Live Webinar: The Power of Publishing on LinkedIn

Live Webinar: The Power of Publishing on LinkedIn
The Power of Publishing on LinkedIn #LinkedInEDU
2 SPEAKERS Ira Amilhussin Sr. Marketing Manager LinkedIn Cameron Uganec Sr. Director, Growth Marketing & Education Hootsuite #LinkedInEDU
3 AGENDA SECTION 1 Why Higher Ed Needs Content Marketing SECTION 2 Social Content for Higher Education SECTION 3 10 Best Practices for Sophisticated Education Marketers SECTION 4 Q&A #LinkedInEDU
4 Sectio n 1 WHY HIGHER ED NEEDS CONTENT MARKETING #LinkedInEDU
Marketers must influence prospects early in the decision journey 5Source: Connecting with Today’s Prospective Student, LinkedIn – 8/2015 develop their short list before reaching out to a school representative 72% make the prospects’ short list ONLY 3 SCHOOLS end up enrolling at a school from their short list 93% #LinkedInEDU
6Source: Connecting with Today’s Prospective Student, LinkedIn – 8/2015 of students use social media when deciding where to enroll 75% An effective content marketing strategy is key Professional networks are 3x more influential than personal social networks 3x #LinkedInEDU
7 Data is collected throughout the educational journey MARKETING ENGAGEMENTDEVELOPMENTADMISSIONS EDUCATION / FACULTY IP / THOUGHT LEADERSHIP CAREER SERVICES PROSPECTS / APPLICANTS QUALIFIED INQUIRIES APPLICATIONS TEACHING / TRANSCRIPTS PUBLICATIONS / RESEARCH PLACED HIRES FUNDS RAISED ALUMNI PARTICIPATION STUDENTS ALUMNI
8 RESEARCH SCHOOL APPLY TO SCHOOL DEVELOP PROFILE BUILD NETWORK CONNECT WITH ALUMNI INTERNSHIP JOB UPGRADE SKILLS DEVELOP CAREER SUPPORT CAUSES Every step of the student-professional journey is supported PROSPECTS / APPLICANTS STUDENTS ALUMNI
9 Sectio n 2 Social Content for Higher Education #LinkedInEDU
social network interactions/year 13M+users worldwide 800of the Fortune 1000 28M messages a week 28B fans and followers
7.71MFollowers 550K+Fans 150KFollowers 1.1MBlog views/month 675 in 59 Ambassadors Countries 1.3mInfluencer
Two secrets from Hootsuite’s playbook #LinkedInEDU
One: Content is King/Queen #LinkedInEDU
Traditional marketing talks at people. Content marketing talks with them. #LinkedInEDU
Game of Social
Results: Game of Social ● 2.4M+ views ● 65,000+ social shares ● Cost: $15K ● Drove millions in awareness and pipeline #LinkedInEDU
#LinkedInEDU Be the show, not the commercial
Be part of the conversation, don’t interrupt it #LinkedInEDU
Two: Your community is your Secret Weapon #LinkedInEDU
Employee advocacy enables organizations to leverage their employees in promoting the company’s message. #LinkedInEDU
#LinkedInEDU “Advocate content and interactions are more valuable; buyers see them as authentic validation, not paid promotion.” - Forrester, September 2015
Amplifying Reach Owned Channels Employee Advocates Facebook Fans Twitter Followers Linkedin Followers Employees 200 Average Facebook Friends 61 Average Twitter Followers 240 Average Linkedin Connections 24.5K 12K 10K 2,500 Content Team = = 46.5K TOTAL REACH 1.25M TOTAL REACH X + +
700x increase in content engagement if employee sends message vs brand Advocacy Drives ROI
“Fish where the fish are biting” -Granddads everywhere
Revolutionizing the student journey Awareness Student LifeRecruiting Alumni
Awareness Public awareness of the University’s work, programs and research Connect with new and broader audiences Attract new students and top talent
Recruitment Calling out jobs of new program graduates attracting prospective students
Student Life Georgia State saw a 216% increase in campaign engagement and a 9.4% increase in homecoming football game attendance from 2014 to 2015 through utilizing #GSUnited to share user generated content amplified through departments and student influencers
