The document provides an overview of LinkedIn's marketing platform and capabilities. It discusses LinkedIn's global user base and growth. It then outlines various owned, earned, and paid marketing levers that can be used on LinkedIn, including Company Pages, Groups, display ads, InMails, and more. Several case studies are presented showing how different brands have successfully used LinkedIn's tools to grow followers, drive awareness, and increase engagement.
LinkedIn Elevate: The Power of Employee ActivationLinkedIn
Zoë Diamadi, Senior Director, LinkedIn
Companies with high levels of socially active employees are able to more easily build their brands, sell their products and hire the talent they need, and we have the data to prove it.
Learn how to deploy a social network community to serve your audience and quickly generate real ROI and incremental revenue. Ripple6 OnDemand will deliver ROI by turning your audience into cashflow with our exclusive social marketing features. This webinar will explain how you can quickly deploy a social network and create new revenue. Ripple6 OnDemand delivers enterprise class, full featured, social network deployment in as little as 48 hours.
Ripple6™ helps marketers and publishers implement their business strategy through social media. The company provides an enterprise white label social media platform to create consumer engagements and relationships, enhance social marketing, generate consumer insights, and facilitate commerce and collaboration. It is easily customized to incorporate a brand's look and feel for integration into an existing web site or to create an entirely new site. Ripple6 a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI), is based in New York and its list of clients and partners includes P&G, Meredith Corporation, and General Mills. For more information, go to www.Ripple6.com.
Double Your Content Engagement via Employee AdvocacyLinkedIn
Our product experts walk you through the benefits of employee advocacy and how LinkedIn’s platform, Elevate, works. You’ll see LinkedIn Elevate in action and learn how you can use it to increase reach and engagement with your content.
Explore:
-- The benefits of employee advocacy
-- The LinkedIn Elevate platform and how it works
-- Company success stories
Trasforma il tuo approccio alla Talent Acquisition in 3 semplici passi. Parte...LinkedIn Italia
I social network professionali stanno trasformando l'approccio delle aziende di successo alla Talent Acquisition.
In questo webcast, scopri come costruire la tua audience di candidati ideali interessati alla tua azienda grazie a una migliore conoscenza dei social media.
LinkedIn Elevate: The Power of Employee ActivationLinkedIn
Zoë Diamadi, Senior Director, LinkedIn
Companies with high levels of socially active employees are able to more easily build their brands, sell their products and hire the talent they need, and we have the data to prove it.
Learn how to deploy a social network community to serve your audience and quickly generate real ROI and incremental revenue. Ripple6 OnDemand will deliver ROI by turning your audience into cashflow with our exclusive social marketing features. This webinar will explain how you can quickly deploy a social network and create new revenue. Ripple6 OnDemand delivers enterprise class, full featured, social network deployment in as little as 48 hours.
Ripple6™ helps marketers and publishers implement their business strategy through social media. The company provides an enterprise white label social media platform to create consumer engagements and relationships, enhance social marketing, generate consumer insights, and facilitate commerce and collaboration. It is easily customized to incorporate a brand's look and feel for integration into an existing web site or to create an entirely new site. Ripple6 a wholly-owned subsidiary of Gannett Co., Inc. (NYSE: GCI), is based in New York and its list of clients and partners includes P&G, Meredith Corporation, and General Mills. For more information, go to www.Ripple6.com.
Double Your Content Engagement via Employee AdvocacyLinkedIn
Our product experts walk you through the benefits of employee advocacy and how LinkedIn’s platform, Elevate, works. You’ll see LinkedIn Elevate in action and learn how you can use it to increase reach and engagement with your content.
Explore:
-- The benefits of employee advocacy
-- The LinkedIn Elevate platform and how it works
-- Company success stories
Trasforma il tuo approccio alla Talent Acquisition in 3 semplici passi. Parte...LinkedIn Italia
I social network professionali stanno trasformando l'approccio delle aziende di successo alla Talent Acquisition.
