Educated global digital marketing team of Fortune 500 client on research taken from BE:Europe Business Elite study and data on C-Suite behaviour on LinkedIn.

1. 2012 UK
Business Elite Research

2. Data Sources…
BE:Europe study is based on survey of senior business executives
from 59,787 companies in 17 countries across Europe, either
with 250+ employees or £40m+ annual turnover
LinkedIn’s internal data, taken from over 1.1M C-Suites
in the UK
The longest established single source marketing and
media survey in Britain
eMarketer covers digital marketing, media and
commerce, offering insights essential to navigating the
changing, competitive and complex digital environment.

3. On average, BE:Europe executives are involved in
annual purchase decisions worth £6.2 million. This
equates to a total business spend in excess of £2.4
trillion across the total universe of executives.

4. UK Business Elite engage with content across multiple media
channels…
99% Almost 100% of the
UK’s top Business
Executives access BBC
monthly.
71%
55%
50% LinkedIn & Twitter are
43% 41% the only 2 platforms in
this set available via web
29% or smartphone only.
26% 24%
20%
Channels Measured:
*Net unduplicated Reach – Monthly TV, Print, Website, Smartphone
Source: BE:Europe 2012
& Tablet Reach Base: GB Data Only

5. Global Executives are engaged with media at all times of day…
Media Consumption of Senior Executives Worldwide, By Time of Day, Oct 2011 Senior Executives…
80%
Are 72% more likely
to watch TV than use
a computer after
work.
60%
Radio
Are consuming media
40%
National most via computers with
Newspaper
an average consumption
Computer
of 35%
Mobile/tablet
20%
TV Are most likely to use
Industry trade
mobiles or tablets
journals during the work day.
0%
Channels Measured:
Source Emarketer, Oct 2011

6. Digital, and more recently, social is now a significant part of their
schedules…
76%
50%
31%
27% 27% 27% 25%
18%
11%
9%
Channels Measured:
*Reach –Website only
Source: BE:Europe 2012
Base: GB Data Only

7. New technologies are changing the way UK Business Elite access news &
media content…
76%
Tablet Only
Smartphone Only
50%
+
Tablet & Smartphone
31%
27% 27% 27%
25%
18%
11%
9%
Channels Measured:
*Reach –Website only
Source: BE:Europe 2012
Base: GB Data Only

8. Smartphones are becoming a key medium in how UK Business Elite
stay connected…
21% of UK BE visit a 53% of UK BE access 25% of UK BE access 25% of UK BE access
social media website daily online content via content via a tablet news via an app on either
smartphone daily computer daily a smartphone or tablet
daily
Source: BE:Europe 2012
Base: GB Data Only

9. Reach of C-Suites from the UK Business Elite, by publisher…
LinkedIn’s reach of C-Suites
is 60% greater than its
closest commercial
competitor
Channels Measured:
*Reach –Website only
Source: BE:Europe 2012
Base: GB Data Only

10. Who are LinkedIn’s C-Suites?
85% Male £718K Average
Personal Net Worth
Average Age
46% Involved in
Purchasing Decisions
worth £1.5M+
Average Gross 35% work in
Salary companies with 1000+
Employees
£145K
Source: BE:Europe 2012

11. How do C-Suites engage with LinkedIn?
Connect & Research People &
Communicate Companies
Network with other Learn about what
professionals other colleagues are
doing
Professional Insights On the Move
Stay up to date on More likely than average
industry discussions active member to access
LinkedIn on their mobile
Targeting : Directors and Above
Source: LinkedIn Internal data
Geo: UK
Contact LinkedIn Marketing Solutions to learn more

12. LinkedIn’s C-Suite audience are business influencers and early
adopters on- and off- platform…
72% Enjoy engaging with 69% Really enjoy finding out how 94% Influence people’s decisions &
international news and affairs technology works behaviours
More likely to follow a More likely to be More likely to be a
company other than members of LinkedIn member of our
their own groups influencer custom
segment
Source: 1st row- BE:Europe 2012, Base: GB data only
2nd column- LinkedIn Internal data, Contact Marketing Solutions to learn more

13. Appendix
Methodology behind BE: Europe

14. Background…
The series of surveys now called the Business Elite first appeared in 1973 as the European
Businessmen Readership Survey (EBRS).
The Asia study was launched in 1985, followed by surveys in Japan (1998), Central Europe
(2000), Australia (2005) and the United States (2006). Similar studies are run in Latin America and the
Middle East.
BE:Europe is now run on an annual basis and the objectives of the survey are to:
1. To estimate the size and scope of the business elite audience;
2. To measure their media consumption and business decision-making influence;
3. To support campaign planning targeted at the most senior business executives

15. The business elite are few in number....
Although the Business Elite only represent 0.13%
(444,441) of Europe’s population they are
BE: EUROPE disproportionally influential relative to their size
0.45m
This audience represents senior business leaders in
59, 787 companies in 17 European countries. The
universe includes industrial and commercial companies
with 250 or more employees, other leading European
companies in terms of turnover with 150-249
employees, plus the head office of banks and insurance
General population companies.
329m
As well as being a key audience for B2B marketing, they
also represent the key to profitability for sectors such as
finance, luxury goods and cars, airlines and hotels
BE: Europe 17 Countries

16. How surveys are conducted...
Identify companies from business directories
IPSOS MORI use companies such as Dun and Bradstreet to identify companies with 250+
employees and if their turnover is greater than £40m we lower the threshold to 150+
employees
Executives via telephone screening
IPSOS MORI call the identified company and verify the companies eligibility. They ask for the most senior
person’s name plus another job function randomly selected from a list.
Paper self-completion questionnaire
A paper self-completion questionnaire is then sent to the respondents, with a covering letter giving a URL
address so the respondent also has the option to complete online. The equivalent to €5 is also included and we
suggest they give this to charity; this is viewed as a trust building exercise.