Imagination at work
LEVERAGING LINKEDIN CONTENT TO TRANSFORM PAGES INTO PROFIT
Patricia Garofalo, Global Communications Leader
GE Water
Imagination at work
Imagination at work
Division of GE: GE Power & Corporate
10,000 employees in 70 locations
Focused on industrial and municipal water and wastewater treatment
Older customer base
GE WATER
© 2016 General Electric Company – All rights reserved
OUR STRATEGY
SALES
Tell Our Story
Industry Leadership
Lead Generation
OUR STRATEGY
Position as the authority
• Leaders
• Employees
• Company
Cultivate Relationships
• Sales Navigator
Amplify key topics
• Content strategy and campaigns
• LinkedIn Elevate
SALES
Tell Our Story
Industry Leadership Lead Generation
AMPLIFY KEY TOPICS
SUPPLEMENT CONTENT
Advertising
• Display
• Text
Sponsored Updates
• Company Page
• Dark posts (Direct
Sponsored Content) INTERACTIONS
VIEWS
FOLLOWERS
7 Global Communications
2/25/2016 GE Internal Use Only
CAMPAIGN- EXAMPLES
8 Global Communications
2/25/2016 GE Internal Use Only
CAMPAIGN- EXAMPLES
9 Global Communications
2/25/2016 GE Internal Use Only
CAMPAIGN- EXAMPLES
10 Global Communications
2/25/2016 GE Internal Use Only
Campaign- Examples
11 Global Communications
2/25/2016 GE Internal Use Only
CAMPAIGN- EXAMPLES
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LINKEDIN ELEVATE
• Curate content
– Headquarters content
– External content
• Share across networks
• Measure impact
LINKEDIN ELEVATE- EXAMPLES
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LINKEDIN ELEVATE- EXAMPLES
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LINKEDIN ELEVATE- EXAMPLES
POSITION AS THE AUTHORITY
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POSITIONING LEADERSHIP
QUESTIONS TO CONSIDER:
• What is the appetite for posting/writing?
• How do your key messages line up to expertise?
• Are the executive LI profiles up-to-date?
• Is there a new product/event/initiative?
• Is there existing content you can leverage?
• Where else can you amplify?
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LEADERSHIP- EXAMPLES
LEADERSHIP- EXAMPLES
LEADERSHIP- EXAMPLES
358 INTERACTIONS
25,173 VIEWS
INTERACTIONS
LEADERSHIP- EXAMPLES
VIEWS 354 47
INTERACTIONS VIEWS 549 113
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POSITIONING EMPLOYEES
BENEFITS FOR ENGAGING EMPLOYEES:
• Best advocates for our brand
• Share key messages
• Grow their network
• Grow our social platforms
• Long-term relationship with customers
• Helps with recruiting
POSITIONING EMPLOYEES
THINGS TO CONSIDER:
• Find socially active individuals
• Pilot with trusted employees
• Give them the freedom to post
• Training
• Guidelines or rules
• Educate leadership
• Leverage LinkedIn Groups
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EMPLOYEES- EXAMPLES
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EMPLOYEES- EXAMPLES
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COMPANY- EXAMPLES
27 Global Communications
2/25/2016 GE Internal Use Only
CULTIVATE RELATIONSHIPS
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SALES NAVIGATOR- EXAMPLES
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SALES NAVIGATOR- EXAMPLES
OUR STRATEGY
Position as the authority
• Leaders
• Employees
• Company
Cultivate Relationships
• Sales Navigator
Amplify key topics
• Content strategy and campaigns
• LinkedIn Elevate
SALES
Tell Our Story
Industry Leadership Lead Generation
THANK YOU