A New Paradigm in Engaging with Decision MakersNovember 9th , 2012
Agenda LinkedIn Snapshot Targeting on LinkedIn Follower ecosystem Advertising Solutions & Tactics Content Extensions
Our MissionConnect the world’s professionals to makethem more productive and successful
The world’s largest professional network                                                                       187MM      ...
The globally connected professional network 187,000,000+                                            UK                    ...
The Mindset Divide      Spend Time                                              Invest Time                               ...
Context Matters “Different social media sites make more sense for different          industries”       Follow for         ...
Members deeply value our brand as aprofessional, trusted and remarkably different socialenvironment                       ...
Members First                9
The value we bring to our members       Identity         Insights       Everywhere     Connect, find     Be great at   We ...
The Power of Targeting with LinkedIn – Key to what we do                                         Job function             ...
Follower ecosystem                     12
Your company page is yourcentral hub on LinkedIn   Corporate digital identity beyond    Brand.com   Opportunity to showc...
Who are CVS Caremark’s current followers?                      Followers by Industry            Followers by Company   As ...
Enhanced company page example - Humana                                         15
Follow Company Ads are your most effective way toincrease followers from your target audience            Sarah Smith      ...
Engage your followers with relevant messages          You can send updates to specific groups of followers                ...
Your messages become trusted content on Sarah’s home page           Sarah Smith           Pharmacist                      ...
And your message is amplified when Sarah endorses it          Marc Bassett          Staff Pharmacist                      ...
No limit to the value you can create                      Value of a Follower                                             ...
Using LinkedIn Solutions to Reach      Marketing Objectives                                    21
LinkedIn Display Advertising   Easy to place. Hard to miss.                                                     Prominent...
Content Modules      Customized multi-tab, in-banner opportunity                      offering advertisers a turnkey solu...
inMail Partner Messages                             Determine the specific target audience                              y...
LinkedIn Sponsored Polls -- Ask, Listen, Learn Drive conversations relevant to your brand Provide professionals with an ...
LinkedIn Groups – Members only & Open GroupsCollaborative communities for engaging your target audienceImplement unique c...
Case Study: Philips: Creating Global Communities                                      Objectives                          ...
Case Study: athenahealth: Establishing Thought Leadership                                      Objectives                 ...
Case Study: (Managed Group)Connect: Professional Women’s Network - Powered by Citi                                        ...
Addendum:Content Drives Engagement                            30
ContentJobs       Jobs
Create long form content from the share box
Everywhere             35
EverywhereWorking everywhere our members work               >25%                   LinkedIn Member Visits                 ...
12am     1am     2am     3am     4am     5am     6am     7am     8am     9am     10am     11am     12pm     1pm     2pm   ...
Thank You         Stephanie KatzmanAccount Executive – Marketing Solutions       skatzman@linkedin.com
LinkedIn Overview for Caremark
LinkedIn Overview for Caremark
LinkedIn Overview for Caremark
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LinkedIn Overview for Caremark

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  • Establishing your company page is a critical first step as this is the place from which to message followers. Messages, which can include links and video, are published directly into followers’ homepage update streams where they have the ability to share, like or comment on your updates (actions which virally distribute your message across their networks). Companies with a P&S tab have 141% more page views (Jan 2012)
  • “And what that means is in addition to the direct conversation you are going to be able to have with the people that are following your company, you have these unique social actions on LinkedIn. When people like, when they comment, when they share, the content that you have pushed to these folks spreads throughout the network.  And when we look at the beta customers that have been using company status updates, just over the last couple of weeks we see that, in fact, in some cases 20 percent of the people that are seeing this content aren't even following the company. They're seeing it because of these social actions. They're seeing it because the people that are following the company have liked, commented or shared this content.”
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  • Country: UKCompany DescriptionPhilips is a world leader in healthcare, lifestyle and lighting, integrating technologies and design into people-centric solutions.. ChallengesReach and engage with members of the large and diverse healthcare industry around the worldDrive awareness of Philips’ main B2B offeringsSolutionEstablish a Custom Group: Innovations in Health, plus targeted sub-groupsFacilitate highly-clinical discussions among key opinion leadersUse promotional display ads and partner messages to drive group membershipWhy LinkedIn?Access to a global professional audienceEnvironment of trustTargeted reach for healthcare professionalsResultsGlobally active 38,000+ member community, far outperforming targets, representing 121 countries and a range of specialist fieldsFacilitating over 4,400 discussions making largest LinkedIn group dedicated to healthcare innovation10% of all LinkedIn members who received partner message group invitations joined the associated group60% of group members are manager level and aboveGroup generates Net Promoter scores of 50+ (extremely high valued)Quotes from ClientHans Notenboom, Global Director B2B Online, Philips: “Combining our thought-leadership with LinkedIn’s trusted environment and professional context has enabled us to create active communities that have become online destinations for medical professionals worldwide. This has helped establish Philips as a partner in this field of expertise amongst our key target audiences.”
