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©2012 LinkedIn Corporation. All Rights Reserved.
Marketing Solutions
Förbättra ditt professionella varumärke med LinkedIn
...
©2012 LinkedIn Corporation. All Rights Reserved.
Maria Wade
Account Director
LinkedIn
Agenda
 Välkommen
 Ditt professionella varumärke på LinkedIn
 Fördelar med marknadsföring i sociala medier
 The Mindse...
4
©2012 LinkedIn Corporation. All Rights Reserved.
5
5M+
Canada
70M+
USA
9M+
Brazil
3M+
Australia
34M+
Europe
16M+
India
4M+...
6
Everywhere
Work wherever our
members work
Insights
Be great at what
you do
Identity
Connect, find, and
be found
7
37,500+ Links shared
900,000+ Pages viewed
160,000+ Professionals will visit
10,000+ New members
LinkedIn Stats - in the...
LinkedIn in Sweden
8
Members
1,161,000
Managers, Directors, VP, Owners
285,000
What do Swedish members do on LinkedIn?
10
Eleni Miliou
Account Planner
LinkedIn
Your profile on LinkedIn
Tips on how to use LinkedIn
14
Your professional brand online
15
Your customised url
Your professional profile picture
Your headline
Your summary
LinkedIn’s iPad application
16
Your career timeline: thoughtfully building your network
Past
Company
School
Current
Company
Clients
You
Friends
Inmaps.li...
Signal: a tool to filter your daily news feed
18
LinkedIn Today: your personalised newspaper
19
1M + Unique
Publishers
Participate in groups
20
Frequency of LinkedIn visitors
Source: Lab 42
21
22
Source: Power+Formula 2012 LinkedIn User Survey
Time spent on LinkedIn
Key take-aways
23
• Updated
• Appropriate
Profile
• Mobile app
• iPad app
Everywhere
• InmapsBrand
• Join
• Participate
Gr...
©2012 LinkedIn Corporation. All Rights Reserved.
Social Media
is on the rise
Word of Mouth Marketing
23©2012 LinkedIn Corporation.
Building Relationships
Listening to customers
The value we bring to our clients
Audience
Affluent, in-market
decision makers
Context
Professional
environment
engenders ...
©2012 LinkedIn Corporation. All Rights Reserved. 26
Defining the right audience
Professional
Details
Education
Groups /
As...
LinkedIn’s offer
30
©2012 LinkedIn Corporation. All Rights Reserved. 28
Create a Company Page
32
Introducing Targeted Status Updates
33
Unique Targeting Dimensions
54,534 targeted followers
(out of 236,031 total followe...
Introducing New Follower Analytics
34
Self-serve follower dashboard
Track
company status
update
engagement
metrics
Segment...
Display advertising: targeting your audience by
35
Function Seniority
Company size Company reached
Key take-aways
• Unique marketing
opportunities
Social
media
• Expand your social
media presence
Company
page
• Unique ins...
Oscar Rydman
Enterprise Solutions Specialist
LinkedIn
The Mindset Divide
Revealing how emotions
differ between personal and
professional networks
Quant only
• Canada
• Netherlands
• France
• Italy
• Spain
• Germany
• Australia
First global study on social mindset
Qual...
Three key takeaways from this research
Power of emotion
People want to hear from
brands on professional sites
Mindset diff...
Emotion plays a
key role in BOTH
personal…
…and
professional
networks.
38
“Personal networking is for
old school buddies.
For good old
memories…parties.”
Personal networks are about
reminiscing an...
“Professionally when I
network, it’s for
information to do my job
better.”
Professional networks are
purposeful and aspira...
Emotions on
professional
networks are just
below the surface
Source: Q11– Why do you typically use the following websites? I typically use [website] to..
Base: Professional SN users (...
Source: Q10a– Information to receive
Base: Professional SN users (5204) Personal SN users (8692)
What are the top 3 conten...
Frame how your brand helps users gain knowledge
and success
50 followers
at start
12,000 followers
5 weeks later240x incre...
Top 3 tips to optimize your marketing with the right mindset
Recognise the separation between
personal & professional netw...
Coffee break: 15 min
http://visibletweets.com/#query=%23linkedinday&animation=1
Eleni Miliou
Account Planner
LinkedIn
Connect: Professional Women’s Network
Powered by
Citigroup: Engaging professional women through social platform
49
Objectives
Products Used
 LinkedIn Managed Group
 Link...
