What’s New and Trending for B2B Marketers
Leela Srinivasan, Director of Marketing, LinkedIn
BMA Carolinas
November 20, 201...
My LinkedIn career started with an InMail

@leelasrin

2
The LinkedIn Network
Global Footprint
UK

259M+

Registered members as
of October 29,2013

38%

4M+ DACH
4M+

France

6M+
...
Our mission
Connect the world’s professionals to make
them more productive and successful

4
What’s in it for you?

% of social media traffic
to corporate sites

Comparison of social
platforms for lead gen

LinkedIn...
On professional networks, members look for career
information & updates from companies

@leelasrin

6
What is the #1 activity on LinkedIn?

Viewing Connections’ Profiles

@leelasrin
1:1
8
@leelasrin

9
Jason Seiden, CEO, Ajax Workforce Marketing
Before

Our own recruiting team recently optimized their profiles

@leelasrin
After
New headline
New professional
photo
Increased reach

7x likelier
Summary section
with rich media

@leelasrin
Built out work history
with rich media

Added Volunteers &
Causes Section

1 in 5
@leelasrin
Added additional
skills

Rich media in
Education section

@leelasrin
Rich profile data drives your ability to target
GEOGRAPHY

GROUP

INDUSTRY

JOB TITLE

JOB FUNCTION

PAST COMPANY NAME

SE...
1 : many
16
>3 million Company Pages on LinkedIn

@leelasrin

17
>3 million Company Pages on LinkedIn

@leelasrin

18
>3 million Company Pages on LinkedIn

@leelasrin

19
>3 million Company Pages on LinkedIn

@leelasrin

20
Announcing Showcase Pages (yesterday!)

@leelasrin

21
Creative Check list
1. Page Name (Up 60 characters max)
2. Logo (Dimensions: 100x60px)
3. Page Description (70-200 charact...
@leelasrin
Don’t over-target!
Profile data is rich (but
also user-generated)

@leelasrin
As with other social platforms, incorporate visuals to
drive engagement

98% higher comment rate
YouTube video links drive...
Be the world’s most interesting company on LinkedIn

•
•
•
•

Be concise and snappy
Include a clear CTA
Consider thoughtfu...
THE IDEAL

TEXT

PULSE (LINKEDIN TODAY)

GOOGLE ALERTS

PRODUCT LAUNCHES

INDUSTRY
PUBLICATIONS

INDIVIDUAL BLOG

THOUGHT ...
We all need a little humor. Even in a professional context.

@leelasrin

28
RESULTS

Sponsor the good/ important stuff

144 clicks  5,012 clicks
10x impressions
700 webinar attendees
Strong ROI
@le...
now also part of the LinkedIn family

Rich | Viral | SEO
@leelasrin

30
A few “classic” paid solutions I’m not covering today
Premium
Display Ads

Sponsored
InMail

Self-Service
Ads

@leelasrin
...
many : many
32
218,079
100%
33
Salesforce CEO Marc Benioff mobilized his employees

@leelasrin

34
A home-grown example: my new boss’s profile…

@leelasrin

35
… links to a story about “Why is LinkedIn So Cool”

• Homegrown brand story
• 274K views
• Humanizes our brand
@leelasrin
...
everywhere
37
38% of our unique monthly visitors come through
mobile apps

@leelasrin

38
Intro

@leelasrin

39
Pulse

@leelasrin

40
1:1
1 : Many
Many : Many
Everywhere
41
Blog.linkedin.com

Marketing.linkedin.com
Talent.linkedin.com

Questions?
42
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LinkedIn: What's Trending for B2B Marketing

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Presentation I delivered at the BMA Carolinas luncheon on November 20th. Purpose was to highlight a range of LinkedIn products and solutions (mostly free) that B2B marketers should be using to engage their audience and drive success on LinkedIn.

