Webinar: Dell's Secret to Successful Sponsored Updates
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Wondering how industry leaders like Dell create content that turns prospects into customers? Ready to boost your Sponsored Updates ROI by publishing highly engaging content? Join us as Dell's Content Marketing expert Adam Price discusses: - What resources you need to build the Dream Content Marketing Team - Best practices for creating content that truly engages customers and prospects - Audience Targeting Tips & Tricks to Reach the right people Check out this webinar to learn how you can use Sponsored Updates to build meaningful relationships with your prospects and customers
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Webinar: Dell's Secret to Successful Sponsored Updates
- 1. Selin Tyler (@selingt) Senior Product Marketing Manager, LinkedIn Adam Price Social Media Program Manager, Dell Webinar: Dell’s Secret to Successful Sponsored Updates
- 2. Questions? Send them via Webex Q&A Features Recorded? Of course! Before we get started… Shout outs? Tweet them via #LinkedInContent Feedback? Survey will be available at the end of the Webinar
- 3. Introductions Most Engaging Sponsored Updates of 2015 Agenda Q&A Session with Adam Price Q&A Top Trending Topics on LinkedIn
- 4. 4 Q&A Session with Adam Price • What are your marketing objectives? • How does Sponsored Updates fit into your marketing objectives? • How do you choose what content to sponsor on LinkedIn? • How do you choose your target audience on LinkedIn? • What does your content marketing team look like? • Can you share some of Dell’s Content Marketing best practices with our audience? • What is the next big marketing objective are you tackling at Dell?
- 5. Top Sponsored Updates Q1 2015
- 6. Top sponsored updates for North America were targeted to US/Canada, served at least 25,000 impressions, and are ranked by engagement rate. Engagement rate includes clicks + social actions. Methodology 6
- 7. Top Sponsored Updates from All Categories 7
- 8. Parts of a Sponsored Update 8
- 9. Top Updates- Q1 2015 What makes it engaging? A large compelling image draws attention in the news feed Keeping up with industry trends is a top reason professionals seek content on LinkedIn 9
- 10. Top Updates- Q1 2015 What makes it engaging? Thought leadership A compelling and concise headline and title Relevancy: career advice is always a trending topic on LinkedIn 10
- 11. Top Updates- Q1 2015 What makes it engaging? Offers advice to make professionals more successful- right in line with LinkedIn’s mission Eliminates the intro copy to maximize mobile clicks 11
- 12. Technology 12
- 13. Top Tech Updates- Q1 2015 What makes it engaging? Relevancy: big data is a trending topic on LinkedIn. The post addresses this from a specific angle and targets a relevant audience A clear title and clear call to action set expectations with prospective readers 13
- 14. Top Tech Updates- Q1 2015 What makes it engaging? Addresses the hot topic of leadership skill Engages readers with a question Uses a compelling image to add context to the post 14
- 15. Top Tech Updates- Q1 2015 What makes it engaging? Engages its audience in a trending topic Mentions a well-known research brand to earn trust Uses a large-format image to make the post visually engaging 15
- 16. Top Tech Updates- Q1 2015 What makes it engaging? This post doesn’t just aim to recruit, it uses a third party news source to strengthen the company’s recruitment brand 16
- 17. Top Tech Updates- Q1 2015 What makes it engaging? Eliminating the intro copy allows the image and title to stand out and draw in quick engagement in a scrolling news feed First-person language in the article adds a conversational tone Addresses a key concern amongst the target audience 17
- 19. Decoding Dell’s Success Why would my audience read this? Thought leadership content – with a recognizable thought leader call out Starts with a question to the target audience - grabs their attention Hooks the reader by explaining what’s in it for them Calls out ‘4 ways’ – makes it snack-able, highly engaging format 19
- 20. Decoding Dell’s Success Tap into the conversations What makes it engaging? Sponsoring based on a popular LinkedIn Group discussion Attention grabbing image that matches to the content 20
- 21. Decoding Dell’s Success Leverage Direct Sponsored Content What makes it engaging? Personalized to the target audience Concise – under 140 characters 21
- 22. Top Trending Topics on LinkedIn 22
- 24. C-Suite Q1 2015
- 25. IT Decision Makers Q1 2015
- 26. ©2014 LinkedIn Corporation. All Rights Reserved. Questions?
Editor's Notes
- Hello everyone – thank you for joining us. I am so excited to kick off our live chat with Dell’s Adam Price. Dell has been one of our most active and successful sponsored updates customers. Adam is a social media program manager at Dell. I am looking forward to our chat with Adam about how they think about content marketing at Dell At the end, we will have some time to also go through most successful sponsored updates in Q1, and what are trending topics in tech industry.
