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©2012 LinkedIn Corporation. All Rights Reserved.

Marketing Solutions

Förbättra ditt professionella varumärke med LinkedIn#Linkedinday


Maria WadeAccount Director

LinkedIn

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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

LinkedIn

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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http://inmaps.linkedinlabs.com/

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


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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Defining the right audience

Professional Details

Education

Groups /Associations

Geography

Job Title/ Industry

Company Name

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LinkedIn’s offer

30

Create a Company Page

32

Introducing Targeted Status Updates

33

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

LinkedIn

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

1

2

3

37

Emotion plays a key role in BOTH personal…

…and professional networks.

38

“Personal networking is for old school buddies.

For good old memories…parties.”

Personal networks are about reminiscing and having fun

39

“Professionally when I network, it’s for

information to do my job better.”

Professional networks are purposeful and aspirational

40

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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2

3

4

5

42

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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2

3

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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

LinkedIn

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

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Accurate reporting shows relevant followers

60

Relevance increases engagement

Engagement Rate: CxOs

0.15%

Questions?

Emea.marketing.linkedin.com

#Linkedinday

http://emea.marketing.linkedin.com/