The 6 Most Important Lessons of Ad Week Europe. and how you can put that thinking into practice on LinkedIn. The major marketing festivals are always filled with big ideas. There are the lightning rod issues that every speaker and delegate wants to talk about, the big themes that seem to spring from so many sources simultaneously, the new strategies that become buzzwords overnight. The challenge that every marketer walks away with is what on earth to actually do with all this new thinking once the dust settles. Can you turn it into a game-plan that will deliver benefits to your brand and the bottom line? We decided to take a closer look at the most high-profile new ideas to come out of one of the biggest marketing events of the year: last month’s Ad Week Europe. Once the dust had settled, what could marketers like us actually do to apply these lessons to their strategy? How should they change their tactics? And how could LinkedIn help?

1. Hilal Koc
Partner Program
Manager, EMEA
Fiona Gallagher
UK Field Marketing
Manager
Live Webcast
Tuesday, May 31 2016, 10:00 BST

2. Before we get started…
Q U E S T I O N S ?
Send them via Q&A
feature
R E C O R D E D ?
Of course!
S H A R E D ?
Presentation will also
be shared

5. D R I V I N G
C U S T O M E R - C E N T R I C
G R O W T H

6. Brand Purpose should be based on customer need
A D D C O L O R T O
P E O P L E S L I V E S
Link everything to a
clear brand purpose
80%
32%

7. Driver 1. Purpose-led
A D D C O L O R T O
P E O P L E S L I V E S Brand communications1
Integrated in total
marketing mix2
North Star for
all decisions3
Societal
movement4

8. Steps to success
L I S T E N T O
Y O U R
A U D I E N C E
B E
A U T H E N T I C
L E V E R A G E
E M P L O Y E E S
& I N T E R N A L
E X P E R T S
A P P L Y A C R O S S
A L L
T O U C H P O I N T S
L E V E R A G E
D A T A

9. Leverage employees
10,000 views of David Hone’s posts
(100x the views on David’s own blog)
David went from zero to 1,845
followers in one month
Social actions and viral activity
increased reach by 86%
High levels of engagement with
posts generating 37 comments

10. Business is Great
30,000 followers for the Business is
GREAT Showcase Page
10,000 followers added
organically
25% read Business is GREAT
updates at least once a week
62% only follow Business is
GREAT on LinkedIn

11. 61M
senior-level
influencers
40M
decision makers
10.7M
opinion leaders
6.8M
C-level execs
22.8M
Mass Affluent
4.1M
IT decision makers
433Mprofessionals are on LinkedIn
The largest global community of professionals

12. Engage your prospects with relevant content in the world’s
only professional feed — and beyond
Sponsored Content
Build customer
relationships at every
stage of the buyer’s
journey by targeting
content to your most
valuable audiences
wherever they spend
their time.

14. “If you buy a pair of trainers and don’t
like them, you can always take them
back. In B2B the implications are a lot
bigger – and therefore the choice is a
lot more emotional’’
Laura Milsted, MD Interprise

16. Steps to success
A L I G N W I T H
D E E P E R
M O T I V A T I O N S
H U M A N I S E T H E
B R A N D
I N T E G R A T E
H U M O U R
M E E T
E X P E C T A T I O N S

17. Reached almost two million
new auto buyers in Germany,
Sweden, Turkey and Portugal
Conversion rates
trebled auto industry
benchmarks
Awarded ‘Best Digital
Media Idea of 2015’ at the
prestigious Deutscher
Mediapreis

18. 833 registrations for the EY Alumni
Network in just 6 days
Open rate of 53% and click-
through rate of 67%
Huge engagement levels
among existing employees
exceeding industry and
EY benchmarks

20. Ad blocking is a consumer reaction against
marketing’s unrestrained use of technology
Solutions that threaten or penalise
the consumer won’t work

