Linkedin Campaign Debrief

The B2B Marketing Summit, 14th June 2012

Maggie Lonergan, MD, Marketing Services, Fortune CookieDaniel Farrugia, Acquisition Marketing, American Express

Originally a test campaign to launch the new Corporate Membership Rewards Card:

• Main Objective >

• Drive brand awareness• Support acquisition through lead generation

• Targeted to UK SMEs (company size 10-500 employees)

Measurement• Test budget, single publisher, did not lend itself to brand tracking • Metrics: leads generated, engagement

The Brief

This proposition was targeted at:• Business owners/C-suite• Finance officers• Procurement leads • Office managers

Small to medium-sized businesses (SME) defined as companies with a minimum of four employees carrying company cards for charging business expenses and a maximum of 500 employees.

Target Audience

Stage 1Awareness & Lead Generations

Stage 2Engagement & nurturing

Brand Saliency

Word of mouth

Campaign strategyStage one

• Single media offering using LinkedIn

• Two target segments identified:• Custom Target, aimed at C-suite, finance officers & procurement leads • In-Crowd, aimed at SME business owners/office managers

• Rationale: balance of reach & targeting to achieve highest coverage within established target group

• Mix of high impact display ad units as Home Page Takeover (CPM) & cost per lead (CPL) buying

Media Proposal

Linkedin Audience Targeting

Profile• Profession• Seniority• Industry• Company• Company size• Geography• Education• Function

Linkedin PlacementsHomepage takeover • Three high impact placements• Impressions capped per user• CPM cost structure

Linkedin Whitepapers

White Papers for highly targeted, qualified leads.• High quality leads• Extensive targeting & filtering• Deliver value to your audience

MPU Creatives

Aeroplane

Golf

Recline

Walk

Paparazzi

Umbrella

Whitepapers

WhitepaperAdvert

WhitepaperLanding page

300x250Poll unbranded

300x250Poll branded

300x250Poll branded – response page with leaderboard

RJ all whitepaperPolls

Poll 1Who in your company is responsible for expense management systems?

Poll 1 Engagement

http://polls.linkedin.com/poll-results/139006/zlgpa 444 votes. Strong agreement with the statement that employees comply

Poll 2Do employees in your company comply with Purchase Order procedures?

Poll 2 Engagement

http://polls.linkedin.com/poll-results/139003/cddyn 124 votes. Overwhelmingly the Senior Finance Professional is responsible.

Poll 3What’s the most important thing your Corporate Card programme should do?

Poll 4 Engagement

Discussion on cost control

http://polls.linkedin.com/poll-results/139004/hlrcl 202 votes. Simplify administration” remains the top response

What did we achieve?LP

229197

91

243201

222213

1,396

Time

1:15:24:0214:50:46

19:02:52

1:08:26:431:09:52:40

2:15:29:171:12:00:28

10:01:03:56

InteractionsCMR UK

•Aeroplane•Golf

CMR Spain•Aeroplane

Corp BA•Walk•Recline

Corp Platinum•Umbrella•Paparazzi

Expands

6,1072,895

4,471

5,7215,668

10,0985,753

40,713

CTR

0.070.08

0.1

0.060.06

0.050.06

0.07

Clicks

401348

148

354316

353323

2,243

What did we achieve?

That’s over 10 days

of time spent with the brand

• New research from Microsoft Advertising, Eyeblaster (MediaMind), and ComScore

• Online ad engagement drives better brand results

• Most meaningful measures for brand success online are Dwell score = average time spent, actively engaging with an ad x proportion of users engaging in this way (e.g. expands, mouseovers, video plays)

• Measurement that focuses on the click alone considers only a tiny fraction of the economic value of an online advertising campaign

Importance of Dwell

Source: Microsoft - Dwell on Branding

• are three times more efficient at stimulating branded search (branded search term usage increased by 39% for users exposed to high dwell campaigns)

• are c 70% more likely to attract visits to the brand site than low dwell campaigns (17% uplift in site visits versus 10% uplift)

• drive more traffic and more engaged users (high dwell campaigns drive a 125 percentage point positive swing in page views per visitor and an 83% swing in minutes per visitor)

• Industry averages: Total Dwell 4.6; Dwell rate 8.7%; Dwell Time 53s

• Financial Services: Total Dwell 5.6

Findings of studyHigh dwell campaigns:

Campaign Dwell Campaign

Dwell Rate74.32%

Dwell Time13.2 secs

Total Dwell9.8

0

3

5

8

10

Dwell

Avg all sectors Financial services Amex LI campaign

• Incorporates both a quantitative measure and a measure of quality• Relates only to rich media advertising (video audio or dynamic data ads) having an interactive element that allows active engagement to happen

Dwellas an expression of engagement

High Dwell Campaignsdrive more branded searches

Increased site visits

Increased Engagement

• Higher online ad engagement leads to better brand effects

• The findings give brand advertisers a new set of rules:• Online brand advertising should be planned and executed distinctly

from direct response• Use creativity in advertising to drive engagement and build brand• Use rich media to make full use of the creative opportunities • Use dwell scores instead of click-throughs to measure brand

campaign success

Study conclusions

@fortunecookiewww.fortunecookie.co.uk

Thank you

@AmericanExpresswww.americanexpress.com