"Become a marketing superhero" LinkedIn - HiMediaES - Desayuno IAB
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  • We often get the question around how to manage negative unconstructive comments or spam, the fact is this rarely happens, if ever. The comments around Groups, Status Updates and Influencer posts are of a very high quality. <br /> 200M+ professionals <br /> 7.9M business decision makers (Internal LinkedIn data) <br /> 2x more buying power than average internet sites (Comscore US Media Metrix Data, September 2012) <br /> $83K average household income (Nielsen Company @ Plan Rel 4 2011) <br /> 55% college grad or post grad (Nielsen Company @ Plan Rel 4 2011) <br /> Personal networks and professional networks have very different contexts and mindsets. <br /> Invest time vs. spend time <br /> Facebook vs. LinkedIn most shared articles <br />
  • Our 2nd major finding was that we saw a major divide in the reasons why people use various social networks. <br /> Personal networks are where people go to “Spend time.” They’re looking to socialize, be entertained and even kill time. While on professional networks people are looking to invest their time. They’re working with a purpose or an aspiration. You can see the difference very clearly. Professional networks are driven first and foremost by maintaining their professional identity and reputation. They also want to make useful contacts, search for opportunities, and keep up to date for their career. <br /> What this means for you as brands and marketers is that by understanding the mindset of users on each network, you can deliver more relevant content and build deeper relationships with your audience. By matching your messaging to the mindset, you will see more favorable results. <br />
  • Our 2nd major finding was that we saw a major divide in the reasons why people use various social networks. <br /> Personal networks are where people go to “Spend time.” They’re looking to socialize, be entertained and even kill time. While on professional networks people are looking to invest their time. They’re working with a purpose or an aspiration. You can see the difference very clearly. Professional networks are driven first and foremost by maintaining their professional identity and reputation. They also want to make useful contacts, search for opportunities, and keep up to date for their career. <br /> What this means for you as brands and marketers is that by understanding the mindset of users on each network, you can deliver more relevant content and build deeper relationships with your audience. By matching your messaging to the mindset, you will see more favorable results. <br />
  • Our 2nd major finding was that we saw a major divide in the reasons why people use various social networks. <br /> Personal networks are where people go to “Spend time.” They’re looking to socialize, be entertained and even kill time. While on professional networks people are looking to invest their time. They’re working with a purpose or an aspiration. You can see the difference very clearly. Professional networks are driven first and foremost by maintaining their professional identity and reputation. They also want to make useful contacts, search for opportunities, and keep up to date for their career. <br /> What this means for you as brands and marketers is that by understanding the mindset of users on each network, you can deliver more relevant content and build deeper relationships with your audience. By matching your messaging to the mindset, you will see more favorable results. <br />
  • Hello, I’m Christina Jenkins and I lead the EMEA Insights team at LinkedIn, based in London. We’d like to spend the next few minutes today sharing the key highlights from global research that LinkedIn conducted with Kantar’s TNS to understand the drivers and mindset of people when using various social media sites. We surveyed more than 6000 people in 12 countries to explore the frame of mind, what people are thinking, when they visit various social media networks. We looked at why people go on each network, what content they are looking for, and what they’re expecting when they get there… <br />
  • We often get the question around how to manage negative unconstructive comments or spam, the fact is this rarely happens, if ever. The comments around Groups, Status Updates and Influencer posts are of a very high quality. <br /> 200M+ professionals <br /> 7.9M business decision makers (Internal LinkedIn data) <br /> 2x more buying power than average internet sites (Comscore US Media Metrix Data, September 2012) <br /> $83K average household income (Nielsen Company @ Plan Rel 4 2011) <br /> 55% college grad or post grad (Nielsen Company @ Plan Rel 4 2011) <br /> Personal networks and professional networks have very different contexts and mindsets. <br /> Invest time vs. spend time <br /> Facebook vs. LinkedIn most shared articles <br />
