Media data. Connect the world s professionals to make them more productive and successful

Transcription

1 Media data Connect the world s professionals to make them more productive and successful

2 Connect the world s professionals LinkedIn is the largest international business network with over 347 million members worldwide, More than 3.5 million companies use LinkedIn for their B2B communication with their target group. 24,000 universities have their own company/university profiles for communication with their members. Germany 5.0 million Switzerland Austria 1.8 million 0.7 million LinkedIn not only connects professionals and decision-makers worldwide but is also the perfect platform for maintaining business relationships. Source: internal LinkedIn data (October 2015) 2

3 to make them more productive and successful The members, companies and universities publish billions of highquality content features and articles every day. The content underpins the mutual exchange of knowledge and therefore promotes not only relationship building but also more productive and more successful work practices. All this makes LinkedIn the leading international B2B content publishing network. 3

4 Reach your target group with content marketing...and maximum relevance Reach an interested target group by providing value added with your content marketing, making the members of your target group both more productive and more successful. Put your themes on the agenda in the long term. Communicate your content from the expert perspective and arouse the interest of your target group. Enjoy credibility and acceptance in your target group. 4

5 Make targeted use of content marketing to reach your target group effectively We know the target group and can systematically target it based on the profile data of the users, for example. We can analyse the interests of the target groups and determine which themes are of particular relevance to them. The LinkedIn targeting criteria enable you to communicate the right themes to your desired target group and thereby achieve maximum involvement. 5

6 Perfect strategic positioning in the B2B environment with your own company page Use a LinkedIn company page as a corporate profile for your central B2B communication: To showcase your company and communicate your content To offer the members of your target group a platform so that they can interact with you and become followers To position yourself as an employer and publish job vacancies The company page is free of charge and reachable via a separate URL. 6

7 Perfect strategic positioning in the B2B environment with your own company page Large-format branding (646 x 220px) Company profile (up to 2,000 characters) Link to focus pages Status updates (600 characters + image) Ad slot for branding* (300 x 250px) *Fee-based 7

8 Expand your presence with a focus page Focus pages are independent extensions of company pages. Focus pages allow you to showcase business areas and products in a tailored setting. Your target group can follow your various focus pages independently of your company page. The focus pages are free of charge and reachable via their own separate URLs. 8

9 Expand your presence with a focus page Large-format branding (974 x 330px) Showcase information (up to 200 characters) Status updates (600 characters + image) 9

10 Put together a communication package and distribute all your content to your target group A long-term content strategy is key to success. Continuous publication of content plays an important role in maximising the involvement of your target group. The content should be tailored to the specific target groups and pique their interest by providing tailored value added. A diverse range of themes and topics additionally helps to maintain interest levels, and you can use all your classic communication channels for this purpose. 10

11 Put together a communication package and distribute all your content to your target group Blog Twitter Target group YouTube Homepage Company page / Target group Focus pages Employee blogs Target group 11

12 More coverage for your content with sponsored updates Use the content of your company page or focus page and also distribute the content to non-followers of your company with sponsored updates Your contact is displayed directly in the personal newsfeed on the profile start page of the target group. Linkedin targeting can be used to serve sponsored status updates direct to your desired target group. *A company page or focus page is mandatory for serving of sponsored updates. Minimum booking volume: 4,000 agency net Variable billing model on CPM/CPC auction basis, Serving based on bid level and availability. You can find technical specifications here 12

13 More coverage for your content with sponsored updates Status update on your company page or focus page Sponsored update on the profile start page of your target group 13

14 More coverage for your content with sponsored updates on all devices Sponsored updates are displayed in native format on all devices in the newsfeed of users and are seen as providing informative, useful value added. The content is automatically adapted to the device in question. No separate ads need to be produced. The sponsored status updates are served on all devices*. *No separate serving to devices; in combination only 14

15 More performance for your content with performance-based sponsored updates Sponsored updates are variably served via an auction procedure based on CPM or CPC. A maximum bid price and a definable (daily) budget keep the costs within a limit you yourself set. There is no reach guarantee in the auction, as it is billed based purely on performance and the latest bid status. 15

