LinkedIn - Dublin Tour May 2014
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This document discusses how LinkedIn can help companies achieve their marketing objectives through various solutions like generating awareness, building communities, driving consideration and preference, generating traffic and leads, and driving advocacy. It provides statistics that show LinkedIn's dominance over other social media platforms in driving visits to corporate websites and engaging business elites and C-level executives. The document also demonstrates how LinkedIn can help B2B marketers target audiences accurately using people's profiles, connections and behaviors for customized targeting beyond demographics.
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LinkedIn - Dublin Tour May 2014
- 1. 1Marketing Solutions Where business happens Marketing Solutions Sylwia Godlewska Account Executive sgodlewska@linkedin.com
- 2. 2Marketing Solutions Mike Oakley Company CEO Members absorb content in the LinkedIn news feed, helping to maximize engagement levels
- 3. We build relationships 3 between brands and the world’s professionals to make them both more successful
- 4. Achieve your objectives with LinkedIn LinkedIn Confidential ©2013 All Rights Reserved 4 Publish Extend Target Generate Awareness Build Community Drive Consideration & Preference Generate Traffic & Leads Drive Advocacy
- 5. 5Marketing Solutions Regarding to www.econsultancy.com LinkedIn is now responsible for a staggering 64% of all visits from social media channels to corporate websites according to our research, which tracked an average of 2m monthly visits to 60 corporate websites over two years. By contrast, Facebook accounts for 17% of such visits, while Twitter is on just 14%. http://econsultancy.com/uk/blog/63616-linkedin-users-are-more- interested-in-your-company- stats?utm_medium=feeds&utm_source=blog 5
- 6. 6Marketing Solutions 6 0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 120,000,000 140,000,000 160,000,000 180,000,000 LinkedIn WSJ.com Forbes.com Economist.com FT.com Source: comScore, Feb. 2013 Nearly 8X more unique visitors than WSJ and Forbes Monthly Unique Visitors (global)
- 7. 7Marketing Solutions 36% 28% 19% 17% 16% 14% 12% 10% 9% 8% 8% 6% 6% 7 459K BE visit LinkedIn monthly 202K BE visit LinkedIn daily Source: BE: Global 2012 LinkedIn reaches more Business Elite monthly than any other site measured
- 8. 8Marketing Solutions 8 274K C-suite visit LinkedIn monthly 118K C-suite visit LinkedIn daily Source: BE: Global 2012 LinkedIn reaches more C-suite monthly than any other site measured 36% 27% 21% 19% 15% 13% 12% 11% 9% 9% 8% 6% 6%
- 9. 9Marketing Solutions More B2B marketers have found success on LinkedIn 9Source: Webmarketing123, "The State of Digital Marketing 2012 Report,” Aug 28 2012 44%of US B2B marketers have generated leads on LinkedIn 13%Higher than Facebook 33%Higher than Twitter http://go.webmarketing123.com/2012-State-of-Digital-Marketing-Report.html
- 10. 10Marketing Solutions Over 80% of leads generated through social media for B2B marketers come from LinkedIn. 10 http://www.business2community.com/social-buzz/80-social-media-b2b-leads-come-linkedin- infographic-0813659#!Biefh
- 11. 11Marketing Solutions 57% growth in page views y/y 11 32% growth in monthly users y/y 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 1 4 7 16 31 53 87 144 300MM+ 1 of every 3 professionals on the planet is LinkedIn
- 13. 13Marketing Solutions Jobs Content Newsfeed Groups/ Company Page Slideshare LinkedIn Today Influencers More Engagement with Professional Content
- 14. 14Marketing Solutions LinkedIn is the #1 channel to distribute content 14Source: 2013 B2B Content Marketing Benchmarks, Content Marketing Institute/Marketing Profs % of NA B2B marketers who use various social media sites to distribute content 7% 7% 8% 10% 10% 12% 23% 26% 39% 61% 80% 80% 83% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
- 15. LinkedIn Confidential ©2013 All Rights Reserved 15 Target with Accuracy using authentic data Who they are Who they know What they do Their profile Their connections Their behavior
- 16. 16 Function, Seniority, Location, Industry, Company Size Education, Interests, Groups Targeting beyond demographics
