LinkedIn Sharpens Member Profiles Via Mobile Tour
Professional headshots are out of reach for many social media users, compelling some to post their most recent vacation selfie instead. (Yes, we can still see that shot of tequila, Frank.) With this issue in mind along with data showing profiles with a photo receive an average of 14 times more views than those without, LinkedIn knew the profile picture was a sweet spot for engaging its users. Enter: the Picture Opportunity Tour, an offline resource for members to sharpen up their professional mug shots. Say cheeeese.
LinkedIn’s custom-designed truck traveled to 20 cities in 2015, stocked with professional portrait photographers. The 24-foot glass front box truck was designed to be an open experience so people outside could see the action. Inside, they found a portable modern office, tailor-made for the tour experience. The space was outfitted with a selection of relevant influencer books, infographics displaying the benefits of LinkedIn membership and decorative touches evocative of the brand’s personality.
LinkedIn set up check-in through member emails, which it used to track the percentage of attendees who logged on to LinkedIn after the experience to improve their profile further, a key metric for the success of the campaign. In an authentic twist, LinkedIn employees then helped members upload their new photo instantly, while offering short but sharp profile advice to visitors with the goal of optimizing their online presence.
The brand engaged 6,139 members on the tour (six times the projected amount), with 1.48 million physical impressions recorded and more than 57 million social impressions recorded as a result. We’ll endorse that.