linkedin marketing solutions - spark...
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Social business impact
Relationships matter
Source: Oracle, Social Media Today and Leader Networks, “The Social Enabled Enterprise: a 2013 research study”, Worldwide, Sep 2013.
91% 81%
Increased visibility
with prospects
Increased customer
loyalty
THE WORLD’S LARGEST professional network
12M+
Canada
100M+
USA
60M+
Latin America
10M+
Oceania
21M+
UK
36M+
India
20M+
Africa 15M+
Middle East
400m+ members
worldwide 97m+ monthly unique
visitors >2 new members /
second
81M+
Asia
100M
+
Europe
LINKED IN AUDIENCE in Africa
20 000 000
professionals present on LinkedIn
AUDIENCE TOTAL
1 150 000
Algeria
Egypt 1 300 000
Morocco
1 290 000
Kenya
5 000 000
South Africa
645 000
Tunisia
2 630 000
Nigeria
421 000
Tanzania
343 000
Zimbabwe
317,000
Senegal
2 070 000
805 000
Ghana
Our Audience
Benefits to
marketers
Creative Examples
Benefits to Members
Our Solutions
Reporting
Today’s
Agenda
Everywhere Work wherever our members work
Insights be great at what you do
Identify connect, find and be found
THE VALUE
WE BRING
TO OUR
MEMBERS
Homepage Pulse Influencers LinkedIn Groups Company Pages
LinkedIn provides tools that our members use to obtain business insight
Top drivers for using personal and professional networks are quite different
Top 5 reasons people use each network
Share content Keep up to date for career 5
Personal networks Professional networks S
PE
ND
TIM
E IN
VE
ST
TIM
E
1 Socialize Maintain professional identity
2 Stay in touch Make useful contacts
3 Be entertained Search for opportunities
4 Kill time Stay in contact
WHAT ARE PROFESSIONALS DOING ON LINKEDIN?
Professional
identity
Managing their
professional
identity
Networking
Building a
professional
network of peers
Insights
Distilling and facilitating
professional insights
How the South African market uses LinkedIn
Connect & communicate
71% network with other
professionals
Professional insights
54% stay up to date on industry
discussions
Seek career opportunities
13% maintain professional identity
Research people & companies
69% learn about what other
colleagues are doing
Social media is on the rise
Building relationships Create marketing bonds that last over time
Word of mouth Your message coming from trusted sources Engaging clients
A two-way marketing communications channel
Audience
Affluent, in-market
members increase
receptivity and
decrease wastage
Content
Professional environment
engenders trust and
confidence
Impact
Network effect extends your
marketing beyond the
initial investment
The value we bring to brands
Defining your audience Getting the right message in front of the right person
Professional Details
Education
Groups /
Associations
Geography Job Title/
Industry
Company
Name
LinkedIn audience based targeting
Custom audience segments
Job function
Industry
Company size Seniority
Gender
# of connections
Geo Age
Company
Group
Run of professionals
‘In crowds’
Small & Medium
Business
Professionals
Business
Decision Makers
Professionals
working in
companies with
between 50 and
500 employees
Manager &
Above at Any
Size Company
Financial
Service
Professionals
Manager &
Above at Any
Size Company
Sales
Professionals
Professionals
whose job
Function is
Sales or
Business
Development
Marketing
Professionals
Marketing
Professionals,
or those who work
in the Marketing &
Advertising
Industry
Startup
Professionals
Professionals
working at
companies
with 1-50
employees
Corporate
Professionals
Directors &
Above At
Companies With
More Than 500
employees
IT Professionals
Professionals
whose job
function is IT or
Engineering
Business Travellers – An Ultra Engaged Audience
11x More connected
(vs. average LinkedIn member)
61% Manager+
(incl. Manager/Director/VP/CXO/Owner/Partner)
260% More company
page views
(vs. rest of platform)
South Africa
263k “Members who travel multiple times a year for business”
Career Changers – A Proven Purchase Trigger
31%
37%
43%
63%
76%
Cars
Beauty/personalgrooming produts
Bags
Watches
Clothes/shoes
LinkedIn luxury study, Q4 2014
Purchase of Choice
30%
41%
63%
80% High quality
High Price
A unique product
International Brand
Feature of Choice
22% More engaged with content (vs average member)
South Africa
79k
Began/ended position within last 90 days
Mass Affluent – Targeting Wealthy Professionals
South Africa
230k
Traditional sources for financial information
Trust Index of Channels for Financial Information:
“Look alike model based segment of members who possess over $100k
(or equivalent in non US dollars) in investable assets.”
