Post on 20-Jun-2015
description
Marketing Solutions
Targeting with LinkedIn Webinar
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Twitter: @AdsOnLinkedIn
#inTargeting
Dan GonzalezSr. Global Product Marketing Manager, Targeting and Audience
©2013 LinkedIn Corporation. All Rights Reserved.
Sebastian JespersenCEO and Founder
Vertic Digital Agency
©2013 LinkedIn Corporation. All Rights Reserved.
“When a company debuts at $9 billion based on minimal revenues and no projected profit,
is that a sign that their data is incredibly valuable, or that Wall Street has lost its mind?”
Paul Noglows, Managing Director at Mesa
Our data is incredibly valuable.
©2013 LinkedIn Corporation. All Rights Reserved. 4
#inTargeting
28-year-old male
Education
Name
Inferred
Demo
©2013 LinkedIn Corporation. All Rights Reserved. 5
#inTargeting
Company
Name
Industry
Size
Internet
1,000-5,000
28-year-old male
Education
Name
Inferred
Demo
©2013 LinkedIn Corporation. All Rights Reserved. 6
#inTargeting
Company
Product
Mktg
Mktg
Name
Industry
Size
Internet
1,000-5,000
Manager
Marketer
Product
Marketing
28-year-old male
Education
Name
Inferred
Demo
©2013 LinkedIn Corporation. All Rights Reserved. 7
Standardized
Job Titles
Occupation
Seniority
Function
#inTargeting
Company
Product
Mktg
Mktg
Name
Industry
Size
Internet
1,000-5,000
Manager
Marketer
Product
Marketing
28-year-old male
Education
Name
Inferred
Demo
Geo San Francisco Bay Area
©2013 LinkedIn Corporation. All Rights Reserved. 8
Standardized
Job Titles
Occupation
Seniority
Function
#inTargeting
Company
Product
Mktg
Mktg
Name
Industry
Size
Internet
1,000-5,000
Connections 892
Manager
Marketer
Product
Marketing
28-year-old male
Education
Name
Inferred
Demo
Geo San Francisco Bay Area
©2013 LinkedIn Corporation. All Rights Reserved. 9
Standardized
Job Titles
Occupation
Seniority
Function
#inTargeting
Company
Product
Mktg
Mktg
Name
Industry
Size
Internet
1,000-5,000
Groups LinkedIn Global Marketing Solutions
Connections 892
Manager
Marketer
Product
Marketing
28-year-old male
Education
Name
Inferred
Demo
Geo San Francisco Bay Area
©2013 LinkedIn Corporation. All Rights Reserved. 10
Standardized
Job Titles
Occupation
Seniority
Function
#inTargeting
Connections
Geo
Company
Groups
Education
Name
Product
Mktg
Mktg
Name
Industry
Size
Occupation
Seniority
Function
Inferred
Demo
©2013 LinkedIn Corporation. All Rights Reserved. 11
Director
IT/Eng Professional
IT Decision Makers
Standardized Job Titles
#inTargeting
Connections
Geo
Company
Groups
Education
Name
Product
Mktg
Mktg
Name
Industry
Size
Occupation
Seniority
Function
Inferred
Demo
©2013 LinkedIn Corporation. All Rights Reserved. 12
Circle of InfluenceConnected to a CxO?
Standardized Job Titles
#inTargeting
Platform
and Activity
Connections
Geo
Company
Groups
Education
Name
Product
Mktg
Mktg
Name
Industry
Size
Occupation
Seniority
Function
Inferred
Demo
©2013 LinkedIn Corporation. All Rights Reserved. 13
Journalist
Mobile
Influencer
Standardized Job Titles
#inTargeting
Platform
and Activity
Connections
Geo
Company
Groups
Education
Name
Product
Mktg
Mktg
Name
Industry
Size
Occupation
Seniority
Function
Inferred
Demo
©2013 LinkedIn Corporation. All Rights Reserved. 14
Member of CMO Group Federation
Standardized Job Titles
#inTargeting
Company
Product
Mktg
Mktg
Name
Industry
Size
Internet
1,000-5,000
Connections 892
Manager
Marketer
Product
Marketing
28-year-old male
Education
Name
Inferred
Demo
Geo San Francisco Bay Area
©2013 LinkedIn Corporation. All Rights Reserved. 15
Standardized
Job Titles
Occupation
Seniority
Function
#inTargeting
Audience Targeting Content Targeting
Profile
Company Groups
Inbox
Home
16©2013 LinkedIn Corporation. All Rights Reserved.
