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Marketing SolutionsPhilipsCase Study Building social engagement with LinkedIn Targeted Status Updates“ When we send interesting Targeted Status Updates to narrower audiences, and when they respond to Challenge these updates by sharing or commenting on them, • Present Company Page followers with more relevant we create a more engaging and lively Company news Page for all of our followers. The targeted updates • Target news by company divisions and products helped us more than double the social interaction • Increase social interactions • Gain insights on where and how followers engage on the page, and that increased interaction created with content more value for our followers.” Stephanie Charron Solution Corporate Communications Officer, Philips Healthcare • LinkedIn Targeted Status Updates • Target updates by professional interests • Include employees and media to increase sharing and engagement Tailoring messages for social media audience Royal Philips Electronics of the Netherlands is a diversified Why LinkedIn? health and well-being company, focused on improving • Precisetargeting helps reach desired audience people’s lives through meaningful innovations. “We are • Relevant status updates increase engagement continually communicating to multiple, varied audiences • Detailed analytics help drive content development about our activities in the healthcare, consumer lifestyle, and lighting sectors,” explains Clive Roach, social media strategist in Amsterdam for Philips Healthcare. “We need Results to reach everyone from the C-suite, to clinicians, to • 106% increase in engagement by followers design professionals. However, we know that not all of • More social activity helps build audience for these groups are necessarily interested in everything we Company Page have to say.” • Insights on social engagement can inform new products and services Roach and his social media colleagues post weekly news-related updates to the Philips LinkedIn Company Page. However, Roach wanted to explore the impact of delivering updates to specific groups.