d1s6 - dawn chan linkedin
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DIGMA ASIA 2013Digital Marketing & Advertising ASIA ConferenceD1S6 - Dawn Chan LinkedInTRANSCRIPT
LinkedIn Marketing Solutions: Engage the Influential
Dawn ChanRegional Account DirectorSoutheast Asia
200,000,000+registered members
The globally connected and world’s largest professional network with over
Canada UK7M+
Canada
77M+
USA
11M+
Brazil
44M+
Europe11M+UK
19M+
India
2.9M+
China
4M+
Australia5.4M+
SEA8M+
Africa
Updated 20 Feb 2013
34M+
APAC
1.1M+
Malaysia
professionals
Connect the world’s professionals to make
Our Mission
Connect the world’s professionals to make them more productive and successful
EverywhereWork wherever our
members work
InsightsBe great at what
you do
IdentityConnect, find, and
be found
Why LinkedIn
Professional NetworksPersonal Networks
What are the top 5 reasons people use social networks?
1
2
Socialise
Stay in touch
Maintain professional identity
Make useful contacts
“Spend Time” “Invest Time”
Source: Q10a– Information to receiveBase: Professional SN users (5204) Personal SN users (8692)
2
3
4
5
Be entertained
Kill time
Share content
Search for opportunities
Stay in touch
Keep up to date for career
Top 5 tips to optimise your marketing with the right mindset
Recognise the separation between personal & professional networks.
Frame how your brand helps users gain knowledge and success on professional networks.
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2
Align your brand with emotion by matching your message to the user mindset.
Engage information-hungry influencerswith exclusive information.
Build meaningful relationships by participating, sharing and listening.
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4
5
BIG Data:Affluent Professionals Pro-actively
update their details on LinkedIn
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update their details on LinkedIn
Most accurate registration based targeting on the webProactive brand management.
Keyword Matching Options
Function, Seniority, Location, Industry, Company Size, and more
Education, Interests, Groups
Audience Professional context Marketing impact
LinkedIn for Marketers
LinkedIn Confidential ©2013 All Rights Reserved
Scale
Targeting
Affluence
Influence
Trust
Engaged
Direct Response
Awareness
Perception
Consideration
Report & Research
Success Story – Citi InnovatesEngaging working women in the US through Relationship, Content, and Community
Professional Women’s Network
107K+Total Members
Citi: Building engaged communities
2.5XMore Engagement than Avg.
+23%Likely to Recommend
+32%Brand Consideration
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ObjectivesObjectives
SolutionSolution� Recommend card to
connections
� Gain market share� Generate awareness
Increase card sign-ups through viral recommendations IN
connections� Gain benefits from successful
referrals & direct applications
http://americanexpressindia.co.in/linkedin
Data LeveragedData Leveraged� Member profile� Connection profiles� Messaging & network updates
APIs offered by LinkedIn
Access information in your connections or network’s profiles, and search for people. Example returned info: your connections and faceted searches.
People and Connections:
Returns LinkedIn member profiles.
Enable users to engage with like professionals.
Retrieve and display Group content, post to the Group, and join the Group
Groups: professionals.
Companies: Search for and follow companies. See lists of products, recommendations, and details such as Twitter feeds
Enable users to engage with your company.
Thank you. Feel free to connect with me on LinkedIn at sg.linkedin.com/in/dchanyi/
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LinkedIn at sg.linkedin.com/in/dchanyi/
Dawn ChanRegional Account DirectorSoutheast Asia
LinkedIn Useful Links
� What’s hot! http://blog.linkedin.com/
� Marketing http://marketing.linkedin.com/
� Case studies http://marketing.linkedin.com/success-stories
� Advertising specs http://adspecs.linkedincreatives.com/
� Developer site https://developer.linkedin.com/
1,175
423
Monthly Unique Visitors (‘000s)
LinkedIn Malaysia
423
260 229 158 108 70
LinkedIn BBC.com CNN.com Bloomberg WSJ.com Time.com FT.com
32
Source: Comscore MyMetrix (Dec 2012)
Combining Core Competencies
Partnership
Conversation & EngagementBrand Messaging
Social Activation
Analytics/Research
Technology/Product Integration
Partnership Foundation Thought Leadership