Hilal Koc Partner Program Manager, EMEA

Fiona Gallagher UK Field Marketing Manager

Live Webcast Tuesday, May 31 2016, 10:00 BST

Before we get started…

Q U E S T I O N S ?

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R E C O R D E D ?

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S H A R E D ?

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D R I V I N G

C U S T O M E R - C E N T R I C

G R O W T H

Brand Purpose should be based on customer need

A D D C O L O R T O

P E O P L E S L I V E S

Link everything to a clear brand purpose

80% 32%

Driver 1. Purpose-led

A D D C O L O R T O

P E O P L E S L I V E S Brand communications 1

Integrated in total marketing mix 2

North Star for all decisions 3

Societal movement 4

Steps to success

L I S T E N T O Y O U R

A U D I E N C E

B E A U T H E N T I C

L E V E R A G E E M P L O Y E E S & I N T E R N A L

E X P E R T S

A P P L Y A C R O S S A L L

T O U C H P O I N T S

L E V E R A G E D A T A

Leverage employees

10,000 views of David Hone’s posts (100x the views on David’s own blog)

David went from zero to 1,845 followers in one month

Social actions and viral activity increased reach by 86%

High levels of engagement with posts generating 37 comments

Business is Great

30,000 followers for the Business is GREAT Showcase Page

10,000 followers added organically

25% read Business is GREAT updates at least once a week

62% only follow Business is GREAT on LinkedIn

61M senior-level influencers

40M decision makers

10.7M opinion leaders

6.8M C-level execs

22.8M Mass Affluent

4.1M IT decision makers

433M professionals are on LinkedIn

The largest global community of professionals

 Engage your prospects with relevant content in the world’s only professional feed — and beyond

Sponsored Content

Build customer relationships at every stage of the buyer’s journey by targeting content to your most valuable audiences

wherever they spend their time.

“If you buy a pair of trainers and don’t like them, you can always take them

back. In B2B the implications are a lot bigger – and therefore the choice is a

lot more emotional’’ Laura Milsted, MD Interprise

Steps to success

A L I G N W I T H D E E P E R

M O T I V A T I O N S

H U M A N I S E T H E B R A N D

I N T E G R A T E H U M O U R

M E E T E X P E C T A T I O N S

Reached almost two million new auto buyers in Germany, Sweden, Turkey and Portugal

Conversion rates trebled auto industry

benchmarks

Awarded ‘Best Digital Media Idea of 2015’ at the

prestigious Deutscher Mediapreis

833 registrations for the EY Alumni Network in just 6 days

Open rate of 53% and click-through rate of 67%

Huge engagement levels among existing employees

exceeding industry and EY benchmarks

Ad blocking is a consumer reaction against marketing’s unrestrained use of technology

Solutions that threaten or penalise the consumer won’t work

Steps to success

M U S T D E L I V E R V A L U E A D D C O N T E N T

C O N T E X T I S K I N G

Reach professionals in a place of purpose

 Send timely, convenient, and relevant private message for direct personal appeal

LinkedIn Sponsored InMail

FixDex Inc., 201-500, Internet

Member of networking Groups

Senior Individual Contributor

Male

London, UK

COMPANY

NAME

INDUSTRY SIZE

SCHOOL

LOCATION

JOB TITLE

SENIORITY

FUNCTION

Southampton

FIELD OF STUDY Computer Science

DEGREE Bachelor’s

GRADUATION 2007, 30 AGE

CCNP, virtualization, cloud SKILLS

Senior Network engineer

GENDER

GROUPS

IP

Baume & Mercier Moments of Success

For the Italian private events, held in Rome and Milan the LinkedIn campaign delivered a response rate of over 50%

216 of those responding went on to attend the Italian events, with 157 providing

contact details

Click through rates of up to four times the benchmark, with up to 15% of those receiving InMails going on to attend

Grew CRM database by 1,200 new members, who opted in for ongoing engagement with

Baume & Mercier

C A N N O T R E L Y O N B R O A D C A S T C H A N N E L S

T O D E M O N S T R A T E R E L E V A N C E A N D V A L U E

A G E O F P E R S O N A L I S E D ,

O N E - T O - O N E E X P E R I E N C E S

Adobe on LinkedIn  Successfully built credibility and changed perception

Sponsored Content proved to be an effective way to shape marketers’ perceptions of Adobe in the digital marketing

field. After exposure to Adobe’s Sponsored Content, marketing decision-makers were:

50% more likely to agree that “Adobe is shaping the

future of digital marketing”

2.5x more likely to agree that Adobe’s Sponsored

Content “captured their attention”

79% more likely to agree that “Adobe can help me

optimise my media spend”

Steps to success

I D E N T I F Y R I G H T A U D I E N C E S

L I S T E N B U I L D O N E T O

O N E T R U S T D O N ’ T O V E R

T A R G E T

The world’s professionals come to LinkedIn for knowledge

Industry News Expert Advice Professional Learning

Peer Insights Peer Recommendations 500+ Influencers

Monitor the conversation  Consider if your brand has a relevant response

L I N K E D I N P U L S E T R E N D I N G C O N T E N T L I N E W S F E E D

 Creating one to one experiences

Fruit of the Loom

 But don’t over-target!

Target audiences want relevant content

Let your audience know this message is relevant for them but

don’t go overboard i.e.. “Hi London event

planner working at an enterprise level

company…”

M E A S U R E M E N T R E M A I N S T H E K E Y

C H A L L E N G E O N C O N T E N T

Steps to success

T E S T & O P T I M I S E

I D E N T I F Y M O S T I M P O R T A N T

M E T R I C S

A L I G N R E P O R T I N G

T E R M I N O L G O Y

Tactical Plan

Different metrics and terminology by funnel stage

T O P O F F U N N E L

Brand Recall Engagement

Audience Analytics

Full funnel goals and tracking metrics

R E A C H

N U R T U R E

L O W E R F U N N E L

MQLS & SQLS Cost per Lead

Cost per conversion

Always be A/B testing

CTR: 0.79%" CTR: 0.72%" CTR: 0.76%" CTR: 0.93%"

Use Campaign Manager to optimise & measure

Steps to success

C R E A T E P O S I T I V E E N V I R O N M E N T

P R O V I D E F R A M E W O R K B U T L E T O T H E R S T E L L T H E S T O R Y

F I N D N E W W A Y S T O C O L L A B O R A T E

Lessons from Boaty McBoatface

Check out LinkedIn Marketing Solutions EMEA blog for full story

U N D E R S T A N D W H O Y O U A R E A S K I N G T O G E T I N V O L V E D

Great examples on LinkedIn

#AdobeRemix project, which invited the creative community to express that creativity to reinvent the brand’s logo

AWE lessons  Summary

Q U E S T I O N S & A N S W E R S