How Understanding Your Audience's Mindset Will Drive More Engaging Relationships
Designed especially for marketing leaders, this event will provide an overview of marketing in the digital landscape and actionable information about how LinkedIn Marketing Solutions can be a critical part of your company's marketing mix.
Gain unique insights from LinkedIn's experts that will help you understand how to leverage LinkedIn Marketing Solutions and seamlessly integrate them into your business.
10. Gary, congratulations!
You have one of the top 1% most viewed
LinkedIn profiles for 2012.
LinkedIn now has 200 million members. Thanks for
playing a unique part in our community!
Read More
11. 200,000,000+
registered members
The globally connected
professional network
7M+
Canada
74M+
USA
11M+
Brazil
3M+
Australia
39M+
Europe
3M+
DACH
4M+
Italy
4M+
France
3M+
Spain
3M+
NL
11M+
UK
18M+
India
4M+
SE Asia
15. 50% 41% 60%
80% 65%
Decision makers Generated
business
CEOâs actively using social;
41% active on LinkedIn
Conduct researchUse social media for
recruitment
4xVisit to conversion vs.
other social networks
16. Brand relationships have evolved, fueled by the significant
influence of social platforms
To a dynamic customer journeyFrom top-down funnel
5. Loyalty
Influence
Loop
3. Purchase
4. Experience
6. Advocacy
1. Awareness
2. Consideration
17. Using Content and Insights
to Build Relationships
and Get Results
The Mindset Divide:
18. How does mindset differ on personal vs. professional
social networks around the world?
âŠto learn how Personal social networks âŠcompared to Professional networks
6,000+
20. Emotional
Combined
Rational
% of campaign strategies that report very
large profit gains
0% 10% 20% 30%
source: IPA Effectiveness Awards
Research shows
that it can lead to
greater ROI
21. ââPerhaps one of the biggest myths in
B2B branding is that the nature of
the decision process is so rational
that emotions do not really play a
significant role..
Kevin Lane Keller & Philip Kotler
26. ââB-to-B companies often forget they are selling to
people not big glass buildings. It doesnât matter
if the product is soft drinks or software â
creating real, human, emotional connections is
the only way to build trusted relationships and
inspire advocacy..
Jonathan D. Becher,
SAP Chief Marketing Officer
27. Different purposes drive different mindsets
âSpend Timeâ
Professional NetworksPersonal Networks
âInvest TimeâSource: Q10aâ Information to receive
Base: Professional SN users (5204) Personal SN users (8692)
1
2
3
4
5
Socialize
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
28. Companies are expected to participate on professional
networks
âSpend Timeâ
Professional NetworksPersonal Networks
âInvest Timeâ
Career info
Updates on brands
Current affairs
Info on friends
Info on personal interests
Entertainment updates
26% higher than
personal
1
2
3
Source: Q10aâ Information to receive
Base: Professional SN users (5204) Personal SN users (8692)
29. Professional networks want brands that help them improve;
personal networks want brands that entertain
Source: Q23 â Types of brands / products / companies would expect to see on site | Normalised data | Base: Professional (n=5204) Personal (n=8692)
Higher association with
âprofessionalâ networks
15%
10%
5%
4%
6%
10%
âŠexpress my personality
âŠfollow personal interests
âŠmeet my entertainment needs
âŠimprove myself professionally
âŠhelp me to make business decisions
âŠgain advice / recommendations
Higher association with
âpersonalâ social networks
I want to see brands that I use to:
30. This purposeful mindset results in more influencers on
professional networks
Share knowledge
with others
Be first
in the know
Share knowledge
with others
Be first
in the know
61%
65%
45%39%
I consider myself likely to:
7% higher
15% higher
31. Top 5 tips to
optimize your marketing with the right mindset
Recognize the mindset divide
Align your brand with emotion
Engage information-hungry influencers
Frame how your brand helps build knowledge
and success
Build meaningful relationships by participating,
sharing and listening.
1
2
3
4
5
32. Frame how your brand helps users gain knowledge and
success
50 followers
at start
240x
increase in just 5 weeks
12,000 followers,
5 weeks later
33. Engage information-hungry influencers with exclusive
information
More likely to create content within Groups
More likely to follow
companies
More likely to share updates
with their network6x
6x
9x
Influencers
Average
LinkedIn
Member
34. Community through content and conversation
100K+ Total Members
Fastest Growing Group
in 2012
2.5x More Engagement
48. A Truckload, Trucking,
Logistics, Supply Chain group
The CIO Network group
The CPG Supergroup
The Rotary Kiln Refractory
Problems and Solutions group
49. CIO Network
MEMBERS
67,551
Lou Marcoccio
A CIO and IT advisor
Many CIOs are abandoning ITIL, while others use it
religiously. Is it still appropriate and why?
1 month ago See all 115 comments >>
61. 2x
more likely to
purchase and
recommend1
Company
Followers
4x
better vs. Twitter
and Facebook2
B2B
Conversions
50%
are more likely to
purchase from a
company they
engage with on
LinkedIn3
Company
Presence
Sources: 1. Client Follower research study in the U.S., 2012; 2. Hubspot study of 3,128 B2B companies in 2011; 3. LinkedIn
Follower Research, 2012
67. Case Study â Statoil
âLinkedIn has helped us raise our profile
as an industry thought leaderâ
Erik Haaland
Senior Consultant Communications, Statoil
Objectives
ï§ Position the company as an
innovator and thought leader
ï§ Support expansion into new
territories
ï§ Engage industry
professionals and influencers
Solution
ï§ Launched the Statoil
LinkedIn Energy Innovation
Custom Group
ï§ Sponsored InMail targeted
by job title, location and
company
Results
ï§ 18,500 members from the
global energy sector
ï§ 40 new discussions and 71
new comments a week
ï§ Increased traffic to Statoilâs
corporate website
68. 7MM+ Professional Members
Small &
Medium
Business
Professionals
Business
Decision
Makers
Financial
Service
Professionals
Sales
Professionals
Marketing
Professionals
Startup
Professionals
Corporate
Executives
IT
Professionals
Career
Changers
Professionals
working at
companies
between 50 and
500 employees
Directors &
above at a
company of any
size
Finance
Professionals,
or those who
work in the
Financial
Services
Industry
Professionals
whose job
function is
Sales
Marketing
Professionals,
or those who
work in the
Marketing &
Advertising
Industry
Professionals
working at
companies with
1-50 employees
Directors &
above at
companies with
more than 500
employees
Professionals
whose job
function is IT or
Engineering
Professionals
who have
changed
positions or
employers in
the last 60 days
Job Function
Gender
Industry
# of Connections
Company Size
DMA
Seniority
Age
Job Title
Customized Segment
Run of Professionals
InCrowds
Custom Audience Segments
Additional Segments Business Travelers Opinion Leaders Influencers
69. Company Pages
Social Ad: Follow Company
Social Ad: Recommendation
Ads
Groups
Social Ad: Join Group
APIs/Plug-Ins
Custom Executions built by
LinkedIn Certified Developers
(CDP)
Mobile
iPad
Slideshare
BlueKai
Social API / Off-Platform
Precise Targeting Authentic Profile Data
Standard Display Ads
300x250, 1x1 text
link, 728x90, 160x600
Content Ads
Polls
Sponsored InMails
Core
70. Who Visits Your Page? Who Saw Your Campaign?
Who Clicked On Your Ads? Who Viewed Your Ads?
