Measuring Brand Success On LinkedIn

1. Ahmad Abdullah
Insights Lead, India
LinkedIn
@aabdullah
Measuring Marketing Success On
LinkedIn

3. Connect the world’s
professionals
to make them more productive
and successful
LinkedIn’s mission statement

4. 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
32M
400M
2014 2015
Member growth
400M
300M
200M
100M
0M

5. Economic Graph

6. Create economic opportunity for
every member of the global
workforce
LinkedIn’s Vision

7. Connections
500+
Company
Sainsbury’s
Industry
Retail
Size
5000+
Name
Iain Macmillan
Gender
Male
Education
King’s College
London
Geo
London, UK
Groups
The Finance Executive
Finance Today
Seniority
Director
Function
Finance
Occupation
Finance Director
Publications
Financial News
Skills
Strategy
Restructuring
Change Mgmt
World’s Richest Professional Data Set

9. How Brands Use LinkedIn
Hire
Engaging with
world's best talent
Market
Most effective way for
marketers to engage
professionals
Sell
The start of every
sales opportunity

10. How Brands Use LinkedIn For
Marketing
Onsite Display Sponsored Update Sponsored Inmails

11. 94% B2B marketers use LinkedIn
to distribute content

12. Its A Challenging World
10Pieces of content
are consumed before
a purchasing decision
is made
90%Before customers
reach out directly
Source: Forrester, “Accelerating Revenue in a Changed Economy”
Source: Zero Moment of Truth Study, Google

13. Only 21% B2B marketers say
they are successful at tracking
ROI

14. Conventional Metrics : Actionable ?

15. Embrace An User Centric Mindset

16. User Centric Metrics Are Actionable
Exposure Frequency
Interaction Rate
Penetration

17. Penetration
The most expensive seat in the room … is a vacant one !

18. Penetration
Penetration = Reach / Audience Size

19. Penetration
Audience Size
Competition’s
Paid Reach
Brand’s
Paid Reach
Penetration defines the opportunity, a Brand has on the platform

20. B2B Account Based Marketing
A Case Study
0
1
2
3
4
5
6
7
8
9
0
20
40
60
80
100
120
Week 1 Week 2 Week 3 Week 4
Pentration Audience Bid

21. Exposure Frequency
Reach - Frequency = Wasted Money
Can you recall the last brand
message you saw ?

22. Exposure Frequency
6K
(42%)
5K
(36%)
3K
(22%
)
14K Member
(45% penetration)
Reach
Frequency
1-2 3-9 10+
Impression Count
Exposure Frequency helps in gauging audience activity on the platform

23. Activity On Brand’s Message ?
Onsite Display Sponsored Update Sponsored Inmails

24. Interaction Rate
Interactions amplifies messaging !

25. Interaction Rate
6K
(42%)
5K
(36%)
3K
(22%
)
14K Member
(45% penetration)
Reach
Frequency
1-2 3-9 10+
Impression Count
20
(8%)
85
(35%)
135
(57%)
Interaction
14K members initiated
240 brand interactions
~ 1.71
0.33 1.7 4.5
Higher exposure leads to more interactions

26. User Centric Mindset

27. User Centric Mindset
Penetration

28. User Centric Mindset
Exposure Frequency

29. User Centric Mindset
Interaction Rate

30. Take Action Along The Way
Refine Targeting Manipulate Bidding Optimize Content

31. Brands Using This Strategy

32. Now You Know!
Thank You

33. Bonus Slide

34. Product Interaction Between SU, Display & Inmails
SU
(200)
Display
(350)
2.3 %
5.2%
0.27%
• Brand X reach ~ 200 K members
on platform via SU
• Brand X reach ~350K members on
platform via Display
• Brand X reach ~100K members on
platform via Inmails
• 50K members were exposed to all
3 products.
• Interaction rate is highest among
individual exposed to multiple
products.
Interaction Rate =Inmails
(100)
1.3 %
Total Interactions
Total Members Exposed