Why you should be using LinkedIn as a marketing tool


Using LinkedIn as a marketing tool.. not just an extended resume

When it comes to social media, LinkedIn can sometimes be the forgotten child.

It is a handy networking tool for professionals, as well as a great platform for employers to screen prospective employees.

But there are LinkedIn users reaping in thousands of clicks and raising their profile dramatically.

The key to this engagement? LinkedIn Marketing Solutions Managing Director and Head of Enterprise APAC Matt Tindale says it all comes down to: “great, great articles.”

The 2017 list of top profiles include the likes of; National Australia Bank Chief Marketing Officer Andrew Knott, Qantas EM Group Brand Marketing/CMO Stephanie Tully and The Goodyear Tire & Rubber Company Brand Manager Cavan Brady.

Tindale said all of these users shared great content to lift themselves to the top of the pile.

“They get engaged. They actively use the platform, a lot of them are writing and sharing great content,” he said.

“Secondly, they’re creating their own content. They’re writing long form posts, anywhere from a couple of hundred words to longer, and they’re great, great articles. They are the voice of the industry.”

LinkedIn is THE marketing tool for business

While Facebook and its little brother Twitter dominate the social media world in the private sector, there is little doubt that LinkedIn rules the roost in the business world.

According to LinkedIn 80 per cent of B2B marketing leads sourced from social media platform come from their platform.

And this greater exposure comes at a much greater cost, with LinkedIn reporting that their sponsored content is 28 per cent cheaper than Google Adwords.

Content is the key to this engagement, which proves that this platform is one that can’t be ignored when it comes to business marketing.

Storyolgy 2017 – Brisbane Recap

Saturday’s Storyology schedule in Brisbane was sure to impress any crime enthusiasts in the audience. In a setting that resembled ABC’s ‘The Book Club,’ accomplished journalists Quentin Dempster, Kate Kyriacou, Joshua Robertson and Kerry O’Brien sat down to discuss all things crime and punishment.

We first heard from The Guardian’s Joshua Robertson on organised crime in Queensland. Mr Robertson, who had previously handled the investigations desk, spoke of cannabis being the most trafficked drug in Queensland.

The News Daily contributor Quentin Dempster then fired off a list of questions about hydroponic cannabis plants, to which Kerry O’Brien interrupted, saying: “Why, are you interested in buying some Quentin?”

“No it’s not my drug of choice, Dempster said.

“They [cannabis traffickers] just sound like very enterprising people.”

This back-and-forth banter between Kerry and Quentin was incredibly amusing.

The recent story embroiling the Ibrahim family in a billion-dollar drug syndicate was raised. But Robertson hesitated in calling it a major triumph.

One billion dollars sounds like a lot of money but it is only the tip of the iceberg, he said.

“People tend to think there is one Mr Big at the at the centre of these organised crime syndicates.

“From what we’ve seen, there are usually multiple Mr. Bigs.”

Moderator Madonna King then passed it over to Kate Kyriacou, Courier- Mail Chief Crime Reporter and author of ‘The Sting: The Undercover Operation that Caught Daniel Morcombe’s Killer.’

Kyriacou took out a Clarion award in 2016 for her report on the undercover police effort that lead to the confession and arrest of Brett Peter Cowan.

While panellists praised both Kate’s work and the undercover work Queensland Police did in closing Daniel Morcombe’s case, Kerry O’Brien raised concerns for the state of investigative journalism today.

“It’s difficult because investigative journalism is very expensive yet so underfunded, O’Brien said.

“A four corners program will take around seven weeks to produce.”

Despite funding woes, Kyriacou seemed convinced that, as the English proverb goes, if there’s a will then there’s a way.

“Of course, it’s difficult and it takes time,” Kyriacou said.

“But every day I fight for the time I need to work on my projects.”

Left, Melissa Maykin, Middle, Kerry O’Brien. “I’m the thorn between two roses,” he said. Left, Melissa Maykin, Middle, Kerry O’Brien. “I’m the thorn between two roses,” he said.

The day finished on a lighter note with singer-songwriters Patience Hodgson, John Patterson, Hannah Shepherd and QWeekend columnist and comedian Mel Buttle sharing their favourite Brisbane stories.

