"Become a marketing superhero" LinkedIn - HiMediaES - Desayuno IAB
1.
2.
3. 1er Market Place Independiente en Europa
Plataforma de Vídeo bajo la tecnología de
Videoplaza, ofrece una amplia gama de formatos.
Área especializada en soluciones publicitarias
únicas a medida del cliente.
Unidad de negocio de móvil, líder en el mercado
español.
Nuestras marcas
HiMedia Advertising: 4 áreas de especializaciónredred
4.
5. LinkedIn: Agenda
1. Red Social Profesional
2. Comunicación y Medición en RRSS
3. LinkedIn Marketing Solutions
2.1. Content Marketing
2.1. Content Marketing Score
2.3. Trending Content
1.1. Objetivo
1.2. Características Usuarios
6. ¿Por qué debe estar mi Empresa en LinkedIn?
6
1 1. LinkedIn: Red Social Profesional.
Objetivo
“Ten claro cuál es tu objetivo para poder actuar en consecuencia ”
“LinkedIn no es un objetivo, es una herramienta o un medio”
7. Los usuarios son los mismos
Redes SocialesSites convencionales
Se comportan de manera distinta
1
2
3
4
5
Actitud Reactiva
Consumen Contenidos
Se Informan
Pasivos
Se conectan
Navegan
Actitud Proactiva
Crean, comparten contenido
Utilizan, aportan Información
Interactivos, participan
Se conectan más veces
Navegan más tiempo
1. 2. LinkedIn: Características Usuarios
6
8. “Pasar el Tiempo”
Redes Sociales ProfesionalesRedes Sociales Personales
“Invertir el Tiempo”
Source: Q10a– Information to receive
Base: Professional SN users (5204) Personal SN users (8692)
¿Cuáles son las 5 razones por las que las personas usan las RRSS?
1
2
3
4
5
Socializarse
Estar en Contacto
Entretenerse
“Matar el Tiempo”
Compartir Contenido
Mantener Identidad Profesional
Hacer buenos contactos
Buscar Oportunidades
Mantener los contactos
Mantenerse al día
8
1. 2. LinkedIn: Características Usuarios
9. Las motivaciones para hacerse “members” vienen
dadas por la razón y la aspiración profesional
Información:
Género y localización geográfica
Se ha dado de alta por algún incentivo
No es fiel y probablemente sea fan
también de tu competencia
Información:
Detallada y facilitada por el propio
miembro
Se hace miembro por propia voluntad, por
búsqueda de información, contactos…
Se adscribe a una serie limitada de marcas
manteniendo un mayor contacto y
participación
FANS VS. MEMBERS
1.2. LinkedIn: Características Usuarios
10. Seguidores por noticias, insights
o información sobre productos.
La única plataforma social con soluciones de
marketing dentro de un contexto empresarial
La mayoría de la gente confía 2 veces más en la información encontrada
en LinkedIn que en otras redes sociales
Seguidores por incentivos,
recompensas o descuentos.
1. 2. LinkedIn: Características Usuarios
11. is our core
11
Content
6X
BRANDS
2.7MM Company Pages
Company Updates
SlideShare
Groups
LÍDERES
DE OPINIÓN 200+ Influencers
NEWS
1.3MM Publishers
LinkedIn Today
PEERS
1.5MM Groups
Connections
JOBSJOBS
CONTENTCONTENT
2. LinkedIn: Comunicación y Medición en RRSS
12. El éxito del Content Marketing en LinkedIn
empieza en nuestros miembros
2.1. LinkedIn: Content Marketing
Creación y distribución de contenido
relevante en diversos formatos para
aportar valor y que busca atraer y
comprometer a un público definido y
concreto
13. “Brands are now publishers and
consumers are distributors”
– Ogilvy & Mather, Cannes Lions, 16 Jun 13 –
2.1. LinkedIn: LinkedIn: Content Marketing
15. Imagina si…
… pudiéramos ayudarte a medir cómo
está funcionando su contenido en
LinkedIn
… pudiéramos recomendarte cómo
mejorar su impacto en LinkedIn a
través del marketing de contenidos
… pudiéramos identificar qué contenidos
están siendo más relevantes y con
mayor “engagement”
2. 1. LinkedIn: Content Marketing
16. Content Marketing Score:
Un sistema que cuantifica la influencia que tiene
su empresa en LinkedIn a través de su
Marketing de Contenidos
2.2. LinkedIn: Content Marketing Score
17. ¿QUIÉN se involucra con su contenido?