In questo webcast, scopri come costruire la tua audience di candidati ideali interessati alla tua azienda grazie a una migliore conoscenza dei social media.
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.
Social Media Assessment Case Study Citrix WebexSociety3
Citrix / Webex - a social media case study
An example for a social media assessment, assessing customers, brand, partners and competition.
The case study was performed by certified consultants using the methods and models developed by the Social Media Academy
Thanks to the Team
Barbara Daniels http://xeesm.com/BarbaraDaniels/
Wendy Soucie http://xeesm.com/WendySoucie/
Matson Sparling http://xeesm.com/MatsonSparling/
Catherine Sherwood http://xeesm.com/CatherineSherwood/
Matthias Beckmann http://xeesm.com/MatthiasBeckmann
Lyn-Dee Eldridge
Lisa Robb
http://xeesm.com/lisarobb/
Nancy Chou
http://xeesm.com/nancychou/
Mark Eldridge
http://xeesm.com/eldridge2m/
Elsom Eldridge http://www.xeesm.com/ElsomEldridge
Mark Moore
http://www.xeesm.com/RMarkMoore
Susan Rice Lincoln
http://www. xeesm.com/SusanRice200036826/
Steve Gasser http://www.linkedin.com/in/stephengasser
Knowing what social media data to track is critical to transforming data into content your community wants. In this session, we’ll focus on the important questions you need to ask, the metrics that tell you what you need to know; how to optimize your content to engage community; and how to build a social media community of content contributors and curators.
Did you know that 4 out of 5 IT decision makers use social networks for business purposes? In fact, 73% of them have engaged with a vendor on social. Hear more about the pervasive impact of social on IT purchasing and what marketers must do to adapt, in this groundbreaking study by LinkedIn and Forrester.
Danielle Burke, Sr. Product Marketing Manager, Linkedin
Ryan Cook, VP, Global Talent Acquisition, CH2M
Derina Adamczak, Manager, Global Recruitment Marketing & Sourcing, CH2M
Employees are the most credible spokespeople a company has and their networks are full of the talent companies need to hire. And so empowering employees to share quality content with their networks not only helps them build their professional brand; it helps nurture relationships with prospective talent for their company. Learn why employee activation is a game changer for talent acquisition and hear how CH2MHill is building affinity and driving hires through their employees’ social activity.
Check out the best of Talent Connect: http://bit.ly/1MBqz6m
SocialBBC Susan Warner Developing An Effective Social Media PolicyUrban Interact, Inc.
Social Business Boot Camp & Networking Happy Hour Benefiting National Breast Cancer Foundation March 4th, 2010 @ the Aloft Hotel Downtown Dallas
Speaker Segment: Susan Warner of StaffOne on Developing an Effective Social Media Policy
Twitter Event #SocialBBC
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.
Social Media Assessment Case Study Citrix WebexSociety3
Citrix / Webex - a social media case study
An example for a social media assessment, assessing customers, brand, partners and competition.
The case study was performed by certified consultants using the methods and models developed by the Social Media Academy
Thanks to the Team
Barbara Daniels http://xeesm.com/BarbaraDaniels/
Wendy Soucie http://xeesm.com/WendySoucie/
Matson Sparling http://xeesm.com/MatsonSparling/
Catherine Sherwood http://xeesm.com/CatherineSherwood/
Matthias Beckmann http://xeesm.com/MatthiasBeckmann
Lyn-Dee Eldridge
Lisa Robb
http://xeesm.com/lisarobb/
Nancy Chou
http://xeesm.com/nancychou/
Mark Eldridge
http://xeesm.com/eldridge2m/
Elsom Eldridge http://www.xeesm.com/ElsomEldridge
Mark Moore
http://www.xeesm.com/RMarkMoore
Susan Rice Lincoln
http://www. xeesm.com/SusanRice200036826/
Steve Gasser http://www.linkedin.com/in/stephengasser
Knowing what social media data to track is critical to transforming data into content your community wants. In this session, we’ll focus on the important questions you need to ask, the metrics that tell you what you need to know; how to optimize your content to engage community; and how to build a social media community of content contributors and curators.
