A Special Invitation
How Your Content Marketing Can Create Meaningful Connections
Thursday, September 12, 2013
2:00pm – 4:30pm EDT (Followed by Cocktail Reception)
Ottawa, ON
Content marketing is not a new marketing phenomenon by any means, but it is one that is growing exponentially in prominence and importance.
It’s growing because marketers are responding to the reality that buyers are forming perceptions about brands without those brands having an opportunity to share their perspective.
Please join LinkedIn Marketing Solutions in Ottawa on Thursday, September 12th for "How Your Content Marketing Can Create Meaningful Connections."
Designed especially for marketing leaders, you'll learn how your Content Marketing can create meaningful connections and ultimately, impact your revenue.
Agenda:
2:00 - 2:30pm: Registration
2:30 - 3:30pm: How Your Content Marketing Can Create Meaningful Connections
3:30 - 4:30pm: Getting Started With Content Marketing on LinkedIn
4:30 - 5:30pm: Cocktail Reception and Networking
Venue:
Canadian Museum of Nature
240 McLeod St
Ottawa, ON K2P 2R1
Mtg Room: 4th Floor Gallery
9. Only 15% of B2B marketers reported using social
media in 2007
By 2012 91% of those marketers reported using social
media as part of their marketing strategy
- Ogilvy’s 2012 Social Media Study
10. Social technologies today…
>1.5 billion
– Number of social networking users globally
80%
– Proportion of total online users who interact with social networks regularly
70%
– Proportion of companies using social technologies
90%
– Proportion of companies using social technologies that report some business benefit
from them
14. The total number of social network users worldwide
will surpass 1.7 billion in 2013
This audience will reach 2.55 billion by 2017
15. HALFof All Adults
use social
networking sites vs.
5% in 2005
5%
50%
All Adults
2005 2012
Source: Pew Research Center's Internet & AmericanLife Project surveys:
February 2005, August 2006, May 2008, April 2009, May 2010, and May 2011.
16. Social users
GETTING
OLDER
Making part of their
DAILY ROUTINE
9%
49%
67%
76%
86%
83%
7% 8%
25%
48%
61%
70%
6% 4%
11%
25%
47%
51%
6%
1%
7%
13%
26%
33%
2005 2006 2008 2009 210 2011
18-29 30-49 50-64 65+
Source: Pew Research Center's Internet & AmericanLife Project surveys:
February 2005, August 2006, May 2008, April 2009, May 2010, and May 2011.
19. Social ad spend to increase to $860M by 2015
US Social Network Ad Revenues, 2011– 2015 (billions)
20. Source: Pew Research Center's Internet & American Life Project surveys:
February 2005, August 2006, May 2008, April 2009, May 2010, and May 2011.
96%
96%of companies
increasing their
social media
investments
21. Content marketing is the #1 digital marketing priority
Source: Econsultancy and Adobe, “Quarterly Digital Intelligence Briefing: Digital Trends for 2013,” Jan 10, 2013
Worldwide leading digital marketing priorities in 2013 (% of respondents)
9%
11%
24%
26%
30%
31%
37%
38%
39%
39%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Video Marketing
Marketing Automation
Joining Up Online & Offline Data
Brand Building/Viral Marketing
Mobile Optimization
Content Optimization
Targeting & Personalization
Social Media Engagement
Conversion Rate Optimization
Content Marketing
22. “Every day we see the power of social
media to power connections between
brands and consumers. For brand
marketers, choosing not to connect is
simply no longer an option.”
23.
24. Brand relationships have evolved, fueled by the significant
influence of social platforms
To a dynamic customer journeyFrom top-down funnel
5. Loyalty
Influence
Loop
3. Purchase
4. Experience
6. Advocacy
1. Awareness
2. Consideration
25. Buyers Are Getting Savvier
through decision
making process
60%
First contact
with supplier
Due
diligence begins
Purchase
decision
Consideration
list formulated
26. “Survival Skills 101 for the next
five years will be deriving
insight ahead of peers.”
–IBM CEO Study 2012
27. 1 of every 3
professionals
on the planet is LinkedIn
46. Digital consumption is only increasing as consumers
add devices
Source: Cisco Systems, Cisco Visual Networking Index (VNI): Forecast and Methodology 2013
0
10000
20000
30000
40000
50000
60000
70000
80000
2012 2013 2014 2015 2016 2017
Global Consumer Web Traffic (Petabytes per month)
Deskto
p
Mobile
47. The dramatic increase in digital consumption is true also on
LinkedIn
57% Growth in page
views y/y 32% Growth in monthly
users y/y
’04 ’05 ’06 ’07 ’08 ’09 ’10 ’11 ’12 ’13
1M 4M 7M 16M 31M 53M 87M 144M 200M 225M+
LinkedIn Global Membership
55. Brand results and advocacy from LinkedIn followers
“We can have dialogues with potential customers in a way that
encourages organic growth of the community.”
Bryna Corc
Digital Marketing and Social Media Strategis
112% increase in CXO followers
15% higher engagement rate with CXOs
vs. non-CXO followers
Followers 2.5X more likely to recommend
HP solutions
56. Deepen the conversation with groups
Professional Woman’s Network
2X
More Engagement than average Group
47%
Higher Unaided Brand Awareness
165,381
members
1,181
comments last week
56
61. “In short time posting on LinkedIn,
quality of comments is higher than
anything I've seen in 12+ yrs of
online journalism.”
