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©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions Marketing Solution Driving Revenue w/ Social, Content, Marketing Automation Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg @LinkedIn @SlideShare

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

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Page 1: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Marketing Solutions

Driving Revenue w/ Social, Content, Marketing AutomationJason Miller, Sr. Content Marketing Manager

@JasonMillerCA

@LinkedInMktg

@LinkedIn

@SlideShare

Page 2: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

The world’s largest professional network

1 As of Aug 1, 2013

2 As of June 27, 2013

238M+Members Worldwide

Growing at more than two members per second >3M

90%1

2

Company Pages

Fortune 100 companies use LinkedIn Talent Solutions to hire

1

Page 3: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Your Philosophical Approach to Social is Killing Me

Page 4: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

70% of the Buying Cycle is Already Complete Before a Prospect is Ready to Talk to Sales.

Page 5: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

You Better Have Content that Answers Their Questions.

Page 6: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

ROI of Social is No Longer a Mystery

Page 7: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions7

Page 8: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions8

Social Media Leads Do Not Come in a Box

Page 9: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

All Leads are NOT Created Equal

9

Page 10: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

But, Social Leads are NOT Ready to Buy

Page 11: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

You Would Have Better Luck Finding…..

Page 12: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Re

ach

& E

ng

age

me

nt

Soc

ial L

ift

Soc

ial L

ift

Soc

ial L

ift

Soc

ial L

ift

Soc

ial L

ift

Landing Pages

Website Social Profiles

Online Ads Email

Soc

ial L

ift

Events

Making Every Campaign Social

Page 13: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Essentials for Success

Inbound is not Enough

4-1-1 Rule

Content is still king

Social Signals

Advocates

Go Visual

Page 14: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Inbound + Outbound = Awesomeness

Page 15: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Wait for it……

Page 16: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 16

Ready, Aim, Target - A Frictionless Content Experience

Page 17: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Page 18: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

The 4-1-1 Rule“For 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 This Not This

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©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 19

Page 20: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Content Fuels Social….So ……….Repurpose, Repurpose, then Repurpose Some More

Page 21: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 21

Washed Up? Who Says So? There’s Always Room for a New Audience.

Page 22: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Social Signals Influence Google

Page 23: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Claim Your Content with Google Authorship:

Page 24: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 24

Kick-start My Content…..

Page 25: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Leverage Your Employees & Advocates

Page 26: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

How About Some Free Links? Yes Please.

Page 27: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

How About Some Free Links? Yes Please.

Page 28: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 28

Social for Lead Generation

Page 29: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Which Social Channel Provides the Highest ROI? (Goes to Eleven)

Page 30: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

From Social Direct to Your Pipeline

• $4620• 7440 Successes• $ per Success < $1.00• 4482 New Names• $ per New Name $1.00

Page 31: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Prepare to Have Your Mind Blown

Page 32: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

The Seventeen Thousand Dollar Tweet

First Touch Tweet!

Page 33: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Research data, funny videos, curated lists, infographics, thought leadership

NO

YES

MOSTLYNO

Thought leadership and entertainment to build brand and awareness

Tools that help buyers find you when they are looking for solutions

Company-specific information to help evaluate and reaffirm selection

Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars

Pricing, demos, services information, 3rd party reviews, customer case studies

Gated?Early Stage

Middle Stage

Late Stage

Page 34: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Short Forms Outperform Long Forms

Short (5)Conversion: 13.4%Cost per: $31.24

Medium (7)Conversion: 12.0%Cost per: $34.94

Long (9)Conversion: 10.0%Cost per: $41.90

Page 35: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

The Perfect Social Landing Page

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©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 36

The Visual is the New Headline

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©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 37

We are all Visual Thinkers…..

75% of the Sensory Neurons in our Brains Process Visual Information

Page 38: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 38

Meet the Experts

Page 39: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 39

Desk.com Gets it

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©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 40

The Infographic is not Dead. Claiming that Something is Dead, is.

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©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 41

Hell Yes! - First Page Results

Page 42: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 42

SlideShare is also a Search Engine

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©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 43

Integrate Your Presentations Across Multiple Channels

SlideShare Easily Embeds into Landing Pages, Blogs, and Renders Beautifully in Twitter.

Page 44: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 44

Bonus Lightning Round

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©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 45

You May Ask Yourself, Why Didn’t I Think of That?

Page 46: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 46

Promoting Your Event? Check…..

Page 47: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 47

A Coupon Code Inside Your Slidedeck? I’ll Take It!

Page 48: Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 48

A Visual Journey of FAQs? Genius.

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©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 49

Clickable Links Inside your SlideShare Deck, Boom!

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©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions

Badass:A person who has done awesome

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©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions 51

I Love You All. Goodnight!