Did you know that 4 out of 5 IT decision makers use social networks for business purposes? In fact, 73% of them have engaged with a vendor on social. Hear more about the pervasive impact of social on IT purchasing and what marketers must do to adapt, in this groundbreaking study by LinkedIn and Forrester.
Danielle Burke, Sr. Product Marketing Manager, Linkedin
Ryan Cook, VP, Global Talent Acquisition, CH2M
Derina Adamczak, Manager, Global Recruitment Marketing & Sourcing, CH2M
Employees are the most credible spokespeople a company has and their networks are full of the talent companies need to hire. And so empowering employees to share quality content with their networks not only helps them build their professional brand; it helps nurture relationships with prospective talent for their company. Learn why employee activation is a game changer for talent acquisition and hear how CH2MHill is building affinity and driving hires through their employees’ social activity.
Check out the best of Talent Connect: http://bit.ly/1MBqz6m
SocialBBC Susan Warner Developing An Effective Social Media PolicyUrban Interact, Inc.
Social Business Boot Camp & Networking Happy Hour Benefiting National Breast Cancer Foundation March 4th, 2010 @ the Aloft Hotel Downtown Dallas
Speaker Segment: Susan Warner of StaffOne on Developing an Effective Social Media Policy
Twitter Event #SocialBBC
Presentatie van Marcel Molenaar, head of marketing solutions bij LinkedIn Benelux over de kracht van Content marketing op LinkedIn: tell it, don't sell it! De presentatie vond plaats tijdens #SocialSessions14 op 19/6/2014 in Amsterdam
May 15, 2013 LinkedIn Marketing Solutions inCalgary eventDan Pastuszak
How Understanding Your Audience's Mindset Will Drive More Engaging Relationships
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.
Realtor Technology Overview Featuring linkedinAlan Wang
How can Realtors leverage Linkedin? I am a huge believer in that Relationships Matter. But Realtors continually pay for leads when they could be doing a better job nurturing their referral networks. Linkedin is one way to do so by building your brand, projecting your knowledge, connecting with your clients and keeping in touch.
This presentation was delivered at the Calgary Marketing Club to provide an introduction to the topic of how to use social media to market a B2B company.
Achieving your objectives via LinkedIn's Marketing SolutionsLinkedIn Europe
What’s your business objective? Generating leads? Building awareness, consideration or preference? Building a community? Driving advocacy? Whichever professional audience you’re trying to target, and whatever objective you are aiming to fulfill by targeting them, LinkedIn can provide you with a solution that’s rooted in a precise understanding of how they behave on our platform.
That’s the promise of the webinar that I’ll be presenting alongside Lucie Durnford on Thursday August 27th. It’s called Achieving your Objectives via LinkedIn Marketing Solutions – and it will showcase the many different ways in which we can leverage unique understanding of our members to help you achieve your goals.
Build Engage Recruit - How to Build your Talent BrandLinkedIn Europe
Your marketers and sales people think and work entirely differently than they did 10 years ago. Has your approach to hiring also changed?
Your competitors are no longer content to rely on active job seekers. Companies are now able to build their brand online, engage top talent and recruit the most talented people.
In this presentation, we discuss:
- How to build your brand online
- How to engage your audience
- How to recruit top talent
How to Increase Your Content Reach and Engagement Through Employee AdvocacyLinkedIn
We've put together materials on the benefits of empowering your employees to share smart, quality content. With data backed up by LinkedIn insights, we’ll show you why - and how - you should implement your own employee advocacy program.
In this webcast, you’ll learn:
- How employee sharing can enhance your marketing goals
- How to launch your own employee advocacy program
- Real life best practices and success stories from CH2M and LinkedIn
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdfPeter Spielvogel
Building better applications for business users with SAP Fiori.
