This document discusses measuring the value of brands' LinkedIn activities. It begins by reviewing the current state of LinkedIn and other major social networks. It then discusses how to consider your audience and understand insights when using LinkedIn. The document proposes using a metric called Earned Media Value (EMV) to assign a cash value to organic and paid social media performance. Examples are given of how EMV can be calculated and displayed for different social networks like LinkedIn, Facebook, Twitter and YouTube. The document suggests using EMV allows justifying social budgets by showing financial impact.

1. Learn how to
measure the value
of your brands
LinkedIn activities!
ROLAND FIEGE
Head of Social Strategy EMEA
The Hidden Champion?
Source: https://www.flickr.com/photos/tahini

2. #1: The Social
Landscape

3. Current State of The Big Four
21. April 16 3
Feature
Network
LinkedInFacebook Twitter YouTube
Discovery
Thought
Leadership
Influencers
Online Video
leader
Global Users >1600 mm >414 mm >305 mm >1000 mm
Recommended
for
• Performance
marketing
• Storytelling with
photo and video
• Content marketing
with thought
leadership
• Employer Branding
• King of B2B
• Live event
communication
• Influencer marketing
• Visual branding with
video

4. A close-up on LinkedIn
4
LinkedIn FY13 FY14 FY15
Members
(million)
277 347 414
Monthly active
members
(million)
73 87 98
Talent
Solutions
(% revenue)
60% 60% 63%
Marketing
Solutions
(% revenue)
20% 20% 19%
Premium
Subscriptions
(% revenue)
20% 20% 18%

5. Content Marketing on LinkedIn
5
Slideshare
Company Pages
Pulse
• Long term content
• Content Distribution
• Thought Leadership
• Professional identities
• Insight & knowledge
• Support content marketing
• Brand Vision
• Engage with users
• Show case pages

6. #2: Carefully consider
your Audience

7. 21. April 16 7
LinkedIn
Facebook Vs LinkedIn Demographics
Gender
Network LinkedIn Facebook
49% Male
51% Female
79% Male
21% Female
Age
26% of users
25-34
21% of users
< 35
Active
Users
(Monthly UK)
Twitter
49% Male
51% Female
65% of users
< 34
60 million views
every month
31 million 15 million

8. 21. April 16 8
LinkedIn
Facebook vs LinkedIn User Behaviour

9. #3: Know
your Insights

10. What LinkedIn Measures
10
Followers
Page
Page Views Engagement Reach
Posts
Careers
Jobs Employees

11. Organic content visibility for one of
our bigger LinkedIn global clients
Source: LI: our clients • 2015
FB: Our clients – 2015
LinkedIn
Average
reach
per post
Engagement Visibility
AVERAGE
25,992
0.87%
6.30%
94%of your connections don’t
organically see your content
Investment on LinkedIn
Facebook
Average
reach
per post
Engagement Visibility
AVERAGE
23,599
-
1.98%
98%of your fans don’t
organically
see your content
Investment on Facebook
I.E. You need paid
activity!

12. Ad Formats on LinkedIn
Sponsored updates Text ads

13. #4: Likes, clicks,
shares; Who
cares?
“I’ve got Likes,
clicks and Shares
but no idea what
they’re worth.”

14. 14
“We don’t internally have the
confident data we need to
convince leaders or peers
that they should invest in
some of this new technology
or positions
or skills that will be
crucial to a growth plan”
Adrian Parker,
Patron Spirits Company
“I also have no
clue about what’s
working and
what’s not.”
US fast food client

15. 15
“What would
I have had to
pay to achieve
the same
result?”
EMV works across
channels, and is easily
calculated and automated to
allow daily measurement.
We need one performance
metric to rule them all
Earned
Media Value
(in cash)
€

