Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

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Jason Miller

Business Technologie

The world’s largest professional network
1 As of Aug 1, 2013
2 As of June 27, 2013
238M+
Members Worldwide
Growing at more than two members per second
>3M
90%
1
2
Company Pages
Fortune 100 companies use LinkedIn
Talent Solutions to hire
1

©2013 LinkedIn Corporation. All Rights Reserved.
Your Philosophical Approach to Social is Killing Me

©2013 LinkedIn Corporation. All Rights Reserved.
70% of the Buying Cycle is Already Complete Before
a Prospect is Ready to Talk to Sales.

©2013 LinkedIn Corporation. All Rights Reserved.
You Better Have Content that Answers Their
Questions.

©2013 LinkedIn Corporation. All Rights Reserved.
ROI of Social is No Longer a Mystery

©2013 LinkedIn Corporation. All Rights Reserved.
7

©2013 LinkedIn Corporation. All Rights Reserved.
8
Social Media Leads Do Not Come in a Box

©2013 LinkedIn Corporation. All Rights Reserved.
All Leads are NOT Created Equal
9

©2013 LinkedIn Corporation. All Rights Reserved.
But, Social Leads are NOT Ready to Buy

©2013 LinkedIn Corporation. All Rights Reserved.
You Would Have Better Luck Finding…..

©2013 LinkedIn Corporation. All Rights Reserved.
Reach&Engagement
SocialLift
SocialLift
SocialLift
SocialLift
SocialLift
Landing
Pages
Website Social
Profiles
Online Ads Email
SocialLift
Events
Making Every Campaign Social

©2013 LinkedIn Corporation. All Rights Reserved.
Essentials for Success
Inbound is not Enough
4-1-1 Rule
Content is still king
Social Signals
Advocates
Go Visual

©2013 LinkedIn Corporation. All Rights Reserved.
Inbound + Outbound = Awesomeness

©2013 LinkedIn Corporation. All Rights Reserved.
Wait for it……

©2013 LinkedIn Corporation. All Rights Reserved.
Ready, Aim, Target - A Frictionless Content
Experience
16

©2013 LinkedIn Corporation. All Rights Reserved.

©2013 LinkedIn Corporation. All Rights Reserved.
The 4-1-1 Rule
“For every one self-serving tweet, you should re-tweet one relevant
tweet and most importantly share four pieces of relevant content written
by others.”
Do This Not This

©2013 LinkedIn Corporation. All Rights Reserved. 19

©2013 LinkedIn Corporation. All Rights Reserved.
Content Fuels Social….So ……….Repurpose,
Repurpose, then Repurpose Some More

©2013 LinkedIn Corporation. All Rights Reserved.
Washed Up? Who Says So? There’s Always Room
for a New Audience.
21

©2013 LinkedIn Corporation. All Rights Reserved.
Social Signals Influence Google

©2013 LinkedIn Corporation. All Rights Reserved.
Claim Your Content with Google Authorship:

©2013 LinkedIn Corporation. All Rights Reserved. 24
Kick-start My Content…..

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Leverage Your Employees & Advocates

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How About Some Free Links? Yes Please.

©2013 LinkedIn Corporation. All Rights Reserved.
Social for Lead Generation
28

©2013 LinkedIn Corporation. All Rights Reserved.
Which Social Channel Provides the Highest ROI?
(Goes to Eleven)

©2013 LinkedIn Corporation. All Rights Reserved.
From Social Direct to Your Pipeline
• $4620
• 7440 Successes
• $ per Success < $1.00
• 4482 New Names
• $ per New Name $1.00

©2013 LinkedIn Corporation. All Rights Reserved.
Prepare to Have Your Mind Blown

©2013 LinkedIn Corporation. All Rights Reserved.
The Seventeen Thousand Dollar Tweet
First Touch
Tweet!

©2013 LinkedIn Corporation. All Rights Reserved.
Short Forms Outperform Long Forms
Short (5)
Conversion: 13.4%
Cost per: $31.24
Medium (7)
Conversion: 12.0%
Cost per: $34.94
Long (9)
Conversion: 10.0%
Cost per: $41.90

©2013 LinkedIn Corporation. All Rights Reserved.
The Perfect Social Landing Page

©2013 LinkedIn Corporation. All Rights Reserved.
The Visual is the New Headline
36

©2013 LinkedIn Corporation. All Rights Reserved.
We are all Visual Thinkers…..
37
75% of the Sensory Neurons in our
Brains Process Visual Information

©2013 LinkedIn Corporation. All Rights Reserved.
Meet the Experts
38

©2013 LinkedIn Corporation. All Rights Reserved. 39
Desk.com Gets it

©2013 LinkedIn Corporation. All Rights Reserved.
The Infographic is not Dead. Claiming that
Something is Dead, is.
40

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Hell Yes! - First Page Results
41

©2013 LinkedIn Corporation. All Rights Reserved.
SlideShare is also a Search Engine
42

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Integrate Your Presentations Across Multiple
Channels
43
SlideShare Easily Embeds into Landing Pages, Blogs, and Renders Beautifully in Twitter.

