Webinar: Maximizing the ROI of Your Sponsored Updates Campaigns

4. Before We Get Started…  Questions? – WebEx: Send them in via Q&A feature. – Twitter: Tweet them via #LinkedInContent.  Recorded? – You bet. Distributed afterwards.  Feedback? – Survey will be available at the end of webinar.

5. Overview of LinkedIn’s Certified Marketing Partner Program

6. LinkedIn’s Rise as a Leading Content Marketing Platform • Content Engagement is 7X higher vs. Jobs… • Growth of Pulse, Influencers, Long Form Publishing, Slideshare… • Newsfeed has become the content epicenter…

7. Content has created an opportunity for Marketers…. Sponsored Updates • Fastest growing LinkedIn product… ever. • Native within the LinkedIn newsfeed across all devices. • Only advertising product that allows you to reach mobile users, now more than 50% of traffic. • PPC auction based pricing helps marketers manage their bids and achieve ROI.

8. With these results… the competition has grown

9. Content surging with help from new products… Showcase Pages Direct Sponsored Content

10. So… What can you do to get ahead of the curve?

11. Helping Sponsored Updates Clients Every Step of The Way LinkedIn Certified Marketing Partners CONTENT COMPANY PAGES SPONSORED UPDATES CREATE PUBLISH PROMOTE Publisher, syndicated, and custom content from vetted sources Tools and services to improve effectiveness and efficiency of campaigns across social channels Tools for posting organic content across social channels

12. SPONSORED UPDATES Increasing intersection of partner offerings The Line Up of Certified Marketing Partners COMPANY PAGESCONTENT

13. Sponsored Updates Partners

14. How Sponsored Updates API Partners work: Social Ad API Partners Platforms • Social Ad API Partners build advanced technology on top of Social Network Ad APIs. • They provide software tools and services to brands/agencies. • Functionality includes enhanced campaign creation, management, optimization, and insights. Brands Agencies

15. Partners build robust features using the LinkedIn Ads API Partner’s Technology vs. LinkedIn Native LinkedIn native campaign platform Partner capabilities Real-time performance alerts and triggers Bulk edits to campaigns Scheduling, day-parting Multivariate testing Manage social spend across channels Assisted service across social channels Advanced reporting dashboard for self-serve Assisted service on LinkedIn Conversion Tracking

16. Partner Performance 3X higher vs. Benchmark 0.99 0.62 0.36 0.35 LinkedIn Assisted Self Serve Partner (Self-Service) Partner (Managed) Dec. 2014 – Jan. 2015 Median CTR By Service Tier (%) Source: LinkedIn Internal Data

17. Before After • 0.27% CTR • 0 DSC • 0.63% CTR • ALL DSC • Conversion Tracking • Automated 50% of Manual Work • 0.59% CTR • $4.50 CPC • 2.52% CTR • $2.66 CPC • Expertise and support from a certified partner • 2X+ CTR • 3X More Leads • 5X Time Saved • 4.2X Higher CTR • 1.5X Lower CPCs Client Example: B2B Tech Start Up Lead Gen Advertiser Self-Serve Partner Tool Client Example: Enterprise Mobile Company Managed Service Partner

18. PRIMARYUSER PRIMARY SERVICE MODEL Client Marketers Agencies ManagedService Self-Service Linkedin Partners by Primary Service Type Note: Partners may offer multiple service types and cater to multiple use-cases,

19. Checklist For Getting Started With Partners 1. Document your requirements and resource needs – Key features beyond the native tool – Managed Service vs. Self Service 2. Review agency-partner relationships 3. Learn the differences and set up a demo • LinkedIn can help you with this! Ask your rep or e-mail partner-operations@linkedin.com 4. Select a partner & start running more effective and efficient campaigns! Look for the CMP badge!