Special Microsite: Women & Co. by Citi
50
FINANCIAL
How to engage professional women?
51
LinkedIn Today Special Edition
52
Polls: Powerful content generators
53
Citi Connect : Community Ecosystem
54
Building Emotional Connections with
Followers
55
by
Hewlett Packard: Building emotional connections with followers
56
Objectives
Products Used
 LinkedIn Display Ads
 Linked...
Marketer Objective
To elevate the HP brand globally by engaging both employees
and target audience
Strategy
Build a long-t...
Targeting IT and Business Decision Makers
LinkedIn Confidential ©2013 All Rights Reserved 58
‘Make it Matter’
Campaign Ban...
Accurate reporting shows relevant followers
59
Relevance increases engagement
60
Engagement Rate: CxOs
0.15%
Questions?
Emea.marketing.linkedin.com
#Linkedinday
62
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LinkedIn Day Stockholm

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LinkedIn Marketing Solutions Event in Stockholm- 06/12/2012

Publié dans : Carrière
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LinkedIn Day Stockholm

  1. 1. ©2012 LinkedIn Corporation. All Rights Reserved. Marketing Solutions Förbättra ditt professionella varumärke med LinkedIn #Linkedinday
  2. 2. ©2012 LinkedIn Corporation. All Rights Reserved. Maria Wade Account Director LinkedIn
  3. 3. Agenda  Välkommen  Ditt professionella varumärke på LinkedIn  Fördelar med marknadsföring i sociala medier  The Mindset Divide: en titt på det professionella vs. det personliga sociala nätverkstänket  10.15: Kaffepaus & nätverkande  Kundcase: IBM delar med sig av sina erfarenheter på LinkedIn  Presenation av fler case  Avslutning 3
  4. 4. 4
  5. 5. ©2012 LinkedIn Corporation. All Rights Reserved. 5 5M+ Canada 70M+ USA 9M+ Brazil 3M+ Australia 34M+ Europe 16M+ India 4M+ Southeast Asia 10M+ Middle East & Africa 187,000,000+ registered members1
  6. 6. 6 Everywhere Work wherever our members work Insights Be great at what you do Identity Connect, find, and be found
  7. 7. 7 37,500+ Links shared 900,000+ Pages viewed 160,000+ Professionals will visit 10,000+ New members LinkedIn Stats - in the next 90 minutes
  8. 8. LinkedIn in Sweden 8 Members 1,161,000 Managers, Directors, VP, Owners 285,000
  9. 9. What do Swedish members do on LinkedIn? 10
  10. 10. Eleni Miliou Account Planner LinkedIn
  11. 11. Your profile on LinkedIn Tips on how to use LinkedIn 14
  12. 12. Your professional brand online 15 Your customised url Your professional profile picture Your headline Your summary
  13. 13. LinkedIn’s iPad application 16
  14. 14. Your career timeline: thoughtfully building your network Past Company School Current Company Clients You Friends Inmaps.linkedinlabs.com 17
  15. 15. Signal: a tool to filter your daily news feed 18
  16. 16. LinkedIn Today: your personalised newspaper 19 1M + Unique Publishers
  17. 17. Participate in groups 20
  18. 18. Frequency of LinkedIn visitors Source: Lab 42 21
  19. 19. 22 Source: Power+Formula 2012 LinkedIn User Survey Time spent on LinkedIn
  20. 20. Key take-aways 23 • Updated • Appropriate Profile • Mobile app • iPad app Everywhere • InmapsBrand • Join • Participate Groups
  21. 21. ©2012 LinkedIn Corporation. All Rights Reserved. Social Media is on the rise
  22. 22. Word of Mouth Marketing
  23. 23. 23©2012 LinkedIn Corporation. Building Relationships
  24. 24. Listening to customers
  25. 25. The value we bring to our clients Audience Affluent, in-market decision makers Context Professional environment engenders trust and confidence Impact Network effect extends your marketing beyond the initial investment 28
  26. 26. ©2012 LinkedIn Corporation. All Rights Reserved. 26 Defining the right audience Professional Details Education Groups / Associations Geography Job Title/ Industry Company Name 29
  27. 27. LinkedIn’s offer 30
  28. 28. ©2012 LinkedIn Corporation. All Rights Reserved. 28
  29. 29. Create a Company Page 32
  30. 30. Introducing Targeted Status Updates 33 Unique Targeting Dimensions 54,534 targeted followers (out of 236,031 total followers)
  31. 31. Introducing New Follower Analytics 34 Self-serve follower dashboard Track company status update engagement metrics Segment followers on targetable dimensions Track new follower acquisition
  32. 32. Display advertising: targeting your audience by 35 Function Seniority Company size Company reached
