Social Ads Master ClassLINKEDIN

Welcome!

Social Advertising Master Class: Why Attend?• Learn more about LinkedIn Advertising• Gain insight into best-in-class content marketing on

LinkedIn• Tips, tricks, and best practices• Build your POV and talk track

JOSH DRELLERVP, PRODUCT MARKETING4C@mediatechguy

Webinar Details

• Please ask questions for Q&A session at the end

• There will be 3 polls throughout the webinar

• You will receive a link to the webinar recording tomorrow

Today’s Agenda

• Where LinkedIn Fits• What’s up in 2016• Sponsored Updates• Accountability & Attribution• Editorial Best Practices• Advanced LinkedIn Ads Tips and Tricks• Q&A

Manage ads across the five major social publishers with a single sign-on.

Power ads with ease through streamlined workflow.

Invest in worthy audiences with targetingbuilt on predictive data science.

www.4Cinsights.com

Social Ads

Today’s Expert Panelists

ANDY GOLDMANGLOBAL PARTNER LEADLINKEDIN@agoldmanlinked

MADALYN GUYSTRATEGISTRESOLUTION MEDIA@maddieguy

JENNIFER WORMINGTONPRODUCT MANAGER4C @jsrose3

LIVE POLL #1

What is your most important LinkedIn advertising goal?

Where LinkedIn Fits

How is LinkedIn like other social networks?

Here’s what top companies are doing on LinkedIn

The mindset divide across social networksINVEST TIME SPEND TIME

Uniquely target against professional data points at scale

How do you onboard brands to LinkedIn ads?

2016 roadmap for advertisers on LinkedIn

Sponsored Updates

Sponsored Updates deliver rich contentACROSS ALL DEVICES VIA THE LINKEDIN FEED

Sponsored Updates value• Get your company’s updates to more people

and attract new followers• Highly affluent and educating audience

looking to share to their network. 90% of LinkedIn users make household decisions.• Reach just the right audience with our

comprehensive targeting options• Get your message out on every device:

desktop, tablet, and mobile• Set your own budget and choose from cost

per click or cost per impression options• Easily test and optimize these ads to fine tune

your efforts

Mobile: The feed is the place to be

SU best practices

• Select a compelling visual.• Run 2 - 4 Sponsored Updates a week.• Run for 3 weeks, then test & iterate.• Add URL tracking codes to measure post-

click actions (site visits and conversions).• Set up campaigns by audience.• Shift budget to the audience with the

highest engagement rate.

Which best practice do you think is the most important to Sponsored Updates success?

LIVE POLL #2

Measurement

Benefits and Considerations of Accountability

Editorial Best Practices

LinkedIn is tops for content marketers

Which social media platforms does your organization use to distribute content?

TWIT

TER

88%

LIN

KED

IN 9

4%

FAC

EBO

OK

84%

YOU

TUBE

72%

GO

OG

LE+

64%

SLID

ESH

ARE

41%

PIN

TERE

ST 3

3%

INST

AG

RAM

24%

VIM

EO 2

0%

SOURCE: CONTENT MARKETING INSTITUTE (SEPT, 2015)

Any content does not equal good content

6 goals of your LI content marketing strategyBE HELPFUL. Produce content that presents new knowledge or assists in professional decision making.BE INTERESTING. Spark conversations. Just don’t put out dull white papers all day everyday.HELP THEM HELP OTHERS. Content revolutionaries want to benefit their professional network by sharing your content. Consider sharability factor.HELP THEM HELP THEMSELVES. Sharing your content should make a content revolutionary seem smart, well-informed, clever, etc.FOCUS ON ACHIEVEMENT. Readers are consuming and sharing content to further their careers. BE EVERYWHERE. Consider how your graphics will look on a phone or tablet, because if it’s not formatted well you’ll lose trust and readers.

32

60%

30%

10%

Focus on top-of-funnel awareness, education, and inspiration

What kind of content marketer are you?

SOPHISTICATED 8%Providing accurate measurement to the business, scaling across the organization.

MATURE 24%Finding success yet challenged with integration across the organization.

ADOLESCENT 29%Developed a business case, seeing early success, becoming more sophisticated

with measurement and scaling.

YOUNG 27%Growing pains, challenged with creating a cohesive strategy and measurement plan.

FIRST STEPS 11%Doing some aspects of content, but not yet making content marketing a process.

Which content marketing persona best describes your

organization?

LIVE POLL #3

Advanced LinkedIn Tips & Tricks

Know your audienceRelationship marketing requires a much deeper understanding of your audience’s• Likes/dislikes• Type of content they will register for• What they will share• What matters to their professional

development• What will make a difference in the

eventual purchase cycle

Let trending content direct your creative

Know your tools

Test & Optimize

And, of course…great content

Q&A

Thank You!