developing a social media strategy around linkedin by chris raulf
Post on 29-Dec-2015
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Developing A Social Media Strategy Around LinkedIn
by Chris Raulf
Agenda
• Got Social Media Marketing Strategy?• The Power of LinkedIn as a Search,
Branding and Lead Generation Tool• Case Studies and Success Stories• Q&A
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Social Media Marketing
Do you have a formal strategy in place?
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About Me:LinkedIn: http://www.linkedin.com/in/chrisraulf
Twitter: https://twitter.com/swisschris
Facebook: https://www.facebook.com/chris.raulf
Source: www.socialmediaexaminer.com/social-media-marketingindustry-report-2012/
Social Media Strategy: Getting Started
• Situational Assessment• Goal-Setting (Strategic & Tactical)– I.e.:
• Increase brand awareness, leads, promote execs, 200 new Twitter followers by May, 100% increase in referral traffic from LinkedIn, 500 email addresses in 6 months, etc.
• Setting Expectations Internally– Lead Gen vs. Closing the Sale– Website & customer journey needs to be awesome
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Social Media Strategy: Social Brand Guidelines
• Review social profiles from a brand consistency perspective
• Personality! Human face to the world!• Develop your ‘voice’ (informal/formal tone, etc.)• Top 15-30 keywords/phrases (integral for
optimizing content & better SEO)• How you’ll use imagery in your posts• How you’ll involve employees/colleagues in
content development• Who ‘owns’ the customer service engagements?
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Social Media Marketing Requires Teamwork
• Content Creator & Curator –Write blogs & social media content;
curate content• Client interface/SEO Analyst/PM– Optimize blog articles with meta &
other tags– Schedule/post social media messages– Perform analytics & report to
client/manager
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Social Media Marketing Cycle
• Who• What• Where• When• How• Why
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Process, Templates and Tools
• High quality content • Editorial Calendar• Post individually or use tools
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Integrating Social Media
The 10-4-1 Rule
10-4-1 Rule (B2B Social Media Book by Kipp Bodnar and Jeffrey L. Cohen)
Out of every 15 social media messages…- 10 should be information about other
people's content- 4 should be about your content (blog,
article, etc.)- And 1 should be a landing page on your site
(webinar request page, white paper download, etc.)
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Use Google Docs to Manage your Social Media Messages
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Measuring Your Social Media Marketing Success
Ways to Measure Your Social Media Marketing Success
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The Power of LinkedIn as a Search, Branding and Lead Generation Tool
Are you…
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Source: LinkedIn
Source: LinkedIn
Source: LinkedIn
LinkedIn Solutions Overview
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Using LinkedIn Company Pages to Drive Traffic to Your Site
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Using LinkedIn Company Pages for Off-Page SEO
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LinkedIn Company Page Status Updates are Indexed on Google
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http://business.linkedin.com/marketing-solutions/c/14/3/products-and-services-tab-retirement.html
Content Marketing on LinkedIn
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Content Marketing on LinkedIn
Solutions for delivering relevant content to your target audience:
• Personal Profile:– Status Updates– Long-Form Posts– Groups
• Company Pages:– Showcase Pages, Follow Company Ads and Company Status Updates
• Sponsored Updates • Content Ads • Content Marketing Score and Trending Content • SlideShare
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Become An Influencer
Apply at: http://specialedition.linkedin.com/publishing
SlideShare: The Ultimate Doc Sharing Site
Case Studies and Success StoriesExample:• Bi-weekly blog post• 1 personal LinkedIn status update per day• 1 LinkedIn and Google+ company page status update per day• 2 Tweets per day• 2 LinkedIn group postings per day
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Case Studies and Success Stories
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Campaign Based Content Marketing, Search Engine Optimization and Social Media
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Campaign Based Content Marketing, Search Engine Optimization And Social Media Campaign
• Bi-monthly online event• Press release• Weekly blog posts• 2 personal LinkedIn status updates per day • 1 LinkedIn company page status update per day • 2 LinkedIn group postings per day• 1 FB / G+ post per day• 2 Tweets per day
Campaign Based Content Marketing, Search Engine Optimization And Social Media Campaign
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Results Of A Campaign Based Content Marketing, Search Engine Optimization And Social Media Campaign
• 150% increase in organic search traffic from Google• ~15-20% organic growth rate of social media followers per
month• 150-250 Webinar / Web Panel registrants• ~ 35-40% new leads per event (LinkedIn lead gen campaign)• 4-5 new and optimized pieces of content for website per event• Press release strategy• Increased brand recognition; industry thought leader• Recording of online event repurposed as on-demand content on
the website; ‘recording request’ pages generate 60-80 new requests per month
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THANK YOU
Questions?
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