Digital Marketing - Study Notes:
What are LinkedIn Events?
LinkedIn Events is a feature that can be used by Company Pages and individual profiles to set up events they are hosting. LinkedIn members can also search for events they might wish to attend, to expand their network, grow their business, share information, or learn new skills.
After accepting an event invitation, attendees can access a list of LinkedIn members attending the event. This enables to start connecting and interacting with other attendees. You can also encourage your connections to attend by sharing the event details with your network.
When the event starts, a notification is sent to those who have already registered. You will also receive an automatic notification via LinkedIn when an individual or company page you are following starts a live event.
Types of LinkedIn Event
LinkedIn Events can be used to promote either:
- In-person events, at a physical location, or…
- Online events that take place on LinkedIn, or via another platform such as Zoom or GoToWebinar
They are very simple to set up. You can find a + (plus) button down the left-hand side of your desktop view. You will then be taken to an event creation page where you can add a header image, and details of the event such as title, date and time. You can also include links to your speakers.
Online LinkedIn Events
There are two types of LinkedIn hosted event.
Audio events
Audio events are real-time, audio-only conversations. Attendees can join the speakers ‘on stage’, so these can become very interactive events. These events are streamed on LinkedIn.
Although Audio events can be spontaneous, it’s best to schedule and promote them in advance.
LinkedIn Live events
LinkedIn Live events are streamed on LinkedIn, and people can interact with the event using the event comments. You can then add a recording of your event to your LinkedIn profile.
Like Audio events, LinkedIn Live events can be spontaneous, although it’s best to schedule and promote them in advance to gather more attendees. To host a LinkedIn Live event, you will need to use a third-party tool such as StreamYard or ReStream.
Example
Adobe, a leader in digital media and marketing solutions, hosts the annual Adobe Summit in Las Vegas, a key event to share its vision, unveil products, and unite its community. In 2020, faced with the impossibility of hosting a physical event, Adobe swiftly transitioned to an online format. They adapted marketing strategies, particularly on LinkedIn, to promote the virtual Summit, including the company's first LinkedIn Live stream. Offering live sessions in multiple languages broadened its appeal. This proactive approach yielded impressive results: pre-event registrations tripled expectations, with 700,000 online views and over 40 million social impressions. The LinkedIn Live stream garnered 28,400 views and 2,000+ reactions within 24 hours.
Luan Wise
Luan Wise is a chartered marketer and fellow of the Chartered Institute of Marketing (FCIM) with over 20 years’ experience in agency, client-side and consultancy roles working across sectors including b2b and b2c professional services, higher education, manufacturing, learning & development and more.
A specialist in social media, Luan has trained thousands of business professionals across the world via open social media training courses and in-house programmes. She is a course instructor for LinkedIn Learning and an accredited lead trainer for Facebook and Instagram.
Luan is author of the award-winning book ‘Relax! It’s Only Social Media’ (published 2016), best-selling book, ‘Planning for Success: A practical guide to setting and achieving your social media marketing goals (published 2023). Luan is currently working on a new title for Bloomsbury Business to be published in September 2024.
