If you spotted the blog post from Firefly’s Phil Szomszor earlier this week, you’ll know that – in our opinion – LinkedIn is ‘the special one’ when it comes to B2B marketing.

Why? Well, there are a number of reasons – but, ultimately, the network has evolved into a publishing platform, providing users (13 million in the UK alone) with a targeted and personal communications channel to reach decision makers.

With this in mind, on Tuesday morning we hosted an event all about LinkedIn – specifically looking at how marketers can mobilise the rest of the workforce to use the platform effectively.

We were joined by Henry Clifford-Jones, Director of LinkedIn’s Marketing Solutions Business in Europe, and Tamara Korcak-Novicka, Online & Social Media Manager at Telefónica.

The event sold out, so for those who were unable to join us (and even those who were, but fancy refreshing their memory!), here is a brief summary, along with the speakers’ slides…

The event opened with Phil, our Head of Business and Digital, offering his perspective from a PR standpoint on the use of LinkedIn. He also shared the surprising results of the audience research we conducted prior to the event: we surveyed the customer base of four of Firefly’s B2B clients, and found that just 5% of these customers were on Twitter, while a whopping 92% were on LinkedIn!

Phil’s slides are available here:

And while it’s important for companies to have a profile page, individual employees are very much ‘the face of the brand’ on LinkedIn; the average member is twelve times more likely to see top tech brands though an employee’s profile page than on their company page.