Kategori: Uncategorized

If you want to grow your online audience, start by creating great content.

Straight forward enough? Not necessarily…

Creating great content can be both time and cost consuming – and that’s before you’ve even figured out what constitutes great content for your brand. A quick google will soon tell you there’s no shortage of answers.

Ultimately, ‘great’ content engages, entertains and/or educates your target audience (If you can do all three, you’re on to a winner).

For the purpose of this article, let’s fast forward a few steps: You’ve created your shiny new piece of content and it’s approved for publication. Let’s say you’ve produced a case study to highlight a particular product or area of expertise within your business. You post it on your website and share a link to it on your social media channels.

Job…done? Not so fast.

You’ve put a lot of time and effort into creating your case study. Now it’s time to make the content work for you. Here’s how to turn one case study into multiple shareable content pieces.

Infographics

Go through your case study and extract the most valuable insights. It can be key stats, numbers, facts – even half a dozen can make for an impactful infographic design. Use it to grab people’s attention on your social channels and direct them through to the full case study.

Social proof

If your case study contains a quote or input from a happy customer/client; shout about it! It could be as simple as a graphic featuring the quote and their name/title or, time permitting, arrange to film 30 second video clip of them talking about your product/service.

Pro tip: If using a static graphic; include a headshot of the person attributed to the quote. Tag the person and their company in your LinkedIn post and encourage them to both share, like and comment on the post (the algorithm favours these interactions).

Create a video

A case study that is technical in nature, or perhaps describes a specific process/service, can benefit from a video or animation asset. It doesn’t need to capture everything; focusing on one aspect can be an effective way of introducing the product/service to your audience.

Pro tip: Boost your LinkedIn marketing – keep your video/animation to 30-60 seconds and where possible, add subtitles for optimal performance. Oh, and a square video format works best!

Create a deck

Distill your case study into a few slides and use it for your next client pitch, in-house presentation or annual review. That way you’ll always have a concise and presentable summary to hand should you need it.

Pro tip: Save your PowerPoint file as a PDF and feature it on a LinkedIn post. Why, we hear you ask? Because the LinkedIn algorithm loves PDFs and will give your post a boost as a thank you.

Paid advertising

Your infographic, customer testimonial, video or animation can all be used to support audience growth through paid social media advertising. Take LinkedIn for example; there are options to suit all budgets. Select your target audience/region input the length of the campaign. You’ll be presented with a list of prices and the results they’ll deliver – then simply adjust your spend upwards and downwards until you find a budget vs reach that suits you.

Media publications

Could your case study lend itself to a feature in a trade publication? Utilize any media contacts you have in order to reach a wider audience. You’ll also boost your own SEO by having your content feature on the website of a reputable publication.

Send an email

Email marketing is an excellent content distribution tool – so don’t forget to hit send! Share your case study with your database in the first instance. You can also maintain a steady stream of clicks by updating your email signature to feature a well-designed banner that links to the case study. Every little helps!

Create once, distribute forever

By re-purposing and distributing your content across a variety of channels, you can maximize its reach, engage a wider audience and ultimately improve your content marketing output. By turning it into multiple assets you’ll also extend the lifespan of the content, enabling you to spread it out across monthly and annual content plans.

Events serve as a powerful opportunity to raise brand awareness and increase visibility. By attending relevant industry events, B2B businesses can position themselves as thought leaders and industry experts, boosting their credibility. Whether it is a trade show, conference, or product launch, events enable your businesses to highlight your service offerings in an immersive environment, allowing attendees to experience the brand firsthand.

Furthermore, events attract a diverse range of attendees, providing businesses with the opportunity to tap into new markets, reach potential customers, and generate leads. When executed effectively, event marketing can create a buzz around a brand, spreading awareness through word-of-mouth and social media.

But preparing for a B2B event involves more than the stand logistics and event day itself. To maximise your attendance, it’s critical to take proactive steps to help ensure that your business achieves a higher return on investment (ROI).

When planning your event, here’re some actions to consider, to maximise brand awareness.

Harness social media

Use your company social media channels to promote your event attendance. Inform your network about the event and provide booth location details. Actively engage and comment on social media posts. Leave genuine and thoughtful remarks to increase visibility by asking questions, sharing insights, and tagging others.

