTBOUND LINKS

LinkedIn wants you to stay ON the platform, so if u link OFF of the platform, LinkedIn will penalize you. To share a link, leave it in the comments.

SHARES

Re-sharing is fine but people won't engage with you- they will engage with the original post.

LI ARTICLES, LI LIVE, SLIDES, ETC

Any time a LinkedIn platform releases a new or unique content type, they usually try to favor that content type in newsfeeds.

PHOTOS

If the images are unrelated or doesn't really support your copy there isn't an inherent advantage in the algorithm to support using them.

VIDEO

People have very short attention spans on LinkedIn, so your audience is more likely to engage with something that is more easy to digest than video. Get to the point right away and keep it brief.

TEXT BASED POSTS

Text gets better results than anything else here on LinkedIn. It's not because LinkedIn ranks text any better than video/photo... but because people tend to read text posts more often than they watch videos.

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Lifecyle of a LinkedIn Post

6

What is the lifecycle of a LinkedIn post?

Post Published

LinkedIn Algorithm

Followers’ Newsfeed

Connections’ Newsfeed

Goal: Here we are explaining the life cycle of a post. Tell them which highlighted section goes with each step of the cycle.

So putting the algorithm into practice.

What is the lifecycle of a linkedin post?

Post Published
LinkedIn Algorithm – where it will be scored based on spam quality and the golden hour.
Followers Newsfeed
Connections Newsfeed

____________________________

*1. When you post, LinkedIn puts it in one of three buckets.*

�

1. Spam

2. Low quality

3. High quality

�

So what separates LinkedIn identifying your content as spam, low quality, or high quality?

Getting around the spam filter is easy...

�

* Use bad grammar

* Don't use multiple links

* Don't tag more than 5 people

* Don't post more than every 3 hours

* Don't use hashtags like "follow," "comment," or "like."

�

Now getting distinguished as high quality vs low quality is the tricky part... here's some things to keep in mind...

�

* Only tag people if you know they will respond

* Use around 3 hashtags, one should be more broad, the next a little more niche, and the last very niche (example: "#LinkedInmedia," "#b2bLinkedInmedia")

* Format your post so it's easy to read

* Go niche vs broad on your topics

* Post things that encourage a response (easy way to do this is by asking a question)

* Don't use outbound links (put them in comments)

* Use strong keywords

�

*2. If you passed "golden hour," your content temporarily appears in your followers' feeds.*

�

This is where "Golden hour" comes in. What is golden hour? It's the FIRST hour after you share a post on Linkedin, and it's vital to your post's success.

LinkedIn measures the initial engagement to see if it's worthy of moving on into other people's feeds. If your post does well in the first hour, its much more likely to do well all day, week, or month.

If no ones sees your post or interacts with it in the first hour... well... rest in peace to that post.

*When it comes to golden hour, here are some do's and don'ts*

�

DO:

* Post at a time when your followers are online.

* Ask a question to spark engagement.

* Interact with other posts while your post is in its first hour.

* Follow a consistent posting schedule so your followers know when to check for new posts.

* Respond to anyone who engages.

�

DON'T:

* Just post and forget. You need to come back to the post and interact with any comments.

* Tag people unless you know at least one of them will respond within an hour.

* Go back and edit your post. In my experience, this weakens the reach.

�

*3a. If they’re liking it, commenting on it, or sharing it, you’ll make it through to the next filter and appear in more feeds.*

If you want your content to continue into more and more feeds, you NEED to be constantly re-engaging with comments and interactions.

Golden rule of golden hour: Don't just post and ghost.

*3b. If people mark it as spam, hide it from their feed, or just ignore it, LinkedIn is going to penalize your content.*

Don't spam your followers, please.

*4. As long as it keeps getting engagement, your post stays in the mix and continues to be distributed in the feed.*

LinkedIn has three ranking signals to determine what you see in your feed:

1. Personal connections

To determine which posts are most personally related to members, LinkedIn considers...

