linkedin: what’s new and trending for b2b marketers by leela srinivasan
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What’s New and Trending for B2B Marketers Leela Srinivasan, Director of Marketing, LinkedIn BMA Carolinas November 20, 2013
My LinkedIn career started with an InMail
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The LinkedIn Network Global Footprint
259M+ Registered members as
of October 29,2013
Of LinkedIn members are outside of the USA
5M+ Australia
21M+ India
8M+ SE Asia
8M+ Canada
84M+ USA
15M+ Brazil
Europe 46M+
APAC 57M+
4M+ DACH
5M+ Italy
6M+ France
5M+ Spain
4M+ NL
13M++
UK
1M+ UAE
74M+ EMEA
2M+ S. Africa
1M+ Singapore
68%
Students & Recent College Graduates on LinkedIn
(Fastest growing demographic) 30M+
38% YOY
Member Growth
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Our mission
Connect the world’s professionals to make
them more productive and successful
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What’s in it for you?
% of social media traffic to corporate sites
LinkedIn Facebook Twitter Other
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Source: Investis Audience Insight Report, Q3’13
Comparison of social platforms for lead gen
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On professional networks, members look for career information & updates from companies
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What is the #1 activity on LinkedIn?
Viewing Connections’ Profiles
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1 : 1
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Jason Seiden, CEO, Ajax Workforce Marketing
Our own recruiting team recently optimized their profiles
Before
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New professional photo
Summary section with rich media
New headline
Increased reach
After
7x likelier
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Built out work history with rich media
Added Volunteers & Causes Section
1 in 5
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Added additional skills
Rich media in Education section
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©2013 LinkedIn Corporation. All Rights Reserved.
GROUP!
JOB TITLE!
PAST COMPANY NAME!
SKILLS & SPECIALTIES!
GEOGRAPHY!
INDUSTRY !
JOB FUNCTION!
SENIORITY!
COMPANY SIZE! SCHOOL NAME!
Rich profile data drives your ability to target
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1 : many
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>3 million Company Pages on LinkedIn
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>3 million Company Pages on LinkedIn
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>3 million Company Pages on LinkedIn
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>3 million Company Pages on LinkedIn
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Announcing Showcase Pages (yesterday!)
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Creative Check list
1. Page Name (Up 60 characters max)
2. Logo (Dimensions: 100x60px)
3. Page Description (70-200 characters)
4. Square logo (50x50px)
5. Hero image (976x330px)
6. Featured groups – Choose 3 LinkedIn
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Don’t over-target!
Profile data is rich (but also user-generated)
As with other social platforms, incorporate visuals to drive engagement
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Images result in a 98% higher comment rate
YouTube video links drive a 75% higher share rate @leelasrin
Be the world’s most interesting company on LinkedIn
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• Be concise and snappy • Include a clear CTA • Consider thoughtful questions • Develop an ed cal; mix it up
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PULSE (LINKEDIN TODAY)!
PRODUCT LAUNCHES!
INDIVIDUAL BLOG!
GOOGLE ALERTS!
INDUSTRY PUBLICATIONS!
THOUGHT LEADERS!
PHOTO!
INTERNAL COMMUNICATIONS!
HIRING TEAM!
POP CULTURE!
YOUTUBE!
HUMOR!
TEXT THE IDEAL
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We all need a little humor. Even in a professional context.
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Sponsor the good/ important stuff
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144 clicks ! 5,012 clicks 10x impressions 700 webinar attendees Strong ROI
RE
SU
LTS
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now also part of the LinkedIn family
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Rich | Viral | SEO @leelasrin
A few “classic” paid solutions I’m not covering today
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Premium Display Ads
Sponsored InMail
Self-Service Ads
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many : many
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218,079 100%
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Salesforce CEO Marc Benioff mobilized his employees
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A home-grown example: my new boss’s profile…
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… links to a story about “Why is LinkedIn So Cool”
• Homegrown brand story • 274K views • Humanizes our brand
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everywhere
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38% of our unique monthly visitors come through mobile apps
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Intro
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Pulse
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1:1 1 : Many
Many : Many Everywhere
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Blog.linkedin.com
Marketing.linkedin.com
Talent.linkedin.com
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Questions?
top related