Pro tip: Look for the official event hashtag and use it. Usually, you can find them on the organizer’s website or social media. By using the event hashtag, you will ensure that your post will be at the heart of the conversation around the event, allowing you to interact with like-minded attendees. Boost your reach!

Multi-channel event communication

Add a page to your website, share an event email signature banner for staff to use in the weeks preceding the event, issue an email update to key clients. There are multiple communication channels which you can plan to activate in the weeks before the event to share details of your stand.

Case studies

Sharing relevant case studies adds credibility and generates interest in the services. Have some case studies ready to share in the weeks before the event so that you have up to date discussion points with attendees. These success stories can also be displayed on screens at your booth.

Press and media

It’s not unusual for members of the industry or local press to attend key events. Do you have a news item you could share, or could you arrange an interview with a journalist and senior member of your team? Events are a good time to enhance your media relations and make announcements.

Demonstrations and Presentations

Providing attendees with a firsthand experience allows them to understand better what you have to offer, making your brand more memorable. Whether it’s showing your product on screen on physically, people love to witness the real thing.

We are all visual beings who learn from watching. Have high impact visuals or video content on your stand. But don’t forget to order the infrastructure to support the demonstrations. Nothing is worse than trying to do a live demo with a bad exhibition Wi-Fi connection!

Pro Tip: If your product is too large for a stand, then consider a 3D model. If a dedicated screen is unavailable, then grab an iPad which your booth staff can use in their interactions.

Audience engagement

At events you’re aiming to attract people onto the stand and encourage them to engage. As a result, consider ways in which you could do that – scheduled presentations, interactive quizzes, or even just coffee. It’s all about building a brand experience so where possible make it relevant to your brand.

Marketing collateral

The trend for having printed collateral on stands has shifted due to the environmental impact and lack of desire to carry them about / retain paper. However, marketing collateral can be a useful conversation or sales tool. So, consider having a limited number on stand for your teams to use and add QR codes so visitors can access a digital version if they want to retain the content.

Lead capturing and follow up

You are aiming to build a brand connection and follow up communications is a key part of that. Make sure that a pile of business cards doesn’t end up at the bottom of someone’s bag and nothing is done with them. Agree on how your team will capture stand visitor contact details and communicate with them after the event. A “thank you for visiting our booth” email after the show means that your brand will be brought back to front of mind once that person is back at their desk.

Get Ready

In a digital age characterized by virtual connections, physical events present unique opportunities for businesses to build connections, strengthen brands, and drive growth. By leveraging events, businesses can forge meaningful relationships, strengthen their brand, and pave the way for long-term success. However, to maximize the ROI of your event, it’s critical to start preparing in advance and consider all the ways to maximise brand awareness at the event.

In an increasingly digital world, where virtual interactions dominate our daily lives, the value of face-to-face connections cannot be underestimated. With its ability to bring people together in a shared space, events are powerful opportunities for us all to engage, create memorable experiences and drive personal and professional growth.

Building Authentic Connections

Unlike traditional marketing channels, events provide you with good old fashioned ‘work the room’ opportunities. Events also attract a diverse range of attendees, providing you with the opportunity to meet a range of different contacts, not only to generate sales leads but to create wider opportunities.

When it comes to building authentic connections at an event, here are some suggestions to help facilitate interactions and get the most from your attendance:

Business Cards

Yes, it seems obvious, but the classic schoolboy error is to show up with no cards. Show that you are prepared and interested in maintaining a connection beyond the event with professionally designed and branded cards.

Pro Tip: Embrace the shift from paper business cards to digital. With digital business cards, you instantly share your contact information. Tap your card against a smartphone and share your contact details. It can act as an ice breaker or as a memorable way to bring your conversation to a close. Check out TAPiTAG.

Research and Familiarize

Take the time to research and understand the companies who are attending and the services they offer. This knowledge allows you to identify potential partnerships or check in with better-known competitors. Create a plan for who you want to speak to and consider getting in touch before the event, to get some pre-agreed meetings in the diary.

Harness Social Media

Make sure people know you are going to be there. Share your attendance on your personal LinkedIn page and if you’re only there for a limited time then make that clear.

