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Canadian Automotive Tour
Core Narrative
February 21st & February 22nd, 2013
Canadian Automotive Tour: Core Narrative
Agenda
LinkedIn Company Overview
Audience
Marketing Solutions
Content Marketing
Auto Research
Case Studies
Q&A
2
Company Overview
Canadian Automotive Tour Core Narrative
3
Connect the world’s to
make them more productive and
successful
Our Mission professionals
200M+ professionals and rising
*Internal metrics reflect LinkedIn site only, not including SlideShare 5
37.3 42 48
55.1 64
72 81
90 102
116
131
145
161
174
187
200
20
60
100
140
180
220
Q1
'09
Q2
'09
Q3
'09
Q4
'09
Q1
'10
Q2
'10
Q3
'10
Q4
'10
Q1
'11
Q2
'11
Q3
'11
Q4
'11
Q1
'12
Q2
'12
Q3
'12
Q4
' 12
Members (mn)
Create economic opportunity for every
professional in the world
Our Vision
Everywhere Work wherever our
members work
Insights Be great at what
you do
Identity Connect, find, and
be found
Connecting talent with opportunity at massive scale The value we bring to our members
Sell Turn cold calls into
warm prospects
Market Connect most
effectively with
professionals
Hire Engage the world’s
best passive talent
The business of connecting talent with opportunity at massive scale
Three diverse, sustainable, and scalable business lines
Audience
Canadian Automotive Tour Core Narrative
9
10
200,000,000+
registered members
The globally connected
professional network
7M+
Canada
74M+
USA
11M+
Brazil
3M+
Australia
39M+
Europe
3M+
DACH
4M+
Italy 4M+
France
3M+
Spain
3M+
NL 11M+
UK
18M+
India
4M+
SE Asia
LinkedIn in Canada
5th Largest Market in the World!
7,000,000+ Canadian Members
4.9 Million Unique Visitors*
164 Million Page Views*
119 Million Minutes*
4.7 Average Minutes Per Visitor*
5.1 Visits per UV/month
* Source: ComScore - December 2012
Visitors Increasing Their Time On LinkedIn YoY Total Minutes (MM)
0
20
40
60
80
100
120
140 LinkedIn
The Globe And Mail
Rogers Digital Media
The New York Times Brand
National Post Sites
Wall Street Digital Network
13
LinkedIn overtook lead 6
months ago and
increasing gap vs.
competitors
Previous lead publisher
experiencing
71% decrease
in time spent online
Only LinkedIn reaches this affluent audience (December 2012 Audience Duplication)
3,241M Unique Monthly Visitors
2,555M Unique Monthly Visitors
4,095M Unique Monthly Visitors
2,414M Unique Monthly Visitors
1,061M Unique Monthly
Visitors
357M
766M
1,121M
822M
1,078M
77% of LinkedIn users
do not visit Rogers
83% of LinkedIn users
do not visit NP
93% of LinkedIn users do not visit WSJ
84% of LinkedIn users do not visit NYT
78% of LinkedIn users do not visit G&M 4,938M
Unique Monthly Visitors
Marketing Solutions
Canadian Automotive Tour Core Narrative
15
LinkedIn Marketing Solutions
Powered by precise and authentic targeting
Company Pages Social Ad: Follow Company Social Ad: Recommendation Ads
Groups Social Ad: Join Group
APIs/Plug-Ins Custom Executions built by LinkedIn Certified Developers (CDP)
Mobile iPad
LinkedIn Audience Network (LAN) Slideshare
Standard Display Ads 300x250, 1x1 text link, 728x90, 160x600
Polls Content Modules Sponsored InMails Social Ads
Join Group & Follow Company
Social Core
PRECISE TARGETING
Authentic Profile Data
API / Off-Platform
Targeting Strategies
LI Declared Data
1
2
3
Profile Targeting (Title, Industry, Education, Interests)
Trigger Targeting (Career Changer, Degree change)
Inferred Targeting (High Net Worth, Influencers)
4 Look a like modeling (Social Graph – CXO 1st Degree Connection, $250K+ 1st Degree)
5 Third Party Overlays (In-Market, In-Market for BMW, Conquest)
“inCrowds” Canada
Automotive
• 884,612
Image-driven Professionals
• 127,746
Career Changers
• 342,944
Opinion Leaders
• 1,271,915 Influencers
• 455,448 Millennials
• 1,667,873 Early Adopters
• 40,032 Empty-Nesters
• 179,504 Active Lifestyle
• 211,195 Eco-conscious
• 35,759 Adventurer-Seekers
• 1,207,099 Road Warriors
• 134,950
Luxury Tech
• 402,103 Female
Professionals (25 - 54)
• 7,122,897 Run of Professional—U.S.