  • AE: Janine TaorminaCountry: USCompany Descriptionathenahealthprovides practice management, electronic health record and patient communication services to healthcare organizations.ChallengesThe company needed to reach hard-to-find busy healthcare executives, and offer access to thought leadership content such as white papers, videos, and blogs.athenahealth also wanted to capture contact info of prospects for lead generation.SolutionReach these busy professionals on LinkedIn where they were already spending time.Use Content Ads to encourage members to view athenahealth content or download white papers in exchange for their contact info.Expanding the reach of the Content Ad through broader targeting, while retaining the focus on LinkedIn members who can influence decision-makers.Why LinkedIn?Content Ads offer interactivity, which encourages athenahealth’s target audience to browse thought leadership material.LinkedIn’s precise targeting helped athenahealth reach specific C-level executives in healthcare and other related professions.Results61% rise in click-to-conversion rate.More names and contact info for lead-gen pipeline.Increase in followers improves social media reach.Client Quotes“We hadn’t seen a tool like the content unit before. It’s not just a standard display ad – it’s engaging and interactive, and really helps us showcase our point of view.” – Amanda Melander, Advertising Manager, athenahealth“When we can engage with healthcare executives and showcase our vision, we can turn them into partners in our goal to drive innovation in the healthcare system.”– Amanda Melander, Advertising Manager, athenahealth
  • People like you…curated content customized for members based on interests, what others in their network are interested in, sharing, commenting on, etc. Enabling our Share plug-in allows people to share content back to the platform. Each time they share a piece of content that activity is broadcast to everyone in their network. LinkedIn Today is a service that harnesses the collective intelligence of the network to surface the information that professionals needs. Using our profile data, LinkedIn Today will see how you’ve identified yourself by industry, look at what others in the industry are reading and sharing, and surface that content up to you as you strive to remain current. As you can see on the right, the list of publishers includes virtually every content provider known to man, from the Wall Street Journal and HBR through literally thousands of smaller but very relevant publishers depending on your industry. LinkedIn Today captures what is being shared most, commented on, etc. to serve you up what you need to know on a daily – even hourly – basis.
  • LinkedIn Overview for Caremark

    1. 1. A New Paradigm in Engaging with Decision MakersNovember 9th , 2012
    2. 2. Agenda LinkedIn Snapshot Targeting on LinkedIn Follower ecosystem Advertising Solutions & Tactics Content Extensions
    3. 3. Our MissionConnect the world’s professionals to makethem more productive and successful
    4. 4. The world’s largest professional network 187MM Q3 2012 2 new members join every second * 150 90 55 32 17 8 2 4 2004 2005 2006 2007 2008 2009 2010 2011 LinkedIn Members (Millions) 4
    5. 5. The globally connected professional network 187,000,000+ UK Sweden 1M+ 10M+ NL registered members (as of November, 2012) 3M+ DACH 2M+ France 4M+ Italy Canada Spain 3M+ 6M+ Europe 3M+ USA 39M+ 66M+ MENA India 5M+ 17M+ SE Asia Brazil 4M+ 10M+ Australia 3M+
    6. 6. The Mindset Divide Spend Time Invest Time Emotions Nostalgia Achievement Old Memories Aspiration Distraction Ambition Purpose Socialize Contacts Kill Time Information Fun Professional Identity Brand Role Entertain Make Decisions Personal Interests Improve Myself Express Personality Recommendations “The Mindset Divide TNS / LinkedIn Study, September, 2012 6
    7. 7. Context Matters “Different social media sites make more sense for different industries” Follow for Follow for news incentives, rewards or insights discounts & information 7
    8. 8. Members deeply value our brand as aprofessional, trusted and remarkably different socialenvironment 8
    9. 9. Members First 9
    10. 10. The value we bring to our members Identity Insights Everywhere Connect, find Be great at We work where our and be found what you do members work 10
    11. 11. The Power of Targeting with LinkedIn – Key to what we do Job function Industry Seniority Occupation Company size Education / Degree Geographic location Company or business Age Group Participation
    12. 12. Follower ecosystem 12
    13. 13. Your company page is yourcentral hub on LinkedIn Corporate digital identity beyond Brand.com Opportunity to showcase products & services in an environment where decision makers already are Convey your vision, purpose & corporate value Give members a reason to follow you by connecting them with valuable resources (whitepapers, video, customer testimonials, etc)
