semiocast : linkedin the b2b marketing platform (2017)
TRANSCRIPT
THE B2B MARKETING PLATFORM« From social marketing to smart social selling »
Linked
SemiocastThe Social Media Intelligence Company
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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Introduction: why this research?It is no secret to Chief Marketing Officers of B2B brands that most of their customers today use LinkedIn — except maybe in countries where the business-oriented social network is still weak, such as Japan and Germany. And this is why, besides the recruitment-related revenue stream, Microsoft made the move to acquire LinkedIn last year.As a result, social selling has grown into the most common feature of B2B marketing strategy and social selling consulting has turned into the new social media consulting. Yet, benchmarks are rare that might help CMOs shape their strategies and their teams’ objectives. How does the team perform? Are they reaching and engaging the right decision makers? How to design an influence strategy reaching the best suited actors for a given marketing campaign? These are typically the questions where social media intelligence can help: as a significant portion of LinkedIn members share public content on the social network, data and insights are there to be analyzed and transformed into efficient B2B marketing strategies.This unprecedented research is a set of universal benchmark results we are publishing to assert the role of LinkedIn as the B2B marketing platform. It is meant to help you quickly assess your team’s performance on LinkedIn and demonstrate the value of being active on the social network for marketing and sales specialists.
Are you reaching and engaging the right decision makers?
How can you design the best influence strategyfor your marketing campaigns?
The fundamental aim of marketers is to reach their audiences with the most adequate proposition, on a wide range of features, to foster proximity, relation, engagement. Measuring performance has to be grounded in sound, objective data. Semiocast is now providing new ways to gain a most precise picture of targets and to better assess impact of marketing campaigns on very select, most relevant, segments of population. Using world-class, in-house designed technologies, Semiocast offers the analytical skills that will turn insights into intelligence, artfully shed light on facts and trends, and eventually help you drive decisions and measured, most adequate actions.
Jean-Baptiste Dézard,Marketing and Sales Director,
Deloitte France
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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Methodology and outline
This research is drawing from our experience helping B2B brands define and implement concrete strategies to reach and engage their customers. Beyond statistics on the social network, our research aims to define a framework to measure the efficiency of LinkedIn members’ behaviors and to outline best practices.Indicators were built on a random sample of 20,000 public profiles visited in June 2017, drawn from each country where LinkedIn is present and defined in every language offered by the social network.The first part of this research combines official data published by LinkedIn with our own indicators to draw a precise image of LinkedIn profiles. For example we reveal 3% of accounts have 500+ connections.The second part of this research focuses on social media activity of LinkedIn members, including the growing social selling efforts of B2B sales people. One of our key findings is that thought leaders generating most engagement post only once or twice per month, as LinkedIn feed algorithm currently favors quality over quantity.Finally, for selected key metrics, we define the level of the top 1% of LinkedIn members, providing you with a first, simple baseline to improve your presence on the social network.
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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A growing worldwide networkof professionals
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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With a steady international growth,
LinkedIn attractsdecision makers
