LinkedIn

Marketing Solutions 2016

TOP 10

of all users return monthly 60%

site in South Africa

5m unique users

Social business impact

Relationships matter

Source: Oracle, Social Media Today and Leader Networks, “The Social Enabled Enterprise: a 2013 research study”, Worldwide, Sep 2013.

91% 81%

Increased visibility

with prospects

Increased customer

loyalty

12:00 PM

6:00 AM

9:00 PM

Our Mission.

Connect the world’s professionals to make them

more productive and successful

THE WORLD’S LARGEST professional network

12M+

Canada

100M+

USA

60M+

Latin America

10M+

Oceania

21M+

UK

36M+

India

20M+

Africa 15M+

Middle East

400m+ members

worldwide 97m+ monthly unique

visitors >2 new members /

second

81M+

Asia

100M

+

Europe

LINKED IN AUDIENCE in Africa

20 000 000

professionals present on LinkedIn

AUDIENCE TOTAL

1 150 000

Algeria

Egypt 1 300 000

Morocco

1 290 000

Kenya

5 000 000

South Africa

645 000

Tunisia

2 630 000

Nigeria

421 000

Tanzania

343 000

Zimbabwe

317,000

Senegal

2 070 000

805 000

Ghana

Our Audience

Benefits to

marketers

Creative Examples

Benefits to Members

Our Solutions

Reporting

Today’s

Agenda

BENEFITS TO

Our members

Everywhere Work wherever our members work

Insights be great at what you do

Identify connect, find and be found

THE VALUE

WE BRING

TO OUR

MEMBERS

Homepage Pulse Influencers LinkedIn Groups Company Pages

LinkedIn provides tools that our members use to obtain business insight

Top drivers for using personal and professional networks are quite different

Top 5 reasons people use each network

Share content Keep up to date for career 5

Personal networks Professional networks S

PE

ND

TIM

E IN

VE

ST

TIM

E

1 Socialize Maintain professional identity

2 Stay in touch Make useful contacts

3 Be entertained Search for opportunities

4 Kill time Stay in contact

WHAT ARE PROFESSIONALS DOING ON LINKEDIN?

Professional

identity

Managing their

professional

identity

Networking

Building a

professional

network of peers

Insights

Distilling and facilitating

professional insights

How the South African market uses LinkedIn

Connect & communicate

71% network with other

professionals

Professional insights

54% stay up to date on industry

discussions

Seek career opportunities

13% maintain professional identity

Research people & companies

69% learn about what other

colleagues are doing

BENEFITS TO

marketers

Social media is on the rise

Building relationships Create marketing bonds that last over time

Word of mouth Your message coming from trusted sources Engaging clients

A two-way marketing communications channel

Audience

Affluent, in-market

members increase

receptivity and

decrease wastage

Content

Professional environment

engenders trust and

confidence

Impact

Network effect extends your

marketing beyond the

initial investment

The value we bring to brands

Defining your audience Getting the right message in front of the right person

Professional Details

Education

Groups /

Associations

Geography Job Title/

Industry

Company

Name

LinkedIn audience based targeting

Custom audience segments

Job function

Industry

Company size Seniority

Gender

# of connections

Geo Age

Company

Group

Run of professionals

‘In crowds’

Small & Medium

Business

Professionals

Business

Decision Makers

Professionals

working in

companies with

between 50 and

500 employees

Manager &

Above at Any

Size Company

Financial

Service

Professionals

Manager &

Above at Any

Size Company

Sales

Professionals

Professionals

whose job

Function is

Sales or

Business

Development

Marketing

Professionals

Marketing

Professionals,

or those who work

in the Marketing &

Advertising

Industry

Startup

Professionals

Professionals

working at

companies

with 1-50

employees

Corporate

Professionals

Directors &

Above At

Companies With

More Than 500

employees

IT Professionals

Professionals

whose job

function is IT or

Engineering

Business Travellers – An Ultra Engaged Audience

11x More connected

(vs. average LinkedIn member)

61% Manager+

(incl. Manager/Director/VP/CXO/Owner/Partner)

260% More company

page views

(vs. rest of platform)

South Africa

263k “Members who travel multiple times a year for business”

Career Changers – A Proven Purchase Trigger

31%

37%

43%

63%

76%

Cars

Beauty/personalgrooming produts

Bags

Watches

Clothes/shoes

LinkedIn luxury study, Q4 2014

Purchase of Choice

30%

41%

63%

80% High quality

High Price

A unique product

International Brand

Feature of Choice

22% More engaged with content (vs average member)

South Africa

79k

Began/ended position within last 90 days

Mass Affluent – Targeting Wealthy Professionals

South Africa

230k

Traditional sources for financial information

Trust Index of Channels for Financial Information:

“Look alike model based segment of members who possess over $100k

(or equivalent in non US dollars) in investable assets.”

