An in depth case study of how Fortune Cookie and American Express utilised LinkedIn to reach a niche and very specific audience to drive loyalty programme registration and card sign up. Session will include: - making the most of LinkedIn's unique offering - targeting, testing and measuring - how LinkedIn can also generate brand awareness - the importance of 'dwell' and how to measure it

1. Linkedin
Campaign Debrief
The B2B Marketing Summit, 14th June 2012
Maggie Lonergan, MD, Marketing Services, Fortune Cookie
Daniel Farrugia, Acquisition Marketing, American Express

2. The Brief
Originally a test campaign to launch the new Corporate Membership Rewards Card:
• Main Objective >
• Drive brand awareness
• Support acquisition through lead generation
• Targeted to UK SMEs (company size 10-500 employees)
Measurement
• Test budget, single publisher, did not lend itself to brand tracking
• Metrics: leads generated, engagement

3. Target Audience
Small to medium-sized businesses (SME) defined
as companies with a minimum of four employees
carrying company cards for charging business
expenses and a maximum of 500 employees.
This proposition was targeted at:
• Business owners/C-suite
• Finance officers
• Procurement leads
• Office managers

4. Campaign strategy
Stage one
Brand Saliency
Word of mouth
Stage 1 Stage 2
Awareness & Lead Generations Engagement & nurturing

5. Media Proposal
• Single media offering using LinkedIn
• Two target segments identified:
• Custom Target, aimed at C-suite, finance officers & procurement leads
• In-Crowd, aimed at SME business owners/office managers
• Rationale: balance of reach & targeting to achieve highest coverage
within established target group
• Mix of high impact display ad units as Home Page Takeover (CPM)
& cost per lead (CPL) buying

6. Linkedin
Audience Targeting
Profile
• Profession
• Seniority
• Industry
• Company
• Company size
• Geography
• Education
• Function

7. Linkedin
Placements
Homepage takeover
• Three high impact placements
• Impressions capped per user
• CPM cost structure

8. Linkedin
Whitepapers
White Papers for
highly targeted,
qualified leads.
• High quality leads
• Extensive targeting & filtering
• Deliver value to your audience

9. MPU Creatives

10. Aeroplane

11. Golf

12. Recline

13. Walk

14. Paparazzi

15. Umbrella

16. Whitepapers

17. Whitepaper
Advert

18. Whitepaper
Landing page

19. 300x250
Poll unbranded

20. 300x250
Poll branded

21. 300x250
Poll branded – response page with leaderboard

22. Polls RJ all whitepaper

23. Poll 1
Who in your company is responsible for expense
management systems?

24. Poll 1 Engagement
http://polls.linkedin.com/poll-results/139006/zlgpa
444 votes. Strong agreement with the statement that employees comply

25. Poll 2
Do employees in your company comply with
Purchase Order procedures?

26. Poll 2 Engagement
http://polls.linkedin.com/poll-results/139003/cddyn
124 votes. Overwhelmingly the Senior Finance Professional is responsible.

27. Poll 3
What’s the most important thing your Corporate Card
programme should do?

28. Poll 4 Engagement
http://polls.linkedin.com/poll-results/139004/hlrcl
202 votes. Simplify administration” remains the top response
Discussion on cost control

29. What did we achieve?
Interactions Expands Clicks CTR LP Time
CMR UK
•Aeroplane 6,107 401 0.07 229 1:15:24:02
•Golf 2,895 348 0.08 197 14:50:46
CMR Spain
•Aeroplane 4,471 148 0.1 91 19:02:52
Corp BA
•Walk 5,721 354 0.06 243 1:08:26:43
•Recline 5,668 316 0.06 201 1:09:52:40
Corp Platinum
•Umbrella 10,098 353 0.05 222 2:15:29:17
•Paparazzi 5,753 323 0.06 213 1:12:00:28
40,713 2,243 0.07 1,396 10:01:03:56

30. What did we achieve?
That’s over 10 days
of time spent with the brand

31. Importance of Dwell
• New research from Microsoft Advertising, Eyeblaster (MediaMind),
and ComScore
• Online ad engagement drives better brand results
• Most meaningful measures for brand success online are Dwell
score = average time spent, actively engaging with an ad x proportion
of users engaging in this way (e.g. expands, mouseovers, video plays)
• Measurement that focuses on the click alone considers only a tiny
fraction of the economic value of an online advertising campaign
Source: Microsoft - Dwell on Branding

32. Findings of study
High dwell campaigns:
• are three times more efficient at stimulating branded search (branded
search term usage increased by 39% for users exposed to high dwell
campaigns)
• are c 70% more likely to attract visits to the brand site than low dwell
campaigns (17% uplift in site visits versus 10% uplift)
• drive more traffic and more engaged users (high dwell campaigns drive
a 125 percentage point positive swing in page views per visitor and an
83% swing in minutes per visitor)
• Industry averages: Total Dwell 4.6; Dwell rate 8.7%; Dwell Time 53s
• Financial Services: Total Dwell 5.6

33. Campaign Dwell
Dwell Time Dwell Rate Total Dwell
Campaign 13.2 secs 74.32% 9.8
10
8
5
3
Dwell
0
Avg all sectors Financial services Amex LI campaign

34. Dwell
as an expression of engagement
• Incorporates both a quantitative measure and a measure of quality
• Relates only to rich media advertising (video audio or dynamic data ads)
having an interactive element that allows active engagement to happen

35. High Dwell Campaigns
drive more branded searches

36. Increased site visits

37. Increased Engagement

38. Study conclusions
• Higher online ad engagement leads to better brand effects
• The findings give brand advertisers a new set of rules:
• Online brand advertising should be planned and executed distinctly
from direct response
• Use creativity in advertising to drive engagement and build brand
• Use rich media to make full use of the creative opportunities
• Use dwell scores instead of click-throughs to measure brand
campaign success

39. Thank you
@fortunecookie @AmericanExpress
www.fortunecookie.co.uk www.americanexpress.com