LinkedIn - Dublin Tour May 2014

Editor's Notes

• #3 Can we add in the ‘sponsored update’ at the last build?
• #4 So with that in mind we want to help you go beyond simply reaching professionals…to building relationships with them.Professionals want knowledge and information that helps them grow. You can Share what you know about the things that matter to your audience. That's how brands build mutually beneficial relationships with professionals on LinkedIn…and why the successes go both ways.
• #5 We want to help you achieve a full range of marketing objectives on LinkedIn generating awarenessbuilding community increasing consideration and preferencedriving traffic and leads creating advocacy.  That’s because your campaigns will resonate more if they’re targeted to professionals with our targeted advertising products. Your content will have greater impact and sharing when it’s published in a professional context. And you can extend through the social sharing that happens naturally on LinkedIn, and extend authentic LinkedIn data to your branded channel.
• #8 This data comes from the latest Global Business Elite survey, which measures media habits and business decision-making influence of top executives. The research shows a similarly high level of penetration for LinkedIn amongst the C-Suite, 118,000 of whom use the network daily. Whether you’re a B2B or B2C marketer, the Global Business Elite represent the most valuable targets on the planet. In the U.S., these highly influential executives manage an average purchasing budget of $20 million and average a personal net worth of $2.4 million. Almost 80% of LinkedIn’s Business Elite influence people’s opinions and seek valuable content, accessing news and information via their mobile devices much more than others.It’s no surprise that the Business Elite are investing time in LinkedIn more than any other site in the survey. With thought leadership from LinkedIn’s Influencers to individually tailored content via LinkedIn Today, LinkedIn provides members with information and insights to improve their business and their career.
• #9 This data comes from the latest Global Business Elite survey, which measures media habits and business decision-making influence of top executives. The research shows a similarly high level of penetration for LinkedIn amongst the C-Suite, 118,000 of whom use the network daily. Whether you’re a B2B or B2C marketer, the Global Business Elite represent the most valuable targets on the planet. In the U.S., these highly influential executives manage an average purchasing budget of $20 million and average a personal net worth of $2.4 million. Almost 80% of LinkedIn’s Business Elite influence people’s opinions and seek valuable content, accessing news and information via their mobile devices much more than others.It’s no surprise that the Business Elite are investing time in LinkedIn more than any other site in the survey. With thought leadership from LinkedIn’s Influencers to individually tailored content via LinkedIn Today, LinkedIn provides members with information and insights to improve their business and their career.
• #10 http://go.webmarketing123.com/2012-State-of-Digital-Marketing-Report.html% of Marketers who generated leads from social mediaLinkedIn – 44% Facebook – 39%Twitter – 30%Google+ - 7%
• #14 Content Specific to you, the rich data we collect on over 225 Members gives LinkedIn the unique advantage to only send information relevant to you as a professional.
• #15 http://contentmarketinginstitute.com/wp-content/uploads/2012/11/b2bresearch2013cmi-121023151728-phpapp01-1.pdf
• #16 Accurate targeting, based on authentic data, is the foundation of the LinkedIn platform. LinkedIn gives brands a proven way todirectly target from within the most affluent, influential and educated audience on the social web.LinkedIn’s targeting is highly accurate because it draws from actual profile data provided and is continually updated by our members themselves.You’re also able to target the 1-st degree connections of specific members. And their behavior on LinkedIn, like what groups they join, how much they share and comment, can also be used to inform targeting.
• #19 Facilitator: BrianThe combination of Sponsored InMail, Display, and Sponsored Updates also drives incremental engagementwhen included in a single campaign.InMail campaigns that were retargeted to members who were recently exposed to display had 2x+ the open rate vs. a control group that was not exposed to display. In fact, we recently analyzed the results of 10 pilot customers who ran both Display and Sponsored Updates simultaneously and we found that members who were exposed to both had a 25%+ lift in CTR on their Sponsored Updates and display CTRs remained the same. [Note: This is not a roadblock. These were campaigns running during the same time period targeting similar audiences. At this time, we cannot run display and Sponsored Updates as a roadblock.]
• #22 We’ve been piloting this product with a number of customers for the past few months and are seeing very strong results for marketers with performance objectives. First, Sponsored Updates give access to new audiences. They are the only paid advertising on mobile smartphone so you can reach people who haven’t yet been exposed to existing display ads.Second, we are seeing very strong CTRs and engagement rates with Sponsored Updates because they are integrated into the LinkedIn feed so members are more likely to engage with them. Overall, we are seeing average engagement rates of 0.55% (clicks, likes, shares, comments) and CTR on the content (excluding social actions such as like/comment/share) of 0.40%. These high CTRs enable you to efficiently drive lead volume from your target audience.Third, our pilot customers have found that they are getting very high quality traffic that is converting into leads at higher than average rates from other sources. This is driven by a couple factors. First, the accurate targeting means your engagement is coming from your target audience. Second, people have already previewed the headline and first three lines of content from your landing page before clicking. This means all of the traffic you drive has demonstrated interested in your content because they’ve been able to preview it before clicking. Finally, Sponsored Updates are great for performance advertisers because you can purchase on a CPC basis through a 2nd price auction, so you only pay for the clicks you receive on your content. Unlike on other social platforms, you are not charged for social actions (Like, Comment, Share, and Follow) taken by members. You are not charged for any clicks you receive from viral sharing, which brings down your average CPC and CPL even further.
• #23 Let’s start with our newest product, Sponsored Updates. Sponsored Updates enable you to drive leads by distributing relevant content in the LinkedIn feed to your desired target audience across all devices (desktop, smartphone, and tablet).
• #24 Hubspot was one of our first pilot customers and has seen very strong performance. They had a 15% conversion rate from clicks to leads from their Sponsored Updates and their CPL was 50% lower than their target CPL. We recommend that you get started as soon as this product is available, because there will be significant first mover advantages. Since the product is sold through an auction, initial clearing prices will be low but will rise as competition increases. First movers can take advantage of this dynamic to drive very efficient CPLs. Additionally, the auction gives preference to companies who have a history of high CTR updates. By getting in early and building your history, it will continue to pay off for you over the long run even as competition increases. You’ll learn what content converts best for your audience and you will have an edge over late-comers.
• #25 With Sponsored Updates, we provide you detailed reporting dashboards that allow you to monitor your performance in real time so you can measure success and optimize your campaign. With this reporting, you can see what content is performing best with your target audience to inform your upcoming content calendar.