LinkedIn: Leverage social media to market your brand

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Gary Fearnall of LinkedIn, presentation for SMEI Vancouver, November 24, 2011

Gary Fearnall of LinkedIn, presentation for SMEI Vancouver, November 24, 2011

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  • For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. This means not only helping people to find their dream jobs, but also enabling them to be great at the jobs they’re already in.
  • For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. This means not only helping people to find their dream jobs, but also enabling them to be great at the jobs they’re already in.
  • In a nutshell, Linkedin has the ability to precisely target audiences in a business context, to deliver high impact solutions for marketers and agencies. Let’s dive deeper:If we think about this in the context of the follower ecosystem on LinkedIn , this unique value proposition allows marketers access to a highly affluent, influential and active audience, with the ability to pinpoint their exact target audience at scale on our platform.Context defines behaviour on the site, as a result there is very little mis-behaviour, and so a high degree of trust. In this trusted environment, marketers can engage in dialogue with professionals who have indicated that communications from their business are relevant, and so valuable to them. The social nature of the site means that when the audience you engaged share the content you posted, their connections are also likely to be highly relevant and so valuable to you. In this example, your content now shared virally will carry the endorsement of the professional who chose to share that content, dramatically improving the impact your communications have, increasing incremental reach, and driving a long –term engagement with relevant customersWINDOW OF OPPORTUNITY
  • In a nutshell, Linkedin has the ability to precisely target audiences in a business context, to deliver high impact solutions for marketers and agencies. Let’s dive deeper:If we think about this in the context of the follower ecosystem on LinkedIn , this unique value proposition allows marketers access to a highly affluent, influential and active audience, with the ability to pinpoint their exact target audience at scale on our platform.Context defines behaviour on the site, as a result there is very little mis-behaviour, and so a high degree of trust. In this trusted environment, marketers can engage in dialogue with professionals who have indicated that communications from their business are relevant, and so valuable to them. The social nature of the site means that when the audience you engaged share the content you posted, their connections are also likely to be highly relevant and so valuable to you. In this example, your content now shared virally will carry the endorsement of the professional who chose to share that content, dramatically improving the impact your communications have, increasing incremental reach, and driving a long –term engagement with relevant customersWINDOW OF OPPORTUNITY
  • LI Positioning& Value Prop: High-LevelLinkedIn is the only global social platform delivering marketing solutions in a business context. We have a Quality Audience: Reach the most influential, affluent and educated audiences at scale. 3.4M C-level and VP executives in LinkedIn US member base.71% of LinkedIn US audience has college or post graduate degree.$86 Average house hold income.Business is the context of LinkedIn. Professionals trust LinkedIn for the professional information and insights, providing marketers with high message receptivity.You can make a marketing impact: Our social media solutions deliver compelling insights and results. Value prop for marketers… LinkedIn has the ability to precisely target quality audiences in a business context, while delivering high impact solutions for marketers and agencies. Note: data and stats can/should be customized with stats pertinent to audience and industry.
  • Adding Skills & Volunteer Work New Student Profiles
  • Replaces rolodex & business card; address book in the cloudThere are over 135 million LinkedIn members and a new member joins every second. Here's how to make your profile stand out:Update your profile regularly. Have you Googled yourself? Your profile comes up high in search results for your name, so make sure your online first impression packs a punch. Update your profile when you nab a promotion or switch jobs. If recently took a class or got a certification, make sure that info is on your profile too. Have you learned new skills in the past year? Make sure they're listed on your profile. Keep your profile updated, even when you're not looking for a job, since clients or partners may be searching for someone like you. If you only have your current position listed on your profile, then you may look like a professional that only has a year of experience if that's how long you've been in your current role. That's why it's important to add your previous work history in your profile. You are 12 times more likely to be viewed for potential opportunities if you have more than one position listed on your profile.Get connected. Remember, when you look at a person's profile on LinkedIn, you'll see if you have any connections "in common." There is a "magic" number of connections on LinkedIn and that number is 50 contacts. By connecting to at least 50 people that you know and trust (current co-workers, clients, friends and family) you'll increase your chances of getting in touch with people and companies that will help you get ahead in your career.Add a photo. If you add a photo you're seven times more likely to have people view your profile. Adding a photo is also important if you're reaching out to people you've lost touch with. People never forget a face. (Especially if you changed last name when you got married. A college classmate or former boss may remember you as Karen Harris, not Karen Smith, so a photo will jog their memory.)
