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Rede Profissional Global Conectada
- 3. A rede profissional conectada globalmente 175.000.000 + Reino Unido 10M+ Holanda Países de língua 3M+ alemã de membros registrados (ago 2012) 2M+ França Canadá 3M+ 5M+ Europa Itália EUA 34M+ Espanha 2M+ 66M+ Índia 3M+ 16M+ Brasil Austrália 10M+ 3M+ 3
- 4. Grande oportunidade de mercado global em termos de usuários 1 + de 175 milhões Usuários do LinkedIn 2 + de 640 milhões Profissionais em todo o mundo 2 + de 3,3 bilhões Força de trabalho internacional 1 Membros do LinkedIn desde de 3 de novembro de 2011 | 2 Fonte: International Planning & Research 4
- 5. Soluções de Soluções de Usuários Recrutamento Marketing
- 6. O que os profissionais fazem no LinkedIn? Gerenciam sua identidade profissional
- 7. A importância do ambiente social 92% concordam que o LinkedIn é o lugar em que mantêm sua identidade profissional. O LinkedIn é a rede mais profissional e 72% preferem ter redes sociais separadas para suas vidas confiável. Eu o utilizei pessoais e profissionais. para encontrar pessoas que levam metas específicas a sério. dizem que o LinkedIn permite 93% que elas se mantenham conectadas às suas redes profissionais. Usuário do LinkedIn Proprietário Fonte: Pesquisa Audience 360 Brasil, LinkedIn, dezembro de 2011. (N = 894). (N = 894).
- 8. usam o LinkedIn como site principal 74% de rede profissional Na minha opinião, o LinkedIn é a melhor ferramenta corporativa disponível. Quando se trata de buscar novos negócios, se manter informado sobre o que está acontecendo com as suas conexões, etc., é um site sério, extremamente profissional. Eu utilizo o tempo todo: na empresa, no meu celular, etc. Não conseguiria trabalhar sem ele. Usuário do LinkedIn Consultor LinkedIn Facebook Twitter Google+ Rede interna Yahoo! Outros da empresa Grupos Fonte: Pesquisa Audience 360 Brasil, LinkedIn, dezembro de 2011. (N = 894). (N = 894).
- 9. O perfil do profissional registrado Conexão Experiência / Formação Detalhes profissionais Recomendações Resumo: destaques de carreira e profissão Grupos / Associações 9
- 10. Sua propriedade digital mais valiosa 10
- 11. O que os profissionais fazem no LinkedIn? Gerenciam sua identidade profissional Constroem relacionamentos de negócios
- 12. O potencial de alcance de uma network
- 13. 998 conexões LinkedIn Mercado Publicitário USP FIA ESPM Mercado Online Yahoo! http://labs.linkedin.com/ 13
- 14. O que os profissionais fazem no LinkedIn? Gerenciam sua identidade profissional Constroem relacionamentos de negócios Obtêm insights profissionais
- 15. LinkedIn Today Sua revista de negócios pessoal Notícias de seus amigos, indústria e competidores. Discutir e comentar artigos e ler comentários da sua rede. Compartilhar, submeter e recomendar notícias para sua rede.
- 16. 60% Considero o LinkedIn uma rede com conteúdo profissional; ele leva a sério e, portanto, as interações são sobre recomendações e tomada de decisões. Fonte: Pesquisa Audience 360 Brasil, LinkedIn, dezembro de 2011. (N = 894). (N = 894).
