We have seen a shift over the past few months here at LinkedIn with the want to target C-Suites across the UK.Over the next 30 minutes we will aim to present you with a holistic view of C-Suite behavior, platform agnostic.. not just a LinkedIn sales pitch.. We aim to keep the presentation informal, if you have any questions just shout them out as we go through, (we have our experts on hand).
We have used a variety of sources to compilethis presentation:BE Europe (the prominent data source for the presentation) – measuring 60k of the top business eliteacross 17 European countries (ether with 250+ employees or an annual turnover of £40m)LinkedIn internal dataTGI – the longest established marketing source in BritaineMarketer- covering digital marketingA detailed overview of how this data has also been compiled in the appendix
Just to clarify who we’ve looked at here.. This presentation is specifically aimed at the UK.To quantify the terminology here when we mention the UK Business Elite we are talking about, key decision makers covering multiple lines of business (marketing, IT, operations, etc) who are involved in annual purchasing decisions over £6.2 million each, equating to £2.4 Trillion annually…
Looking at the top 10 publishers that the UK business elite consume, across TV, print, online, mobile and Tablet there are some interesting learning's..Almost 100% of UK BE’s consume some form of BBC content monthly.It’s also important to remember we’re looking at multiple platforms here..A lot of the publishers here have multiple platform strategies (LinkedIn & Twitter only having online,mobile and tablet, at least one less than all other publishers)
Drilling deeper into this platform segmentation, (global data) Looking specifically at a day in the life of a global executive:We can see that normal media shift is at work:Spikes in computer usage throughout the working day, decreasing around lunch.Radio spiking during commuting times and rising TV and computer usage after work and throughout the weekend..A few things to point out however, digital (computer and mobile/tablet) accounts for the most utilised media consumption amongst global senior execs.With mobile and tablet specifically being utilised regularly throughout the day..Hopeful over the next few slides where we focus more on a digital/mobile perspective you can get a clearer view on how this works from a more UK specific..
Going back to the top 10 publishers list.. Breaking this down to digital usage only. We can see the BBC still remains at no 1 with 76% of the UK BE consuming one of the BBC’s digital platform’s monthly..However perhaps more interesting than that is how much this audiences uses social media...We found that social media (LinkedIn and Twitter combined) was the joint most visited platform across the monthly period.Perhaps a slight misconception and contradictory to your own study (IBM’s Global CEO Study 2012 (http://www-935.ibm.com/services/us/en/c-suite/ceostudy2012/) which found that most CEOs are not taking social media seriously. Only one of more than 1,700 respondents had their own blog.Some are on LinkedIn, fewer on Twitter and even less on Facebook, Google+ and elsewhere on the web).Perhaps even more surprising, when you overlay how the Business Elite consume these platforms split by deceive you see.....
That mobile devices play a huge role in the UK BE’s life..LinkedIn leads the charge here with 37% of BE traffic coming from mobile/tabletHowever when you compare this to the tradition press titles this show a rather interesting story...Apart from the Times (who have spent a lot of money promoting their mobile strategy) mobile and tablet usage is a rather small percentage of overall usage.This is also backed up in our own data around mobile usage..
So we know that Business Elite are accessing content via mobile devices, but what are they accessing? What type of content are they engaging with?The BE Study found that 21% are accessing social media, over 50% are going online via a mobile device daily. This is crucial in showing that Business Elite are engaging with digital media consistently.We can also gather from their tablet and mobile app use that they are highly engaged with new technologies
So further refining this audience to C-Suite only, the same trends emerge as we saw when looking at the Business elite as a whole. BBC retains the highest reach across the C Suite audience, however LinkedIn’s reach of C-Suites is 60% greater than its closest commercial competitor
And what’s great about this is that we know exactly who our C-Suites areAccording to the BE Study..Predominantly maleHigh disposable incomeETC
So fleshing this out a bit more, our next step would be to consider whether LinkedIn’s internal data reflects the same trends as what the BE Europe study tells us, are these C-Suites of the business elite as engaged with LinkedIn as they are digital media on the whole?We found that the overwhelming majority of this audience aren’t just logging onto LinkedIn to accrue connections, they’re engaging with features of our platform that require the most time and effort. 77% are engaging with content, and commenting on articles that their colleagues or companies they may follow are sharing. A whooping 69% of them are utilising one of our newer features, our news content platform LinkedIn Today to stay up to date with current industry news. These trends indicate that C-Suites on LinkedIn are our early adopters and the strongest supporters of our network.
In conclusion, this final slide again alludes to the fact thatC-Suites are LinkedIn’s most influential audience.There is a strong synergy between these executives’ lifestyles and their usage of LinkedIn.Compare 3 focus pointsJust to wrap up here, we hope we’ve provided you with some insight into how the UK Business Elite consume the web and in particular how this audience consume LinkedIn.As I said earlier we’ve had some great success targeting this audience across 2012 however this has largely be done from a display perspective..As you can see from the above the BE audience is engage with LinkedIn in an advanced way.. 63% of this audience follow companies on LinkedIn...IBM globally have 760,000 followers they can engage with on a daily basis for free...140,000 across Europe32,000 in the UKAcross the globe all your global counterparts are utilising the free and social aspects of our platform..Global status updatesCFO IBM IndiaSingapore group We would like to schedule a meeting with the relevant counterparts and get you up to seedon this...
