linkedin automotive event - autoconnect #liautoconnect

AUTOCONNECT 2016

WELCOME

L I N K E D I N ’ S M I S S I O N

Connect the world’s professionals

to make them more productive

and successful

SCHOOLS COMPANIES KNOWLEDGE SKILLS MEMBERS JOBS

27k 7M 8M 10B 467M 6M Weekly Shares Endorsements

T H E E C O N O M I C G R A P H

LEARN SELL MARKET HIRE

CUSTOMER VALUE PROPOSITION

Rosie Lowrie

Agency Account Director

Brief history of LinkedIn

Launch may 5th 2003

4,500 at the end

of the 1st month

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016

450M+

32M

150M

4.5K

2 new members

each second

across the world

Our members

The largest global community of professionals

61M senior-level

influencers

40M decision makers

10.7M opinion leaders

6.8M C-level execs

22.8M Mass Affluent

8.4M career changers

467M professionals are on LinkedIn

LinkedIn members are the most influential & affluent audience on the Internet

11

of Europe's Business

Elite visit LinkedIn

weekly1

46% More business decision

makers than comparable

business site

2.8X Higher buying power

index vs. comparable

business and social sites

28%

1Ipsos European Business Elite; “Business Elite” are senior decision makers (senior manager+) in companies with > 150 employees.

We can target your specific targets are on LinkedIn in the UK

22M professionals are on LinkedIn

300K career changers

1,4M SMB Decision Makers

710K construction

1,2M C-Suites

1,6M User Choosers 590K

Fleet Decision Makers

C L I E N T S W A N T T O W O R K W I T H U S

Mercedes connect their brand with the concept of great performance

Conversion rates

trebled auto industry benchmarks

“We’ve developed a program that really

thrives on the ecosystem of LinkedIn

and really leverages the behaviour of its

users.” Mark Aikman, Digital Marketing

Manager at Mercedes Benz

Is your colleague driven to perform?

15

Objective: Identify ambitious SMB leaders with an appetite for

growth and invite them to join the LinkedIn Showcase Page and

engage in discussion

Results

35,000 followers for the Business is GREAT Showcase Page

Followers visiting the Showcase Page monthly have a 79%

favourable opinion

LinkedIn investment outperforms all other digital platforms

ENERGY | EMEA

This approach has proved the value of

executives publishing thought-leadership

content on LinkedIn and humanising our

brand. We achieved over 270,000

impressions with engagement rates well

above what we normally achieve for

corporate content. And we now have

several other senior executives keen to

publish posts in a similar way to David

Americo Campos Silva

Global Head of Social and Alternative Media Shell

OBJECTIVE:

• Pave the way for discussion and collaboration with a broad range of stakeholders

• Enable an elevated discussion around energy challenges

SOLUTIONS:

• LinkedIn Pulse posts from Shell’s Chief Climate Change Adviser, David Hone

• Amplified through Shell’s LinkedIn Groups and Company Page and through media

executions

RESULTS:

10,000 views

10,000 views of David

Hone Pulse posts (100x

the number of views on

David’s own blog)

1,845 Followers in

one month

David went from zero to

1,845 followers in one

month

High levels of engagement

with key stakeholders, with

posts generating up to 37

comments

High Engagement

levels

P R O D U C T S &

U P D A T E S T O

T H E P L A T F O R M

Sponsored Content

•Engage your prospects with relevant content in the world’s only professional feed

18

Send timely, convenient, and relevant private messages

to the people that matter most to your business

LinkedIn Sponsored InMail

• Members first approach allows advertisers to confidently reach the

audiences that matter and maximize their advertising investments

20

Quality Audience

4 out of 5 members drive

company business decisions

High Viewability

Low ad load means more of your

impressions are viewable

Brand Safe and Secure

Log-in requirement eliminates

click fraud concerns

Programmatic Display

Investing in our product - Product Roadmap

Product call-outs: InMail selfserve, Conversion Tracking, Autofill, Campaign Manager analytics

Prove the value of your

marketing

M E A S U R E S U C C E S S

Engage your audience

on LinkedIn and beyond

B E Y O N D T H E F E E D

Optimise the impact of

your marketing

N E X T L E V E L

P E R F O R M A N C E

Conversion Tracking – Optimise beyond the click

Audience Retargeting & Marketing Automation Contact Target Q1 2017

In Ad Lead Generation Q4 2016

Scaling Sponsored Updates off Platform Q4 2016

Autofill increasing conversion rate & quality Q4 2016

Catavolt trialled sponsored update

activity combined with Autofill and saw:

• Up to 25% lift in lead conversion for

eBooks

• Up to 10% lift in lead conversion for

webinars

• Significantly lower cost per conversion

than other methods

• Overall increase in lead data quality

27

Insights Into The Automotive Buyers Journey

Unlocking opportunity through understanding the buyer’s

journey…

Agenda

The opportunity to access high value potential customers

Identifying optimal times to engage new potential customers

Efficiently activate your target audiences by understanding the buyer’s journey

I d e n t i f y i n g N e w O p p o r t u n i t y :