Find your audience
Shape perception
Establish trust Build strong communities
Extend the experience
5 keys to build your brand
Data
Targeting
• Profession
• Seniority
• Education
• Industry
• Company Size
• Geography
• Group Membership
Target by
Analytics
Research
Insights
Media
Content Ads Social Ads Display InMails 2.0
Social
Company Pages Groups
Integration
APIs Plugins
Company pages
Be found by and connect to the people that matter most
Leverage as a hub for content marketing efforts
Represent your brand identity with images and video
Your home on the world’s largest professional network
OWNED
Attract a unique
set of Followers
Discoverable through
search
Highlight association to
the Company Page
Deliver content through
Company Updates and
Sponsored Updates
Two-column feed to
showcase content
Extend your Company Page presence, effectively segment your message, and deliver it to the right audience
Showcase pages
OWNED
Followers Professionals that have opted-in to a relationship with your Company
Build a direct communications channel to
those most interested in your business
Engage them via:
• Free Company Updates
• Sponsored Updates
• Sponsored InMail
• API experiences and more
Recruit more through paid, owned and
earned channels
EARNED
OWNED
PAID
Follower ads Accelerate relationships with your key audiences
Ensure follower quality through advanced targeting
Maximise success by being easily discoverable
Gain new followers to your company page
PAID
Company updates Ongoing dialogue with your dedicated followers
• Deliver standard or rich media content for free
• Boost relevance by targeting sub-sets of Followers
• Drive engagement to fuel social sharing
EARNED
OWNED
Sponsored
updates Placements that
appear in the
LinkedIn feed on
desktop, tablet and
mobile phone
Currently, there are 15 content slots on the desktop home
page feed, per page view (PV)
Organic content is ranked based on expected relevance
1 slot in the first PV will be for SUs
• Randomized between slot 3-5
• Users must see a number of organic updates before
seeing the next sponsored
• Today, users won’t see more than 1 SU per PV
We will have frequency caps on the number of times a unique
piece of content can be shown to a member
When companies target SUs to their followers:
• We always give precedence to the organic update
• The sponsored version will only appear if it would show
much higher than the original organic content
Sponsored updates Ongoing dialogue with your dedicated followers
EARNED
OWNED
PAID
Direct Sponsored Content Personalise and test your content to improve performance with Direct Sponsored Content
Sponsor any
content directly in
your target
audience’s feed
Control which posts
are visible on the
Company Page or
Showcase Page
EARNED
OWNED
PAID
Direct Sponsored Content Test and optimise your reach to the right audience with the right message
Personalise Customise your message to
target each audience
Test Test variations of your content
Control What gets published on your
Company Page
Test your intro message or call to action
Test which formats and
topics work for your
audience
Test your image
EARNED
OWNED
PAID
Custom Groups groups Branded community where members discuss topics that matter to them
Create an authentic brand voice, share content, empower community conversations
Influence a dialog with potential customers and advocates
Cultivate long-term relationships
Demonstrate thought leadership
Gain insights and feedback
OWNED
Join Group Ads Boost community membership
Use social context to help encourage sign up
Remind members why they should return to your branded community
Drive awareness of the Group amongst your target audience
PAID
University pages (recommendations) University Pages give schools a single place to build their brand among key audiences, including current and
prospective students, alumni, and parents.
• Recommendations on University Pages are now available
• Incentive for education clients to build on their page
• This is a great way for alumni and students to drive engagement and seek advise on university choices
• Recommendations can easily be moved from company page to university page.
