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Category: Energy; Country: US; Strategy: Branding; Products: Display Ads, Sponsored InMailsCompany Page: http://www.linkedin.com/company/vestasChallenge• Raise awareness of the brand benefits for companies that use wind energy• Reach key stakeholders in specific companies to drive consideration for wind energy and Vestas as a preferred partner Solution• Deliver dynamically generated LinkedIn banner ads with messaging customized to the viewer’s company and position• Direct click-throughs to customized, company-specific microsites with high-value content• Use adaptive design to ensure an optimal experience for users receiving the campaign cross-devices including desktop, tablet and mobileResults• 11 million impressions with a click-through rate (CTR) of .11 – .21% among targeted companies• 10,680 corporate executives, employees and key opinion leaders visited the site, averaging 7.02 minutes• High efficiency with minimal waste: 80% of targeted opinion leaders & 30% of targeted executives visited the microsite spending an average of +8 minutes
Category: Software; Country: US; Strategy: Branding; Products: Company Page, GroupsCompany page: http://www.linkedin.com/company/hubspotInbound Marketers Group: http://www.linkedin.com/groups/Inbound-Marketers-Marketing-Professionals-21005Challenge• Engage with B2B marketing professionals• Raise awareness of HubSpot’s inbound marketing expertise• Set HubSpot apart from competitors Solution• Launch LinkedIn Company Page and post status updates to engage followers• Create LinkedIn Group for Inbound Marketers and take part in conversationsWhy LinkedIn?• Professional audience eager to engage in business discussions• Social tools and status updates encourage commenting and sharing• Many opportunities for HubSpot to share thought leadership and expertiseResults• 16,500 followers and 82,000 group members• Exponentially higher conversions for customers than other social networks - HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%, almost 3 times higher (277%) than both Twitter (.69%) and Facebook (.77%).• Thought leadership position helps improve lead generation efforts
Category: Software; Country: US; Strategy: Direct Response and Branding; Products: Display AdsCompany Page: www.linkedin.com/company/teksystemsChallenge• Generate demand among IT decision makers• Increase brand awareness among IT professionalsSolution• Combine branding and direct response in a LinkedIn campaign targeting IT decision makers and featuring both display and text ads• Build brand awareness and generate conversions by driving traffic to the TEKsystems website, which offered free downloads of white papers and case studies highlighting the value of using staffing services to fill critical IT positionsResults• An ideal audience mix: 1% company owners, 4% C-level executives, 50% senior IT decision makers• Over 1.1 million impressions delivered to 170,000+ unique audience members• Click-through rate of .07% for branding-focused, well above industry average• A high level of trust in messages delivered through the LinkedIn environment
Category: Business Services; Country: US; Strategy: Direct Response; Products: Display Ads, Text AdsCompany Page: http://www.linkedin.com/company/7658Challenge• Reach highly targeted audiences at scale• Reduce cost per lead• Increase membership to drive revenueSolution• Place display and text ads on LinkedIn• Target ads to CEOs and business owners• Continuously test and optimize from LinkedIn’s wide portfolio of marketing solutionsResults• Volume of leads delivered from ads on LinkedIn increased by 114% month over month• Cost per lead decreased by 26% over the same time period• LinkedIn generated 89% more leads than the same campaign on a leading ad network, at less than a third of the cost per lead• Higher-quality leads that are more likely to convert• Continued success over time without diminishing returns
Category: Healthcare; Country: US; Strategy: Branding; Products: Content AdsCompany Page: http://www.linkedin.com/company/8710Challenge• Showcase thought leadership material• Reach highest level of decision-makers• Capture prospect info for lead generationSolution• Increase access to thought leadership via LinkedIn content ad unit• Target C-level executives in healthcare, as well as other infuencers• Drive traffic to corporate website and TwitterResults• 61% rise in click-to-conversion rate• More names and contact info for lead-gen pipeline• Increase in Twitter followers improves social media
Category: IT; Country: India; Strategy: Direct Response; Products: Sponsored InMails, Display AdsCompany Page: http://www.linkedin.com/company/hearsay-socialChallenge• Generate demand for Hearsay’s social media marketing solutionsSolution• Deliver Sponsored InMails offering timely, high-value content to decision makers when they need it mostWhy LinkedIn?• Unique ability to hyper-target Sponsored InMails by company, job title, industry, and company• High level of confidence of LinkedIn members in the trustworthiness of the information they receive through the siteResults• Open rate of 29%• Click rate 23%• Numerous qualified meetings scheduled as a result of the campaign
Category: Education; Country: US; Strategy: Branding – Audience Targeting; Products: Display Ads, PollsCompany Page: http://www.linkedin.com/company/stevens-institute-of-technologyChallenge• Raise awareness of degree programs• Drive inquiries from prospective students• Create a brand presence in professional online community• Deliver messages to hard-to-identify graduate degree candidatesSolution• Deliver Sponsored InMails to regional LinkedIn members• Target display ads to relevant LinkedIn Groups• Launch self-serve pay-per-click LinkedIn Ads for message saturationWhy LinkedIn?• Tech-savvy, professional audience• Ability to create brand presence across online community• Members self-identify interests and future career goals• Targeting by geography, education level, jobs, and group affliationsResults• CTRs up to 12%• 21% open rate for best performing Sponsored InMails• Increase in information requests for new degree program• Building conversations with precise audiences
Category: Education; Country: US; Strategy: Targeting; Products: Sponsored InmailCompany page:Challenge• Drive membership among hard-to-reach students• Reach specific demographic group by region and industry• Identify targets before they have completed degree program• Deliver in-depth messages about membership benefitsSolution• Target members of finance, accounting, and CPA exam groups on LinkedIn• Use one-to-one Sponsored Inmail to cut through message clutter• Provide membership benefit details to increase impact of messageWhy LinkedIn?• Ability to precisely target by professional interests as well as region and industry• Professional audience receptive to messages about career growth• Members self-identify interests and future career plans• Sponsored Inmail offers one-to-one communicationResults• 40% open rate for best-performing Sponsored Inmail• CTRs up to 15%• Helped contribute to a 47% growth of student members in three months• Allowed LinkedIn to be one of the top 20 of all web referrals to all of CalCPA.org
MARKETING.LINKEDIN.COM 10Learn how other marketers successfully met their objectives:marketing.linkedin.com/success-storiesLearn how you can reach LinkedIn’s audience of professionals:marketing.linkedin.com/contact