Linked in insights brand impact report example april 2012

1Marketing Solutions 1Marketing Solutions 1Marketing Solutions

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Marketing Solutions


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LinkedIn Insights Advertising Effectiveness Debranded Report Deliverable Example

LinkedIn Insights | April 2012


Objectives

Campaign

Targeting Validation Competitive & Market Place Insights Campaign Performance & Brand Lift

Overview: Position Brand X as a

reliable partner offering a wide array of

solutions

Primary objective: Drive measurable,

relevant engagement and interaction

among new and existing customers

through valuable content and solutions

Research


Campaign

Study Overview

Research

Geography: U.S. Seniority: Managers or higher Company Size: 1-200 employees Decision Makers: At least equal decision maker

in the business

Targeting: 57% hit rate (effective incidence)

Total Sample: N=406 Control: N=182 Exposed: N=224

Fieldwork: Week of February 21 2012

Campaign Start: December 7 2011 Campaign End: May 25 2012

Competitive Set

Brand X Brand Y Brand Z Brand A


Key Findings

The Q1 Brand X campaign on LinkedIn had a significantly positive impact on the brand with increased unaided brand awareness and consideration

– Brand X’s unaided brand awareness (first mentions) and consideration increased significantly among the SMB audience

– Among the in-market audience (SMBs looking to purchase logistics solutions within the next 12 months), Brand X saw a significant increase on unaided brand awareness (first mentions), favorability, and consideration

Brand X is a market leader in logistics and business solutions with high awareness, usage, favorability, consideration, and recommendation

– Brand Y is also a strong performer with similarly high market penetration and affinity among SMBs

– Brand X has the highest Net Promoter Score (NPS) among current customers, compared to all other competitors

The campaign was well targeted with over half the audience being in-market within the next 12 months

– The campaign efficiently reached the SMB audience with a 57% hit rate (incidence applying business decision maker criteria)


Market Insights

Market insights analysis conducted among the Control group to provide a baseline level assessment of the market.

6Marketing Solutions 6Marketing Solutions 6Marketing Solutions 6

47%Unaided Brand Awareness (Total Mentions)

100%Aided Brand Awareness (Have Heard of It)

82%Favorability (Top 2 box)

79%Consideration (Top 2 box)

51%Recommendation (Top 2 box among users)33 Net Promoter Score (NPS) highest in the competitive set

Market Insights Summary


Brand X is the market leader with universal brand awareness and market penetration

47%Unaided Brand Awareness (Total Mentions)

100%Aided Brand Awareness (Have Heard of)

4 out of 5Currently use Brand X solutions (86%)0% 20% 40% 60% 80% 100% 120%

40%

60%

80%

100%

120%

Brand X

Brand Y

Brand Z

Brand A

Usage- % selected the brand

Aid

ed

Bra

nd

Aw

are

ne

ss -

% H

ea

rd o

f Bra

nd

Base: Control n=182


Small businesses have a highly favorable overall impression of Brand X and Brand Y

Base: Control – Brand X n=182, Brand Y n=181, Brand Z n=181, Brand A n=171

What is your overall impression of the following companies? (1-Unfavorable to 5-Favorable)


82% 78%

49%34%

13% 12%

27%16%

Favorable (Top 2-box) Unfavorable (Bottom 2-box)


Brand X

Brand Y

Brand Z

Brand A

2%

2%

16%

6%

7%

9%

27%

42%

91%

90%

57%

50%

Series1 5%

6%

12%

10%

20%

19%

26%

57%

75%

75%

62%

32%

How would you rate the ________ of the logistics services and solutions from the following companies?

Brand X and Brand Y logistics solutions stand out on quality, value, and service

Quality Value Service

Series12%

4%

19%

8%

10%

9%

32%

50%

87%

87%

49%

43%



With high levels of awareness and favorability, purchase consideration is also high for Brand X and Brand Y

How likely would you consider purchasing from?


8% 5%

21%

37%13% 14%

20%

40%79% 81%

59%

23%

Purchase Consideration

(Based to Brand Familiarity)

Bottom 2-box (Very unlikely/Somewhat unlikely) Neutral

Top 2-box (Very likely/Somewhat likely)



Thinking about logistics services and solutions, when do you next plan to purchase a logistics service or solution for your company? Yes=Within the next year or sooner; No=Not in the foreseeable future

Brand X and Brand Y consideration is even higher among small businesses planning to purchasing logistics solutions within 12 months

Yes53%

No47%

In-Market to Purchase Logistics Services/Solutions (within 12

months) Brand X

Brand Y

Brand Z

Brand A

81%

83%

61%

28%

Top 2-box (Very likely/Somewhat likely)


Small businesses have strong affinity with Brand X with the highest likelihood to recommend and Net Promoter Score (NPS)

On a scale of 0-10, how likely would you be to recommend the following companies to other small businesses?

