Linda Descano Managing Director and Head of Content and Social North America Marketing, Citi
Jan 18, 2015
Linda Descano Managing Director and Head of Content and Social North America Marketing, Citi
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Why Professional Women?
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The Professional Women Ecosystem
CONTENT Women & Co.
COMMUNITY Connect “Hub” on LinkedIn
CONVERSATION Blogger/Media Outreach
Objective Reach affluent, professional women where they are already “gathering” to build brand affinity, increase consideration and intent, and move women down funnel
Tactics
Reach: Impressions Engagement: Interactions, Mentions
Brand: Favorability, Consideration, Intent
KPIs
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The Community Hub for Professional Women: Connect
• Launched in April 2012
• A first-of-its-kind digital destination for women to network, discuss, and share their career success stories
• Over 150,000 members • LinkedIn’s first sponsored managed
group
• Highest levels of engagement of any group on LinkedIn
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Content Creation and Amplification
On LinkedIn, Run of Site Connect-inspired content, outreach and
social sharing across the LinkedIn platform
On LinkedIn, In Group
Discussions and resources relevant to members of the Connect group on
Off LinkedIn, Offline
Member meet-ups, networking
opportunities, and events
Off LinkedIn, Online
Use of Connect discussions and insights to raise visibility through media outlets, blogs, online influencers, and owned
media
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On LinkedIn, In the Connect Group Group discussions Group emails and announcements
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On LinkedIn, Run of Site Member status updates LinkedIn blog and social media mentions
LinkedIn Influencers program LinkedIn member e-mails
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Off LinkedIn, Online
Women & Co. and Citi owned media SlideShare content Polls and research studies
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Off LinkedIn, Offline
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Outcomes: Return on Reach
1st Degree Connections
14 MM
Paid Impressions
Total Impressions
Return = 233%
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Outcomes: Engagement
4MM+ #ProfWomen
500+ Blog & media
Mentions 25+
member meet-ups
650MM+ earned
impressions
300K+ SlideShare
views
200K+ social
interactions
• Over 150,000 members in less than 16 months
• Fastest growing group of 2012
• Most returning visitors of any LinkedIn group
• 2x more engagement per member
• Highest rates of engagement
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Outcomes: Brand Lift
10% higher favorability
25% higher consideration
60% higher NPS
Group member brand affinity relative to control group – March 2013 Group Impact Study