LinkedIn Channel Management
The following annual costs provide threshold estimates of what it takes to support content production, amplify content with paid dollars and manage community engagement initiatives. Costs will vary based on specific editorial plans page, such as the use of LinkedIn Lives and paid campaigns.
- Content Planning & Production:
€150K+ — Global Channel
€100K+ — Business Partner Showcase Page - Paid Support:
Each team’s business objectives and channel goals are different, which means the paid spend will be as well. Regardless of spend, it’s important to keep a consistent paid presence on our channels in order to engage with our audiences. See Leveraging Paid on LinkedIn for more information. - Community Engagement:
€30K+ — Showcase Page
As content is amplified via paid, community engagement resources will increase.
Note: These costs do not include any out-of-pocket costs for stock photography, LinkedIn Live
Bayer Brand Narrative Direction
At Bayer, we work to make lives better. And we believe science is the key. Since our foundation, we've built our reputation by delivering on our purpose: "Science for a better life." We've brought essential products to millions around the globe. And we've become a trusted brand that everyone, everywhere can rely on. Together, we're helping people and our planet thrive.
Our journey toward a more dynamic, outward-oriented and human brand continues.
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Bringing to life our focus on advancing health and nutrition
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Putting emphasis on the human aspect and impact of what we do
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Being outward-oriented beyond our own sites and labs
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Confidently express our desire to push the status quo
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Dynamic and agile — helping people and planet thrive
Covers & Profile Photos
- Profile images on all social Bayer Communications channels should be the Bayer logo. Any changes should be driven by the Channels & Amplification Team.
- Social cover photos should follow brand guidelines and feature exceptional imagery, highlight diversity and be globally or regionally appropriate (based on channel).
- Cover photos can be changed up to once per quarter but should not exceed that unless there is a compelling business reason.
- Alterations involving logo need approval by the Corporate Brand Management Team.
- When naming business partners on the channel, use the "|" or "pipe" to separate Bayer from the business partner name. For example: Bayer | Pharmaceuticals
Feed Asset Branding
- Add the Bayer Cross logo to any assets promoting large business announcements (Report releases, Company and Leadership milestones, etc.) and announcements that will likely be widely "shared".
About Section
- Ensure your about section is up-to-date and consistent with the current Bayer messaging strategy. Because this messaging may change, refer to the Global Bayer YouTube page for the most up-to-date messaging.
To build better relationships with your online community, it’s important to create content that they will not only see, but will also engage with. Below are best practices to write successful LinkedIn posts. While these insights offer a great place to start, it is always a good idea to keep testing approaches and content to continue to learn about your audience and what makes them click.
Copy Length
Around 100 characters, anything after 140 will results in a “see more” link
Frequency
3–4x per week per company and per showcase pages to the global audience. Targeted content should be shared 2–4x per month per company and per showcase page to maintain an active presence.
Best Posting TImes
For organic posts, the best posting time is dependent on your time zone and location. Furthermore, this can change over time. That’s why it’s generally best to use a 3rd party scheduling software (Sprinklr) to determine the best times on an ongoing basis.
For example, the United States best posting time is generally between 10am–3pm.
Mention Approach
Tag collaborators, partners or individuals mentioned in specific post or story content if he/she/they are active on LinkedIn.
Tone
Use a professional but relatable tone, maintaining an active voice and avoiding jargon. Encourage exchange of ideas/thoughts; use empathetic language to help humanize company. Speak to your community as intellectual peers.
Hashtag
If relevant, use 1–2 hashtags per post.
Hashtags are a great way for brands to make their social posts more visible, increase engagement and update a group of like-minded individuals on relevant topics in real time.
Below is guidance to ensure your hashtags are aligned with Bayer’s hashtag strategy:
General Hashtag Guidance
- If relevant, use 1–2 hashtags per post. Hashtags are about joining the online conversation. If there is not a current, relevant conversation, no hashtag is necessary.
- Because this platform is primarily for business and caters to a different audience, keep hashtags straightforward and professional.
Bayer Branded Hashtag Guidance
- Only create new branded hashtags when there is a clear need to start and track a conversation. The Intent must be long-term use.
- This existing branded hashtag has a strong link to our company, brand purpose and reputation: → #TeamBayer
Hashtag Placement
- Hashtags should be included within the post copy lines where relevant (common hashtags in line: #sustainability #innovation)
- If the hashtags are not a natural fit within the post copy, include them at the end of the post after any URL
What is Community Engagement?
The process of community building with our target audiences across owned and opportunistic, external channels that enhances the experience of our audiences. It also improves societal perceptions and positions Bayer as an industry leader through reputation building.
Bayer Community
A group of people that share an active interest in Bayer and related topics. The Community Engagement Virtual Team builds and fosters communities. They identify, engage in and moderate discussions that relate to our brand and the fields we are operating in to build trust and provide a positive brand experience. They also take an active role in editorial planning and bring in content creation and publishing experience.
Driving Engagement on Social
Given that LinkedIn is a professional platform, the tonality of our engagements with users should remain clean, clear and professional while still maintaining our visionary voice.
- User engagements that are legitimate and non-inflammatory (follow community guidelines) should be responded to as timely as possible. The Community Engagement Virtual Team goal is to respond to all engagements within 24 hours.
- We receive a wide range of engagement topics, but the most common types of engagements on LinkedIn include congratulatory remarks, product and sales inquiries, career inquiries, product and safety concerns and legacy concerns.
Governance
All editorial teams are responsible for managing engagements on their posts and conducting pharmacovigilance reporting.