  • For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. This means not only helping people to find their dream jobs, but also enabling them to be great at the jobs they’re already in.
  • For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. This means not only helping people to find their dream jobs, but also enabling them to be great at the jobs they’re already in.
  • World is social… We see enormous value in Followers, and developing your own follower ecosystem before everyone else (Followers follow a finite set of brands)Create experience by building a Co Page, establish a presence on the platformAcquire Followers w/Follow Ads + Message Followers w/co status updates (Home Page, Profile Page, Mobile, Websites) = Drives Engagement and the viral mechanics… fuels the ecosystemNote: significant value in Followers and Co Status Updates even if Co Page P&S tab not completely developed.
  • Status Update and Chevron logos are intended to be customized. See appendix for generic, non-branded example. Co Status Updates are distributed at key points across LI and the web “Everywhere” is a core LI value and emphasized in everything we do Followers are genuinely interested in your brand, they are not given incentivized offers to follow (eg, “like” me to enter sweepstakes)
  • Both Chevron logos are intended to be customized. See appendix for generic, non-branded example.Leveraging LinkedIn’s assets drives the virality that fuels your Follower ecosystem. As we discussed your Co Page is the foundation of your presence on the platform. From this central hub your Co Status Update is distributed to your Followers, and their interactions with your status update (via shares, comments, likes) are distributed across their networks. These Follower interactions generate tremendous value for you… Earned media – advocates and enthusiasts amplify your brand messages, generating “earned media” which is the most powerful form of advertising that exists Incremental reach – as your message spreads via the viral mechanics you benefit from incremental reach, which serves to lower your acquisition costs and increase your ROI Lasting relationships – while campaigns end, your conversations with Followers continue. This ability to have sustained, relevant messaging helps you impact purchase influence, and also move key metrics around retention and loyaltyInsights – are key to improving campaign performance and planning… [next slide]
  • For us, fundamentally changing the way the world works begins with our mission statement: To connect the world’s professionals to make them more productive and successful. This means not only helping people to find their dream jobs, but also enabling them to be great at the jobs they’re already in.

Transcript

  • 1. Marketing SolutionsLeverage social media to market yourbrandSMEIPresented by Gary FearnallLinkedIn CanadaNovember 24, 2011
  • 2. Gary FearnallDirector, Global Marketing Solutions atLinkedIn CanadaLinkedIn | Internet | Toronto AreaConnections: 500+ | 2
  • 3. Advertising on LinkedIn • Text ads with small images • Auction-based bidding • Self-service online interface • Pay per click (CPC)
  • 4. LinkedIn Recruiting Solutions
  • 5. The InPlatform1 2 3 Full information at Developer.LinkedIn.com
  • 6. The Canadian Online LandscapeGlobal Leaders in Digital Consumption 6
  • 7. Online Engagement World-Wide:Canada Still Leads with Online Engagement Followed by the US! The average Canadian went online daily, spending 46 hours and viewing over 3,510 pages in January! January 2011 Average Average Unique Visitors Usage Days Minutes per Average Pages Location (000) per Visitor Visitor per Visitor World-Wide 1,333,403 18.2 1,394.7 2,102 China 295,715 12.3 699.1 979 United States 181,038 28.3 2,213.7 3,075 Japan 73,091 16.1 1,070.5 1,860 Germany 49,475 21.1 1,454.3 2,828 France 42,037 23.8 1,689.0 2,787 India 41,996 13.5 751.3 1,163 Brazil 40,528 18.3 1,548.9 2,077 United Kingdom 38,704 25.4 1,991.0 2,891 Canada 23,113 30.8 2,742.9 3,510 #1 #1 #1 Source: comScore Inc., Media Metrix, CA, All Locations, Persons 15+, Jan 2011
  • 8. The current landscape 8
  • 9. Social Networking ranked as the fastest growing category in mobile contentconsumption in 2010, but online retail right up there Fastest Growing Mobile Content Categories by Total Audience (000) Source: comScore MobiLens, 3 mo. avg. ending Dec-2010 versus Dec-2009 80,000 Dec-09 Dec-10 + 39% 70,000 + 56% + 45% 60,000 Unique User (000) 50,000 + 46% 40,000 30,000 + 45% 20,000 + 47% + 55% + 53% + 45% + 46% 10,000 0 Social Classifieds Online General Maps Shopping Restaurant Weather Auction Personal Networking Retail Reference Guides Info Sites Email
