Embed Size (px)
DESCRIPTION
How Partners Maximize LinkedIn
Citation preview
“If you want to bring a fundamental change in people's belief and behavior...you need to create a community around them, where those new beliefs can be practiced and expressed and nurtured.
“– Malcolm Gladwell, “The Tipping Point”
LinkedIn Best PracticesHow to become a social sales professional
AP041
How Partners Maximize LinkedIn
Session Objectives
DevelopCompany Pages
Leverage LinkedIn Groups
Upgrade to Premium Accounts
Endorsement EtiquettesValue of LinkedIn
Effective Personal Pages
@katlen
The Value Prop
Who am I as a person Ways of sharing life
experiences and belonging to a tribe
Friends based activities
Social Professional
Broadcast
Who I am as a professional
Highlighting my experiences and career aspirations
Professional activities
This is what I am thinking
My voice to the world Without any context
other than what I choose
The Big Three Network Dynamics
@katlen
Platform Connections Killer App
Social Utility Friends, Family & Colleagues
Status, Social Gaming &
Photo Sharing
PublicCommunications
Fans &Followers
Real-timeMicro-blogging
ProfessionalNetwork
Colleagues & Business Contacts
Professional Identity, Connections &
Insights
The Context
@katlen
751MillionMembers2 members per second
2.9+MillionCxOs
11+MillionOwners and VPs6+
MillionDirectors
22+MillionDecision Makers
25m+ members in Asia and the Pacific as of January 29, 2012
16m+ members in India as of August 1, 2012
3m+ members in Australia as of March 12, 2012
4m+ members in Southeast Asia as of January 29, 2012
1m+ members in Indonesia as of February 21, 2012
1m+ members in the Philippines as of March 12, 2012@katlen
Reputation Relevance Relationships
The Era of the “Social Sales Professional”
@katlen
Transform Your Career and Business
IdentityConnect, find and be foundLinkedIn Profile, Address Book, Search
InsightsBe great at what you doHomepage, LinkedIn Today, Groups
Work wherever our members workEverywhereMobile, APIs, Plug-InsDesktop
Rolodex, Resume, Business Card
Newspapers, Trade Magazines, Events
@katlen
Reach Influential, Affluent Professionals
+3Mmembers in AU
1 Nielson Market Intelligence, May 2012
Quality Audience Marketing ImpactBusiness Context
74Mimpressions per month1
“There are not a lot of other vehicles to reach a business audience on the scale that we can with LinkedIn.”– Larry Nelson, Director of Digital Strategy, Hewlett-Packard
+280Kdaily unique browsers1
@katlen
Reach Influential, Affluent ProfessionalsQuality Audience Marketing ImpactBusiness Context
Profession Seniority Education Industry Company Size Geography Group Membership
HHI $100K*+
HHI $150K*+
Target By76%have a household income over $100k
51%have a household income over $150k
*LinkedIn, Australia Audience 360 Survey, December 2011
@katlen
*Nielsen Market Intelligence May 2012
Name Ave daily UBs UBs PIs ASD
LinkedIn 280,500 4,029,213 74,368,952 5:48SMH - Business 134,607 1,723,550 15,555,865 5:40The Age - Business 92,308 1,110,782 10,060,362 4:54news.com.au - Business 76,239 1,149,450 4,321,340 2:33Yahoo!7 Finance 42,924 741,419 4,622,322 2:06The Australia - Business 30,572 555,602 3,699,653 8:07Australian Financial Review 24,180 408,536 3,137,568 3:34Business Spectator 22,546 326,950 2,474,944 4:20Herald Sun - Business 13,728 287,468 659,023 2:14
LinkedIn Audience A Comparison to Australia’s Top Business Sites
@katlen
Align Message with Business Opportunity
LinkedIn, Australia Audience 360 Survey, December 2011
3 out of 4 Members use LinkedIn for everything business, from keeping up on trends to reading business news
Members are 2x more confident in the information found on LinkedIn than any other social site
60% agree that LinkedIn helps develop relationshipsand grow new business
Business ContextQuality Audience Marketing Impact
@katlen
Extend Marketing ImpactMarketing ImpactQuality Audience Business Context
Product portfolio engages on all levels
38% lift in likelihood to apply for a credit card in the next 12 months
Financial Services Customer
Authentic data powers reporting
89% more leads generated on LinkedIn than on a leading ad network at a third the cost per leadProfessional Organization Customer
Network effect extends marketing
2,000product recommendations in two weeks generating 500,000 viral updates about products & services Technology Customer
@katlen
Build Your Professional Profile
Your Reputation Starts Here
@katlen
And Is Fueled By This
@katlen
First Impressions Are Everything
Associations
Summary
Experience
Skills
Recommendations
@katlen
Tips: Enhance Your Personal Brand
Keep It Current
Leverage Your Network
Professional Photo
Be Creative & Natural
Maximize Keywords
What’s Your Elevator Pitch
@katlen
Utilize Endorsements
Get Recommended If you’ve added value to others, they will reciprocate
@katlen
Tips: Seeking Recommendations
Request with Soft Approach
Return the Favor
Ask for Specifics
Suggest Key Points
@katlen
Leverage LinkedIn Groups
How Newsgator Utilizes Groups
@katlen
Industry Connectedness 1stDegree CXO Connections
Network Expansion, Insights & Leads
@katlen
LinkedIn Partner MessagesYour message, hand-delivered to your specific prospects.
