Salesforce.com Case Study
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Case Study about Salesforce.com on LinkedIn: Increasing follower engagement with Targeted Status Updates Visit marketing.linkedin.com for more success stories.
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Salesforce.com Case Study
- 1. Marketing Solutions Salesforce.com Case Study Increasing follower engagement with LinkedIn Targeted Status Updates “ We love the fact that LinkedIn’s Targeted Status Updates let us focus our messages at a regional/ Challenge industry level so that we can delight audiences • Engage followers and drive event attendance with relevant content.” • Avoid message oversaturation • Reach regional audiences with localized content Jennifer Burnham Director of Content and Social Strategy, salesforce.com Solution • LinkedIn Targeted Status Updates • Narrow distribution of updates based on location and industry Delivering messages without oversaturating • Empower local teams to create relevant content the channel • Increase frequency of updates to build buzz Salesforce.com, the enterprise cloud computing company, has built a solid reputation for the quality of its events, Why LinkedIn? including Cloudforce, which is staged in about a dozen • Precise targeting helps reach desired audience cities worldwide every year. • Relevant updates drive higher engagement and stronger brand loyalty “Our objective is to drive an audience to attend – not just • Easy administration encourages user adoption in person, but also online, because we broadcast these • Real-time results tracking helps marketers refine events online,” explains Jennifer Burnham, director of strategy content and social strategy for salesforce.com. In addition to using its social networks to publicize Cloudforce, salesforce.com uses LinkedIn to spread the word about Results company news and updates: “Our followers want to hear • 30% increase in engagement by followers more about the salesforce.com culture, our leadership, • 30% increase in amplification (sharing) of messages and social enterprise trends.” • Local social teams can customize messages for greater relevancy The challenge for salesforce.com’s social strategy team is • Ability to increase frequency creates more pushing out content and updates to followers without opportunities for engagement wearing out its welcome – especially for news aimed at a regional audience or a specific demographic.
- 2. “If we blast news out to the same audience over and over, we "We love the fact that LinkedIn’s Targeted Status Updates let may oversaturate our followers with information,” Burnham us focus our messages at a regional/industry level so that we says. “We don’t want to use social media as a bullhorn. We do can delight audiences with relevant content," Burnham says. like to go big when promoting our events, especially when we “We can also target followers who are not employees, so we have incredible speakers to talk about, but the news may not can reach beyond our core follower base.” be relevant to all audiences.” Burnham points out that she and her content team ensure that even when Targeted Status Updates are aimed at a LinkedIn Targeted Status Updates reach focused highly specific audience, they’re still reaching a large number audiences of followers. “We want to go somewhat broad, because you never know who’ll be interested in a given topic – if an When Burnham and her team learned about LinkedIn update reaches too narrow an audience, we won’t get the Targeted Status Updates, a new feature that delivers relevant engagement we need,” Burnham says. “However, for newer content to a more targeted group of LinkedIn followers, they markets, we may start small – Targeted Status Updates will knew it would solve their social content challenge. Targeted have a lot of value for these segments.” Status Updates allow organizations with LinkedIn Company Pages to deliver status updates to well-defined groups of followers, which can help increase engagement and improve brand loyalty. Marketers can target followers based on company size, industry, function, and geography, among other parameters. “We learned about Targeted Status Updates just as we were getting ready to promote our Cloudforce London event,” Burnham says. “We realized we could target a geographic area and create more frequent and tailored updates, mentioning local speakers and venues.” Burnham worked with her UK social team to create a series of status updates about Cloudforce London, including news about speakers and sessions. Because content in these updates is more precisely matched to followers, salesforce.com can deliver updates more often and drive more engagement. “We felt comfortable talking more Audiences for Targeted Status Updates can be chosen frequently to a targeted audience,” Burnham says. “We by company size, industry, and geography would not have posted as often as we did about Cloudforce London if we had not been able to use targeting.” As salesforce.com is a global company, Targeted Status Updates also allow Burnham’s team to give control of content to regional social media managers, who can customize salesforce.com Work and play have both changed: Customers expect businesses to be social; employees updates based on what they know about their specific expect their employers to have social at their core. How audiences. “The London team crafted the posts, so they were social can your enterprise become? Join us at Cloudforce able to use language that they knew would appeal to local London on May 22 to find out: http://bit.ly/yyEi74 followers,” Burnham explains. “We’re ramping up our Like (26) • Comment • Share (38) strategy for upcoming Cloudforce events in other regions, and we see a real opportunity in allowing regions to create their own posts, instead of always driving content from HQ.” Salesforce.com’s Targeted Status Updates promote the Cloudforce London event Visit marketing.linkedin.com to learn how other marketers have successfully met their marketing objectives. Increased engagement and amplification After posting Targeted Status Updates about Cloudforce London during a five-week period, salesforce.com experienced a 30% increase in the rate of engagement by its followers, which includes activities such as clickthroughs and likes. In addition, salesforce.com showed a 30% increase in the amplification rate of its Targeted Status Updates, which indicates how often followers have shared the updates. Copyright © 2012 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail are registered trademarks of LinkedIn Corporation in the United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved. 10-LCS-078-G 0612