#1.1
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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2009 2010 2011 2012 2013 2014 2015 2016 2017
Launch of social selling tool (eg. Newsle)
Microsoft Dynamics 365 Integration
Direct sponsored content
Syncs its Sales Navigator with SalesForce
Set up Conversion Tracking
IPO
Microsoftacquisition
37M
300M
April 2017
500M
Number of LinkedIn members
SINCE 2014, LINKEDIN IS INCREASINGLY A SOCIAL SELLING PLATFORM WITH A GROWING NUMBER OF RELATED PRODUCTS AND SERVICES
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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*TOP 10 COUNTRIES BY NUMBER OF REGISTERED USERS
139 M
40 M
31 M
29 M
22 M
13 M
13 M
10 M
9 M
9 M
United States
India
China
Brazil
United Kingdom
Canada
France
Italie
Mexico
Spain
*Total number of profiles located in each country
34%
34%
34%
36%
40%
40%
42%
43%
43%
58%
*TOP 10 COUNTRIES BY SHARE OF INTERNET POPULATION ON LINKEDIN
*Share of LinkedIn profiles among population with internet access (all devices)
United States
Malta
Iceland
Canada
Australia
Netherlands
United-Kingdom
Denmark
Singapore
Ireland
17 % OF EU
POPULATION IS ON
BRAZIL, INDIA AND CHINA REPRESENT A HUGE POTENTIAL IN TERMS OF USER GROWTH AND LINKEDIN IS STILL STRUGGLING AGAINST LOCAL COMPETITORS, ESPECIALLY IN JAPAN AND GERMANY
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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10%
4%
6%
6%
10%
64%
Other languages
French
Chinese
Portuguese
Spanish
English
Share of LinkedIn profiles by language
2009 2010 2011 2012 2013 2014 2015 2016 2017
+ 99% OF PROFILES USE A
SINGLE LANGUAGE
ENGLISH IS THE MAJOR LANGUAGE ON LINKEDIN, INCLUDING IN NON-ENGLISH SPEAKING COUNTRIES, WHILE USAGE OF CHINESE IS BOOMING SINCE 2015
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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On LinkedIn,every member is a brand
#1.2
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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ADVANCED 1
INTERMEDIATE
BEGINNER 2
BEGINNER 1
ADVANCED 2
EXPERT
ALL STAR
10%
4%
12%
12%
31%
10%
21%
LEVELS OF LINKEDIN PROFILE STRENGTH
1% OF PROFILES COMBINE
ALL STAR LEVEL WITH A
BACKGROUND IMAGE
Adding a profile photo
Writing a summary
Adding location
Filling out industry
+
+
+
Adding a position
+
Adding education
+
Having skills
+
LINKEDIN HAS BEEN GAMIFYING COMPLETION OF PROFILES, GENERATING THOUSANDS OF THIRD-PARTY TUTORIALS ON HOW TO REACH ALL STAR STRENGTH. IT NOW FEATURES 7 DISTINCT LEVELS.
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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3% OF MEMBERS ALSO UPLOADED A BACKGROUND IMAGE
16% OF PUBLIC PROFILES DISPLAY
A PHOTO
11% OF MEMBRES HAVE
A PROFILE SUMMARY17,075
TO CONVINCE USERS TO ADD A SUMMARY, LINKEDIN USES ARTIFICIAL INTELLIGENCE TO AUTOMATICALLY GENERATE ONE BASED ON PROFILE
INFORMATION
BEYOND ALL-STAR LEVEL, LINKEDIN’S INTERFACE ENCOURAGES MEMBERS TO COMPLETE THEIR PROFILES TO MAKE SURE AS MANY MEMBERS AS POSSIBLE PROVIDE CURATED DATA ON THEMSELVES.
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
62% SAY THEY ARE CURRENTLY
HOLDING A POSITION
12,128
12
6,872
41% OF MEMBERS ADDED THEIR
EDUCATION
67% OF MEMBERS SPECIFIED AT LEAST ONE WORK EXPERIENCE
WHILE MANY PROFILES ARE INCOMPLETE, 48% PROVIDE PRECISE CURRICULUM VITAE INFORMATIONS
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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34 %
17 %
17 %
15 %
7 %
4 %
4 %
2 %
31+ years
26-30 years
21-25 years
16-20 years
11-15 years
6-10 years
0-5 years
Students
YOUNG TALENTS PERFECTLY UNDERSTOOD WHAT LINKEDIN SOCIAL NETWORK BRINGS TO THEIR PERSONAL BRANDING
1/3 OF MEMBERS DISPLAY
MORE THAN 10 YEARS OF PROFESSIONAL EXPERIENCE
WORK EXPERIENCE BASED ON 48% OF PROFILES WITH SUFFICIENT RESUME DETAILS
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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LinkedIn ignitessocial recognition
#1.3
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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BEYOND COMPLETION OF PROFILES, LINKEDIN FAVORS VARIOUS MEANS OF SOCIAL RECOGNITION SUCH AS RECOMMENDATIONS. 75% OF PROFILES WITH SKILLS HAVE BEEN ENDORSED.
