Media Matters - Online Marketing Seminar Sept 2012
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Media Matters - Online Marketing Seminar Sept 2012






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  • Questions: How many of you have a LinkedIn profile? Do you use it to its full potential or is it just a list of business names? Feel should be using it more? Are you getting benefit out of it? Today’s LinkedIn update is going to look at what’s new which will inevitably get you thinking about using it again. Some of these might help! We’re also going to start running some Lunch ‘n’ Learn sessions if
  • Go to Google and search somebody’s name.If you meet somebody in business, chances are they do this… LinkedIn provides you with an optimised profile that can be found by anyone searching on Google.
  • From here I’m going to assume you all know that LinkedIn is a very popular business to business social network. Any questions before we continue?
  • “Trending in your network” which shows posts popular with those in your network.
  • Recent research shows us that marketers value email marketing for ROI.
  • so the reader knows what the email contains and why it is of interest to them.
  • Why has Google done this? To provide a better search experience, get away from spam links (link-building)

Media Matters - Online Marketing Seminar Sept 2012 Media Matters - Online Marketing Seminar Sept 2012 Presentation Transcript

  • Online Marketing Seminar 27th September
  • Today • LinkedIn‟s latest changes • Is your email marketing working? • Content marketing for
  • 2012 changes • Targeted updates • Follower statistics • Commenting and liking • Twitter link • Profile pages • Company page
  • LONDON — September 17, 2012 — LinkedIn, the world’s largest professional network with over 175 million members worldwide, has today surpassed its 10 millionth member in the UK – this means four out of five British professionals are now part of the business network. LinkedIn Press
  • So what?
  • Targeted updates • Company pages can now target updates • Helps to reduce the number of irrelevant posts followers receive and make updates they do see more
  • “Philips is claiming a 106% increase in follower engagement from using Targeted Status Updates.” Source: Web Pro News June
  • Targeted updates • All status updates are visible to everyone on the company page, no matter who they were targeted
  • Follower statistics • Provides insights about: – follower demographics – engagement levels – update impressions – total following – recent followers and the number of new followers from
  • Commenting and liking • Comment and like updates made by individuals and companies. • Increased level of interaction and engagement • This information combines with the „trending in your network‟
  • News/LinkedIn Today/Trending in your
  • Twitter integration change • Tweets posted on twitter can no longer be automatically posted on LinkedIn. • You can still post updates you make on LinkedIn to
  • Profile changes • Image • Summary • Previous job titles • Contact
  • Before
  • Is your email marketing working?
  • Email marketing
  • Source: Exact Target Survey of 405 respondents
  • Source: Exact Target Survey of 405 respondents
  • Source: Exact Target - survey of 405 respondents
  • Email marketing trends • More mobile users than ever scan emails on phone first • Email marketing is still a popular marketing tool which gets
  • Source: EConsultancy Email Marketing Census
  • Email marketing tips 2012 • Subject lines • From • Calls to action • Signing up • Segment •
  • Subject lines • Should be „actionable‟ • Less than 50 characters long (or 20 if you are optimising for mobile). • Test 2 different subject lines on a sample of your database before sending the main
  • “From” • Sending an email that comes from an individual, company, or combination can have an impact on open rates. • Test to see which is best for your target
  • Calls to action • There should be more than one link to the main call to action in each email. • Use a combination of hyper-linked to text and visual ones – recipients who do not read the text will gravitate towards
  • Sign up pages • Restate the benefits of the receiving email communications on the signup page • Include an example of typical email sent by your organisation on the signup
  • Segment • For best results • Possible ways to segment your database: – Current customers/potential customers – Different business sectors – Services that are
  • Test • Subject lines • Landing pages • Times of day/days of week • “From” • A/B Split testing •
  • Subject line testing August 2012Test 1Real Time Information deadline: what you need to knowTest 2Legislation you need to know aboutThe open rate for Test 1 was 35.4% compared to 50.0%for Test
  • Source: Econsultancy Email Marketing Census
  • Content marketing for
  • Penguin and Panda • Recent updates have changed search results • Good content generates good links • Social and search are integrating • Content marketing is critical for SEO
  • Meaning… • Value added content on your website • Creating content for other websites • Make content more social friendly too •
  • How • Make content great not keyword heavy • Attractive to social media • Create resources, blogs, tips, e-books, news, online PR • Engage in forums and online
  • -iphone-5-users-may-be- more-prone-to-debt- infographic/
  • And
  • News
  • Online Marketing Seminar 27th September