- 17. LinkedIn para celulares Acessibilidade em todos os lugares 400% de aumento anual nas visualizações de páginas em celulares 17
- 18. LinkedIn para iPad Acessibilidade em todos os lugares 18
- 20. A única plataforma social global que oferece soluções de marketing em um contexto profissional Qualidade do Público Contexto Profissional Impacto de Marketing Atingir os públicos mais influentes, Promover a confiança e Oferecer informações e resultados afluentes e qualificados em larga a receptividade da mensagem convincentes com soluções de rede escala social 1,6x 2x 86% mais pessoas em cargos de de aumento na conscientização mais confiança nas informações direção alcançadas diariamente da marca entre não-clientes encontradas no LinkedIn em em comparação com sites (marca de bens de consumo comparação com outras redes profissionais concorrentes duráveis) sociais2 (801.000)1 1 The Nielsen Company @ Plan Rel 4 2011. Comparado com o WSJ.com. 2 Pesquisa Audience 360, LinkedIn, EUA, agosto de 2011 3 Estudo de caso de eficácia de anúncios da LRN 20
- 21. Os profissionais mais afluentes, em qualquer lugar Estudante 3% Outro Colaborador individual Até 2 salários mínimos 13% 11% 2 a 5 salários mínimos Gerente 50 a 10 salários mínimos Autônomo, 21% proprietário 10 a 20 salários mínimos 22% 20 a 40 salários mínimos Diretor, VP, Acima de 40 salários mínimos Dirigente 29% Fonte: Pesquisa Audience 360 Brasil, LinkedIn, dezembro de 2011. (N = 894). (N = 894).
- 22. Nossos usuários planejam adquirir uma ampla variedade de produtos e serviços por razões pessoais Impressoras Casa própria Serviços financeiros (ex conta em banco) Automóvel Smartphone Computador ou software para uso doméstico Tablet Férias Fonte: Pesquisa Audience 360 Brasil, LinkedIn, dezembro de 2011. (N = 894). (N = 894).
- 23. Nossos usuários têm autoridade nas decisões 1 em cada 4 são responsáveis por todas as decisões de negócios em suas empresas. Não tenho influência sobre decisões em minha empresa Sou responsável por todas as decisões de negócios de minha empresa Alocação de fundos ou gerenciamento de orçamento para determinados projetos Empresas com as quais estabelecer parceria Quais fornecedores usar Quais produtos usar Quais candidados contratar Fonte: Pesquisa Audience 360 Brasil, LinkedIn, dezembro de 2011. (N = 894). (N = 894). 23
- 24. Por que anunciar no LinkedIn
- 25. 1. Para se comunicar com um público qualificado e específico dentro desse contexto profissional, em diversos espaços e formatos.
- 26. Segmentação além da demografia Função, Experiência, Localidade, Setor, Tamanho da empresa Formação, Interesses, Grupos 26
- 27. Segmentação de associação por grupo Michael Hudson Vice-Presidente de Marketing da BrightNight, Inc. Baía de São Francisco e Região I Serviços Públicos 27
- 28. Mensagem dos parceiros Comunicação direta com a caixa de entrada do profissional Exclusividade e credibilidade (apenas 1 mensagem a cada 60 dias). Texto de marketing extensivo em uma página inicial com marca associada. Recursos modulares para encorajar o compartilhamento entre plataformas sociais.
- 29. Conteúdo fornecido diretamente ao seu público Content ads Distribua conteúdo para gerar lealdade à marca. Compartilhe notícias, vídeos, tweets, blogs, estudos de caso e mais. Execução simples por meio de feeds RSS.
- 30. Conteúdo em vídeo e outras opções de envolvimento Destaque o vídeo sem sair do anúncio. Ofereça mais informações e mais opções de envolvimento.
- 31. Espaço exclusivo na página inicial do profissional Bloco (takeover) da homepage Alto impacto em um ambiente claro e ordenado.
- 32. Monitore o desempenho da campanha Quem viu sua campanha? 32
- 33. Monitore o desempenho da campanha Quem clicou nos seus anúncios? 33
- 34. 2. Para garantir uma presença de marca constante entre os profissionais, que estão no LinkedIn em busca de informação relevante e interação.
- 35. Conquiste seguidores, interaja com eles e multiplique sua audiência “O mundo dos negócios está se integrando. O crescimento da Internet e o aumento do poder do consumidor criou uma mudança estrutural no comportamento esperado das empresas.” – Gary Vaynerchuk, Autor de The Thank You Economy Atrair o Criar público experiências Amplificar por meio da Participar da rede conversa 35
- 36. Páginas de empresa O ponto central da sua empresa no LinkedIn
- 37. Aproxime-se de seu público com informações relevantes e conquiste ainda mais seguidores Updates em tempo real para a sua rede de seguidores.
