InOttawa Linkedin Marketing Solutions Event 09.12.2013

489 views
422 views

Published on

A Special Invitation
How Your Content Marketing Can Create Meaningful Connections
Thursday, September 12, 2013
2:00pm – 4:30pm EDT (Followed by Cocktail Reception)
Ottawa, ON

Content marketing is not a new marketing phenomenon by any means, but it is one that is growing exponentially in prominence and importance.

It’s growing because marketers are responding to the reality that buyers are forming perceptions about brands without those brands having an opportunity to share their perspective.

Please join LinkedIn Marketing Solutions in Ottawa on Thursday, September 12th for "How Your Content Marketing Can Create Meaningful Connections."

Designed especially for marketing leaders, you'll learn how your Content Marketing can create meaningful connections and ultimately, impact your revenue.

Agenda:

2:00 - 2:30pm: Registration
2:30 - 3:30pm: How Your Content Marketing Can Create Meaningful Connections
3:30 - 4:30pm: Getting Started With Content Marketing on LinkedIn
4:30 - 5:30pm: Cocktail Reception and Networking


Venue:

Canadian Museum of Nature
240 McLeod St
Ottawa, ON K2P 2R1
Mtg Room: 4th Floor Gallery

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
489
On SlideShare
0
From Embeds
0
Number of Embeds
7
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

