Building your brand and driving advocacy with LinkedIn Engagement Insights

Lucy Wimmer
5th April 2017 0 Comments

As every marketer and agency knows, brands are incredibly valuable. Products and services may come and go, but your brand remains a symbol of your company’s values and credibility. In today’s fast-paced, digital world, timely and accurate brand monitoring is the Holy Grail for any organization. How do you surface all of the conversations happening around your brand on social platforms, what kind of content associated with your brand is being shared and who exactly are your key audiences?

With the launch of LinkedIn Engagement Insights, marketers and agencies can now discover how more than 467 million professionals are engaging with their brand on LinkedIn relative to industry competitors and peers. When it comes to analyzing your brand, LinkedIn Engagement Insights covers three key areas:

  • Brand management – discover what activity is being generated around articles about your brand, product or service, as well as the issues and trends associated with your brand
  • Competitive analysis – find out how engagement with content about your brand compares against competitors
  • Industry analysis – examine how interactions related to your brand compare with other brands in your industry

Brand management

With LinkedIn Engagement Insights, brand management is used to identify the activity that is surfacing around your brand on the platform. This analysis enables you to monitor the health and strength of your brand with an audience and informs you of trends, engagement levels and unexpected content being shared on LinkedIn. With all of this information at your fingertips, you can assess whether there are any notable trends or stories require further investigation. The example below shows articles on a brand that could merit attention from the brand’s marketing and PR teams. This particular example assumes that you have looked at the articles (e.g. followed their URLs to the content) in order to learn what they say.

These charts are displaying volume over time in two ways:

  1. Top graph – volume for each day of a month. This can show you if / when one or more spikes / drops occurred
  2. Bottom graph – cumulative volume for each day over the month. This tells you if the article has “legs”

brand1

Without this analysis a brand could be blind to articles being shared on LinkedIn that require attention. For example, Article 1 contains content that needs clarification. It had an early spike of more than 300k interactions in one day and getting quick visibility of the content enables you to contact the content producer for correction. Article 2 lacks the abrupt interaction spike of the previous piece of content, but has constant interactions. Therefore, its inaccuracies are perpetuating and need to be addressed. Article 3 does not have an issue but rather makes the brand aware of a website that their audience visits.

Competitive analysis

LinkedIn Engagement Insights’ competitive analysis is used to compare your brand’s performance against a group of its competitors. Some of the common metrics for this analysis include brand or product share of voice. For example, you may want to better understand how well the content your brand is creating performs when it comes to audience engagement versus the content created by your competitors. These insights can help improve your future brand content and targeting.

The image below shows the analysis of content mentioning a particular brand (Brand E) and its competitors on LinkedIn.  Brand names and article titles have been de-identified. As you can see below, you’re able to compare the interaction levels between articles talking about your brand and those discussing the competition. This can be a gauge of both the quantity and success of articles that get your brand name in front of the world’s largest professional network.

Brand2

The top left chart reveals that one article about Brand B dominates interactions. The share of voice chart shows that Brand E (and others) lag far behind B and D in terms of article interactions. Using the demographic table, looking at the audiences that interact with article content enables you to gain a more in-depth understanding of how audiences compare across the different brands. Function and seniority demographics are used in the example on the right above. You can see that the demographics are similar among brands, but of course the volumes differ (sizes of the squares.)

The similarity in demographics is validation that you and your competitors are securing interest from the same audience. It also indicates that you might want to take the opportunity to target demographics that are attractive but not interacting.

Industry benchmarking

Industry benchmarking analysis is used to measure the performance of a brand within its industry. This allows you to analyze the response of the market to your brand compared with the industry as a whole and provides insight into the market issues and trends relevant to your company. By identifying the most successful brands in your industry and examining their campaigns and content, you can inform your future campaigns accordingly. You can also discover newly emerging competitors in the market and tap into the key industry market trends and issues for your content.

In this comparison of brands within an industry (automotive) below,  Brand A can see that, in terms of interactions around shares it has posted and shares of articles mentioning the brand, it is fourth out of the ten brands.

brand3

This type of analysis makes it clear which industry brands Brand A can learn from. Assessing the content that is being shared about the top three brands (D, F and B) provides insight into the type of content, messaging and themes that Brand A should incorporate in order to increase interaction around the brand.

This example also shows a breakdown of how members are interacting around the content for each brand.Brand A can see that content about Brand F receives an extraordinarily high percentage (and volume) of “click to expand” interactions. Rather than generating clicks to view shared articles or getting likes, the content about Brand F is constructed such that when people see the snippet, they want to expand the text to see more. This is another aspect Brand A could explore to see if it would benefit them.

Do you want to drive great brand awareness and advocacy? Try our LinkedIn Engagement Insights free trial now and discover what professionals are saying about your brand now.

 

Lucy Wimmer

Written by Lucy Wimmer

Lucy Wimmer is global senior director of marketing and communications at DataSift.

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