• What is SAP Fiori and why it matters to you
• How a better user experience drives measurable business benefits
• How to get started with SAP Fiori today
• How SAP Fiori elements accelerates application development
• How SAP Build Code includes SAP Fiori tools and other generative artificial intelligence capabilities
• How SAP Fiori paves the way for using AI in SAP apps
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
5. Transforming the Way Companies Hire, Market
and Sell
PRECISE TARGETING
Authentic Profile Data
Replacing the
Resume
Reinventing the
Consumer
Relationship
Eliminating the
Cold Call
6. LinkedIn‟s Global Footprint
235M+
Registered members as
of August 1, 2013
3M
+
Australia
17M+
India 4M+
SE Asia
6M
+
Canada
70M+
USA
10M+
Brazil
Europe
Americas
34M+
APAC39M+
80M+
2M
+
DACH
3M
+
Italy4M
+
France
3M
+
Spain
3M
+
NL
10M+
UK
125M+
Monthly Unique
Visitors
63%
Of LinkedIn members
are outside of the US
EMEA
50M+
UAE
1M+
1M
+
Sweden
1M
+
Belgium
Global Reach at Scale
7. 1 in every 3 Professionals in the world are LinkedIn
55%
2
College grad or post grad
$83K
2
Average household income
Business Decision Makers
7.9M
1
Sources: 1. Internal LinkedIn data, October 2012; 2. The Nielsen Company @ Plan Rel 4 2011; 3. comScore US Media Metrix
Data, September 2012
3
2xMore buying power than
average Internet sites
9. 9
6XMore engagement with
content vs. jobs
BRANDS
2.7MM Company Pages
Company Updates
SlideShare
Groups
THOUGHT
LEADERS
200+ Influencers
NEWS
1.3MM Publishers
LinkedIn Today
PEERS
1.5MM Groups
Connections
NY Times | June 16, 2013
LinkedIn Builds Its Publishing Presence
LinkedIn has evolved into a Professional
Publishing Platform
10. Professional NetworksPersonal Networks
Career info
Updates on brands
Current affairs
Info on friends
Info on personal interests
Entertainment updates
Source: Q10a– Information to receive
Base: Professional SN users (5204) Personal SN users (8692)
…and Users are Actively Leaning In and
Participating in the Dialogue
26% higher than
personal
1
2
3
10
“Spend Time” dd “Invest Time”
13. 13
Generate buzz and create a brand community with
Sponsored Groups & Sponsored Polls
Create a branded community where members discuss topics that matter
to them
Influence organic discussions
with potential advocates
Demonstrate thought
leadership and build loyalty
Own ad space in the Group to
distribute content
14. 14
Ensure standout; just one
message is sent every 60
days
Prompt user to take action
with customizable
response button
Encourage on-going
dialogue with optional
social widgets
Speak Directly to your Audience with InMail
Strong Engagement
Send a personalized message directly to a member‟s inbox
22. Priority Accounts and Joint Planning
Analyze & Optimize
Engage Followers:
Post Updates
Build Community:
Acquire Followers
Establish Presence:
Develop branding assets
xyzCo
xyzCo
Ed Franklin
Grow Your Career by
Following:
XYZ.CO
Cecile, get the latest on XYZ.CO
Jobs, News & more!
XYZ.CO
Grow Your Career by Following:
XYZ.CO
Cecile, get the latest on XYZ.CO
Jobs, News & more!
XYZ.CO
25. Frame how your brand helps users gain
knowledge and success
50 followers
at start
12,000 followers,
5 weeks later
240x
increase in just 5 weeks
26. More likely to create content within Groups
More likely to follow
companies
More likely to share updates with their
network6x
6x
9x
Influencers
Average
LinkedIn
Member
Engage information-hungry influencers with
exclusive information
26
27. 2.5X
More Engagement than Avg.