Expat segment

61% Manager+

(incl. Manager/Director/VP/CXO/Owner/Partner)

OUR

solutions

Be accurate Be helpful Be everywhere

How we can help you build those relationships

Find your audience

Shape perception

Establish trust Build strong communities

Extend the experience

5 keys to build your brand

Data

Targeting

• Profession

• Seniority

• Education

• Industry

• Company Size

• Geography

• Group Membership

Target by

Analytics

Research

Insights

Media

Content Ads Social Ads Display InMails 2.0

Social

Company Pages Groups

Integration

APIs Plugins

Company pages

Be found by and connect to the people that matter most

Leverage as a hub for content marketing efforts

Represent your brand identity with images and video

Your home on the world’s largest professional network

OWNED

Attract a unique

set of Followers

Discoverable through

search

Highlight association to

the Company Page

Deliver content through

Company Updates and

Sponsored Updates

Two-column feed to

showcase content

Extend your Company Page presence, effectively segment your message, and deliver it to the right audience

Showcase pages

OWNED

Followers Professionals that have opted-in to a relationship with your Company

Build a direct communications channel to

those most interested in your business

Engage them via:

• Free Company Updates

• Sponsored Updates

• Sponsored InMail

• API experiences and more

Recruit more through paid, owned and

earned channels

EARNED

OWNED

PAID

Follower ads Accelerate relationships with your key audiences

Ensure follower quality through advanced targeting

Maximise success by being easily discoverable

Gain new followers to your company page

PAID

Company updates Ongoing dialogue with your dedicated followers

• Deliver standard or rich media content for free

• Boost relevance by targeting sub-sets of Followers

• Drive engagement to fuel social sharing

EARNED

OWNED

Sponsored

updates Placements that

appear in the

LinkedIn feed on

desktop, tablet and

mobile phone

Currently, there are 15 content slots on the desktop home

page feed, per page view (PV)

Organic content is ranked based on expected relevance

1 slot in the first PV will be for SUs

• Randomized between slot 3-5

• Users must see a number of organic updates before

seeing the next sponsored

• Today, users won’t see more than 1 SU per PV

We will have frequency caps on the number of times a unique

piece of content can be shown to a member

When companies target SUs to their followers:

• We always give precedence to the organic update

• The sponsored version will only appear if it would show

much higher than the original organic content

Sponsored updates Ongoing dialogue with your dedicated followers

EARNED

OWNED

PAID

Direct Sponsored Content Personalise and test your content to improve performance with Direct Sponsored Content

Sponsor any

content directly in

your target

audience’s feed

Control which posts

are visible on the

Company Page or

Showcase Page

EARNED

OWNED

PAID

Direct Sponsored Content Test and optimise your reach to the right audience with the right message

Personalise Customise your message to

target each audience

Test Test variations of your content

Control What gets published on your

Company Page

Test your intro message or call to action

Test which formats and

topics work for your

audience

Test your image

EARNED

OWNED

PAID

Custom Groups groups Branded community where members discuss topics that matter to them

Create an authentic brand voice, share content, empower community conversations

Influence a dialog with potential customers and advocates

Cultivate long-term relationships

Demonstrate thought leadership

Gain insights and feedback

OWNED

Join Group Ads Boost community membership

Use social context to help encourage sign up

Remind members why they should return to your branded community

Drive awareness of the Group amongst your target audience

PAID

University pages (recommendations) University Pages give schools a single place to build their brand among key audiences, including current and

prospective students, alumni, and parents.

• Recommendations on University Pages are now available

• Incentive for education clients to build on their page

• This is a great way for alumni and students to drive engagement and seek advise on university choices

• Recommendations can easily be moved from company page to university page.

