LinkedIn Day Stockholm
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LinkedIn Marketing Solutions Event in Stockholm- 06/12/2012
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LinkedIn Day Stockholm
- 1. ©2012 LinkedIn Corporation. All Rights Reserved. Marketing Solutions Förbättra ditt professionella varumärke med LinkedIn #Linkedinday
- 2. ©2012 LinkedIn Corporation. All Rights Reserved. Maria Wade Account Director LinkedIn
- 3. Agenda Välkommen Ditt professionella varumärke på LinkedIn Fördelar med marknadsföring i sociala medier The Mindset Divide: en titt på det professionella vs. det personliga sociala nätverkstänket 10.15: Kaffepaus & nätverkande Kundcase: IBM delar med sig av sina erfarenheter på LinkedIn Presenation av fler case Avslutning 3
- 4. 4
- 5. ©2012 LinkedIn Corporation. All Rights Reserved. 5 5M+ Canada 70M+ USA 9M+ Brazil 3M+ Australia 34M+ Europe 16M+ India 4M+ Southeast Asia 10M+ Middle East & Africa 187,000,000+ registered members1
- 6. 6 Everywhere Work wherever our members work Insights Be great at what you do Identity Connect, find, and be found
- 7. 7 37,500+ Links shared 900,000+ Pages viewed 160,000+ Professionals will visit 10,000+ New members LinkedIn Stats - in the next 90 minutes
- 8. LinkedIn in Sweden 8 Members 1,161,000 Managers, Directors, VP, Owners 285,000
- 9. What do Swedish members do on LinkedIn? 10
- 11. Your profile on LinkedIn Tips on how to use LinkedIn 14
- 12. Your professional brand online 15 Your customised url Your professional profile picture Your headline Your summary
- 14. Your career timeline: thoughtfully building your network Past Company School Current Company Clients You Friends Inmaps.linkedinlabs.com 17
- 15. Signal: a tool to filter your daily news feed 18
- 16. LinkedIn Today: your personalised newspaper 19 1M + Unique Publishers
- 18. Frequency of LinkedIn visitors Source: Lab 42 21
- 19. 22 Source: Power+Formula 2012 LinkedIn User Survey Time spent on LinkedIn
- 20. Key take-aways 23 • Updated • Appropriate Profile • Mobile app • iPad app Everywhere • InmapsBrand • Join • Participate Groups
- 21. ©2012 LinkedIn Corporation. All Rights Reserved. Social Media is on the rise
- 22. Word of Mouth Marketing
- 23. 23©2012 LinkedIn Corporation. Building Relationships
- 25. The value we bring to our clients Audience Affluent, in-market decision makers Context Professional environment engenders trust and confidence Impact Network effect extends your marketing beyond the initial investment 28
- 26. ©2012 LinkedIn Corporation. All Rights Reserved. 26 Defining the right audience Professional Details Education Groups / Associations Geography Job Title/ Industry Company Name 29
- 28. ©2012 LinkedIn Corporation. All Rights Reserved. 28
- 29. Create a Company Page 32
- 30. Introducing Targeted Status Updates 33 Unique Targeting Dimensions 54,534 targeted followers (out of 236,031 total followers)
- 31. Introducing New Follower Analytics 34 Self-serve follower dashboard Track company status update engagement metrics Segment followers on targetable dimensions Track new follower acquisition
- 32. Display advertising: targeting your audience by 35 Function Seniority Company size Company reached
- 33. Key take-aways • Unique marketing opportunities Social media • Expand your social media presence Company page • Unique insights with LinkedInDisplay 36
- 34. Oscar Rydman Enterprise Solutions Specialist LinkedIn
- 35. The Mindset Divide Revealing how emotions differ between personal and professional networks
- 36. Quant only • Canada • Netherlands • France • Italy • Spain • Germany • Australia First global study on social mindset Qual & Quant: 6,000+ social network users 36
- 37. Three key takeaways from this research Power of emotion People want to hear from brands on professional sites Mindset differs by network 1 2 3 37
- 38. Emotion plays a key role in BOTH personal… …and professional networks. 38
- 39. “Personal networking is for old school buddies. For good old memories…parties.” Personal networks are about reminiscing and having fun 39
- 40. “Professionally when I network, it’s for information to do my job better.” Professional networks are purposeful and aspirational 40
- 41. Emotions on professional networks are just below the surface
- 42. Source: Q11– Why do you typically use the following websites? I typically use [website] to.. Base: Professional SN users (5204) Personal SN users (8692) What are the top 5 reasons people use social networks? Professional NetworksPersonal Networks “Invest Time” Socialise Stay in touch Be entertained Kill time Share content Maintain professional identity Make useful contacts Search for opportunities Stay in touch Keep up to date for career “Spend Time” 1 2 3 4 5 42
- 43. Source: Q10a– Information to receive Base: Professional SN users (5204) Personal SN users (8692) What are the top 3 content types people expect? 26% higher than personal Professional NetworksPersonal Networks “Invest Time”“Spend Time” Career info Updates on brands Current affairs Info on friends Info on personal interests Entertainment updates 1 2 3 43