- 38. Envie mensagens específicas para cada público Antes Agora Mensagem Mensagem Mensagem Mensagem única A B C C Seguidores Followers A A B C B 38
- 39. Amplifique sua mensagem através da rede dos seguidores
- 40. Estimule recomendações de produtos
- 41. Monitore o desempenho da página
- 42. Monitore o desempenho da página Quem visitou sua página? 42
- 43. Grupos
- 44. Enquetes patrocinadas Envolva os participantes em questões relevantes
- 45. no LinkedIn
- 46. Presença da GM o LinkedIn
- 47. Presença da GM o LinkedIn
- 48. Presença da GM no LinkedIn
- 49. APIs 49
- 50. HSBC Trade Connections Estimule a conversa via Grupos em seu site. API Group API
- 51. KLM Meet & Seat Escolha vizinhos com base em seus perfis. API Profile API
Notas del editor
- We're still just getting started, despite the size of these numbers. I mentioned a moment ago we're at 120 million members on a global basis, but by some methodologies there are as many as 640 million knowledge workers in the world. And to realize our mission, we're going to connect all of them. But the dream is ever bigger than that. There are as many as 3.3 billion people in the global workforce. And ultimately, we want to be in a position to create economic opportunity for every one of them. So how are we going to do that? Well, it comes back to those three core value propositions. And I want to turn now and double-click on each of those and make sure you understand what we're working on, where we're going and the implications for you as marketers.
- Posicionamento e Prop. de Valor do LI: Alto Nível
- Let's start with identity, which is really the cornerstone of our ecosystem. And that begins with this objective to be the professional profile of record. And I think historically that was somewhat [aspirational] and this is now a reality. When people want to represent themselves to the rest of the world in terms of their experiences, their skills and their ambitions, they turn to the LinkedIn profile. And there is a very positive, virtuous dynamic that takes place as a result.
- Because the more relevant and fresh your profile information is, the more likely it is to get picked up and search engine optimized, say by Google as a major search engine. And your profile is going to show up at or near the top of those results. This is an incredibly valuable piece of digital real estate. Think about the power of this, where you can carve out this profile and state to the world who you are. Essentially, you're a professional brand. People are searching for you or people like you, whether you realize it or not. And that's how opportunities accrue to folks and that's where the virtuous dynamic kicks in. Because the more opportunities accruing to you as a result of this, the more likely you are to stay engaged with LinkedIn, keep your profile up-to-date, stay connected with others.
- Posicionamento e Prop. De Valor do LI: Alto Nível
- On the dimension of everywhere, working wherever our members work; for us that starts with mobile and recognition that our membership is no longer tethered directly to their desktop. We have an extremely talented team focused on our mobile applications. And very recently launched a new iPhone application and Android application that was met with very welcomed acclaim. As a result, Apple actually featured our iPhone app as their app of the week.With regard to mobile, not surprisingly it is our fastest growing service. We're up over 400 percent in terms of page views year-over-year.
- On the dimension of everywhere, working wherever our members work; for us that starts with mobile and recognition that our membership is no longer tethered directly to their desktop. We have an extremely talented team focused on our mobile applications. And very recently launched a new iPhone application and Android application that was met with very welcomed acclaim. As a result, Apple actually featured our iPhone app as their app of the week.With regard to mobile, not surprisingly it is our fastest growing service. We're up over 400 percent in terms of page views year-over-year.
