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LinkedIn: What's Trending for B2B Marketing
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LinkedIn: What's Trending for B2B Marketing

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Presentation I delivered at the BMA Carolinas luncheon on November 20th. Purpose was to highlight a range of LinkedIn products and solutions (mostly free) that B2B marketers should be using to engage …

Presentation I delivered at the BMA Carolinas luncheon on November 20th. Purpose was to highlight a range of LinkedIn products and solutions (mostly free) that B2B marketers should be using to engage their audience and drive success on LinkedIn.

Published in: Business, Technology

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  • 1. What’s New and Trending for B2B Marketers Leela Srinivasan, Director of Marketing, LinkedIn BMA Carolinas November 20, 2013
  • 2. My LinkedIn career started with an InMail @leelasrin 2
  • 3. The LinkedIn Network Global Footprint UK 259M+ Registered members as of October 29,2013 38% 4M+ DACH 4M+ France 6M+ Spain YOY Member Growth 68% Of LinkedIn members are outside of the USA 30M+ NL 13M+ + Students & Recent College Graduates on LinkedIn Italy 5M+ 5M+ Canada 8M+ Europe 57M+ USA 84M+ EMEA 74M+ Brazil 15M+ S. Africa 2M+ APAC 46M+ UAE 1M+ India 21M+ SE Asia 8M+ Singapore 1M+ Australia 5M+ (Fastest growing demographic) @leelasrin 3
  • 4. Our mission Connect the world’s professionals to make them more productive and successful 4
  • 5. What’s in it for you? % of social media traffic to corporate sites Comparison of social platforms for lead gen LinkedIn Facebook Twitter Other Source: Investis Audience Insight Report, Q3’13 @leelasrin 5
  • 6. On professional networks, members look for career information & updates from companies @leelasrin 6
  • 7. What is the #1 activity on LinkedIn? Viewing Connections’ Profiles @leelasrin
  • 8. 1:1 8
  • 9. @leelasrin 9
  • 10. Jason Seiden, CEO, Ajax Workforce Marketing
  • 11. Before Our own recruiting team recently optimized their profiles @leelasrin
  • 12. After New headline New professional photo Increased reach 7x likelier Summary section with rich media @leelasrin
  • 13. Built out work history with rich media Added Volunteers & Causes Section 1 in 5 @leelasrin
  • 14. Added additional skills Rich media in Education section @leelasrin
  • 15. Rich profile data drives your ability to target GEOGRAPHY GROUP INDUSTRY JOB TITLE JOB FUNCTION PAST COMPANY NAME SENIORITY SKILLS & SPECIALTIES COMPANY SIZE SCHOOL NAME ©2013 LinkedIn Corporation. All Rights Reserved. @leelasrin 15
  • 16. 1 : many 16
  • 17. >3 million Company Pages on LinkedIn @leelasrin 17
  • 18. >3 million Company Pages on LinkedIn @leelasrin 18
  • 19. >3 million Company Pages on LinkedIn @leelasrin 19
  • 20. >3 million Company Pages on LinkedIn @leelasrin 20
  • 21. Announcing Showcase Pages (yesterday!) @leelasrin 21
  • 22. Creative Check list 1. Page Name (Up 60 characters max) 2. Logo (Dimensions: 100x60px) 3. Page Description (70-200 characters) 4. Square logo (50x50px) 5. Hero image (976x330px) 6. Featured groups – Choose 3 LinkedIn @leelasrin
  • 23. @leelasrin
  • 24. Don’t over-target! Profile data is rich (but also user-generated) @leelasrin
  • 25. As with other social platforms, incorporate visuals to drive engagement 98% higher comment rate YouTube video links drive a 75% higher share rate Images result in a @leelasrin 25
  • 26. Be the world’s most interesting company on LinkedIn • • • • Be concise and snappy Include a clear CTA Consider thoughtful questions Develop an ed cal; mix it up @leelasrin 26
  • 27. THE IDEAL TEXT PULSE (LINKEDIN TODAY) GOOGLE ALERTS PRODUCT LAUNCHES INDUSTRY PUBLICATIONS INDIVIDUAL BLOG THOUGHT LEADERS PHOTO POP CULTURE INTERNAL COMMUNICATIONS YOUTUBE HIRING TEAM HUMOR @leelasrin
  • 28. We all need a little humor. Even in a professional context. @leelasrin 28
  • 29. RESULTS Sponsor the good/ important stuff 144 clicks  5,012 clicks 10x impressions 700 webinar attendees Strong ROI @leelasrin 29
  • 30. now also part of the LinkedIn family Rich | Viral | SEO @leelasrin 30
  • 31. A few “classic” paid solutions I’m not covering today Premium Display Ads Sponsored InMail Self-Service Ads @leelasrin 31
  • 32. many : many 32
  • 33. 218,079 100% 33
  • 34. Salesforce CEO Marc Benioff mobilized his employees @leelasrin 34
  • 35. A home-grown example: my new boss’s profile… @leelasrin 35
  • 36. … links to a story about “Why is LinkedIn So Cool” • Homegrown brand story • 274K views • Humanizes our brand @leelasrin 36
  • 37. everywhere 37
  • 38. 38% of our unique monthly visitors come through mobile apps @leelasrin 38
  • 39. Intro @leelasrin 39
  • 40. Pulse @leelasrin 40
  • 41. 1:1 1 : Many Many : Many Everywhere 41
  • 42. Blog.linkedin.com Marketing.linkedin.com Talent.linkedin.com Questions? 42