1. Marketing Solutions
Presented To: School of Continuing Education,
Columbia University
Date: 12/7/2012
Account Executive: Janine Taormina
Account Manager: Tim McCarthy
Marketing Solutions 1
2. School of Continuing Education, Columbia University
Business Review
Marketing Objectives:
– Increase REACH
– Extend BRAND
– Increase top-line AWARENESS
– Conversions
Goals
Challenges
Marketing Solutions 2
3. LinkedIn Mission:
Connect the world’s
professionals to make
them more productive
and successful.
Marketing Solutions 3
4. The globally connected
professional network
187,000,000+ UK
NL
8M+
3M+
DACH
registered members (as of October 2012)
3M+
France
3M+
Italy
Canada
Spain 3M+
5M+ Europe
2M+
USA 35M+
61M+ India
14M+
Brazil
Australia
7M+
2.9M
+
Marketing Solutions 4
5. We connect people across
a wide range of demographics
45% women
55% men
Educated:
55% college grad or above
*
Affluent:
49% HHI $75K+
33% HHI $100K+
27% Millennial A18-34
44% are parents
24% GenX A35-44
38% Boomers A45-64
Source: comScore, November 2011. * @plan, Rels 4, 2011.
Marketing Solutions 5
6. And they use LinkedIn for many purposes
Connect & 76% Network with other professionals
Communicate
40% Let others know what I’m up to
Research People & 62% Learn about what other colleagues are doing
Companies
43% Learn more about a company
Professional Insights 46% Stay up to date on industry discussions
72% Maintain professional identity
Manage Career
37% Look for jobs As of March 2012
Marketing Solutions 6
7. Social Media Environment Matters
Quality Audience Business Context Marketing Impact
Reach the most influential, affluent Promotes trust and Delivers compelling insights and
and educated audiences at scale message receptivity results with social media solutions
4.2M 2x +10
Corporate Executives on
more confident in info found on shift in Net Promoter Score as a
LinkedIn. 150M members and
LinkedIn than other social sites2 result of leveraging LinkedIn3
growing1
1 Internal LinkedIn data (US), March 2012
2 LinkedIn Audience 360 Survey (US), August 2011
3 Global computer manufacturer
Marketing Solutions 7
8. Reach Influential, Affluent Professionals
Quality Audience Business Context Marketing Impact
Business Decision Makers
Comp
LinkedIn 26.7% Target By
NY… 24.1% Profession
Faceb… 15.8% Seniority
Education
Industry
HHI $100K+ Company Size
Geography
Comp
Group Membership
LinkedIn 34.4%
NY… 31.9%
Faceb… 20.0%
Source: The Nielsen Company @Plan,
US Adults age 18+, Rel 3 2011
Marketing Solutions 8
9. LinkedIn combines social media solutions that deliver
compelling insights and results.
Create Attract
Experiences Audience
• Content Ads
• Company Page
• Social Ads
• Groups
• Partner Messages
Amplify thru Engage in
Network Conversation
• Network Update • Polls
Status • Groups
• Company Followers • Company Status
• API/Web Plug-Ins Updates
Marketing Solutions 9
11. LinkedIn Audience Targeting
The most accurate way to target professionals on the web.
Profession
Seniority
Industry
Company Size
Geography
Education
Marketing Solutions 11
13. LinkedIn Content Ads
New optional format for video feeds
Distribute School of
Continuing Education,
Columbia University‘s
Standard Content Ad
content to build brand
loyalty and establish
thought leadership.
