webinar - getting it done: how large organizations achieve social and content marketing success
DESCRIPTION
Does your company have what it takes to execute an effective content marketing strategy? Increasingly, brands are becoming publishers and communicating with their audiences directly through social media. What you don’t see in that sponsored update or blog post is all the hard work that has gone on behind the scenes to bring it to life. Content calendars, legal approvals, social publishing tools, reporting, and more… Large organizations in particular are grappling with the best ways to structure their teams to allow them to be effective, always-on content marketers. We heard firsthand from Visa, a leading global brand, regarding the path to success they have paved. Learn about the various elements needed for an effective social media operation at a large organization. Watch the presentation: https://www.youtube.com/watch?v=Nl0OJVwpkMcTRANSCRIPT
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Getting It Done: How large organizations align for social media & content marketing successJonathan Young, LinkedIn, Content Marketing Lead for Financial Services
Lucas Mast, Visa, Sr. Director Corporate Social Media
July 30th, 2014
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Speaker Details
Jonathan YoungLinkedIn
Content Marketing Lead, Financial Services
www.linkedin.com/in/jonathanyoung29
Twitter: @jonathanyoung29
Lucas MastVisa
Senior Director of Corporate Social Marketing
Twitter: @sneakrz
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Agenda
1. The Trends of Top Performing Content Marketers on LinkedIn
2. 8 Keys To Success for Social @ Large Organizations
3. Case Study: Visa’s Path to Success
4. Q & A
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House Keeping
Questions?– WebEx: Send them in via the Q&A feature– Twitter: Tweet them using #LinkedInContent
Recorded?– You bet. Distributed afterwards.
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Why Content Marketing is Different… Convergence of Disciplines
Technology
CreativeMedia
Social Networks
Web
Social Media Management Solutions
Analytics and Reporting
Social Listening
Strategy
Designers
Agencies & Content Partners
Editors
Writers
Paid Media
Earned Media
Influencer Outreach
Sponsored Editorial
People People
People
Advertising API Solutions
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The Trends Behind
The Top 10 Performing
Content Marketers on LinkedIn
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What is Content Marketing Score?
CMS
Groups
Company Updates
Sponsored Updates
Employee Posts
Influencer Posts
A Score that quantifies and benchmarks the influence companies have on LinkedIn
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How Does Content Marketing Score Work?
12,000,000 Members
95,000 Members
Target Audience Members you would like to reach(monthly active users)
Content Marketing EngagementMembers who engage with your content
(for example, all C-Suite)
Like, share, comment, follow, click
Content Marketing ScoreUnique Members Engaged
= =x Multiplier 126126Active Target Audience
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Some of the Leading Industries and Brands by CMS
Source: http://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/campaigns/pdfs/content-marketing-score-infographic.pdf
February 2014
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The Approach We Took
• Goal: • Analyze underlying data from top performing brands to infer
traits of their organizational structure and publishing practices
• Sample: • Top 10 Brands (Fortune 500) with the highest CMS Score in
July 2014• The sample is represented pre-dominantly by Tech and
Financial Services companies
• Note:• Because the Content Marketing Score looks at a variety of
factors beyond the company page and content; these results should be looked at as directional indicators.
