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1Marketing Solutions
Where business happens
Marketing Solutions
Value of a Follower: Consumer
Electronics Case Study
Linke...
2Marketing Solutions
Contents
2
Research
 Followers of a global consumer electronics
brand on LinkedIn
 Brand Impact:
– ...
3Marketing Solutions
LinkedIn Followers are Brand X’s most valuable social
media asset
54% will spend over
$1000 U.S. on c...
4Marketing Solutions
LinkedIn is the preferred destination for Brand X’s
Followers
4
Base: N=303 Brand X Followers
Survey ...
5Marketing Solutions
54% of U.S. Brand X Followers intend to spend over a
$1,000 on technology products in the next year
B...
6Marketing Solutions
Brand X Followers are 1.6X more likely to own a
smartphone and 88% are in-market within the next 12
m...
7Marketing Solutions
Followers are more likely to consider purchasing
Brand X
Base: N=303 Brand X Followers. Comparison ma...
8Marketing Solutions
Followers are technology influencers who use LinkedIn
as a primary source of trusted information
Base...
9Marketing Solutions 9
Followers are more likely to recommend Brand X
21%
48%
% Promoters (top 2 box likely to recommend b...
10Marketing Solutions
Current updates reach 1.6x more followers than Facebook
average, with potential to dramatically incr...
11Marketing Solutions
Thank You
11
12Marketing Solutions 12
Research Overview
Methodology  LinkedIn Follower Impact research
 Online survey interviews
 Me...
13Marketing Solutions 13
Affluent, Educated, Innovative, Influential & Early Adopters
Brand X Followers are affluent (69% ...
14Marketing Solutions
High spending U.S. Brand X Followers intend to
purchase smartphones and tablet PCs in the next 12
mo...
15Marketing Solutions
Brand X Followers are very likely to recommend and
revisit the company page
15
11%
5%
33%
25%
56%
70...
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Linked in insights follower impact debranded consumer electronics example june 2012 (1)

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Linked in insights follower impact debranded consumer electronics example june 2012 (1)

