1. 1Marketing Solutions
Where business happens
Marketing Solutions
Value of a Follower: Consumer
Electronics Case Study
LinkedIn Insights
12 June 2012

2. 2Marketing Solutions
Contents
2
Research
 Followers of a global consumer electronics
brand on LinkedIn
 Brand Impact:
– Purchase Consideration
– Likelihood to Recommend
 Technology usage, consideration, and spend
 Influencer & Adopter Behavior
 Reach and Receptivity
Audience

3. 3Marketing Solutions
LinkedIn Followers are Brand X’s most valuable social
media asset
54% will spend over
$1000 U.S. on consumer
electronics in the next 12
months vs. 29% for
general US population
Incremental &
valuable consumers
55% are only following
Brand X on LinkedIn
Ready to buy
88% are in-market for a
smartphone in the next 12
months
1.6x more likely to own
a smartphone vs. general
US population
3x more likely to
consider purchasing
Brand X’s products than
non-followers
33% increased
purchase consideration
after becoming a follower
2x more likely to
recommend Brand X
products than non-followers
82% state others come to
them for advice about
technology vs. 52% for
general US population
78% state their friends or
colleagues often act on their
advice or recommendations
about technology
37% increased likelihood
to recommend after
becoming a follower
Influential Easier to reach
and impact
1.6x more LinkedIn
followers see updates
than Facebook fans
46% chose
LinkedIn as a source
that affects their
Decision Making
when it comes to
technology
69% of U.S. households
make over $75,000 per
year

4. 4Marketing Solutions
LinkedIn is the preferred destination for Brand X’s
Followers
4
Base: N=303 Brand X Followers
Survey Question: Do you Follow or Like Brand X on other social networks or websites?
55%
“
LinkedIn gives me the best overall
information for following and
liking Brand X… I do not follow
Brand X on any other site
“
Follow Brand
X only on
LinkedIn
54%
39%
24%
19% 18%
LinkedIn Facebook Google+ YouTube Twitter
I prefer to learn about new products
from Brand X on the following social
media sites…

5. 5Marketing Solutions
54% of U.S. Brand X Followers intend to spend over a
$1,000 on technology products in the next year
Base: N=94 U.S. Brand X Followers. Comparison to US Online Population made with research conducted by LinkedIn with sample partner, Survey Sampling
International (SSI). N=801 members of the general online U.S. population, recruited via SSI. January 2012. Spend estimates provided in U.S. Dollars.
Survey Question: Please estimate how much you think you will spend on technology products within the next 12 months.
39%
33%
29%
18%
29%
54%
Less than $500 $500-999 $1000 or more
2012-2013 Household Technology
Spending
(% Agreed – U.S. Market Data)
US Online Population Brand X Followers
2X
69%
of households make
over $75,000 per year

6. 6Marketing Solutions
Brand X Followers are 1.6X more likely to own a
smartphone and 88% are in-market within the next 12
months
51%
82%
Smart phone
Mobile product usage
(% Agreed)
US Online Population Brand X Followers
Base: N=303 Brand X Followers. Comparison to US Online Population made with research conducted by LinkedIn with sample partner, Survey
Sampling International (SSI). N=801 members of the general online U.S. population, recruited via SSI. January 2012.
Survey Question: Which of the following technology products do you own or use on a monthly basis, and which do you plan to purchase in the next 12
months? Select all that apply.
88%
In-market for a
smartphone within the
next 12 months
1.6X

7. 7Marketing Solutions
Followers are more likely to consider purchasing
Brand X
Base: N=303 Brand X Followers. Comparison made to N=308 non-Brand
X Followers. Survey Questions: Consideration: Please indicate how
likely are you to consider Brand X in your future purchase
17%
63%
% Very likely to consider purchasing
(top box)
Non-Followers Brand X Followers
Brand X Future Purchase
Consideration for Followers
3X
Increased Purchase
Consideration
33%
Base: N=303 Brand X Followers.
Survey Question: For each of the following statements, please indicate
how has your relationship with Brand X changed since you started
following the company on LinkedIn?
Change in Purchase Consideration
for Brand X After Becoming a
Follower