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The Top 10 Performing Big Brands: Their Results
Factor Average #
Posts Per Month 112
Targeted Status Updates All
Using SMMS Tools All
Sponsoring Content All & Frequently
Engagement Rate of Content 1.5X Higher vs. Benchmark
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The Top 10 Performing Big Brands: Company Info
Factor Average #
Year Founded 1919
Number of Employees on LinkedIn 150,924
Number of Marketers on LinkedIn 2,607
Number of Followers 880,000
Number of Showcase Pages 6.5
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The Top 10 Performing Big Brands: Their Team
Factor Average #
Unique Admins 26
Admins Who Publish 9
Non-Employee Admins 9
Countries Represented 7
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The Top 10 Performing Big Brands: Their Department / Function
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The Top 10 Performing Big Brands: Their Seniority
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8 Keys To Success for Social @
Large Organizations
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#1: Have A Documented Strategy“Failure to plan, is planning to fail”
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#2: Success Is A Team SportHave Clearly Defined Roles & Responsibilities
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#3: Map Out The Process Step-By-StepInclude turn around times & names
Idea Draft of Post Review from PR
Review from Legal
ApprovedAdded to Content Calendar
Scheduled in SMM Tool
Published Live
Promote & Amplified
Community Engagement Measurement Win
#LinkedInContent | @LinkedInMktgPromoted Post
#4: Live by the Content CalendarAt least 2+ weeks ahead planned; map out tent-pole events
M T W T F S S
World Cup
LaunchEvent
Labor Day
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#5: Make Your SMMS Technology Work For YouHarness Automatic Scheduling, Rule based Actions, Alerts
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#6: Adaptable Teams Wear Multiple HatsCreate a culture of continual learning; Rounded vs. Specialized
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#7: Distribution Driven Content Marketing StrategyProactively planning to ensure great content reaches great people
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#8: Measure Twice, Improve ContinuouslyLeverage Actionable Insights To Optimize Strategy and Quality
Plan
Create
Publish & Distribute
Analyze
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To Recap:8 Keys To Success for Social @ Large Organizations
1. Document Your Strategy
2. Have Clear Roles & Responsibilities
3. Establish & Follow A Process
4. Your Content Calendar = The Holy Grail
5. Use Technology To Simplify & Save Time
6. Cross-Train Staff To Create All-Stars
7. Be Highly Aware of How Content is Distributed
8. Achieve Content Mastery Through Measurement & Iteration
Visa Confidential26
LinkedIn: Best Practices, Lessons Learned & Plans for the Future
July 30, 2014
Lucas Mast, Senior Director, Corporate Social Marketing
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Countdown to kickoff… Team overview Content strategy Our approach What we’ve learned What’s ahead
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The team: Corporate Social Marketing
Jennifer Bazante: VP
Executive Leadership Lucas Mast, Sr. Director
Manage Corporate Social
Media Channels
Stacy Short, Director
Narratives, Operations
Katie McCarthy,
Program Manager
Narratives
Jessica Williams,
Marketing Research
Metrics & Analytics
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Creating a game plan
Focusing on key narratives Identifying target audiences and
sponsoring content to reach them
Driving employee/executive engagement
Reaching prospective employees
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Building support from our fans
Internal educational sessions about the value of LinkedIn
Increased leadership appetite for social—especially LinkedIn
Organizational cultural change—getting more social across Visa
Focus on metrics and ROI for marketing/communications activities
Comments and feedback on posts help other teams take action
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Practicing and preparing
Daily corporate social marketing editorial meetings
Constant sourcing of content Weekly meetings with employee
communications and content team
Securing budget Establishing benchmark
metrics/KPIs Testing and learning (content,
audiences, timing, frequency)
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Preparing a post to score
Identify content that supports a corporate narrative
Decide whether to use owned content or curated content
Source curated content from Percolate “brew” or other source
Create LinkedIn post [headline, subhead, link to article]
Obtain legal approval where needed Post organically on LinkedIn Identify audience(s) to target for
LinkedIn sponsored update [all LI posts are sponsored]
Decide on budget and duration for sponsored update
Monitor LinkedIn post for performance Syndicate content to other social
channels, where appropriate
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Using all our players
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Students of the game
Constant contact with our representatives from LinkedIn
Best practices from other members of SocialMedia.org
Attending conferences like ANA Social and Digital Media
Working with executives and employees on profile, content
Using LinkedIn personally
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Gooooaaaaallll! (Scoreboard)
November 2013: ~70K (only organic publishing)
March 2014: ~85K (started sponsored updates/organic)
July 2014: ~110K (including growth in target audiences)
Organic posts: 2x category average
Sponsored updates: ~2-6X category average
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A deep bench
Corporate relations Employment branding Employee communications Product Executives Legal Local markets Research team Talent acquisition
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Vendor Timeout:
Daily content curation through multiple “brews”
Image rights through Getty Images and Shutterstock
Marketplace partnerships with Visual.ly
Publishing and metrics/analytics capabilities
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Missed Shots
Marketing-heavy content has not performed well
Niche content (eg financial inclusion) performs well—but not at the level of engagement of more “general” content
Company news performs well only if delivered in a timely manner
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Developing star players
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Victories along the way
Organic engagement: 1.3%
222 new influencers added
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A few more wins
+900 clicks on the article745 interactions, 1.2% engagement
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The Trophy
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Extended play (what’s next)
Brand study Increased employee/executive
training & participation LinkedIn SU partners/API
integrations Additional narratives Revamping our pages Local market targeted content Develop comprehensive
editorial calendar
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Thank you + questionsLucas Mast
http://www.linkedin.com/in/lucasmast/
©2013 LinkedIn Corporation. All Rights Reserved.