linked in insights group impact report example august 2012
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Group Impact Case Study:
International Business Resource Brand
1
LinkedIn Marketing Solutions Insights
Group Impact Report Example
August 2012
MARKETING SOLUTIONS
Key Findings
77% have visited the group and over half would recommend the
group to others
About half of Group members self report that they use Brand X
Group members are significantly more:
o Aware of Brand X
o Favorable toward Brand X
3 out of 4 group members are in the market for international
business expansion and about half are likely to consider Brand X
for their international business needs
A quarter of group members have a more favorable impression of
Brand X as a result of being a part of the Brand X group
2
MARKETING SOLUTIONS
Study Overview
3
Driving Group membership
11/1/2011 - 12/31/2011
Campaign
Brand X
Brand Y
Brand Z
Brand A
Brand B
Competitive Set
Fielded March 2012
511 responses
Research
251 group members with at least 60
days tenure in the group
260 control (non-group) members
Sample Info
Campaign Targeting: Canada, Director+
Research Targeting: Canada, Director+, 10,000 or fewer FTEs
MARKETING SOLUTIONS
Group Impact key findings for Brand X
4
Significant lift in familiarity with Brand X
Significant lift in overall favorability of Brand X
Current usage significantly higher in group members
Familiarity
Favorability
Consideration
Usage
ControlBrand X Group
Members
12% 68%
56% 77%
63% 76%
2% 48%
Significant increase at 95% confidence level.
MARKETING SOLUTIONS 5
11%
11%
6%
4%
4%
8%
33%
8%
19%
24%
26%
37%
56%
81%
74%
72%
71%
55%
Brand X
Brand Y
Brand Z
Brand A
Brand B
Brand C
Among group members all of the benchmark brands
score similarly positive overall
Base: Brand X Controls n=25, Groups n=156, Brand Y n=35, Groups n=58, Brand Z Controls n=150, Groups n= 151, Brand A n=226, Groups n=210, Brand B Controls n=119, Groups n=149, Brand C Controls n=84, Groups n=118
What is your overall impression of the following brands?
Control Group Members
2%
2%
5%
5%
6%
21%
14%
25%
25%
28%
28%
77%
86%
73%
69%
68%
56%
Brand X
Brand Y
Brand Z
Brand A
Brand B
Brand C
MARKETING SOLUTIONS 6
3 out of 4 Brand X group members also think that
Brand X (off LinkedIn) has quality insights
Base: Brand X Controls n=26, Groups n=158, Brand Y Controls n=37, Groups n=58, Brand Z Controls n=158, Groups n=152, Brand A Controls n=236, Groups n=217, Brand B Controls n=127, Groups n=154, Brand C Controls n=91, Groups n=124
How would you rate the quality of the insights from the following brands’ resources/properties?
Control
3%
3%
1%
1%
31%
8%
16%
17%
24%
31%
69%
89%
84%
81%
75%
68%
Brand X
Brand Y
Brand Z
Brand A
Brand B
Brand C
Group Members
4%
5%
2%
3%
3%
18%
10%
15%
21%
26%
31%
77%
90%
81%
77%
71%
66%
Brand X
Brand Y
Brand Z
Brand A
Brand B
Brand C
MARKETING SOLUTIONS 7
3 out of 4 Brand X group members are likely to
consider using Brand X (off LinkedIn) when they are
looking to expand internationally
Base: Brand X Controls n=27, Groups n=164, Brand Y Controls n=37, Groups n=60, Brand Z Controls n=164, Groups n=165, Brand A Controls n=232, Groups n=224, Brand B Controls n=132, Groups n=160, Brand C Controls n=100, Groups n=135
Next time you are looking to expand your business internationally, how likely would you consider the following brands’ properties/resources for insights and information?
Control
7%
14%
15%
25%
23%
24%
30%
22%
21%
20%
27%
27%
63%
65%
64%
55%
51%
49%
Brand X
Brand Y
Brand Z
Brand A
Brand B
Brand C
Group Members
8%
3%
13%
18%
18%
18%
16%
17%
15%
22%
24%
24%
76%
80%
72%
61%
59%
58%
Brand X
Brand Y
Brand Z
Brand A
Brand B
Brand C
MARKETING SOLUTIONS
Group members are in market to expand business
internationally. Among those in market, 75% are likely
to consider Brand X
8
Base: Chart 1 Controls n=260, Group Members n=251, Chart 2 Brand X Controls n=23 2 Brand X Group Members n=152
Thinking about international business expansion, when does your company or institution next plan to conduct business internationally?
30%
12%17%
41%35%
27% 26%
11%
0%
20%
40%
60%
80%
In the next month
In the next 2-6 months
In the next year
Not in foreseeable
future
Control Group Members
Are They In the Market?Consideration of Brand X For Those in
Market
57%
75%
0%
20%
40%
60%
80%
Very or Somewhat Likely
Control Group Members
MARKETING SOLUTIONS
Only about one-quarter of group members know
Brand X sponsors the group
9
Base: Group Members n=251
3%
73%
24%
Group Members
Group Sponsorship AwarenessAre They Aware that Brand X Is the Sponsor of
the Group?
