Greatest Hits: InMail Best Practices | Talent Connect London 2014
“Connect the world’s professionals to make them more ... · InMail 2.0 to active members at the...
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Media data “Connect the world’s professionals to make them more productive and successful”
Transcript of “Connect the world’s professionals to make them more ... · InMail 2.0 to active members at the...
Media data
“Connect the world’s professionals to make them more productive and successful”
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Connect the world’s professionals…
Source: internal LinkedIn data (October 2015)
LinkedIn is the largest international business network with over 347 million members worldwide,
More than 3.5 million companies use LinkedIn for their B2B communication with their target group.
24,000 universities have their own company/university profiles for communication with their members.
LinkedIn not only connects professionals and decision-makers worldwide but is also the perfect platform for maintaining business relationships.
Germany 5.0 million
Switzerland 1.8 million
Austria 0.7 million
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…to make them more productive and successful
The members, companies and
universities publish billions of high-quality content features and articles every day.
The content underpins the mutual
exchange of knowledge and therefore promotes not only relationship building but also more productive and more successful work practices.
All this makes LinkedIn the leading
international B2B content publishing network.
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Reach your target group with content marketing… ...and maximum relevance
Reach an interested target group by
providing value added with your content marketing, making the members of your target group both more productive and more successful.
Put your themes on the agenda in the long term.
Communicate your content from the
expert perspective and arouse the interest of your target group.
Enjoy credibility and
acceptance in your target group.
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Make targeted use of content marketing… …to reach your target group effectively
We know the target group and can systematically target it – based on the profile data of the users, for example.
We can analyse the interests of the target groups and determine which themes are of particular relevance to them.
The LinkedIn targeting criteria enable you to communicate the right themes to your desired target group and thereby achieve maximum involvement.
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Perfect strategic positioning in the B2B environment… …with your own company page
Use a LinkedIn company page as a
corporate profile for your central B2B communication:
To showcase your company and communicate your content
To offer the members of your target group a platform so that they can interact with you and become followers
To position yourself as an employer and publish job vacancies
The company page is free of charge and reachable via a separate URL.
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Perfect strategic positioning in the B2B environment… …with your own company page
*Fee-based
Company profile (up to 2,000 characters)
Status updates (600 characters + image)
Link to focus pages
Ad slot for branding* (300 x 250px)
Large-format branding (646 x 220px)
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Expand your presence… …with a focus page
Focus pages are independent
extensions of company pages.
Focus pages allow you to showcase
business areas and products in a tailored setting.
Your target group can “follow” your various focus pages independently of your company page.
The focus pages are free of charge and reachable via their own separate URLs.
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Expand your presence… …with a focus page
Large-format branding (974 x 330px)
Showcase information (up to 200 characters)
Status updates (600 characters + image)
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Put together a communication package… …and distribute all your content to your target group
A long-term content strategy is key to success.
Continuous publication of content plays an important role in maximising the involvement of your target group.
The content should be tailored to the specific target groups and pique their interest
by providing tailored value added.
A diverse range of themes and topics additionally helps to maintain interest levels, and you can use all your classic communication channels for this purpose.
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Put together a communication package… …and distribute all your content to your target group
Employee blogs
YouTube Homepage
Blog Twitter
Company page /
Focus pages
Target group
Target group
Target group
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More coverage for your content… …with sponsored updates
*A company page or focus page is mandatory for serving of sponsored updates. Minimum booking volume: 4,000 € agency net
Variable billing model on CPM/CPC auction basis, Serving based on bid level and availability. You can find technical specifications here
Use the content of your company page or focus page – and also distribute the
content to non-followers of your company with sponsored updates
Your contact is displayed directly in the personal newsfeed on the profile start page of the target group.
Linkedin targeting can be used to serve sponsored status updates direct to your
desired target group.
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More coverage for your content… …with sponsored updates
Status update on your company page or focus page
Sponsored update on the profile start page of your target group
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More coverage for your content… …with sponsored updates on all devices
*No separate serving to devices; in combination only
Sponsored updates are displayed in native format on all devices in the newsfeed of users and are seen as
providing informative, useful value added.
The content is automatically adapted to
the device in question. No separate ads need to be produced.
The sponsored status updates are
served on all devices*.
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More performance for your content… …with performance-based sponsored updates
Sponsored updates are variably served via an auction procedure based on CPM or
CPC.
A maximum bid price and a definable (daily) budget keep the costs within a limit you yourself set.
There is no reach guarantee in the auction, as it is billed based purely on performance and the latest bid status.