OWNED
Reach the right audience at the right time on the most accountable medium
• Target influential professionals with precision
• Drive high-quality audiences to your website
• Showcase your brand within an aspirational context
• Gain unparalleled insights with deep performance metrics
Standard Display Ads
PAID
Exclusive ownership of your audience’s LinkedIn experience
• Create impact with presence throughout the user journey
• Achieve 100% SOV for the specified campaign period
• Own all ad formats: 300x250, 160x600 and text link
Audience Roadblock
PAID
Spotlight Ads The Spotlight Ad, couples the member’s own profile image with your brand and message. Assimilating your
brand into the member’s LinkedIn experience not only presents an opportunity for true one-to-one marketing,
but also results in higher average performance than standard display
Spotlight Ads Drive Performance
• Draws in name of member to an invitation to
find out more
• Clicking on the ad will take member to an
external page
• Using members name and photo encourages
higher engagement
• Text can be chosen by client
PAID
Distribute your content directly to LinkedIn members
Share multiple feeds
in a dynamically
updated ad unit
Extend the reach of existing
collateral
Drive engagement with a
rich and varied format
Benefit from viral spread
Standard Content Ads
EARNED
OWNED
PAID
Distribute YouTube assets directly to LinkedIn members
• Make your presence more effective by broadening reach
• Encourage users to stay tuned-in for longer
• Provoke an emotional response by bringing your message to life
Video Content Ads
EARNED
OWNED
PAID
Sponsored InMail 2.0 Send a personalised message directly to a member’s inbox
• Delivered in real-time to a members inbox
• Ensure standout; just one message is sent every 60 days
• Prompt user to take action with
customizable response button
• Encourage on-going dialogue with optional social widgets
• Reach members on their mobile devices
PAID
NEW
Custom API Solutions Create innovative experiences beyond LinkedIn.com
• Allowing members to bring their professional identities with them as they move across the web
• Increasing productivity by enriching member experiences with professional information
• Building a professional brand by publishing, discussing, and sharing content
• Gaining insights into how members can be more successful through content curation and discovery
• Promote using paid, owned and earned media
EARNED
OWNED
PAID
Custom API Solutions How do they work
LinkedIn Data
APIs
Mobile Sites & Apps
Desktop Sites & Apps Profile
Newsfeed
Company
Groups
LinkedIn data is pulled (with the consent of the
member) through an API to a specialised site where
the information can be used to create a personalised
experience for the member.
EARNED
OWNED
PAID
Tap affluent audiences on
LinkedIn who are primed to
travel soon.
The activity will be engaging
and interactive.
Users can nominate
themselves and their
connections.
3
1
2
4
This goes viral as the activity shows up on
their walls as well as their nominees walls.
5
Allow brand to access
LinkedIn profile info
Custom API Solutions User journey
EARNED
OWNED
PAID
Own the ad space on the profiles of your workforce
• Harness your best brand ambassadors
• Use profile ad space to promote your brand
• Direct captivated professionals to a website or Company Page
Employee profile sponsorship
OWNED
PAID
LinkedIn can help you understand, measure
and improve your content marketing
93% of B2B marketers use
content marketing
42% of B2B marketers consider
themselves effective at
content marketing
Content is our core
6X more engagement with
content vs. jobs
Brands
Thought
Leaders
News
Peers
3MM+ Company Pages
~500 Influencers
1.5MM LinkedIn Today
Publishers
2.1MM LinkedIn
Groups
The Content Marketing Score
and Trending Content Report is
our answer to how companies and
brands can better measure their
content efforts on LinkedIn.
What is the Content Marketing Score?
A score that quantifies and benchmarks
the influence companies have on LinkedIn
A score that can be filtered by audience
A score that is stacked up against a
competitive set
1
2
3
1 Who is sharing?
2 What is being shared?
3 What topics is the share
related to?
Venture Capital
Entrepreneurship
What is the Trending Content Report?
Leverage these insights to guide your content strategy
What should I publish?
Who should I target with my content?
Power and Accuracy of Professional Profile Data
Who Visits Your Page? Who Saw Your Campaign?
Who Clicked On Your
Ads?
Who Viewed Your Ads?
About Spark Media Established in 2015, SPARK Media is a result of a fusing between NAB and Habari Media using the legacy platforms and Caxton
owned print and digital products – in the form of NAB – and a cutting edge digital sales agency – in the form of Habari Media – to
create this new media sales powerhouse.
SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’
Contact details CPT: +27 21 001 2400 JHB: +27 10 492 8391 DBN: +27 31 716 4412
E: sales@sparkmedia.co.za W: www.habarimedia.com
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