webinar: the consumer marketing opportunity on linkedin

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Think LinkedIn is just a B2B platform? Think again. Seven out of ten consumer marketers now use LinkedIn to distribute content, including brands like Mercedes Benz, Fruit of the Loom, and Delta Airlines. Understand what makes LinkedIn an ideal place for consumer brands to build trust and loyalty with their customers, and how your brand can engage them with the right content on LinkedIn. This webinar presented exciting new research that revealed: - How receptive LinkedIn members are to marketing messages from consumer brands - Why the professional mindset on LinkedIn provides a unique opportunity for consumer marketers - How opinions from professional peers influence personal buying decisions Start building stronger connections with professional consumers on LinkedIn. Watch the presentation here: https://www.youtube.com/watch?v=9cH4kHDZWOo

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Page 1: Webinar: The Consumer Marketing Opportunity on LinkedIn

The Consumer Marketing Opportunity on LinkedIn

Dial-in: 866-469-3239Access Code: 926 370 258Password: areyouinTwitter: @LinkedInMktg

#LIprosumer

Page 2: Webinar: The Consumer Marketing Opportunity on LinkedIn

Ira AmilhussinSr. Marketing Manager

LinkedIn

2#LIprosumer

Forest Baker, PhDHead of Global Insights

LinkedIn

Page 3: Webinar: The Consumer Marketing Opportunity on LinkedIn

Understanding professional consumers on LinkedIn

Respondent ages: 18 - 45

Respondent seniority: Manager and below

50% / 50% Gender split

Country Sample Size

United States 608

Canada 307

Brazil 308

United Kingdom 311

Australia 307

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Page 4: Webinar: The Consumer Marketing Opportunity on LinkedIn

Professional consumers on LinkedIn are…

In an aspirational mindset Opportunity for marketers to align their brands with members’ professional success

A premium quality audience Brand loyal, not price sensitive, with more buying power than other social platforms

Influenced by their professional networksOpinions from their professional peers impact personal buying decisions

A unique audience from other online publicationsMore unique visitors with little duplication compared to other business and social sites

4#LIprosumer

Page 5: Webinar: The Consumer Marketing Opportunity on LinkedIn

Premium quality audience

A prime audience for high-consideration consumer products

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Page 6: Webinar: The Consumer Marketing Opportunity on LinkedIn

of LinkedIn members 18-45 make household decisions

92%

6#LIprosumer

Page 7: Webinar: The Consumer Marketing Opportunity on LinkedIn

They are also brand advocates willing to pay more

“When I find a brand I like, I stick to it”

“I’m typically willing to pay more for high-quality items”

86% 78%

7#LIprosumer

Page 8: Webinar: The Consumer Marketing Opportunity on LinkedIn

Quality and benefits are more important than price

% most important customer purchase factor

Fulfills my needs

Quality

Price

Trust it will perform as advertised

Is new & different

45%

28%

14%

9%

3%

8#LIprosumer

Page 9: Webinar: The Consumer Marketing Opportunity on LinkedIn

LinkedIn professionals have more buying power than other social platforms

LinkedIn Pinterest Twitter Facebook Tumblr

251

185160

128111

comScore Buying Power Index 2013, Data. US only.

U.S. Buying Power Index

#LIprosumer

Page 10: Webinar: The Consumer Marketing Opportunity on LinkedIn

In an aspirational mindset

Opportunity for marketers to align their brands with members’ professional success in a trusted environment

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Page 11: Webinar: The Consumer Marketing Opportunity on LinkedIn

Professional success drives their large purchases

76% 66% 58%Consider a vacation Consider a new car Reward themselves

11#LIprosumer

Page 12: Webinar: The Consumer Marketing Opportunity on LinkedIn

LinkedIn allows brands visibility around content that consumers feel is worthy of their time and innovative

Worth My Time

Wastes My Time

Less Innovative More Innovative

Size of circle indicates usage

12#LIprosumer

Page 13: Webinar: The Consumer Marketing Opportunity on LinkedIn

Influenced by their professional networks

Shared content among peers on LinkedIn impact personal purchase decisions

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Page 14: Webinar: The Consumer Marketing Opportunity on LinkedIn

Now more than ever, LinkedIn members influencepurchase decisions

1in4 25%“My LinkedIn Network is sharing more

information about consumer brands than this time last year”

“I seek out product information from my LinkedIn Network for personal purchases”

14#LIprosumer

Page 15: Webinar: The Consumer Marketing Opportunity on LinkedIn

Now more than ever, LinkedIn members influencepurchase decisions

51%“Trust information about consumerproducts that you see on LinkedIn”

58%“If someone on LinkedIn shared an

update about a new product, I would be more interested in the product”

15#LIprosumer

Page 16: Webinar: The Consumer Marketing Opportunity on LinkedIn

2x more likely to trust the information provided by LinkedIn than other social networks and this drives purchases

51%23%

14%

LinkedIn

Twitter

Facebook

% that trustthe information from listed publishers*

LinkedIn

Twitter

Facebook

% personal purchases are influenced by the information published by these sources*

31%25%

20%

* Top 2 box 16

Page 17: Webinar: The Consumer Marketing Opportunity on LinkedIn

A unique audience

Reach a distinct audience from other publishing platforms

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Page 18: Webinar: The Consumer Marketing Opportunity on LinkedIn

