SlideShare a Scribd company logo
Brian O’Farrell & Lucie Durnford
EMEA Marketing Solutions, LinkedIn
August 27th, 2015
Achieving your Objectives via
LinkedIn’s Marketing Solutions
(IN JUST 29 MINUTES)
​ LinkedIn’s Mission:
To connect the world's professionals to enable them
to be more productive and successful.
3Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for US
Members
worldwide
More business decision
makers than comparable
business sites
Higher buying power
index vs. comparable
business and social sites
Content
is our core
4
Our members are
engaging more on
LinkedIn for
content v Jobs
BRANDS
2.7MM Company Pages
Company Updates
Groups
THOUGHT
LEADERS
200+ Influencers
NEWS
1.3MM Publishers
Pulse
LinkedIn Today
385 million minds.
Invest Time
Professional Networks
• Career info
• Updates on brands
• Current affairs
Spend Time
Personal Networks
• Info on friends
• Info on personal interests
• Entertainment updates
One aspirational mindset.
1 – The Mindset Divide research study, TNS, September 2012
How SMBs in Europe are
embracing social media
Who did we survey?
1,390 Decision-Makers
in Small and Medium Businesses (SMBs)
in the U.K., NL, FR, Austria, Switzerland,
Germany, Denmark, Spain, France,
Norway, Sweden
How are SMBs defined?
Businesses with:
• Less than 500 employees
• Less than €5M EUR (or country
currency equivalent) annual revenue
This report explores how Small and Medium Businesses (SMBs) in
Europe make use of social media.
Almost all SMBs surveyed use Social Media for their business…
91% of SMBs
are Current
Users of Social
Media
5% are Future
Users
91%
66%
63%
43%
35%
15% 14%
LinkedIn Twitter Facebook YouTube Google+ Instagram Pinterest
and LinkedIn is the #1 Social Media site used by the companies of the
individual SMB professionals surveyed
SMBs were 2X as likely to report that Social Media and social ads
contributed to customer growth, compared to other online ads
35%
25%
17%
14%
7% 7%
Contributed to growth in customer numbers Contributed to growth in overall revenue
Social media and social ads
Other online ads
Offline ads
Top challenges currently faced by SMBs relate to generating business,
boosting profit margins and hiring
22%
30%
30%
31%
66%
Managing cash flow
Finding and hiring good employees
Increasing profit margins
Marketing and advertising effectively
Attracting new / retaining current customers
12
Social media is helping SMBs overcome
some of their key challenges
“Social media is important for
retaining/getting new
customers”
“Social media is important for
marketing my company”
79%
68%
Social media helps my
company source and hire
new employees
56%
13
12:00
PM
6:00
AM
9:00
PM
​ Achieving your Business objectives on
LinkedIn
14
Achieve your objectives
with LinkedIn
Build the solution Optimize the Performance
Target your Audience
Generate Awareness
Build Community
Drive Consideration &
Preference
Generate Traffic & Leads
Drive Advocacy
Target with precision thanks to LinkedIn data
What’s their job?
Their profile
Who are they?
Our Insights
What do they do ?
Their Behavior
Function
Industry
Company Size
Seniority
Geography
Business Travellers
Mass Affluent
IT Decision Makers
Industry Followers
Career Changers
Fleet Managers
Group Followers
Company Followers
Influencers
Share Content
Connections
Human Resources
Create 1,8x
more content
than the average member
Sales Professionals
30%
more active on Mobile
than the average member
Marketers
2,5x more likely to
follow an Influencer
than the average member
IT Pros
4x
more connected
than the average member
Source: LinkedIn Internal Data; November 2014
Human Resources
Create 1,8x
more content
than the average member
Sales Professionals
30%
more active on Mobile
than the average member
Marketers
2,5x more likely to
follow an Influencer
than the average member
IT Pros
4x
more connected
than the average member
Source: LinkedIn Internal Data; November 2014
Human Resources
Create 1,8x
more content
than the average member
Sales Professionals
30%
more active on Mobile
than the average member
Marketers
2,5x more likely to
follow an Influencer
than the average member
IT Pros
4x
more connected
than the average member
Source: LinkedIn Internal Data; November 2014
Human Resources
Create 1,8x
more content
than the average member
Sales Professionals
30%
more active on Mobile
than the average member
Marketers
2,5x more likely to
follow an Influencer
than the average member
IT Pros
4x
more connected
than the average member
Source: LinkedIn Internal Data; November 2014
Human Resources
Create 1,8x
more content
than the average member
Sales Professionals
30%
more active on Mobile
than the average member
Marketers
2,5x more likely to
follow an Influencer
than the average member
IT Pros
4x
more connected
than the average member
Source: LinkedIn Internal Data; November 2014
​ Our Marketing Solution Tools
22
• MPU Unit & Skyscraper
• Only display options on LinkedIn
platform
• Solution sold on CPM basis
• The unit can host creative such
as Spotlight Ads , Follow
Company Ads , Jpegs , YouTube
videos
​Reach and engage more than 385M professionals
1. Onsite Display
“LinkedIn has helped create an environment where we can
not only invite people to join, but engage them once they
arrive. We can have dialogues with potential customers in a
way that encourages organic growth of the community.”
