LinkedIn Overview for Caremark
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Transcript of LinkedIn Overview for Caremark
A New Paradigm in Engaging with Decision Makers
November 9th , 2012
Agenda
LinkedIn Snapshot
Targeting on LinkedIn
Follower ecosystem
Advertising Solutions & Tactics
Content Extensions
Our Mission
Connect the world’s professionals to make them more productive and successful
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The world’s largest professional network
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2004 2005 2006 2007 2008 2009 2010 2011
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55
90
100+
LinkedIn Members (Millions)
187MM
*150
Q3 20122 new members join every second
187,000,000+
registered members (as of November, 2012)
The globally connected professional network
6M+
Canada
66M+
USA
10M+
Brazil
3M+
Australia
39M+
Europe
2M+
DACH
3M+
Italy4M+
France
3M+
Spain
3M+
NL10M+
UK
17M+
India
4M+SE Asia
5M+
MENA
1M+
Sweden
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The Mindset Divide
“The Mindset Divide
TNS / LinkedIn Study, September, 2012
Emotions
Purpose
Brand Role
Invest TimeSpend Time
Distraction
Nostalgia
Kill Time
Old Memories
Socialize
Fun
Personal Interests
Express Personality
Entertain
Ambition
Achievement
Information
Aspiration
Contacts
Professional Identity
Recommendations
Make Decisions
Improve Myself
Context Matters
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“Different social media sites make more sense for different
industries”
Follow for incentives, rewards or discounts
Follow for news insights
& information
Members deeply value our brand as a professional, trusted and remarkably different social environment
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Members First
The value we bring to our members
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Identity
Connect, find and be found
Insights
Be great at what you do
Everywhere
We work where our members work
The Power of Targeting with LinkedIn – Key to what we do
Job function
Industry
Seniority
Occupation
Company size
Education / Degree
Geographic location
Company or business
Age
Group Participation
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Follower ecosystem
Your company page is your central hub on LinkedIn
Corporate digital identity beyond Brand.com
Opportunity to showcase products & services in an environment where decision makers already are
Convey your vision, purpose & corporate value
Give members a reason to follow you by connecting them with valuable resources (whitepapers, video, customer testimonials, etc)
Who are CVS Caremark’s current followers?
As of 10/1/12: Total Followers
36,619
By non-company employees
40% or 14,414
Followers by Seniority
Followers by CompanyFollowers by Industry
LinkedIn Follower Report – October 2012
Followers by Job Title
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Enhanced company page example - Humana
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Sarah, Follow
Keep up with interesting, relevant updates about this company
Follow Company Ads are your most effective way to increase followers from your target audience
Sarah SmithPharmacist
CVS Caremark
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Engage your followers with relevant messages
You can send updates to specific groups of followers
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Your messages become trusted content on Sarah’s home page
Sarah SmithPharmacist
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Marc Bassett
And your message is amplified when Sarah endorses it
Staff Pharmacist
No limit to the value you can create
$
# of marketing messages sent over time
Value of a Follower Unlimited ability to message over time
Cost
Value
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Using LinkedIn Solutions to Reach Marketing Objectives
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Prominent placement
Little competition
IAB standard units
Clean, clutter-free
environment
LinkedIn Display Advertising - Easy to place. Hard to miss.
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Content Modules Customized multi-tab, in-banner opportunity offering advertisers a turnkey solution to distribute their content on LinkedIn.
Share news, videos, tweets, blogs, case studies, whitepapers, etc.
Distribute this content to build brand loyalty and establish thought leadership
Keeps the member engaged with your brand
Easy execution via RSS feeds
LinkedIn reports on impressions, clicks, tab clicks, hovers, scrolls & Twitter follows (if applicable)
Typical banner CTR on LinkedIn: 0.05%-0.07%
Content module on LinkedIn: 10-30% interaction rate
Frequency cap: 7x per week
Higher interaction rates
inMail Partner Messages Determine the specific target audience you want to engage with on LinkedIn.
Send a customize dedicated email directly to member’s LinkedIn inboxes.
Notification stays on member’s homepage until an action is taken
Messages only sent to active LinkedIn members.
Members receive one message per 60 days – offers advertisers 100% SOV with target audience.
Members can opt-out of receiving promotional messages if they choose.
Ability to distribute multiple forms of creative & rich media is accepted
Open rates range from 20-25%
Average CTR 10%+
Strong Engagement
LinkedIn Sponsored Polls -- Ask, Listen, Learn
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Drive conversations relevant to your brand
Provide professionals with an easy, compelling way to share their opinions
Engage business people and encourage brand-relevant conversation
Dynamically-served ad unit on results page aligns message with member responses
Target specific audiences at scale
Note: Comment function can be turned off
LinkedIn Groups – Members only & Open GroupsCollaborative communities for engaging your target audience
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Group Statistics
Over 600,000 Groups currently on LinkedIn
1,500 new Groups created daily
3MM members join Groups every month
Implement unique content modules to provide superior member experience
Launch robust promotional media to drive membership
Sustain long-term relationships and regular interactions with customers
Generate viral growth when members share group content with their connections
Review posts before they go live
Case Study: Philips: Creating Global Communities
Objectives
Products Custom Groups Partner Messages Display Ads Sponsored Polls
Position Philips as the thought-leader in the healthcare industry
Build credibility & drive awareness among key audiences
Results
60% of group members are
manager level and above
Established largest LinkedIn group dedicated to healthcare innovation with over 60K members and 5,000+ discussions
Case Study: athenahealth: Establishing Thought Leadership
Find and influence healthcare executives online
Broaden access to thought leadership content
Objectives
Product
Content Ads
Results
61% Increase in click-to-conversion rate
Use targeting to reach executives, increase visibility for thought leadership and improve lead generation
Case Study: (Managed Group) Connect: Professional Women’s Network - Powered by Citi
5k
15k20k
25k+
Citi: Professional WomenTotal Group Members
Over 15% of members are commenting fueling an increase in membership
Close to half of members are returning on a weekly basis
55K+ active members
April May June July
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Addendum: Content Drives Engagement
Jobs
Jobs
Content
5X
Create long form content from the share box
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Everywhere
Working everywhere our members work
Need current footnote/date
>25% LinkedIn Member Visits
Everywhere
From coffee to couch and everything in between
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Thank YouStephanie Katzman
Account Executive – Marketing Solutions