May 15, 2013 LinkedIn Marketing Solutions inCalgary event

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How Understanding Your Audience's Mindset Will Drive More Engaging Relationships

Designed especially for marketing leaders, this event will provide an overview of marketing in the digital landscape and actionable information about how LinkedIn Marketing Solutions can be a critical part of your company's marketing mix.

Gain unique insights from LinkedIn's experts that will help you understand how to leverage LinkedIn Marketing Solutions and seamlessly integrate them into your business.

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  • Hello, and welcome to this overview of LinkedIn Marketing Solutions. I’m Gary Fearnall – the Director of Global Marketing Solutions at LinkedIn Canada.I’m here today to talk about how social solutions can drive business results and what LinkedIn is doing in this landscape. But even most importantly, sharing some research and insights that we’ve done to look at the differences in mindset across professional and personal networks with hopefully some really interesting take-aways that we’re applying to our business and we’re talking to our clients about that hopefully will be of benefit for all of you.
  • It starts with our mission; to connect the world’s professionals to make them more productive and successful. And, of course, connecting people to their career opportunity is a core part of this. We’re very proud of that – and we’re going to continue to do that very well.But over the last couple of years, we’ve started to invest in a very specific area…
  • Before we really get started, I have a quick question: how many folks in the room have connected to an opportunity because of LinkedIn? Remember – this is a LinkedIn meeting…we like the people who are raising hands! The most surprising thing – through the lens of connecting to a career opportunity – is that that’s not the primary use case on LinkedIn any more. And it really hasn’t a been for some time. And so what I want to talk through today is I want to tell you what has been the primary use case on LinkedIn. I want to tell you what has become the primary use case on LinkedIn and talk to you a little bit about what’s behind that trend. What’s happened over the last couple of years. And then finally I want to touch on why you should care. Why you, as marketers should really care about that transformation that we’ve seen on LinkedIn.
  • This is what LinkedIn looked like in 2005 – the year I started using it. Not a lot of style, (at least, not the way we look at style today) but quite a bit of substance. Started building network “find out who.” Discovered some of the most important professional relationships in my life to date. I had no idea I had these connections until I started using the LinkedIn products. How many folks in the room have connected to an opportunity because of LinkedIn? Remember – this is a LinkedIn meeting…we like the people who are raising hands! The most surprising thing – through the lens of connecting to a career opportunity – is that that’s not the primary use case on LinkedIn any more. And it really hasn’t a been for some time. And so what I want to talk through today is I want to tell you what has been the primary use case on LinkedIn. I want to tell you what has become the primary use case on LinkedIn and talk to you a little bit about what’s behind that trend. What’s happened over the last couple of years. And then finally I want to touch on why you should care. Why you, as marketers should really care about that transformation that we’ve seen on LinkedIn.
  • To help you be great at the job you have today. To make sure that you’re the best you can be in your current role.
  • Transition from members – this is what we offer our members.Connecting talent with opportunity at massive scaleThe value we bring to our members
  • We’re fortunate that over 200 million professionals globally have become members of LinkedIn. This gives us an unmatched set of targeting data that advertisers can use to find the right people based on attributes like their company, title, role and geography. You can enhance targeting using attributes available only on LinkedIn, like what groups they belong to, when they change jobs, and how much they share content.
  • When we think about how this plays out, this value proposition for professionals that LinkedIn has been offering is really playing out in that our network now spans more than 200 Million Professionals globally. And we’re adding more than 2 members every second. And so when you think about the dynamic workplace and the opportunity to connect with people, it has enormous opportunities that I think for all of us you probably all feel this new pressure in your lives. And it’s really about this world of work is fundamentally transforming. And if you’re like me, there’s enormous potential to connect, there’s also, I think probably, you all feel more professional pressure than you ever have. Right? We have to all work faster. You have to make better decisions on less information. And do everything in a shorter period of time. At LinkedIn, when we work on marketing strategies or we think about positioning the business line at LinkedIn, projects that might take six months at any of my former employers, we’re trying to do in six weeks, literally. You present the plan and it’s like, “Great Alison, so cut it in half and let’s go.” So I think all of us can probably relate to that pressure. I think that’s why people are gravitating toward Social Networks in general, right, to find a common ground, find people like you, who are going through similar phases, trying to make similar decisions, and this collective power of decision-making is amazing.
  • What’s unique about LinkedIn – transition to network---------The business of connecting talent with opportunity at massive scaleThree diverse, sustainable, and scalable business lines---------LinkedIn helps companies and professionals be more productive and successful. Whether it’s finding the right talent, engaging the right professional with the right brand message or making the sale – the needs are the same. You have to be able to:identify the right personengage them with content that is compellingspur them to an action 
  • By the end of the presentation, you’ll understand why LinkedIn is the most effective place online for advertisers to engage professionals.
  • So why LinkedIn?LinkedIn is delivering impact on businessLinkedIn 4x better for B2B leads (visit to conversion rate for b2b companies) source: hubspot study of b2b companies in 2011Socially engaged companies have great impact on their business50% of LinkedIn's users are decision makers within their company41% of people using LinkedInfor marketing generatedbusiness with it60% Of CEO’s are actively using socialmedia to grow their business41% are personally active on LinkedIn80% of companies use social media for recruitment; 95% are using LinkedIn65% of journalists use social media sites like LinkedIn to conduct research LinkedIn 4x better for B2B leads.Visit to conversion vs.other socialnetworksLinkedIn is Fundamentally Transforming the Way the World WorksSo when you think about LinkedIn, everything that we do goes back to Professionals and to professionals on an individual level. And it’s really about connecting with each individual person and then giving them a platform to connect with others and exchange insights and information and the best way to kind of depict what this network can look like is in this visual.
  • But when you think about how consumers are trying to keep up with social networks being at the core of how they’re connecting and getting information, it also has created a totally different landscape for how marketers and brands can connect to people. And again, with any major change, come opportunity but then some challenges. And so I think for many of us, the days of having kind of this “top-down” expectation of being able to drive a message through, and impact and drive intent is changing quickly to a much more dynamic process, where people are in and out of decision making and using social platforms to inform their decisions. Even taking, you know, from my self, I think about the decisions that I make, both personally and professionally, it looks a lot more like this dynamic circle than it does this kind of very structured process.  You know, for example, when we think about even investing in these events or partnering with research forums, we might have our list of 5 preferred vendors and people that will help us support our strategy, and we might wittle that down to two, and we’ll cast a net to some of our friends and partners and say, “hey have you worked with this firm,” or “what about this research agency,” and some other brands might come back into consideration set. So it’s not this funnel. And as a marketer you can kind of think about the amazing opportunities to intersect and play an amazing role in this journey, but you have to have a different mindset. You need to come into it thinking about, how to engage with people with the right content and insights, at the right time. And it’s this, transactional nature of always being on that’s filtered in large part by social networks; where brands can have increasingly critical role and that’s what we think is so exciting. I’m not going to say it’s simple and easy to do, this requires kind of a fundamental shift in how marketing teams are structured, how companies allocate budgets, and how team’s work together. But this circle is absolutely where we’re going and where we need to start to optimize our businesses.
