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LinkedIn Product Spotlight: Marketing Solutions
The document discusses LinkedIn's marketing solutions, highlighting how B2B marketers leverage the platform's extensive audience to distribute content and engage with potential customers. It showcases successful case studies, such as Samsung Mobile, which saw increased awareness and likelihood to recommend its products among LinkedIn followers. The emphasis is on the importance of establishing a company presence and creating targeted content to build relationships and enhance brand advocacy.
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LinkedIn Product Spotlight: Marketing Solutions
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- 2. Meera Bhatia Head ofProduct Management, Marketing Solutions LinkedIn #inTC12 @meera_b
- 3. B2B Marketers areUsing Social to Distribute Content
- 4. An influential audience,open to your content 187M+ Members Worldwide 1M+ ITDMs/3M+ CXOs Meera Bhatia $83K Average Income 71% Graduates
- 5. LinkedIn is theSite Used Most by B2B Marketers
- 6. Members expect contentfrom brands 2nd Most Expected Content Type
- 7. Start by establishingyour company presence 2.8M+ Active Company Pages
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- 9. Create brand advocates “ Through LinkedIn, we are working to identify and empower influential brand advocates to increase word of mouth and “ awareness of our products. Heesun Kim Director of Media & Digital Marketing, Samsung
- 10. Samsung Mobile FollowerResults 47% 37% 33% Increased Awareness of Increased Likelihood to Increased Purchase Samsung Products Recommend Consideration
- 11. Samsung Followers areinformed and connected I am more up to date 76% I have learned more about products/services 69% I feel closer to the brand 51%
- 12. Content flows acrossscreens
- 13. Now you cantie your Groups and Company Pages
- 14. Community through contentand conversation 82K Total Members 2.5x More Engagement Fastest Growing Group in 2012
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- 16. Online and offlinerelationships
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- 18. Highly targeted contentthat fuels relationships Awareness Consideration Retention Preference Groups Paid Media Purchase
- 19. Content Data Integration Stay tuned…
- 20. Making the World’sProfessionals More Productive and Successful
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- 22. LinkedIn Confidential ©2013All Rights Reserved
Editor's Notes
- #4 Brand awareness, customer acquisition, and lead generation remain the top B2B content marketing goals. Compared with last year, more B2B marketers are using content marketing to achieve all of these goals, with one exception: Slightly fewer are using content marketing to generate sales. Similar research has shown that 86% of B2C are using Content
- #5 ITDMs are heavy users of LinkedIn – 50% more active than the average LinkedIn member
- #7 Decision makers around the world are increasingly relying on social media as a go-to resource for their due diligence. (eMarketer). When we survey our users, we hear that content from Brands is the second most expected piece of content.60% are now active users, up 41% from 2009 (Global web index).Source/s:Global Web Index, Social Strategy for B2B Marketing, Oct 2011. Global dataUM, The Business of Social, Social Media Tracker 2012, Wave 6
- #8 We’ve heard the conversations about inbound marketing as the way of the future. Go where your audience is.
- #10 Go where people are receptive to receiving your content.
- #11 A consumer electronics company in the mobile space. Goal: Establish relationships with LinkedIn members before and while they’re in-market for a new mobile device.To achieve this goal, they built out a Company Page on LinkedIn and populated it with engaging, informative content.They then bought Followers from LinkedIn, acquiring just the right type of company followers and acquiring them fast. They then created a stream of status updates to engage these followers and attract new ones for free through the viral nature of the LinkedIn social network. Check out the results: <Read results>Now, these are the results for their active Followers. Pretty awesome, but I know what you’re thinking. How does that compare to similar professionals who weren’t following this company? So we compared their followers to people who followed the competition, but not our client. <next slide>
- #12 Followers are informed and connected.Not only do followers get the information they need, they feel closer to the brand.