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PLATFORM OVERVIEW & CASE STUDY REVIEW

CAMPBELL-EWALDWARREN, MIAUG. 13, 2013Campbell-Ewald: LinkedIn Power-users

Most Popular

Most EndorsedEarliest Adopter

Most Connected

MaryEvans

ColleenReaser

BryenneKorte

StacyVickEarliest Adopter The first person to sign up and create a profile on LinkedInMost Connected The person with the most 1st degree connectionsMost Popular The person whose profile was viewed the most in the past 30 daysMost Endorsed The person with the most total endorsements

23Agenda

Platform Overview

Marketing Levers: Owned, Earned, Paid

Case Studies and Success Stories

Priority and Initiatives Discussion

Next Steps12345

Our Mission.Connect the worlds professionals to make them more productive and successful

Ever since we were founded in 2003, LinkedIns mission as been to connect the worlds professionals to make them more productive and successful.

Everything we do is member first. For example, 20% of our revenues are reinvested into our member products and platform vision.Around 1,000 new products are being BETA tested by members every week, ensuring only the most beneficial make it through.

4Transforming the Way Companies Hire, Market and Sell

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PRECISE TARGETINGAuthentic Profile Data

Replacing theResume

Reinventing the Consumer Relationship

Eliminating theCold CallToday we are going to focus on Marketing Solutions, but its important to understand that LinkedIn is also a powerful tool for companies to find and hire the best talent as well as identify and acquire new customers. All this is achieved by our scale, social engagement on the platform and LinkedIns precise and authentic targeting capabilities.

We are able to do this in an unprecedented way due to the convergence of two unique trends:Scalable infrastructure that connects hundreds of millions of people in milliseconds, andExtraordinary shifts in online behavior related to the way people represent their identities, build their networks and share information and knowledge. This is fundamentally changing the world in the way we live, play, and, of course, work. And thats where LinkedIn is focused: on fundamentally transforming the way the world works.

5LinkedIns Global Footprint235M+Registered members as of August 1, 2013

3M+

Australia17M+

India4M+

SE Asia6M+

Canada70M+

USA10M+

BrazilEurope

Americas34M+

APAC39M+

80M+

2M+

DACH3M+

Italy4M+

France3M+

Spain3M+

NL10M+

UK125M+Monthly UniqueVisitors63%Of LinkedIn members are outside of the USEMEA50M+

UAE1M+

1M+

Sweden1M+

BelgiumGlobal Reach at Scale

1 in every 3 Professionals in the world are LinkedIn55%2College grad or post grad

$83K2Average household income

Business Decision Makers 7.9M

1Sources: 1. Internal LinkedIn data, October 2012; 2. The Nielsen Company @ Plan Rel 4 2011; 3. comScore US Media Metrix Data, September 2012 32xMore buying power than average Internet sites

LinkedIn is the most effective place to engage with professionals

LinkedIn enhances a companys brand presence and helps to build trusted consumer relationships with high quality audiences at scale. LinkedIn enables companies to engage with professionals in unprecedented ways, e.g. seniority, functional area, type of company, size of company, geography, etc. When combined with highly effective tools -- such as the company follower model, i.e. the ability to target a company's followers with status updates, white papers, headlines, new product announcements, etc.; custom groups; and special editions of LinkedIn Today, -- LinkedIn enables companies todeeply engage with one of the most influential, affluent, and highly-educated audiences on the Web.

LinkedIns audience enables marketers to target at scale the highest composition of influential, affluent and educated decision makersMembers have 2X more buying power than average, more than other top 5 social media sites$83k HHI average for members in US3.9MM CXOs and VPs among our members55% of members are college grads or have post-grad degrees

78Agenda

Platform Overview

Marketing Levers: Owned, Earned, Paid

Case Studies and Success Stories

Priority and Initiatives Discussion

Next Steps1234596XMore engagement with content vs. jobs

BRANDS2.7MM Company PagesCompany UpdatesSlideShareGroups

THOUGHTLEADERS200+ Influencers

NEWS1.3MM PublishersLinkedIn Today

PEERS1.5MM GroupsConnections

NY Times | June 16, 2013LinkedIn Builds Its Publishing PresenceLinkedIn has evolved into a Professional Publishing PlatformDriving this increased engagement is the fact that LinkedIn has evolved into a professional publishing platform. Our members are 6 times more engaged with content on LinkedIn vs our jobs properties.

LinkedIn members are investing time in content from four primary sources:

Brands, 2) Thought Leaders 3) News and 4) Peers

And the LinkedIn products that deliver this content are:

Brands Company Pages, Company Updates, SlideShare, GroupsLinkedIn members choose to follow the companies that they want to hear from, engage with content these companies post to SlideShare, and join Groups built or sponsored by these companies

Thought Leaders Influencers Members are getting unique content that they cant get anywhere else by following Influencers. The Influencers program includes over 220 of the most influential thought leaders, from Richard Branson to President Obama.

