Linked in commercial partnership 150813 (private)

Commercial campaigns and LinkedIn

Scott,[email protected] – work of UM EMEAScott,[email protected] – work of UM EMEA

Commercial campaigns connected by Cloud

STB• Business objective: grow penetration/market share • Comms objective: Raise preference by increasing knowledge of entry point to

Cloud system• Platform – reinvent the data centre.

Office 365• Business objective: grow market share and profit margin• Comms objective: Raise (unprompted) awareness and knowledge of product

details/features• Platform – the complete office in the Cloud.

Dynamics• Business objective: challenge market leaders (i.e. SAP/Oracle) and consolidate

Cloud loop• Comms objective: Raise awareness and perception and make Dynamics a trusted

option• Platform – demands drive dynamic business decisions.

Scott,[email protected] – work of UM EMEA

http://umww.com/global

Campaign Objectives Priority Commercial Audience Priority

Point of Distinction

ITDM

IT Pro BDM

STB* Knowledge Awareness 1 2 2 TRUST: Migration involves no risk

Office* Awareness Knowledge 1 2 2 TRUST: Adoption is a way to increase companies’ productivity

Dynamics* Awareness Knowledge 2 2 1 TRUST: Provides business with flexibility to support improved performance

Commercial campaigns’ priorities

* Source: GMB



Large membership of professional social networks in key markets

38%60.5%

32.1%

53.5%8.7%

42%

18.4%

21.3%

29.7%

35.9%

46%

43.4%

57%

37%

41.5%

42.2%

Key

70%+

60-69%

50–59%

40–49%

<40%

<30%

<20%

<10%

Q: Thinking about using the internet, which of the following activities have you done in the past six months? Visited a professional social networking site; e.g. LinkedIn.

BASE: Wave 7 Priority Markets

Professional Networking Sites% who have visited a professional networking site in the last 6 months



Penetration of Commercial audiences is high

All Active Internet Users

BDM ITDM IT Pro0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Source: UM Wave 6. Question: Which of the following have you ever done? Joined a professional social network; e.g. LinkedIn

% Who Managed a Social Network Profile in last 6

Months

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High presence on LinkedIn

209k+

Australia

74k+

DE

94k+

IT178k+

FR

113k+

SP

152k+

NL550k+

UK

462k+

India

24k+Hong Kong

102k+

South Africa

45k+

SE

24k+

PO

25k+

NO

44k+

Saudi Arabia

Europe 1.6m+Middle East 247k+Africa 313k+APAC

1.1m+

84k+

China

17k+

Japan28k+

Russia

33k+

DK

1.2m+

Australia

580k+

DE

747k+

IT1.1m+

FR

1.0m+

SP

1.1m+

NL3.5m+

UK

3.2m+

India

204k+

Hong Kong

679k+

South Africa

301k+

SE

171k+

PO

167k+

186k+

Saudi Arabia

Europe 12.1m+Middle East 1.2m+Africa 1.9m+APAC

8.0m+

781k+

China

173k+

Japan

228k+

Russia

258k+

DK

ITDMs BDMs

Source: LinkedIn – ITDM defined as “Manager” + “IT Operations”, BDM defined as “Manager+”


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Professional, educated, intelligent, resourceful, eager and who both seek and consume information.

Unlike with other social networks, on LinkedIn they publicly invest in their career.

They trust testimonials and they learn from each other and they trust – personally chosen – media.

Commercial audiences are smartScott,[email protected] – work of UM EMEA


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Commercial audiences face constant technological evolution which means they are always on a path of learning and discovery.

The feeling of uncertainty is constant in an environment of rapid change and re-evaluation.

They inhabit a dynamic worldScott,[email protected] – work of UM EMEA


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Their world is a competitive and rapidly changing environment.

They have adapted to this changing landscape by becoming collaborative, resourceful and focussed on solving problems.

They improve by learning.

Every day is a challenge, every challenge a test



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Microsoft’s Public and Private Cloud tools exemplifies the pace of change and the potential productivity available.

Success is promised for those that get it right, if they get it right.

BDMs, ITDMs, and IT professionals contend with the pressure to achieve and succeed everyday.

Cloud computing is a case in pointScott,[email protected] – work of UM EMEA


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LinkedIn members are real people and they increasingly turn to each other to gather and share resources, opportunities and information.

Their behavioural data lets us predict which needs we can help to address and where we can give them the competitive advantage they seek.

Their behaviour unmasks coping strategies



Motivated to use professional social media

Promote yourself

Share knowledge

Be creative

Make contacts for work

Earn respect

Explore the world around

me

Learn somethin

g new

Make money

Change opinions

Seek other people’s opinions

BDM

IT Pro

“Hang Out” or waste time

Feel like you belong

Meet new people

Have fun/be entertained

Share new experience

s

Express yourself

Keep up to date

Stay in touch with friends

Manage my life better

QUESTION: “Which of these online applications [ Professional social networks e.g. LinkedIn] does a good job when you want to…?” -

ENTERTAINMENT

CONNECTION

NETWORKING

KNOWLEDGEITDM




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“HOW CAN I HELP?”

