©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Marketing Solutions
Driving Revenue w/ Social, Content, Marketing AutomationJason Miller, Sr. Content Marketing Manager
@JasonMillerCA
@LinkedInMktg
@SlideShare
The world’s largest professional network
1 As of Aug 1, 2013
2 As of June 27, 2013
238M+Members Worldwide
Growing at more than two members per second >3M
90%1
2
Company Pages
Fortune 100 companies use LinkedIn Talent Solutions to hire
1
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Your Philosophical Approach to Social is Killing Me
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70% of the Buying Cycle is Already Complete Before a Prospect is Ready to Talk to Sales.
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You Better Have Content that Answers Their Questions.
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ROI of Social is No Longer a Mystery
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Social Media Leads Do Not Come in a Box
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All Leads are NOT Created Equal
9
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But, Social Leads are NOT Ready to Buy
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You Would Have Better Luck Finding…..
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Re
ach
& E
ng
age
me
nt
Soc
ial L
ift
Soc
ial L
ift
Soc
ial L
ift
Soc
ial L
ift
Soc
ial L
ift
Landing Pages
Website Social Profiles
Online Ads Email
Soc
ial L
ift
Events
Making Every Campaign Social
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Essentials for Success
Inbound is not Enough
4-1-1 Rule
Content is still king
Social Signals
Advocates
Go Visual
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Inbound + Outbound = Awesomeness
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Wait for it……
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Ready, Aim, Target - A Frictionless Content Experience
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©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
The 4-1-1 Rule“For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.”
Do This Not This
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©2013 LinkedIn Corporation. All Rights Reserved. LinkedIn Marketing Solutions
Content Fuels Social….So ……….Repurpose, Repurpose, then Repurpose Some More
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Washed Up? Who Says So? There’s Always Room for a New Audience.
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Social Signals Influence Google
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Claim Your Content with Google Authorship:
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Kick-start My Content…..
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Leverage Your Employees & Advocates
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How About Some Free Links? Yes Please.
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How About Some Free Links? Yes Please.
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Social for Lead Generation
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Which Social Channel Provides the Highest ROI? (Goes to Eleven)
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From Social Direct to Your Pipeline
• $4620• 7440 Successes• $ per Success < $1.00• 4482 New Names• $ per New Name $1.00
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Prepare to Have Your Mind Blown
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The Seventeen Thousand Dollar Tweet
First Touch Tweet!
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Research data, funny videos, curated lists, infographics, thought leadership
NO
YES
MOSTLYNO
Thought leadership and entertainment to build brand and awareness
Tools that help buyers find you when they are looking for solutions
Company-specific information to help evaluate and reaffirm selection
Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars
Pricing, demos, services information, 3rd party reviews, customer case studies
Gated?Early Stage
Middle Stage
Late Stage
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Short Forms Outperform Long Forms
Short (5)Conversion: 13.4%Cost per: $31.24
Medium (7)Conversion: 12.0%Cost per: $34.94
Long (9)Conversion: 10.0%Cost per: $41.90
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The Perfect Social Landing Page
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The Visual is the New Headline
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We are all Visual Thinkers…..
75% of the Sensory Neurons in our Brains Process Visual Information
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Meet the Experts
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Desk.com Gets it
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The Infographic is not Dead. Claiming that Something is Dead, is.
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Hell Yes! - First Page Results
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SlideShare is also a Search Engine
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Integrate Your Presentations Across Multiple Channels
SlideShare Easily Embeds into Landing Pages, Blogs, and Renders Beautifully in Twitter.
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Bonus Lightning Round
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You May Ask Yourself, Why Didn’t I Think of That?
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Promoting Your Event? Check…..
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A Coupon Code Inside Your Slidedeck? I’ll Take It!
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A Visual Journey of FAQs? Genius.
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Clickable Links Inside your SlideShare Deck, Boom!
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Badass:A person who has done awesome
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I Love You All. Goodnight!