LinkedIn for tech marketers
Upcoming SlideShare
Loading in...5
×
 

LinkedIn for tech marketers

on

  • 867 views

A LinkedIn and Forrester report exploring the path to purchase for enterprise decision makers and how they leverage social media and content to arrive at purchase decision.

A LinkedIn and Forrester report exploring the path to purchase for enterprise decision makers and how they leverage social media and content to arrive at purchase decision.

Statistics

Views

Total Views
867
Views on SlideShare
861
Embed Views
6

Actions

Likes
0
Downloads
28
Comments
0

1 Embed 6

https://twitter.com 6

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Design direction: Set up that ITDMs are imperative to the content marketing discussion. Sentiment should be that ITDMs are most vocal / active in social media marketing which will lead us into content marketing discussion . . . LinkedIn photography guidelines: Images should appear authentic, natural and real Avoid overly-posed or staged shots Keep “professional” in mind Remember we are a global/diverse network Usage of regional-specific images is encouraged Choose variety of age, gender, attire, workplace culture, etc. appropriately Avoid clichéd metaphors, overly whimsical imagery and clipart NOTE: Shadow box is there only for purposes of demonstrating content/main sentiment, personally do not like the shadow box treatment and would prefer a photograph that either had negative space to occupy text or a treatment similar to slide 4~~~~~~~~~~~~~~~~~~~And when we think about the users and industry segments within those social channels, ITDMs are the most vocal and the most influenced in the buying process via social media. And research shows that of the networks ITDMs play in, they’re most influenced via LinkedIn. _______________Technology companies are challenged to influence numerous types of people.Each person requires different information to believe in the brand, to build a connection or willingness to consider it. But, The most damage you can do is getting your target audience to tune you out. You don’t want to spam the market with general content. Instead, you can build content that speaks to the type of influencer (IT, CXO, Business decision-maker) showing him/her the value of your solution within their own terms. Your content should also educate your audience based on where they are in the decision-making process. Brand relationships have evolvedSocial media has changed our relationship with brands In the traditional marketing funnel, brands held significant power. They cast a wide net and used paid media to move customers down the funnel in a linear fashion.Now, brand presence has become decentralized. Brands must engage with customers in two-way communication to influence purchases. While the traditional marketing funnel goes from many to few, in the social world, messages spread from few to many. “The impact of social media is far-reaching…It has changed how we work. It is changing how we make markets. It has, critically, re-leveled the playing field.”
  • 3/11 – NEW DESIGN NOTES: Just have build all at once rather than clicking through the build.____________And when a buying process is as complicated as it is in the technology industry, ITDMs need a way to get in front of all audiences while simultaneously having conversations with those individuals that are relevant to the particular role – from IT contributor, to CIO, to a senior non-IT exec.
  • KM NOTE: No design notes, but I did edit copy slightly._________________ITDMs are most frequently looking for best practices content during the decision-making process – usage picks up during the scope phase and peaks during planning phase; not as heavy during selection, but one of the few types of content looked for post-selection. Overall, ITDMs are seeking out the most content during the awareness phase. Of particular interest during this phase are case studies, IT industry news and best practices. ITDMs are not seeking out as much content during the selection phase, compared to other phases in the process. However, they are most likely to look for product solution demos or best practices during this time. Case studies are most important initially, and decrease across the process; Conversely, diagnostic or assessment tools are least important initially and increase as the process progresses. After the selection phase, ITDMs are mostly looking for implementation how-to guides, as well as best practices and diagnostic or assessment tools. Among all ITDMs (% who select each by stage)
  • 3-11 DESIGN NOTES: KM edited the header (no further notes/actions necessary)._______________________________________________Q6-10: Which of the following information channels influence your decision making.....54% =136/253 North American IT and business decision-makers who participated in awareness stage45% = 127/282 total who participated in scope stage46% = 142/307 total who participated in plan stage47% = 123/264 total who participated in select stage44% = 109/250 total who participated in roll out stageQ6. Which of the following information channels influence your discovery of technologies, products, and solutions to address your business needs? Q7. When you identify or scope business needs for an IT initiative, which of the following information channels influence your decision-making process? Q8. When you craft project plans or formal business requirements for an IT initiative, which of the following information channels influence your decision-making process? Q9. When you select vendors/third party service providers or authorize funding for an IT purchase, which of the following information channels influence your decision-making process? Q10. When you implement or roll out an IT initiative, which of the following information channels influence your decision-making process? Base: North American IT and business decision-makers
