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LinkedIn Day Stockholm


LinkedIn Marketing Solutions Event in Stockholm- 06/12/2012

LinkedIn Marketing Solutions Event in Stockholm- 06/12/2012

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  • Hi everyone, I’m Fredrik Bernsel, Sales Director working in the EMEA and Latin America Region. Welcome to LinkedIn's first Marketing Solutions event in Stockholm and the Nordics.Let me I’m going to start by taking you on a journey on LinkedIn highlighting the different features the website present to all our members
  • Let me talk you through the flow of our morning session. (Present the agenda)I’m going to start by taking you on a journey on LinkedIn to give you an idea of what is LinkedIn and how big it really is.
  • Thomas kruze: most connected person 969 connections + the most inquisitive (most searches)KalleRichers: most advocated (most recommendations)Hanna nattfalkang: most loyal logged into LI everyday in novemberChristofferfrisell: earliest adopter Anna nikannen: mobile earliest adopter
  • Our mission is to connect the world’s professionals, and we have the most robust group of professionals at that. It is our exclusive area of focus, allowing us to connect billions of people around the world in milliseconds. Our exclusive focus on professionals at such scale makes us unique. And our mission statement manifests itself in our mantra: ‘members first.’
  • So, how do you benefit from being on LinkeDIn? Here are a few tips on on how to use LinkedIn.
  • Here is what it takes to have a 100% complete profile:Use a professional Photo to humanise your profile and aid memory recall: having a profile photo makes you 7 times more likely to be found in searches. Avoid company logo or social pictureUse a current and descriptive professional headline having your 2 most recent positions makes your profile 12 times more likely to be foundCustomise your vanity URL for business cards, email signatures etcHighlight your career history Jobs and educationBe creative but natural Use your own language and write in 1st personInclude buzz words in profileBe found in searches Choose the correct industry in which you currently work + countryUpdate your current position with a description of your roleAdd your education and backgroundAdd your skills : you can dd up to 50 skills and get endorsed on them by your collegues/peersReach 50 connections
  • 1 million publisehers
  • To understand mindset and emotion on different social networks, LinkedIn partnered with TNS to understand why people use social networks. The better marketers can understand the ‘why’, the better they can fulfill their audience’s needs and expectations.
  • Add emotion to
  • LinkedIn partnered with TNS to conducted a global study of more than 6,000 social network users across 12 countries. We asked these users why they use personal and professional networks and we found that emotion plays an important role in both personal and professional networks, but they are different.
  • However the emotions can also be superficial“Personal networking, is usually informal and not typically used to obtain anything tangible. ” - U.S.“I social network using Twitter and Facebook, but that is purely entertainment and making personal arrangements mainly. “ – U.K. "On Facebook, you find too much unnecessary information, which sometimes make you lose focus.” -- Brazil
  • Emotions on professional network …it’s about empowerment and opportunity“The main benefit of an extensive professional network is that we can get help in our work and perhaps rely on this network for opportunities.” – Singapore
  • Emotions on professional networks are less obvious than on personal networks.
  • Personal network users are looking for content and info that gives immediate gratification – coupons, games, entertainmentProfessional networks users want content that can help them some time in the future – insights that help them work smarter and updates from brands they are interested in.Top types of information they like to receive from their connections:Personal:Information relevant to family and friends – 46%Information relevant to my hobbies and personal interests – 40%Updates on entertainment, music, and film – 37%Professional:Information relevant to careers, work, and colleagues – 44%Updates and developments on companies and brands that interest me – 24%Current affairs and politics updates – 19%
  • Personal network users are looking for content and info that gives immediate gratification – coupons, games, entertainmentProfessional networks users want content that can help them some time in the future – insights that help them work smarter and updates from brands they are interested in.Top types of information they like to receive from their connections:Personal:Information relevant to family and friends – 46%Information relevant to my hobbies and personal interests – 40%Updates on entertainment, music, and film – 37%Professional:Information relevant to careers, work, and colleagues – 44%Updates and developments on companies and brands that interest me – 24%Current affairs and politics updates – 19%
  • Christina to explain the case studyChallengesMercedes was facing stiff competition from the BMW 3 Series and the Audi A4 in the luxury car market, and needed to demonstrate its innovation while creating a community of “hand raisers.”Specifically, the company wanted to improve perceptions and raise awareness of its C-Class car.SolutionMercedes and LinkedIn decided to associate the brand with a professional activity – in this case, managing and improving members’ LinkedIn profiles via InTips ads.The Mercedes interactive content ad allowed LinkedIn members to request brochures and test drives, and encouraged them to follow the Company Page.The Mercedes Company page allowed followers to share their experiences with the car and recommend it to other social media connections.Why LinkedIn?Ability to target affluent professionals holding senior management positions.Ability to drive traffic to Company Page creates community, increases reach of recommendations.Multiple touch points for messages from Mercedes to the right people, at the right time.ResultsInTips ads created increased engagement with LinkedIn members – generating a clickthrough rate of 0.20%.Follow ads generated a clickthrough rate of 0.77%Recommendation ads outclassed standard display advertising: created 139,354 viral impressions with engagement rate of 0.27%.12,000+ company page followers in only 5 weeksMember Quotes from Company Page“Great car! I picked up my new C-Class 2 weeks ago and it’s the nicest exec car I’ve owned. Super drive and super comfy. Great technology in it too!” –IT director, Birmingham, UK“Mercedes just gets better in its field.” – Marketing manager, Nottingham, UK
  • Add emotion to
  • NotesBackground:“Women are our most influential audience segment –anything we can do to engage with them online helpsstrengthen their awareness of our brand,”The story: Citi Bankcontacted LI?Whatwastheirchallenge/briefWhatdid LI offer?How has Citibankbeensuccesful?Meaning: whatengagementlevel from them
  • Citi and LinkedIn recognized that creating a group with anenthusiastic membership required fresh, high-quality content.To ensure that content would be relevant, LinkedIn surveyedwomen members and asked them about their interest intopics such as achieving a better work-life balance,networking with other professionals, and learning more fromthe career paths of other professional women.
