linked in insights group impact report example august 2012

Group Impact Case Study:

International Business Resource Brand

1

LinkedIn Marketing Solutions Insights

Group Impact Report Example

August 2012

MARKETING SOLUTIONS

Key Findings

77% have visited the group and over half would recommend the

group to others

About half of Group members self report that they use Brand X

Group members are significantly more:

o Aware of Brand X

o Favorable toward Brand X

3 out of 4 group members are in the market for international

business expansion and about half are likely to consider Brand X

for their international business needs

A quarter of group members have a more favorable impression of

Brand X as a result of being a part of the Brand X group

2

MARKETING SOLUTIONS

Study Overview

3

Driving Group membership

11/1/2011 - 12/31/2011

Campaign

Brand X

Brand Y

Brand Z

Brand A

Brand B

Competitive Set

Fielded March 2012

511 responses

Research

251 group members with at least 60

days tenure in the group

260 control (non-group) members

Sample Info

Campaign Targeting: Canada, Director+

Research Targeting: Canada, Director+, 10,000 or fewer FTEs

MARKETING SOLUTIONS

Group Impact key findings for Brand X

4

Significant lift in familiarity with Brand X

Significant lift in overall favorability of Brand X

Current usage significantly higher in group members

Familiarity

Favorability

Consideration

Usage

ControlBrand X Group

Members

12% 68%

56% 77%

63% 76%

2% 48%

Significant increase at 95% confidence level.

MARKETING SOLUTIONS 5

11%

11%

6%

4%

4%

8%

33%

8%

19%

24%

26%

37%

56%

81%

74%

72%

71%

55%

Brand X

Brand Y

Brand Z

Brand A

Brand B

Brand C

Among group members all of the benchmark brands

score similarly positive overall

Base: Brand X Controls n=25, Groups n=156, Brand Y n=35, Groups n=58, Brand Z Controls n=150, Groups n= 151, Brand A n=226, Groups n=210, Brand B Controls n=119, Groups n=149, Brand C Controls n=84, Groups n=118

What is your overall impression of the following brands?

Control Group Members

2%

2%

5%

5%

6%

21%

14%

25%

25%

28%

28%

77%

86%

73%

69%

68%

56%

Brand X

Brand Y

Brand Z

Brand A

Brand B

Brand C


3 out of 4 Brand X group members also think that

Brand X (off LinkedIn) has quality insights

Base: Brand X Controls n=26, Groups n=158, Brand Y Controls n=37, Groups n=58, Brand Z Controls n=158, Groups n=152, Brand A Controls n=236, Groups n=217, Brand B Controls n=127, Groups n=154, Brand C Controls n=91, Groups n=124

How would you rate the quality of the insights from the following brands’ resources/properties?

Control

3%

3%

1%

1%

31%

8%

16%

17%

24%

31%

69%

89%

84%

81%

75%

68%

Brand X

Brand Y

Brand Z

Brand A

Brand B

Brand C

Group Members

4%

5%

2%

3%

3%

18%

10%

15%

21%

26%

31%

77%

90%

81%

77%

71%

66%

Brand X

Brand Y

Brand Z

Brand A

Brand B

Brand C


3 out of 4 Brand X group members are likely to

consider using Brand X (off LinkedIn) when they are

looking to expand internationally

Base: Brand X Controls n=27, Groups n=164, Brand Y Controls n=37, Groups n=60, Brand Z Controls n=164, Groups n=165, Brand A Controls n=232, Groups n=224, Brand B Controls n=132, Groups n=160, Brand C Controls n=100, Groups n=135

Next time you are looking to expand your business internationally, how likely would you consider the following brands’ properties/resources for insights and information?

Control

7%

14%

15%

25%

23%

24%

30%

22%

21%

20%

27%

27%

63%

65%

64%

55%

51%

49%

Brand X

Brand Y

Brand Z

Brand A

Brand B

Brand C

Group Members

8%

3%

13%

18%

18%

18%

16%

17%

15%

22%

24%

24%

76%

80%

72%

61%

59%

58%

Brand X

Brand Y

Brand Z

Brand A

Brand B

Brand C

MARKETING SOLUTIONS

Group members are in market to expand business

internationally. Among those in market, 75% are likely

to consider Brand X

8

Base: Chart 1 Controls n=260, Group Members n=251, Chart 2 Brand X Controls n=23 2 Brand X Group Members n=152

Thinking about international business expansion, when does your company or institution next plan to conduct business internationally?

30%

12%17%

41%35%

27% 26%

11%

0%

20%

40%

60%

80%

In the next month

In the next 2-6 months

In the next year

Not in foreseeable

future


Are They In the Market?Consideration of Brand X For Those in

Market

57%

75%

0%

20%

40%

60%

80%

Very or Somewhat Likely


MARKETING SOLUTIONS

Only about one-quarter of group members know

Brand X sponsors the group

9

Base: Group Members n=251

3%

73%

24%

Group Members

Group Sponsorship AwarenessAre They Aware that Brand X Is the Sponsor of

the Group?