How new audiences represent value and opportunity to you…

LinkedIn members represent potential high value customers…

3.2x 3x 3.7x

More likely* to be

looking for a new car

More likely* to own

multiple cars (>3)

More likely* to own

a luxury car

Due to the higher affluence of the member base compared to other platforms…

142

112 99

LinkedIn Twitter Facebook

Top 25%

earners

154

131

104

LinkedIn Twitter Facebook

Business

decision

makers

Providing access to audiences relevant to the Automotive Industry…

B2C B2B

Size of Audience

(Europe)

LinkedIn Audience

Definition

Luxury Car Buyers User Choosers Fleet Managers

9.6m+ 11.8m+ 1.8m+

Professionals with a seniority

level of Director and above


level of ‘Manager’ and above

who operate in Business

Development, Operations or

Sales Job Functions


level of ‘Manager’ and above

who operate in Administrative,

Finance or Purchasing Job

Functions

Where they are already demonstrating the behaviour on platform you can take advantage of…

24%> 30%> 26%>

20%> 40%> 30%>

103%> 86%> 43%>

more likely to

spend time on

the homepage*

more likely to

follow companies

on LinkedIn*

more likely to

share content*

B2C B2B

Luxury Car Buyers User Choosers Fleet Managers

We found that 45% of car purchases in Europe are triggered by a professional reason…

12%

15%

15%

22%

Changed/expect to change myjob or career, and current vehicle

no longer fits work needs

Achievement such as promotionor graduation

Want a vehicle that fits myprofessional image

Received/expect a raise, bonusor other new work-related income

35

And we can identify job trigger points via our custom segments, to reach auto buyers in a timely manner

Company changers

Career changers

Career starters

Promotion at different company in last 6 months

Promotion in company in last 6 months

H o w c a n w e a c t i v a t e a n d

e n g a g e t h i s a u d i e n c e :

Understand exactly who your audience are and the journey they

take leading up to a buying decision…

LinkedIn research on user-choosers

Field research:

Dec 2015 - Jan 2016

Scope: LinkedIn

members in Europe

(UK,NL,FR,ES,DE)

Respondents: 235 user

choosers – people who have

influence when deciding on a

company car

There are numerous touch points European car buyers take before making a decision….

0.5

1.2

1.1

2.1

1.8

2.1

Decision phase

Informationphase

Offline Online Dealer

Number of touchpoints used in the car buying journey1 (Average number by phase, Europe)2

5.4

3.4

1 in 10

Go to the dealer and

trust his/her advice

without using the web2

Engage with and influence your audience early and directly as they are the ones making the decisions…

6% 62% 23%

9%

Chosen by me

Chosen by myemployer

Entirely by me1 With some restrictions2 From a finite list of

specific vehicle options3

91%

91% user-choosers in Europe can decide on their vehicle

As they are in the market right now, but are as yet undecided as to which brand to choose…

of European LinkedIn members

in market for a vehicle

are undecided about the brand1

67% 55%

Have a budget of £40k+ for

their next car

Provide them with the content that they want to help aid their buying decision….

European user choosers seek a corporate car fitting their personal needs (important features)

9%

11%

15%

16%

20%

34%

39%

40%

43%

47%

Engine size

Features

Innovation

Style

Design

Safety

Fuel efficiency

Comfort/space

Car that suits my family needs

Technology

Deliver it through the mediums that they prefer to engage with….

7%

8%

9%

16%

18%

29%

40%

49%

Information about the company

White papers

Webinars/demos using video

Case studies

Topics/themes that are affecting the…

Buying guides

New automotive model launches

Third-party vehicle reviews

A varied content mix is relevant to European user choosers for auto purchases, going way

beyond product content

Combine these insights with understanding exactly WHO your audience are and HOW they differ can inform a robust strategy…

With 8.1m members, tailoring your targeting and content can help ensure your message

resonates with them on a more personal level…

Industry

Manufacturing

Construction

Tech

Medical

Seniority

91% Manager+

Content Planning

The auto industry on LinkedIn is still in

a growth stage

Why Content Marketing?

47

“According to our findings, the death of the traditional sales funnel is imminent…the explosion of digital channels has

enabled marketers to bombard potential customers with sales incentives and special offers, yet conversion rates are in free-fall

as most of this marketing material ends up, unread, in the recycling bin.

• Fleet News article on Sewells research study

Traditional advertising is ineffective for fleet sales

Purchase Influence comes from nearly every place

EXCEPT advertising

0% 0% 0%

3% 3%

4% 4%

5% 6%

7% 9%

10% 11%

14% 14%

20% 20%

0% 5% 10% 15% 20% 25%

Online Video SitesDirect MailAdvertising

Automotive Market or Review SitesSearch EnginesWord of MouthDealer website

MagazinesOnline Industry Communities

Industry AssociationsManufacturer's Websites

Dealership visitsManufacturer Representatives

Social Media SitesBlogs

Industry Conferences or ShowsManufacturer Sponsored Events

% of respondents whoconsidered the source"extremely influential"

