SOCIAL 

NETWORKS 

GUIDELINES

CONTENTS

Dear colleagues

Foreword

Linkedin at a glance

Analysis

Security settings

Branding

Strategies

Tips on posting content

Planning

Events guideline

Guidelines

KPIs

Other social media

DEAR COLLEAGUES

Social media is changing the way we work, offering:

 

 

- new ways to recruit talented colleagues

- a new channel to engage with prospects and clients

- an opportunity to take part in the global conversation

 

As a leading data company, KNEIP should be leveraging the power of data tools such as Linkedin.

This document is intended to empower all Team Members with clear guidelines. 

 

I count on your active participation to put this plan in action.

 

Best regards,

 

Lee Godfrey

 

FOREWORD

LinkedIn is a moving target.

WHY?

This company tries to monetise your data while you try to protect it. Do not be surprised if settings, prices, designs and processes change on a regular basis.

What is LinkedIn useful for?

1. Recruitment

2. Communication / Market intelligence

3. Branding

ACHIEVING GROWTH

 

LINKEDIN AT A GLANCE

Home & stats

Settings

Premium

(or not)

Connections

(or not)

ANALYSIS

LinkedIn account : here

Bob Kneip

Not premium member, connections not protected - 262 contacts - No banner - No articles published - No 5 Liner - Low participation - no articles

Diane Muller Kniep

Not premium membre - 500+ contacts - No banner - No 5 liner - low participation - connections protected - no articles

Lee Godfrey

Not premium member - 500+ contacts - No banner - no 5 liner - great participation - connections not protected - no articles

Gregory Kennedy

Not premium member - 500+ contacts - No banner - no 5 liner - great participation - connections not protected - no articles

Louis Wright

Not premium member - 500+ contacts - Banner ok - no 5 liner - great participation - connections not protected

 
 

360

Analysis

For a data company, Kneip discloses too much information (Number of connections, access to connections of many colleagues,...)

Branding is very low: no banners, no 5 liners

Linkedin is used more like a 'CV' tool rather than a communication platform (No articles, few posts, few likes)

TO DO LIST

Configuration

1.

Each team member should secure his account

We recommend a stronger branding

Content

2.

KNEIP should not only publish technical articles, but also other news, therefore improving its story telling. (Life of the company, posts during events, conferences...)

Engagement

3.

KNEIP should move from a "PUSH" to a "PULL'" mindset. 

To achieve this, you need to be perceived as an opinion leader and a cool company, through a multichannel strategy 

SECURITY SETTINGS

To secure your connections, you need to take three steps:

PROTECT YOUR CONNECTIONS

You should be the only one who can see your connections. 

Place your mouse over your profile picture in the top right hand corner, then click on: 

Settings & Privacy > Privacy 

Who can see your connections > Only you

People can no longer steal your connections. Once you have done this, invite as many people as you want. 

HIDE WHAT DOESN'T NEED TO BE SHOWN

When you change something on your account, such as your profile picture or your job title, nobody should receive the notification "John Smith has a new job". 

Place your mouse over your profile picture: 

Settings & Privacy > Privacy 

Sharing profile edits > No

OPTIONAL: WHO SAW YOUR PROFILE?

If you do not want people to know that you visited their page: 

Place your mouse over your profile picture: 

Settings & Privacy > Privacy 

Profile viewing options > Private mode 

No-one can see that you have visited their page; you cannot see who has visited your page either, unless you have a Premium account.

NB: in private mode, only "Premium" users can see you visit their page.

 
 

BRANDING

BACKGROUND IMAGE

Profile > Edit profile 

Put a picture measuring 1536 x 768 pixels including the company logo. See the example below. 

We recommend to use the same picture for all the employees -> not having the same photo is like playing in a football team wearing different shirts. 

PERSONAL DESCRIPTION

Click on the blue logo (top left) / Update your profile / the pen icon on the right --> scroll down to "Summary" 

Include a personal description which provides details about you.