  • No new design notes, looks great. ______________And in a marketing landscape where two-way conversation is critical, LinkedIn is the platform people believe in the most. Forrester surveyed several ITDMs to understand how they used social networks and which platform they believed in. Across the values of Trust, Efficiency, Relevance, and Access most ITDMs used social networks to support the decision-making process and in all cases, LinkedIn was the prefererd platform.Basic banner of Q28, 24, 25: To what extent do you agree or disagree with the following statements about [the following networks], as they relate to your role in the IT decision-making process?“Agree” + VISIT AT LEAST MONTHLYBases: Facebook – 279, LinkedIn – 301, Twitter – 188 North American IT and business decision-makers that use social networks at least monthly
  • 3/11 – NEW Design Notes, KM edited copy, Michael did not have a note on image but wondering if this looks to staged.Ideas for others, but I take your recommendation:http://www.shutterstock.com/cat.mhtml?lang=en&search_source=search_form&search_tracking_id=FAD27C60-8A9B-11E2-B4F5-EEBFACE6966E&version=llv1&anyorall=all&safesearch=1&searchterm=coffee&search_group=&orient=&search_cat=&searchtermx=&photographer_name=&model_released=on&people_gender=&people_age=30s&people_ethnicity=&people_number=2&commercial_ok=&color=&show_color_wheel=1#id=38573611&src=688FDC0C-8A9C-11E2-B518-EEBFACE6966E-1-92Had a hard time finding an image of models that wasn’t overly cheesy . . .
  • The world’s largest professional network has emerged as a powerful professional publishing platform.Herb Greenberg quote:“In short time posting on LinkedIn, quality of comments is higher than anything I’ve seen in 12+ years of online journalism.”
  • Many people think of LinkedIn primarily as a jobs site, but content consumption now dwarfs jobs-related activity by 5:1. This transformation has been driven by the introduction of new features over the past few years such as LinkedIn’s Influencer program, LinkedIn Today -- a social news product, and many companies who have discovered the power of distributing relevant content to their followers through company updates.
  • 200M+ professionals7.9M business decision makers (Internal LinkedIn data)2x more buying power than average internet sites (Comscore US Media Metrix Data, September 2012)$83K average household income (Nielsen Company @ Plan Rel 4 2011)55% college grad or post grad (Nielsen Company @ Plan Rel 4 2011)Personal networks and professional networks have very different contexts and mindsets.Invest time vs. spend timeFacebook vs. LinkedIn most shared articles
  • One of the primary reasons why people visit LinkedIn is to find content that helps them stay informed and make better decisions. According to research from TNS, people are in a purposeful mindset when they visit LinkedIn. People are investing time and are actively seeking useful information.Our members seek insights by engaging with: 1) Peers, 2) Influencers, 3) Publishers, and 4) Companies.(Design note: The following orbit around the member at center)PeersMembers visit their homepage and read their news feed to see what their connections are sharing. Since their connections are usually people in the same industry or function they typically share information that is extremely relevant and useful which is why the LinkedIn makes the LinkedIn news feed a place for high quality, relevant information.Members also join LinkedIn Groups to discuss and learn about specific topics, seeking sounding boards to help inform professional decisions.  InfluencersMembers are getting unique content that they can’t get anywhere else by following Influencers. There are over 200 business, cultural, and political leaders such as Richard Branson – the first with 1 million followers –Deepak Chopra and Tony Robbins who publish original content regularly on LinkedIn. On LinkedIn, Influencers have become publishers virtually overnight, attracting – in the case of Richard Branson – millions of followers that engage with and share their content. Companies have the same opportunity on LinkedIn.  BrandsMembers seek out insights from the more than 1 million publishers contributing to LinkedIn Today through LinkedIn share buttons on their sites. When LinkedIn Today was introduced, which surfaces trending news, LinkedIn became a top source of traffic for many of these publishers overnight.[Insert quotes from Business Insider, Tech Crunch, others] Members choose to follow Publishers on LinkedIn Today (e.g., HBR, WSJ) and receive relevant stories in their news feed. LinkedIn members also choose to follow the companies that they want to hear from. Company followers fall into several common segments. The most common being advocates of the company, current customers, prospects, those interested in career opportunities, partners or suppliers, and investors. Brands have a great opportunity to build relationships directly with this influential audience of hand-raisers who have asked to receive your content. Not only are they personally receptive to hearing from you, but they help amplify your content by sharing it with their networks.
  • Why is it a prominent part of the marketing mix today?  Empowered buyers demand it.Buyers today prefer to do their own research without involving brands and companies until late in the process. They rely on search and social networks to find the information they need.Buyers are 60% thru purchase path before they reach out to brands for live help on the options available, giving brands little time to shape key purchase criteria.Source: Brent Adamson, Matthew Dixon, and Nicholas Toman, “The End of Solution Sales,” Harvard Business Review, July-August 2012 (http://hbr.org/2012/07/the-end-of-solution-sales/ar/1).In the search for information relevant to their needs, customers consult an average of more than 10 sources when researching a purchase, many not supplier-controlled. (Source: 2011 MLC Customer Purchase Research Survey) Marketers are responding to these dynamics by creating valuable content which educates and informs buyers throughout the decision process