citi connect - linkedin financeconnect brasil 2013
DESCRIPTION
Apresentação da Linda Descano, Managing Director Citi North AmericaTRANSCRIPT
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Linda Descano Managing Director and Head of Content and Social North America Marketing, Citi
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Why Professional Women?
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The Professional Women Ecosystem
CONTENT Women & Co.
COMMUNITY Connect “Hub” on LinkedIn
CONVERSATION Blogger/Media Outreach
Objective Reach affluent, professional women where they are already “gathering” to build brand affinity, increase consideration and intent, and move women down funnel
Tactics
Reach: Impressions Engagement: Interactions, Mentions
Brand: Favorability, Consideration, Intent
KPIs
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The Community Hub for Professional Women: Connect
• Launched in April 2012
• A first-of-its-kind digital destination for women to network, discuss, and share their career success stories
• Over 150,000 members • LinkedIn’s first sponsored managed
group
• Highest levels of engagement of any group on LinkedIn
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Content Creation and Amplification
On LinkedIn, Run of Site Connect-inspired content, outreach and
social sharing across the LinkedIn platform
On LinkedIn, In Group
Discussions and resources relevant to members of the Connect group on
Off LinkedIn, Offline
Member meet-ups, networking
opportunities, and events
Off LinkedIn, Online
Use of Connect discussions and insights to raise visibility through media outlets, blogs, online influencers, and owned
media
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On LinkedIn, In the Connect Group Group discussions Group emails and announcements
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On LinkedIn, Run of Site Member status updates LinkedIn blog and social media mentions
LinkedIn Influencers program LinkedIn member e-mails
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Off LinkedIn, Online
Women & Co. and Citi owned media SlideShare content Polls and research studies
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Off LinkedIn, Offline
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Outcomes: Return on Reach
1st Degree Connections
14 MM
Paid Impressions
Total Impressions
Return = 233%
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Outcomes: Engagement
4MM+ #ProfWomen
500+ Blog & media
Mentions 25+
member meet-ups
650MM+ earned
impressions
300K+ SlideShare
views
200K+ social
interactions
• Over 150,000 members in less than 16 months
• Fastest growing group of 2012
• Most returning visitors of any LinkedIn group
• 2x more engagement per member
• Highest rates of engagement
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Outcomes: Brand Lift
10% higher favorability
25% higher consideration
60% higher NPS
Group member brand affinity relative to control group – March 2013 Group Impact Study