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HP FY12 Global Brand Campaign Pitch Deck

HP FY12 Global Brand Campaign Pitch Deck

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  • By sitting on a social graph with custom, never been done before executions, the idea offers digital freshness, contextually relevant alignment and expert access, all from the most trusted social network, LinkedIn.Plus, by integrating across paid, owned and earned experiences, HP can see the foundation they establish on LinkedIn grow into a viral platform that can extend to HP’s own properties and assets.

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  • 1. Marketing Solutions Where business happensHP FY 2012 CorporateBrand CampaignFeb 22, 2012Sandy WhiteAccount Executive,LinkedIn Marketing Solutions
  • 2. Harness the Power of LinkedIn and HP to Incite Moves that Matter Across a Social Graph Global Company Page/ HP Employee TargetingBuilding Follower Distribution Model Visualizations/Infographics Partnership Foundation 14% 8% 7% 5% Exposure to HP Corp Campaign New Technology Custom Research Video *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 2
  • 3. A Globally Connected Network 150,000,000+ registered members (as of Nov 2011) UK 8.5M+ DACH 2M+ France 3M+ Canada 5M+ Europe USA 26M+ 59M+ China Mexico 2M 2.1M+ India Brazil 13M+ Australia 7M+ 2M+ *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
  • 4. 13,500,000+ HP Target Audience on LinkedIn1,000,000+ Enterprise ITDM’s Enterprise ITDM’s Currently 1,101 Following LinkedIn *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
  • 5. Why Followers*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 5
  • 6. There are only a few social platforms that can deliver on a global scale.There is only One that can deliver to professionals in a professional context. 51% Platform Connections Killer Apps of LinkedIn members did NOT visit Facebook in the last 60 days. Friends, Family & Social Utility Social Gaming & Colleagues 79% Photo Sharing Public Fans & Real time of LinkedIn members did NOT visit Twitter in the last 60 days. Communications Followers Micro-blogging 2x Professional Network Colleagues & Business Contacts Professional Identity, Connections & more confident in the information found on LinkedIn Insights than any other social site “I trust LinkedIn for professional up to date information on my specific industry. I don’t trust the professional content on Twitter or Facebook…they are gossip sites.” – SVP Finance LinkedIn Audience 360 Survey, US, August 2011 6 *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 6
  • 7. Reason #1- Followers provide a purely B2B communication channel with massive scale Average Number of 1st Degree Follower HP Followers Connections Network Employees- Employees- 4,426,327 164,113 78 Non-Employees- Non-Employees- 61,966,830 249,694 248 Proposed- Proposed- 38,100,000 300,000 127*Total: 713,807 Followers Connected To 104,493,157 Members By adding 300,000 followers, HP has the potential to reach over 100,000,000 members. Just one share away. * Estimated Based on LI average. *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 7
  • 8. Reason #2- Our members expect updates, and are ready to become brand advocates. “Yes, I want to receive “Yes, I would share this Company Updates these updates .” kind of information.” New job openings at the company 79% 63% People in your network who have joined or left the company 73% 43% News articles that are relevant to the company 69% 58% Notifications of a launch of a new product or service 66% 59% Information about a new project or initiative by the company 63% 60% Notifications of new white papers, upcoming webinars, or conferences 46% 57% Notifications of special offers, deals, or discounts 28% 63% • Base: Respondents who said they would follow • Base: Respondents who said they would follow at at least 1 company (n = 320) least 1 company (n = 320) & were interested in receiving this specific update Question: “What information about a company would Question: “What information would you be likely to you like to receive in your LinkedIn network update share with people in your LinkedIn network?” stream?” *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 8
  • 9. Reason #3- The average member will only follow 2.8 brands. The competition sent thesemessages out to over 1,000,000 followers in the past 12 hours. 568,427 followers 401,649 followers 236,139 followers 280,611 followers *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 9
  • 10. Reason #4- Compared to Traditional Methods, Followers are more cost-efficient. Comparison to CPL/Email Marketing CPL/Email Follower Cost Per Acquisition $30-$100 $15 Little Accurate and Data Quality Verification, Rar ely Updated Up To Date Can Go to Junk Goes into Message Delivery Folder or Stream on All Address Platforms Requires One Click Manually Virality Shares with Entering Addresses Entire Network *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 10
