Stop Dating LinkedIn and Get Engaged Already: How to Drive Real Results on LinkedIn
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- Alannah McGee
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1 Stop Dating LinkedIn and Get Engaged Already: How to Drive Real Results on LinkedIn Speakers: Mike O'Toole, President, PJA Advertising + Marketing Matt Magee, VP, Digital Strategy, PJA Advertising + Marketing Charlie Breckling, Managing Director, Marketing, Executive Education, Harvard Business :
2 Data from Quantcast Data from Quantcast
3 Business to buyer: Creating brand demand A W A R E N E S S C O N S I D E R A T I O N P U R C H A S E A D V O C A C Y PR Microsites Brochures COMPANY- DRIVEN Brand Advertising SEM s SEO Online Banners Corporate Blogs Case Studies Web Site Product Trials Online Demos Product Literature Rewards Programs Recognition COMMUNITY- DRIVEN Best Practices/ Topical Communities General Business Publications Social Networks & Microblogging Vertical Publications & Tech Content Sites Webinars & Podcasts Conference/ Events Widgets Vendor-Run Communities Customized Editorial Vendor Comparisons Professional Networks Virtual Trade Show Forums Personal/ Professional Blogs INFLUENCER- DRIVEN Mobile Customized Editorial Events White Papers Tech Content Sites Sponsored ROI Calculators Business to buyer: Creating brand demand A W A R E N E S S C O N S I D E R A T I O N P U R C H A S E A D V O C A C Y PR Microsites Brochures COMPANY- DRIVEN Brand Advertising SEM s SEO Online Banners Corporate Blogs Case Studies Web Site Product Trials Online Demos Product Literature Rewards Programs Recognition COMMUNITY- DRIVEN Best Practices/ Topical Communities General Business Publications Social Networks & Microblogging Vertical Publications & Tech Content Sites Webinars & Podcasts Conference/ Events Widgets Vendor-Run Communities Customized Editorial Vendor Comparisons Professional Networks Virtual Trade Show Forums Personal/ Professional Blogs INFLUENCER- DRIVEN Mobile Customized Editorial Events White Papers Tech Content Sites Sponsored ROI Calculators
4 Business to buyer: Creating brand demand A W A R E N E S S C O N S I D E R A T I O N P U R C H A S E A D V O C A C Y PR Microsites Brochures COMPANY- DRIVEN Brand Advertising SEM s SEO Online Banners Corporate Blogs Case Studies Web Site Product Trials Online Demos Product Literature Rewards Programs Recognition COMMUNITY- DRIVEN Best Practices/ Topical Communities General Business Publications Social Networks & Microblogging Vertical Publications & Tech Content Sites Webinars & Podcasts Conference/ Events Widgets Vendor-Run Communities Customized Editorial Vendor Comparisons Professional Networks Virtual Trade Show Forums Personal/ Professional Blogs INFLUENCER- DRIVEN Mobile Customized Editorial Events White Papers Tech Content Sites Sponsored ROI Calculators Social content & purchase decisions Compared to vendor content or editorial content from independent authorities how much weight do you give to social content, from peers, in making IT investment decisions? Editorial Content 27% Other 4% Social Content 37% Vendor Content 32% Source: IDG Connect, 2010
5 Attitudes on vendor participation in online communities Q: Which of the following statements best reflects your attitude about vendor participation in online communities? (Note: by "vendor participation," we mean the vendor may monitor or actively engage in conversations.) Q: If you were part of an online community, how important would it be for the participating vendors to provide the following? Please rank on a scale of 1 (least important) to 5 (most important). Source: Toolbox.com/PJA IT Social Media Index Real-World LinkedIn Case Study: Harvard Business School, Executive Education 10
6 Harvard Business School Executive Education LinkedIn Strategy and Execution Charlie Breckling, Managing Director, Marketing June 14, 2011 Copyright President & Fellows of Harvard College. HBS Executive Education on LinkedIn Paid media Highly-targeted geo, industry, function, age, gender, level, title, etc. Right audience in the right environment Outstanding global footprint with targeting 200+ countries Limited ad units per page Low CPM as a result of targeting Low CPA as a result of targeting Many group/event/data features available from LinkedIn beyond traditional display
