Introduction to LinkedIn
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This document provides an overview of how brands can use LinkedIn to engage consumers. It discusses various LinkedIn marketing strategies and tools like Showcase Pages, Sponsored Updates, Spotlight Ads, custom apps, events, trending content analysis and a Content Marketing Score to develop effective content strategies and drive engagement. Examples are given of how these tools were used by various brands to target audiences and generate viral reach through earned and shared content on the LinkedIn platform.
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Introduction to LinkedIn
- 2. The Agenda 1. LinkedIn Overview 2. How Brands use LinkedIn 3. How can we work together? 4. The LinkedIn Advantage 5. Requirement
- 3. Connect the world’s professionals to make them more productive and successful Our Mission
- 4. 9.8M+ Canada 102M+ USA 17M Brazil 15.8M UK 26M+ India 4.8M+ China 5.8M+ Australia 1.2M Singapore 3.2M+ Indonesia 2.4M+ Philippines 1M+ Japan 3.1M+ South Africa 820k Korea 1.7M+ Malaysia >2 New Members per second 54M+ Members in APAC 300M+ Members worldwide Source: LinkedIn Internal Data Mar 2014 850k Thailand 720k Vietnam
- 5. More than 50% mobile by 2014
- 6. Knowledge Be the definitive professional publishing platform Networks Connect all of the world’s professionals Identity Be the professional profile of record Professionals use LinkedIn because they find value across
- 8. How are BRANDSEngaging this Audience?
- 10. Company Pages: The Launching Pad for Content Over 80% of impressions of brand content occur in the newsfeed
- 11. Showcase Pages Acura Company Page
- 13. Consumption Priorities for Users Network Updates1 LinkedIn Pulse & Influencers2 Brand Content3
- 14. 75%+ of engagement happening on mobile with SU
- 15. Native is more than just an ad format. It goes back to matching context- being helpful, inspirational, and aspirational.
- 16. Leveraging LinkedIn’s data 16 Profile data drives relevancy Early start-up exec Finance exec VS.
- 18. Sponsored Updates Audi talks about Product Features
- 19. Sponsored Updates Mercedes Product Launch
- 20. Sponsored Updates Nissan promotes the ‘Design Your Life’ Contest
- 21. Spotlight Ads
- 22. Spotlight Ads
- 23. Custom Apps
- 26. 10X Viral Reach via Earned Media Custom Apps Members were targeted using Spotlight Ads & Sponsored Updates Career Defining Moments Once on the property they were asked to Log in with LinkedIn The Member signs in and allows the application to access his/her profile and network The member interacts with the property An InMail goes out to the connections s/he invited An update goes out to the network
- 27. Custom Apps Who Deserves a Break in Oz?
- 28. 10X Viral Reach via Earned Media Custom Apps Who Deserves a Break in Oz? Once on the property they were asked to Log in with LinkedIn The Member signs in and allows the application to access his/her profile and network The member then had to nominate connections for a break in Oz An InMail goes out to the connections s/he nominated An update goes out to the network Members were targeted using Spotlight Ads & Sponsored Updates
- 30. 10X Viral Reach via Earned Media Custom Apps Most Fashionable Professional Once on the property they were asked to Log in with LinkedIn The Member signs in and allows the application to access his/her profile and network The member then had to nominate the most fashionable connections An InMail goes out to the connections s/he nominated An update goes out to the network Members were targeted using Spotlight Ads & Sponsored Updates
- 31. Custom Apps Tata Motors Zest Launch Vehicle
- 32. 10X Viral Reach via Earned Media Custom Apps Tata Motors Zest – Launch Once on the property they were asked to Log in with LinkedIn The Member signs in and allows the application to access his/her profile and network The entire experience was customised based on the member’s data An update goes out to the network Members were targeted using Spotlight Ads & Sponsored Updates
- 33. Examples of how brands used LinkedIn APIs to effectively engage their consumers
- 35. Bite Sized Content Videos are often filled with interesting content users want to consume but are very lengthy.
- 36. Bite Sized Content One Video Bite Sized Relevant Videos Rich Image Based Content
- 38. Events
- 39. Events Content Hub/Event Website Sponsored InMail Sponsored Updates BEFORE THE EVENT
- 41. Events AFTER THE EVENT Sponsored Updates Content Digest Downloadable Content
- 42. Watch. Win.
- 43. Watch. Win. Hope you’ve been paying attention. Answer this question to proceed. Get all 3 answers right and this phone can be yours! The iPhone 5 camera is: 8 megapixels 10 megapixels 13 megapixels
- 44. Watch. Win. The member is directed to the property via a Sponsored Update or Spotlight Ads. Once on the property they will have to sign in with LinkedIn to participate Once signed in, they can proceed to watch the video. At pre-assigned intervals, questions will be asked based on what the user has just seen. An update will go to the user’s network stream, thus bringing in more users to the site.
- 45. The Advantage
- 46. Trending Content
- 47. Trending Content Identify the top topics being shared on LinkedIn by audience (not company!)1 See what the top articles are within each trending content category2 Compare the content preference of different audiences3
- 48. Trending Content Leverage these insights to guide your content strategy What should I publish? Who should I target with my content?
- 49. Trending Content LinkedIn CXO Members in North America are talking about a diverse set of topics
- 51. Content Marketing Score A monthly score that quantifies and benchmarks the influence companies have on LinkedIn1 A score that can be filtered by audience2 A score that is stacked up against a competitive set3
- 52. ExampleContent Marketing Score Content Marketing Score for ITDM Professionals vs. Peers (December, 2013)
- 53. ExampleContent Marketing Score Engagement with them is driven largely by a focus on updates (December, 2013)
- 54. ExampleContent Marketing Score These are the three levers that influence CMS
- 55. Requirement
- 56. Team Requirements Project Manager Technology Teams Content Writers QC Teams Designers Strategist
- 57. Thank You
Editor's Notes
- You should think about LinkedIn as a mobile platform. Our CEO Jeff Weiner has prioritized mobile from a product standpoint going forward and as of this year, we will surprase 50% of our traffic from mobile globally. In many markets this has already been exceeded
- As you dive in, remember that users are there first for their network. It is social media, with emphasis on social Secondly, they want to be productive and successful so they are looking for news, insights and advice from Pulse & Influencers Lastly, brands have an opportunity to join the conversation directly with users. Those who respect these first 2 steps will have the greatest resonance and relevancy with our members
- Why this matters is that ¾ of engagement with sponsored content (and content in general) is happening from mobile and tablet devices This is liekly due to the design of the newsfeed that you’re all familiar with and how content standsout while being integrated That brings us to our next point