LinkedIn reaches more professional consumers than most other key business sites

77% of LinkedIn

users do not Visit NY Times.com

82% of LinkedIn users

do not visit Forbes.com

85% of LinkedIn users

do not visitWSJ.com

89% of LinkedIn users

do not visit Cnet.com

13.7MUnique Monthly

Visitors

8.8MUnique Monthly

Visitors

6.9MUnique Monthly

Visitors

9.9MUnique Monthly

Visitors

Apr’14 ComScore Cross Visitation data for the US. Base: 18-44 yr. olds

2.1M

2.8M3.5M

4.5M

19.2M Unique Monthly Visitors

#LIprosumer

Page 19: Webinar: The Consumer Marketing Opportunity on LinkedIn

LinkedIn also reaches a unique audience among social media sites

13% of LinkedIn

users do not Visit Facebook

58% of LinkedIn users

do not visit Google+

83% of LinkedIn users

do not visitPinterest

66.9MUnique Monthly

Visitors

23.4MUnique Monthly

Visitors

13.8MUnique Monthly

Visitors

20.3MUnique Monthly

Visitors

19.2M Unique Monthly Visitors

7.8M

3.3M8M

16.7M

59% of LinkedIn users

do not visitTwitter

Apr’14 ComScore Cross Visitation data for the US. Base: 18-44 yr. olds #LIprosumer

Page 20: Webinar: The Consumer Marketing Opportunity on LinkedIn

Consumers view LinkedIn as one of the most innovative publishers with increasing quality

2.5xMore likely to be called

innovative than NYT,WSJ or New Yorker

2xMore likely to haveimproving quality

than any other publisher

Over

20#LIprosumer

Page 21: Webinar: The Consumer Marketing Opportunity on LinkedIn

So what does this mean for marketers?

Engage a prime audience of influential consumers with relevant content on LinkedIn

?

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Page 22: Webinar: The Consumer Marketing Opportunity on LinkedIn

Why should consumer brands promote content on LinkedIn?

47%Read news or information from consumer brands on LinkedIn at least once a month

22#LIprosumer

Page 23: Webinar: The Consumer Marketing Opportunity on LinkedIn

 

All Industrie

sAuto CPG Retail Travel

Upcoming innovations from the company 59% 59% 60% 60% 58%

News about the company 55% 56% 55% 64% 45%

News articles about the industry 54% 55% 59% 54% 49%

Information about new products or services 50% 50% 53% 50% 49%

General company information 46% 50% 47% 50% 39%

Promotions and special offers 44% 37% 37% 45% 56%

Over half the LinkedIn audience is looking for news, information & innovations from consumer brands

23#LIprosumer

Page 24: Webinar: The Consumer Marketing Opportunity on LinkedIn

Across all industries, LinkedIn’s youngest membersare demanding the most content. Especiallyabout innovation.

Topics of Interest Across ALL INDUSTRIES Male Female 18 - 24 Years Old

25 - 34 Years Old

35 - 45 Years Old

Upcoming innovations from the company 63% 55% 68% 55% 54%

News about the company 56% 54% 58% 56% 51%

News articles about the industry 55% 53% 53% 59% 51%

Information about new products or services 53% 48% 53% 45% 53%

General company information 46% 47% 50% 50% 39%

Promotions and special offers 45% 42% 46% 40% 45%

Commentary from industry experts 48% 31% 46% 42% 43%

How a product or service can improve your life 40% 39% 46% 34% 39%

Updates on company social responsibility 34% 37% 40% 36% 30%

Ways the company is considering the environment 33% 38% 42% 37% 28%

Invitation to participate in company sponsored groups/polls 31% 37% 37% 26% 33%

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In summary, consumer marketers on LinkedIn can...

Align their brands with members’ professional successes

Reach a prime audience of high-quality brand advocates

Leverage an innovative platform for consumer product launches

Raise consumer brand awareness in a trusted environment

25#LIprosumer

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Case Studies

Page 27: Webinar: The Consumer Marketing Opportunity on LinkedIn

8,270 foursomes created. 32% Sponsored InMail open

rate. 1,500 new followers. 83% lift in positive sentiment

on social networks.

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Brand awareness with API campaign

“The LinkedIn platform helped us create a modern take on the classic vision of the golf course as the premier place to network. Since our goal is to be the most engaged and social brand in golf, LinkedIn was the perfect fit for our digital engagement campaign.”

- Scott Goryl, Senior Manager of Global Communications, Callaway Golf

Page 28: Webinar: The Consumer Marketing Opportunity on LinkedIn

Sign up via custom LinkedIn API using your LinkedIn account

Sponsored Updates promote program in members’ feed

Nominated connections receive an inMail

28

Mentoring at 35,000 ft. Powered by LinkedIn

“The great thing about the program is you can get really deep in so many professions with so many different professionals.”

- Sean McLaughlin, Creative Director, Wieden+Kennedy New York

Page 29: Webinar: The Consumer Marketing Opportunity on LinkedIn

To date, Fruit of the Loom has provided 25,000 new hires on LinkedIn with “fresh fruit for your fresh gig”

Landing page features interesting data on industries, genders, and styles for the winners

29

Aligning the brand with career success on LinkedIn

Page 30: Webinar: The Consumer Marketing Opportunity on LinkedIn

Recommend colleagues through LinkedIn API

LinkedIn’s success-driven mindset aligns with performance and work ethic of Mercedes-Benz

30

Professional accomplishments meet sophistication

“We’ve developed a program that really thrives on the ecosystem of LinkedIn and really leverages the behavior of its users.”

- Mark Aiken, Department Manager of Digital Marketing and Customer Relationship Management, Mercedes-Benz

Page 31: Webinar: The Consumer Marketing Opportunity on LinkedIn

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How can you reframe your product?

Page 32: Webinar: The Consumer Marketing Opportunity on LinkedIn

Questions?™

Page 33: Webinar: The Consumer Marketing Opportunity on LinkedIn

Thank You!™

Learn how you can reach this audience: http://lnkd.in/contact