* Who you work with/have worked with

* Who you’ve interacted with before

2. Interest relevance

�

* LinkedIn algorithm evaluates what groups you're in & the hashtags, people, and pages you follow

* The algorithm also looks at the language of the post, and the companies, people, and topics mentioned in it

3. Engagement probability

* First the algorithm evaluates the likelihood that you will share, comment, or react to a post

* The model also takes into account timely feedback to content creators. (the quicker it starts raking in interactions, the more likely LinkedIn is to include it in the feeds of others)

�

The more you interact with others daily -> the more people will engage back -> the more you'll be seen in other people's feeds.

"BUT WHAT SHOULD I POST!?"

�

LinkedIn has several content types which all rank differently in the algorithm and get much different responses from your audience.

OUTBOUND LINKS

LinkedIn wants you to stay ON the platform, so if u link OFF of the platform, LinkedIn will penalize you. To share a link, leave it in the comments.

SHARES

Re-sharing is fine but people won't engage with you- they will engage with the original post.

LI ARTICLES, LI LIVE, SLIDES, ETC

Any time a LinkedIn platform releases a new or unique content type, they usually try to favor that content type in newsfeeds.

PHOTOS

If the images are unrelated or doesn't really support your copy there isn't an inherent advantage in the algorithm to support using them.

VIDEO

People have very short attention spans on LinkedIn, so your audience is more likely to engage with something that is more easy to digest than video. Get to the point right away and keep it brief.

TEXT BASED POSTS

Text gets better results than anything else here on LinkedIn. It's not because LinkedIn ranks text any better than video/photo... but because people tend to read text posts more often than they watch videos.

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Newsfeed Activity

7

ACTIVITY: Scroll the newsfeed.

Go to https://www.linkedin.com/feed/
Log into your LinkedIn (if you’re not already)
Find a post in your newsfeed from a connection
Share a screenshot in the chat

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8

How Expedia Group Uses LinkedIn

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Importance of LinkedIn for Brands

9

3.2X increase in trust when a company’s reputation score goes from average to excellent.

Build Reputation

71% of users who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family.

Establish Trust

When a company page posts, 30% of the engagement comes from employees, who are 14x more likely to share that content vs. other content types.

Employee Relations

85% of consumers trust online reviews as much as personal recommendations.

Advocate Activation

Goal: Establish the importance of LinkedIn for brands specifically.

Why is it important for brands to have a presence on LinkedIn?

Build Reputation:
3.2X increase in trust when a company’s reputation score goes from average to excellent. And as we all know, reputation is everything.

Establish Trust:

71% of consumers who have had a positive experience with a brand on LinkedIn are likely to recommend the brand to their friends and family. This increases organic word of mouth marketing.

Advocate Activation:

85% of consumers trust online reviews as much as personal recommendations. Reviews can make or break a company, so it's vital that a company focuses on fostering positive reviews and responding professionally to negative views.

Employee Relations:

When a company page posts, 30% of the engagement comes from employees, who are 14x more likely to share that content vs. other content types. So in a company with 20,000 employees, that can make a huge impact on performance and reach.

____________________

______

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Corporate Communications LinkedIn Goals

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COMMS GOALS (as outlined as by the business)	OWNED CHANELS GOALS (How our team will achieve the comms goals)	KPIs
Establish Expedia Group as a recognized leader in the tech and travel industry.	Increase engagement on Thought Leadership content across relevant channels Grow Expedia Group Share of Voice �(tech, travel, etc.) Extend Expedia Group content to �new audiences	Engagements, Video Views Engagement Rate, Impressions, Reach, Followers, Share of Voice
Shift perception about Expedia Group (who we are and what we do).	Increase positive and neutral sentiment across all channels Increase brand awareness Promote educational content to drive an overall understanding of Expedia Group	Engagements, Video Views, Engagement Rate, Impressions, Reach, Followers, Share of Voice, Sentiment
Attract and retain top talent.	Promote Expedia Group as an employer �of choice Generate demand for available opportunities Create connections between the brands people know and Expedia Group Increase awareness of Expedia Group �as the primary employer	Engagements, Click-Through Rate, Engagement Rate, Impressions, Reach, Followers

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Thought Leadership

Brand Awareness

2022 Expedia Group Content Examples

Talent Acquisition

Establish Expedia Group as a recognized leader in the tech and travel industry.

Shift perception about Expedia Group (who we are and what we do).

Attract and retain top talent.