71. LinkedIn Canada - Alberta
LinkedIn Canada Members
7.0M+
LinkedIn Alberta Members
650K+
LinkedIn Calgary Members
330K+
LinkedIn Internal Data as of April 2013
72. Calgary is really In!
32% Higher Mobile
Usage*22% Higher LinkedIn
Today Usage*
*Compared to the average LinkedIn member in Canada
LinkedIn Internal Data as of April 2013
73. Top 10 Industries among LinkedIn Alberta Members
16%
5%
3% 3% 3% 3% 3% 2% 2% 2%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
LinkedIn Internal Data as of April 2013
74. Most Popular Groups among LinkedIn Calgary Members
LinkedIn Internal Data as of April 2013
NAME Group Members
Oil and Gas People 252,513
Linking Calgary 12,188
Alberta Oil & Gas Recruiting 11,138
The Association of Professional Engineers and Geoscientists of
Alberta (APEGA) 10,452
University of Calgary Students, Alumni and Professors 8,283
Oil and Gas Calgary 6,004
Women Working in Calgary 5,511
Calgary Jobs 5,446
Young Oil and Gas Professionals (Calgary) 5,316
75. Most Followed Companies among LinkedIn Calgary
Members
LinkedIn Internal Data as of April 2013
Hello, and welcome to this overview of LinkedIn Marketing Solutions. Iâm Gary Fearnall â the Director of Global Marketing Solutions at LinkedIn Canada.Iâm here today to talk about how social solutions can drive business results and what LinkedIn is doing in this landscape. But even most importantly, sharing some research and insights that weâve done to look at the differences in mindset across professional and personal networks with hopefully some really interesting take-aways that weâre applying to our business and weâre talking to our clients about that hopefully will be of benefit for all of you.
It starts with our mission; to connect the worldâs professionals to make them more productive and successful. And, of course, connecting people to their career opportunity is a core part of this. Weâre very proud of that â and weâre going to continue to do that very well.But over the last couple of years, weâve started to invest in a very specific areaâŠ
Before we really get started, I have a quick question: how many folks in the room have connected to an opportunity because of LinkedIn? Remember â this is a LinkedIn meetingâŠwe like the people who are raising hands! The most surprising thing â through the lens of connecting to a career opportunity â is that thatâs not the primary use case on LinkedIn any more. And it really hasnât a been for some time. And so what I want to talk through today is I want to tell you what has been the primary use case on LinkedIn. I want to tell you what has become the primary use case on LinkedIn and talk to you a little bit about whatâs behind that trend. Whatâs happened over the last couple of years. And then finally I want to touch on why you should care. Why you, as marketers should really care about that transformation that weâve seen on LinkedIn.
This is what LinkedIn looked like in 2005 â the year I started using it. Not a lot of style, (at least, not the way we look at style today) but quite a bit of substance. Started building network âfind out who.â Discovered some of the most important professional relationships in my life to date. I had no idea I had these connections until I started using the LinkedIn products. How many folks in the room have connected to an opportunity because of LinkedIn? Remember â this is a LinkedIn meetingâŠwe like the people who are raising hands! The most surprising thing â through the lens of connecting to a career opportunity â is that thatâs not the primary use case on LinkedIn any more. And it really hasnât a been for some time. And so what I want to talk through today is I want to tell you what has been the primary use case on LinkedIn. I want to tell you what has become the primary use case on LinkedIn and talk to you a little bit about whatâs behind that trend. Whatâs happened over the last couple of years. And then finally I want to touch on why you should care. Why you, as marketers should really care about that transformation that weâve seen on LinkedIn.
To help you be great at the job you have today. To make sure that youâre the best you can be in your current role.
Transition from members â this is what we offer our members.Connecting talent with opportunity at massive scaleThe value we bring to our members
Weâre fortunate that over 200 million professionals globally have become members of LinkedIn. This gives us an unmatched set of targeting data that advertisers can use to find the right people based on attributes like their company, title, role and geography. You can enhance targeting using attributes available only on LinkedIn, like what groups they belong to, when they change jobs, and how much they share content.
When we think about how this plays out, this value proposition for professionals that LinkedIn has been offering is really playing out in that our network now spans more than 200 Million Professionals globally. And weâre adding more than 2 members every second. And so when you think about the dynamic workplace and the opportunity to connect with people, it has enormous opportunities that I think for all of us you probably all feel this new pressure in your lives. And itâs really about this world of work is fundamentally transforming. And if youâre like me, thereâs enormous potential to connect, thereâs also, I think probably, you all feel more professional pressure than you ever have. Right? We have to all work faster. You have to make better decisions on less information. And do everything in a shorter period of time. At LinkedIn, when we work on marketing strategies or we think about positioning the business line at LinkedIn, projects that might take six months at any of my former employers, weâre trying to do in six weeks, literally. You present the plan and itâs like, âGreat Alison, so cut it in half and letâs go.â So I think all of us can probably relate to that pressure. I think thatâs why people are gravitating toward Social Networks in general, right, to find a common ground, find people like you, who are going through similar phases, trying to make similar decisions, and this collective power of decision-making is amazing.
Whatâs unique about LinkedIn â transition to network---------The business of connecting talent with opportunity at massive scaleThree diverse, sustainable, and scalable business lines---------LinkedIn helps companies and professionals be more productive and successful. Whether itâs finding the right talent, engaging the right professional with the right brand message or making the sale â the needs are the same. You have to be able to:identify the right personengage them with content that is compellingspur them to an actionÂ
By the end of the presentation, youâll understand why LinkedIn is the most effective place online for advertisers to engage professionals.