Alumni Demonstrating how Alumni are getting involved in the community
Purdue Day of Giving How social media helped Purdue University raise $13M in one day
Awareness Purdue expanded awareness of campaign to younger broader audience using: #IGave #PurdueDayOfGiving 1000Mentions 20MImpressions
Student Life Campaign involved: ● student challenge with 100 students raising funds for their own program ● video sharing contest ● Events to promote hourly challenges
Student Life Campaign involved: ● Sharing user generated content ● Thanking donors
Alumni Engagement Drew Brees, Purdue alumnus and NFL quarterback, tweeted about the Purdue Day of Giving 2Mincreased impressions
41 #LinkedInEDU Sectio n 3 10 Best Practices for Marketers
42 #LinkedInEDU Three key phases of content marketing 2 Manage and Produce Content 3 Distribute and Optimize 1 Build a Solid Foundation
43 #LinkedInEDU 2 Manage and Produce Content 3 Distribute and Optimize 1 Build a Solid Foundation
44 #1 Understand the needs of your audience #LinkedInEDU
45 Develop audience personas #LinkedInEDU  INTERVIEW your current customers and enrollment advisors  ANALYZE your student databases  OBSERVE what is being discussed on social media
#2 Document your content marketing plan #LinkedInEDU 46
47 Why you need to document your strategy 58% of the most effective B2C marketers have a documented strategy Source: 2016 B2C Content Marketing Report, Content Marketing Institute
48 Start with what you want to achieve Raise brand awareness Drive higher quality leads Establish your school as a thought leader Foster community among students and alumni #LinkedInEDU
49 Determine how you will measure success Higher quality leads METRICS Cost per lead Cost per enrollment Time to close Thought leadership METRICS Engagement Downloads Earned media value Speaker requests #LinkedInEDU
50 Define your strategy and tactics Source: 2016 B2C Content Marketing Report, Content Marketing Institute
51 #3 Audit existing content and enlist content creators #LinkedInEDU
52 You don’t have to go it alone Faculty Public Relations Career Services Freelance Writers Agencies
53
54
#4 Build a healthy mix of relevant, helpful content #LinkedInEDU 56
57 Decide what content to produce Top types of information sought by intenders in each stage of the higher education decision-making process: AWARENESS DISCOVERY SELECTION Career Advice Information on courses and degree programs Expert commentary and reviews Staff and lecturer profiles Alumni profiles/achievements Institution rankings Education and industry news Source: Connecting with Today’s Prospective Student, LinkedIn 8/2015 Base: MBA and Masters Intenders (n=502) #LinkedInEDU
58 Higher Ed: Through the funnel Plan content that educates and inspires along with content that collects leadsUpper Funnel Brand Messaging Thought Leadership Registration, Download Information, Meet with an Enrollment Counselor Rankings, News, Career Advice, Courses/Degrees Program Value, Student Testimonials, Blog Content Faculty Profiles, Webinars, On-Campus Events, Alumni Testimonials Bottom Funnel Lead Focused Direct Messaging #LinkedInEDU
Offer professional development Inspire your audience 59 #LinkedInEDU
60 Share industry trends Help your audience plan for the future
#5 Make your mark with “Big Rock” content #LinkedInEDU 61
62 One Big Rock can fuel an always-on content calendar
63 Repurpose content
64 #6 Stay on track with an editorial calendar #LinkedInEDU
65 • Plan your content resources • Provide visibility for internal teams • Prevent a lapse in conversation with your audience • Measure trends in engagement and performance Why build a content calendar?