7 HBS Executive Education on LinkedIn Initial Group Channel Strategy Engagement with our customers and target market Facilitate conversations Push value-added content and thought leadership Gather market intelligence/survey Reinforce awareness for the HBS Exec Ed products Integrate content for SEO Provide customer service Humanize our brand Sell product HBS Executive Education on LinkedIn Friends of HBS Executive Education Available to the public membership request required not an open group Create engagement with the HBS brand Push free content and thought leadership Listen to the market and ID customer needs Provide customer service Survey/market research Promote recommendations Integrate with our website Advertising exclusivity Sell product
8 HBS Executive Education on LinkedIn HBS Executive Education Available only to past customers of HBS Executive Education private group Leverage shared experience Facilitate conversation in a spam free environment Push content and thought leadership Conduct thought-leader discussions Create brand evangelists Gather feedback/survey Utilize free content rail Integrate with our website Advertising exclusivity Sell repeat business Encourage referral business
9 HBS Executive Education on LinkedIn HBS Executive Education Company Page Website Integration HBS Executive Education on LinkedIn Group Results To Date Launched LinkedIn groups Q3 of 2009 Non-customer group 14,000+ members Customer group 12,000+ members Company page launched Q Group member-reported revenue Est. $2M+ Group management direct cost less than $10K Very high staff cost LinkedIn can do it for you Group added-value from LinkedIn tied to ad spend
10 More real-world B2B examples Answers sponsorship
11 Partner messages Partner messages
12 Asking questions on LinkedIn Answers Social sign-in Solution: Janrain Engage 1. User picks a network 2. User signs in (if not already) and then confirms sharing of profile info 3. Profile data gets put into form; users fill out rest of form to complete registration
13 Lead gen: content syndication in external Groups Relevant participation (could be better) Link to lead gen page (free trial) 25 Lead gen content sharing 3 Ways to Make Your Site Tablet-Worthy Pre-populates update with title & bit.ly link to registration page (including CID for measurement) In this report you will learn how tablets are changing the playing field for mobile marketing, and the approaches you can take to create a tablet-worthy website. Information includes: 1. A snapshot of tablet usage since the launch of the first Apple ipad 2. Three approaches for creating tablet-worthy site experiences 3. Concrete examples and ideas to inspire your own campaigns June 2011 Share this report: Share this report:
14 Company page Targeted promotions on Products & Services tab Promotions & products can be shown based on viewer s industry, geography, title, etc.
15 Banners targeting company employees LinkedIn Post-IPO 5 reasons LinkedIn might be worth its valuation
16 2 critical, symbiotic forces M Value for Marketers U Engagement from Users
17 Reason 1: Customer intelligence Reason 1: Customer intelligence M Value for Marketers U Engagement from Users Hyper targeted Deep analysis Message targeting based on response Make my voice heard See what peers think
18 Reason 2: Direct marketing Jacob Mullins Partner Development Manager Microsoft BizSpark Program Reason 2: Direct marketing M Value for Marketers U Engagement from Users B2B granularity Top-of-Inbox persistence Jacob Mullins Partner Development Manager Microsoft BizSpark Program
19 Reason 3: Corporate social presence Reason 3: Corporate social presence M Value for Marketers U Engagement from Users Content marketing Engagement Advocacy Personal brand connection Information channel Share expertise
20 Reason 4: Social graph activation Reason 4: Social graph activation M Value for Marketers U Engagement from Users Content syndication Community Advocacy More of my online experience Easier participation
21 Reason 5: Content curation Reason 5: Content curation M Value for Marketers U Engagement from Users User-driven content syndication Daily news destination Cues more sharing Useful, durable aggregation 42
22 What we d love to see from LinkedIn > Lower the financial barriers to entry for marketers > Better promote new offerings and functionality > Be a slightly faster follower with new marketing opportunities Q & A
* M E D I A U S A G E A N D M A N U F A C T U R I N G P R O F E S S I O N A L S * 2012 Gardner Publications, Inc. All Rights Reserved
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The world of digital marketing seems foreign. However, all of the basic tenants of sales and marketing still apply. It s just a different platform and due to the vast numbers of platforms available and
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