Marketing Solutions
Leverage social media to market your
brand
SMEI
Presented by Gary Fearnall
LinkedIn Canada
November 24, 2011
2
Gary FearnallDirector, Global Marketing Solutions at
LinkedIn Canada
LinkedIn | Internet | Toronto Area
Connections: 500+ |
Advertising on LinkedIn
• Text ads with small images
• Auction-based bidding
• Self-service online interface
• Pay per click (CPC)
LinkedIn Recruiting Solutions
The InPlatform
1 2 3
Full information at Developer.LinkedIn.com
The Canadian Online Landscape
Global Leaders in Digital Consumption
6
Online Engagement World-Wide:
Canada Still Leads with Online Engagement Followed by the US!
January 2011
LocationUnique Visitors
(000)
Average
Usage Days
per Visitor
Average
Minutes per
Visitor
Average Pages
per Visitor
World-Wide 1,333,403 18.2 1,394.7 2,102
China 295,715 12.3 699.1 979
United States 181,038 28.3 2,213.7 3,075
Japan 73,091 16.1 1,070.5 1,860
Germany 49,475 21.1 1,454.3 2,828
France 42,037 23.8 1,689.0 2,787
India 41,996 13.5 751.3 1,163
Brazil 40,528 18.3 1,548.9 2,077
United Kingdom 38,704 25.4 1,991.0 2,891
Canada 23,113 30.8 2,742.9 3,510
The average Canadian went online daily, spending 46 hours and viewing
over 3,510 pages in January!
Source: comScore Inc., Media Metrix, CA, All Locations, Persons 15+, Jan 2011
#1 #1 #1
The current landscape
8
Social Networking ranked as the fastest growing category in mobile content
consumption in 2010, but online retail right up there
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
Social Networking
Classifieds Online Retail
General Reference
Maps Shopping Guides
Restaurant Info
Weather Auction Sites
Personal Email
Un
iqu
e U
se
r (0
00
)
Fastest Growing Mobile Content Categories by Total Audience (000)Source: comScore MobiLens, 3 mo. avg. ending Dec-2010 versus Dec-2009
Dec-09 Dec-10
+ 55% + 53%+ 47%
+ 46%
+ 46%
+ 45%
+ 45%
+ 45%
+ 39%
+ 56%
Social UtilityFriends, Family and Colleagues
Status, Photo Sharing & Social
Gaming
PublicBroadcast
Fans & Followers
Real-time Micro Blogging
ProfessionalNetwork
Colleagues & Business Contacts
Professional Identity,
Connections & Insights
Platform Connections Killer app
Our mission
Connect the world’s professionals to make
them more productive and successful
11
Promotes trust and
message receptivity
... Engage opted-in
professionals in a
relevant mindset and
environment,
Delivers compelling insights and
results with social media solutions
..Benefit from viral
distribution and
incremental reach
Reach the most influential, affluent
and educated audiences at scale
Pinpoint the audience
most valuable to your
business
Quality Audience Business Context Marketing Impact
The only global social platform delivering marketing
solutions in a business context, driving long-term impact
Promotes trust and
message receptivity
2xmore confident in information
found on LinkedIn than other
social sites3
Delivers compelling insights and
results with social media solutions
Reach the most influential, affluent
and educated audiences at scale
Quality Audience Business Context Marketing Impact
1Internal LinkedIn data (UK), September 201112Internal LinkedIn data, September 2011
3 LinkedIn Audience 360 Survey (UK), August 20113 Phillips Healthcase case study
LinkedIn: The Only Global Social Platform Delivering
Marketing Solutions in a Business Context
5xmore C-suite reached on a daily
basis than competitor business
sites. (40,000)1
+86%increase in Aided Brand Aware-
ness among non customers
- Phillips -
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The world’s largest professional networkOver 50% of members are now international
*as of November, 2011
**as of September 30, 2011
14
24
8
17
32
55
90
2004 2005 2006 2007 2008 2009 2010
LinkedIn Members (Millions)
135M+* 75%Fortune 100 Companies
use LinkedIn to hire
**
Company Pages
>2M**
People searches in 2011
~2B**
4.1 Million Unique Visitors
136 Million Page Views
64 Million Minutes
15.5 Average Minutes Per Visitor
Source: comScore Canada Media Metrix September 2011
ComScore - October 2011
LinkedIn Demographic Profile
70% of UVs on LinkedIn are Adults 25-54
48% of UVs on LinkedIn have a HHI of $75K+
HHI $Gender Age
Male, 54%
Female,46%
48%
27%
$75K+ $100K+
Sources: comScore Media Metrix, Canada, October 2011.
18-24, 5%
25-54,70%
55-64, 14%
65+, 7%
Audience: Where They Spend Their Time
LinkedIn Internal Data
Social Media Environment Matters
Promotes trust and
message receptivity
2xmore confident in info found on
LinkedIn than other social sites2
Delivers compelling insights and
results with social media solutions
+10shift in Net Promoter Score as a
result of leveraging LinkedIn3
Reach the most influential, affluent
and educated audiences at scale
3.4MC-level and VPs on LinkedIn.
135M members and growing1
Quality Audience Business Context Marketing Impact
1 Internal LinkedIn data (US), September 20112 LinkedIn Audience 360 Survey (US), August 2011
3 Global computer manufacturer
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What are professionals doing on LinkedIn?