(Business Decision Makers)
12.000.000 Members
Target Audience
Members a los que les gustaría
llegar (usuarios activos mensuales)
90.100 Members
Content Marketing Engagement
Members que han “interactuado”
con su contenido
Like, compartir, comentar, follow, click
Content Marketing Score
Unique Members Engaged
= =x Multiplier 750Active Target Audience
2.2. LinkedIn: Content Marketing Score
18. 3 Niveles que van a influir en su CMS
Lanzamiento de
campañas
sponsored update
Lanzamiento de
campañas follower
Publique más company
updates
Anime a que los
empleados envíen más
actualizaciones
Mejore la calidad de los
contenidos & su
relevancia
Reach Frequency Engagement
XX
2.2. LinkedIn: Content Marketing Score
19. Una herramienta que le informa sobre las
tendencias y orienta su estrategia de contenido
2.3. LinkedIn: Trending Content
20. 1 ¿Quién está compartiendo?
2 ¿Qué se está compartiendo?
3 Capital de Riesgo
Emprendedores
¿Con qué tema está relacionado
lo que se está compartiendo?
2.3. LinkedIn: Trending Content
21. Aproveche la información para guiar su estrategia de
contenido
¿A qué target
debo dirigir mi
Contenido?
¿Qué debo
publicar?
2.3. LinkedIn: Trending Content
22. “Superpower your content marketing with LinkedIn´s”
Vídeo
2.1. LinkedIn: Content Marketing Score
2.2. LinkedIn: Trending Content
24. LinkedIn internal Data - comScore Nov2013
3. LinkedIn Marketing Solutions: Datos Básicos
25. El valor que aporta LinkedIn a las Marcas
Impacto &
Networking
El efecto de red
amplía su
Audiencia &
Segmentación
Poca saturación
publicitaria
Contexto
Profesional
Entorno profesional,
de confianza y de
seguridad
3. LinkedIn Marketing Solutions: Datos Básicos
26. Media Drivers
Display InMails / Mobile
InMails
Content Marketing
Sponsored Updates Content Ads /
Expandable Content
Ads
Slides Share
Content Ads
Spotlight Ads
Company
Page Followers Ads
Groups
Social
APIs
27. 3.1. LinkedIn Marketing Solutions : Company
Page
Tu página de cliente con el look & feel de LinkedIn
Customice el espacio
para proporcionar una
experiencia de marca
Consiga Exponer tu
marca, presentarla,
defenderla.
Genera Ruido,
notoriedad, “que se hable
de tu marca en un
entorno professional.
Soporte al cliente,
información, dudas,…
28. 3.1. LinkedIn Marketing Solutions Showcase
Page
Atrae nuevos followers
más afines
Localizable a través
del buscador
Se destaca la viculación y
relación con la Company
page
Sirve contenido a través de
las actualizaciones
patrocinadas o no
Dos columas feed para
servir el conenido
Amplia la presencia de tu Compañia.
Segmenta efectivamente tu mensaje y a la
audiencia correcta
29. Genera conciencia y percepción sobre
tu Marca, producto y/o servicio
3.1. LinkedIn Marketing Solutions Sponsored
Updates
Nombre Compañía
y Logo
Acciones Sociales
Actualización
compartida
Título del artículo, el texto y
vista previa en miniatura (de
enlace compartida
Promociona, tus actulizaciones de contenido al target que tu desees
30. 3.1. LinkedIn Marketing Solutions Followers
Con el Look & Feel del site para
que el usuario lo perciba como un
servicio y un valor añadido
Conseguimos Seguidores para
tu Página de Cliente que encajen
con tu TARGET..
31. 3.1. LinkedIn Marketing Solutions: Groups
Crea una comunidad para
construir defensores y demostrar
liderazgo
Es una Oportunidad para
comprometer a tu público con la
marca
Oportunidades de Engagement:
Establece contactos con profesionales afines y construye
relaciones
Posts Discusiones
Comentarios
“Me gusta”
Compartir Contenido
Respondes a Cuestiones
Invitar a otros a unirse
32. 3.1. LinkedIn Marketing Solutions: Groups
Hay más de
1,5 millones
de Grupos en
Linkedin
Crear
Grupos
Propios
Participar
Grupos
Ajenos
33. 3.1. LinkedIn Marketing Solutions: Join Groups
Promociona, recomienda y consigue nuevos miembros para tu Grupo
Tu marca crea un grupo
con una temática y
LinkedIn te la viraliza.