  • Telling not selling; providing value to customers and potential customers via meaningful content. <br /> Building relationships with companies in the B2B context – our members expect to hear from companies per survey data. In Tech, we see brands like Microsoft, Dell, HP, SAP achieving engagement rates of 1-5% on content shared via status updates. This is impressive. <br />
  • Today I get the opportunity to share with you some examples of how we’re using LinkedIn data to better understand content trends. <br /> Who – professional profile of record <br /> What – professional context + content + (Who) <br /> Topic – help in organizing it <br />
  • Facilitator: Brian <br />
  • Facilitator: Brian <br /> Sponsored Updates are effective for both brand building and lead generation. <br /> Sponsored Updates are great for brand building because of their targeted reach, placement in the feed, and ability to preview your content in the ad unit. With Sponsored Updates, your content reaches members across all platforms (web, phone, tablet) and can be embedded with links, images, videos, presentations, and other assets, which appear as a preview in the update. This allows you to communicate more of your content to your audience upfront, making the impressions you garner even more valuable. Because of the precise targeting and powerful storytelling, Sponsored Updates drive results. The average engagement rates with Sponsored Updates are 3 – 5X higher than display. Also, IPG Media Lab found that native ads in social feeds drive 18% higher lift in purchase intent than display. <br /> You can also use Sponsored Updates to drive quality leads. As I mentioned, because of the precise targeting and the location in the feed, the average engagement rates with Sponsored Updates are 3 – 5X higher than display. Furthermore, the clients who have been testing Sponsored Updates tell us that the traffic they are receiving is high quality with higher than average conversion rates downstream. This is because people have already previewed the content and these quality clicks demonstrate a strong interest in learning more. Finally, with Sponsored Updates, you can purchase on a CPC basis, so you only pay for the clicks you receive from your target audience. Clicks on social actions (e.g. like, comment, share, follow) are free and any clicks that come from people who see the update virally are also free, further reducing your CPL if your content is amplified to other members on LinkedIn. <br />
  • Facilitator: Brian <br /> Sponsored Updates are effective for both brand building and lead generation. <br /> Sponsored Updates are great for brand building because of their targeted reach, placement in the feed, and ability to preview your content in the ad unit. With Sponsored Updates, your content reaches members across all platforms (web, phone, tablet) and can be embedded with links, images, videos, presentations, and other assets, which appear as a preview in the update. This allows you to communicate more of your content to your audience upfront, making the impressions you garner even more valuable. Because of the precise targeting and powerful storytelling, Sponsored Updates drive results. The average engagement rates with Sponsored Updates are 3 – 5X higher than display. Also, IPG Media Lab found that native ads in social feeds drive 18% higher lift in purchase intent than display. <br /> You can also use Sponsored Updates to drive quality leads. As I mentioned, because of the precise targeting and the location in the feed, the average engagement rates with Sponsored Updates are 3 – 5X higher than display. Furthermore, the clients who have been testing Sponsored Updates tell us that the traffic they are receiving is high quality with higher than average conversion rates downstream. This is because people have already previewed the content and these quality clicks demonstrate a strong interest in learning more. Finally, with Sponsored Updates, you can purchase on a CPC basis, so you only pay for the clicks you receive from your target audience. Clicks on social actions (e.g. like, comment, share, follow) are free and any clicks that come from people who see the update virally are also free, further reducing your CPL if your content is amplified to other members on LinkedIn. <br />
  • Facilitator: Brian <br />
  • Facilitator: Brian <br />
  • Facilitator: Brian <br />
  • Facilitator: Brian <br />
  • Facilitator: Brian <br />
