Learn from a group of LinkedIn experts about social advertising tips, tricks, and best practices to maximize campaign effectiveness of LinkedIn advertising.

1. Social Ads
Master Class
LINKEDIN

2. Welcome!
Social Advertising Master Class: Why Attend?
• Learn more about LinkedIn Advertising
• Gain insight into best-in-class content marketing on
LinkedIn
• Tips, tricks, and best practices
• Build your POV and talk track
JOSH DRELLER
VP, PRODUCT MARKETING
4C
@mediatechguy

3. Webinar Details
• Please ask questions for Q&A
session at the end
• There will be 3 polls throughout
the webinar
• You will receive a link to the
webinar recording tomorrow

4. Today’s Agenda
• Where LinkedIn Fits
• What’s up in 2016
• Sponsored Updates
• Accountability & Attribution
• Editorial Best Practices
• Advanced LinkedIn Ads Tips and Tricks
• Q&A

5. Manage ads across the five major social
publishers with a single sign-on.
Power ads with ease through
streamlined workflow.
Invest in worthy audiences with targeting
built on predictive data science.
www.4Cinsights.com
Social Ads

6. Today’s Expert Panelists
ANDY GOLDMAN
GLOBAL PARTNER LEAD
LINKEDIN
@agoldmanlinked
MADALYN GUY
STRATEGIST
RESOLUTION MEDIA
@maddieguy
JENNIFER WORMINGTON
PRODUCT MANAGER
4C
@jsrose3

7. LIVE POLL #1
What is your most important
LinkedIn advertising goal?

8. Where LinkedIn Fits

9. How is LinkedIn like
other social networks?

10. Here’s what
top companies
are doing on
LinkedIn

11. The mindset divide across social networks
INVEST TIME SPEND TIME

12. Uniquely target against professional
data points at scale

13. How do you
onboard
brands to
LinkedIn ads?

14. 2016 roadmap for
advertisers on LinkedIn

15. Sponsored Updates

16. Sponsored Updates deliver rich content
ACROSS ALL DEVICES VIA THE LINKEDIN FEED

17. Sponsored Updates value
• Get your company’s updates to more people
and attract new followers
• Highly affluent and educating audience
looking to share to their network. 90% of
LinkedIn users make household decisions.
• Reach just the right audience with our
comprehensive targeting options
• Get your message out on every device:
desktop, tablet, and mobile
• Set your own budget and choose from cost
per click or cost per impression options
• Easily test and optimize these ads to fine tune
your efforts

18. Mobile:
The feed is the
place to be

19. SU best practices
• Select a compelling visual.
• Run 2 - 4 Sponsored Updates a week.
• Run for 3 weeks, then test & iterate.
• Add URL tracking codes to measure post-
click actions (site visits and conversions).
• Set up campaigns by audience.
• Shift budget to the audience with the
highest engagement rate.

24. Which best practice do you
think is the most important to
Sponsored Updates success?
LIVE POLL #2

26. Measurement

27. Benefits and Considerations of
Accountability

28. Editorial Best Practices

29. LinkedIn is tops for content marketers
Which social media
platforms does your
organization use to
distribute content?
TWITTER88%
LINKEDIN94%
FACEBOOK84%
YOUTUBE72%
GOOGLE+64%
SLIDESHARE41%
PINTEREST33%
INSTAGRAM24%
VIMEO20%
SOURCE: CONTENT MARKETING INSTITUTE (SEPT, 2015)

30. Any content
does not
equal good
content

31. 6 goals of your LI content marketing strategy
BE HELPFUL. Produce content that presents new knowledge or assists in
professional decision making.
BE INTERESTING. Spark conversations. Just don’t put out dull white papers
all day everyday.
HELP THEM HELP OTHERS. Content revolutionaries want to benefit their
professional network by sharing your content. Consider sharability factor.
HELP THEM HELP THEMSELVES. Sharing your content should make a
content revolutionary seem smart, well-informed, clever, etc.
FOCUS ON ACHIEVEMENT. Readers are consuming and sharing content to
further their careers.
BE EVERYWHERE. Consider how your graphics will look on a phone or tablet,
because if it’s not formatted well you’ll lose trust and readers.

32. 32
60%
30%
10%
Focus on top-of-funnel awareness,
education, and inspiration

33. What kind
of content
marketer
are you?
SOPHISTICATED 8%
Providing accurate measurement to the business, scaling across the organization.
MATURE 24%
Finding success yet challenged with integration across the organization.
ADOLESCENT 29%
Developed a business case, seeing early success, becoming more sophisticated
with measurement and scaling.
YOUNG 27%
Growing pains, challenged with creating a cohesive strategy and measurement plan.
FIRST STEPS 11%
Doing some aspects of content, but not yet making content marketing a process.

34. Which content marketing
persona best describes your
organization?
LIVE POLL #3

35. Advanced LinkedIn Tips & Tricks

37. Know your audience
Relationship marketing requires a much
deeper understanding of your audience’s
• Likes/dislikes
• Type of content they will register for
• What they will share
• What matters to their professional
development
• What will make a difference in the
eventual purchase cycle

38. Let trending content direct your creative

39. Know your tools

40. Test & Optimize

41. And, of
course…
great content

42. Q&A

43. Thank You!