4. Enabling Companies to Achieve Key
Objectives
PRECISE TARGETING
Authentic Profile Data
5. LinkedIn’s Global Footprint
225M+
Registered members as
of January 9, 2013
3M
+
Australia
17M+
India 4M+
SE Asia
6M
+
Canada
70M+
USA
10M+
Brazil
Europe
Americas
34M+
APAC39M+
80M+
2M
+
DACH
3M
+
Italy4M
+
France
3M
+
Spain
3M
+
NL
10M+
UK
125M+
Monthly Unique
Visitors
63%
Of LinkedIn members
are outside of the US
EMEA
50M+
UAE
1M+
1M
+
Sweden
1M
+
Belgium
Global Reach at Scale
6. 1 in every 3 Professionals in the world are LinkedIn
55%
2
College grad or post grad
$83K
2
Average household income
Business Decision Makers
7.9M
1
Sources: 1. Internal LinkedIn data, October 2012; 2. The Nielsen Company @ Plan Rel 4 2011; 3. comScore US Media Metrix
Data, September 2012
3
2xMore buying power than
average Internet sites
9. Professional NetworksPersonal Networks
Career info
Updates on brands
Current affairs
Info on friends
Info on personal interests
Entertainment updates
Source: Q10a– Information to receive
Base: Professional SN users (5204) Personal SN users (8692)
LinkedIn Users are Actively „Leaning In‟ and
Participating in a Professional Dialogue
26% higher than
personal
1
2
3
9
“Spend Time” dd“Invest Time”
10. Content Engagement
is our core
10
6XMore engagement with
content vs. jobs
BRANDS
2.7MM Company Pages
Company Updates
SlideShare
Groups
THOUGHT
LEADERS
200+ Influencers
NEWS
1.3MM Publishers
LinkedIn Today
PEERS
1.5MM Groups
Connections
12. The value we bring to Marketers
Audience
Affluent, in-market
decision makers
Context
Professional
environment engenders
trust and confidence
Impact
Network effect extends your
marketing beyond the initial
investment
13. ….Driving superior results
2xmore likely to purchase
and recommend1
Company Followers
4xbetter vs. Twitter and
Facebook2
B2B conversions
50%more likely to
purchase from a
company they engage
with on LinkedIn3
Company Presence
Sources: 1. Client Follower research study in the U.S., 2012; 2. Hubspot study of 3,128 B2B companies in 2011; 3. LinkedIn
Follower Research, 2012
17. 17
 Ensure standout; just one
message is sent every 60
days
 Prompt user to take action
with customizable
response button
 Encourage on-going
dialogue with optional
social widgets
InMail lets you Speak Directly to your Audience
Strong Engagement
 Send a personalized message directly to a member’s inbox
18. Sponsored Polls Engage around Topics Relavent to
your Company
18
 Receive timely
intelligence from a
targeted focus group
 Encourage interaction
that fuels earned media
 Tailor the experience with
ads displayed by user
response
19. 19
Sponsored Groups create a community around
your Brand
 Create a branded community where members discuss topics that
matter to them
 Influence organic discussions
with potential advocates
 Demonstrate thought
leadership and build loyalty
 Own ad space in the Group to
distribute content
21. Which plan is right for your business?
• Interest and needs
Which plan is right for your business?
• Size and expense
Custom Applications
 Create an engaging personalized member experience using LinkedIn
data
23. Priority Accounts and Joint Planning
Analyze & Optimize
Engage Followers:
Post Updates
Build Community:
Acquire Followers
Establish Presence:
Develop branding assets
xyzCo
xyzCo
Ed Franklin
Grow Your Career by
Following:
XYZ.CO
Cecile, get the latest on XYZ.CO
Jobs, News & more!
XYZ.CO
Grow Your Career by Following:
XYZ.CO
Cecile, get the latest on XYZ.CO
Jobs, News & more!
XYZ.CO
#Hiretowin
26. Professional and affluent audience
1Society for New Communications Research, US 2010
2LinkedIn Audience 360 Survey, US, August 2011
90%of professionals use social media to get access to thought
leadership and information they couldn’t get elsewhere1
81%of LinkedIn members prefer to have separate social
networks for their personal and professional lives2
3 out of 4professionals rely either lightly or heavily on professional
networks to support business decisions1
27. Our Marketing Solutions
All powered by our precise and authentic targeting
Company Pages
- Follower Updates (free)
- Sponsored Content to non-
followers (paid)
Social Ad: Follow Company
Groups
- Enhanced 100% SOV Ad
Units
- Custom – Custom Right Rail
- Managed – Custom Right Rail
& Editorial Curation
Social Ad: Join Group
Mobile
- Mobile – sponsored content
- iPad –
- Sponsored content
- Targeted Display
- Full Page takeovers
Slideshare
Channels, Sponsorship, Banners
APIs/Plug-Ins
Custom Executions built by
LinkedIn Certified Developers
(CDP)
Standard Display Ads
300x250, 1x1 text
link, 728x90, 160x600
Sponsored InMails
Sponsored Polls
Content Modules
Exp video content modules
Slideshare Content Modules
Social Ads
Join Group & Follow Company
SocialCore
PRECISE TARGETING
Authentic Profile Data
API / Off-Platform
Hinweis der Redaktion
Ever since we were founded in 2003, LinkedIn’s mission as been to connect the world’s professionals to make them more productive and successful. Everything we do is member first. For example, 20% of our revenues are reinvested into our member products and platform vision.Around 1,000 new products are being BETA tested by members every week, ensuring only the most beneficial make it through.