and establishes their brand as a trusted expert. In the process, they are building relationships with prospects and customers.Social and mobile deliver scale.Great content gets shared on social networks, which extends its reach and increases the content’s relevance because of the implied endorsement that comes with sharing between people who know and trust each other. Social feeds easily surface content beyond the confines of brand web sites.Counters audience fragmentation across the Web as consumers become accustomed to getting their content via news feeds that are equally accessible across all their devices.Mobile devices enable customers and prospects to access content everywhere they are.A large portion of mobile consumers fill downtime moments throughout the day by tapping into content on their phones. These snack-time moments are ideal times and places for content marketers to deliver short-form content.Personal networks were the first to get scale so brands started there.
  • We have solutions that make it easy for marketers to precisely target professionals during their buying journey.You can be confident that you’re reaching your desired audience because our members keep their profiles up-to-date themselves. They do this to because their LinkedIn profile is their professional identity and they want to reflect their current role and showcase their accomplishments (e.g., adding new degrees to the Education section of their profile and reflecting recent promotions in the Experience section).You see this in your ability to target by education level, occupation, seniority, and job function. And the ability to combine for segments, such as ITDMs.And they update their profiles by connecting with professionals they meet and stay connected with the professionals they know. Larger and tighter professional networks help members be more productive and successful by introducing them to new ideas, people, and opportunities.You see this in your ability to target professionals best positioned to drive word-of-mouth because of either the quantity and quality of their networks (e.g., Circles of Influence or Connection Counts) or because of their occupations (e.g., journalists), hobbies (e.g., blogger), or propensity toshare content (e.g., Opinion Leaders). Let’s take a moment to review the buyer’s journey as we see it: We believe our members go through 4 distinct phases on their way to a purchase and afterward: Discover, Explore, Select, and Advocate. (Design note: Visual is similar to Forrester’s buyer’s journey with member at the center.)
  • DiscoverAt the beginning of the decision process are members who have just started to ask themselves: “Is there a solution to my problem or need?”A great way to drive awareness of your brand is to share your thought leadership content in snackable bites using company updates. Your company updates appear on your company page and LinkedIn will publish relevant company updates into the news feed of your followers who are most likely to be interested. Xerox more than tripled its followers in 8 months (going from 30k to 100K) when, in the words of their VP of Marketing, they stopped talking about themselves and focused on delivering great thought leadership content.As opposed to using email to stay top-of-mind, company updates can foster true engagement between your brand and potential customers. And you can do this in a nearly real-time context, aligning your content with your industry’s trending events and issues.Xerox calls this “moments marketing”(visual note: show real example of comments)The news feed is the most valuable real estate on LinkedIn wih engagement nearly 10x that of a standard 300x250 on LinkedIn. Updates in the news feed flow seamlessly across devices so you reach mobile audiences without needing to produce different content or ad units. On the desktop, nearly 1 in 5 PVs are associated with the NUS and this % increases dramatically on smartphones and tablets which have been designed to put the news feed front and center in our members’ LinkedIn experience.We’ve built a number of great features to help you get the most value from your updates:Visual content – updates easily support most rich media including images, videos, presentations and documentsExpanded reach – you can promote yourhighest-performingcompany updates to boost their reachPrecision targeting – Use the LinkedIn’s precision targeting to segment your followers and send them highly relevant content. We enable you to tailor your Company Updates to specific industries, seniority levels, geographies, and company size. (Visual note: Salesforce and Philips quotes in support of TSU)Especially when you’re marketing to businesses, the ultimate buying decision is often made by a committee of cross-functional professionals. Content designed to influence buying behaviors needs to address the different interests, concerns, and motivations of these individual professionals. (Source: Marketing Sherpa)82% of prospects say content targeted to their specific industry is more valuable67% say content targeted to their job function is more valuable49% say content targeted to their company size is more valuable Easy to manage – you can manage your posts from a number of leading Social Media Management platform including Hootsuite, Spreadfast, and Sprinklr with more coming soon.All of these solutions can also accelerate potential customers along the buyer’s journey, moving them from awareness that your brand can solve their need to engagement with your brand as they explore their options in the mid-funnel. 
