linkedin for tech marketers
DESCRIPTION
A LinkedIn and Forrester report exploring the path to purchase for enterprise decision makers and how they leverage social media and content to arrive at purchase decision.TRANSCRIPT
Marketing Solutions
LinkedIn Confidential ©2013 All Rights Reserved
Content Marketing for Technology Marketers
ORGANIZATION NAMELinkedIn Confidential ©2013 All Rights Reserved 2
The Technology Buying Process is Complex.
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It’s Complexity is Only Growing as More Stakeholders Get Involved
Scope Plan Select Implement Review20
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Senior Non-ITIT Role LeaderCIOIT Role ManagerIT Individual Contribu-tor
ORGANIZATION NAME 4
Within technology industry, 3 types of content sought in each stage of decision-making process: Case Studies, Industry News, and Best Practices.
Source: commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 2012
Case studies
IT industry news
Best practices
Best practices
Case studies
Product solution demos
Best practices
How-to guides/ checklists
Product solution demos
Product solution demos
Best practices
Expert ratings, reviews,
testimonials
How-to guides/ checklists
Best practices
Diagnostic or assessment tools
Technology Decision-Makers (IT & Business Professionals) rely on content to support their decision-making process
Awareness Scope Plan Select Implement
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Awareness Scope Plan Select Implement
STAGES OF DECISION MAKING
Source: commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 2012
74%Increase in
past 2 years
96%Increase in
past 2 years
68%Increase in
past 2 years
76%Increase in
past 2 years
44%
47%
46%
45%
54%
The Channels – corporate websites, technology media websites, events, social networks – Continually Change. But, Social Networks are Quickly Becoming a De Facto Source for Decision-Making
ORGANIZATION NAME
39%
52%
72%
34%
42%
54%
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Trust
EEfficiency
RRelevance
AAccess
54%
54%
86%
44%
46%
74%
58% learn from trustworthy peers*
LinkedIn Leads Social Networks Thanks to Trust, Efficiency, Relevance, and Access**
* Commissioned study conducted by Forrester Consulting on behalf of LinkedIn, Q3 2012** LinkedIn/Research Now study of ITDMs in North America, Q3 2012
40% quickly find information*
37% relevant context to connect with vendors*
49% access a broader network*
T
ORGANIZATION NAMELinkedIn Confidential ©2013 All Rights Reserved 7
Content marketing is the bridge to build meaningful relationships with companies.
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LinkedIn has become the definitive professional publishing platform
6xmore content than jobs
JOB
S
CO
NTE
NT
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“In short time posting on LinkedIn, quality of comments is higher than anything I’ve seen in 12+ years of online journalism.”
Herb Greenberg, columnist for Wall Street Journal, MarketWatch.com
Content Marketing success on LinkedIn starts with our members
LinkedIn Confidential ©2013 All Rights Reserved 11
PEERS
BRANDS
INFLUENCERS
Our members stay in touch by building relationships with peers, influencers and brands
LinkedIn TodayLinkedIn GroupsLinkedIn Today
LinkedIn Influencers
Company PagesSlideShare
GroupsInfluencers
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Buyers are 60% of the way through the purchase process before they reach out to a brand
‘In the search for information relevant to their needs, customers consult an average of more than 10 sources when researching a purchase, many not supplier-controlled’
2011 MLC Customer Purchase Survey
Discover
Select
Advocate
Explore
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Discover
Select
Advocate Explore
FollowersRecommendation Ads
Status Updates, SlideShare & Paid
Media
Social Content on SlideShare
Status Updates, Company Page
Groups
Lead GenerationSlideShare Ads
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Status UpdatesContent Led
Precision TargetingExpanded Reach
Discover
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Company PageSocial ExplorationCompany Updates
SlideShare ChannelManaged Groups
Explore
LinkedIn Confidential ©2013 All Rights Reserved
Lead GenerationDisplay Ads
Status UpdatesSlideShare Ads
Select
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FollowersRecommendations
Advocate
HP Followers are 1.5 times more likely to
consider HP products and services and 2 times
more likely to recommend HP than non-
HP followers
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Content Marketing enhances your marketing mix
Establishes familiarity with your brand prior to seeing your content
A mechanism to drive greater content marketing success
Support messages even among those who have not experienced your content firsthand
Reinforce what your brand stands for
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Execution: Bringing Content Marketing to Life on LinkedIn
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From content - to target audience - to engaging where they learn
CXO
IT
BDM/LOB
VerticalHealth CareEducation
Retail
LinkedIn content &Community engagement
to own conversations
Retargeting to continueconversations
& engagement
ContentRepository
Company Page
SlideShare Network Web
CXO
IT
BDM
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Don’t Boil the Ocean: LinkedIn will help you build a phased approach to executing Content Marketing
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Owned Media• Company Page• SlideShare Channel
Earned Media• Targeted Status Updates
Paid Media • SlideShare Content Ads• Display Ads• Polls
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Owned Media• Group• Company Page• SlideShare Channel
Earned Media• Targeted Status Updates• Promoted Updates
Paid Media • Sponsored InMail• Video Content Ads• SlideShare Content Ads• Display Ads• Polls
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Owned Media• Company Page
• Follower Acquisition• SlideShare Channel• Group
Earned Media• Targeted Status Updates• Promoted Updates
Paid Media • Sponsored InMail• SlideShare Content Ads• Video Content Ads• Display Ads• Polls
Content• Custom Content
Training• Content Marketing Institute Workshop or Webinar
Research• Custom research to track brand, consideration &
recommendation lifts
“I find LinkedIn is the only social network site I would use…when IT decision making is concerned.” Senior IT Decision Maker
Appendix
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General Electric Case Study
Presenting a vision to professionals and policymakers with LinkedIn
Challenge Enhance GE’s reputation and thought leadership in energy and healthcare industries in select regions around the world
Solution • Sponsored InMails, Content Ads and targeted
display ads to support key marketing initiatives • Build communities on LinkedIn around GE
content and expertise
LinkedIn Confidential ©2013 All Rights Reserved
“We’ve been excited to see how much engagement we’ve experienced throughout our
LinkedIn programs. Whatever metric you choose, whether conversions, virality, or traffic, we’ve seen a number of successes through the LinkedIn platform that reflect a very receptive
and well-qualified audience.”
