LinkedIn for tech marketers

Marketing Solutions

LinkedIn Confidential ©2013 All Rights Reserved

Content Marketing for Technology Marketers

ORGANIZATION NAMELinkedIn Confidential ©2013 All Rights Reserved 2

The Technology Buying Process is Complex.


It’s Complexity is Only Growing as More Stakeholders Get Involved

Scope Plan Select Implement Review20

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60

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Senior Non-ITIT Role LeaderCIOIT Role ManagerIT Individual Contribu-tor

ORGANIZATION NAME 4

Within technology industry, 3 types of content sought in each stage of decision-making process: Case Studies, Industry News, and Best Practices.

Source: commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 2012

Case studies

IT industry news

Best practices

Best practices

Case studies

Product solution demos

Best practices

How-to guides/ checklists



Best practices

Expert ratings, reviews,

testimonials

How-to guides/ checklists

Best practices

Diagnostic or assessment tools

Technology Decision-Makers (IT & Business Professionals) rely on content to support their decision-making process

Awareness Scope Plan Select Implement

ORGANIZATION NAME 5

Awareness Scope Plan Select Implement

STAGES OF DECISION MAKING

Source: commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 2012

74%Increase in

past 2 years

96%Increase in

past 2 years

68%Increase in

past 2 years

76%Increase in

past 2 years

44%

47%

46%

45%

54%

The Channels – corporate websites, technology media websites, events, social networks – Continually Change. But, Social Networks are Quickly Becoming a De Facto Source for Decision-Making

ORGANIZATION NAME

39%

52%

72%

34%

42%

54%

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Trust

EEfficiency

RRelevance

AAccess

54%

54%

86%

44%

46%

74%

58% learn from trustworthy peers*

LinkedIn Leads Social Networks Thanks to Trust, Efficiency, Relevance, and Access**

* Commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 2012** LinkedIn/Research Now study of ITDMs in North America, Q3 2012

40% quickly find information*

37% relevant context to connect with vendors*

49% access a broader network*

T


Content marketing is the bridge to build meaningful relationships with companies.

LinkedIn Confidential ©2013 All Rights Reserved 8

LinkedIn has become the definitive professional publishing platform

6xmore content than jobs

JOB

S

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NTE

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“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

Content Marketing success on LinkedIn starts with our members


PEERS

BRANDS

INFLUENCERS

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

LinkedIn TodayLinkedIn GroupsLinkedIn Today

LinkedIn Influencers

Company PagesSlideShare

GroupsInfluencers


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

Discover

Select

Advocate

Explore


Discover

Select

Advocate Explore

FollowersRecommendation Ads

Status Updates, SlideShare & Paid

Media

Social Content on SlideShare

Status Updates, Company Page

Groups

Lead GenerationSlideShare Ads


Status UpdatesContent Led

Precision TargetingExpanded Reach

Discover


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Company PageSocial ExplorationCompany Updates

SlideShare ChannelManaged Groups

Explore


Lead GenerationDisplay Ads

Status UpdatesSlideShare Ads

Select

LinkedIn Confidential ©2013 All Rights Reserved 17LinkedIn Confidential ©2013 All Rights Reserved 1717LinkedIn Confidential ©2013 All Rights Reserved

FollowersRecommendations

Advocate

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


Content Marketing enhances your marketing mix

Establishes familiarity with your brand prior to seeing your content

A mechanism to drive greater content marketing success

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

Reinforce what your brand stands for


Execution: Bringing Content Marketing to Life on LinkedIn


From content - to target audience - to engaging where they learn

CXO

IT

BDM/LOB

VerticalHealth CareEducation

Retail

LinkedIn content &Community engagement

to own conversations

Retargeting to continueconversations

& engagement

ContentRepository

Company Page

SlideShare Network Web

CXO

IT

BDM


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• Content Marketing Institute Workshop or Webinar

Research• Custom research to track brand, consideration &

recommendation lifts

“I find LinkedIn is the only social network site I would use…when IT decision making is concerned.” Senior IT Decision Maker

Appendix



General Electric Case Study

Presenting a vision to professionals and policymakers with LinkedIn

Challenge Enhance GE’s reputation and thought leadership in energy and healthcare industries in select regions around the world

Solution • Sponsored InMails, Content Ads and targeted

display ads to support key marketing initiatives • Build communities on LinkedIn around GE

content and expertise


“We’ve been excited to see how much engagement we’ve experienced throughout our

LinkedIn programs. Whatever metric you choose, whether conversions, virality, or traffic, we’ve seen a number of successes through the LinkedIn platform that reflect a very receptive

and well-qualified audience.”