LinkedIn’s role in all this:Scott,[email protected] – work of UM EMEA


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1. LinkedIn provides the ability to target audiences by the interests they state on their profiles, and corral them into like-minded groups.

LinkedIn: “How Can I Help?”Scott,[email protected] – work of UM EMEA


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2. LinkedIn makes specific-interest groups become accessible communities.



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3. LinkedIn cleans and processes data to understand its members, then uses what it learns to make them great at what they do, more productive. It gives them a competitive advantage.



Campaign Objectives Priority Commercial Audience Priority Point of Distinction

ITDM IT Pro BDM

STB* Knowledge

Awareness

1 2 2 TRUST: It involves no risk

Office* Awareness

Knowledge

1 2 2 TRUST: A way to increase companies’ productivity

Dynamics* Awareness

Knowledge

2 2 1 TRUST: Provide business with flexibility to support performance

Audience’s Motivation**

• Networking• Learning• Influence

others

• Networking• Self

promotion• Earning

respect

• Self promotion

• Earning respect

• Money making

Professional social media provides a functional form of interaction that other social networks can’t deliver.

The context and placement of message is even more important than normal social networks

Audience’s Needs**

Promote themselves by gathering and using knowledge to influence BDMs and accept critical responsibility.

Earn respect by demonstrating their ability.

Promote themselves, the status they have earned and get recognition for producing results/success.

How can LinkedIn help Microsoft

* Source: GMB** Source: Wave 6 / UM Australia CIO research


How we can help?

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Adhering to LinkedIn’s “Members first” policy, we ask our audiences: “how can we help give you a competitive advantage?”

Microsoft’s brand assets and LinkedIn’s targeting, publishing and innovation capabilities will answer:

• “What you need to know”: ‘always on’ knowledge using LinkedIn’s tools

• “Where you find it”: innovative use of LinkedIn’s tools that allow regions/markets to leverage.

• “Who else shares your concerns”: integration into a local, regional and international community of similar people.

LinkedIn & Microsoft: “How Can We Help?”



A platform to build ideas upon

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RELEVANT, USEFUL, KNOWLEDGE BUILDING, HELPFUL CONTENT.

Social community interaction:

API, MPU, Groups, Co.. Pages, Sponsored

Updates et al

Local partnership contribution

MPU, Sign-in, Share button, bespoke

LinkedIn Cloud Computing community

Local ideas and content partnerships

Microsoft Knowledge

Engine

The Newsroom Feed

Product Portals

Business Solutions Hub



Identifying trends from behaviour data to provide the content people need and want.

The information directs the content LinkedIn Today provides on behalf of Microsoft, as well as content from LinkedIn’s private API, and creates a dashboard.

The dashboard centrally curates and manages, approves and distributes content to anyone within the company for posting on approved social networks.

Content is unique to the audience and based on LinkedIn’s profile data.

Microsoft Knowledge Engine

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How the Microsoft Knowledge Engine works

Global Markete

r

Certified

Partner

Sales

Trending LinkedIn Today content amongst target audience +

original Microsoft and partner content curated and filtered by

region

Dashboard of real-time content recommendations tuned to the specific

needs and objectives of individual Microsoft and partner campaigns (by lines

of business, country)

Shared out to target audiences

PROOF OF CONCEPT


Straightforward management

Approvals/Workflow: calendar view for collaborative editing and scheduling of content; based on role

Reporting/Analytics: post performance across all

applicable networks, including daypart analysis

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PROOF OF CONCEPT

Login: configurable role-based access for different dashboard

views, approval and editing rights

1

Dashboard: summary view of top trending content, easily filtered to

source and states (new, draft, approved, scheduled)

2

Edit/Publish: image selection, editing and scheduling tools

3


Directed by the Knowledge Engine relevant, useful, knowledge building and helpful content is published to “The Newsroom Feed” - a Hub delivering content from media partners and Microsoft (e.g. Events calendar) – directly to the Member’s profile page.

This will sit prominently adjacent to the Members’ news feed and LinkedIn today.

A second feature sits within the Member’s Network section connecting content to the relevant product (Server, Dynamics or Office) and invites the Member to a dedicated Product Portal.

The Newsroom Feed – content delivery

PROOF OF CONCEPT

See the latest insights on Cloud from Gartner. How does this impact your strategy for implementation of 365? www.gartnercloud.com/latest

Microsoft

Sponsored



http://www.gartnercloud.com/latest

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Product portal (O365 illustration)1 3

2

Sign In with LinkedIn

Landing Page Personalised Main Page

• Embedded videos:• case study videos• features/benefits• Customer testimonials

• SlideShare whitepapers• Infographics

Relevance based on location and job

title.

