leveraging linkedin content to transform pages into … fileindustry leadership lead generation ....

Imagination at work

LEVERAGING LINKEDIN CONTENT TO TRANSFORM PAGES INTO PROFIT

Patricia Garofalo, Global Communications Leader

GE Water

Imagination at work

Imagination at work

Division of GE: GE Power & Corporate

10,000 employees in 70 locations

Focused on industrial and municipal water and wastewater treatment

Older customer base

GE WATER

© 2016 General Electric Company – All rights reserved

OUR STRATEGY

SALES

Tell Our Story

Industry Leadership

Lead Generation

OUR STRATEGY

Position as the authority

• Leaders

• Employees

• Company

Cultivate Relationships

• Sales Navigator

Amplify key topics

• Content strategy and campaigns

• LinkedIn Elevate

SALES

Tell Our Story

Industry Leadership Lead Generation

AMPLIFY KEY TOPICS

SUPPLEMENT CONTENT

Advertising

• Display

• Text

Sponsored Updates

• Company Page

• Dark posts (Direct

Sponsored Content) INTERACTIONS

VIEWS

FOLLOWERS

7 Global Communications

2/25/2016 GE Internal Use Only

CAMPAIGN- EXAMPLES

8 Global Communications

2/25/2016 GE Internal Use Only

CAMPAIGN- EXAMPLES

9 Global Communications

2/25/2016 GE Internal Use Only

CAMPAIGN- EXAMPLES

10 Global Communications

2/25/2016 GE Internal Use Only

Campaign- Examples

11 Global Communications

2/25/2016 GE Internal Use Only

CAMPAIGN- EXAMPLES

12

LINKEDIN ELEVATE

• Curate content

– Headquarters content

– External content

• Share across networks

• Measure impact

LINKEDIN ELEVATE- EXAMPLES

14

LINKEDIN ELEVATE- EXAMPLES

15

LINKEDIN ELEVATE- EXAMPLES

POSITION AS THE AUTHORITY

17

POSITIONING LEADERSHIP

QUESTIONS TO CONSIDER:

• What is the appetite for posting/writing?

• How do your key messages line up to expertise?

• Are the executive LI profiles up-to-date?

• Is there a new product/event/initiative?

• Is there existing content you can leverage?

• Where else can you amplify?

18

LEADERSHIP- EXAMPLES

LEADERSHIP- EXAMPLES

LEADERSHIP- EXAMPLES

358 INTERACTIONS

25,173 VIEWS

INTERACTIONS

LEADERSHIP- EXAMPLES

VIEWS 354 47

INTERACTIONS VIEWS 549 113

22

POSITIONING EMPLOYEES

BENEFITS FOR ENGAGING EMPLOYEES:

• Best advocates for our brand

• Share key messages

• Grow their network

• Grow our social platforms

• Long-term relationship with customers

• Helps with recruiting

POSITIONING EMPLOYEES

THINGS TO CONSIDER:

• Find socially active individuals

• Pilot with trusted employees

• Give them the freedom to post

• Training

• Guidelines or rules

• Educate leadership

• Leverage LinkedIn Groups

24

EMPLOYEES- EXAMPLES

25

EMPLOYEES- EXAMPLES

26

COMPANY- EXAMPLES

27 Global Communications

2/25/2016 GE Internal Use Only

CULTIVATE RELATIONSHIPS

28

SALES NAVIGATOR- EXAMPLES

29

SALES NAVIGATOR- EXAMPLES

OUR STRATEGY

Position as the authority

• Leaders

• Employees

• Company

Cultivate Relationships

• Sales Navigator

Amplify key topics

• Content strategy and campaigns

• LinkedIn Elevate

SALES

Tell Our Story

Industry Leadership Lead Generation

THANK YOU