- 44. Frame how your brand helps users gain knowledge and success 50 followers at start 12,000 followers 5 weeks later240x increase in just 5 weeks 44
- 45. Top 3 tips to optimize your marketing with the right mindset Recognise the separation between personal & professional networks. Frame how your brand helps users gain knowledge and success on professional network. Align your brand with emotion by matching your message to the user mindset. 1 2 3 45
- 46. Coffee break: 15 min http://visibletweets.com/#query=%23linkedinday&animation=1
- 48. Connect: Professional Women’s Network Powered by
- 49. Citigroup: Engaging professional women through social platform 49 Objectives Products Used LinkedIn Managed Group LinkedIn Today special edition LinkedIn Polls • Reach professional women unique forum • Provide content to strengthen women’s financial futures • Elevate awareness of Citi brand 30,000+members in the first 3 months Results FINANCIAL 18%week-over-week growth
- 50. Special Microsite: Women & Co. by Citi 50 FINANCIAL
- 51. How to engage professional women? 51
- 52. LinkedIn Today Special Edition 52
- 53. Polls: Powerful content generators 53
- 54. Citi Connect : Community Ecosystem 54
- 55. Building Emotional Connections with Followers 55 by
- 56. Hewlett Packard: Building emotional connections with followers 56 Objectives Products Used LinkedIn Display Ads LinkedIn Follower Ads Targeted Status Updates • Raise awareness of new brand messages • Deepen engagement with IT decision makers • Customize content for different audiences 300,000+New followers in the first 2 months Results TECHNOLOGY x2.5More likely to recommend HP products
- 57. Marketer Objective To elevate the HP brand globally by engaging both employees and target audience Strategy Build a long-term strategy to create brand advocates both internally and externally who can be leveraged in the future Solution Invest in building a strong Follower base to create brand advocates and maintain 1:1 relationships with key audiences Brief Overview
- 58. Targeting IT and Business Decision Makers LinkedIn Confidential ©2013 All Rights Reserved 58 ‘Make it Matter’ Campaign Banners Precisely Targeted LinkedIn ‘Follower Ads’ Targeted Status Updates
- 59. Accurate reporting shows relevant followers 59
- 60. Relevance increases engagement 60 Engagement Rate: CxOs 0.15%
- 62. 62
Hinweis der Redaktion
- Hi everyone, I’m Fredrik Bernsel, Sales Director working in the EMEA and Latin America Region. Welcome to LinkedIn's first Marketing Solutions event in Stockholm and the Nordics. Let me I’m going to start by taking you on a journey on LinkedIn highlighting the different features the website present to all our members
- Let me talk you through the flow of our morning session. (Present the agenda) I’m going to start by taking you on a journey on LinkedIn to give you an idea of what is LinkedIn and how big it really is.
- Thomas kruze: most connected person 969 connections + the most inquisitive (most searches) Kalle Richers: most advocated (most recommendations) Hanna natt falkang: most loyal logged into LI everyday in november Christoffer frisell: earliest adopter Anna nikannen: mobile earliest adopter
- Our mission is to connect the world’s professionals, and we have the most robust group of professionals at that. It is our exclusive area of focus, allowing us to connect billions of people around the world in milliseconds. Our exclusive focus on professionals at such scale makes us unique. And our mission statement manifests itself in our mantra: ‘members first.’
- So, how do you benefit from being on LinkeDIn? Here are a few tips on on how to use LinkedIn.
- Here is what it takes to have a 100% complete profile: Use a professional Photo to humanise your profile and aid memory recall: having a profile photo makes you 7 times more likely to be found in searches. Avoid company logo or social picture Use a current and descriptive professional headline having your 2 most recent positions makes your profile 12 times more likely to be found Customise your vanity URL for business cards, email signatures etc Highlight your career history Jobs and education Be creative but natural Use your own language and write in 1st person Include buzz words in profile Be found in searches Choose the correct industry in which you currently work + country Update your current position with a description of your role Add your education and background Add your skills : you can dd up to 50 skills and get endorsed on them by your collegues/peers Reach 50 connections
- 1 million publisehers
- To understand mindset and emotion on different social networks, LinkedIn partnered with TNS to understand why people use social networks. The better marketers can understand the ‘why’, the better they can fulfill their audience’s needs and expectations.
- Add emotion to
- LinkedIn partnered with TNS to conducted a global study of more than 6,000 social network users across 12 countries. We asked these users why they use personal and professional networks and we found that emotion plays an important role in both personal and professional networks, but they are different.