Bryna Corcoran
Digital Marketing and Social Media Strategist, HP
• Added 300,000+ new followers in 2 months, including a 112%
increase in CXO followers
• Strong CXO engagement rate of .15%
• Low follower attrition rate of 3%
• Significant increase in unaided brand awareness
Results:
​Reach the right professionals wherever they travel
2. Network Display
• MPU Unit , Skyscraper and
further formats
• Targeting our professional
audience off the LinkedIn
platform all across the web.
Examples of sites include -
Amazon ,BBC.Co.Uk,Mail Online
,The Guardian ,Yahoo
• Solution sold on CPM basis
• The unit can also host creative
such as Spotlight Ads , Follow
Company Ads , Jpegs , YouTube
videos
“With LinkedIn Network Display, we’ve become a leading
brand in our space, and LinkedIn has been a key
contributor to our success – getting MyCase visibility with
the right people at the right time.”
Sarah Bottorff
Director of Marketing, MyCase
Results:
• Increased brand awareness and targeted web traffic
• Nearly 5x increase in the number of daily website visits from
legal professionals
​Deliver rich content in the LinkedIn feed across all devices
3. Sponsored InMail
​Desktop ​Tablet ​Mobile
• Direct branded message sent to
your target audience
• Our members can only get 1 x
Sponsored InMail every 60 days &
we guarantee 100% delivery of the
InMail.
• Our member’s will receive the
Sponsored InMail as they log in on
tablet , desktop and mobile
• Creative built by LinkedIn.
• They are sold per InMail via a
bidded auction on the target
audience
“Although this was a trial campaign, we are
overwhelmed by the response we received in terms of
open and click rates, and would continue to do similar
campaigns in the future.”
Hideyuki Kuwayama
GM of Marketing, Nissan Motor India
Results:
• InMail open rate of 88.9%
• Click-through rate of 5.6%
​Deliver rich content in the LinkedIn feed across all devices
4. LinkedIn Sponsored Updates
• Share content from your
company page with members on
LinkedIn who aren’t following
your Company page
• Choose to invest on a CPC or
CPM basis
• Cost based on an auction basis
of bidding for audience.
• Standard or Assisted service
• Improve performance with real
time analytics
​Desktop ​Tablet ​Mobile
“LinkedIn Sponsored Updates helped us talk about our
brand in a fun and engaging way.”
Seth Freeman
Director of Marketing, Holiday Inn Express® brand, Americas, IHG
Results:
• Increased followers from 7 to 1,622 in just 40 days
• Engagement 2x LinkedIn benchmarks
• Clickthrough rates 2x LinkedIn benchmarks
• Convert the 95% of anonymous web
visitors who don’t provide an email
addresses
• Engage prospects through display and
social ads, and sponsored content –
and sequence relevant ads
• Engage the 80% of known prospects
who don’t open your email
• Evaluate the impact of your nurture
programs
​Deliver more high-quality leads to your sales teams by engaging prospects
anywhere online with relevant ads and content
5. Lead Accelerator
#1
• 23% increase in leads in the first 2 months
• Visitors nurtured via Lead Accelerator viewed 10% more pages
and visited the site 18% more frequently
• Launchpad got Groupon’s marketing team up and running in days
• Direct access to data gave Groupon a better understanding of
prospects visiting their site
• Eloqua integration
“We can reach prospects anywhere online and make every
interaction with them more personal and relevant
throughout the buyer’s journey.”