3% OF MEMBERS RECEIVED AT LEAST
1 RECOMMENDATION
1% OF PROFILES DISPLAY
40+ SKILLS WITH ENDORSEMENTS
✓
1% OF PROFILESRECEIVED AND GAVE
RECOMMENDATIONS
Skills but no endorsement7%
Skills & endorsements22%
1 2 3 4 5+
0.5%0.4%0.2%0.5%
1.5%
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
PROFILES WITH 1,000+ CONNECTIONS
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MICROSOFT OFFICE1.40%
CUSTOMER SERVICE
PROJECT MANAGEMENT
MANAGEMENT
1.12%
1.09%
1.02%
LEADERSHIP0.96%
PUBLIC SPEAKING0.91%
SOCIAL MEDIA0.81%
TEAM BUILDING0.72%
STRATEGIC PLANNING0.66%
SOFT SKILLS RELATED TO MANAGERIAL PRACTICE ARE PARTICULARLY POPULAR ON THE SOCIAL NETWORK.
NUMBER OF SKILLS
LEADERSHIP1.17%
MANAGEMENT
BUSINESS DEVELOPMENT
MARKETING STRATEGY
1.12%
1.07%
0.93%
SOCIAL MEDIA MARKETING0.87%
MARKETING0.87%
ENTREPRENEURSHIP 0.82%
DIGITAL MARKETING0.80%
TRAINING0.80%
SKILLS MENTIONED
ALL PROFILES
BUSINESS & MARKETING ACTORS FOUND THEIR PLACE AMONG MOST CONNECTED PROFILES
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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LinkedIn’s social graph is defined by
connections andsources of influence
#1.4
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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M O R E T H A N A H A L F O F PREMIUM SUBSCRIBERS HAVE 500+ CONNECTIONS
$€£
NUMBER OF CONNECTIONS
& FOLLOWERS
0 0-99 100-199 200-299 300-399 400-499 500-999 1000+
1%2%3%2%5%5%
63%
21%
TRADITIONALLY, LINKS BETWEEN LINKEDIN MEMBERS WERE SYMETRIC CONNECTIONS : YOU ARE A CONNECTION OF YOUR CONNECTIONS.IN 2015, FOLLOWING FACEBOOK, LINKEDIN INTRODUCED THE ABILITY TO FOLLOW ANY OTHER MEMBER. YET, THIS « FOLLOWING » EDGE IS STILL UNDER-USED, AND EXCEPT FOR INFLUENCERS, THE NUMBER OF CONNECTIONS IS EQUAL OR APPROXIMATIVELY EQUAL TO THE NUMBER OF FOLLOWERS.
99.5%
0.5%DO NOT WANT TO BE FOLLOWED
ACCEPT TO BE FOLLOWED BY NON-CONNECTIONS
NUMBER OF CONNECTIONS IS TRADITIONALLY THE MOST IMPORTANT METRIC OF LINKEDIN PROFILES. ALMOST 1% OF PUBLIC PROFILES HAVE 1,000+ CONNECTIONS.
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
Richard Branson
Bill GatesJeff Weiner
Jack WelchArianna Huffington
Deepak Chopra MD
Daniel GolemanJames Caan CBE
Tony RobbinsDavid Cameron
Guy Kawasaki
Mark CubanLiz Ryan
Gretchen RubinNarendra Modi
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18% OF MEMBERS ARE MEMBERS
OF ONE GROUP OR MORE
10% OF MEMBERS FOLLOW AT LEAST ONE
INFLUENCER
49% OF MEMBERS FOLLOW
A COMPANY OR MORE
LINKEDIN SUCCEEDS IN GETTING MEMBERS TO SUBSCRIBE TO SOURCES OF INFLUENCE AS MORE THAN HALF OF MEMBERS FOLLOW ONE SOURCE OR MORE. TOP 1% OF MEMBERS HAVE 75+ INTERESTS.
TOP 15 INFLUENCERS
5.5
2.32.3
11.68.25.65.6
5.14.02.92.62.52.42.3
2.2
1
2
15
14
13
12
11
10
3
4
5
6
7
8
9
FOLLOWERS (MILLIONS)
23% OF MEMBERS FOLLOW
A SCHOOL
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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Social media activity on LinkedIn
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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On LinkedIn, content is shared by few members
#2.1
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
70%
30%
22
7% OF ALL MEMBERS EVER SHARED A CONTENT PUBLICLY
6% WITHIN THE LAST 12 MONTHS
LINKS TO EXTERNAL MEDIA AND LINKEDIN PULSE (ARTICLES) REPRESENT HALF OF POSTS ON LINKEDIN.