So why LinkedIn?LinkedIn is delivering impact on businessLinkedIn 4x better for B2B leads (visit to conversion rate for b2b companies) source: hubspot study of b2b companies in 2011Socially engaged companies have great impact on their business50% of LinkedIn's users are decision makers within their company41% of people using LinkedInfor marketing generatedbusiness with it60% Of CEOâs are actively using socialmedia to grow their business41% are personally active on LinkedIn80% of companies use social media for recruitment; 95% are using LinkedIn65% of journalists use social media sites like LinkedIn to conduct research LinkedIn 4x better for B2B leads.Visit to conversion vs.other socialnetworksLinkedIn is Fundamentally Transforming the Way the World WorksSo when you think about LinkedIn, everything that we do goes back to Professionals and to professionals on an individual level. And itâs really about connecting with each individual person and then giving them a platform to connect with others and exchange insights and information and the best way to kind of depict what this network can look like is in this visual.
But when you think about how consumers are trying to keep up with social networks being at the core of how theyâre connecting and getting information, it also has created a totally different landscape for how marketers and brands can connect to people. And again, with any major change, come opportunity but then some challenges. And so I think for many of us, the days of having kind of this âtop-downâ expectation of being able to drive a message through, and impact and drive intent is changing quickly to a much more dynamic process, where people are in and out of decision making and using social platforms to inform their decisions. Even taking, you know, from my self, I think about the decisions that I make, both personally and professionally, it looks a lot more like this dynamic circle than it does this kind of very structured process. Â You know, for example, when we think about even investing in these events or partnering with research forums, we might have our list of 5 preferred vendors and people that will help us support our strategy, and we might wittle that down to two, and weâll cast a net to some of our friends and partners and say, âhey have you worked with this firm,â or âwhat about this research agency,â and some other brands might come back into consideration set. So itâs not this funnel. And as a marketer you can kind of think about the amazing opportunities to intersect and play an amazing role in this journey, but you have to have a different mindset. You need to come into it thinking about, how to engage with people with the right content and insights, at the right time. And itâs this, transactional nature of always being on thatâs filtered in large part by social networks; where brands can have increasingly critical role and thatâs what we think is so exciting. Iâm not going to say itâs simple and easy to do, this requires kind of a fundamental shift in how marketing teams are structured, how companies allocate budgets, and how teamâs work together. But this circle is absolutely where weâre going and where we need to start to optimize our businesses.
But for us, what was really powerful was what we thought about and observed this landscape from where we sit, and really trying to partner with our brands and clients to advise them how to both leverage our platform but how to think more broadly about this brave new world. And for us we kept coming back to context. Right, when you think about the power of a social network, itâs this one-on-one dialogue. Youâre on there to connect to people that are going to help you make better decisions, that are additive to your life, either personal or professional. And so, how do you think about a dialogue and a one-to-one conversation, itâs really about thecontextand the mindset. Right, if you have a conversation out of context, which maybe weâve all had at various points; you donât know what someoneâs talking about or thereâs a language difference and youâre kind of talking like this (circleâs arms) past each other, itâs not that productive of a conversation. It might even be flat out strange, or you might not be invited back to that cocktail party. You don't want that to happen if youâre a brand or a marketer. So understanding the mindset and the context for us in fundamental. And this is what we decided to do, to really understand this better. Â There really had not been a definitive study done on mindset, and the context, and the differences between personal and professional social networks. So, we set out last year to really try to tackle this. We want to know the hypothesis that we see different behavior on LinkedIn to personal networks like Facebook and Twitter. But until we kind of did the research, it was just another kind of hypothesis.
So, we worked with TNS, which I think probably many of you know TNS which is a sub-brand of Kantar, part of WPPâs amazing network, and we really set out to kind of dove really deep into this topic of understanding mindset. So we surveyed 6000 social media users in 12 countries around the world using both quantitative and qualitative feedback, and Iâll show you some of the results. But the big qualitative for us was incredibly empowering and we had a kind of whole executive team rooting for the qualitative studies. Â What we did was, we had TNS researcher cast kind of a question in kind of a micro-blogging online format, kind of like an online diary. And we asked the respondents to reply to these general questions that we asked over a series of weeks. Questions like, âwhat social networks are you using;â âhow are you technology;â âwhere are you in your life, personally and professionally;â âhow do these platforms help you, distract you;â really trying to get to the motive of what weâre doing. And some of the insights from that qualitative research is really what drove home some of the key messages Iâm going to talk about today.
And one of those key themes that we found was how emotional people are and how much they are bringing themselves into these social settings. And how much theyâre sharing, and how deeply they are trying to connect again with their family on personal networks, with colleagues and peers on professional settings. But thereâs, I think we take for granted that these networks are omnipresent in our lives and weâre all kind of doing stuff; weâre posting or reacting, weâre inviting. But the quality of feedback was so rich that it really is about emotion. And so when you think about these social platforms, again not just specific to LinkedIn, but any social platform, the opportunity to tap into emotion, and have an emotional message, is absolutely there. And itâs not only there, but itâs really what users around the world are looking for. They want that same connection with brands and marketers.So Iâll play this quick clip that kind of shows how VISA does this which is done on a world-class scale, and watch this video that I think for us really kind of personifies emotion.
And so this was just one of many creative executions that VISA had as part of the Olympic games last summer. I wonât call anyone out, I donât know how many people remember this from the 1976 Montreal games, Iâm probably totally dating myself, but in the spirit of transparencyâŠSo I was 4 years old when this event happened and I was a disastrous gymnast. I was not aspiring to be a gymnast, it was not my bag at all, but I distinctly remember watching this performance. And this amazing, I think she was either 13 or 14 year old girl, not even come of age, planting her feet and for the perfect ten. And so this notion of, it was awe-inspiring, I actually still get goosebumps about it, Iâm kind of a big sports fan on the side. But it was awe-inspiring, and so what VISAâs doing right is bringing that human achievement back. And I think even if you donât remember that, if youâre a younger person in the audience, right, you can relate to kodachrome look and feel and this nostalgia that was so powerful. And this campaign kind of broke every record coming out of the Olympics. It had over a million likes, think of every volume, 30 million views on YouTube, just this creative execution alone. And so we know people, even the world of constant technology, we feel like people are starved for emotional connection frankly now more than ever.
