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Marketing Solutions Leverage social media to market your brand SMEI Presented by Gary Fearnall LinkedIn Canada November 24, 2011

LinkedIn: Leverage social media to market your brand

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Page 1: LinkedIn: Leverage social media to market your brand

Marketing Solutions

Leverage social media to market your

brand

SMEI

Presented by Gary Fearnall

LinkedIn Canada

November 24, 2011

Page 2: LinkedIn: Leverage social media to market your brand

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Gary FearnallDirector, Global Marketing Solutions at

LinkedIn Canada

LinkedIn | Internet | Toronto Area

Connections: 500+ |

Page 3: LinkedIn: Leverage social media to market your brand

Advertising on LinkedIn

• Text ads with small images

• Auction-based bidding

• Self-service online interface

• Pay per click (CPC)

Page 4: LinkedIn: Leverage social media to market your brand

LinkedIn Recruiting Solutions

Page 5: LinkedIn: Leverage social media to market your brand

The InPlatform

1 2 3

Full information at Developer.LinkedIn.com

Page 6: LinkedIn: Leverage social media to market your brand

The Canadian Online Landscape

Global Leaders in Digital Consumption

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Page 7: LinkedIn: Leverage social media to market your brand

Online Engagement World-Wide:

Canada Still Leads with Online Engagement Followed by the US!

January 2011

LocationUnique Visitors

(000)

Average

Usage Days

per Visitor

Average

Minutes per

Visitor

Average Pages

per Visitor

World-Wide 1,333,403 18.2 1,394.7 2,102

China 295,715 12.3 699.1 979

United States 181,038 28.3 2,213.7 3,075

Japan 73,091 16.1 1,070.5 1,860

Germany 49,475 21.1 1,454.3 2,828

France 42,037 23.8 1,689.0 2,787

India 41,996 13.5 751.3 1,163

Brazil 40,528 18.3 1,548.9 2,077

United Kingdom 38,704 25.4 1,991.0 2,891

Canada 23,113 30.8 2,742.9 3,510

The average Canadian went online daily, spending 46 hours and viewing

over 3,510 pages in January!

Source: comScore Inc., Media Metrix, CA, All Locations, Persons 15+, Jan 2011

#1 #1 #1

Page 8: LinkedIn: Leverage social media to market your brand

The current landscape

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Page 9: LinkedIn: Leverage social media to market your brand

Social Networking ranked as the fastest growing category in mobile content

consumption in 2010, but online retail right up there

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

Social Networking

Classifieds Online Retail

General Reference

Maps Shopping Guides

Restaurant Info

Weather Auction Sites

Personal Email

Un

iqu

e U

se

r (0

00

)

Fastest Growing Mobile Content Categories by Total Audience (000)Source: comScore MobiLens, 3 mo. avg. ending Dec-2010 versus Dec-2009

Dec-09 Dec-10

+ 55% + 53%+ 47%

+ 46%

+ 46%

+ 45%

+ 45%

+ 45%

+ 39%

+ 56%

Page 10: LinkedIn: Leverage social media to market your brand

Social UtilityFriends, Family and Colleagues

Status, Photo Sharing & Social

Gaming

PublicBroadcast

Fans & Followers

Real-time Micro Blogging

ProfessionalNetwork

Colleagues & Business Contacts

Professional Identity,

Connections & Insights

Platform Connections Killer app

Page 11: LinkedIn: Leverage social media to market your brand

Our mission

Connect the world’s professionals to make

them more productive and successful

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Page 12: LinkedIn: Leverage social media to market your brand

Promotes trust and

message receptivity

... Engage opted-in

professionals in a

relevant mindset and

environment,

Delivers compelling insights and

results with social media solutions

..Benefit from viral

distribution and

incremental reach

Reach the most influential, affluent

and educated audiences at scale

Pinpoint the audience

most valuable to your

business

Quality Audience Business Context Marketing Impact

The only global social platform delivering marketing

solutions in a business context, driving long-term impact

Page 13: LinkedIn: Leverage social media to market your brand

Promotes trust and

message receptivity

2xmore confident in information

found on LinkedIn than other

social sites3

Delivers compelling insights and

results with social media solutions

Reach the most influential, affluent

and educated audiences at scale

Quality Audience Business Context Marketing Impact

1Internal LinkedIn data (UK), September 201112Internal LinkedIn data, September 2011

3 LinkedIn Audience 360 Survey (UK), August 20113 Phillips Healthcase case study

LinkedIn: The Only Global Social Platform Delivering

Marketing Solutions in a Business Context

5xmore C-suite reached on a daily

basis than competitor business

sites. (40,000)1

+86%increase in Aided Brand Aware-

ness among non customers

- Phillips -

Page 14: LinkedIn: Leverage social media to market your brand

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The world’s largest professional networkOver 50% of members are now international

