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THE POWER OF CONNECTIONS
LINKING PEOPLE, BEHAVIOUR AND
DATA TO BUILD INSIGHTS




 19 Sept 2011

 Presented by:
 Christina Goodman
2
    2
650+    connections

  10,500+ new people in my
             network in the past
             month
7,195,052+   professionals in my
             reach

                        3
                                   3
OUR LIVES ARE MORE DIGITALLY-DRIVEN THAN EVER
BEFORE
THE AVERAGE CONSUMER IS MORE CONNECTED




                                                4
1.0
CONNECTING PEOPLE
THE POWER (AND SIZE)
           OF THE NETWORKS




                750m

                175m

                120m

                             6
NOT ALL NETWORKS ARE
                  CREATED EQUAL




                                  7
THINK BACK TO THE ROLADEX




                            8
                                8
THE LARGEST PROFESSIONAL AUDIENCE
AT YOUR FINGERTIPS WITH LINKEDIN


                             120M+
          200+                                   26M in Europe:
          companies
                                                 6M in the UK
  170+         All F500
               represented                       2M in NL
  industries
                                                 2M in France

                                                 1M in Spain

                                                2M in the Nordics

                                                2M in Italy

                                                1M in DACH




                                     Source: Internal Member Numbers from LinkedIn
                                                                                     9
10
     10
CONNECTING
THE MOST AFFLUENT BUSINESS AUDIENCE




                               Source: Europa TGINet 2010 R2 – FR, ES, D, GB
                                                                               11
WHAT ARE PEOPLE ACTUALLY DOING ON LINKEDIN?
HOW CAN I REACH INFLUENCERS?




                                                             12
                         Source: LinkedIn UK online survey, n = 1,376; fielded 5/4 – 6/3/10
NETWORKING IN THE PROFESSIONAL CONTEXT
WHAT DOES IT MEAN?




                                   DISCOVERING

                                    GATHERING

                                    SHARING


                                        DEBATING


                                  RECOMMENDING




                                   13
                                                   13
OUR MISSION




To connect the world’s
professionals to make them
more productive and successful




                                 14
WHAT PROFESSIONALS NEED TODAY
     TO MAKE FAST & EFFECTIVE DECISIONS




                     TRUST
IDENTITY
   &                            INSIGHTS
NETWORK
                                          15
PROFESSIONAL IDENTITY ECOSYSTEM
THE PROFESSIONAL PROFILE OF RECORD




                                     Connect
 Experience /
   Education
                                     Professional
                                     Details



                                     Recommendations
   Summary:
  Career and
 Professional
   Highlights

                                     Groups /
                                     Associations




                                                    16
COMPANIES CAN CREATE THEIR OWN IDENTITY



                                              Follow

                                           Recommend

                                           Viewer Aware
 Product / Service
     spotlight




    Feature
Product / Services




                                      17        17
77% TRUST THE INFORMATION ON LINKEDIN




             3%                                      77%



                  44%                                                15%



                  31%                                               25%



              22%                                                 37%



             3%                 88%




                           Source: LinkedIn UK online survey, n = 1,328; fielded 5/4 – 6/3/10
SIGNAL – WHO’S MENTIONING YOUR BRAND?
DATA-DRIVEN SOCIAL RELEVANCE
Keyword




 Relevancy




    Insight




                                        19   19
PROFESSIONAL INSIGHTS AND KNOWLEDGE SHARING
YOUR ESSENTIAL SOURCE FOR BUSINESS INTELLIGENCE



  Context

                                                         Follow




                                                  Data




       Share




 Critical Mass

                                                         20
2.0
TURNING DATA INTO INSIGHTS
professional
WHAT’S IN A NAME?




                       *Over represented names on LinkedIn
WE REACH MORE C-LEVEL EXECUTIVES DAILY
THAN ANY OTHER NEWS/BUSINESS SITE MEASURED




                                        Source: BE:Europe 2011
                                                        23
WE ALSO KNOW ABOUT C-LEVEL EXECUTIVES USING
LINKEDIN


                                     155% more likely to recommend



          33%                                                   15 yrs
      YoY Member Growth
                                                                   Av work experience




                                                                             Average Age
   54% more likely to have visited     146%
      LI within the last 7 days       More Connected

                                                                              42
                                          Source: LinkedIn Insights UK. Benchmark: Entire UK Audience
                                                                                                        24
CxO’s PRIMARY USE OF LINKEDIN:
NETWORKING



                                            40


                                            35
    Average page views when using section




                                                                                                                Profile Viewing
                                            30
                                                                                People Search

                                            25

                                                                      Groups
                                            20                                                  Home Page
                                                      Jobs                                                                Inbox

                                            15


                                            10                       Address Book
                                                                   Company
                                             5


                                             0
                                                 0%          20%          40%                   60%                 80%                 100%
                                                                        % of visitors using section when visiting




