hp fy12 global brand campaign condensed linkedin 2 22 12
TRANSCRIPT
Where business happensMarketing Solutions
HP FY 2012 Corporate Brand Campaign
Feb 22, 2012
Sandy WhiteAccount Executive, LinkedIn Marketing Solutions
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial2
Program PillarsHarness the Power of LinkedIn and HP to Incite Moves that Matter Across a Social Graph
VideoNew Technology
HP Employee TargetingGlobal Company Page/Building Follower Distribution Model
Custom Research
Visualizations/Infographics
Partnership Foundation
5%
8%7%
14%
Exposure to HP Corp Campaign
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
150,000,000+
registered members (as of Nov 2011)
5M+Canada
59M+USA
7M+Brazil
2M+Australia
26M+Europe
2M+DACH
3M+France
8.5M+UK
13M+India2.1M+
Mexico2M
China
Where we AreA Globally Connected Network
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
13,500,000+
HP Follower Stats
1,000,000+
HP Target Audience on LinkedIn
Enterprise ITDM’s
Enterprise ITDM’s Currently Following LinkedIn1,101
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial5
Why Followers
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial6
6
“I trust LinkedIn for professional up to date information on my specific industry. I don’t trust the professional content on Twitter or Facebook…they are gossip sites.” – SVP Finance LinkedIn Audience 360 Survey, US, August 2011
2xmore confident in the information found on LinkedIn than any other social site
51% of LinkedIn members did NOT visit
Facebook in the last 60 days.
Platform Connections Killer Apps
Social Utility Friends, Family & Colleagues Social Gaming &
Photo Sharing
Public Communications
Fans &Followers
Real timeMicro-blogging
ProfessionalNetwork
Colleagues & Business Contacts
Professional Identity,
Connections & Insights
Context MattersThere are only a few social platforms that can deliver on a global scale. There is only One that can deliver to professionals in a professional context.
79% of LinkedIn members did NOT visit
Twitter in the last 60 days.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial7
Why Followers MatterReason #1- Followers provide a purely B2B communication channel with massive scale
HP Followers
Employees-164,113Non-Employees-249,694Proposed-300,000
Average Number of Connections
Employees-78Non-Employees-248Proposed-127*
1st Degree Follower Network
4,426,327
61,966,830
38,100,000
Total: 713,807 Followers Connected To 104,493,157 Members
By adding 300,000 followers, HP has the potential to reach over 100,000,000 members. Just one share away.
* Estimated Based on LI average.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial8
New job openings at the company
People in your network who have joined or left the company
News articles that are relevant to the company
Notifications of a launch of a new product or service
Information about a new project or initiative by the company
Notifications of new white papers, upcoming webinars, or conferences
Notifications of special offers, deals, or discounts
Question: “What information about a company would you like to receive in your LinkedIn network update stream?”
Se-ries1
79%
73%
69%
66%
63%
46%
28%
Se-ries1
63%
43%
58%
59%
60%
57%
63%
“Yes, I want to receive these
updates .”
“Yes, I would share this kind of
information.”
• Base: Respondents who said they would follow at least 1 company (n = 320)
• Base: Respondents who said they would follow at least 1 company (n = 320) & were interested in receiving this specific update
Question: “What information would you be likely to share with people in your LinkedIn network?”
Company Updates
Why Followers MatterReason #2- Our members expect updates, and are ready to become brand advocates.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial9
568,427 followers
401,649 followers
Why Followers MatterReason #3- The average member will only follow 2.8 brands. The competition sent these messages out to over 1,000,000 followers in the past 12 hours.