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LinkedIn: What's Trending for B2B Marketing

  1. 1. What’s New and Trending for B2B Marketers Leela Srinivasan, Director of Marketing, LinkedIn BMA Carolinas November 20, 2013
  2. 2. My LinkedIn career started with an InMail @leelasrin 2
  3. 3. The LinkedIn Network Global Footprint UK 259M+ Registered members as of October 29,2013 38% 4M+ DACH 4M+ France 6M+ Spain YOY Member Growth 68% Of LinkedIn members are outside of the USA 30M+ NL 13M+ + Students & Recent College Graduates on LinkedIn Italy 5M+ 5M+ Canada 8M+ Europe 57M+ USA 84M+ EMEA 74M+ Brazil 15M+ S. Africa 2M+ APAC 46M+ UAE 1M+ India 21M+ SE Asia 8M+ Singapore 1M+ Australia 5M+ (Fastest growing demographic) @leelasrin 3
  4. 4. Our mission Connect the world’s professionals to make them more productive and successful 4
  5. 5. What’s in it for you? % of social media traffic to corporate sites Comparison of social platforms for lead gen LinkedIn Facebook Twitter Other Source: Investis Audience Insight Report, Q3’13 @leelasrin 5
  6. 6. On professional networks, members look for career information & updates from companies @leelasrin 6
  7. 7. What is the #1 activity on LinkedIn? Viewing Connections’ Profiles @leelasrin
  8. 8. 1:1 8
  9. 9. @leelasrin 9
  10. 10. Jason Seiden, CEO, Ajax Workforce Marketing
  11. 11. Before Our own recruiting team recently optimized their profiles @leelasrin
  12. 12. After New headline New professional photo Increased reach 7x likelier Summary section with rich media @leelasrin
  13. 13. Built out work history with rich media Added Volunteers & Causes Section 1 in 5 @leelasrin
  14. 14. Added additional skills Rich media in Education section @leelasrin
  15. 15. Rich profile data drives your ability to target GEOGRAPHY GROUP INDUSTRY JOB TITLE JOB FUNCTION PAST COMPANY NAME SENIORITY SKILLS & SPECIALTIES COMPANY SIZE SCHOOL NAME ©2013 LinkedIn Corporation. All Rights Reserved. @leelasrin 15
  16. 16. 1 : many 16
  17. 17. >3 million Company Pages on LinkedIn @leelasrin 17
  18. 18. >3 million Company Pages on LinkedIn @leelasrin 18
  19. 19. >3 million Company Pages on LinkedIn @leelasrin 19
  20. 20. >3 million Company Pages on LinkedIn @leelasrin 20
  21. 21. Announcing Showcase Pages (yesterday!) @leelasrin 21
  22. 22. Creative Check list 1. Page Name (Up 60 characters max) 2. Logo (Dimensions: 100x60px) 3. Page Description (70-200 characters) 4. Square logo (50x50px) 5. Hero image (976x330px) 6. Featured groups – Choose 3 LinkedIn @leelasrin
  23. 23. @leelasrin
  24. 24. Don’t over-target! Profile data is rich (but also user-generated) @leelasrin
  25. 25. As with other social platforms, incorporate visuals to drive engagement 98% higher comment rate YouTube video links drive a 75% higher share rate Images result in a @leelasrin 25
  26. 26. Be the world’s most interesting company on LinkedIn • • • • Be concise and snappy Include a clear CTA Consider thoughtful questions Develop an ed cal; mix it up @leelasrin 26
  27. 27. THE IDEAL TEXT PULSE (LINKEDIN TODAY) GOOGLE ALERTS PRODUCT LAUNCHES INDUSTRY PUBLICATIONS INDIVIDUAL BLOG THOUGHT LEADERS PHOTO POP CULTURE INTERNAL COMMUNICATIONS YOUTUBE HIRING TEAM HUMOR @leelasrin
  28. 28. We all need a little humor. Even in a professional context. @leelasrin 28
  29. 29. RESULTS Sponsor the good/ important stuff 144 clicks  5,012 clicks 10x impressions 700 webinar attendees Strong ROI @leelasrin 29
  30. 30. now also part of the LinkedIn family Rich | Viral | SEO @leelasrin 30
  31. 31. A few “classic” paid solutions I’m not covering today Premium Display Ads Sponsored InMail Self-Service Ads @leelasrin 31
  32. 32. many : many 32
  33. 33. 218,079 100% 33
  34. 34. Salesforce CEO Marc Benioff mobilized his employees @leelasrin 34
  35. 35. A home-grown example: my new boss’s profile… @leelasrin 35
  36. 36. … links to a story about “Why is LinkedIn So Cool” • Homegrown brand story • 274K views • Humanizes our brand @leelasrin 36
  37. 37. everywhere 37
  38. 38. 38% of our unique monthly visitors come through mobile apps @leelasrin 38
  39. 39. Intro @leelasrin 39
  40. 40. Pulse @leelasrin 40
  41. 41. 1:1 1 : Many Many : Many Everywhere 41
  42. 42. Blog.linkedin.com Marketing.linkedin.com Talent.linkedin.com Questions? 42

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