webinar - getting it done: how large organizations achieve social and content marketing success

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Getting It Done: How large organizations align for social media & content marketing successJonathan Young, LinkedIn, Content Marketing Lead for Financial Services

Lucas Mast, Visa, Sr. Director Corporate Social Media

July 30th, 2014

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Speaker Details

Jonathan YoungLinkedIn

Content Marketing Lead, Financial Services

www.linkedin.com/in/jonathanyoung29

Twitter: @jonathanyoung29

Lucas MastVisa

Senior Director of Corporate Social Marketing

Twitter: @sneakrz

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Agenda

1. The Trends of Top Performing Content Marketers on LinkedIn

2. 8 Keys To Success for Social @ Large Organizations

3. Case Study: Visa’s Path to Success

4. Q & A

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House Keeping

Questions?– WebEx: Send them in via the Q&A feature– Twitter: Tweet them using #LinkedInContent

Recorded?– You bet. Distributed afterwards.

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Why Content Marketing is Different… Convergence of Disciplines

Technology

CreativeMedia

Social Networks

Web

Social Media Management Solutions

Analytics and Reporting

Social Listening

Strategy

Designers

Agencies & Content Partners

Editors

Writers

Paid Media

Earned Media

Influencer Outreach

Sponsored Editorial

People People

People

Advertising API Solutions

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The Trends Behind

The Top 10 Performing

Content Marketers on LinkedIn

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What is Content Marketing Score?

CMS

Groups

Company Updates

Sponsored Updates

Employee Posts

Influencer Posts

A Score that quantifies and benchmarks the influence companies have on LinkedIn

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How Does Content Marketing Score Work?

12,000,000 Members

95,000 Members

Target Audience Members you would like to reach(monthly active users)

Content Marketing EngagementMembers who engage with your content

(for example, all C-Suite)

Like, share, comment, follow, click

Content Marketing ScoreUnique Members Engaged

= =x Multiplier 126126Active Target Audience

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Some of the Leading Industries and Brands by CMS

Source: http://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/campaigns/pdfs/content-marketing-score-infographic.pdf

February 2014

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The Approach We Took

• Goal: • Analyze underlying data from top performing brands to infer

traits of their organizational structure and publishing practices

• Sample: • Top 10 Brands (Fortune 500) with the highest CMS Score in

July 2014• The sample is represented pre-dominantly by Tech and

Financial Services companies

• Note:• Because the Content Marketing Score looks at a variety of

factors beyond the company page and content; these results should be looked at as directional indicators.

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The Top 10 Performing Big Brands: Their Results

Factor Average #

Posts Per Month 112

Targeted Status Updates All

Using SMMS Tools All

Sponsoring Content All & Frequently

Engagement Rate of Content 1.5X Higher vs. Benchmark

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The Top 10 Performing Big Brands: Company Info

Factor Average #

Year Founded 1919

Number of Employees on LinkedIn 150,924

Number of Marketers on LinkedIn 2,607

Number of Followers 880,000

Number of Showcase Pages 6.5

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The Top 10 Performing Big Brands: Their Team

Factor Average #

Unique Admins 26

Admins Who Publish 9

Non-Employee Admins 9

Countries Represented 7

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The Top 10 Performing Big Brands: Their Department / Function

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The Top 10 Performing Big Brands: Their Seniority

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8 Keys To Success for Social @

Large Organizations

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#1: Have A Documented Strategy“Failure to plan, is planning to fail”

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#2: Success Is A Team SportHave Clearly Defined Roles & Responsibilities

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#3: Map Out The Process Step-By-StepInclude turn around times & names

Idea Draft of Post Review from PR

Review from Legal

ApprovedAdded to Content Calendar

Scheduled in SMM Tool

Published Live

Promote & Amplified

Community Engagement Measurement Win

#LinkedInContent | @LinkedInMktgPromoted Post

#4: Live by the Content CalendarAt least 2+ weeks ahead planned; map out tent-pole events

M T W T F S S

World Cup

LaunchEvent

Labor Day

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#5: Make Your SMMS Technology Work For YouHarness Automatic Scheduling, Rule based Actions, Alerts