Pro Tip: Look for the official event hashtag and use it. Usually, you can find them on the organizer’s website or social media. By using the event hashtag, you will ensure that your post will be at the heart of the conversation around the event, allowing you to interact with like-minded attendees. Boost your reach!

Conversation Starters

Not everyone is confident to dive straight into conversations. Prepare some industry questions to help you initiate conversations. Engaging conversation starters can help break the ice and foster deeper discussions. Alternatively, kick-off by asking them to tap your new digital business card on their phone!

Show your expertise

Before the event, demonstrate your expertise by providing value. Share relevant content such as blogs, reviews, interviews, or industry podcasts highlighting your knowledge and making it clear what people can talk to you about. By positioning yourself as a thought leader and sharing valuable insights, you establish credibility and generate interest.

Company attendance

if your company are exhibiting then be familiar with what’s being presented. Speak to the stand organisers and ensure you’re familiar with what your company are doing, and focusing on, at the show. If you work for a larger organisation, then see who is attending from other offices or locations and build your internal network as well as your external one.

Event marketing still presents a unique opportunity to build authentic connections in an increasingly digital landscape. By activating some of these suggestions you can untap the potential of event marketing and forge lasting connections that go beyond the event itself.

It’s February 24^th, 2018. 15 or so minutes have passed since the full-time whistle sounded at Ibrox Stadium in Glasgow, Scotland. Rangers have beaten Hearts 2-0 in the Scottish Premiership and 50,000 supporters are filtering out of Ibrox Stadium in Glasgow, Scotland. Their chants are just about audible from my position outside the Hearts dressing room, located just a few meters away from the famous marble staircase that dominates the entrance hall of the old Ibrox brick stand.

In my right hand: A teamsheet listing the names of the Hearts players who featured in the match. In hushed voices, me and my colleague Phil go through the unenviable process of deciding which players we should feed to the media for the post-match debrief. Then there’s the small matter of waiting for the manager to emerge from the dressing room and what brief to give him before he enters a press room packed with TV cameras and reporters, all keen to get his thoughts on a defeat.

Then there’s the small matter of having to actually convince the players to speak to the media. Trust me, when they’ve just been booed off by thousands of supporters, it’s the last thing they want to do. In my role as Head of Marketing, it’s my job to tell them they need to do it. Some get creative and sneak out the back door, others opt for the element of surprise and burst out, seamlessly transitioning into a sprint down the corridor to avoid you. On more than one occasion, I’ve had to clamber on to the team bus and drag them players off it.

On this afternoon, however, the familiar game of cat and mouse was interrupted by a text message from my wife Lee: “I think my contractions have started.”

I know it’s at least a one-hour drive home. Plus it’ll take at least 20 minutes to get out of the car park due to the crowds. At this point, I’m willing to put the kit man up for media duties if it means getting out of there quickly.

Thankfully, the door swings open. The manager, Craig Levein, emerges.

He stops, sighs and nods. It’s dejected football manager language for: Let’s get media over and done with.

My colleague Phil blurts out: “Sven’s wife’s about to go into labour.”

Mr Levein nods. “I’ll be quick.”

True to his word, we were out of there in no time and I was able to whisk Lee off to the hospital for the birth of my first son, Isak.

Football has been such a big part of my life, both privately and professionally, that it was almost inevitable that I find myself in a football setting at the start of such a big life moment. Secondly, the arrival of Isak – and later my daughter Emilia – is one of the key reasons why I find myself here at Project Neon today.

I’m Sven and, if you’re still with me after that mammoth intro, you may be interested to know that I’m the Team Lead here at Project Neon. I work with the team across all our clients, and together we ensure we deliver a first-class marketing and communications service.

My journey here, to borrow a phrase from Bilbo Baggins, has a bit of a ‘There and back again’ feel to it.

Born in Edinburgh to a Scottish father and Norwegian mother, I moved to Stavanger at an early age and grew up here in the Norwegian oil capital. In short, I had a fantastic childhood. As a kid of the 80s, I got to grow up in a world without social media: It was friends, outdoor play, football, Nintendo 64 and MTV Europe as the default background soundtrack to my homework.

Aged 15, me and my family left the fjords behind in favour of the foothills of the Canadian Rocky Mountains. Calgary, the oil boomtown in Western Canada, was to be my home for the next four years as I completed high school and spent my winters on the world class ski slopes of the Rockies, a mere one-hour drive from the house. Leaving your friends and school behind at 15 is tough but it turned out to be a life experience that I wouldn’t change for the world.

