workshop for staffing leaders: lead generation with social media

LinkedIn #STAFFING©2013 LinkedIn Corporation. All Rights Reserved.

Lead Generation with Social Media@alexCharraudeau – Media Solutions Consultant

11th November 2014, Milan LinkedIn Offices


Alex Charraudeau

Ex-recruiter 7 years as a recruitment marketing guy Web design, development, brand strategy, search marketing, email

marketing, social media strategy At LinkedIn I help recruiters get the most out of LinkedIn

LinkedIn

@alexCharraudeau

Google+

http://uk.linkedin.com/in/alexcharraudeau/

http://twitter.com/AlexCharraudeau

http://twitter.com/AlexCharraudeau

https://plus.google.com/105133199897515233027/


Agenda

1. Introduction to LinkedIn’s proposition

2. Understanding the Italian market

3. 25 Tips for B2B Marketing


The world is

changing fast…Candidates & Clients

MoreConnectivity

MoreChoice

MoreChannels

1980’s 1990’s 2000’s 2010’s

FilingCabinet

Recruiters

OfflineDatabase

JobChannels

SocialMedia


Social mediais here to stay, embracingits power is the key

57%

of the decision to ‘buy’is now made before any

commercial contact with your business1


Professionals use LinkedIn for

3 valuable reasons

KnowledgeThe definitive

professional publishing platform

NetworkWe connect the

world’s professionals

IdentityThe professional profile of record


The best recruiters

act like marketers

Social media keeps the conversation going1

…because you need to nurture your audience

Sales is one-to-one, marketing is one-to-many2


LinkedIn has

every audience you care about…


We recommend

3 simple steps

Your followers & Your brand

Nurture your target audiences

Build Engage Recruit /Convert

LinkedIn #STAFFING©2013 LinkedIn Corporation. All Rights Reserved. 10

25 Tips For B2B Marketing


1. Start with insight.

Start with research Understand your target audience and where they are online Look at your database and speak to sales people to better understand your

targets

Partner CXO VP Director Manager Senior Entry


2. Ask the audience

Finding out what your target audience is interested and their challenges is essential

There is no excuse for not speaking to these prospects


3. Start segmentation

Tailored messaging makes all the difference According to a study 74% of online consumers get frustrated with websites

when the content has nothing to do with their interests Targeted landing pages increase conversions by 400%


4. Make Social Selling part of your business

77% of buyers say they are more likely to buy from a company whose CEO uses social media

Alistair Cox was the 614,018 person to join LinkedIn (27m before me!) and is one of the 250 influencers on LinkedIn


5. So what do you actually want your targets to do?

Decide on the acceptable outcome of your marketing– Fill in form, email address, full contact details, order form signed!

Measure key metrics to see how you can improve this Find common triggers to get people to convert


6. Build the right Calls to Action

The “Big Hook” strategy

Awareness, Consideration, Preference, Conversion


7. Before they Convert they have to like you

Average website conversion for companies with defined content processes is more than twice that of companies without (5.9% vs. 3.8%)


8. Tell a Story

58% of B2B marketers and 60% of B2C marketers will increase their content marketing budgets in 2014


9. Awareness comes first

Images are important! 90% of information transmitted to

the brain is visual, and visuals are processed 60,000X faster in the brain than text


Test your updates!


Perfect content for active / semi-active candidates


Humour, images and an understanding of the market – a winner


Great way to introduce the team with a strong image


Link to articles – this gets 45% more engagement


Leading with statistics can help drive up clicks. Images with numbers stick out.


10. Extend your reach

Your followers, fans, members, connections will see your content.

They may spread this further through social amplification if the content is relevant and engaging.

To reach a wider audience, or to push your message out at scale quickly consider advertising. Organic

Earned

Paid


Sponsored Updates

Click-through rates on desktop LinkedIn are 10x as high as traditional display ads.

Content generates 6x more engagement than jobs.