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#6: Adaptable Teams Wear Multiple HatsCreate a culture of continual learning; Rounded vs. Specialized

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#7: Distribution Driven Content Marketing StrategyProactively planning to ensure great content reaches great people

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#8: Measure Twice, Improve ContinuouslyLeverage Actionable Insights To Optimize Strategy and Quality

Plan

Create

Publish & Distribute

Analyze

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To Recap:8 Keys To Success for Social @ Large Organizations

1. Document Your Strategy

2. Have Clear Roles & Responsibilities

3. Establish & Follow A Process

4. Your Content Calendar = The Holy Grail

5. Use Technology To Simplify & Save Time

6. Cross-Train Staff To Create All-Stars

7. Be Highly Aware of How Content is Distributed

8. Achieve Content Mastery Through Measurement & Iteration

Visa Confidential26

LinkedIn: Best Practices, Lessons Learned & Plans for the Future

July 30, 2014

Lucas Mast, Senior Director, Corporate Social Marketing

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Countdown to kickoff… Team overview Content strategy Our approach What we’ve learned What’s ahead

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The team: Corporate Social Marketing

Jennifer Bazante: VP

Executive Leadership Lucas Mast, Sr. Director

Manage Corporate Social

Media Channels

Stacy Short, Director

Narratives, Operations

Katie McCarthy,

Program Manager

Narratives

Jessica Williams,

Marketing Research

Metrics & Analytics

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Creating a game plan

Focusing on key narratives Identifying target audiences and

sponsoring content to reach them

Driving employee/executive engagement

Reaching prospective employees

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Building support from our fans

Internal educational sessions about the value of LinkedIn

Increased leadership appetite for social—especially LinkedIn

Organizational cultural change—getting more social across Visa

Focus on metrics and ROI for marketing/communications activities

Comments and feedback on posts help other teams take action

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Practicing and preparing

Daily corporate social marketing editorial meetings

Constant sourcing of content Weekly meetings with employee

communications and content team

Securing budget Establishing benchmark

metrics/KPIs Testing and learning (content,

audiences, timing, frequency)

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Preparing a post to score

Identify content that supports a corporate narrative

Decide whether to use owned content or curated content

Source curated content from Percolate “brew” or other source

Create LinkedIn post [headline, subhead, link to article]

Obtain legal approval where needed Post organically on LinkedIn Identify audience(s) to target for

LinkedIn sponsored update [all LI posts are sponsored]

Decide on budget and duration for sponsored update

Monitor LinkedIn post for performance Syndicate content to other social

channels, where appropriate

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Using all our players

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Students of the game

Constant contact with our representatives from LinkedIn

Best practices from other members of SocialMedia.org

Attending conferences like ANA Social and Digital Media

Working with executives and employees on profile, content

Using LinkedIn personally

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Gooooaaaaallll! (Scoreboard)

November 2013: ~70K (only organic publishing)

March 2014: ~85K (started sponsored updates/organic)

July 2014: ~110K (including growth in target audiences)

Organic posts: 2x category average

Sponsored updates: ~2-6X category average

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A deep bench

Corporate relations Employment branding Employee communications Product Executives Legal Local markets Research team Talent acquisition

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Vendor Timeout:

Daily content curation through multiple “brews”

Image rights through Getty Images and Shutterstock

Marketplace partnerships with Visual.ly

Publishing and metrics/analytics capabilities

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Missed Shots

Marketing-heavy content has not performed well

Niche content (eg financial inclusion) performs well—but not at the level of engagement of more “general” content

Company news performs well only if delivered in a timely manner

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Developing star players

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Victories along the way

Organic engagement: 1.3%

222 new influencers added

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A few more wins

+900 clicks on the article745 interactions, 1.2% engagement

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The Trophy

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Extended play (what’s next)

Brand study Increased employee/executive

training & participation LinkedIn SU partners/API

integrations Additional narratives Revamping our pages Local market targeted content Develop comprehensive

editorial calendar

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Thank you + questionsLucas Mast

lmast@visa.com

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

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