LinkedIn Sponsored Updates Overview

Marketing Solutions

Sponsored Updates Overview

©2013 LinkedIn Corporation. All Rights Reserved.

Sponsored Updates deliver rich contentacross all devices via the LinkedIn feed

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©2012 LinkedIn Corporation. All Rights Reserved. 3

Priced on CPC or CPM – delivering effectiveness

Pricing is based on impressions or clicks only

Social actions are free and drive earned media

Targeted to the right audience to drive engagement

Examples of Sponsored Updates

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Bra

nd

Dir

ect

Res

po

nse

Examples of great Sponsored Updates

Questions: Pertinent, relevant question, interactive delivery, curated content

Opinion: Expert opinion on the world of work – relevant, tech-focused, authentic

Experience: Aspirational content, exclusive & relevant to the brand

Advice: Free business & career advice, targeted to management &

relevant to brand specialism

Finding Content

From Corporate websites, internal sources, blogs &

publisher partnerships

From Existing LinkedIn Presence –

Slideshare, Updates, Influencer

From other channels:

YouTube

Twitter

Facebook

Content Partnerships

Content Curation

Checklist to get started:


Prepare: Post minimum 3 updates weekly, keep variety broad to drive learnings

Test: Pick good performing updates that represent different themes of content – sponsor & monitor performance.

Refine: Use results from week 1 to define how long updates can be promoted for & what type of content resonates best

Sponsor at least 1 update per week, run for entire week.

Iterate: Begin to implement more strategic content plan to align with key marketing objectives, sponsor updates to coincide with

brand activity

Pre – launch:

Week 1:

Month 1:

Month 2:


Create a campaign Select Posts to Sponsor Select Targeting Set Budget & Bid

Levels Push Live

A simple, easily managed process to sponsor content

Quick, two step sponsorship of good content


1) Pick great performing content

2) Use simple promotion tool to reach your audience

Precise measurement, easy access


Company Updates post level detail

Link to Sponsored Update campaigns (only clickable for Sponsored Updates admins)

Update trend charts


Reporting

There are two self-serve sources of reporting


Company Page Analytics

SU Campaign Manager

Primary

User

Reporting

Overview

• Company Page Admins

• SU Campaign Admins

• Performance of all updates (organic & paid)

• Follower growth and demographics

• Performance of Sponsored updates only

• Campaign metrics: budgets, bids, avg. CPC/CPM

Exportable • No • Yes

Refresh

Frequency

• Near real time

(~3 min delay)

• Near real time

(~3 min delay)

Access the new company page reporting from the Analytics tab on the navigation bar


Company Page Analytics: Company Updates


Company Updates post level detail

Link to Sponsored Update campaigns (only clickable for Sponsored Updates admins)

Update trend charts

Company Page Analytics: Followers


Follower demographics

Follower count & source of acquisition

Follower growth over time

Follower base comparison to similar companies

Company Page: In Feed Analytics


Company Updates performance

(Organic & Sponsored)

Campaign Manager: Account Overview


Account level time series• Clicks• Amount Spent• Impressions• CTR• Avg. CPC• Social Actions

Account Summary

Adjustable date range

Campaign Overview

Campaign Manager: Campaign Detail Report


Campaign Details• Targeting• Budgets• Bids

Campaign Summary

& Time series

Campaign Manager: Campaign Detail Continued


Demographics of clickers (shows top 5 by facet)

Update level detail

Preview the update for screenshots

Sponsor a new update

Campaign Manager: Export Function


Export campaign or

Update level detail

www.ad2one.ie

in: www.linkedin.com/in/feargaljennings


Thank You

http://www.ad2one.ie/

http://www.linkedin.com/

Business

LinkedIn Sponsored Updates Overview