Content Marketing
Canadian Automotive Tour Core Narrative
19
Content
Context
Conversion
The Modern Marketing Funnel
Company Page
Post Blog Article
CTA
Landing Page
The Journey…
Co
nte
nt
Ma
rketi
ng
Str
ate
gy
Content in the form of:
Powerpoint Whitepapers Video Articles
Targeted
Status
Updates
Paid Media Organic
Groups Slideshare
Owned
Groups
Delivered via:
Delivered to:
C-level
Custom
Targets
IT
Decision
Makers
HNW
FinServ
Targets
Prosum
ers Conversation drives
content.
Content
Influencers
News
Company Pages
Groups
Slideshare
40M users 210M memberships 1.3M groups
Groups
9M+ Content Upload
Slideshare
1M+ Publishers
LinkedIn Today
2B+ Network Updates
Viewed Weekly 108M+ Comscore
Uniques
Auto Research
Canadian Automotive Tour Core Narrative
2012 Canadian Automotive Study
Executive Summary
Nine in 10 LI members in Canada own at least one vehicle (89%), while nearly
one in six leases
– Nearly one in four LinkedIn members in Canada has a luxury vehicle (22%).
One in three LI members plan to purchase a new vehicle in the next year (32%).
– Nearly a third who plan to purchase a new vehicle will do so within six months (28%).
Job changes lead LI members to rethink the vehicle types and brands they
would consider purchasing
– One in four LI members considered purchasing a new vehicle the last time there was
a job change in their household (22%), and 43% of these ended up purchasing
Auto marketers have a unique opportunity to influence vehicle purchase
consideration through LinkedIn’s audience
– More than four in five members would be influenced by automotive experts (81%),
while nearly three in four would be influenced by the auto brand itself (71%).
30
3%
6%
8%
10%
11%
17%
23%
24%
24%
30%
36%
A milestone such as a birthday or anniversary
An achievement such as a promotion or graduation
I have moved/expect to move to a new residence
Received/expect to receive a raise, bonus or other new work-relatedincome
Changed/expect to change my job or career, and current vehicle nolonger fits needs for work
Want a vehicle that fits my professional image
Current vehicle has safety or maintenance issues
Want to upgrade to the latest automotive technologies (e.g. Bluetooth,navigation, etc)
Current vehicle no longer fits my needs for personal reasons (e.g. familygrew)
Want to upgrade to the newest model of a vehicle
Want better gas mileage/more environmentally friendly vehicle
30% of plans to purchase
are triggered by
at least one
professional reason
Nearly a third of new auto purchases planned for the
next year are triggered by professional motivations
18-24 25-34 35-44 45-54 55-64 65+
Want better gas mileage/more environmentally friendly vehicle
41% 35% 35% 36% 35% 38%
Want to upgrade to the newest model of a vehicle 26% 23% 27% 27% 41% 44%
Want to upgrade to latest automotive technologies 31% 24% 23% 24% 22% 25%
Current vehicle no longer fits my needs for personal reasons (e.g. family grew)
24% 31% 30% 22% 16% 8%
Current vehicle has safety or maintenance issues 26% 21% 26% 25% 19% 8%
Want a vehicle that fits my professional image 30% 26% 20% 12% 10% 3%
Changed/expect to change my job or career, and current vehicle no longer fits needs for work
22% 14% 11% 9% 8% 14%
Received/expect to receive a raise, bonus or other new work-related income
37% 14% 11% 7% 5% 6%
I have moved/expect to move to a new residence 17% 16% 6% 4% 5% 8%
An achievement such as a promotion or graduation 24% 13% 5% 2% 2% 1%
A milestone such as a birthday or anniversary 6% 4% 2% 2% 2% 4%
Younger LI members are especially likely to cite
professional motivations as a trigger to purchase
• More than four in five LI members in Canada would be influenced by automotive experts, while seven in 10
would be influenced by an auto brand.
35%
63%
66%
71%
75%
81%
Automotive dealer/salesperson
Other online consumers (NOT family,friends or colleagues)
Colleagues
Automotive brand/company
Family or friends
Automotive experts
% who say information/recommendations from each source would influence vehicle purchase decision:
Only LinkedIn
provides a
platform for
professionals to
interact with
each other AND
brands
Auto brands on LinkedIn have a unique
opportunity to influence purchase consideration
Case Studies
Canadian Automotive Tour Core Narrative
34
35
Increase awareness of new model via an engaging, viral, contextual contest
Objectives
Solution Invite 5 connections
Win test drive to gourmet
restaurant and lunch
Recommend to connections
Increase product awareness
Launch a new product
Data Leveraged Member profile Messaging & network updates
Increase awareness via personalized, engaging contest
Objectives
Solution Compete with connections
Stronger profile = more points
Win Volkswagen Passat
Increase brand awareness
Increase product awareness
Data Leveraged Member profile Connection profiles
Some compelling videos…
http://www.youtube.com/watch?v=xtorsGeHlMs (VW Passat)
http://www.youtube.com/watch?v=eL2lWn7oup4 (KLM Meet & Seat)
38
Q&A
Canadian Automotive Tour Core Narrative
39