And emotion makes sense in marketing. This was some really interesting data that came out of the UK where research from there analyzed 600 marketing campaigns and the types of messaging that was in those types of campaigns, with emotional campaigns generating outsize return versus those that kind of combined a rational and emotional message versus just a purely rational message. And at LinkedIn, we are fortunate to work with some amazing brands both in B2C and B2B marketing strategies and I think this is probably even more prevalent for anyone in the room who kind of works on B2B advertising goals & strategies that thereâs this enormous myth in terms of B2B branding that kind of plays out in social networks. That itâs this super rational sort of process, right, you kind of follow this very rigid procurement mindset when youâre a B2B buyer. And as I was explaining earlier, at least for me as a B2B buyer for a Global marketing team, you know thatâs not at all the case. Weâre still very much influenced by peers and feedback. Weâre still very much influenced by our previous experience with that Vendor, who else they might know and any recommendation that comes with it. So brining that into advertising, especially in a Social Network environment we think is critical for success.
So getting now more into the research that we performed, back to this theme of emotion, again we saw it in every type of respondent. That there is a fundamental difference in the type of emotion on a personal platform versus a professional platform.
On the personal side, the networks were really about reminiscing; having fun, thereâs a lot of nostalgia, right, I have two young daughters. I had my first daughter; I had her picture of there in her chicken costume right from her first Halloween, which is still my picture to this day. You know connecting with old friends, high school reunions, itâs very conversational, itâs very social. And the mindset is very much there. Itâs very much entertainment driven, itâs very lightweight.
On a professional side we found this other kind of extreme, where people are extremely focused on the future. Theyâre leaning in, theyâre there to make progress and theyâre very purposeful and aspirational. And this really came out of this both he qualitative and quantitative feedback of what people are looking for.
And I think that was surprising for us. I think a lot of people think of a professional networking platform as generally being kind of a modern day job board; this kind of transactional place to engage, with just a very limited scope of activity. And that was absolutely not the case. Again, not specific to LinkedIn, there are other professional networks in markets around the world that serve kind of distinct national geographic areas; and what weâre found is that even though you might see networking and job search on the surface when you kind of go into a professional networking setting, what people are really there for is about future achievement; itâs about forward progress. Theyâre there because they see the opportunity to connect with people to get insights; they see the opportunity to get recommendations to help improve their professional profile; they're following companies and brands that will make them kind of more competitive, gives them more competitive intelligence; theyâre connecting with customers; all in the spirit of what you see as kind of the bottom of this iceberg. That thereâs all this emotion kind of below the surface. And again, itâs not, in some cases itâs not eco-driven right, âI just want to get ahead,â âIâm trying to climb up this corporate latter.â The aspirational feedback came with people talking about Iâm progressing so I can afford a bigger house, right, I have a big mortgage to pay. Iâm progressing because I have a talented child and I want to send them to a very particular school. It was very much about family and re-investing in the things that matter most to them. Literally we saw these diaries come in from around the world, we were copying & pasting them to our CEO and other executives to the company because weâve never done this kind of qualitative research like this before with these kinds of questions, and it was just so powerful to read how all of these platforms are playing such a formative role in peopleâs lives. It was so inspiring.
And this was another kind of great perspective on from Jonathan Becher who recently, heâs a CMO of SAP, whoâs becoming a really vocal thought leader about marketing SAPs and just an amazing B2B company doing some very ground-breaking, especially highly creative work. You probably have seen some of the great, kind of award winning ad campaigns that SAP has put out there, called run SAP and it has all kinds of amazing footage, things you do not expect to see, again, from a typical B2B, fortune 100 company. And his quote is dead on. Weâre not marketing to glass buildings, weâre not really marketing to audiences; weâre marketing to people. Right, regardless of what youâre buying; itâs a person on the other end of that order, and itâs a person on the other end of that campaign. And so thinking now about your brand and your advertising campaign as carrying your voice, of being human. Youâll hear a lot about being âauthentic,â in the world of marketing and I think when it comes to your social advertising, that canât be more true. Because again, back to the point of having a conversation and being in context, if youâre kind of talking like a corporate voice, thatâs perfectly on script, thatâs not really resonating with how people engage in these platforms. Â And we all make the mistake; weâre working on some positioning for our business and weâve done some interesting qualitative feedback. When Iâm on the phone listening to a critique of the work that our team has written; and weâll get feedback, like this is just a bunch of marketers; itâs really jargon-y, we donât want to be talked to like this. So weâre learning, in our shoes too, but I think itâs something that really calls for more examination for doing things. And itâs a really exciting time to try these new things and see what works through all the incises.
So we starting digging into the research, and a couple of the fundamental things that we wanted to find out about mindset; the first thing was, whatâs driving people? What do they want out of this experience? And really what we found was on personal networks, the drivers of their activity,why they were going there, was very much about how they wanted to spend time there. The single biggest driver was to socialize. Right, so youâre in and out, youâre connecting with your friends and peers; old friends, new friends, maybe people you donât know but youâd like to know. Socializing was the number one driver across the world for personal networking. On the professional side, the mindset was quite different. And it was about investing time. People are there for a very purposeful mindset with the number one objective to maintain their professional identity. This is their professional record; this is how when you look for any one around the world, you type in someoneâs name into the Google search bar or generally any search engine you might use, you will almost always find the first organic listing, is someoneâs LinkedIn profile. Thatâs powerful. To be found with LinkedIn showcasing your professional record, your economic opportunity, is just an incredibly powerful thing. Right so lots of people are investing in this professional identity.  But theyâre also really looking for useful contacts, again this notion of very purposeful engagement. Theyâre searching for opportunities, again not specific to job opportunities, theyâre looking for opportunities to find former colleagues, to for new talent for their team; to get insights from companies and groups they might follow or be a part of to kind of get a competitive edge. And also looking to stay in touch and then obviously theyâre keeping up to date with their career. On the personal side, itâs very entertainment driven and people are killing time, itâs kind of a break for them. And I think that this difference in mindset and what people want is really fundamental to understand when youâre thinking about how to engage on the platform from a marketing standpoint.
As we get deeper into this split of what people are doing, we asked the follow-up question of what kind of content do you want. Now we understand what youâre doing there; what are you looking to engage with besides kind of just the people? And really what came back was further reflecting this split in mindset. And how on the professional side, actually updates from brands was the number 2 most expected valued content in a professional setting. And on personal networks, updates from brands ranked number 9 in the stacked rank list. And so I think itâs contrary to how people think about all of the commercial volume and the marketing effort has gone into personal networks. And quite frankly itâs a little bit less developed on the professional side. And this is what people want. Right, people are coming to get a head and connect with the people that are important to them. And brands and companies are hugely important to professionals when theyâre in this mindset. On the personal side, right, itâs not that surprising; itâs information from friends, reflecting their personal and friends that, again, back to entertainment, right, thereâs so much power for the entertainment vertical in particular on the personal side, videos and music content, you know, is fundamental to a personal network platform. Much less so on the professional side.