Notas del editor

As you may have experienced over the past few years, LinkedIn has changed significantly. Engagement with the platform is at all time highs and people are coming back regularly. One big reason for this is Content. LinkedIn’s Mission is to help professionals be more productive and successful. It is content that helps members get more effective at the job they have or gain new expertise for the job they want. We see that content is now receiving more than 7X more engagement than jobs. We’ve seen efforts such as Pulse, Slideshare, and Our Long Form Publishing, both from Influencers and now all members help transform LinkedIn into the definitive professional publishing platform. The site has evolved over the years to help this trend, with the Newsfeed becoming the central hub for users to receive content across devices.
With this trend to content and the increasing “newsfeedification” of social media platforms, the launch of Sponsored Updates for brands came at the perfect time. Sponsored Updates as you are probably already familiar with, is native advertising that provides the ability for a marketer to reach a desired audience with their content directly in the newsfeed. Because it sits in the newsfeed, it allows advertisers to reach professionals wherever they choose to access Linkedin – from the office, on the go, or on the couch at home. We see that engagement is actually higher on mobile, with 75% of engagement coming from Mobile devices. On top of this, marketers appreciate the familiar and accountable PPC bidding system that puts them in control of their advertising spend and performance.
The success of Sponsored Updates has been tremendous for our customers and for LinkedIn Going into 2015, brands have a lot more competition in the auction and in the feed than ever. Really becoming an expert and optimizing your efforts to get the best bang for your buck is becoming more and more important.
A couple reasons for this uptick in activity are some new features we released in the past year for marketers Showcase Pages finally unlocked the opportunity for subsidiaries or standalone campaigns to have their own dedicated content marketing presence while maintaining a link to the parent company page. These pages have the ability to send both organic and paid updates from. We also released Direct Sponsored Content – also known as dark posts for those who use other social networks. These allow brands to send a message directly to their target audience’s newsfeed without it showing up on their company page. Moreover it helps brands get a lot better results through advanced usage like A/B testing and increased optimization opportunities.
So the opportunity for marketers to reach their audience has never been better with SU but doing it right can take a lot of effort or expertise Customers turned to us for additional resources to help them meet their objectives and tap into the LinkedIn platform…
And so last year we launched the Certified Marketing Partner Program in April The partner program consists of many types of partners but the ones specifically geared to help SU advertisers are “Content” “Company Pages” and “Sponsored Updates”. In short, Content partners help partners create useful, valuable content. Company Page partners help promote that content organically to the company page. And Sponsored Updates partners help that published (and unpublished) content get out to the right people while delivering the best results from a performance standpoint.
Here you can see the various types of partners we support As you’ll note, some partners fall into mutliple categories based on the fnuctionality they offer
So as you know the focus for today is SU Partners as most of you are SU advertisers In a nut shell, Sponsored Updates partners help clients and agencies buy and manage their paid social media campaigns across all social channels. They build technology on top of LinkedIn’s platform that provides superior functionality and they sometimes offer services to help manage campaigns. Both help customers get the best results from their LinkedIn campaigns.
How it works in practice Starting at the top Brands decide that they want to develop a paid media strategy for LinkedIn They may also work with or through an agency to manage their paid media efforts The Sponsored Updates API partner works with them by providing a technology for license or a service to help with strategy and execution through managing campaigns And these Sponsored Updates API partners plug in to the various social platforms with their technology, which often has robust additional functionality over native solutions In other words – think of it as a cross network campaign management platform with other bells and whistles to make your job easier
To show you what partners offer vs. what is available through LinkedIn natively, this slide outlines a side by side on some key functionality that partners can offer Some examples include: bulk editing to multiple campaigns or ads to save you considerable time, day parting that can schedule campaigns to go on or off based on different triggers to reduce the need for you to spend your valuable time going in there, and some partners even offer conversion tracking, to help B2B marketers measure the efficacy of their lead gen efforts
What this all translates to is that partner campaigns perform significantly higher than other service models We’ve seen partners performance by up to 3x higher vs. non-partner service models such as self service (online and field) and our internally offered managed service known as Assisted Service. The reason for this has to do both with the advanced functionality that partners offer, but as well as the expertise they bring to the table on how best to optimize your campaigns Another trend that we are seeing is that these numbers are improving rapidly QoQ, so partners are refining their technology and gaining more and more expertise
Here are some quick case studies to highlight the benefits. We looked at some of our “always-on” advertisers to understand the performance of campaigns before a partner and after to illustrate the impact. The first is a growing tech start up. They used one of our certified partners who offer a self-serve power tool for social and search. They are a small team with a huge responsibility to generate demand for a fast moving sales team. Their biggest pain point was that the manual work required to manage their campaigns natively was holding them back from doing more. We got them set up with this partner’s platform and they were able to help them reduce the overhead required to manage campaigns by 50% through automation features, improve their CTR by nearly 2X through multivariate testing of DSCs and ultimately generate 3X the leads by being able to ramp up their programs. They were also able to get conversion tracking with this partner to prove the value of their LinkedIn marketing. Another example is a large Enterprise Mobile company that opted to work with a managed service partner for their cross-social media buying. On LinkedIn we saw that their CTRs jumped 4.2X to 2.52% which is about 7X the LinkedIn benchmark! At the same time, they were able to reduce their cost per click by 1.5X through smart optimizations and targeting.
One other important thing to understand about selecting a partner is that partners are all different in what they offer and who they are designed for. Now there is some cases where partners may have multiple offerings, but this chart is meant to represent the primary ones we have seen We break it out into 2 key areas: who is the primary user (agencies or in house clients) and how is it used (directly managed by cient or agency, or outsourced to a managed service provider). So in the top left: these partners are generally providing managed service and have a focus more on agencies. Top right, these partners are also focused on agencies but develop self-serve tools that help agencies run campaigns across multiple clients In the bottom left, these partners often work with clients directly providing strategy and execution services In the bottom right, these partners build self-serve technology designed for in-house client teams. Again, there are some cases where a partner may fall into different categories but this should be a good starting place
So we hope this has been helpful for you to see the benefit of working with a partner in terms of improving your results and saving you time If you’re interested in trying out working with a partner, we’d recommend you: Document your needs and pain points If you work with an agency or are an agency, understand what relationships they might already have as there might be existing preferred arragenemtsn Ask us for help and introductions at partner-operations@linkedin.com or ask your account executive And ultimately select a partner and try it out to see for yourself

Webinar: Maximizing the ROI of Your Sponsored Updates Campaigns

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Webinar: Maximizing the ROI of Your Sponsored Updates Campaigns

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