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J. BOYE – AARHUS 15
USING LINKEDIN FOR CONTENT
MARKETING AND THOUGHT
LEADERSHIP
ME
Peter Nissen
•  Web Manager at Ramboll
•  Responsible for social media in the Ramboll
Group
•  Part of Corporate Commun...
RAMBOLL IN BRIEF
•  Independent engineering and
design consultancy and
provider of management consultancy
•  Founded 1945 ...
10
pieces of content are consumed
before a purchasing decision is made
90 %
of the buying process is over before
customers...
OUR LINKEDIN COMPANY PAGE: 1ST STEPS - GOVERNANCE
Image: ljvdbos0, Pixabay
WE WERE DOING NOTHING, YET SOMETHING WAS GOING
ON
Company Page Followers (approx. per 1 May 2013)
Ramboll (corporate) 8,40...
OPTIONS FOR A BETTER SET-UP
Option 1: Affiliated companies Option 2: One Brand
Ramboll
ROGRMC
Ramboll
default
RMC ROG
Shar...
IT WAS A TIME OF MEMOS…
Image: VinnyCiro, Pixabay
BIGGEST PAIN OF MERGING: LOSS OF FOLLOWERS
Image: Alexa_Fotos, Pixabay
TARGET AUDIENCES WERE KEY TO SELECTING THE ONE
BRAND SOLUTION
HOORAY: MERGER INTO ONE PAGE!
JUNE 2014
THE BAD
•  Audience categories don’t necessarily
fit your need e.g. Industry categories
•  Many uncategorised members:
•  ...
WHAT IT TOOK TO SPEED UP
•  Manpower with focus
•  Structured editorial planning
•  A strategic framework & approach
Image...
KEY PRIORITIES & RELATED
LINKEDIN KPIS
Awareness: # of followers, # of posts
Brand & reputation: % engagement per
post
Emp...
CONTENT PLATFORM: LET’S TALK MEGATRENDS
Platform to:
•  Share knowledge & insights
with users
•  Set and reflect on agenda...
EXAMPLE OF REPURPOSING
Web front page
Lets talk
megatrends
LinkedIn
Response
magazine
Web project
USERS FIRST, COMPANY SECOND
Finding the sweet spot between customer pains and strategic
objectives
– but users first
Credi...
FROM THE LAB: DO SOME SOCIAL ON THIS
Image: geralt, Pixabay
ALSO FROM THE LAB: LACK OF CONTROL
•  Incorrect targeting
•  Poor use of teasers
•  Lack of image or image too small
•  Po...
THE BREAKTHROUGH
Results & momentum
Photo: schaerfsystem, Pixabay
STARTED FOCUSING DURING Q3 2014
21562	
25758	
41604	
48207	
54942	
62103	
0	
10000	
20000	
30000	
40000	
50000	
60000	
Q2	...
TRAFFIC DRIVER ADS = DOUBLE FOLLOWER GROWTH
AND IN MAY 2015…
TALENT BRAND INDEX - PEER BENCHMARK: 3 OF 10
TBI development:
Ranked 8th by end Q3 2014
Ranked 6th by end Q4 2014
Ranked 4...
AVG. NO. OF STATUS UPDATES PER WEEK
LinkedIn
recommendation:
•  At least 1 update per day
– averaging 20-30 per
month (sou...
OUR AVG. ENGAGEMENT RATE: CONSISTENTLY OVER 1%
•  “… the average LinkedIn engagement rate (is) 0.3-0.5%”. Source:
case stu...
?
Your experiences with:
- sales (support) on SoMe?
- stage-managing expert staff as thought leaders?
CONTENT MARKETING
What we’ve learned about LinkedIn stories
Image: sweetaholic, Pixabay
APPEAL TO PASSION
•  Personality
•  Enjoyment
•  Human touch
VISUAL WOW-EFFECT
•  Fascinating and inspiring projects
•  Wow-factor
•  Visuals
•  Nerdy factor
•  Professional interest
SHARE WHAT YOU KNOW
•  Share relevant knowledge
(giveaways) to position
Ramboll as a thought leader
•  Timeliness: utilise...
THOUGHT LEADERSHIP: LET’S TALK MEGATRENDS
EARNED MEDIA
•  Systematic
media monitoring
•  Earned media enhances
credibility
OUR NEXT TEST
•  Pilots: using social media for sales support through
•  building relationships
•  positioning as thought ...
TO SUM UP WHAT WORKED IN OUR LAB TESTS
Identify promising platform Sort out governance
Get focus, resources,
content
Users...
Peter Nissen
T: 51 61 69 23
@: petn@ramboll.com
dk.linkedin.com/in/peterebnissen
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Peter Nissen: Using LinkedIn for content marketing and thought leadership

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So it seems that most of the B2B buying process is over before customers reach out directly and that potential jobseekers get most of their info about companies online. How then can we as companies move onto their radar through clever use of the social media space?

