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©2012 LinkedIn Corporation. All Rights Reserved.
Marketing Solutions
Förbättra ditt professionella varumärke med LinkedIn#Linkedinday
©2012 LinkedIn Corporation. All Rights Reserved.
Maria WadeAccount Director
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Agenda Välkommen Ditt professionella varumärke på LinkedIn Fördelar med marknadsföring i sociala medier The Mindset Divide: en titt på det professionella vs. det personliga sociala
nätverkstänket 10.15: Kaffepaus & nätverkande Kundcase: IBM delar med sig av sina erfarenheter på LinkedIn Presenation av fler case Avslutning
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MOST LOYAL
EARLIEST ADOPTER
MOST POPULARMOST
ADVOCATED
Mobile earliest
adopter
©2012 LinkedIn Corporation. All Rights Reserved. 5
5M+
Canada
70M+
USA
9M+
Brazil
3M+
Australia
34M+
Europe
16M+
India
4M+
Southeast Asia
10M+
Middle East & Africa
187,000,000+registered members1
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EverywhereWork wherever our
members work
InsightsBe great at what
you do
IdentityConnect, find, and
be found
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37,500+ Links shared
900,000+ Pages viewed
160,000+ Professionals will visit
10,000+ New members
LinkedIn Stats - in the next 90 minutes
LinkedIn in Sweden
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Members
1,161,000
Managers, Directors, VP, Owners
285,000
What do Swedish members do on LinkedIn?
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Eleni MiliouAccount Planner
Your profile on LinkedIn Tips on how to use LinkedIn
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Your professional brand online
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Your customised url
Your professional profile picture
Your headline
Your summary
LinkedIn’s iPad application
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Your career timeline: thoughtfully building your network
PastCompany
School
CurrentCompany
Clients
You
Friends
Inmaps.linkedinlabs.com
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Signal: a tool to filter your daily news feed
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LinkedIn Today: your personalised newspaper
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1M + UniquePublishers
Participate in groups
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Frequency of LinkedIn visitors
Source: Lab 42
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Source: Power+Formula 2012 LinkedIn User Survey
Time spent on LinkedIn
Key take-aways
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•Updated•AppropriateProfile•Mobile app•iPad appEverywhere
•InmapsBrand•Join•ParticipateGroups
©2012 LinkedIn Corporation. All Rights Reserved.
Social Media is on the rise
Word of Mouth Marketing
23©2012 LinkedIn Corporation. All Rights Reserved.
Building Relationships
Listening to customers
The value we bring to our clients
Audience
Affluent, in-market decision makers
Context
Professional environment
engenders trust and confidence
Impact
Network effect extends your marketing beyond
the initial investment
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©2012 LinkedIn Corporation. All Rights Reserved. 26
Defining the right audience
Professional Details
Education
Groups /Associations
Geography
Job Title/ Industry
Company Name
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LinkedIn’s offer
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©2012 LinkedIn Corporation. All Rights Reserved. 28
Create a Company Page
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Introducing Targeted Status Updates
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Unique Targeting Dimensions
54,534 targeted followers(out of 236,031 total followers)
Introducing New Follower Analytics
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Self-serve follower dashboard
Trackcompany status
update engagement
metrics
Segment followers on targetable dimensions
Track new follower acquisition
Display advertising: targeting your audience by
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Function Seniority
Company size Company reached
Key take-aways
•Unique marketing opportunities
Social media
•Expand your social media presence
Company page
•Unique insights with LinkedIn Display
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Oscar RydmanEnterprise Solutions Specialist
The Mindset DivideRevealing how emotions differ between personal and professional networks
Quant only• Canada• Netherlands• France• Italy• Spain• Germany• Australia
First global study on social mindsetQual & Quant: 6,000+ social network users
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Three key takeaways from this research
Power of emotion
People want to hear from brands on professional sites
Mindset differs by network
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Emotion plays a key role in BOTH personal…
…and professional networks.
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“Personal networking is for old school buddies.
For good old memories…parties.”
Personal networks are about reminiscing and having fun
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“Professionally when I network, it’s for
information to do my job better.”
Professional networks are purposeful and aspirational
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Emotions on professional
networks are just
below the surface
Source: Q11– Why do you typically use the following websites? I typically use [website] to..Base: Professional SN users (5204) Personal SN users (8692)
What are the top 5 reasons people use social networks?
Professional NetworksPersonal Networks
“Invest Time”
Socialise
Stay in touch
Be entertained
Kill time
Share content
Maintain professional identity
Make useful contacts
Search for opportunities
Stay in touch
Keep up to date for career“Spend Time”
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Source: Q10a– Information to receiveBase: Professional SN users (5204) Personal SN users (8692)
What are the top 3 content types people expect?
26% higher than personal
Professional NetworksPersonal Networks
“Invest Time”“Spend Time”
Career info
Updates on brands
Current affairs
Info on friends
Info on personal interests
Entertainment updates
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Frame how your brand helps users gain knowledge and success
50 followers at start
12,000 followers5 weeks later240x increase
in just 5 weeks44
Top 3 tips to optimize your marketing with the right mindset
Recognise the separation between personal & professional networks.
Frame how your brand helps users gain knowledge and success on professional network.
Align your brand with emotion by matching your message to the user mindset.
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Coffee break: 15 min
http://visibletweets.com/#query=%23linkedinday&animation=1
Eleni MiliouAccount Planner
Connect: Professional Women’s NetworkPowered by
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Citigroup: Engaging professional women through social platform
Objectives
Products Used LinkedIn Managed Group LinkedIn Today special edition LinkedIn Polls
• Reach professional women unique forum
• Provide content to strengthen women’s financial futures
• Elevate awareness of Citi brand
30,000+members in the first 3 months
Results
FINANCIAL
18%week-over-week growth
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Special Microsite: Women & Co. by Citi
FINANCIAL
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How to engage professional women?
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LinkedIn Today Special Edition
Polls: Powerful content generators
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Citi Connect : Community Ecosystem
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Building Emotional Connections with Followers
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by
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Hewlett Packard: Building emotional connections with followers
Objectives
Products Used LinkedIn Display Ads LinkedIn Follower Ads Targeted Status Updates
• Raise awareness of new brand messages• Deepen engagement with IT decision makers • Customize content for different audiences
300,000+New followers in the first 2 months
Results
TECHNOLOGY
x2.5More likely to recommend HP products
Marketer ObjectiveTo elevate the HP brand globally by engaging both employees and target audience
StrategyBuild a long-term strategy to create brand advocates both internally and externally who can be leveraged in the future
SolutionInvest in building a strong Follower base to create brand advocates and maintain 1:1 relationships with key audiences
Brief Overview
LinkedIn Confidential ©2013 All Rights Reserved 58
Targeting IT and Business Decision Makers
‘Make it Matter’
Campaign Banners
Precisely Targeted
LinkedIn ‘Follower Ads’
Targeted
Status Updates
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Accurate reporting shows relevant followers
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Relevance increases engagement
Engagement Rate: CxOs
0.15%
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