The benefits of Content
Ads with expandable
player:
• Highlight video content
Expandable Video • Provide more
Content Ad
information about the
videos
• More engagement
options
Marketing Solutions 13
14. LinkedIn InMail Messages
Direct Communication to the Professional Inbox
Drive Awareness & Promote
University Initiatives
Target CLO’s & HR Execs
Credible messaging and high
open rates since members only
receive one InMail every 60 days
Leverage Added Value Elements
(300x250 or 300x600) to cross
promote and drive followers to
Company Page & University-
Sponsored Groups
Marketing Solutions 14
15. LinkedIn Custom Groups
Where members collaborate on shared passions, interests or goals
Cultivate long-lasting
relationships
Robust membership-driving
program
Over 1,000,000 Groups currently
exist
1,500 Groups created every day
3,000,000 join groups every
month
Marketing Solutions 15
16. School of Continuing Education,
Columbia University
Company Pages
&
Follower Ecosystem
Marketing Solutions 16
17. Capture Followers who will become your advocates
Gain School of Continuing Education, Columbia University followers with LinkedIn’s
Follow Company Ads
Leverage LinkedIn’s precise
targeting to garner qualified
Prospective Students
Generate social awareness
when new professionals follow
Fuqua
Build relationships by increasing
followers
Influence professionals by using
their social graph
Marketing Solutions 17
18. Engage Those Most Interested in Your Brand
Introducing Company Status Updates
Homepage
School of Continuing Education, Columbia University Profile
is announcing a new Executive MBA program.
http://bit.ly/oow11ytfb
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Maurisrhoncusscelerisqueporttitor. Fusceviverrajustofermentum dolor volutpat.
Like (5) • Comment • Share
Like (5) • Comment • Share
Mobile
Website
55% of LinkedIn members will follow a company “forever”.1
45% of members want weekly updates.1
LinkedIn Survey (n=363), US and Canada, October 2011
Marketing Solutions 18
19. Education companies have already adopted status updates
Over 900 Education
Companies sent
Status Updates in
30 days
Over 100 sent
more than 10
LinkedIn Internal Data as of July 2012 for higher education & education management industries
Marketing Solutions 19
27. LinkedIn Platform: APIs for marketers
American Express creates a viral engine that
rewards LinkedIn members with card discounts
for professional recommendations
Marketing Solutions 27
29. INSEAD:
Successfully using the follower ecosystem
Objective
Engage potential candidates and
differentiate programme using
advocacy
Solution
Targeted social ads
Follow ads
Recommendation ads
Results
19,800 followers /2 months
435 recommendations
Marketing Solutions 29
30. London Business School:
Intelligently using content and relevant messaging
Objective
Drive awareness and perception
of LBS using relevant content and
highly targeted direct messaging
Solution
Targeted display
Content ads
InMail
Results
85% open rate on InMail
0.1% CTR on targeted display
8% engagement rate on content ad
Marketing Solutions 30
31. 2013 Proposal
Columbia University_MS_Q1 Q2 '13_DSM ID
2608683.xls
Columbia Targets MS programs (2).xlsx
Marketing Solutions 31
What’s most intriguing when you consider our audience is not just the size, but also the complexity. We connect women, men; Moms and Dads. Our members are exceedingly well educated, and also affluent. They are also represented well across the Millennials age 18-34, GenX age 35-44 and Boomer age 44-64 generations. Interestingly, we are seeing tremendous growth in our reach of Millennials, with +9% growth in unique visitors within this segment in the past year.
So now, let’s take a look at what our audience is actually doing on LinkedIn. We’re seeing four common use cases and people are using any combination of them at a given time. First and foremost, they’re using LinkedIn as a tool to connect and communicate. This idea of connecting is part of the original vision for LinkedIn, and certainly why millions joined in the first place. Increasingly, we’ve seen people use LinkedIn not just to connect, but to communicate with their networks. A lot of people are using LinkedIn to research people and companies. This could be looking at the profile of someone you’re about to meet with. If you’re an outbound professional, this could be for prospecting. Increasingly, this research is about that relationship with companies: When LinkedIn was founded, it was people connecting to people, but now we’ve built that up to give companies a voice – customers say if LinkedIn is about business, then they want to have that relationship with companies on the platform. Companies can now have their own page with control over brand messaging, and you can have valuable dialogue with those who follow your company. In addition to looking at companies or people on LinkedIn, members are turning to the site in order to stay more productive and informed during the work day, in their current roles. They’re looking for insights – these are coming from their home page, seeing what articles are being shared and discussed. They also have LinkedIn Today, which is our social newspaper. What makes LinkedIn Today really unique is that it’s sharing content based on what people like you (or in your industry) are reading, not just keywords in the article. That’s the difference from LinkedIn and other social platforms for social aggregation – it’s about who is sharing the information. Some portion of our members is also looking for jobs, but it’s not as much of a major use case as you might think. At any given time, only about 20% of our members are in-market to change jobs. Most members are generally more focused on the first three use cases of LinkedIn. Hopefully that gives you a better idea of not only who they are, but what our members are doing on the site.