  • Note: What do Citi bank gainthrough LinkedIn Today Special Edition?
  • + PollCanweuse?Keynumbers: 10.000 newmemberseverymonth30-50 returnweekly”groupbuilds positive awarness for Citi”any
  • Video series:Citi and LinkedIn have also developed a video series called“Get Connected,” which proles up-and-coming women andprovides expert advice, while allowing Citi to emphasize itsvalue to women and their careers.Videos are promoted in weekly emails to Connect members,and also appear in the LinkedIn Today Special Edition and thegroup’s home page. They are cross-posted to the “GetConnected” channel on YouTube and a playlist on LinkedIn’smain YouTube page, allowing for viral sharing.
  • HP was experiencing significant organizational change and turmoil which was negatively impacting its brand and lowering employee morale. Thus HP was interested in elevating their brand globally. They wanted to leverage their extensive employee base and their passionate, loyal customers. LI was challenged with determining the best, most impactful way to achieve this using the LI platform. The strategy and solution were to help HP develop a strong Follower base through which they could indefinitely engage both customers and employees, turning them into HP brand advocates. This solution will deliver against two of HP’s key business objectives: lifting brand equity and creating a dedicated channel to key audiences.


  • 1. Marketing SolutionsFörbättra ditt professionella varumärke med LinkedIn#Linkedinday©2012 LinkedIn Corporation. All Rights Reserved.
  • 2. Maria Wade Account Director LinkedIn©2012 LinkedIn Corporation. All Rights Reserved.
  • 3. Agenda Välkommen Ditt professionella varumärke på LinkedIn Fördelar med marknadsföring i sociala medier The Mindset Divide: en titt på det professionella vs. det personliga sociala nätverkstänket 10.15: Kaffepaus & nätverkande Kundcase: IBM delar med sig av sina erfarenheter på LinkedIn Presenation av fler case Avslutning 3
  • 4. 4
  • 5. 187,000,000+ registered members 1 Canada 5M+ Europe 34M+ USA India 70M+ Middle East Southeast Asia 16M+ & Africa 4M+ 10M+ Brazil Australia 9M+ 3M+©2012 LinkedIn Corporation. All Rights Reserved. 5
  • 6. Identity Insights EverywhereConnect, find, and Be great at what Work wherever our be found you do members work 6
  • 7. LinkedIn Stats - in the next 90 minutes 10,000+ New members 37,500+ Links shared 900,000+ Pages viewed 160,000+ Professionals will visit 7
  • 8. LinkedIn in Sweden Members 1,161,000 Managers, Directors, VP, Owners 285,000 8
  • 9. What do Swedish members do on LinkedIn? 10
  • 10. Eleni MiliouAccount PlannerLinkedIn
  • 11. Your profile on LinkedInTips on how to use LinkedIn 14
  • 12. Your professional brand online Your professional profile picture Your headline Your customised url Your summary 15
  • 13. LinkedIn‟s iPad application 16
  • 14. Your career timeline: thoughtfully building your network Friends Current Company School You Past Company Clients 17
  • 15. Signal: a tool to filter your daily news feed 18
  • 16. LinkedIn Today: your personalised newspaper 1M + Unique Publishers 19
  • 17. Participate in groups 20
  • 18. Frequency of LinkedIn visitors Source: Lab 42 21
  • 19. Time spent on LinkedIn Source: Power+Formula 2012 LinkedIn User Survey 22
  • 20. Key take-aways • Updated Profile • Appropriate • Mobile app Everywhere • iPad app Brand • Inmaps • Join Groups • Participate 23
  • 21. Social Media is on the rise©2012 LinkedIn Corporation. All Rights Reserved.
