Transcript
Page 1: LinkedIn Ad Week Workshop

The power of LinkedIn Advertising Week, London

Wed 20th March

Jonathan Bradford

Strategic Account Manager

Christina Jenkins

Head of Insights, EMEA

Page 2: LinkedIn Ad Week Workshop

LinkedIn Confidential ©2013 All Rights Reserved 2

Evolution of the

platform

The Mindset

Divide

How brands are

achieving success

Agenda

The myths of

LinkedIn

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LinkedIn Confidential ©2013 All Rights Reserved 3

Connect the

world’s

professionals to

make them more

productive and

successful

Nataly Kelly Landed her book deal on LinkedIn

Read Nataly’s story

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Everywhere Work wherever our

members work

Insights Be great at what you do

Identity Connect, find and be found

The value

we bring to

our

members

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LinkedIn Confidential ©2013 All Rights Reserved 5

39+ M European

professionals

2 new members

join every second

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LinkedIn has evolved Into a rich

professional platform

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Connect, communicate

and manage your

network

Connect,

engage and consume

content

2008 2013

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LinkedIn Confidential ©2013 All Rights Reserved 8

Influencers are

sharing insights

on a daily basis Richard Branson gained 1M+

followers in just 6 weeks

Over 170 participants on the

programme including James

Caan, Arianna Huffington &

David Cameron

Follow influential professionals

for genuine insight

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LinkedIn is about much more than getting a new job

Jobs

Content

5X Page views generated

on content vs. job

postings on the

LinkedIn platform

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LinkedIn Confidential ©2013 All Rights Reserved 10

Just being on

LinkedIn is not

enough

Profile tips;

• Profiles with photos are 7 times more

likely to be viewed

• See what commonalities you have by

viewing others profiles

• Share more than your job title. The

same job title can often mean different

things and different firms

• Showcase your professional

achievements through a profile

summary and uploading content to

your profile

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Your news feed

is a window to

your

professional

world

Content LinkedIn Today

Influencers

SlideShare

Company Pages

Connections

Groups

There are many sources

of professional insight

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LinkedIn Confidential ©2013 All Rights Reserved 12

Understanding the Mindset on social

media is critical for a brand’s success

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Three key takeaways

13

Power of emotion

People want to hear from

brands on professional sites

Mindset differs by network

1

2

3

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Emotion

plays a key

role in

BOTH

personal…

…and

professional

networks.

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“Personal networking is for

old school buddies…good

old memories…parties.”

Personal networks

are about

reminiscing and

having fun

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“Professionally when I

network, it’s for information

to do my job better.”

Professional

networks are

purposeful and

aspirational

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Emotions on

professional

networks are just

below the

surface

EASCI needs

to clean up small

words even more

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Source: Q10a– Information to receive

Base: Professional SN users (5204) Personal SN users (8692)

Top 5 reasons people use social

networks

18

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Top 3 content types people expect

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3 tips to optimise your marketing with

the right mindset

Recognise the separation between

personal & professional networks.

Frame how your brand helps

users gain knowledge and

success on professional network.

Align your brand with emotion

by matching your message to

the user mindset.

1

2

3

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LinkedIn Marketing Solutions in

90 seconds;

View the video here

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Success stories

22

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HP has driven over one

million followers to their

company page

This is an invaluable asset for

building a relationship with

their target audience through

content

Their one million followers are

connected to a total of 46

Million LinkedIn members

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50 to 12,000 followers

240x increase in just 5 weeks

Mercedes utilised LinkedIn

targeting to engage a high

net worth audience

Coinciding with enhancements

made to a recent model the

brand provided value through

tips on maximising their target

audiences LinkedIn experience

Underpinned by content to

their HNW followers via their

company page

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The Connect group gives

women a voice. It enables

Citi to tailor content to the

needs of their audience

Using paid, owned and

earned media the group

now has over 100,000

members from CXO to

Intern

Due to member demand Citi

have been running physical

events elusively for Connect

members

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API

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Samsung & LinkedIn

co-created Galaxy Note II

Awaken your creative

microsite

Leveraged LinkedIn API.

Members could vote for their

favourite features and share,

both on the site and through

their networks

Showcased both the features

of the new device across 7

markets and leveraged the

LinkedIn viral network

Page 27: LinkedIn Ad Week Workshop

Download the

full Mindset

Divide report

Case studies and

latest thought

leadership

emea.marketing.linkedin.com

Page 28: LinkedIn Ad Week Workshop

Thank You


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