Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

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Transcript of Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

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Driving Revenue w/ Social, Content, Marketing AutomationJason Miller, Sr. Content Marketing Manager@JasonMillerCA@LinkedInMktg@LinkedIn@SlideShareMarketing Solutions2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions

The worlds largest professional network1 As of Aug 1, 20132 As of June 27, 2013238M+Members WorldwideGrowing at more than two members per second>3M

90%

12Company PagesFortune 100 companies use LinkedIn Talent Solutions to hire 12013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsWere making great strides toward our mission:

LinkedIn has over 238 million members, and were now adding more than two members per second. This is the fastest rate of absolute member growth in the companys history. Sixty-five percent of LinkedIn members are currently located outside of the United States.

LinkedIn counts executives from all 2013 Fortune 500 companies as members; its corporate talent solutions are used by 90 of the Fortune 100 companies.

More than 3 million companies have LinkedIn Company Pages.

LinkedIn members did over 5.7 billion professionally-oriented searches on the platform in 2012.

[See http://press.linkedin.com/about for a complete list of LinkedIn facts and stats]

2Your Philosophical Approach to Social is Killing Me

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions3

70% of the Buying Cycle is Already Complete Before a Prospect is Ready to Talk to Sales.2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsYou Better Have Content that Answers Their Questions.

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsROI of Social is No Longer a Mystery

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions7

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions8

Social Media Leads Do Not Come in a Box2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsAll Leads are NOT Created Equal9

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsBut, Social Leads are NOT Ready to Buy

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsMention short forms and progressive profiling10You Would Have Better Luck Finding..

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsReach & EngagementSocial LiftSocial LiftSocial LiftSocial LiftSocial LiftLanding Pages

Website

Social ProfilesOnline AdsEmail

Social LiftEvents

Making Every Campaign Social2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsSee customer preso

12Essentials for Success Inbound is not Enough4-1-1 RuleContent is still kingSocial SignalsAdvocatesGo Visual

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions13Inbound + Outbound = Awesomeness

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions14Wait for it

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsReady, Aim, Target - A Frictionless Content Experience16

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsRich media content ads, interactivity and lead gen within the LinkedIn experience. Creating a much more relevant experience. The idea is not to create more content, but better target the content that you already have. 16

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions17The 4-1-1 RuleFor every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.

Do ThisNot This2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions1819

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsContent Fuels Social.So .Repurpose, Repurpose, then Repurpose Some More

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions20Washed Up? Who Says So? Theres Always Room for a New Audience.21

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsOld becoming new again. Content that others may still find valuable. Well, no one told Vegas, or the band. 21Social Signals Influence Google

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions22Claim Your Content with Google Authorship:

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions2324

Kick-start My Content..2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsLeverage Your Employees & Advocates

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions25How About Some Free Links? Yes Please.

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions26How About Some Free Links? Yes Please.

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions27Social for Lead Generation28

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsSuper easy to do and with the right software this can go on autopilot. 28Which Social Channel Provides the Highest ROI? (Goes to Eleven)

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsFrom Social Direct to Your Pipeline

$46207440 Successes$ per Success < $1.004482 New Names$ per New Name $1.002013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsThe dollar store for leads, but more like a Nordstrum for leads as these are quality. Many times middle of the funnel as they are searching for something specific. Searching for a specific solution to their problem. 30Prepare to Have Your Mind Blown

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsThe Seventeen Thousand Dollar Tweet

First Touch Tweet!

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsResearch data, funny videos, curated lists, infographics, thought leadershipNOYESMOSTLYNOThought leadership and entertainment to build brand and awarenessTools that help buyers find you when they are looking for solutionsCompany-specific information to help evaluate and reaffirm selectionBuying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studiesGated?Early StageMiddle StageLate Stage2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsMap content to the buying stage {keep it short}33Short Forms Outperform Long FormsShort (5)Conversion: 13.4%Cost per: $31.24Medium (7)Conversion: 12.0%Cost per: $34.94Long (9)Conversion: 10.0%Cost per: $41.90

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions34The Perfect Social Landing Page

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsThe Visual is the New Headline36

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsThere is a famous quote from the father of advertising, David Ogilvy that says, On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. I think this statement holds true today, but with the insertion of a visual element as the new headline36We are all Visual Thinkers..37

75% of the Sensory Neurons in our Brains Process Visual Information2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsWe are all visual thinkers. 75 percent of the sensory neurons in our brains process visual information. As prospects and customerscontinue to be bombarded with information in the form of pure text such as whitepapers and blogs, it can be difficult to differentiate your content from the competition. Visual content can help. Visual language aids in decision making, is more persuasive, and makes a better, longer overall impression than simple text

37Meet the Experts38

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsShowcasing expertise by publishing to Slideshare. 3839

Desk.com Gets it2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsThe Infographic is not Dead. Claiming that Something is Dead, is.40

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions18K views on Slideshare alone, not counting the other places.

Slideshare introduced new optimized viewing for Infographics. 40Hell Yes! - First Page Results41

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsKeywords in your titles and descriptions. 41SlideShare is also a Search Engine42

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions#1 for Inbound Marketing from one presentation. 42

Integrate Your Presentations Across Multiple Channels43

SlideShare Easily Embeds into Landing Pages, Blogs, and Renders Beautifully in Twitter.2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsEmbedable into landing pages, blogs, renders perfectly in Twitter. 43Bonus Lightning Round44

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsYou May Ask Yourself, Why Didnt I Think of That?45

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing Solutions46

Promoting Your Event? Check..2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsA Coupon Code Inside Your Slidedeck? Ill Take It!47

2013 LinkedIn Corporation. All Rights Reserved.LinkedIn Marketing SolutionsA Visual Journey of FAQs? Genius. 48

2013 Lin