  • 22. Word of Mouth Marketing
  • 23. Building Relationships©2012 LinkedIn Corporation. 23
  • 24. Listening to customers
  • 25. The value we bring to our clients Audience Context Impact Affluent, in-market Professional Network effect extends decision makers environment your marketing beyond engenders trust and the initial investment confidence 28
  • 26. Defining the right audience GeographyJob Title/ Industry Professional Details Education Company Name ©2012 LinkedIn Corporation. All Rights Reserved. Groups / 26 Associations 29
  • 27. LinkedIn‟s offer 30
  • 28. ©2012 LinkedIn Corporation. All Rights Reserved. 28
  • 29. Create a Company Page 32
  • 30. Introducing Targeted Status UpdatesUnique Targeting Dimensions 54,534 targeted followers (out of 236,031 total followers) 33
  • 31. Introducing New Follower Analytics Self-serve follower dashboard Trackcompany status Segment update followers on engagement targetable metrics dimensions Track new follower acquisition 34
  • 32. Display advertising: targeting your audience by Function Seniority Company size Company reached 35
  • 33. Key take-aways Social • Unique marketing media opportunities Company • Expand your social page media presence • Unique insights with Display LinkedIn 36
  • 34. Oscar RydmanEnterprise Solutions SpecialistLinkedIn
  • 35. The Mindset DivideRevealing how emotionsdiffer between personal andprofessional networks
  • 36. First global study on social mindsetQual & Quant: 6,000+ social network users Quant only • Canada • Netherlands • France • Italy • Spain • Germany • Australia 36
  • 37. Three key takeaways from this research Power of emotion 1 Mindset differs by network 2 People want to hear from brands on professional sites 3 37
  • 38. Emotion plays akey role in BOTHpersonal… …and professional networks. 38
  • 39. “Personal networking is for old school buddies. For good old Personal networks are about memories…parties.” reminiscing and having fun 39
  • 40. “Professionally when I network, it‟s forinformation to do my job Professional networks are better.” purposeful and aspirational 40
  • 41. Emotions on professional networks are justbelow the surface
  • 42. What are the top 5 reasons people use socialnetworks? Personal Networks Professional Networks Socialise 1 Maintain professional identity Stay in touch 2 Make useful contacts Be entertained 3 Search for opportunities Kill time 4 Stay in touch Share content 5 Keep up to date for career “Spend Time” “Invest Time” Source: Q11– Why do you typically use the following websites? I typically use [website] to.. Base: Professional SN users (5204) Personal SN users (8692) 42
  • 43. What are the top 3 content types people expect? Personal Networks Professional Networks Info on friends 1 Career info Info on personal interests 2 Updates on brands Entertainment updates 3 Current affairs “Spend Time” “Invest Time” 26% higher than personal Source: Q10a– Information to receive Base: Professional SN users (5204) Personal SN users (8692) 43
  • 44. Frame how your brand helps users gain knowledgeand success 50 followers 12,000 followers at start 240x increase 5 weeks later in just 5 weeks 44
  • 45. Top 3 tips to optimize your marketing with the right mindset Recognise the separation between personal & professional networks. 1 Align your brand with emotion by matching your message to 2 the user mindset. Frame how your brand helps users gain knowledge and 3 success on professional network. 45
  • 46. Coffee break: 15 min
  • 47. Eleni MiliouAccount PlannerLinkedIn
  • 48. Connect: Professional Women‟s Network Powered by
  • 49. FINANCIALCitigroup: Engaging professional women through social platformObjectives• Reach professional women unique forum• Provide content to strengthen women‟s financial futures• Elevate awareness of Citi brandProducts Used LinkedIn Managed Group LinkedIn Today special edition LinkedIn Polls Results 30,000+ 18% members in the first 3 months week-over-week growth 49
  • 50. FINANCIALSpecial Microsite: Women & Co. by Citi 50
  • 51. How to engage professional women? 51
  • 52. LinkedIn Today Special Edition 52
  • 53. Polls: Powerful content generators 53
  • 54. Citi Connect : Community Ecosystem 54
  • 55. Building Emotional Connections with Followers by 55
  • 56. TECHNOLOGYHewlett Packard: Building emotional connections with followersObjectives• Raise awareness of new brand messages• Deepen engagement with IT decision makers• Customize content for different audiencesProducts Used LinkedIn Display Ads LinkedIn Follower Ads Targeted Status UpdatesResults 300,000+ New followers in the first 2 months x2.5 More likely to recommend HP products 56
  • 57. Brief Overview Marketer Objective To elevate the HP brand globally by engaging both employees and target audience Strategy Build a long-term strategy to create brand advocates both internally and externally who can be leveraged in the future Solution Invest in building a strong Follower base to create brand advocates and maintain 1:1 relationships with key audiences
  • 58. Targeting IT and Business Decision Makers ‘Make it Matter’ Campaign Banners Precisely Targeted LinkedIn „Follower Ads‟ Targeted Status UpdatesLinkedIn Confidential ©2013 All Rights Reserved 58
  • 59. Accurate reporting shows relevant followers 59
  • 60. Relevance increases engagement Engagement Rate: CxOs 0.15% 60
  • 61. Questions? #Linkedinday
  • 62. 62