- However the emotions can also be superficial “Personal networking, is usually informal and not typically used to obtain anything tangible. ” - U.S. “I social network using Twitter and Facebook, but that is purely entertainment and making personal arrangements mainly. “ – U.K. "On Facebook, you find too much unnecessary information, which sometimes make you lose focus.” -- Brazil
- Emotions on professional network …it’s about empowerment and opportunity “The main benefit of an extensive professional network is that we can get help in our work and perhaps rely on this network for opportunities.” – Singapore
- Emotions on professional networks are less obvious than on personal networks.
- Personal network users are looking for content and info that gives immediate gratification – coupons, games, entertainment Professional networks users want content that can help them some time in the future – insights that help them work smarter and updates from brands they are interested in. Top types of information they like to receive from their connections: Personal: Information relevant to family and friends – 46% Information relevant to my hobbies and personal interests – 40% Updates on entertainment, music, and film – 37% Professional: Information relevant to careers, work, and colleagues – 44% Updates and developments on companies and brands that interest me – 24% Current affairs and politics updates – 19%
- Personal network users are looking for content and info that gives immediate gratification – coupons, games, entertainment Professional networks users want content that can help them some time in the future – insights that help them work smarter and updates from brands they are interested in. Top types of information they like to receive from their connections: Personal: Information relevant to family and friends – 46% Information relevant to my hobbies and personal interests – 40% Updates on entertainment, music, and film – 37% Professional: Information relevant to careers, work, and colleagues – 44% Updates and developments on companies and brands that interest me – 24% Current affairs and politics updates – 19%
- Christina to explain the case study Challenges Mercedes was facing stiff competition from the BMW 3 Series and the Audi A4 in the luxury car market, and needed to demonstrate its innovation while creating a community of “hand raisers.” Specifically, the company wanted to improve perceptions and raise awareness of its C-Class car. Solution Mercedes and LinkedIn decided to associate the brand with a professional activity – in this case, managing and improving members’ LinkedIn profiles via InTips ads. The Mercedes interactive content ad allowed LinkedIn members to request brochures and test drives, and encouraged them to follow the Company Page. The Mercedes Company page allowed followers to share their experiences with the car and recommend it to other social media connections. Why LinkedIn? Ability to target affluent professionals holding senior management positions. Ability to drive traffic to Company Page creates community, increases reach of recommendations. Multiple touch points for messages from Mercedes to the right people, at the right time. Results InTips ads created increased engagement with LinkedIn members – generating a clickthrough rate of 0.20%. Follow ads generated a clickthrough rate of 0.77% Recommendation ads outclassed standard display advertising: created 139,354 viral impressions with engagement rate of 0.27%. 12,000+ company page followers in only 5 weeks Member Quotes from Company Page “Great car! I picked up my new C-Class 2 weeks ago and it’s the nicest exec car I’ve owned. Super drive and super comfy. Great technology in it too!” –IT director, Birmingham, UK “Mercedes just gets better in its field.” – Marketing manager, Nottingham, UK
- Add emotion to
- Notes Background: “Women are our most influential audience segment – anything we can do to engage with them online helps strengthen their awareness of our brand,” The story: Citi Bank contacted LI? What was their challenge/brief What did LI offer? How has Citibank been succesful? Meaning: what engagement level from them
- Citi and LinkedIn recognized that creating a group with an enthusiastic membership required fresh, high-quality content. To ensure that content would be relevant, LinkedIn surveyed women members and asked them about their interest in topics such as achieving a better work-life balance, networking with other professionals, and learning more from the career paths of other professional women.
- Note: What do Citi bank gain through LinkedIn Today Special Edition?
- + Poll Can we use? Key numbers: 10.000 new members every month 30-50 return weekly ”group builds positive awarness for Citi” any
- Video series: Citi and LinkedIn have also developed a video series called “Get Connected,” which proles up-and-coming women and provides expert advice, while allowing Citi to emphasize its value to women and their careers. Videos are promoted in weekly emails to Connect members, and also appear in the LinkedIn Today Special Edition and the group’s home page. They are cross-posted to the “Get Connected” channel on YouTube and a playlist on LinkedIn’s main YouTube page, allowing for viral sharing.
- HP was experiencing significant organizational change and turmoil which was negatively impacting its brand and lowering employee morale. Thus HP was interested in elevating their brand globally. They wanted to leverage their extensive employee base and their passionate, loyal customers. LI was challenged with determining the best, most impactful way to achieve this using the LI platform. The strategy and solution were to help HP develop a strong Follower base through which they could indefinitely engage both customers and employees, turning them into HP brand advocates. This solution will deliver against two of HP’s key business objectives: lifting brand equity and creating a dedicated channel to key audiences.