Consigue contactos
para tu grupo y comparte
con ellos tus
experiencias...
34. 3.1. LinkedIn Marketing Solutions:Content Ads
Microsite operativo donde mostrar y difundir tu contenido
Ofrece contenido de calidad en el
momento justo y sitio adecuado al target
correcto
Permite la interacción directa con el
contenido a través del 300x250 o bien
en la versión expandida.
Posibilidad de refuerzo con acciones
de marketing de LinkedIn.
Muy Diferenciadores! Y con la
posibilidad de emitir tu Spot de TV.
35. 3.1. LinkedIn Marketing Solutions:Content Ads
Slides Share
Comparte tus presentaciones con profesionales insights-
hungry
Ofrece presentaciones completas
en SlideShare a través del 300x25
Permite la interacción directa con el
contenido a través del 300x250 o bien
en la versión expandida.
Posibilidad de refuerzo con
acciones de marketing de LinkedI.
36. 3.1. LinkedIn Marketing Solutions: Spotlight Ads
Bloque personalizable
fácilmente para una
rápida optimización
Mayor CTR y tasas de
participación frente a
Display
One-to-one con un display completamente personalizable
La participación de la marca en la experiencia
de LinkedIn representa una oportunidad para el
verdadero marketing one-to-one
37. 3.1. LinkedIn Marketing Solutions: nDisplay
Formatos IAB
Text Link
El Medio con mejor
capacidad de
Segmentación
Llegue a la audiencia exacta que desea y en un medio
despejado
38. One-to-one: mensajes de la marca a audiencias específicas
con el contenido relevante y directamente a la bandeja de
entrada de los miembros de LinkedIn.
Y también…
Mobile
InMails
3.1. LinkedIn Marketing Solutions: InMails
Envía tus mensajes directamente a la bandeja de entrada
39. Media Drivers
Display InMails / Mobile
InMails
Content Marketing
Sponsored Updates Content Ads /
Expandable Content
Ads
Slides Share
Content Ads
Spotlight Ads
Company
Page Followers Ads
Groups
Social
APIs
40. 3.1. LinkedIn Marketing Solutions: APIs
LinkedIn Data
APIs
Mobile Sites & Apps
PC Sites & AppsPerfil
Noticias RSS
Company
Groups
APIs: soluciones personalizadas que se
alimentan de los datos de LinkedIn (con el total
consentimiento) para crear aplicaciones y
experiencias únicas para los miembros
Aumente su productividad mediante el
enriquecimiento de experiencias miembros
con información profesional
41. Objectivo
User Journey
Selecciona tu equipo y preséntalo
La puntuación se genera según el
perfil de los usuarios que se vayan
agregando a tu equipo
Se generan actualizaciones
viralizándose la acción
Generar ruido y conciencia sobre el
nuevo Honda Accor, resaltando sus
características.
El Equipo A
https://hondaaccordateam.com.au/
Solución
Honda creó un espacio El Equipo A,
invitando a los usuarios a crear
equipos entre sus conexiones.
Asignar las características del
producto a las características de las
personas que iban invitando.
AUS
42. Objectivo
Experiencia
El Usuario se registra en el espacio
“IBM”
“Envíe su mayor reto y le
conseguiremos 3 soluciones”
Premio al mejor reto: € 30.000 para
la implementación del proyecto.
Conocimiento y Mejora de la
percepción de la marca
Solución
Para demostrar que IBM y Business
Partners pueden resolver cualquier
reto, IBM organizó una competición
única.
