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Linkedin as a Digital Marketing Medium
Presented to : Mr. Kiruba Shankar
Course : Digital and Social Media Marketing
Date : 21 July, 2017
Linkedin as a Digital Marketing Medium
Presented by TEAM 1
Flow of Presentation
1. Introduction
2. Analysis
3. Strategies
4. Best Practices
5. Pitfalls
6. Metrics
7. Case Study
8. Lead Generation Techniques
Founded on: May 5, 2003
CEO: Jeff
Weiner
On June 2016, Microsoft acquired Linkedin for $26.2 billion
Introduction
CEO India : Akshay Kothari
Positioning
Rank Country Members
1 United States 111,455,003
2 India 29,169,586
3 Brazil 19,658,016
4 United Kingdom 17,439,495
5 Canada 10,785,924
467 million 29 million Top 5 countries : 40% (188m)
Demographics
Demographics
44% of linkedin
users earn more
than $75,000 a
year
70%
outside
U.S
57% Men
43% Women
45% students
& new to job
segment
STRENGTHS
• Credible professional accounts
• In depth Segmentation
• High purchase power
• Best for B2B
WEAKNESS
• Low user engagement
• Difficult for open
communication
OPPORTUNITIES
• New successful products
• Sponsored contents
• Increasing social recruitment
THREATS
• Intense competition
• Privacy issues
SWOT Analysis
LinkedIn - Strategies
• Build a Robust Company Page on LinkedIn
• Launch a LinkedIn Group Based on Your Company or
Industry
• Scoping the Competition
• Job scoping/background checks
• Advanced People Finder
• LinkedIn Polls
• Leverage Paid LinkedIn Content Ads and Sponsored
Updates
Build a Robust Company Page on LinkedIn
• Banner Images
• Career and Products Featured on Home Tab
• Product Recommendations
• Visibility on Mobile Apps
Launch a LinkedIn Group Based on Your Company or
Industry
• Review Posts and members
• Strict Policy
• Group announcements(Mails)
• Lead group
Scoping the Competition
• Employee Count
• Departments
• Variations
Job scoping/background checks
• Past Employer
• Reference
Advanced People Finder
• Right Guy Right Job
• Target Audience
LinkedIn Polls
• Opinion results for column and blog
• Product Service Feed Back
• Market Research
• Share the polls (Positive PR)
• Analytics
Leverage Paid LinkedIn Content Ads and Sponsored
Updates
• Clicks to websites/landing pages
• Sponsored posts appear on home
page
LinkedIn - Best Practices
• Complete your profile & Enhance your page with your brand’s personality
• Sponsor your content to targeted audiences
• Build your employer brand with Career Pages
• Empower your employees to connect with your company’s LinkedIn Page
• Join groups and Share engaging content
LinkedIn - Pitfalls
• The Required Investment of Time
• Not Everybody is Actively Engaged in LinkedIn
• Privacy Concerns
• The Company's Reputation
LinkedIn - Company page
metrics
Company page metrics
Performance summary Updates Followers
Types
Demographics
Trends
Visitors
Page reach
Unique visitors
Demographics
LinkedIn - Performance Summary Page
LinkedIn - Updates
LinkedIn - Followers
LinkedIn - Visitors
LinkedIn - Individual Metrics
Individual Metrics
Views on profile Views on post Weekly search
Case study : Hewlett Packard
• To engage commercial clients on social media and
encourage professionals to recommend HP products.
• “Company Page” – A company branded environment in the
linked in community
• Resulted in 2000 product recommendations in two
weeks and all from professionals
• “Recommendation Ads”
LinkedIn - Lead Generation
Advanced Search Option
Lead Recommendation
Team Link
LinkedIn - Lead Generation
Groups Ask Questions Create Events
LinkedIn – Build your network, build your
career!!

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Linkedin - BIM Batch 33 - DSMM Team 1

  • 1.
  • 2. Linkedin as a Digital Marketing Medium Presented to : Mr. Kiruba Shankar Course : Digital and Social Media Marketing Date : 21 July, 2017
  • 3. Linkedin as a Digital Marketing Medium Presented by TEAM 1
  • 4. Flow of Presentation 1. Introduction 2. Analysis 3. Strategies 4. Best Practices 5. Pitfalls 6. Metrics 7. Case Study 8. Lead Generation Techniques
  • 5. Founded on: May 5, 2003 CEO: Jeff Weiner On June 2016, Microsoft acquired Linkedin for $26.2 billion Introduction CEO India : Akshay Kothari
  • 7. Rank Country Members 1 United States 111,455,003 2 India 29,169,586 3 Brazil 19,658,016 4 United Kingdom 17,439,495 5 Canada 10,785,924 467 million 29 million Top 5 countries : 40% (188m) Demographics
  • 8. Demographics 44% of linkedin users earn more than $75,000 a year 70% outside U.S 57% Men 43% Women 45% students & new to job segment
  • 9. STRENGTHS • Credible professional accounts • In depth Segmentation • High purchase power • Best for B2B WEAKNESS • Low user engagement • Difficult for open communication OPPORTUNITIES • New successful products • Sponsored contents • Increasing social recruitment THREATS • Intense competition • Privacy issues SWOT Analysis
  • 10. LinkedIn - Strategies • Build a Robust Company Page on LinkedIn • Launch a LinkedIn Group Based on Your Company or Industry • Scoping the Competition • Job scoping/background checks • Advanced People Finder • LinkedIn Polls • Leverage Paid LinkedIn Content Ads and Sponsored Updates
  • 11. Build a Robust Company Page on LinkedIn • Banner Images • Career and Products Featured on Home Tab • Product Recommendations • Visibility on Mobile Apps
  • 12. Launch a LinkedIn Group Based on Your Company or Industry • Review Posts and members • Strict Policy • Group announcements(Mails) • Lead group
  • 13. Scoping the Competition • Employee Count • Departments • Variations
  • 14. Job scoping/background checks • Past Employer • Reference
  • 15. Advanced People Finder • Right Guy Right Job • Target Audience
  • 16. LinkedIn Polls • Opinion results for column and blog • Product Service Feed Back • Market Research • Share the polls (Positive PR) • Analytics
  • 17. Leverage Paid LinkedIn Content Ads and Sponsored Updates • Clicks to websites/landing pages • Sponsored posts appear on home page
  • 18. LinkedIn - Best Practices • Complete your profile & Enhance your page with your brand’s personality • Sponsor your content to targeted audiences • Build your employer brand with Career Pages • Empower your employees to connect with your company’s LinkedIn Page • Join groups and Share engaging content
  • 19. LinkedIn - Pitfalls • The Required Investment of Time • Not Everybody is Actively Engaged in LinkedIn • Privacy Concerns • The Company's Reputation
  • 20. LinkedIn - Company page metrics Company page metrics Performance summary Updates Followers Types Demographics Trends Visitors Page reach Unique visitors Demographics
  • 21. LinkedIn - Performance Summary Page
  • 25. LinkedIn - Individual Metrics Individual Metrics Views on profile Views on post Weekly search
  • 26. Case study : Hewlett Packard • To engage commercial clients on social media and encourage professionals to recommend HP products. • “Company Page” – A company branded environment in the linked in community • Resulted in 2000 product recommendations in two weeks and all from professionals • “Recommendation Ads”
  • 27. LinkedIn - Lead Generation Advanced Search Option Lead Recommendation Team Link
  • 28. LinkedIn - Lead Generation Groups Ask Questions Create Events
  • 29. LinkedIn – Build your network, build your career!!