LinkedIn: What's Trending for B2B Marketing

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Presentation I gave at the BMA Carolinas monthly meeting on November 20, 2013. Given the wide range of experience in the room, I covered some fundamentals while also pointing out some of our most recent innovations, including Sponsored Updates, Showcase Pages, and Intro.

Marketing Business Technology

What’s New and Trending for B2B Marketers
Leela Srinivasan, Director of Marketing, LinkedIn
BMA Carolinas
November 20, 2013

My LinkedIn career started with an InMail

@leelasrin

2

The LinkedIn Network
Global Footprint
UK

259M+

Registered members as
of October 29,2013

38%

4M+ DACH
4M+

France

6M+
Spain

YOY

Member Growth

68%
Of LinkedIn members are
outside of the USA

30M+

NL

13M+
+

Students & Recent College
Graduates on LinkedIn

Italy

5M+

5M+
Canada

8M+
Europe
57M+

USA

84M+

EMEA
74M+
Brazil

15M+

S. Africa
2M+

APAC
46M+

UAE
1M+
India
21M+

SE Asia

8M+
Singapore
1M+
Australia

5M+

(Fastest growing demographic)

@leelasrin

3

Our mission
Connect the world’s professionals to make
them more productive and successful

4

What’s in it for you?

% of social media traffic
to corporate sites

Comparison of social
platforms for lead gen

LinkedIn
Facebook
Twitter
Other

Source: Investis Audience Insight Report, Q3’13

@leelasrin

5

On professional networks, members look for career
information & updates from companies

@leelasrin

6

What is the #1 activity on LinkedIn?

Viewing Connections’ Profiles

@leelasrin

Jason Seiden, CEO, Ajax Workforce Marketing

Before

Our own recruiting team recently optimized their profiles

@leelasrin

After
New headline
New professional
photo
Increased reach

7x likelier
Summary section
with rich media

@leelasrin

Built out work history
with rich media

Added Volunteers &
Causes Section

1 in 5
@leelasrin

Added additional
skills

Rich media in
Education section

@leelasrin

>3 million Company Pages on LinkedIn

@leelasrin

17

>3 million Company Pages on LinkedIn

@leelasrin

18

>3 million Company Pages on LinkedIn

@leelasrin

19

>3 million Company Pages on LinkedIn

@leelasrin

20

Announcing Showcase Pages (yesterday!)

@leelasrin

21

As with other social platforms, incorporate visuals to
drive engagement

98% higher comment rate
YouTube video links drive a 75% higher share rate
Images result in a

@leelasrin

25

Be the world’s most interesting company on LinkedIn

•
•
•
•

Be concise and snappy
Include a clear CTA
Consider thoughtful questions
Develop an ed cal; mix it up

@leelasrin

26

THE IDEAL

TEXT

PULSE (LINKEDIN TODAY)

GOOGLE ALERTS

PRODUCT LAUNCHES

INDUSTRY
PUBLICATIONS

INDIVIDUAL BLOG

THOUGHT LEADERS

PHOTO

POP CULTURE

INTERNAL COMMUNICATIONS

YOUTUBE

HIRING TEAM

HUMOR

@leelasrin

We all need a little humor. Even in a professional context.

@leelasrin

28

RESULTS

Sponsor the good/ important stuff

144 clicks  5,012 clicks
10x impressions
700 webinar attendees
Strong ROI
@leelasrin

29

now also part of the LinkedIn family

Rich | Viral | SEO
@leelasrin

30

A few “classic” paid solutions I’m not covering today
Premium
Display Ads

Sponsored
InMail

Self-Service
Ads

@leelasrin

31

Salesforce CEO Marc Benioff mobilized his employees

@leelasrin

34

38% of our unique monthly visitors come through
mobile apps

@leelasrin

38

Blog.linkedin.com

Marketing.linkedin.com
Talent.linkedin.com

Questions?
42

The document discusses trends for B2B marketers on LinkedIn, including that viewing connections' profiles is the most common activity on LinkedIn. It highlights that LinkedIn has over 259 million members globally and growing student membership. The document also provides tips for marketers such as optimizing company pages and employee profiles, using engaging content like images and videos, and leveraging both paid and organic content strategies.