Herb Greenberg
Writer, TheStreet
63. Make your customers more productive and successful#1
BlackRock 4 things to know about gold's biggest sell-off in years http://bit.ly/12FpSCZ
Has Gold Lost its Luster? | iShares Blog
bit.ly • Of all the investment topics I've discussed with clients, whether to
invest in gold usually elicits the most divergent opinions. As an investment
that is almost impossible to value, people's views on gold are often more a
matter of philosophy than...
Like (12) • Comment (6) • Share • 9 days ago
64. Be the editor#2
Citi Who are the most influential, iconic women in the world? In this video, Time Magazine’s Executive Editor
profiles far-reaching women in from the magazine’s 100 most Influential People in the World list
http://on.citi.us/Yc8kPt
Who Are The Most Influential Women in the World?
on.citi.us
TIME Executive Editor Radhika Jones discusses the
far-reaching influence of the iconic women on the 2013 TIME 100 list.
Like (51) • Comment (7) • Share • 3 days ago
80. Diverse professional communities
A Truckload, Trucking,
Logistics, Supply Chain group
The CIO Network group
The CPG Supergroup
The Rotary Kiln Refractory
Problems and Solutions group
81. High quality discussions
CIO Network
MEMBERS
67,551
Lou Marcoccio
A CIO and IT advisor
Many CIOs are abandoning ITIL, while others use it
religiously. Is it still appropriate and why?
1 month ago See all 115 comments >>
91. 91
On LinkedIn, brands build relationships with the world’s professionals
by using accurate targeting to deliver relevant content
Target Publish Extend
Target with accuracy
to reach a high
quality audience
Publish relevant
content in a
professional context
Extend engagement on and
off LinkedIn
93. 93
Company Pages
Your home on the world’s largest professional network
Be found by and connect to
the people that matter most
Leverage as a hub for
content marketing efforts
Represent your brand
identity with images and
video
94. 94
Sponsored Groups
Branded community where members discuss topics that matter to them
Influence organic discussions
with potential advocates
Demonstrate thought
leadership and build loyalty
Own ad space in the Group to
distribute content
96. 96
Followers
Professionals that have opted-in to a relationship with your Company
Build a direct communications
channel to those most
interested in your business
Engage them via:
• Free Company Updates
• Promoted Updates
• Sponsored InMail
• API experiences and
more
Recruit more through paid,
owned and earned channels
97. 97
Company Updates
Ongoing dialogue with your dedicated Followers
Deliver standard or rich
media content for free
Boost relevance by targeting
sub-sets of Followers
Drive engagement to fuel
social sharing
98. 2x
more likely to
purchase and
recommend1
Company
Followers
4x
better vs. Twitter
and Facebook2
B2B
conversions
50%
are more likely to
purchase from a
company they
engage with on
LinkedIn3
Company
Presence
Sources: 1. Client Follower research study in the U.S., 2012; 2. Hubspot study of 3,128 B2B companies in 2011; 3. LinkedIn
Follower Research, 2012
100. LinkedIn Banner and Text Ads
Leverage our prominently placed, high impact ad units
300x250 Big Box (IAB Standard) 160 x600 Skyscraper (IAB Standard)
Premium Text Link
728 x90 Leaderboard (IAB Standard)
102. 102
Sponsored Polls
Engage members and extract professional insight
Receive timely intelligence
from a targeted focus group
Encourage interaction that
fuels earned media
Tailor the experience with
ads displayed by user
response
103. 103
Join Group Ads
Boost membership and drive traffic
Target the ideal
professionals to join the
community
Increase Group awareness
and with co-branded units
Remind members to return
to the Group
105. 105
Putting it all together
in 3 easy steps
1 Create landing page with
lead collection form
2 Post as a Company
Update
3 Sponsor the
update
106. Display media + content work better together
Display Media + Sponsored InMail
Up to 2× higher InMail open
rates
Display Media + Sponsored Updates
Display primes people to
engage content
25% lift in CTR for Sponsored
Updates
107. 107
Custom API Solutions
Create innovative experiences beyond LinkedIn.com
Develop applications,
microsites, promotions
and more
Leverage LinkedIn data to
build social context
Promote using paid, owned
and earned media
108. 7MM+ Professional Members
Small &
Medium
Business
Professionals
Business
Decision
Makers
Financial
Service
Professionals
Sales
Professionals
Marketing
Professionals
Startup
Professionals
Corporate
Executives
IT
Professionals
Career
Changers
Professionals
working at
companies
between 50 and
500 employees
Directors &
above at a
company of any
size
Finance
Professionals,
or those who
work in the
Financial
Services
Industry
Professionals
whose job
function is
Sales
Marketing
Professionals,
or those who
work in the
Marketing &
Advertising
Industry
Professionals
working at
companies with
1-50 employees
Directors &
above at
companies with
more than 500
employees
Professionals
whose job
function is IT or
Engineering
Professionals
who have
changed
positions or
employers in
the last 60 days
Job Function
Gender
Industry
# of Connections
Company Size
DMA
Seniority
Age
Job Title
Customized Segment
Run of Professionals
InCrowds
Custom Audience Segments
Additional Segments Business Travelers Opinion Leaders Influencers
109. Who Visits Your Page? Who Saw Your Campaign?
Who Clicked On Your Ads? Who Viewed Your Ads?