  • 11. User Flow*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 11
  • 12. Users Follow HP directly from Ad unit, HP is billed on Guaranteed Cost-Per-Follower Basis Mike Omita IT Director, Visa Inc. San Francisco Bay Area I Financial Services *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
  • 13. HP Segments their followers, and sends the content that matters to each group. *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 13
  • 14. Messages Reach Followers Regularly and Everywhere. Followers Engage Forever. Message Reaches Users Across Platforms, Including Where Ads Can’t Homepage HP Calling All IT Pros! Come Join HP and thousands of your peers at HP Profile Discover 2012 in Las Vegas. Registration Now Available Here. Like (35) • Comment (11) • Share Chevron Loremipsum dolor sit amet, consecteturadipiscingelit. Maurisrhoncusscelerisqueporttitor. Fusceviverrajustofermentum dolor volutpat. Like (5) • Comment • Share Mobile Website The Majority of Brand Followers on LinkedIn Plan to Follow The Companies Forever. LinkedIn Survey (n=363), US and Canada, October 2011 *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 14
  • 15. Campaign Extensions:Mobile and Custom Ideas*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 15
  • 16. HIGHLY CONFIDENTIAL- DO NOT DISTRIBUTE As an addition to this campaign, HP will be one of two companies invited to view our groundbreaking new iPad app, launching in 2012, and have first right of refusal to sponsoring. This opportunity will only be revealed under NDA. LinkedIn users are 85% more likely to use a tablet than the average online adult. Source: 2012 Consumer Electronics Report, developed and analyzed by LinkedIn. Based on a December 2011 survey of 1,602 U.S. online adults (801 U.S. adults from the general population (weighted) recruited via sample partner, Survey Sampling International, and 801 U.S. LinkedIn members) who own one or more consumer electronics devices or plan to purchase one or more CE devices within the next year. *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 16
  • 17. Banners Use Member’s Profile Data to Tell Stories and Show Career Moves User SeesBanner and ClicksLinkedIn will build a custom applicationthat visualizes a member’s connections by profile data for a personal story within a context that matters. *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 17
  • 18. From HP’s Employees and Followers, LinkedIn finds and shoots inspirationalstories about moves that matter to be featured throughout the site. *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 18
  • 19. Value Add Elements*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 19
  • 20. Using status updates and value added employee impressions to energizethe HP Employee base and create internal ambassadors. There are over 164,000 HP employees on LinkedIn. HP can target them through status updates, and as value-add, all HP employees will see HP ads while logged in. HP Ever Wonder how to best represent HP while using social media? See LinkedIn’s guide to brand stewardship Here. Like (35) • Comment (11) • Share *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 20
  • 21. All Value-Added above $5MM Level. Media Membership & Social Impact Performance Engagement • Weekly Reporting • Likes • Impressions/Uniques, CTR/ UCTR, Geo, Industry, and • Follower Data • Comments more • Custom Study • Shares • Continued Optimization • Engagement Attitudinal/Brand Perception • Brand Study • Custom Study *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 21
  • 22. Standard Metrics for LinkedIn Brand and Ad Effectiveness StudyEfficiency of Targeting Plan Brand Penetration within Audience 59% Members Targeted by Campaign 52% 38% 31%Do you plan to purchase technology soution in the next 12 months? 17% No = 23% Yes = 77% A B C D E Find the Key Targets Usage of HP vs. CompetitorsPurchase Consideration Ad Recall by Level of Exposure Unlikely Neutral Likely Control (page-view matched) Exposed to campaign 14% Current Customers 14% 26% 59% 8% 7% 5% Non-Customers 32% 43% 25% Low High Likelihood of Purchasing from HP Exposure to HP Corp Campaign *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 22
  • 23. What really Matters to Today’s Business Leaders? Using the LinkedIn Research Network, LinkedIn will target and poll thousands of C-Level business leaders, serving them a co- created survey to find out what matters in 2012. The results will be wrapped in a report for exclusive distribution by HP through LinkedIn. *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 23
  • 24. Contact Information 408 656 3115 swhite@linkedin.com 248 763 8857 ncordier@linkedin.com *Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 24