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Social Ads
Master Class
LINKEDIN
Welcome!
Social Advertising Master Class: Why Attend?
• Learn more about LinkedIn Advertising
• Gain insight into best-in-...
Webinar Details
• Please ask questions for Q&A
session at the end
• There will be 3 polls throughout
the webinar
• You wil...
Today’s Agenda
• Where LinkedIn Fits
• What’s up in 2016
• Sponsored Updates
• Accountability & Attribution
• Editorial Be...
Manage ads across the five major social
publishers with a single sign-on.
Power ads with ease through
streamlined workflow...
Today’s Expert Panelists
ANDY GOLDMAN
GLOBAL PARTNER LEAD
LINKEDIN
@agoldmanlinked
MADALYN GUY
STRATEGIST
RESOLUTION MEDIA...
LIVE POLL #1
What is your most important
LinkedIn advertising goal?
Where LinkedIn Fits
How is LinkedIn like
other social networks?
Here’s what
top companies
are doing on
LinkedIn
The mindset divide across social networks
INVEST TIME SPEND TIME
Uniquely target against professional
data points at scale
How do you
onboard
brands to
LinkedIn ads?
2016 roadmap for
advertisers on LinkedIn
Sponsored Updates
Sponsored Updates deliver rich content
ACROSS ALL DEVICES VIA THE LINKEDIN FEED
Sponsored Updates value
• Get your company’s updates to more people
and attract new followers
• Highly affluent and educat...
Mobile:
The feed is the
place to be
SU best practices
• Select a compelling visual.
• Run 2 - 4 Sponsored Updates a week.
• Run for 3 weeks, then test & itera...
Which best practice do you
think is the most important to
Sponsored Updates success?
LIVE POLL #2
Measurement
Benefits and Considerations of
Accountability
Editorial Best Practices
LinkedIn is tops for content marketers
Which social media
platforms does your
organization use to
distribute content?
TWIT...
Any content
does not
equal good
content
6 goals of your LI content marketing strategy
BE HELPFUL. Produce content that presents new knowledge or assists in
profes...
32
60%
30%
10%
Focus on top-of-funnel awareness,
education, and inspiration
What kind
of content
marketer
are you?
SOPHISTICATED 8%
Providing accurate measurement to the business, scaling across the...
Which content marketing
persona best describes your
organization?
LIVE POLL #3
Advanced LinkedIn Tips & Tricks
Know your audience
Relationship marketing requires a much
deeper understanding of your audience’s
• Likes/dislikes
• Type ...
Let trending content direct your creative
Know your tools
Test & Optimize
And, of
course…
great content
Q&A
Thank You!
LinkedIn Master Class Webinar
LinkedIn Master Class Webinar
LinkedIn Master Class Webinar
LinkedIn Master Class Webinar
LinkedIn Master Class Webinar
LinkedIn Master Class Webinar
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LinkedIn Master Class Webinar

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Learn from a group of LinkedIn experts about social advertising tips, tricks, and best practices to maximize campaign effectiveness of LinkedIn advertising.

Published in: Marketing
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LinkedIn Master Class Webinar

