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San Francisco 2016

Behind the scenes: Social media & content strategy for LinkedIn's first TV commercial


"Want to see the world? @NASA is hiring an astronaut & ~3M U.S. LinkedIn members qualify."This tweet inspired LinkedIn's first-ever TV commercial during the 2016 Oscars and the brand platform "You're Closer Than You Think". In this session, Connie will give you a peek behind the curtains of the social media and content marketing strategy that supported LinkedIn's biggest brand campaign to date.

Key takeaways include:

  • Tips on planning and producing social content against tight timelines
  • Why smart, targeted, optimized paid social media strategies are a must
  • The importance of planning and preparation for real-time marketing success during big cultural moments like the Oscars
  • Best practices in reporting beyond social vanity metrics, aligned with business metrics
  • How to continue the conversation with your community after a big campaign has ended


Connie Chan Wang

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