16. 16

17. How Does It Work?
OUTPUTS
PERFORMLY PROCESS
17
RTs
COMMENTS
COMMENTS
LIKES
@REPLIES
CLIENT’S
PAID
MEDIA
RATES
AGENCY
PAID MEDIA
INSIGHTS
ASSIGN
EARNED
VALUE
AGGREGATE
BRAND
EMV
SOCIAL
PERFORMANCE
DASHBOARD,
MONTHLY
REPORTS
SHARES
BENCH-
MARK DATA
SOCIAL MEDIA MONITORING KPIs
WEBSITES
FORUMS
SUBSCRIBERS
MENTIONS
BLOGS
YOUR SOCIAL KPIs
PROMOTED
TRENDS, ETC.
VIDEO POSTS
PHOTO POSTS
PROMOTED
POSTS
COMMENTS
FAVES
PHOTO
TWEETS
VIDEO
TWEETS
VIDEO
PLAYS
LIKES
CHANNEL
SUB-
SCRIBERS
FAVES
SHARES
PROMOTED
POSTS
VIDEO POSTS
PHOTO POSTS
COMMENTS
SHARES

18. Example Performly
content performance chart
18
FAN ACQUISITION
FANENGAGEMENT
0 2 4 6 8 10
20
40
60
This post has
low
engagement,
low
acquisition.
Performly
might calculate
EMV at
€16.50. Total.
Job postings
find the right
talent but
LinkedIn has a
lot more
potential for
your brand

19. Content performance
19
FAN ACQUISITION
FANAENGAGEMENT
0 2 4 6 8 10
20
40
60
This post has
high acquisition
and a little
engagement.
Performly might
calculate it’s
worth €2295.

20. Content performance
20
FAN ACQUISITION
FANENGAGEMENT
0 2 4 6 8 10
20
40
60
This post is doing
everything right.
High acquisition &
high engagement.
Performly says it
created €5.580 of
marketing impact
and grew their
fanbase.

21. Now you can justify social budgets for paid ads
AND content by showing financial impact
21
THESE NEW FANS, AND
OUR EXISTING FANS,
CREATED
OF NEW MEDIA AND
TOUCHPOINTS
“HEY, THANKS FOR THE
OUR SOCIAL
PROWESS PRODUCED
OF MARKETING IMPACT!”
PERFORMLY
SAYS WE GAINED
NEW FANS
12,500
47.725€
“MS. CFO, I’D LIKE
TO PROMOTE THIS
POST:”
€10.000 10.000€
47.725€

22. 22
And optimised
social
performance
means your
Social Team
finally has a seat
at the Budgeting
Table

23. LINKEDIN / PERFORMANCE OVERVIEW
497,944
€ 90,124 Total New Followers
Paid New Followers
Organic New Followers
32,335
32,269
66
€48,404
€48,404
-
Total Engagements 37,636 €17,027
Paid Engagements 1,332 -
Organic Engagements 36,304 €17,027
Total Impressions 5,060,287 €24,694
Paid Impressions 121,859 -
Organic Impressions 4,938,728 €24,694
Example LinkedIn performance charts

24. Example LinkedIn performance charts
Top Organic Content by EMV
Your top 10 organic, non-sponsored posts, over your selected Ome-period sorted by EMV
real counts; illustrative benchmark criteria

25. Example Facebook performance charts

26. Example Facebook: Organic Vs Paid Reach

27. Example Twitter performance chart

28. Example YouTube performance chart

29. YouTube Top Ten Videos EMV

30. Who uses Performly?
Three global automotive clients
A global pharmaceutical manufacturer
A national railway system
A leading e-commerce site
A global insurance provider
The world’s largest bakery

31. Getting started
1. We assess how many social channels you want to
measure (on Facebook, Twitter & YouTube).
2. We price a 3-month trial so you can see how your
social team, ads, and content perform.
3. Our media analysts meet/phone weekly to walk
through performance and insights, and to make
recommendations on your social approach.
4. At the end of the trial, you decide if you want to
extend the contract to one year.

32. Q&A

33. FOR MORE INFORMATION, CONTACT ROLAND
FIEGE, HEAD OF SOCIAL STRATEGY, EMEA, IPG
MEDIABRANDS: ROLAND.FIEGE@MBWW.COM
Thank you!