Yes

No

Not sure

As you may or may not know, Brand X is the sponsor of __________ group. Before today, were you aware that Brand X is the sponsor?

MARKETING SOLUTIONS

60% of group members have a favorable opinion of

the group and over a quarter have a more favorable

opinion of Brand X

10

Base: Chart 1 Group Members n=193, Chart 2 Group Members n=251

What is your overall opinion of the Brand X group on LinkedIn?

5%

36%

45%

15%

Group Members

Overall Opinion of Group

Extremely favorable

Somewhat favorable

Neutral

Somewhat unfavorable

Extremely unfavorable 7%

65%

28%

Group Members

Sponsor Brand Favorability

I have a more favorable opinion

My opinion remains unchanged

I have a less favorable opinion

Now that you have learned that Brand X is the sponsor of __________ group, how has this changed your opinion of Brand X?

MARKETING SOLUTIONS

Three-quarters of the group members visit the group

and over 60% are active members of the group

11


Have you visited or participated in the Brand X group on LinkedIn?

8%

15%

16%

48%

11%

2%

Group Members

Have they visited the group

Yes, I've visited and started a discussion on my own

Yes, I've visited and participated in a discussion started by someone else

Yes, I've visited multiple times

Yes, I've visited once

No, I have not visited or participated

Not sure

77%

MARKETING SOLUTIONS

Group members find the group informative and

relevant; over one-quarter have recommended the

group

12


Thinking about your experience with the Brand X group, please indicate whether you agree or disagree with each of the following statements?

61%

48%41% 40%

28%

The discussions and comments that I have followed were informativeThe discussions are relevant to meThe group members are of high caliber (experience/expertise)The group is a trustworthy source of informationI have recommended this group to a colleague who has similar interests

% a

gree

MARKETING SOLUTIONS

Over half of group members are likely to recommend

the group and 80% will revisit

13

Base: Chart 1 Group Members n=189, Chart 2 Group Members n=192

6%4%

32%

34%

24%

Group Members

Likelihood to Recommend

Very likely

Somewhat likely

Neutral

Somewhat unlikely

Very unlikely

4%1%

16%

27%

53%

Group Members

Likelihood to Revisit

Very likely

Somewhat likely

Neutral

Somewhat unlikely

Very unlikely

MARKETING SOLUTIONS

Brand X group members are more likely to consider

Brand x for international business needs

14

Base: Controls n=228, Group Members n=224

How likely are you to consider Brand X for your international banking needs?

15%25%

35%

39%

50%36%

Group MembersControl

Very or Somewhat Likely

Neutral

Very or Somewhat Unlikely

MARKETING SOLUTIONS

Seeing a network connection joined the group is

among the top prompts for joining

15


What prompted you to join the Brand X group on LinkedIn?

32%

29%

22%

12%

7%

4%

3%

3%

2%

2%

11%

I received an InMail to join the group (e-mail to your LinkedIn mailbox)

I saw one of my connections joined (from their LinkedIn profile)

I clicked on an ad on LinkedIn

I searched for the group myself

Word of mouth/peer to peer

Was recommended by a colleague/friend

Online (website other than LinkedIn)

I saw a link on a company page (I follow the company)

I clicked on an ad not on LinkedIn

Blog/Twitter/other social media

Don't know/not sure

MARKETING SOLUTIONS

Group Feedback

16

Informative“The group is quite friendly and

willing to give advise when

requested, comments and

articles are interesting and

informative.”

The 60% of group members who have a favorable opinion of the group find it

informative and good opportunity for international networking

“An open discussion form on

international business by

members with first hand

experience in the area is very

helpful tool. ”

“Having the opportunity to

discuss ideas and issues as

well as see what other people

are thinking or saying helps to

expand my network of

contacts.”

International

Networking

MARKETING SOLUTIONS

Group Feedback

17

Irrelevant information“None of their information is

relevant to my business. Most

of the postings are pointless.”

For the 5% of group members who have an unfavorable opinion they have specific

needs. However there is an opportunity to keep the discussion topics update and

relevant

“The content doesn't seem too

fresh. There are old

discussions on the main

page.”

“I am looking for support and how-to

information”…” The group should deal

with articles as how to become export

ready, and assistance to new

exporters.”

Outdated topics

Specific needs not

covered

MARKETING SOLUTIONS

Group Feedback – Preferred Topics

18

International business“Doing business abroad and

the best ways to get a foot in!”

Preferred discussion topics echo both the negative and positive feedback suggestions

“Import/export and selling

online as a Canadian

company in the UK.”

“Those where growth markets

for business are in the

greatest growth

Importing/exporting

Growth opportunities

MARKETING SOLUTIONS

Demographics

19


9%

10%

81%

Group Members

Decision Making Status

Significant involvement in planning as it pertains to international business development/growth

Little to no involvement in planning around international business development/growth

My company/institution is not anticipating any international business development/growth in the next 12 months

11%

26%

27%

35%

Group Members

In-Market Status

In the next month

In the next 2-6 months

In the next year

Not in foreseeable future