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TELL IT, DON’T SELL IT - DE KRACHT VAN CONTENTMARKETING OP LINKEDIN Wist u dat prospects in de zakelijke markt al voor 60% door de besluitvorming zijn, voordat ze contact opnemen met uw organisatie? Maar wat gebeurt er binnen deze fase en waar doen deze potentiele klanten inspiratie op? En nog belangrijker; hoe zorg je ervoor dat je wordt meegenomen in dit ‘onzichtbare traject’ ? In zijn presentatie zal Marcel Molenaar aan de hand van inspirerende cases laten zien wat de kracht is van content marketing en hoe je hier direct mee aan de slag kan.
Citation preview
MARKETING SOLUTIONS1
Marcel MolenaarHead of Marketing Solutions
Benelux
MARKETING SOLUTIONS
Our Mission.Connect the world’s professionals
to make them more productive and successful
MARKETING SOLUTIONS
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MARKETING SOLUTIONS
MARKETING SOLUTIONS
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
MARKETING SOLUTIONS
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
11
MARKETING SOLUTIONS12
LinkedIn Confidential ©2013 All Rights Reserved
LinkedIn has become the
definitive professional publishing platform
MARKETING SOLUTIONS
8xmore content than jobs
JO
BS
CO
NT
EN
T
MARKETING SOLUTIONSNeed current footnote/date
>45% LinkedIn Member Visits
Professionals are on the go
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MARKETING SOLUTIONS
Companies Audience
Content
RelationshipsRelationships
MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved
The buying process has fundamentally changed…
MARKETING SOLUTIONS
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
MARKETING SOLUTIONS
Why?LinkedIn drives 64% of all visit to corporate websites
from social media channels.
MARKETING SOLUTIONS
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
MARKETING SOLUTIONS
Target with Accuracyusing authentic data
Who they are Who they know What they doTheir profile Their connections Their behavior
MARKETING SOLUTIONS
Who they areTheir profile
Who they knowTheir connections
What they doTheir behavior
Senior Exec
0-5,000
Internet
Education
Inferred
Demo
Name
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
MARKETING SOLUTIONS
Publish with a PurposeEngage cross device
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300x250 MPU
Text ad
Publish with a PurposePromote your brand
MARKETING SOLUTIONS
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”
MARKETING SOLUTIONS
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
MARKETING SOLUTIONS
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
MARKETING SOLUTIONS36
Owned Curated Custom
Your Site
Your Social Channels
Licence Content
Direct to publisher
Bespoke Content
MARKETING SOLUTIONS
Marcel MolenaarHead of Marketing Solutions
Benelux
Are You