LinkedIn Sponsored Updates Overview
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LinkedIn Sponsored Updates Overview

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Sponsored Updates are a new exciting format on LinkedIn that operate cross-platform and can deliver exceptional response levels.

Sponsored Updates are a new exciting format on LinkedIn that operate cross-platform and can deliver exceptional response levels.

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  • 400% more leads within target audience than on other platformsOne of the largest paid lead generators

LinkedIn Sponsored Updates Overview LinkedIn Sponsored Updates Overview Presentation Transcript

  • Sponsored Updates Overview
  • Sponsored Updates deliver rich content across all devices via the LinkedIn feed 2
  • ©2012 LinkedIn Corporation. All Rights Reserved. 3 Priced on CPC or CPM – delivering effectiveness Pricing is based on impressions or clicks only Social actions are free and drive earned media Targeted to the right audience to drive engagement
  • Examples of Sponsored Updates 4 BrandDirectResponse
  • Examples of great Sponsored Updates Questions: Pertinent, relevant question, interactive delivery, curated content Opinion: Expert opinion on the world of work – relevant, tech-focused, authentic Experience: Aspirational content, exclusive & relevant to the brand Advice: Free business & career advice, targeted to management & relevant to brand specialism
  • Finding Content From Corporate websites, internal sources, blogs & publisher partnerships From Existing LinkedIn Presence – Slideshare, Updates, Influencer From other channels: YouTube Twitter Facebook Content Partnerships Content Curation
  • Checklist to get started: ©2012 LinkedIn Corporation. All Rights Reserved. Prepare: Post minimum 3 updates weekly, keep variety broad to drive learnings Test: Pick good performing updates that represent different themes of content – sponsor & monitor performance. Refine: Use results from week 1 to define how long updates can be promoted for & what type of content resonates best Sponsor at least 1 update per week, run for entire week. Iterate: Begin to implement more strategic content plan to align with key marketing objectives, sponsor updates to coincide with brand activity Pre – launch: Week 1: Month 1: Month 2:
  • ©2013 LinkedIn Corporation. All Rights Reserved. 8 Create a campaign Select Posts to Sponsor Select Targeting Set Budget & Bid Levels Push Live A simple, easily managed process to sponsor content
  • Quick, two step sponsorship of good content ©2012 LinkedIn Corporation. All Rights Reserved. 1) Pick great performing content 2) Use simple promotion tool to reach your audience
  • Precise measurement, easy access ©2012 LinkedIn Corporation. All Rights Reserved. 10 Company Updates post level detail Link to Sponsored Update campaigns (only clickable for Sponsored Updates admins) Update trend charts
  • Reporting
  • There are two self-serve sources of reporting ©2012 LinkedIn Corporation. All Rights Reserved. Company Page Analytics SU Campaign Manager Primary User Reporting Overview • Company Page Admins • SU Campaign Admins • Performance of all updates (organic & paid) • Follower growth and demographics • Performance of Sponsored updates only • Campaign metrics: budgets, bids, avg. CPC/CPM Exportable • No • Yes Refresh Frequency • Near real time (~3 min delay) • Near real time (~3 min delay)
  • Access the new company page reporting from the Analytics tab on the navigation bar ©2012 LinkedIn Corporation. All Rights Reserved.
  • Company Page Analytics: Company Updates ©2012 LinkedIn Corporation. All Rights Reserved. 14 Company Updates post level detail Link to Sponsored Update campaigns (only clickable for Sponsored Updates admins) Update trend charts
  • Company Page Analytics: Followers ©2012 LinkedIn Corporation. All Rights Reserved. 15 Follower demographics Follower count & source of acquisition Follower growth over time Follower base comparison to similar companies
  • Company Page: In Feed Analytics ©2012 LinkedIn Corporation. All Rights Reserved. 16 Company Updates performance (Organic & Sponsored)
  • Campaign Manager: Account Overview ©2012 LinkedIn Corporation. All Rights Reserved. Account level time series • Clicks • Amount Spent • Impressions • CTR • Avg. CPC • Social Actions Account Summary Adjustable date range Campaign Overview
  • Campaign Manager: Campaign Detail Report ©2012 LinkedIn Corporation. All Rights Reserved. Campaign Details • Targeting • Budgets • Bids Campaign Summary & Time series
  • Campaign Manager: Campaign Detail Continued ©2012 LinkedIn Corporation. All Rights Reserved. 19 Demographics of clickers (shows top 5 by facet) Update level detail Preview the update for screenshots Sponsor a new update
  • Campaign Manager: Export Function ©2012 LinkedIn Corporation. All Rights Reserved. 20 Export campaign or Update level detail
  • www.ad2one.ie in: www.linkedin.com/in/feargaljennings ©2013 LinkedIn Corporation. All Rights Reserved. Thank You