Webinar Presentation: Targeting with LinkedIn

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The LinkedIn profile gives marketers an unparalleled ability to deliver highly relevant, targeted messages to unique audiences. Whether you're seeking finance professionals with graduate degrees or decision-makers in healthcare organizations – targeting on LinkedIn connects your message with your precise audience.

In this March 2013 webinar, we discussed:
• Which components of the LinkedIn profile determine target audiences
•Approaches for targeting your audience on LinkedIn to get the biggest impact
• How the digital agency Vertic used targeting on LinkedIn to reach Fortune 1000 decision makers for their client, Vestas, a wind energy provider

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Webinar Presentation: Targeting with LinkedIn

  1. 1. Targeting with LinkedIn Webinar
  2. 2. Dan GonzalezSebastian Jespersen
  3. 3. “When a company debuts at $9 billion based on minimal revenues and no projected profit,is that a sign that their data is incredibly valuable, or that Wall Street has lost its mind?” Paul Noglows, Managing Director at Mesa
  4. 4. Our data is incredibly valuable.#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 4
  5. 5. Education Inferred 28-year-old male Demo Name#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 5
  6. 6. Education Inferred 28-year-old male Demo Name Name LinkedIn Company Industry Internet Size 1,000-5,000#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 6
  7. 7. Education Inferred 28-year-old male Demo Name Name LinkedIn Company Industry Internet Size 1,000-5,000 Product Occupation Marketing Product Mktg Standardized Seniority Manager Job Titles Mktg Function Marketer#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 7
  8. 8. Education Inferred 28-year-old male Demo Name Name LinkedIn Company Industry Internet Size 1,000-5,000 Geo San Francisco Bay Area Product Occupation Marketing Product Mktg Standardized Seniority Manager Job Titles Mktg Function Marketer#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 8
  9. 9. Education Inferred 28-year-old male Demo Name Name LinkedIn Company Industry Internet Size 1,000-5,000 Geo San Francisco Bay Area Product Occupation Marketing Product Mktg Standardized Seniority Manager Job Titles Mktg Function Marketer Connections 892#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 9
  10. 10. Education Inferred 28-year-old male Demo Name Name LinkedIn Company Industry Internet Size 1,000-5,000 Groups LinkedIn Global Marketing Solutions Geo San Francisco Bay Area Product Occupation Marketing Product Mktg Standardized Seniority Manager Job Titles Mktg Function Marketer Connections 892#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 10
  11. 11. Education Inferred Demo Name Name Company Industry Size Groups Geo Occupation Product Mktg Standardized Seniority Director Job Titles Mktg IT Decision Makers Function IT/Eng Professional Connections#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 11
  12. 12. Education Inferred Demo Name Name Company Industry Size Groups Geo Occupation Product Mktg Standardized Seniority Job Titles Mktg Function Connections Connected to a CxO? Circle of Influence#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 12
  13. 13. Education Inferred Demo Name Name Company Industry Size Groups Geo Occupation Product Mktg Platform Seniority Standardized and Activity Job Titles Mktg Function Journalist Connections Influencer#inTargeting Mobile ©2013 LinkedIn Corporation. All Rights Reserved. 13
  14. 14. Education Inferred Demo Name Name Company Industry Size Groups Member of CMO Group Federation Geo Occupation Product Mktg Platform Seniority Standardized and Activity Job Titles Mktg Function Connections#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 14
  15. 15. Education Inferred 28-year-old male Demo Name Name LinkedIn Company Industry Internet Size 1,000-5,000 Geo San Francisco Bay Area Product Occupation Marketing Product Mktg Standardized Seniority Manager Job Titles Mktg Function Marketer Connections 892#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 15
  16. 16. Audience Targeting Content Targeting Home Inbox Profile Company Groups#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 16
  17. 17. Establishing a framework
  18. 18. Reach and frequency Awareness Purchase intent and brand preference Engagement Message amplification and content sharing Advocacy#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 18
  19. 19. Reach and frequency Awareness Purchase intent and brand preference Engagement Message amplification and content sharing Advocacy#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 19
  20. 20. Reach and frequency Awareness Purchase intent and Run of Demo/Geo brand preference LinkedIn Engagement Message amplification and content sharing Advocacy#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 20
  21. 21. Reach and frequency Awareness Purchase intent and brand preference Engagement Message amplification and content sharing Advocacy#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 21
  22. 22. Standard Audiences Connections Group Membership LinkedIn Occupation Member Company Career changes Data Company changes Seniority Function#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 22
  23. 23. Reach and frequency Awareness Purchase intent and brand preference Engagement Message amplification and content sharing Advocacy#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 23
  24. 24. Advocate audiences Function Influencers, opinion leaders, circles of influence Specific, occupations Groups Industry Individual, federations Name, size#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 24
  25. 25. Reach and frequency Run DART Awareness of LinkedIn Connections Group Purchase intent and Membership brand preference LI Engagement Occupation Member Data Company Seniority Function Message amplification Advocate and content sharing Audiences Advocacy Groups Function Industry#inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 25
  26. 26. Members first.©2013 LinkedIn Corporation. All Rights Reserved. 26
  27. 27. Audiences work better at scale.©2013 LinkedIn Corporation. All Rights Reserved. 27
  28. 28. Sebastian Jespersen#inTargeting
  29. 29. ENERGY TRANSPARENCY A PERSONALIZED MASS COMMUNICATION CAMPAIGN CLIENT: VESTAS The world’s largest pure player in wind energy BRIEF Vestas wanted to create awareness among Fortune 500 Corporations about the economic and brand benefits for using wind energy in creating their products and services
  30. 30. Unique ContentVestas comissioned two studies, the GlobalConsumer Wind Study in partnership with TNSGallup and the Corporate Renewable Energy IndexIn partnership with Bloomberg New Energy Finance,which showed that consumers want products madewith wind energy, and that corporations are eager tosource more renewable energy.
  31. 31. TargetingUsing LinkedIn targeting platform, this enabledVestas to reach specific individuals within selectedcompanies with a highly ersonalized and relevantmessage.In total 419.000 employees globally were targeted
  32. 32. MessagingThe combination of a compelling business case,unique content and the opportunity to target aspecific audience, provided Vertic with the ability topush engaging, customized messages and increaserelevancy.
  33. 33. PersonalizedInteractive ExperienceUpon click through from LinkedIn, the resultingsite experience was dynamically displayed toprovide relevance according to the user’s company,industry, segment and role.
  34. 34. Unique ContentData and/or content that is compelling andsparks interest and awareness.TargetingAn agile platform that enables user segmentationon multiple parameters and abillity to targeteffectively.PersonalizationAn opportunity for a subsequently customizedmessage to each targeted segment.
  35. 35. ResultsVestas was able to view a direct ROI from thecampaignin addition to generating awareness. They have alsobeen able to reduce time-to-market based on directone-to-one messages that have been delivered to thekey C-level executives within the target audiences.Vertic and Vestas were awarded the ECHO DMAGold Award for the campaign in November 2012.
  36. 36. Questions?#inTargeting
  37. 37. Thank You Learn how other marketers successfully met their objectives: marketing.linkedin.com/success-storiesThank You! reach this audience: Learn how you can marketing.linkedin.com/contact

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