At Ramboll, an engineering and management consultancy, we have used LinkedIn - and our Company Page in particular - as a powerful platform to test the reality behind buzzwords like content marketing, thought leadership and employer branding.

This presentation will cover how we took our first steps into LinkedIn territory and why we consolidated our Company Page presence, how we got going by dedicating resources, structuring planning of content and creating a strategic framework for our initiatives - and how interest really took off resulting in our number of followers more than doubling in less than three quarters and reaching 50,000. We are now building on this momentum to further develop social media initiatives in the company.

All of our efforts take place in a real-life “lab” so you will also hear the pragmatic, less glossy side of things: Learn how to spot and mould a good story for LinkedIn, how to line dance between staying serious and still providing upbeat, engaging content and about the necessity of the everyday struggle to keep a focus on credibility and relevance to the user, rather than taking to company-centricity.

If you are just starting out, you will get insight into strengths and limitations of LinkedIn as a platform and how to work with them.

Published in: Business
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Peter Nissen: Using LinkedIn for content marketing and thought leadership

  1. 1. J. BOYE – AARHUS 15 USING LINKEDIN FOR CONTENT MARKETING AND THOUGHT LEADERSHIP
  2. 2. ME Peter Nissen •  Web Manager at Ramboll •  Responsible for social media in the Ramboll Group •  Part of Corporate Communications •  Previously a consultant, analyst & facilitator at J. Boye
  3. 3. RAMBOLL IN BRIEF •  Independent engineering and design consultancy and provider of management consultancy •  Founded 1945 in Denmark •  13,000 experts •  Over 300 offices in 35 countries •  Significant presence in the Nordics, North America, the UK, Continental Europe, Middle East, Asia, Australia, South America and Sub-Saharan Africa •  EUR 1.1 billion revenue •  Owned by Ramboll Foundation •  Services across the markets: -  Buildings -  Transport -  Planning & Urban Design -  Environment & Health -  Water -  Energy -  Oil & Gas -  Management Consulting
  4. 4. 10 pieces of content are consumed before a purchasing decision is made 90 % of the buying process is over before customers reach out directly CHALLENGES IN A B2B CONTEXT Source: Forrester:”Buyer Behavior Helps B2B Marketers Guide the Buyer’s Journey,” October 2012 Source: Google:”Zero Moment of Truth Study”
  5. 5. OUR LINKEDIN COMPANY PAGE: 1ST STEPS - GOVERNANCE Image: ljvdbos0, Pixabay
  6. 6. WE WERE DOING NOTHING, YET SOMETHING WAS GOING ON Company Page Followers (approx. per 1 May 2013) Ramboll (corporate) 8,400 Ramboll Management Consulting 3,500 Ramboll Oil & Gas 3,400 Ramboll UK 1,800 Ramböll Sweden 1,400 Ramboll Finland 550 Ramboll Engineering Consultants (U.A.E.) 1,800 Ramboll IMISoft 300 Total 21,150
  7. 7. OPTIONS FOR A BETTER SET-UP Option 1: Affiliated companies Option 2: One Brand Ramboll ROGRMC Ramboll default RMC ROG Shared: Page Name + Home page
  8. 8. IT WAS A TIME OF MEMOS… Image: VinnyCiro, Pixabay
  9. 9. BIGGEST PAIN OF MERGING: LOSS OF FOLLOWERS Image: Alexa_Fotos, Pixabay
  10. 10. TARGET AUDIENCES WERE KEY TO SELECTING THE ONE BRAND SOLUTION
  11. 11. HOORAY: MERGER INTO ONE PAGE! JUNE 2014
  12. 12. THE BAD •  Audience categories don’t necessarily fit your need e.g. Industry categories •  Many uncategorised members: •  Geography: almost no uncategorised •  Industry: 8% •  Function: 25% •  Seniority: 50% THE GOOD •  Targeted updates get better engagement rates TARGET AUDIENCES – THE GOOD & THE BAD