For example I am a dynamic team leader, able to bring energy and enthusiasm to motivate team members and meet objectives. I enjoy being a skilled communicator, able to maintain cultural sensitivity, establish rapport with members of diverse groups, and promote team cohesiveness.

LOGO

When entering your job in the company section of your profile, search for "Kneip" in the company list - it contains the right logo.

5-LINER

Social network is where most people learn about Kneip 

Make sure that the 7 liner below is there.

Established in 1993, KNEIP is the independent leader in data management and reporting solutions for the financial industry. Serving more than 450 clients from across Europe, we help our clients to remain compliant and communicate with their investors and distributors. We offer integrated solutions, combining ease of on-boarding and operational benefits to asset managers, insurers and banks. By using our digital solutions, our clients can focus on manufacturing and distributing products for the financial well-being of their investors.

COMPANIES

Show some love by following groups and companies in which your clients and leads are active. Also follow companies that you simply like!

How? - Enter the name of the company in the search bar. Click on Follow.

Companies to follow

- top 50 asset managers in the world

- british chamber, alfi, irish funds , bvi, lff, lhoft, Fund Forum, super return, ims, CSSF...

- companies you like: Kneip, SpaceX, Tesla, Apple, FT, Arendt,...

POSTS & ARTICLES

You should have at least three posts and one article on your profile. 

"Articles" are displayed in large format on your page while "Posts" are displayed on the main LinkedIn feed. See below:

STEP 1: get an article from James or write one and get it validated. Publish it with a catchy picture. (The article will stay there until you publish a new one)

STEP2: start posting/liking, at least once a week (See page 11)

How ? 

1. ARTICLE: Main page > “Write an article” 

2. POST: Main page > “Share an article, photo, video or idea” + "Post"

SKILLS

Only display your skills if you have at least 25 recommendations. ​

Recommend your connections’ skills and they will do the same in return. 

STRATEGIES

3 STRATEGIES

THE ROLODEX APPROACH:

replicate your real-life network on the internet. . 

Result: low leverage of LinkedIn potential.

NB: make sure to hide your connections 

SELECTIVE:

grow your current contact base with specific targets by using key words such as "Asset Managers + London". 

Protect your connections and interact with colleagues and connections for get properly introduced. 

Result: targeted leverage of LinkedIn potential. 

ACTIVE:

grow your current contact base exponentially. Invite 75 connections per day. Identify key words and use filters for better results. 

Result: high leverage of LinkedIn potential.

COLLECT THE DETAILS OF YOUR CONTACTS

You can request an archive (name, email etc.) of all your LinkedIn contacts: 

Place your mouse over your profile picture: 

Settings & Privacy > Privacy 

How LinkedIn uses your data > Download your data 

LinkedIn will ask for your password and release the file within 20 minutes

HOW TO MANAGE THE RISKS OF NEGATIVE COMMENTS?

When you post, always remain positive and relevant. 

In case of a negative comment, answer quickly, the conversation tends to come to an end. 

Not being on LinkedIn does not prevent other people posting negative comments about you. It’s like a battlefield: you need to be on it to control what is going on.

 

TIPS ON POSTING CONTENT

Make sure that your network hears about you and your organization in a relevant manner, for all texts, pictures and videos.

WHAT?

There are several levels of information.

Focus on high-level information. 

RED CONTENT

(James publishes on the blog, on social networks, in the newsletter & notifies Linkedin ambassadors)

Technical articles: Simplifying the complexity of Fund Data Management. 

Conference: "John Smith (CSSF) says that UCITS will grow in 2018 by 23%, @ALFIConference"

NB: if anyone identifies a great article from an asset manager, he should like it and notify James and our Linkedin ambassadors. 

ORANGE CONTENT

(James publishes on the blog+Linkedin)

Kneip event: "Great event today with our CSR expert, @Johnsmith"

Client events: "John Smith (Companyname), says that UCITS will grow in 2018 by 23%, @Companyname event"

HR news: " Read the article from our colleague: John Smith(KNEIP): 13 years of personal development" 

HR: "KNEIP is glad to welcome "John Smith": read his article here"

Conference: "John Smith (Companyname) tells Lee that Brexit is bringing 10 new asset managers to Luxembourg" 

GREEN CONTENT

(Everyone can publish) Make sure to keep things :

1. Relevant. 2. Short. 3 Positive. 4.Discreet

Life of the company (Do not disclose clients' names or confidential information): art related post, creative meetings, milestones, achievements...