Yes
No
Not sure
As you may or may not know, Brand X is the sponsor of __________ group. Before today, were you aware that Brand X is the sponsor?
MARKETING SOLUTIONS
60% of group members have a favorable opinion of
the group and over a quarter have a more favorable
opinion of Brand X
10
Base: Chart 1 Group Members n=193, Chart 2 Group Members n=251
What is your overall opinion of the Brand X group on LinkedIn?
5%
36%
45%
15%
Group Members
Overall Opinion of Group
Extremely favorable
Somewhat favorable
Neutral
Somewhat unfavorable
Extremely unfavorable 7%
65%
28%
Group Members
Sponsor Brand Favorability
I have a more favorable opinion
My opinion remains unchanged
I have a less favorable opinion
Now that you have learned that Brand X is the sponsor of __________ group, how has this changed your opinion of Brand X?
MARKETING SOLUTIONS
Three-quarters of the group members visit the group
and over 60% are active members of the group
11
Base: Group Members n=251
Have you visited or participated in the Brand X group on LinkedIn?
8%
15%
16%
48%
11%
2%
Group Members
Have they visited the group
Yes, I've visited and started a discussion on my own
Yes, I've visited and participated in a discussion started by someone else
Yes, I've visited multiple times
Yes, I've visited once
No, I have not visited or participated
Not sure
77%
MARKETING SOLUTIONS
Group members find the group informative and
relevant; over one-quarter have recommended the
group
12
Base: Group Members n=193
Thinking about your experience with the Brand X group, please indicate whether you agree or disagree with each of the following statements?
61%
48%41% 40%
28%
The discussions and comments that I have followed were informativeThe discussions are relevant to meThe group members are of high caliber (experience/expertise)The group is a trustworthy source of informationI have recommended this group to a colleague who has similar interests
% a
gree
MARKETING SOLUTIONS
Over half of group members are likely to recommend
the group and 80% will revisit
13
Base: Chart 1 Group Members n=189, Chart 2 Group Members n=192
6%4%
32%
34%
24%
Group Members
Likelihood to Recommend
Very likely
Somewhat likely
Neutral
Somewhat unlikely
Very unlikely
4%1%
16%
27%
53%
Group Members
Likelihood to Revisit
Very likely
Somewhat likely
Neutral
Somewhat unlikely
Very unlikely
MARKETING SOLUTIONS
Brand X group members are more likely to consider
Brand x for international business needs
14
Base: Controls n=228, Group Members n=224
How likely are you to consider Brand X for your international banking needs?
15%25%
35%
39%
50%36%
Group MembersControl
Very or Somewhat Likely
Neutral
Very or Somewhat Unlikely
MARKETING SOLUTIONS
Seeing a network connection joined the group is
among the top prompts for joining
15
Base: Group Members n=193
What prompted you to join the Brand X group on LinkedIn?
32%
29%
22%
12%
7%
4%
3%
3%
2%
2%
11%
I received an InMail to join the group (e-mail to your LinkedIn mailbox)
I saw one of my connections joined (from their LinkedIn profile)
I clicked on an ad on LinkedIn
I searched for the group myself
Word of mouth/peer to peer
Was recommended by a colleague/friend
Online (website other than LinkedIn)
I saw a link on a company page (I follow the company)
I clicked on an ad not on LinkedIn
Blog/Twitter/other social media
Don't know/not sure
MARKETING SOLUTIONS
Group Feedback
16
Informative“The group is quite friendly and
willing to give advise when
requested, comments and
articles are interesting and
informative.”
The 60% of group members who have a favorable opinion of the group find it
informative and good opportunity for international networking
“An open discussion form on
international business by
members with first hand
experience in the area is very
helpful tool. ”
“Having the opportunity to
discuss ideas and issues as
well as see what other people
are thinking or saying helps to
expand my network of
contacts.”
International
Networking
MARKETING SOLUTIONS
Group Feedback
17
Irrelevant information“None of their information is
relevant to my business. Most
of the postings are pointless.”
For the 5% of group members who have an unfavorable opinion they have specific
needs. However there is an opportunity to keep the discussion topics update and
relevant
“The content doesn't seem too
fresh. There are old
discussions on the main
page.”
“I am looking for support and how-to
information”…” The group should deal
with articles as how to become export
ready, and assistance to new
exporters.”
Outdated topics
Specific needs not
covered
MARKETING SOLUTIONS
Group Feedback – Preferred Topics
18
International business“Doing business abroad and
the best ways to get a foot in!”
Preferred discussion topics echo both the negative and positive feedback suggestions
“Import/export and selling
online as a Canadian
company in the UK.”
“Those where growth markets
for business are in the
greatest growth
Importing/exporting
Growth opportunities
MARKETING SOLUTIONS
Demographics
19
Base: Group Members n=251
9%
10%
81%
Group Members
Decision Making Status
Significant involvement in planning as it pertains to international business development/growth
Little to no involvement in planning around international business development/growth
My company/institution is not anticipating any international business development/growth in the next 12 months
11%
26%
27%
35%
Group Members
In-Market Status
In the next month
In the next 2-6 months
In the next year
Not in foreseeable future
MARKETING SOLUTIONS 20
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