Professional Women‟s Network
47%
Higher Unaided Brand Awareness
54K
Total Members
Match your message to the user mindset
27
28. “What impressed me the most
was the strong bond forged
among the women, although
most only connected online a
few months ago.”
- Linda Descano
President and CEO of Women & Co.
28
NYC Connect Meet-up
Build meaningful relationships by
participating, sharing, and listening
30. Professional and affluent audience
1Society for New Communications Research, US 2010
2LinkedIn Audience 360 Survey, US, August 2011
90%of professionals use social media to get access to thought
leadership and information they couldn‟t get elsewhere1
81%of LinkedIn members prefer to have separate social
networks for their personal and professional lives2
3 out of 4professionals rely either lightly or heavily on professional
networks to support business decisions1
31. Our Marketing Solutions
All powered by our precise and authentic targeting
Company Pages
- Follower Updates (free)
- Sponsored Content to non-
followers (paid)
Social Ad: Follow Company
Groups
- Enhanced 100% SOV Ad
Units
- Custom – Custom Right Rail
- Managed – Custom Right Rail
& Editorial Curation
Social Ad: Join Group
Mobile
- Mobile – sponsored content
- iPad –
- Sponsored content
- Targeted Display
- Full Page takeovers
Slideshare
Channels, Sponsorship, Banners
APIs/Plug-Ins
Custom Executions built by
LinkedIn Certified Developers
(CDP)
Standard Display Ads
300x250, 1x1 text
link, 728x90, 160x600
Sponsored InMails
Sponsored Polls
Content Modules
Exp video content modules
Slideshare Content Modules
Social Ads
Join Group & Follow Company
SocialCore
PRECISE TARGETING
Authentic Profile Data
API / Off-Platform
Editor's Notes
Earliest Adopter – The first person to sign up and create a profile on LinkedInMost Connected– The person with the most 1st degree connectionsMost Popular– The person whose profile was viewed the most in the past 30 daysMost Endorsed – The person with the most total endorsements
Ever since we were founded in 2003, LinkedIn’s mission as been to connect the world’s professionals to make them more productive and successful. Everything we do is member first. For example, 20% of our revenues are reinvested into our member products and platform vision.Around 1,000 new products are being BETA tested by members every week, ensuring only the most beneficial make it through.
Today we are going to focus on Marketing Solutions, but it’s important to understand that LinkedIn is also a powerful tool for companies to find and hire the best talent as well as identify and acquire new customers. All this is achieved by our scale, social engagement on the platform and LinkedIn’s precise and authentic targeting capabilities.We are able to do this in an unprecedented way due to the convergence of two unique trends:Scalable infrastructure that connects hundreds of millions of people in milliseconds, andExtraordinary shifts in online behavior related to the way people represent their identities, build their networks and share information and knowledge. This is fundamentally changing the world in the way we live, play, and, of course, work. And that’s where LinkedIn is focused: on fundamentally transforming the way the world works.