Josh Patterson, from The Grates, recalled a night out in summer when a bouncer rejected him for wearing shorts.

“We were like, dude it’s the middle of summer and even the coppers wear shorts,” he said.

Mel Buttle then added her two cents regarding Brisbane’s hottest suburbs.

“I like to find a suburb of Brisbane that’s not a main one, not The Valley, Paddington or West End.

“Just go to a normal suburb and find an old bloke and sit down and have a yarn about what’s happened to the country for 50 minutes.

“That’s a popular Brisbane past time,” Buttle joked.

Despite some weird and wonderful experiences, everyone agreed Brisbane is a truly unique place to live.

Storyology 2017 – After Dark

 

The concept of a ‘live magazine’ is one that has been experimented with overseas, with some success. The live journalism events as conceived by California’s Pop-Up Magazine has spawned European imitators such as France’s Live Magazine, and it is clearly these ground-breaking initiatives that Storyology is following with its opening night in Brisbane, Storyology After Dark: A Live Magazine.

 

As compere Trent Dalton pointed out more than once, the audience on this Thursday night could have had little idea of what to expect, and were greeted upon entry by a stage set comprising of a couple of chaise longues, a make-shift bar and a jazz trio. Amid this scene 10 journalists were on hand to recite pre-prepared stories ranging from the personal or confessional to the political or societal according to their interests and expertise. Each ‘performance’ represented an ‘article’ in the live magazine – and it even had a behind-the-scenes editor, long-serving journalist David Leser.

 

Among the more personal stories, actor and writer William McInnes told of a childhood episode involving his father and backyard sports; newsreader and author Tracey Spicer recounted some early-career on-air gaffes; and Nakkiah Lui, playwright and actor, told a graphic and powerful tale of family history, grief and the chaos of relationships during early adulthood.

 

These pieces, which were more memoir or personal essay than journalism, can be contrasted with some of the more reportage-based stories based on the author’s research and observation of the wider world. One of these came from intrepid freelancer Jo Chandler, who covered members of the Von Trapp family (immortalised in The Sound of Music) relocating to Papua New Guinea as missionaries in the 1960s. Crime reporter Dan Box explored the highly topical case of Zak Grieve, and Andrew Quilty offered a number of stark, sad vignettes from his time as a photojournalist based in Kabul. Arguably the best of these, however, came from Triple J’s Sarah McVeigh, who offered a preview of her forthcoming podcast, How Do You Sleep At Night?, by recounting the story of a Brisbane white supremacist convicted of murdering two gay men in 1994.

 

All of these recitals involved the performer standing at a lectern and reading their prepared story. While all were fascinating in their own way, one could say there is little to distinguish this from the theatrical form that is storytelling, something like The Moth or even a glorified open-mic. Perhaps with this in mind, to close the night Dalton himself opted for something a little different. Writing for The Australian earlier this year, Dalton profiled Leong Lau, a Malaysian-Australian who recorded a number of “surreal psychedelic funk” albums in the 1970s. A cult figure, Lau’s records such as That Rongeng Sound sell for up to $2,000 on Ebay, such is their rarity. In adapting his feature article to a live setting, Dalton brought along Brisbane-based Lau himself, who leapt about the stage hollering and whooping and blowing into a flute, the 66-year-old’s exuberance occasionally interfering with Dalton’s storytelling. This element of spontaneity and spectacle was a welcome departure from the rest of the evening’s more one-dimensional – though always passionate and intellectually vigorous – fare. The live magazine concept has definite legs and as Dalton proved, can encompass diverse styles of delivery. It is an event that can be explored and expanded by Storyology next year.


Barnaby Smith was awarded with a Storyology Regional Scholarship
courtesy of The Walkley Foundation and with the support of
The Copyright Agency Cultural Fund.

Newsmodo are proud to work with journalists
who are recognised for their outstanding work in their field.

Congratulations Barnaby!

How to make technology work for your marketing strategy

 

In simpler days, marketing was so much closer to being one dimensional. We had limited channels to distribute our message and brands knew exactly how to reach the masses.