Relevance based on profile details

.Scott,[email protected] – work of UM EMEA




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Product Portal ensures GMB objectives are met

Landing Page

Features and benefits will be made clear to the Member by using embedded, ready-to-play videos (e.g. Office 365 security and productivity features). Use will be made of SlideShare to serve whitepapers and visual graphics will capture attention. Encouraging Sign In with LinkedIn allows greater depth and personalisation.

Call-to-action will be prominent and clear to encourage awareness, knowledge, preference or perception.

Improved Main Page

Additional knowledge Member gives by signing in allows greater personalisation e.g. industry and company size, current job and function and skills allows specific tailoring with minimum waste, e.g. demonstrate the ERM power of Dynamics with LotusF1 team.

Ongoing learnings allow for adaptation, improvement and inclusion of new LinkedIn products, e.g. a visual list with graphic testimonials of the Member’s connections who work in companies using the Microsoft product featured.

Improved Focus

Making use of the path data has forged to deliver relevant audiences and help Members discover features/benefits in a visual way whilst guiding them to a specific outcome from GMB objectives: knowledge, preference or perception.

Landing page



Content and activity created in each market with core local partners can be connected back and served to Members in The Newsroom Feed and on Product Portals, as well as the most active (and relevant) Groups and in Sponsored Updates.

To achieve the connection we will provide a Local Partner Toolkit containing elements for placement into local content partnerships that allow them to be involved.

The Local Partner Toolkit allows the local partnership activity to be served in The Newsroom Feed to geographically targeted audiences.

Local partnership contribution

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1. Simple APIs incorporated into Partnerships developed in local markets

Media Toolkit – available to local markets

2. Local partner content is amplified in The Newsroom Feed

3. Sponsored Updates: top of audiences’ feed placement

Drive local target audiences to follow Microsoft

Share local content for viral amplification

Drive recommendations of services, i.e., recommendations for 365 Cross-device ownership of

the LinkedIn feed by country.

See the latest insights on Cloud from Gartner. How does this impact your strategy for implementation of 365? www.gartnercloud.com/latest

Microsoft

Sponsored



http://www.gartnercloud.com/latest

Microsoft has a large community of 1.1m+ company followers and 5000+ LinkedIn Groups. Maintaining the interest and interaction the community is essential for the continued success of commercial products.

LinkedIn’s API technology serves Newsroom content automatically to all Company page followers.

Additionally, dynamic placement of MPUs ensure Groups are provided with information of relevance and value.

Social Community interaction

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LinkedIn and Microsoft will create a data mining and analysing Knowledge Engine which allows Microsoft to serve content relevant to its target audiences;

Content directed by the Knowledge Engine is served to Members in The Newsroom Feed which is integrated into Members’ pages;

A Local Partner Toolkit connects local partnerships, and allows aspects of the Newsroom Feeds to be geo-targeted;

A Product Portal related to Members’ profile information deepens relationships with them and focusses on GMB specific objectives;

API and MPUs serve content to the community using existing Microsoft assets on LinkedIn.

In summaryScott,[email protected] – work of UM EMEA


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1. Digital metrics to measure clicks on links to content, amount of time spent with content, downloads of PDFs, etc. to provide a robust “engagement score”

2. Pre and post campaign surveys to measure the effect of the LinkedIn activity in increasing the awareness, understanding and knowledge amongst the audiences.

• Sample markets selected for online surveys (agreed by Microsoft, UM and LinkedIn) subject to qualifying criteria for inclusion.

• Questionnaires to match those use by IMAPS. • Potentially FY13 O365 campaign measurement in

Netherlands/Spain/Denmark/Australia/USA can be repeated.

Data collection and evaluationScott,[email protected] – work of UM EMEA


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The members’ needs are central to the entire platform so it becomes Microsoft’s goal to deliver only the information that is relevant, useful, helpful and wanted by them.

By being the provider of information that improves knowledge, networks, capabilities…and competitiveness…Microsoft understands and improves its audiences’ career prospects.

Benefits to LinkedIn Members and Microsoft



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Summarising three GMBs consolidates audience priorities (ITDMs, BDMs, IT Pros) and objectives priorities (Awareness, Knowledge leading to Preference or Perception) which directs actions.

Central to everything is the members’ behaviour and how LinkedIn can analyse it to direct what Microsoft deliver to them and how it addresses them.

Answering GMB’s goalsScott,[email protected] – work of UM EMEA


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Placing emphasis on the “sum of the parts” lets us adopt LinkedIn technology to create three pillars addressing

i) social international communities regardless of their location,

ii) a hub dispensing Microsoft-themed news and Microsoft product information directly to audiences at regional or country levels or based on their profile

iii) country by country inclusion of local custom media thus providing control and an additional platform for content.

Inclusive and scalable across regions



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Linked in commercial partnership 150813 (private)

Business

Transcript of Linked in commercial partnership 150813 (private)