OWNED

Reach the right audience at the right time on the most accountable medium

• Target influential professionals with precision

• Drive high-quality audiences to your website

• Showcase your brand within an aspirational context

• Gain unparalleled insights with deep performance metrics

Standard Display Ads

PAID

Exclusive ownership of your audience’s LinkedIn experience

• Create impact with presence throughout the user journey

• Achieve 100% SOV for the specified campaign period

• Own all ad formats: 300x250, 160x600 and text link

Audience Roadblock

PAID

Spotlight Ads The Spotlight Ad, couples the member’s own profile image with your brand and message. Assimilating your

brand into the member’s LinkedIn experience not only presents an opportunity for true one-to-one marketing,

but also results in higher average performance than standard display

Spotlight Ads Drive Performance

• Draws in name of member to an invitation to

find out more

• Clicking on the ad will take member to an

external page

• Using members name and photo encourages

higher engagement

• Text can be chosen by client

PAID

Distribute your content directly to LinkedIn members

Share multiple feeds

in a dynamically

updated ad unit

Extend the reach of existing

collateral

Drive engagement with a

rich and varied format

Benefit from viral spread

Standard Content Ads

EARNED

OWNED

PAID

Distribute YouTube assets directly to LinkedIn members

• Make your presence more effective by broadening reach

• Encourage users to stay tuned-in for longer

• Provoke an emotional response by bringing your message to life

Video Content Ads

EARNED

OWNED

PAID

Sponsored InMail 2.0 Send a personalised message directly to a member’s inbox

• Delivered in real-time to a members inbox

• Ensure standout; just one message is sent every 60 days

• Prompt user to take action with

customizable response button

• Encourage on-going dialogue with optional social widgets

• Reach members on their mobile devices

PAID

NEW

Custom API Solutions Create innovative experiences beyond LinkedIn.com

• Allowing members to bring their professional identities with them as they move across the web

• Increasing productivity by enriching member experiences with professional information

• Building a professional brand by publishing, discussing, and sharing content

• Gaining insights into how members can be more successful through content curation and discovery

• Promote using paid, owned and earned media

EARNED

OWNED

PAID

Custom API Solutions How do they work

LinkedIn Data

APIs

Mobile Sites & Apps

Desktop Sites & Apps Profile

Newsfeed

Company

Groups

LinkedIn data is pulled (with the consent of the

member) through an API to a specialised site where

the information can be used to create a personalised

experience for the member.

EARNED

OWNED

PAID

Tap affluent audiences on

LinkedIn who are primed to

travel soon.

The activity will be engaging

and interactive.

Users can nominate

themselves and their

connections.

3

1

2

4

This goes viral as the activity shows up on

their walls as well as their nominees walls.

5

Allow brand to access

LinkedIn profile info

Custom API Solutions User journey

EARNED

OWNED

PAID

Own the ad space on the profiles of your workforce

• Harness your best brand ambassadors

• Use profile ad space to promote your brand

• Direct captivated professionals to a website or Company Page

Employee profile sponsorship

OWNED

PAID

Introducing Content Marketing Score & Trending Content

CMS & Trending Content

LinkedIn can help you understand, measure

and improve your content marketing

93% of B2B marketers use

content marketing

42% of B2B marketers consider

themselves effective at

content marketing

Content is our core

6X more engagement with

content vs. jobs

Brands

Thought

Leaders

News

Peers

3MM+ Company Pages

~500 Influencers

1.5MM LinkedIn Today

Publishers

2.1MM LinkedIn

Groups

The Content Marketing Score

and Trending Content Report is

our answer to how companies and

brands can better measure their

content efforts on LinkedIn.

What is the Content Marketing Score?

A score that quantifies and benchmarks

the influence companies have on LinkedIn

A score that can be filtered by audience

A score that is stacked up against a

competitive set

1

2

3

1 Who is sharing?

2 What is being shared?

3 What topics is the share

related to?

Venture Capital

Entrepreneurship

What is the Trending Content Report?

Leverage these insights to guide your content strategy

What should I publish?

Who should I target with my content?

REPORTING

Power and Accuracy of Professional Profile Data

Who Visits Your Page? Who Saw Your Campaign?

Who Clicked On Your

Ads?

Who Viewed Your Ads?

About Spark Media Established in 2015, SPARK Media is a result of a fusing between NAB and Habari Media using the legacy platforms and Caxton

owned print and digital products – in the form of NAB – and a cutting edge digital sales agency – in the form of Habari Media – to

create this new media sales powerhouse.

SPARK Media are Strategic Partners in Audience Research and Knowledge and offer ‘Insights that Ignite’

Contact details CPT: +27 21 001 2400 JHB: +27 10 492 8391 DBN: +27 31 716 4412

E: sales@sparkmedia.co.za W: www.habarimedia.com