HP FY12 Global Brand Campaign Pitch Deck

1. Marketing Solutions
Where business happens
HP FY 2012 Corporate
Brand Campaign
Feb 22, 2012
Sandy White
Account Executive,
LinkedIn Marketing Solutions

2. Harness the Power of LinkedIn and HP to Incite Moves that Matter Across a Social Graph
Global Company Page/ HP Employee Targeting
Building Follower Distribution Model Visualizations/Infographics
Partnership
Foundation
14%
8%
7%
5%
Exposure to HP Corp Campaign
New Technology Custom Research
Video
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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3. A Globally Connected Network
150,000,000+
registered members (as of Nov 2011) UK
8.5M+
DACH
2M+
France
3M+
Canada
5M+ Europe
USA 26M+
59M+
China
Mexico
2M
2.1M+ India
Brazil 13M+
Australia
7M+
2M+
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial

4. 13,500,000+ HP Target Audience on
LinkedIn
1,000,000+ Enterprise ITDM’s
Enterprise ITDM’s Currently
1,101 Following LinkedIn
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial

5. Why Followers
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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6. There are only a few social platforms that can deliver on a global scale.
There is only One that can deliver to professionals in a professional context.
51% Platform Connections Killer Apps
of LinkedIn members did NOT visit
Facebook in the last 60 days.
Friends, Family &
Social Utility Social Gaming &
Colleagues
79%
Photo Sharing
Public Fans & Real time
of LinkedIn members did NOT visit
Twitter in the last 60 days. Communications Followers Micro-blogging
2x Professional
Network
Colleagues &
Business Contacts
Professional
Identity,
Connections &
more confident in the
information found on LinkedIn Insights
than any other social site
“I trust LinkedIn for professional up to date information on my
specific industry. I don’t trust the professional content
on Twitter or Facebook…they are gossip sites.”
– SVP Finance LinkedIn Audience 360 Survey, US, August 2011
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*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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7. Reason #1- Followers provide a purely B2B communication channel with massive scale
Average Number of 1st Degree Follower
HP Followers Connections Network
Employees- Employees- 4,426,327
164,113 78
Non-Employees- Non-Employees- 61,966,830
249,694 248
Proposed- Proposed- 38,100,000
300,000 127*
Total: 713,807 Followers Connected To 104,493,157 Members
By adding 300,000 followers, HP has the potential to reach over 100,000,000
members. Just one share away.
* Estimated Based on LI average.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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8. Reason #2- Our members expect updates, and are ready to become brand advocates.
“Yes, I want to receive “Yes, I would share this
Company Updates these updates .” kind of information.”
New job openings at the company 79% 63%
People in your network who have joined or left the company 73% 43%
News articles that are relevant to the company 69% 58%
Notifications of a launch of a new product or service 66% 59%
Information about a new project or initiative by the company 63% 60%
Notifications of new white papers, upcoming webinars, or conferences 46% 57%
Notifications of special offers, deals, or discounts 28% 63%
• Base: Respondents who said they would follow • Base: Respondents who said they would follow at
at least 1 company (n = 320) least 1 company (n = 320) & were interested in
receiving this specific update
Question: “What information about a company would Question: “What information would you be likely to
you like to receive in your LinkedIn network update share with people in your LinkedIn network?”
stream?”
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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9. Reason #3- The average member will only follow 2.8 brands. The competition sent these
messages out to over 1,000,000 followers in the past 12 hours.
568,427
followers
401,649
followers
236,139
followers
280,611
followers
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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10. Reason #4- Compared to Traditional Methods, Followers are more cost-efficient.
Comparison to CPL/Email Marketing
CPL/Email Follower
Cost Per Acquisition $30-$100 $15
Little
Accurate and
Data Quality Verification, Rar
ely Updated
Up To Date
Can Go to Junk Goes into
Message Delivery Folder or Stream on All
Address Platforms
Requires One Click
Manually
Virality Shares with
Entering
Addresses Entire Network
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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11. User Flow
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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12. Users Follow HP directly from Ad unit, HP is billed on Guaranteed Cost-Per-Follower Basis
Mike Omita
IT Director, Visa Inc.
San Francisco Bay Area I Financial
Services
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial

13. HP Segments their followers, and sends the content that matters to each group.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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14. Messages Reach Followers Regularly and Everywhere. Followers Engage Forever.
Message Reaches Users Across
Platforms, Including Where Ads Can’t
Homepage
HP Calling All IT Pros! Come Join HP and thousands of your peers at HP Profile
Discover 2012 in Las Vegas. Registration Now Available Here.
Like (35) • Comment (11) • Share
Chevron Loremipsum dolor sit amet, consecteturadipiscingelit.
Maurisrhoncusscelerisqueporttitor. Fusceviverrajustofermentum dolor volutpat.
Like (5) • Comment • Share
Mobile
Website
The Majority of Brand Followers on LinkedIn Plan to Follow
The Companies Forever.
LinkedIn Survey (n=363), US and Canada, October 2011
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial 14

15. Campaign Extensions:
Mobile and Custom Ideas
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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16. HIGHLY CONFIDENTIAL- DO NOT DISTRIBUTE
As an addition to this campaign, HP will be one of two
companies invited to view our groundbreaking new iPad
app, launching in 2012, and have first right of refusal to
sponsoring.
This opportunity will only be revealed under NDA.
LinkedIn users are 85% more likely to use a tablet
than the average online adult.
Source: 2012 Consumer Electronics Report, developed and analyzed by LinkedIn. Based on a December 2011 survey of 1,602 U.S. online
adults (801 U.S. adults from the general population (weighted) recruited via sample partner, Survey Sampling International, and 801 U.S.
LinkedIn members) who own one or more consumer electronics devices or plan to purchase one or more CE devices within the next year.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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17. Banners Use Member’s Profile Data to Tell Stories and Show Career Moves
User
Sees
Banner
and
Clicks
LinkedIn will build a custom application
that visualizes a member’s connections
by profile data for a personal story
within a context that matters.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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18. From HP’s Employees and Followers, LinkedIn finds and shoots inspirational
stories about moves that matter to be featured throughout the site.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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19. Value Add Elements
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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20. Using status updates and value added employee impressions to energize
the HP Employee base and create internal ambassadors.
There are over 164,000 HP employees on LinkedIn. HP can
target them through status updates, and as value-add, all HP
employees will see HP ads while logged in.
HP Ever Wonder how to best represent HP while using social media? See
LinkedIn’s guide to brand stewardship Here.
Like (35) • Comment (11) • Share
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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21. All Value-Added above $5MM Level.
Media Membership &
Social Impact
Performance Engagement
• Weekly Reporting • Likes
• Impressions/Uniques, CTR/
UCTR, Geo, Industry, and
• Follower Data • Comments
more • Custom Study • Shares
• Continued
Optimization • Engagement
Attitudinal/Brand Perception
• Brand Study • Custom Study
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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22. Standard Metrics for LinkedIn Brand and Ad Effectiveness Study
Efficiency of Targeting Plan Brand Penetration within Audience
59%
Members Targeted by Campaign 52%
38%
31%
Do you plan to purchase technology soution in the next 12 months? 17%
No = 23% Yes = 77%
A B C D E
Find the Key Targets Usage of HP vs. Competitors
Purchase Consideration Ad Recall by Level of Exposure
Unlikely Neutral Likely Control (page-view matched) Exposed to campaign
14%
Current Customers 14% 26% 59%
8%
7%
5%
Non-Customers 32% 43% 25%
Low High
Likelihood of Purchasing from HP
Exposure to HP Corp Campaign
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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23. What really Matters to Today’s Business Leaders?
Using the LinkedIn Research Network, LinkedIn will target and
poll thousands of C-Level business leaders, serving them a co-
created survey to find out what matters in 2012.
The results will be wrapped in a report for exclusive
distribution by HP through LinkedIn.
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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24. Contact Information
408 656 3115
swhite@linkedin.com
248 763 8857
ncordier@linkedin.com
*Integrations are suggested branded placements above standard media placements, and are subject to change and approval by LinkedIn editorial
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