Do personal and professional social networks involve different mindsets? You bet. Consumers “spend” time on personal networks, but “invest” time on professional networks. Hear these and other insights from groundbreaking research by LinkedIn and TNS.
Designed especially for marketing leaders, this event will provide an overview of marketing in the digital landscape and actionable information about how LinkedIn Marketing Solutions can be a critical part of your company's marketing mix.
Gain unique insights from LinkedIn's experts that will help you understand how to leverage LinkedIn Marketing Solutions and seamlessly integrate them into your business.
Network with other marketing leaders to share insights and expertise.
This presentation explores the basics and more advanced features of LinkedIn, the business-oriented social networking site. There are three topics covered: Linked in for Personal use, Professional use, and as a Marketing/Research/Lead Generation tool. For more information, please contact us at marketing@leapfroginteractive.com. Presented by Christy Belden, Emily Van Winkle, and Emily Carroll. Presentation compiled by Brittany Burdoine-Lewis.
Presentation delivered at a special Identity event on March 22, 2016. We discussed LinkedIn strategies for business-to-business companies and professional services firms.
Designed especially for marketing leaders, this event will provide an overview of marketing in the digital landscape and actionable information about how LinkedIn Marketing Solutions can be a critical part of your company's marketing mix.
Gain unique insights from LinkedIn's experts that will help you understand how to leverage LinkedIn Marketing Solutions and seamlessly integrate them into your business.
Network with other marketing leaders to share insights and expertise.
This presentation explores the basics and more advanced features of LinkedIn, the business-oriented social networking site. There are three topics covered: Linked in for Personal use, Professional use, and as a Marketing/Research/Lead Generation tool. For more information, please contact us at marketing@leapfroginteractive.com. Presented by Christy Belden, Emily Van Winkle, and Emily Carroll. Presentation compiled by Brittany Burdoine-Lewis.
Presentation delivered at a special Identity event on March 22, 2016. We discussed LinkedIn strategies for business-to-business companies and professional services firms.
InsideView success story Knowledge Lake InsideView
http://learnmore.insideview.com/Microsoft.html
“ With InsideView, we were able to replace two vendors with one solution that works much better. This has saved us thousands of dollars and provided an immediate return on investment. “
KnowledgeLake learned about InsideView during a conversation with another CRM vendor. After gathering more information and feedback, KnowledgeLake implemented a proof of concept for Sales to test the solution in a live environment. The feedback was very positive. In fact, the Sales team preferred InsideView over Hoovers which was also being used at the time.
“In addition to everything we needed to add, InsideView gave us what has become one of the most beneficial components of our CRM system—social sales intelligence,” said Barb Potter, Director of Marketing for KnowledgeLake.
“With InsideView, we were able to replace two vendors with one solution that works much better. This has saved us thousands of dollars and provided an immediate return on investment.”
InsideView is now deployed throughout KnowledgeLake’s entire Sales and Marketing departments.
The internet has completely changed the vision of searching jobs now it becomes “Digital Hiring” A new Era of job seeking. and digital domain hiring
ThesisScientist.com
LinkedIn's targeting abilities, publishing platform and advertising options make it a must-have tool for marketing and sales professionals and their companies. Get up to speed quickly with B2B lead generation with this slideshare.
Contents:
1. Individual Setup
2. Individual Publishing (Long-form posts)
3. Who’s Viewed Your Profile
4. Advanced Search
5. Groups
6. Premium Members
7. Company Page Setup
8. Company Publishing (updates)
9. Self-serve Ads
10. Marketing Solutions
Social media maakt het professionals mogelijk om direct toegang te hebben tot reviews en meningen van peers. Dit beinvloedt en bepaalt bedrijfsbeslissingen. Bovendien is het nu voor marketeers mogelijk om online gesprekken en gedachten over hun merken te volgen.
Hoe kunnen marketeers hier gebruik van maken en klantenbehoeftes en attitudes beter begrijpen? om vervolgens bij de promotie van producten en diensten de kracht van aanbevelingen en netwerken beter in te zetten.