A return home soon beckoned, albeit this time to my other home – Edinburgh. Four years of journalism studies at Edinburgh Napier University followed. In June 2009, I found myself holding a degree – but with no real desire to be a journalist!

I soon bid farewell to my colleagues at Biddy Mulligans Irish Bar (a great bunch of colleagues, might I add – so much so that I ended up marrying one of them.) My first step was a role with a media monitoring company. Now, this was old school media monitoring: We got every local print newspaper in Scotland delivered to us every week and, armed with a list of client names and key words, we would sit at a desk with a highlighter and pick out every mention of them – or topics they were interested in. Next, we’d manually scan in every page, upload and tag to an online system and then send to the client as part of a weekly monitoring report. It was tedious and tiresome, but if nothing else, it greatly improved my reading speed and eye for detail!

A few years as a Content Creator at a Marketing Agency followed before, in 2015, my part-time role with Heart of Midlothian Football Club turned into a full-time position as Digital Media Executive.

What followed was an 8-year rollercoaster. I eventually moved up to a Head of Marketing role, leading on everything from Season Ticket campaigns to the design process behind selecting new kits, managing our full digital media output, producing social media content, arranging and running press conferences, leading fan experience initiatives and – oh, the small matter of editing the 68-page magazine we published for every home game. It was long hours and no weekends – and no shortage of travelling. Mainly around Scotland, mind you – but there was the odd perk. Playing in European competitions meant first class travel: Private airport terminals, private luxury planes and police escorts through the streets of Istanbul, to name but a few.

I learned a lot. Not least the importance of protecting the legacy and values of a brand – in this case, 150-year-old football club. People change banks, cars, jobs, partners. But you never change your football team. It’s a sense of belonging and for many, it’s part of their identity. We had supporters living across the street from the stadium, and ones living in in far flung places around the world – it was our job to keep them connected to one of their big passions in life.

I also got to experience football during Covid. Every game was played in front of an empty stadium. We even pumped fake crowd noise through the speakers in order to add some atmosphere (it ended up sounding like static whale song). It was a bizarre, downright depressing year – with cardboard cut-outs of fans jotted around the stadium. You could hear every kick of the ball, every word exchanged between players. And when a goal was scored – which would typically prompt the stadium to erupt with noise – there was silence bar a few muted cheers from the players.– for several months, we were limited to 1 hour of outdoor time per day (beyond your garden). A strange time to live through – and thankfully one my kids won’t remember.

That neatly brings me back to my children. Scotland was great for us, however, I always had a desire to return to Stavanger. And with my wife being from Shetland (basically halfway between Scotland and Norway), she was also more than keen to explore life in the Nordics. There are few places in the world that can rival Norway when it comes to standard of living and raising a family, so we made the decision to put the wheels in motion for a move.

Thankfully, a door opened itself at Project Neon and I returned home, family in tow, in May 2023 – almost 22 years to the day that I left for Canada. I have family here and, thanks to the power of MSN Messenger in those early 2000s, I’ve never lost touch with my old network of friends over here – we’re as close now as we were in those early days crowded round a TV for a 4-way game of GoldenEye on the N64.

The past 12 months have been a learning curve, going from football to working for an agency with deep roots in the Oil and Gas industry. It’s been fascinating so far and, surrounded by a great team, I’m excited for what lies ahead.

Plus, I still have my beloved Viking FK for my football fix…

Hi, my name is Steinar, and I am Senior Communications Manager at Project Neon. I’m here to ensure that our clients are visible in the media, driving communication initiatives and help positioning companies where they want to be in the industry conversation and public perception.

Thinking back, I can easily determine that reading was the gateway to the communications profession. And in many ways, literature has informed my lifetime career choices as I have had a distinctly non-linear career path, from journalism to bookseller and IT project manager and back to communications.