- LI Positioning & Value Prop: High-Level (Alternate version)LinkedIn is the only global social platform delivering marketing solutions in a business context. We have a Quality Audience: Reach the most influential, affluent and educated audiences at scale. “LinkedIn has proven time and time again that there is no better place to effectively reach business owners and executives.”Business is the context of LinkedIn. Professionals trust LinkedIn for the professional information and insights, providing marketers with high message receptivity. “Combining our thought-leadership with LinkedIn’s trusted environment and professional context… has helped establish Philips as a partner amongst our key target audiences.”You can make a marketing impact: Our social media solutions deliver compelling insights and results. “Using the ad and targeting tools that LinkedIn provided, we were able to reach the exact people we wanted to engage.”LinkedIn has the ability to precisely target audiences in a business context, while delivering high impact solutions for marketers and agencies. Let’s dive deeper:
- Value PropLighter-weight investment to start building relationships directly with customers. Enjoy viral growth by opening your group to the public. Key FunctionalityDetermine group focus and disciplineDrive membership through Community AdsModerate conversation and plan editorial programmingLimited media space for messaging (1 300x250)Performance MetricsVaries by Group, Group type, and Group owner goals
- And as a result, that rich data can be leveraged to create more relevance experiences for our members and to create more relevancy for your offers, making sure you're getting the right products and services in front of the right member at the right time. And this isn't just about targeting those very powerful demographics I mentioned earlier. There are some things you can do on LinkedIn that you just can't do anywhere else. For example, you can target by function, seniority, company, geography, company size. You can also target based on education, group participation and interests.
- Objective:Create awareness of Panamera HybridTargeting:Affluent, Executive-Level Professionals Environmentally Conscious And it's not just about professional services. Remember that professionals are consumers, too. They buy luxury goods, they take vacations and they purchase automobiles. And in this particular case, Porsche Panamera, their hybrid, they were seeking high-end, more affluent potential buyers, who also were eco-conscious and interested in green. And so one way of doing that on LinkedIn is to leverage by seniority, in this case a vice president. Also by affinity; and this particular person, Michael, is participating in groups that enable that targeting to take place; a green group with over 100,000 members and a number of other groups for Porsche enthusiasts, auto enthusiasts and luxury good enthusiasts. And so Porsche was able, again, to get the right product in front of the right member at the right time.Historically, I think when marketers have thought about the power of targeting, it's been mostly in the context of return on investment and maximizing yield. But I think there's something equally, if not more powerful in this day in age. Because the facility with which we can now all share information, knowledge, ideas and opinions is leading to this seemingly never-ending stream of content. And so how to cut through that clutter; I think it's more important than ever that we're relevant. That we're offering relevant products and services and that holds for LinkedIn in terms of our content and it certainly holds for you in terms of products and services.
- LI Marketing Solution for CustomerValue PropEnjoy targeted, 1-to-1 communication by delivering professionally relevant messages directly to a member’s inboxKey FunctionalityDetermine targeted member setCustomize message to be professionally relevantNotification sent to member : delivered to LinkedIn inbox, notification module stays on homepage 7 days or until action taken. 300x250 within messaging spacePerformance MetricsOpen rate ranges: 20%Typically need ~3 weeks for messages to be opened
- Value PropShare multiple content types in one, dynamically updated ad unit Key FunctionalityContent types can include video feeds, twitter feeds, blog feeds, and other standard RSS feedsOther features include polls, lead gen forms, and viral “share” functionalityTargetable to all audiences on LinkedIn300x250 and 160x600 ad sizesPerformance MetricsCTR’s in-line with standard performanceEngagement rate ranges 25-40%
- Value PropShare multiple content types in one, dynamically updated ad unit Key FunctionalityContent types can include video feeds, twitter feeds, blog feeds, and other standard RSS feedsOther features include polls, lead gen forms, and viral “share” functionalityTargetable to all audiences on LinkedIn300x250 and 160x600 ad sizesPerformance MetricsCTR’s in-line with standard performanceEngagement rate ranges 25-40%
- Value PropEnjoy mass reach of your message in a well-lit, clutter-free, professional environmentKey FunctionalityHomepage and Audience Roadblocks availableUS, Global, or any country/audience targeting3 ad units: textlink, 300x250, 728x900Can leverage premium ad units like Polls, Recommendation Ads, Community Ads and morePerformance MetricsVaries by audience target, standard CTR for individual ads
- Insights: Merlin DataPower and Accuracy of Professional Profile DataOur member profile information powers data-rich reporting that provides insight into the professional audience interacting with your messages. You can see: Who visits your company page? What industries they’re from, what seniority they are, where in the world they are from. Who saw your campaign? Including what size company and what seniority they are.Who clicked on your ads? You can see what companies receive most of your impressions and generate most of your clicks.Who viewed your ads? You can see what industries are viewing your message.This is data you cannot find anywhere else. And with this data, you generate insights to optimize your campaign to perform at its best.
