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1 世界のオーディエンスとつながる 日本語版 マーケターのための LinkedIn ガイド 1
2 目 次 1 LinkedIn LinkedIn 6 LinkedIn
3 LinkedIn LinkedIn 10 1 LinkedIn LinkedIn 4 3,300 LinkedIn LinkedIn 1 Asia's Digital Disruption: How technology is driving consumer engagement in the world s most exciting markets by Economist Corporate Network, August 2015, theeconomist/digitalasia.pdf 3
4 1 LinkedIn LinkedIn 1 LinkedIn 200 LinkedIn 700 LinkedIn LinkedIn 4 3,300 LinkedIn 1 LinkedIn 6,100 4,000 1,070 LinkedIn LinkedIn LinkedIn 680 MBA 300 LinkedIn ,000, Q1 13 Q2 13 Q3 13 Q4 13 Q1 14 Q2 14 Q3 14 Q4 14 Q1 15 Q2 15 Q3 15 Q4 15 Q1 16 : LinkedIn Press Release 4
5 1 LinkedIn 1 LinkedIn LinkedIn LinkedIn 1 LinkedIn LinkedIn 1 B2B 94% 87% 84% 74% 62% LinkedIn B2B 90 LinkedIn LinkedIn B2B B2B 66 LinkedIn 66% 55% 51% 41% B2B Marketing 2016 Benchmarks, Budgets, and Trends North America, Content Marketing Institute / Marketing Profs. others 5
6 2 90 LinkedIn (Thought Leader) 3. Quote LinkedIn B2B 6
7 2 LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn SlideShare LinkedIn LinkedIn 7
8 2 LinkedIn LinkedIn 2. LinkedIn 3. LinkedIn LinkedIn 4. SlideShare SlideShare LinkedIn LinkedIn LinkedIn 1. LinkedIn LinkedIn LinkedIn 2. LinkedIn LinkedIn LinkedIn 3. LinkedIn 4. LinkedIn LinkedIn.com LinkedIn Web 8
9 3 LinkedIn LinkedIn LinkedIn LinkedIn 5 1. LinkedIn LinkedIn LinkedIn 3 9
10 LinkedIn LinkedIn Pulse LinkedIn 2 5, LinkedIn LinkedIn LinkedIn 5,884, , M 196 3,279 12K 1 2,036 4,000 4,383 LinkedIn 135, ,000 LinkedIn 192K 19 2,768 1,600 1, LinkedIn 30,
11 5 : LinkedIn LinkedIn LinkedIn SlideShare LinkedIn LinkedIn 200 e Adobe Hootsuite TM Percolate Salesforce Shoutlet Spredfast Sprinklr LinkedIn B2BLinkedIn LinkedIn 1 % B2B Marketing 2016 Benchmarks, Budgets, and Trends North America, Content Marketing Institute / Marketing Profs 11
12 5 1 LinkedIn LinkedIn LinkedIn CPL 2 LinkedIn LinkedIn Hubspot InsightSquared 12
13 5 BrightEdge LinkedIn LinkedIn E developer. linkedin.com LinkedIn LinkedInLinkedIn LinkedIn LinkedIn TopRank Online Marketing CEO Optimize, Public Speaker: Integrated Search, Social, and Content Marketing 13
14 5 LinkedIn LinkedIn LinkedIn LinkedIn 1 LinkedIn Twitter Facebook Google+ 91% 64% 29% 27% 16% % 15% 31% 25% 29% 45% 14% 25% : B2B Marketing 2016 Benchmarks, Budgets,and Trends - North America, Content Marketing gets Social, Unisphere research, 2013, N= 217 Nielsen, Paid Social Media Advertising Report, N = 500 U.S. digital marketing and media professionals The 2014 Professional Content Consumption Report, LinkedIn Report, Q2,14 14
15 Tippingpoint Labs Twitter LinkedIn LinkedIn 1 : Tippingpoint Labs
16 5 LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn Pulse LinkedIn CMO/CEO LinkedIn LinkedIn 3 1. LinkedIn LinkedIn Pulse 16
17 5 SlideShare 75 SlideShare SlideShare SlideShare LinkedIn PDF 40 SlideShare 7, SlideShare SlideShare SlideShare SlideShare 3 SlideShare SlideShare SlideShare LinkedIn SlideShare 6,000 Feldman Creative 17
18 5 SlideShare SEO SlideShare 7. SlideShare Twitter SlideShare SlideShare SlideShare LinkedIn SlideShare 1, B2B SlideShare SAP NewsCred 18
19 6 LinkedIn LinkedIn LinkedIn 19
20 6 LinkedIn LinkedIn PDF LinkedIn LinkedIn LinkedIn
21 6 LinkedIn LinkedIn Sponsored YouTube SlideShare LinkedIn 21
22 6 LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn 4 3,300 LinkedIn LinkedIn LinkedIn 22
23 6 LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn 1 2 LinkedIn Samsung SDI SlideShare Samsung SDI LinkedIn 300,000 2 IAB LinkedIn LinkedIn B2B The Funnelholic 23
24 6 60% LinkedIn LinkedIn.com LinkedIn LinkedIn IAB 24
25 7 LinkedIn KPI LinkedIn 2 LinkedIn 2 LinkedIn 1 LinkedIn LinkedIn LinkedIn KPI 25
26 7 コンテンツの ンスを LinkedIn LinkedIn ン トを ラ コンテンツ LinkedIn 力 コン LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn CMS スコア ターゲット オーディエンスおよびトピック別コンテンツマーケティング スコアの総合評点 1,400 1,200 1, トップクラスの影響力 誰が : オーディエンス = 意思決定者 250 クライアント 何を : トピック = リーダーシップ コンテンツの影響力が弱い 7 of 10 同業他社 : Blackrock Microsoft Dell Capgemini Oracle Citi Amex Accenture Salesforce 26
27 7 LinkedIn LinkedIn LinkedIn 4 LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn 1 7,000 1 LinkedIn LinkedIn LinkedIn *LinkedIn ソーシャルメディア 2 マーケティング 10 sem 9 ソーシャルメディア 8 社員の エンゲージメント LinkedIn Internet Data 求人活動 3 統合 4 マーケティング 5 マーケティング 7 自尊心 6 Web マーケティング オンライン広告 27
28 LINKEDIN LinkedIn 4 3,300 6 LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn API LinkedIn LinkedIn Corporation
7
7 7 01 03 7 07 1 09 2 13 3 15 4 19 5 23 6 27 7 29 31 SAP 32 1 Web 01 02 4 03 2 3 1 PR Web 1 2 7 6 5 3 04 05 4 5 6 7 06 7 07 08 7% CMOCouncil 2014 9 1 Web B2B B2C WebWeb 09 10 ? /?? B2B cookie IP 1 360
(ABM) ABM ABM ABM : SchoolDude ABM : Marketo
(ABM) (ABM) ABM ABM ABM : SchoolDude ABM : Marketo 1 2 3 6 7 11 16 23 26 29 35 37 2 B2B ABM ABM ABM ABM ABM 1 ABM ABM ABM ebook ABM ABM ABM ABM 2 ABM ABM 1 ROI ABM B2B ABM ROI 2014 ITSMA Altera Group 97%
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インターネット 時 代 のマーケティング コミュニケーションの 類 型 櫻 井 光 行 Types of Marketing Communication of the Internet Age Mitsuyuki Sakurai Abstract The media in the marketing communication can be classified into four types (paid,
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