In 2017 though, we are being literally bombarded with messages. It feels as if everywhere we look, listen and touch, we can be reached by advertisers wanting a piece of our attention… This competition of course can be a double edged sword for both marketers and consumers. Just look at the ‘marketing technology landscape supergraphic‘ showing just how many martech solutions there are out there in the world.

The term martech pinpoints major initiatives, tools, and the efforts that go towards achieving marketing goals and objectives utilising technology. This ranges from programmatic to native advertising, mobile apps to marketing automation, webinars to talent management, and even ecommerce platforms to predictive analytics. Now that’s not even a third of all of the different segments listed.

Today, with the help of Co-Founder & CTO of ‘ion interactive’ Scott Brinker; we’re going to take a technological trip into the future of marcomms and unlock the truths behind those often daunting terms like AI and programmatic data driven inbound marketing..

Newsmodo CEO Rakhal Ebeli discusses how we can embrace all this change, apply technology to the things we do and the stories we tell, and make technology work for us and not the other way around.

 

 

Subscribe on: iTunes | TuneIn | or an RSS feed of your choice! 

 

Download the episode here

 

In this episode:

– How marketers can manage martech environments

– Agile marketing

– Embracing and applying what solutions will work best for you

 

About the guest:

Scott Brinker is the Co-Founder and CTO of ion interactive—a SaaS business providing marketing solutions over the last almost 20 years to the likes of Dell, HP, Cisco, Salesforce, and Symantec just to name but a few.

To keep up-to-date with his happenings and daily musings – follow him on Twitter @Chiefmartec

 


Storyology 2017 – Brisbane

Day two of The Walkley Foundation’s Storyology featured an industry specific program for journalists.

The day kicked off with freelance journalist Jo Chandler, relating the highs and lows of remote field reporting; those hard to reach and hard to tell stories. US investigative reporter Aaron Glantz advocated digging beneath publicly available facts and discussed the need to share and adapt stories to reach wider audiences.

This linked to a panel of industry insiders discussing the rapidly changing dynamics of the newsroom. Google News Lab’s Irene Liu revealed the role of new technology in gaining, reinforcing and buttressing the trust of audiences. And the ABC’s Kellie Riordan advised the best true crime podcasts are those that tell a societal truth.

From there we listened to Gold Walkley Award winning photojournalist, Andrew Quilty, recounting the stories and moral dilemmas behind his seminal images to Radio National’s Paul Barclay.

BuzzFeed’s Craig Silverman then presented the identification and proliferation of #fakenews and we learnt the tips and tricks to make it work as independent journalists in a variable industry.

The day finished on a pivotal note with an all female panel of industry heavyweights Kathy McLeish, Tracey Spicer, Kay McGrath and Tonya Mosley discussing unconscious bias in the newsroom and the ever-pervasive gender pay gap.

Storyology’s line up of topics and speakers were both invaluable and inspiring for budding and seasoned journalists alike.

How Do You Connect On LinkedIn? [INFOGRAPHIC]

 

 

Growing your network, in theory seems easy; but could you be burning your opportunities by being basic. When requesting to connect, if you don’t add a note LinkedIn will automatically send through a standard, “I’d like to add you to my professional network on LinkedIn.”

Reading that, people might be more inclined to hit that decline button, rather than feel inspired to connect with you and grow their network.

The team over at WordStream have put together this neat little infographic to give you the run-down on how you should be interacting with your future connections.

 

 

Morale of the story is: act like a person. Make your message unique to you, and to them, instead of sounding like a robot clicking that ‘request connection’ button.

You’ve got 300 characters, use them wisely Obi-Wan.

 


 

Katherine Auchterlonie 

SOCIAL MEDIA & DIGITAL MARKETING MANAGER

 


 

YouTube News?

YouTube to deliver breaking news, retain cat videos

Ever since its inception in 2005, YouTube has been a fascinating source of entertainment driven by home brew content.

It is a divine place to watch people fall over, crash things and to view animals doing extraordinary things.

Free content, highly entertaining—but not exactly the place you would go for high brow offerings.

