Content Marketing Workshop - FinanceConnect:13

Marketing Solutions

LinkedIn Confidential ©2013 All Rights Reserved

Content Marketing WorkshopFinanceConnect 2013

MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved2

Banking is driven by trust, a goodwill asset controlled by customer

emotions, not bankers.-Project Compassion Stanford, Huffington Post, April 2013


But technology, an ever-present cultural wave, has eroded relationships with brands.


Value and utility are evident, but social currency eludes most financial brands.

MARKETING SOLUTIONSLinkedIn Confidential ©2013 All Rights Reserved 5

The right content at the right time, to the right customer.

Information

Education

Offers & Utility

Community

Discover

Select

Advocate Explore

MARKETING SOLUTIONS 6

18.9%2012

Focus nearlydoubled34.8%

2013

Content Marketing is growing in prominence.

LinkedIn Confidential ©2013 All Rights Reserved

Source: 2013 State of Content Marketing Study – Feb 2013 eMarketer


It’s been around for years…


2.5XMore Engagement

than Avg.

+23%Likely to Recommend

+32%Brand Consideration

100K+Total Members

Building relationships through trusted content


Context is everything!


Golden Rules for Content Marketing


The Challenge.


Content Marketing success on LinkedIn starts with our members

“In short time posting on LinkedIn, quality of comments is higher than anything I’ve seen in 12+ years of online journalism.”

-Herb Greenberg, columnist for Wall Street Journal, MarketWatch.com


PEERS

BRANDS

INFLUENCERS

LinkedIn TodayLinkedIn GroupsLinkedIn Today

LinkedIn Influencers

Company PagesSlideShare

GroupsInfluencers

Our members stay in touch by building relationships with peers, influencers and brands


Discover

Select

Advocate

Explore

Buyers are 60% of the way through the purchase process before they reach out to a brand

‘In the search for information relevant to their needs, customers consult an average of more than 10 sources when researching a purchase, many not supplier-controlled’

2011 MLC Customer Purchase Survey


FollowersRecommendations

Lead GenerationSlideShare Content Ads

Social Content on SlideShare

Status Updates, Company Page

Groups

Status Updates, SlideShare & Paid

MediaDiscover

ExploreAdvocate

Select


Discover

Status Updates

Content Led

Precision Targeting

Expanded Reach


Explore

Company Page

Social Exploration

Company Updates

SlideShare Channel

Managed Groups


Select

Lead Generation

Display Ads

Status Updates

SlideShare Ads


Advocate

Followers

Recommendations

HP Followers are 1.5 times more likely to consider HP products and services and 2 times more likely to recommend HP than

non-HP followers


Establishes familiarity with your brand prior to seeing your content

A mechanism to drive greater content marketing success

Reinforce what your brand stands for

Support messages even among those who have not experienced your content firsthand

Content Marketing enhances your marketing mix


Execution: Bringing Content Marketing to Life on LinkedIn


Co

nte

nt

Mar

keti

ng

Pu

t S

imp

lyContent in the form of:

PowerPoint Whitepapers Video Articles

Targeted Status

Updates

Delivered via:

Paid Media Organic Groups

SlideShareOwned Groups

CIO % IT %SMB

%BDM

%

Delivered to:

Conversations ensue which reveal insights that inform future content/campaigns


Don’t Boil the Ocean: LinkedIn will help you build a phased approach to executing Content Marketing


Owned Media• Company Page• SlideShare Channel

Earned Media• Targeted Status Updates

Paid Media • SlideShare Content Ads• Display Ads• Polls


Owned Media• Group• Company Page• SlideShare Channel

Earned Media• Targeted Status Updates• Promoted Updates

Paid Media • Sponsored InMail• Video Content Ads• SlideShare Content Ads• Display Ads• Polls


Owned Media• Company Page

• Follower Acquisition• SlideShare Channel• Group

Earned Media• Targeted Status Updates• Promoted Updates

Paid Media • Sponsored InMail• SlideShare Content Ads• Video Content Ads• Display Ads• Polls

Content• Custom Content

Training• CMI Workshop or Webinar

Research• Custom research to track brand,

consideration & recommendation lifts


Breakout Whiteboard Sessions


Mapping Content Marketing to Your Organization

1. Corp Comm

2. PR

3. Customer Service

4. Social/Digital

5. Brand Marketing

6. Agencies

a) Social/Planning

b) Technology

c) Creative


“For content marketing, it’s a long season. There are, and should be, many chances to fail — as long as we fail quickly, learn, and adapt to the new surroundings.”

Measuring ROI with Content Marketing

Engagement Metrics Conversion Metrics

1. Reach

1. Unique visits

2. Geography

3. Mobile readership

2. Engagement

1. Bounce rates/time spent

2. Heat maps & click patterns

3. Page views

3. Sentiment

1. Comments

2. Social Sharing

1. Leads

1. Marketing Qualified (MQL) vs. Sales Qualified (SQL) especially in B2B

2. Leads to quote conversion

3. Quote to revenue conversion

4. Average new customer value

5. Increase in lifetime value of existing customer

MARKETING SOLUTIONS

SEC & FINRA Social Media Compliance Requirements

•Only put out content that is fair and balanced.•Don’t provide financial advice without understanding client’s financial situation (Suitability).

•Don’t include client testimonials in advertisements.

Supervision(NASD 2210, NASD 3010, Notices 10-

06 & 11-39)

•Set and document a policy.•Train employees on policy. •Follow up on red flags when employees break policy.

Policy & Training(Notices 10-06, 11-39;

Advisers Act Rule 206(4)-7)

• Implement a supervision system “reasonably designed” to achieve compliance. •Supervise employee communications.•Principals must pre-approve static content (profiles, background or wall information) and communications that may be considered public appearances.

• Monitor online/interactive content and messaging

Content(NASD 2210, NASD 2310,

Advisers Act Rule 206(4)-7)

•Capture and retain all postings on social media for 3 years from the date of last post, first 2 in accessible place.

•Retrieve data quickly upon discovery request.

Record Keeping(NASD 3110 (a) and NASD Rule 2210

(b), SEC 17a-3 & a-4, NASD Rule 2210 (b)

Notices 10-06, 11-39)30