David Hahn, VP of Product Management at LinkedIn, shares inspiring insights about the content on LinkedIn and its ability to influence the world's largest network of professionals.
How to Create a Content Marketing Tactical Plan for LinkedInLinkedIn
The findings enclosed have been compiled as a result of multiple tests conducted by the LinkedIn Marketing team. We know what content works, the time commitment needed and which metrics to watch -- and now we're sharing them with you.
More than two millions groups exist on LinkedIn, run entirely by our members. By building and engaging in groups, marketers can build relationships within a lively community, and encourage brand advocates. But how do you keep this community happy and engaged? See this slideshow to find out. Visit marketing.linkedin.com to learn more.
eFolder Expert Series Webinar — How MSPs Can Use LinkedIn to Keep Their Sales...eFolder
Learn the secrets to increasing your managed services sales by using LinkedIn as a powerful lead generation tool. Join Andrew Moon, Founder of Orange Nomad, and Ted Hulsy, Vice President of Marketing at eFolder, as they reveal the exact InMail script you can use to achieve a 70% hit rate and the step-by-step strategy you can use to get targeted referrals for your MSP business.
Social Media for Economic Development OrganizationsGIS Planning
Social media is transforming communication and marketing for economic developers. This presentation includes information about how economic development organizations can implement successful Facebook, Twitter, and Linkedin strategies for success.
Social media provides economic developers with many new channels to reach traditional and new audiences. This discussion includes changes in how communication is happening, who is now doing the communicating, where conversations about your communities are happening, and how you can successfully use new media platforms to engage your targets.
Part of building your professional brand for effective social selling with LinkedIn is knowing how to leverage your network.
Even if you're not in sales, these tips for using LinkedIn will help you build your personal brand and professional brand.
Mobile Recruiting Essentials: What Candidates Want & What You Must Do | WebcastLinkedIn Talent Solutions
Mobile is no longer the future of recruiting, it’s the present. Click through to see what candidates expect from the mobile recruiting experience today and what it means for you.
Kickstart your mobile recruiting strategy with the new playbook: http://linkd.in/1jiWHxv
Read more on the LinkedIn Talent Blog: http://linkd.in/IFKMf2
Follow the LinkedIn Talent Solutions page: http://linkd.in/1beJ1jO
Tweet with us: http://bit.ly/HireOnLinkedIn
Learn about the benefits of having a Social Intranet from Socialtext, Forrester Research and the American Hospital Association.
To see a recording of this presentation please visit http://www.socialtext.com/products/webinar_socialintranet.php
Originally presented during EducationConnect 2014 on 10/28/14 in NYC, Bryan Burdick, Head of B2B Sales for LinkedIn, shares five unstoppable trends in a multi-channel, always-on marketing world.
How to Engage SMBs with Content on Social Media – WebinarLinkedIn
Are you a finance marketer looking to reach small and medium-sized businesses (SMBs)? Learn how you can engage them on social media. We will reveal our latest research with TNS, "Priming the Economic Engine," where you'll learn:
-- What content SMBs are actively searching for on social media
-- How SMBs are using social media to inform finance-related decisions
-- Best practices for finance marketers to impact SMB's decision making
Use the information in this SlideShare presentation to start building relationships with these high-growth companies.
InsideView success story Knowledge Lake InsideView
http://learnmore.insideview.com/Microsoft.html
“ With InsideView, we were able to replace two vendors with one solution that works much better. This has saved us thousands of dollars and provided an immediate return on investment. “
KnowledgeLake learned about InsideView during a conversation with another CRM vendor. After gathering more information and feedback, KnowledgeLake implemented a proof of concept for Sales to test the solution in a live environment. The feedback was very positive. In fact, the Sales team preferred InsideView over Hoovers which was also being used at the time.
“In addition to everything we needed to add, InsideView gave us what has become one of the most beneficial components of our CRM system—social sales intelligence,” said Barb Potter, Director of Marketing for KnowledgeLake.
“With InsideView, we were able to replace two vendors with one solution that works much better. This has saved us thousands of dollars and provided an immediate return on investment.”
InsideView is now deployed throughout KnowledgeLake’s entire Sales and Marketing departments.