*as of November, 2011

**as of September 30, 2011

14

24

8

17

32

55

90

2004 2005 2006 2007 2008 2009 2010

LinkedIn Members (Millions)

135M+* 75%Fortune 100 Companies

use LinkedIn to hire

**

Company Pages

>2M**

People searches in 2011

~2B**

Page 15: LinkedIn: Leverage social media to market your brand

4.1 Million Unique Visitors

136 Million Page Views

64 Million Minutes

15.5 Average Minutes Per Visitor

Source: comScore Canada Media Metrix September 2011

ComScore - October 2011

Page 16: LinkedIn: Leverage social media to market your brand

LinkedIn Demographic Profile

70% of UVs on LinkedIn are Adults 25-54

48% of UVs on LinkedIn have a HHI of $75K+

HHI $Gender Age

Male, 54%

Female,46%

48%

27%

$75K+ $100K+

Sources: comScore Media Metrix, Canada, October 2011.

18-24, 5%

25-54,70%

55-64, 14%

65+, 7%

Page 17: LinkedIn: Leverage social media to market your brand

Audience: Where They Spend Their Time

LinkedIn Internal Data

Page 18: LinkedIn: Leverage social media to market your brand

Social Media Environment Matters

Promotes trust and

message receptivity

2xmore confident in info found on

LinkedIn than other social sites2

Delivers compelling insights and

results with social media solutions

+10shift in Net Promoter Score as a

result of leveraging LinkedIn3

Reach the most influential, affluent

and educated audiences at scale

3.4MC-level and VPs on LinkedIn.

135M members and growing1

Quality Audience Business Context Marketing Impact

1 Internal LinkedIn data (US), September 20112 LinkedIn Audience 360 Survey (US), August 2011

3 Global computer manufacturer

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Page 19: LinkedIn: Leverage social media to market your brand

What are professionals doing on LinkedIn?

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Managing their professional identity

Building business relationships

Sharing advice and finding answers

Researching people and companies

Page 20: LinkedIn: Leverage social media to market your brand

Manage your professional identity

Build your professional profile

Optimize your profile for search –the professional profile of record

Get recommendations

Install InApps

Integrate other social activity (blogs, tweets)

Page 21: LinkedIn: Leverage social media to market your brand

Connect

Summary:

Career and

Professional

Highlights

Experience /

Education

Professional identity ecosystemYour professional profile of record

Professional

Details

Groups /

Associations

Recommendations

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Page 22: LinkedIn: Leverage social media to market your brand

Build business relationships

Build a professional network

Request / facilitate introductions

Make contact via InMailTM

Page 23: LinkedIn: Leverage social media to market your brand

The 2nd Degree Network

Queens University

Descartes Systems Group

Delano Technology

LinkedIn

Cube Route

More Colleagues

Hummingbird

Get your own map at

You can disable you shared network page if you want, please click here.

Your network share page is currently disabled, please click here to enable.

LinkedIn Labs | InMaps - Nicole German's professional network http://inmaps.linkedinlabs.com/share/Nicole_German/1406233...

2 of 2 3/24/11 8:06 AM

Page 24: LinkedIn: Leverage social media to market your brand

Gain professional insight

Keep up with the news stream Create Polls

Discuss professional topics in GroupsAsk and answer professional questions from the network

Page 25: LinkedIn: Leverage social media to market your brand

Share & comment on insights & news via status updates

Get the day’s top news through a professional lens

Gain professional insight

Page 26: LinkedIn: Leverage social media to market your brand

Gain insight in your industry

Page 27: LinkedIn: Leverage social media to market your brand

Researching people and companies

Search for professionals

Research companies

Page 28: LinkedIn: Leverage social media to market your brand

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Page 29: LinkedIn: Leverage social media to market your brand

Listening to the network

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Page 30: LinkedIn: Leverage social media to market your brand

LinkedIn Groups

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Page 31: LinkedIn: Leverage social media to market your brand

The news you need – Today

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Page 32: LinkedIn: Leverage social media to market your brand

The Signal from the stream

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Engagement

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Page 34: LinkedIn: Leverage social media to market your brand

In a Social World Brands Must Participate to SucceedEngaging Followers is critical to participation

Attract

Followers

Create

Experiences

Amplify thru

Network

Engage

Followers

88% of LinkedIn members are interested in following companies.

Members will follow an average of 2.8 companies per category.