LinkedIn is the most effective place to engage with professionalsLinkedIn enhances a company’s brand presence and helps to build trusted consumer relationships with high quality audiences at scale. LinkedIn enables companies to engage with professionals in unprecedented ways, e.g. seniority, functional area, type of company, size of company, geography, etc. When combined with highly effective tools -- such as the company follower model, i.e. the ability to target a company's followers with status updates, white papers, headlines, new product announcements, etc.; custom groups; and special editions of LinkedIn Today, -- LinkedIn enables companies to deeply engage with one of the most influential, affluent, and highly-educated audiences on the Web. LinkedIn’s audience enables marketers to target at scale the highest composition of influential, affluent and educated decision makersMembers have 2X more buying power than average, more than other top 5 social media sites$83k HHI average for members in US3.9MM CXOs and VPs among our members55% of members are college grads or have post-grad degrees
Driving this increased engagement is the fact that LinkedIn has evolved into a professional publishing platform. Our members are 6 times more engaged with content on LinkedIn vs our jobs properties. LinkedIn members are investing time in content from four primary sources:Brands, 2) Thought Leaders 3) News and 4) Peers And the LinkedIn products that deliver this content are:Brands – Company Pages, Company Updates, SlideShare, GroupsLinkedIn members choose to follow the companies that they want to hear from, engage with content these companies post to SlideShare, and join Groups built or sponsored by these companiesThought Leaders – Influencers Members are getting unique content that they can’t get anywhere else by following Influencers. The Influencers program includes over 220 of the most influential thought leaders, from Richard Branson to President Obama.On LinkedIn, Influencers have become publishers virtually overnight, attracting – in the case of Richard Branson – 1.3million followers that engage with and share their content – posting hundreds of thousands of comments. (March 1, 2013) Companies have the same opportunity on LinkedIn. News – LinkedIn TodayThere are more than 40 industries and 480 news sources to follow on LinkedIn Today.Since LinkedIn Today was integrated into the LinkedIn Homepage in July 2012, traffic to 3rd party publishers is up nearly 60% Peers – Connections, Fellow Group Members Members visit their homepage and read their news feed to see what their connections are sharing. Since their connections are usually people in the same industry or function, they typically share information that is extremely relevant and useful.
Anotherkey 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 interestsProfessional networks users want content that can help them build for the future – info related to their work and careers and updates from brands 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 listening.
An engaging “gamification” use of LinkedIn member profile and connection data where LinkedIn member compete for the strongest profile.The winner received a VW Passat.IMPORTANT TO PLAY THIS VIDEO!!Professionals ARE willing to engage with brand in this way—its contextually relevant activity.
ChallengesMercedes 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
Influencers on LinkedIn are much more engaged and likely to share your brand messages Influencers are defined as LinkedIn members who are media professionals, bloggers, poll creators, mobile users, etc.
Connect -- technically Connect: Professional Women's Network -- is a collaboration between Citi and LinkedIn to bring professional women the best curated and original content and resources on topics that matter most to professional women.Citi Women’s Professional Group Case Study- 54K members - ~328 members/day (Created 4/20/2012, active 139 days)Unaided brand awareness is 47% higher for Connect Group members when compared to non-group members — Non-Group: 30%; Connect Group: 44%.Fastest growing group in 2012Membership / # of days since created2.5x more engaged than avg# of discussions and comments / membership
Citi’s Connect group became so engaged that the members organized their own offline meetup in NYC which resulted in a group of 30 professional women from various ages and backgrounds. One member mentioned she works with all men in IT, and loves the LinkedIn group for the female camaraderie and perspective. Another member mentioned that she doesn’t have co-workers or other people that she trusts for career advice, but the group fills that void for them. “What probably impressed me the most was the strong bond forged among the women, although most had only connected online a few months or even weeks ago.” – LindaDescano, CFA (from Women & Co blog)Women and Co. meetup event in NY: http://blog.womenandco.com/2012/08/making-the-right-connections.html
Setting the Stage: Social Transformation, Personal vs. Professional LivesSocial Media Environments MatterSocial media environments are not made equally. In our personal lives, we may use social media to share photos and videos or play games with our family and friends. Meanwhile, 90% of professionals use social media to get access to thought leadership and information they couldn’t get elsewhere (Society for New Communications Research, 2010)Three quarters of professionals rely either lightly or heavily on professional networks to support business decisions (Society for New Community Research, 2010)These differences in social media environments drive 81% of LinkedIn members to have separate social networks for their personal and professional lives (Source: LinkedIn Audience 360 US Member Study, Aug 2011)
Don’t forget about...Segments: Influencer Segment, Custom Segments:http://bit.ly/NJPIRX *Coming Soon - YUM (young and upwardly mobile) & Degree TargetingPackages: Profile Decoder, Managed Groups, iPad Sponsorship, Sponsor Your Employees, Career Changers, Sign-out Page (beta), Member Get Member (Coming Soon)