ソーシャルメディアで世界のオーディエンスとつながる プロフェッショナルのための 最新マーケティングガイド 1
目 次 1 LinkedIn 2 3 3 4 5 6 8 9 4 5 6 LinkedIn 7 10 11 18 19 25 26 28 2
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,https://www.dentsuaegisnetwork.com/m/ap-ac/ theeconomist/digitalasia.pdf 3
1 LinkedIn LinkedIn 1 LinkedIn 200 LinkedIn 700 LinkedIn LinkedIn 4 1,400 LinkedIn 1 LinkedIn 6,100 4,000 1,070 LinkedIn LinkedIn LinkedIn 680 MBA 300 LinkedIn 500 433,000,000+ 218 238 414 396 380 347 364 332 313 277 296 259 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
1 LinkedIn 1 LinkedIn LinkedIn LinkedIn 1 LinkedIn LinkedIn 1 B2B 94% 87% 84% 74% 62% LinkedIn B2B 90 LinkedIn LinkedIn B2B B2B 80 LinkedIn 66% 55% 51% 41% B2B Marketing 2016 Benchmarks, Budgets, and Trends North America, Content Marketing Institute / Marketing Profs. others 5
2 90 LinkedIn 1. 2. 3. Quote LinkedIn B2B 6
2 LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn SlideShare LinkedIn LinkedInSponsored InMail Display Advertising 7
2 LinkedIn8 8 5 6 1. LinkedIn 2. LinkedIn 3. LinkedIn LinkedIn 4. SlideShare SlideShare LinkedIn LinkedIn LinkedIn Sponsored InMail Display Advertising ( ) 5. LinkedIn LinkedIn LinkedIn 6. Sponsored InMail LinkedIn LinkedIn 7. LinkedIn Display Advertising 8. LinkedIn Follow Company Spotlight LinkedIn.com LinkedIn Web 8
3 LinkedIn LinkedIn LinkedIn 5 LinkedIn 1. LinkedIn 2. 3. 50 LinkedIn 4. 5. LinkedIn 3 9
4 2012 LinkedIn LinkedIn Pulse 500 2014 LinkedIn 2 5000 300 100 LinkedIn LinkedIn LinkedIn 5,884,000 588 4,000 1.9M 196 3,279 12K 1 2,036 4,000 4,383 LinkedIn 135,000 13 5,000 LinkedIn 192K 19 2,768 1,600 1,678 400 456 LinkedIn 30,000 49 22 10
5 : LinkedIn LinkedIn SlideShare LinkedIn LinkedIn 200 e Adobe Hootsuite TM Percolate Salesforce Shoutlet Spredfast Sprinklr LinkedIn B2BLinkedIn LinkedIn 1 % 0 10 20 30 40 50 60 70 80 90 100 B2B Marketing 2016 Benchmarks, Budgets, and Trends North America, Content Marketing Institute / Marketing Profs 11
5 1 LinkedIn LinkedIn LinkedIn 5 1. 2. 3. 4. 5. CPL 2 LinkedIn LinkedIn Kinvey Hubspot 12
5 BrightEdge LinkedIn 10 9 60 LinkedIn E developer. linkedin.com LinkedIn LinkedInLinkedIn 200 2014 10 LinkedIn LinkedIn TopRank Online Marketing CEO Optimize, Public Speaker: Integrated Search, Social, and Content Marketing 13
5 LinkedIn 1. 2. 3. 4. 5. LinkedIn LinkedIn LinkedIn 1 LinkedIn Twitter Facebook Google+ 91% 64% 29% 27% 16% 3 1 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, 2013. N = 500 U.S. digital marketing and media professionals The 2014 Professional Content Consumption Report, LinkedIn Report, Q2,14 14
5 4-1-1 4-1-1 Tippingpoint Labs Twitter LinkedIn 1 1 4 LinkedIn 4-1-1 1 1 4 : Tippingpoint Labs. www.tippingpointlabs.com 15
5 LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn Pulse LinkedIn CMO/CEO LinkedIn LinkedIn 3 1. LinkedIn 2. 3. LinkedIn Pulse 16
5 SlideShare LinkedIn SlideShare 75 SlideShare SlideShare SlideShare LinkedIn PDF 40 SlideShare 7,000 1 400 SlideShare SlideShare 1. LinkedIn SlideShare 2. 3. SlideShare LinkedIn 300 x 250 SlideShare SlideShare SlideShare 3 SlideShare SlideShare SlideShare LinkedIn SlideShare 6,000 Feldman Creative 17
5 SlideShare 9 1. 10 30 2. 10 30 19 3. 1 24 4. 5. 6. SEO SlideShare 7. SlideShare Twitter 8. 9. SlideShare SlideShare SlideShare LinkedIn SlideShare 1500 2013 12 5 B2B SlideShare SAP NewsCred 18
6 LinkedIn LinkedIn LinkedIn Sponsored InMail Display Ads Sponsored InMail 19
6 LinkedIn LinkedIn PDF LinkedIn Sponsored Update LinkedIn Sponsored Update LinkedIn 200 20 1 2 2 4 20
6 LinkedIn Sponsored Update Sponsored Update LinkedIn Sponsored YouTube SlideShare LinkedIn 21
6 Sponsored InMail Sponsored InMail LinkedIn LinkedIn LinkedIn Sponsored InMail LinkedIn LinkedIn 3 4,700 LinkedIn LinkedIn Sponsored InMail LinkedIn 22
6 LinkedIn Display Ads LinkedIn Display Advertising LinkedIn Display Ads LinkedIn Premium Display Advertising LinkedIn Display Advertising LinkedIn 1 2 LinkedIn Display Advertising LinkedIn Display Advertising Sponsored Poll LinkedIn 1,324 97 IAB LinkedIn LinkedIn B2B The Funnelholic www.funnelholic.com) 23
6 60% LinkedIn LinkedIn.com LinkedIn LinkedIn IAB 24
7 LinkedIn KPI LinkedIn 2 LinkedIn 2 LinkedIn LinkedIn LinkedIn LinkedIn KPI 25
7 LinkedIn LinkedIn LinkedIn Sponsored Update LinkedIn 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 1,000 800 600 400 200 0 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
7 LinkedIn LinkedIn LinkedIn 4 LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn Sponsored Update LinkedIn 1 7,000 1 LinkedIn LinkedIn LMS LMS LinkedIn *LinkedIn 2015 9 2015 12 1 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
LINKEDIN LinkedIn 3 4,700 6 LinkedIn Marketing Solutions LinkedIn LinkedIn LinkedIn LinkedIn LinkedIn API LinkedIn Marketing Solutions LinkedIn Corporation 2016 28