  1. 1. 1Marketing Solutions Where business happens Marketing Solutions Value of a Follower: Consumer Electronics Case Study LinkedIn Insights 12 June 2012
  2. 2. 2Marketing Solutions Contents 2 Research  Followers of a global consumer electronics brand on LinkedIn  Brand Impact: – Purchase Consideration – Likelihood to Recommend  Technology usage, consideration, and spend  Influencer & Adopter Behavior  Reach and Receptivity Audience
  3. 3. 3Marketing Solutions LinkedIn Followers are Brand X’s most valuable social media asset 54% will spend over $1000 U.S. on consumer electronics in the next 12 months vs. 29% for general US population Incremental & valuable consumers 55% are only following Brand X on LinkedIn Ready to buy 88% are in-market for a smartphone in the next 12 months 1.6x more likely to own a smartphone vs. general US population 3x more likely to consider purchasing Brand X’s products than non-followers 33% increased purchase consideration after becoming a follower 2x more likely to recommend Brand X products than non-followers 82% state others come to them for advice about technology vs. 52% for general US population 78% state their friends or colleagues often act on their advice or recommendations about technology 37% increased likelihood to recommend after becoming a follower Influential Easier to reach and impact 1.6x more LinkedIn followers see updates than Facebook fans 46% chose LinkedIn as a source that affects their Decision Making when it comes to technology 69% of U.S. households make over $75,000 per year
  4. 4. 4Marketing Solutions LinkedIn is the preferred destination for Brand X’s Followers 4 Base: N=303 Brand X Followers Survey Question: Do you Follow or Like Brand X on other social networks or websites? 55% “ LinkedIn gives me the best overall information for following and liking Brand X… I do not follow Brand X on any other site “ Follow Brand X only on LinkedIn 54% 39% 24% 19% 18% LinkedIn Facebook Google+ YouTube Twitter I prefer to learn about new products from Brand X on the following social media sites…
  5. 5. 5Marketing Solutions 54% of U.S. Brand X Followers intend to spend over a $1,000 on technology products in the next year Base: N=94 U.S. Brand X Followers. Comparison to US Online Population made with research conducted by LinkedIn with sample partner, Survey Sampling International (SSI). N=801 members of the general online U.S. population, recruited via SSI. January 2012. Spend estimates provided in U.S. Dollars. Survey Question: Please estimate how much you think you will spend on technology products within the next 12 months. 39% 33% 29% 18% 29% 54% Less than $500 $500-999 $1000 or more 2012-2013 Household Technology Spending (% Agreed – U.S. Market Data) US Online Population Brand X Followers 2X 69% of households make over $75,000 per year
  6. 6. 6Marketing Solutions Brand X Followers are 1.6X more likely to own a smartphone and 88% are in-market within the next 12 months 51% 82% Smart phone Mobile product usage (% Agreed) US Online Population Brand X Followers Base: N=303 Brand X Followers. Comparison to US Online Population made with research conducted by LinkedIn with sample partner, Survey Sampling International (SSI). N=801 members of the general online U.S. population, recruited via SSI. January 2012. Survey Question: Which of the following technology products do you own or use on a monthly basis, and which do you plan to purchase in the next 12 months? Select all that apply. 88% In-market for a smartphone within the next 12 months 1.6X
  7. 7. 7Marketing Solutions Followers are more likely to consider purchasing Brand X Base: N=303 Brand X Followers. Comparison made to N=308 non-Brand X Followers. Survey Questions: Consideration: Please indicate how likely are you to consider Brand X in your future purchase 17% 63% % Very likely to consider purchasing (top box) Non-Followers Brand X Followers Brand X Future Purchase Consideration for Followers 3X Increased Purchase Consideration 33% Base: N=303 Brand X Followers. Survey Question: For each of the following statements, please indicate how has your relationship with Brand X changed since you started following the company on LinkedIn? Change in Purchase Consideration for Brand X After Becoming a Follower
  8. 8. 8Marketing Solutions Followers are technology influencers who use LinkedIn as a primary source of trusted information Base: N=303 Brand X Followers. Comparison to US Online Population made with research conducted by LinkedIn with sample partner, Survey Sampling International (SSI). N=801 members of the general online U.S. population, recruited via SSI. January 2012. Survey Question: Please indicate whether you agree or disagree with the following statements. n/a 54% 78% 82% Friends or colleagues often act on their advice or recommendations about technology Others come to me for advice/info about technology Technology Adoption Traits (% Agreed) Brand X Followers US Online Population 15% 18% 18% 21% 23% 25% 28% 42% 46% 51% Microblogs (e.g. Twitter) Web-based events, webinars, or webcasts Personal blogs Wikis or Wikipedia E-mails/e-newsletters from a company Online/digital advertising Social networking sites (e.g. Facebook) Discussion forums, support sites Professional social networking sites (LinkedIn) Company websites Trusted Sources of Online Information (% Agreed) Base: N=303 Brand X Followers Survey Questions: Sources: Which sources of information affect your decision making process when it comes to technology? Select all that apply; Trusted Sources: Of the following sources of information that affect your technology decision making, to what extent do you trust each of the following sources?
  9. 9. 9Marketing Solutions 9 Followers are more likely to recommend Brand X 21% 48% % Promoters (top 2 box likely to recommend based on users) Non-Followers Brand X Followers Likelihood to Recommend Brand X for Followers 2X Increased Likelihood to Recommend 37% Base: N=303 Brand X Followers. Comparison made to N=308 non-Brand x Followers. Survey Questions: Recommendation: On a scale of 0- 10, how likely would you be to recommend Brand X to your friends or colleagues? Base: N=303 Brand X Followers. Survey Question: For each of the following statements, please indicate how has your relationship with Brand X changed since you started following the company on LinkedIn? Change in likelihood to recommend Brand X after becoming a Follower
  10. 10. 10Marketing Solutions Current updates reach 1.6x more followers than Facebook average, with potential to dramatically increase reach 10 Percent of followers who see an individual post 26% 16% Brand X Follower average reach per update Facebook fan reach per update (general average) ~1.6x 0% 10% 20% 30% 40% 50% 60% 70% 80% 1-2 3-5 6-10 11-15 16-20 21-40 41+ %ofFollowersReached Monthly # of Updates Sent % of Followers Reached per Month Best in class companies reach 85% of LinkedIn follower base every month Current Brand X average Potential reach with more frequent and targeted updates Source: Techcrunch for FB reach; Internal LinkedIn data for reach
  11. 11. 11Marketing Solutions Thank You 11
  12. 12. 12Marketing Solutions 12 Research Overview Methodology  LinkedIn Follower Impact research  Online survey interviews  Members incentivized Research Sample  Total sample: N=303  Acquired: N=263  Organic: N=40 Markets  US: N=95 (all spend data reported is for U.S. market only in U.S. Dollars)  UK: N=103  Australia: N=105 Fieldwork  29 April – 4 May, 2012
  13. 13. 13Marketing Solutions 13 Affluent, Educated, Innovative, Influential & Early Adopters Brand X Followers are affluent (69% $75K+ U.S. HHI), 29% with post graduate education, 31% Director or higher in their company, 65% find latest technology important to their professional image LinkedIn is the professional destination of choice for Brand X’s Followers 78% Males 65% Ages 25-44 78% Technology decision makers in their household 88% In-market for a smart phone within the next 12 months 40% Work for a small business (1-50 company size) 31% Enterprise business (1,001+ company size) 27% Medium business (51-1,000 company size) 82% Are influential (vs. 54% US online population) 48% Are early adopters (vs. 42% US online population)
  14. 14. 14Marketing Solutions High spending U.S. Brand X Followers intend to purchase smartphones and tablet PCs in the next 12 months 14 Base: Left: N=94; Right: N=61 Brand X US Followers only with spend estimates provided in U.S. Dollars. Survey Question: Please estimate how much you think you will spend on technology products within the next 12 months. 18% 29% 54% 2012-2013 Technology Spending (US Market Data) Under $500 $500-999 $1,000 or more 64% Of U.S. Brand X Followers are in- market within 12 months for technology products and intend to spend $1K+ 89% 38% 21% Smart phone Tablet PC eReader Products Intend to Purchase (Next 12 months among $1K+ spenders – US Market Data)
  15. 15. 15Marketing Solutions Brand X Followers are very likely to recommend and revisit the company page 15 11% 5% 33% 25% 56% 70% Likelihood to Recommend Likelihood to Revisit Bottom 2 Box (Very Unlikely/Somewhat Unlikely) Neutral Top 2 Box (Very likely/Somewhat likely) Base: N=187 Brand X Followers/Company page visitors Survey Question: Recommend/Revisit: How likely are you to revisit or recommend the Brand X company page to other members on LinkedIn?

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