Successfully reported this slideshow.
PLATFORM OVERVIEW &
CASE STUDY REVIEW
CAMPBELL-EWALD
WARREN, MI
AUG. 13, 2013
Campbell-Ewald: LinkedIn Power-users
Most Popular Most Endorsed
Earliest Adopter Most Connected
Mary
Evans
Colleen
Reaser
...
3
Agenda
Platform Overview
Marketing Levers: Owned, Earned, Paid
Case Studies and Success Stories
Priority and Initiatives...
Our Mission.
Connect the world‟s professionals to make them
more productive and successful
Transforming the Way Companies Hire, Market
and Sell
PRECISE TARGETING
Authentic Profile Data
Replacing the
Resume
Reinven...
LinkedIn‟s Global Footprint
235M+
Registered members as
of August 1, 2013
3M
+
Australia
17M+
India 4M+
SE Asia
6M
+
Canad...
1 in every 3 Professionals in the world are LinkedIn
55%
2
College grad or post grad
$83K
2
Average household income
Busin...
8
Agenda
Platform Overview
Marketing Levers: Owned, Earned, Paid
Case Studies and Success Stories
Priority and Initiatives...
9
6XMore engagement with
content vs. jobs
BRANDS
2.7MM Company Pages
Company Updates
SlideShare
Groups
THOUGHT
LEADERS
200...
Professional NetworksPersonal Networks
Career info
Updates on brands
Current affairs
Info on friends
Info on personal inte...
The Company Page is Core to Establishing a
Brand Presence
11
Job Function
Industry
Seniority
Occupation
Company Size
Education / Degree
Geographic Location
Company Name
Age
Group Part...
13
Generate buzz and create a brand community with
Sponsored Groups & Sponsored Polls
Create a branded community where mem...
14
 Ensure standout; just one
message is sent every 60
days
 Prompt user to take action
with customizable
response butto...
15
Expand your content’s reach
Feed status updates to users who have
yet to follow your brand
Benefit from trusted context...
Leverage LinkedIn Audience Data with Custom
API Solutions
„The Butler‟ API Solution : Chance to win a trip, Career Coach a...
17
Agenda
Platform Overview
Marketing Levers: Owned, Earned, Paid
Case Studies and Success Stories
Priority and Initiative...
18
Creating a Community & Dialogue
19
Accessibility & Driving Sales
Brand and Product Awareness:
Contests
Objectives
Solution
 Compete with connections
 Stronger profile = more points
 Wi...
21
Agenda
Platform Overview
Marketing Levers: Owned, Earned, Paid
Case Studies and Success Stories
Priority and Initiative...
Priority Accounts and Joint Planning
Analyze & Optimize
Engage Followers:
Post Updates
Build Community:
Acquire Followers
...
Thank You & Next Steps
23
Targeted Display Ads– Desktop & Tablet
 Prominent placement
 Limited competition
 Clutter-free environment
Frame how your brand helps users gain
knowledge and success
50 followers
at start
12,000 followers,
5 weeks later
240x
inc...
More likely to create content within Groups
More likely to follow
companies
More likely to share updates with their
networ...
2.5X
More Engagement than Avg.
Professional Women‟s Network
47%
Higher Unaided Brand Awareness
54K
Total Members
Match you...
“What impressed me the most
was the strong bond forged
among the women, although
most only connected online a
few months a...
36%
28%
19%
17% 16%
14%
12%
10%
9% 8% 8%
6% 6%
29
Source: BE: Global 2012
459K+ BE visit LinkedIn monthly
202K+ BE visit L...
Professional and affluent audience
1Society for New Communications Research, US 2010
2LinkedIn Audience 360 Survey, US, Au...
Our Marketing Solutions
All powered by our precise and authentic targeting
Company Pages
- Follower Updates (free)
- Spons...
Upcoming SlideShare
Loading in …5
×

Ce lunch and learn aug 13 2013

383 views

Published on

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Ce lunch and learn aug 13 2013

