Linkedin Marketing Solutions

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Linkedin Marketing Solutions

  1. 1. Marketing Solutions<br />
  2. 2. LinkedIn Mission:<br />Connect the world’s professionals to make them more productive and successful.<br />
  3. 3. 100,000,000 million members worldwide.6 million more join us every month.<br />
  4. 4. What are professionals doing on LinkedIn?<br />
  5. 5. Managing their professional identity<br />Integrating other social activity (blogs, tweets)<br />Professional profile<br />Recommendations<br />Installing InApps<br />Optimising profiles for search – the professional profile of record<br />
  6. 6. Managing their professional identity continued<br />Carry your profile onto third-party sites via LinkedIn sign-in<br />Take your profile with you via your mobile device<br />
  7. 7. Building business relationships<br />Building a professional network<br />Searching for professionals<br />Making contact via InMailTM<br />Requesting / facilitating introductions<br />
  8. 8. Gaining professional insight<br />Following companies, recommending products & services<br />Extracting the signal from the stream<br />Discussing professional topics in Groups<br />Asking professional questions & seeking answers from their peers<br />
  9. 9. Gaining professional insight continued<br />Sharing & commenting on insights & news via status updates<br />Polling their peers<br />Sharing content from third party sites back into LinkedIn<br />
  10. 10. LinkedIn’s global membership<br />100,000,000<br />Worldwide<br />22,000,000<br />Europe<br />6,000,000<br />United Kingdom<br />
  11. 11. LinkedIn's global footprint <br />Europe<br />22M <br />Canada<br />3M<br />Pacific Rim<br />5M<br />US<br />44M<br />Middle East <br />2M <br />India<br />9M <br />Central & <br />South America<br />8M<br />Africa<br />3M <br />Australasia<br />2M <br />
  12. 12. LinkedIn's local reach <br />Nordics<br />2M<br />Netherlands<br />2.5M <br />UK<br />6M<br />DACH<br />1.5M<br />Eastern <br />Europe<br />1M<br />France<br />2.2M<br />Spain<br />1.6M<br />Italy<br />1.6M<br />
  13. 13. The best place on the web to reach professionals<br />LinkedIn ranks #44 with 74.4m global unique users<br />Source: comScoreJanuary 2011 (worldwide)<br />
  14. 14. Comparison of UK audience demographics<br />Source: UKOM APS January 2011<br />
  15. 15. More engaged than the competition<br />LinkedIn users in the UK are consuming over twice as many pages as The Telegraph<br />Source: UKOM, APS January 2011<br />
  16. 16. Spending more time online<br />Users in the UK are spending almost 60% more time online at LinkedIn than The Telegraph<br />Source: UKOM, APS January 2011<br />
  17. 17.
  18. 18. Linkedin Marketing solutions<br />
  19. 19. The LinkedIn Ecosystem<br />
  20. 20.
  21. 21. The most accurate way to target professionals on the web<br /><ul><li>Profession
  22. 22. Seniority
  23. 23. Industry
  24. 24. Company Size
  25. 25. Geography
  26. 26. Education</li></li></ul><li>Where are these professionals on LinkedIn?<br />Source: internal data<br />
  27. 27.
  28. 28. Quantative listening<br />Polls<br />LinkedIn Research Network<br />
  29. 29. Qualitative listening<br />Signal<br />LinkedIn Today<br />Groups<br />Answers<br />
  30. 30.
  31. 31. LinkedIn Ads<br /><ul><li>LinkedIn’s self-serve advertising platform
  32. 32. Select your target audience
  33. 33. Choose to pay per click or by impression volume
  34. 34. Set a daily budget
  35. 35. Set up, manage and optimise your own campaign</li></li></ul><li>Display Advertising <br /><ul><li>Standard IAB units:
  36. 36. 300x250 MPU
  37. 37. 728x90 leaderboard
  38. 38. Text link
  39. 39. 160x600 skyscraper
  40. 40. Clean, clutter-free environment
  41. 41. Combine with LinkedIn’s powerful targeting capabilities</li></ul>GEFCO Display Campaign<br /><ul><li>Global logistics company
  42. 42. Ran 300x250 brand display
  43. 43. Targeting BDMs* in Autos, Retail, Healthcare & High Tech in companies over 1,000
  44. 44. Average CTR of 0.34%, with top performing creative at 1.04%. Delivering average of 384 clicks a day</li></ul>*BDMs = Business Decision Makers, defined as Manager and above<br />
  45. 45. Content Units<br /><ul><li>Share news, video, tweets, blogs, case studies and more
  46. 46. Easy execution via RSS feeds
  47. 47. Use content to build brand loyalty
  48. 48. Distributed via 300x250 and 160x600 units</li></li></ul><li>Polls<br /><ul><li>Start member debate around key topics
  49. 49. Gain insight into attitudes and opinions of LinkedIn users
  50. 50. Analyse poll results by member demographics
  51. 51. Benefit from earned media via viral status updates and sharing tools
  52. 52. Display dynamic ads on results page</li></li></ul><li>Partner Messages<br /><ul><li>Hand delivered message to member’s LinkedIn inbox
  53. 53. High visibility within inbox
  54. 54. Maximum of one message per member each 60 days
  55. 55. Only relevant messages allowed
  56. 56. Precise targeting options
  57. 57. Innate credibility as a partner</li></li></ul><li>White Papers<br /><ul><li>Lead generation tool
  58. 58. Distribute White Papers to your target audience on LinkedIn
