CMC - LinkedIn Publisher (Long-Form Posts) Proposal


LinkedIn recently rolled out Long-Form posts to all of their members. This allows any LinkedIn user to share their thoughts on whatever they like. Most people stick to topics adjacent to their expertise, but some of the most popular articles are about parenting, work-life balance, and how to keep good humour at work.

Some of these posts are being linked together by theme and topic. For instance, a number of influencers on LinkedIn have recently wrote to their 22-year-old selves, in a series of posts titled "If I were 22."

Carbon Management Canada could step out into the spotlight by starting a conversation on LinkedIn about Carbon, using this brand-new platform. It could be linked together with a hashtag like #CConvos or #CarbonTalk

Important Notes About Long-Form Posts

Here are some important considerations about Long-Form Posts:

  1. This content does not become the property of LinkedIn: Content can be simultaneously posted to the CMC site and LinkedIn.
  2. Long-Form posts get read: An alert is sent to all LinkedIn contacts connected with each user. For instance, if you have 500 connections, each of those connections will receive an alert.
  3. Long-Form posts are suited for sharing: Publisher content can be posted to groups, shared to personal connections, and posted to the CMC page.

Staff and Board Engagement

Staff should be encouraged to contribute, Like, Comment, and Post these articles to their network. The internal roll-out of the campaign is critical. Here's some key thoughts:

  1. An all staff / board email from Richard, or the Board Chair telling everyone of the initiative, and encouraging them to think about writing a carbon related post (and to coordinate with the communications team).
  2. All staff should be encouraged to create a LinkedIn account if they haven't already. It might be worth getting an in-house LinkedIn afficionado to do a training session.
  3. Staff and Board Members who are the most active on LinkedIn, and have the most connections, should be considered for participation first.

Articles from CMC Stakeholders

A tweaked email, similar to the staff note, could go to all Stakeholders about writing a Long-Form post. Potential contributors could also be reached out to directly on LinkedIn about contributing.

Articles from Broader Influencers

Premier Notley or Mayor Nenshi may want to write about carbon. It's an area of interest for a lot of celebrities as well. Do we want to go there? It will give the campaign broader appeal, but will surely take away the academic nature of the CMC brand. If the goal is awareness of the CMC, we should go after broader known influencers. If the goal is to only build credibility within the established conservation community, we might want to steer clear.

Opportunity Tracking

 A CRM Tool (like Batchbook) is key in organizing the campaign. Potential contributors can be logged in the tool, and a basic sales funnel can be set up for each. Here's an example of how it could look:

  1. Contributor Identified and Logged in CRM Tool (If there isn't already an existing record). Even employees or board members who will be writing should be logged in this system.
  2. Contributor contacted about writing as part of our campaign and given appropriate information about the campaign.
  3. Contributor has accepted or declined the invitation.
  4. If accepted, a deadline is set for submission.
  5. Once piece is submitted, a thank you from an appropriate person at the CMC should take place.

Consistency of Posts

A format should be decided on. Length, type of content, style and tone. The internet is conducive to brevity (you blink 75% less when you stare at a monitor). That said, some of these ideas will need explanation, and might need a little more length.

Length of Campaign

Intuition is very important. We will probably know within a few weeks of launch whether or not this thing has taken off. I would recommend that the length is determined by the waxing or waning nature of the posts. If people are getting bored of them, let's stop, go out of market, and re-visit the idea next year. If the thing keeps picking up momentum, and Richard Branson posts our stuff to his blog, let's keep going!