IBM
http://vimeo.com/23959814
43. Objetivo
Experiencia
El usuario se logea en LinkedIn
El usuario selecciona la zona dónde
quiere viajar
LinkedIn qué miembros en ese país
están relacionados
profesionalmente contigo
Convertir cada posible viaje en una
oportunidad productiva
Solución
LinkedIn te dice con quién podrías
contactar en el destino para hacer
negocios
ETIHAD ARILINES
http://www.etihadmappedout.com./
44. Media Drivers
Display InMails / Mobile
InMails
Content Marketing
Sponsored Updates Content Ads /
Expandable Content
Ads
Slides Share
Content Ads
Spotlight Ads
Company
Page Followers Ads
Groups
Social
APIs
45. LinkedIn: Resumen
1. Red Social Profesional
2. Comunicación y Medición en RRSS
3. LinkedIn Marketing Solutions
2.1. Content Marketing
2.1. Content Marketing Score
2.3. Trending Content
1.1. Objetivo
1.2. Características Usuarios
48. Javier Valbuena
Director Dpto. Acciones Especiales
& LinkedIn Marketing Solutions
Hi-Media Digital Advertising Experts
jvalbuena@hi-media.com
Tel: +34 915 914 808 Mob: +34 620 196 414
Alcalá, 21 - Planta 1ª 28014 - Madrid
Hinweis der Redaktion
We often get the question around how to manage negative unconstructive comments or spam, the fact is this rarely happens, if ever. The comments around Groups, Status Updates and Influencer posts are of a very high quality.
200M+ professionals
7.9M business decision makers (Internal LinkedIn data)
2x more buying power than average internet sites (Comscore US Media Metrix Data, September 2012)
$83K average household income (Nielsen Company @ Plan Rel 4 2011)
55% college grad or post grad (Nielsen Company @ Plan Rel 4 2011)
Personal networks and professional networks have very different contexts and mindsets.
Invest time vs. spend time
Facebook vs. LinkedIn most shared articles
Our 2nd major finding was that we saw a major divide in the reasons why people use various social networks.
Personal networks are where people go to “Spend time.” They’re looking to socialize, be entertained and even kill time. While on professional networks people are looking to invest their time. They’re working with a purpose or an aspiration. You can see the difference very clearly. Professional networks are driven first and foremost by maintaining their professional identity and reputation. They also want to make useful contacts, search for opportunities, and keep up to date for their career.
What this means for you as brands and marketers is that by understanding the mindset of users on each network, you can deliver more relevant content and build deeper relationships with your audience. By matching your messaging to the mindset, you will see more favorable results.
Our 2nd major finding was that we saw a major divide in the reasons why people use various social networks.
Personal networks are where people go to “Spend time.” They’re looking to socialize, be entertained and even kill time. While on professional networks people are looking to invest their time. They’re working with a purpose or an aspiration. You can see the difference very clearly. Professional networks are driven first and foremost by maintaining their professional identity and reputation. They also want to make useful contacts, search for opportunities, and keep up to date for their career.
What this means for you as brands and marketers is that by understanding the mindset of users on each network, you can deliver more relevant content and build deeper relationships with your audience. By matching your messaging to the mindset, you will see more favorable results.
Our 2nd major finding was that we saw a major divide in the reasons why people use various social networks.
Personal networks are where people go to “Spend time.” They’re looking to socialize, be entertained and even kill time. While on professional networks people are looking to invest their time. They’re working with a purpose or an aspiration. You can see the difference very clearly. Professional networks are driven first and foremost by maintaining their professional identity and reputation. They also want to make useful contacts, search for opportunities, and keep up to date for their career.
What this means for you as brands and marketers is that by understanding the mindset of users on each network, you can deliver more relevant content and build deeper relationships with your audience. By matching your messaging to the mindset, you will see more favorable results.
Hello, I’m Christina Jenkins and I lead the EMEA Insights team at LinkedIn, based in London. We’d like to spend the next few minutes today sharing the key highlights from global research that LinkedIn conducted with Kantar’s TNS to understand the drivers and mindset of people when using various social media sites. We surveyed more than 6000 people in 12 countries to explore the frame of mind, what people are thinking, when they visit various social media networks. We looked at why people go on each network, what content they are looking for, and what they’re expecting when they get there…
We often get the question around how to manage negative unconstructive comments or spam, the fact is this rarely happens, if ever. The comments around Groups, Status Updates and Influencer posts are of a very high quality.
200M+ professionals
7.9M business decision makers (Internal LinkedIn data)
2x more buying power than average internet sites (Comscore US Media Metrix Data, September 2012)
$83K average household income (Nielsen Company @ Plan Rel 4 2011)
55% college grad or post grad (Nielsen Company @ Plan Rel 4 2011)
Personal networks and professional networks have very different contexts and mindsets.