  13. 13. WHAT IT TOOK TO SPEED UP •  Manpower with focus •  Structured editorial planning •  A strategic framework & approach Image: skeeze, Pixabay
  14. 14. KEY PRIORITIES & RELATED LINKEDIN KPIS Awareness: # of followers, # of posts Brand & reputation: % engagement per post Employer branding: Talent Brand Index compared to peers Thought leadership: # of click-throughs & downloads SOCIAL MEDIA FRAMEWORK TO GET CLOSER TO STAKEHOLDERS BY BRINGING OUR EXPERTISE & CULTURE INTO LIFE THROUGH RELEVANT, BALANCED AND ENGAGING CONTENT AT EYE-LEVEL WITH USERS
  15. 15. CONTENT PLATFORM: LET’S TALK MEGATRENDS Platform to: •  Share knowledge & insights with users •  Set and reflect on agendas •  Promote thought leadership expertise & experts •  Unique content & reuse Challenge: Plenty of megatrends – less talk
  16. 16. EXAMPLE OF REPURPOSING Web front page Lets talk megatrends LinkedIn Response magazine Web project
  17. 17. USERS FIRST, COMPANY SECOND Finding the sweet spot between customer pains and strategic objectives – but users first Credible, personal, professional Image: cattu, Pixabay
  18. 18. FROM THE LAB: DO SOME SOCIAL ON THIS Image: geralt, Pixabay
  19. 19. ALSO FROM THE LAB: LACK OF CONTROL •  Incorrect targeting •  Poor use of teasers •  Lack of image or image too small •  Posting individual jobs as company updates
  20. 20. THE BREAKTHROUGH Results & momentum Photo: schaerfsystem, Pixabay
  21. 21. STARTED FOCUSING DURING Q3 2014 21562 25758 41604 48207 54942 62103 0 10000 20000 30000 40000 50000 60000 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 No. of followers by end of Q
  22. 22. TRAFFIC DRIVER ADS = DOUBLE FOLLOWER GROWTH
  23. 23. AND IN MAY 2015…
  24. 24. TALENT BRAND INDEX - PEER BENCHMARK: 3 OF 10 TBI development: Ranked 8th by end Q3 2014 Ranked 6th by end Q4 2014 Ranked 4th by end Q1 2015 Ranked 4th by end Q2 2015 Ranked 3rd by end Q3 2015 0% 1 2 Ramboll 4 5 6 7 8 9 10 Talent Brand Index vs. peers
  25. 25. AVG. NO. OF STATUS UPDATES PER WEEK LinkedIn recommendation: •  At least 1 update per day – averaging 20-30 per month (source: LinkedIn Marketing Solutions blog 30 Aug 2014) 4,5 7,8 8,2 8 7,5 4 4,5 5 5,5 6 6,5 7 7,5 8 8,5 Q3 2014 Q4 2014 Q1 2015 Q2 2015 Q3 2015 Avg. no. of status updates per week
  26. 26. OUR AVG. ENGAGEMENT RATE: CONSISTENTLY OVER 1% •  “… the average LinkedIn engagement rate (is) 0.3-0.5%”. Source: case study from Aug 2014 on LinkedIn’s business site •  Our own scale:
  27. 27. ? Your experiences with: - sales (support) on SoMe? - stage-managing expert staff as thought leaders?
  28. 28. CONTENT MARKETING What we’ve learned about LinkedIn stories Image: sweetaholic, Pixabay
  29. 29. APPEAL TO PASSION •  Personality •  Enjoyment •  Human touch
  30. 30. VISUAL WOW-EFFECT •  Fascinating and inspiring projects •  Wow-factor •  Visuals •  Nerdy factor •  Professional interest
  31. 31. SHARE WHAT YOU KNOW •  Share relevant knowledge (giveaways) to position Ramboll as a thought leader •  Timeliness: utilise presence at high-profile conferences
  32. 32. THOUGHT LEADERSHIP: LET’S TALK MEGATRENDS
  33. 33. EARNED MEDIA •  Systematic media monitoring •  Earned media enhances credibility
  34. 34. OUR NEXT TEST •  Pilots: using social media for sales support through •  building relationships •  positioning as thought leaders Image: OpenClipartVectors, Pixabay
  35. 35. TO SUM UP WHAT WORKED IN OUR LAB TESTS Identify promising platform Sort out governance Get focus, resources, content Users first – keep fighting company- centricity Appeal to passion and tasks Challenge corporate language Measure Build on momentum – communicate success
  36. 36. Peter Nissen T: 51 61 69 23 @: petn@ramboll.com dk.linkedin.com/in/peterebnissen

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