Personal articles validated by James

Quote from an interesting speaker at an event you are attending

3 GOLDEN RULES BEFORE POSTING

180° rule: what does the viewer want to see? Is it interesting just for me, or for most reader on the other side of the screen? 

Context: contextualize each post for maximum impact 

Data: leverage data to boost the power of a post (Erase 'failed' posts and join the conversation with people who liked or commented)

USE POWERFUL FORMATS 

WRITE ARTICLES IN ONE HOUR

Write content and then publish it on LinkedIn and on your website. Use a short and efficient formats to keep the reader’s attention.

Start with your story telling.

 

Click                     to make the process easier.

 

 

KPI: the reader should easily be able to remember the three main points of your text.

 

Article structure: Catchy title, short introduction and three headlined paragraphs of 140 words each + a quote. Total: 450 words.

STEP#1 QUESTIONNAIRE 20 MINUTES

List key words and your main message. Tell your story with your own words (minimum 1 page, maximum 2 pages). Imagine that you are talking to a journalist. Option: record your answers with your iPhone video camera.

STEP#2 DRAFTING 30 MINUTES

STEP#2 DRAFTING 30 MINUTES

Find a title and 3 subtitles, write 3 short paragraphs, write the 

introduction at the end.

Find a title and 3 subtitles, write 3 short paragraphs, write the 

introduction at the end.

STEP#3 EDITING 10 MINUTES

Remove all unnecessary words/phrases, improve the vocabulary used, remove repetitions to make sure that the text flows naturally. 

HIGH-IMPACT POSTS

Opt for clever posts: short, inspiring posts which create an ideal context for a picture. 140 characters maximum. 

BLOG

1 title + 140 words in one block. Ideal for concise reports of an event or a short opinion piece.

REMEMBER: Blog posts make great 30-second videos and articles can become powerful 90-second videos. 

PUBLISH A MAGAZINE or a BOOK

By featuring the best articles written by KNEIP in a book or a magazine, your content becomes "Prime content" on social networks.

TIPS TO TAKE A PICTURE

Your regular smartphone can take high-level photos. 

Use the "HDR" mode when you need high-resolution photos (for printing). 

LinkedIn is optimised for horizontal photos (turn your phone to take the picture horizontally) 

Opt for natural light whenever possible

DISTRIBUTION

Make sure to leverage a large number of print and digital outlets to multiply the impact of each article. 

LINKEDIN POST

MAGAZINE / PRESS

YOUR WEBSITE

PLANNING

January

February

March

ALFI conference

April

ALFI New York Roadshow

May

ALFI London Coktail and Conference

LinkeIn Lunch

June

FundForum

July

KNEIP Golf Event

August

September

Global Distribution Conference

October

November

December

Every month:

- best post of the month

- gamify the linkedin policy

ARTICLES

2 / MONTH

POSTS / LIKES

1 / WEEK / EMPLOYEE

VIDEOS

2 / MONTH

EVENTS GUIDELINES

HERE IS HOW TO MAXIMIZE THE IMPACT OF EACH EVENT

1 MONTH BEFORE

Post to announce the event, expert panel participation or important third-party presence 

KPI on distribution one day after 

3 WEEKS BEFORE

Identify the key persons we want to meet based on: 

List provided by organisers 

List of speakers

List of existing contacts

LinkedIn search

2 WEEKS BEFORE

Send emails to key partners & clients 

Invite key targets & partners on LinkedIn 

1st article distribution (press release and LinkedIn) 

1 WEEK 

BEFORE

Engage with people who accepted your linkedin invitation 

Have a preparation session with all KNEIP participants 

D-DAY

Posting by several attendees 

Religious follow-up with all contacts 

Update of the CRM 

D-DAY

+2

Thought leadership piece to be posted on blog and sent 

Fill out the Event feedback form 

DATA

Event Briefing - 3 WEEKS BEFORE THE EVENT

Key client info

Key internal info

Key messages

Key targets

KPIs

Event Debriefing - D-DAY+2 AFTER THE EVENT

Key client info

Key industry info

KPI update

"Success is where preparation and opportunity meet

GUIDELINES

KNEIP SOCIAL MEDIA GUIDELINE

RULE#1 - CONFIGURATION

All employees should configure security and branding properly.

