LinkedIn: What's Trending for B2B Marketing

What’s New and Trending for B2B Marketers

Leela Srinivasan, Director of Marketing, LinkedIn

BMA Carolinas

November 20, 2013

My LinkedIn career started with an InMail

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The LinkedIn Network Global Footprint

259M+

Registered members as

of October 29,2013

Of LinkedIn members are

outside of the USA

5M+

Australia

21M+

India

8M+

SE Asia

8M+

Canada

84M+

USA

15M+

Brazil

Europe

46M+

APAC

57M+

4M+

DACH

5M+

Italy 6M+

France

5M+

Spain

4M+

NL 13M+

+

UK

1M+

UAE

74M+

EMEA

2M+

S. Africa

1M+

Singapore

68%

Students & Recent College

Graduates on LinkedIn (Fastest growing demographic)

30M+

38% YOY

Member Growth

@leelasrin

Our mission

Connect the world’s professionals to make

them more productive and successful

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What’s in it for you?

% of social media traffic to corporate sites

LinkedIn

Facebook

Twitter

Other

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Source: Investis Audience Insight Report, Q3’13

Comparison of social

platforms for lead gen

@leelasrin

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On professional networks, members look for career

information & updates from companies

@leelasrin

What is the #1 activity on LinkedIn?

Viewing Connections’ Profiles

@leelasrin

1 : 1

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Jason Seiden, CEO, Ajax Workforce Marketing

Our own recruiting team recently optimized their profiles

Before

@leelasrin

New professional

photo

Summary section

with rich media

New headline

Increased reach

After

7x likelier

@leelasrin

Built out work history

with rich media

Added Volunteers &

Causes Section

1 in 5

@leelasrin

Added additional

skills

Rich media in

Education section

@leelasrin

©2013 LinkedIn Corporation. All Rights Reserved.

GROUP

JOB TITLE

PAST COMPANY NAME

SKILLS & SPECIALTIES

GEOGRAPHY

INDUSTRY

JOB FUNCTION

SENIORITY

COMPANY SIZE SCHOOL NAME

Rich profile data drives your ability to target

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1 : many

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>3 million Company Pages on LinkedIn

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>3 million Company Pages on LinkedIn

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>3 million Company Pages on LinkedIn

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>3 million Company Pages on LinkedIn

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Announcing Showcase Pages (yesterday!)

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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

@leelasrin

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Don’t over-target!

Profile data is rich (but

also user-generated)

As with other social platforms, incorporate visuals to

drive engagement

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Images result in a 98% higher comment rate

YouTube video links drive a 75% higher share rate

@leelasrin

Be the world’s most interesting company on LinkedIn

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• Be concise and snappy

• Include a clear CTA

• Consider thoughtful questions

• Develop an ed cal; mix it up

@leelasrin

PULSE (LINKEDIN TODAY)

PRODUCT LAUNCHES

INDIVIDUAL BLOG

GOOGLE ALERTS

INDUSTRY

PUBLICATIONS

THOUGHT LEADERS

PHOTO

INTERNAL COMMUNICATIONS

HIRING TEAM

POP CULTURE

YOUTUBE

HUMOR

TEXT THE IDEAL

@leelasrin

We all need a little humor. Even in a professional context.

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Sponsor the good/ important stuff

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144 clicks 5,012 clicks

10x impressions

700 webinar attendees

Strong ROI

RE

SU

LT

S

@leelasrin

now also part of the LinkedIn family

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Rich | Viral | SEO @leelasrin

A few “classic” paid solutions I’m not covering today

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Premium

Display Ads

Sponsored

InMail

Self-Service

Ads

@leelasrin

many : many

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218,079

100%

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Salesforce CEO Marc Benioff mobilized his employees

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A home-grown example: my new boss’s profile…

@leelasrin

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… links to a story about “Why is LinkedIn So Cool”

• Homegrown brand story

• 274K views

• Humanizes our brand

@leelasrin

everywhere

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38% of our unique monthly visitors come through

mobile apps

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Intro

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Pulse

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1:1

1 : Many

Many : Many

Everywhere 41

Blog.linkedin.com

Marketing.linkedin.com

Talent.linkedin.com

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Questions?