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LinkedIn sales deck
The document provides information about LinkedIn's professional network and marketing solutions. It highlights that LinkedIn has over 364 million members worldwide with high engagement rates. It then outlines the key benefits for both members and marketers on LinkedIn, including networking, insights, opportunities for members, and targeted advertising/content opportunities for marketers. The document concludes by showcasing LinkedIn's solutions for advertisers, including targeting options, content formats like sponsored updates and groups, and metrics/insights.
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LinkedIn sales deck
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- 2. TOP 10 of all users returnmonthly60% site in South Africa 4.3munique users
- 3. Relationships matter Social businessimpact Source: Oracle, Social Media Today and Leader Networks, “The Social Enabled Enterprise: a 2013 research study”, Worldwide, Sep 2013. 91% 81% Increased visibility with prospects Increased customer loyalty 3
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- 5. Our Mission. Connect theworld’s professionals to make them more productive and successful
- 6. THE WORLD’S LARGESTprofessional network 11M+ Canada 134M+ USA 54M+ Latin America 9M+ Oceania 19M+ UK 24M+ India 17M+ Africa 13M+ Middle East 364m+members worldwide 97m+ monthly unique visitors>2new members / second 65M+ Asia 93M+ Europe
- 7. LINKED IN AUDIENCE inAfrica 17 849 303 professionals present on LinkedIn AUDIENCE TOTAL 1 006 622 Algeria Egypt 1 153 300 Morocco 1 150 506 Kenya 4 322 931 South Africa 572 539 Tunisia 2 214 715 Nigeria 372 904 Tanzania 306 951 Zimbabwe 145,950 Senegal 1 720 403 700 863 Ghana
- 8. Our Audience Benefits to marketers CreativeExamples Benefits to Members Our Solutions Reporting Today’s Agenda
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- 10. Everywhere Work wherever ourmembers work Insights be great at what you do Identify connect, find and be found THE VALUE WE BRING TO OUR MEMBERS
- 11. Homepage Pulse InfluencersLinkedIn Groups Company Pages LinkedIn provides tools that our members use to obtain business insight
- 12. Top drivers forusing personal and professional networks are quite different Top 5 reasons people use each network Share content Keep up to date for career5 Source: Mindset Divide Research, TNS, September 2012. Personal networks Professional networks SPENDTIME INVESTTIME 1Socialize Maintain professional identity 2Stay in touch Make useful contacts 3Be entertained Search for opportunities 4Kill time Stay in contact
- 13. WHAT ARE PROFESSIONALSDOING ON LINKEDIN? Professional identity Managing their professional identity Networking Building a professional network of peers Insights Distilling and facilitating professional insights
- 14. How the SouthAfrican market uses LinkedIn Percentages only for active members in April 2012 Connect & communicate 71% network with other professionals Professional insights 54% stay up to date on industry discussions Seek career opportunities 13% maintain professional identity Research people & companies 69% learn about what other colleagues are doing
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- 16. Social media ison the rise Building relationships Create marketing bonds that last over time Word of mouth Your message coming from trusted sourcesEngaging clients A two-way marketing communications channel
- 17. Audience Affluent, in-market members increase receptivityand decrease wastage Content Professional environment engenders trust and confidence Impact Network effect extends your marketing beyond the initial investment The value we bring to brands
- 18. Defining your audience Gettingthe right message in front of the right person Professional Details Education Groups / Associations Geography Job Title/ Industry Company Name
- 19. LinkedIn audience basedtargeting Custom audience segments Job function Industry Company size Seniority Gender # of connections GeoAge Company Group Run of professionals ‘In crowds’ Small & Medium Business Professionals Business Decision Makers Professionals working in companies with between 50 and 500 employees Manager & Above at Any Size Company Financial Service Professionals Manager & Above at Any Size Company Sales Professionals Professionals whose job Function is Sales or Business Development Marketing Professionals Marketing Professionals, or those who work in the Marketing & Advertising Industry Startup Professionals Professionals working at companies with 1-50 employees Corporate Professionals Directors & Above At Companies With More Than 500 employees IT Professionals Professionals whose job function is IT or Engineering
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- 21. Be accurate Behelpful Be everywhere How we can help you build those relationships
- 22. Find your audience Shape perception Establish trust Build strong communities Extendthe experience 5 keys to build your brand
- 23. Data Targeting • Profession • Seniority •Education • Industry • Company Size • Geography • Group Membership Target by Analytics Research Insights Media Content Ads Social AdsDisplay InMails 2.0 Social Company Pages Groups Integration APIsPlugins
- 24. Company pages Be foundby and connect to the people that matter most Leverage as a hub for content marketing efforts Represent your brand identity with images and video Your home on the world’s largest professional network OWNED
- 25. Attract a unique setof Followers Discoverable through search Highlight association to the Company Page Deliver content through Company Updates and Sponsored Updates Two-column feed to showcase content Extend your Company Page presence, effectively segment your message, and deliver it to the right audience Showcase pages OWNED
- 26. Followers Professionals that haveopted-in to a relationship with your Company Build a direct communications channel to those most interested in your business Engage them via: • Free Company Updates • Sponsored Updates • Sponsored InMail • API experiences and more Recruit more through paid, owned and earned channels EARNED OWNED PAID
- 27. Follower ads Accelerate relationshipswith your key audiences Ensure follower quality through advanced targeting Maximise success by being easily discoverable Invest only when a member takes action PAID
- 28. Company updates Ongoing dialoguewith your dedicated followers • Deliver standard or rich media content for free • Boost relevance by targeting sub-sets of Followers • Drive engagement to fuel social sharing EARNED OWNED
