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Introduction to LinkedIn

An introduction to LinkedIn as a marketing platform.

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Introduction to LinkedIn

  1. 1. An introduction to
  2. 2. The Agenda 1. LinkedIn Overview 2. How Brands use LinkedIn 3. How can we work together? 4. The LinkedIn Advantage 5. Requirement
  3. 3. Connect the world’s professionals to make them more productive and successful Our Mission
  4. 4. 9.8M+ Canada 102M+ USA 17M Brazil 15.8M UK 26M+ India 4.8M+ China 5.8M+ Australia 1.2M Singapore 3.2M+ Indonesia 2.4M+ Philippines 1M+ Japan 3.1M+ South Africa 820k Korea 1.7M+ Malaysia >2 New Members per second 54M+ Members in APAC 300M+ Members worldwide Source: LinkedIn Internal Data Mar 2014 850k Thailand 720k Vietnam
  5. 5. More than 50% mobile by 2014
  6. 6. Knowledge Be the definitive professional publishing platform Networks Connect all of the world’s professionals Identity Be the professional profile of record Professionals use LinkedIn because they find value across
  7. 7. How are BRANDSEngaging this Audience?
  8. 8. Showcase Pages
  9. 9. Company Pages: The Launching Pad for Content Over 80% of impressions of brand content occur in the newsfeed
  10. 10. Showcase Pages Acura Company Page
  11. 11. Sponsored Updates
  12. 12. Consumption Priorities for Users Network Updates1 LinkedIn Pulse & Influencers2 Brand Content3
  13. 13. 75%+ of engagement happening on mobile with SU
  14. 14. Native is more than just an ad format. It goes back to matching context- being helpful, inspirational, and aspirational.
  15. 15. Leveraging LinkedIn’s data 16 Profile data drives relevancy Early start-up exec Finance exec VS.
  16. 16. Sponsored Updates
  17. 17. Sponsored Updates Audi talks about Product Features
  18. 18. Sponsored Updates Mercedes Product Launch
  19. 19. Sponsored Updates Nissan promotes the ‘Design Your Life’ Contest
  20. 20. Spotlight Ads
  21. 21. Spotlight Ads
  22. 22. Custom Apps
  23. 23. Custom Apps Career Defining Moments
  24. 24. 10X Viral Reach via Earned Media Custom Apps Members were targeted using Spotlight Ads & Sponsored Updates Career Defining Moments Once on the property they were asked to Log in with LinkedIn The Member signs in and allows the application to access his/her profile and network The member interacts with the property An InMail goes out to the connections s/he invited An update goes out to the network
  25. 25. Custom Apps Who Deserves a Break in Oz?
  26. 26. 10X Viral Reach via Earned Media Custom Apps Who Deserves a Break in Oz? Once on the property they were asked to Log in with LinkedIn The Member signs in and allows the application to access his/her profile and network The member then had to nominate connections for a break in Oz An InMail goes out to the connections s/he nominated An update goes out to the network Members were targeted using Spotlight Ads & Sponsored Updates
  27. 27. Custom Apps Most Fashionable Professional
  28. 28. 10X Viral Reach via Earned Media Custom Apps Most Fashionable Professional Once on the property they were asked to Log in with LinkedIn The Member signs in and allows the application to access his/her profile and network The member then had to nominate the most fashionable connections An InMail goes out to the connections s/he nominated An update goes out to the network Members were targeted using Spotlight Ads & Sponsored Updates
  29. 29. Custom Apps Tata Motors Zest Launch Vehicle
  30. 30. 10X Viral Reach via Earned Media Custom Apps Tata Motors Zest – Launch Once on the property they were asked to Log in with LinkedIn The Member signs in and allows the application to access his/her profile and network The entire experience was customised based on the member’s data An update goes out to the network Members were targeted using Spotlight Ads & Sponsored Updates
  31. 31. Examples of how brands used LinkedIn APIs to effectively engage their consumers
  32. 32. Bite Sized Content
  33. 33. Bite Sized Content Videos are often filled with interesting content users want to consume but are very lengthy.
  34. 34. Bite Sized Content One Video Bite Sized Relevant Videos Rich Image Based Content
  35. 35. LinkedIn Powered Events
  36. 36. Events
  37. 37. Events Content Hub/Event Website Sponsored InMail Sponsored Updates BEFORE THE EVENT
  38. 38. Events DURING THE EVENT Sponsored Updates Networking eDM
  39. 39. Events AFTER THE EVENT Sponsored Updates Content Digest Downloadable Content
  40. 40. Watch. Win.
  41. 41. Watch. Win. Hope you’ve been paying attention. Answer this question to proceed. Get all 3 answers right and this phone can be yours! The iPhone 5 camera is:  8 megapixels  10 megapixels  13 megapixels
  42. 42. Watch. Win. The member is directed to the property via a Sponsored Update or Spotlight Ads. Once on the property they will have to sign in with LinkedIn to participate Once signed in, they can proceed to watch the video. At pre-assigned intervals, questions will be asked based on what the user has just seen. An update will go to the user’s network stream, thus bringing in more users to the site.
  43. 43. The Advantage
  44. 44. Trending Content
  45. 45. Trending Content Identify the top topics being shared on LinkedIn by audience (not company!)1 See what the top articles are within each trending content category2 Compare the content preference of different audiences3
  46. 46. Trending Content Leverage these insights to guide your content strategy What should I publish? Who should I target with my content?
  47. 47. Trending Content LinkedIn CXO Members in North America are talking about a diverse set of topics
  48. 48. Content Marketing Score
  49. 49. Content Marketing Score A monthly score that quantifies and benchmarks the influence companies have on LinkedIn1 A score that can be filtered by audience2 A score that is stacked up against a competitive set3
  50. 50. ExampleContent Marketing Score Content Marketing Score for ITDM Professionals vs. Peers (December, 2013)
  51. 51. ExampleContent Marketing Score Engagement with them is driven largely by a focus on updates (December, 2013)
  52. 52. ExampleContent Marketing Score These are the three levers that influence CMS
  53. 53. Requirement
  54. 54. Team Requirements Project Manager Technology Teams Content Writers QC Teams Designers Strategist
  55. 55. Thank You

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