pr of sweden: linkedin som social plattform för b2b
DESCRIPTION
Maria Wade från LinkedIn föreläste för PR of Sweden om hur LinkedIn bäst används som social plattform för B2B.TRANSCRIPT
©2012 LinkedIn Corporation. All Rights Reserved.
Marketing Solutions
Förbättra ditt professionella varumärke med LinkedIn
©2012 LinkedIn Corporation. All Rights Reserved.
Maria Wade Account Director, Sweden LinkedIn
©2012 LinkedIn Corporation. All Rights Reserved.
©2012 LinkedIn Corporation. All Rights Reserved. 4
5M+
Canada
70M+
USA
9M+
Brazil
3M+
Australia
34M+
Europe
16M+
India
4M+
Southeast Asia
10M+
Middle East & Africa
187,000,000+ registered members1
5
Everywhere Work wherever our
members work
Insights Be great at what
you do
Identity Connect, find, and
be found
6
37,500+ Links shared
900,000+ Pages viewed
160,000+ Professionals will visit
10,000+ New members
LinkedIn Stats - in the next 90 minutes
MEMBERS WORLDWIDE
187,000,000+
58M+ Since Talent Connect 2011
34M+ Members
8
LinkedIn in Sweden
8
Members
1,161,000
Managers, Directors, VP, Owners
285,000
What do Swedish members do on LinkedIn?
10
Your profile on LinkedIn Tips on how to use LinkedIn
14
Your professional brand online
15
Your customised url
Your professional profile picture
Your headline
Your summary
LinkedIn’s iPad application
16
Stefan Ahlström Vice President
Your career timeline: thoughtfully building your network
Past Company
School
Current Company
Clients
You
Friends
Inmaps.linkedinlabs.com
17
Signal: a tool to filter your daily news feed
18
LinkedIn Today: your personalised newspaper
19
1M + Unique
Publishers
Participate in groups
20
Frequency of LinkedIn visitors
Source: Lab 42
21
22
Source: Power+Formula 2012 LinkedIn User Survey
Time spent on LinkedIn
©2012 LinkedIn Corporation. All Rights Reserved.
Social Media is on the rise
Word of Mouth Marketing
25 ©2012 LinkedIn Corpora3on. All Rights Reserved.
Building Relationships
Listening to customers
Source: Q11– Why do you typically use the following websites? I typically use [website] to.. Base: Professional SN users (5204) Personal SN users (8692)
What are the top 5 reasons people use social networks?
Professional Networks Personal Networks
“Invest Time”
Socialise
Stay in touch
Be entertained
Kill time
Share content
Maintain professional identity
Make useful contacts
Search for opportunities
Stay in touch
Keep up to date for career “Spend Time”
1
2
3
4
5
Source: Q10a– Information to receive Base: Professional SN users (5204) Personal SN users (8692)
What are the top 3 content types people expect?
26% higher than
personal
Professional Networks Personal Networks
“Invest Time” “Spend Time”
Career info
Updates on brands
Current affairs
Info on friends
Info on personal interests
Entertainment updates
1
2
3
The value we bring to our clients
Audience
Affluent, in-market decision makers
Context
Professional environment
engenders trust and confidence
Impact
Network effect extends your marketing beyond
the initial investment 28
©2012 LinkedIn Corporation. All Rights Reserved. 30
Defining the right audience
Professional Details
Educa2on
Groups / Associa2ons
Geography
Job Title/ Industry
Company Name
29
LinkedIn’s offer
30
©2012 LinkedIn Corporation. All Rights Reserved. 32
Create a Company Page
32
Introducing Targeted Status Updates
33
Unique Targeting Dimensions
54,534 targeted followers (out of 236,031 total followers)
Introducing New Follower Analytics
34
Self-serve follower dashboard
Track company status
update engagement
metrics
Segment followers on targetable dimensions
Track new follower acquisition
Display advertising: targeting your audience by
35
Function Seniority
Company size Company reached
Key take-aways
• Unique marketing opportunities
Social media
• Expand your social media presence
Company page
• Unique insights with LinkedIn Display
36
Connect: Professional Women’s Network Powered by
Citigroup: Engaging professional women through social platform
39
Objectives
Products Used ü LinkedIn Managed Group ü LinkedIn Today special edition ü LinkedIn Polls
• Reach professional women unique forum
• Provide content to strengthen women’s financial futures
• Elevate awareness of Citi brand
30,000+ members in the first 3 months
Results
FINANCIAL
18% week-over-week growth
Special Microsite: Women & Co. by Citi
40
FINANCIAL
How to engage professional women?
41
LinkedIn Today Special Edition
42
Polls: Powerful content generators
43
Citi Connect : Community Ecosystem
44
45
Tack för mig!