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

12

LINKEDIN ELEVATE

• Curate content

– Headquarters content

– External content

• Share across networks

• Measure impact

LINKEDIN ELEVATE- EXAMPLES

14

LINKEDIN ELEVATE- EXAMPLES

15

LINKEDIN ELEVATE- EXAMPLES

POSITION AS THE AUTHORITY

17

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

25

EMPLOYEES- EXAMPLES

26

COMPANY- EXAMPLES

27 Global Communications

2/25/2016 GE Internal Use Only

CULTIVATE RELATIONSHIPS

28

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