  • Facilitator: Brian <br />
  • Facilitator: Brian <br />
  • Facilitator: Brian <br />
  • Facilitator: Brian <br />
  • We often get the question around how to manage negative unconstructive comments or spam, the fact is this rarely happens, if ever. The comments around Groups, Status Updates and Influencer posts are of a very high quality. <br /> 200M+ professionals <br /> 7.9M business decision makers (Internal LinkedIn data) <br /> 2x more buying power than average internet sites (Comscore US Media Metrix Data, September 2012) <br /> $83K average household income (Nielsen Company @ Plan Rel 4 2011) <br /> 55% college grad or post grad (Nielsen Company @ Plan Rel 4 2011) <br /> Personal networks and professional networks have very different contexts and mindsets. <br /> Invest time vs. spend time <br /> Facebook vs. LinkedIn most shared articles <br />

"Become a marketing superhero" LinkedIn - HiMediaES - Desayuno IAB Presentation Transcript

  • 1. 1er Market Place Independiente en Europa Plataforma de Vídeo bajo la tecnología de Videoplaza, ofrece una amplia gama de formatos. Área especializada en soluciones publicitarias únicas a medida del cliente. Unidad de negocio de móvil, líder en el mercado español. Nuestras marcas HiMedia Advertising: 4 áreas de especializaciónredred
  • 2. LinkedIn: Agenda 1. Red Social Profesional 2. Comunicación y Medición en RRSS 3. LinkedIn Marketing Solutions 2.1. Content Marketing 2.1. Content Marketing Score 2.3. Trending Content 1.1. Objetivo 1.2. Características Usuarios
  • 3. ¿Por qué debe estar mi Empresa en LinkedIn? 6 1 1. LinkedIn: Red Social Profesional. Objetivo “Ten claro cuál es tu objetivo para poder actuar en consecuencia ” “LinkedIn no es un objetivo, es una herramienta o un medio”
  • 4. Los usuarios son los mismos Redes SocialesSites convencionales Se comportan de manera distinta 1 2 3 4 5 Actitud Reactiva Consumen Contenidos Se Informan Pasivos Se conectan Navegan Actitud Proactiva Crean, comparten contenido Utilizan, aportan Información Interactivos, participan Se conectan más veces Navegan más tiempo 1. 2. LinkedIn: Características Usuarios 6
  • 5. “Pasar el Tiempo” Redes Sociales ProfesionalesRedes Sociales Personales “Invertir el Tiempo” Source: Q10a– Information to receive Base: Professional SN users (5204) Personal SN users (8692) ¿Cuáles son las 5 razones por las que las personas usan las RRSS? 1 2 3 4 5 Socializarse Estar en Contacto Entretenerse “Matar el Tiempo” Compartir Contenido Mantener Identidad Profesional Hacer buenos contactos Buscar Oportunidades Mantener los contactos Mantenerse al día 8 1. 2. LinkedIn: Características Usuarios
  • 6. Las motivaciones para hacerse “members” vienen dadas por la razón y la aspiración profesional Información: Género y localización geográfica Se ha dado de alta por algún incentivo No es fiel y probablemente sea fan también de tu competencia Información: Detallada y facilitada por el propio miembro Se hace miembro por propia voluntad, por búsqueda de información, contactos… Se adscribe a una serie limitada de marcas manteniendo un mayor contacto y participación FANS VS. MEMBERS 1.2. LinkedIn: Características Usuarios
  • 7. Seguidores por noticias, insights o información sobre productos. La única plataforma social con soluciones de marketing dentro de un contexto empresarial La mayoría de la gente confía 2 veces más en la información encontrada en LinkedIn que en otras redes sociales Seguidores por incentivos, recompensas o descuentos. 1. 2. LinkedIn: Características Usuarios
  • 8. is our core 11 Content 6X BRANDS 2.7MM Company Pages Company Updates SlideShare Groups LÍDERES DE OPINIÓN 200+ Influencers NEWS 1.3MM Publishers LinkedIn Today PEERS 1.5MM Groups Connections JOBSJOBS CONTENTCONTENT 2. LinkedIn: Comunicación y Medición en RRSS
  • 9. El éxito del Content Marketing en LinkedIn empieza en nuestros miembros 2.1. LinkedIn: Content Marketing Creación y distribución de contenido relevante en diversos formatos para aportar valor y que busca atraer y comprometer a un público definido y concreto
  • 10. “Brands are now publishers and consumers are distributors” – Ogilvy & Mather, Cannes Lions, 16 Jun 13 – 2.1. LinkedIn: LinkedIn: Content Marketing
  • 11. Groups SlideShare Influencers Knowledge 2. 1. LinkedIn: Content Marketing Ebook Infografias Vídeos Presentaciones
  • 12. Imagina si… … pudiéramos ayudarte a medir cómo está funcionando su contenido en LinkedIn … pudiéramos recomendarte cómo mejorar su impacto en LinkedIn a través del marketing de contenidos … pudiéramos identificar qué contenidos están siendo más relevantes y con mayor “engagement” 2. 1. LinkedIn: Content Marketing