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Managing their professional identity
Building business relationships
Sharing advice and finding answers
Researching people and companies
Manage your professional identity
Build your professional profile
Optimize your profile for search –the professional profile of record
Get recommendations
Install InApps
Integrate other social activity (blogs, tweets)
Connect
Summary:
Career and
Professional
Highlights
Experience /
Education
Professional identity ecosystemYour professional profile of record
Professional
Details
Groups /
Associations
Recommendations
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Build business relationships
Build a professional network
Request / facilitate introductions
Make contact via InMailTM
The 2nd Degree Network
Queens University
Descartes Systems Group
Delano Technology
Cube Route
More Colleagues
Hummingbird
Get your own map at
You can disable you shared network page if you want, please click here.
Your network share page is currently disabled, please click here to enable.
LinkedIn Labs | InMaps - Nicole German's professional network http://inmaps.linkedinlabs.com/share/Nicole_German/1406233...
2 of 2 3/24/11 8:06 AM
Gain professional insight
Keep up with the news stream Create Polls
Discuss professional topics in GroupsAsk and answer professional questions from the network
Share & comment on insights & news via status updates
Get the day’s top news through a professional lens
Gain professional insight
Gain insight in your industry
Researching people and companies
Search for professionals
Research companies
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Listening to the network
29
LinkedIn Groups
30
The news you need – Today
31
The Signal from the stream
32
Engagement
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In a Social World Brands Must Participate to SucceedEngaging Followers is critical to participation
Attract
Followers
Create
Experiences
Amplify thru
Network
Engage
Followers
88% of LinkedIn members are interested in following companies.
Members will follow an average of 2.8 companies per category.
LinkedIn Survey (n=363), US and Canada, October 2011
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Engage Those Most Interested in Your Brand Introducing Company Status Updates
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Homepage
Profile
Mobile
Website
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Like (5) • Comment • Share
Chevron is demonstrating how solar energy can increase production from
mature oil fields. The project uses more than 7,600 mirrors to focus the sun's
rays onto a solar boiler. Learn more: http://bit.ly/oow11ytfbLike (5) • Comment • Share
55% of LinkedIn members will follow a company “forever”.
45% of members want weekly updates.
LinkedIn Survey (n=363), US and Canada, October 2011
LinkedIn Assets and Virality Fuel Follower Ecosystem
Engagement generates value
• Earned media
• Incremental reach
• Relevant relationships
• Insights
Status Update
Like
Like
Share
Share
Comment
Comment
36
35%
37%
10%
18%
1 to 3
4 to 6
7 to 9
10 or more
37
88%How many companies would you follow?
of LinkedIn members said they
would “follow” companies
Base in bar chart: Respondents who said they would follow at least 1 company (n = 320)
Source: Survey of 363 active LinkedIn members in the US and Canada (fielded 10/3/2011)
LinkedIn members value following companies
New job openings at the company
People in your network who have joined or left the company
News articles that are relevant to the company
Notifications of a launch of a new product or service
Information about a new project or initiative by the company
Notifications of new white papers, upcoming webinars, or conferences
Notifications of special offers, deals, or discounts
Question: “What information about a company
would you like to receive in your LinkedIn network
update stream?”
79%
73%
69%
66%
63%
46%
28%
63%
43%
58%
59%
60%
57%
63%
“Yes, I want to receive these updates .”
“Yes, I would share this kind of information.”
• Base: Respondents who said they would follow
at least 1 company (n = 320)
• Base: Respondents who said they would follow at
least 1 company (n = 320) & were interested in
receiving this specific update
Question: “What information would you be likely to
share with people in your LinkedIn network?”
Company Updates
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LinkedIn members want updates on a broad range of topics
and will share with their networks
Updates that include strategic and people
shifts in the company. New product
launches, discoveries of new technologies.
Large, unexpected financial changes.
High profile insights from key leaders, i.e.
CEO, President, CFO, CMO's etc.
I DON'T want marketing
spam. I do want news
stories, product
reviews, people I know
leaving or starting there. I like to stay in touch
with the industry.
New tips- tricks, and
people moving.
Source: Survey of 320 active LinkedIn members in the US and Canada (fielded 10/3/2011)
39
I want to know when a
company launches a
new product.
I want financial
announcements.
LinkedIn followers value professionally relevant updates
In your own words, please describe the kinds
of company updates that you would be most
interested in receiving…
Groups
40
Scaling awareness on LinkedIn
41
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LinkedIn’s Unparalleled Targeting Capabilities
Advertiser provided educational programs
Targeted brand message at mid-level managers
43
Impact of higher exposure on: Lift(1-10 vs. 11+ times)
Recall seeing an ad from advertiser on
LinkedIn140%
Think that advertiser has an excellent
reputation14%
Likely to apply to advertiser’ program 68%
Effect of Ad Exposure Frequency
Reach your audience through prominently placed, high impact ad units across LinkedIn
Advertising On LinkedIn
• Execute simply through RSS Feeds & Updates automatically
• Share video, tweets, blogs and more
• Use content to build loyalty
• Targetable to all audiences
• Shareable
LinkedIn Shareable Content Ads
Custom Shareable Content Ad
Pull in relevant news feeds that align with your Brand or
campaign objectives
Promote whitepapers, stu
dies, or any information
about your brand
Content can be shared with social networks
Stream webcasts or showcase information about your products
or services within the unit
Leverage existing videos content or pre-roll assets to
run in the Content ad
LinkedIn Content and Video ads
47
LinkedIn Partner messages
48
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