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More performance for your content… …with performance-based sponsored updates
In the auction procedure, CPM and CPC campaigns are effectively compared with one another.
The campaigns compete with each other in the auction via the effective cost per impression, taking account of the click rate in the case of CPC campaigns.
The price of the second-highest bid plus 1 cent is billed.
Free interaction options such as “like”, “share” or “comment” boost the effectiveness of your campaign and are not billed.
0,1% CTR
Max. 10 € CPC
0.010 CPI
Max. 20 € CPM
0.020 CPI
Example: update C is served due to the high cost per impression value
0.5% CTR
Max. 5 € CPC
0.025 CPI
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Simultaneous appeal for multiple target groups… …with direct sponsored content
*A company page or focus page is mandatory for serving of direct sponsored content. Minimum booking volume: 4,000 € agency net
Variable billing model on CPM/CPC auction basis, Serving based on bid level and availability. You can find technical specifications here
Direct sponsored content is exclusively shown in the personal newsfeed of your desired target group and not on your company page.
DSC is therefore particularly suitable if you want to communicate your content to
multiple target groups but each with a tailored form of address.
The mode of operation is the same as sponsored updates.
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Sponsored updates vs. direct sponsored content
Sponsored update Direct sponsored content
Company page / Focus page necessary
Publication on company page / focus page necessary
Pricing CPM / CPC / /
Pricing based on auction principle
Guaranteed reach
Targeting possible
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Use LinkedIn groups… …to interact directly with your target group
Offer the members of your target group
a forum where they can interact directly with you or with each other.
Discussions on your products or surveys within the group provide you with valuable information direct from your target group.
Groups are standalone entities and independent of company pages or focus pages; they should be interlinked, however, to exploit synergy effects within your target group.
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Business communication Group elements1
1 Example of an individual group
Large-format branding (646 x 200px)
Group discussions
2x teaser (300 x 125px)
2x medium rectangle (300 x 250px)
1x superbanner (728 x 90px)
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Groups – interacting with your target group Overview
* Minimum booking volume: 3x months; can be cancelled or added to on a monthly basis.
** One-off costs
Elements Standard Extended Tailored
Discussions
News sharing
20x sub-groups per group
Monthly group reporting
> 5,000 members in the group
Branding ads in the group 1x medium rectangle 1x superbanner
2x medium rectangle 2x teaser
1x superbanner
Whitepaper download
Cost per month Free of charge 2,200 €* 3,700 €*
Minimum media booking volume Free of charge 11,000 €**
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Extend your content strategy… …with classic display formats
You can find technical specifications here
Use your classic skyscraper or your
medium rectangle for your product campaigns on LinkedIn
LinkedIn Targeting also provides your display campaign with a direct line to your desired target group.
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Extend your content strategy… …with LinkedIn content ads
Content ads in LinkedIn design are a well-known and learned element of LinkedIn and profit from high user acceptance levels.
The fixed LinkedIn layout means no need for creative production.
Serving of the content ads can also be performed using the LinkedIn targeting options.
Bookable as a medium rectangle or skyscraper
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Extend your content strategy… …with LinkedIn content ads
A company page or focus page is required for follow ads. A group is required for group ads. You can find technical specifications here
By booking follow ads, you give your target group the direct opportunity to become followers of your company page or focus page via a clearly visible call-to-action button.
The group ads are used to attract group members, and the clear call to join the group is also well received by users.
Both content ads link to the desired LinkedIn company page, focus page or group.
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Extend your content strategy… …with LinkedIn content ads
You can find technical specifications here
Spotlight ads allow you to profit from the high acceptance levels for content ads in the typical LinkedIn layout – complete with link to your external landing page.
With their personal request and clear call to action, spotlight ads are ideal for
lead generation on your own landing page.
No company page or focus page is necessary for this content ad.
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Extend your content strategy … … with LinkedIn content ads
You can find technical specifications here
Call-to-action button (up to 20 characters)
Title (up to 30 characters)
Text (up to 82 characters)
Logo (65 x 65px)
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Extend your content strategy… …for personal communication with your target group
Minimum booking volume: 2,000 €; You can find technical specifications here
LinkedIn InMails are exclusive internal messages that are sent directly to the inbox of your desired target group.
Members can only receive an InMail once every 60 days, thereby ensuring maximum attention.
Personal communication with your target group also drives high involvement of your potential customers.