As we going deeper into our survey, the next series of questions were asking more specifically, the kinds of brands and the kinds of brand content that people want. And again you see the bars - you see the arrows going in the opposite directions. And on the professional side, people again go back to improvement. They want brands who are going to improve them professionally. And they want brands that are going to help them make business decisions. I mean, think about the power of that. If you can orient your marketing around exchanging value with people which I know we all talk about doing, we all try to do it. But if you really adopt whatâs being discussed in the industry now with the focus on content marketing thatâs been discussed now for some time, you know this is really the opportunity. TO be in the position where youâre exchanging value with the people that matter more to your brand and your company, and with that people will return purchasing behavior, they will return recommendations and advocacy of your product and kind of driving a loop back to your business. And thatâs exactly what was really uncovered in this research. Â On the personal side, again really, the key driver was around entertainment. They want brands who will meet their entertainment needs and that tape into their personal interests. Hugely valuable channel thereâs no question, just fundamentally very different.
Kind of the final aspect of the research was kind of looking at how people are inclined to share and really whatâs kind of something for them thatâs really meaningful about the experience on these platforms. And what we found was that thereâs actually a higher propensity and interest to share on professional platforms versus personal. And to us, an even more interesting point was that thereâs a higher degree of people that want to be in the know. For a professional, thatâs very important. Itâs not a good day when your boss says, âHey Dan, did you see this going on in Canadaâ âUh, no, you know, I didnât.â People need to be in the know; we all have to live on the cutting edge â thatâs the Professional pressure. Thatâs the bar that everyone in this room has to rise up to. I think everyone in the room sort of feels that on a daily basis. And these social platforms are a way to do it. Â Gary will talk about it a little later but we have some news properties and some content properties on LinkedIn that are built fundamentally for this reason. To really help professionals be in the know and stay on top of the news that is most relevant to them.
So when we take a step back to kind of summarize the research results that we found, there are five tips, five ways to think about how to start optimizing marketing and advertising today. And I think that these are pretty easy things that I think our team are starting to re-engineer our marketing around and Iâm hoping they are something that you guys can take away today. The first is recognizing this mindset divide. This is fundamental. We surveyed 6000 people of every major market and we saw this consistent feedback. And so it doesnât mean that one is better than the other, they are just different environments between personal and professional. And there are just unique ways to engage; and if you are engaging in the right way, youâre going to cut through to the people that youâre trying to connect with. The second is, really trying to frame your brand and aspects of your marketing that really helps build knowledge and success. You see what people are looking for in a Professional platform, which is theyâre looking to help make business decisions. Your brand can help do that. If you are in B2B or high-consideration B2C goods, people are taking a lot of input; we take a lot of information in before we make a big decision, a big investment, both in our personal life and in our professional life. And so if you can start to frame your marketing and your social presence around an exchange of value and really around insights that is what these audiences are going to respond to. And again, drive loyalty and drive purchase, and become advocates for your brand you can kind of strike that connection with them.  The third piece here is around information hungry, and that was just fundamental. One of our pillars at LinkedIn is around insights, and really delivering insights to professionals. Thatâs exactly why, in my Network Map, you didnât see four different isolated circles, of people from my current and past professional life, theyâre all kind of mixed together; there are big arrows going around the world. I know someone in Tokyo whoâs sharing insights with someone in New York and vice-versa. And thatâs really our world of work. And marketers have this amazing opportunity to be part of that information flow and participate in a really incredible way unlike they have before. The fourth piece is aligning your brand with emotion, and I think probably for most of us in the room, this is something that is hopefully an easier change. It can just be about some aspects of your creativity: your taglines, and your tone in voice that really, kind of thinking about in a social experience, itâs this 1-to-1 or this kind of 1-to-few. Itâs generally not 1-to-many. So tapping into that emotion is really fundamental for success. And the fifth, and probably frankly one of the most important things on this five point list is to really share, and participate, and to listen. I think for many brands, involving yourselves and immersing your companies in social media, I think some are very far up the curve and some are taking a little bit slower to get there for very understandable reasons in terms of the structure that companies have to have to control, an that companysâ are losing, to how to engage with people. And itâs scary, and itâs new. But we kind of all in this room have no choice <smiles>, and thereâs more opportunity to get closer to people than you ever have before using these social platforms. And thatâs the opportunity. But you have to get into it. You need to participate. You need to generate some lightweight content and you can use it as an enormous listening tool. What we gave back from, we manage a group on our platform called marketing innovation with LinkedIn â the feedback we get from that group is just incredible. A lot of our clients are using our platform for listening. We have different advertising opportunities to listen to feedback and take polls and get surveys and get quick feedback. That is probably equally as valuable for brands that are ready to go there. Just even marketing on the platform.
So I am going to walk through a couple of examples to kind of bring this to life for everyone. This is my example of Mercedes Benz and they are a partner of ours from around the world. And this is a specific example from the UK. Mercedes was in kind of a âdog-fightâ with other premium brands in the UK with BMW and Audi, really touching up, driving a lot of innovation, getting a lot of younger audiences buying their cars. So we worked with Mercedes to try to do something very unique for professional audiences. And for Mercedes, and for a lot of our high-consideration B2C marketers, having a really affluent and influential audience thatâs on LinkedIn is really a very attractive proposition for them, and the targeting that we can do to the UK only. So knowing that we had these insights, we worked with Mercedes to really help them frame their brand and provide value back to professionals.  So in this example we have a content module ad unit that allows you to have different types of content on a couple different tabs. And we branded these as âIN tips.â So, letting professionals have more insights into how to improve their professional profile was something that added enormous value. For a lot of people new to Linkedin and new to social platforms, people donât always know where to start. This is a new experience of people; how do you fill out a profile, whatâs the right way to do it, how much content should I have under each job, you know, where do I go⊠and Mercedes really jumped on this. And said we can add value by branding these insights and helping craft these insights. And as a result they grew their follower base to their LinkedIn company page 240 X over a series of five weeks. So when people saw these ads they had a higher propensity to engage with Mercedes and their primary vehicle was to start to follow them. We also had all these incredible anecdotes. That people seeing the brand and increasing their brand preference for Mercedes in this brand market. So thatâs just kind of one example of a high consideration marketer really tapping into the idea of really framing your brand around insights and adding value.
