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Higher Education on LinkedIn: Annual Audit and Trends Report

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Jason Lipschutz, Insights Analyst for higher education at LinkedIn, shares data on higher education trends and keys to success for education marketers on LinkedIn.

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Higher Education on LinkedIn: Annual Audit and Trends Report

  1. 1. Jason Lipschutz Insights Analyst, LinkedIn Higher Education on LinkedIn – Annual Audit and Trends Report
  2. 2. What makes marketers successful on LinkedIn? The answer has a lot in common with NYC itself...
  3. 3. Capitalize on network effects 1 Diversity breeds resiliency 2 Make smart investments to rise to the top 3 Top 3 pillars of EDU marketer success on LinkedIn
  4. 4. NYC is a success story built on network effects...
  5. 5. 575M >2 new Members Members Per Second Monthly Unique Visitors 158M LinkedIn has had a record year Source: LinkedIn Internal Data
  6. 6. LinkedIn’s student coverage is growing along with it Nearly 90% of 2017 US graduates are on LinkedIn Source: LinkedIn Internal Data and the NCES
  7. 7. And these students are active on LinkedIn before enrolling Source: LinkedIn Internal Data 8% more connections 31% more shares 17% more group pageviews Graduate students in the year prior to enrollment vs. average US member 38% more mobile pageviews 12% more companies followed 23% more likely to network with other professionals
  8. 8. EDU marketers are responding with increased advertising Source: LinkedIn Internal Data 0% 500% 1000% 1500% 2000% 2014 2015 2016 2017 2018 (Projected) LinkedIn EDU # of campaigns vs. 2013
  9. 9. And prospects are receiving the message… more EDU prospects projected to submit lead forms in ‘18 vs. ‘17 Source: LinkedIn Internal Data 250%
  10. 10. …and enrolling Source: LinkedIn Internal Data increase in enrollments after exposure to paid ads (‘18 v. ’17) 220%
  11. 11. Diversity makes NYC resilient and innovative
  12. 12. New pockets of industry depth have emerged on LinkedIn US LinkedIn Members: 2 Million RNs 70% of all Registered Nurses 3 Million Teachers 96% of all Teachers Source: https://www.bls.gov/oes/current/oes291141.htm https://nces.ed.gov/fastfacts/display.asp?id=372
  13. 13. And these professions are some of LinkedIn's fastest growing Source: LinkedIn Internal Data Nursing and Teaching degrees are growing 1.9xand 1.8x faster than Business degrees
  14. 14. LinkedIn members are rapidly enrolling in online degrees LinkedIn members added nearly Source: LinkedIn Internal Data 500Knew degrees from the top 20 online schools last year
  15. 15. And are increasingly starting more Bachelor’s degrees Source: LinkedIn Internal Data 50%of these online starters are Bachelor’s students 70%of these BAs had LinkedIn profiles before enrolling
  16. 16. Members are using degrees to pivot into new fields % of US members entering Master’s degree from non-related industry: 25% Education 35% Computer Science 20% Business Source: LinkedIn Internal Data
  17. 17. But just like in NYC, it’s tricky to stand out from the crowd
  18. 18. Prospects are doing their research of prospects develop a list of schools before filling out a lead form Source: Connecting with Today’s Prospective Student, LinkedIn – 8/2015 72%
  19. 19. And many leads are enrolling at other schools Source: LinkedIn Internal Data Blinded Case Study 7 out of 10in-market leads from all sources enroll elsewhere when not effectively nurtured. LinkedIn research shows that Leads Submitted to School 25K In-Market Prospects 2K Enrolled at School 100
  20. 20. NYC has made smart investments to rise to the top
  21. 21. Target broadly to discover your real audience Source: LinkedIn Internal Data Blinded Case Study 45% better cost-per-enrollment for broad targeting in A/B test vs. BROAD AUDIENCE TARGET NARROW AUDIENCE TARGET
  22. 22. Stay top of mind with high-frequency messaging… Source: LinkedIn Internal Data Blinded Case Study R E A C HI M P R E S S I O N V O L U M E 786K + INDIVIDUALS (Audience Size 100M+) I M P R E S S I O N S E N G A G E M E N T S C O N V E R S I O N S 463K (60%) 63K (8%) 3K (20%) 5K (33%) 462 (16%) 1304 (50%) 1 - 2 3 - 9 1 0 + of conversions driven by 8% of reach 50% ( W I T H F R E Q U E N C Y O F 1 0 + )
  23. 23. Like the city that never sleeps, be always-on Lead volume is relatively stable month-to-month across EDU, with Oct-Dec averaging the most leads per campaign Source: LinkedIn Internal Data 0% 20% 40% 60% 80% 100% 120% 140% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Q1 Q2 Q3 Q4 Leads Generated Per Campaign by Month [Indexed Against Avg.]
  24. 24. 0% 50% 100% 150% 200% 250% 0% 80% 160% 240% 320% 400% Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun CostPerLead(Vs.1st Month) Spend(vs.1st Month) Spend vs. Initial Month Cost Per Lead vs. Initial Month And capitalize on the efficiencies CPL declines over time with increased brand awareness, campaign optimizations, and improved ad relevance scores generating cheaper bids Source: LinkedIn Internal Data Blinded Case Study CPL vs. Spend Over Time
  25. 25. Mix brand with DR to get the best ROI 2x Lift in Lead Submission Rate 1,335 Leads604 Leads At 0.2% submission rate of exposed audience SINGLE DR CREATIVE MULTIPLE DR + BRAND CREATIVES At 0.4% submission rate of exposed audience DISPLAY ADS DYNAMIC ADS SPONSORED INMAIL SPONSORED CONTENT DISPLAY ADS Source: Blinded Case Study
  26. 26. Leverage all the tools in your toolkit 24x Source: LinkedIn Internal Data Increase in enrollment rate when running Sponsored Content + Text Ads + InMail vs. only Text Ads Native ads that appear in the LinkedIn feed Sponsored Content Sponsored InMail Text Ads Personalized, targeted LinkedIn messages Simple PPC or CPM desktop ads
  27. 27. Nurture your leads to seal the deal increase in enrollment rate for leads messaged 3+ times after lead submission 30%
  28. 28. EDU is thriving on LinkedIn 1. Massive network has made it a key platform for both students and schools 2. Diverse audience is perfect for promoting different degrees and programs 3. Higher Ed is competitive, and you need to make smart investments to stand out and thrive 4. Maximize performance on LinkedIn by… q Targeting broadly to discover your real audience q Staying top of mind with high-frequency messaging q Being always-on to maintain a steady flow of leads q Varying your messaging and ad products to ensure you’re heard q Nurturing your leads to seal the deal

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