The internet has completely changed the vision of searching jobs now it becomes “Digital Hiring” A new Era of job seeking. and digital domain hiring
ThesisScientist.com
LinkedIn's targeting abilities, publishing platform and advertising options make it a must-have tool for marketing and sales professionals and their companies. Get up to speed quickly with B2B lead generation with this slideshare.
Contents:
1. Individual Setup
2. Individual Publishing (Long-form posts)
3. Who’s Viewed Your Profile
4. Advanced Search
5. Groups
6. Premium Members
7. Company Page Setup
8. Company Publishing (updates)
9. Self-serve Ads
10. Marketing Solutions
Social media maakt het professionals mogelijk om direct toegang te hebben tot reviews en meningen van peers. Dit beinvloedt en bepaalt bedrijfsbeslissingen. Bovendien is het nu voor marketeers mogelijk om online gesprekken en gedachten over hun merken te volgen.
Hoe kunnen marketeers hier gebruik van maken en klantenbehoeftes en attitudes beter begrijpen? om vervolgens bij de promotie van producten en diensten de kracht van aanbevelingen en netwerken beter in te zetten.
David Hahn, VP of Product Management at LinkedIn, shares inspiring insights about the content on LinkedIn and its ability to influence the world's largest network of professionals.
How to Create a Content Marketing Tactical Plan for LinkedInLinkedIn
The findings enclosed have been compiled as a result of multiple tests conducted by the LinkedIn Marketing team. We know what content works, the time commitment needed and which metrics to watch -- and now we're sharing them with you.
More than two millions groups exist on LinkedIn, run entirely by our members. By building and engaging in groups, marketers can build relationships within a lively community, and encourage brand advocates. But how do you keep this community happy and engaged? See this slideshow to find out. Visit marketing.linkedin.com to learn more.
eFolder Expert Series Webinar — How MSPs Can Use LinkedIn to Keep Their Sales...eFolder
Learn the secrets to increasing your managed services sales by using LinkedIn as a powerful lead generation tool. Join Andrew Moon, Founder of Orange Nomad, and Ted Hulsy, Vice President of Marketing at eFolder, as they reveal the exact InMail script you can use to achieve a 70% hit rate and the step-by-step strategy you can use to get targeted referrals for your MSP business.
Social Media for Economic Development OrganizationsGIS Planning
Social media is transforming communication and marketing for economic developers. This presentation includes information about how economic development organizations can implement successful Facebook, Twitter, and Linkedin strategies for success.
Social media provides economic developers with many new channels to reach traditional and new audiences. This discussion includes changes in how communication is happening, who is now doing the communicating, where conversations about your communities are happening, and how you can successfully use new media platforms to engage your targets.
Part of building your professional brand for effective social selling with LinkedIn is knowing how to leverage your network.
Even if you're not in sales, these tips for using LinkedIn will help you build your personal brand and professional brand.
Mobile Recruiting Essentials: What Candidates Want & What You Must Do | WebcastLinkedIn Talent Solutions
Mobile is no longer the future of recruiting, it’s the present. Click through to see what candidates expect from the mobile recruiting experience today and what it means for you.
Kickstart your mobile recruiting strategy with the new playbook: http://linkd.in/1jiWHxv
Read more on the LinkedIn Talent Blog: http://linkd.in/IFKMf2
Follow the LinkedIn Talent Solutions page: http://linkd.in/1beJ1jO
Tweet with us: http://bit.ly/HireOnLinkedIn
Learn about the benefits of having a Social Intranet from Socialtext, Forrester Research and the American Hospital Association.
To see a recording of this presentation please visit http://www.socialtext.com/products/webinar_socialintranet.php
Originally presented during EducationConnect 2014 on 10/28/14 in NYC, Bryan Burdick, Head of B2B Sales for LinkedIn, shares five unstoppable trends in a multi-channel, always-on marketing world.
