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1
MARKETING SOLUTIONS
The team
2
MARKETING SOLUTIONS
Agenda
LinkedIn Member Story
Engage the influential
Where are you now?
Marketing Solutions
Q&A
3
LinkedIn Member Story
MARKETING SOLUTIONS 5
Olivier Legrand
Enablement
MARKETING SOLUTIONS
MARKETING SOLUTIONS
Our MissionConnect the world’s professionals to make
them more productive and successful
MARKETING SOLUTIONS
Our VisionCreate economic opportunities for the global
professional in the world
MARKETING SOLUTIONS
Huge global opportunity in members
Worldwide Workforce
3,300M+2
Worldwide Professionals
640M+2
LinkedIn Members
175M+1
1 As of Feb 9 ’12 | 2 International Planning & Research
MARKETING SOLUTIONS
The values we bring to our members
Work wherever our
members work
EverywhereInsightsBe great at what you do
IdentityConnect, find and be found
MARKETING SOLUTIONS
Be great at what you do
Insights
1M Unique
Publishers
MARKETING SOLUTIONS
Seamlessly across devices
MARKETING SOLUTIONS
EverywhereThat works where you work
MARKETING SOLUTIONS
Engage the influential
MARKETING SOLUTIONS
LinkedIn’s audience of professionals is one of the most
influential, educated and affluent on the web
71%2
College grad or post grad
$86K3
Average house hold income
4.2MCXOs and VPs
1
Sources: 1 US internal LinkedIn data, March 2012 2 LRN member survey, September 2011 3The Nielsen Company @ Plan Rel 3 2011
MARKETING SOLUTIONS
Connect &
Communicate
Research People &
Companies
Professional Insights
79% Network with other professionals
77% Learn about what other colleagues are doing
69% Stay up to date on industry discussions
Seek Career
Opportunities10% Maintain professional identity
Percentages only for active members in June 2012LinkedIn Internal Data – Region - Global
How Do C-Level Executives Use LinkedIn?
MARKETING SOLUTIONS
C-level executives are more likely to follow companies
and actively engage on LinkedIn
63% More like to follow a company other
than their own
60% More likely to be a member of our influencer
segment
33%CXOs are on average members of 33%
more groups
LinkedIn Internal Data – Region - Global Percentages only for active members in June 2012
MARKETING SOLUTIONS
Members in APAC use LinkedIn to:
Connect &
Communicate
Research People &
Companies
Professional Insights
73% Network with other professionals
71% Learn about what other colleagues are doing
65% Stay up to date on industry discussions
Seek Career
Opportunities<20% Maintain professional identity
LinkedIn Internal Data
Percentages only for active members in August 201219
MARKETING SOLUTIONS
With a higher propensity for business travel
20
22%
14%15%
19%
12%
14%
0%
5%
10%
15%
20%
25%
LinkedIn Facebook Twitter FT.com WSJ.com Economist
11% average
Source: TGINet Europa, 2011 r2
Base: All Internet Users GB, F, D, ES
MARKETING SOLUTIONS
Frequent and extremely profitable travelers
21
LinkedIn members are
over 2x more likely than
the average to have
travelled 4+ times for
business in the last
year...
...and they travel in style:
3x more likely to travel in
business class for business
2x more likely to travel in
business class for leisure
Source: TGINet Europa, 2011 r2
Base: Linkedin members GB, F, D, ES
MARKETING SOLUTIONS
Travel influenced by a variety of factors
22
LinkedIn members say:
Frequent Flyer SchemesIndex 184
PriceIndex 136
Inflight Comfort/ServiceIndex 147
Convenience of TimingsIndex 218
Personal RecommendationsIndex 163
Company PolicyIndex 215
Leisure travel more likely to be influenced by....
Business travel more likely to be influenced by....
Source: TGINet Europa, 2011 r2
Base: Linkedin members GB, F, D, ES
MARKETING SOLUTIONS
Influential about travel and influenced by others
23
Audience
49% of LinkedIn
business travellers
consider themselves
‘travel influencers’ –
likely to convince others
about travel
66% of LinkedIn
business travellers say
other peoples’online
opinions help them
make decisions about
major purchases
Source: TGINet Europa, 2011 r2
Base: Linkedin members GB, F, D, ES
MARKETING SOLUTIONS
Business travellers utilising the power of LinkedIn
24
2x more engaged than the average member
72% follow at least one brand on LinkedIn
30% more inclined to follow travel brands
3x more likely to engage with status updates
Source: LinkedIn Internal Data
Base: UK Business Travellers on LinkedIn
Where are you now?
25
MARKETING SOLUTIONS
Where are you now?
