Finance Deck 11062014
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Finance Deck 11062014 Presentation Transcript

  • 1. Finance & Insurance Event 11 juni 2014
  • 2. Welcome Elske Meines, Account Director Finance LinkedIn
  • 3. Welcome Elske Meines, Account Director Finance, LinkedIn Spotlight on Professional Content Forest Baker, Head of Global Insights, LinkedIn Finance and Insurance Research James McErlean, Head of Financial Services EMEA, LinkedIn BREAK The power of professional content publishing on LinkedIn Oliver Spall, Social Media Consultant, LinkedIn Trending and Content Marketing Score Elske Meines, Account Director Finance, LinkedIn Targeting & Dialoog = 3 Jeroen van de Ven, Social Media Manager, ABN AMRO Bank N.V. Q&A Lunch and Company Page workshop 9.30 9.45 10.10 10.30 10.45 11.05 11.25 11.45 12.00
  • 4. #INfinNL
  • 5. Peter Hazenberg Earliest Adopter Most connected Most popular Most endorsed Wadei Laroussi Jeroen van de Ven Martine Meijburg
  • 6. Connect the world’s professionals to make them more productive and successful
  • 7. 1 in every 2 professionals worldwide is on LinkedIn
  • 8. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 200,000+ professionals join daily 1 4 7 16 31 53 87 144 200 238 300M+
  • 9. Identity Networks Knowledge The professional profile of record Connect all of the world’s professionals The definitive professional publishing platform
  • 10. Identity
  • 11. Networks
  • 12. Knowledge Slideshare, Groups & Company Page Peers Pulse Influencers
  • 13. Members expect and trust content on LinkedIn More engagement 8× Updates from brands Current affairs Career info
  • 14. The definitive publishing platform
  • 15. Spotlight on Professional Content Forest Baker, Head of Global Insights LinkedIn
  • 16. The 2014 Professional Content Consumption Report ​ Rise of the Content Revolutionaries: A Deep Dive into the Top Content-Consuming Members on LinkedIn and How Marketers can Connect with Them
  • 17. Head of LinkedIn Global Insights
  • 18. Evolution of Professional Content Content Marketing on LinkedIn: WHY Content Marketing on LinkedIn: HOW 1 3 2 18 Agenda
  • 19. 19 In the past, there were few sources for content TV Print Radio
  • 20. 20 Now, the internet provides a sea of information that requires filtering Internet Websites or Apps Content
  • 21. 21 Social networks are now the dominate portals for discovering content Content
  • 22. Several years ago, LinkedIn began a transformation 2006 Identity Network Knowledge 2014
  • 23. 23 And ultimately evolved into a content platform 500 LinkedIn Influencers Pulse: News AggregatorSlideShare 1.5MM+ sites use InShare
  • 24. That is globally recognised and trusted Trustworthy 78 19 2013 MillwardBrown Digital study on 1,100 US adult internet users Top 100 global brand SOCIAL NETWORK ASSOCIATION AS “A TRUSTWORTHY SOURCE OF PROFESSIONAL CONTENT”
  • 25. And increasingly delivering content via mobile Mobile Traffic
  • 26. Content Marketing on LinkedIn: WHY2 26 Agenda
  • 27. Study: >6,000 LinkedIn members across 8 markets We surveyed members who regularly consumed content in the LinkedIn homepage feed (desktop or mobile) Mean survey time was ~10 mins. Respondents with nonsensical answers or extremely short or long completion times (<4 mins or >12 hours) were removed. Participants received $5 to $25 for their participation depending on their title. Response rates ranged from 4.8% to 6.8% depending on the country. Seniority was used to weight the data when estimating population statistics. United States Sample Size 2,701 Canada Sample Size 472 Brazil Sample Size 483 Australia Sample Size 480 Singapore & Hong Kong Sample Size 457 France Sample Size 497 Benelux Sample Size 483 UK Sample Size 485
  • 28. These members are wealth and influential professionals 1 in 5 Director+1 in 3 Manager+
  • 29. 29 LinkedIn is their primary choice for professionally- relevant content N = 6,058; data weighted to reflect active LinkedIn members. 91% 61% 50% 36% 30% 24% 22% 19% 13% In a typically work week (Monday through Sunday), what sources do you use to access professionally relevant content?