InOttawa Linkedin Marketing Solutions Event 09.12.2013

  1. 1. How Your Content Marketing Can Create Meaningful Connections
  2. 2. Gary Fearnall Director of Global Marketing Solutions LinkedIn Canada
  3. 3. Objective Queries
  4. 4. It’s Real-time. It’s Raw. It’s Un-edited.
  5. 5. 1995 ----|----|----|----|---- 2000 ----|----|----|----|---- 2005 ----|----|----|----|---- 2010 Portals: Be Listed Search Engines: Get Ranked Social: Participate
  6. 6. Your buyers’ behavior is forever changed 8
  7. 7. Only 15% of B2B marketers reported using social media in 2007 By 2012 91% of those marketers reported using social media as part of their marketing strategy - Ogilvy’s 2012 Social Media Study
  8. 8. Social technologies today…  >1.5 billion – Number of social networking users globally  80% – Proportion of total online users who interact with social networks regularly  70% – Proportion of companies using social technologies  90% – Proportion of companies using social technologies that report some business benefit from them
  9. 9. The world of work is fundamentally changing
  10. 10. 77.5% of Canadians are Internet Users  This audience will reach 78.7% by 2017
  11. 11. Time Spent on Internet Continues to Grow
  12. 12. The total number of social network users worldwide will surpass 1.7 billion in 2013  This audience will reach 2.55 billion by 2017
  13. 13. HALFof All Adults use social networking sites vs. 5% in 2005 5% 50% All Adults 2005 2012 Source: Pew Research Center's Internet & AmericanLife Project surveys: February 2005, August 2006, May 2008, April 2009, May 2010, and May 2011.
  14. 14. Social users GETTING OLDER Making part of their DAILY ROUTINE 9% 49% 67% 76% 86% 83% 7% 8% 25% 48% 61% 70% 6% 4% 11% 25% 47% 51% 6% 1% 7% 13% 26% 33% 2005 2006 2008 2009 210 2011 18-29 30-49 50-64 65+ Source: Pew Research Center's Internet & AmericanLife Project surveys: February 2005, August 2006, May 2008, April 2009, May 2010, and May 2011.
  15. 15. Social Networking Dominant Online Activity
  16. 16. Digital Spending is growing incredibly fast
  17. 17. Social ad spend to increase to $860M by 2015 US Social Network Ad Revenues, 2011– 2015 (billions)
  18. 18. Source: Pew Research Center's Internet & American Life Project surveys: February 2005, August 2006, May 2008, April 2009, May 2010, and May 2011. 96% 96%of companies increasing their social media investments
  19. 19. Content marketing is the #1 digital marketing priority Source: Econsultancy and Adobe, “Quarterly Digital Intelligence Briefing: Digital Trends for 2013,” Jan 10, 2013 Worldwide leading digital marketing priorities in 2013 (% of respondents) 9% 11% 24% 26% 30% 31% 37% 38% 39% 39% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Video Marketing Marketing Automation Joining Up Online & Offline Data Brand Building/Viral Marketing Mobile Optimization Content Optimization Targeting & Personalization Social Media Engagement Conversion Rate Optimization Content Marketing
  20. 20. “Every day we see the power of social media to power connections between brands and consumers. For brand marketers, choosing not to connect is simply no longer an option.”
  21. 21. Brand relationships have evolved, fueled by the significant influence of social platforms To a dynamic customer journeyFrom top-down funnel 5. Loyalty Influence Loop 3. Purchase 4. Experience 6. Advocacy 1. Awareness 2. Consideration
  22. 22. Buyers Are Getting Savvier through decision making process 60% First contact with supplier Due diligence begins Purchase decision Consideration list formulated
  23. 23. “Survival Skills 101 for the next five years will be deriving insight ahead of peers.” –IBM CEO Study 2012
  24. 24. 1 of every 3 professionals on the planet is LinkedIn
  25. 25. Our Mission. Connect the world’s professionals to make them more productive and successful
  26. 26. Connect Talent with Opportunity.
  27. 27. Inform, educate, and inspire professionals.
  28. 28. Definitive professional publishing platform.
  29. 29. Job seeking
  30. 30. WW Unique Visitors 181,152 source: comScore, Global Monthly Unique Visitors (March 2013)
  31. 31. Marketing opportunity Valuing reach + context LinkedIn's content evolution 34
  32. 32. Content Evolution: Editors are being replaced by your network.
  33. 33. Early start-up exec Finance exec Relevance driven by your professional profile VS.
  34. 34. Content Evolution: Exclusive content is magnetic.
  35. 35. Five top tips to starting a successful business 41
  36. 36. Why Most of Our Business Will be in Fast-Growth Markets and Digital Within 5 years 42
  37. 37. The Heart of Leadership
  38. 38. Content Evolution: Mobile is accelerating content consumption.
  39. 39. Digital consumption is only increasing as consumers add devices Source: Cisco Systems, Cisco Visual Networking Index (VNI): Forecast and Methodology 2013 0 10000 20000 30000 40000 50000 60000 70000 80000 2012 2013 2014 2015 2016 2017 Global Consumer Web Traffic (Petabytes per month) Deskto p Mobile
  40. 40. The dramatic increase in digital consumption is true also on LinkedIn 57% Growth in page views y/y 32% Growth in monthly users y/y ’04 ’05 ’06 ’07 ’08 ’09 ’10 ’11 ’12 ’13 1M 4M 7M 16M 31M 53M 87M 144M 200M 225M+ LinkedIn Global Membership
  41. 41. Relevant Content builds the bridge to meaningful relationships
  42. 42. Content Marketing: Marketing is a first class citizen
  43. 43. Your content driving results in the LinkedIn feed
  44. 44. Integrate and amplify content from SlideShare
  45. 45. Your content driving results in the LinkedIn feed
  46. 46. Brand results and advocacy from LinkedIn followers “We can have dialogues with potential customers in a way that encourages organic growth of the community.” Bryna Corc Digital Marketing and Social Media Strategis  112% increase in CXO followers  15% higher engagement rate with CXOs vs. non-CXO followers  Followers 2.5X more likely to recommend HP solutions
  47. 47. Deepen the conversation with groups Professional Woman’s Network 2X More Engagement than average Group 47% Higher Unaided Brand Awareness 165,381 members 1,181 comments last week 56
  48. 48. Content Marketing: Social proof. Included.
  49. 49. ShareCommentLike
  50. 50. Content Marketing: Your customers have a lot to contribute.
  51. 51. “In short time posting on LinkedIn, quality of comments is higher than anything I've seen in 12+ yrs of online journalism.” Herb Greenberg Writer, TheStreet
  52. 52. How to make content work for you? 62
  53. 53. Make your customers more productive and successful#1 BlackRock 4 things to know about gold's biggest sell-off in years http://bit.ly/12FpSCZ Has Gold Lost its Luster? | iShares Blog bit.ly • Of all the investment topics I've discussed with clients, whether to invest in gold usually elicits the most divergent opinions. As an investment that is almost impossible to value, people's views on gold are often more a matter of philosophy than... Like (12) • Comment (6) • Share • 9 days ago
