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

Designing for a cashless society

More movement has been made toward a cashless society recently, and already we are starting to see enormous implications across our society.

Katja Forbes

Founder and chief, sfyte

Setting advertising objectives for financial performance

I’ll often be talking to clients and at some point say, ‘the most important thing is justifying price’. Then moments later, ‘the most important thing is increasing the size of your customer base’.

Kyle Ross

Strategist, TRP

5 common mistakes to avoid in scalable customer experience

CX is about future-proofing your business by ensuring that your commercial model is always looped into your customers' needs, perceptions, values, beliefs, motivators, and detractors.

Tom Uhlhorn

Founder and strategy director, Tiny CX

Unfortunately, the title "AdTech Magic Quadrant" is misleading as it only represent a fraction of the ecosystem. It it is a useful docume...

Ludovic Leforestier

Report: Gartner recognises the best adtech players in Magic Quadrant

Read more

Thanks for writing about chatbots. Definitely bots have the exciting future when it comes to customer engagement, transactional and conve...

Giridhar Prathap Reddy

Australian Open chalks up strong ticket sales with chatbot

Read more

Hello, where are the explanations of all the levels explained? I'd like to review this with a couple of colleagues. Thanks.

Melinda Gonzalez

CMO launches CMO CX, debuts customer experience maturity assessment

Read more

A great and accurate commentary - today we rarely get true personalisation. On web journeys cookies or logins remember who we are, what w...

Ian Moyse

Salesforce: Personalisation is a long way off what consumers now expect

Read more

Very nice information !! We provide almost every indian satta matka games with fast results. Online Matka play becomes easy with genuine ...

rsgame

Image intelligence:10 must-see infographics for marketers

Read more

Latest Podcast

More podcasts

Sign in