  1. 1. PLATFORM OVERVIEW & CASE STUDY REVIEW CAMPBELL-EWALD WARREN, MI AUG. 13, 2013
  2. 2. Campbell-Ewald: LinkedIn Power-users Most Popular Most Endorsed Earliest Adopter Most Connected Mary Evans Colleen Reaser Bryenne Korte Stacy Vick
  3. 3. 3 Agenda Platform Overview Marketing Levers: Owned, Earned, Paid Case Studies and Success Stories Priority and Initiatives Discussion Next Steps 1 2 3 4 5
  4. 4. Our Mission. Connect the world‟s professionals to make them more productive and successful
  5. 5. Transforming the Way Companies Hire, Market and Sell PRECISE TARGETING Authentic Profile Data Replacing the Resume Reinventing the Consumer Relationship Eliminating the Cold Call
  6. 6. LinkedIn‟s Global Footprint 235M+ Registered members as of August 1, 2013 3M + Australia 17M+ India 4M+ SE Asia 6M + Canada 70M+ USA 10M+ Brazil Europe Americas 34M+ APAC39M+ 80M+ 2M + DACH 3M + Italy4M + France 3M + Spain 3M + NL 10M+ UK 125M+ Monthly Unique Visitors 63% Of LinkedIn members are outside of the US EMEA 50M+ UAE 1M+ 1M + Sweden 1M + Belgium Global Reach at Scale
  7. 7. 1 in every 3 Professionals in the world are LinkedIn 55% 2 College grad or post grad $83K 2 Average household income Business Decision Makers 7.9M 1 Sources: 1. Internal LinkedIn data, October 2012; 2. The Nielsen Company @ Plan Rel 4 2011; 3. comScore US Media Metrix Data, September 2012 3 2xMore buying power than average Internet sites
  8. 8. 8 Agenda Platform Overview Marketing Levers: Owned, Earned, Paid Case Studies and Success Stories Priority and Initiatives Discussion Next Steps 1 2 3 4 5
  9. 9. 9 6XMore engagement with content vs. jobs BRANDS 2.7MM Company Pages Company Updates SlideShare Groups THOUGHT LEADERS 200+ Influencers NEWS 1.3MM Publishers LinkedIn Today PEERS 1.5MM Groups Connections NY Times | June 16, 2013 LinkedIn Builds Its Publishing Presence LinkedIn has evolved into a Professional Publishing Platform
  10. 10. Professional NetworksPersonal Networks Career info Updates on brands Current affairs Info on friends Info on personal interests Entertainment updates Source: Q10a– Information to receive Base: Professional SN users (5204) Personal SN users (8692) …and Users are Actively Leaning In and Participating in the Dialogue 26% higher than personal 1 2 3 10 “Spend Time” dd “Invest Time”
  11. 11. The Company Page is Core to Establishing a Brand Presence 11
  12. 12. Job Function Industry Seniority Occupation Company Size Education / Degree Geographic Location Company Name Age Group Participation # of Connections … then Precisely Target your Audience
  13. 13. 13 Generate buzz and create a brand community with Sponsored Groups & Sponsored Polls Create a branded community where members discuss topics that matter to them  Influence organic discussions with potential advocates  Demonstrate thought leadership and build loyalty  Own ad space in the Group to distribute content
  14. 14. 14  Ensure standout; just one message is sent every 60 days  Prompt user to take action with customizable response button  Encourage on-going dialogue with optional social widgets Speak Directly to your Audience with InMail Strong Engagement Send a personalized message directly to a member‟s inbox
  15. 15. 15 Expand your content’s reach Feed status updates to users who have yet to follow your brand Benefit from trusted context Content is consumed alongside members’ network updates (not within an ad unit) Achieve ubiquitous presence Updates appear seamlessly across all devices; desktop, tablet and mobile ©2013 LinkedIn Drive Awareness and Stay Top of Mind with Sponsored Updates