- Insights: Merlin DataPower and Accuracy of Professional Profile DataOur member profile information powers data-rich reporting that provides insight into the professional audience interacting with your messages. You can see: Who visits your company page? What industries they’re from, what seniority they are, where in the world they are from. Who saw your campaign? Including what size company and what seniority they are.Who clicked on your ads? You can see what companies receive most of your impressions and generate most of your clicks.Who viewed your ads? You can see what industries are viewing your message.This is data you cannot find anywhere else. And with this data, you generate insights to optimize your campaign to perform at its best.
- Setting the Stage: Social Transformation, Marketer InvolvementMarketers Must Participate to SucceedIn today’s social world, customers organically interact with brands and brands must participate to succeed. At every step of the customer journey, brands must be present to effectively influence purchase decisions. How can they do this?[According to David Jones, “You can no longer buy attention, you have to earn it.”Or according to Gary Vaynerchuk, “The world of business is coming full circle. The rise of the Internet and the empowerment of the consumer has created a fundamental shift in how businesses are expected to behave.”]You can start by creating experiences through owned media, where you can bring value to your consumers through information and insights.Then you need to attract your audience with paid media. By delivering relevant, targeted messages, you start the conversation and build your customer base. After creating and attracting, you need to develop these relationships by engaging in meaningful and authentic conversations with your audience. Leveraging both owned and paid media, you can establish yourselves as experts bringing knowledge to your customers. As your customers engage, their interactions are amplified across their network of connections. This word-of-mouth, viral distribution of your brand via earned media increases the effectiveness and reach of your message. This ecosystem is powerful and research has shown 30% greater ad effectiveness with combination of Paid, Owned and Earned Media than doing any one on its own.While Gathering Insights, Measuring Impact and Maintaining TrustParticipation is only one piece. In this complex social world, you must also:Gather insights from audience feedback to inform future plans.Measure response and impact of your marketing to optimize your efforts. And all the while, you must be trustworthy. Trust is the currency of this new social world.LinkedIn is the trusted platform with which to align your message. According to our research, members are 2x more confident in the information found on LinkedIn than any other social site. In fact, our customers have said, “With LinkedIn there’s a great deal of trust – it’s a place where people share ideas openly.”
- “And I want to start with what we launched last year at Connect. So what you're looking at here a company profile. And as many of you will remember, before our launch last year we actually didn't have a place for companies and brands to set up shop on LinkedIn. Linked In, for our history, has been about people profiles. But last year we introduced the capability for you to set up a company profile, where your brands and your companies can have a presence. Over that period of time we've had a broad range of companies set up a profile; everyone from Café to Dell to HP. And, in fact, we've had more than 2 million companies set up company profiles on LinkedIn since we launched last year.
- Click #1 > new postClick #2 > like / comment / share“that content flows to the place that's of highest visibility on LinkedIn; the LinkedIn user's homepage, the LinkedIn user's network update feed. And so as these updates come in, there are very important social actions.”So in this case, with one click, once I follow a company and I'm looking at my homepage, if, for example, I'm following American Express, I'm learning about the senior people moves that are actually happening within American Express. American Express is not actually making these updates on their company profiles. But by virtue of the fact that we have most of the employees that work at American Express, we're able to deliver those insights about the people moves at that company to our end users.We're also able to deliver targeted news. So in this case, if this is my homepage and I'm following Yahoo!, I'm able to stay informed about what's happening. And not just any news about Yahoo!, but news at Yahoo! that other people in my network and in the broader network have found relevant. So it's not just the action of following Yahoo! to get news about Yahoo!, but the fact that 120 million other professionals have been sharing a particular story about Yahoo! And, again, the intent here gets back to what Jeff described as business insights and business intelligence. We've wanted this feed to be a one-stop place for you to start your morning and to get intelligence about the companies that you work with and the companies that you compete with.”