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LinkedIn: What's Trending for B2B Marketing

1. What’s New and Trending for B2B Marketers Leela Srinivasan, Director of Marketing, LinkedIn BMA Carolinas November 20, 2013

2. My LinkedIn career started with an InMail @leelasrin 2

3. The LinkedIn Network Global Footprint UK 259M+ Registered members as of October 29,2013 38% 4M+ DACH 4M+ France 6M+ Spain YOY Member Growth 68% Of LinkedIn members are outside of the USA 30M+ NL 13M+ + Students & Recent College Graduates on LinkedIn Italy 5M+ 5M+ Canada 8M+ Europe 57M+ USA 84M+ EMEA 74M+ Brazil 15M+ S. Africa 2M+ APAC 46M+ UAE 1M+ India 21M+ SE Asia 8M+ Singapore 1M+ Australia 5M+ (Fastest growing demographic) @leelasrin 3

4. Our mission Connect the world’s professionals to make them more productive and successful 4

5. What’s in it for you? % of social media traffic to corporate sites Comparison of social platforms for lead gen LinkedIn Facebook Twitter Other Source: Investis Audience Insight Report, Q3’13 @leelasrin 5

6. On professional networks, members look for career information & updates from companies @leelasrin 6

7. What is the #1 activity on LinkedIn? Viewing Connections’ Profiles @leelasrin

8. 1:1 8

9. @leelasrin 9

10. Jason Seiden, CEO, Ajax Workforce Marketing

11. Before Our own recruiting team recently optimized their profiles @leelasrin

12. After New headline New professional photo Increased reach 7x likelier Summary section with rich media @leelasrin

13. Built out work history with rich media Added Volunteers & Causes Section 1 in 5 @leelasrin

14. Added additional skills Rich media in Education section @leelasrin

15. Rich profile data drives your ability to target GEOGRAPHY GROUP INDUSTRY JOB TITLE JOB FUNCTION PAST COMPANY NAME SENIORITY SKILLS & SPECIALTIES COMPANY SIZE SCHOOL NAME ©2013 LinkedIn Corporation. All Rights Reserved. @leelasrin 15

16. 1 : many 16

17. >3 million Company Pages on LinkedIn @leelasrin 17

18. >3 million Company Pages on LinkedIn @leelasrin 18

19. >3 million Company Pages on LinkedIn @leelasrin 19

20. >3 million Company Pages on LinkedIn @leelasrin 20

21. Announcing Showcase Pages (yesterday!) @leelasrin 21

22. Creative Check list 1. Page Name (Up 60 characters max) 2. Logo (Dimensions: 100x60px) 3. Page Description (70-200 characters) 4. Square logo (50x50px) 5. Hero image (976x330px) 6. Featured groups – Choose 3 LinkedIn @leelasrin

23. @leelasrin

24. Don’t over-target! Profile data is rich (but also user-generated) @leelasrin

25. As with other social platforms, incorporate visuals to drive engagement 98% higher comment rate YouTube video links drive a 75% higher share rate Images result in a @leelasrin 25

26. Be the world’s most interesting company on LinkedIn • • • • Be concise and snappy Include a clear CTA Consider thoughtful questions Develop an ed cal; mix it up @leelasrin 26

27. THE IDEAL TEXT PULSE (LINKEDIN TODAY) GOOGLE ALERTS PRODUCT LAUNCHES INDUSTRY PUBLICATIONS INDIVIDUAL BLOG THOUGHT LEADERS PHOTO POP CULTURE INTERNAL COMMUNICATIONS YOUTUBE HIRING TEAM HUMOR @leelasrin

28. We all need a little humor. Even in a professional context. @leelasrin 28

29. RESULTS Sponsor the good/ important stuff 144 clicks  5,012 clicks 10x impressions 700 webinar attendees Strong ROI @leelasrin 29

30. now also part of the LinkedIn family Rich | Viral | SEO @leelasrin 30

31. A few “classic” paid solutions I’m not covering today Premium Display Ads Sponsored InMail Self-Service Ads @leelasrin 31

32. many : many 32

33. 218,079 100% 33

34. Salesforce CEO Marc Benioff mobilized his employees @leelasrin 34

35. A home-grown example: my new boss’s profile… @leelasrin 35

36. … links to a story about “Why is LinkedIn So Cool” • Homegrown brand story • 274K views • Humanizes our brand @leelasrin 36

37. everywhere 37

38. 38% of our unique monthly visitors come through mobile apps @leelasrin 38

39. Intro @leelasrin 39