  16. 16. Leverage LinkedIn Audience Data with Custom API Solutions „The Butler‟ API Solution : Chance to win a trip, Career Coach and more..
  17. 17. 17 Agenda Platform Overview Marketing Levers: Owned, Earned, Paid Case Studies and Success Stories Priority and Initiatives Discussion Next Steps 1 2 3 4 5
  18. 18. 18 Creating a Community & Dialogue
  19. 19. 19 Accessibility & Driving Sales
  20. 20. Brand and Product Awareness: Contests Objectives Solution  Compete with connections  Stronger profile = more points  Win Volkswagen Passat  Increase brand awareness  Increase product awareness Data Leveraged  Member profile  Connection profiles http://www.youtube.com/watch?v=xtorsGeHlMs
  21. 21. 21 Agenda Platform Overview Marketing Levers: Owned, Earned, Paid Case Studies and Success Stories Priority and Initiatives Discussion Next Steps 1 2 3 4 5
  22. 22. Priority Accounts and Joint Planning Analyze & Optimize Engage Followers: Post Updates Build Community: Acquire Followers Establish Presence: Develop branding assets xyzCo xyzCo Ed Franklin Grow Your Career by Following: XYZ.CO Cecile, get the latest on XYZ.CO Jobs, News & more! XYZ.CO Grow Your Career by Following: XYZ.CO Cecile, get the latest on XYZ.CO Jobs, News & more! XYZ.CO
  23. 23. Thank You & Next Steps 23
  24. 24. Targeted Display Ads– Desktop & Tablet  Prominent placement  Limited competition  Clutter-free environment
  25. 25. Frame how your brand helps users gain knowledge and success 50 followers at start 12,000 followers, 5 weeks later 240x increase in just 5 weeks
  26. 26. More likely to create content within Groups More likely to follow companies More likely to share updates with their network6x 6x 9x Influencers Average LinkedIn Member Engage information-hungry influencers with exclusive information 26
  27. 27. 2.5X More Engagement than Avg. Professional Women‟s Network 47% Higher Unaided Brand Awareness 54K Total Members Match your message to the user mindset 27
  28. 28. “What impressed me the most was the strong bond forged among the women, although most only connected online a few months ago.” - Linda Descano President and CEO of Women & Co. 28 NYC Connect Meet-up Build meaningful relationships by participating, sharing, and listening
  29. 29. 36% 28% 19% 17% 16% 14% 12% 10% 9% 8% 8% 6% 6% 29 Source: BE: Global 2012 459K+ BE visit LinkedIn monthly 202K+ BE visit LinkedIn daily
  30. 30. Professional and affluent audience 1Society for New Communications Research, US 2010 2LinkedIn Audience 360 Survey, US, August 2011 90%of professionals use social media to get access to thought leadership and information they couldn‟t get elsewhere1 81%of LinkedIn members prefer to have separate social networks for their personal and professional lives2 3 out of 4professionals rely either lightly or heavily on professional networks to support business decisions1
  31. 31. Our Marketing Solutions All powered by our precise and authentic targeting Company Pages - Follower Updates (free) - Sponsored Content to non- followers (paid) Social Ad: Follow Company Groups - Enhanced 100% SOV Ad Units - Custom – Custom Right Rail - Managed – Custom Right Rail & Editorial Curation Social Ad: Join Group Mobile - Mobile – sponsored content - iPad – - Sponsored content - Targeted Display - Full Page takeovers Slideshare Channels, Sponsorship, Banners APIs/Plug-Ins Custom Executions built by LinkedIn Certified Developers (CDP) Standard Display Ads 300x250, 1x1 text link, 728x90, 160x600 Sponsored InMails Sponsored Polls Content Modules Exp video content modules Slideshare Content Modules Social Ads Join Group & Follow Company SocialCore PRECISE TARGETING Authentic Profile Data API / Off-Platform

×