©2013 LinkedIn Corporation. All Rights Reserved.
Bonus Lightning Round
44

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You May Ask Yourself, Why Didn’t I Think of That?
45

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Promoting Your Event? Check…..

©2013 LinkedIn Corporation. All Rights Reserved.
A Coupon Code Inside Your Slidedeck? I’ll Take It!
47

©2013 LinkedIn Corporation. All Rights Reserved.
A Visual Journey of FAQs? Genius.
48

©2013 LinkedIn Corporation. All Rights Reserved.
Clickable Links Inside your SlideShare Deck,
Boom!
49

©2013 LinkedIn Corporation. All Rights Reserved. 51
I Love You All.
Goodnight!

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1. ©2013 LinkedIn Corporation. All Rights Reserved. Marketing Solutions Driving Revenue w/ Social, Content, Marketing Automation Jason Miller, Sr. Content Marketing Manager @JasonMillerCA @LinkedInMktg @LinkedIn @SlideShare

2. The world’s largest professional network 1 As of Aug 1, 2013 2 As of June 27, 2013 238M+ Members Worldwide Growing at more than two members per second >3M 90% 1 2 Company Pages Fortune 100 companies use LinkedIn Talent Solutions to hire 1

12. ©2013 LinkedIn Corporation. All Rights Reserved. Reach&Engagement SocialLift SocialLift SocialLift SocialLift SocialLift Landing Pages Website Social Profiles Online Ads Email SocialLift Events Making Every Campaign Social

18. ©2013 LinkedIn Corporation. All Rights Reserved. The 4-1-1 Rule “For every one self-serving tweet, you should re-tweet one relevant tweet and most importantly share four pieces of relevant content written by others.” Do This Not This

33. ©2013 LinkedIn Corporation. All Rights Reserved. Research data, funny videos, curated lists, infographics, thought leadership Thought leadership and entertainment to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, whitepapers, analyst reports, webinars Pricing, demos, services information, 3rd party reviews, customer case studies Early Stage Middle Stage Late Stage

34. ©2013 LinkedIn Corporation. All Rights Reserved. Short Forms Outperform Long Forms Short (5) Conversion: 13.4% Cost per: $31.24 Medium (7) Conversion: 12.0% Cost per: $34.94 Long (9) Conversion: 10.0% Cost per: $41.90

Notes de l'éditeur

We’re making great strides toward our mission:LinkedIn has over 238 million members, and we’re now adding more than two members per second. This is the fastest rate of absolute member growth in the company’s history. Sixty-five percent of LinkedIn members are currently located outside of the United States.LinkedIn counts executives from all 2013 Fortune 500 companies as members; its corporate talent solutions are used by 90 of the Fortune 100 companies.More than 3 million companies have LinkedIn Company Pages.LinkedIn members did over 5.7 billion professionally-oriented searches on the platform in 2012.[See http://press.linkedin.com/about for a complete list of LinkedIn facts and stats]
Mention short forms and progressive profiling
See customer preso
Rich media content ads, interactivity and lead gen within the LinkedIn experience. Creating a much more relevant experience. The idea is not to create more content, but better target the content that you already have.
Old becoming new again. Content that others may still find valuable. Well, no one told Vegas, or the band.
Super easy to do and with the right software this can go on autopilot.
The dollar store for leads, but more like a Nordstrum for leads as these are quality. Many times middle of the funnel as they are searching for something specific. Searching for a specific solution to their problem.
Map content to the buying stage {keep it short}
There is a famous quote from the father of advertising, David Ogilvy that says, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” I think this statement holds true today, but with the insertion of a visual element as the new headline
We are all visual thinkers. 75 percent of the sensory neurons in our brains process visual information. As prospects and customers continue to be bombarded with information in the form of pure text such as whitepapers and blogs, it can be difficult to differentiate your content from the competition. Visual content can help. Visual language aids in decision making, is more persuasive, and makes a better, longer overall impression than simple text
Showcasing expertise by publishing to Slideshare.
18K views on Slideshare alone, not counting the other places. Slideshare introduced new optimized viewing for Infographics.
Keywords in your titles and descriptions.
#1 for Inbound Marketing from one presentation.
Embedable into landing pages, blogs, renders perfectly in Twitter.
Badass style is understated but instantly recognizable. Like a chopped Harley or a good pair of sunglasses: simple, direct, and functional.Marketers can apply this easily apply this mentality to their SlideShare strategy

Driving Revenue w/ Social, Content, Marketing Automation - Scoop.It Meetup

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Notes de l'éditeur