Building a social strategy

Building your Social strategy

A bit about myself…

Agenda

WHY 1. social changes the way we do business? HOW 2. effective content marketing strategy will

change the game? WHAT 3. to use to measure success?

1. Why social changes the way we do business?

Buyers behaviour has forever changed

5

The buyers journey is changed

Before customers reach out directly

Source: Forrester, “Buyer Behavior Helps B2B Marketers Guide the

Buyer’s Journey,” October 2012

Pieces of content are consumed before a purchasing decision

is made

Source: Zero Moment of Truth Study, Google

6

Marketing a phone is very similar to filling a job vacancy

What will recruiting be like in 10 years? War for talent…War of relationship marketing

Source: Slideshare: What recruiting will look like in 10 years.

2. How effective content marketing strategy will change the game?

Content can shape your outcome Content is being created, consumed and

shared at a speed and scale never seen before

1

There was an increase in content posted on LinkedIn in 2014

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Source: Internal LinkedIn data

compared to the start of the year double

1

More engagement with content vs. jobs

7x Content

Jobs

1

Married at First Sight Robert Downey Jr.

#kyliejennerchallenge Sandra Bullock Georges River

Recruiting Self-esteem

Social media marketing Employee engagement

Business strategy Lean manufacturing Time management

Marketing

#EartIn3Words #StGeorgeDay

Spurs #LiamIsARoleModel #GetNaughtyBoySuspended

The mindset of a LinkedIn member

Source: LinkedIn Trending Content March 2015; Twitter trending; Facebook trending April 2015

Content fit for purpose

Infographics, blog posts, best practice guides, industry trends

Case studies, product reviews, webinars, ROI calculators, white papers, research briefs

Product demos, reviews and comparisons, analyst reports

Recommendations, case studies, product news, tutorials

RETENTION

REACH

NURTURE

ACQUIRE

Source: LinkedIn Trending Content, Feb – April 2015 –Telecommunication 15

Wait what?…let’s break it down into 4 simple steps

Step 4: What content to use and when?

Step 2: The who?

Step 3: What do they like?

Step 1: What you want to achieve?

What is your business and branding objectives?

Business objective: To connect the world's professionals to make them more productive and successful

Branding objective:

16

KPI 1 KPI 2 KPI 3 ….

KPI 1 KPI 2 KPI 3 ….

Shares content daily on LinkedIn

Member of groups about

entrepreneurship and business

500+ connections

Small business owner John Smith

17

Small business owner John Smith

Advance his career

Help his company grow

Build new skills

18

Understand the content your audience is engaging using LinkedIn Trending content

Source: LinkedIn Trending Content, Feb – April 2015 –Telecommunication 19

What are your content pillars to engage your defined audience?

thought leadership product

employee branding news

• Source Existing Create Curate

• Frequency of

the content published?

• Source Existing Create Curate

• Frequency of

the content published?

• Source Existing Create Curate

• Frequency of

the content published?

• Source Existing Create Curate

• Frequency of

the content published?

Reach, Nurture Acquire Reach Nurture, Retention 20

Make your content a balanced meal on a calendar

Monday Tuesday Wednesday Thursday Friday Saturday

Thought leadership

News Employer branding

Product Infographic Thought leadership

21

Reach, Nurture Reach, Nurture Nurture, retention Reach Acquire Reach

Content marketing on LinkedIn does not have to be hard

mobile

Your audience is on the move, so should you

valuable

The reader can learn from the update

relevant

How is this going to be

relevant to you audience?

storytelling

Use a story as a hook

call to action

Important to have one

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3. What to use to measure success

Views Actions Business outcomes

1 2 3

Key Metrics Impressions: number of times this update was seen Clicks: number of times a member clicked on the update Interactions: of likes, shares or comments received on this update Engagement: interactions divided by impressions

To Know: Average online engagement is between 0.5% - 1%.

How to know if your content is working

Experiment & Get Creative

156% CTR lift

Measurable results come from content

Let’s be innovative and

change the industry!

Sponsored content to global maritime talent

How do I apply for your job?

I want to work for you!

Companies who post at least 1 status update / week on LinkedIn…

Get 40% more views to their LinkedIn job postings.

Than companies who don’t post status updates.

and 25% more apply clicks

Source: LinkedIn Trending Content, Feb – April 2015 –Telecommunication 31

What does your 4-step social strategy look like?

Step 4: What content to use and when?

Step 2: The who?

Step 3: What do they like?

Step 1: What you want to achieve?

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