people operations | monashees capital @ linkedin - osvaldo
TRANSCRIPT
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Conectando Pessoas, Engajando Marcas
Osvaldo Barbosa de Oliveira Country Manager Brasil
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Recrutamento Engajando com os melhores talentos
Vendas Engajando
eficientemente com potenciais clientes
Marketing Engajando marcas com a
melhor audiência de profissionais
Transformando Negócios
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Usuários em redes profissionais estão mais propensos a engajamento com conteúdo de marcas
3 3
1 – Estudo "The Mindset Divide", Brasil, TNS, setembro de 2012.
Os 3 principais tipos de conteúdo procurados1
Passar tempo Redes pessoais
Informações sobre os amigos
Atualizações de entretenimento
Informações sobre interesses pessoais
Investir tempo Redes profissionais
Informações sobre carreira
Atualizações sobre marcas Atualidades e informações sobre interesses pessoais
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Uma vez que os compradores estão realizando mais buscas antes de uma decisão de compra
do processo de decisão
60%
Primeiro contato com fornecedor
Início da busca
Decisão de compra
Lista de consideração
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Profissionais buscam insights no LinkedIn
Marcas Thought Leaders Colegas Notícias
Company Pages SlideShare Atualizações de status
300+ Influencers
Conexões Integrantes de grupos
LinkedIn Today
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Content is our core
6X more engagement
with content vs jobs
JOB
S
CO
NTE
NT
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Construímos Relacionamentos entre as marcas e os profissionais do mundo todo utilizando segmentação precisa para apresentar conteúdo relevante
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Segmentar Publicar Ampliar Segmentar com precisão para chegar até um público altamente qualificado
Publicar conteúdo relevante em um contexto profissional
Ampliar o alcance através de compartilhamento social e estender o tráfego e dados de qualidade para seus sites
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O melhor lugar para engajamento com profissionais
41% são proprietários ou altos executivos
LinkedIn Brazil Audience 360 Survey, Dec’ 2011
81% dizem que o LinkedIn é uma fonte confiável de informações para profissionais
83% são decisores
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LinkedIn provides unrivalled targeting capabilities based on member profile data, complemented by global reach
Quem são Seus perfis
Quem conhecem Suas conexões
O que fazem Seu comportamento
Senior Exec
0-5,000
Internet
Education
Inferred Demo
Name
Employees
Industry
Company
Name Seniority
50-year-old male
Function
IT/Operations
Premium Influencer
Key connections to other
senior process?
IT Decision Maker
Likely connected to IT function and
Operations fucntion
Where he visits
Influencers
LinkedIn Today
Profile Viewing
Groups
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D
Diretor de Marketing
Indivíduos Campanhas B2C
Business Decision Makers
Campanhas B2B • Diretores +
• CXO/Partner/Owner • 18-35 • IT Professionals • Opinion Leaders • Young and Upwardly Mobile • Mobile users • Followers of Automotive • Master´s degree
• Diretores/VP, Companies 200-1000
• CXO SMB, function IT • IT Decision Makers,
Enterprise • Business Travellers • CMO, Mid-Market • Industry = Oil & Energy
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Company Page
Status Update
Slide Share
Grupos
Sponsored Update
InMail
Display Media Sem Custo Publicidade Paga
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Company Pages Sua Home Page no Linkedin
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§ Seja encontrado e conecte com as pessoas que sao mais relevantes
§ Conquiste seguidores
§ Ponto central dos esforços de marketing
– Pagina de produtos/serviços
– Status/Sponsored Updates
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Reasons members follow
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Stay informed on the industry
78%
To stay updated on the latest news from a company
72%
Interested in working for the
company
66%
I want to learn more about
their products /services
53%
I used to work
for the company
47%
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Status/Sponsored Updates entregam conteúdo rico em todos os dispositivos pelo feed do LinkedIn,
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Status Updates (seguidores)
Sponsored Updates ( não seguidores)
Target: Diretor +
Target: VP/CXO/Partner; SMB 50-200
Target: Diretor +
Target: VP/CXO/Partner; SMB 50-200
Target: Todos Target: VP/CXO/Partner; SMB 50-200
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Priced on CPC or CPM – delivering effectiveness Pricing is based on impressions or clicks only
Social actions are free and drive earned media
Targeted to the right audience to drive engagement
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Exemplos de Status/Sponsored Updates
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Questions: Pertinent, relevant question, interactive delivery, curated content
Opinion: Expert opinion on the world of work – relevant, tech-focused, authentic
Experience: Aspirational content, exclusive & relevant to the brand
Advice: Free business & career advice, targeted to management &
relevant to brand specialism
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From Corporate websites, internal sources, blogs &
publisher partnerships
From Existing LinkedIn Presence –
Slideshare, Updates, Influencer
From other channels: YouTube Twitter
Facebook Content Partnerships
Content Curation
Finding Content
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Mercedes Benz on LinkedIn
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“If you look at this [Sponsored Updates] compared to any banner campaign we’ve ever run, I would say it’s definitely surpassed the results as far as engagement—clicks or rollovers,” Matt Heindl Sr. Director of Social Media Marketing Razorfish
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Transforme a afinidade por um tema em afinidade pela marca com o LinkedIn Groups
Professional Women’s Network
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125K+ Integrantes
+32% Consideração de marca
+23% Tendência a recomendar
2.5X Mais engajamento que a média
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Impacto visual e ampla distribuição Crie uma experiência visual imersiva exibindo vídeos e apresentações
Colete leads com formulários integrados ao conteúdo
Distribua nas principais redes sociais
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InMail § Entrega no Inbox do LinkedIn § Taxa de abertura 20%-30% § Mensagens personalizadas
Display Ads § No Desktop e Tablet
Status/ Sponsored Updates § Alcance no news feed em
Desktop,Tablet e Mobile § CPM ou CPC § Alta taxa de conversão
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Mensagem Relevante Brand ou Geração Leads
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Display Ads entregam mensagens segmentadas no desktop e no tablet
Segmentação precisa § Dados do perfil, “professional graph”, dados
comportamentais § Overlays de terceiros
Otimizados para visibilidade § Localização Premium, “above the fold” § Apenas um 300x250 por página
Formatos envolventes § Vídeo § Enquetes sociais § Content Ads
LinkedIn Confidential ©2013 All Rights Reserved LinkedIn Confidential ©2013 All Rights
Reserved 23
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Formatos Display Conteúdo
Vídeo
Enquete SlideShare ..... Lead Generation
Follow iPad
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Envie mensagens pessoais § Pouco ruído na caixa de
entrada § Usuários recebem apenas 1
Sponsored InMail a cada 60 dias
Utilize formatos criativos § Vídeo e rich media Gere ações § Personalize o call-to-action § Use widgets sociais (opcional)
Sponsored InMail: Envie ofertas personalizadas para a caixa de entrada do LinkedIn
Standard
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Envie mensagens pessoais § Pouco ruído na caixa de
entrada § Usuários recebem apenas 1
Sponsored InMail a cada 60 dias
Utilize formatos criativos § Vídeo e rich media Gere ações § Personalize o call-to-action § Use widgets sociais (opcional)
Sponsored InMail: Envie ofertas personalizadas para a caixa de entrada do LinkedIn
Plus
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API
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Analytics
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Alcance seus objetivos com LinkedIn Enquetes Display Media Status/Sponsored Updates
Gere conhecimento
Grupos Ads Membership para Grupos Crie comunidades
Company Page e Sponsored Updates Content Ads Leve à consideração e preferência
Sponsored InMail Display Media Gere tráfego e potenciais clientes
Custom API solution Aquisição de Seguidores Obtenha apoio
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As marcas líderes estão construindo relacionamentos com profissionais
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Dois Canais de vendas
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Offerings LinkedIn Ads Marketing Solutions
Nível de serviço Suporte reativo por email Time local dedicado
Campaign Set-Up Self Service, Gerenciamento Individual Campaign Manager Dedicado
Investimento mínimo $10/day R$12.000/campanha
Inventário As Available and Persistent (textlink) Garantido
Segmentação Básica Diversificada
Produtos Text Ads (com opção de Lead Collection)
Diversos produtos e formatos InMail
Preços Bidding System: Minimum $2.00 CPC/CPM CPM, Cost per Recipient CPC/CPM (Bidding ) Sponsored Updates
Faturamento Cartão de Credito Internacional Faturamento local
Relatórios Basic Self Service Reporting (Impressions, Clicks, CTR, & Spend)
Automated or Customized by Account Team
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Marketing.linkedin.com