8. 8Marketing Solutions
Followers are technology influencers who use LinkedIn
as a primary source of trusted information
Base: N=303 Brand X Followers. Comparison to US Online Population made with
research conducted by LinkedIn with sample partner, Survey Sampling
International (SSI). N=801 members of the general online U.S. population, recruited
via SSI. January 2012.
Survey Question: Please indicate whether you agree or disagree with the following
statements.
n/a
54%
78%
82%
Friends or colleagues
often act on their
advice or
recommendations
about technology
Others come to me for
advice/info about
technology
Technology Adoption Traits
(% Agreed)
Brand X Followers US Online Population
15%
18%
18%
21%
23%
25%
28%
42%
46%
51%
Microblogs (e.g. Twitter)
Web-based events, webinars, or
webcasts
Personal blogs
Wikis or Wikipedia
E-mails/e-newsletters from a
company
Online/digital advertising
Social networking sites (e.g.
Facebook)
Discussion forums, support sites
Professional social networking
sites (LinkedIn)
Company websites
Trusted Sources of Online
Information
(% Agreed)
Base: N=303 Brand X Followers
Survey Questions: Sources: Which sources of information affect your
decision making process when it comes to technology? Select all that
apply; Trusted Sources: Of the following sources of information that
affect your technology decision making, to what extent do you trust each
of the following sources?

9. 9Marketing Solutions 9
Followers are more likely to recommend Brand X
21%
48%
% Promoters (top 2 box likely to recommend based on users)
Non-Followers Brand X Followers
Likelihood to Recommend Brand X for
Followers
2X
Increased Likelihood to
Recommend
37%
Base: N=303 Brand X Followers. Comparison made to N=308 non-Brand
x Followers. Survey Questions: Recommendation: On a scale of 0-
10, how likely would you be to recommend Brand X to your friends or
colleagues?
Base: N=303 Brand X Followers.
Survey Question: For each of the following statements, please indicate
how has your relationship with Brand X changed since you started
following the company on LinkedIn?
Change in likelihood to recommend
Brand X after becoming a Follower

10. 10Marketing Solutions
Current updates reach 1.6x more followers than Facebook
average, with potential to dramatically increase reach
10
Percent of followers who see an
individual post
26%
16%
Brand X
Follower
average reach
per update
Facebook fan
reach per
update
(general
average)
~1.6x
0%
10%
20%
30%
40%
50%
60%
70%
80%
1-2 3-5 6-10 11-15 16-20 21-40 41+
%ofFollowersReached
Monthly # of Updates Sent
% of Followers Reached per Month
Best in class
companies reach 85%
of LinkedIn follower
base every month
Current Brand X
average
Potential
reach with
more
frequent and
targeted
updates
Source: Techcrunch for FB reach; Internal LinkedIn data for reach

11. 11Marketing Solutions
Thank You
11

12. 12Marketing Solutions 12
Research Overview
Methodology  LinkedIn Follower Impact research
 Online survey interviews
 Members incentivized
Research Sample  Total sample: N=303
 Acquired: N=263
 Organic: N=40
Markets  US: N=95 (all spend data reported is for
U.S. market only in U.S. Dollars)
 UK: N=103
 Australia: N=105
Fieldwork  29 April – 4 May, 2012

13. 13Marketing Solutions 13
Affluent, Educated, Innovative, Influential & Early Adopters
Brand X Followers are affluent (69% $75K+ U.S. HHI), 29% with post graduate education, 31% Director or
higher in their company, 65% find latest technology important to their professional image
LinkedIn is the professional destination of choice
for Brand X’s Followers
78%
Males
65%
Ages 25-44
78%
Technology decision makers in their household
88%
In-market for a smart phone
within the next 12 months
40%
Work for a small business
(1-50 company size)
31%
Enterprise business
(1,001+ company size)
27%
Medium business
(51-1,000 company size)
82%
Are influential (vs. 54%
US online population)
48%
Are early adopters (vs.
42% US online population)

14. 14Marketing Solutions
High spending U.S. Brand X Followers intend to
purchase smartphones and tablet PCs in the next 12
months
14
Base: Left: N=94; Right: N=61 Brand X US Followers only with spend estimates provided in U.S. Dollars.
Survey Question: Please estimate how much you think you will spend on technology products within the next 12 months.
18%
29%
54%
2012-2013 Technology
Spending (US Market Data)
Under $500 $500-999 $1,000 or more
64%
Of U.S. Brand X
Followers are in-
market within 12
months for
technology
products and
intend to spend
$1K+
89%
38%
21%
Smart phone Tablet PC eReader
Products Intend to Purchase
(Next 12 months among $1K+
spenders – US Market Data)

15. 15Marketing Solutions
Brand X Followers are very likely to recommend and
revisit the company page
15
11%
5%
33%
25%
56%
70%
Likelihood to Recommend
Likelihood to Revisit
Bottom 2 Box (Very Unlikely/Somewhat Unlikely) Neutral Top 2 Box (Very likely/Somewhat likely)
Base: N=187 Brand X Followers/Company page visitors
Survey Question: Recommend/Revisit: How likely are you to revisit or recommend the Brand X company page to other members on LinkedIn?