11

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2022 Expedia Group LinkedIn Benchmarks

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LinkedIn
Key Performance Indicator	Industry Benchmarks	EG 2020	EG 2021	2022 Targets
Engagement Rate	0.35%	7.15%	6.4%	6%
Impressions	N/A Depends on Budget/Platform/Ad or Post Type	528,061	598,000	650,000
Followers	N/A	483,232	535,000	588,500
Posting Cadence	1x per day	N/A	N/A	1x per day
Click-Through-Rate	0.44%	N/A	N/A	0.5%

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Goal Building Activity

13

ACTIVITY: Answer the following questions:

What do I want to accomplish through my LinkedIn account?
What would success look like?
How can I measure the success?

Once you have those questions answered, choose at least 1 goal for your LinkedIn account.

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14

Importance of LinkedIn for Leadership

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Importance of LinkedIn for Leadership

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45% of content readers on LinkedIn fall under upper management in companies.

Build Trust

There are 740 million LinkedIn users.

Network

49 million people use LinkedIn to search for jobs each week.

Attract Talent

27 million people use LinkedIn learning to stay up to date or learn new skills.

Stay Up-To-Date

Goal: Tell the executives why linkedin is important for leadership from the brand perspective.

Now how is LinkedIn usage different for leaders?

Build trust:

45% of content readers on LinkedIn fall under upper management in companies. So you're talking to those who have influence.

Networking :

There are 740 million LinkedIn users. Many of which are your past, present or future coworkers or prospects.

Staying Up-To-Date:

27 million people use LinkedIn learning to stay up to date or learn new skills. So people want to learn things and stay up to date with trends.

Attract Talent:

49 million people use LinkedIn to search for jobs each week. People are using the tool to find their next career.

__________

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Importance of Social Media for Users

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77% of all discussions on social media are folks seeking advice, information, or help.

Personal Branding

82% of employees believe that using social media helps improve their professional relationships.

Networking

78% found social media useful for finding new professional opportunities and networking.

Job Searching

Over 27 million people are using LinkedIn Learning to get ahead in their careers.

Continued Learning

Goal: Tell the executives why linkedin is important for leadership from the user perspective. – the "what's in it for me?"

What is the importance of social media for regular social media users? All of these pieces work together: personal branding, networking, continued learning, and job searching.

Personal Branding:

77% of all discussions on social media are folks seeking advice, information, or help. These conversations build your personal brand reputation and whether you’re an individual or a brand – reputation matters.

Networking:

82% of employees believe that using social media helps improve their professional relationships. Whether that's leaving kudos, endorsements or recommendations or your current network – or if it's expanding your network and building your connections.

Continued Learning:

Over 27 million people are using LinkedIn Learning to get ahead in their careers. You can stay up to date with trends and ahead of the curve, making you not only more knowledgeable but more marketable.

Job Searching:

78% found social media useful for finding new professional opportunities and networking. Whether it you yourself looking for a job or if you're recruiting.

______

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Expedia Group LinkedIn Employee Examples

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LinkedIn Best Practices for Leadership

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Define Goals

Establish goals for your personal LinkedIn account.

Build personalized content to share on your LinkedIn and reshare interesting content from other users or brands.

Build and Share Content

Build Your Brand Voice and Content Strategy

Develop an overall content strategy and establish a voice for your personal brand.

Community Management

Engage with your community when they engage with your content and engage with other users or brands content.

Review post and page performance monthly to continue to provide meaningful content to your audience.

A/B Testing and Optimization

Know Your Audience

Get to know your audience through page insights and creating a two-way communication.

Goals: Walk leadership through the best practices for using LinkedIn. At this point – they might start to see we are walking them through these steps with each activity.

Define goals: Establish goals for your personal LinkedIn accounts.

Build the channel and content strategy: Develop an overall content strategy and establish a voice for your personal brand.

Know your audience: Get to know your audience through page insights and creating a two-way communication.

Build and share content: Build personalized content to share on your LinkedIn accounts and reshare interesting content from other users or brands.

Community management: Engage with your community when they engage with your content and engage with other users or brands content.

Optional - A/b testing and optimization: Review post and page performance monthly to continue to provide meaningful content to your audience.

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Building a Personal Brand Voice Activity

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ACTIVITY: Answer the following questions:

What words best describe me?
How do I want to be viewed?
What inspiration can I draw from other people or brands?

