Post on 12-Nov-2014
description
What’s New and Trending for B2B Marketers
Leela Srinivasan, Director of Marketing, LinkedIn
BMA Carolinas
November 20, 2013
My LinkedIn career started with an InMail
2 @leelasrin
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The LinkedIn Network Global Footprint
259M+
Registered members as
of October 29,2013
Of LinkedIn members are
outside of the USA
5M+
Australia
21M+
India
8M+
SE Asia
8M+
Canada
84M+
USA
15M+
Brazil
Europe
46M+
APAC
57M+
4M+
DACH
5M+
Italy 6M+
France
5M+
Spain
4M+
NL 13M+
+
UK
1M+
UAE
74M+
EMEA
2M+
S. Africa
1M+
Singapore
68%
Students & Recent College
Graduates on LinkedIn (Fastest growing demographic)
30M+
38% YOY
Member Growth
@leelasrin
Our mission
Connect the world’s professionals to make
them more productive and successful
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What’s in it for you?
% of social media traffic to corporate sites
Other
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Source: Investis Audience Insight Report, Q3’13
Comparison of social
platforms for lead gen
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On professional networks, members look for career
information & updates from companies
@leelasrin
What is the #1 activity on LinkedIn?
Viewing Connections’ Profiles
@leelasrin
1 : 1
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Jason Seiden, CEO, Ajax Workforce Marketing
Our own recruiting team recently optimized their profiles
Before
@leelasrin
New professional
photo
Summary section
with rich media
New headline
Increased reach
After
7x likelier
@leelasrin
Built out work history
with rich media
Added Volunteers &
Causes Section
1 in 5
@leelasrin
Added additional
skills
Rich media in
Education section
@leelasrin
©2013 LinkedIn Corporation. All Rights Reserved.
GROUP
JOB TITLE
PAST COMPANY NAME
SKILLS & SPECIALTIES
GEOGRAPHY
INDUSTRY
JOB FUNCTION
SENIORITY
COMPANY SIZE SCHOOL NAME
Rich profile data drives your ability to target
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1 : many
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>3 million Company Pages on LinkedIn
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>3 million Company Pages on LinkedIn
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>3 million Company Pages on LinkedIn
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>3 million Company Pages on LinkedIn
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Announcing Showcase Pages (yesterday!)
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Creative Check list
1. Page Name (Up 60 characters max)
2. Logo (Dimensions: 100x60px)
3. Page Description (70-200 characters)
4. Square logo (50x50px)
5. Hero image (976x330px)
6. Featured groups – Choose 3 LinkedIn
@leelasrin
@leelasrin
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Don’t over-target!
Profile data is rich (but
also user-generated)
As with other social platforms, incorporate visuals to
drive engagement
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Images result in a 98% higher comment rate
YouTube video links drive a 75% higher share rate
@leelasrin
Be the world’s most interesting company on LinkedIn
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• Be concise and snappy
• Include a clear CTA
• Consider thoughtful questions
• Develop an ed cal; mix it up
@leelasrin
PULSE (LINKEDIN TODAY)
PRODUCT LAUNCHES
INDIVIDUAL BLOG
GOOGLE ALERTS
INDUSTRY
PUBLICATIONS
THOUGHT LEADERS
PHOTO
INTERNAL COMMUNICATIONS
HIRING TEAM
POP CULTURE
YOUTUBE
HUMOR
TEXT THE IDEAL
@leelasrin
We all need a little humor. Even in a professional context.
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Sponsor the good/ important stuff
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144 clicks 5,012 clicks
10x impressions
700 webinar attendees
Strong ROI
RE
SU
LT
S
@leelasrin
now also part of the LinkedIn family
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Rich | Viral | SEO @leelasrin
A few “classic” paid solutions I’m not covering today
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Premium
Display Ads
Sponsored
InMail
Self-Service
Ads
@leelasrin
many : many
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218,079
100%
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Salesforce CEO Marc Benioff mobilized his employees
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A home-grown example: my new boss’s profile…
@leelasrin
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… links to a story about “Why is LinkedIn So Cool”
• Homegrown brand story
• 274K views
• Humanizes our brand
@leelasrin
everywhere
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38% of our unique monthly visitors come through
mobile apps
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Intro
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Pulse
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1:1
1 : Many
Many : Many
Everywhere 41
Blog.linkedin.com
Marketing.linkedin.com
Talent.linkedin.com
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Questions?