37.54% Open Rate
21.33% CTR
56.81% CTR on Open
@katlen
Tips: How to Best Utilize Groups
Customer Support
Facilitate Networking
Promote Events
FAQs
Be a Thought LeaderEngage and Be Authentic
@katlen
Maximize Company Pages
• Company Info• LinkedIn Activity• Employee Listing
AvePoint
@katlen
People follow companies on social platforms for different reasons
Most follow for incentives, rewards, or discounts.4
Follow for news, insights, and product information.5
4eMarketer (Lab42 study, August 2011)5 LinkedIn Follower Analysis, January 2012 @katlen
Reach receptive, professional audiences on LinkedIn
Reach the most influential, affluent, and educated audiences at scale
Quality Audience
Professional Context
6LinkedIn Global Follower Report, March 2012 @katlen
A model for success
Leverage Company Presence
1
Attract Followers
2
Engage Followers
3
Amplify thru Network
4
Analyze and Refine
5
@katlen
Use statistics to analyse & refine campaigns
@katlen
Early leaders are driving results
Customers who engage with companies over social media are more loyal-and-spend 20-40% more-with those companies than other customers.3
3Bain & Company, “Putting Social Media to Work”, 2011 @katlen
Tips: Building Effective Company Pages
Monitor and Focus
Build Followers
Employee Participation
Consistently Update
@katlen
Exploit Premium Accounts
Power of Premium
@katlen
Tips: Exploit Premium Accounts
Measure Effectiveness
Test Drive
Identify Goals
@katlen
Utilize Self-Serve Ads
Pay-per-click Advertising Reach over 100 million
professionals on LinkedIn Highly-targeted
advertising allows you to reach an exact audience
Self-service online management interface
Ads are shown throughout the LinkedIn site
Pay per click (CPC) Real-time auction-based
ad system Formerly called LinkedIn
DirectAds
Ads appear on prominent pages on LinkedIn
@katlen
Tips: Utilizing LinkedIn Ads
Create 3 Ad Variations
Limit to Core Audience
Use ‘Pay per Click’ Bid Type
Be Specific
Rotate with ‘Optimize Click Through Rate’
@katlen
Case Study
• Business Page• LinkedIn Ads• Sales Leads• Groups
How Innovative-e Utilizes LinkedIn
@katlen
Questions?
Kat Tillman@katlen
Your feedback isimportant to us
Visit aka.ms/connect
To score this session
Appendix
Creating LinkedIn Ads
LinkedIn Ads Case Study:uTest generates 50% of its paid leadsWho They Are• Crowd-sourced software testing company with more than 20,000 testers• Helps companies test their web, mobile and desktop apps• Privately held company with 30 employees• Based near Boston, Massachusetts
Why LinkedIn• Most effective way to target and reach a professional, sophisticated audience• People are in a "work" state of mind, not casually surfing the web• Easy to re-use online ads from other systems
“LinkedIn is our most cost-effective inbound marketing channel. It is increasingly critical to our business”
-Matt Johnston, VP of Marketing at uTest
Results• Nearly 20% of total inbound leads from LinkedIn• 50% of paid inbound leads come from LinkedIn• On par with paid search on a cost-per-lead basis• Hundreds of qualified leads each month
Step 1: Create an ad through an online interface50x50 Pixel Image Headline & Description
Visible URLLinkedIn Member or
Any CompanyCreate and test up to 15 ad variations per campaignDepending on placement, some ads will appear without the image on one single or two linesGet reports on clicks to your ad as well as clicks to your LinkedIn member or Company page
Step 2: Select your target audienceGeography
Job Function
Industry
Newish!
Companies by nameCompany size
Newish!
Job TitleJob Function
SeniorityLinkedIn GroupsNewish!
Age
Gender
New from 2011: 3 Targeting Options
Newish!
Newish!
Target by Company NameShow your ads to members of named companies and organization
Target by Job TitleNarrow your audience to people of certain job titles.
Newish!Target by LinkedIn GroupsChoose from thousands of interest-based and profession-based groups.
Step 3: Set budget and bids Pay per click (CPC) or per impression (CPM) Get bid recommendations based on your targets Set a daily budget (for example, $50/day) Run continuously or until a specific date Stop your ads at any time
Campaign Minimums: $10/day daily budget, $2 minimum CPC bidAfter you select your target audience, LinkedIn Ads will show you a ‘Suggested Bid Range’
Example Target Audience Number of Members Example Bid
Corporate Executives at Large Enterprises 711,974 $2.81 per click
Owners of Small and Medium Size Businesses 497,129 $2.71 per click
All LinkedIn Members in the U.S. Over 43 million $2.62 per click
Step 4: Track results and optimize
View reports showing your clicks, impressions, and costs Compare click-thru-rates of your ad variations
Online campaign management and reporting interface
LinkedIn Ads - FAQs•Q: Companies in what industries are most successful with LinkedIn Ads?•A: Companies in the following industries are seeing success: Software, Internet, Telecommunications, Financial Services, Higher Education, Recruiting, Business Services, Pharmaceuticals, and Event Management.
•Q: Will LinkedIn Ads campaigns compete with managed display ad campaigns that I run at the same time?•A: No, certain inventory is allocated to LinkedIn Ads campaigns and these campaigns compete against each other based on bid and ad quality
•Q: What are the payment options?•A: LinkedIn Ads requires a credit card for billing. At this time, we only provide monthly invoicing to advertisers who meet a certain spending threshold: $3,000 spend per month for 2 consecutive months.
•Q: What types of ad units are available?•A: Small text ads. You have the option to include an image. Some placements will display the image along with the text.
•Q: Are the ad placements allocated to LinkedIn Ads remnant inventory?•A: No, certain placements on highly-visible pages are allocated to LinkedIn Ads advertisers and advertisers compete in a real-time auction for those spots.
Visit the Microsoft Showcase:See | Learn | Connect
Services & Devices
Business ApplicationsInfrastructure & Platforms Immersion Experiences
Exhibitors & Sponsors
Your feedback isimportant to us
Visit aka.ms/connect
To score this session
