4. The world’s largest professional network
187MM
Q3 2012
2 new members join every second
*
150
90
55
32
17
8
2 4
2004 2005 2006 2007 2008 2009 2010 2011
LinkedIn Members (Millions)
4
5. The globally connected professional network
187,000,000+ UK
Sweden
1M+
10M+ NL
registered members (as of November, 2012)
3M+
DACH
2M+
France
4M+
Italy
Canada
Spain 3M+
6M+ Europe
3M+
USA 39M+
66M+ MENA India
5M+ 17M+
SE Asia
Brazil 4M+
10M+ Australia
3M+
6. The Mindset Divide
Spend Time Invest Time
Emotions
Nostalgia Achievement
Old Memories Aspiration
Distraction Ambition
Purpose
Socialize Contacts
Kill Time Information
Fun Professional Identity
Brand Role
Entertain Make Decisions
Personal Interests Improve Myself
Express Personality Recommendations
“The
Mindset Divide
TNS / LinkedIn Study, September, 2012
6
7. Context Matters
“Different social media sites
make more sense for different
industries”
Follow for Follow for news
incentives, rewards or insights
discounts & information
7
8. Members deeply value our brand as a
professional, trusted and remarkably different social
environment
8
10. The value we bring to our members
Identity Insights Everywhere
Connect, find Be great at We work where our
and be found what you do members work
10
11. The Power of Targeting with LinkedIn – Key to what we do
Job function
Industry
Seniority
Occupation
Company size
Education / Degree
Geographic location
Company or business
Age
Group Participation
13. Your company page is your
central hub on LinkedIn
Corporate digital identity beyond
Brand.com
Opportunity to showcase
products & services in an
environment where decision
makers already are
Convey your vision, purpose &
corporate value
Give members a reason to follow
you by connecting them with
valuable resources
(whitepapers, video, customer
testimonials, etc)
14. Who are CVS Caremark’s current followers?
Followers by Industry Followers by Company
As of 10/1/12:
Total Followers
36,619
By non-company
Followers by Seniority Followers by Job Title
employees
40% or 14,414
LinkedIn Follower Report – October 2012
16. Follow Company Ads are your most effective way to
increase followers from your target audience
Sarah Smith
Pharmacist
Sarah, Follow
CVS Caremark
Keep up with interesting, relevant
updates about this company
16
17. Engage your followers with relevant messages
You can send updates to specific groups of followers
17
18. Your messages become trusted content on Sarah’s home page
Sarah Smith
Pharmacist
18
19. And your message is amplified when Sarah endorses it
Marc Bassett
Staff Pharmacist
19
20. No limit to the value you can create
Value of a Follower
Unlimited ability to
message over time
Value
$
Cost
# of marketing messages sent over time
20
22. LinkedIn Display Advertising Easy to place. Hard to miss.
Prominent placement
Little competition
IAB standard units
Clean, clutter-free
environment
22
23. Content Modules Customized multi-tab, in-banner opportunity
offering advertisers a turnkey solution to
distribute their content on LinkedIn.
Share news, videos, tweets, blogs, case
studies, whitepapers, etc.
Distribute this content to build brand loyalty
and establish thought leadership
Keeps the member engaged with your
brand
Easy execution via RSS feeds
LinkedIn reports on impressions, clicks, tab
clicks, hovers, scrolls & Twitter follows (if
applicable)
Higher interaction rates
Typical banner CTR on LinkedIn:
0.05%-0.07%
Content module on LinkedIn:
10-30% interaction rate
Frequency cap: 7x per week
24. inMail Partner Messages
Determine the specific target audience
you want to engage with on LinkedIn.
Send a customize dedicated email
directly to member’s LinkedIn
inboxes.
Notification stays on member’s
homepage until an action is taken
Messages only sent to active LinkedIn
members.
Members receive one message per 60
days – offers advertisers 100% SOV with
target audience.
Members can opt-out of receiving
promotional messages if they choose.