  • But for us, what was really powerful was what we thought about and observed this landscape from where we sit, and really trying to partner with our brands and clients to advise them how to both leverage our platform but how to think more broadly about this brave new world. And for us we kept coming back to context. Right, when you think about the power of a social network, it’s this one-on-one dialogue. You’re on there to connect to people that are going to help you make better decisions, that are additive to your life, either personal or professional. And so, how do you think about a dialogue and a one-to-one conversation, it’s really about thecontextand the mindset. Right, if you have a conversation out of context, which maybe we’ve all had at various points; you don’t know what someone’s talking about or there’s a language difference and you’re kind of talking like this (circle’s arms) past each other, it’s not that productive of a conversation. It might even be flat out strange, or you might not be invited back to that cocktail party. You don't want that to happen if you’re a brand or a marketer. So understanding the mindset and the context for us in fundamental. And this is what we decided to do, to really understand this better.  There really had not been a definitive study done on mindset, and the context, and the differences between personal and professional social networks. So, we set out last year to really try to tackle this. We want to know the hypothesis that we see different behavior on LinkedIn to personal networks like Facebook and Twitter. But until we kind of did the research, it was just another kind of hypothesis.
  • So, we worked with TNS, which I think probably many of you know TNS which is a sub-brand of Kantar, part of WPP’s amazing network, and we really set out to kind of dove really deep into this topic of understanding mindset. So we surveyed 6000 social media users in 12 countries around the world using both quantitative and qualitative feedback, and I’ll show you some of the results. But the big qualitative for us was incredibly empowering and we had a kind of whole executive team rooting for the qualitative studies.  What we did was, we had TNS researcher cast kind of a question in kind of a micro-blogging online format, kind of like an online diary. And we asked the respondents to reply to these general questions that we asked over a series of weeks. Questions like, “what social networks are you using;” “how are you technology;” “where are you in your life, personally and professionally;” “how do these platforms help you, distract you;” really trying to get to the motive of what we’re doing. And some of the insights from that qualitative research is really what drove home some of the key messages I’m going to talk about today.
  • And one of those key themes that we found was how emotional people are and how much they are bringing themselves into these social settings. And how much they’re sharing, and how deeply they are trying to connect again with their family on personal networks, with colleagues and peers on professional settings. But there’s, I think we take for granted that these networks are omnipresent in our lives and we’re all kind of doing stuff; we’re posting or reacting, we’re inviting. But the quality of feedback was so rich that it really is about emotion. And so when you think about these social platforms, again not just specific to LinkedIn, but any social platform, the opportunity to tap into emotion, and have an emotional message, is absolutely there. And it’s not only there, but it’s really what users around the world are looking for. They want that same connection with brands and marketers.So I’ll play this quick clip that kind of shows how VISA does this which is done on a world-class scale, and watch this video that I think for us really kind of personifies emotion.
  • And so this was just one of many creative executions that VISA had as part of the Olympic games last summer. I won’t call anyone out, I don’t know how many people remember this from the 1976 Montreal games, I’m probably totally dating myself, but in the spirit of transparency…So I was 4 years old when this event happened and I was a disastrous gymnast. I was not aspiring to be a gymnast, it was not my bag at all, but I distinctly remember watching this performance. And this amazing, I think she was either 13 or 14 year old girl, not even come of age, planting her feet and for the perfect ten. And so this notion of, it was awe-inspiring, I actually still get goosebumps about it, I’m kind of a big sports fan on the side. But it was awe-inspiring, and so what VISA’s doing right is bringing that human achievement back. And I think even if you don’t remember that, if you’re a younger person in the audience, right, you can relate to kodachrome look and feel and this nostalgia that was so powerful. And this campaign kind of broke every record coming out of the Olympics. It had over a million likes, think of every volume, 30 million views on YouTube, just this creative execution alone. And so we know people, even the world of constant technology, we feel like people are starved for emotional connection frankly now more than ever.
  • And emotion makes sense in marketing. This was some really interesting data that came out of the UK where research from there analyzed 600 marketing campaigns and the types of messaging that was in those types of campaigns, with emotional campaigns generating outsize return versus those that kind of combined a rational and emotional message versus just a purely rational message. And at LinkedIn, we are fortunate to work with some amazing brands both in B2C and B2B marketing strategies and I think this is probably even more prevalent for anyone in the room who kind of works on B2B advertising goals & strategies that there’s this enormous myth in terms of B2B branding that kind of plays out in social networks. That it’s this super rational sort of process, right, you kind of follow this very rigid procurement mindset when you’re a B2B buyer. And as I was explaining earlier, at least for me as a B2B buyer for a Global marketing team, you know that’s not at all the case. We’re still very much influenced by peers and feedback. We’re still very much influenced by our previous experience with that Vendor, who else they might know and any recommendation that comes with it. So brining that into advertising, especially in a Social Network environment we think is critical for success.
  • So getting now more into the research that we performed, back to this theme of emotion, again we saw it in every type of respondent. That there is a fundamental difference in the type of emotion on a personal platform versus a professional platform.
  • On the personal side, the networks were really about reminiscing; having fun, there’s a lot of nostalgia, right, I have two young daughters. I had my first daughter; I had her picture of there in her chicken costume right from her first Halloween, which is still my picture to this day. You know connecting with old friends, high school reunions, it’s very conversational, it’s very social. And the mindset is very much there. It’s very much entertainment driven, it’s very lightweight.
  • On a professional side we found this other kind of extreme, where people are extremely focused on the future. They’re leaning in, they’re there to make progress and they’re very purposeful and aspirational. And this really came out of this both he qualitative and quantitative feedback of what people are looking for.
  • And I think that was surprising for us. I think a lot of people think of a professional networking platform as generally being kind of a modern day job board; this kind of transactional place to engage, with just a very limited scope of activity. And that was absolutely not the case. Again, not specific to LinkedIn, there are other professional networks in markets around the world that serve kind of distinct national geographic areas; and what we’re found is that even though you might see networking and job search on the surface when you kind of go into a professional networking setting, what people are really there for is about future achievement; it’s about forward progress. They’re there because they see the opportunity to connect with people to get insights; they see the opportunity to get recommendations to help improve their professional profile; they're following companies and brands that will make them kind of more competitive, gives them more competitive intelligence; they’re connecting with customers; all in the spirit of what you see as kind of the bottom of this iceberg. That there’s all this emotion kind of below the surface. And again, it’s not, in some cases it’s not eco-driven right, “I just want to get ahead,” “I’m trying to climb up this corporate latter.” The aspirational feedback came with people talking about I’m progressing so I can afford a bigger house, right, I have a big mortgage to pay. I’m progressing because I have a talented child and I want to send them to a very particular school. It was very much about family and re-investing in the things that matter most to them. Literally we saw these diaries come in from around the world, we were copying & pasting them to our CEO and other executives to the company because we’ve never done this kind of qualitative research like this before with these kinds of questions, and it was just so powerful to read how all of these platforms are playing such a formative role in people’s lives. It was so inspiring.
