LinkedIn. Lead-Generation. Kim Plesner-Jacobsen, Vertic Trine Tirsgaard, Microsoft. Twitter: #SMWLinkedIn
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1 LinkedIn Lead-Generation Kim Plesner-Jacobsen, Vertic Trine Tirsgaard, Microsoft Twitter: #SMWLinkedIn
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4 Agenda What Why Who How is LinkedIn power? LinkedIn lead-generation? is doing it? is Microsoft doing it?
5 The What
6 The What LinkedIn is the future content provider of relevant knowledge based on your interest
7 The What Shared with a network of equally engaged peers
8 LinkedIn figures Numbers 200+ million members world wide. 74+ million members in the US alone. 11+ million members in the UK. 55+ million members in the EMEA region. This means that if LinkedIn was a country, it would host the worlds 5th largest population. There is more than 1 million LinkedIn members in Denmark alone. More than 2.6 million company pages. Usage 87% trust LinkedIn as a source of information affecting decision making.* 49% find LinkedIn to be a good source for word of mouth information on brand experiences.* 77% use LinkedIn to research companies.** 55% use LinkedIn to prepare for face-to-face meetings.** * Source: Survey of 1,900 LinkedIn members, 5/2012 Punch Media. ** Source: factbrowser.com/tags/linkedin
9 Value per click Segmentation on LinkedIn LinkedIn members: American LinkedIn members: Americans working with drilling: American procurement professionals + working within drilling: American procurement professionals with 5+ years experience working within drilling: American procurement professionals with 5+ years experience and 10+ endorsements working with drilling: American procurement professionals with 5+ years experience and 10+ endorsements also endorsed for supply management: Recruitment message
10 The Why
11 The Why How to influence individuals?
12 The Why A.I.D.A model is OUT f 78% of people trust the recommendations of other peers While only 14% of people trust advertisements * *Nielsen Trust in advertising report 2010
13 New Rules of Engagement Old Marketing One way communication New Marketing Brand dialogue Brand recall is holy grail Customers determine brand value Group customers by demographic Content controlled by marketers Virility driven by flash f Group customers by behavior Enterprise + user-generated content Virility based on content Michelin Guide: expert reviews Amazon: user reviews Publisher control channels Publisher build relationships Top down strategy Bottom-up strategy Information hierarchy Information on demand Emphasis on cost - CPM Invest for growth Measurable ROI
14 The Why Profile information is GOLD!
15 The Who
16 LinkedIn + 3 rd Party Traffic Profile on Potential Customer Segmentation by Information & Value Readiness to Interact by Scoring CRM Integration & Interpretation Account & Marketing
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19 Businessweek
20 For web, mobile & tablet Personalized LinkedIn InMail LinkedIn company-specific banners Personalized website with company-specific data and messaging
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23 The How
24 The How Microsoft + LinkedIn
25 Microsoft + LinkedIn 13 markets opted in globally (and counting) Fully localizable content, closer to market WebTrends tagging to track behavioral metrics and better understand type of interactions for this audience + Post-launch updates Global alignment of customization Local Resources Messaging & Branding Budgets
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27 DK?
28 Remember, focus on value creation 6. En erhvervsdrivende må ikke rette henvendelse til nogen ved brug af elektronisk post, et automatisk opkaldssystem eller telefax med henblik på afsætning af varer [...] (Markedsføringsloven af 26. januar 2013) But LinkedIn s Privacy Policy declares that LinkedIn tries to enhance your website experience by turning the information you submit into customized content LinkedIn does not share any information you have not chosen to display on your LinkedIn profile to other parties And you can always withdraw your consent to LinkedIn s collection and processing of your information by changing your settings And so If you use any Combined Service or Platform Application, a LinkedIn Partner or Platform Developer may access and share certain information about you (LinkedIn Privacy Policy, 2F) 28
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