Citi Connect - LinkedIn FinanceConnect Brasil 2013


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Apresentação da Linda Descano, Managing Director Citi North America

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Citi Connect - LinkedIn FinanceConnect Brasil 2013

  1. 1. Linda Descano Managing Director and Head of Content and Social North America Marketing, Citi
  2. 2. 2 Why Professional Women?
  3. 3. 3 The Professional Women Ecosystem CONTENT Women & Co. COMMUNITY Connect “Hub” on LinkedIn CONVERSATION Blogger/Media Outreach Objective Reach affluent, professional women where they are already “gathering” to build brand affinity, increase consideration and intent, and move women down funnel Tactics Reach: Impressions Engagement: Interactions, Mentions Brand: Favorability, Consideration, Intent KPIs
  4. 4. 4 The Community Hub for Professional Women: Connect •  Launched in April 2012 •  A first-of-its-kind digital destination for women to network, discuss, and share their career success stories •  Over 150,000 members •  LinkedIn’s first sponsored managed group •  Highest levels of engagement of any group on LinkedIn
  5. 5. 5 Content Creation and Amplification On LinkedIn, Run of Site Connect-inspired content, outreach and social sharing across the LinkedIn platform On LinkedIn, In Group Discussions and resources relevant to members of the Connect group on LinkedIn Off LinkedIn, Offline Member meet-ups, networking opportunities, and events Off LinkedIn, Online Use of Connect discussions and insights to raise visibility through media outlets, blogs, online influencers, and owned media
  6. 6. 6 On LinkedIn, In the Connect Group Group discussions Group emails and announcements
  7. 7. 7 On LinkedIn, Run of Site Member status updates LinkedIn blog and social media mentions LinkedIn Influencers programLinkedIn member e-mails
  8. 8. 8 Off LinkedIn, Online Women & Co. and Citi owned media SlideShare content Polls and research studies
  9. 9. 9 Off LinkedIn, Offline
  10. 10. 10 Outcomes: Return on Reach 1st Degree Connections 14 MM Paid Impressions Total Impressions Return = 233%
  11. 11. 11 Outcomes: Engagement 4MM+ #ProfWomen 500+ Blog & media Mentions 25+ member meet-ups 650MM+ earned impressions 300K+ SlideShare views 200K+ social interactions •  Over 150,000 members in less than 16 months •  Fastest growing group of 2012 •  Most returning visitors of any LinkedIn group •  2x more engagement per member •  Highest rates of engagement
  12. 12. 12 Outcomes: Brand Lift 10% higher favorability 25% higher consideration 60% higher NPS Group member brand affinity relative to control group – March 2013 Group Impact Study
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