  • And this was another kind of great perspective on from Jonathan Becher who recently, he’s a CMO of SAP, who’s becoming a really vocal thought leader about marketing SAPs and just an amazing B2B company doing some very ground-breaking, especially highly creative work. You probably have seen some of the great, kind of award winning ad campaigns that SAP has put out there, called run SAP and it has all kinds of amazing footage, things you do not expect to see, again, from a typical B2B, fortune 100 company. And his quote is dead on. We’re not marketing to glass buildings, we’re not really marketing to audiences; we’re marketing to people. Right, regardless of what you’re buying; it’s a person on the other end of that order, and it’s a person on the other end of that campaign. And so thinking now about your brand and your advertising campaign as carrying your voice, of being human. You’ll hear a lot about being “authentic,” in the world of marketing and I think when it comes to your social advertising, that can’t be more true. Because again, back to the point of having a conversation and being in context, if you’re kind of talking like a corporate voice, that’s perfectly on script, that’s not really resonating with how people engage in these platforms.  And we all make the mistake; we’re working on some positioning for our business and we’ve done some interesting qualitative feedback. When I’m on the phone listening to a critique of the work that our team has written; and we’ll get feedback, like this is just a bunch of marketers; it’s really jargon-y, we don’t want to be talked to like this. So we’re learning, in our shoes too, but I think it’s something that really calls for more examination for doing things. And it’s a really exciting time to try these new things and see what works through all the incises.
  • So we starting digging into the research, and a couple of the fundamental things that we wanted to find out about mindset; the first thing was, what’s driving people? What do they want out of this experience? And really what we found was on personal networks, the drivers of their activity,why they were going there, was very much about how they wanted to spend time there. The single biggest driver was to socialize. Right, so you’re in and out, you’re connecting with your friends and peers; old friends, new friends, maybe people you don’t know but you’d like to know. Socializing was the number one driver across the world for personal networking. On the professional side, the mindset was quite different. And it was about investing time. People are there for a very purposeful mindset with the number one objective to maintain their professional identity. This is their professional record; this is how when you look for any one around the world, you type in someone’s name into the Google search bar or generally any search engine you might use, you will almost always find the first organic listing, is someone’s LinkedIn profile. That’s powerful. To be found with LinkedIn showcasing your professional record, your economic opportunity, is just an incredibly powerful thing. Right so lots of people are investing in this professional identity.  But they’re also really looking for useful contacts, again this notion of very purposeful engagement. They’re searching for opportunities, again not specific to job opportunities, they’re looking for opportunities to find former colleagues, to for new talent for their team; to get insights from companies and groups they might follow or be a part of to kind of get a competitive edge. And also looking to stay in touch and then obviously they’re keeping up to date with their career. On the personal side, it’s very entertainment driven and people are killing time, it’s kind of a break for them. And I think that this difference in mindset and what people want is really fundamental to understand when you’re thinking about how to engage on the platform from a marketing standpoint.
  • As we get deeper into this split of what people are doing, we asked the follow-up question of what kind of content do you want. Now we understand what you’re doing there; what are you looking to engage with besides kind of just the people? And really what came back was further reflecting this split in mindset. And how on the professional side, actually updates from brands was the number 2 most expected valued content in a professional setting. And on personal networks, updates from brands ranked number 9 in the stacked rank list. And so I think it’s contrary to how people think about all of the commercial volume and the marketing effort has gone into personal networks. And quite frankly it’s a little bit less developed on the professional side. And this is what people want. Right, people are coming to get a head and connect with the people that are important to them. And brands and companies are hugely important to professionals when they’re in this mindset. On the personal side, right, it’s not that surprising; it’s information from friends, reflecting their personal and friends that, again, back to entertainment, right, there’s so much power for the entertainment vertical in particular on the personal side, videos and music content, you know, is fundamental to a personal network platform. Much less so on the professional side.
  • As we going deeper into our survey, the next series of questions were asking more specifically, the kinds of brands and the kinds of brand content that people want. And again you see the bars - you see the arrows going in the opposite directions. And on the professional side, people again go back to improvement. They want brands who are going to improve them professionally. And they want brands that are going to help them make business decisions. I mean, think about the power of that. If you can orient your marketing around exchanging value with people which I know we all talk about doing, we all try to do it. But if you really adopt what’s being discussed in the industry now with the focus on content marketing that’s been discussed now for some time, you know this is really the opportunity. TO be in the position where you’re exchanging value with the people that matter more to your brand and your company, and with that people will return purchasing behavior, they will return recommendations and advocacy of your product and kind of driving a loop back to your business. And that’s exactly what was really uncovered in this research.  On the personal side, again really, the key driver was around entertainment. They want brands who will meet their entertainment needs and that tape into their personal interests. Hugely valuable channel there’s no question, just fundamentally very different.
  • Kind of the final aspect of the research was kind of looking at how people are inclined to share and really what’s kind of something for them that’s really meaningful about the experience on these platforms. And what we found was that there’s actually a higher propensity and interest to share on professional platforms versus personal. And to us, an even more interesting point was that there’s a higher degree of people that want to be in the know. For a professional, that’s very important. It’s not a good day when your boss says, “Hey Dan, did you see this going on in Canada” “Uh, no, you know, I didn’t.” People need to be in the know; we all have to live on the cutting edge – that’s the Professional pressure. That’s the bar that everyone in this room has to rise up to. I think everyone in the room sort of feels that on a daily basis. And these social platforms are a way to do it.  Gary will talk about it a little later but we have some news properties and some content properties on LinkedIn that are built fundamentally for this reason. To really help professionals be in the know and stay on top of the news that is most relevant to them.