  • 30. Consuming professional content is vital to their success Mean # of hours spent consuming professionally- relevant content per week 8 = 1 working day per week
  • 31. Content Marketing on LinkedIn: HOW 3 31 Agenda
  • 32. 32 What type of content should I create for my target audience? 3
  • 33. Benefits they experience by consuming content on LinkedIn Enhances Knowledge Strengthens Networks Boosts Personas Keeping up with industry News Discover new ideas within industry Build relationships with colleagues/clients Spark conversations Build professional reputation Improve current job skills 77% 71% 62% 43% 55% 39%
  • 34. 39% Positions member as thought leader 62% Enhances member’s professional reputation 63% Increases member visibility Benefits experienced by sharing content on LinkedIn
  • 35. 75% Content they prefer to click on and share New research 39% 71% 66% 59% 58% 55% Breaking news Case studies 55% Career advice 36% 49% 49% 39% Produced by business Leader Brief, concise in length Click Share Popular content types for gaining knowledge Popular content types for helping decision-making
  • 36. EMEA Top Sponsored Updates in May 2014
  • 37. Checklist for creating content that resonates
  • 38. ©2014 LinkedIn Corporation. All Rights Reserved. emea.marketing.linkedin.com
  • 39. Finance & Insurance Research: Social Media driving the growth of Medium and Large Co James McErlean Head Of Financial Services EMEA, LinkedIn
  • 40. How Financial Services have embraced social media
  • 41. Medium €5M to €29.9M DEFINING medium/large businesses (annual revenue) Large Over €30M This report explores the way in which medium and large businesses in The Netherlands make use of social media. decision makers in medium and large businesses surveyed across the Netherlands 144
  • 42. Medium and large businesses are a highly attractive audience, and social media offers a unique opportunity to engage with them
  • 43. A high proportion of businesses in the Netherlands are reporting growth in several key areas… Have experienced an increase in total revenue over the past year Have experienced an increase in customer/client numbers over the past year Have experienced an increase in overall profitability over the past year 62% 50%55% Base: 144 medium/large businesses
  • 44. Social media adoption in the Netherlands is well penetrated and usage is maturing 88% Of medium and large businesses currently use social media 5% Plan to use social media in the future Base: 144 medium/large businesses
  • 45. % reporting that social media spend contributed to revenue growth …with revenue growth widely attributed to an increased spend on social media advertising. Large businesses 35%Medium businesses 29% Base: 89 medium/large businesses experiencing revenue growth
  • 46. Many of these businesses tend to make use of social media for marketing purposes… 46 Use social media to build awareness Use social media to drive business growth Use social media to increase sales 88% 83% 80% Top 5 uses of social media 1 2 3 4 5 Maintain a company presence and identity Advertise to generate new leads Generate word-of- mouth about my company Deliver content and new information Advertise to help increase awareness 35% 36% 39% 38% 44% Base: 144 medium/large businesses
  • 47. The most important challenge for medium and large businesses in the Netherlands is raising profit margins… Keeping up with technology 20% 21% 27% 28% 32% 38% 18% 16% Finding and hiring good employees Getting credit/financing/access to funding for my company Reducing costs Attracting new customers Increasing profit margins Keeping up with technology Retaining current customers Challenges faced by businesses in the Netherlands 39%suggest that increasing profit margins will be their most important business challenge over the next year. Base: 144 medium/large businesses
  • 48. 48 Social media is seen as an effective channel for marketing and driving business...along with impacting operational efficiencies and sourcing % reporting that social media is effective for… Customer service support/ handle complaints/retain customers 82% CUSTOMER SERVICE 52% FIND VENDORS Find vendors or companies that can help my company 86% RECRUIT Find and source new employees Deliver content and new information about my company 84% CONTENT DELIVERY 88% DRIVING AWARENESS Maintain a company presence and identity Base: 144 social media users who access for specific business purposes
  • 49. Social media (and LinkedIn in particular) is highly influential for medium/large businesses when choosing a financial services provider
  • 50. have used social media for finance-related reasons 85% Top 5 uses of social media for financial purposes Social media is widely used for financial purposes, particularly to keep up with current trends… 1 2 3 4 5 Keep up-to-date on financial trends Recommend a financial product to others Gather preliminary financial information Seek advice on a financial decision Evaluate or re-think a previous financial decision 24% 25% 28% 26% 41% Base: 144 social media users
