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What’s New and Trending for B2B Marketers
Leela Srinivasan, Director of Marketing, LinkedIn
BMA Carolinas
November 20, 2013

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My LinkedIn career started with an InMail
@leelasrin
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The LinkedIn Network
Global Footprint
259M+
UK
Registered members as
of October 29,2013
38%
NL
13M+
+
France
6M+
Spain
5M+
Canada
68%
8M+
Europe
57M+
USA
84M+
EMEA
74M+
Of LinkedIn members are
outside of the USA
30M+
Italy
5M+
YOY
Member Growth
4M+ DACH
4M+
Students & Recent College
Graduates on LinkedIn
Brazil
15M+
S. Africa
2M+
APAC
46M+
UAE
1M+
India
21M+
SE Asia
8M+
Singapore
1M+
Australia
5M+
(Fastest growing demographic)
@leelasrin
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Our mission
Connect the world’s professionals to make
them more productive and successful
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What’s in it for you?
% of social media traffic
to corporate sites
Comparison of social
platforms for lead gen
LinkedIn
Facebook
Twitter
Other
Source: Investis Audience Insight Report, Q3’13
@leelasrin
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On professional networks, members look for career
information & updates from companies
@leelasrin
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What is the #1 activity on LinkedIn?
Viewing Connections’ Profiles
@leelasrin

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1:1
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@leelasrin
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10.
Jason Seiden, CEO, Ajax Workforce Marketing

11.
Before
Our own recruiting team recently optimized their profiles
@leelasrin

12.
After
New headline
New professional
photo
Increased reach
7x likelier
Summary section
with rich media
@leelasrin

13.
Built out work history
with rich media
Added Volunteers &
Causes Section
1 in 5
@leelasrin

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Added additional
skills
Rich media in
Education section
@leelasrin

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Rich profile data drives your ability to target
GEOGRAPHY!
GROUP!
INDUSTRY !
JOB TITLE!
JOB FUNCTION!
PAST COMPANY NAME!
SENIORITY!
SKILLS & SPECIALTIES!
COMPANY SIZE!
SCHOOL NAME!
©2013 LinkedIn Corporation. All Rights Reserved.
@leelasrin
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1 : many
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>3 million Company Pages on LinkedIn
@leelasrin
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>3 million Company Pages on LinkedIn
@leelasrin
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>3 million Company Pages on LinkedIn
@leelasrin
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>3 million Company Pages on LinkedIn
@leelasrin
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Announcing Showcase Pages (yesterday!)
@leelasrin
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Creative Check list
1. Page Name (Up 60 characters max)
2. Logo (Dimensions: 100x60px)
3. Page Description (70-200 characters)
4. Square logo (50x50px)
5. Hero image (976x330px)
6. Featured groups – Choose 3 LinkedIn
@leelasrin

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@leelasrin

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Don’t over-target!
Profile data is rich (but
also user-generated)
@leelasrin

25.
As with other social platforms, incorporate visuals to
drive engagement
98% higher comment rate
YouTube video links drive a 75% higher share rate
Images result in a
@leelasrin
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Be the world’s most interesting company on LinkedIn
•
•
•
•
Be concise and snappy
Include a clear CTA
Consider thoughtful questions
Develop an ed cal; mix it up
@leelasrin
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THE IDEAL
TEXT
PULSE (LINKEDIN TODAY)!
GOOGLE ALERTS!
PRODUCT LAUNCHES!
INDUSTRY
PUBLICATIONS!
INDIVIDUAL BLOG!
THOUGHT LEADERS!
PHOTO!
POP CULTURE!
INTERNAL COMMUNICATIONS!
YOUTUBE!
HIRING TEAM!
HUMOR!
@leelasrin

28.
We all need a little humor. Even in a professional context.
@leelasrin
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RESULTS
Sponsor the good/ important stuff
144 clicks ! 5,012 clicks
10x impressions
700 webinar attendees
Strong ROI
@leelasrin
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now also part of the LinkedIn family
Rich | Viral | SEO
@leelasrin
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A few “classic” paid solutions I’m not covering today
Premium
Display Ads
Sponsored
InMail
Self-Service
Ads
@leelasrin
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many : many
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218,079
100%
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Salesforce CEO Marc Benioff mobilized his employees
@leelasrin
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A home-grown example: my new boss’s profile…
@leelasrin
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… links to a story about “Why is LinkedIn So Cool”
• Homegrown brand story
• 274K views
• Humanizes our brand
@leelasrin
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everywhere
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38% of our unique monthly visitors come through
mobile apps
@leelasrin
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Intro
@leelasrin
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Pulse
@leelasrin
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1:1
1 : Many
Many : Many
Everywhere
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Blog.linkedin.com
Marketing.linkedin.com
Talent.linkedin.com
Questions?
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