  • So when we take a step back to kind of summarize the research results that we found, there are five tips, five ways to think about how to start optimizing marketing and advertising today. And I think that these are pretty easy things that I think our team are starting to re-engineer our marketing around and I’m hoping they are something that you guys can take away today. The first is recognizing this mindset divide. This is fundamental. We surveyed 6000 people of every major market and we saw this consistent feedback. And so it doesn’t mean that one is better than the other, they are just different environments between personal and professional. And there are just unique ways to engage; and if you are engaging in the right way, you’re going to cut through to the people that you’re trying to connect with. The second is, really trying to frame your brand and aspects of your marketing that really helps build knowledge and success. You see what people are looking for in a Professional platform, which is they’re looking to help make business decisions. Your brand can help do that. If you are in B2B or high-consideration B2C goods, people are taking a lot of input; we take a lot of information in before we make a big decision, a big investment, both in our personal life and in our professional life. And so if you can start to frame your marketing and your social presence around an exchange of value and really around insights that is what these audiences are going to respond to. And again, drive loyalty and drive purchase, and become advocates for your brand you can kind of strike that connection with them.  The third piece here is around information hungry, and that was just fundamental. One of our pillars at LinkedIn is around insights, and really delivering insights to professionals. That’s exactly why, in my Network Map, you didn’t see four different isolated circles, of people from my current and past professional life, they’re all kind of mixed together; there are big arrows going around the world. I know someone in Tokyo who’s sharing insights with someone in New York and vice-versa. And that’s really our world of work. And marketers have this amazing opportunity to be part of that information flow and participate in a really incredible way unlike they have before. The fourth piece is aligning your brand with emotion, and I think probably for most of us in the room, this is something that is hopefully an easier change. It can just be about some aspects of your creativity: your taglines, and your tone in voice that really, kind of thinking about in a social experience, it’s this 1-to-1 or this kind of 1-to-few. It’s generally not 1-to-many. So tapping into that emotion is really fundamental for success. And the fifth, and probably frankly one of the most important things on this five point list is to really share, and participate, and to listen. I think for many brands, involving yourselves and immersing your companies in social media, I think some are very far up the curve and some are taking a little bit slower to get there for very understandable reasons in terms of the structure that companies have to have to control, an that companys’ are losing, to how to engage with people. And it’s scary, and it’s new. But we kind of all in this room have no choice <smiles>, and there’s more opportunity to get closer to people than you ever have before using these social platforms. And that’s the opportunity. But you have to get into it. You need to participate. You need to generate some lightweight content and you can use it as an enormous listening tool. What we gave back from, we manage a group on our platform called marketing innovation with LinkedIn – the feedback we get from that group is just incredible. A lot of our clients are using our platform for listening. We have different advertising opportunities to listen to feedback and take polls and get surveys and get quick feedback. That is probably equally as valuable for brands that are ready to go there. Just even marketing on the platform.
  • So I am going to walk through a couple of examples to kind of bring this to life for everyone. This is my example of Mercedes Benz and they are a partner of ours from around the world. And this is a specific example from the UK. Mercedes was in kind of a “dog-fight” with other premium brands in the UK with BMW and Audi, really touching up, driving a lot of innovation, getting a lot of younger audiences buying their cars. So we worked with Mercedes to try to do something very unique for professional audiences. And for Mercedes, and for a lot of our high-consideration B2C marketers, having a really affluent and influential audience that’s on LinkedIn is really a very attractive proposition for them, and the targeting that we can do to the UK only. So knowing that we had these insights, we worked with Mercedes to really help them frame their brand and provide value back to professionals.  So in this example we have a content module ad unit that allows you to have different types of content on a couple different tabs. And we branded these as “IN tips.” So, letting professionals have more insights into how to improve their professional profile was something that added enormous value. For a lot of people new to Linkedin and new to social platforms, people don’t always know where to start. This is a new experience of people; how do you fill out a profile, what’s the right way to do it, how much content should I have under each job, you know, where do I go… and Mercedes really jumped on this. And said we can add value by branding these insights and helping craft these insights. And as a result they grew their follower base to their LinkedIn company page 240 X over a series of five weeks. So when people saw these ads they had a higher propensity to engage with Mercedes and their primary vehicle was to start to follow them. We also had all these incredible anecdotes. That people seeing the brand and increasing their brand preference for Mercedes in this brand market. So that’s just kind of one example of a high consideration marketer really tapping into the idea of really framing your brand around insights and adding value.
  • A second way to think about using these social platforms and in particular the unique opportunities of LinkedIn, is the targeting facets that we have. So because of the profile data that we have, we are able to turn that around into the most robust targeting set that’s possible on the social web today. And this is one example where we created a targeted set of what we call, “the influencers” on our platform. So these are people that have, in their profile, are either bloggers or they’re part of the media, they’re tied to politics in some way, they’re very active on our mobile experiences on Linkedin, so they’re adopting aps on their mobile devices. So we take that whole group of people, and we have marketers reaching out just to that specific group of influencers. And what we found, is that when we start to break apart our 200 million network of professionals, you find these really powerful cohorts of people that are really compelling and just very relevant depending on the brands and your strategies. They can be extremely relevant and again you can’t just find these cohorts just anywhere else on the web. And so when we compared this group of influencers to kind of the average LinkedIn member, you see they are just off the charts in terms of their engagement and the influence and the amplification that they have around the web. And again, not just to their first degree connections but they’re amplifying information throughout all those different lines that you saw on my in-map and to everyone else connected to them. They are 6 X more likely to share updates with their network and contribute to group conversationAnd 9 X more likely to actually generate content within groups.And so when people generate content, it all flows through the newsfeed that is the dominant part of the experience similar to that which you find on other networks. Again the targeting capability to get you the right mindset 1-to-1 is hugely powerful.
  • And the last example I’ll walk through is the work we’ve done in the last year with Citi Bank. And so Citi came to us with a really interesting proposition, and this is kind of why, for me, this is a dream job to kind of work on these types of problems with some of the biggest brands in the world.  They had a huge investment in marketing to Professional women. So, if you’re not familiar with it, Citi has kind of co-branded a portal with Women in co, where they try to really create an online community really geared towards women to help them make better,smarter, faster financial decisions. Not just obviously for Citi products, but obviously for a lot of thought leadership and really kind of nurturing Professional women to make the most sound financial decisions. And I think many of you have seen the data that women now make 80% of the household decisions, and are generally the key decision maker in their household for financial decisions. So Citi came to us and said we have this enormous effort we’ve had for over a decade now. We want to bring it to a platform to bring it to life.We want to bring this into the new world to have people discussing and make this kind of live bigger than where it’s living as kind of a portal website. So we built what's called a managed group. Where both Citi and LinkedIn are contributing content to this very unique experience geared towards professional women with Citi kind of being a key contributor and sponsor of this experience. But a sponsor is a very lightweight way. Their presence is really felt through their social team and their executives contributing content into this women’s group. So this group that launched at the end of April last year and now has over 100, 000 members is by far the most engaged group on our platform when we have over 1 million groups on the platform. And really again, why this is so different than the other million groups on our platform is tapping into that mindset. They are catering to a very specific audience of professional women and they are delivering something that they women are craving which are insights and information which are going to help them make better decisions. And really what we’ve seen is the engagement has been off the charts in terms of people coming back to the group, posting comments and sharing. And all the social gestures are important, and I’m sure everyone in the room are sitting there thinking, “well what about the bigger marketing and strategic results?” And those have been amazing too.Citi saw over a 30% increase in consideration of their brand in kind of a broad consideration set. They have seen double digit increases in preferenceAnd they've seen an over 30% increase in a likelihood to recommend Citi to other people. So this presence and this, frankly, very simple execution on our platform really ties back to the value that people want and to Citi’s overall value props. The alignment of those two things is just incredibly powerful.