16 More performance for your content with performance-based sponsored updates In the auction procedure, CPM and CPC campaigns are effectively compared with one another. The campaigns compete with each other in the auction via the effective cost per impression, taking account of the click rate in the case of CPC campaigns. The price of the second-highest bid plus 1 cent is billed. Free interaction options such as like, share or comment boost the effectiveness of your campaign and are not billed. 0,1% CTR Max. 10 CPC CPI Max. 20 CPM CPI 0.5% CTR Max. 5 CPC CPI Example: update C is served due to the high cost per impression value 16

17 Simultaneous appeal for multiple target groups with direct sponsored content Direct sponsored content is exclusively shown in the personal newsfeed of your desired target group and not on your company page. DSC is therefore particularly suitable if you want to communicate your content to multiple target groups but each with a tailored form of address. The mode of operation is the same as sponsored updates. *A company page or focus page is mandatory for serving of direct sponsored content. Minimum booking volume: 4,000 agency net Variable billing model on CPM/CPC auction basis, Serving based on bid level and availability. You can find technical specifications here 17

18 Sponsored updates vs. direct sponsored content Company page / Focus page necessary Publication on company page / focus page necessary Sponsored update Direct sponsored content Pricing CPM / CPC / / Pricing based on auction principle Guaranteed reach Targeting possible 18

19 Use LinkedIn groups to interact directly with your target group Offer the members of your target group a forum where they can interact directly with you or with each other. Discussions on your products or surveys within the group provide you with valuable information direct from your target group. Groups are standalone entities and independent of company pages or focus pages; they should be interlinked, however, to exploit synergy effects within your target group. 19

20 Business communication Group elements 1 Large-format branding (646 x 200px) 2x teaser (300 x 125px) 2x medium rectangle (300 x 250px) Group discussions 1x superbanner (728 x 90px) 1 Example of an individual group 20

21 Groups interacting with your target group Overview Elements Standard Extended Tailored Discussions News sharing 20x sub-groups per group Monthly group reporting > 5,000 members in the group Branding ads in the group Whitepaper download 1x medium rectangle 1x superbanner 2x medium rectangle 2x teaser 1x superbanner Cost per month Free of charge 2,200 * 3,700 * Minimum media booking volume Free of charge 11,000 ** * Minimum booking volume: 3x months; can be cancelled or added to on a monthly basis. ** One-off costs 21

22 Extend your content strategy with classic display formats Use your classic skyscraper or your medium rectangle for your product campaigns on LinkedIn LinkedIn Targeting also provides your display campaign with a direct line to your desired target group. You can find technical specifications here 22

23 Extend your content strategy with LinkedIn content ads Content ads in LinkedIn design are a well-known and learned element of LinkedIn and profit from high user acceptance levels. The fixed LinkedIn layout means no need for creative production. Serving of the content ads can also be performed using the LinkedIn targeting options. Bookable as a medium rectangle or skyscraper 23

24 Extend your content strategy with LinkedIn content ads By booking follow ads, you give your target group the direct opportunity to become followers of your company page or focus page via a clearly visible call-to-action button. The group ads are used to attract group members, and the clear call to join the group is also well received by users. Both content ads link to the desired LinkedIn company page, focus page or group. A company page or focus page is required for follow ads. A group is required for group ads. You can find technical specifications here 24

25 Extend your content strategy with LinkedIn content ads Spotlight ads allow you to profit from the high acceptance levels for content ads in the typical LinkedIn layout complete with link to your external landing page. With their personal request and clear call to action, spotlight ads are ideal for lead generation on your own landing page. No company page or focus page is necessary for this content ad. You can find technical specifications here 25

26 Extend your content strategy with LinkedIn content ads Title (up to 30 characters) Logo (65 x 65px) Text (up to 82 characters) Call-to-action button (up to 20 characters) You can find technical specifications here 26

27 Extend your content strategy for personal communication with your target group LinkedIn InMails are exclusive internal messages that are sent directly to the inbox of your desired target group. Members can only receive an InMail once every 60 days, thereby ensuring maximum attention. Personal communication with your target group also drives high involvement of your potential customers. Minimum booking volume: 2,000 ; You can find technical specifications here 27

