Challenge
As the media landscape changes, Amazon’s corporate communications team continues to look at new opportunities to tell the company’s story. Increasingly, that focus is shifting to social media platforms and, specifically, the accounts of business leaders. One of Amazon’s B2B comms teams was looking to improve performance of their executive’s LinkedIn content to drive further awareness and consideration of the company’s offerings.
The executive had spent years building a following but engagement was declining and falling below benchmarks for the industry. The team was looking to reverse this trend and ensure they were taking full advantage of this channel to advance their goals.
Approach
Rob McMurtrie conducted an assessment to understand the current social media strategies and how they aligned with the business goals. He reviewed corporate communications plans, interviewed the social media team, analyzed data collection practices and assessed the post development and publishing process against industry standards. Realizing that the team lacked key analysis tools, Rob built out the team’s content tracker to include dynamic tables and charts that provided deeper post performance insight including key factors like post time and date, post topic, type of visual asset, inclusion of links and more.
Industry
B2B Technology
Services
Communication Strategy
Social Media Assessment
Social Media Campaigns
Key Result
Doubled average engagement
on LinkedIn
Exceeded industry benchmarks
The assessment revealed several key areas where improvements could be made including increasing resourcing, improving strategic focus, aligning content sharing on LinkedIn with comms team goals, refining posting practices, and building data collection capabilities. The team also needed to better meet the demands of the LinkedIn algorithm.
Based on the assessment, Rob developed a 3-month plan to quickly implement needed changes and, upon approval, began making the adjustments.
Results
Within a week, engagement numbers began trending higher. Reactions, comments and reposts on every entry after Rob’s plan was implemented exceeded the prior average engagement figures. By the end of three months, average engagement had doubled and exceeded the industry average of 2.4%.
Deep post performance insight fueled changes that increased engagement.
In addition, content was also better aligned to the group’s business goals and Rob provided a roadmap for future measurement to gauge business impact from the program. The improvements to the team’s analysis tools also left them in a position to dynamically adapt to future changes in the LinkedIn algorithm.
About Amazon
Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire tablets, Fire TV, Amazon Echo, Alexa, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon.