Webinar Presentation: Targeting with LinkedIn

Marketing Solutions

Targeting with LinkedIn Webinar

©2013 LinkedIn Corporation. All Rights Reserved.

Twitter: @AdsOnLinkedIn

#inTargeting

Dan GonzalezSr. Global Product Marketing Manager, Targeting and Audience

LinkedIn


Sebastian JespersenCEO and Founder

Vertic Digital Agency


“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


#inTargeting

Company

Name

Industry

Size

Internet

1,000-5,000

LinkedIn

28-year-old male

Education

Name

Inferred

Demo


#inTargeting

Company

Product

Mktg

Mktg

Name

Industry

Size

Internet

1,000-5,000

LinkedIn

Manager

Marketer

Product

Marketing

28-year-old male

Education

Name

Inferred

Demo


Standardized

Job Titles

Occupation

Seniority

Function

#inTargeting

Company

Product

Mktg

Mktg

Name

Industry

Size

Internet

1,000-5,000

LinkedIn

Manager

Marketer

Product

Marketing

28-year-old male

Education

Name

Inferred

Demo

Geo San Francisco Bay Area


Standardized

Job Titles

Occupation

Seniority

Function

#inTargeting

Company

Product

Mktg

Mktg

Name

Industry

Size

Internet

1,000-5,000

LinkedIn

Connections 892

Manager

Marketer

Product

Marketing

28-year-old male

Education

Name

Inferred

Demo



Standardized

Job Titles

Occupation

Seniority

Function

#inTargeting

Company

Product

Mktg

Mktg

Name

Industry

Size

Internet

1,000-5,000

LinkedIn

Groups LinkedIn Global Marketing Solutions

Connections 892

Manager

Marketer

Product

Marketing

28-year-old male

Education

Name

Inferred

Demo



Standardized

Job Titles

Occupation

Seniority

Function

#inTargeting

Connections

Geo

Company

Groups

Education

Name

Product

Mktg

Mktg

Name

Industry

Size

Occupation

Seniority

Function

Inferred

Demo


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


Circle of InfluenceConnected to a CxO?


#inTargeting

Platform

and Activity

Connections

Geo

Company

Groups

Education

Name

Product

Mktg

Mktg

Name

Industry

Size

Occupation

Seniority

Function

Inferred

Demo


Journalist

Mobile

Influencer


#inTargeting

Platform

and Activity

Connections

Geo

Company

Groups

Education

Name

Product

Mktg

Mktg

Name

Industry

Size

Occupation

Seniority

Function

Inferred

Demo


Member of CMO Group Federation


#inTargeting

Company

Product

Mktg

Mktg

Name

Industry

Size

Internet

1,000-5,000

LinkedIn

Connections 892

Manager

Marketer

Product

Marketing

28-year-old male

Education

Name

Inferred

Demo



Standardized

Job Titles

Occupation

Seniority

Function

#inTargeting

Audience Targeting Content Targeting

Profile

Company Groups

Inbox

Home

16©2013 LinkedIn Corporation. All Rights Reserved.

#inTargeting


Establishing a framework

Reach and frequency

Awareness

Message amplification and content sharing

Advocacy

Purchase intent and brand preference

Engagement


#inTargeting

Reach and frequency

Awareness


Advocacy


Engagement

19©2013 LinkedIn Corporation. All Rights Reserved.

#inTargeting


Advocacy


Engagement

Reach and frequency

Awareness

Run ofLinkedIn

Demo/Geo


#inTargeting

Reach and frequency

Awareness


Advocacy


Engagement


#inTargeting

Career changes

Company changes

LinkedIn

Member

Data

Seniority Function

CompanyOccupation

ConnectionsGroup

Membership

StandardAudiences


#inTargeting

Reach and frequency

Awareness


Engagement


Advocacy


#inTargeting

Industry

Name, size

Function

Specific, occupations

Groups

Individual, federations

Advocate audiences

Influencers, opinion leaders, circles of influence


#inTargeting

Awareness

Reach and frequency


Advocacy

Engagement


LI

Member

Data

Seniority Function

CompanyOccupation

ConnectionsGroup

Membership

Advocate

Audiences

FunctionGroups

Industry

DARTRun

of LinkedIn


#inTargeting

Members first.


Audiences work better at scale.



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?


#inTargeting

Thank You!

Thank You

Learn how other marketers successfully met their objectives: marketing.linkedin.com/success-stories

Learn how you can reach this audience:marketing.linkedin.com/contact

http://marketing.linkedin.com/success-stories

http://marketing.linkedin.com/success-stories

Webinar Presentation: Targeting with LinkedIn

Business

Transcript of Webinar Presentation: Targeting with LinkedIn