  • 13. Content Marketing Score: Un sistema que cuantifica la influencia que tiene su empresa en LinkedIn a través de su Marketing de Contenidos 2.2. LinkedIn: Content Marketing Score
  • 14. ¿QUIÉN se involucra con su contenido? (Business Decision Makers) 12.000.000 Members Target Audience Members a los que les gustaría llegar (usuarios activos mensuales) 90.100 Members Content Marketing Engagement Members que han “interactuado” con su contenido Like, compartir, comentar, follow, click Content Marketing Score Unique Members Engaged = =x Multiplier 750Active Target Audience 2.2. LinkedIn: Content Marketing Score
  • 15. 3 Niveles que van a influir en su CMS Lanzamiento de campañas sponsored update Lanzamiento de campañas follower Publique más company updates Anime a que los empleados envíen más actualizaciones Mejore la calidad de los contenidos & su relevancia Reach Frequency Engagement XX 2.2. LinkedIn: Content Marketing Score
  • 16. Una herramienta que le informa sobre las tendencias y orienta su estrategia de contenido 2.3. LinkedIn: Trending Content
  • 17. 1 ¿Quién está compartiendo? 2 ¿Qué se está compartiendo? 3 Capital de Riesgo Emprendedores ¿Con qué tema está relacionado lo que se está compartiendo? 2.3. LinkedIn: Trending Content
  • 18. Aproveche la información para guiar su estrategia de contenido ¿A qué target debo dirigir mi Contenido? ¿Qué debo publicar? 2.3. LinkedIn: Trending Content
  • 19. “Superpower your content marketing with LinkedIn´s” Vídeo 2.1. LinkedIn: Content Marketing Score 2.2. LinkedIn: Trending Content
  • 20. LinkedIn Marketing Solutions Business Solutions 3. LinkedIn Marketing Solutions
  • 21. LinkedIn internal Data - comScore Nov2013 3. LinkedIn Marketing Solutions: Datos Básicos
  • 22. El valor que aporta LinkedIn a las Marcas Impacto & Networking El efecto de red amplía su Audiencia & Segmentación Poca saturación publicitaria Contexto Profesional Entorno profesional, de confianza y de seguridad 3. LinkedIn Marketing Solutions: Datos Básicos
  • 23. Media Drivers Display InMails / Mobile InMails Content Marketing Sponsored Updates Content Ads / Expandable Content Ads Slides Share Content Ads Spotlight Ads Company Page Followers Ads Groups Social APIs
  • 24. 3.1. LinkedIn Marketing Solutions : Company Page Tu página de cliente con el look & feel de LinkedIn  Customice el espacio para proporcionar una experiencia de marca  Consiga Exponer tu marca, presentarla, defenderla. Genera Ruido, notoriedad, “que se hable de tu marca en un entorno professional. Soporte al cliente, información, dudas,…
  • 25. 3.1. LinkedIn Marketing Solutions Showcase Page Atrae nuevos followers más afines Localizable a través del buscador Se destaca la viculación y relación con la Company page Sirve contenido a través de las actualizaciones patrocinadas o no Dos columas feed para servir el conenido  Amplia la presencia de tu Compañia.  Segmenta efectivamente tu mensaje y a la audiencia correcta
  • 26. Genera conciencia y percepción sobre tu Marca, producto y/o servicio 3.1. LinkedIn Marketing Solutions Sponsored Updates Nombre Compañía y Logo Acciones Sociales Actualización compartida Título del artículo, el texto y vista previa en miniatura (de enlace compartida Promociona, tus actulizaciones de contenido al target que tu desees
  • 27. 3.1. LinkedIn Marketing Solutions Followers  Con el Look & Feel del site para que el usuario lo perciba como un servicio y un valor añadido  Conseguimos Seguidores para tu Página de Cliente que encajen con tu TARGET..
  • 28. 3.1. LinkedIn Marketing Solutions: Groups  Crea una comunidad para construir defensores y demostrar liderazgo  Es una Oportunidad para comprometer a tu público con la marca  Oportunidades de Engagement: Establece contactos con profesionales afines y construye relaciones  Posts Discusiones  Comentarios  “Me gusta”  Compartir Contenido  Respondes a Cuestiones  Invitar a otros a unirse
  • 29. 3.1. LinkedIn Marketing Solutions: Groups Hay más de 1,5 millones de Grupos en Linkedin Crear Grupos Propios Participar Grupos Ajenos
  • 30. 3.1. LinkedIn Marketing Solutions: Join Groups Promociona, recomienda y consigue nuevos miembros para tu Grupo  Tu marca crea un grupo con una temática y LinkedIn te la viraliza.  Consigue contactos para tu grupo y comparte con ellos tus experiencias...
  • 31. 3.1. LinkedIn Marketing Solutions:Content Ads Microsite operativo donde mostrar y difundir tu contenido  Ofrece contenido de calidad en el momento justo y sitio adecuado al target correcto  Permite la interacción directa con el contenido a través del 300x250 o bien en la versión expandida.  Posibilidad de refuerzo con acciones de marketing de LinkedIn.  Muy Diferenciadores! Y con la posibilidad de emitir tu Spot de TV.
