Linkedin adp case_study_us_en

Linkedin adp case_study_us_en

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  Marketing Solutions ADPCase Study Surfacing thought leadership ADP is known to many through its long history of providing payroll solutions to organizations around the world. But ADP is increasingly viewed as a leading provider of Human Capital management services.ADP’s digital team was among the first to articulate this evolution by highlighting the company’s deep knowledge and expertise in human resources, employee benefits, talent management, business processing outsourcing, time management, and of course, payroll. “We wanted to drive genuine thought leadership beyond ‘oh yeah, that’s the payroll company,’” says ChelseaMarti, ADP’s Social Media Director. With minimal presence on social networks, the company focused first on expanding its online profile. “We saw a natural fit with LinkedIn, and the opportunity to drive value for ADP,” Marti adds. “We’re a business thatsells to other businesses,so the intersection for us and our audience is obviously LinkedIn.” Gathering content and enlisting third- party voices A year ago, ADP had a LinkedIn Company Page, but the page had scant content and was updated infrequently. ADP also discovered that there were several other Company Pages for various ADP business units and regions,butthere was no concerted effort to connect the pages and post consistentcontent. Challenge  Raise the profile of the ADP brand  Highlight company expertise beyond payroll and benefits administration  Increase engagement and viral reach Solution  LinkedIn Company Page  Targeted Status Updates Why LinkedIn?  B2B focus and audience  Social tools promote content sharing  Customization of Company Pages helps build brand image Results  In one year,ADP CompanyPage followers double to 85,000  CompanyPage impressions increasefrom 300/month to 1.3 million/month  Non-employee followers of ADP LinkedIn Company Page are now 70 percent of audience  LinkedIn is the number-one social reference back toADP.com ADP Case Study Highlighting thought leadership with LinkedIn Company Pages
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  ADP’s firststep wasto gain control of the various pages,and conductsome much-needed maintenance ofthe corporate ADP CompanyPage.“We added new images thatdid a better job of showcasing whatADP stands for,and significantlybolstered the Products and Services tab – a critical area for followers to learn more aboutwhat we offer,” says Marti. ADP Company Page on LinkedIn Next step: Gathering interesting content from existing company sources. “We connected with our PR and research teams to assess what was readily available,” Marti explains. “For instance, we discovered case studies, videos, research and news that we could begin posting to the Company Page.” Marti also found content from related industry blogs, such as the one for the Society for Human Resources Management, to round out her content sources. A turning point for social media at ADP occurred in June of 2012, when ADP Research Institute SM was launched to highlight the unique expertise and insights within ADP’s walls. Leveraging the content created by the ADP Research Institute SM , ADP began posting TargetedStatus Updates to well-defined groups offollowers.These updates putrelevant content in front of relevant audiences – a tremendous benefit, as ADP’s clientsetranges from small businesses to global, multinational corporations. “The content on our LinkedIn Company page is shared frequently by our followers, and their own connections are increasingly sharing and reading our updates. It’s exactly thekind ofengagement and viral reachwe envisioned for ADP – instead ofan inside-out, ‘let’s shout it from the mountain top’ approach, we’re creating genuineand authentic conversations with the audiences that matter.” Chelsea Marti Social Media Director ADP Engagement and viral reach rise dramatically One year after the ADP CompanyPage relaunch,followers have more than doubled – from 40,000 to 85,000.The makeup ofADP’s follower audience has also changed significantly,Marti explains:“When we initiallyrelaunched the page,70 percentof our followers were ADP employees.A year later, 70 percent of our followers are actuallynon- employees. We nearlyflipped the ratio in less than a year.” Engagement metrics also show thatthe ADP Company Page is extending its reach beyond just followers and employees. In September 2012, the page featured 37 updates. Fifty-eight percent of likes came from non-followers of the ADP Company page, and 74 percent of clicks came from non- followers. In addition, LinkedIn has become the number-one social reference back to the ADP.com website. “The content on our LinkedIn Companypage is shared frequently by our followers,and their own connections are increasinglysharing and reading our updates,” says Marti. “It’s exactly the kind of engagementand viral reach we envisioned for ADP – instead of an inside-out,‘let’s shoutit from the mountain top’ approach,we’re creating genuine and authentic conversations with the audiences thatmatter. And now the stage is setfor us to share the unique data- driven insights ADP subjectmatter experts at the ADP Research Institute SM will be providing regularly.” Copyright © 2013 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-136-G 0313 Visit marketing.linkedin.com to learn how other marketers have successfullymettheir marketing objectives.