Once you have those questions answered, choose 3 words that best describe you to determine your personal brand voice.

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20

Building a LinkedIn Strategy

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Considerations Before Building a LinkedIn Strategy

21

What value can you bring your audience?

Content

Resources

What resources do you have for content creation and community engagement? What other collaborators and tools can you work with?

What should you consider before building a LinkedIn strategy?

Audience

Who is your audience?

Goals

What are your goals?

LinkedIn Features

What LinkedIn features do I feel comfortable using?

Goal: Get the executives thinking about what is takes to manage a LinkedIn channel and the planning involved.

How can you build a purpose and a strategy for your LinkedIn channels?

Define goals: Establish goals for your personal LinkedIn accounts. Do you want to drive engagements and conversation? Do you want to teach your audience something? Do you want to share your journey?

Know your audience: Get to know your audience through page insights and creating a two-way communication.

LinkedIn Features: What LinkedIn features do you feel comfortable using? Some people like to write, some like to take videos.

Build and share content: Build personalized content to share on your LinkedIn accounts and reshare interesting content from other users or brands.

Community management: Engage with your community when they engage with your content and engage with other users or brands content.

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Defining Your Content Mix

Example Content Pillars:

2 Thought Leadership:

Industry news, studies and data, strategic influencers

1 Talent Acquisition:

Job openings, life at Expedia Group, company culture

1 Employee Advocacy:

Sharing kudos for your team

Don’t forget to engage with your community by liking, commenting, or sharing other users’ content!

The goal is to publish on LinkedIn once a week (~4 posts a month). We recommend setting aside 15 minutes each day to manage your LinkedIn.

Goal: Show post frequency and topics that can be used for their content mix. Setting expectations that you will only get out of it, what you put into it – so you will need to set aside time everyday.

It's also important to think through your content mix and cadence. What will be the main pieces of content you will share with your audience? How often will you share content?

The goal is to publish on LinkedIn once a week (~4 posts a month). We recommend setting aside 15 minutes each day to manage your LinkedIn.

Don’t forget to engage with your community by liking, commenting, or sharing other users’ content!

Here are a few examples:

Content Pillars:

2 Thought Leadership:

Industry news, studies and data, strategic influencers

1 Talent Acquisition:

Job openings, Life At Expedia Group, company culture

1 Employee Advocacy:

Sharing kudos for your team

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Finding Content Sources Activity

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How To Find Content:

Find content and perspectives from different industries and journeys:

Follow hashtags and thought leaders

Use existing employee activation tools:

Amplify tool

Follow industry news:

Google alerts

Blogs
Events or webinars
Case studies
Press releases
Media articles
Infographics
Branded images
E-Books
White Papers

Videos
Polls
Surveys
Podcasts
Newsletters
User generated content
Kudos
Live

Content Types and Sources:

ACTIVITY: Find a piece of content to share:

https://www.linkedin.com/feed/
Scroll through your newsfeed OR type in a hashtag in the search bar.
Find a piece of content you think your audience would find valuable.
Share a screenshot in the chat.

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Topic Building Activity

24

ACTIVITY: Answer the following questions:

What do I like to learn from others on LinkedIn?
What am I most knowledgeable about?
Would others be interested in me sharing that information?

Once you have those questions answered, choose at least 2 topics you feel comfortable speaking on.

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Building Content Activity

How can you build high-quality content?

Focus On The Perspective Of The Audience

High Quality and Scroll-Stopping Visuals

Copy Conscious and Knowing The Fold

Stay Up-To-Date With Trends and Channel Features

Diversify Content

Frequency

ACTIVITY: Build a LinkedIn post. Build a post that includes the following:

Copy
Hashtags
User or brand tags
Visuals (general direction)

Goal: Bring all the information presented so far together to build a post. But first, talk through what constitutes high quality content.

ACTIVITY: Build a LinkedIn post.

Build a post the includes the following:

Copy
Hashtags
User or brand tags
Visuals (general direction)

Focus On The Perspective Of The Audience

Focus on the audiences perspective. Answer their real questions and concerns. For example, rather than saying “we offer the latest technology” focus on why that matters to the audience. Does staying up to date keep their information safe? Does it offer them more features and how will those features impact them? We want to have a conversation with the audience and overcome their objectives, not just talk to them.

