webinar: maximizing the roi of your sponsored updates campaigns
TRANSCRIPT
Webinar: Maximizing the ROI of
Your Sponsored Updates Campaigns
Selin Tyler
Sr. Product Marketing Manager
Kellie Sakey
Director of Strategy
Today’s Speakers
Agenda
1. Overview of Sponsored Updates Partner Program
2. Unified: Best Practices for Paid, Owned, and Earned
3. Q&A
Before We Get Started…
Questions?
– WebEx: Send them in via Q&A feature.
– Twitter: Tweet them via #LinkedInContent.
Recorded?
– You bet. Distributed afterwards.
Feedback?
– Survey will be available at the end of webinar.
Overview of LinkedIn’s
Certified Marketing Partner
Program
LinkedIn’s Rise as a Leading Content Marketing Platform
• Content Engagement is 7X
higher vs. Jobs…
• Growth of Pulse, Influencers,
Long Form Publishing,
Slideshare…
• Newsfeed has become the
content epicenter…
Content has created an opportunity for Marketers….
Sponsored Updates
• Fastest growing LinkedIn product…
ever.
• Native within the LinkedIn newsfeed
across all devices.
• Only advertising product that allows
you to reach mobile users, now more
than 50% of traffic.
• PPC auction based pricing helps
marketers manage their bids and
achieve ROI.
With these results… the competition has grown
Content surging with help from new products…
Showcase Pages Direct Sponsored Content
So… What can you do to get ahead of the curve?
Helping Sponsored Updates Clients Every Step of The Way
LinkedIn Certified Marketing Partners
CONTENTCOMPANY
PAGESSPONSORED
UPDATES
CREATE PUBLISH PROMOTE
Publisher, syndicated, and
custom content from
vetted sources
Tools and services to improve
effectiveness and efficiency of
campaigns across social channels
Tools for posting organic
content across social
channels
SPONSORED UPDATES
Increasing intersection of partner offerings
The Line Up of Certified Marketing Partners
COMPANY PAGESCONTENT
Sponsored Updates Partners
How Sponsored Updates API Partners work:
Social
Ad API
Partners
Platforms
• Social Ad API Partners build advanced technology on top of Social Network Ad APIs.
• They provide software tools and services to brands/agencies.
• Functionality includes enhanced campaign creation, management, optimization, and insights.
Brands
Agencies
Partners build robust features using the LinkedIn Ads API
Partner’s Technology vs. LinkedIn Native
LinkedIn native
campaign platform Partner capabilities
Real-time performance
alerts and triggers
Bulk edits to campaigns
Scheduling, day-parting
Multivariate testing
Manage social spend
across channels
Assisted service across
social channels
Advanced reporting
dashboard for self-serve
Assisted service on
Conversion Tracking
Partner Performance 3X higher vs. Benchmark
0.99
0.62
0.36
0.35
Assisted
Self Serve
Partner
(Self-Service)
Partner
(Managed)
Dec. 2014 – Jan. 2015 Median CTR By Service Tier (%)
Source: LinkedIn Internal Data
Before After
• 0.27% CTR
• 0 DSC
• 0.63% CTR
• ALL DSC
• Conversion
Tracking
• Automated 50%
of Manual Work
• 0.59% CTR
• $4.50 CPC
• 2.52% CTR
• $2.66 CPC
• Expertise and
support from a
certified partner
• 2X+ CTR
• 3X More Leads
• 5X Time Saved
• 4.2X Higher CTR
• 1.5X Lower CPCs
Client Example:
B2B Tech Start Up Lead
Gen Advertiser
Self-Serve Partner Tool
Client Example:
Enterprise Mobile
Company
Managed Service Partner
PR
IMA
RY
US
ER
PRIMARY SERVICE MODEL
Client Marketers
Agencies
Manag
ed S
erv
ice
Self-S
erv
ice
Linkedin Partners by Primary Service Type
Note: Partners may offer multiple service
types and cater to multiple use-cases,
Checklist For Getting Started With Partners
1. Document your requirements and
resource needs
– Key features beyond the native tool
– Managed Service vs. Self Service
2. Review agency-partner relationships
3. Learn the differences and set up a demo
• LinkedIn can help you with this! Ask your rep or
e-mail [email protected]
4. Select a partner & start running more
effective and efficient campaigns! Look for the CMP badge!