linkedin lead-generation - the power of personalization
TRANSCRIPT
LinkedIn Lead-Generation
Kim Plesner-Jacobsen, Vertic Trine Tirsgaard, Microsoft Twitter: #SMWLinkedIn
What
Why
Who
How
is LinkedIn power?
LinkedIn lead-generation?
is doing it?
is Microsoft doing it?
Agenda
The What
The What
LinkedIn is the future
content provider of
relevant knowledge
based on your interest
The What
Shared with a
network of equally
engaged peers
LinkedIn figures
200+ million members world wide.
74+ million members in the US alone.
11+ million members in the UK.
55+ million members in the EMEA region.
This means that if LinkedIn was a country, it would
host the worlds 5th largest population.
There is more than 1 million LinkedIn
members in Denmark alone.
* Source: Survey of 1,900 LinkedIn members, 5/2012 – Punch Media.
** Source: factbrowser.com/tags/linkedin
More than 2.6 million company pages.
87% trust LinkedIn as a source of
information affecting decision making.*
49% find LinkedIn to be a good source for
word of mouth information on brand
experiences.*
77% use LinkedIn to research companies.**
55% use LinkedIn to prepare for
face-to-face meetings.**
Numbers Usage
LinkedIn members: 200.000.000
American LinkedIn members: 75.000.000
Americans working with drilling: 150.000
American procurement professionals
+ working within drilling: 20.000
American procurement professionals
with 5+ years experience working within
drilling:
8.000
American procurement professionals
with 5+ years experience and 10+
endorsements working with drilling: 1.200
American procurement professionals
with 5+ years experience and 10+
endorsements also endorsed for supply
management:
40
Segmentation on LinkedIn V
alu
e p
er
cli
ck
Recruitment
message
The Why
How to influence individuals?
The Why
f
78% of people trust the recommendations of other peers
*Nielsen “ Trust in advertising ” report 2010
The Why
While only 14% of people trust advertisements *
A.I.D.A model is OUT
f
New Rules of Engagement
One way communication Brand dialogue
Brand recall is holy grail Customers determine brand value
Group customers by demographic Group customers by behavior
Content controlled by marketers Enterprise + user-generated content
Virility driven by flash Virility based on content
Michelin Guide: expert reviews Amazon: user reviews
Publisher control channels Publisher build relationships
Top down strategy Bottom-up strategy
Information hierarchy Information on demand
Emphasis on cost - CPM Invest for growth – Measurable ROI
Old Marketing New Marketing
Profile information is GOLD!
The Why
The Who
LinkedIn +
3rd Party Traffic
Profile on
Potential Customer
Segmentation
by Information
& Value
Readiness to Interact ®
by Scoring
CRM
Integration &
Interpretation
Account &
Marketing
http://2011.energytransparency.com/video.mp4
Businessweek
www.energytransparency.com
For web, mobile & tablet
Personalized website with company-specific data and messaging LinkedIn company-specific banners
Personalized LinkedIn InMail
The How
The How
Microsoft
+
• 13 markets opted in globally (and counting)
• Fully localizable content, closer to market
• WebTrends tagging to track behavioral
metrics and better understand type of
interactions for this audience
+ Post-launch updates
• Global alignment of customization
Local Resources
Messaging & Branding
Budgets
Microsoft +
DK ?
Remember, focus on value creation …
• LinkedIn does not share any information you have
not chosen to display on your LinkedIn profile to
other parties
• And you can always withdraw your consent to
LinkedIn’s collection and processing of your
information by changing your settings
28
”§ 6. En erhvervsdrivende må ikke rette
henvendelse til nogen ved brug af elektronisk
post, et automatisk opkaldssystem eller telefax
med henblik på afsætning af varer [...]”
(Markedsføringsloven af 26. januar 2013)
“If you use any Combined Service or Platform
Application, a LinkedIn Partner or Platform
Developer may access and share certain
information about you”
(LinkedIn Privacy Policy, 2F)
But…
LinkedIn’s Privacy Policy declares that
LinkedIn tries to enhance your website
experience by turning the information you
submit into customized content
And so…
