More and more Dutch companies are no longer using LinkedIn as a CV database, but as a content platform. And rightly so, as the second edition of our LinkedIn Monitor shows. Dutch companies are taking LinkedIn more seriously. However, there are still many opportunities, especially in the field of content marketing.
LinkedIn Monitor by Second Degree showed that many Dutch brands do not or hardly use LinkedIn in their marketing strategy. That is now a thing of the past. Since the previous monitor, 10,000 Dutch company pages have belgium mobile phone number list been added. And ABN Amro was the first Dutch company to reach the milestone of 100,000 followers. A number of brands also caught up. For example, Microsoft Netherlands saw the number of followers increase by 654% (+10,536 followers) and ANWB experienced growth of 94% (+4808 followers).
For this second edition of the LinkedIn Monitor, we once again took the top 100 advertisers (Nielsen) as a starting point. In the fourth quarter of 2013 and the first quarter of 2014, we investigated the use of the company page for all these brands based on the following points:
reach (number of followers);
geography (international/dutch);
currentness (updates, presence of products/services);
relevance (business context);
synergy with the brands' other (owned) media ;
growth compared to the baseline measurement in June 2013.
The use of LinkedIn groups has been disregarded. Optimal use of the LinkedIn company page is the basis for successful use of LinkedIn marketing.