How to Engage SMBs with Content on Social Media – WebinarLinkedIn
Are you a finance marketer looking to reach small and medium-sized businesses (SMBs)? Learn how you can engage them on social media. We will reveal our latest research with TNS, "Priming the Economic Engine," where you'll learn:
-- What content SMBs are actively searching for on social media
-- How SMBs are using social media to inform finance-related decisions
-- Best practices for finance marketers to impact SMB's decision making
Use the information in this SlideShare presentation to start building relationships with these high-growth companies.
Originally presented as part of the FinanceConnect:13 Workshops on May 1, 2013, Andy Goldman and Mike Weir present a deep dive into Content Marketing and LinkedIn.
LinkedIn TechConnect 13: The Social Bridge to the IT CommitteeLinkedIn
Presented at TechConnect 13 by Jake Raroque - Research Consultant at LinkedIn & Roslyn Ku - Vice President at comScore
comScore and LinkedIn unveil new research showing how social platforms provide a trusted resource for today’s IT purchasing.
Live visual notes from the session done by our friends at ImageThink.
New Content Marketing Research and Resources [Webinar]LinkedIn
LinkedIn hosted a webinar entitled "New Content Marketing Research and Resources" in which Taylor Schreiner, Director of Insights for LinkedIn Marketing Solutions, and Valter Sciarrillo, Head of Measurement, presented new research and resources for marketers looking to better measure and drive success with their content marketing efforts. Check out this presentation from the webinar.
Want more LinkedIn Marketing Solutions insights and resources? Visit our page here: http://business.linkedin.com/marketing-solutions/social-media-strategy.html?src=s-ss
Presented at TechConncet 13 by
David Thacker - Vice President, Product at LinkedIn
David will share new products that are fast making LinkedIn a professional publishing powerhouse for B2B marketing and the implications and opportunities for technology marketers.
Live visual notes from the session done by our friends at ImageThink.
As Executive Editor at LinkedIn, Dan is immersed daily in LinkedIn's vast and constantly expanding collection of original and curated content. He will talk about the mistakes that people are making and the lessons to be learned in harnessing conversations out of content.
Presented at TechConnect:13 by Daniel Roth, Executive Editor at LinkedIn.
LinkedIn TechConnect 13: Level Up Your Content MarketingLinkedIn
Jason Miller - Senior Manager, Content Marketing, Marketing Solutions at LinkedIn
Dan Buczaczer - EVP, Creative Partnerships at VivaKi
Get ready to level up your content marketing with expert insights, tactics, and inspiration for a world class strategy. From planning, to creation, and finally promotion, you will leave with takeaways from real world examples that you can implement right away.
Live visual notes from the session done by our friends at ImageThink.
Alteryx Case Study: Generating quality leads at a lower cost with LinkedIn Sp...LinkedIn
Alteryx, headquartered in Irvine, California, creates data blending and advanced analytics software that empowers data analysts to deliver deeper business insights in hours, not weeks. To more precisely target their paid acquisition campaigns, Alteryx utilized LinkedIn Sponsored Updates to deliver content offers directly to their target audience. Their utilization of Sponsored updates resulted in a 4x lower cost per lead and 3x lower cost per click than search advertising and ultimately helped them achieve 2.5x growth in their Company Page followers.
Originally presented during EducationConnect 2014 on 10/28/14 in NYC, Brittany Curtis, Content Marketing Consultant for LinkedIn, discusses the power and effectiveness of an “always-on” content marketing strategy, with targeted solutions and best practices that you can implement on LinkedIn today.
People use different social networks for different reasons. Take a closer look at how personal and professional networks compare. Visit marketing.linkedin.com/mindset for the full study.
Better LinkedIn Campaign Planning - Return to Growth 2021LinkedIn
Laying groundwork for B2B ad campaigns can be difficult, but doesn’t need to be. Make it easy with this simple template for LinkedIn campaign planning.
This slide deck reveals how one buying committee (at a startup called Relativity Space) prefers to work with salespeople. It's great insight into how all salespeople should be connecting with prospects and customers.
A Brief History of LinkedIn Sales NavigatorLinkedIn
LinkedIn Sales Navigator launched as a standalone product in 2014. Here are the highlights of the product's evolution and how it helps more sales professionals every day.