28 Extend your content strategy with more performance for your InMail 2.0 campaign Optimized dispatch of the InMail 2.0 to active members at the time of send out The InMail 2.0 profit by the live send out and reach higher open rates in your target group LinkedIn InMails are shown directly to the inbox of your desired target group. The InMail 2.0 will automatically shown on mobile devices and profit by a sticky call-to-action button Minimum booking volume: 2,000 ; You can find technical specifications here 28

29 Extend your content strategy now with a variable auction procedure at the InMail 2.0 InMails 2.0 variably served via an auction procedure, similar to Sponsored Updates. The price of the second-highest bid plus 1 cent is billed.* A maximum bid price keep the costs within a limit you yourself set. There is no reach guarantee in the auction, as it is billed based purely on performance and the latest bid status. InMails 2.0 will send out as quickly as possible from start date of the campaign. *No discount available 29

30 Reach your desired target group with LinkedIn targeting LinkedIn targeting is mainly based on user-declared information targeting which accesses the profile and company data in the LinkedIn database. This precision targeting is based on real entered data or criteria derived from this data. Additional checkpoints review the quality of these criteria in order to ensure optimum communication with target groups. 30

31 Reach your desired target group with LinkedIn targeting Overall rotation Served throughout the entire LinkedIn network Cluster targeting Business decision-makers Corporate executives IT professionals Small business professionals Finance professionals Sales professionals Marketing professionals Start-up professionals Custom targeting 1 Job Position Age Gender Sector Size of company Country / Region 1 Selected criteria. We will be happy to talk to you in person to put together tailored proposals 31

32 Our rates in 2015 Your can find our updated rate card on our website at Please note our minimum booking volumes: Display: Germany: 4,000 Austria / Switzerland: 2,000 (for each country) Content marketing: 4,000 InMails: 2,000 You can find technical specifications for our ad formats at 32

33 Always at your service! iq digital media marketing gmbh Kasernenstraße Düsseldorf Phone +49 (0) Fax +49 (0) Web Technical Services Phone +49 (0) Nielsen 1, 5-7 iq digital media marketing gmbh Brandstwiete 1 (Neuer Dovenhof) Hamburg Phone +49 (0) Fax +49 (0) hamburg@iqdigital.de Nielsen 2 iq digital media marketing gmbh Kasernenstraße Düsseldorf Phone +49 (0) Fax +49 (0) duesseldorf@iqdigital.de Nielsen 3a iq digital media marketing gmbh Eschersheimer Landstraße Frankfurt Phone +49 (0) Fax +49 (0) frankfurt@iqdigital.de Nielsen 3b, 4 iq digital media marketing gmbh Nymphenburger Straße Munich Phone +49 (0) Fax +49 (0) muenchen@iqdigital.de Sales Manager Mobile André Krämer Kasernenstraße Düsseldorf Phone +49 (0) Mobil +49 (0) andre.kraemer@iqdigital.de Key Account Manager Finance Christoph Tiede Kasernenstraße Düsseldorf Phone +49 (0) Mobil +49 (0) christoph.tiede@iqdigital.de Key Account Manager IT Digital Oliver Müller Kasernenstraße Düsseldorf Phone +49 (0) Mobil +49 (0) oliver.mueller@iqdigital.de International Sales Christine Pakendorf Kasernenstraße Düsseldorf Phone Fax international-online@iqm.de 33

34 Thank you very much!!! 34

35 Glossary Company page: Company pages serve as central corporate profiles with their own URLs. Companies can showcase themselves as employers, publish the full range of their communication content on products, business areas and much, much more. Focus page: These pages are used as independent, optional sub-pages of company pages in order to communicate content from individual business areas or productrelated content. 35

36 Glossary Sponsored updates: Sponsored updates provide you with the option of communicating your status updates from the company page or focus pages to all LinkedIn members outside your various follower groups. Status updates: Free content that is published on company pages or focus pages, that link to (among other things), articles, blogs or YouTube channels, and that are displayed in the newsfeed of the various followers 36