  • 51. 51 This encourages businesses to take action based on the financial information they receive through LinkedIn… Top actions as a result of exploring content on LinkedIn 23%28% 38% 22% 31% Learned of a new financial company 28% Contacted a financial representative Asked a financial professional for additional information about a product/policy Shared information about financial trends/products/companies Purchased an insurance policy Opened a new financial account Base: 94 LinkedIn users
  • 52. …and also to drive purchases based on the information received through LinkedIn. DISCOVERY Gather info / stay up- to-date CONSIDERATION Seek advice/info to make a purchase DRIVEN TO PURCHASE ON LINKEDIN (Insurance policy and/or investment product) 64% Path to Purchase Base: 94 LinkedIn users
  • 53. …with businesses more open to receiving financial information from LinkedIn than any other network. % who actioned a response after receiving information on each network 74% 58%68% 53% Base: 144 medium/large businesses
  • 54. CREDIBILITY 62% agree that LinkedIn allows them to build credibility. CONNECTION 43% agree that LinkedIn lets them connect with vendors or potential partners. CONTEXT 66% agree that LinkedIn provides a relevant context to promote and advertise their company. COMMUNITY 62% agree that LinkedIn provides access to a broader community of other companies to seek opinions. This is due to LinkedIn being able to effectively provide businesses with the 4Cs… Base: 94 LinkedIn users
  • 55. Summary of key findings Social media is seen as a vital business tool 88% of medium/large businesses currently use social media Increased spend on social media advertising is directly attributed to revenue growth 31% directly attribute revenue growth to an increased social media spend Financial services communication and content resonate and drive action with LinkedIn members 85% of medium/large business that use social media do so for financial purposes
  • 56. The power of professional content publishing on LinkedIn Oliver Spall, Social Media Consultant LinkedIn
  • 57. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop Marketing Solutions Accurate · Helpful · Everywhere
  • 58. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop  The professional mindset  A data-driven strategy  Best practices for Financial Services content marketers Agenda
  • 59. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop LinkedIn’s Mission: Connect the world’s professionals to make them more productive and successful Laying the Foundation
  • 60. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop Marketers Audience Content Relationship Genuinely helping customers earns their trust and consideration The Role of the Brand
  • 61. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop Leveraging LinkedIn’s data So how does one become effective on LinkedIn?
  • 62. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop Leveraging LinkedIn’s data Start with the “who”
  • 63. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop Leveraging LinkedIn’s data Traditional advertising starts with what the marketer wants to say. Content marketing must start with what the audience wants to hear.
  • 64. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop Leveraging LinkedIn’s data Relevance driven by your professional profile Early start-up exec Finance exec VS.
  • 65. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop Leveraging LinkedIn’s data Groups Content Strategy B2B Social Media Friends of LinkedIn Occupation Marketing Standardized Job Titles Marketing Consultatnt Function Content Marketing Company LinkedIn Industry Technology Size 5000+ Connections 1150 Name Oliver Spall Demographics Age gender Geo London Endorsements Social Media Digital Media B2B Education BA Languages Causes Human Rights
  • 66. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop Different mindsets mean different needs PERSONAL NETWORKS PROFESSIONAL NETWORKS Spend Time Invest Time Socialize Stay in touch Be entertained Kill time Share content Maintain Professional identity Make useful contacts Stay in touch Search for opportunities Keep up to date for career
  • 67. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop New Product information Online topics of interest among professionals PERSONAL CONTENT PROFESSIONAL CONTENT Spend Time Invest Time Entertainment / TV Different mindsets also mean different content priorities Food & Dining Travel & holidays Sports Health and Fitness Industry news / strategy information Networking opportunities Market & economic commentary Finance events
  • 68. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop Contact a financial representative Learned of a new financial company Asked financial professional for additional information Shared information about financial products / companies PROFESSIONAL CONTENT Actions create tangible business results
  • 69. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop In summary: 1. Be helpful 2. Aim to inspire 3. Build relationships
  • 70. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop Creating a data-driven strategy 2
  • 71. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop Content Marketing Engagement Members who engage with your content Target Audience Members you would like to reach (monthly active users) Know where you are, and what to do 12,000,000 members 90,010 members Your target audience Like, share, comment, follow, click Content Marketing Score Unique Members Engaged = =x Multiplier 4425Active Target Audience