As a kid, the school library was my secret paradise. An expat kid in Africa and Asia, I was painfully shy and slow in making friends. As we normally did not get together with other children on the weekdays, I spent a lot of time reading in the library. It was all children’s adventure series of course, stuff you just devour at a certain age. I am still teased by family for being spotted in gym class on the football field, calmly reading a book some distance behind the opposing team’s goal…

In my teens, I discovered two other passions that have defined my career: Photography and computers. While many people are more into the technical side of these subjects, I cared deeply about what I could create with a camera or a computer. Diving into film photography (at that time) and basic computer coding, I really enjoyed the creative side of making images or code that fulfilled a purpose.

My first published story was in the inflight magazine for Thai Airways, a whimsical account of a train ride in Myanmar. A thrill, but not a livelihood. I found that at a small local paper in Northern Norway. The job was all-round journalist/photographer, and the paper was known for investing as little as possible in a young staff willing to work long hours. I loved it, and I learned every aspect of local journalism. Other media jobs followed, but after 10 years in the media landscape in Norway had shifted a lot.

Then, one night, I was out drinking beer with a photographer buddy.

At a neighbouring table, I picked up a conversation on a local bookstore that was for sale. Rushing home, I broke the news to my wife, also a journalist. Three weeks later, we signed the contract and became the owners of a 125-year-old bookstore, straight out of “Notting Hill”. Less the beautiful movie stars, of course.

A typical choice for restless me, where the unknown beckons and I follow the Pippi Longstocking motto: “I have never tried that before, so I think I should definitely be able to do it.” But being a business owner is a whole world of different challenges. Suddenly, you’re the one in charge and can make all the decisions, and just as suddenly you are responsible for a whole lot more money and financial commitments than you used to be.

But the fun parts outweigh the serious bits. I used my computer knowledge to start Norway’s third internet bookseller from our kitchen table. We invited authors to do readings and special appearances, we had bun bonanzas to serve customers some days, and we had kids coming in with their parents to find just the right first book they would be able to read on their own. I loved opening the shop, pausing on the front step to look up and down the pedestrian street, smell the crisp seaside air and wonder what the day would bring.

My interest for the benefits computers bring, as later has morphed into a professional stint as an IT project manager for an international IT consultancy. I have my views of the downsides of digital in many arenas, but I am proud to have worked on a host of digitalization tools that make public services more accessible and help businesses profit. As usual, my digital focus is on the benefits of the tools rather than the technology itself.

This is also something I bring to communications management. I prefer to cut through the fluff and highlight the benefits of an initiative or technology in practical terms and what it does for the people and companies using them.

But sitting at a computer is not what I prefer to do outside office hours. I enjoy being physically active, preferably outdoors, either on a racing or offroad bike, or rock climbing and hiking. I also do quite a bit of DIY and redecoration work, along with some finer woodworking and cabinetry in my workshop. Add an extended family and interests for photography, international news and literature to this mix, and you can appreciate that life is busy! I do occasionally hit the couch, but end up being bored after an hour.

– Steinar

If you had told the younger me, fresh out of musicology studies (some trips around the sun ago!), that I’d end up in Norway working for a marketing & comms agency specializing in energy, I’d have laughed you out of the room.

Hi, I’m Valentina, an Italian ex-pianist and musicologist, now the proud mother of three-year-old little dragon. Back in 2021 I decided to move to this beautiful corner of the world to live out my dream of embracing the Nordic lifestyle.

So, from music and musicology (if you’re wondering what the heck is musicology, look here!) to marketing & comms  – how that happened?

My first significant job after finishing my studies was with one of the top grand and concert piano producers in the world. I started as an assistant in their marketing & comms office, eventually moving to their showroom in the heart of Milan, Italy. There, I managed events, brand initiatives and collaborated with institutions, theatres, municipalities but also handled the website content, social media channels, and external communications. It was an incredible experience, working within the arts and music sphere, and meeting talented artists from around the globe.

For various reasons, I decided to leave that “dream job” and switch industry. I then worked for two major international cosmetics companies in their communications, events, and marketing teams. These roles significantly bolstered my expertise in comms, digital marketing, and social media. As a communications coordinator, I was involved in regional strategy, marketing & comms planning, organizing large events, and collaborating with colleagues from the US, IMED and EMEA regions. I learned invaluable lessons from my managers (one in particular!), especially about the difference between leadership and mere bossing. True leaders, I discovered, are indeed a rare find.

My last job before Project Neon was with a company headquartered in the USA, which allowed me to work from home and move to Norway. Balancing professional and personal life in a new country with a one-year-old child was tough, and I felt completely lost. I needed to find myself again, which led me to find a job here and eventually to Project Neon.

