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LinkedIn: What’s New and Trending for B2B Marketers by Leela Srinivasan

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LinkedIn: What’s New and Trending for B2B Marketers by Leela Srinivasan

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You probably know that LinkedIn is the world’s largest professional network, packed full of potential for B2B marketers everywhere. But the LinkedIn team pumps out new features at a dizzying rate, and it can be hard to stay on top of the latest ways to engage your target audiences.

LinkedIn’s Leela Srinivasan provides an insider’s take on some of the latest innovations, with a heavy bias toward the free stuff. If you’d like to be more productive and successful on LinkedIn, this presentation is for you.

You probably know that LinkedIn is the world’s largest professional network, packed full of potential for B2B marketers everywhere. But the LinkedIn team pumps out new features at a dizzying rate, and it can be hard to stay on top of the latest ways to engage your target audiences.

LinkedIn’s Leela Srinivasan provides an insider’s take on some of the latest innovations, with a heavy bias toward the free stuff. If you’d like to be more productive and successful on LinkedIn, this presentation is for you.

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LinkedIn: What’s New and Trending for B2B Marketers by Leela Srinivasan

  1. 1. What’s New and Trending for B2B Marketers Leela Srinivasan, Director of Marketing, LinkedIn BMA Carolinas November 20, 2013
  2. 2. My LinkedIn career started with an InMail @leelasrin 2
  3. 3. The LinkedIn Network Global Footprint 259M+ UK Registered members as of October 29,2013 38% NL 13M+ + France 6M+ Spain 5M+ Canada 68% 8M+ Europe 57M+ USA 84M+ EMEA 74M+ Of LinkedIn members are outside of the USA 30M+ Italy 5M+ YOY Member Growth 4M+ DACH 4M+ Students & Recent College Graduates on LinkedIn Brazil 15M+ S. Africa 2M+ APAC 46M+ UAE 1M+ India 21M+ SE Asia 8M+ Singapore 1M+ Australia 5M+ (Fastest growing demographic) @leelasrin 3
  4. 4. Our mission Connect the world’s professionals to make them more productive and successful 4
  5. 5. What’s in it for you? % of social media traffic to corporate sites Comparison of social platforms for lead gen LinkedIn Facebook Twitter Other Source: Investis Audience Insight Report, Q3’13 @leelasrin 5
  6. 6. On professional networks, members look for career information & updates from companies @leelasrin 6
  7. 7. What is the #1 activity on LinkedIn? Viewing Connections’ Profiles @leelasrin
  8. 8. 1:1 8
  9. 9. @leelasrin 9
  10. 10. Jason Seiden, CEO, Ajax Workforce Marketing
  11. 11. Before Our own recruiting team recently optimized their profiles @leelasrin
  12. 12. After New headline New professional photo Increased reach 7x likelier Summary section with rich media @leelasrin
  13. 13. Built out work history with rich media Added Volunteers & Causes Section 1 in 5 @leelasrin
  14. 14. Added additional skills Rich media in Education section @leelasrin
  15. 15. Rich profile data drives your ability to target GEOGRAPHY! GROUP! INDUSTRY ! JOB TITLE! JOB FUNCTION! PAST COMPANY NAME! SENIORITY! SKILLS & SPECIALTIES! COMPANY SIZE! SCHOOL NAME! ©2013 LinkedIn Corporation. All Rights Reserved. @leelasrin 15
  16. 16. 1 : many 16
  17. 17. >3 million Company Pages on LinkedIn @leelasrin 17
  18. 18. >3 million Company Pages on LinkedIn @leelasrin 18
  19. 19. >3 million Company Pages on LinkedIn @leelasrin 19
  20. 20. >3 million Company Pages on LinkedIn @leelasrin 20
  21. 21. Announcing Showcase Pages (yesterday!) @leelasrin 21
  22. 22. Creative Check list 1.  Page Name (Up 60 characters max) 2.  Logo (Dimensions: 100x60px) 3.  Page Description (70-200 characters) 4.  Square logo (50x50px) 5.  Hero image (976x330px) 6.  Featured groups – Choose 3 LinkedIn @leelasrin
  23. 23. @leelasrin
  24. 24. Don’t over-target! Profile data is rich (but also user-generated) @leelasrin
  25. 25. As with other social platforms, incorporate visuals to drive engagement 98% higher comment rate YouTube video links drive a 75% higher share rate Images result in a @leelasrin 25
  26. 26. Be the world’s most interesting company on LinkedIn •  •  •  •  Be concise and snappy Include a clear CTA Consider thoughtful questions Develop an ed cal; mix it up @leelasrin 26
  27. 27. THE IDEAL TEXT PULSE (LINKEDIN TODAY)! GOOGLE ALERTS! PRODUCT LAUNCHES! INDUSTRY PUBLICATIONS! INDIVIDUAL BLOG! THOUGHT LEADERS! PHOTO! POP CULTURE! INTERNAL COMMUNICATIONS! YOUTUBE! HIRING TEAM! HUMOR! @leelasrin
  28. 28. We all need a little humor. Even in a professional context. @leelasrin 28
  29. 29. RESULTS Sponsor the good/ important stuff 144 clicks ! 5,012 clicks 10x impressions 700 webinar attendees Strong ROI @leelasrin 29
  30. 30. now also part of the LinkedIn family Rich | Viral | SEO @leelasrin 30
  31. 31. A few “classic” paid solutions I’m not covering today Premium Display Ads Sponsored InMail Self-Service Ads @leelasrin 31
  32. 32. many : many 32
  33. 33. 218,079 100% 33
  34. 34. Salesforce CEO Marc Benioff mobilized his employees @leelasrin 34
  35. 35. A home-grown example: my new boss’s profile… @leelasrin 35
  36. 36. … links to a story about “Why is LinkedIn So Cool” •  Homegrown brand story •  274K views •  Humanizes our brand @leelasrin 36
  37. 37. everywhere 37
  38. 38. 38% of our unique monthly visitors come through mobile apps @leelasrin 38
  39. 39. Intro @leelasrin 39
  40. 40. Pulse @leelasrin 40
  41. 41. 1:1 1 : Many Many : Many Everywhere 41
  42. 42. Blog.linkedin.com Marketing.linkedin.com Talent.linkedin.com Questions? 42