LinkedIn Survey (n=363), US and Canada, October 2011

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Page 35: LinkedIn: Leverage social media to market your brand

Engage Those Most Interested in Your Brand Introducing Company Status Updates

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Homepage

Profile

Mobile

Website

Chevron Loremipsum dolor sit amet, consecteturadipiscingelit.

Maurisrhoncusscelerisqueporttitor. Fusceviverrajustofermentum dolor volutpat.

Like (5) • Comment • Share

Chevron is demonstrating how solar energy can increase production from

mature oil fields. The project uses more than 7,600 mirrors to focus the sun's

rays onto a solar boiler. Learn more: http://bit.ly/oow11ytfbLike (5) • Comment • Share

55% of LinkedIn members will follow a company “forever”.

45% of members want weekly updates.

LinkedIn Survey (n=363), US and Canada, October 2011

Page 36: LinkedIn: Leverage social media to market your brand

LinkedIn Assets and Virality Fuel Follower Ecosystem

Engagement generates value

• Earned media

• Incremental reach

• Relevant relationships

• Insights

Status Update

Like

Like

Share

Share

Comment

Comment

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Page 37: LinkedIn: Leverage social media to market your brand

35%

37%

10%

18%

1 to 3

4 to 6

7 to 9

10 or more

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88%How many companies would you follow?

of LinkedIn members said they

would “follow” companies

Base in bar chart: Respondents who said they would follow at least 1 company (n = 320)

Source: Survey of 363 active LinkedIn members in the US and Canada (fielded 10/3/2011)

LinkedIn members value following companies

Page 38: LinkedIn: Leverage social media to market your brand

New job openings at the company

People in your network who have joined or left the company

News articles that are relevant to the company

Notifications of a launch of a new product or service

Information about a new project or initiative by the company

Notifications of new white papers, upcoming webinars, or conferences

Notifications of special offers, deals, or discounts

Question: “What information about a company

would you like to receive in your LinkedIn network

update stream?”

79%

73%

69%

66%

63%

46%

28%

63%

43%

58%

59%

60%

57%

63%

“Yes, I want to receive these updates .”

“Yes, I would share this kind of information.”

• Base: Respondents who said they would follow

at least 1 company (n = 320)

• Base: Respondents who said they would follow at

least 1 company (n = 320) & were interested in

receiving this specific update

Question: “What information would you be likely to

share with people in your LinkedIn network?”

Company Updates

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LinkedIn members want updates on a broad range of topics

and will share with their networks

Page 39: LinkedIn: Leverage social media to market your brand

Updates that include strategic and people

shifts in the company. New product

launches, discoveries of new technologies.

Large, unexpected financial changes.

High profile insights from key leaders, i.e.

CEO, President, CFO, CMO's etc.

I DON'T want marketing

spam. I do want news

stories, product

reviews, people I know

leaving or starting there. I like to stay in touch

with the industry.

New tips- tricks, and

people moving.

Source: Survey of 320 active LinkedIn members in the US and Canada (fielded 10/3/2011)

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I want to know when a

company launches a

new product.

I want financial

announcements.

LinkedIn followers value professionally relevant updates

In your own words, please describe the kinds

of company updates that you would be most

interested in receiving…

Page 40: LinkedIn: Leverage social media to market your brand

LinkedIn

Groups

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Scaling awareness on LinkedIn

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LinkedIn’s Unparalleled Targeting Capabilities

Page 43: LinkedIn: Leverage social media to market your brand

Advertiser provided educational programs

Targeted brand message at mid-level managers

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Impact of higher exposure on: Lift(1-10 vs. 11+ times)

Recall seeing an ad from advertiser on

LinkedIn140%

Think that advertiser has an excellent

reputation14%

Likely to apply to advertiser’ program 68%

Effect of Ad Exposure Frequency

Page 44: LinkedIn: Leverage social media to market your brand

Reach your audience through prominently placed, high impact ad units across LinkedIn

Advertising On LinkedIn

Page 45: LinkedIn: Leverage social media to market your brand

• Execute simply through RSS Feeds & Updates automatically

• Share video, tweets, blogs and more

• Use content to build loyalty

• Targetable to all audiences

• Shareable

LinkedIn Shareable Content Ads

Page 46: LinkedIn: Leverage social media to market your brand

Custom Shareable Content Ad

Pull in relevant news feeds that align with your Brand or

campaign objectives

Promote whitepapers, stu

dies, or any information

about your brand

Content can be shared with social networks

Stream webcasts or showcase information about your products

or services within the unit

Leverage existing videos content or pre-roll assets to

run in the Content ad

Page 47: LinkedIn: Leverage social media to market your brand

LinkedIn Content and Video ads

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LinkedIn Partner messages

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Page 49: LinkedIn: Leverage social media to market your brand

Thank-you

[email protected]

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