Today we are going to focus on Marketing Solutions, but it’s important to understand that LinkedIn is also a powerful tool for companies to find and hire the best talent as well as identify and acquire new customers. All this is achieved by our scale, social engagement on the platform and LinkedIn’s precise and authentic targeting capabilities.We are able to do this in an unprecedented way due to the convergence of two unique trends:Scalable infrastructure that connects hundreds of millions of people in milliseconds, andExtraordinary shifts in online behavior related to the way people represent their identities, build their networks and share information and knowledge. This is fundamentally changing the world in the way we live, play, and, of course, work. And that’s where LinkedIn is focused: on fundamentally transforming the way the world works.
LinkedIn is the most effective place to engage with professionalsLinkedIn enhances a company’s brand presence and helps to build trusted consumer relationships with high quality audiences at scale. LinkedIn enables companies to engage with professionals in unprecedented ways, e.g. seniority, functional area, type of company, size of company, geography, etc. When combined with highly effective tools -- such as the company follower model, i.e. the ability to target a company's followers with status updates, white papers, headlines, new product announcements, etc.; custom groups; and special editions of LinkedIn Today, -- LinkedIn enables companies to deeply engage with one of the most influential, affluent, and highly-educated audiences on the Web.  LinkedIn’s audience enables marketers to target at scale the highest composition of influential, affluent and educated decision makersMembers have 2X more buying power than average, more than other top 5 social media sites$83k HHI average for members in US3.9MM CXOs and VPs among our members55% of members are college grads or have post-grad degrees
Time on LinkedIn isn’t simply spent (as it is on other social sites). Time on LinkedIn is invested in building professional identities, seeking insights, and making connections that enable our more than 200 million members be great at what they do.We call this the professional mindset.The professional mindset clearly distinguishes LinkedIn from Facebook, Twitter, and online communities that exist primarily in a personal context.When engaged on LinkedIn, members place their focus on professional growth and advancement. As a result, our members are highly receptive to advertising, content, and experiences that can help make them more knowledgeable and, ultimately, more successful.
Anotherkey finding from the researchis that there is a huge difference between the content people expect on the different networks. Personal network users are looking for content and info that gives immediate gratification – info on friends, entertainment, updates on their personal interestsProfessional networks users want content that can help them build for the future – info related to their work and careers and updates from brands they are interested in. When we asked people what type of information they wanted to hear from brands/companies/products, the personal side was about hobbies, entertainment, concert updates, etc. The professional side was about how to improve yourself, how to be better in your career and in your industry, they want brands to talk to them in a relevant way to tap into this type of content.You can build relationships with professionals by sharing insights and listening.
Driving this increased engagement is the fact that LinkedIn has evolved into a professional publishing platform. Our members are 6 times more engaged with content on LinkedIn vs our jobs properties. LinkedIn members are investing time in content from four primary sources:Brands, 2) Thought Leaders 3) News and 4) Peers And the LinkedIn products that deliver this content are:Brands – Company Pages, Company Updates, SlideShare, GroupsLinkedIn members choose to follow the companies that they want to hear from, engage with content these companies post to SlideShare, and join Groups built or sponsored by these companiesThought Leaders – Influencers Members are getting unique content that they can’t get anywhere else by following Influencers. The Influencers program includes over 220 of the most influential thought leaders, from Richard Branson to President Obama.On LinkedIn, Influencers have become publishers virtually overnight, attracting – in the case of Richard Branson – 1.3million followers that engage with and share their content – posting hundreds of thousands of comments. (March 1, 2013) Companies have the same opportunity on LinkedIn. News – LinkedIn TodayThere are more than 40 industries and 480 news sources to follow on LinkedIn Today.Since LinkedIn Today was integrated into the LinkedIn Homepage in July 2012, traffic to 3rd party publishers is up nearly 60% Peers – Connections, Fellow Group Members Members visit their homepage and read their news feed to see what their connections are sharing. Since their connections are usually people in the same industry or function, they typically share information that is extremely relevant and useful.Â
Brands that engage on LinkedIn drive relationships and superior resultsLinkedIn company followers are 2X more likely to purchase & recommend than non-followersLinkedIn is 4x better for B2B conversions vs. Twitter and FB, and generates 3x more leads than FB Members are nearly 50% more likely to purchase from a company they engage on LIOur clients have seen success with the formula Audience + Context = ResultsSecondaryAdditionally, LinkedIn provides companies an easy way to activate their most valuable influencers and evangelists -- their employees -- who are increasingly using LinkedIn. Â By distributing relevant and valuable news and information to these employees, companies can reduce the friction inherent in traditional communication channels and can subsequently increase the likelihood that the right messages enjoy viral distribution to the right audiences. Â
Setting the Stage: Social Transformation, Personal vs. Professional LivesSocial Media Environments MatterSocial media environments are not made equally. In our personal lives, we may use social media to share photos and videos or play games with our family and friends. Meanwhile, 90% of professionals use social media to get access to thought leadership and information they couldn’t get elsewhere (Society for New Communications Research, 2010)Three quarters of professionals rely either lightly or heavily on professional networks to support business decisions (Society for New Community Research, 2010)These differences in social media environments drive 81% of LinkedIn members to have separate social networks for their personal and professional lives (Source: LinkedIn Audience 360 US Member Study, Aug 2011)
Don’t forget about...Segments: Influencer Segment, Custom Segments:http://bit.ly/NJPIRX *Coming Soon - YUM (young and upwardly mobile) & Degree TargetingPackages: Profile Decoder, Managed Groups, iPad Sponsorship, Sponsor Your Employees, Career Changers, Sign-out Page (beta), Member Get Member (Coming Soon)