Post on 19-Aug-2015
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• 277 million users*: World’s largest professional network
LinkedIn: Top Hats and Briefcases
*Source: LinkedIn press release Feb 6, 2014 Investor Relations - Full Year 2013 Results
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LinkedIn Company Page Setup
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Company Page Updates At a Glance
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Balanced meal approach to content cadence
• ~10% fun/entertaining (dessert!) • ~90% informative (healthy)
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Healthy content Sources
Thought leadership (vendor-neutral) – trends, context to help solve customers’ problems
PowerMore blog, other IT, industry and business news sources
Dell announcements – products, services, company news
Dell blogs – Direct2Dell, Dell4Enterprise, Dell TechCenter, others
Independent reviews and awards
ComputerWorld, CNET, CRN, InfoWorld, ITPro, etc
Customer stories YouTube, case studies
Careers-related Talent acquisition team
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3. Use an image with every post (and not your logo).
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Writing tips from LinkedIn
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Flickr Creative Commons – Marita Cosma
Einstein-Twain approach to LinkedIn update text
“Everything should be
made as simple as
possible, but not simpler.”
Albert Einstein
“If I had had more time, I would
have written a shorter letter.”
Mark Twain Flickr Creative Commons – photo by Flickr user sfjalar
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Anatomy of a company page status update
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~240 chars* (600 max)
~75 chars
~250 chars For image, use
aspect ratio of
height (110p) to
width (180p) *desktop: ~240 chars
tablet: ~160 chars
phone: ~190 chars
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Once your status update is up, you can’t edit it – not the landing page, targeting, text, image, anything.
You can only delete it or keep it.
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6. Engage and answer. Don’t post and disappear.
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7. Sponsor your best content.
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8. Consider Showcase Pages for key audiences
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9. Measure, improve, experiment
What are your business goals?
• Drive awareness -> followership, impressions • Drive engagement -> interactions • Drive traffic -> clickthrus, website visits
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Organic post-level analytics (slide 1 of 4) Freely available to any company page manager
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Impressions: # times the update was shown to company page followers. Clicks: # clicks on your content, the company name or the logo. Note: This doesn't include interactions. Interactions: # times people have liked, commented on or shared your update. Engagement:
Interactions + clicks Impressions
Post URL: http://dell.to/LinkedInBeginningsPost
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Any of these are clicks:
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Clicks: # clicks on your company name, the “more” link, any link in your content, the image/video or the headline link.
Post URL: http://dell.to/LinkedInSolarClassroom
Organic post-level analytics (slide 2 of 4) Freely available to any company page manager
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How many clicks just on my video?
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To find out, check your link shortener analytics (such as bitly, ow.ly, etc) Post URL: http://dell.to/LinkedInSolarClassroom
Organic post-level analytics (slide 3 of 4) Freely available to any company page manager
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How many clicks just on my video? (continued)
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For bitly, it’s easy: In a browser window, you append a “+” to the bitly link.
Note: Consider if you have used the link elsewhere, not only on LinkedIn.
Organic post-level analytics (slide 4 of 4) Freely available to any company page manager
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Advanced analytics
Omniture, Google Analytics and others can track part of the customer journey from LinkedIn and other owned social outlets to your website.
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10. Be true to who you are. Focus on creating conversations, relationships
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Dell.to/MichaelInfluencer
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Good resources
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Thank you!
Suzanne Doughty
@suzanne_doughty
Social Media Program Manager, Dell