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 |

Social Media Marketing Do you have a formal strategy in place? |

About Me: LinkedIn: Twitter: Facebook:

Source:

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 addresses in 6 months, etc. Setting Expectations Internally – Lead Gen vs. Closing the Sale – Website & customer journey needs to be awesome |

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 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? |

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 |

Social Media Marketing Cycle Who What Where When How Why |

Process, Templates and Tools High quality content Editorial Calendar Post individually or use tools |

Integrating Social Media

The Rule 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.) |

Use Google Docs to Manage your Social Media Messages |

Measuring Your Social Media Marketing Success

Ways to Measure Your Social Media Marketing Success |

The Power of LinkedIn as a Search, Branding and Lead Generation Tool Are you… |

Source: LinkedIn

LinkedIn Solutions Overview |

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Using LinkedIn Company Pages to Drive Traffic to Your Site |

Using LinkedIn Company Pages for Off-Page SEO |

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LinkedIn Company Page Status Updates are Indexed on Google |

Content Marketing on LinkedIn |

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 |

Become An Influencer

Apply at:

SlideShare: The Ultimate Doc Sharing Site

Case Studies and Success Stories Example: 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 |

Case Studies and Success Stories |

Campaign Based Content Marketing, Search Engine Optimization and Social Media |

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 |

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 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 new requests per month |

THANK YOU Questions? |