236,139 followers
280,611 followers
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial10
$30-$100
Little Verification,
Rarely Updated
Can Go to Junk Folder or Address
Requires Manually Entering
Addresses
Comparison to CPL/Email Marketing
$15
Accurate and Up To Date
Goes into Stream on All
Platforms
One Click Shares with
Entire Network
CPL/Email
FollowerCost Per Acquisition
Data Quality
Message Delivery
Virality
Why Followers MatterReason #4- Compared to Traditional Methods, Followers are more cost-efficient.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial11
User Flow
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
Mike OmitaIT Director, Visa Inc.San Francisco Bay Area I Financial
Services
LinkedIn’s Ad Units Gain FollowersUsers Follow HP directly from Ad unit, HP is billed on Guaranteed Cost-Per-Follower Basis
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial13
NEW- Targeted Status UpdatesHP Segments their followers, and sends the content that matters to each group.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 14
Homepage
Profile
Mobile
Website
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Like (5) • Comment • Share
HP Calling All IT Pros! Come Join HP and thousands of your peers at HP Discover 2012 in Las Vegas. Registration Now Available Here. Like (35) • Comment (11) • Share
The Majority of Brand Followers on LinkedIn Plan to Follow The Companies Forever.
LinkedIn Survey (n=363), US and Canada, October 2011
Message Reaches Users Across Platforms, Including Where Ads Can’t
A Long Term Platform to Deliver MessagingMessages Reach Followers Regularly and Everywhere. Followers Engage Forever.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial15
Campaign Extensions: Mobile and Custom Ideas
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial16
The LinkedIn iPad App
HIGHLY CONFIDENTIAL- DO NOT DISTRIBUTE
LinkedIn EverywhereAs an addition to this campaign, HP will be one of two companies invited to view our groundbreaking new iPad app, launching in 2012, and have first right of refusal to sponsoring.
This opportunity will only be revealed under NDA.
Source: 2012 Consumer Electronics Report, developed and analyzed by LinkedIn. Based on a December 2011 survey of 1,602 U.S. online adults (801 U.S. adults from the general population (weighted) recruited via sample partner, Survey Sampling International, and 801 U.S. LinkedIn members) who own one or more consumer electronics devices or plan to purchase one or more CE devices within the next year.
LinkedIn users are 85% more likely to use a tablet than the average online adult.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial17
Custom Apps Showcasing Individual Stories that Matter Banners Use Member’s Profile Data to Tell Stories and Show Career Moves
User Sees
Banner and
Clicks
LinkedIn will build a custom application that visualizes a member’s connections
by profile data for a personal story within a context that matters.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial18
Video Series and Featurelette Share Member StoriesFrom HP’s Employees and Followers, LinkedIn finds and shoots inspirational stories about moves that matter to be featured throughout the site.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial19
Value Add Elements
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial20
Energize the HP Employee BaseUsing status updates and value added employee impressions to energize the HP Employee base and create internal ambassadors.
There are over 164,000 HP employees on LinkedIn. HP can target them through status updates, and as value-add, all HP
employees will see HP ads while logged in.
HP Ever Wonder how to best represent HP while using social media? See LinkedIn’s guide to brand stewardship Here. Like (35) • Comment (11) • Share
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial21
Media Performance
• Weekly Reporting• Impressions/Uniques,
CTR/UCTR, Geo, Industry, and more
• Continued Optimization
Membership & Engagement
• Follower Data• Custom Study
Social Impact
• Likes• Comments• Shares• Engagement
Attitudinal/Brand Perception
• Brand Study • Custom Study
LinkedIn Full Suite of Research CapabilitiesAll Value-Added above $5MM Level.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial22
Efficiency of Targeting Plan Brand Penetration within Audience
Purchase Consideration Ad Recall by Level of Exposure
A B C D E
59%52%
38%31%
17%
Usage of HP vs. Competitors
Low High
5%
8%7%
14%
Control (page-view matched) Exposed to campaign
Exposure to HP Corp Campaign
Members Targeted by Campaign
Do you plan to purchase technology soution in the next 12 months?
No = 23% Yes = 77%
Find the Key Targets
Current Customers
Non-Customers
14%
32%
26%
43%
59%
25%
Unlikely Neutral Likely
Likelihood of Purchasing from HP
Full Circle Brand Perception and Ad Effectiveness MeasurementStandard Metrics for LinkedIn Brand and Ad Effectiveness Study
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial23
The Custom Research StudyWhat really Matters to Today’s Business Leaders?
Using the LinkedIn Research Network, LinkedIn will target and poll thousands of C-Level business leaders, serving them a co-
created survey to find out what matters in 2012.
The results will be wrapped in a report for exclusive distribution by HP through LinkedIn.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial24
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