  • ExploreThese are members who are asking themselves: “How does your solution solve my problem or need?” When members have decided they want or need a product similar to yours, they begin to explore their options and to gather lots of information. They start reading case studies, attending webinars, reading whitepapers, and asking for opinions in product- and technology-related Groups. This is why SAP engages as a participant in over 20 different LinkedIn Groups, “embracing the conversations that are happening on social networks…” (Jonathan Becher, CMO, SAP). “Their stories are related to SAP, but not SAP-centric.”This is one of the best times to provide helpful content that influences potential customers to consider your solutions. Company updates, whether to your followers or promoted to other LinkedIn members in your target audience are extremely effective for distributing this content and either driving traffic to your owned destinations (blogs, landing pages with gated content, etc) or to your company page on LinkedIn where they can learn more about your products and services.Companies with complete Products & Services pages have 2x as many followers.Your company page can serve as your central hub for mid-funnel prospects who want access to your product demos, guides, member endorsements, and any information that will help prospects understand your product is the best choice to achieve their objectives. And to enhance the relevance of your company page content, you can tailor aspects of it to specific audience segments based on member geo, job function, industry, seniority, and company size. Similar to building out your company page, consider building out a SlideShare Channel. Known as the “YouTube of presentations”, you canhost your professionally-relevant presentations – as well as whitepapers and infographics – on SlideShare and distribute them out to all your primary social networks. Importantly, marketers can choose to maximize the distribution of their SlideShare content in two ways:SlideShare Content Ads. As opposed to standard display, these content ads enable our members to engage with your content – whether that is presentations, case studies or whitepapers – without leaving the page. Via Company Updates. You can share SlideShare content via company updates to all the major social networking platforms.  
  • SELECTIn addition to the upper- and mid-funnel solutions we’ve talked about, we provide ways for you to turn relationships into high quality, warm leads. You can connect these warm leads with sales people, who can then guide those prospects down the latter stages of the funnel to the point where they’re actually ready to select your solution.With SlideShare Content Ads, you can distribute your content in the 300x250 ad units throughout LinkedIn and viewers can read your presentation and submit contact information through lead collection forms right within the ad unit, without interrupting their experience on LinkedIn. And if you include SlideShare content in your company updates you can include lead collection forms in the content to convert engagement into leads. Importantly, not all leads are created equal. Because of the quality of our audience, you’re more likely on LinkedIn to acquire leads with key decision influencers and stakeholders. Consequently, as Hubspot has seen, these leads are more likely to convert. (Visual note: Include Hubspot stat of 4x higher lead conversion than Twitter and Facebook – Source: Hubspot study of 3,128 B2B companies in 2011.)
  • Your Company Followers can be powerful advocates for your brand on LinkedIn. Many of your existing customers will be among your followers providing opportunities for up-sell, cross-sell and improving their post-sale experience.HP followers are 1.5 times more likely to consider HP products and services and 2 times more likely to recommend HP than non-HP followers.Samsung followers are more than 2 times more likely to recommend Samsung than non-Samsung followers. By encouraging your new customers to follow you on LinkedIn, you can leverage followers as your channel to continue to engage customers after the sale, inspiring loyalty and WOM.Ask your existing customers for Recommendations on LinkedIn.WhenLinkedIn members recommend your product, their recommendations are not only visible to other visitors, but are communicated to each member’s respective network of contacts. Moreover, recommendations are network-aware in that products recommended by one’s professional colleagues are highlighted. Our members benefit from getting recommendations from a trusted source, giving them a starting point to validate the quality of your product.In fact, using Recommendation Ads, HP accelerated their growth in professional product endorsements by advertising the recommendations they’d received – and asking for more of them. The success HP saw with this paid media campaign convincingly demonstrated to them how paid media and social media can work together to provide big dividends.Kari Homan, HP Social Media Manager: “We launched the campaign in early December and in just two weeks, over 2,000 LinkedIn professionals had taken the time to recommend HP products and services. These recommendations in turn generated over 500,000 viral updates to the networks of the LinkedIn members who chose to recommend HP.” Also, don’t forget about activating your employees as advocates. Have them become followers so they can partner with you to amplify your company updates to their professional networks.This is especially powerful for companies who sell through a field sales force. Company updates become quality nurturing content that your sales reps can share with their clients and prospects. Best in class companies are encourage their sales force to connect with all of their contacts at your customers and prospects and then share relevant company updates which significantly amplifies the reach of updates. Xerox is beginning to leverage its 140,000+ employees to actively follow its Company Page on LinkedIn and share it with their extended network of friends, colleagues and business contacts. The benefits of advocacy on LinkedIn are many:It triggers all the virtues of “social endorsement”, which increases the impact of our members’ social sharing done on your behalf. When a Follower Shares, Comments or Likes your Company Update, the update is shared with their entire LinkedIn Network, becoming an endorsement. This is hugely valuable as your target audience (e.g., SMB Decision Makers) is likely to be connected to other members of your target SMB Decision Makers audience. Advocate sharing influences awareness, brand relevance, and purchase consideration of others higher up the funnel.81% say connections’ posts influence their purchases. (2012 Market Force survey of 12,000 consumers in the US & UK)