Source: FleetAnswers.com Purchase Influence Study 2012

LinkedIn is the second source of information for

many purchase influencers

Source: FleetAnswers.com Purchase Influence Study 2012

51

So, fleet purchasers are on LinkedIn, consider it

influential, but ads are not the most influential way

to reach them. So let’s talk about Sponsored

CONTENT

Content marketing is

building a relationship with a

constituency by consistently delivering

helpful, inspirational,

or entertaining content

Tap into the aspirational mindset

Members’ top reasons for engaging with content range from education

to inspiration…

• Source: LinkedIn Content Research, June 2016

1. It’s educational or informative 62%

2. It’s relevant to me 61%

3. To stay on top of the latest trends 48%

4. It’s inspiring 40%

5. It helps with skill development 38%

A varied mix of content is relevant to ‘user choosers’ for auto purchases, going way beyond product content

7%

8%

9%

16%

18%

29%

40%

49%

Information about people at thecompany

White papers

Webinars/demos using video

Case studies

Topics/themes that are affecting themotor industry

Buying guides

New automotive model launches

Third-party vehicle reviews

Source: Source: LinkedIn member survey, 2016, N =235, Europe (UK,NL,FR,ES,DE), users who are involved in choosing their company car;

Question: Which of the following information types or sources would be most helpful for you to receive when deciding on an automotive brand?

FR, UK, DE, NL, ES

Where does great content come from?

People

Publishers

Brands

Best In Class: People, Publishers, and

Brands Unifying Around A Message

Finally, the top sponsored updates on LinkedIn speak directly to

a specific audience

To Recap

1. Content marketing bridges the gap between advertising and dealers/reps

to help your audience at every stage in their research process.

2. In order to do that, your content should be able to take many forms:

reviews, product launches, buying guides and industry trends

3. It should also incorporate a human element, whether that means using

humour, writing for a specific audience, or sourcing content directly from the

employee voice

But I Don’t Have Any Content

62

Let’s Find Some

64

Blogging Food Groups

Categories

Content Examples

Raisin Bran content: The basic, everyday content that

you can dish out quickly

• How-to posts

• Third-party posts

• Useful, relevant Articles

• Repurposing of old content

• Blog Posts

Spinach content: The stuff that’s good

for you, even if it’s difficult to chew

• Thought leadership pieces

• Guest Topics/ Blog Posts

• Case Studies

Roasts: The valuable, time-consuming projects that

leave your guests begging

for more

• Strategic research and analysis

• Trends POVs

• Big Inititatives

Chocolate cake content: Everyone wants

a second piece of this sweet treat

• Light-hearted, easily-digestible content

• Cultural content (e.g. Day in the Life)

• Amusing videos, graphics, stories

Tabasco* content: Sometimes you just need a little fire

on the tongue

• Bold statements with strong POV

• Calculated and strategic

And Put It In An Editorial Calendar

The Content Food Groups

A steady diet of quality content for your channels

Monday Tuesday Wednesday Thursday Friday Saturday

Case studies

Expert blog posts

Reviews Product

innovation

Electric

vehicles

Videos

Industry

trend

reports

Offers and discounts

Distribution

Mobile First

68

12:00 PM

6:00 AM

9:00 PM

Best Practices for Effective Sponsored Updates

Address Your

Audience Directly

A/B test and

optimise

Use targeting

effectively, but at

scale

Targeting

SME Company

size

Industry/Vertic

al

“While white-collar businesses such as solicitors, accountants or creative professionals focus on brand image and providing perk cars to attract talent, administrative services companies who are completely reliant on cars and vans tend to spend the bare minimum on keeping their employees

mobile.”

Targeting: testing SME message segmentation

Targeting: Industry + seniority + function

The profile of European luxury car owners on LinkedIn can inform

your targeting

- Manufacturing (incl. oil & gas)

- High tech

- Finance

- Medical

- Sales

- Operations

- Project & program management

- Engineering

Sources: LinkedIn member survey, 2014, N = 630, UK, France, Germany, the Netherlands

Top Functions Top sectors Manager +

75%

Targeting: Industry + seniority + function

As the profile of fleet influencers is quite similar, just a bit broader

- Manufacturing (incl. oil & gas)

- High tech

- Finance

- Medical

- Corporate

- Construction

- Sales

- Operations

- Project & program management

- Finance

- Marketing

- Business Development

Top Functions Top sectors Manager +

91%

Source: LinkedIn member survey, 2016, N =235, Europe (UK,NL,FR,ES,DE), users who are involved in choosing their company car;

Content – Best in Class

76

Tip# 1: Show, don’t tell

Demonstrate a spirit of innovation rather than

just talking about it.

77

Source: LinkedIn Sophisticated Marketers Guide 2016 c

75% Neurons in our

brains process visual information

60,000

visuals are processed faster than text

44% followers + likely to engage with brands if they

post pictures

Tip #2 Power of Visuals

78

• Choose an objective to measure

78

Tip# 3: A/B test single elements

79

3 updates

per week

Week 1 Week 2 Week 3 Week 4

By posting several updates simultaneously, the algorithm would optimize the

delivery to the content that performs best

Tip# 4 Consistency, Always-on! Be consistent with testing new content elements and audiences. Always start broad!

80

Access Toolkit – 7 free resources

PRODUCT OVERVIEW AND

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