RULE#2 - USE

You need to have the green light of James to post articles related to our core business or Kneip

The Kneip profile is taken care of by James

Everything is transactional: like articles if you want people to like yours

RULE#3 - ACTIVITY

When big news or an important article on Kneip are published, James will send a notification asking for the team to react within 10mns

Everyone should be active at least once a week (articles, posts, likes).

Share and engage with Kneip content to create a multiplier effect.

Publish posts which are not directly related to Kneip activities (social events at Kneip's office, presence at a conference, CSR initiatives, workshops, HR related material, etc.).

Increase your activity during important timeframes (ALFI events etc.) 

 
 
 
 

KPIs

% of branded accounts

TODAY 5%

GOAL 90%

DEADLINE - May

KNEIP team

% of secured accounts

TODAY 5%

GOAL 90%

KNEIP team

DEADLINE - May

Most succesful post (number of likes)

TODAY 15

GOAL 100

KNEIP team

DEADLINE - July

Most succesful KNEIP account post (number of likes)

TODAY 6

GOAL 100

DEADLINE - May

KNEIP team

Growth of connections

TODAY ...

GOAL +1000

DEADLINE - June (win a lunch at "Atelier du Windsor")

Post

TODAY 7/quarter - 2,3/month

GOAL 45/quarter - 15/month

James

DEADLINE ...

OTHER SOCIAL MEDIA

TWITTER

Twitter is a short message communication tool that allows you to send out messages (tweets) up to 140 characters long to people who subscribe to your account (followers). The Twitter community is not very developed in Luxembourg but it holds a great potential for communication abroad - London, Paris, New-York - with a community of 330 million user (2018).

XING

Xing competes with LinkedIn over social networking among businesses in Germany, Austria and Switzerland. It amounts to 13,8 million users (2017).

VIADEO

Viadeo is an online professional social network that builds and aggregates your professional network. This platform is very active in France with 11 million users. Viadeo is currently under competitive pressure by LinkedIn, which holds a considerable advantage in development capacity due to its size and reach. As of 2018 LinkedIn amounts to 530 million users. 

INSTAGRAM

Instagram is a service that allows users to share pictures and videos either publicly, or privately to pre-approved followers. Features include photo editing and messaging. It is increasingly used as an efficient marketing tool to share visual content and engage with a community amounting to 800 million users (2018).

SNAPCHAT

Snapchat is an image messaging and multimedia mobile application amounting to 300 million + users (2018). The content shared on the app is only available for a short time before it becomes inaccessible. Features include sending short videos, live video chatting, messaging, sharing photos and videos via a chronological “story” that’s broadcasted to all your followers. It is very popular among young people.

SINA WEIBO

Sina Weibo is a Chinese microblogging site. It amounts to 340 million users (2017) and is a comprehensive platform that incorporate the major features of social media channels like Twitter, YouTube and Instagram.

WECHAT

WeChat or weixin is a mobile text and voice messaging application developed by the Chinese giant Tencent. It amounts to 902 million users (2017) and is a flexible e-commerce tool, allowing firms to create mini sites within the app.

Features also include audio and video calls, games and money transfer.

QUICK TIP: CANCEL EMAIL NOTIFICATIONS

Place your mouse over your profile picture: 

Settings & Privacy > Communications 

Email frequency - switch button off

 
 

Caring, Teamwork, Respect, Integrity, and Perseverance...

"The same fundamentals apply in the real and the digital world"

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