Transcript
The power of LinkedIn Advertising Week, London
Wed 20th March
Jonathan Bradford
Strategic Account Manager
Christina Jenkins
Head of Insights, EMEA
LinkedIn Confidential ©2013 All Rights Reserved 2
Evolution of the
platform
The Mindset
Divide
How brands are
achieving success
Agenda
The myths of
LinkedIn Confidential ©2013 All Rights Reserved 3
Connect the
world’s
professionals to
make them more
productive and
successful
Nataly Kelly Landed her book deal on LinkedIn
Read Nataly’s story
Everywhere Work wherever our
members work
Insights Be great at what you do
Identity Connect, find and be found
The value
we bring to
our
members
LinkedIn Confidential ©2013 All Rights Reserved 5
39+ M European
professionals
2 new members
join every second
6
LinkedIn has evolved Into a rich
professional platform
Connect, communicate
and manage your
network
Connect,
engage and consume
content
2008 2013
LinkedIn Confidential ©2013 All Rights Reserved 8
Influencers are
sharing insights
on a daily basis Richard Branson gained 1M+
followers in just 6 weeks
Over 170 participants on the
programme including James
Caan, Arianna Huffington &
David Cameron
Follow influential professionals
for genuine insight
LinkedIn is about much more than getting a new job
Jobs
Content
5X Page views generated
on content vs. job
postings on the
LinkedIn platform
LinkedIn Confidential ©2013 All Rights Reserved 10
Just being on
LinkedIn is not
enough
Profile tips;
• Profiles with photos are 7 times more
likely to be viewed
• See what commonalities you have by
viewing others profiles
• Share more than your job title. The
same job title can often mean different
things and different firms
• Showcase your professional
achievements through a profile
summary and uploading content to
your profile
11
Your news feed
is a window to
your
professional
world
Content LinkedIn Today
Influencers
SlideShare
Company Pages
Connections
Groups
There are many sources
of professional insight
LinkedIn Confidential ©2013 All Rights Reserved 12
Understanding the Mindset on social
media is critical for a brand’s success
Three key takeaways
13
Power of emotion
People want to hear from
brands on professional sites
Mindset differs by network
1
2
3
Emotion
plays a key
role in
BOTH
personal…
…and
professional
networks.
“Personal networking is for
old school buddies…good
old memories…parties.”
Personal networks
are about
reminiscing and
having fun
“Professionally when I
network, it’s for information
to do my job better.”
Professional
networks are
purposeful and
aspirational
Emotions on
professional
networks are just
below the
surface
EASCI needs
to clean up small
words even more
Source: Q10a– Information to receive
Base: Professional SN users (5204) Personal SN users (8692)
Top 5 reasons people use social
networks
18
Top 3 content types people expect
3 tips to optimise 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
LinkedIn Marketing Solutions in
90 seconds;
View the video here
Success stories
22
23
HP has driven over one
million followers to their
company page
This is an invaluable asset for
building a relationship with
their target audience through
content
Their one million followers are
connected to a total of 46
Million LinkedIn members
50 to 12,000 followers
240x increase in just 5 weeks
Mercedes utilised LinkedIn
targeting to engage a high
net worth audience
Coinciding with enhancements
made to a recent model the
brand provided value through
tips on maximising their target
audiences LinkedIn experience
Underpinned by content to
their HNW followers via their
company page
25
The Connect group gives
women a voice. It enables
Citi to tailor content to the
needs of their audience
Using paid, owned and
earned media the group
now has over 100,000
members from CXO to
Intern
Due to member demand Citi
have been running physical
events elusively for Connect
members
API
26
Samsung & LinkedIn
co-created Galaxy Note II
Awaken your creative
microsite
Leveraged LinkedIn API.
Members could vote for their
favourite features and share,
both on the site and through
their networks
Showcased both the features
of the new device across 7
markets and leveraged the
LinkedIn viral network
Download the
full Mindset
Divide report
Case studies and
latest thought
leadership
emea.marketing.linkedin.com
Thank You
top related