live webinar: the power of publishing on linkedin

The Power of Publishing

on LinkedIn

#LinkedInEDU

2

SPEAKERS

Ira AmilhussinSr. Marketing ManagerLinkedIn

Cameron UganecSr. Director, Growth Marketing & EducationHootsuite

#LinkedInEDU

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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

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Section 1

WHY HIGHER ED NEEDS CONTENT MARKETING

#LinkedInEDU

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Marketers must influence prospects early in the decision journey

Source: 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

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Data is collected throughout the educational journey

MARKETING ENGAGEMENTDEVELOPMENTADMISSIONS EDUCATION / FACULTY

IP / THOUGHT LEADERSHIP

CAREERSERVICES

PROSPECTS / APPLICANTS

QUALIFIEDINQUIRIES

APPLICATIONS TEACHING / TRANSCRIPTS

PUBLICATIONS /RESEARCH

PLACED HIRES

FUNDS RAISED

ALUMNIPARTICIPATION

STUDENTS ALUMNI

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RESEARCHSCHOOL

APPLY TOSCHOOL

DEVELOPPROFILE

BUILD NETWORK

CONNECT WITH ALUMNI

INTERNSHIP JOB

UPGRADESKILLS

DEVELOPCAREER

SUPPORTCAUSES

Every step of the student-professional journey is supported

PROSPECTS / APPLICANTS STUDENTS ALUMNI

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Section 2

Social Content for Higher Education

#LinkedInEDU

160B social network interactions/year

13M+users worldwide

800of the Fortune

1000

28Mmessages a week

28Bfans and followers

7.71M Followers

550K+Fans

150K Followers

1.1M Blog

views/month

675 in 59Ambassadors Countries

1.3m Influencer

Two secrets fromHootsuite’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 ReachOwned 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

=

= 46.5KTOTAL REACH

1.25MTOTAL 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

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

Revolutionizing the student journey

Awareness Student LifeRecruiting Alumni

Recruitment

Calling out jobs of new program graduates

attracting prospective students

Revolutionizing the student journey

Awareness Student LifeRecruiting Alumni

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

Revolutionizing the student journey

Awareness Student LifeRecruiting Alumni

Alumni

Demonstrating how Alumni are getting

involved in the community

Revolutionizing the student journey

Awareness Student LifeRecruiting Alumni

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 #PurdueDayOfGivin

g

1000 Mentions

20M Impressions

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

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#LinkedInEDU

Section 3 10 Best Practices for

Marketers

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#LinkedInEDU

Three key phases of content marketing

2 Manage and

Produce Content

3Distribute

and Optimize

1Build a Solid Foundation

43

#LinkedInEDU

2 Manage and

Produce Content

3Distribute

and Optimize

1Build a Solid Foundation

44

#1 Understand the needs of your audience

#LinkedInEDU

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Develop audience personas

#LinkedInEDU

INTERVIEWyour current customers and enrollment advisors

ANALYZEyour student databases

OBSERVEwhat is being discussed on social media

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#2 Document your content marketing plan

#LinkedInEDU

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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

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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

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Determine how you will measure success

Higher quality leads

METRICSCost per lead

Cost per enrollmentTime to close

Thought leadership

METRICSEngagementDownloads

Earned media valueSpeaker requests

#LinkedInEDU

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Define your strategy and tactics

Source: 2016 B2C Content Marketing Report, Content Marketing Institute

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#3 Audit existing content and enlist content creators

#LinkedInEDU

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You don’t have to go it alone

Faculty

Public Relations

Career Services

Freelance Writers

Agencies

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54

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#LinkedInEDU

2 Manage and

Produce Content

3Distribute

and Optimize

1Build a Solid Foundation

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#4 Build a healthy mix of relevant, helpful content

#LinkedInEDU

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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 8/2015Base: MBA and Masters Intenders (n=502)

#LinkedInEDU

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Higher Ed: Through the funnelPlan content that educates and inspiresalong with content that collects leadsUpper Funnel

Brand MessagingThought Leadership

Awareness(Ungated)

Discovery

Selection(Gate

d)

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 FunnelLead FocusedDirect Messaging #LinkedInEDU

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Offer professional developmentInspire your audience

#LinkedInEDU

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Share industry trendsHelp your audience plan for the future

#5 Make your mark with “Big Rock” content

#LinkedInEDU61

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One Big Rock can fuel an always-on content calendar

63

Repurpose content

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#6 Stay on track with an editorial calendar

#LinkedInEDU

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• 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

67

#LinkedInEDU

2 Manage and

Produce Content

3Distribute

and Optimize

1Build a Solid Foundation

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#7 Distribute your content with accuracy

and proper context

#LinkedInEDU

Sponsored Content delivers rich contentacross all devices via the LinkedIn feed

#LinkedInEDU69

LinkedIn Sponsored InMail  Send timely, convenient, and relevant private messages to

the people that matter most to your business

#LinkedInEDU70

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When is the best time to post?

Source: http://coschedule.com/blog/best-times-to-post-on-social-media/

User Provided

CompanyTitle

GeographyCompany Following Group Membership

SchoolGraduation Year Field of Study

Derived

Function Seniority

Company SizeCompany Industry

GenderAge

Geography (IP)

Leverage LinkedIn profile-based targeting

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 Delight them with an experience that will convertMake 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

#LinkedInEDU74

75

Today’s top leaders are social leaders

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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

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Invest in great imagesSkip the stock photos

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Invest in great imagesUse colorful charts and illustrations

#LinkedInEDU

Link share postIntroduction Text

Best practice of 150 characters max to avoid truncation on all devices.

Landing Page URLWill be counted toward the text limitation.

If longer than 23 characters, link is shortened with LinkedIn shortener

TitleBest Practice of 70 characters

max to avoid cut off

Description TextBest Practice of 100 characters max to

avoid cut off. Does not appear on mobile.

Thumbnail ImageAutomatically pulled from landing page. Can be manually uploaded. Use 1.91:1

ratio (1200x627px) image

Mobile Version

Intro

Image

Title

#LinkedInEDU81

Embedded image postIntroduction Text

Best practice of 150 characters max to avoid truncation on all devices.

Landing Page URLMUST be included in the introduction text and counts toward

that text limitation. If longer than 23 characters, link is shortened with LinkedIn shortener

ImageManually upload - 1.91:1 ratio (1200x627px) image

is recommended

Mobile Version

Intro

Image

URL

#LinkedInEDU82

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 TextBest practice of 150 characters max

to avoid truncation on all devices.

TitleBest Practice of 70 characters

max to avoid cut off

Description TextBest Practice of 100 characters max to

avoid cut off. Does not appear on mobile.

#LinkedInEDU83

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#10 Prove the value of your efforts and scale what works

#LinkedInEDU

Key metrics for content marketing

#LinkedInEDU85

Engagement Metrics• Shares• Likes• Comments• Click-throughs

Performance Metrics• Lead conversion• Cost per lead• Application conversion

CLIENT0

200

400

600

800

1,000

1,200

1,400

410

CM

S Sc

ore

Best in class influence

Weaker content influence

105of

Peers:

WHO: Audience = Decision Makers

HarvardDukeCornell UniversityStanfordColumbiaOxfordCambridgeNorthwesternUCLA

LinkedIn Content Marketing Score

Measuring Sponsored Content successMeasuring back-end conversions helps you interpret the value of your campaignTrack 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

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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 leadership 4

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