Achieving your objectives via LinkedIn's Marketing Solutions
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What’s your business objective? Generating leads? Building awareness, consideration or preference? Building a community? Driving advocacy? Whichever professional audience you’re trying to target, and whatever objective you are aiming to fulfill by targeting them, LinkedIn can provide you with a solution that’s rooted in a precise understanding of how they behave on our platform. That’s the promise of the webinar that I’ll be presenting alongside Lucie Durnford on Thursday August 27th. It’s called Achieving your Objectives via LinkedIn Marketing Solutions – and it will showcase the many different ways in which we can leverage unique understanding of our members to help you achieve your goals.
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Achieving your objectives via LinkedIn's Marketing Solutions
- 1. Brian O’Farrell & Lucie Durnford EMEA Marketing Solutions, LinkedIn August 27th, 2015 Achieving your Objectives via LinkedIn’s Marketing Solutions (IN JUST 29 MINUTES)
- 2. LinkedIn’s Mission: To connect the world's professionals to enable them to be more productive and successful.
- 3. 3Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for US Members worldwide More business decision makers than comparable business sites Higher buying power index vs. comparable business and social sites
- 4. Content is our core 4 Our members are engaging more on LinkedIn for content v Jobs BRANDS 2.7MM Company Pages Company Updates Groups THOUGHT LEADERS 200+ Influencers NEWS 1.3MM Publishers Pulse LinkedIn Today
- 5. 385 million minds. Invest Time Professional Networks • Career info • Updates on brands • Current affairs Spend Time Personal Networks • Info on friends • Info on personal interests • Entertainment updates One aspirational mindset. 1 – The Mindset Divide research study, TNS, September 2012
- 6. How SMBs in Europe are embracing social media
- 7. Who did we survey? 1,390 Decision-Makers in Small and Medium Businesses (SMBs) in the U.K., NL, FR, Austria, Switzerland, Germany, Denmark, Spain, France, Norway, Sweden How are SMBs defined? Businesses with: • Less than 500 employees • Less than €5M EUR (or country currency equivalent) annual revenue This report explores how Small and Medium Businesses (SMBs) in Europe make use of social media.
- 8. Almost all SMBs surveyed use Social Media for their business… 91% of SMBs are Current Users of Social Media 5% are Future Users
- 9. 91% 66% 63% 43% 35% 15% 14% LinkedIn Twitter Facebook YouTube Google+ Instagram Pinterest and LinkedIn is the #1 Social Media site used by the companies of the individual SMB professionals surveyed
- 10. SMBs were 2X as likely to report that Social Media and social ads contributed to customer growth, compared to other online ads 35% 25% 17% 14% 7% 7% Contributed to growth in customer numbers Contributed to growth in overall revenue Social media and social ads Other online ads Offline ads
- 11. Top challenges currently faced by SMBs relate to generating business, boosting profit margins and hiring 22% 30% 30% 31% 66% Managing cash flow Finding and hiring good employees Increasing profit margins Marketing and advertising effectively Attracting new / retaining current customers
- 12. 12 Social media is helping SMBs overcome some of their key challenges “Social media is important for retaining/getting new customers” “Social media is important for marketing my company” 79% 68% Social media helps my company source and hire new employees 56%
- 14. Achieving your Business objectives on LinkedIn 14
- 15. Achieve your objectives with LinkedIn Build the solution Optimize the Performance Target your Audience Generate Awareness Build Community Drive Consideration & Preference Generate Traffic & Leads Drive Advocacy
- 16. Target with precision thanks to LinkedIn data What’s their job? Their profile Who are they? Our Insights What do they do ? Their Behavior Function Industry Company Size Seniority Geography Business Travellers Mass Affluent IT Decision Makers Industry Followers Career Changers Fleet Managers Group Followers Company Followers Influencers Share Content Connections
- 17. Human Resources Create 1,8x more content than the average member Sales Professionals 30% more active on Mobile than the average member Marketers 2,5x more likely to follow an Influencer than the average member IT Pros 4x more connected than the average member Source: LinkedIn Internal Data; November 2014
- 18. Human Resources Create 1,8x more content than the average member Sales Professionals 30% more active on Mobile than the average member Marketers 2,5x more likely to follow an Influencer than the average member IT Pros 4x more connected than the average member Source: LinkedIn Internal Data; November 2014
