• @timfidgeon

Case studies

ADP = payroll and human resource management.

• Goal = engaging followers through leadership.

• Issues:

– Pages for different business units.

– Content = poor and infrequent.

• @timfidgeon

Case studies

Actions:

1. Take control of various pages.

2. Refresh main ADP Company Page.

• Images.

• Products and Services info.

http://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/site/pdf/cs/linkedin_adp_case_study_us_en_130524.pdf

• @timfidgeon

Case studies

Actions:

3. Gather good content from…

• Existing company sources

– PR and research teams

– Case studies, videos, research and news…

• Related industry blogs.

4. Targeted status updates – From small businesses to

global corporations.

• @timfidgeon

Case studies

Results for ADP Company Page (1 year):

• Followers +100% (to 85,000)

– Non-employee followers = 70%

• Impressions increase from 300/month to 1.3 million/month.

• LinkedIn = main social traffic source to ADP.com

• @timfidgeon

Case studies

Skillsoft = cloud-based learning solutions for enterprise,

government, and education.

• Goal = Generate leads with sponsored updates

– Target = senior HR and learning officers in Fortune 500 companies.

• Issue:

– “We’re trying to fish with a spear vs. a net…targeting the right audience for our products and services”.

• @timfidgeon

Case studies

Actions:

1. Develop great content– Whitepapers,

webinars, analyst reports…

2. Target audiences using Sponsored Updates.

http://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/site/pdf/cs/linkedin-skillsoft-casestudy-june14.pdf

• @timfidgeon

Case studies

Results:

• 30% conversion rate (from Sponsored Update leads).

– 32% leads = Manager and above.

• +225% Company Page followers.

• @timfidgeon

Case studies

• American Institute of CPAs = membership group.

• Goal = build an online community for networking and sharing ideas.

• Issues:

– Raise awareness of group.

– Encourage participation.

• @timfidgeon

Case studies

Actions:

1. Promote group’s with…• LinkedIn Display Ads.• Other social channels. • Newsletters.• Email signatures.

2. Create interest-specific subgroups.

3. Use group to share new resources (webinars and toolkits…)

4. Group = positioned as key benefit of membership.

http://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/site/pdf/cs/LinkedIn_AICPACaseStudy2013.pdf

• @timfidgeon

Case studies

Results:

• +40% group membership in 6 months.

– 54,000 members.

– 15% of entire AICPA membership.

• LinkedIn = top driver of traffic to AICPA website.

• @timfidgeon

Case studies

Fine even more at…• http://business.linkedin.com/marketing-solutions/social-media-case-studies.html

• @timfidgeon

Case studies

Maersk – shipping company.

Goals:

• Brand awareness and engagement.

• Market insight.

• Employee satisfaction.

Tactics:

• Focus on stories from the business…

• @timfidgeon

Case studies

Results:

• 150 brochure downloads for anti-freeze services.

– Campaign featured shipping containers navigating frozen Baltic Sea.

– Local sales people follow-up.

https://econsultancy.com/blog/63646-b2b-social-five-case-studies-from-brands-achieving-great-results

• @timfidgeon

Case studies

Over 2 million fans. (15% = customers)

• @timfidgeon

Case studies

AGCO = agricultural machinery:

• Goal = thought leadership for farmers and machinery dealers.

• Insight = target audience were already sharing ‘machinery use’ clips on YouTube.

https://econsultancy.com/blog/63646-b2b-social-five-case-studies-from-brands-achieving-great-results

• @timfidgeon

Case studies

Tactics:

• Weekly tips.

• Action photos of equipment.

• Support dealers in creating and hosting content.

• @timfidgeon

Case studies

Over 200,000 likes.

• @timfidgeon

Case studies

Screwfix = building supplies.

• Goals = awareness, engagement and special offers.

• Tactics = humour.

https://econsultancy.com/blog/63646-b2b-social-five-case-studies-from-

brands-achieving-great-results