That could be set to change, with YouTube attempting to boost breaking news content in a re-format for the popular platform.

Steering people away from fail videos and towards the news

From August 20, viewers may have noticed the new ‘Breaking News’ tab appear in their YouTube ‘feed’.

We use the term feed loosely, because this platform is not one that has traditionally been known to use a feed like social media giants Twitter and Facebook.

Instead, it has always operated by taking users down a rabbit hole by piling suggested videos on top of suggested videos, tapping into your interests and feeding you content based on your watching habits.

Now, users will have the option to break that cycle by clicking on the breaking news section which aims to deliver real issues in real time.

YouTube: Home of the cat fail YouTube: Home of the cat fail

Can content producers leverage this new function?

The answer is … possibly.

Certainly the potential is there. By adding this breaking news functionality the scope is available for content producers to monitor news trends and create videos accordingly.

Businesses can offer insight, expert advice or analysis and put their pages in front of the eyes of millions of users.

Take this all with a grain of salt, though, as big media partnerships may put the brakes on your efforts before they even start.

The algorithms behind what makes this breaking news panel is still unclear. YouTube does have strong partnerships with major 24 hour news networks, which is likely to mean they receive a favourable deal in moving up the ranks.

In these early days, though, it is worth trialling and exploring.

As a story breaks, use the correct SEO in your titles and release videos from your business that value add to the viewer experience.

It is possible they may stop watching ‘biker cats falling off jetskis’ for one minute and view your channel instead.

What not to do when starting a blog

 

 

This week Hugh (from Hugh’s Views & News – yes it’s even fun to say!) released his list of ways to kill your blog. A whole 71 of them. He makes some very valid points—but I’m only going to walk you through my Top 6 favourite, or least favourite.. depending how you look at it.

 

Not having an ‘About Me’ page

I stumbled upon this little blog recently, and it looks like it’s only just started.. Which is exciting to watch how it builds and grows—anyway, this is a great example of a very easy to find ‘About Me’ section, it’s almost front and centre on the page. Keeping it short and sweet but personable enough makes it a huge attraction to the reader as we’re not here to read your life story, yet. That’s what all the posts are for!

 

Posting broken links, or leaving them up there

Come now, this is just being lazy. Yes, granted you may have accidentally popped in a broken link without knowing it. It happens to the best of us. The Crtl C and Ctrl V keys are just so close together. You will be forgiven, as long as you fix it. Now before you start rolling your eyes—we’re not expecting you to go through your whole site all the time to check the links. Use this little guy right here Online Broken Link Checker and he’ll scan your site url and let you know what’s not working anymore.
 

 

Making your site hard to read (font, paragraphs, layout—take your pick)

If you’re unsure of what fonts, colour schemes and layouts to use for your blog; just google ‘best looking blogs.’ Literally. Articles like this one from HubSpot will pop-up, and there’s your answer. The indication is that simplicity is key. That doesn’t mean boring white backgrounds and Times New Roman font (seriously though—not Times New Roman) just don’t crowd your blog and detract readers from engaging with it just because you thought that leopard print theme jazzed it up.

 

Not having a search bar

Everything has a search bar these days. Your email, your messaging app on your phone, Google is one giant search bar. Your readers may want to find a specific article to show their friends, or they might remember reading something and want to reference back to it. In any case, a search bar is so easy to add especially with using templates from WordPress, Wix, Tumblr, Medium etc there’s really no reason why you shouldn’t have one.

 

 

Posting without editing

Two words, spell check. One word, Hemingway. It does spell check and grammar all in one. Winner! If in doubt, get a partner or friend to give it a second pair of eyes before it goes live. They might also just pick up on weird phrasing or flag something that you might have thought was fine to go out into the wide world of internet.

 

Having zero personality

Business blogs, I can understand. Some are meant to be a lot more professional, B2B etc. But if you’re an actual person behind that keyboard—chances are people are reading your blog because they want to know your opinion, your experience, your misfortune so they can feel better about themselves. This is the internet after all. But whatever the reason, being personable online and getting your voice across to your readers has a massive impact on engagement and will make your readers feel like friends, rather than someone you’re just reciting a bunch of words to.