21. Steps to success
M U S T D E L I V E R V A L U E
A D D C O N T E N T
C O N T E X T I S K I N G

22. Reach professionals in a place of purpose

23. Send timely, convenient, and relevant private message for direct personal appeal
LinkedIn Sponsored InMail

24. FixDex Inc., 201-500, Internet
Member of networking Groups
Senior Individual Contributor
Male
London, UK
COMPANY
NAME
INDUSTRYSIZE
SCHOOL
LOCATION
JOB TITLE
SENIORITY
FUNCTION
Southampton
FIELD OF STUDY Computer Science
DEGREE Bachelor’s
GRADUATION 2007, 30AGE
CCNP, virtualization, cloudSKILLS
Senior Network engineer
GENDER
GROUPS
IP

25. Baume & Mercier Moments of Success
For the Italian private events, held in
Rome and Milan the LinkedIn campaign
delivered a response rate of over 50%
216 of those responding went on to attend
the Italian events, with 157 providing
contact details
Click through rates of up to four times the
benchmark, with up to 15% of those
receiving InMails going on to attend
Grew CRM database by 1,200 new members,
who opted in for ongoing engagement with
Baume & Mercier

27. C A N N O T R E L Y O N
B R O A D C A S T C H A N N E L S
T O D E M O N S T R A T E
R E L E V A N C E A N D V A L U E
A G E O F
P E R S O N A L I S E D ,
O N E - T O - O N E
E X P E R I E N C E S

28. Adobe on LinkedIn
Successfully built credibility and changed perception
Sponsored Content proved to be an effective way to shape
marketers’ perceptions of Adobe in the digital marketing
field. After exposure to Adobe’s Sponsored Content,
marketing decision-makers were:
50%
more likely to agree that “Adobe is shaping the
future of digital marketing”
2.5x
more likely to agree that Adobe’s Sponsored
Content “captured their attention”
79%
more likely to agree that “Adobe can help me
optimise my media spend”

29. Steps to success
I D E N T I F Y R I G H T
A U D I E N C E S
L I S T E N
B U I L D O N E T O
O N E T R U S T
D O N ’ T O V E R
T A R G E T

30. The world’s professionals come
to LinkedIn for knowledge
Industry News Expert Advice Professional Learning
Peer Insights Peer Recommendations 500+ Influencers

31. Monitor the conversation
Consider if your brand has a relevant response
L I N K E D I N P U L S E
T R E N D I N G
C O N T E N T
L I N E W S F E E D

32. Creating one to one experiences
Fruit of the Loom

33. But don’t over-target!
Target audiences want relevant content
Let your audience
know this message is
relevant for them but
don’t go overboard i.e..
“Hi London event
planner working at an
enterprise level
company…”

35. M E A S U R E M E N T
R E M A I N S T H E K E Y
C H A L L E N G E O N
C O N T E N T

36. Steps to success
T E S T &
O P T I M I S E
I D E N T I F Y M O S T
I M P O R T A N T
M E T R I C S
A L I G N
R E P O R T I N G
T E R M I N O L G O Y

38. Tactical Plan

39. Different metrics and terminology by funnel stage
T O P O F F U N N E L
Brand Recall
Engagement
Audience Analytics
Full funnel goals and tracking metrics
R E A C H
N U R T U R E
L O W E R F U N N E L
MQLS & SQLS
Cost per Lead
Cost per conversion

40. Always be A/B testing
CTR: 0.79%" CTR: 0.72%" CTR: 0.76%" CTR: 0.93%"

41. Use Campaign Manager to optimise & measure

44. Steps to success
C R E A T E P O S I T I V E
E N V I R O N M E N T
P R O V I D E F R A M E W O R K
B U T L E T O T H E R S
T E L L T H E S T O R Y
F I N D N E W W A Y S T O
C O L L A B O R A T E

45. Lessons from Boaty McBoatface
Check out LinkedIn Marketing Solutions
EMEA blog for full story
U N D E R S T A N D W H O Y O U A R E A S K I N G T O G E T I N V O L V E D

46. Great examples on LinkedIn
#AdobeRemix project, which invited the creative community to
express that creativity to reinvent the brand’s logo

47. AWE lessons
Summary

48. Q U E S T I O N S &
A N S W E R S