  • And this is an example of some of the content. I think when we started the group, we felt like it would generally reflect a more senior profile of professional women. And what we found was, as the group started getting some traction and there was vitality and activity coming through the network of people being invited from around the world we found that younger women were joining just as much as some of the more seasoned women professionals who are on our platform.  So you have this really interesting mix of women entering their careers for the first times to as you can see on the upper part of the slide, a women asking for advice. She’s just coming into her career, any advice for how to think about getting started. And there are lots of threads on this with women who are more advanced in their careers adding comments of, “hey don’t do these 5 things, you know, these are my 3 big mistakes, learn from that.” And so this incredible, multi-generational exchange, going on.  Then you have the 2nd comment which is about retirement savings, so Fidelity issued some new sets of guidelines and there was this string on fire about women on the group, “have you seen the guidelines,” “how do you think about them?” And hundreds of people commenting and kind of exchanging ideas topics again that are deeply personal and really matter.
  • And probably the ultimate payoff is when you see something that’s an online community become offline. So there has been comments from this group that the women have had more mentoring as part of this hundred-thousand-person group than they have in their entire careers. People they did not know before April 2012, are now fundamental to them as part of their professional development. So women were taking it upon themselves to create meet-ups in major cities around the US, that kind of reflect the concentration of the group.  So in this case, this is women posting about creating a networking event in NYC. And we saw this happen in Seattle, in San Francisco and in some other cities. And we are working now with Citi to see how our two brands can come together and put some structure around offline events as a byproduct of this group.  And so, from all of this, if there is kind of one thing that I want to leave you all with today is really just the opportunity. And depending on where you are and your companies and your brands are, your management is, with embracing social platforms, this is the time to get started. These transformational shifts in technology and consumer behavior; you know, we don’t go backwards, right.  As I was preparing for this talk, I was thinking about my own – you know, the inflections in technology in my professional life and again at the fear of seeming too old , we had Fax machines; they were fundamental like ten years ago in my work place. We were faxing, that was how we got a lot of business done, maybe some people still use some, we don’t have very many of them. So I just think technology is not going back, we’re not going to re-adopt to have a Fax machine in every office. And so, this is kind of where our future’s going. Despite some of the challenges and some of the uncertainty that I think many of us face going into this brave new world, this is the time to embrace it. And if you think about the technology not as kind of unknown but as a something that can allow you to be more relevant than ever before, get closer to people than ever before, and learn from your customers and prospects, I think it’s actually the most exciting time in our lives to be in marketing and advertising. And we just really hope that kind of everyone embraces it and of course we would love to be a partner along the way.  Thank you. 
  • Hello, my name is Leah Sparks and I’m your Account Executive with LinkedIn Marketing Solutions.I’m happy to be back in Alberta, I lived in Canmore for 3 years, so Alberta is close to my heart.Today I’m going to talk about how social solutions can drive business results and what LinkedIn is doing in the marketing landscape. But even more importantly, I’ll share interesting take-aways thatwill benefit all of you.
  • I want to start with this map because its pretty cool. And I’m showing this map for a reason.When you come to visit LinkedIn you will see these spaghetti looking images that each of us have hanging at our desks.I became a LinkedIn member 2 years ago, been with LinkedIn for a year, and this is a visual depiction of my 1000+ connections on LinkedIn.Each dot is an individual. Each of these lines represents how I’m connected to this person, and how they are connected into my broader network.I’ve taken the liberty to label mine. LinkedIn Alberta Clientele…And if you hoover with your mouse over each dot the map will actual show you who that person is.Pretty neat.Get your personalized map at the url below. Amazing to see how your network is intertwined. It’s also a great conversation starter.
  • And speaking of networks……Here are some facts on our registered members here in this audience.Earliest Adopter – The first person to sign up and create a profile on LinkedInMost Connected– The person with the most 1st degree connectionsMost Popular– The person whose profile was viewed the most in the past 30 daysMost Endorsed– The person with the most total endorsements
  • I want to start with our vision – to create an economic opportunity for all professionals around the globe.Today LinkedIn has over 7 million professionals in Canada alone. Almost 70% of the Canadian workforce is now on LinkedIn.It is the largest professional network in the world.LinkedIn’s mission. We help companies and professionals be more productive and successful. In every stage of their development.
  • In order to do that, we’ve invested in what we call our key content properties: Our influencer’s productOur group productOur news product And our Slideshare acquisitionThese content properties deliver expert insights and help make professionals better at the job that they currently have.
  • As Gary mentioned in his portion, there is a common misconception that LinkedIn is a job site. I want to ask the audience. What percentage of our members are actively looking for jobs on LinkedIn?Only 13% of our members are actively looking for jobs.There has been a major shift. Our members are consuming 6x more Content than Jobs.It’s clear there is value on LinkedIn beyond the job hunt.
  • Over the last couple of years, LinkedIn has become a content marketing powerhouse.We have one of the largest sources of business content on the web – period. More so than companies that have been in business for a long time, publishing business content.You can see here, that LinkedIn has 160 million unique monthly views. Even if you combine all three of these properties, LinkedIn is still king.We are now a major player in the content marketing arena.So, with that, I want to delve a little bit deeper into some of these properties.
  • I’ll start with a product that we launched a few months ago – that I love – and that’s our LinkedIn Influencers product.It allows our members to follow an exclusive group of Influencers and thought leaders who are sharing their knowledge and insights with our 200 million members. We started with 150 high-quality business luminaries on our influencers program. People like Barak Obama, Martha Stewart and Richard Branson.Collectively, these influencers have already posted thousands of original posts on LinkedIn. And these conversations are taking place across the world.
  • Influencers are able to do something special, they are able to post long form content – well beyond 140 characters – to really communicate what’s on their mind. It can be a full multimedia experience.One of the best aspects of the influencer program is that you follow real thought leaders in the business industry. People who are in executive roles today, who haven’t had the platform to communicate to a mass audience – before now.
  • And it’s not just people like Richard Branson who are business celebrities.You can read content from the CEO of IDEO, the CEO of Intuit – experts that you don’t normally hear from when they’re still in their operating roles. At the top of their game. And this is something that only LinkedIn can offer.I encourage you to check out our influencers and choose one that is of interest to you!I just started following Jim Cramer, the guy from Mad Money.
  • Groups are another core product for LinkedIn. There are now over 1.3M groups on the LinkedIn platform. There are so many, because there really is a group for everyone.
  • Looking at the names of the groups and the members within them, you see this incredible diversity.The intent of LinkedIn groups is to enable very specific conversations around your particular profession.And you see high quality conversations – most of which are very strategic and niche.
  • In this case you have a CIO asking a question around a strategy. Anyone herefamiliar with ITIL? I’m not, but that’s the point of groups. Extrodinary that the CIO network has almost 70,000 members. Most impressive is how Lou’s question about ITILgenerated 115 comments in just one month.Groups are valuable to the people who are in them, because they’re having conversations in their language. Around topics that are important to them. They are receivingadvice to help them be better at the job they have today.
