LinkedIn has unveiled Showcase Pages, a complement to its now well-known Company Pages, with the important difference that now followers of the brand can interact directly with the specific branch, unit or business they are interested in.
In what appears to be an effort to consolidate brand presence, LinkedIn has launched Showcase Pages, a complement to its now well-known Company Pages, with the important difference that now followers of the brand can interact directly with the specific branch, unit or business they are interested in.
In a blog post today, LinkedIn highlighted the fact that followers had nowhere to show companies what they are actually most in to, among the various corporate activities.
This move is a smart way for LinkedIn in many ways.
1. It keeps users captive for longer by enticing them to explore one click deeper into a company's content and through various verticals within the end page.
2. It gives LinkedIn the opportunity to further develop its already expanded brand relationships by providing companies with the one tool they so far lacked to better understand their follower demographics by specific interest within their organization. Of course, Showcase Pages come with LinkedIn analytics tools for tracking visitor footprints.
3. It opens the door to better ad targeting for LinkedIn: now that they know exactly what you're after at the company, they will be able to serve ads that cater to your specific interest, linked to the brand... or not. We'll leave that to their teams to decide whether there will be exclusive deals.
4. Last but not least, it offers brands a new avenue to interact with followers, potential business partners, prospects and future hires. So far, interaction on the platform was only possible by way of likes and comments on specific posts, each scattered in time and across the companies' different pages. With Showcase Pages, LinkedIn has created the one-stop, go-to destination for brands and followers alike.
The examples provided by LinkedIn were three major enterprise ones, illustrating the need to be able to pinpoint interest by activity while providing all news across the companies in one single page: HP Converged Infrastructure, Microsoft Office and Adobe Marketing Cloud
Responding to an earlier comment that it was not clear whether, or rather, how much brands will have to pay to get a Showcase Page going, LinkedIn confirmed with ClickZ that there is no fee associated with a Showcase Page and that "nothing of the sort has been discussed yet."
What is clear though, is that, much like what RebelMouse did for social networks, LinkedIn is quietly building a repository of content for brands. In one single place.
What are your thoughts?
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Liva Judic joined Search Engine Watch and ClickZ in May 2010 as a news blogger. She has lived and worked across the globe in Madagascar, Switzerland, London, NYC, Asia and is now based in between New York and Berlin.
Her background is in government relations and financial media where she started out as a journalist at Bloomberg and became senior editor at AFX news (now part of ThomsonReuters). Prior to forming her own consultancy Judic was head of international PR for a head of state.
Judic focuses on facilitating brand and marketing transitioning for European startups moving to the US. She has been named one of the Top 50 Industry Influencers of 2014 by AGBeat
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT