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The Consumer
Marketing Opportunity
on LinkedIn
™
Dial-in: 866-469-3239
Access Code: 926 370 258
Password: areyouin
Twitter...
Ira Amilhussin
Sr. Marketing Manager
LinkedIn
2
#LIprosumer
Forest Baker, PhD
Head of Global Insights
LinkedIn
Understanding professional consumers on LinkedIn
Respondent ages: 18 - 45
Respondent seniority:
Manager and below
50% / 50...
Professional consumers on LinkedIn are…
In an aspirational mindset
Opportunity for marketers to align their brands with me...
Premium quality audience
A prime audience for high-consideration
consumer products
5
of LinkedIn members 18-45
make household decisions
92%
6
#LIprosumer
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 pa...
Quality and benefits are more important than price
% most important customer purchase factor
Fulfills my needs
Quality
Pri...
LinkedIn professionals have more buying power
than other social platforms
251
185
160
128
111
LinkedIn Pinterest Twitter F...
In an aspirational mindset
Opportunity for marketers to align their brands
with members’ professional success in a
trusted...
Professional success drives their large purchases
76% 66% 58%
Consider a vacation Consider a new car Reward themselves
11
...
LinkedIn allows brands visibility around content that
consumers feel is worthy of their time and innovative
Worth My Time
...
Influenced by their
professional networks
Shared content among peers on LinkedIn impact
personal purchase decisions
13
Now more than ever, LinkedIn members influence
purchase decisions
1in4 25%
“My LinkedIn Network is sharing more
informatio...
Now more than ever, LinkedIn members influence
purchase decisions
51%
“Trust information about consumer
products that you ...
2x more likely to trust the information provided by LinkedIn
than other social networks and this drives purchases
51%
23%
...
A unique audience
Reach a distinct audience from other publishing
platforms
17
LinkedIn reaches more professional consumers
than most other key business sites
77%
of LinkedIn
users do not Visit
NY Time...
LinkedIn also reaches a unique audience
among social media sites
13%
of LinkedIn
users do not Visit
Facebook
58%
of Linked...
Consumers view LinkedIn as one of the most innovative
publishers with increasing quality
2.5xMore likely to be called
inno...
So what does this
mean for marketers?
Engage a prime audience of influential consumers
with relevant content on LinkedIn
?...
Why should consumer brands promote content
on LinkedIn?
47%
Read news or information from consumer
brands on LinkedIn at l...
All
Industrie
s
Auto CPG Retail Travel
Upcoming innovations from the company 59% 59% 60% 60% 58%
News about the company 55...
Across all industries, LinkedIn’s youngest members
are demanding the most content. Especially
about innovation.
Topics of ...
In summary, consumer marketers on LinkedIn can...
Align their brands with members’ professional successes
Reach a prime au...
26
#LIprosumer
Case Studies
 8,270 foursomes created.
 32% Sponsored InMail open
rate.
 1,500 new followers.
 83% lift in positive sentiment
on so...
 Sign up via custom LinkedIn
API using your LinkedIn
account
 Sponsored Updates promote
program in members’ feed
 Nomin...
 To date, Fruit of the Loom
has provided 25,000 new
hires on LinkedIn with “fresh
fruit for your fresh gig”
 Landing pag...
 Recommend colleagues
through LinkedIn API
 LinkedIn’s success-driven
mindset aligns with
performance and work ethic
of ...
31
How can you reframe your product?
Questions?™
Thank You!™
Learn how you can reach this audience: http://lnkd.in/contact
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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

Publicada em: Marketing
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Webinar: The Consumer Marketing Opportunity on LinkedIn

  1. 1. The Consumer Marketing Opportunity on LinkedIn ™ Dial-in: 866-469-3239 Access Code: 926 370 258 Password: areyouin Twitter: @LinkedInMktg #LIprosumer
  2. 2. Ira Amilhussin Sr. Marketing Manager LinkedIn 2 #LIprosumer Forest Baker, PhD Head of Global Insights LinkedIn
  3. 3. 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 3
  4. 4. 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 networks Opinions from their professional peers impact personal buying decisions A unique audience from other online publications More unique visitors with little duplication compared to other business and social sites 4 #LIprosumer
  5. 5. Premium quality audience A prime audience for high-consideration consumer products 5
  6. 6. of LinkedIn members 18-45 make household decisions 92% 6 #LIprosumer
  7. 7. 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
  8. 8. 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
  9. 9. LinkedIn professionals have more buying power than other social platforms 251 185 160 128 111 LinkedIn Pinterest Twitter Facebook Tumblr comScore Buying Power Index 2013, Data. US only. U.S. Buying Power Index #LIprosumer
  10. 10. In an aspirational mindset Opportunity for marketers to align their brands with members’ professional success in a trusted environment 10
  11. 11. Professional success drives their large purchases 76% 66% 58% Consider a vacation Consider a new car Reward themselves 11 #LIprosumer
  12. 12. 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
  13. 13. Influenced by their professional networks Shared content among peers on LinkedIn impact personal purchase decisions 13
  14. 14. Now more than ever, LinkedIn members influence purchase 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
  15. 15. Now more than ever, LinkedIn members influence purchase decisions 51% “Trust information about consumer products 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
  16. 16. 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 trust the 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
  17. 17. A unique audience Reach a distinct audience from other publishing platforms 17
  18. 18. 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 visit WSJ.com 89% of LinkedIn users do not visit Cnet.com 13.7M Unique Monthly Visitors 8.8M Unique Monthly Visitors 6.9M Unique Monthly Visitors 9.9M Unique 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
  19. 19. 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 visit Pinterest 66.9M Unique Monthly Visitors 23.4M Unique Monthly Visitors 13.8M Unique Monthly Visitors 20.3M Unique Monthly Visitors 19.2M Unique Monthly Visitors 7.8M 3.3M8M 16.7M 59% of LinkedIn users do not visit Twitter Apr’14 ComScore Cross Visitation data for the US. Base: 18-44 yr. olds #LIprosumer
  20. 20. 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 have improving quality than any other publisher Over 20 #LIprosumer
  21. 21. So what does this mean for marketers? Engage a prime audience of influential consumers with relevant content on LinkedIn ? 21
  22. 22. 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
  23. 23. All Industrie s Auto 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
  24. 24. Across all industries, LinkedIn’s youngest members are demanding the most content. Especially about 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% 24
  25. 25. 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
  26. 26. 26 #LIprosumer Case Studies
  27. 27.  8,270 foursomes created.  32% Sponsored InMail open rate.  1,500 new followers.  83% lift in positive sentiment on social networks. 27 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
  28. 28.  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
  29. 29.  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
  30. 30.  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
  31. 31. 31 How can you reframe your product?
  32. 32. Questions?™
  33. 33. Thank You!™ Learn how you can reach this audience: http://lnkd.in/contact

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