LinkedIn introduced virtual events for company pages in May to offset the cancellation of in-person events due to the pandemic. On Tuesday, the professional network added new features to support these virtual events.
Ajay Datta, Director of Product Management at LinkedIn Events, wrote in a blog post on Tuesday: “Seven months into our new reality, companies around the world had to quickly find new ways to connect with the audiences that mattered to their businesses most important are work. Traditional event marketing had to turn into virtual formats seemingly overnight, which was one of the biggest adjustments companies had to make. In May, we launched virtual events to help you connect with your community and ease the transition to virtual gatherings. Since then, more than 200,000 events have been hosted on LinkedIn, touching nearly 10 million attendees. “
Using L’Oreal as an example, he said the company’s annual Brandstorm competition, where students submit sustainable innovation ideas, had more than 2,000 unique calls. The expanded campaign reached more than 8.5 million members and generated over 33,000 engagements, more than double the reach of the previous year.
The new features introduced by LinkedIn Tuesday affect the following areas:
- Organic discovery: Personalized event recommendations will appear on members’ My Network tabs and in a new weekly event digest email. In the next few weeks, a subset of this page’s followers will be automatically notified when an event is published on a page to help raise awareness. According to Datta, recommendations on the My Network tab have increased event attendees by over 40%.
- Lead generation: A free registration form can now be added to virtual events to record the names and email addresses of those registered. These events can be tagged so that only people who fill out this form can attend. Datta wrote, “You can also download the list from your event page and send them a thank you email, upload the list to your CRM (customer relationship management system), or share it with your sales teams.”
- Show: Businesses can now run single-image ads for sponsored content in addition to their organic posts to promote their virtual events. Datta wrote, “If you include your event URL as a destination URL in your campaign, you can see how it performs against new event-specific reporting metrics such as total registrants, views and clicks on the ad that resulted in an event registration Has. He added that LinkedIn internal data showed that page followers exposed to organic content were 61% more likely to click a paid ad from that page.
- Retargeting: Custom audiences can be created in LinkedIn Campaign Manager based on people who have signed up for events.
Datta concluded, “Stay tuned for more updates in the coming months, including enhanced event analytics, a new event ad format, and attendees’ network options to help you capture the magic of personal events.”