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LinkedIn Ad Week Workshop

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Publié dans : Technologie

LinkedIn Ad Week Workshop

  1. 1. The power of LinkedIn Advertising Week, London Wed 20th March Jonathan Bradford Strategic Account Manager Christina Jenkins Head of Insights, EMEA
  2. 2. LinkedIn Confidential ©2013 All Rights Reserved 2 Evolution of the platform The Mindset Divide How brands are achieving success Agenda The myths of LinkedIn
  3. 3. LinkedIn Confidential ©2013 All Rights Reserved 3 Connect the world’s professionals to make them more productive and successful Nataly Kelly Landed her book deal on LinkedIn Read Nataly’s story
  4. 4. Everywhere Work wherever our members work Insights Be great at what you do Identity Connect, find and be found The value we bring to our members
  5. 5. LinkedIn Confidential ©2013 All Rights Reserved 5 39+ M European professionals 2 new members join every second
  6. 6. 6 LinkedIn has evolved Into a rich professional platform
  7. 7. Connect, communicate and manage your network Connect, engage and consume content 2008 2013
  8. 8. LinkedIn Confidential ©2013 All Rights Reserved 8 Influencers are sharing insights on a daily basis Richard Branson gained 1M+ followers in just 6 weeks Over 170 participants on the programme including James Caan, Arianna Huffington & David Cameron Follow influential professionals for genuine insight
  9. 9. LinkedIn is about much more than getting a new job Jobs Content 5XPage views generated on content vs. job postings on the LinkedIn platform
  10. 10. LinkedIn Confidential ©2013 All Rights Reserved 10 Just being on LinkedIn is not enough Profile tips; • Profiles with photos are 7 times more likely to be viewed • See what commonalities you have by viewing others profiles • Share more than your job title. The same job title can often mean different things and different firms • Showcase your professional achievements through a profile summary and uploading content to your profile
  11. 11. 11 Your news feed is a window to your professional world Content LinkedIn Today Influencers SlideShare Company Pages Connections Groups There are many sources of professional insight
  12. 12. LinkedIn Confidential ©2013 All Rights Reserved 12 Understanding the Mindset on social media is critical for a brand’s success
  13. 13. Three key takeaways 13 Power of emotion People want to hear from brands on professional sites Mindset differs by network 1 2 3
  14. 14. Emotion plays a key role in BOTH personal… …and professional networks.
  15. 15. “Personal networking is for old school buddies…good old memories…parties.” Personal networks are about reminiscing and having fun
  16. 16. “Professionally when I network, it’s for information to do my job better.” Professional networks are purposeful and aspirational
  17. 17. Emotions on professional networks are just below the surface EASCI needs to clean up small words even more
  18. 18. Source: Q10a– Information to receive Base: Professional SN users (5204) Personal SN users (8692) Top 5 reasons people use social networks 18
  19. 19. Top 3 content types people expect
  20. 20. 3 tips to optimise your marketing with the right mindset Recognise the separation between personal & professional networks. Frame how your brand helps users gain knowledge and success on professional network. Align your brand with emotion by matching your message to the user mindset. 1 2 3
  21. 21. LinkedIn Marketing Solutions in 90 seconds; View the video here
  22. 22. Success stories 22
  23. 23. 23 HP has driven over one million followers to their company page This is an invaluable asset for building a relationship with their target audience through content Their one million followers are connected to a total of 46 Million LinkedIn members
  24. 24. 50 to 12,000 followers 240x increase in just 5 weeks Mercedes utilised LinkedIn targeting to engage a high net worth audience Coinciding with enhancements made to a recent model the brand provided value through tips on maximising their target audiences LinkedIn experience Underpinned by content to their HNW followers via their company page
  25. 25. 25 The Connect group gives women a voice. It enables Citi to tailor content to the needs of their audience Using paid, owned and earned media the group now has over 100,000 members from CXO to Intern Due to member demand Citi have been running physical events elusively for Connect members
  26. 26. API 26 Samsung & LinkedIn co-created Galaxy Note II Awaken your creative microsite Leveraged LinkedIn API. Members could vote for their favourite features and share, both on the site and through their networks Showcased both the features of the new device across 7 markets and leveraged the LinkedIn viral network
  27. 27. Download the full Mindset Divide report Case studies and latest thought leadership emea.marketing.linkedin.com
  28. 28. Thank You