Uk C-Suite presentation
2012 UKBusiness Elite Research23rd October 2012Chris ElderNadia James
Data Sources… BE Europe reaches senior business executives from 59,787 companies in 17 countries across Europe, either with 250+ employees or £40m+ annual turnover LinkedIn’s internal data, taken from over 1.1M C-Suites in the UK The longest established single source marketing and media survey in Britain eMarketer covers digital marketing, media and commerce, offering insights essential to navigating the changing, competitive and complex digital environment.
On average, BE Europe executives are involved inannual purchase decisions worth £6.2 million. Thisequates to a total business spend in excess of £2.4 trillion across the total universe of executives.
UK Business Elite engage with content across multiple mediachannels… 99% Almost 100% of the UK’s top Business Executives access BBC monthly. 71% 55% 50% LinkedIn & Twitter are 43% 41% the only 2 platforms in this set available via web 29% or smartphone only. 26% 24% 20%Channels Measured:*Net unduplicated Reach – Monthly TV, Print, Website, Smartphone Source: BE:Europe 2012 Base: GB Data Only& Tablet Reach
Global Executives are engaged with media at all times of day…Media Consumption of Senior Executives Worldwide, By Time of Day, Oct 2011 Senior Executives…80% Are 72% more likely to watch TV than use a computer after work.60% Radio Are consuming media40% National most via computers with Newspaper an average consumption Computer of 35% Mobile/tablet20% TV Are most likely to use Industry trade mobiles or tablets journals during the work day. 0%Channels Measured: Source Emarketer, Oct 2011
Digital, and more recently, social is now a significant part of theirschedules… 76% 50% 31% 27% 27% 27% 25% 18% 11% 9%Channels Measured:*Reach –Website only Source: BE:Europe 2012 Base: GB Data Only
New technologies are changing the way UK Business Elite access news &media content… 76% Tablet Only Smartphone Only 50% + Tablet & Smartphone 31% 27% 27% 27% 25% 18% 11% 9%Channels Measured:*Reach –Website only Source: BE:Europe 2012 Base: GB Data Only
Smartphones are becoming a key medium in how UK Business Elitestay connected…21% of UK BE visit a 53% of UK BE access 25% of UK BE access 25% of UK BE accesssocial media website daily online content via content via a tablet news via an app on either smartphone daily computer daily a smartphone or tablet daily Source: BE:Europe 2012 Base: GB Data Only
Reach of C-Suites from the UK Business Elite, by publisher… LinkedIn’s reach of C-Suites is 60% greater than its closest commercial competitorChannels Measured:*Reach –Website only Source: BE:Europe 2012 Base: GB Data Only
Who are LinkedIn’s C-Suites? 85% Male £718K Average Personal Net Worth Average Age 46% Involved in Purchasing Decisions worth £1.5M+ Average Gross 35% work in Salary companies with 1000+ Employees £145K Source: BE:Europe 2012
How do C-Suites engage with LinkedIn? Connect & Research People & Communicate Companies 79% Network with 77% Learn about other professionals what other colleagues are doing Professional Insights On the Move 69% Stay up to 21% More likely than date on industry average active member discussions to access LinkedIn on their mobile Targeting : Directors and Above Source: LinkedIn Internal data Geo: UK Percentages only for active members in June 2012
LinkedIn’s C-Suite audience are business influencers and earlyadopters on- and off- platform… 72% Enjoy engaging with 69% Really enjoy finding out how 94% Influence people’s decisions & international news and affairs technology works behaviours +63% More likely +33% More likely +60% More likely to follow a company to be members of to be a member of our other than their own LinkedIn groups influencer custom segment Source: 1st column- BE:Europe 2012, Base: GB data only 2nd column- LinkedIn Internal data – Global- %s for active members in June 2012
Background… The series of surveys now called the Business Elite first appeared in 1973 as the European Businessmen Readership Survey (EBRS). The Asia study was launched in 1985, followed by surveys in Japan (1998), Central Europe (2000), Australia (2005) and the United States (2006). Similar studies are run in Latin America and the Middle East. BE:Europe is now run on an annual basis and the objectives of the survey are to: 1. To estimate the size and scope of the business elite audience; 2. To measure their media consumption and business decision-making influence; 3. To support campaign planning targeted at the most senior business executives
The business elite are few in number.... Although the Business Elite only represent 0.13% (444,441) of Europe’s population they are BE: EUROPE disproportionally influential relative to their size 0.45m This audience represents senior business leaders in 59, 787 companies in 17 European countries. The universe includes industrial and commercial companies with 250 or more employees, other leading European companies in terms of turnover with 150-249 employees, plus the head office of banks and insurance General population companies. 329m As well as being a key audience for B2B marketing, they also represent the key to profitability for sectors such as finance, luxury goods and cars, airlines and hotels BE: Europe 17 Countries
How surveys are conducted... Identify companies from business directories IPSOS MORI use companies such as Dun and Bradstreet to identify companies with 250+ employees and if their turnover is greater than £40m we lower the threshold to 150+ employeesExecutives via telephone screeningIPSOS MORI call the identified company and verify the companies eligibility. They ask for the most seniorperson’s name plus another job function randomly selected from a list.Paper self-completion questionnaireA paper self-completion questionnaire is then sent to the respondents, with a covering letter giving a URLaddress so the respondent also has the option to complete online. The equivalent to €5 is also included and wesuggest they give this to charity; this is viewed as a trust building exercise.