  1. 1. Social Ads Master Class LINKEDIN
  2. 2. Welcome! Social Advertising Master Class: Why Attend? • Learn more about LinkedIn Advertising • Gain insight into best-in-class content marketing on LinkedIn • Tips, tricks, and best practices • Build your POV and talk track JOSH DRELLER VP, PRODUCT MARKETING 4C @mediatechguy
  3. 3. Webinar Details • Please ask questions for Q&A session at the end • There will be 3 polls throughout the webinar • You will receive a link to the webinar recording tomorrow
  4. 4. Today’s Agenda • Where LinkedIn Fits • What’s up in 2016 • Sponsored Updates • Accountability & Attribution • Editorial Best Practices • Advanced LinkedIn Ads Tips and Tricks • Q&A
  5. 5. Manage ads across the five major social publishers with a single sign-on. Power ads with ease through streamlined workflow. Invest in worthy audiences with targeting built on predictive data science. www.4Cinsights.com Social Ads
  6. 6. Today’s Expert Panelists ANDY GOLDMAN GLOBAL PARTNER LEAD LINKEDIN @agoldmanlinked MADALYN GUY STRATEGIST RESOLUTION MEDIA @maddieguy JENNIFER WORMINGTON PRODUCT MANAGER 4C @jsrose3
  7. 7. LIVE POLL #1 What is your most important LinkedIn advertising goal?
  8. 8. Where LinkedIn Fits
  9. 9. How is LinkedIn like other social networks?
  10. 10. Here’s what top companies are doing on LinkedIn
  11. 11. The mindset divide across social networks INVEST TIME SPEND TIME
  12. 12. Uniquely target against professional data points at scale
  13. 13. How do you onboard brands to LinkedIn ads?
  14. 14. 2016 roadmap for advertisers on LinkedIn
  15. 15. Sponsored Updates
  16. 16. Sponsored Updates deliver rich content ACROSS ALL DEVICES VIA THE LINKEDIN FEED
  17. 17. Sponsored Updates value • Get your company’s updates to more people and attract new followers • Highly affluent and educating audience looking to share to their network. 90% of LinkedIn users make household decisions. • Reach just the right audience with our comprehensive targeting options • Get your message out on every device: desktop, tablet, and mobile • Set your own budget and choose from cost per click or cost per impression options • Easily test and optimize these ads to fine tune your efforts
  18. 18. Mobile: The feed is the place to be
  19. 19. SU best practices • Select a compelling visual. • Run 2 - 4 Sponsored Updates a week. • Run for 3 weeks, then test & iterate. • Add URL tracking codes to measure post- click actions (site visits and conversions). • Set up campaigns by audience. • Shift budget to the audience with the highest engagement rate.
  20. 20. Which best practice do you think is the most important to Sponsored Updates success? LIVE POLL #2
  21. 21. Measurement
  22. 22. Benefits and Considerations of Accountability
  23. 23. Editorial Best Practices
  24. 24. LinkedIn is tops for content marketers Which social media platforms does your organization use to distribute content? TWITTER88% LINKEDIN94% FACEBOOK84% YOUTUBE72% GOOGLE+64% SLIDESHARE41% PINTEREST33% INSTAGRAM24% VIMEO20% SOURCE: CONTENT MARKETING INSTITUTE (SEPT, 2015)
  25. 25. Any content does not equal good content
  26. 26. 6 goals of your LI content marketing strategy BE HELPFUL. Produce content that presents new knowledge or assists in professional decision making. BE INTERESTING. Spark conversations. Just don’t put out dull white papers all day everyday. HELP THEM HELP OTHERS. Content revolutionaries want to benefit their professional network by sharing your content. Consider sharability factor. HELP THEM HELP THEMSELVES. Sharing your content should make a content revolutionary seem smart, well-informed, clever, etc. FOCUS ON ACHIEVEMENT. Readers are consuming and sharing content to further their careers. BE EVERYWHERE. Consider how your graphics will look on a phone or tablet, because if it’s not formatted well you’ll lose trust and readers.
  27. 27. 32 60% 30% 10% Focus on top-of-funnel awareness, education, and inspiration
  28. 28. What kind of content marketer are you? SOPHISTICATED 8% Providing accurate measurement to the business, scaling across the organization. MATURE 24% Finding success yet challenged with integration across the organization. ADOLESCENT 29% Developed a business case, seeing early success, becoming more sophisticated with measurement and scaling. YOUNG 27% Growing pains, challenged with creating a cohesive strategy and measurement plan. FIRST STEPS 11% Doing some aspects of content, but not yet making content marketing a process.
  29. 29. Which content marketing persona best describes your organization? LIVE POLL #3
  30. 30. Advanced LinkedIn Tips & Tricks
  31. 31. Know your audience Relationship marketing requires a much deeper understanding of your audience’s • Likes/dislikes • Type of content they will register for • What they will share • What matters to their professional development • What will make a difference in the eventual purchase cycle
  32. 32. Let trending content direct your creative
  33. 33. Know your tools
  34. 34. Test & Optimize
  35. 35. And, of course… great content
  36. 36. Q&A
  37. 37. Thank You!

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