Brand X Brand Y Brand Z Brand A*

51%45%

20%33%

18% 22%

58%

17%

Promoters (9-10 rating) Detractors (0-6 rating)

Net Promoter Score (NPS) = % of Promoters (9-10) - % of Detractors (0-6)

NPS 33 23 -38 16

*Caution low base. Base: Control – Brand X n=156, Brand Y n=156, Brand Z n=173, Brand A n=13


Campaign Impact


Unaided Brand Awareness (First Mentions)

The LinkedIn campaign successfully increased awareness and consideration for Brand X

Significant difference at 90% confidence level.

Net Promoter Score (NPS)

Unaided Brand Awareness (Total Mentions)

Aided Brand Awareness (Have Heard Of)

Favorability (Top 2 box)

Consideration (Top 2 box)

Recommendation (Top 2 box among users)

Ad Recall

Message Association

Overall Audience

Control Exposed

16% 23%

47% 52%

100% 100%

82% 86%

79% 90%

51% 44%

33 26

9% 12%

23% 21%

Attribute: Service

Attribute: Value

Attribute: Quality

87% 91%

75% 73%

92% 91%

In-Market Audience

Control Exposed

11% 28%

47% 53%

100% 100%

77% 88%

81% 89%

44% 38%

26 20

11% 19%

24% 22%

87% 90%

74% 73%

92% 92%


The campaign benefited from greater exposure to the campaign with ad recall increasing at 11+ impressions

1 impressions 2-10 impressions 11+ impressions0%

10%

20%

30%

5%

10%

15%

6%

12%

25%

Control Exposed

Ad Recall

Base: Control – Low n=59, Medium n=71, High n=52; Exposed – Low n=64, Medium n=107, High n=53

Which of the following brands do you recall seeing advertisements from, on LinkedIn, in the past month?

Impressions Frequency

40%

12%

5%4%6%

13%

20%

11+

6-10

5

4

3

2

1

Exposed respondents. Impressions frequency within sample is representative of actual impressions distribution in the campaign.


Higher frequency also positively impacted unaided brand awareness for the brand

1 impressions 2-10 impressions 11+ impressions

48% 48%44%

53%47%

59%

Control Exposed

Unaided Brand Awareness

(Total Mentions)


1 impressions 2-10 impressions 11+ impressions

15%19%

12%

22%19%

37%

Control Exposed

Unaided Brand Awareness

(First Mentions)


When you think of companies that sell logistics services and solutions to small businesses, what companies come to mind? Please enter up to five companies that that come to mind.

When you think of companies that sell logistics services and solutions to small businesses, what companies come to mind? Please enter up to five companies that that come to mind.


The campaign’s successful performance was aided by strong creative that was relevant, well liked, and contains new information

Contains new information

Likelihood to consider

purchasing

Relevant

32%

38%

70%

33%

30%

60%

Control Exposed Control Exposed0.020.01 0.04

0.610000000000001 0.54

0.29 0.36

0.08 0.05

Very much like

Somewhat like

Neither like nor dis-like

Somewhat dislike

Very much dislike

Statements Ad Likeability

Base: Control n=182; Exposed n=224


Appendix


Appendix: Demographics

All

73%

11%

16%

Decision Making Status

Significant involvement in both establishment of budget and se-lecting service

Significant involvement in estab-lishing budget, less involved in selecting service

Significant involvement in select-ing service, less involved in es-tablishing budge

All

48%

23%

9%

10%

6%3%

In-Market Status

In the next week

In the next month

In the next 2-3 months

In the next 4-6 months

In the next year

Not in foreseeable fu-ture

Base: All n=406

All

47%

30%

11%

13%

Company Size

101-200

51-100

11-50

1-10


Methodology

Control & Exposed Members recruited simultaneously and invited to take the survey via e-mail

Data cleaned and weighted, then results are analyzed

Control group pre-allocated prior to campaign start

Control & Exposed Members take the same survey & receive incentive

1 2

3 4

Match Control Group (Members

not exposed)

Members Exposed to Campaign

N=182Control

N=224 Exposed

Low High

5%

8%7%

14%Control (page-view matched) Exposed to campaign

Exposure to Campaign

Linked in insights brand impact report example april 2012

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