Strong Engagement
Ability to distribute multiple forms of
creative & rich media is accepted
Open rates range from 20-25%
Average CTR 10%+
25. LinkedIn Sponsored Polls -- Ask, Listen, Learn
Drive conversations relevant to your brand
Provide professionals with an
easy, compelling way to share their opinions
Engage business people and encourage
brand-relevant conversation
Dynamically-served ad unit on results page
aligns message with member responses
Target specific audiences at scale
Note: Comment function can be turned off 25
26. LinkedIn Groups – Members only & Open Groups
Collaborative communities for engaging your target audience
Implement unique content modules to
provide superior member experience
Launch robust promotional media to
drive membership
Sustain long-term relationships and
regular interactions with customers
Generate viral growth when members
share group content with their
connections
Review posts before they go live
Group Statistics
Over 600,000 Groups currently on LinkedIn
1,500 new Groups created daily
3MM members join Groups every month
26
27. Case Study: Philips: Creating Global Communities
Objectives
Position Philips as the thought-leader
in the healthcare industry
Build credibility & drive awareness
among key audiences
Products
Custom Groups
Partner Messages
Display Ads
Sponsored Polls
Results
Established largest LinkedIn group
dedicated to healthcare innovation
with over 60K members and
5,000+ discussions
60% of group members are
manager level and above
28. Case Study: athenahealth: Establishing Thought Leadership
Objectives
Find and influence healthcare
executives online
Broaden access to thought
leadership content
Product
Content Ads
Results
Use targeting to reach
executives, increase visibility for
thought leadership and improve
lead generation
61% Increase in click-to-conversion rate
29. Case Study: (Managed Group)
Connect: Professional Women’s Network - Powered by Citi
Citi: Professional Women
Total Group Members
25k+
20k
15k
5k
April May June July
Over 15% of members are
commenting fueling an
increase in membership
Close to half of members
are returning on a weekly
basis
55K+ active members
Establishing your company page is a critical first step as this is the place from which to message followers. Messages, which can include links and video, are published directly into followers’ homepage update streams where they have the ability to share, like or comment on your updates (actions which virally distribute your message across their networks). Companies with a P&S tab have 141% more page views (Jan 2012)
“And what that means is in addition to the direct conversation you are going to be able to have with the people that are following your company, you have these unique social actions on LinkedIn. When people like, when they comment, when they share, the content that you have pushed to these folks spreads throughout the network. And when we look at the beta customers that have been using company status updates, just over the last couple of weeks we see that, in fact, in some cases 20 percent of the people that are seeing this content aren't even following the company. They're seeing it because of these social actions. They're seeing it because the people that are following the company have liked, commented or shared this content.”
is
Country: UKCompany DescriptionPhilips is a world leader in healthcare, lifestyle and lighting, integrating technologies and design into people-centric solutions.. ChallengesReach and engage with members of the large and diverse healthcare industry around the worldDrive awareness of Philips’ main B2B offeringsSolutionEstablish a Custom Group: Innovations in Health, plus targeted sub-groupsFacilitate highly-clinical discussions among key opinion leadersUse promotional display ads and partner messages to drive group membershipWhy LinkedIn?Access to a global professional audienceEnvironment of trustTargeted reach for healthcare professionalsResultsGlobally active 38,000+ member community, far outperforming targets, representing 121 countries and a range of specialist fieldsFacilitating over 4,400 discussions making largest LinkedIn group dedicated to healthcare innovation10% of all LinkedIn members who received partner message group invitations joined the associated group60% of group members are manager level and aboveGroup generates Net Promoter scores of 50+ (extremely high valued)Quotes from ClientHans Notenboom, Global Director B2B Online, Philips: “Combining our thought-leadership with LinkedIn’s trusted environment and professional context has enabled us to create active communities that have become online destinations for medical professionals worldwide. This has helped establish Philips as a partner in this field of expertise amongst our key target audiences.”
AE: Janine TaorminaCountry: USCompany Descriptionathenahealthprovides practice management, electronic health record and patient communication services to healthcare organizations.ChallengesThe company needed to reach hard-to-find busy healthcare executives, and offer access to thought leadership content such as white papers, videos, and blogs.athenahealth also wanted to capture contact info of prospects for lead generation.SolutionReach these busy professionals on LinkedIn where they were already spending time.Use Content Ads to encourage members to view athenahealth content or download white papers in exchange for their contact info.Expanding the reach of the Content Ad through broader targeting, while retaining the focus on LinkedIn members who can influence decision-makers.Why LinkedIn?Content Ads offer interactivity, which encourages athenahealth’s target audience to browse thought leadership material.LinkedIn’s precise targeting helped athenahealth reach specific C-level executives in healthcare and other related professions.Results61% rise in click-to-conversion rate.More names and contact info for lead-gen pipeline.Increase in followers improves social media reach.Client Quotes“We hadn’t seen a tool like the content unit before. It’s not just a standard display ad – it’s engaging and interactive, and really helps us showcase our point of view.” – Amanda Melander, Advertising Manager, athenahealth“When we can engage with healthcare executives and showcase our vision, we can turn them into partners in our goal to drive innovation in the healthcare system.”– Amanda Melander, Advertising Manager, athenahealth
People like you…curated content customized for members based on interests, what others in their network are interested in, sharing, commenting on, etc. Enabling our Share plug-in allows people to share content back to the platform. Each time they share a piece of content that activity is broadcast to everyone in their network. LinkedIn Today is a service that harnesses the collective intelligence of the network to surface the information that professionals needs. Using our profile data, LinkedIn Today will see how you’ve identified yourself by industry, look at what others in the industry are reading and sharing, and surface that content up to you as you strive to remain current. As you can see on the right, the list of publishers includes virtually every content provider known to man, from the Wall Street Journal and HBR through literally thousands of smaller but very relevant publishers depending on your industry. LinkedIn Today captures what is being shared most, commented on, etc. to serve you up what you need to know on a daily – even hourly – basis.