On LinkedIn, Influencers have become publishers virtually overnight, attracting in the case of Richard Branson 1.3million followers that engage with and share their content posting hundreds of thousands of comments. (March 1, 2013) Companies have the same opportunity on LinkedIn.

News LinkedIn Today

There are more than 40 industries and 480 news sources to follow on LinkedIn Today.

Since LinkedIn Today was integrated into the LinkedIn Homepage in July 2012, traffic to 3rd party publishers is up nearly 60%Peers Connections, Fellow Group MembersMembers visit their homepage and read their news feed to see what their connections are sharing. Since their connections are usually people in the same industry or function, they typically share information that is extremely relevant and useful.

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Professional Networks

Personal NetworksCareer infoUpdates on brandsCurrent affairsInfo on friendsInfo on personal interestsEntertainment updatesSource: Q10a Information to receiveBase: Professional SN users (5204) Personal SN users (8692) and Users are Actively Leaning In and Participating in the Dialogue26% higher than personal12310 Spend Time ddInvest TimeAnother key finding from the research is that there is a huge difference between the content people expect on the different networks. Personal network users are looking for content and info that gives immediate gratification info on friends, entertainment, updates on their personal interests

Professional networks users want content that can help them build for the future info related to their work and careers and updates from brands they are interested in. When we asked people what type of information they wanted to hear from brands/companies/products, the personal side was about hobbies, entertainment, concert updates, etc. The professional side was about how to improve yourself, how to be better in your career and in your industry, they want brands to talk to them in a relevant way to tap into this type of content.

You can build relationships with professionals by sharing insights and listening. 10The Company Page is Core to Establishing a Brand Presence11

11Job FunctionIndustrySeniorityOccupationCompany SizeEducation / DegreeGeographic LocationCompany NameAgeGroup Participation# of Connections then Precisely Target your Audience

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Generate buzz and create a brand community with Sponsored Groups & Sponsored PollsCreate a branded community where members discuss topics that matter to themInfluence organic discussions with potential advocatesDemonstrate thought leadership and build loyaltyOwn ad space in the Group to distribute content

1314Ensure standout; just one message is sent every 60 daysPrompt user to take action with customizable response buttonEncourage on-going dialogue with optional social widgets

Speak Directly to your Audience with InMail Strong Engagement Send a personalized message directly to a members inbox

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Expand your contents reachFeed status updates to users who have yet to follow your brand

Benefit from trusted contextContent is consumed alongside members network updates (not within an ad unit)

Achieve ubiquitous presence Updates appear seamlessly across all devices; desktop, tablet and mobile

2013 LinkedIn Corporation. All Rights Reserved.

Drive Awareness and Stay Top of Mind with Sponsored Updates15

Leverage LinkedIn Audience Data with Custom API Solutions

The Butler API Solution : Chance to win a trip, Career Coach and more..1617Agenda

Platform Overview

Marketing Levers: Owned, Earned, Paid

Case Studies and Success Stories

Priority and Initiatives Discussion

Next Steps1234518

Creating a Community & Dialogue

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Accessibility & Driving Sales

Brand and Product Awareness: Contests

ObjectivesSolutionCompete with connectionsStronger profile = more pointsWin Volkswagen PassatIncrease brand awarenessIncrease product awareness

Data LeveragedMember profileConnection profiles

http://www.youtube.com/watch?v=xtorsGeHlMs

An engaging gamification use of LinkedIn member profile and connection data where LinkedIn member compete for the strongest profile.

The winner received a VW Passat.

IMPORTANT TO PLAY THIS VIDEO!!

Professionals ARE willing to engage with brand in this wayits contextually relevant activity.2021Agenda

Platform Overview

Marketing Levers: Owned, Earned, Paid

Case Studies and Success Stories

Priority and Initiatives Discussion

Next Steps12345Priority Accounts and Joint PlanningAnalyze & Optimize

Engage Followers: Post UpdatesBuild Community: Acquire Followers

Establish Presence:Develop branding assets

xyzCoxyzCo

Ed Franklin

Grow Your Career by Following:XYZ.COCecile, get the latest on XYZ.CO Jobs, News & more!XYZ.CO

Grow Your Career by Following:XYZ.COCecile, get the latest on XYZ.CO Jobs, News & more!XYZ.CO

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Thank You & Next Steps2323

Targeted Display Ads Desktop & Tablet Prominent placement

Limited competition

Clutter-free environment

24Frame how your brand helps users gain knowledge and success 50 followers at start12,000 followers,5 weeks later

240xincrease in just 5 weeks

ChallengesMercedes was facing stiff competition from the BMW 3 Series and the Audi A4 in the luxury car market, and needed to demonstrate its innovation while creating a community of hand raisers.Specifically, the company wanted to improve perceptions and raise awareness of its C-Class car.

SolutionMercedes and LinkedIn decided to associate the brand with a professional activity in this case, managing and improving members LinkedIn profiles via InTips ads.The Mercedes interactive content ad allowed LinkedIn members to request brochures and test drives, and encouraged them to follow the Company Page.The Mercedes Company page allowed followers to share their experiences with the car and recommend it to other social media connections.