26http://www.slideshare.net/OgilvyWW/unearthing-shangrilas-big-ideal
http://www.youtube.com/watch?v=Br1JqG6trxo
A compelling idea, leverage-able content and a great asset
MARKETING SOLUTIONS
Where are you now – an amazing idea exemplified
across digital Delivering relevance around the
world – global page linked to local
hotel pages
Solid content strategy – regular
posting of great, frequently liked and
commented content
Conversation and offers – a
platform for distribution of consumer
offers
On Facebook, content and offers
delivered to 198,052 total likes, with
21,711 people talking about this – with
the most popular age group being
25-34 year olds
27
How can we leverage these strong social media principles in the minds
of business travelers on LinkedIn?
MARKETING SOLUTIONS
Where are you now? Embracing mobile
Shangri-La app – making trip planning
and managing Golden Circle
membership much more convenient
Shangri-La.com – responsive design
principles employed for a positive user
experience on iPad
28
How can we promote these among LinkedIn’s business travelling
audience?
MARKETING SOLUTIONS
Where are you now on LinkedIn?
Your LinkedIn company page consists
of 14,000+ engaged followers, of
which:
– 3,000+ are Directors, VPs or CXOs –
and those that are likely to travel on
business
– 3,500+ are employees who have their
profiles viewed 13,000+ times per
month – powerful tools for
advocacy
– A global follower base, led by
China, India, UAE, and the US
29
MARKETING SOLUTIONS
Who is following you?
30
LinkedIn Marketing Solutions
MARKETING SOLUTIONS
High Impact Display MediaEasy to place. Hard to miss.
Prominent placements
above the fold
One ad on the page
Rich media enabled
Not a part of any ad
networks
300x250, 160x600, 728
x90 and textlinks
32
MARKETING SOLUTIONS
Targeting Beyond Demographics
Function, Seniority, Location, I
ndustry, Company Size
Education, Interests, Groups
MARKETING SOLUTIONS
LinkedIn GroupsAbility to target users who are member of specific groups.
MARKETING SOLUTIONS
Custom GroupsCultivate long-lasting relationships
Group Name
What are your clients looking for in today’s market,
protection or growth?
If you have a retirement plan at work, do you believe that
participating in it is one of the best ways to save for
tomorrow?
Are you on the way to a financially secure retirement?
If you leave your job or are close to retirement, how can Prudential Retirement can help you protect your wealth.
If you have a retirement plan at work, do you believe that participating in it is one of the best ways to save for tomorrow?
Are you on the way to a financially secure retirement?
Robust membership-driving
program
Over 1M Groups exist
1.5M Group memberships
added every week
MARKETING SOLUTIONS
LinkedIn Group AdsAttract and engage your precise targeted audience
•Boost membership by reaching targeted
professionals
•Personalized to each viewer based on their network
connections
• Provide Group information and context
Featured Discussion: “Interesting article from Financial Advisor Magazine that begs the question, what firm is prepared to throw the proverbial hammer…”
Join Group
Ryan Roslansky and 4 other connections joined.
MARKETING SOLUTIONS
Content AdsLeverage Innovative Content & Messaging to showcase thought leadership
Leverage innovative units to
distribute content to desired
target audience
Connect activity across all social
platforms
(YouTube, Twitter, blogs, etc.)
MARKETING SOLUTIONS
Sponsored PollsDrive and sponsor conversation
Drive member conversation
Enjoy flexibility with questions
Display dynamic ads on results page
Ability to share virally
MARKETING SOLUTIONS
Members only receive (at most) one
Partner Message per 60 days
Partner MessageYour message delivered to your specific prospects
Extensive targeting capabilities
Ability to share virally
MARKETING SOLUTIONS
Company PagesEstablish brand presence on LinkedIn
MARKETING SOLUTIONS
Social MessagingFollow Company and Recommendation Ads
Gain more followers to your LinkedIn
Company Page
Drive recommendations to promoted
products/services
Actions become viral within network
update stream
MARKETING SOLUTIONS
Power and Accuracy of Professional Profile Data
42
Who Visits Your Page? Who Saw Your Campaign?
Who Clicked On Your Ads? Who Viewed Your Ads?
Shangri-La And LinkedIn
43
MARKETING SOLUTIONS
Summary – a holistic partnership
44
Analytics/Research
Technology/Product Integration
Conversation & EngagementBrand Messaging
Social Activation
Thought Leadership
Partnership
Foundation
MARKETING SOLUTIONS 45
Appendix
46
MARKETING SOLUTIONS
2 M+ Active
Company
Pages
Establishing Company Presence
MARKETING SOLUTIONS
New Company Pages: Testing Now
48
MARKETING SOLUTIONS
Engage followers with real-time updates
MARKETING SOLUTIONS
Connect with your followers everywhere
MARKETING SOLUTIONS
LinkedIn Groups: Your source for professional knowledge
MARKETING SOLUTIONS
Over 1 Million Different Groups on LinkedIn
52
MARKETING SOLUTIONS
Managed Groups
53
Highly relevant topics that drive membership and participation
MARKETING SOLUTIONS
LinkedIn Platform: APIs for marketers
American Express creates a viral engine that
rewards LinkedIn members with card discounts
for professional recommendations