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Selin Tyler (@selingt)
Senior Product Marketing
Manager, LinkedIn
Adam Price
Social Media Program
Manager, Dell
Webinar: Dell’s Secret to Successful Sponsored Updates
Questions? Send them via Webex Q&A Features
Recorded? Of course!
Before we get started…
Shout outs? Tweet them via #LinkedInContent
Feedback? Survey will be available at the end of the Webinar
Introductions
Most Engaging Sponsored Updates of 2015
Agenda
Q&A Session with Adam Price
Q&A
Top Trending Topics on LinkedIn
4
Q&A Session with Adam Price
• What are your marketing objectives?
• How does Sponsored Updates fit into your marketing objectives?
• How do you choose what content to sponsor on LinkedIn?
• How do you choose your target audience on LinkedIn?
• What does your content marketing team look like?
• Can you share some of Dell’s Content Marketing best practices with our audience?
• What is the next big marketing objective are you tackling at Dell?
Top Sponsored Updates
Q1 2015
Top sponsored updates for North America were targeted to US/Canada, served at
least 25,000 impressions, and are ranked by engagement rate. Engagement rate
includes clicks + social actions.
Methodology
6
Top Sponsored Updates from
All Categories
7
Parts of a Sponsored Update
8
Top Updates- Q1 2015
What makes it engaging?
A large compelling image draws
attention in the news feed
Keeping up with industry trends is a
top reason professionals seek
content on LinkedIn
9
Top Updates- Q1 2015
What makes it engaging?
Thought leadership
A compelling and concise headline and
title
Relevancy: career advice is always a
trending topic on LinkedIn
10
Top Updates- Q1 2015
What makes it engaging?
Offers advice to make professionals
more successful- right in line with
LinkedIn’s mission
Eliminates the intro copy to maximize
mobile clicks
11
Technology
12
Top Tech Updates- Q1 2015
What makes it engaging?
Relevancy: big data is a trending
topic on LinkedIn. The post
addresses this from a specific angle
and targets a relevant audience
A clear title and clear call to action
set expectations with prospective
readers
13
Top Tech Updates- Q1 2015
What makes it engaging?
Addresses the hot topic of leadership
skill
Engages readers with a question
Uses a compelling image to add
context to the post
14
Top Tech Updates- Q1 2015
What makes it engaging?
Engages its audience in a trending
topic
Mentions a well-known research
brand to earn trust
Uses a large-format image to make
the post visually engaging
15
Top Tech Updates- Q1 2015
What makes it engaging?
This post doesn’t just aim to recruit, it
uses a third party news source to
strengthen the company’s recruitment
brand
16
Top Tech Updates- Q1 2015
What makes it engaging?
Eliminating the intro copy allows the image and title to stand out and draw in quick engagement in a scrolling news feed
First-person language in the article adds a conversational tone
Addresses a key concern amongst the target audience
17
Examples from Dell
18
Decoding Dell’s SuccessWhy would my audience read this?
Thought leadership content – with a recognizable thought leader call out
Starts with a question to the target audience - grabs their attention
Hooks the reader by explaining what’s in it for them
Calls out ‘4 ways’ – makes it snack-able, highly engaging format
19
Decoding Dell’s Success Tap into the conversations
What makes it engaging?
Sponsoring based on a popular
LinkedIn Group discussion
Attention grabbing image that matches
to the content
20
Decoding Dell’s Success Leverage Direct Sponsored Content
What makes it engaging?
Personalized to the target audience
Concise – under 140 characters
21
Top Trending Topics on LinkedIn
22
All Audiences
Q1 2015
C-Suite
Q1 2015
IT Decision Makers
Q1 2015
©2014 LinkedIn Corporation. All Rights Reserved.
Questions?
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