Invest time vs. spend time
Facebook vs. LinkedIn most shared articles
Telling not selling; providing value to customers and potential customers via meaningful content.
Building relationships with companies in the B2B context – our members expect to hear from companies per survey data. In Tech, we see brands like Microsoft, Dell, HP, SAP achieving engagement rates of 1-5% on content shared via status updates. This is impressive.
Today I get the opportunity to share with you some examples of how we’re using LinkedIn data to better understand content trends.
Who – professional profile of record
What – professional context + content + (Who)
Topic – help in organizing it
Facilitator: Brian
Facilitator: Brian
Sponsored Updates are effective for both brand building and lead generation.
Sponsored Updates are great for brand building because of their targeted reach, placement in the feed, and ability to preview your content in the ad unit. With Sponsored Updates, your content reaches members across all platforms (web, phone, tablet) and can be embedded with links, images, videos, presentations, and other assets, which appear as a preview in the update. This allows you to communicate more of your content to your audience upfront, making the impressions you garner even more valuable. Because of the precise targeting and powerful storytelling, Sponsored Updates drive results. The average engagement rates with Sponsored Updates are 3 – 5X higher than display. Also, IPG Media Lab found that native ads in social feeds drive 18% higher lift in purchase intent than display.
You can also use Sponsored Updates to drive quality leads. As I mentioned, because of the precise targeting and the location in the feed, the average engagement rates with Sponsored Updates are 3 – 5X higher than display. Furthermore, the clients who have been testing Sponsored Updates tell us that the traffic they are receiving is high quality with higher than average conversion rates downstream. This is because people have already previewed the content and these quality clicks demonstrate a strong interest in learning more. Finally, with Sponsored Updates, you can purchase on a CPC basis, so you only pay for the clicks you receive from your target audience. Clicks on social actions (e.g. like, comment, share, follow) are free and any clicks that come from people who see the update virally are also free, further reducing your CPL if your content is amplified to other members on LinkedIn.
Facilitator: Brian
Sponsored Updates are effective for both brand building and lead generation.
Sponsored Updates are great for brand building because of their targeted reach, placement in the feed, and ability to preview your content in the ad unit. With Sponsored Updates, your content reaches members across all platforms (web, phone, tablet) and can be embedded with links, images, videos, presentations, and other assets, which appear as a preview in the update. This allows you to communicate more of your content to your audience upfront, making the impressions you garner even more valuable. Because of the precise targeting and powerful storytelling, Sponsored Updates drive results. The average engagement rates with Sponsored Updates are 3 – 5X higher than display. Also, IPG Media Lab found that native ads in social feeds drive 18% higher lift in purchase intent than display.
You can also use Sponsored Updates to drive quality leads. As I mentioned, because of the precise targeting and the location in the feed, the average engagement rates with Sponsored Updates are 3 – 5X higher than display. Furthermore, the clients who have been testing Sponsored Updates tell us that the traffic they are receiving is high quality with higher than average conversion rates downstream. This is because people have already previewed the content and these quality clicks demonstrate a strong interest in learning more. Finally, with Sponsored Updates, you can purchase on a CPC basis, so you only pay for the clicks you receive from your target audience. Clicks on social actions (e.g. like, comment, share, follow) are free and any clicks that come from people who see the update virally are also free, further reducing your CPL if your content is amplified to other members on LinkedIn.
Facilitator: Brian
Facilitator: Brian
Facilitator: Brian
Facilitator: Brian
Facilitator: Brian
Facilitator: Brian
Facilitator: Brian
Facilitator: Brian
Facilitator: Brian
We often get the question around how to manage negative unconstructive comments or spam, the fact is this rarely happens, if ever. The comments around Groups, Status Updates and Influencer posts are of a very high quality.
200M+ professionals
7.9M business decision makers (Internal LinkedIn data)
2x more buying power than average internet sites (Comscore US Media Metrix Data, September 2012)
$83K average household income (Nielsen Company @ Plan Rel 4 2011)
55% college grad or post grad (Nielsen Company @ Plan Rel 4 2011)
Personal networks and professional networks have very different contexts and mindsets.
Invest time vs. spend time
Facebook vs. LinkedIn most shared articles