- 17. Some examples of new custom segments 17 CAREER CROWDS: Business Travellers IT Committee Fortune 1K …. WEALTH CROWDS: Active Traders Credit Card Propensity Mass Affluent … FOLLOWERS OF INDUSTRIES: Finance Followers Technology Followers Marketing & Advertising Followers … DEGREE TARGETING: Master Degree MBA …
- 18. Display + Sponsored inMail 2x higher inMail open rates Display + Sponsored Updates Display primes people to click content 25% lift in CTR for Sponsored Updates Reach your targeted audience and drive higher engagement by combining all three in a single campaign 18
- 21. Sponsored Updates to drive leads in volume for the second stage of the campaign Effectively reach your buyers Accurate targeting Cross platform reach Drive quality leads People have previewed content before clicking High conversion rates from clicks to leads Pay only when people click CPC pricing Clicks on social actions are free 21
- 22. Deliver rich content in the LinkedIn feed across all devices with Sponsored Updates 22
- 23. Case Study: Sponsored Updates Results • 15% conversion rates • CPL 50% below target "We have seen very high quality leads coming in from our sponsored updates on LinkedIn. Not only can we target the audience we want to, we can promote our best performing content. “ Hubspot 23
- 24. Optimize your campaign with our real-time analytics 24
- 25. 25
Editor's Notes
- Can we add in the ‘sponsored update’ at the last build?
- So with that in mind we want to help you go beyond simply reaching professionals…to building relationships with them.Professionals want knowledge and information that helps them grow. You can Share what you know about the things that matter to your audience. That's how brands build mutually beneficial relationships with professionals on LinkedIn…and why the successes go both ways.
- We want to help you achieve a full range of marketing objectives on LinkedIn generating awarenessbuilding community increasing consideration and preferencedriving traffic and leads creating advocacy. That’s because your campaigns will resonate more if they’re targeted to professionals with our targeted advertising products. Your content will have greater impact and sharing when it’s published in a professional context. And you can extend through the social sharing that happens naturally on LinkedIn, and extend authentic LinkedIn data to your branded channel.
- This data comes from the latest Global Business Elite survey, which measures media habits and business decision-making influence of top executives. The research shows a similarly high level of penetration for LinkedIn amongst the C-Suite, 118,000 of whom use the network daily. Whether you’re a B2B or B2C marketer, the Global Business Elite represent the most valuable targets on the planet. In the U.S., these highly influential executives manage an average purchasing budget of $20 million and average a personal net worth of $2.4 million. Almost 80% of LinkedIn’s Business Elite influence people’s opinions and seek valuable content, accessing news and information via their mobile devices much more than others.It’s no surprise that the Business Elite are investing time in LinkedIn more than any other site in the survey. With thought leadership from LinkedIn’s Influencers to individually tailored content via LinkedIn Today, LinkedIn provides members with information and insights to improve their business and their career.
- This data comes from the latest Global Business Elite survey, which measures media habits and business decision-making influence of top executives. The research shows a similarly high level of penetration for LinkedIn amongst the C-Suite, 118,000 of whom use the network daily. Whether you’re a B2B or B2C marketer, the Global Business Elite represent the most valuable targets on the planet. In the U.S., these highly influential executives manage an average purchasing budget of $20 million and average a personal net worth of $2.4 million. Almost 80% of LinkedIn’s Business Elite influence people’s opinions and seek valuable content, accessing news and information via their mobile devices much more than others.It’s no surprise that the Business Elite are investing time in LinkedIn more than any other site in the survey. With thought leadership from LinkedIn’s Influencers to individually tailored content via LinkedIn Today, LinkedIn provides members with information and insights to improve their business and their career.