A second way to think about using these social platforms and in particular the unique opportunities of LinkedIn, is the targeting facets that we have. So because of the profile data that we have, we are able to turn that around into the most robust targeting set thatâs possible on the social web today. And this is one example where we created a targeted set of what we call, âthe influencersâ on our platform. So these are people that have, in their profile, are either bloggers or theyâre part of the media, theyâre tied to politics in some way, theyâre very active on our mobile experiences on Linkedin, so theyâre adopting aps on their mobile devices. So we take that whole group of people, and we have marketers reaching out just to that specific group of influencers. And what we found, is that when we start to break apart our 200 million network of professionals, you find these really powerful cohorts of people that are really compelling and just very relevant depending on the brands and your strategies. They can be extremely relevant and again you canât just find these cohorts just anywhere else on the web. And so when we compared this group of influencers to kind of the average LinkedIn member, you see they are just off the charts in terms of their engagement and the influence and the amplification that they have around the web. And again, not just to their first degree connections but theyâre amplifying information throughout all those different lines that you saw on my in-map and to everyone else connected to them. They are 6 X more likely to share updates with their network and contribute to group conversationAnd 9 X more likely to actually generate content within groups.And so when people generate content, it all flows through the newsfeed that is the dominant part of the experience similar to that which you find on other networks. Again the targeting capability to get you the right mindset 1-to-1 is hugely powerful.
And the last example Iâll walk through is the work weâve done in the last year with Citi Bank. And so Citi came to us with a really interesting proposition, and this is kind of why, for me, this is a dream job to kind of work on these types of problems with some of the biggest brands in the world. ï They had a huge investment in marketing to Professional women. So, if youâre not familiar with it, Citi has kind of co-branded a portal with Women in co, where they try to really create an online community really geared towards women to help them make better,smarter, faster financial decisions. Not just obviously for Citi products, but obviously for a lot of thought leadership and really kind of nurturing Professional women to make the most sound financial decisions. And I think many of you have seen the data that women now make 80% of the household decisions, and are generally the key decision maker in their household for financial decisions. So Citi came to us and said we have this enormous effort weâve had for over a decade now. We want to bring it to a platform to bring it to life.We want to bring this into the new world to have people discussing and make this kind of live bigger than where itâs living as kind of a portal website. So we built what's called a managed group. Where both Citi and LinkedIn are contributing content to this very unique experience geared towards professional women with Citi kind of being a key contributor and sponsor of this experience. But a sponsor is a very lightweight way. Their presence is really felt through their social team and their executives contributing content into this womenâs group. So this group that launched at the end of April last year and now has over 100, 000 members is by far the most engaged group on our platform when we have over 1 million groups on the platform. And really again, why this is so different than the other million groups on our platform is tapping into that mindset. They are catering to a very specific audience of professional women and they are delivering something that they women are craving which are insights and information which are going to help them make better decisions. And really what weâve seen is the engagement has been off the charts in terms of people coming back to the group, posting comments and sharing. And all the social gestures are important, and Iâm sure everyone in the room are sitting there thinking, âwell what about the bigger marketing and strategic results?â And those have been amazing too.Citi saw over a 30% increase in consideration of their brand in kind of a broad consideration set. They have seen double digit increases in preferenceAnd they've seen an over 30% increase in a likelihood to recommend Citi to other people. So this presence and this, frankly, very simple execution on our platform really ties back to the value that people want and to Citiâs overall value props. The alignment of those two things is just incredibly powerful.
And this is an example of some of the content. I think when we started the group, we felt like it would generally reflect a more senior profile of professional women. And what we found was, as the group started getting some traction and there was vitality and activity coming through the network of people being invited from around the world we found that younger women were joining just as much as some of the more seasoned women professionals who are on our platform. Â So you have this really interesting mix of women entering their careers for the first times to as you can see on the upper part of the slide, a women asking for advice. Sheâs just coming into her career, any advice for how to think about getting started. And there are lots of threads on this with women who are more advanced in their careers adding comments of, âhey donât do these 5 things, you know, these are my 3 big mistakes, learn from that.â And so this incredible, multi-generational exchange, going on. Â Then you have the 2nd comment which is about retirement savings, so Fidelity issued some new sets of guidelines and there was this string on fire about women on the group, âhave you seen the guidelines,â âhow do you think about them?â And hundreds of people commenting and kind of exchanging ideas topics again that are deeply personal and really matter.
And probably the ultimate payoff is when you see something thatâs an online community become offline. So there has been comments from this group that the women have had more mentoring as part of this hundred-thousand-person group than they have in their entire careers. People they did not know before April 2012, are now fundamental to them as part of their professional development. So women were taking it upon themselves to create meet-ups in major cities around the US, that kind of reflect the concentration of the group. Â So in this case, this is women posting about creating a networking event in NYC. And we saw this happen in Seattle, in San Francisco and in some other cities. And we are working now with Citi to see how our two brands can come together and put some structure around offline events as a byproduct of this group. Â And so, from all of this, if there is kind of one thing that I want to leave you all with today is really just the opportunity. And depending on where you are and your companies and your brands are, your management is, with embracing social platforms, this is the time to get started. These transformational shifts in technology and consumer behavior; you know, we donât go backwards, right. Â As I was preparing for this talk, I was thinking about my own â you know, the inflections in technology in my professional life and again at the fear of seeming too old ï, we had Fax machines; they were fundamental like ten years ago in my work place. We were faxing, that was how we got a lot of business done, maybe some people still use some, we donât have very many of them. So I just think technology is not going back, weâre not going to re-adopt to have a Fax machine in every office. And so, this is kind of where our futureâs going. Despite some of the challenges and some of the uncertainty that I think many of us face going into this brave new world, this is the time to embrace it. And if you think about the technology not as kind of unknown but as a something that can allow you to be more relevant than ever before, get closer to people than ever before, and learn from your customers and prospects, I think itâs actually the most exciting time in our lives to be in marketing and advertising. And we just really hope that kind of everyone embraces it and of course we would love to be a partner along the way. ï Thank you.Â
Hello, my name is Leah Sparks and Iâm your Account Executive with LinkedIn Marketing Solutions.Iâm happy to be back in Alberta, I lived in Canmore for 3 years, so Alberta is close to my heart.Today Iâm going to talk about how social solutions can drive business results and what LinkedIn is doing in the marketing landscape. But even more importantly, Iâll share interesting take-aways thatwill benefit all of you.
