LinkedIn Marketing Guide
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LinkedIn Marketing Guide
- 2. Identity
- 3. Who has a LinkedIn profile ?
- 4. Who consult LinkedIn at least twice a week ?
- 5. What do you consult on LinkedIn ?
- 6. On which device do you consult LinkedIn the most ?
- 7. Who knows about LinkedIn Marketing Products ?
- 8. Connect the world’s professionals to make them more productive and successful Our mission
- 9. For our members The professional profile of record Connect all of the world's professionals Identity Networks Knowledge The definitive professional publishing platform
- 10. Connect all of the world’s professionals Networks
- 11. GroupsSlideShare InfluencersPulse The definitive professional publishing platform Knowledge
- 12. For our customers Hire Power half of all hires Market The most effective way for marketers to engage professionals Sell The start of every sales opportunity
- 13. Power half of all hires Talent Solutions
- 14. 1 2 Effectively engaging professionals Marketing Solutions
- 15. The start of every sales opportunity Sales Solutions Find Connect Engage
- 17. Mobile traffic 45% <2% * 2014 mobile traffic as of the end of Q1’14 | mobile traffic is calculated as a % of LinkedIn member-only unique visitors; calculated using Q4 average for each year
- 18. The next decade
- 19. Create economic opportunity for every member of the global workforce Our vision
- 20. Create economic opportunity Realize your dream job Find work Be great at what you do
- 22. 313MMembers
- 23. Member growth 32 M 313M * 2014 member number as of June 30, 2014
- 25. 3B+Endorsements
- 27. The audience in Europe
- 28. Who is using LinkedIn in Belgium?Who is using LinkedIn in Belgium?
- 30. “Spend Time” Professional NetworksPersonal Networks “Invest Time” 1 2 3 4 5 Socialize Stay in touch Be entertained Kill time Share content Maintain professional identity Make useful contacts Search for opportunities Stay in touch Keep up to date for career What are the top 5 reasons people use social networks?
- 31. What are the top 3 content types people expect? Professional NetworksPersonal Networks Career info Updates on brands Current affairs Info on friends Info on personal interests Entertainment updates 26% higher than personal 1 2 3 “Spend Time” “Invest Time”
- 32. Consider keeping updates running through the weekend Saturday = best performing day of the week Sunday = above average performance
- 34. OwnedOwned PaidPaid EarnedEarned ON HOW TO BUILD A THRIVING SOCIAL ECOSYSTEM ““You can no longer buy attention, you have to earn it.”You can no longer buy attention, you have to earn it.” –– David Jones, Global CEO of Havas and Euro RSCG WorldwideDavid Jones, Global CEO of Havas and Euro RSCG Worldwide
- 35. Through decision making process 60% Why? Buyers are highly informed, savvy, and demanding Source: CEB, “The Digital Evolution in B2B Marketing”, 2012 First contact with brand
- 36. Create – The Company Page Give your Company a platform on the world’s largest professional network.
- 37. Attract - Build influential brand advocates
- 38. Attract – Employee Profile Sponsorship • Harness your best brand ambassadors • Use profile ad space to promote your brand • Direct captivate professionals to a website or Company Page
- 39. Attract – Company Page Sponsorship Own the ad space on your company page
- 40. Engage – Relevant content in the right context
- 41. Engage – Sponsored Updates Sponsored Updates appear in the LinkedIn feed on desktop, tablet, and mobile phone
- 42. Engage – Direct Sponsored Content • Sponsor any content directly in your target audience’s feed • Personalise and test your content to improve performance Control which posts are visible on the Company or Showcase Page
- 43. Partner Messages / InMails : One to One communication • Real Time Delivered • Bidding buy
- 44. IAB Display Ads
- 45. Content Ads Video Content Ads
- 46. Text Links Spotlight Ads
- 47. Coming up LinkedIn Lead Accelerator LinkedIn Network Display
- 49. Declared Profile Criteria Job Function / Title Seniority Industry Company Size Occupation Education Behavioural / Custom Criteria Geography Profile Keywords (InMails only) Groups / Associations Custom segments – e.g. Influencers, Mobile, Circles of C-Suite, Business Travellers, Expats etc. Company name Age / Gender Target influential, affluent and educated professionals
- 50. Targeting possibilities RUN OF PROFESSIONALS= Run of LinkedIn (All LinkedIn users are professionals) SPECIFIC TARGETING= The combination of different segments/values. Any combination of f.e. function, seniority, company, industry, age, sexe…
- 51. Only social network that offers a quality audience at scale, in a professional context, with genuine marketing solutions that impact on your client’s business.