Posts
Reshares
Articles
Images
TextVideo & job offers
35%
51%
9%5%
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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5% SHARED
MORE THAN ONCE PER WEEK
8% SHARED
1 TO 2 TIMES PER MONTH
TOP 1% OF 500M+ MEMBERS SHARE, ON AVERAGE, MORE THAN ONE CONTENT PER MONTH.
AMONG PUBLISHING MEMBERS (6%) FOR THE PAST 12 MONTHS
67% SHARED
LESS 6 TIMES PER YEAR
THE MOST ACTIVE POSTERS
THE LEAST ACTIVE POSTERS
THE MODERATE POSTERS
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
69%
25%
6%
43%
37%
20%
THE MOST ACTIVE POSTERS
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UNRELATED TO BUSINESS
COMPANY-RELATED CONTENT(NEWS, JOBS OFFERS, PRODUCTS…)
MOST ACTIVE POSTERS (ONCE PER WEEK) FLOOD THEIR FOLLOWERS WITH MESSAGES PROMOTING THEMSELVES OR THEIR COMPANY. THOUGHT LEADERS BELONG TO MODERATE POSTERS.
THE MODERATE POSTERS
INDUSTRY-RELATED CONTENT(NEWS, INSIGHTS …)
NATURE OF LINKEDIN POSTS
48% PERSONAL DEVELOPMENT
97% COMPANY PROMOTION
10% GOOD PRACTICES
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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Moderation and leadership generate more
engagement
#2.2
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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TO PUBLISHING MEMBERS, LINKEDIN SEEMS TO GENERATE MORE ENGAGEMENT THAN OTHER SOCIAL NETWORKS AS 1% OF THEM SYSTEMATICALLY GET AT LEAST 10 LIKES PER POST.
1% OF LINKEDIN
MEMBERS GET ANAVERAGE
ENGAGEMENT ≥ 4
52% OF PUBLISHING MEMBERS GET,ON AVERAGE, ONE LIKE/COMMENT
PER POST OR MORE
4%
8%
12%
16%
20%
24%
28%
32%
36%
40%
0 0,5 1 2 4 8 16 32 32+
AVERAGE ENGAGEMENT
SHA
RE
OF
PUBL
ISH
ING
MEM
BER
S
AVERAGE ENGAGEMENT IS A SOCIAL MEDIA KPI DEFINED HERE AS THE AVERAGE NUMBER OF COMMENTS AND LIKES PER POST
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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79%
THE MOST ACTIVE POSTERS
THE LEAST ACTIVE POSTERS
(MORE THAN ONCE PER WEEK)
(LESS 6 TIMES PER YEAR)
THE MODERATE POSTERS
(1 TO 2 TIMES PER MONTH)
MODERATE POSTERS GET THE HIGHEST AVERAGE ENGAGEMENT ON THEIR POSTS, WHILE MOST ACTIVE POSTERS CREATE SOME FATIGUE AMONG THEIR FOLLOWERS.
44%
53%
BELONGING TO TOP-HALF PUBLISHING MEMBERS BY
GENERATED ENGAGEMENT
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
68%
BELONGING TO TOP-HALF PUBLISHING MEMBERS BY
GENERATED ENGAGEMENT
28
52%
TOP MANAGEMENT
STUDENTS
OTHER PROFESSIONALS
TOP MANAGEMENT GET THE HIGHEST AVERAGE ENGAGEMENT, AND ESPECIALLY TOP MANAGERS POSTING MODERATELY (1-2 PER MONTH) WHO GET, ON AVERAGE, MORE THAN 7 LIKES PER POST.