- I am very excited to introduce the next evolution of consumer engagement; the ability to deliver relevant content to the right followers with LinkedIn’s new targeted updates. Previously, social platforms delivered the same message to all of one’s followers. This forced you to either send a generic message to everyone, or send a message to everyone that was only relevant to a subset of your followers. Starting today marketers will have an unprecedented ability to deliver relevant messages to sub-segments of followers. These targeted communications will increase members’ engagement with your company’s updates, which will benefit your overall marketing efforts on the LinkedIn platform. In our own analysis we have seen cases in which targeted messages would have increased engagement by greater than 66% (in appendix). Industry studies have shown that relevant messaging as a result of targeting increases time spent with a message by more than 25% and elicits a stronger emotional and cognitive response (Y! The Power of Relevancy, The Biometric Impact of Online Advertising, 2011) .
- We’re thrilled to announce that you now have the ability to deeply engage your Followers like never before by using Company Status Updates. Co Status updates are the most effective and immediate way to engage Followers This is how they work…1. Company Status Update2. Status updates reach your followers.3. Interactions shared across your follower’s connections (like, comment, share)4. Appearance in Network update stream across PC & Mobile circles back to step 2 and spreads virally“And what that means is in addition to the direct conversation you are going to be able to have with the people that are following your company, you have these unique social actions on LinkedIn. When people like, when they comment, when they share, the content that you have pushed to these folks spreads throughout the network. And when we look at the beta customers that have been using company status updates, just over the last couple of weeks we see that, in fact, in some cases 20 percent of the people that are seeing this content aren't even following the company. They're seeing it because of these social actions. They're seeing it because the people that are following the company have liked, commented or shared this content.”
- LI Marketing Solution for Customer Benefit WOM, which results in high performanceValue PropDrive endorsements for your products and services through a dynamically generated, viewer-aware adKey FunctionalityRecommendation Ad details pulled directly from info on Product pageProfile images shared on ad delivered dynamically based on viewer’s networkMembers can recommend or share directly from adViral update produced with every actionTargetable to all audiences on and off LinkedInPerformance Metrics.10% - .2% CTR400% better than standard display ad
- LI Marketing Solution for Customer
- Insights: Merlin DataPower and Accuracy of Professional Profile DataOur member profile information powers data-rich reporting that provides insight into the professional audience interacting with your messages. You can see: Who visits your company page? What industries they’re from, what seniority they are, where in the world they are from. Who saw your campaign? Including what size company and what seniority they are.Who clicked on your ads? You can see what companies receive most of your impressions and generate most of your clicks.Who viewed your ads? You can see what industries are viewing your message.This is data you cannot find anywhere else. And with this data, you generate insights to optimize your campaign to perform at its best.
- Value PropLighter-weight investment to start building relationships directly with customers. Enjoy viral growth by opening your group to the public. Key FunctionalityDetermine group focus and disciplineDrive membership through Community AdsModerate conversation and plan editorial programmingLimited media space for messaging (1 300x250)Performance MetricsVaries by Group, Group type, and Group owner goals
- LI Marketing Solution for CustomerValue PropEngage members with thought-provoking, insightful questions around professionally relevant topics. Glean insights through poll results and responsesKey FunctionalityLight-weight participation tool encouraging members to interact and share by voting and commenting. Viral features for on and offsite distributionQuestions and responses chosen by client Targetable to all audiencesPerformance Metrics.2% - .5% CTR.4% - .8% on results page banners