Upload
spark-media
View
55
Download
2
Tags:
Embed Size (px)
Citation preview
Relationships matter
Social business impact
Source: Oracle, Social Media Today and Leader Networks, “The Social Enabled Enterprise: a 2013 research study”, Worldwide, Sep 2013.
91% 81%
Increased visibility
with prospects
Increased
customer loyalty
3
THE WORLD’S LARGEST professional network
11M+
Canada
134M+
USA
54M+
Latin America
9M+
Oceania
19M+
UK
24M+
India
17M+
Africa
13M+
Middle East
364m+ members
worldwide 97m+ monthly
unique visitors >2 new members
/ second
65M+
Asia
93M+
Europe
LINKED IN AUDIENCE in Africa
17 849 303 professionals present on LinkedIn
AUDIENCE TOTAL
1 006 622
Algeria
Egypt 1 153 300
Morocco
1 150 506
Kenya
4 322 931
South Africa
572 539
Tunisia
2 214 715
Nigeria
372 904
Tanzania
306 951
Zimbabwe
145,950
Senegal
1 720 403
700 863
Ghana
Our Audience
Benefits to
marketers
Creative Examples
Benefits to Members
Our Solutions
Reporting
Today’s
Agenda
Everywhere Work wherever our members work
Insights be great at what you do
Identify connect, find and be found
THE VALUE
WE BRING
TO OUR
MEMBERS
Homepage Pulse Influencers LinkedIn Groups Company Pages
LinkedIn provides tools that our members use to obtain business insight
Top drivers for using personal and professional networks are quite different Top 5 reasons people use each network
Share content Keep up to date for career 5
Source: Mindset Divide Research, TNS, September 2012.
Personal networks Professional networks
SP
EN
D T
IME
INV
ES
T T
IME
1 Socialize Maintain professional identity
2 Stay in touch Make useful contacts
3 Be entertained Search for opportunities
4 Kill time Stay in contact
WHAT ARE PROFESSIONALS DOING ON LINKEDIN?
Professional
identity
Managing their
professional
identity
Networking
Building a
professional
network of peers
Insights
Distilling and facilitating
professional insights
How the South African market uses LinkedIn
Percentages only for active members in April 2012
Connect & communicate
71% network with other
professionals
Professional insights
54% stay up to date on industry
discussions
Seek career opportunities
13% maintain professional identity
Research people & companies
69% learn about what other
colleagues are doing
Social media is on the rise
Building relationships Create marketing bonds that last over time
Word of mouth Your message coming from trusted sources Engaging clients
A two-way marketing communications channel
Audience
Affluent, in-market
members increase
receptivity and
decrease wastage
Content
Professional
environment engenders
trust and confidence
Impact
Network effect extends
your marketing beyond
the initial investment
The value we bring to brands
Defining your audience Getting the right message in front of the right person
Professional Details
Education
Groups /
Associations
Geography Job Title/
Industry
Company Name
LinkedIn audience based targeting
Custom audience segments
Job function
Industry
Company size Seniority
Gender
# of connections
Geo Age
Company
Group
Run of professionals
‘In crowds’
Small & Medium
Business
Professionals
Business
Decision
Makers
Professionals
working in
companies with
between 50 and
500 employees
Manager &
Above at Any
Size Company
Financial
Service
Professionals
Manager &
Above at Any
Size Company
Sales
Professionals
Professionals
whose job
Function is
Sales or
Business
Development
Marketing
Professionals
Marketing
Professionals,
or those who work
in the Marketing &
Advertising
Industry
Startup
Professionals
Professionals
working at
companies
with 1-50
employees
Corporate
Professionals
Directors &
Above At
Companies With
More Than 500
employees
IT
Professionals
Professionals
whose job
function is IT or
Engineering
Find your audience
Shape perception
Establish trust
Build strong communities
Extend the experience
5 keys to build your brand
Data
Targeting
• Profession
• Seniority
• Education
• Industry
• Company Size
• Geography
• Group Membership
Target by
Analytics
Research
Insights
Media
Content Ads Social Ads Display InMails 2.0
Social
Company Pages Groups
Integration
APIs Plugins
Company pages
Be found by and connect to the people that matter most
Leverage as a hub for content marketing efforts
Represent your brand identity with images and video
Your home on the world’s largest professional network
OWNED
Attract a unique
set of Followers
Discoverable through
search
Highlight association to
the Company Page
Deliver content through
Company Updates and
Sponsored Updates
Two-column feed to
showcase content
Extend your Company Page presence, effectively segment your message, and deliver it to the
right audience
Showcase pages
OWNED
Followers Professionals that have opted-in to a relationship with your Company
Build a direct communications channel to
those most interested in your business
Engage them via:
• Free Company Updates
• Sponsored Updates
• Sponsored InMail
• API experiences and more
Recruit more through paid, owned and
earned channels
EARNED
OWNED
PAID
Follower ads Accelerate relationships with your key audiences
Ensure follower quality through advanced targeting
Maximise success by being easily discoverable
Invest only when a member takes action
PAID
Company updates Ongoing dialogue with your dedicated followers
• Deliver standard or rich media content for free
• Boost relevance by targeting sub-sets of Followers
• Drive engagement to fuel social sharing
EARNED
OWNED
Sponsored
updates Placements that
appear in the
LinkedIn feed on
desktop, tablet and
mobile phone
Currently, there are 15 content slots on the desktop home
page feed, per page view (PV)
Organic content is ranked based on expected relevance
1 slot in the first PV will be for SUs
• Randomized between slot 3-5
• Users must see a number of organic updates before
seeing the next sponsored
• Today, users won’t see more than 1 SU per PV
We will have frequency caps on the number of times a unique
piece of content can be shown to a member
When companies target SUs to their followers:
• We always give precedence to the organic update
• The sponsored version will only appear if it would show
much higher than the original organic content
Sponsored updates Ongoing dialogue with your dedicated followers
EARNED
OWNED
PAID
Direct Sponsored Content Personalise and test your content to improve performance with Direct Sponsored Content
Sponsor any
content directly in
your target
audience’s feed
Control which
posts are visible
on the
Company Page
or Showcase
Page
EARNED
OWNED
PAID
Direct Sponsored Content Test and optimise your reach to the right audience with the right message
Personalise Customise your message to
target each audience
Test Test variations of your content
Control What gets published on your
Company Page
Test your intro message or call to action
Test which formats and
topics work for your
audience
Test your image
EARNED
OWNED
PAID
Custom groups Branded community where members discuss topics that matter to them
Create an authentic brand voice, share content, empower community conversations
Influence a dialog with potential customers and advocates
Cultivate long-term relationships
Demonstrate thought leadership
Gain insights and feedback
OWNED
Join Group Ads Boost community membership
Use social context to help encourage sign up
Remind members why they should return to your branded community
Drive awareness of the Group amongst your target audience
PAID
University pages (recommendations) University Pages give schools a single place to build their brand among key audiences, including current
and prospective students, alumni, and parents.
