Hilal Koc Partner Program Manager, EMEA
Fiona Gallagher UK Field Marketing Manager
Live Webcast Tuesday, May 31 2016, 10:00 BST
Before we get started…
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S H A R E D ?
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D R I V I N G
C U S T O M E R - C E N T R I C
G R O W T H
Brand Purpose should be based on customer need
A D D C O L O R T O
P E O P L E S L I V E S
Link everything to a clear brand purpose
80% 32%
Driver 1. Purpose-led
A D D C O L O R T O
P E O P L E S L I V E S Brand communications 1
Integrated in total marketing mix 2
North Star for all decisions 3
Societal movement 4
Steps to success
L I S T E N T O Y O U R
A U D I E N C E
B E A U T H E N T I C
L E V E R A G E E M P L O Y E E S & I N T E R N A L
E X P E R T S
A P P L Y A C R O S S A L L
T O U C H P O I N T S
L E V E R A G E D A T A
Leverage employees
10,000 views of David Hone’s posts (100x the views on David’s own blog)
David went from zero to 1,845 followers in one month
Social actions and viral activity increased reach by 86%
High levels of engagement with posts generating 37 comments
Business is Great
30,000 followers for the Business is GREAT Showcase Page
10,000 followers added organically
25% read Business is GREAT updates at least once a week
62% only follow Business is GREAT on LinkedIn
61M senior-level influencers
40M decision makers
10.7M opinion leaders
6.8M C-level execs
22.8M Mass Affluent
4.1M IT decision makers
433M professionals are on LinkedIn
The largest global community of professionals
Engage your prospects with relevant content in the world’s only professional feed — and beyond
Sponsored Content
Build customer relationships at every stage of the buyer’s journey by targeting content to your most valuable audiences
wherever they spend their time.
“If you buy a pair of trainers and don’t like them, you can always take them
back. In B2B the implications are a lot bigger – and therefore the choice is a
lot more emotional’’ Laura Milsted, MD Interprise
Steps to success
A L I G N W I T H D E E P E R
M O T I V A T I O N S
H U M A N I S E T H E B R A N D
I N T E G R A T E H U M O U R
M E E T E X P E C T A T I O N S
Reached almost two million new auto buyers in Germany, Sweden, Turkey and Portugal
Conversion rates trebled auto industry
benchmarks
Awarded ‘Best Digital Media Idea of 2015’ at the
prestigious Deutscher Mediapreis
833 registrations for the EY Alumni Network in just 6 days
Open rate of 53% and click-through rate of 67%
Huge engagement levels among existing employees
exceeding industry and EY benchmarks
Ad blocking is a consumer reaction against marketing’s unrestrained use of technology
Solutions that threaten or penalise the consumer won’t work
Steps to success
M U S T D E L I V E R V A L U E A D D C O N T E N T
C O N T E X T I S K I N G
Reach professionals in a place of purpose
Send timely, convenient, and relevant private message for direct personal appeal
LinkedIn Sponsored InMail
FixDex Inc., 201-500, Internet
Member of networking Groups
Senior Individual Contributor
Male
London, UK
COMPANY
NAME
INDUSTRY SIZE
SCHOOL
LOCATION
JOB TITLE
SENIORITY
FUNCTION
Southampton
FIELD OF STUDY Computer Science
DEGREE Bachelor’s
GRADUATION 2007, 30 AGE
CCNP, virtualization, cloud SKILLS
Senior Network engineer
GENDER
GROUPS
IP
Baume & Mercier Moments of Success
For the Italian private events, held in Rome and Milan the LinkedIn campaign delivered a response rate of over 50%
216 of those responding went on to attend the Italian events, with 157 providing
contact details
Click through rates of up to four times the benchmark, with up to 15% of those receiving InMails going on to attend
Grew CRM database by 1,200 new members, who opted in for ongoing engagement with
Baume & Mercier
C A N N O T R E L Y O N B R O A D C A S T C H A N N E L S
T O D E M O N S T R A T E R E L E V A N C E A N D V A L U E
A G E O F P E R S O N A L I S E D ,
O N E - T O - O N E E X P E R I E N C E S
Adobe on LinkedIn Successfully built credibility and changed perception
Sponsored Content proved to be an effective way to shape marketers’ perceptions of Adobe in the digital marketing
field. After exposure to Adobe’s Sponsored Content, marketing decision-makers were:
50% more likely to agree that “Adobe is shaping the
future of digital marketing”
2.5x more likely to agree that Adobe’s Sponsored
Content “captured their attention”
79% more likely to agree that “Adobe can help me
optimise my media spend”
Steps to success
I D E N T I F Y R I G H T A U D I E N C E S
L I S T E N B U I L D O N E T O
O N E T R U S T D O N ’ T O V E R
T A R G E T
The world’s professionals come to LinkedIn for knowledge
Industry News Expert Advice Professional Learning
Peer Insights Peer Recommendations 500+ Influencers
Monitor the conversation Consider if your brand has a relevant response
L I N K E D I N P U L S E T R E N D I N G C O N T E N T L I N E W S F E E D
Creating one to one experiences
Fruit of the Loom
But don’t over-target!
Target audiences want relevant content
Let your audience know this message is relevant for them but
don’t go overboard i.e.. “Hi London event
planner working at an enterprise level
company…”
M E A S U R E M E N T R E M A I N S T H E K E Y
C H A L L E N G E O N C O N T E N T
Steps to success
T E S T & O P T I M I S E
I D E N T I F Y M O S T I M P O R T A N T
M E T R I C S
A L I G N R E P O R T I N G
T E R M I N O L G O Y
Tactical Plan
Different metrics and terminology by funnel stage
T O P O F F U N N E L
Brand Recall Engagement
Audience Analytics
Full funnel goals and tracking metrics
R E A C H
N U R T U R E
L O W E R F U N N E L
MQLS & SQLS Cost per Lead
Cost per conversion
Always be A/B testing
CTR: 0.79%" CTR: 0.72%" CTR: 0.76%" CTR: 0.93%"
Use Campaign Manager to optimise & measure
Steps to success
C R E A T E P O S I T I V E E N V I R O N M E N T
P R O V I D E F R A M E W O R K B U T L E T O T H E R S T E L L T H E S T O R Y
F I N D N E W W A Y S T O C O L L A B O R A T E
Lessons from Boaty McBoatface
Check out LinkedIn Marketing Solutions EMEA blog for full story
U N D E R S T A N D W H O Y O U A R E A S K I N G T O G E T I N V O L V E D
Great examples on LinkedIn
#AdobeRemix project, which invited the creative community to express that creativity to reinvent the brand’s logo
AWE lessons Summary
Q U E S T I O N S & A N S W E R S