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Webinar Presentation: Targeting with LinkedIn

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Webinar Presentation: Targeting with LinkedIn

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The LinkedIn profile gives marketers an unparalleled ability to deliver highly relevant, targeted messages to unique audiences. Whether you're seeking finance professionals with graduate degrees or decision-makers in healthcare organizations – targeting on LinkedIn connects your message with your precise audience.

In this March 2013 webinar, we discussed:
• Which components of the LinkedIn profile determine target audiences
•Approaches for targeting your audience on LinkedIn to get the biggest impact
• How the digital agency Vertic used targeting on LinkedIn to reach Fortune 1000 decision makers for their client, Vestas, a wind energy provider

The LinkedIn profile gives marketers an unparalleled ability to deliver highly relevant, targeted messages to unique audiences. Whether you're seeking finance professionals with graduate degrees or decision-makers in healthcare organizations – targeting on LinkedIn connects your message with your precise audience.

In this March 2013 webinar, we discussed:
• Which components of the LinkedIn profile determine target audiences
•Approaches for targeting your audience on LinkedIn to get the biggest impact
• How the digital agency Vertic used targeting on LinkedIn to reach Fortune 1000 decision makers for their client, Vestas, a wind energy provider

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Webinar Presentation: Targeting with LinkedIn

  1. 1. Targeting with LinkedIn Webinar
  2. 2. Dan Gonzalez Sebastian Jespersen
  3. 3. “When a company debuts at $9 billion based on minimal revenues and no projected profit, is that a sign that their data is incredibly valuable, or that Wall Street has lost its mind?” Paul Noglows, Managing Director at Mesa
  4. 4. Our data is incredibly valuable. #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 4
  5. 5. Education Inferred 28-year-old male Demo Name #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 5
  6. 6. Education Inferred 28-year-old male Demo Name Name LinkedIn Company Industry Internet Size 1,000-5,000 #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 6
  7. 7. Education Inferred 28-year-old male Demo Name Name LinkedIn Company Industry Internet Size 1,000-5,000 Product Occupation Marketing Product Mktg Standardized Seniority Manager Job Titles Mktg Function Marketer #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 7
  8. 8. Education Inferred 28-year-old male Demo Name Name LinkedIn Company Industry Internet Size 1,000-5,000 Geo San Francisco Bay Area Product Occupation Marketing Product Mktg Standardized Seniority Manager Job Titles Mktg Function Marketer #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 8
  9. 9. Education Inferred 28-year-old male Demo Name Name LinkedIn Company Industry Internet Size 1,000-5,000 Geo San Francisco Bay Area Product Occupation Marketing Product Mktg Standardized Seniority Manager Job Titles Mktg Function Marketer Connections 892 #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 9
  10. 10. Education Inferred 28-year-old male Demo Name Name LinkedIn Company Industry Internet Size 1,000-5,000 Groups LinkedIn Global Marketing Solutions Geo San Francisco Bay Area Product Occupation Marketing Product Mktg Standardized Seniority Manager Job Titles Mktg Function Marketer Connections 892 #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 10
  11. 11. Education Inferred Demo Name Name Company Industry Size Groups Geo Occupation Product Mktg Standardized Seniority Director Job Titles Mktg IT Decision Makers Function IT/Eng Professional Connections #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 11
  12. 12. Education Inferred Demo Name Name Company Industry Size Groups Geo Occupation Product Mktg Standardized Seniority Job Titles Mktg Function Connections Connected to a CxO? Circle of Influence #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 12
  13. 13. Education Inferred Demo Name Name Company Industry Size Groups Geo Occupation Product Mktg Platform Seniority Standardized and Activity Job Titles Mktg Function Journalist Connections Influencer #inTargeting Mobile ©2013 LinkedIn Corporation. All Rights Reserved. 13
  14. 14. Education Inferred Demo Name Name Company Industry Size Groups Member of CMO Group Federation Geo Occupation Product Mktg Platform Seniority Standardized and Activity Job Titles Mktg Function Connections #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 14