I want to start with this map because its pretty cool. And Iâm showing this map for a reason.When you come to visit LinkedIn you will see these spaghetti looking images that each of us have hanging at our desks.I became a LinkedIn member 2 years ago, been with LinkedIn for a year, and this is a visual depiction of my 1000+ connections on LinkedIn.Each dot is an individual. Each of these lines represents how Iâm connected to this person, and how they are connected into my broader network.Iâve taken the liberty to label mine. LinkedIn Alberta ClienteleâŠAnd if you hoover with your mouse over each dot the map will actual show you who that person is.Pretty neat.Get your personalized map at the url below. Amazing to see how your network is intertwined. Itâs also a great conversation starter.
And speaking of networksâŠâŠHere are some facts on our registered members here in this audience.Earliest Adopter â The first person to sign up and create a profile on LinkedInMost Connectedâ The person with the most 1st degree connectionsMost Popularâ The person whose profile was viewed the most in the past 30 daysMost Endorsedâ The person with the most total endorsements
I want to start with our vision â to create an economic opportunity for all professionals around the globe.Today LinkedIn has over 7 million professionals in Canada alone. Almost 70% of the Canadian workforce is now on LinkedIn.It is the largest professional network in the world.LinkedInâs mission. We help companies and professionals be more productive and successful. In every stage of their development.
In order to do that, weâve invested in what we call our key content properties: Our influencerâs productOur group productOur news product And our Slideshare acquisitionThese content properties deliver expert insights and help make professionals better at the job that they currently have.
As Gary mentioned in his portion, there is a common misconception that LinkedIn is a job site. I want to ask the audience. What percentage of our members are actively looking for jobs on LinkedIn?Only 13% of our members are actively looking for jobs.There has been a major shift. Our members are consuming 6x more Content than Jobs.Itâs clear there is value on LinkedIn beyond the job hunt.
Over the last couple of years, LinkedIn has become a content marketing powerhouse.We have one of the largest sources of business content on the web â period. More so than companies that have been in business for a long time, publishing business content.You can see here, that LinkedIn has 160 million unique monthly views. Even if you combine all three of these properties, LinkedIn is still king.We are now a major player in the content marketing arena.So, with that, I want to delve a little bit deeper into some of these properties.
Iâll start with a product that we launched a few months ago â that I love â and thatâs our LinkedIn Influencers product.It allows our members to follow an exclusive group of Influencers and thought leaders who are sharing their knowledge and insights with our 200 million members. We started with 150 high-quality business luminaries on our influencers program. People like Barak Obama, Martha Stewart and Richard Branson.Collectively, these influencers have already posted thousands of original posts on LinkedIn. And these conversations are taking place across the world.
Influencers are able to do something special, they are able to post long form content â well beyond 140 characters â to really communicate whatâs on their mind. It can be a full multimedia experience.One of the best aspects of the influencer program is that you follow real thought leaders in the business industry. People who are in executive roles today, who havenât had the platform to communicate to a mass audience â before now.
And itâs not just people like Richard Branson who are business celebrities.You can read content from the CEO of IDEO, the CEO of Intuit â experts that you donât normally hear from when theyâre still in their operating roles. At the top of their game. And this is something that only LinkedIn can offer.I encourage you to check out our influencers and choose one that is of interest to you!I just started following Jim Cramer, the guy from Mad Money.
Groups are another core product for LinkedIn. There are now over 1.3M groups on the LinkedIn platform. There are so many, because there really is a group for everyone.
Looking at the names of the groups and the members within them, you see this incredible diversity.The intent of LinkedIn groups is to enable very specific conversations around your particular profession.And you see high quality conversations â most of which are very strategic and niche.
In this case you have a CIO asking a question around a strategy. Anyone herefamiliar with ITIL? Iâm not, but thatâs the point of groups. Extrodinary that the CIO network has almost 70,000 members. Most impressive is how Louâs question about ITILgenerated 115 comments in just one month.Groups are valuable to the people who are in them, because theyâre having conversations in their language. Around topics that are important to them. They are receivingadvice to help them be better at the job they have today.
The 3rd content property that weâve invested in is Slideshare.___The working language of business today is presentations. With the acquisition of Slideshare, LinkedIn was able to acquire the largest collection of presentations â anywhere.There are over 9 million presentations on Slideshare, providing rich content and a powerful marketing tool.
While the audience interested in learning about how to scale XenRackspace Cloud Servers may not be large, (again, not sure what Xen is, sounds like a Samari Ninja to me)SlideShare provided 43,000 views against this specialized, hard-to-reach target audience. Only LinkedIn can take all this content â and connect that information with the right people.
And, finally, LinkedIn Today. LinkedIn today is our news product, and it starts with our share button. But LinkedInâs share button is very different from regular share button youâve experienced. With most, you click and it shares to your network. You see news being consumed by people that are immediately connected to you.
But LinkedIn does one more thing â and thatâs what makes it powerful.We take all the accurate and authentic data from your profile, your title, the industry you work in, what your peers are readingand serve you a tailored content experience.
And the information is different depending on your job. A sales directorâs LinkedIn Today is different from a PR executiveâs. Each has a news feed specifically targeted to them. And thatâs whatâs incredibly powerful for driving tailored marketing. You can see this in action if you hack into to a friends or spouses LinkedIn today. (okay, I donât encourage you to hack, but ask nicely) If you put the computer screens side by side, you will see the difference.Itâs like receiving a newspaper made for you, allowing you to cut through the noise.
Over the past couple of years, with our investment in these key 4 content properties, weâve gone from something that people think about as a place to connect to career opportunities, to one of the largest content publishers and distributors on the web.So what are the shifts on LinkedIn that caused this trend?And whatâs in it for marketers? The first shift is that Linkedin looks very different.
Weâve spent quite a bit of effort to simplify the experience and create this rich feed-based homepage. Weâve put the content from publishersand the content from marketers upfront and center.
The second primary change, is the incredible amount of data that we have on LinkedIn. In example of that, is our recent endorsements product. Who is familiar with this?Awesome. So you know its highly addictive. Those of you that arenât this is a recommendation on crack.One of my colleagues has Awesomeness listed as a skillset, and she has received over 25 endorsements.Since we rolled out this product, weâve had 500 million endorsements. Letâs think about this. In order to endorse someone you need to go to that persons profile, find the specific skill and click. Our member have done this 500 million times. So, when you think about the vast amount of data that it takes to make a more relevant experience for our users, whether itâs news, comments or influencer posts, We areable to combine all of this data and make a highly engaging and taillored experience.And thatâs the really exciting aspect of what we do.