Hinweis der Redaktion

  • Time :30
  • What story does your profile tell?It’s time to stop thinking of LinkedIn as your resume. It’s your professional real estate. If you change jobs 7 times in the next 7 years, move to 4 continents, marry and change your name, your URL for your LI profile can remain the same. It’s where you tell your professional story. And all good marketing is rooted in great storytelling. So think about the audiences you interact with and the story you’d like to tell them.
  • This is a LinkedIn Company page. It is free resource for every company. This is your hub on LinkedIn.May be owned by Marketing or sometimes Talent ~ Sometimes both. Consistent messaging in visual, where your status updates will show up, where a candidate may discover who they know that works at your company.Also one opportunity for members to follow your company.
  • Each company also has the ability to do Company Status Updates that will show up in your followers news feed. This is your opportunity to share your Talent Brand, give that potential candidate a glimpse into the culture at your organization. These updates and be sent to all your followers or you can Target them to be more relevant (example engineering)Recruiters can get be proactive and reach out to your TA team or Marekting and ask that content is shared during a specific hiring push.. Have to fill 90 Sales reqs in 90 days… Send out a status update to your sales followers.
  • >2/3 of LinkedIn members say they trust the recommendations they get on our platform; vs. 33% for Twitter and 18% for FB
  • Looked at 5 cos – on average, 65% of their employee profiles were being accessed in Oct
  • Intro appPulse appMobile optimized Company Pages, Profiles etc.

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