  33. 33. Key take-aways • Unique marketing opportunities Social media • Expand your social media presence Company page • Unique insights with LinkedInDisplay 36
  34. 34. Oscar Rydman Enterprise Solutions Specialist LinkedIn
  35. 35. The Mindset Divide Revealing how emotions differ between personal and professional networks
  36. 36. Quant only • Canada • Netherlands • France • Italy • Spain • Germany • Australia First global study on social mindset Qual & Quant: 6,000+ social network users 36
  37. 37. Three key takeaways from this research Power of emotion People want to hear from brands on professional sites Mindset differs by network 1 2 3 37
  38. 38. Emotion plays a key role in BOTH personal… …and professional networks. 38
  39. 39. “Personal networking is for old school buddies. For good old memories…parties.” Personal networks are about reminiscing and having fun 39
  40. 40. “Professionally when I network, it’s for information to do my job better.” Professional networks are purposeful and aspirational 40
  41. 41. Emotions on professional networks are just below the surface
  42. 42. Source: Q11– Why do you typically use the following websites? I typically use [website] to.. Base: Professional SN users (5204) Personal SN users (8692) What are the top 5 reasons people use social networks? Professional NetworksPersonal Networks “Invest Time” Socialise Stay in touch Be entertained Kill time Share content Maintain professional identity Make useful contacts Search for opportunities Stay in touch Keep up to date for career “Spend Time” 1 2 3 4 5 42
  43. 43. Source: Q10a– Information to receive Base: Professional SN users (5204) Personal SN users (8692) What are the top 3 content types people expect? 26% higher than personal Professional NetworksPersonal Networks “Invest Time”“Spend Time” Career info Updates on brands Current affairs Info on friends Info on personal interests Entertainment updates 1 2 3 43
  44. 44. Frame how your brand helps users gain knowledge and success 50 followers at start 12,000 followers 5 weeks later240x increase in just 5 weeks 44
  45. 45. Top 3 tips to optimize 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 45
  46. 46. Coffee break: 15 min http://visibletweets.com/#query=%23linkedinday&animation=1
  47. 47. Eleni Miliou Account Planner LinkedIn
  48. 48. Connect: Professional Women’s Network Powered by
  49. 49. Citigroup: Engaging professional women through social platform 49 Objectives Products Used  LinkedIn Managed Group  LinkedIn Today special edition  LinkedIn Polls • Reach professional women unique forum • Provide content to strengthen women’s financial futures • Elevate awareness of Citi brand 30,000+members in the first 3 months Results FINANCIAL 18%week-over-week growth
  50. 50. Special Microsite: Women & Co. by Citi 50 FINANCIAL
  51. 51. How to engage professional women? 51
  52. 52. LinkedIn Today Special Edition 52
  53. 53. Polls: Powerful content generators 53
  54. 54. Citi Connect : Community Ecosystem 54
  55. 55. Building Emotional Connections with Followers 55 by
  56. 56. Hewlett Packard: Building emotional connections with followers 56 Objectives Products Used  LinkedIn Display Ads  LinkedIn Follower Ads  Targeted Status Updates • Raise awareness of new brand messages • Deepen engagement with IT decision makers • Customize content for different audiences 300,000+New followers in the first 2 months Results TECHNOLOGY x2.5More likely to recommend HP products
  57. 57. Marketer Objective To elevate the HP brand globally by engaging both employees and target audience Strategy Build a long-term strategy to create brand advocates both internally and externally who can be leveraged in the future Solution Invest in building a strong Follower base to create brand advocates and maintain 1:1 relationships with key audiences Brief Overview
  58. 58. Targeting IT and Business Decision Makers LinkedIn Confidential ©2013 All Rights Reserved 58 ‘Make it Matter’ Campaign Banners Precisely Targeted LinkedIn ‘Follower Ads’ Targeted Status Updates
  59. 59. Accurate reporting shows relevant followers 59
  60. 60. Relevance increases engagement 60 Engagement Rate: CxOs 0.15%
  61. 61. Questions? Emea.marketing.linkedin.com #Linkedinday
  62. 62. 62

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