- 19. Human Resources Create 1,8x more content than the average member Sales Professionals 30% more active on Mobile than the average member Marketers 2,5x more likely to follow an Influencer than the average member IT Pros 4x more connected than the average member Source: LinkedIn Internal Data; November 2014
- 20. Human Resources Create 1,8x more content than the average member Sales Professionals 30% more active on Mobile than the average member Marketers 2,5x more likely to follow an Influencer than the average member IT Pros 4x more connected than the average member Source: LinkedIn Internal Data; November 2014
- 21. Human Resources Create 1,8x more content than the average member Sales Professionals 30% more active on Mobile than the average member Marketers 2,5x more likely to follow an Influencer than the average member IT Pros 4x more connected than the average member Source: LinkedIn Internal Data; November 2014
- 22. Our Marketing Solution Tools 22
- 23. • MPU Unit & Skyscraper • Only display options on LinkedIn platform • Solution sold on CPM basis • The unit can host creative such as Spotlight Ads , Follow Company Ads , Jpegs , YouTube videos Reach and engage more than 385M professionals 1. Onsite Display
- 24. “LinkedIn has helped create an environment where we can not only invite people to join, but engage them once they arrive. We can have dialogues with potential customers in a way that encourages organic growth of the community.” Bryna Corcoran Digital Marketing and Social Media Strategist, HP • Added 300,000+ new followers in 2 months, including a 112% increase in CXO followers • Strong CXO engagement rate of .15% • Low follower attrition rate of 3% • Significant increase in unaided brand awareness Results:
- 25. Reach the right professionals wherever they travel 2. Network Display • MPU Unit , Skyscraper and further formats • Targeting our professional audience off the LinkedIn platform all across the web. Examples of sites include - Amazon ,BBC.Co.Uk,Mail Online ,The Guardian ,Yahoo • Solution sold on CPM basis • The unit can also host creative such as Spotlight Ads , Follow Company Ads , Jpegs , YouTube videos
- 26. “With LinkedIn Network Display, we’ve become a leading brand in our space, and LinkedIn has been a key contributor to our success – getting MyCase visibility with the right people at the right time.” Sarah Bottorff Director of Marketing, MyCase Results: • Increased brand awareness and targeted web traffic • Nearly 5x increase in the number of daily website visits from legal professionals
- 27. Deliver rich content in the LinkedIn feed across all devices 3. Sponsored InMail Desktop Tablet Mobile • Direct branded message sent to your target audience • Our members can only get 1 x Sponsored InMail every 60 days & we guarantee 100% delivery of the InMail. • Our member’s will receive the Sponsored InMail as they log in on tablet , desktop and mobile • Creative built by LinkedIn. • They are sold per InMail via a bidded auction on the target audience
- 28. “Although this was a trial campaign, we are overwhelmed by the response we received in terms of open and click rates, and would continue to do similar campaigns in the future.” Hideyuki Kuwayama GM of Marketing, Nissan Motor India Results: • InMail open rate of 88.9% • Click-through rate of 5.6%
- 29. Deliver rich content in the LinkedIn feed across all devices 4. LinkedIn Sponsored Updates • Share content from your company page with members on LinkedIn who aren’t following your Company page • Choose to invest on a CPC or CPM basis • Cost based on an auction basis of bidding for audience. • Standard or Assisted service • Improve performance with real time analytics Desktop Tablet Mobile
- 30. “LinkedIn Sponsored Updates helped us talk about our brand in a fun and engaging way.” Seth Freeman Director of Marketing, Holiday Inn Express® brand, Americas, IHG Results: • Increased followers from 7 to 1,622 in just 40 days • Engagement 2x LinkedIn benchmarks • Clickthrough rates 2x LinkedIn benchmarks
- 31. • Convert the 95% of anonymous web visitors who don’t provide an email addresses • Engage prospects through display and social ads, and sponsored content – and sequence relevant ads • Engage the 80% of known prospects who don’t open your email • Evaluate the impact of your nurture programs Deliver more high-quality leads to your sales teams by engaging prospects anywhere online with relevant ads and content 5. Lead Accelerator #1
- 32. • 23% increase in leads in the first 2 months • Visitors nurtured via Lead Accelerator viewed 10% more pages and visited the site 18% more frequently • Launchpad got Groupon’s marketing team up and running in days • Direct access to data gave Groupon a better understanding of prospects visiting their site • Eloqua integration “We can reach prospects anywhere online and make every interaction with them more personal and relevant throughout the buyer’s journey.” Stephan Heller Head of Merchant Marketing, Groupon EMEA Results:
- 33. For more Information visit lnkd.in/marketing-solutions-europe