  • The 3rd content property that we’ve invested in is Slideshare.___The working language of business today is presentations. With the acquisition of Slideshare, LinkedIn was able to acquire the largest collection of presentations – anywhere.There are over 9 million presentations on Slideshare, providing rich content and a powerful marketing tool.
  • While the audience interested in learning about how to scale XenRackspace Cloud Servers may not be large, (again, not sure what Xen is, sounds like a Samari Ninja to me)SlideShare provided 43,000 views against this specialized, hard-to-reach target audience. Only LinkedIn can take all this content – and connect that information with the right people.
  • And, finally, LinkedIn Today. LinkedIn today is our news product, and it starts with our share button. But LinkedIn’s share button is very different from regular share button you’ve experienced. With most, you click and it shares to your network. You see news being consumed by people that are immediately connected to you.
  • But LinkedIn does one more thing – and that’s what makes it powerful.We take all the accurate and authentic data from your profile, your title, the industry you work in, what your peers are readingand serve you a tailored content experience.
  • And the information is different depending on your job. A sales director’s LinkedIn Today is different from a PR executive’s. Each has a news feed specifically targeted to them. And that’s what’s incredibly powerful for driving tailored marketing. You can see this in action if you hack into to a friends or spouses LinkedIn today. (okay, I don’t encourage you to hack, but ask nicely) If you put the computer screens side by side, you will see the difference.It’s like receiving a newspaper made for you, allowing you to cut through the noise.
  • Over the past couple of years, with our investment in these key 4 content properties, we’ve gone from something that people think about as a place to connect to career opportunities, to one of the largest content publishers and distributors on the web.So what are the shifts on LinkedIn that caused this trend?And what’s in it for marketers? The first shift is that Linkedin looks very different.
  • We’ve spent quite a bit of effort to simplify the experience and create this rich feed-based homepage. We’ve put the content from publishersand the content from marketers upfront and center.
  • The second primary change, is the incredible amount of data that we have on LinkedIn. In example of that, is our recent endorsements product. Who is familiar with this?Awesome. So you know its highly addictive. Those of you that aren’t this is a recommendation on crack.One of my colleagues has Awesomeness listed as a skillset, and she has received over 25 endorsements.Since we rolled out this product, we’ve had 500 million endorsements. Let’s think about this. In order to endorse someone you need to go to that persons profile, find the specific skill and click. Our member have done this 500 million times. So, when you think about the vast amount of data that it takes to make a more relevant experience for our users, whether it’s news, comments or influencer posts, We areable to combine all of this data and make a highly engaging and taillored experience.And that’s the really exciting aspect of what we do.
  • And the last trend, and most certainly not the least impactful is the advance of mobile. Everyone in the room knows about the mobile trend (I hope your ringers are off).Mobile has been key to this transition of Linkedin and Content.
  • We work everywhere our members work and we are part of their everyday.Desktop, Ipad, Smart Phone.And what we find here – usage of LinkedIn ipad vs desktop – and it shows that our members are very active throughout the day.We see a spike in the morning on ipad then it trails off as our members reach the office at 9. Then desktop use picks up.And declines when the work day ends at 5. Then the ipad use peaks at 10pm, long past working hours.The move to mobilehas really been fantastic for us at LinkedIn.
  • How does a marketer take advantage of LinkedIn’s mobile ability? This is how! Get in front of the mobile audience.Our content flows across the screen and network.You can send updates to your follower base, they’ll consume on their mobile devices – and from there they can like, comment and share that content through their network providing the multiplier effect as more consume share content.
  • Why LinkedIn?Brands that engage on LinkedIn - drive relationships and superior results!LinkedIn company followers are 2X more likely to purchase & recommend than non-followersLinkedIn is 4x better for B2B conversions vs. Twitter and FB, and generates 3x more leads than FB And halfof our members are more likely to purchase from a company that is more engaged with its followers. Our clients have seen success with the formula Audience + Context = Results
  • So how do marketers take advantage most effectively? LinkedIn has a proven model for successfully engaging professionals.
  • Our core Engagement framework has 3 componentsThe first is to “Create a Presence”. How? by building your Company Page and by establishing or sponsoring a GroupThen…you want to Attract an Audience to your Company Page & Group with Targeted media like Display Ads or Follower Ads (which encourage members to Follow your Company or Group).Lastly, You want to Engage that audiencewith Content How? With Status Updates that go directlyto your followers news feed. And with Content Ads that enable you to embed rich media like videos or whitepapers.LinkedIn allows your brand to engage in meaningful conversations with your target audience through a combination of paid and owned media. And all you have to do is follow these 3 steps: Create a Presence, Attract an Audience, and Engage with Content.
  • For each component, the underlying LinkedIn platform delivers Amplification, because the members’ social gestures – liking, commenting, and sharing – can be visible to their entire network.For example. If I comment on a company status update, my entire network of over 1000+ can see my comment and will be enticed to follow your company. And throughout, LinkedIn can offer rich data and insights to help marketers analyze and refine their strategy.
  • So, where does it begin? This first step is building a company page. Essentially this your mini website on LinkedIn. We have almost 3 million company pages. Who here has a company page? More importantly, who here does NOT have a LinkedIn company page?I have a little bit of work to do! First, you want to first fill out each tab. Home, which is general information about your company. It also houses your newsfeed of company status updates.Product & Services tab – which you could imagine, features information about you Product & Services, where our members can recommend them.Insights – we do the work – and provide insights into your employees.Here is an example of a successful company page on LinkedIn. Long View Systems in Calgary.When I first started working with Long View they had less than 1,000 followers. Now that they have attracted their audience with paid media, and engaged them with content, they have over 2,000 followers.
  • After you have your company page completed, you want to send out company status updates to your Followers (who are your brand ambassadors).Here is an example of a successful company status update. My client in Edmonton, PCL Construction, sent this company status update about “Permanent Modular Construction” and why it makes sense.And in 2 days it received:38 likesover 7,000 impressions with their audience. Amazing.We recommend one engaging company status update a week from your company page.
  • Who here has seen an ad for Stat Oil on LinkedIn?This is a perfect example of a client that has sucessfuly leveraged of the LinkedIn platformStat Oil’s objective was to build a reputation as an industry thought leader• Gathering insights in a short timeframeSolution• Created LinkedIn poll• SponsoredInMailResults• More than 11,000 poll responses• More than 230 comments from LinkedIn members• Poll feedback improves product development• Greater awareness of thought leadership position
  • Now lets look at the Marketing Solutions that help make LinkedIn so successful. Here is our product placemat. LinkedIn Marketing Solutions offers 3 Types of products:Core ProductsSocial ProductsAPI and Off-Platform Solutions Spanning throughout all 3 solutions is LinkedIn’s precise targeting capabilities using authentic profile data.More than happy to go into more depth about our products at a later time and how you can build your business on LinkedIn.