Why LinkedIn?Ability to target affluent professionals holding senior management positions.Ability to drive traffic to Company Page creates community, increases reach of recommendations.Multiple touch points for messages from Mercedes to the right people, at the right time.

ResultsInTips ads created increased engagement with LinkedIn members generating a clickthrough rate of 0.20%.Follow ads generated a clickthrough rate of 0.77%Recommendation ads outclassed standard display advertising: created 139,354 viral impressions with engagement rate of 0.27%.12,000+ company page followers in only 5 weeks

Member Quotes from Company PageGreat car! I picked up my new C-Class 2 weeks ago and its the nicest exec car Ive owned. Super drive and super comfy. Great technology in it too! IT director, Birmingham, UK

Mercedes just gets better in its field. Marketing manager, Nottingham, UK

25More likely to create content within GroupsMore likely to followcompaniesMore likely to share updates with their network6x6x9xInfluencersAverage LinkedIn Member

Engage information-hungry influencers with exclusive information26

Influencers on LinkedIn are much more engaged and likely to share your brand messages

Influencers are defined as LinkedIn members who are media professionals, bloggers, poll creators, mobile users, etc.262.5XMore Engagement than Avg.Professional Womens Network47%Higher Unaided Brand Awareness54KTotal Members

Match your message to the user mindset27

Connect -- technically Connect: Professional Women's Network -- is a collaboration between Citi and LinkedIn to bring professional women the best curated and original content and resources on topics that matter most to professional women.

Citi Womens Professional Group Case Study- 54K members - ~328 members/day (Created 4/20/2012, active 139 days)

Unaided brand awareness is 47% higher for Connect Group members when compared to non-group members Non-Group: 30%; Connect Group: 44%.

Fastest growing group in 2012Membership / # of days since created

2.5x more engaged than avg# of discussions and comments / membership27

What impressed me the most was the strong bond forged among the women, although most only connected online a few months ago. - Linda DescanoPresident and CEO of Women & Co.

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NYC Connect Meet-upBuild meaningful relationships by participating, sharing, and listening

Citis Connect group became so engaged that the members organized their own offline meetup in NYC which resulted in a group of 30 professional women from various ages and backgrounds. One member mentioned she works with all men in IT, and loves the LinkedIn group for the female camaraderie and perspective. Another member mentioned that she doesnt have co-workers or other people that she trusts for career advice, but the group fills that void for them.

What probably impressed me the most was the strong bond forged among the women, although most had only connected online a few months or even weeks ago. Linda Descano, CFA (from Women & Co blog)

Women and Co. meetup event in NY: http://blog.womenandco.com/2012/08/making-the-right-connections.html

28LinkedIn reaches more Business Elite monthly than any other site measured29

Source: BE: Global 2012459K+ BE visit LinkedIn monthly202K+ BE visit LinkedIn daily

29Professional and affluent audience1Society for New Communications Research, US 20102LinkedIn Audience 360 Survey, US, August 201190%of professionals use social media to get access to thought leadership and information they couldnt get elsewhere1

81% of LinkedIn members prefer to have separate social networks for their personal and professional lives23 out of 4professionals rely either lightly or heavily on professional networks to support business decisions1

Setting the Stage: Social Transformation, Personal vs. Professional Lives

Social Media Environments MatterSocial media environments are not made equally. In our personal lives, we may use social media to share photos and videos or play games with our family and friends. Meanwhile, 90% of professionals use social media to get access to thought leadership and information they couldnt get elsewhere (Society for New Communications Research, 2010)Three quarters of professionals rely either lightly or heavily on professional networks to support business decisions (Society for New Community Research, 2010)These differences in social media environments drive 81% of LinkedIn members to have separate social networks for their personal and professional lives (Source: LinkedIn Audience 360 US Member Study, Aug 2011)

30Our Marketing Solutions All powered by our precise and authentic targetingCompany PagesFollower Updates (free)Sponsored Content to non-followers (paid) Social Ad: Follow Company

GroupsEnhanced 100% SOV Ad UnitsCustom Custom Right RailManaged Custom Right Rail & Editorial CurationSocial Ad: Join Group

MobileMobile sponsored contentiPad Sponsored contentTargeted DisplayFull Page takeovers

Slideshare Channels, Sponsorship, Banners

APIs/Plug-InsCustom Executions built by LinkedIn Certified Developers (CDP)

Standard Display Ads300x250, 1x1 text link, 728x90, 160x600

Sponsored InMails

Sponsored Polls

Content Modules Exp video content modulesSlideshare Content Modules

Social Ads Join Group & Follow Company

SocialCorePRECISE TARGETINGAuthentic Profile DataAPI / Off-Platform

Dont forget about...Segments: Influencer Segment, Custom Segments:http://bit.ly/NJPIRX*Coming Soon - YUM (young and upwardly mobile) & Degree TargetingPackages: Profile Decoder, Managed Groups, iPad Sponsorship, Sponsor Your Employees, Career Changers, Sign-out Page (beta), Member Get Member (Coming Soon)

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