LinkedIn is the only global social platform delivering marketing solutions in a business context. We have a Quality Audience: Reach the most influential, affluent and educated audiences at scale. 4.2M Corporate Executives in LinkedIn US member base.71% of LinkedIn US audience has college or post graduate degree.$86 Average house hold income.Business is the context of LinkedIn. Professionals trust LinkedIn for the professional information and insights, providing marketers with high message receptivity.You can make a marketing impact: Our social media solutions deliver compelling insights and results. Value prop for marketers… LinkedIn has the ability to precisely target quality audiences in a business context, while delivering high impact solutions for marketers and agencies. Note: data and stats can/should be customized with stats pertinent to audience and industry.
LI Positioning & Value Prop: High-Level, QualityReach Influential, Affluent Professionals – Option 2: QualityWe have a higher composition of business decision makers, high-income earners, and college or post-college graduates than leading business and social websites. And you can target these quality professionals by not only their seniority and education but also by their industry, company size, geography and even which LinkedIn groups they belong to
Objection Handling: Products“LinkedIn products are banners and buttons”LinkedIn delivers marketing solutions for every objective, any target and in a range of formats. Our platform allows you to create brand experiences through owned media (company pages, groups), attract audiences through paid media (display ads, social ads, partner messages), engage in conversations through owned and paid media (company status updates, polls) and then amplifies all these interactions through our 120+ million person network and beyond (APIs).
(1st Bullet) Content ads are a great way for you to display a variety content feeds within the same ad unit so that audiences can learn more about your offerings. Having multiple streams allows viewers to focus on whichever information is most appealing to them. Since information sharing is the focus, the content ads fit nicely on LinkedIn where people are trying to find solutions for doing business.(2nd Bullet) There's a lot of flexibility when it comes to the type of content marketers can share. It can take the form of tweets, blogs and anything that can be contained in an RSS feed. ========(3rd Bullet) The beauty of content ads is that they are easy. LinkedIn works with a third party to put your content into these rich units. RSSs feed are all that’s required for a simple execution (4th Bullet) and using RSS feeds means updates happen automatically. (5th Bullet) Enjoy built-in contextual relevancy wherever your ads run and we’ll run them to your target audience based on your criteria matched to comprehensive data obtained from the professional’s profile. (6th Bullet) No matter what type of information you need to share, the Content Ad is able to flexibly fit it into either a medium rectangle or a skyscraper.
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Generic, unbranded example which can replace slide 4 Co Status Updates are distributed at key points across LI and the web “Everywhere” is a core LI value and emphasized in everything we do Followers are genuinely interested in your brand, they are not given incentivized offers to follow (eg, “like” me to enter sweepstakes)
Audi A6 Challenge: <http://www.audia6challenge.be/> http://www.audia6challenge.be/
Audi A6 Challenge: <http://www.audia6challenge.be/> http://www.audia6challenge.be/ Increasingly, it's not just about third-party developers and publishers, but about marketers, as well. Recently, American Express deployed our APIs to enable folks that were recommending their cards to join at a discount, gather points, etc. And American Express is only one of a number of examples. You can see here Volkswagen and Audi, as well.
Georgetown University International: 6K followers, 3 recos