  • Another scary looking slide. Don’t worry I’ll break it down for you.Here is what a report looks like when you advertise on LinkedIn. My clients love this incredible data. We give you deep insights on your audience and who your ad is resonating with And what’s really cool is that when you have a campaign with LinkedIn we receive this reporting bi-weekly and can optimize as the analytics come in. For example, top left … My clients understand their audience and in some cases, learned of new audiences to tap into
  • In the spirit of stats….Lets talk about Alberta.Out of LinkedIn Canada’s 7.6 Million members.Calgary has 330kAlberta has 650kNot bad Alberta. Remember these are educated, influential and affluent professionals. Like yourselves. That you can reach right now on LinkedIn.
  • Calgary is really in!Calgary members have 22% higher usage than the average Canadian member.32% higher propensity to use mobile. (Mobile is a great opportunity if your clients are in Calgary.)
  • Top industries that are most common with our Alberta members.Oil & Energy (not surprising)ConstructionHospital & Health Higher EducationGovernmentetc.On a side note, we have the ability to target by industry on LinkedIn
  • Most popular groups include:Oil and Gas People with over 200,000 membersLinking Calgary with over 12,000 membersThe Association of Professional Engineers and Geoscientists of Alberta. Women Working in Calgary (to name a few)And yes, we can target members in Groups on LinkedIn.
  • Most followed companies. Of course, Oil & Gas. Many who are our clients.Top 5 companies followed by Calgary members are:SuncorCenovusShellNexenEncanaAnd – not surprising, as you see the trend…We have the ability on LinkedIn to target by company.
  • And here are our enterprise clients on LinkedIn. I hope you recognize at least a few of these.
  • And it’s not just National clientele.We’re in Alberta. I could only fit 25 companies on this slide. We can scale your campaign Global, National, Local. Whatever your business need there is a LinkedIn Marketing Solution for you!And you can contact me directly for your customized campaign.
  • Thank you for your time and patience this afternoon. I’d like to bring Gary back up to the stage and open the floor to questions.
  • May 15, 2013 LinkedIn Marketing Solutions inCalgary event

    1. 1. Marketing to MindsetAnd how understanding context willdrive more engaging relationships#LinkedInMarketing
    2. 2. Gary FearnallDirector of Global Marketing SolutionsLinkedIn Canada
    3. 3. Our Mission.Connect the world‟s professionalsto make them more productive and successful
    4. 4. Be great at what you do.
    5. 5. EverywhereWork wherever ourmembers workInsightsBe great at whatyou doIdentityConnect, find, andbe found
    6. 6. MILLION MEMBERS
    7. 7. Gary, congratulations!You have one of the top 1% most viewedLinkedIn profiles for 2012.LinkedIn now has 200 million members. Thanks forplaying a unique part in our community!Read More
    8. 8. 200,000,000+registered membersThe globally connectedprofessional network7M+Canada74M+USA11M+Brazil3M+Australia39M+Europe3M+DACH4M+Italy4M+France3M+Spain3M+NL11M+UK18M+India4M+SE Asia
    9. 9. The world of work is fundamentally changing
    10. 10. SellTurn cold calls intowarm prospectsMarketConnect mosteffectively withprofessionalsHireEngage the world‟sbest passive talentXYZ Inc.
    11. 11. The most effective placeonline for advertisers toengage professionals
    12. 12. 50% 41% 60%80% 65%Decision makers GeneratedbusinessCEO’s actively using social;41% active on LinkedInConduct researchUse social media forrecruitment4xVisit to conversion vs.other social networks
    13. 13. Brand relationships have evolved, fueled by the significantinfluence of social platformsTo a dynamic customer journeyFrom top-down funnel5. LoyaltyInfluenceLoop3. Purchase4. Experience6. Advocacy1. Awareness2. Consideration
    14. 14. Using Content and Insightsto Build Relationshipsand Get ResultsThe Mindset Divide:
    15. 15. How does mindset differ on personal vs. professionalsocial networks around the world?…to learn how Personal social networks …compared to Professional networks6,000+
    16. 16. Emotionplays a criticalrole in marketing
    17. 17. EmotionalCombinedRational% of campaign strategies that report verylarge profit gains0% 10% 20% 30%source: IPA Effectiveness AwardsResearch showsthat it can lead togreater ROI
    18. 18. ““Perhaps one of the biggest myths inB2B branding is that the nature ofthe decision process is so rationalthat emotions do not really play asignificant role..Kevin Lane Keller & Philip Kotler
    19. 19. Emotion plays akey role in BOTHpersonal……andprofessionalnetworks.
    20. 20. “Personal networking is forold school buddies. Forgood oldmemories…parties.”Personal networks areabout reminiscing andhaving fun
    21. 21. “Professionally when Inetwork, it‟s for informationto do my job better.”Professional networksare purposeful andaspirational
    22. 22. Emotions onprofessionalnetworks are justbelow the surface
    23. 23. ““B-to-B companies often forget they are selling topeople not big glass buildings. It doesn’t matterif the product is soft drinks or software –creating real, human, emotional connections isthe only way to build trusted relationships andinspire advocacy..Jonathan D. Becher,SAP Chief Marketing Officer
    24. 24. Different purposes drive different mindsets“Spend Time”Professional NetworksPersonal Networks“Invest Time”Source: Q10a– Information to receiveBase: Professional SN users (5204) Personal SN users (8692)12345SocializeStay in touchBe entertainedKill timeShare contentMaintain professional identityMake useful contactsSearch for opportunitiesStay in touchKeep up to date for career
    25. 25. Companies are expected to participate on professionalnetworks“Spend Time”Professional NetworksPersonal Networks“Invest Time”Career infoUpdates on brandsCurrent affairsInfo on friendsInfo on personal interestsEntertainment updates26% higher thanpersonal123Source: Q10a– Information to receiveBase: Professional SN users (5204) Personal SN users (8692)
    26. 26. Professional networks want brands that help them improve;personal networks want brands that entertainSource: Q23 – Types of brands / products / companies would expect to see on site | Normalised data | Base: Professional (n=5204) Personal (n=8692)Higher association with„professional‟ networks15%10%5%4%6%10%…express my personality…follow personal interests…meet my entertainment needs…improve myself professionally…help me to make business decisions…gain advice / recommendationsHigher association with„personal‟ social networksI want to see brands that I use to:
    27. 27. This purposeful mindset results in more influencers onprofessional networksShare knowledgewith othersBe firstin the knowShare knowledgewith othersBe firstin the know61%65%45%39%I consider myself likely to:7% higher15% higher
    28. 28. Top 5 tips tooptimize your marketing with the right mindsetRecognize the mindset divideAlign your brand with emotionEngage information-hungry influencersFrame how your brand helps build knowledgeand successBuild meaningful relationships by participating,sharing and listening.12345
    29. 29. Frame how your brand helps users gain knowledge andsuccess50 followersat start240xincrease in just 5 weeks12,000 followers,5 weeks later
    30. 30. Engage information-hungry influencers with exclusiveinformationMore likely to create content within GroupsMore likely to followcompaniesMore likely to share updateswith their network6x6x9xInfluencersAverageLinkedInMember
    31. 31. Community through content and conversation100K+ Total MembersFastest Growing Groupin 20122.5x More Engagement
    32. 32. Content that matters most
    33. 33. Online and offline relationships
    34. 34. Leah SparksAccount Executive, Global Marketing SolutionsLinkedIn Canada
    35. 35. LinkedInCanadaLinkedInAlberta ClienteleMediaProfessionalsLinkedInBC ClienteleLinkedInInternational
    36. 36. Our Vision.Create economic opportunity for everyprofessional in the world
    37. 37. InfluencersNewsGroupsSlideshare4 Key Content Properties
    38. 38. JobsJobsContent
    39. 39. 020,000,00040,000,00060,000,00080,000,000100,000,000120,000,000140,000,000160,000,000180,000,000LinkedIn WSJ.com Forbes.com CNET.comGlobal Monthly Uniques
    40. 40. Influencers1Nobel Prize Winner 2M+People Follows 1MacArthur “Genius”29 NYT Best Seller books 11 Countries
    41. 41. Groups1.3Mgroups
    42. 42. A Truckload, Trucking,Logistics, Supply Chain groupThe CIO Network groupThe CPG SupergroupThe Rotary Kiln RefractoryProblems and Solutions group
    43. 43. CIO NetworkMEMBERS67,551Lou MarcoccioA CIO and IT advisorMany CIOs are abandoning ITIL, while others use itreligiously. Is it still appropriate and why?1 month ago See all 115 comments >>
    44. 44. Slideshare9M+Content Upload
    45. 45. 43K Views
    46. 46. LinkedIn Today
    47. 47. Who‟s clickingWhere they workCompany‟s sizeIndustryTitleEducationTailored Content Experience.