53%
UNEMPLOYED & INCOMPLETE RESUMES 34%
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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53%
22%
14%
6%
4%
1%
IMAGE
TEXT
VIDEO
ARTICLEWITH IMAGE
ARTICLE WITHOUT IMAGE
SHARE OF PROFILES FOR WHOM THIS TYPE OF CONTENT
GENERATES MORE ENGAGEMENT
FOLLOWING A GENERAL PATTERN ON SOCIAL MEDIA, IMAGES GENERATE MOST ENGAGEMENT. JOB OFFERS ONLY GENERATE MORE ENGAGEMENT FOR 1% OF MEMBERS WHO SHARE THEM.
JOB OFFER
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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LinkedIn feed is designed to favor viral content
#2.3
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
SHARE OF PUBLISHING MEMBERS BY THE NUMBER OF DIFFERENT “LIKERS”
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40% OF PUBLISHING MEMBERS GENERATED ENGAGEMENT WITH ONLY 1 TO 2 MEMBERS. THE TOP 5% OF PUBLISHING MEMBERS ENGAGED 20 OR MORE DIFFERENT USERS
No engagement 1 2 3-5 6-10 11-20 20+
5%7%
14%12%12%
26%24%
1% OF LINKEDIN MEMBERS GOT LIKES FROM
7 DIFFERENT USERSWITHIN THE LAST 12 MONTHS
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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No engagement 1 2 3 4 5 6 7 8 9 10+
9%
1%1%
6%
1%
6%4%
6%
19%22%
25%1% OF LINKEDIN MEMBERS GOT LIKES FROM MEMBERS IN
7 INDUSTRIES OR MORE WITHIN THE LAST 12 MONTHS
SHARE OF PUBLISHING MEMBERS BY THE NUMBER OF INDUSTRIES THAT REPRESENT THEIR “LIKERS”
ON LINKEDIN, 21% OF PUBLISHING MEMBERS HAVE MORE THAN HALF OF "LIKERS" WHO COME FROM ANOTHER INDUSTRY. ONLY 5% FROM THEIR OWN INDUSTRY
CONTRE 5% POUR LEUR PROPRE INDUSTRIE
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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No engagement 1 2 3 4 5-9 10+
2%4%3%
7%
15%
46%
24%
1% OF LINKEDIN MEMBERS GOT LIKES FROM MEMBERS IN 3
COUNTRIES OR MORE WITHIN THE LAST 12 MONTHS
LINKEDIN IS THE PREFERRED CHANNEL FOR CONNECTIONS BETWEEN INTERNATIONAL PROFESSION PROFILES. 30% OF PUBLISHING MEMBERS GET LIKES FROM MEMBERS IN 2 OR MORE COUNTRIES.
SHARE OF PUBLISHING MEMBERS BY THE NUMBER OF COUNTRIES THAT REPRESENT THEIR “LIKERS”
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
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Who are LinkedIn top members ?
LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
TOP 1% OF LINKEDIN MEMBERS IN TERMS OF …
HAVE 1,000 CONNECTIONS OR MORE
COMBINE ALL STAR LEVEL WITH A
BACKGROUND IMAGE
SUBSCRIBED TO 75 INTERESTS
(PAGES, INFLUENCERS AND GROUPS) OR MORE
RECEIVED AND GAVE
1 RECOMMENDATION OR MORE
SHARE ONCE PER MONTH OR MORE
FREQUENTLY
GET AT LEAST 4 LIKES OR COMMENTSON AVERAGE ON THEIR POSTS
GET LIKES FROM MEMBERS IN 7 INDUSTRIESOR MORE WITHIN A YEAR
WHEN THEY REGISTERED REGISTERED IN 2006 OR EARLIER
COMPLETION OF THEIR PROFILES
NUMBER OF CONNECTIONS
NUMBER OF INTERESTS
ENDORSEMENTS
RECOMMENDATIONS
THEIR ACTIVITY
THE ENGAGEMENT THEY GENERATE
THE VIRALITY OF THEIR SHARES
RECEIVED ENDORSEMENTS FOR 40 SKILLS OR MORE
✓
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LinkedIn — The B2B Marketing Platform — From social marketing to smart social selling Semiocast, 2017
For more information
[email protected]+33 1 83 62 79 48
SemiocastThe Social Media Intelligence Company