  59. 59. Promotional units link to pre-populated data entry form
  60. 60. Member receives relevant White Paper in return for sharing data</li></ul>INSEAD White Paper Campaign<br /><ul><li> Business school distributing papers targeted by location, job function and seniority
  61. 61. Each paper relevant to its specific audience
  62. 62. 12 month campaign, delivering INSEAD 100 leads each month</li></li></ul><li>
  63. 63. LinkedIn Groups <br />800,000<br />professionally orientated groups<br />1,500+<br />created every day<br />3,000,000+<br />members join groups each month<br />
  64. 64. LinkedIn Groups<br /><ul><li>Create a community for thought-leadership around your chosen topic
  65. 65. Gain insights & feedback by listening to peer to peer discussions
  66. 66. Provide a platform for brand advocates to voice feedback and opinions
  67. 67. Customise the experience with additional units to feed in relevant content, eg: blogs, tweets, news, video, polls etc</li></li></ul><li>Group Recruitment: Group Ads<br /><ul><li>Dynamic, viewer-aware ad unit
  68. 68. Displays latest content from the Group’s discussions plus the member count
  69. 69. Identifies connections within the viewer’s own network who’ve joined the group
  70. 70. Acts as a viral call to action, based on implied peer recommendation</li></li></ul><li>Group Recruitment: Partner Messages<br /><ul><li>Hand delivered group invitation, delivered to member’s LinkedIn inbox
  71. 71. Possible to target by profile keywords, ensuring the most relevant audience</li></li></ul><li>Small Biz Nation from HP<br /><ul><li>US based program, providing a group for small business professionals to share experiences and discuss best practices
  72. 72. Over 8,500 members since launch in April 2010
  73. 73. Nearly 1/3 of group members have commented on a discussion and over 10% have started their own discussion
  74. 74. Group members 50% more likely to rate HP as excellent at understanding and supporting the needs of small businesses
  75. 75. For those exposed to the campaign, purchase intent has increased 33% since April</li></li></ul><li>Small Biz Nation from HP<br />
  76. 76. Custom Group Partners<br />
  77. 77. Company Pages<br />49,000,000<br />company follows<br />2,000,000<br />company profiles<br />162,000<br />products & services listed<br />30,000<br />recommendations generated<br />
  78. 78. LinkedIn Company Pages<br /><ul><li>Your company’s home on LinkedIn
  79. 79. Present your portfolio of products & services
  80. 80. Drive product & services recommendations from LinkedIn users
  81. 81. Benefit from earned media as recommendations spread virally across users’ networks
  82. 82. Create different versions of pages based on audience demographics
  83. 83. Access to analytics on who is viewing & interacting with your pages</li></li></ul><li>Recommendations are trusted<br />Source: The Nielsen Company<br />*ie: 90% of respondents ‘completely’ or ‘somewhat’ trusted recommendations from people they know<br />
  84. 84. Recommendations Ads<br /><ul><li>Dynamic, viewer-aware ad unit
  85. 85. Displays recommendations for Products & Services from within the viewer’s own network, followed by those from other professionals
  86. 86. Invites the viewer to make their own Product & Service recommendations
  87. 87. Acts as a viral call to action, based on peer recommendations</li></li></ul><li>AT&T Company Pages<br /><ul><li>AT&T a launch partner for the Products & Services release in Nov 2010
  88. 88. Initial focus on eight products & services
  89. 89. Ran awareness media & roadblocks to support their pages
  90. 90. Generated over 400 recommendations for their suite of products & services
  91. 91. AT&T company page has over 75,000 followers</li></li></ul><li>Company Page Partners<br />
  92. 92. How LinkedIn drives the purchase funnel<br />DisplayTake Overs<br />InMail<br />Custom Programs<br />Advertising<br />Awareness<br />GroupsSocial Ads<br />Answers<br />Polls<br />Community<br />Consideration<br />Products & Services<br />Recommendations<br />Social Ads<br />Reputation<br />Preference<br />InMail<br />Direct Ads<br />White Papers<br />APIs<br />Direct Response<br />Purchase<br />
  93. 93.
  94. 94. Engagement Reports<br /><ul><li>Understand how your target audience has engaged with your campaign
  95. 95. Analyse results by member demographics, eg industry, job function, seniority, company size etc</li></li></ul><li>LinkedIn Research Network (LRN)<br /><ul><li>Choose from brand perception or campaign effectiveness studies
  96. 96. Discover how your target audience feels about your brand and their likelihood to purchase from you
  97. 97. Personal email invitation, typically with high response rates as members are incentivised to respond</li></ul>HP Small Biz Nation Group study<br /><ul><li> Study conducted pre, mid and post HP’s group campaign
  98. 98. Ad recall doubled at 4+ exposures
  99. 99. Group members 50% more likely to rate HP ‘excellent’ at understanding needs of small businesses
  100. 100. For those exposed to the campaign, purchase intent increased 33%</li></li></ul><li>Questions?<br />
  101. 101. Thank you<br />

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