#inTargeting
©2013 LinkedIn Corporation. All Rights Reserved.
Establishing a framework
Reach and frequency
Awareness
Message amplification and content sharing
Advocacy
Purchase intent and brand preference
Engagement
©2013 LinkedIn Corporation. All Rights Reserved. 18
#inTargeting
Reach and frequency
Awareness
Message amplification and content sharing
Advocacy
Purchase intent and brand preference
Engagement
19©2013 LinkedIn Corporation. All Rights Reserved.
#inTargeting
Message amplification and content sharing
Advocacy
Purchase intent and brand preference
Engagement
Reach and frequency
Awareness
Run ofLinkedIn
Demo/Geo
©2013 LinkedIn Corporation. All Rights Reserved. 20
#inTargeting
Reach and frequency
Awareness
Message amplification and content sharing
Advocacy
Purchase intent and brand preference
Engagement
©2013 LinkedIn Corporation. All Rights Reserved. 21
#inTargeting
Career changes
Company changes
Member
Data
Seniority Function
CompanyOccupation
ConnectionsGroup
Membership
StandardAudiences
©2013 LinkedIn Corporation. All Rights Reserved. 22
#inTargeting
Reach and frequency
Awareness
Purchase intent and brand preference
Engagement
Message amplification and content sharing
Advocacy
©2013 LinkedIn Corporation. All Rights Reserved. 23
#inTargeting
Industry
Name, size
Function
Specific, occupations
Groups
Individual, federations
Advocate audiences
Influencers, opinion leaders, circles of influence
©2013 LinkedIn Corporation. All Rights Reserved. 24
#inTargeting
Awareness
Reach and frequency
Message amplification and content sharing
Advocacy
Engagement
Purchase intent and brand preference
LI
Member
Data
Seniority Function
CompanyOccupation
ConnectionsGroup
Membership
Advocate
Audiences
FunctionGroups
Industry
DARTRun
of LinkedIn
©2013 LinkedIn Corporation. All Rights Reserved. 25
#inTargeting
Members first.
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Audiences work better at scale.
©2013 LinkedIn Corporation. All Rights Reserved. 27
©2013 LinkedIn Corporation. All Rights Reserved.
Sebastian JespersenCEO and Founder
Vertic Digital Agency
#inTargeting
CLIENT: VESTAS
A PERSONALIZED MASS COMMUNICATION CAMPAIGN
ENERGY TRANSPARENCY
BRIEF
The world’s largest pure player in wind energy
Vestas wanted to create awareness among Fortune 500Corporations about the economic and brand benefits
for using wind energy in creating their products and services
Unique Content
Vestas comissioned two studies, the Global
Consumer Wind Study in partnership with TNS
Gallup and the Corporate Renewable Energy Index
In partnership with Bloomberg New Energy Finance,
which showed that consumers want products made
with wind energy, and that corporations are eager to
source more renewable energy.
Targeting
Using LinkedIn targeting platform, this enabled
Vestas to reach specific individuals within selected
companies with a highly ersonalized and relevant
message.
In total 419.000 employees globally were targeted
Messaging
The combination of a compelling business case,
unique content and the opportunity to target a
specific audience, provided Vertic with the ability to
push engaging, customized messages and increase
relevancy.
PersonalizedInteractive ExperienceUpon click through from LinkedIn, the resulting
site experience was dynamically displayed to
provide relevance according to the user’s company,
industry, segment and role.
Unique ContentData and/or content that is compelling and
sparks interest and awareness.
TargetingAn agile platform that enables user segmentation
on multiple parameters and abillity to target
effectively.
PersonalizationAn opportunity for a subsequently customized
message to each targeted segment.
Results
Vestas was able to view a direct ROI from the
campaign
in addition to generating awareness. They have also
been able to reduce time-to-market based on direct
one-to-one messages that have been delivered to the
key C-level executives within the target audiences.
Vertic and Vestas were awarded the ECHO DMA
Gold Award for the campaign in November 2012.
Questions?
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#inTargeting
Thank You!
Thank You
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