A Brief History of LinkedIn Sales Navigator LinkedIn
LinkedIn officially introduced Sales Navigator on July 31, 2014. In the five years since its launch, the product has become indispensable for sales teams. This timeline tracks the biggest milestones in Sales Navigator's development.
LinkedIn Pages: New Features to Drive Organic Growth on LinkedInLinkedIn
At LinkedIn, we’re driven by one mission: to create economic opportunity for every member of the global workforce. To do this, we’re helping organizations big and small grow their professional community through their LinkedIn Page, leading to more revenue, more jobs, and more people #inittogether to change the world.
Join us to learn about the newest Pages features (such as Communities Hashtags, Content Suggestions, and Invite to Follow) and our best tips for making the most of your Page. You’ll get actionable advice on how to complete your Page for 30% more page views, how to post content that drives 2x the engagement, and tried-and-true strategies for growing your followers.
As the way we communicate continues to shift toward being faster and more conversational, it’s important that advertisers adopt this style of communicating to make sure their messaging is heard.
Learn about trends in the messaging space and how LinkedIn can help you drive success with Sponsored InMail.
Mastering Lead Gen Forms for Higher EducationLinkedIn
Lead Gen Forms are one of the most impactful performance marketing products for universities looking to drive quality students on LinkedIn. To make sure you’re getting the most out of your campaigns, we’ve developed valuable best practices after working with successful universities on our platform.
In an ongoing effort to make creating campaigns on LinkedIn easier for everyday marketers, we've redesigned campaign manager to lead with objectives. Learn what's changing and hands-on tips for creating campaigns in the new experience.
Five Steps for Supercharging Your Economic Development Marketing in 2019 LinkedIn
The LinkedIn platform presents an enormous opportunity for economic development marketers. Learn a simple, five-step process on how to get started with LinkedIn in 2019.
Five Steps for Supercharging Your Economic Development Marketing in 2019LinkedIn
The LinkedIn platform presents an enormous opportunity for economic development marketers. Learn a simple, five step process on how to get started with LinkedIn in 2019.
6. “Personal networking is for Personal networks
old school buddies…good are about
old memories…parties.” reminiscing and
having fun
7. “Professionally when I Professional
network, it’s for information networks are
to do my job better.” purposeful and
aspirational
8. EASCI needs
to clean up small
words even more
Emotions on
professional
networks are just
below the surface
9. What are the top 5 reasons people use
social networks?
Personal Networks Professional Networks
Socialize 1 Maintain professional identity
Stay in touch 2 Make useful contacts
Be entertained 3 Search for opportunities
Kill time 4 Stay in touch
Share content 5 Keep up to date for career
“Spend Time” “Invest Time”
Source: Q10a– Information to receive
9
Base: Professional SN users (5204) Personal SN users (8692)
10. What are the top 3 content types people
expect?
Personal Networks Professional Networks
Info on friends 1 Career info
Info on personal interests 2 Updates on brands
Entertainment updates 3 Current affairs
“Spend Time” “Invest Time”
dd
26% higher
Source: Q10a– Information to receive
than personal
Base: Professional SN users (5204) Personal SN users (8692)
11. Frame how your brand helps users gain
knowledge and success
50 followers 12,000 followers
at start 5 weeks later
240x increase
in just 5 weeks
12. Top 3 tips to optimize your marketing with the
right mindset
Recognize the separation between
personal & professional networks.
1
Align your brand with emotion
by matching your message to 2
the user mindset.
Frame how your brand helps
users gain knowledge and 3
success on professional network.