High Quality and Scroll-Stopping Visuals

Ensuring the content is high quality and makes the audience want to stop their scroll. So what makes content high quality? Visuals that are clear and concise, impactful, on brand and optimized for the channel.

Copy Conscious

Knowing your audience and using platform specific best practices for copy tone, length, messaging, and links. Also keeping in mind where your content preview will cut off for the “read more” in the newsfeed to prioritize grabbing the readers attention within the first few lines. 135 characters read more shows.

Stay Up-To-Date With Trends and Channel Features

Hashtags - each channel prefers a different number of hashtags, so using the right number of hashtags. For example, LinkedIn prioritizes posts with 3 or fewer hashtags.
Channel features: live, events, groups, etc. and really utilizing all that the LinkedIn channels have to offer.

Diversify Content: We'll get into a full list of content sources and how to find content but to name a few:

Blogs
Events or webinars
Case studies
Press releases
Media articles
Infographics
Branded images
eBooks
White papers
Videos
Polls
Surveys
Podcasts

Frequency:

We recommend posting 3-5 times per week and we really want to stress quality over quantity. Higher quality content means more engagement.

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Follower Acquisition

26

High-Quality Content:

Publish high quality and engaging content that addresses the audience's needs

How to build a followership:

Community Engagement:

Activate users and brands by encouraging engagements
Respond to comments on your account
Respond to or share other users and brands content

Get The Word Out:

Tag users and brands in your posts
Join the conversation by using and following hashtags
Add a link to your LinkedIn account to your email signature, inviting people to follow your account

Work With The Algorithms:

Optimize the page for SEO (search engine optimization) to rank higher on Google

Goal: Talk through how to build a followership on LinkedIn organically. The more followers you have, the more people who have the opportunity to see your content.

If you're new to the personal branding game, it will also be important that you grow your audience. How can you do that for free?

How to build a followership:

High-Quality Content:

Publish high quality and engaging content that addresses the audience's needs

Community Engagement:

Activate users and brands by encouraging engagements
Respond to comments on your account
Respond to or share other users and brands content

Get The Word Out:

Tag users and brands in your posts
Join the conversation by using and following hashtags
Add a link to your LinkedIn account to your email signature, inviting people to follow your account

Work With The Algorithms:

Optimize the page for SEO (search engine optimization) to rank higher on Google

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27

Getting Started on LinkedIn

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28

Getting Started on LinkedIn

Peter Kern

https://www.linkedin.com/in/peter-kern-eg/

https://www.expediagroup.com

(206) 481-7200

PeterKern@expediagroup.com

peterkern

Goal: Show the executives how to maximize their profile and searchability with easy updates. For example, setting up a custom URL, updating their contact information, and chosing the right profile picture and cover photo. Talk about what makes a good photo for profile picture and cover photo – looks professional, taken within the last year, isn't cluttered or busy, etc.

Now, we know that a majority of you are already on LinkedIn, but there are simple ways in which you can maximize your profile.

For instance, making sure your LinkedIn account has a direct link, or URL, set up is a great way to share it with others, so that you can easily be found rather than using the search functionality. This helps cut down on time looking for you AND can be used as a virtual business card.

Here’s how to do it:

Click on “Edit Public Profile or URL” on your profile page.

Choose something to append the URL that is easily remembered and professional, such as your first and last name.

Share this URL in your email signature or on business cards so new contacts can find you easily.

You Can also create a profile in another language. It does create a duplicate profile but you can have a profile for each language.

It’s also important to pick a profile picture and cover photo that match your personal voice and identity.

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29

Follow Vs. Connections

By making “Follow” the primary action on your profile, users can follow your content without you having to connect with them.

Visit https://www.linkedin.com/mypreferences/d/followed to update this setting.

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Follow Your Brands

30

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Find, Engage, and Share Content on LinkedIn

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Goal: How to find, engage and share content on linkedin through the search function, in the newsfeed, and on a profile. Talk about hashtags and tagging people in comments and copy.

Ways to amplify the EG account/content

Share profile
Like, comment, share, send posts
Share the company’s page via the Message tool
Share third-party posts on your page with a personal intro
Send specific posts via the Message tool
Like or comment on posts from colleagues, former colleagues, and industry peers
Accessing your “My Company” page will show posts, articles, and content curated by the EG communication team that we encourage you to share.