  • Impacting potential customers through their journey is most effectively done through a mix of content marketing and paid media.Content marketing efforts increase the effectiveness of display ads. They build awareness and trust with potential customers through valuable content, making brands’ advertising more effective.For example, we know that followers are 2x as likely to engage with the ads from brands they follow versus non-followers.We enable you to create custom segments of followers and to continue the conversation with these hand-raisers via display retargeting or through Sponsored InMails that allow for more personal one-to-one messages than is possible via the update stream.And display ads drive greater success for your content marketingFirst, as a mechanism to attract professionals to your content. Second, display establishes familiarity with your brand prior to seeing your content.Third, display ads reinforce what your brand stands for after a potential customer has seen your brand’s content through a connection’s social sharing.Finally, display supports your marketing messages even among those not experiencing your branded content firsthand.
  • Design direction: Set up that ITDMs are imperative to the content marketing discussion. Sentiment should be that ITDMs are most vocal / active in social media marketing which will lead us into content marketing discussion . . . LinkedIn photography guidelines: Images should appear authentic, natural and real Avoid overly-posed or staged shots Keep “professional” in mind Remember we are a global/diverse network Usage of regional-specific images is encouraged Choose variety of age, gender, attire, workplace culture, etc. appropriately Avoid clichéd metaphors, overly whimsical imagery and clipart NOTE: Shadow box is there only for purposes of demonstrating content/main sentiment, personally do not like the shadow box treatment and would prefer a photograph that either had negative space to occupy text or a treatment similar to slide 4~~~~~~~~~~~~~~~~~~~And when we think about the users and industry segments within those social channels, ITDMs are the most vocal and the most influenced in the buying process via social media. And research shows that of the networks ITDMs play in, they’re most influenced via LinkedIn. _______________Technology companies are challenged to influence numerous types of people.Each person requires different information to believe in the brand, to build a connection or willingness to consider it. But, The most damage you can do is getting your target audience to tune you out. You don’t want to spam the market with general content. Instead, you can build content that speaks to the type of influencer (IT, CXO, Business decision-maker) showing him/her the value of your solution within their own terms. Your content should also educate your audience based on where they are in the decision-making process. Brand relationships have evolvedSocial media has changed our relationship with brands In the traditional marketing funnel, brands held significant power. They cast a wide net and used paid media to move customers down the funnel in a linear fashion.Now, brand presence has become decentralized. Brands must engage with customers in two-way communication to influence purchases. While the traditional marketing funnel goes from many to few, in the social world, messages spread from few to many. “The impact of social media is far-reaching…It has changed how we work. It is changing how we make markets. It has, critically, re-leveled the playing field.”
  • 3-11 DESIGN NOTES: Edited copy . . . Need to find what TSU stands for.Wondering if we should put the headers in boxes and the offerings below so it’s a bit easier to read?
  • 3-11 DESIGN NOTES: Edited copy . . . Need to find what TSU stands for.Wondering if we should put the headers in boxes and the offerings below so it’s a bit easier to read?
  • Wondering if we should put the headers in boxes and the offerings below so it’s a bit easier to read?Need to find out what TSU & SCIN stand for
  • 3-11 NEW DESIGN NOTE: Add Forrester logo.
  • 3/11 NEW DESIGN NOTES: Ad the following logos: HP, Verizon, Comcast, AT&T, Samsung, Cisco, Sprint, Citrix Systems, Dell, SAP, Intel, IBM________________The Technology industry already has early adopters.
  • Design direction:Format should be slide 1 = set up, slide 2 = pay off and marquee stats.Slide 1 should be challenge / solution copy – fairly dry so speaker can get to the point and not over explain.Slide 2 should read like a newspaper/infographic.Set Up:HubSpot, based in Cambridge, Mass., creates marketing software that helps businesses grow web traffic, generate inbound leads, and convert leads into paying customers. HubSpot’s software platform allows professional marketers and small business owners to manage search engine optimization, blogs and social media channels, landing pages, lead intelligence, and marketing analytics. Since its founding, HubSpot has worked with over 7,500 companies in 45 countries.
  • Same design notes as previous slide, feel free to review PDF to get full story/gleen any other metrics you want . . .
  • Design direction:Format should be slide 1 = set up, slide 2 = pay off and marquee stats.Slide 1 should be challenge / solution copy – fairly dry so speaker can get to the point and not over explain.Slide 2 should read like a newspaper/infographic.Set Up:HubSpot, based in Cambridge, Mass., creates marketing software that helps businesses grow web traffic, generate inbound leads, and convert leads into paying customers. HubSpot’s software platform allows professional marketers and small business owners to manage search engine optimization, blogs and social media channels, landing pages, lead intelligence, and marketing analytics. Since its founding, HubSpot has worked with over 7,500 companies in 45 countries.