12
Christina:Hello, I’m Christina Jenkins and I lead the EMEA Insights team at LinkedIn, based in London. I’d like to introduce Nick Nyhan, Chief Digital Officer of WPP’s Kantar. We’d like to spend the next few minutes today sharing the key highlights from global research that LinkedIn conducted with Kantar’s TNS to understand the drivers and mindset of people when using various social media sites. We surveyed more than 6000 people in 12 countries to explore the frame of mind, what people are thinking, when they visit various social media networks. We looked at why people go on each network, what content they are looking for, and what they’re expecting when they get there
Christina: There were three key takeaways from this research that we wanted to talk to you about today.1 - Using professional networking platforms is driven by deep emotions, aspirations, achievement – it’s about improving one’s lifeContrary to what people typically think, there are rich underlying emotions on professional networks and these emotions actually drive the usage and mindset that people are in when they are visiting various social and professional platforms. 2 - Mindset that people are in is very different between network types: People ‘Spend Time’ when they’re on personal networks. On professional networks, they ‘Invest Time’ on meaningful activities. So we have the spend vs invest mindset divide. 3 – And lastly, the research showed that people expect brand content on professional networks. There is a greater receptivity to hear from brands on professional sites like LinkedIn - more than general social networksLet’s dive into the first finding...(hand over to Nick)
Nick: The first key finding from this study was that emotion plays an important role in BOTH personal and professional networks, but these emotions – what people are feeling and thinking about – are dramatically different. Emotion as part of personal social networking may seem obvious when you think about how people use social networking sites to connect in a very personal way with family and friends, but what surprised us was the types of emotions that came out when people were using professional networking sites. People tend to think of professional networks as job boards that are void of emotion. But we found in our interviews that there are some very deep emotions on professional networks that are very different from personal networks.
Nick: Emotions on personal networks are about reminiscing with family and friends, and entertainment. What people are thinking and feeling are emotions around nostaligia; it’s about having fun, and it’s also about a distraction. It’s more casual and informal. In the research, people talked about being “in the moment” and also reflective of past moments, parties, vacations, holidays. It’s passing time on personal platforms without necessarily having a clear motivation to “do” something on personal sites. Some of the quotes from the research (if you want to use): “Personal networking, is usually informal and not typically used to obtain anything tangible. ” - U.S.“I social network using Twitter and Facebook, but that is purely entertainment and making personal arrangements mainly. “ – U.K. "On Facebook, you find too much unnecessary information, which sometimes make you lose focus.” -- Brazil
Nick: Whereas, the emotions on professional network are motivated by a sense of purpose to achieve goals. It’s about empowerment and achievement. Professional networking is much more goal-oriented and purposeful. There is also an aspirational component, where people are looking for future opportunity. The emotions are about being the best you can be, improving yourself. They’re looking for information to work smarter, and that behavior is driven by a deeply emotional desire to succeed. It’s a tool that enables professional success. Particularly for marketers who want to tap into this aspirational mindset, this is an important finding. How can marketers think about attaching themselves to these emotions as part of their messaging and a part of the tonality that they use on professional sites. Christina: Some of the quotes we heard from professional network users were: “The main benefit of an extensive professional network is that we can get help in our work.” – Singapore“It is an essential part of being successful in my business. - US
Nick: These emotions on professional networks are just below the surface. People come to professional networks to network with colleagues and search for opportunities, but the underlying motivation behind that behavior are deep emotions around achievement, happiness, goals, and security. These are big feelings that go far beyond, just leveraging professional networking sites to find a job. These drivers are aspirational and about achieving your goals.Think about when you bought your first car or when you bought your first apt or house? How were you feeling when you got that promotion you’ve been working for? Think about what you were thinking and feeling and that sense of achievement from succeeding and realising your goal. These are the feelings and emotions that come into play on professional platforms. There’s a feeling that opportunity exists through your connections and that at some point in the future, knowing someone will lead to something greater, a new business opportunity or a new skill. This is a unique opportunity for brands, because emotional advertising has been shown to lead to greater ROI. And they can tap these deep emotions on professional networks. Professionals are people too and they want to be spoken to in a relevant way that appeals to the emotional side.
Christina: Our 2nd major finding was that we saw a major divide in the reasons why people use various social networks.Personal networks are where people go to “Spend time.” They’re looking to socialize, be entertained and even kill time. While on professional networks people are looking to invest their time. They’re working with a purpose or an aspiration. You can see the difference very clearly. Professional networks are driven first and foremost by maintaining their professional identity and reputation. They also want to make useful contacts, search for opportunities, and keep up to date for their career. What this means for you as brands and marketers is that by understanding the mindset of users on each network, you can deliver more relevant content and build deeper relationships with your audience. By matching your messaging to the mindset, you will see more favorable results.