  • 72. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop Understand how to say it Top Trending Topics (March 2014) big data mobile devices leadership android cloud computing Example Articles per Trending Topic • Five Game-Changing Predictions for IT in 2014 : cioinsight.com • Virtualization vs. Cloud Computing: What's the Difference? : businessnewsdaily.com • Why Nest will be bigger for Google than Android : qz.com • Google Ends Its Motorola Misadventure : businessweek.com • Are You the Smartest Person in the Room? Let's Hope Not : linkedin.com • Don't Fall In To These Leadership Traps In 2014 : forbes.com • Enterprise Architecture: Getting Organized For The New Year : forbes.com • Mobile-First Is Old News. Think Platform-First. : linkedin.com • MIT to offer its first professional MOOC in big data : gigaom.com • 2014: The Year Big Data Adoption Goes Mainstream In The Enterprise : forbes.com Understanding the mass affluent segment
  • 73. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop Best Practices for Financial Services Content Marketers 3
  • 74. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop Sharp, relevant & exclusive stories drive great engagement. Shape your audience’s opinions about the financial world with your take on what’s important to them. #1: Be newsworthy
  • 75. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop #2: Educate, teach, don’t sell The opportunity is there for financial services brands to educate their customers and make them better at buying products you sell.
  • 76. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop #3: Advice, not products Show why someone should consider a product, rather than show the product itself. Real-life examples allow people to picture a real-life use for what you’re selling.
  • 77. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop #4: The numbers, your data looks great As an industry, Financial Services is good at data. Visualise it, tell stories with it; great visual content can provide up to 2x lift in engagement
  • 78. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop 79 #5: Destination is equally as important OK… Better… This one’s best! Your ideal customer is likely reading your article on the go. Engagement levels on mobile are higher, as long as you make sure your content works on mobile.
  • 79. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop #6: Your niche audience and message Find the sweet spot between what you want to say, and what people want. This both ensures relevance, and differentiation
  • 80. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop #7: Variety makes perople hungery for more Frequency is the starting point. Post every day. How do you get there? Co-create. Partner up with publishers, tech automation etc. This gives you reach into your audience in a scalable way.
  • 81. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop #8: Monitor, analyse and refine? Be obsessive about analytics. Pay attention to audience targeting, types of content, time of day and frequency that drive the most Interactions. A/B test headlines, targets and images.
  • 82. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop Key takeaways  Connect with your audience, find your niche  Educate, inspire, make people better  Use data & trends to inform and shape strategy  Scale by partnering up
  • 83. ©2014 LinkedIn Corporation. Strictly Confidential, All Rights Reserved. LinkedIn Content Marketing Workshop If you haven’t read these… do!  Contently: content strategist (great blog)  Editions Financial (financial services agency w/ great case studies)  Content Marketing Institute (industry body)  Percolate blog (content platform w/ excellent insights)  Marketo (marketing automation co. w/ good studies)
  • 84. Trending Content & Content Marketing Score Elske Meines, Account Director Finance LinkedIn
  • 85. Trending Content
  • 86. Trending Content
  • 87. Content Marketing Score
  • 88. What is a Content Marketing Score? A score that quantifies and benchmarks the influence companies have on LinkedIn A score that can be filtered by audience A score that is stacked up against a competitive set 1 2 3
  • 89. CMS addresses the following questions Are people engaging with my content? I really care about a specific audience. Are they engaging? How do I rank against my peers? How influential are my employees?
  • 90. CMS integrates your efforts CMS Groups Company Updates Sponsore d Updates Employee Posts Influencer Posts
  • 91. Your overall CMS vs your peers
  • 92. Your CMS by Function Marketing vs your peers
  • 93. Your CMS by source
  • 94. Your CMS by source Reach Frequency Engagement Launch sponsored update campaigns Launch follower campaigns Post more company updates Encourage employees to post more updates Improve content quality & relevance XX
  • 95. This is how you compare against your peerst in:
  • 96. Targeting and Dialoog = 3 Jeroen van de Ven, Social Media Manager ABN AMRO Bank N.V.
  • 97. Lunch and company page workshop