  • Same design notes as previous slide, feel free to review PDF to get full story/gleen any other metrics you want . . .
  • Design direction:Format should be slide 1 = set up, slide 2 = pay off and marquee stats.Slide 1 should be challenge / solution copy – fairly dry so speaker can get to the point and not over explain.Slide 2 should read like a newspaper/infographic.Set Up:HubSpot, based in Cambridge, Mass., creates marketing software that helps businesses grow web traffic, generate inbound leads, and convert leads into paying customers. HubSpot’s software platform allows professional marketers and small business owners to manage search engine optimization, blogs and social media channels, landing pages, lead intelligence, and marketing analytics. Since its founding, HubSpot has worked with over 7,500 companies in 45 countries.
  • Same design notes as previous slide, feel free to review PDF to get full story/gleen any other metrics you want . . .
  • Design direction:Format should be slide 1 = set up, slide 2 = pay off and marquee stats.Slide 1 should be challenge / solution copy – fairly dry so speaker can get to the point and not over explain.Slide 2 should read like a newspaper/infographic.Set Up:HubSpot, based in Cambridge, Mass., creates marketing software that helps businesses grow web traffic, generate inbound leads, and convert leads into paying customers. HubSpot’s software platform allows professional marketers and small business owners to manage search engine optimization, blogs and social media channels, landing pages, lead intelligence, and marketing analytics. Since its founding, HubSpot has worked with over 7,500 companies in 45 countries.
  • Design direction:Format should be slide 1 = set up, slide 2 = pay off and marquee stats.Slide 1 should be challenge / solution copy – fairly dry so speaker can get to the point and not over explain.Slide 2 should read like a newspaper/infographic.Set Up:HubSpot, based in Cambridge, Mass., creates marketing software that helps businesses grow web traffic, generate inbound leads, and convert leads into paying customers. HubSpot’s software platform allows professional marketers and small business owners to manage search engine optimization, blogs and social media channels, landing pages, lead intelligence, and marketing analytics. Since its founding, HubSpot has worked with over 7,500 companies in 45 countries.
  • Design direction:Format should be slide 1 = set up, slide 2 = pay off and marquee stats.Slide 1 should be challenge / solution copy – fairly dry so speaker can get to the point and not over explain.Slide 2 should read like a newspaper/infographic.Set Up:HubSpot, based in Cambridge, Mass., creates marketing software that helps businesses grow web traffic, generate inbound leads, and convert leads into paying customers. HubSpot’s software platform allows professional marketers and small business owners to manage search engine optimization, blogs and social media channels, landing pages, lead intelligence, and marketing analytics. Since its founding, HubSpot has worked with over 7,500 companies in 45 countries.
  • Design direction:Format should be slide 1 = set up, slide 2 = pay off and marquee stats.Slide 1 should be challenge / solution copy – fairly dry so speaker can get to the point and not over explain.Slide 2 should read like a newspaper/infographic.Set Up:HubSpot, based in Cambridge, Mass., creates marketing software that helps businesses grow web traffic, generate inbound leads, and convert leads into paying customers. HubSpot’s software platform allows professional marketers and small business owners to manage search engine optimization, blogs and social media channels, landing pages, lead intelligence, and marketing analytics. Since its founding, HubSpot has worked with over 7,500 companies in 45 countries.
  • Design direction:Format should be slide 1 = set up, slide 2 = pay off and marquee stats.Slide 1 should be challenge / solution copy – fairly dry so speaker can get to the point and not over explain.Slide 2 should read like a newspaper/infographic.Set Up:HubSpot, based in Cambridge, Mass., creates marketing software that helps businesses grow web traffic, generate inbound leads, and convert leads into paying customers. HubSpot’s software platform allows professional marketers and small business owners to manage search engine optimization, blogs and social media channels, landing pages, lead intelligence, and marketing analytics. Since its founding, HubSpot has worked with over 7,500 companies in 45 countries.
  • The Background & ChallengeWoodland (Parent: Aero group in India) is a leading producer of outdoor shoes, performance apparel & equipment serving primarily south-east Asia.Woodland wanted to generate brand awareness and position their brand as a thought leader through their “Pro Planet” campaign co-launching on the occasion of World Environment Day.Strategy:“Engage your customers and demonstrate thought leadership”Solution:Step-out-2-go-Pro-Planet: “On World Environment Day, Step Out for a Green Economy”Simple, viral concept using LinkedIn APIs for Woodland’s Pro Planet InitiativeProfessionals Share Ideas on 10 Sectors Identified by theUnited Nations Environment Program for Green EconomyUser Journey:User clicks on AdUser Shares IdeaLogs into LinkedInIdea shared on user’s NUS Results:Delivered Impressions 17,475,865 Delivered Clicks 21,316 Click Rate 0.12%  ·         Total No. of Application Visits – 100,000+ (100,500)·         Total No. of Ideas Shared – 1,020+ (1,021)·         LinkedIn Share - 800+ (809)·         Facebook Likes – 1,300+·         Tweets - 25+ (26) The top 3 categories (afterall sectors) aroundwhich the ideaswere shared are: ·         Transport·         Water·         Energy Supply
  • 3-11 NEW Design notes: Finish this one up. 

