Solution
CA Technologies counts LinkedIn as a primary cornerstone of its marketing strategy. The company has developed an enormous following on the platform — nearly 308,000 followers to date — and taps into many different options for paid and organic engagement to promote products, events, thought leadership, corporate philanthropy efforts, and wins in the marketplace. Amongst these options, the team considers their LinkedIn Page, a free tool, to be the most important. Their Page has been a central hub for engaging with professional audiences, and they frequently publish diverse, quality content to showcase the best of their company. Additionally, CA Technologies has created an employee advocacy program with more than 3,000 participants to further amplify the reach and impact of its content.
CA Technologies uses a hub and spoke system, with the digital marketing team providing social strategy and enablement for all other marketing teams such as content, event, product, and field marketing. The team relies on Hootsuite to ensure their numerous teams across the globe maintain a consistent brand voice on LinkedIn. They also use Hootsuite to track the downstream activities from their campaigns and further optimize the performance of their content.