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Extend your content strategy… …with more performance for your InMail 2.0 campaign
Minimum booking volume: 2,000 €; You can find technical specifications here
Optimized dispatch of the InMail 2.0 to active members at the time of send out
The InMail 2.0 profit by the live send out
and reach higher open rates in your target group
LinkedIn InMails are shown directly to the inbox of your desired target group.
The InMail 2.0 will automatically shown
on mobile devices and profit by a sticky call-to-action button
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Extend your content strategy… …now with a variable auction procedure at the InMail 2.0
*No discount available
InMails 2.0 variably served via an auction procedure, similar to Sponsored Updates.
The price of the second-highest bid plus 1 cent is billed.*
A maximum bid price keep the costs within a limit you yourself set.
There is no reach guarantee in the auction, as it is billed based purely on performance and the latest bid status.
InMails 2.0 will send out as quickly as possible from start date of the campaign.
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Reach your desired target group… …with LinkedIn targeting
LinkedIn targeting is mainly based on “user-declared information targeting” which accesses the profile and company data in the LinkedIn database.
This precision targeting is based on real entered data or criteria derived from this data.
Additional “checkpoints” review the quality of these criteria in order to ensure optimum communication with target groups.
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Reach your desired target group… …with LinkedIn targeting
1 Selected criteria. We will be happy to talk to you in person to put together tailored proposals
Cluster targeting
Business decision-makers Corporate executives IT professionals Small business professionals
Finance professionals Sales professionals Marketing professionals Start-up professionals
Custom targeting1
Job Position Age Gender
Sector Size of company Country / Region …
Overall rotation
Served throughout the entire LinkedIn network
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Our rates in 2015
Your can find our updated rate card on our website at http://www.iqdigital.de/preise.
Please note our minimum booking volumes:
Display:
Germany: 4,000 €
Austria / Switzerland: 2,000 € (for each country)
Content marketing: 4,000 €
InMails: 2,000 €
You can find technical specifications for our ad formats at http://adspecs.liasset.com/.
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iq digital media marketing gmbh Kasernenstraße 67 40213 Düsseldorf Phone +49 (0)211 887-2625 Fax +49 (0)211 887-972656 E-mail [email protected] Web www.iqdigital.de
Technical Services Phone +49 (0)211 887-2649 E-mail [email protected]
Always at your service!
Nielsen 1, 5-7 iq digital media marketing gmbh Brandstwiete 1 (Neuer Dovenhof) 20457 Hamburg Phone +49 (0)40 30183-174 Fax +49 (0)40 30183-283 E-mail [email protected]
Nielsen 2 iq digital media marketing gmbh Kasernenstraße 67 40213 Düsseldorf Phone +49 (0)211 887-2060 Fax +49 (0)211 887-2099 E-mail [email protected]
Nielsen 3a iq digital media marketing gmbh Eschersheimer Landstraße 50 60322 Frankfurt Phone +49 (0)69 2424-4535 Fax +49 (0)69 2424-4555 E-mail [email protected]
Nielsen 3b, 4 iq digital media marketing gmbh Nymphenburger Straße 14 80335 Munich Phone +49 (0)89 545907-34 Fax +49 (0)89 545907-24 E-mail [email protected]
Sales Manager Mobile André Krämer Kasernenstraße 67 40213 Düsseldorf Phone +49 (0)211 887-1365 Mobil +49 (0)151 16244660 E-mail [email protected]
Key Account Manager Finance Christoph Tiede Kasernenstraße 67 40213 Düsseldorf Phone +49 (0)211 887-2327 Mobil +49 (0)151 14659860 E-mail [email protected]
Key Account Manager IT Digital Oliver Müller Kasernenstraße 67 40213 Düsseldorf Phone +49 (0)211 887-2317 Mobil +49 (0)151 16244651 E-mail [email protected]
International Sales Christine Pakendorf Kasernenstraße 67 40213 Düsseldorf Phone +49 211 887-1330 Fax +49 211 887-971330 E-mail [email protected]
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Thank you very much!!!
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Glossary
Company page:
Company pages serve as central corporate profiles with their own URLs. Companies can showcase themselves as employers, publish the full range of their communication content on products, business areas and much, much more.
Focus page:
These pages are used as independent, optional sub-pages of company pages in order to communicate content from individual business areas or product-related content.
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Glossary
Sponsored updates:
Sponsored updates provide you with the option of communicating your status updates from the company page or focus pages to all LinkedIn members outside your various follower groups.
Status updates:
Free content that is published on company pages or focus pages, that link to (among other things), articles, blogs or YouTube channels, and that are displayed in the newsfeed of the various followers
