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Edu general capabilities 10_16

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Edu general capabilities 10_16

  1. 1. Marketing SolutionsPresented To: Georgetown UniversityDate: 10/16/12Account Executive: Janine TaorminaAccount Manager: Tim McCarthy Marketing Solutions 1
  2. 2. Georgetown University Review Marketing Objective: – Increase REACH – Extend BRAND – Increase top-line AWARENESS – Conversions Goals Challenges Marketing Solutions 2
  3. 3. LinkedIn Mission: Connect the world’sprofessionals to makethem more productive and successful. Marketing Solutions 3
  4. 4. The globally connectedprofessional network175,000,000+ UK NL 8M+ 3M+ DACHregistered members (as of July 2012) 3M+ France 3M+ Italy Canada Spain 3M+ 5M+ Europe 2M+ USA 35M+ 61M+ India 14M+ Brazil Australia 7M+ 2.9M + Marketing Solutions 4
  5. 5. We connect people across a wide range of demographics 45% women 55% men Educated: 55% college grad or above * Affluent: 49% HHI $75K+ 33% HHI $100K+ 27% Millennial A18-34 44% are parents 24% GenX A35-44 38% Boomers A45-64Source: comScore, November 2011. * @plan, Rels 4, 2011. Marketing Solutions 5
  6. 6. And they use LinkedIn for many purposes Connect & 76% Network with other professionals Communicate 40% Let others know what I’m up to Research People & 62% Learn about what other colleagues are doing Companies 43% Learn more about a company Professional Insights 46% Stay up to date on industry discussions 72% Maintain professional identity Manage Career 37% Look for jobs As of March 2012 Marketing Solutions 6
  7. 7. Social Media Environment Matters Quality Audience Business Context Marketing Impact Reach the most influential, affluent Promotes trust and Delivers compelling insights and and educated audiences at scale message receptivity results with social media solutions 4.2M 2x +10 Corporate Executives on more confident in info found on shift in Net Promoter Score as a LinkedIn. 150M members and LinkedIn than other social sites2 result of leveraging LinkedIn3 growing1 1 Internal LinkedIn data (US), March 2012 2 LinkedIn Audience 360 Survey (US), August 2011 3 Global computer manufacturer Marketing Solutions 7
  8. 8. Reach Influential, Affluent Professionals Quality Audience Business Context Marketing Impact Business Decision Makers Comp LinkedIn 26.7% Target By NY… 24.1%  Profession Faceb… 15.8%  Seniority  Education  Industry HHI $100K+  Company Size  Geography Comp  Group Membership LinkedIn 34.4% NY… 31.9% Faceb… 20.0% Source: The Nielsen Company @Plan, US Adults age 18+, Rel 3 2011 Marketing Solutions 8
  9. 9. LinkedIn combines social media solutions thatdeliver compelling insights and results. Create Attract Experiences Audience • Content Ads • Company Page • Social Ads • Groups • Partner Messages Amplify thru Engage in Network Conversation • Network Update • Polls Status • Groups • Company Followers • Company Status • API/Web Plug-Ins Updates Marketing Solutions 9
  10. 10. LinkedIn’s Marketing SolutionsMarketing Solutions 10
  11. 11. Marketing Solutions 11
  12. 12. Marketing Solutions 12
  13. 13. Marketing Solutions 13
  14. 14. LinkedIn Content AdsNew optional format for video feeds • • • Marketing Solutions 14
  15. 15. Partner MessagesDirect Communication to the Professional Inbox  Drive Awareness & Promote University Initiatives  Target CLO’s & HR Execs  Credible messaging and high open rates since members only receive one InMail every 60 days  Leverage Added Value Elements (300x250 or 300x600) to cross promote and drive followers to Company Page & University- Sponsored Groups Marketing Solutions 15
  16. 16. Marketing Solutions 16
  17. 17. Georgetown University Company Page & Follower EcosystemMarketing Solutions 17
  18. 18. Capture Followers who will become your advocates  Leverage LinkedIn’s precise targeting to garner qualified Prospective Students  Generate social awareness when new professionals follow Georgetown University  Build relationships by increasing followers  Influence professionals by using their social graph Marketing Solutions 18
  19. 19. Engage Those Most Interested in Your BrandIntroducing Company Status Updates Homepage Georgetown University is announcing a new Entertainment Program. Profile http://bit.ly/oow11ytfb Like (5) • Comment • Share XYZco Loremipsum dolor sit amet, consecteturadipiscingelit. Maurisrhoncusscelerisqueporttitor. Fusceviverrajustofermentum dolor volutpat. Like (5) • Comment • Share Mobile Website 55% of LinkedIn members will follow a company “forever”.1 45% of members want weekly updates.1 LinkedIn Survey (n=363), US and Canada, October 2011 Marketing Solutions 19
  20. 20. Education companies have already adopted status updates Over 900 Education Companies sent Status Updates in 30 days Over 100 sent more than 10LinkedIn Internal Data as of July 2012 for higher education & education management industries Marketing Solutions 20 20
  21. 21. Membership Marketing Solutions 21
  22. 22. INSEAD: Successfully using the follower ecosystem Objective Engage potential candidates and differentiate programme using advocacy Solution Targeted social ads  Follow ads  Recommendation ads Results 19,800 followers /2 months 435 recommendationsMarketing Solutions 22
  23. 23. London Business School: Intelligently using content and relevant messaging Objective Drive awareness and perception of LBS using relevant content and highly targeted direct messaging Solution  Targeted display  Content ads  InMail Results 85% open rate on InMail 0.1% CTR on targeted display 8% engagement rate on content adMarketing Solutions 23
  24. 24. Marketing Solutions 24

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