This document summarizes a presentation about aligning large organizations for social media and content marketing success. It discusses trends in top performing content marketers on LinkedIn, keys to success for large organizations, and Visa's path to success with their social media strategy. The presentation covers Visa's content strategy, approach, lessons learned, and future plans to continue improving their LinkedIn presence and engagement.

1. #LinkedInContent | @LinkedInMktg
Getting It Done: How large organizations align for social
media & content marketing success

2. #LinkedInContent | @LinkedInMktg
Speaker Details
Jonathan Young
LinkedIn
Content Marketing Lead, Financial Services
www.linkedin.com/in/jonathanyoung29
Twitter: @jonathanyoung29
Lucas Mast
Visa
Senior Director of Corporate Social Marketing
Twitter: @sneakrz

3. #LinkedInContent | @LinkedInMktg
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

4. #LinkedInContent | @LinkedInMktg
House Keeping
 Questions?
– WebEx: Send them in via the Q&A feature
– Twitter: Tweet them using #LinkedInContent
 Recorded?
– You bet. Distributed afterwards.

5. #LinkedInContent | @LinkedInMktg
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
Advertising API
Solutions

6. #LinkedInContent | @LinkedInMktg
The Trends Behind
The Top 10 Performing
Content Marketers on LinkedIn

7. #LinkedInContent | @LinkedInMktg
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

8. #LinkedInContent | @LinkedInMktg
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 Engagement
Members who engage with
your content
(for example, all C-Suite)
Like, share, comment, follow, click
Content Marketing Score
Unique Members Engaged
= =x Multiplier 126Active Target Audience

9. #LinkedInContent | @LinkedInMktg
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

10. #LinkedInContent | @LinkedInMktg
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.

11. #LinkedInContent | @LinkedInMktg
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

12. #LinkedInContent | @LinkedInMktg
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

13. #LinkedInContent | @LinkedInMktg
The Top 10 Performing Big Brands: Their Team
Factor Average #
Unique Admins 26
Admins Who Publish 9
Non-Employee Admins 9
Countries Represented 7

14. #LinkedInContent | @LinkedInMktg
The Top 10 Performing Big Brands: Their Department / Function

15. #LinkedInContent | @LinkedInMktg
The Top 10 Performing Big Brands: Their Seniority

16. #LinkedInContent | @LinkedInMktg
8 Keys To Success for Social
@
Large Organizations

17. #LinkedInContent | @LinkedInMktg
#1: Have A Documented Strategy
“Failure to plan, is planning to fail”

18. #LinkedInContent | @LinkedInMktg
#2: Success Is A Team Sport
Have Clearly Defined Roles & Responsibilities

19. #LinkedInContent | @LinkedInMktg
#3: Map Out The Process Step-By-Step
Include turn around times & names
Idea Draft of Post
Review from
PR
Review from
Legal
Approved
Added to
Content
Calendar
Scheduled in
SMM Tool
Published
Live
Promote &
Amplified
Community
Engagement
Measurement Win

20. #LinkedInContent | @LinkedInMktgPromoted Post
#4: Live by the Content Calendar
At least 2+ weeks ahead planned; map out tent-pole events
M T W T F S S
World
Cup
Launch
Event
Labor
Day

21. #LinkedInContent | @LinkedInMktg
#5: Make Your SMMS Technology Work For You
Harness Automatic Scheduling, Rule based Actions, Alerts

22. #LinkedInContent | @LinkedInMktg
#6: Adaptable Teams Wear Multiple Hats
Create a culture of continual learning; Rounded vs. Specialized

23. #LinkedInContent | @LinkedInMktg
#7: Distribution Driven Content Marketing Strategy
Proactively planning to ensure great content reaches great people

24. #LinkedInContent | @LinkedInMktg
#8: Measure Twice, Improve Continuously
Leverage Actionable Insights To Optimize Strategy and Quality
Plan
Create
Publish &
Distribute
Analyze

25. #LinkedInContent | @LinkedInMktg
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

26. Visa Confidential26
LinkedIn: Best
Practices, Lessons
Learned & Plans for the
Future
July 30, 2014
Lucas Mast, Senior Director,
Corporate Social Marketing

27. #LinkedInContent | @LinkedInMktg
Countdown to kickoff…
 Team overview
 Content strategy
 Our approach
 What we’ve learned
 What’s ahead

28. #LinkedInContent | @LinkedInMktg
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

29. #LinkedInContent | @LinkedInMktg
Creating a game plan
 Focusing on key narratives
 Identifying target audiences and
sponsoring content to reach
them
 Driving employee/executive
engagement
 Reaching prospective employees

30. #LinkedInContent | @LinkedInMktg
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

31. #LinkedInContent | @LinkedInMktg
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)

32. #LinkedInContent | @LinkedInMktg
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

33. #LinkedInContent | @LinkedInMktg
Using all our players

34. #LinkedInContent | @LinkedInMktg
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

35. #LinkedInContent | @LinkedInMktg
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

36. #LinkedInContent | @LinkedInMktg
A deep bench
 Corporate relations
 Employment branding
 Employee communications
 Product
 Executives
 Legal
 Local markets
 Research team
 Talent acquisition

37. #LinkedInContent | @LinkedInMktg
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

38. #LinkedInContent | @LinkedInMktg
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

39. #LinkedInContent | @LinkedInMktg
Developing star players

40. #LinkedInContent | @LinkedInMktg
Victories along the way
Organic engagement: 1.3%
222 new influencers added

41. #LinkedInContent | @LinkedInMktg
A few more wins
+900 clicks on the article
745 interactions, 1.2% engagement

42. #LinkedInContent | @LinkedInMktg
The Trophy

43. #LinkedInContent | @LinkedInMktg
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

44. #LinkedInContent | @LinkedInMktg
Thank you + questions
Lucas Mast
lmast@visa.com
http://www.linkedin.com/in/lucasmast/

45. ©2013 LinkedIn Corporation. All Rights Reserved.