Looking for a specific hot topic?

Search specific topics with hashtags! Hashtags are wonderful on social media because they create content “links”.
Never post content that is privileged or not intended for public-facing use.

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Building a Post: The Dos and Don’ts

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Click here to access Expedia Groups Employee’s Guide to LinkedIn and click here for Expedia Groups social media policy.

DO

Write for the audience – what makes this interesting and relevant to them?
Keep sentences short and to the point – be concise and clear and ensure every word is necessary
Talk to the audience in a tone that is appropriate to them
Use collective pronouns like “we” and “our” over the third person
Rouse curiosity, grab attention, and set up questions to be answered, use strong adjectives and include interrogatives like ‘how’, ‘what’, ‘where’ and ‘why’
Prioritize readability and keep it simple
Spell check all posts before going live

DO NOT

Don’t use non approved branded taglines or logos
Don’t use local/country specific phrases, acronyms or metaphors
Avoid overloading the audience with multiple facts and figures
Don’t use marketing or corporate jargon – keep it simple
Don’t post before checking your grammar and hashtags
Don’t use promotional language
Take care not to sound too casual when the subject matter or audience requires a more formal tone
Don’t post false claims & stats – ensure all copy is compliant
Don’t post confidential information

Goals: Provide guidance on what to do and not do on LinkedIn when it comes to building content.

DO

Write for the audience – what makes this interesting and relevant to them?
Reflect the core values of Expedia Group
Keep sentences short and to the point – be concise and clear and ensure every word is necessary
Talk to the audience in a tone that is appropriate to them
Use collective pronouns like “we” and “our” over the third person
Rouse curiosity, grab attention, and set up questions to be answered, use strong adjectives and include interrogatives like ‘how’, ‘what’, ‘where’ and ‘why’
Prioritize readability and keep it simple
Include a single CTA to provide clear indication of what to do next and to prompt an action
Spell check all posts before going live

DO NOT

Don’t use non approved branded taglines or logos
Don’t use local/country specific phrases, acronyms or metaphors
Avoid overloading the audience with multiple facts and figures
Don’t use marketing or corporate jargon – keep it simple
Don’t post before checking your grammar and hashtags
Don’t use promotional language
Take care not to sound too casual when the subject matter or audience requires a more formal tone
Don’t post false claims & stats – ensure all copy is compliant
Don’t post confidential information

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Community Management: When to Engage and When Not to

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DO

You are proactively engaging with your LinkedIn community
User is seeking a response with positive sentiment
Response unlikely to incur negative follow-up sentiment

DON’T

User is not seeking a response
Commentary is unserviceable (opinion, question/comment is vague, etc.)
Commentary is abusive, profane, or spam: remove, ban/block user
Commentary is a personal attack: remove, ban/block user

INTERNAL ESCALATION (DON’T RESPOND)

Customer service inquiries should not be responded to and escalated to the team if the customer provides the itinerary information
Question or comment about a legal matter/company-wide issue
Comment is a threat (implied or overt) to the brand / people / locations (offices and factories)
Comment or message requires another team's expertise

Goals: Provide guidance on what to do and not do on LinkedIn when it comes to community management. Key point – anything negative, concerning, or of a legal matter should be escalated and not responded to by THEM.

DO

You are proactively engaging with your LinkedIn community
User is seeking a response with positive sentiment
Response unlikely to incur negative follow-up sentiment

DON’T

User is not seeking a response
Commentary is unserviceable (opinion, question/comment is vague, etc.)
Commentary is abusive, profane, or spam: remove, ban/block user
Commentary is a personal attack: remove, ban/block user

INTERNAL ESCALATION (DON’T RESPOND)

Question or comment about a legal matter/company wide issue
Comment is a threat (implied or overt) to the brand / people / locations (offices and factories)
Comment or message requires another team's expertise

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LinkedIn Account Health Activity

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ACTIVITY: Review your channel health:

Go to https://www.linkedin.com/feed/
Log into your LinkedIn (if you’re not already)
Navigate to your profile
Review your profile:

Is your profile filled out?
Do you have a profile and cover photo?
What information could you add?