  15. 15. Education Inferred 28-year-old male Demo Name Name LinkedIn Company Industry Internet Size 1,000-5,000 Geo San Francisco Bay Area Product Occupation Marketing Product Mktg Standardized Seniority Manager Job Titles Mktg Function Marketer Connections 892 #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 15
  16. 16. Audience Targeting Content Targeting Home Inbox Profile Company Groups #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 16
  17. 17. Establishing a framework
  18. 18. Reach and frequency Awareness Purchase intent and brand preference Engagement Message amplification and content sharing Advocacy #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 18
  19. 19. Reach and frequency Awareness Purchase intent and brand preference Engagement Message amplification and content sharing Advocacy #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 19
  20. 20. Reach and frequency Awareness Purchase intent and Run of Demo/Geo brand preference LinkedIn Engagement Message amplification and content sharing Advocacy #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 20
  21. 21. Reach and frequency Awareness Purchase intent and brand preference Engagement Message amplification and content sharing Advocacy #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 21
  22. 22. Standard Audiences Connections Group Membership LinkedIn Occupation Member Company Career changes Data Company changes Seniority Function #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 22
  23. 23. Reach and frequency Awareness Purchase intent and brand preference Engagement Message amplification and content sharing Advocacy #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 23
  24. 24. Advocate audiences Function Influencers, opinion leaders, circles of influence Specific, occupations Groups Industry Individual, federations Name, size #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 24
  25. 25. Reach and frequency Run DART Awareness of LinkedIn Connections Group Purchase intent and Membership brand preference LI Engagement Occupation Member Data Company Seniority Function Message amplification Advocate and content sharing Audiences Advocacy Groups Function Industry #inTargeting ©2013 LinkedIn Corporation. All Rights Reserved. 25
  26. 26. Members first. ©2013 LinkedIn Corporation. All Rights Reserved. 26
  27. 27. Audiences work better at scale. ©2013 LinkedIn Corporation. All Rights Reserved. 27
  28. 28. Sebastian Jespersen #inTargeting
  29. 29. ENERGY TRANSPARENCY A PERSONALIZED MASS COMMUNICATION CAMPAIGN CLIENT: VESTAS The world’s largest pure player in wind energy BRIEF Vestas wanted to create awareness among Fortune 500 Corporations about the economic and brand benefits for using wind energy in creating their products and services
  30. 30. Unique Content Vestas comissioned two studies, the Global Consumer Wind Study in partnership with TNS Gallup and the Corporate Renewable Energy Index In partnership with Bloomberg New Energy Finance, which showed that consumers want products made with wind energy, and that corporations are eager to source more renewable energy.
  31. 31. Targeting Using LinkedIn targeting platform, this enabled Vestas to reach specific individuals within selected companies with a highly ersonalized and relevant message. In total 419.000 employees globally were targeted
  32. 32. Messaging The combination of a compelling business case, unique content and the opportunity to target a specific audience, provided Vertic with the ability to push engaging, customized messages and increase relevancy.
  33. 33. Personalized Interactive Experience Upon click through from LinkedIn, the resulting site experience was dynamically displayed to provide relevance according to the user’s company, industry, segment and role.
  34. 34. Unique Content Data and/or content that is compelling and sparks interest and awareness. Targeting An agile platform that enables user segmentation on multiple parameters and abillity to target effectively. Personalization An opportunity for a subsequently customized message to each targeted segment.
  35. 35. Results Vestas was able to view a direct ROI from the campaign in addition to generating awareness. They have also been able to reduce time-to-market based on direct one-to-one messages that have been delivered to the key C-level executives within the target audiences. Vertic and Vestas were awarded the ECHO DMA Gold Award for the campaign in November 2012.
  36. 36. Questions? #inTargeting
  37. 37. Thank You Learn how other marketers successfully met their objectives: marketing.linkedin.com/success-stories Thank You! reach this audience: Learn how you can marketing.linkedin.com/contact

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