LinkedIn for tech marketers LinkedIn for tech marketers Presentation Transcript

  • Marketing SolutionsContent Marketingfor Technology MarketersLinkedIn Confidential ©2013 All Rights Reserved
  • ORGANIZATION NAMELinkedIn Confidential ©2013 All Rights Reserved 2The TechnologyBuying Process isComplex.
  • ORGANIZATION NAMELinkedIn Confidential ©2013 All Rights Reserved 3It’s Complexity is Only Growing as MoreStakeholders Get Involved20304050607080Scope Plan Select Implement ReviewSenior Non-ITIT Role LeaderCIOIT Role ManagerIT Individual Contributor
  • ORGANIZATION NAME 4Within technology industry, 3 types of content sought in each stage ofdecision-making process: Case Studies, Industry News, and Best Practices.Source: commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 2012Case studiesIT industry newsBest practicesBest practicesCase studiesProduct solutiondemosBest practicesHow-to guides/checklistsProduct solutiondemosProduct solutiondemosBest practicesExpertratings, reviews, testimonialsHow-to guides/checklistsBest practicesDiagnostic orassessment toolsTechnology Decision-Makers (IT &Business Professionals) rely on content tosupport their decision-making processAwareness Scope Plan Select Implement
  • ORGANIZATION NAME 5Awareness Scope Plan Select ImplementSTAGES OF DECISION MAKINGSource: commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 201274%Increase inpast 2 years96%Increase inpast 2 years68%Increase inpast 2 years76%Increase inpast 2 years44%47%46%45%54%The Channels – corporate websites, technology mediawebsites, events, social networks – Continually Change.But, Social Networks are Quickly Becoming a De FactoSource for Decision-Making
  • ORGANIZATION NAME39%52%72%34%42%54%6TrustEEfficiencyRRelevanceAAccess54%54%86%44%46%74%58%learn fromtrustworthy peers*LinkedIn Leads Social Networks Thanks toTrust, Efficiency, Relevance, and Access*** Commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 2012** LinkedIn/Research Now study of ITDMs in North America, Q3 201240%quickly findinformation*37%relevant contextto connect with vendors*49%access abroader network*T
  • ORGANIZATION NAMELinkedIn Confidential ©2013 All Rights Reserved 7Content marketing is the bridge to buildmeaningful relationships with companies.
  • LinkedIn Confidential ©2013 All Rights Reserved 8LinkedIn has become thedefinitive professional publishing platform
  • 6xmore content than jobsJOBSCONTENT
  • LinkedIn Confidential ©2013 All Rights Reserved 10―In short time posting onLinkedIn, quality of comments ishigher than anything I‘ve seen in12+ years of online journalism.‖Herb Greenberg, columnist for WallStreet Journal, MarketWatch.comContent Marketing success on LinkedIn startswith our members
  • LinkedIn Confidential ©2013 All Rights Reserved 11PEERSBRANDSINFLUENCERSOur members stay in touch by building relationshipswith peers, influencers and brandsLinkedIn TodayLinkedIn GroupsLinkedIn TodayLinkedIn InfluencersCompany PagesSlideShareGroupsInfluencers
  • LinkedIn Confidential ©2013 All Rights Reserved 12Buyers are 60% of the way through the purchaseprocess before they reach out to a brand‗In the search for informationrelevant to theirneeds, customers consult anaverage of more than 10sources when researching apurchase, many not supplier-controlled‘2011 MLC Customer Purchase SurveyDiscoverSelectAdvocate Explore
  • LinkedIn Confidential ©2013 All Rights Reserved 13DiscoverSelectAdvocate ExploreFollowersRecommendation AdsStatusUpdates, SlideShare & Paid MediaSocial Content onSlideShareStatusUpdates, CompanyPageGroupsLead GenerationSlideShare Ads
  • LinkedIn Confidential ©2013 All Rights Reserved 14Status UpdatesContent LedPrecision TargetingExpanded ReachDiscover
  • LinkedIn Confidential ©2013 All RightsReserved15Company PageSocial ExplorationCompany UpdatesSlideShare ChannelManaged GroupsExplore
  • LinkedIn Confidential ©2013 All Rights ReservedLead GenerationDisplay AdsStatus UpdatesSlideShare AdsSelect
  • LinkedIn Confidential ©2013 All Rights Reserved 17LinkedIn Confidential ©2013 All Rights Reserved 1717LinkedIn Confidential ©2013 All RightsReservedFollowersRecommendationsAdvocateHP Followers are 1.5 timesmore likely to consider HPproducts and services and 2times more likely torecommend HP than non-HPfollowers
  • LinkedIn Confidential ©2013 All Rights Reserved 18Content Marketing enhancesyour marketing mixEstablishes familiarity with yourbrand prior to seeing your contentA mechanism to drive greatercontent marketing successSupport messages even among those whohave not experienced your content firsthandReinforce what your brand stands for
  • LinkedIn Confidential ©2013 All Rights Reserved 19Execution: BringingContent Marketing toLife on LinkedIn
  • LinkedIn Confidential ©2013 All Rights Reserved 20From content - to target audience - to engagingwhere they learnCXOITBDM/LOBVerticalHealth CareEducationRetailLinkedIn content &Community engagementto own conversationsRetargeting to continueconversations&engagementContentRepositoryCompany PageSlideShare Network WebCXOITBDM
  • LinkedIn Confidential ©2013 All Rights Reserved 21Don’t Boil theOcean:LinkedIn will helpyou build a phasedapproach toexecuting ContentMarketing
  • LinkedIn Confidential ©2013 All Rights Reserved 22Owned Media• Company Page• SlideShare ChannelEarned Media• Targeted Status UpdatesPaid Media• SlideShare Content Ads• Display Ads• Polls
  • LinkedIn Confidential ©2013 All Rights Reserved 23Owned Media• Group• Company Page• SlideShare ChannelEarned Media• Targeted Status Updates• Promoted UpdatesPaid Media• Sponsored InMail• Video Content Ads• SlideShare Content Ads• Display Ads• Polls
  • LinkedIn Confidential ©2013 All Rights Reserved 24Owned Media• Company Page• Follower Acquisition• SlideShare Channel• GroupEarned Media• Targeted Status Updates• Promoted UpdatesPaid Media• Sponsored InMail• SlideShare Content Ads• Video Content Ads• Display Ads• PollsContent• Custom ContentTraining• Content Marketing Institute Workshop or WebinarResearch• Custom research to track brand, consideration &recommendation lifts