Paul Marcum Director of Global Digital Marketing and Programming
LinkedIn conversionrate 277% comparedto Facebook & Twitter
1,300
unique content downloads
5.75%
Interaction with content ads
LinkedIn Confidential ©2013 All Rights Reserved 30
Microsoft Case Study
Acquiring 2,500+ new members into the Australian Software Developer Community
Challenge • Engage the developer audience across Australia • Build an engaged community of like minded developers,
quickly • Advertise to developers outside of Microsoft’s network
Solution • Establish the Australia Software Developer Group on
LinkedIn to engage developers • Target web developers and invite them to join the Group by
using LinkedIn Partner Messages • Advertise group discussions to developers who have not
yet joined via LinkedIn Group Ads
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“LinkedIn enables us to target our core audience based on title and behavior. We cannot rely on developers coming to us, therefore, our key strategy is to go where the developers are — by using LinkedIn as part of our earned social media coverage, we ensure our content is being syndicated to gain as much reach as possible.”
Christian Longstaff, Audience Marketing Manager
Dashboard of member stats available for members before they join
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HP Case Study
Building emotional connections with followers on LinkedIn
Challenge • Raise awareness of new brand messages Deepen engagement
with IT decision makers • Customize content for different audiences
Solution• Launch Display Ad campaign to highlight “Make It Matter”
campaign • Create Follower Ad campaign to increase Company Page
following • Reach precise audiences in 15 target markets • Use Targeted Status Updates to deliver relevant content
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“LinkedIn has helped create an environment where we can not only invite people to join, but engage them once they arrive. We can have dialogues with potential customers in a way that encourages organic growth of the community.”
Bryna Corcoran Digital Marketing and Social Media Strategist, HP
+300,000 followers
Even more beneficial was that 8% of new followers were organic and the number of CXO followers increased by 112%.
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Sales Force Case Study
Increasing follower engagement with LinkedIn Targeted Status Updates
Challenge • Engage followers and drive event attendance• Avoid message oversaturation• Reach regional audiences with localized content
Solution• LinkedIn Targeted Status Updates• Narrow distribution of updates based on location and
industry • Empower local teams to create relevant content • Increase frequency of updates to build buzz
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“We love the fact that LinkedIn’s Targeted Status Updates let us
focus our messages at a regional/ industry level so that we can
delight audiences with relevant content.”
Jennifer Burnham Director of Content and Social
Strategy, salesforce.com
30%increase in the rate of engagement
30%increase in the amplification rate of its Targeted Status Updates
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HubSpot Case Study
Building thought leadershipwith LinkedIn Company Pages and Groups
Challenge • Engage with B2B marketing professionals Raise
awareness of HubSpot’s inbound marketing expertise
• Set HubSpot apart from competitors
Solution • Launch LinkedIn Company Page and post status
updates to engage followers • Create LinkedIn Group for Inbound Marketers and
take part in conversations Respond to questions in LinkedIn Answers
LinkedIn Confidential ©2013 All Rights Reserved
27,000 followers
89,000 managed group members
“LinkedIn brings us in contact every day with the
B2B professionals that understand the value of our products – and it allows us
to strengthen our connections and share our
ideas on inbound marketing within the
LinkedIn community.”
Dan Slagen,Global Marketing Relations
LinkedIn conversionrate 277% comparedto Facebook & Twitter
2.74
0.79 0.77
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Wipro Case Study
Impacting the right decision makers
Challenge To reach IT decision-makers and influencers as part of an integrated communication plan
Solution• Target the relevant audience by engaging with them on an ongoing
basis• Use Partner Messages and Display Advertising to reach relevant
audiences
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An audience of 90% plus decision-makers
1000+ Ideas shared on
100K+App visitors
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The more ideas you share, the more the world goes green!
DAY 1
Forest Wall is Pixilated
DAY 90-120Entire Forest Wall goes Green
Professionals Share Ideas on 10 Sectors Identified by the United Nations Environment Programme for Green Economy
LinkedIn Confidential ©2013 All Rights Reserved
Thank you.
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Mike WeirGlobal Head of Technology [email protected]