Paul Marcum Director of Global Digital Marketing and Programming

LinkedIn conversionrate 277% comparedto Facebook & Twitter

1,300

unique content downloads

5.75%

Interaction with content ads


Microsoft Case Study

Acquiring 2,500+ new members into the Australian Software Developer Community

Challenge • Engage the developer audience across Australia • Build an engaged community of like minded developers,

quickly • Advertise to developers outside of Microsoft’s network

Solution • Establish the Australia Software Developer Group on

LinkedIn to engage developers • Target web developers and invite them to join the Group by

using LinkedIn Partner Messages • Advertise group discussions to developers who have not

yet joined via LinkedIn Group Ads


“LinkedIn enables us to target our core audience based on title and behavior. We cannot rely on developers coming to us, therefore, our key strategy is to go where the developers are — by using LinkedIn as part of our earned social media coverage, we ensure our content is being syndicated to gain as much reach as possible.”

Christian Longstaff, Audience Marketing Manager

Dashboard of member stats available for members before they join


HP Case Study

Building emotional connections with followers on LinkedIn

Challenge • Raise awareness of new brand messages Deepen engagement

with IT decision makers • Customize content for different audiences

Solution• Launch Display Ad campaign to highlight “Make It Matter”

campaign • Create Follower Ad campaign to increase Company Page

following • Reach precise audiences in 15 target markets • Use Targeted Status Updates to deliver relevant content


“LinkedIn has helped create an environment where we can not only invite people to join, but engage them once they arrive. We can have dialogues with potential customers in a way that encourages organic growth of the community.”

Bryna Corcoran Digital Marketing and Social Media Strategist, HP

+300,000 followers

Even more beneficial was that 8% of new followers were organic and the number of CXO followers increased by 112%.


Sales Force Case Study

Increasing follower engagement with LinkedIn Targeted Status Updates

Challenge • Engage followers and drive event attendance• Avoid message oversaturation• Reach regional audiences with localized content

Solution• LinkedIn Targeted Status Updates• Narrow distribution of updates based on location and

industry • Empower local teams to create relevant content • Increase frequency of updates to build buzz


“We love the fact that LinkedIn’s Targeted Status Updates let us

focus our messages at a regional/ industry level so that we can

delight audiences with relevant content.”

Jennifer Burnham Director of Content and Social

Strategy, salesforce.com

30%increase in the rate of engagement

30%increase in the amplification rate of its Targeted Status Updates


HubSpot Case Study

Building thought leadershipwith LinkedIn Company Pages and Groups

Challenge • Engage with B2B marketing professionals Raise

awareness of HubSpot’s inbound marketing expertise

• Set HubSpot apart from competitors

Solution • Launch LinkedIn Company Page and post status

updates to engage followers • Create LinkedIn Group for Inbound Marketers and

take part in conversations Respond to questions in LinkedIn Answers


27,000 followers

89,000 managed group members

“LinkedIn brings us in contact every day with the

B2B professionals that understand the value of our products – and it allows us

to strengthen our connections and share our

ideas on inbound marketing within the

LinkedIn community.”

Dan Slagen,Global Marketing Relations

LinkedIn conversionrate 277% comparedto Facebook & Twitter

2.74

0.79 0.77


Wipro Case Study

Impacting the right decision makers

Challenge To reach IT decision-makers and influencers as part of an integrated communication plan

Solution• Target the relevant audience by engaging with them on an ongoing

basis• Use Partner Messages and Display Advertising to reach relevant

audiences


An audience of 90% plus decision-makers

1000+ Ideas shared on

LinkedIn

100K+App visitors

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The more ideas you share, the more the world goes green!

DAY 1

Forest Wall is Pixilated

DAY 90-120Entire Forest Wall goes Green

Professionals Share Ideas on 10 Sectors Identified by the United Nations Environment Programme for Green Economy


Thank you.

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Mike WeirGlobal Head of Technology [email protected]

mailto:[email protected]