The document provides an analysis of best practices for inbound marketing on social media platforms LinkedIn and Twitter. It analyzes posting practices from May to July 2015 and identifies trends in top performing posts. For Twitter, posts with product acquisition, learn more, and graphic links had over 2% engagement. For LinkedIn, posts that prompted investigation, were short and concise, or highlighted the CEO had over 4% engagement. The document recommends optimizing posting schedules and styles based on these trends and lists tools to improve social media monitoring.

1. Best Practices Analysis for
Inbound Marketing
Michelle Aclander
Digital Marketing Intern Summer 2015
August 5, 2015

2. 2© 2014 |
Overview:
• Introduction
– Campaigns (May 2015 – July 2015)
• Definition of Key Social Terms
• Current Social Posting Practices
• Analysis
• Best Practices
• Recommendations

3. 3© 2014 |
Posting Guidelines

4. 4© 2014 |
Definition of Key Social Terms
•The number of interactions plus the
number of clicks and followers
acquired, divided by the number of
impressions
• The number of times each
update is shown to LinkedIn
members
• The number of clicks on the
content, company name, company
logo.
• Total number of times a user
interacts with a Tweet
Engagement
• Times a User followed you
directly from the Tweet
Impressions
• Clicks on URL or Card in the
Tweet
Clicks
LinkedIn Twitter
Interactions
• The number of clicks on the
content, company name,
company logo.
Sources:
https://help.linkedin.com/app/answers/detail/a_id/8261/~/company-update-reporting
https://support.twitter.com/articles/20171990

5. 5© 2014 |
Analytics May – July
Day of the Week
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Monday Tuesday Wednesday Thursday Friday Saturday
Sum of Impressions
Sum of clicks
Sum of interactions
Sum of engagement
Impressions
Clicks
Interactions
Engagement
* Sunday Info not available
LinkedIn
Twitter Engagement Rate
Engagement
Impressions

6. 6© 2014 |
Twitter Analytics: May – July
Time / Day of the Week
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
EarlyAM
LateAM
MidDay
MidPM
LatePM
EarlyAM
LateAM
MidDay
MidPM
LatePM
EarlyAM
LateAM
MidDay
MidPM
LatePM
EarlyAM
LateAM
MidDay
MidPM
LatePM
EarlyAM
LateAM
MidDay
MidPM
LatePM
EarlyAM
LateAM
MidDay
MidPM
LatePM
EarlyAM
LateAM
MidDay
MidPM
LatePM
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Sum of Impressions
Sum of Engagement
Sum of Engagement Rate
Sum of Clicks
Engagement
Engagement Rate
Clicks
Early AM – 2:00am-9:00am
Late AM – 9:00am-11:30am
Mid Day – 11:30am-1:00pm
Mid PM – 1:00pm – 3:00pm
Late PM – 3:00pm – 5:00pm
Impressions

7. 7© 2014 |
Campaign Source with highest rate of Conversions to Leads
164
119
108
85
29 29 28
24
11
8
5 4 4 2 2
0
10
20
30
40
50
60
70
80
90
100
110
120
130
140
150
160
170
# of Conversions
Campaign Source

8. 8© 2014 |
Twitter – Best Post Trends
>2% Engagement
• New Broadridge AcquisitionProduct
Acquisition
• “Learn more about”
• “Read about”
Learn More
• “View Graphic”
• “View Research”
Graphic /
Link

9. 9© 2014 |
Twitter – Worst Post Trends
<.03% Engagement
• At ____ EventEvent
• “Download”Need Action
• No “So what”
• Is this important to customers?
Information

10. 10© 2014 |
LinkedIn – Best Post Trends
>4% Engagement
• “View” “Find Out” “Read”
Prompt to
Investigate
• Explanation of what the post relates
to
• Short and concise
Short and
Sweet
• Rich Daly Post
CEO
Highlight

11. 11© 2014 |
LinkedIn – Worst Posts Trends
<2% Engagement
• Run on of information
• No “So What”
• Is this important to customers?
Long Posts
• A lot of % comparisonsNumbers
• Prompting followers to Subscribe
Subscription
Ghost

12. 12© 2014 |
Recommendations:
• Utilize Sources with highest conversion rates
• Twitter Posts:
– Monday – Thursday
• Monday: Early AM
• Tuesday: Mid Day / Mid PM
• Wednesday: Mid PM
• Thursday: Late AM
– Best Posts: Product Acquisition, Learn More, Graphics
• LinkedIn Post:
– Monday – Wednesday
– Best Posts: Promote to Investigate, Short and Sweet, CEO Highlight
• Further Research

13. 13© 2014 |
Listening Tools Overview
–Understanding Conversations
• Broadridge Reputation and Brand Image
• Client conversation
• Competitor conversation
–Identifying Influencers
–Filter out the noise
–Understanding Sentiments

14. 14© 2014 |
Listening Tool – Decision Process
$1700/month
Social engagement
and monitoring
cloud service
25 owned channels
250,000 messages
$1400/month
Data storage of 2
years
Dedicated Account
Manager
$1000/month
2 Social Accounts
20,000 monthly
mentions
Heartbeat
$16,000 a year
MAP
$25,000 a year
Difference in
search capabilities

15. 15© 2014 |
Thank you