Back in September we reported how business orientated US-based social media giant LinkedIn had scoured the UK for someone to front a world-wide campaign - and settled on Luan Wise.
Californian-based LinkedIn, which claims to be the world’s largest professional network on the Internet with more than 300 million members worldwide, bought online learning company lynda.com in 2015 for $1.5 billion.
Content is king, of course, and in an effort to make good on its investment it went looking for the right people to front a wave of new courses targeting specifically business users. Its search led it to Gloucestershire and Ms Wise.
Her CV of 15 years marketing experience with large and small businesses, including helping grow a firm from £3million turnover to £60million in five years, no doubt helped.
But it was the name she was building for herself as a debunker of the myths around social media for people already busy with businesses to run which caught LinkedIn’s eye.
It is an approach summed-up in the title of her book, ‘Relax! It’s Only Social Media. A no-nonsense guide to social networking for you and your business’.
“It has all been really exciting. I had a series of auditions and then conversations with them after which I was assigned a producer. We worked together on Skype and I had to record myself doing some demo’s,” said Luan, who had to keep the contract secret initially.
“The brief was to talk to camera as if you were talking to someone sitting across from them in a coffee shop.”
At the end of last year LinkedIn flew her out to Carpinteria in California to film the course which has now gone live – and to see how the other half live (lynda.com/trial/LuanWise).
“It was really interesting to see how they worked. After which we went surfing. I don’t actually surf, but going to the beech after finishing work was brilliant.”
The course focuses on how to prove your social media gives you a return on investment (ROI) “one of the toughest challenges facing marketers”.
“This course helps you transcend vanity metrics, such as number of likes, to demonstrate precisely how social media creates value for your organisation”.
It covers “how to use tools like Twitter, LinkedIn, Facebook, and Instagram analytics to define and track measurements, and how to use this information to produce actionable insights and drive continuous improvement for your business”.
Topics include linking business strategy and social media, looking at the challenges of calculating ROI, determining the cost of social media.
LinkedIn liked her so much pen has been put to paper on a second contract – details of which are under wraps.
Catch Luan Wise at the Growth Hub, Oxstalls Campus, on February 1, from 9am to noon, for Using LinkedIn for Lead Generation. Visit www.thegrowthhub.biz/events.