Linked in update 150813 (private)

Commercial campaigns and LinkedIn

Scott,[email protected] – work of UM EMEA

How can we help?

2


Adhering to LinkedIn’s “Members first” policy, we ask our audiences: “how can we help give you a competitive advantage?”

Microsoft’s brand assets and LinkedIn’s targeting, publishing and innovation capabilities will answer:

• “What you need to know”: ‘always on’ knowledge using LinkedIn’s tools

• “Where you find it”: innovative use of LinkedIn’s tools that allow regions/markets to leverage.

• “Who else shares your concerns”: integration into a local, regional and international community of similar people.

LinkedIn & Microsoft: “How Can We Help?”

3


http://umww.com/global

A platform to build ideas upon

4

RELEVANT, USEFUL, KNOWLEDGE BUILDING, HELPFUL CONTENT.

Social community interaction:

API, MPU, Groups, Co.. Pages, Sponsored

Updates et al

Local partnership contribution

MPU, Sign-in, Share button, bespoke

LinkedIn Cloud Computing community

Local ideas and content partnerships

Microsoft Knowledge

Engine

The Newsroom Feed

Product Portals

Business Solutions Hub



Identifying trends from behaviour data to provide the content people need and want.

The information directs the content LinkedIn Today provides on behalf of Microsoft, as well as content from LinkedIn’s private API, and creates a dashboard.

The dashboard centrally curates and manages, approves and distributes content to anyone within the company for posting on approved social networks.

Content is unique to the audience and based on LinkedIn’s profile data.

Microsoft Knowledge Engine

5



How the Microsoft Knowledge Engine works

Global Markete

r

Certified

Partner

Sales

Trending LinkedIn Today content amongst target audience +

original Microsoft and partner content curated and filtered by

region

Dashboard of real-time content recommendations tuned to the specific

needs and objectives of individual Microsoft and partner campaigns (by lines

of business, country)

Shared out to target audiences

PROOF OF CONCEPT


Straightforward management

Approvals/Workflow: calendar view for collaborative editing and scheduling of content; based on role

Reporting/Analytics: post performance across all

applicable networks, including daypart analysis

45

PROOF OF CONCEPT

Login: configurable role-based access for different dashboard

views, approval and editing rights

1

Dashboard: summary view of top trending content, easily filtered to

source and states (new, draft, approved, scheduled)

2

Edit/Publish: image selection, editing and scheduling tools

3


Directed by the Knowledge Engine relevant, useful, knowledge building and helpful content is published to “The Newsroom Feed” - a Hub delivering content from media partners and Microsoft (e.g. Events calendar) – directly to the Member’s profile page.

This will sit prominently adjacent to the Members’ news feed and LinkedIn today.

A second feature sits within the Member’s Network section connecting content to the relevant product (Server, Dynamics or Office) and invites the Member to a dedicated Product Portal.

The Newsroom Feed – content delivery

PROOF OF CONCEPT

See the latest insights on Cloud from Gartner. How does this impact your strategy for implementation of 365? www.gartnercloud.com/latest

Microsoft

Sponsored



http://www.gartnercloud.com/latest

9

Product portal (O365 illustration)1 3

2

Sign In with LinkedIn

Landing Page Personalised Main Page

• Embedded videos:• case study videos• features/benefits• Customer testimonials

• SlideShare whitepapers• Infographics

Relevance based on location and job

title.

Relevance based on profile details

.




10

Product Portal ensures GMB objectives are met

Landing Page

Features and benefits will be made clear to the Member by using embedded, ready-to-play videos (e.g. Office 365 security and productivity features). Use will be made of SlideShare to serve whitepapers and visual graphics will capture attention. Encouraging Sign In with LinkedIn allows greater depth and personalisation.

Call-to-action will be prominent and clear to encourage awareness, knowledge, preference or perception.

Improved Main Page

Additional knowledge Member gives by signing in allows greater personalisation e.g. industry and company size, current job and function and skills allows specific tailoring with minimum waste, e.g. demonstrate the ERM power of Dynamics with LotusF1 team.

Ongoing learnings allow for adaptation, improvement and inclusion of new LinkedIn products, e.g. a visual list with graphic testimonials of the Member’s connections who work in companies using the Microsoft product featured.

Improved Focus

Making use of the path data has forged to deliver relevant audiences and help Members discover features/benefits in a visual way whilst guiding them to a specific outcome from GMB objectives: knowledge, preference or perception.

Landing page



Content and activity created in each market with core local partners can be connected back and served to Members in The Newsroom Feed and on Product Portals, as well as the most active (and relevant) Groups and in Sponsored Updates.

To achieve the connection we will provide a Local Partner Toolkit containing elements for placement into local content partnerships that allow them to be involved.

The Local Partner Toolkit allows the local partnership activity to be served in The Newsroom Feed to geographically targeted audiences.

Local partnership contribution

11



12

1. Simple APIs incorporated into Partnerships developed in local markets

Media Toolkit – available to local markets

2. Local partner content is amplified in The Newsroom Feed

3. Sponsored Updates: top of audiences’ feed placement

Drive local target audiences to follow Microsoft

Share local content for viral amplification

Drive recommendations of services, i.e., recommendations for 365 Cross-device ownership of

the LinkedIn feed by country.

See the latest insights on Cloud from Gartner. How does this impact your strategy for implementation of 365? www.gartnercloud.com/latest

Microsoft

Sponsored



http://www.gartnercloud.com/latest

Microsoft has a large community of 1.1m+ company followers and 5000+ LinkedIn Groups. Maintaining the interest and interaction the community is essential for the continued success of commercial products.

LinkedIn’s API technology serves Newsroom content automatically to all Company page followers.

Additionally, dynamic placement of MPUs ensure Groups are provided with information of relevance and value.

Social Community interaction

13



14

LinkedIn and Microsoft will create a data mining and analysing Knowledge Engine which allows Microsoft to serve content relevant to its target audiences;

Content directed by the Knowledge Engine is served to Members in The Newsroom Feed which is integrated into Members’ pages;

A Local Partner Toolkit connects local partnerships, and allows aspects of the Newsroom Feeds to be geo-targeted;

A Product Portal related to Members’ profile information deepens relationships with them and focusses on GMB specific objectives;

API and MPUs serve content to the community using existing Microsoft assets on LinkedIn.

In summaryScott,[email protected] – work of UM EMEA


15

The members’ needs are central to the entire platform so it becomes Microsoft’s goal to deliver only the information that is relevant, useful, helpful and wanted by them.

By being the provider of information that improves knowledge, networks, capabilities…and competitiveness…Microsoft understands and improves its audiences’ career prospects.

Benefits to LinkedIn Members and Microsoft



16

Summarising three GMBs consolidates audience priorities (ITDMs, BDMs, IT Pros) and objectives priorities (Awareness, Knowledge leading to Preference or Perception) which directs actions.

Central to everything is the members’ behaviour and how LinkedIn can analyse it to direct what Microsoft deliver to them and how it addresses them.

Answering GMB’s goalsScott,[email protected] – work of UM EMEA


17

Placing emphasis on the “sum of the parts” lets us adopt LinkedIn technology to create three pillars addressing

i) social international communities regardless of their location,

ii) a hub dispensing Microsoft-themed news and Microsoft product information directly to audiences at regional or country levels or based on their profile

iii) country by country inclusion of local custom media thus providing control and an additional platform for content.

Inclusive and scalable across regions



Linked in update 150813 (private)

Business

audiences scott

landing page scott

scheduling tools scott

linkedin microsoft

microsoft knowledge

partner content

local content

linkedin feed