- 29. Sponsored updates Placements that appear inthe LinkedIn feed on desktop, tablet and mobile phone Currently, there are 15 content slots on the desktop home page feed, per page view (PV) Organic content is ranked based on expected relevance 1 slot in the first PV will be for SUs • Randomized between slot 3-5 • Users must see a number of organic updates before seeing the next sponsored • Today, users won’t see more than 1 SU per PV We will have frequency caps on the number of times a unique piece of content can be shown to a member When companies target SUs to their followers: • We always give precedence to the organic update • The sponsored version will only appear if it would show much higher than the original organic content Sponsored updates Ongoing dialogue with your dedicated followers EARNED OWNED PAID
- 30. Direct Sponsored Content Personaliseand test your content to improve performance with Direct Sponsored Content Sponsor any content directly in your target audience’s feed Control which posts are visible on the Company Page or Showcase Page EARNED OWNED PAID
- 31. Direct Sponsored Content Testand optimise your reach to the right audience with the right message Personalise Customise your message to target each audience Test Test variations of your content Control What gets published on your Company Page Test your intro message or call to action Test which formats and topics work for your audience Test your image EARNED OWNED PAID
- 32. Custom groups Branded communitywhere members discuss topics that matter to them Create an authentic brand voice, share content, empower community conversations Influence a dialog with potential customers and advocates Cultivate long-term relationships Demonstrate thought leadership Gain insights and feedback OWNED
- 33. Join Group Ads Boostcommunity membership Use social context to help encourage sign up Remind members why they should return to your branded community Drive awareness of the Group amongst your target audience PAID
- 34. University pages (recommendations) UniversityPages give schools a single place to build their brand among key audiences, including current and prospective students, alumni, and parents. • Recommendations on University Pages are now available • Incentive for education clients to build on their page • This is a great way for alumni and students to drive engagement and seek advise on university choices • Recommendations can easily be moved from company page to university page. OWNED
- 35. Reach the rightaudience at the right time on the most accountable medium • Target influential professionals with precision • Drive high-quality audiences to your website • Showcase your brand within an aspirational context • Gain unparalleled insights with deep performance metrics Standard Display Ads PAID
- 36. Exclusive ownership ofyour audience’s LinkedIn experience • Create impact with presence throughout the user journey • Achieve 100% SOV for the specified campaign period • Own all ad formats: 300x250, 160x600 and text link Audience Roadblock PAID
- 37. Spotlight Ads The SpotlightAd, couples the member’s own profile image with your brand and message. Assimilating your brand into the member’s LinkedIn experience not only presents an opportunity for true one-to-one marketing, but also results in higher average performance than standard display Spotlight Ads Drive Performance • Draws in name of member to an invitation to find out more • Clicking on the ad will take member to an external page • Using members name and photo encourages higher engagement • Text can be chosen by client PAID
- 38. Sponsored InMail 2.0 Senda personalised message directly to a member’s inbox • Delivered in real-time to a members inbox • 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 • Reach members on their mobile devices PAID NEW
- 39. Custom API Solutions Createinnovative experiences beyond LinkedIn.com • Allowing members to bring their professional identities with them as they move across the web • Increasing productivity by enriching member experiences with professional information • Building a professional brand by publishing, discussing, and sharing content • Gaining insights into how members can be more successful through content curation and discovery • Promote using paid, owned and earned media EARNED OWNED PAID
- 40. Custom API Solutions Howdo they work LinkedIn Data APIs Mobile Sites & Apps Desktop Sites & AppsProfile Newsfeed Company Groups LinkedIn data is pulled (with the consent of the member) through an API to a specialised site where the information can be used to create a personalised experience for the member. EARNED OWNED PAID
- 41. Tap affluent audienceson LinkedIn who are primed to travel soon. The activity will be engaging and interactive. Users can nominate themselves and their connections. 3 1 2 4 This goes viral as the activity shows up on their walls as well as their nominees walls. 5 Allow brand to access LinkedIn profile info Custom API Solutions User journey EARNED OWNED PAID
- 42. Own the adspace on the profiles of your workforce • Harness your best brand ambassadors • Use profile ad space to promote your brand • Direct captivated professionals to a website or Company Page Employee profile sponsorship OWNED PAID
- 43. Introducing Content MarketingScore & Trending Content CMS & Trending Content
- 44. LinkedIn can helpyou understand, measure and improve your content marketing 93%of B2B marketers use content marketing 42%of B2B marketers consider themselves effective at content marketing
- 45. Content is ourcore 6Xmore engagement with content vs. jobs Brands Thought Leaders News Peers 3MM+ Company Pages ~500 Influencers 1.5MM LinkedIn Today Publishers 2.1MM LinkedIn Groups The Content Marketing Score and Trending Content Report is our answer to how companies and brands can better measure their content efforts on LinkedIn.
- 46. What is theContent Marketing Score? A score that quantifies and benchmarks the influence companies have on LinkedIn A score that can be filtered by audience A score that is stacked up against a competitive set 1 2 3
- 47. 1 Who issharing? 2 What is being shared? 3 What topics is the share related to? Venture Capital Entrepreneurship What is the Trending Content Report?
- 48. Leverage these insightsto guide your content strategy What should I publish? Who should I target with my content?
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- 50. Power and Accuracyof Professional Profile Data Who Visits Your Page? Who Saw Your Campaign? Who Clicked On Your Ads? Who Viewed Your Ads?
- 51. About Habari Media Establishedin 2004, Habari Media is a dynamic and award-winning multi-media sales company with a core focus in digital, offering advertisers exclusive access to a wide selection of premium brands throughout the continent. For the last 10 years Habari Media has provided their partner platforms with local presence and up- to-the-minute market insights, whilst providing advertisers with superior service and support. Contact details CPT: +27 21 001 2400 JHB: +27 10 492 8391 DBN: +27 31 716 4591 E: info@habarimedia.com W: www.habarimedia.com