    14. 14. Who are CVS Caremark’s current followers? Followers by Industry Followers by Company As of 10/1/12: Total Followers 36,619 By non-company Followers by Seniority Followers by Job Title employees 40% or 14,414 LinkedIn Follower Report – October 2012
    15. 15. Enhanced company page example - Humana 15
    16. 16. Follow Company Ads are your most effective way toincrease followers from your target audience Sarah Smith Pharmacist Sarah, Follow CVS Caremark Keep up with interesting, relevant updates about this company 16
    17. 17. Engage your followers with relevant messages You can send updates to specific groups of followers 17
    18. 18. Your messages become trusted content on Sarah’s home page Sarah Smith Pharmacist 18
    19. 19. And your message is amplified when Sarah endorses it Marc Bassett Staff Pharmacist 19
    20. 20. No limit to the value you can create Value of a Follower Unlimited ability to message over time Value $ Cost # of marketing messages sent over time 20
    21. 21. Using LinkedIn Solutions to Reach Marketing Objectives 21
    22. 22. LinkedIn Display Advertising Easy to place. Hard to miss.  Prominent placement  Little competition  IAB standard units  Clean, clutter-free environment 22
    23. 23. Content Modules  Customized multi-tab, in-banner opportunity offering advertisers a turnkey solution to distribute their content on LinkedIn.  Share news, videos, tweets, blogs, case studies, whitepapers, etc.  Distribute this content to build brand loyalty and establish thought leadership  Keeps the member engaged with your brand  Easy execution via RSS feeds  LinkedIn reports on impressions, clicks, tab clicks, hovers, scrolls & Twitter follows (if applicable) Higher interaction rates Typical banner CTR on LinkedIn: 0.05%-0.07% Content module on LinkedIn: 10-30% interaction rate Frequency cap: 7x per week
    24. 24. inMail Partner Messages  Determine the specific target audience you want to engage with on LinkedIn.  Send a customize dedicated email directly to member’s LinkedIn inboxes.  Notification stays on member’s homepage until an action is taken  Messages only sent to active LinkedIn members.  Members receive one message per 60 days – offers advertisers 100% SOV with target audience.  Members can opt-out of receiving promotional messages if they choose. Strong Engagement  Ability to distribute multiple forms of creative & rich media is accepted  Open rates range from 20-25%  Average CTR 10%+
    25. 25. LinkedIn Sponsored Polls -- Ask, Listen, Learn Drive conversations relevant to your brand Provide professionals with an easy, compelling way to share their opinions Engage business people and encourage brand-relevant conversation Dynamically-served ad unit on results page aligns message with member responses Target specific audiences at scale Note: Comment function can be turned off 25
    26. 26. LinkedIn Groups – Members only & Open GroupsCollaborative communities for engaging your target audienceImplement unique content modules to provide superior member experienceLaunch robust promotional media to drive membershipSustain long-term relationships and regular interactions with customersGenerate viral growth when members share group content with their connectionsReview posts before they go live Group Statistics Over 600,000 Groups currently on LinkedIn 1,500 new Groups created daily 3MM members join Groups every month 26
    27. 27. Case Study: Philips: Creating Global Communities Objectives  Position Philips as the thought-leader in the healthcare industry  Build credibility & drive awareness among key audiences Products  Custom Groups  Partner Messages  Display Ads  Sponsored Polls Results  Established largest LinkedIn group dedicated to healthcare innovation with over 60K members and 5,000+ discussions 60% of group members are manager level and above
    28. 28. Case Study: athenahealth: Establishing Thought Leadership Objectives  Find and influence healthcare executives online  Broaden access to thought leadership content Product  Content Ads Results  Use targeting to reach executives, increase visibility for thought leadership and improve lead generation 61% Increase in click-to-conversion rate
    29. 29. Case Study: (Managed Group)Connect: Professional Women’s Network - Powered by Citi Citi: Professional Women Total Group Members 25k+ 20k 15k 5k April May June July Over 15% of members are commenting fueling an increase in membership Close to half of members are returning on a weekly basis 55K+ active members
    30. 30. Addendum:Content Drives Engagement 30
    31. 31. ContentJobs Jobs
    32. 32. Create long form content from the share box
    33. 33. Everywhere 35
    34. 34. EverywhereWorking everywhere our members work >25% LinkedIn Member Visits Need current footnote/date
    35. 35. 12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 5pm 6pm 7pm From coffee to couch and everything in between 9pm 10pm iPad 11pm Desktop38
    36. 36. Thank You Stephanie KatzmanAccount Executive – Marketing Solutions skatzman@linkedin.com
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