Roger Wigington: Livestream Marketing: 5 B2B Brands Rocking LinkedIn Live

How can B2B brands benefit from using LinkedIn Live, and what are some examples of businesses rocking their LinkedIn Live marketing? LinkedIn* has seen its live-streaming LinkedIn Live feature being used by more major firms all the time, and we’ll take a look at five top B2B brands that are rocking their LinkedIn Live game. The sky's the limit when it comes to how B2B brands can use LinkedIn Live. Here are 12 to get you started:

Interviewing a Member of Your C-Suite
Answering Frequently-Asked Questions
Streaming a Keynote or Session
Highlighting Special Events
Streaming “Ask Me Anything” Episodes
Introducing Various Team Members
Deep-Dive Interviews
Showcasing Behind The Scenes Workplace Culture
Unveiling New Innovations
Launching Episodic Content
Announcing Major Brand News Live
Sharing Tips and Tactics

Now let’s dig in and see how major B2B brands are using LinkedIn Live.

1 — JPMorgan Chase’s Advancing Black Pathways

JPMorgan Chase chose LinkedIn Live for its new virtual six-part series “Advancing Black Pathways Career Readiness,” featuring a variety of topics focusing on career development, reinventing careers in the new virtual environment, and how recent graduates can best move into the workforce. JPMorgan Chase released its first video in the series on June 23, and will launch each new video via LinkedIn Live on its LinkedIn page every other Tuesday. The series comes on the heels of its previous “Show Me Your Walk HBCU Edition,” which the firm hosted to celebrate the graduations of some 30,000 students, featuring comedian Kevin Hart streamed live on LinkedIn Live and the firm’s Twitter, Facebook, and YouTube channels. "We're committed to equipping the next generation of black talent with the tools and insights they'll need to build lasting and rewarding careers both as entrepreneurs and in Corporate America," Brian Lamb, JPMorgan Chase's global head of diversity and inclusion noted. “In addition, we're being intentional about increasing access to well-paying careers, and intend to grow our network of black talent through the Advancing Black Pathways Career Readiness Series," Lamb also noted about the new LinkedIn Live series. At TopRank Marketing we've also recently examined how B2B brands can take a stand, in "B2B Brands Take a Stand: 5 Examples of Going Beyond Words to Action," and "Marketers: We Can Do Better Than Words with Action." Visit JPMorgan Chase's LinkedIn page.

2 — CompTIA

Computing Technology Industry Association (CompTIA) has used LinkIn Live to good effect on its LinkedIn page in furthering its cause of advancing the global IT industry, including recent live initiatives centered around Apple’s recent WWDC conference and looks at various emerging technologies and industry certifications. CompTIA’s senior director of global social media Kelly Stone shared some of the helpful LinkedIn Live insights the organization has learned through its streaming efforts, in a recent interview with PRNEWS senior content manager Sophie Maerowitz. “Don’t sleep on this tool,” Stone noted. “We were blown away — while we were live the engagement was 95 percent,” she added about the organization’s LinkedIn Live efforts which began in March. Visit CompTIA's LinkedIn page.

3 — Microsoft

LinkedIn parent firm Microsoft has certainly used LinkedIn Live to powerful effect, live streaming several keynotes presented by its CEO Satya Nadella, including its Build development conference and its partner conference INSPIRE. During the global health crisis Microsoft has also used LinkedIn Live to stream a wide variety of insightful discussions, including a June 30 stream featuring Nadella and others examining how the firm is helping people get needed skills in the changing economy. “LinkedIn Live is the fastest-growing content type on our platform, driving 7x more reactions and 24x more comments than regular video,” Kylee Lessard, LinkedIn associate product marketing manager for LinkedIn Pages and Elevate noted recently in an informative look at “12 Ideas for Your Next Virtual Event on LinkedIn.” Visit Microsoft's LinkedIn page.

4 — NASA

Going beyond both the B2B realm and the Earth’s atmosphere, NASA has harnessed the power of LinkedIn Live for live streaming coverage of the 228th spacewalk by astronauts Chris Cassidy and Robert Behnken on the international space station. NASA has also used LinkedIn Live to explore science and technology in the time of the coronavirus, and to reveal details about its Mars Perseverance rover. Visit NASA's LinkedIn page.

5 — SAP #SAPPHIRENOW Converge

SAP* has effectively used a variety of LinkedIn Live broadcasts surrounding its #SAPPHIRENOW Converge, Reimagined, and other events, revealing details on an array of new initiatives at the firm, including a look at how to lead your organization through economic recovery and beyond with SAP CEO Christian Klein and SAP CMO Alicia Tillman. “SAPPHIRE NOW Reimagined will be more accessible to all customers, partners, and stakeholders in the SAP ecosystem, and we look forward to providing everyone with an amazing end-to-end experience like never before,” Tillman noted. “With this year’s purely digital event, we want people to bring their curiosity and commitment to innovate together so we can unleash opportunities in this unprecedented business environment,” she added. Visit SAP's LinkedIn page.

Add New Energy To Your B2B Marketing Using LinkedIn Live

via GIPHY Your own marketing initiatives can benefit with newfound LinkedIn Live energy from the examples we’ve seen here from JPMorgan Chase, CompTIA, Microsoft, NASA, and SAP, and as more B2B firms make the move to incorporate LinkedIn Live into their efforts, we hope you’ve found these helpful. For more on how B2B brands are using LinkedIn, be sure to check out the following six articles we’ve written on the subject:

* LinkedIn and SAP are TopRank Marketing clients.

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