This advice may not be for everyone, and for every blog. But generally speaking they’re a pretty good set of rules to live by in the blogosphere.

 

 


 

Katherine Auchterlonie 

SOCIAL MEDIA & DIGITAL MARKETING MANAGER

 


 

Modern Day Storytelling

 

For thousands of years, stories of the dreamtime have been passed down through countless generations. Messages, that held great meaning, beliefs and teachings. Recounted orally, and etched on rock walls, just as, on the opposite side of the globe, the Egyptians scripted their hieroglyphics too.

Storytelling has the amazing ability to bridge history, to bring together communities and to bond.  Whether in packed amphitheatres showcasing live-stage performances throughout the roman empire, through songs and nursery rhymes passed down through families, or movie theatres screening the latest blockbusters… now our stories can be told on so many platforms and in so many ways.

So with literally, billions of stories being told every day around the world across so many platforms, how do we make sure it’s our story that gets heard? How do we get people to actually notice us, and listen to what we’re saying? We have with us a professional storyteller, David Leser who will help us understand the modern-day storyteller and how it potentially differs from what we know, and what we’ve grown up with.

Newsmodo CEO Rakhal Ebeli will discuss the challenges we face in this modern age where we have almost too many tools at our disposal; and how you can know what’s going to work for you and your brand?

 

Subscribe on: iTunes | TuneIn | or an RSS feed of your choice! 

 

Download the episode here

 

In this episode:

– How storytelling has changed throughout the ages

– The importance of storytelling

– Showcasing your brand using storytelling

 

About the guest:

David Leser was born in Montreal and grew up in Sydney. He is a multi-award winning journalist who has worked in Australia, North America, the Middle East, Europe and Asia for the past 38 years. He is the author of six books, his latest which was shortlisted for Australia’s 2015 National Biography Award. He was awarded a doctorate in the Ethics of Memoir in 2017.

To keep up-to-date with his happenings and daily musings – follow him on Twitter @DavidLeser

How much time do you spend on social media?

 

 

The team over at Omni, specifically Jack Staszak—have created a calculator which will tell you (be prepared) for just how much time you spend on social media and what you could be doing with your life instead..

The Social Media Time Alternatives Calculator can tell you how many books you could read, how much time you might be wasting at work (yes, I’m looking at you Karen) or even how much physical activity and calories could be burnt instead of chewing through the battery on your phone.

People are averaging five hours a day on mobile devices, with 92% of that time being spent on apps, and not calling that grandmother you haven’t spoken to in years..

Omni have delightfully put together a little infographic to bring it on home just how much time you could be wasting on social media instead of doing something possibly more productive, and possibly more rewarding.

 

 

Staszak and his crew are hoping that the calculator will be an eye-opener to those who don’t realise how much a little five minutes here, and five minutes there adds up to over the course of a day.

“Hopefully, it’ll encourage users to change their habits,” said Staszak. Each person who’ll see the difference and decide to spend more time outside social media is a win for us.”

A couple of options that you might want to try in an effort to bring those numbers down are:

 

Disabling notifications

This is actually surprisingly helpful—as someone who’s recently removed the notifications from their Facebook app, I can confirm you don’t feel the overwhelming sense to check your phone if you’re not getting pinged with notifications all the time.

 

Deleting apps you don’t actually need

“Not enough storage .. “ Is anyone else sick of seeing this pop up? Well well, deleting apps you don’t need might just stop that, and you will feel less tempted to open an app just for the sake of it.

 

Using it as a phone

Wait, what? Calling people? Can phones even do that anymore? Instead of sending a text or a DM why not give them a quick ring.. It means less back and forth and I just bet your friends miss the sound of your voice (maybe).

Now you just might be feeling bold enough to go tech-free, I’m not talking about hiking the PCT for weeks on end, but even an hour a day without your tech devices can make you feel healthier, more productive and help you break that addiction—because yes, social media addiction is indeed a thing.

So do you think you can manage a little less screen time?
 


 

Katherine Auchterlonie 

SOCIAL MEDIA & DIGITAL MARKETING MANAGER