LinkedIn Sponsored Updates Overview

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  1. 1. Sponsored Updates Overview
  2. 2. Sponsored Updates deliver rich content across all devices via the LinkedIn feed 2
  3. 3. 2012 LinkedIn Corporation. All Rights Reserved. 3 Priced on CPC or CPM delivering effectiveness Pricing is based on impressions or clicks only Social actions are free and drive earned media Targeted to the right audience to drive engagement
  4. 4. Examples of Sponsored Updates 4 BrandDirectResponse
  5. 5. Examples of great Sponsored Updates Questions: Pertinent, relevant question, interactive delivery, curated content Opinion: Expert opinion on the world of work relevant, tech-focused, authentic Experience: Aspirational content, exclusive & relevant to the brand Advice: Free business & career advice, targeted to management & relevant to brand specialism
  6. 6. Finding Content From Corporate websites, internal sources, blogs & publisher partnerships From Existing LinkedIn Presence Slideshare, Updates, Influencer From other channels: YouTube Twitter Facebook Content Partnerships Content Curation
  7. 7. Checklist to get started: 2012 LinkedIn Corporation. All Rights Reserved. Prepare: Post minimum 3 updates weekly, keep variety broad to drive learnings Test: Pick good performing updates that represent different themes of content sponsor & monitor performance. Refine: Use results from week 1 to define how long updates can be promoted for & what type of content resonates best Sponsor at least 1 update per week, run for entire week. Iterate: Begin to implement more strategic content plan to align with key marketing objectives, sponsor updates to coincide with brand activity Pre launch: Week 1: Month 1: Month 2:
  8. 8. 2013 LinkedIn Corporation. All Rights Reserved. 8 Create a campaign Select Posts to Sponsor Select Targeting Set Budget & Bid Levels Push Live A simple, easily managed process to sponsor content
  9. 9. Quick, two step sponsorship of good content 2012 LinkedIn Corporation. All Rights Reserved. 1) Pick great performing content 2) Use simple promotion tool to reach your audience
  10. 10. Precise measurement, easy access 2012 LinkedIn Corporation. All Rights Reserved. 10 Company Updates post level detail Link to Sponsored Update campaigns (only clickable for Sponsored Updates admins) Update trend charts
  11. 11. Reporting
  12. 12. There are two self-serve sources of reporting 2012 LinkedIn Corporation. All Rights Reserved. Company Page Analytics SU Campaign Manager Primary User Reporting Overview Company Page Admins SU Campaign Admins Performance of all updates (organic & paid) Follower growth and demographics Performance of Sponsored updates only Campaign metrics: budgets, bids, avg. CPC/CPM Exportable No Yes Refresh Frequency Near real time (~3 min delay) Near real time (~3 min delay)
  13. 13. Access the new company page reporting from the Analytics tab on the navigation bar 2012 LinkedIn Corporation. All Rights Reserved.
  14. 14. Company Page Analytics: Company Updates 2012 LinkedIn Corporation. All Rights Reserved. 14 Company Updates post level detail Link to Sponsored Update campaigns (only clickable for Sponsored Updates admins) Update trend charts
  15. 15. Company Page Analytics: Followers 2012 LinkedIn Corporation. All Rights Reserved. 15 Follower demographics Follower count & source of acquisition Follower growth over time Follower base comparison to similar companies
  16. 16. Company Page: In Feed Analytics 2012 LinkedIn Corporation. All Rights Reserved. 16 Company Updates performance (Organic & Sponsored)
  17. 17. Campaign Manager: Account Overview 2012 LinkedIn Corporation. All Rights Reserved. Account level time series Clicks Amount Spent Impressions CTR Avg. CPC Social Actions Account Summary Adjustable date range Campaign Overview
  18. 18. Campaign Manager: Campaign Detail Report 2012 LinkedIn Corporation. All Rights Reserved. Campaign Details Targeting Budgets Bids Campaign Summary & Time series
  19. 19. Campaign Manager: Campaign Detail Continued 2012 LinkedIn Corporation. All Rights Reserved. 19 Demographics of clickers (shows top 5 by facet) Update level detail Preview the update for screenshots Sponsor a new update
  20. 20. Campaign Manager: Export Function 2012 LinkedIn Corporation. All Rights Reserved. 20 Export campaign or Update level detail
  21. 21. www.ad2one.ie in: www.linkedin.com/in/feargaljennings 2013 LinkedIn Corporation. All Rights Reserved. Thank You