- http://go.webmarketing123.com/2012-State-of-Digital-Marketing-Report.html% of Marketers who generated leads from social mediaLinkedIn – 44% Facebook – 39%Twitter – 30%Google+ - 7%
- Content Specific to you, the rich data we collect on over 225 Members gives LinkedIn the unique advantage to only send information relevant to you as a professional.
- http://contentmarketinginstitute.com/wp-content/uploads/2012/11/b2bresearch2013cmi-121023151728-phpapp01-1.pdf
- Accurate targeting, based on authentic data, is the foundation of the LinkedIn platform. LinkedIn gives brands a proven way todirectly target from within the most affluent, influential and educated audience on the social web.LinkedIn’s targeting is highly accurate because it draws from actual profile data provided and is continually updated by our members themselves.You’re also able to target the 1-st degree connections of specific members. And their behavior on LinkedIn, like what groups they join, how much they share and comment, can also be used to inform targeting.
- Facilitator: BrianThe combination of Sponsored InMail, Display, and Sponsored Updates also drives incremental engagementwhen included in a single campaign.InMail campaigns that were retargeted to members who were recently exposed to display had 2x+ the open rate vs. a control group that was not exposed to display. In fact, we recently analyzed the results of 10 pilot customers who ran both Display and Sponsored Updates simultaneously and we found that members who were exposed to both had a 25%+ lift in CTR on their Sponsored Updates and display CTRs remained the same. [Note: This is not a roadblock. These were campaigns running during the same time period targeting similar audiences. At this time, we cannot run display and Sponsored Updates as a roadblock.]
- We’ve been piloting this product with a number of customers for the past few months and are seeing very strong results for marketers with performance objectives. First, Sponsored Updates give access to new audiences. They are the only paid advertising on mobile smartphone so you can reach people who haven’t yet been exposed to existing display ads.Second, we are seeing very strong CTRs and engagement rates with Sponsored Updates because they are integrated into the LinkedIn feed so members are more likely to engage with them. Overall, we are seeing average engagement rates of 0.55% (clicks, likes, shares, comments) and CTR on the content (excluding social actions such as like/comment/share) of 0.40%. These high CTRs enable you to efficiently drive lead volume from your target audience.Third, our pilot customers have found that they are getting very high quality traffic that is converting into leads at higher than average rates from other sources. This is driven by a couple factors. First, the accurate targeting means your engagement is coming from your target audience. Second, people have already previewed the headline and first three lines of content from your landing page before clicking. This means all of the traffic you drive has demonstrated interested in your content because they’ve been able to preview it before clicking. Finally, Sponsored Updates are great for performance advertisers because you can purchase on a CPC basis through a 2nd price auction, so you only pay for the clicks you receive on your content. Unlike on other social platforms, you are not charged for social actions (Like, Comment, Share, and Follow) taken by members. You are not charged for any clicks you receive from viral sharing, which brings down your average CPC and CPL even further.
- Let’s start with our newest product, Sponsored Updates. Sponsored Updates enable you to drive leads by distributing relevant content in the LinkedIn feed to your desired target audience across all devices (desktop, smartphone, and tablet).
- Hubspot was one of our first pilot customers and has seen very strong performance. They had a 15% conversion rate from clicks to leads from their Sponsored Updates and their CPL was 50% lower than their target CPL. We recommend that you get started as soon as this product is available, because there will be significant first mover advantages. Since the product is sold through an auction, initial clearing prices will be low but will rise as competition increases. First movers can take advantage of this dynamic to drive very efficient CPLs. Additionally, the auction gives preference to companies who have a history of high CTR updates. By getting in early and building your history, it will continue to pay off for you over the long run even as competition increases. You’ll learn what content converts best for your audience and you will have an edge over late-comers.
- With Sponsored Updates, we provide you detailed reporting dashboards that allow you to monitor your performance in real time so you can measure success and optimize your campaign. With this reporting, you can see what content is performing best with your target audience to inform your upcoming content calendar.