66 Sample calendar
68 #7 Distribute your content with accuracy and proper context #LinkedInEDU
Sponsored Content delivers rich content across all devices via the LinkedIn feed #LinkedInEDU 69
LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to the people that matter most to your business #LinkedInEDU 70
71 When is the best time to post? Source: http://coschedule.com/blog/best-times-to-post-on-social-media/
User Provided Company Title Geography Company Following Group Membership School Graduation Year Field of Study Derived Function Seniority Company Size Company Industry Gender Age Geography (IP) Leverage LinkedIn profile-based targeting 72
Delight them with an experience that will convert 73 Make sure landing pages are optimized 1. Feature more on your page than just a lead form 2. Have a prominent call to action 3. Keep forms short 4. Always be mobile optimized #LinkedInEDU
#8 Enlist university leaders to be the face of your school #LinkedInEDU 74
75 Today’s top leaders are social leaders
76 5 benefits for universities with social leaders Efficiently connect with the people that matter Show that your institution is innovative Offer an authentic, human face to your institution Be a voice of your industry and build thought leadership Build relationships with key stakeholders 1 2 3 4 5
77 lnkd.in/EDUexecplaybook
#9 Go visual! 78 #LinkedInEDU
79 Invest in great images Skip the stock photos
80 Invest in great images Use colorful charts and illustrations #LinkedInEDU
Link share post Introduction Text Best practice of 150 characters max to avoid truncation on all devices. Landing Page URL Will be counted toward the text limitation. If longer than 23 characters, link is shortened with LinkedIn shortener Title Best Practice of 70 characters max to avoid cut off Description Text Best Practice of 100 characters max to avoid cut off. Does not appear on mobile. Thumbnail Image Automatically pulled from landing page. Can be manually uploaded. Use 1.91:1 ratio (1200x627px) image Mobile Version Intro Image Title #LinkedInEDU 81
Embedded image post Introduction Text Best practice of 150 characters max to avoid truncation on all devices. Landing Page URL MUST be included in the introduction text and counts toward that text limitation. If longer than 23 characters, link is shortened with LinkedIn shortener Image Manually upload - 1.91:1 ratio (1200x627px) image is recommended Mobile Version Intro Image URL #LinkedInEDU 82
Video post • YouTube, Vimeo, and SlideShare play on site in player • No length requirements • 60 Sec video or less recommended for performance • Another landing page link may be included in the intro text • Video is auto expanded in the feed Introduction Text Best practice of 150 characters max to avoid truncation on all devices. Title Best Practice of 70 characters max to avoid cut off Description Text Best Practice of 100 characters max to avoid cut off. Does not appear on mobile. #LinkedInEDU 83
84 #10 Prove the value of your efforts and scale what works #LinkedInEDU
Key metrics for content marketing #LinkedInEDU 85 Engagement Metrics • Shares • Likes • Comments • Click-throughs Performance Metrics • Lead conversion • Cost per lead • Application conversion 410 0 200 400 600 800 1,000 1,200 1,400 CLIENT CMSScore Best in class influence Weaker content influence 105 of Peers: WHO: Audience = Decision Makers Harvard Duke Cornell University Stanford Columbia Oxford Cambridge Northwestern UCLA LinkedIn Content Marketing Score
Measuring Sponsored Content success Measuring back-end conversions helps you interpret the value of your campaign Track clicks in your analytics system through a unique URL EXAMPLE URL builder instructions: 1.Use Google’s URL builder to generate unique URLs for each individual Sponsored Update 2.These unique URLs can be tracked using Google Analytics 3.Enter ‘LinkedIn’ as the Campaign Source 4.Enter ‘Sponsored Updates’ as the Campaign Medium 5.Enter the name of your Sponsored Updates campaign as the Campaign Name 6.Decide on one identifying term for each variation of Sponsored Updates and enter this as the Campaign Content* Note: The identifying terms for Campaign Content should be consistent across all Campaigns 86
87 Build a solid foundation – audience research, documented strategy, content council1 Create a healthy mix of relevant content, including a “Big Rock”2 Use an editorial calendar3 Leverage LinkedIn to distribute with accuracy and establish thought leadership4 Follow design best practices to maximize your content5 5 key things to remember
©2014 LinkedIn Corporation. All Rights Reserved. Questions? #LinkedInEDU
©2014 LinkedIn Corporation. All Rights Reserved. Thank you #LinkedInEDU

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Live Webinar: The Power of Publishing on LinkedIn