- My name is Selin – I work in Product marketing focusing on Sponsored Updates. Our guest Adam is a Social Media Program Manager at Dell and has been working with sponsored updates for quite some time now
- let’s dive right in. Adam, thank you so much for joining us today. We are very excited to have you. Let’s start with our first question
- Next, we will walk you guys through some of the most successful sponsored updates overall and in tech industry that were published last quarter
- We will be focusing on content that was targeted to north america and look at content that had at least 25 thousand impressions and had the highest engagement rate (that includes clicks and social actions such as likes and shares)
- I want to pause and give you a map of a sponsored update so that we are on the same page about terminology I will be using I will refer to the top part as intro, The headline which is a conversation with yahoo ceo here is a title and the bulk of the text here, I will refer to as description
- The first example we will review is from Hay Group. They are a management consulting firm focusing on organizational strategy Let’s look at what makes this content engaging – first of all the large compelling image. I highly recommend taking advantage of large image upload functionality for updates. We see great engagement with large images And this update, has exclusive and unique content on industry trends – industry trends are something that we always see great engagement with – especially if they are unique to the company publishing them
- Next example is from Athena Health – they are a cloud based healthcare technology solution for EHR / revenue management etc. Again, they picked a great topic – career advice that is largely relevant and engaging on our platform: thought leadership pieces gets a lot of engagement They also really make the content pop with a concise and compelling introduction and title – There is a great click-tease also in the description – it starts getting the reader hooked but does not reveal too much and cuts off with a dot dot dot
- American Express is yet another one of our Sponsored Updates marketers who gets it right time after time. They are usually on our top updates list every quarter! I would watch what they are doing. We are seeing a common theme here – content that offers advice on how to be more successful gets high engagement – that’s what people come to linkedin to do One thing to note here is how american express eliminates the intro – keeping the intro short or eliminating it all together can really boost your clicks to your website – but make sure your headline is really punchy and accurate if you are looking to eliminate the intro copy 5 things… types of lists also perform really well – the reader knows that it is short and snackable content
- Now let’s dive into tech industry marketers: starting with Hortonworks. They are an open source hadoop development and distribution platform And I want to show here that topics that are really relevant to the target audience works very well – you don’t always have to write thought leadership content to engage members on linkedin Big data is a trending topic on linkedin – bringing a unique perspective on a trendling topic works well for their target audience Title and description are super clear with a call to action that sets reader’s expectations: download the white paper now
- NetApp is a storage and data management company Starting the introduction text with an engaging/thought provoking question such as are introverts too quiet to be effective leaders is a great way to grab the reader’s attention A very recognizable myers briggs image clearly signals what the reader is about to learn – we see that an image that conveys the gist of the article boosts the performance of the content And again, leadership is a highly engaging topic on linkedin Based on my experience with many advertisers, I recommend, even if you are a lead gen marketer, think upper funnel content about industry trends, leadership that will create that brand awareness first. Boosting brand awareness will help you with your conversion metrics down the line
- Intel IT Center is also one of our most successful marketers quarter after quarter. I would highly encourage you to listen to the recording of the webinar we did with them back in december for more insights First of all, internet of things is a popular topic in tech – intel is capitalizing on this topic The image again is attention grabbing but also matches the topic – top of the hype cycle And calling out another well known research brand immediately builds credibility The intro calls out the value proposition right away - clear introductions stating what the reader will get themselves into by clicking boosts click through rate
- This next one from Salesforce is a really interesting and unique one – this content is not about recruiting but really using content to strengthen Salesforce’s recruitment brand. It’s an interesting take on branding And of course since career advancement is a big topic on linkedin, this performed very well You will start to see some emerging trends that this update captures – starting with an engaging question, keeping the description concise but not giving away too much to encourage the reader to click through And also Using another reputable brand in the industry to establish brand credibility
- And last example in tech is from Smart Recruiters – Again eliminating the introduction draws the attention to the title and it is a very engaging title – short but to the point- stop hiring the disengaged They are using first person language that adds to the conversational tone – which ties to tapping into the conversations on Linkedin. Sparking a conversation is a great way to create engagement with your target audience
- Next we will do a deep dive into successful examples from Dell
- First one that I want to highlight is a thought leadership piece with a clear call out to a recognizable leader in the industry This update Starts with a question that grabs the target audience’s attention – from the first sentence the value proposition to the reader is clear 4 ways – short snackable lists that have unique industry insights is one of the best ways to boost brand awareness and establish your company as a thought leader
- This content is very interesting – Dell was able to capitalize on a popular linkedin group discussion. As Adam mentioned earlier, seeing what people are talking about on LinkedIn will give you great indication on what your target audience wants to read And again large attention grabbing image that matches the content – heartbleed and passwords – visually lets the reader know what they will read about without reading a word – this is an effective way to engage your target audience
- Last content example here is to show the power of Direct Sponsored Content: ability to publish content directly in the feed without publshing it on the company page What does this allow you to do? Test different variations and see which one performs better Personalize to each target audience – as you see here dell was able to personalize the title of the content which allowed them to boost the performance of their content greatly. And one of our best practices that we touched on earlier – keeping the introduction under 140 characters is a best practice. Don’t make your reader fish for the value proposition of your content There are always exceptions but in general concise tends to perform better
- Next we will talk about what is trending on linkedin
- Starting with all audiences: the top topics are Recruiting Social media marketing Self esteem Employee engagement All topics we’ve seen covered in our best performing content. You will get a copy of this deck so in the interest of time, I will not go through them one by one
- Next is looking at what is top of mind for C-suite. As you see here top topics are still fairly similar. But as you go down the list you see reputation, venture capital as some of the topics we did not see in the previous list Also looks like c-suite had taxes on their mind last quarter. It is always nice to balance evergreen content with timely pieces to engage your target audience
- Now when we look at IT decision makers – we see some unique topics coming up here Business intelligence, cloud computing, temporary placement, scalability, soa (service oriented architecture), big data are top of mind for it decision makers
- That’s all we had for today – it looks like we have some time for questions. Adam let’s take a few questions from webex. I see some career related questions actually. Interesting… Here’s one How did you get started in Social media? What do you like about your job? What are the biggest challenges in your job? How will you use social media in the future?