Christina:And the 3rdkey finding from the researchis that there is a huge difference between the content people expect on the different networks. Personal network users are looking for content and info that gives immediate gratification – info on friends, entertainment, updates on their personal interests.Professional networks users want content that can help them build and achieve– info related to their work and careers and updates from companies they are interested in. When we asked people what type of information they wanted to hear from brands/companies/products, the personal side was about hobbies, entertainment, concert updates, etc. The professional side was about how to improve yourself, how to be better in your career and in your industry, they want brands to talk to them in a relevant way to tap into this type of content.You can build relationships with professionals by sharing insights and information. Professionals crave content and insights. Personal network users are looking for content and info that gives immediate gratification – coupons, games, entertainmentProfessional networks users want content that can help them some time in the future – insights that help them work smarter and updates from brands they are interested in.Top types of information they like to receive from their connections:Personal:Information relevant to family and friends – 46%Information relevant to my hobbies and personal interests – 40%Updates on entertainment, music, and film – 37%Professional:Information relevant to careers, work, and colleagues – 44%Updates and developments on companies and brands that interest me – 24%Current affairs and politics updates – 19%
Christina to explain the case studyChallengesMercedes was facing stiff competition from the BMW 3 Series and the Audi A4 in the luxury car market, and needed to demonstrate its innovation while creating a community of “hand raisers.”Specifically, the company wanted to improve perceptions and raise awareness of its C-Class car.SolutionMercedes and LinkedIn decided to associate the brand with a professional activity – in this case, managing and improving members’ LinkedIn profiles via InTips ads.The Mercedes interactive content ad allowed LinkedIn members to request brochures and test drives, and encouraged them to follow the Company Page.The Mercedes Company page allowed followers to share their experiences with the car and recommend it to other social media connections.Why LinkedIn?Ability to target affluent professionals holding senior management positions.Ability to drive traffic to Company Page creates community, increases reach of recommendations.Multiple touch points for messages from Mercedes to the right people, at the right time.ResultsInTips ads created increased engagement with LinkedIn members – generating a clickthrough rate of 0.20%.Follow ads generated a clickthrough rate of 0.77%Recommendation ads outclassed standard display advertising: created 139,354 viral impressions with engagement rate of 0.27%.12,000+ company page followers in only 5 weeksMember Quotes from Company Page“Great car! I picked up my new C-Class 2 weeks ago and it’s the nicest exec car I’ve owned. Super drive and super comfy. Great technology in it too!” –IT director, Birmingham, UK“Mercedes just gets better in its field.” – Marketing manager, Nottingham, UK
Final takeaways:Recognize the separation between personal and professional networks and the opportunities they present for your brand. If you are only advertising on one type of network, there is a whole side of your customers’ lives that you are not reaching. Marketers can reach a new network of connections on professional networks in a trusted context. Align your brand with emotion by matching your message to the user mindset – casual, entertaining updates versus rich professional content. Understanding mindset is key to relevance. On personal networks, help users “spend time” by providing light, entertaining, playful content. On professional networks, help users “invest time” with deeper, more thoughtful information and insights. Create emotional appeals around achievement and success to connect with your audience in a deep and powerful way. As a result, your advertising messages will be considered more relevant, impactful, and timely. Understand the type of brand content users expect to see – coupons and discounts on personal; brand news and insights on professional.Frame how your brand helps users gain knowledge and success on professional networks.Help users accomplish their goals and show how your brand can become a part of their success.Enable professionals to help each other and create opportunities for your brand to participate.
Thank you very much. If you’d like to download the complete results, you can do so at lnkd.in/mindset.
Our research shows that your ability to adopt these best practices will ultimately play a big role in your success on LinkedIn. And our team at LinkedIn is committed to helping you win by continuing to educate our clients on the best ways to drive meaningful relationships on LinkedIn. In fact, we’ve worked together on a best practices guide that we’ve printed and packaged up in binders for each of you to take home. They are available at the back of the room for you to take.