  • 10. Platform Connections Killer app Status, Photo Friends, FamilySocial Utility Sharing & Social and Colleagues Gaming Public Fans & Real-time Micro Broadcast Followers Blogging Professional Colleagues &Professional Identity, Business Network Connections & Contacts Insights
  • 11. Our missionConnect the world’s professionals to make them more productive and successful 11
  • 12. The only global social platform delivering marketingsolutions in a business context, driving long-term impact Quality Audience Business Context Marketing Impact Reach the most influential, affluent Promotes trust and Delivers compelling insights and and educated audiences at scale message receptivity results with social media solutions ... Engage opted-in Pinpoint the audience ..Benefit from viral professionals in a most valuable to your distribution and relevant mindset and business incremental reach environment,
  • 13. LinkedIn: The Only Global Social Platform Delivering Marketing Solutions in a Business Context Quality Audience Business Context Marketing Impact Reach the most influential, affluent Promotes trust and Delivers compelling insights and and educated audiences at scale message receptivity results with social media solutions 5x 2x +86% more C-suite reached on a daily more confident in information increase in Aided Brand Aware- basis than competitor business found on LinkedIn than other ness among non customers sites. (40,000)1 social sites3 - Phillips - 1InternalLinkedIn data (UK), September 2011 12InternalLinkedIn data, September 2011 3 LinkedIn Audience 360 Survey (UK), August 2011 3 Phillips Healthcase case study
  • 14. The world’s largest professional networkOver 50% of members are now international ** 135M+ * 75% Fortune 100 Companies 90 use LinkedIn to hire ** 55 >2M Company Pages 32 ** 8 17 ~2B People searches in 2011 2 4 2004 2005 2006 2007 2008 2009 2010 *as of November, 2011 LinkedIn Members (Millions) **as of September 30, 2011 14
  • 15.  4.1 Million Unique Visitors 136 Million Page Views 64 Million Minutes 15.5 Average Minutes Per Visitor ComScore - October 2011 Source: comScore Canada Media Metrix September 2011
  • 16. LinkedIn Demographic Profile Gender HHI $ Age 65+, 7% 18-24, 48% 5% 55-64, 27% 14% Female, 46% Male, 54% 25-54, 70% $75K+ $100K+  70% of UVs on LinkedIn are Adults 25-54  48% of UVs on LinkedIn have a HHI of $75K+ Sources: comScore Media Metrix, Canada, October 2011.
  • 17. Audience: Where They Spend Their Time LinkedIn Internal Data
  • 18. Social Media Environment Matters Quality Audience Business Context Marketing Impact Reach the most influential, affluent Promotes trust and Delivers compelling insights and and educated audiences at scale message receptivity results with social media solutions 3.4M 2x +10 C-level and VPs on LinkedIn. more confident in info found on shift in Net Promoter Score as a 135M members and growing1 LinkedIn than other social sites2 result of leveraging LinkedIn3 1 Internal LinkedIn data (US), September 2011 2 LinkedIn Audience 360 Survey (US), August 2011 3 Global computer manufacturer 18
  • 19. What are professionals doing on LinkedIn? Managing their professional identity Building business relationships Sharing advice and finding answers Researching people and companies 19
  • 20. Manage your professional identity Integrate other socialBuild your professional profile Get recommendations activity (blogs, tweets) Optimize your profile for search – Install InApps the professional profile of record
  • 21. Professional identity ecosystemYour professional profile of record ConnectExperience / Education Professional Details Recommendations Summary: Career andProfessional Highlights Groups / Associations 21
  • 22. Build business relationships Build a professional network Make contact via InMailTM Request / facilitate introductions
  • 23. The 2nd Degree Network Queens University Descartes Systems Group
  • 24. Gain professional insight Keep up with the news stream Create Polls Discuss professional topics in Groups Ask and answer professional questions from the network
  • 25. Gain professional insightShare & comment on insights & news via status updates Get the day’s top news through a professional lens
  • 26. Gain insight in your industry
  • 27. Researching people and companies Search for professionals Research companies
  • 28. 28
  • 29. Listening to the network 29
  • 30. LinkedIn Groups 30
  • 31. The news you need – Today 31
  • 32. The Signal from the stream 32
  • 33. Engagement 33
