LinkedIn: What’s New and Trending for B2B Marketers by Leela Srinivasan

What’s New and Trending for B2B Marketers Leela Srinivasan, Director of Marketing, LinkedIn BMA Carolinas November 20, 2013

My LinkedIn career started with an InMail

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The LinkedIn Network Global Footprint

259M+ Registered members as

of October 29,2013

Of LinkedIn members are outside of the USA

5M+ Australia

21M+ India

8M+ SE Asia

8M+ Canada

84M+ USA

15M+ Brazil

Europe 46M+

APAC 57M+

4M+ DACH

5M+ Italy

6M+ France

5M+ Spain

4M+ NL

13M++

UK

1M+ UAE

74M+ EMEA

2M+ S. Africa

1M+ Singapore

68%

Students & Recent College Graduates on LinkedIn

(Fastest growing demographic) 30M+

38% YOY

Member Growth

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Our mission

Connect the world’s professionals to make

them more productive and successful

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What’s in it for you?

% of social media traffic to corporate sites

LinkedIn Facebook Twitter Other

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Source: Investis Audience Insight Report, Q3’13

Comparison of social platforms for lead gen

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On professional networks, members look for career information & updates from companies

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What is the #1 activity on LinkedIn?

Viewing Connections’ Profiles

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1 : 1

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Jason Seiden, CEO, Ajax Workforce Marketing

Our own recruiting team recently optimized their profiles

Before

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New professional photo

Summary section with rich media

New headline

Increased reach

After

7x likelier

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Built out work history with rich media

Added Volunteers & Causes Section

1 in 5

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Added additional skills

Rich media in Education section

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©2013 LinkedIn Corporation. All Rights Reserved.

GROUP!

JOB TITLE!

PAST COMPANY NAME!

SKILLS & SPECIALTIES!

GEOGRAPHY!

INDUSTRY !

JOB FUNCTION!

SENIORITY!

COMPANY SIZE! SCHOOL NAME!

Rich profile data drives your ability to target

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1 : many

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>3 million Company Pages on LinkedIn

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>3 million Company Pages on LinkedIn

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>3 million Company Pages on LinkedIn

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>3 million Company Pages on LinkedIn

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Announcing Showcase Pages (yesterday!)

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Creative Check list

1.  Page Name (Up 60 characters max)

2.  Logo (Dimensions: 100x60px)

3.  Page Description (70-200 characters)

4.  Square logo (50x50px)

5.  Hero image (976x330px)

6.  Featured groups – Choose 3 LinkedIn

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Don’t over-target!

Profile data is rich (but also user-generated)

As with other social platforms, incorporate visuals to drive engagement

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Images result in a 98% higher comment rate

YouTube video links drive a 75% higher share rate @leelasrin

Be the world’s most interesting company on LinkedIn

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•  Be concise and snappy •  Include a clear CTA •  Consider thoughtful questions •  Develop an ed cal; mix it up

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PULSE (LINKEDIN TODAY)!

PRODUCT LAUNCHES!

INDIVIDUAL BLOG!

GOOGLE ALERTS!

INDUSTRY PUBLICATIONS!

THOUGHT LEADERS!

PHOTO!

INTERNAL COMMUNICATIONS!

HIRING TEAM!

POP CULTURE!

YOUTUBE!

HUMOR!

TEXT THE IDEAL

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We all need a little humor. Even in a professional context.

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Sponsor the good/ important stuff

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144 clicks ! 5,012 clicks 10x impressions 700 webinar attendees Strong ROI

RE

SU

LTS

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now also part of the LinkedIn family

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Rich | Viral | SEO @leelasrin

A few “classic” paid solutions I’m not covering today

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Premium Display Ads

Sponsored InMail

Self-Service Ads

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many : many

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218,079 100%

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Salesforce CEO Marc Benioff mobilized his employees

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A home-grown example: my new boss’s profile…

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… links to a story about “Why is LinkedIn So Cool”

•  Homegrown brand story •  274K views •  Humanizes our brand

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everywhere

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38% of our unique monthly visitors come through mobile apps

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Intro

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Pulse

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1:1 1 : Many

Many : Many Everywhere

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Blog.linkedin.com

Marketing.linkedin.com

Talent.linkedin.com

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Questions?