Sponsored Updates

HR professionals

HR professionals in Oil and Gas

Senior HR professionals in Oil and Gas

Senior HR professionals in Oil and Gas at ENI

One of the most targeted ad products on LinkedIn

Target on:– Seniority, Function,

Industry, Job title, Geography, Current Company, School, Skills, Groups


11. Create content based on the Sales Funnel

Infographics Insight Industry news

Tips + tricks Interviews Etc…A

war

enes

s

Co

nsi

de

rati

on

/

Pre

fere

nce

Con

vers

ion

Case studies Testimonials “Day in the life”

Meet the team Etc…

Landing pages Registrations Discounts

Etc…


0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

12. Promote content that they have already shown interest in

Tag people in your CRM and remarket accordingly See what works in groups / Followers and do more of the same 80% of the time use messaging works but experiment with the other 20%


13. Use Google Analytics to the fullest

https://business.linkedin.com/marketing-solutions/c/14/1/sophisticated-guide-for-marketing?src=lmn-di&utm_source=displayad&utm_medium=bizo&utm_campaign=BMN_Sophisticatedguide&veh=veh=BMN_SophisticatedGuide_SU










13. Use Google Analytics to the fullest

Also known as UTM parameters, UTM codes are little snippets of text added to the end of your URL to help you track the success of your content on the web.

http://blog.hubspot.com/9-reasons-you-cant-resist-list?utm_campaign=blogpost &utm_medium=social&utm_source=facebook

It lets your analytics know that someone arrived through a certain source or overall marketing channel

Here are the five things you can track with UTM codes:– Campaign: Groups all of the content from one campaign in your analytics. – Ex: utm_campaign=20percentpromocode– Source: Which website is sending you traffic.– Ex: utm_source=Facebook– Medium: The type of marketing medium that the link is featured in.– Ex: utm_medium=socialmedia– Content: Used to track the different types of content that point to the same URL from the same campaign, source, and medium

codes. Often used in PPC or with two identical links on the same page.– Ex: utm_content=sidebarlink or utm_content=headerlink– Term: Used to identify the keywords you've paid for in a PPC ad. – Ex: utm_term=marketing+software


14. Create Advocates

Your customers are your biggest opportunity for new business

Are they following you? Harness social sharing Referral schemes – traditional and

digital Find your fans


15. Building email / remarketing lists

16% of companies employ a fulltime social media specialist and 11% are paying a dedicated email marketer.


16. Start solving problems


17. Planning the journey

Marketers own the online experience, but must guide sales people as to the experience that is continued

Online Experience Offline Experience


18. Work with your Sales teams

What the Sales Team wants

What Marketing wants


19. Use Video

50% of executives watch business-related YouTube videos at least once a week.

“How to videos” most searched phrase in YouTube YouTube is the second biggest search engine after Google… (Google also

prioritises YouTube content in search results)


20. Optimise your videos

In video links and calls to action


21. Plan multidimensional campaigns

Keep a story uniform and unified across multiple platforms. Tell the same thing several times


21. Plan multidimensional campaigns


22. Spot light your brand

Generate Followers or drive people through to targeted landing pages on your own website

Targeted on: Industry, Function, Seniority, Company Size, Company Name, Groups, Geography


23. Complementing your existing marketing

Build / Awareness

Engage

Consideration / Preference

Recruit / Conversion

Twitter Content

Facebook

CompetitionsSurveys

Event

SponsorshipJob boards Regional events

SEO / PPC (content)

SEO / PPC (jobs)

Email

Direct response

Job boards

Competitions

Salary surveys

PR National / local press

Content team

Blogging


24. Broad to Targeted

51

Advertising & Traffic Drivers – Awareness

Sponsored Updates – Consideration

Articles – Conversion


Employee Profile Advertising / Social sharing

January

February

March

April

May

June

July

Augus

t

September

Octobe

r

November

December

Advertising – generate more Followers

Sponsored Updates

Company / Career Page

Organic Updates


25. Influence Members

Own the home page and key areas of LinkedIn for your target markets

Accent Jobs

Accent Jobs


5 Things to do on LinkedIn tomorrow!

1. Book a meeting with the directors to talk about Social Selling.

2. Understand your Followers.

3. See what content works and analysis your Analytics.

4. Start creating more content!

5. Build awareness at scale, engage at scale and convert at scale.

workshop for staffing leaders: lead generation with social media

Recruiting & HR