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Driving Talent Acquisition

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Role of Leadership in Talent Acquisition and Retention

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Build Trust:

Building trust as a leader not only builds a better personal brand, but it helps build the companies brand too

Use Your Network:

Sharing career opportunities on your social account allows your network, people who already trust you and vice versa, to amplify your content and potentially increase talent acquisition lead time

Retain Talent:

Use functions like "Kudos" on LinkedIn to make employees feel valued and elevate your team

Goal: Remind leadership of their influence when it comes to talent acquisition and retention. People want to hear from micro and macro influencers rather than brands and the small things like Kudos can make a big impact on morale.

As a leader, you have the opportunity to positively affect talent acquisition by connecting prospects in your network to the Expedia talent team. Build Trust:

Building trust as a leader not only builds a better personal brand, but it helps build the companies brand too

Use Your Network:

Sharing career opportunities on your social account allows your network, people who already trust you and vice versa, to amplify your content and potentially increase talent acquisition lead time

Retain Talent:

Use functions like "Kudos" on LinkedIn to make employees feel valued and elevate your team

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Make a Direct Impact on Talent Acquisition and Activity

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Make An Impression:

Show candidates why working with you is the best option:

Reskill and upskill existing employees
Invest in career development and pathing
Give kudos to team members

Faster and more active recruitment process:

Lean into existing contacts to expedite recruitment

Be mindful of and embrace differences

ACTIVITY: Answer the following questions:

What actions you can take on your personal LinkedIn to drive recruitment?
How can you empower team members to refer their network to positions?

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LinkedIn Brand Amassador Program

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Why Employees as LinkedIn Ambassadors?

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Employees are critical to driving positive brand health and awareness.

By empowering them to represent Expedia Group in a clear and consistent manner on LinkedIn, there are immense benefits for the company:

Source: LinkedIn and Altimeter Group Research

40%

57%

58%

MORE LIKELY TO

Be perceived as competitive

MORE LIKELY TO

Get increased �sales leads

MORE LIKELY TO

Attract top talent

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The Power of Employee Advocacy

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The power is in the potential reach

LinkedIn favors personal profiles over company pages in timelines and news feeds – this makes �the employee ambassador a key component in any LinkedIn strategy

The increase in reach (the # of people exposed to content) is significant:

5,000

Company Employees

400

Average # of friends & Followers on Social

2,000,000

Potential Social Reach

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LinkedIn Brand Ambassador Program and Activity

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The objectives of the social media brand ambassador program are to:

Amplify social media content published by and about Expedia Group to new audiences
Empower employees to become ambassadors for the company on their own personal social media profiles

Using Amplify, the program will provide the resources and professional guidance employees need to be consistent and effective torch bearers on social media.

How can you use Amplify?

Amplify provides a library of content to choose from articles, blog posts and videos that have been curated. Topics include company news, thought leadership, I&D and so much more.

Gives you the option to suggest content for the company and your peers to share

ACTIVITY: Get familiar with Amplify:

Visit https://amplify.expediagroup.com/login
Log into your Amplify account.
Share a piece of content that interests you.

Goal: Review the ambassador program and have the executives log in to Amplify to get them familiar and comfortable with using it. Encourage them to share it with their teams.

The objectives of the social media brand ambassador program are to:

Amplify social media content published by and about Expedia Group to new audiences
Empower employees to become ambassadors for the company on their own personal social media profiles

Using Amplify, the program will provide the resources and professional guidance employees need to be consistent and effective torch bearers on social media.

How can you use Amplify?

Amplify provides a library of content to choose from articles, blog posts and videos that have been curated. Topics include company news, thought leadership, I&D and so much more.

Gives you the option to suggest content for the company and your peers to share

ACTIVITY: Get familiar with Amplify:

Visit https://amplify.expediagroup.com/login
Log into your Amplify account.
Share a piece of content that interests you.

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LinkedIn Training Takeaway

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Building a LinkedIn Strategy Activity

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Channel Trends

What trends can you use?

Channel Cadence and Content Mix

How often will you post and how often will you post each content pillar?

Channel Focus

What are your content pillars?

Audience

Tone

What is the tone?

Goals

What are your goals?

Who is your audience?

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Q&A