Metso LinkedIn Growth: Case Study
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Metso worked with Smarp over one year to improve its utilization of LinkedIn. This resulted in a 340% growth in LinkedIn followers from 4,854 to 21,346, making Metso the third most followed listed company in Finland. Metso employees connected to over 328,600 professionals on LinkedIn, 15 times more than Metso's follower base. Metso's largest LinkedIn networking group grew 60% from 3,400 to 5,600 members. This growth was accomplished through implementing a LinkedIn strategy, merging profiles, training employees, active posting, and promoting Metso's presence.
Metso LinkedIn Growth: Case Study
- 1. METSO LINKEDIN CASE STUDY Roope Heinil辰 CEO - Smarp Oy roope.heinila@smarpsocial.com
- 2. A YEAR OF GROWTH THIS STUDY WAS CONDUCTED BETWEEN 4.7.2012 4.7.2013 DURING WHICH SMARP AND METSO HAVE BEEN WORKING TOGETHER TO IMPROVE METSOS UTILIZATION OF LINKEDIN Results based on data collected by Smarp Oy during this time
- 3. Success required a commitment to understand LinkedIn but less time and resource than you might expect. The Smarp team brought us to that new level of understanding and engagement with our LinkedIn networks. - Richard Farkas, Manager of Digital Communications at Metso WORKING TOGETHER TO ACHIEVE RESULTS Together with Metso we have been able to leverege the vast professional networks on LinkedIn and achieve clear results for our combined efforts - Roope Heinil辰, CEO at Smarp Oy
- 4. Metso started out with 4 company profiles, one for each business segment UNIFIED COMPANY PRESENCE The profiles were merged to give a unified experience for employees and other stakeholders, which enabled
- 5. Follower amount has grown from 4854 to 21 346 That is 340% growth! This also makes Metso the 3rd most followed listed company in Finland HUGE GROWTH IN FOLLOWERS
- 6. 16 900 people who want to hear about open job opportunities 14 700 people who want to hear about Metso related news 13 400 people who want to hear about a new project or initiative by Metso THIS MEANS THAT METSO UPDATES REACH Source: LinkedIn Follower Study (2013 Global Survey of LinkedIn Users) Based on global percentage of followers interested in each area and applied to Metso follower base.
- 7. Metso is growing by about 1500 new followers per month FOLLOWER AMOUNT STILL GROWING
- 8. EMPLOYEES ARE GETTING ON BOARD Metso employees on LinkedIn whose profile was correctly linked to the company profile have grown from 1006 to 8950 That is 790% Growth!
- 9. AND MORE ARE STILL JOINING Metso is getting about 200 new employees on LinkedIn each month
- 10. Metso employees are directly connected to about 328 600 unique professionals on LinkedIn Even though Metso's follower base became very large, the scale of Metso employees' networks was much larger than the follower base: 15x larger EMPLOYEES ARE NETWORKING Source: LinkedIn
- 11. METSO NETWORKING GROUP IS GROWING Source: LinkedIn Metso's largest professional networking group in LinkedIn grew from 3400 to 5600 members That is 60% growth!
- 12. HOW WAS THIS ACCOMPLISHED? Some key steps that were taken: Creating and implementing a strategy to grow Metsos LinkedIn presence Merging of Metsos company profiles for a unified experience Training best practices to Metso staff responsible for its company presence on LinkedIn Employee training on using LinkedIn for business Active posting to LinkedIn under the company profile Internal promotion of Metsos LinkedIn presence External cross-channel promotion of the LinkedIn presence including on metso.com
- 13. WANT TO HEAR MORE? www.smarpsocial.com roope.heinila@smarpsocial.com Contact us for more information