                                                                                                                    Source: LinkedIn Panorama, UK, May 2011   25
MOST SEARCHED COMPANIES ON LINKEDIN
THE POWER OF CONNECTIONS




                           27
EACH ACTIVITY HAS A VIRAL EFFECT
THANK YOU!
Christina Goodman
Research & Insights, LinkedIn
@chrgoolondon
cgoodman@linkedin.com

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Christian Goodman: The Power of Connections

  • 1. THE POWER OF CONNECTIONS LINKING PEOPLE, BEHAVIOUR AND DATA TO BUILD INSIGHTS 19 Sept 2011 Presented by: Christina Goodman
  • 2. 2 2
  • 3. 650+ connections 10,500+ new people in my network in the past month 7,195,052+ professionals in my reach 3 3
  • 4. OUR LIVES ARE MORE DIGITALLY-DRIVEN THAN EVER BEFORE THE AVERAGE CONSUMER IS MORE CONNECTED 4
  • 6. THE POWER (AND SIZE) OF THE NETWORKS 750m 175m 120m 6
  • 7. NOT ALL NETWORKS ARE CREATED EQUAL 7
  • 8. THINK BACK TO THE ROLADEX 8 8
  • 9. THE LARGEST PROFESSIONAL AUDIENCE AT YOUR FINGERTIPS WITH LINKEDIN 120M+ 200+ 26M in Europe: companies 6M in the UK 170+ All F500 represented 2M in NL industries 2M in France 1M in Spain 2M in the Nordics 2M in Italy 1M in DACH Source: Internal Member Numbers from LinkedIn 9
  • 10. 10 10
  • 11. CONNECTING THE MOST AFFLUENT BUSINESS AUDIENCE Source: Europa TGINet 2010 R2 – FR, ES, D, GB 11
  • 12. WHAT ARE PEOPLE ACTUALLY DOING ON LINKEDIN? HOW CAN I REACH INFLUENCERS? 12 Source: LinkedIn UK online survey, n = 1,376; fielded 5/4 – 6/3/10
  • 13. NETWORKING IN THE PROFESSIONAL CONTEXT WHAT DOES IT MEAN? DISCOVERING GATHERING SHARING DEBATING RECOMMENDING 13 13
  • 14. OUR MISSION To connect the world’s professionals to make them more productive and successful 14
  • 15. WHAT PROFESSIONALS NEED TODAY TO MAKE FAST & EFFECTIVE DECISIONS TRUST IDENTITY & INSIGHTS NETWORK 15
  • 16. PROFESSIONAL IDENTITY ECOSYSTEM THE PROFESSIONAL PROFILE OF RECORD Connect Experience / Education Professional Details Recommendations Summary: Career and Professional Highlights Groups / Associations 16
  • 17. COMPANIES CAN CREATE THEIR OWN IDENTITY Follow Recommend Viewer Aware Product / Service spotlight Feature Product / Services 17 17
  • 18. 77% TRUST THE INFORMATION ON LINKEDIN 3% 77% 44% 15% 31% 25% 22% 37% 3% 88% Source: LinkedIn UK online survey, n = 1,328; fielded 5/4 – 6/3/10
  • 19. SIGNAL – WHO’S MENTIONING YOUR BRAND? DATA-DRIVEN SOCIAL RELEVANCE Keyword Relevancy Insight 19 19
  • 20. PROFESSIONAL INSIGHTS AND KNOWLEDGE SHARING YOUR ESSENTIAL SOURCE FOR BUSINESS INTELLIGENCE Context Follow Data Share Critical Mass 20
  • 22. professional WHAT’S IN A NAME? *Over represented names on LinkedIn
  • 23. WE REACH MORE C-LEVEL EXECUTIVES DAILY THAN ANY OTHER NEWS/BUSINESS SITE MEASURED Source: BE:Europe 2011 23
  • 24. WE ALSO KNOW ABOUT C-LEVEL EXECUTIVES USING LINKEDIN 155% more likely to recommend 33% 15 yrs YoY Member Growth Av work experience Average Age 54% more likely to have visited 146% LI within the last 7 days More Connected 42 Source: LinkedIn Insights UK. Benchmark: Entire UK Audience 24
  • 25. CxO’s PRIMARY USE OF LINKEDIN: NETWORKING 40 35 Average page views when using section Profile Viewing 30 People Search 25 Groups 20 Home Page Jobs Inbox 15 10 Address Book Company 5 0 0% 20% 40% 60% 80% 100% % of visitors using section when visiting Source: LinkedIn Panorama, UK, May 2011 25
  • 26. MOST SEARCHED COMPANIES ON LINKEDIN
  • 27. THE POWER OF CONNECTIONS 27
  • 28. EACH ACTIVITY HAS A VIRAL EFFECT
  • 29. THANK YOU! Christina Goodman Research & Insights, LinkedIn @chrgoolondon cgoodman@linkedin.com