Editor's Notes
- The professional profile of record: enabling our members to connect, find and be found
- Our mission: Connect the world&apos;s professionals to make them more productive and successful. Five years ago, when we drafted this mission, LinkedIn had just over 30M members (among an addressable audience of 600M knowledge workers.) We closed 2013 with nearly 10x that figure, 277M, and are growing at the fastest absolute rate of growth in our history.
- Our immediate to intermediate term focus (one to three years) will be to continue to invest in the same value propositions that got us to where we are today With regard to our members, we&apos;ll continue focusing on helping them build their: 1. Professional identity (who they are) 2. Networks (who they know) 3. Knowledge (what they know)
- Connecting all of the world’s professionals, all 600 million knowledge workers and increasingly students or pre-professionals
- With regard to our customers, we’re changing the way companies: 1. Hire 2. Market 3. Sell 4. All built on a scalable sub/payments platform
- Our vision: Create economic opportunity for every member of the global workforce – all 3 billion
- We think about economic opportunities in three distinct ways. For those who are unemployed, it&apos;s about finding work. For those who are gainfully employed, but uninspired by what they&apos;re doing, it’s about realizing your dream job For those who are already in their dream job, it’s about being great at that work and once you achieve greatness, it’s about giving back and sharing your insights and your perspective with others who aspire to be great as well.
- Our dream is to help people more easily navigate this increasingly challenging 21st century global economy by developing the world&apos;s first economic graph, i.e. we want to digitally map the global economy and in doing so, create economic opportunity for every one of the 3B people in the global workforce. We want to create a digital profile for every member of the global workforce We would like there to be a digital profile for every company in the world, and who you know at those companies up to three degrees to help you get your foot in the door. We would like to have a digital representation of every job offered by these companies, full-time and part-time for profit and volunteer. We would also like there to be a digital representation of every skill required to obtain these jobs. And a presence for every higher educational organization and learning and development tool that would enable the members to obtain those skills. And lastly, we want to be in a position where we can overlay the professionally relevant knowledge for every one of those individual members, companies and universities to the extent they want to share it. Then we want to step back and allow capital, all forms of capital, intellectual capital, working capital and human capital to flow, to where it can best be leveraged and in doing so, help lift and transform the global economy.
- We first started painting a picture of this vision roughly three years ago. And at that time, it was just that: A vision. But a funny thing happened over the last five years. Our vision started to become a reality: 313M members, 200+ countries, 23 languages
- 3.5M active company profiles
- Tens of thousands of standardized skills, 3B+ endorsements
- Billions of weekly updates, 1.5M Groups,15M presos on Slideshare, Pulse, Influencers The only thing standing in the way of our vision being realized is scale, and that will come with time. Over next ten years, the economic graph will be a reality and it will forever change the way talent connects with opportunity (can add examples of closing the skills gap, students determining their path, economists doing research, etc.)
- encourage clients to keep updates running on the weekend. Saturday is the best performing day of the week and Sunday is still above average.
- Aujourd’hui nous savons tous que le process de vente à radicalement évolué et que les acheteurs sont très bien informé avant d’entrer en contact avec une marque. 60% du choix d’une marque est déjà réalisé avant d’entrer en contact avec cette marque. C’est la raison pour laquelle je vais vous expliquer comment vous pouvez influencer les acheteurs avant qu’ils ne décident d’enter en contact avec vous. --------------- Now we all know that when it comes the purchase process, the buyer is in control. Social and digital media gives them instant access to information and feedback, and they are self-diagnosing their own solutions. In fact, studies show that they are 60% through the process before they reach out to a brand. And so what we’d like to address today is how can you as marketers get in front of and influence these buyers before they are ready to engage with a technology vendor. http://www.executiveboard.com/exbd-resources/content/digital-evolution/pdf/Digital-Evolution-in-B2B-Marketing.pdf Savvy = Futé