Telstra jumps into new LinkedIn content marketing program

Australian telco giant claims LinkedIn's new Sponsored Updates on member feeds has already generated significant results

Telstra has been revealed as the first Australian brand to get on-board Sponsored Updates feeds on LinkedIn’s professional social networkiing site.

Telstra, along with global brands such as Adobe, Nissan and Xerox, have spent the past six months testing and target any segment of the social site’s 225 million members. Content can include text, videos and presentations.

According to LinkedIn, posts will be clearly marked ‘sponsored’ and appear among a user’s newsfeed. Members can like, share and comment on the content, as well as follow the company that generated it. According to Telstra general manager of digital marketing, Harry Lowes, Sponsored Updates enables the telco giant to share highly targeted content, and has already generated significant results.

“We accelerated the rate at which we attract new followers on LinkedIn by about 12 per cent,” he said. “We are now approaching 50,000 followers, making us the third most-followed company in Australia on LinkedIn.”

Sponsored posts will be displayed across desktops, tablets and smartphones and will be available to marketers both on a CPM and CPC basis via a bid-based auction. LinkedIn said companies can track post and campaign effectiveness through analytics to glean insights and fine-tune strategy in real time.

While users' homepages will not appear dramatically different, “you may occasionally see sponsored updates in your feed,” said Gyanda Sachdeva, who handles product management for the site, in a separate post.

Enterprise companies can use Sponsored Updates from today (24 July) and the offering will be rolled out to self-service customers by the end of the month. They form part of LinkedIn’s Marketing Solutions offering and will be available in 20 languages across 200 countries and territories.

“Content marketing is at the heart of LinkedIn’s Marketing Solutions strategy,” said LinkedIn director of marketing solutions for Australia and New Zealand, Matt Tindale. “Our goal is to develop a definitive professional publishing platform and create opportunities for marketers to drive business results by sharing relevant content with our members.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in