Starting with ONS ‘22, I had a lot to learn about the oil and gas industry’s technologies, but I thrive on challenges. The international team at Project Neon, with their diverse backgrounds, provided a rich learning environment. I began as a Digital Marketing & Events Coordinator and eventually moved up to Key Account Manager, always overseeing marketing and communications.

At Project Neon, I maintain key client relationships, develop social media strategies (especially on LinkedIn), write copy, manage social media campaigns, oversee website content, and project manage events and exhibitions, including my “baby”—as Laura calls it—our own event series, Neon Nights. I like collaborating with the team to help clients achieve their goals, but what I enjoy most is being a problem solver. Whether marketing a product or service, understanding the client’s target market and crafting compelling messages is essential. It requires a lot of digging, researching, and learning.

Working in an agency is a constant source of inspiration, with different clients, projects, and problems to solve. It keeps my creativity on its toes. I hold myself and my work to very high standards, always striving to deliver the best solutions for our clients.

These high standards also apply to my personal life. I’m a quality-over-quantity kind of person, valuing a few good friends over many acquaintances. I’m very social but open up completely only with the right people. And yes, the music you listen to can indeed be a deal-breaker for our friendship. Jokes aside, in my younger years I used to be a hardcore punk-emo scenester in Italy, hanging out with friends who knew every niche record label by heart. I still have trouble relating to people who just listen to whatever’s on the radio.

Aside from music, I love going to the cinema, watching movies and TV series, and reading books. Lately, I’ve been diving into ancient Greek philosophy. If I had the time and energy, I’d love to get a degree in philosophy. The term “philosophy” means “love of wisdom,” and ever since high school, I’ve been fascinated by the reasoning behind each philosopher’s thoughts. Exploring the meaning of existence and the limits of human knowledge is endlessly intriguing to me.

And what better way to reflect on life’s big questions than by taking a walk-through Norway’s breathtaking landscapes? The beauty of this country offers the perfect backdrop for deep contemplation or simply embracing the moment. And that’s life—at its core, a tapestry of simple yet unforgettable moments and experiences that shape who you are.

– Valentina

Over the last few weeks the focus on a sustainable future has once again been pushed to the forefront of the agenda. As we all waited on positive news in relation to a sustainable climate future, companies in the heavy industrial sector are focused on the importance of the green transition.

Being closely aligned to the oil and gas industry we observe how often the sector hits the headlines and is demonised within the mass media. No one operating within the industry would claim that oil and gas production is “green” but with Reuters estimating that “Oil use will rise by 1.7 million barrels per day in 2023 to 101.6 million bpd”, the short term truth is that unless our reliance on oil and gas reduces, or alternative energy sources becomes more widely utilised, the production of hydrocarbons it still needed. Therefore, the important thing for energy companies right now is to focus on what role they are playing in contributing towards a more sustainable energy sector.

No one within the sector will fail to have observed, particularly over the last 2 years, a shift towards greener production. The focus and commitment to net zero emissions by 2050 is being seen across the industry as everyone strives to develop, deliver and demonstrate more sustainable options. Our clients, who are primarily located in Stavanger and Aberdeen, share a common goal; to be part of the solution. All our clients are addressing how they can be part of the green transition as new technologies are needed to develop the next generation of energy sources. From hydrocarbon production to carbon capture and storage, land and floating wind turbines and green and blue hydrogen, the need and desire to transform is evident.

With the green shift leading to innovation and investment in technologies which aid decarbonisation, our clients, and the wider sector are repositioning their communication to “talk greener”. However, from a communication perspective this can create a slight paradox; how to tell a greener tale without overstating your claim. We’ve seen many logos turn green and before this visual practise becomes overplayed, companies need to find ways to incorporate the green transition, while remaining distinctive. So how do we advise them to do this? How do we help them stand out from the crowd?

Here are our top tips for communicating the green shift:

1. Make a commitment; if you’re talking the talk, then you need to walk the walk. We’ve seen companies in the US face lawsuits claiming false advertising on low-carbon energy claims. So don’t make false claims or pretend you’re doing something you’re not. Make a realistic commitment and a plan to achieve it. Communicate your commitment clearly and simply so that everyone within the business knows the goal. Our client FourPhase has evolved their ESG&Q policy which is widely shared throughout the business.

2. Be transparent; show the journey; No one expects overnight transformations. This is a journey, so once you’ve set your goals, demonstrate how you plan to get there. You can also communicate progress to date. Our client Neodrill wanted to share their developments and also issued a call for others to change their standard practises to utilise greener solutions. As a result, we developed a “Do what you CAN” campaign for them.

3. Validate; benchmark, gather and use data. If you are not already doing so then start to calculate the baseline emissions resulting from your own operations (scope 1 and scope 2). While often overwhelming as a task, data is the key to credible communication. If possible, don’t just look at your data today, assess whether there is historical data you can identify and use that benchmark to demonstrate change. By benchmarking and establishing data your communication can be underpinned by fact, making it all more credible. If this isn’t something that can be done internally then look at getting external support. When our client Fishbones commissioned an independent study, we were able to use that data to communicate their impact.

4. Stay true to yourself; you don’t need to use the colour green to communicate your decarbonisation message. Ensure your communication reflects your business and values. We’ve supported our client Ace to tell their story in their own way.

We believe the focus on green credentials is only going to increase and “green” is likely to be a deciding procurement factor, along with HSE and risk, in the future. Therefore, make sure you give this topic the required focus and action. If you need help to evolve your communication in a credible, transparent way, that is true to your business values, then please get in touch.

Did you know that unlike a personal post, any content posted from a company page on LinkedIn will only be seen by the page followers? This is one of the the key reasons your marketing team are always asking you to like, share or comment on content. Without you the potential for company content is limited. Employee engagement and social amplification are the best ways to get your content seen and grow the page following.

On average, employees have 10 times more social media connections than their company has followers. In addition, content shared via employees consistently generates at least a 2x higher click-through rate than the post shared from a company pages. As a result, getting your team engaged and using LinkedIn can have a positive impact on the visibility of the company.

Why care about LinkedIn?

LinkedIn is all about building a professional network and the platform centres itself on building relationships. Engaging with even the tiniest segment of the 756 million LinkedIn users can have significant impact on your visibility as a company and individual.

Interaction is key

LinkedIn rewards interaction and engagement. LinkedIn’s algorithm takes interaction as an indicator that users are interested in a certain post and that the content would be valuable to share with a wider audience. Likes, shares, and comments operate as indications to LinkedIn that content is good.

In practical terms, this means that LinkedIn will feature the post in the feeds of those whose connections interact with it, or simply put, if I like something then my connections will see the post in their feed. In addition, the post may feature more prominently in relevant groups and hashtag search results. As a result, it’s through the initial and subsequent interactions (one of my connections then likes the post and it’s then shared with their connections…) that visibility grows. When done successfully it is also possible for posts to ‘go viral’ and break out of your immediate follower networks when interaction grows exponentially.

So how can we help make this happen?

Employee engagement is central to ensuring that you are maximising your potential interactions, unlocking new audiences and keeping your posts alive.

Not only does a strong employee response to LinkedIn posts demonstrate that staff are invested in the success of the team, but by interacting with posts, they in turn share the content with their own followers, thereby further widening the net of potential interaction.

So what can you and your team do?

• Encourage likes and comments on company posts from your team.
• When sharing, make sure you are adding text that indicates to your followers why you are interested and why they should be too.
• Demonstrate real interest in what your company is sharing. Was it ‘great to be a part of the project’ or are you ‘proud to have achieved such fantastic results’? Then share that with the community.
• Stage sharing amongst colleagues over the following days to extend the longevity of posts.
• Avoid cannibalising posts (sounds dramatic but it just means when engagement is drawn to a shared version of the post at the detriment of the original), especially in the first few days of posting.

By putting a real focus on employee engagement, you can make a significant impact on the reach and longevity of your posts without making any changes to content or diving into the realms of paid advertising. With these simple steps you can make the most of the valuable connections of your team as a springboard to greater visibility and interaction potential.

So why not have a talk with your colleagues and discuss the importance of engaging with company posts? Make sure you’re not missing out on unlocking your true LinkedIn potential.

Want to learn more about LinkedIn and social media marketing?

Get in touch: hello@project-neon.com