digital marketing live! 2014 - linkedin - marcel molenaar

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Marcel MolenaarHead of Marketing Solutions

Benelux

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Our Mission.Connect the world’s professionals

to make them more productive and successful

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EverywhereWork wherever our

members work

InsightsBe great at what

you do

IdentityConnect, find, and

be found

The value we bring to our members

MARKETING SOLUTIONS

The world’s largest professionalnetwork

57% Growth in pageviews y/y 32%

9M+

Canada

93M+

USA

16M+

Brazil

5M+

Australia

74M+

EMEA

24M+

India

3M+

South Africa

2M+

Turkey

6M+

Italy7M+

France

5M+

Spain

4M+

NL13M+

UK

1M+

U.A.E

1M+

Sweden

MEMBERS

+2 NewMEMBERS PER SECOND

+300m

May 2014

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HireEngage the world’s best passive talent

SellEngage the world’s

decision makers

MarketEngage most

effectively with

professionals

The value we bring to business

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Mindset divide: Third party research highlights a difference in mindset on personal vs professional networks

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LinkedIn Confidential ©2013 All Rights Reserved

LinkedIn has become the

definitive professional publishing platform

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8xmore content than jobs

JO

BS

CO

NT

EN

T

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>45% LinkedIn Member Visits

Professionals are on the go

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Companies Audience

Content

RelationshipsRelationships

MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved

The buying process has fundamentally changed…

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Why?Buyers are highly informed, savvy, and demanding

Through decision

making process

60%

Source: CEB, “The Digital Evolution in B2B Marketing”, 2012

First contact

with brand

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Why?LinkedIn drives 64% of all visit to corporate websites

from social media channels.

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Why?That’s why!

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Brands build relationships with the world’s professionals

by using accurate targeting to deliver relevant content

Target Publish ExtendTarget with accuracyto reach a high quality audience

Publish relevant content in a professional context

Extend through social sharing and extend quality traffic and data to your sites

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Target with Accuracyusing authentic data

Who they are Who they know What they doTheir profile Their connections Their behavior

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Who they areTheir profile

Who they knowTheir connections

What they doTheir behavior

Senior Exec

0-5,000

Internet

Education

Inferred

Demo

Name

LinkedIn

Employees

Industry

Company

NameSeniority

50-year-old male

Function

IT/Operations

Seniority

Connected to Senior

IT Decision

Makers

IT/Operations

Function

Contacts within

IT and Operations

Dense Network of

Senior Peers

Influencers

LinkedIn Today

Profile Viewing

Groups

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Publish with a PurposeEngage cross device

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300x250 MPU

Text ad

Publish with a PurposePromote your brand

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Extend EngagementContent Marketing Score &

Trending Content

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Are people engaging with my content?

How much influence do I have on my target audience?

How do I rank against my peers?

How influential are my employees?

MARKETING SOLUTIONS©2014 LinkedIn Corporation. All Rights Reserved.

Your Content Marketing Score measures WHO engages with your content within your target audience

12,000,000 Members

95,000 Members

Target Audience Members you would like to reach

(monthly active users)

Content Marketing EngagementMembers who engage with

your content

IT decision-makers

Like, share, comment, follow, click

CMSUnique Members Engaged

= =x Multiplier 1,6721,672Active Target Audience

MARKETING SOLUTIONS©2014 LinkedIn Corporation. All Rights Reserved.

ReachReach FrequencyFrequency EngagementEngagement

Launch sponsored update campaigns

Launch followercampaigns

Post more company updates

Encourage employees to post more updates

Improve

content quality & relevance

These are the three levers that influence your CMS

XX

MARKETING SOLUTIONS©2014 LinkedIn Corporation. All Rights Reserved.

This is how you compare against your peers in reach, frequency, and engagement

Brand

0

1.000.000

2.000.000

3.000.000

4.000.000

5.000.000

6.000.000

7.000.000

8.000.000

Unique UsersReached

-

20.000

40.000

60.000

80.000

100.000

120.000

140.000

160.000

Total Engagements0

5

10

15

20

25

Impressions Per MemberReached

Peer Group Average Peer Group Leader

Reach Frequency Engagement

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Case Study: AdobeSponsored Updates for Branding

LinkedIn Confidential ©2014 All Rights Reserved33

“With the ability to

target specific audiences with relevant and

contextual content, Sponsored Updates

allowed us to reach the right

audience on the right channel, ultimately

helping to move the needle on a primary

objective – to inform and educate

marketers that Adobe is an industry leader

in providing digital marketing solutions.”

Adobe

Results• 50% more likely to agree that “Adobe is

shaping the future of digital marketing”

• 2.5x more likely to agree that Adobe’s Sponsored Updates “captured their attention”

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Case Study: Capgemini & NewscredSponsored Updates for Thought Leadership

LinkedIn Confidential ©2014 All Rights Reserved34

“…The engagement has been

unprecedented—nothing they had ever seen

using traditional B2B marketing campaigns.

Sponsored updates on LinkedIn have an

engagement rate of 1.76%, which translates

to over 3,000 new followers each week on

their company page…”

Newscred

69% LinkedIn Shares

100,000 new

followersResults

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Case Study: HubspotSponsored Updates for Lead Generation

Results• 400% more leads within their target

audience than on other platforms

"We have seen very high quality leads coming in from our sponsored updates on LinkedIn. Not only can we target the audience we want to, we can promote our best performing content. “

Hubspot

35LinkedIn Confidential ©2014 All Rights Reserved

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Owned Curated Custom

Your Site

Your Social Channels

Licence Content

Direct to publisher

Bespoke Content

MARKETING SOLUTIONS

Marcel MolenaarHead of Marketing Solutions

Benelux

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