Developing A Social Media Strategy Around LinkedIn by Chris Raulf

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

www.c1-partners.com | www.boulderseomarketing.com

http://www.c1-partners.com/


http://www.boulderseomarketing.com/

Social Media Marketing

Do you have a formal strategy in place?





About Me:LinkedIn: http://www.linkedin.com/in/chrisraulf

Twitter: https://twitter.com/swisschris

Facebook: https://www.facebook.com/chris.raulf

http://www.linkedin.com/in/chrisraulf

http://www.linkedin.com/in/chrisraulf

https://twitter.com/swisschris

https://twitter.com/swisschris

https://www.facebook.com/chris.raulf

https://www.facebook.com/chris.raulf

Source: www.socialmediaexaminer.com/social-media-marketingindustry-report-2012/

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 email 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 15-30 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 10-4-1 Rule

10-4-1 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

Source: LinkedIn

Source: LinkedIn

LinkedIn Solutions Overview









Using LinkedIn Company Pages to Drive Traffic to Your Site





Using LinkedIn Company Pages for Off-Page SEO









LinkedIn Company Page Status Updates are Indexed on Google





http://business.linkedin.com/marketing-solutions/c/14/3/products-and-services-tab-retirement.html

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


http://emea.marketing.linkedin.com/products/content-ads/

http://business.linkedin.com/marketing-solutions/c/14/3/content-marketing-score.html




Become An Influencer

Apply at: http://specialedition.linkedin.com/publishing

http://specialedition.linkedin.com/publishing

http://specialedition.linkedin.com/publishing

SlideShare: The Ultimate Doc Sharing Site

Case Studies and Success StoriesExample:• 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• 150-250 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 60-80 new requests per month





THANK YOU

Questions?





Documents

Developing A Social Media Strategy Around LinkedIn by Chris Raulf