edu general capabilities 12_4
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Marketing Solutions 1Marketing Solutions
Marketing Solutions
Presented To: School of Continuing Education,Columbia University
Date: 12/7/2012
Account Executive: Janine Taormina
Account Manager: Tim McCarthy
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School of Continuing Education, Columbia UniversityBusiness Review
Marketing Objectives: – Increase REACH– Extend BRAND – Increase top-line AWARENESS– Conversions
Goals
Challenges
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LinkedIn Mission:
Connect the world’s professionals to make them more productive and
successful.
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187,000,000+
registered members (as of October 2012)
The globally connected professional network
5M+
Canada
61M+
USA
7M+
Brazil
2.9M+
Australia
35M+
Europe
3M+
DACH
3M+
Italy3M+
France
2M+
Spain
3M+
NL8M+
UK
14M+
India
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We connect people across a wide range of demographics
44% are parents
Educated:
55% college grad or above *
45% women
55% men
Affluent:
49% HHI $75K+
33% HHI $100K+
Source: comScore, November 2011. * @plan, Rels 4, 2011.
27% Millennial A18-34
24% GenX A35-44
38% Boomers A45-645
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And they use LinkedIn for many purposes
As of March 2012
Connect & Communicate
Research People & Companies
Professional Insights
76% Network with other professionals
40% Let others know what I’m up to
62% Learn about what other colleagues are doing
43% Learn more about a company
46% Stay up to date on industry discussions
Manage Career72% Maintain professional identity
37% Look for jobs
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Social Media Environment Matters
Promotes trust and message receptivity
2xmore confident in info found on LinkedIn than other social sites2
Delivers compelling insights and results with social media solutions
+10shift in Net Promoter Score as a
result of leveraging LinkedIn3
Reach the most influential, affluent and educated audiences at scale
4.2MCorporate Executives on
LinkedIn. 150M members and growing1
Quality Audience Business Context Marketing Impact
1 Internal LinkedIn data (US), March 20122 LinkedIn Audience 360 Survey (US), August 2011
3 Global computer manufacturer
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Reach Influential, Affluent Professionals
Quality Audience Marketing ImpactBusiness Context
Source: The Nielsen Company @Plan, US Adults age 18+, Rel 3 2011
Profession Seniority Education Industry Company Size Geography Group Membership
Business Decision Makers
HHI $100K+
Target By
NY Times
15.8%
24.1%
26.7%
Comp
NY Times
20.0%
31.9%
34.4%
Comp
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LinkedIn combines social media solutions that deliver compelling insights and results.
Create Experiences• Company Page• Groups
Amplify thru Network• Network Update
Status• Company Followers• API/Web Plug-Ins
Attract Audience• Content Ads• Social Ads• Partner
Messages
Engage in Conversation• Polls• Groups• Company Status
Updates
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LinkedIn’s Marketing Solutions
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Profession
Seniority
Industry
Company Size
Geography
Education
LinkedIn Audience TargetingThe most accurate way to target professionals on the web.
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LinkedIn PollsSmall talk that delivers big.
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Expandable Video Content Ad
LinkedIn Content AdsNew optional format for video feeds
The benefits of Content Ads with expandable player:•Highlight video content•Provide more information about the videos•More engagement options
Standard Content Ad
Distribute School of Continuing Education,Columbia University‘s content to build brand loyalty and establish thought leadership.
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LinkedIn InMail MessagesDirect Communication to the Professional Inbox
Drive Awareness & Promote University Initiatives
Target CLO’s & HR Execs
Credible messaging and high open rates since members only receive one InMail every 60 days
Leverage Added Value Elements (300x250 or 300x600) to cross promote and drive followers to Company Page & University- Sponsored Groups
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LinkedIn Custom GroupsWhere members collaborate on shared passions, interests or goals
Cultivate long-lasting relationships
Robust membership-driving program
Over 1,000,000 Groups currently exist
1,500 Groups created every day
3,000,000 join groups every month
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School of Continuing Education,Columbia University
Company Pages&
Follower Ecosystem
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Capture Followers who will become your advocatesGain School of Continuing Education, Columbia University followers with LinkedIn’s Follow Company Ads
Leverage LinkedIn’s precise targeting to garner qualified Prospective Students
Generate social awareness when new professionals follow Fuqua
Build relationships by increasing followers
Influence professionals by using their social graph
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Engage Those Most Interested in Your Brand Introducing Company Status Updates
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Homepage
Profile
Mobile
Website
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Like (5) • Comment • Share
School of Continuing Education, Columbia University
is announcing a new Executive MBA program.
http://bit.ly/oow11ytfbLike (5) • Comment • Share
55% of LinkedIn members will follow a company “forever”.1
45% of members want weekly updates.1
LinkedIn Survey (n=363), US and Canada, October 2011
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Education companies have already adopted status updates
LinkedIn Internal Data as of July 2012 for higher education & education management industries
Over 900 Education Companies sent
Status Updates in 30 days
Over 100 sent more than 10
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Mobile
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From coffee to couch and everything in between
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iPad
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LinkedIn iPad Sponsorship
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Innovation
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LinkedIn Certified Developer Program
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LinkedIn Platform: APIs for marketers
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IE Business School
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LinkedIn Platform: APIs for marketers
American Express creates a viral engine that rewards LinkedIn members with card discounts for professional recommendations
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Case Studies
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INSEAD:Successfully using the follower ecosystem
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Results19,800 followers /2 months435 recommendations
SolutionTargeted social ads Follow ads Recommendation ads
Engage potential candidates and differentiate programme using advocacy
Objective
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London Business School:Intelligently using content and relevant messaging
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Results85% open rate on InMail0.1% CTR on targeted display8% engagement rate on content ad
Solution Targeted display Content ads InMail
Drive awareness and perception of LBS using relevant content and highly targeted direct messaging
Objective
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2013 Proposal
Columbia University_MS_Q1 Q2 '13_DSM ID 2608683.xls
Columbia Targets MS programs (2).xlsx
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