  • 34. In a Social World Brands Must Participate to SucceedEngaging Followers is critical to participation 88% of LinkedIn members are interested in following companies. Members will follow an average of 2.8 companies per category.Create AttractExperiences FollowersAmplify thru EngageNetwork Followers LinkedIn Survey (n=363), US and Canada, October 2011 34
  • 35. Engage Those Most Interested in Your BrandIntroducing Company Status Updates Homepage Chevron is demonstrating how solar energy can increase production from Profile mature oil fields. The project uses more than 7,600 mirrors to focus the suns rays onto a solar boiler. Learn more: http://bit.ly/oow11ytfb Chevron Loremipsum dolor sit amet, consecteturadipiscingelit. Like (5) • Comment • Share Maurisrhoncusscelerisqueporttitor. Fusceviverrajustofermentum dolor volutpat. Like (5) • Comment • Share Mobile Website 55% of LinkedIn members will follow a company “forever”. 45% of members want weekly updates. LinkedIn Survey (n=363), US and Canada, October 2011 35
  • 36. LinkedIn Assets and Virality Fuel Follower EcosystemEngagement generates value Comment• Earned media• Incremental reach Share• Relevant relationships Like• Insights Share Like Comment Status Update 36
  • 37. LinkedIn members value following companies 88% of LinkedIn members said they would “follow” companies How many companies would you follow? 1 to 3 35% 4 to 6 37% 7 to 9 10% 10 or more 18% Base in bar chart: Respondents who said they would follow at least 1 company (n = 320) Source: Survey of 363 active LinkedIn members in the US and Canada (fielded 10/3/2011) 37
  • 38. LinkedIn members want updates on a broad range of topicsand will share with their networks “Yes, I want to receive “Yes, I would share this Company Updates these updates .” kind of information.” 79% 63% New job openings at the company 73% 43% People in your network who have joined or left the company 69% 58% News articles that are relevant to the company 66% 59% Notifications of a launch of a new product or service 63% 60% Information about a new project or initiative by the company 46% 57% Notifications of new white papers, upcoming webinars, or conferences 28% 63% Notifications of special offers, deals, or discounts • Base: Respondents who said they would follow • Base: Respondents who said they would follow at at least 1 company (n = 320) least 1 company (n = 320) & were interested in receiving this specific update Question: “What information about a company Question: “What information would you be likely to would you like to receive in your LinkedIn network share with people in your LinkedIn network?” update stream?” 38
  • 39. LinkedIn followers value professionally relevant updatesIn your own words, please describe the kindsof company updates that you would be mostinterested in receiving… I DONT want marketing spam. I do want news Updates that include strategic and people stories, product shifts in the company. New product reviews, people I know launches, discoveries of new technologies. leaving or starting there. Large, unexpected financial changes. I like to stay in touch High profile insights from key leaders, i.e. with the industry. CEO, President, CFO, CMOs etc. New tips- tricks, and people moving. I want to know when a company launches a new product. I want financial announcements. Source: Survey of 320 active LinkedIn members in the US and Canada (fielded 10/3/2011) 39
  • 40. LinkedInGroups 40
  • 41. Scaling awareness on LinkedIn 41
  • 42. LinkedIn’s Unparalleled Targeting Capabilities 42
  • 43. Effect of Ad Exposure Frequency Advertiser provided educational programs Targeted brand message at mid-level managersImpact of higher exposure on: Lift (1-10 vs. 11+ times)Recall seeing an ad from advertiser on 140%LinkedInThink that advertiser has an excellent 14%reputationLikely to apply to advertiser’ program 68% 43
  • 44. Advertising On LinkedIn Reach your audience through prominently placed, high impact ad units across LinkedIn
  • 45. LinkedIn Shareable Content Ads• Execute simply through RSS Feeds & Updates automatically• Share video, tweets, blogs and more• Use content to build loyalty• Targetable to all audiences• Shareable
  • 46. Custom Shareable Content Ad Stream webcasts or showcase information about your products or services within the unit Promote Content can be shared whitepapers, stu with social networks dies, or any informationabout your brand Leverage existing videos content or pre-roll assets to Pull in relevant news feeds that run in the Content ad align with your Brand or campaign objectives
  • 47. LinkedIn Content and Video ads 47
  • 48. LinkedIn Partner messages 48
  • 49. Thank-yougfearnall@linkedin.com 49