Stephan Heller
Head of Merchant Marketing, Groupon EMEA
Results:
For more Information visit lnkd.in/marketing-solutions-europe

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Achieving your objectives via LinkedIn's Marketing Solutions

  • 1. Brian O’Farrell & Lucie Durnford EMEA Marketing Solutions, LinkedIn August 27th, 2015 Achieving your Objectives via LinkedIn’s Marketing Solutions (IN JUST 29 MINUTES)
  • 2. ​ LinkedIn’s Mission: To connect the world's professionals to enable them to be more productive and successful.
  • 3. 3Sources: LinkedIn data; Buying power and business decision makers as calculated by comScore, Aug 2014 Mediametrix data for US Members worldwide More business decision makers than comparable business sites Higher buying power index vs. comparable business and social sites
  • 4. Content is our core 4 Our members are engaging more on LinkedIn for content v Jobs BRANDS 2.7MM Company Pages Company Updates Groups THOUGHT LEADERS 200+ Influencers NEWS 1.3MM Publishers Pulse LinkedIn Today
  • 5. 385 million minds. Invest Time Professional Networks • Career info • Updates on brands • Current affairs Spend Time Personal Networks • Info on friends • Info on personal interests • Entertainment updates One aspirational mindset. 1 – The Mindset Divide research study, TNS, September 2012
  • 6. How SMBs in Europe are embracing social media
  • 7. Who did we survey? 1,390 Decision-Makers in Small and Medium Businesses (SMBs) in the U.K., NL, FR, Austria, Switzerland, Germany, Denmark, Spain, France, Norway, Sweden How are SMBs defined? Businesses with: • Less than 500 employees • Less than €5M EUR (or country currency equivalent) annual revenue This report explores how Small and Medium Businesses (SMBs) in Europe make use of social media.
  • 8. Almost all SMBs surveyed use Social Media for their business… 91% of SMBs are Current Users of Social Media 5% are Future Users
  • 9. 91% 66% 63% 43% 35% 15% 14% LinkedIn Twitter Facebook YouTube Google+ Instagram Pinterest and LinkedIn is the #1 Social Media site used by the companies of the individual SMB professionals surveyed
  • 10. SMBs were 2X as likely to report that Social Media and social ads contributed to customer growth, compared to other online ads 35% 25% 17% 14% 7% 7% Contributed to growth in customer numbers Contributed to growth in overall revenue Social media and social ads Other online ads Offline ads
  • 11. Top challenges currently faced by SMBs relate to generating business, boosting profit margins and hiring 22% 30% 30% 31% 66% Managing cash flow Finding and hiring good employees Increasing profit margins Marketing and advertising effectively Attracting new / retaining current customers
  • 12. 12 Social media is helping SMBs overcome some of their key challenges “Social media is important for retaining/getting new customers” “Social media is important for marketing my company” 79% 68% Social media helps my company source and hire new employees 56%
  • 14. ​ Achieving your Business objectives on LinkedIn 14
  • 15. Achieve your objectives with LinkedIn Build the solution Optimize the Performance Target your Audience Generate Awareness Build Community Drive Consideration & Preference Generate Traffic & Leads Drive Advocacy
  • 16. Target with precision thanks to LinkedIn data What’s their job? Their profile Who are they? Our Insights What do they do ? Their Behavior Function Industry Company Size Seniority Geography Business Travellers Mass Affluent IT Decision Makers Industry Followers Career Changers Fleet Managers Group Followers Company Followers Influencers Share Content Connections
  • 17. Human Resources Create 1,8x more content than the average member Sales Professionals 30% more active on Mobile than the average member Marketers 2,5x more likely to follow an Influencer than the average member IT Pros 4x more connected than the average member Source: LinkedIn Internal Data; November 2014
  • 18. Human Resources Create 1,8x more content than the average member Sales Professionals 30% more active on Mobile than the average member Marketers 2,5x more likely to follow an Influencer than the average member IT Pros 4x more connected than the average member Source: LinkedIn Internal Data; November 2014
  • 19. Human Resources Create 1,8x more content than the average member Sales Professionals 30% more active on Mobile than the average member Marketers 2,5x more likely to follow an Influencer than the average member IT Pros 4x more connected than the average member Source: LinkedIn Internal Data; November 2014
