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KMG Symposium 2013, Presentation by Mike Weir from LinkedIn


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“Building a Social Business”

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KMG Symposium 2013, Presentation by Mike Weir from LinkedIn

  1. 1. Building Relationships with theWorld’s Professionals©2013 LinkedIn Corporation. All Rights Reserved.
  2. 2. 21 of every 3 professionalson the planet is LinkedIn
  3. 3. 3225 million minds.One aspirationalmindset.
  4. 4. Not just customers,relationships4
  5. 5. ExtendPublishTargetRelationships with professionalsare built on relevance and trust5
  6. 6. 6Accuratetargetingwith authentic data
  7. 7. 7Finding thepersonalin the professional
  8. 8. 8Extendengagementon and off LinkedIn
  9. 9. 9
  10. 10. Build emotional connections with Followers10ObjectivesReinforce new “Make ItMatter” brand messageDeepen engagementwith IT decision makersDeliver customizedcontent for specificaudiencesDisplay AdsFollower Ads to buildCompany PageTarget business and ITdecision makers in 15global markets1 million followers in 8 months112% increase in CXOfollowers15% higher engagement ratewith CXOs vs. non-CXOfollowersFollowers 2.5X more likely torecommend HP solutionsBryna CorcoranDigital Marketing and Social Media Strategist, HPSolution Results“We can have dialogues with potentialcustomers in a way that encouragesorganic growth of the community.”
  11. 11. Managed Group builds engaged communities11ObjectivesReach professionalwomen in a social mediasettingEncourage conversationsabout business andfinancial topicsIncrease brand favorabilityManaged Group targetedat professional women,seeded with content fromWomen & Co. blogPolls encourage feedbackand Sponsored InMailsdrive group membership43,000 group members in just 4monthsHighly engaged and activemembers: 30-50% return weekly2X the engagement of theaverage LinkedIn group“LinkedIn provides the perfectenvironment for helping us igniteconversations with women.”Vanessa ColellaManaging Director and Head of NA Marketing, CitiSolution Results
  12. 12. Drive thought leadership with a CompanyPage and B2B Group12Engage B2B marketersRaise awareness ofHubSpotDifferentiate HubSpotusing thought leadershipCompany PageStatus updates“Inbound Marketing”LinkedIn Group16,500 followers82,000 group members2.7% conversion rate,3X higher than Facebook andTwitter“LinkedIn brings us in contact every daywith B2B professionals that understandthe value of our products.”Dan SlagenGlobal Marketing Relations, HubSpotObjectives Solution Results
  13. 13. 13Yourideaslive largeron LinkedIn