    48. 48. Relevance driven by your professional profileSales directorPublic relations execVS.
    49. 49. One of theLargestContentPublishers onthe web.
    50. 50. Working everywhere our members work
    51. 51. From coffee to couch. Everyday.iPad12am1am2am3am4am5am6am7am8am9am10am11am12pm1pm2pm3pm5pm6pm7pm9pm10pm11pmDesktop
    52. 52. Content flows across screens
    53. 53. 2xmore likely topurchase andrecommend1CompanyFollowers4xbetter vs. Twitterand Facebook2B2BConversions50%are more likely topurchase from acompany theyengage with onLinkedIn3CompanyPresenceSources: 1. Client Follower research study in the U.S., 2012; 2. Hubspot study of 3,128 B2B companies in 2011; 3. LinkedInFollower Research, 2012
    54. 54. What does LinkedInscontent ecosystemmean for marketers?
    55. 55. Engage withContentAttract anAudienceCreate aPresenceCompany PageGroupsFollowersTargeted MediaCompany Status UpdatesInMails/Content Ads
    56. 56. ANALYZE AND REFINEData, Insights and AnalyticsAMPLIFYFollowers, Status Updates, Plugins, Sharing,Recommendation Ads
    57. 57. Start by establishing your company presence2.8M+ Active CompanyPages
    58. 58. Send targeted updates
    59. 59. Case Study – Statoil“LinkedIn has helped us raise our profileas an industry thought leader”Erik HaalandSenior Consultant Communications, StatoilObjectives Position the company as aninnovator and thought leader Support expansion into newterritories Engage industryprofessionals and influencersSolution Launched the StatoilLinkedIn Energy InnovationCustom Group Sponsored InMail targetedby job title, location andcompanyResults 18,500 members from theglobal energy sector 40 new discussions and 71new comments a week Increased traffic to Statoil‟scorporate website
    60. 60. 7MM+ Professional MembersSmall &MediumBusinessProfessionalsBusinessDecisionMakersFinancialServiceProfessionalsSalesProfessionalsMarketingProfessionalsStartupProfessionalsCorporateExecutivesITProfessionalsCareerChangersProfessionalsworking atcompaniesbetween 50 and500 employeesDirectors &above at acompany of anysizeFinanceProfessionals,or those whowork in theFinancialServicesIndustryProfessionalswhose jobfunction isSalesMarketingProfessionals,or those whowork in theMarketing &AdvertisingIndustryProfessionalsworking atcompanies with1-50 employeesDirectors &above atcompanies withmore than 500employeesProfessionalswhose jobfunction is IT orEngineeringProfessionalswho havechangedpositions oremployers inthe last 60 daysJob FunctionGenderIndustry# of ConnectionsCompany SizeDMASeniorityAgeJob TitleCustomized SegmentRun of ProfessionalsInCrowdsCustom Audience SegmentsAdditional Segments Business Travelers Opinion Leaders Influencers
    61. 61. Company PagesSocial Ad: Follow CompanySocial Ad: RecommendationAdsGroupsSocial Ad: Join GroupAPIs/Plug-InsCustom Executions built byLinkedIn Certified Developers(CDP)MobileiPadSlideshareBlueKaiSocial API / Off-PlatformPrecise Targeting Authentic Profile DataStandard Display Ads300x250, 1x1 textlink, 728x90, 160x600Content AdsPollsSponsored InMailsCore
    62. 62. Who Visits Your Page? Who Saw Your Campaign?Who Clicked On Your Ads? Who Viewed Your Ads?
    63. 63. LinkedIn Canada - AlbertaLinkedIn Canada Members7.0M+LinkedIn Alberta Members650K+LinkedIn Calgary Members330K+LinkedIn Internal Data as of April 2013
    64. 64. Calgary is really In!32% Higher MobileUsage*22% Higher LinkedInToday Usage**Compared to the average LinkedIn member in CanadaLinkedIn Internal Data as of April 2013
    65. 65. Top 10 Industries among LinkedIn Alberta Members16%5%3% 3% 3% 3% 3% 2% 2% 2%0%2%4%6%8%10%12%14%16%18%LinkedIn Internal Data as of April 2013
    66. 66. Most Popular Groups among LinkedIn Calgary MembersLinkedIn Internal Data as of April 2013NAME Group MembersOil and Gas People 252,513Linking Calgary 12,188Alberta Oil & Gas Recruiting 11,138The Association of Professional Engineers and Geoscientists ofAlberta (APEGA) 10,452University of Calgary Students, Alumni and Professors 8,283Oil and Gas Calgary 6,004Women Working in Calgary 5,511Calgary Jobs 5,446Young Oil and Gas Professionals (Calgary) 5,316
    67. 67. Most Followed Companies among LinkedIn CalgaryMembersLinkedIn Internal Data as of April 2013
    68. 68. Who‟s Advertising On LinkedIn
    69. 69. Alberta On LinkedIn
    70. 70. Questions?

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