  54. 54. Be the editor#2 Citi Who are the most influential, iconic women in the world? In this video, Time Magazine’s Executive Editor profiles far-reaching women in from the magazine’s 100 most Influential People in the World list http://on.citi.us/Yc8kPt Who Are The Most Influential Women in the World? on.citi.us TIME Executive Editor Radhika Jones discusses the far-reaching influence of the iconic women on the 2013 TIME 100 list. Like (51) • Comment (7) • Share • 3 days ago
  55. 55. Make it snackable#3
  56. 56. Value the "who""#4
  57. 57. Building Your Brand on LinkedIn
  58. 58. Paul Lovie Account Executive LinkedIn Canada
  59. 59. Our Vision. Create economic opportunity for every professional in the world
  60. 60. Content Marketing is Not New
  61. 61. Teaching Farmers to be Great at What They Do
  62. 62. Influencers News Groups Slideshare 4 Key Content Properties
  63. 63. Jobs Jobs Content
  64. 64. 0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 120,000,000 140,000,000 160,000,000 180,000,000 LinkedIn WSJ.com Forbes.com CNET.com Global Monthly Uniques
  65. 65. Influencers 1Nobel Prize Winner 2M+People Follows 1MacArthur “Genius” 29 NYT Best Seller books 11 Countries
  66. 66. Create long form content from the share box
  67. 67. Groups 1.6Mgroups
  68. 68. Diverse professional communities A Truckload, Trucking, Logistics, Supply Chain group The CIO Network group The CPG Supergroup The Rotary Kiln Refractory Problems and Solutions group
  69. 69. High quality discussions CIO Network MEMBERS 67,551 Lou Marcoccio A CIO and IT advisor Many CIOs are abandoning ITIL, while others use it religiously. Is it still appropriate and why? 1 month ago See all 115 comments >>
  70. 70. Slideshare 9M+Content Upload
  71. 71. 43K Views
  72. 72. LinkedIn Today
  73. 73. Who’s clicking Where they work Company’s size Industry Title Education Tailored Content Experience.
  74. 74. Relevance driven by your professional profile Sales director Public relations exec VS.
  75. 75. One of the Largest Content Publishers on the web.
  76. 76. Content flows across screens
  77. 77. From coffee to couch. Everyday. iPad12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 5pm 6pm 7pm 9pm 10pm 11pm Desktop
  78. 78. What does LinkedIn's content ecosystem mean for marketers?
  79. 79. 91 On LinkedIn, brands build relationships with the world’s professionals by using accurate targeting to deliver relevant content Target Publish Extend Target with accuracy to reach a high quality audience Publish relevant content in a professional context Extend engagement on and off LinkedIn
  80. 80. Create a Presence Attract an Audience Engage with Content Core Engagement Framework
  81. 81. 93 Company Pages Your home on the world’s largest professional network  Be found by and connect to the people that matter most  Leverage as a hub for content marketing efforts  Represent your brand identity with images and video
  82. 82. 94 Sponsored Groups Branded community where members discuss topics that matter to them  Influence organic discussions with potential advocates  Demonstrate thought leadership and build loyalty  Own ad space in the Group to distribute content
  83. 83. Create a Presence Attract an Audience Engage with Content Core Engagement Framework
  84. 84. 96 Followers Professionals that have opted-in to a relationship with your Company  Build a direct communications channel to those most interested in your business  Engage them via: • Free Company Updates • Promoted Updates • Sponsored InMail • API experiences and more  Recruit more through paid, owned and earned channels
  85. 85. 97 Company Updates Ongoing dialogue with your dedicated Followers  Deliver standard or rich media content for free  Boost relevance by targeting sub-sets of Followers  Drive engagement to fuel social sharing
  86. 86. 2x more likely to purchase and recommend1 Company Followers 4x better vs. Twitter and Facebook2 B2B conversions 50% are more likely to purchase from a company they engage with on LinkedIn3 Company Presence Sources: 1. Client Follower research study in the U.S., 2012; 2. Hubspot study of 3,128 B2B companies in 2011; 3. LinkedIn Follower Research, 2012
  87. 87. Create a Presence Attract an Audience Engage with Content Core Engagement Framework
  88. 88. LinkedIn Banner and Text Ads Leverage our prominently placed, high impact ad units 300x250 Big Box (IAB Standard) 160 x600 Skyscraper (IAB Standard) Premium Text Link 728 x90 Leaderboard (IAB Standard)
  89. 89. Generate Awareness with Content Ads LinkedIn Confidential ©2013 101 • Extend the reach of existing collateral • Drive engagement with a rich and varied format • Benefit from viral spread
  90. 90. 102 Sponsored Polls Engage members and extract professional insight  Receive timely intelligence from a targeted focus group  Encourage interaction that fuels earned media  Tailor the experience with ads displayed by user response
  91. 91. 103 Join Group Ads Boost membership and drive traffic  Target the ideal professionals to join the community  Increase Group awareness and with co-branded units  Remind members to return to the Group
  92. 92. Generate Awareness with Sponsored Updates LinkedIn Confidential ©2013 104 Blackberry Blackberry - Sponsored Blackberry Sponsored Blackberry Sponsored
  93. 93. 105 Putting it all together in 3 easy steps 1 Create landing page with lead collection form 2 Post as a Company Update 3 Sponsor the update
  94. 94. Display media + content work better together Display Media + Sponsored InMail Up to 2× higher InMail open rates Display Media + Sponsored Updates Display primes people to engage content 25% lift in CTR for Sponsored Updates
  95. 95. 107 Custom API Solutions Create innovative experiences beyond LinkedIn.com  Develop applications, microsites, promotions and more  Leverage LinkedIn data to build social context  Promote using paid, owned and earned media
  96. 96. 7MM+ Professional Members Small & Medium Business Professionals Business Decision Makers Financial Service Professionals Sales Professionals Marketing Professionals Startup Professionals Corporate Executives IT Professionals Career Changers Professionals working at companies between 50 and 500 employees Directors & above at a company of any size Finance Professionals, or those who work in the Financial Services Industry Professionals whose job function is Sales Marketing Professionals, or those who work in the Marketing & Advertising Industry Professionals working at companies with 1-50 employees Directors & above at companies with more than 500 employees Professionals whose job function is IT or Engineering Professionals who have changed positions or employers in the last 60 days Job Function Gender Industry # of Connections Company Size DMA Seniority Age Job Title Customized Segment Run of Professionals InCrowds Custom Audience Segments Additional Segments Business Travelers Opinion Leaders Influencers
  97. 97. Who Visits Your Page? Who Saw Your Campaign? Who Clicked On Your Ads? Who Viewed Your Ads?
  98. 98. Questions?

×