  • 20. Human Resources Create 1,8x more content than the average member Sales Professionals 30% more active on Mobile than the average member Marketers 2,5x more likely to follow an Influencer than the average member IT Pros 4x more connected than the average member Source: LinkedIn Internal Data; November 2014
  • 21. Human Resources Create 1,8x more content than the average member Sales Professionals 30% more active on Mobile than the average member Marketers 2,5x more likely to follow an Influencer than the average member IT Pros 4x more connected than the average member Source: LinkedIn Internal Data; November 2014
  • 22. ​ Our Marketing Solution Tools 22
  • 23. • MPU Unit & Skyscraper • Only display options on LinkedIn platform • Solution sold on CPM basis • The unit can host creative such as Spotlight Ads , Follow Company Ads , Jpegs , YouTube videos ​Reach and engage more than 385M professionals 1. Onsite Display
  • 24. “LinkedIn has helped create an environment where we can not only invite people to join, but engage them once they arrive. We can have dialogues with potential customers in a way that encourages organic growth of the community.” Bryna Corcoran Digital Marketing and Social Media Strategist, HP • Added 300,000+ new followers in 2 months, including a 112% increase in CXO followers • Strong CXO engagement rate of .15% • Low follower attrition rate of 3% • Significant increase in unaided brand awareness Results:
  • 25. ​Reach the right professionals wherever they travel 2. Network Display • MPU Unit , Skyscraper and further formats • Targeting our professional audience off the LinkedIn platform all across the web. Examples of sites include - Amazon ,BBC.Co.Uk,Mail Online ,The Guardian ,Yahoo • Solution sold on CPM basis • The unit can also host creative such as Spotlight Ads , Follow Company Ads , Jpegs , YouTube videos
  • 26. “With LinkedIn Network Display, we’ve become a leading brand in our space, and LinkedIn has been a key contributor to our success – getting MyCase visibility with the right people at the right time.” Sarah Bottorff Director of Marketing, MyCase Results: • Increased brand awareness and targeted web traffic • Nearly 5x increase in the number of daily website visits from legal professionals
  • 27. ​Deliver rich content in the LinkedIn feed across all devices 3. Sponsored InMail ​Desktop ​Tablet ​Mobile • Direct branded message sent to your target audience • Our members can only get 1 x Sponsored InMail every 60 days & we guarantee 100% delivery of the InMail. • Our member’s will receive the Sponsored InMail as they log in on tablet , desktop and mobile • Creative built by LinkedIn. • They are sold per InMail via a bidded auction on the target audience
  • 28. “Although this was a trial campaign, we are overwhelmed by the response we received in terms of open and click rates, and would continue to do similar campaigns in the future.” Hideyuki Kuwayama GM of Marketing, Nissan Motor India Results: • InMail open rate of 88.9% • Click-through rate of 5.6%
  • 29. ​Deliver rich content in the LinkedIn feed across all devices 4. LinkedIn Sponsored Updates • Share content from your company page with members on LinkedIn who aren’t following your Company page • Choose to invest on a CPC or CPM basis • Cost based on an auction basis of bidding for audience. • Standard or Assisted service • Improve performance with real time analytics ​Desktop ​Tablet ​Mobile
  • 30. “LinkedIn Sponsored Updates helped us talk about our brand in a fun and engaging way.” Seth Freeman Director of Marketing, Holiday Inn Express® brand, Americas, IHG Results: • Increased followers from 7 to 1,622 in just 40 days • Engagement 2x LinkedIn benchmarks • Clickthrough rates 2x LinkedIn benchmarks
  • 31. • Convert the 95% of anonymous web visitors who don’t provide an email addresses • Engage prospects through display and social ads, and sponsored content – and sequence relevant ads • Engage the 80% of known prospects who don’t open your email • Evaluate the impact of your nurture programs ​Deliver more high-quality leads to your sales teams by engaging prospects anywhere online with relevant ads and content 5. Lead Accelerator #1
  • 32. • 23% increase in leads in the first 2 months • Visitors nurtured via Lead Accelerator viewed 10% more pages and visited the site 18% more frequently • Launchpad got Groupon’s marketing team up and running in days • Direct access to data gave Groupon a better understanding of prospects visiting their site • Eloqua integration “We can reach prospects anywhere online and make every interaction with them more personal and relevant throughout the buyer’s journey.” Stephan Heller Head of Merchant Marketing, Groupon EMEA Results:
  • 33. For more Information visit lnkd.in/marketing-solutions-europe