• Recommendations on University Pages are now available
• Incentive for education clients to build on their page
• This is a great way for alumni and students to drive engagement and seek advise on university choices
• Recommendations can easily be moved from company page to university page.
OWNED
Reach the right audience at the right time on the most accountable medium
• Target influential professionals with precision
• Drive high-quality audiences to your website
• Showcase your brand within an aspirational context
• Gain unparalleled insights with deep performance metrics
Standard Display Ads
PAID
Exclusive ownership of your audience’s LinkedIn experience
• Create impact with presence throughout the user journey
• Achieve 100% SOV for the specified campaign period
• Own all ad formats: 300x250, 160x600 and text link
Audience Roadblock
PAID
Spotlight Ads
The Spotlight Ad, couples the member’s own profile image with your brand and message. Assimilating your
brand into the member’s LinkedIn experience not only presents an opportunity for true one-to-one marketing,
but also results in higher average performance than standard display
Spotlight Ads Drive Performance
• Draws in name of member to an invitation to
find out more
• Clicking on the ad will take member to an
external page
• Using members name and photo encourages
higher engagement
• Text can be chosen by client
PAID
Sponsored InMail 2.0 Send a personalised message directly to a member’s inbox
• Delivered in real-time to a members inbox
• Ensure standout; just one message is sent every 60 days
• Prompt user to take action with
customizable response button
• Encourage on-going dialogue with optional social widgets
• Reach members on their mobile devices
PAID
NEW
Custom API Solutions Create innovative experiences beyond LinkedIn.com
• Allowing members to bring their
professional identities with them as they
move across the web
• Increasing productivity by enriching member
experiences with professional information
• Building a professional brand by publishing,
discussing, and sharing content
• Gaining insights into how members can be
more successful through content curation
and discovery
• Promote using paid, owned and earned
media EARNED
OWNED
PAID
Custom API Solutions How do they work
LinkedIn Data
APIs
Mobile Sites & Apps
Desktop Sites & Apps Profile
Newsfeed
Company
Groups
LinkedIn data is pulled (with the consent of the
member) through an API to a specialised site where
the information can be used to create a personalised
experience for the member.
EARNED
OWNED
PAID
Tap affluent audiences on
LinkedIn who are primed to
travel soon.
The activity will be engaging
and interactive.
Users can nominate
themselves and their
connections.
3
1
2
4
This goes viral as the activity shows up on
their walls as well as their nominees walls.
5
Allow brand to access
LinkedIn profile info
Custom API Solutions User journey
EARNED
OWNED
PAID
Own the ad space on the profiles of your workforce
• Harness your best brand ambassadors
• Use profile ad space to promote your brand
• Direct captivated professionals to a website or Company Page
Employee profile sponsorship
OWNED
PAID
LinkedIn can help you understand, measure and improve your content marketing
93% of B2B marketers use
content marketing
42% of B2B marketers consider
themselves effective at
content marketing
Content is our core
6X more engagement with
content vs. jobs
Brands
Thought
Leaders
News
Peers
3MM+ Company Pages
~500 Influencers
1.5MM LinkedIn Today
Publishers
2.1MM LinkedIn
Groups
The Content Marketing Score
and Trending Content Report is
our answer to how companies and
brands can better measure their
content efforts on LinkedIn.
What is the Content Marketing Score?
A score that quantifies and benchmarks
the influence companies have on LinkedIn
A score that can be filtered by audience
A score that is stacked up against a
competitive set
1
2
3
1 Who is sharing?
2 What is being shared?
3 What topics is the share
related to?
Venture Capital
Entrepreneurship
What is the Trending Content Report?
Leverage these insights to guide your content strategy
What should I publish?
Who should I target with my content?
Power and Accuracy of Professional Profile Data
Who Visits Your Page? Who Saw Your Campaign?
Who Clicked On Your Ads? Who Viewed Your Ads?
About Habari Media Established in 2004, Habari Media is a dynamic and award-winning multi-media sales company with a core
focus in digital, offering advertisers exclusive access to a wide selection of premium brands throughout the
continent. For the last 10 years Habari Media has provided their partner platforms with local presence and up-
to-the-minute market insights, whilst providing advertisers with superior service and support.
Contact details CPT: +27 21 001 2400 JHB: +27 10 492 8391 DBN: +27 31 716 4591
E: [email protected] W: www.habarimedia.com