And the last trend, and most certainly not the least impactful is the advance of mobile. Everyone in the room knows about the mobile trend (I hope your ringers are off).Mobile has been key to this transition of Linkedin and Content.
We work everywhere our members work and we are part of their everyday.Desktop, Ipad, Smart Phone.And what we find here â usage of LinkedIn ipad vs desktop â and it shows that our members are very active throughout the day.We see a spike in the morning on ipad then it trails off as our members reach the office at 9. Then desktop use picks up.And declines when the work day ends at 5. Then the ipad use peaks at 10pm, long past working hours.The move to mobilehas really been fantastic for us at LinkedIn.
How does a marketer take advantage of LinkedInâs mobile ability? This is how! Get in front of the mobile audience.Our content flows across the screen and network.You can send updates to your follower base, theyâll consume on their mobile devices â and from there they can like, comment and share that content through their network providing the multiplier effect as more consume share content.
Why LinkedIn?Brands that engage on LinkedIn - drive relationships and superior results!LinkedIn company followers are 2X more likely to purchase & recommend than non-followersLinkedIn is 4x better for B2B conversions vs. Twitter and FB, and generates 3x more leads than FB And halfof our members are more likely to purchase from a company that is more engaged with its followers. Our clients have seen success with the formula Audience + Context = Results
So how do marketers take advantage most effectively? LinkedIn has a proven model for successfully engaging professionals.
Our core Engagement framework has 3 componentsThe first is to âCreate a Presenceâ. How? by building your Company Page and by establishing or sponsoring a GroupThenâŠyou want to Attract an Audience to your Company Page & Group with Targeted media like Display Ads or Follower Ads (which encourage members to Follow your Company or Group).Lastly, You want to Engage that audiencewith Content How? With Status Updates that go directlyto your followers news feed. And with Content Ads that enable you to embed rich media like videos or whitepapers.LinkedIn allows your brand to engage in meaningful conversations with your target audience through a combination of paid and owned media. And all you have to do is follow these 3 steps: Create a Presence, Attract an Audience, and Engage with Content.
For each component, the underlying LinkedIn platform delivers Amplification, because the membersâ social gestures â liking, commenting, and sharing â can be visible to their entire network.For example. If I comment on a company status update, my entire network of over 1000+ can see my comment and will be enticed to follow your company. And throughout, LinkedIn can offer rich data and insights to help marketers analyze and refine their strategy.
So, where does it begin? This first step is building a company page. Essentially this your mini website on LinkedIn. We have almost 3 million company pages. Who here has a company page? More importantly, who here does NOT have a LinkedIn company page?I have a little bit of work to do! First, you want to first fill out each tab. Home, which is general information about your company. It also houses your newsfeed of company status updates.Product & Services tab â which you could imagine, features information about you Product & Services, where our members can recommend them.Insights â we do the work â and provide insights into your employees.Here is an example of a successful company page on LinkedIn. Long View Systems in Calgary.When I first started working with Long View they had less than 1,000 followers. Now that they have attracted their audience with paid media, and engaged them with content, they have over 2,000 followers.
After you have your company page completed, you want to send out company status updates to your Followers (who are your brand ambassadors).Here is an example of a successful company status update. My client in Edmonton, PCL Construction, sent this company status update about âPermanent Modular Constructionâ and why it makes sense.And in 2 days it received:38 likesover 7,000 impressions with their audience. Amazing.We recommend one engaging company status update a week from your company page.
Who here has seen an ad for Stat Oil on LinkedIn?This is a perfect example of a client that has sucessfuly leveraged of the LinkedIn platformStat Oilâs objective was to build a reputation as an industry thought leaderâą Gathering insights in a short timeframeSolutionâą Created LinkedIn pollâą SponsoredInMailResultsâą More than 11,000 poll responsesâą More than 230 comments from LinkedIn membersâą Poll feedback improves product developmentâą Greater awareness of thought leadership position
Now lets look at the Marketing Solutions that help make LinkedIn so successful. Here is our product placemat. LinkedIn Marketing Solutions offers 3 Types of products:Core ProductsSocial ProductsAPI and Off-Platform Solutions Spanning throughout all 3 solutions is LinkedInâs precise targeting capabilities using authentic profile data.More than happy to go into more depth about our products at a later time and how you can build your business on LinkedIn.
Another scary looking slide. Donât worry Iâll break it down for you.Here is what a report looks like when you advertise on LinkedIn. My clients love this incredible data. We give you deep insights on your audience and who your ad is resonating with And whatâs really cool is that when you have a campaign with LinkedIn we receive this reporting bi-weekly and can optimize as the analytics come in. For example, top left ⊠My clients understand their audience and in some cases, learned of new audiences to tap into
In the spirit of statsâŠ.Lets talk about Alberta.Out of LinkedIn Canadaâs 7.6 Million members.Calgary has 330kAlberta has 650kNot bad Alberta. Remember these are educated, influential and affluent professionals. Like yourselves. That you can reach right now on LinkedIn.
Calgary is really in!Calgary members have 22% higher usage than the average Canadian member.32% higher propensity to use mobile. (Mobile is a great opportunity if your clients are in Calgary.)
Top industries that are most common with our Alberta members.Oil & Energy (not surprising)ConstructionHospital & Health Higher EducationGovernmentetc.On a side note, we have the ability to target by industry on LinkedIn
Most popular groups include:Oil and Gas People with over 200,000 membersLinking Calgary with over 12,000 membersThe Association of Professional Engineers and Geoscientists of Alberta. Women Working in Calgary (to name a few)And yes, we can target members in Groups on LinkedIn.
Most followed companies. Of course, Oil & Gas. Many who are our clients.Top 5 companies followed by Calgary members are:SuncorCenovusShellNexenEncanaAnd â not surprising, as you see the trendâŠWe have the ability on LinkedIn to target by company.
And here are our enterprise clients on LinkedIn. I hope you recognize at least a few of these.
And itâs not just National clientele.Weâre in Alberta. I could only fit 25 companies on this slide. We can scale your campaign Global, National, Local. Whatever your business need there is a LinkedIn Marketing Solution for you!And you can contact me directly for your customized campaign.
Thank you for your time and patience this afternoon. Iâd like to bring Gary back up to the stage and open the floor to questions.