LinkedIn Ad Week Workshop

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  • 1. The power of LinkedInAdvertising Week, LondonWed 20th March Jonathan Bradford Strategic Account Manager Christina Jenkins Head of Insights, EMEA
  • 2. Agenda Evolution of the platform The myths of LinkedIn The Mindset Divide How brands are achieving successLinkedIn Confidential ©2013 All Rights Reserved 2
  • 3. Nataly Kelly Landed her book deal on LinkedIn Read Nataly’s story Connect the world’sprofessionals tomake them moreproductive and successfulLinkedIn Confidential ©2013 All Rights Reserved 3
  • 4. Identity Connect, find and be foundThe valuewe bring to Insights Be great at what you do our members Everywhere Work wherever our members work
  • 5. 39+ M European 2 new members professionals join every secondLinkedIn Confidential ©2013 All Rights Reserved 5
  • 6. LinkedIn has evolved Into a rich professional platform 6
  • 7. 2008 2013Connect, communicate Connect, and manage your engage and consume network content
  • 8. Influencers aresharing insightson a daily basisRichard Branson gained 1M+followers in just 6 weeksOver 170 participants on theprogramme including JamesCaan, Arianna Huffington &David CameronFollow influential professionalsfor genuine insight LinkedIn Confidential ©2013 All Rights Reserved 8
  • 9. Content5XPage views generatedon content vs. job LinkedIn is about much more thanpostings on theLinkedIn platform getting a new job Jobs
  • 10. Just being on LinkedIn is not enough Profile tips; • Profiles with photos are 7 times more likely to be viewed • See what commonalities you have by viewing others profiles • Share more than your job title. The same job title can often mean different things and different firms • Showcase your professional achievements through a profile summary and uploading content toLinkedIn Confidential ©2013 All Rights Reserved your profile 10
  • 11. There are many sources of professional insightContent LinkedIn Today Influencers Your news feed is a window to SlideShare your professional Company Pages world Connections Groups 11
  • 12. Understanding theMindset on socialmedia is critical for a brand’s successLinkedIn Confidential ©2013 All Rights Reserved 12
  • 13. Three key takeawaysPower of emotion 1Mindset differs by network 2People want to hear frombrands on professional sites 3 13
  • 14. Emotionplays a keyrole inBOTHpersonal… …and professional networks.
  • 15. “Personal networking is for Personal networks old school buddies…good are about old memories…parties.” reminiscing and having fun
  • 16. “Professionally when I Professionalnetwork, it’s for information networks are to do my job better.” purposeful and aspirational
  • 17. EASCI needs to clean up small words even more Emotions on professionalnetworks are just below the surface
  • 18. Top 5 reasons people use socialnetworksSource: Q10a– Information to receive 18Base: Professional SN users (5204) Personal SN users (8692)
  • 19. Top 3 content types people expect
  • 20. 3 tips to optimise your marketing withthe right mindsetRecognise the separation betweenpersonal & professional networks. 1Align your brand with emotionby matching your message to 2the user mindset.Frame how your brand helpsusers gain knowledge and 3success on professional network.
  • 21. LinkedIn Marketing Solutions in 90 seconds; View the video here
  • 22. Success stories 22
  • 23. HP has driven over onemillion followers to theircompany pageThis is an invaluable asset forbuilding a relationship withtheir target audience throughcontentTheir one million followers areconnected to a total of 46Million LinkedIn members 23
  • 24. Mercedes utilised LinkedIntargeting to engage a highnet worth audienceCoinciding with enhancementsmade to a recent model thebrand provided value throughtips on maximising their target 50 to 12,000audiences LinkedIn experience followersUnderpinned by content to 240x increasetheir HNW followers via their in just 5 weekscompany page
  • 25. The Connect group giveswomen a voice. It enablesCiti to tailor content to theneeds of their audienceUsing paid, owned andearned media the groupnow has over 100,000members from CXO toInternDue to member demand Citihave been running physicalevents elusively for Connectmembers 25
  • 26. Samsung & LinkedInco-created Galaxy Note IIAwaken your creative APImicrositeLeveraged LinkedIn API.Members could vote for theirfavourite features and share,both on the site and throughtheir networksShowcased both the featuresof the new device across 7markets and leveraged the 26LinkedIn viral network
  • 27. Case studies and Download the latest thought full Mindset leadership Divide report emea.marketing.linkedin.com
  • 28. Thank You