  • ―I find LinkedIn is the only socialnetwork site I would use…whenIT decision making is concerned.‖Senior IT Decision Maker
  • AppendixLinkedIn Confidential ©2013 All Rights Reserved 26
  • General Electric Case StudyPresenting a vision to professionalsand policymakers with LinkedInLinkedIn Confidential ©2013 All Rights Reserved 28ChallengeEnhance GE’s reputation and thought leadership inenergy and healthcare industries in select regions aroundthe worldSolution• Sponsored InMails, Content Ads and targeted displayads to support key marketing initiatives• Build communities on LinkedIn around GE content andexpertise
  • LinkedIn Confidential ©2013 All Rights Reserved―We‘ve been excited to see how much engagement we‘veexperienced throughout our LinkedIn programs.Whatever metric you choose, whetherconversions, virality, or traffic, we‘ve seen a number ofsuccesses through the LinkedIn platform that reflect avery receptive and well-qualified audience.‖Paul MarcumDirector of Global Digital Marketing and ProgrammingLinkedIn conversionrate 277% comparedto Facebook & Twitter1,300unique content downloads5.75%Interaction with content ads
  • Microsoft Case StudyAcquiring 2,500+ new members into theAustralian Software Developer CommunityLinkedIn Confidential ©2013 All Rights Reserved 30Challenge• Engage the developer audience across Australia• Build an engaged community of like minded developers, quickly• Advertise to developers outside of Microsoft’s networkSolution• Establish the Australia Software Developer Group on LinkedIn toengage developers• Target web developers and invite them to join the Group by usingLinkedIn Partner Messages• Advertise group discussions to developers who have not yet joinedvia LinkedIn Group Ads
  • LinkedIn Confidential ©2013 All Rights Reserved 31―LinkedIn enables us to target our core audience based on titleand behavior. We cannot rely on developers coming tous, therefore, our key strategy is to go where the developers are— by using LinkedIn as part of our earned social mediacoverage, we ensure our content is being syndicated to gain asmuch reach as possible.‖Christian Longstaff,Audience Marketing ManagerDashboard ofmember statsavailable formembers beforethey join
  • HP Case StudyBuilding emotional connectionswith followers on LinkedInLinkedIn Confidential ©2013 All Rights Reserved 32Challenge• Raise awareness of new brand messages Deepen engagement with ITdecision makers• Customize content for different audiencesSolution• Launch Display Ad campaign to highlight “Make It Matter” campaign• Create Follower Ad campaign to increase Company Page following• Reach precise audiences in 15 target markets• Use Targeted Status Updates to deliver relevant content
  • LinkedIn Confidential ©2013 All Rights Reserved 33―LinkedIn has helped create an environment where we can not only invite people tojoin, but engage them once they arrive. We can have dialogues with potentialcustomers in a way that encourages organic growth of the community.‖Bryna CorcoranDigital Marketing and Social Media Strategist, HP+300,000 followersEven more beneficialwas that 8% of newfollowers were organicand the number of CXOfollowers increased by112%.
  • Sales Force Case StudyIncreasing follower engagement withLinkedIn Targeted Status UpdatesLinkedIn Confidential ©2013 All Rights Reserved 34Challenge• Engage followers and drive event attendance• Avoid message oversaturation• Reach regional audiences with localized contentSolution• LinkedIn Targeted Status Updates• Narrow distribution of updates based on location and industry• Empower local teams to create relevant content• Increase frequency of updates to build buzz
  • LinkedIn Confidential ©2013 All Rights Reserved 35―We love the fact that LinkedIn‘sTargeted Status Updates let us focusour messages at a regional/ industrylevel so that we can delight audienceswith relevant content.‖Jennifer BurnhamDirector of Content and SocialStrategy, salesforce.com30%increase in the rate of engagement30%increase in the amplification rate of itsTargeted Status Updates
  • HubSpot Case StudyBuilding thought leadershipwith LinkedIn Company Pages and GroupsLinkedIn Confidential ©2013 All Rights Reserved 36Challenge• Engage with B2B marketing professionals Raiseawareness of HubSpot’s inbound marketing expertise• Set HubSpot apart from competitorsSolution• Launch LinkedIn Company Page and post statusupdates to engage followers• Create LinkedIn Group for Inbound Marketers and takepart in conversations Respond to questions in LinkedInAnswers
  • LinkedIn Confidential ©2013 All Rights Reserved27,000 followers89,000 managed groupmembers―LinkedIn brings us in contactevery day with the B2Bprofessionals that understandthe value of our products – andit allows us to strengthen ourconnections and share ourideas on inbound marketingwithin the LinkedIncommunity.‖Dan Slagen,Global Marketing RelationsLinkedIn conversionrate 277% comparedto Facebook & Twitter2.740.79 0.77
  • Wipro Case StudyImpacting the right decision makersLinkedIn Confidential ©2013 All Rights Reserved 38ChallengeTo reach IT decision-makers and influencers as part of an integratedcommunication planSolution• Target the relevant audience by engaging with them on an ongoing basis• Use Partner Messages and Display Advertising to reach relevant audiences
  • LinkedIn Confidential ©2013 All Rights Reserved 39An audience of 90%plus decision-makers
  • 1000+Ideas shared onLinkedIn100K+App visitors40The more ideas you share, the more the worldgoes green!DAY 90-120Entire Forest Wall goes GreenProfessionals Share Ideas on 10 SectorsIdentified by the United NationsEnvironment Programme for GreenEconomy
  • Thank you.LinkedIn Confidential ©2013 All Rights Reserved 41Mike WeirGlobal Head of Technology Industrymweir@linkedin.com