  • 32. 3.1. LinkedIn Marketing Solutions:Content Ads Slides Share Comparte tus presentaciones con profesionales insights- hungry  Ofrece presentaciones completas en SlideShare a través del 300x25  Permite la interacción directa con el contenido a través del 300x250 o bien en la versión expandida.  Posibilidad de refuerzo con acciones de marketing de LinkedI.
  • 33. 3.1. LinkedIn Marketing Solutions: Spotlight Ads  Bloque personalizable fácilmente para una rápida optimización  Mayor CTR y tasas de participación frente a Display One-to-one con un display completamente personalizable  La participación de la marca en la experiencia de LinkedIn representa una oportunidad para el verdadero marketing one-to-one
  • 34. 3.1. LinkedIn Marketing Solutions: nDisplay  Formatos IAB  Text Link  El Medio con mejor capacidad de Segmentación Llegue a la audiencia exacta que desea y en un medio despejado
  • 35.  One-to-one: mensajes de la marca a audiencias específicas con el contenido relevante y directamente a la bandeja de entrada de los miembros de LinkedIn. Y también… Mobile InMails 3.1. LinkedIn Marketing Solutions: InMails Envía tus mensajes directamente a la bandeja de entrada
  • 36. Media Drivers Display InMails / Mobile InMails Content Marketing Sponsored Updates Content Ads / Expandable Content Ads Slides Share Content Ads Spotlight Ads Company Page Followers Ads Groups Social APIs
  • 37. 3.1. LinkedIn Marketing Solutions: APIs LinkedIn Data APIs Mobile Sites & Apps PC Sites & AppsPerfil Noticias RSS Company Groups  APIs: soluciones personalizadas que se alimentan de los datos de LinkedIn (con el total consentimiento) para crear aplicaciones y experiencias únicas para los miembros Aumente su productividad mediante el enriquecimiento de experiencias miembros con información profesional
  • 38. Objectivo User Journey  Selecciona tu equipo y preséntalo  La puntuación se genera según el perfil de los usuarios que se vayan agregando a tu equipo  Se generan actualizaciones viralizándose la acción Generar ruido y conciencia sobre el nuevo Honda Accor, resaltando sus características. El Equipo A https://hondaaccordateam.com.au/ Solución Honda creó un espacio El Equipo A, invitando a los usuarios a crear equipos entre sus conexiones. Asignar las características del producto a las características de las personas que iban invitando. AUS
  • 39. Objectivo Experiencia  El Usuario se registra en el espacio “IBM”  “Envíe su mayor reto y le conseguiremos 3 soluciones”  Premio al mejor reto: € 30.000 para la implementación del proyecto.  Conocimiento y Mejora de la percepción de la marca Solución  Para demostrar que IBM y Business Partners pueden resolver cualquier reto, IBM organizó una competición única. IBM http://vimeo.com/23959814
  • 40. Objetivo Experiencia  El usuario se logea en LinkedIn  El usuario selecciona la zona dónde quiere viajar  LinkedIn qué miembros en ese país están relacionados profesionalmente contigo  Convertir cada posible viaje en una oportunidad productiva Solución  LinkedIn te dice con quién podrías contactar en el destino para hacer negocios ETIHAD ARILINES http://www.etihadmappedout.com./
  • 41. Media Drivers Display InMails / Mobile InMails Content Marketing Sponsored Updates Content Ads / Expandable Content Ads Slides Share Content Ads Spotlight Ads Company Page Followers Ads Groups Social APIs
  • 42. LinkedIn: Resumen 1. Red Social Profesional 2. Comunicación y Medición en RRSS 3. LinkedIn Marketing Solutions 2.1. Content Marketing 2.1. Content Marketing Score 2.3. Trending Content 1.1. Objetivo 1.2. Características Usuarios
  • 43. ¡Preguntas!
  • 44. ¡GRACIAS!
  • 45. Javier Valbuena Director Dpto. Acciones Especiales & LinkedIn Marketing Solutions Hi-Media Digital Advertising Experts jvalbuena@hi-media.com Tel: +34 915 914 808 Mob: +34 620 196 414 Alcalá, 21 - Planta 1ª 28014 - Madrid